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SMC|Academic Programs|Business Department|Principles of Marketing

Principles of Marketing

3 Units
Prerequisite:    None

Catalog Description:

This course introduces modern business marketing concepts and strategies and familiarizes the student with standards, procedures, and techniques used in marketing. Topics include marketing research; consumer behavior; target marketing; green marketing; and product, pricing, promotion, and distribution strategies.

Course Objectives:

Upon completion of the course students will be able to:
A.    Define the marketing concept.
B.    Compare marketing research techniques.
C.    Plan target marketing strategies.
D.    Identify and discuss the roles of product, price, distribution, and promotion in effective marketing.
E.    Analyze the issues and opportunities related to global marketing.
F.    Develop an effective marketing plan.

Course Content:

5%    Overview of marketing discipline
5%    Strategic planning and the marketing process
5%    The marketing environment
5%    Ethics and social responsibility in marketing
5%    Green marketing
5%    E-Commerce
5%    Consumer Behavior
5%    Business to business marketing
10%    Global marketing
5%    Marketing research
5%    Market segmentation, targeting, and positioning
5%    Relationship marketing
10%    Product and service strategies
5%    Distribution strategies
10%    Promotional strategies
10%    Pricing strategies

Student Learning Outcome(s):
       
1.    Functioning as a member of a team, students will design and present a marketing project given a specific marketing problem or opportunity scenario.
As assessed by:  project

2.    Students will demonstrate comprehension of marketing principles by completing comprehensive examinations with a score of at least 70 percent.
As assessed by: midterm and final exams