Principles of Marketing 325-826

Presents behavioral patterns and legal and economic constraints affecting marketing decisions. Introduces analytic and control techniques for effective product planning, promotion, pricing and physical distribution.

Course Content Goals and Objectives:

• Marketing and the Marketing Strategy Planning Process
o The marketing role in businesses and other organizations, the basis for marketing strategy planning to satisfy the needs of the target market, and the marketing mix variables.
o A strategic planning view of how managers can find marketing opportunities and develop competitive advantages. Market segmentation including the various approaches and perspectives that help marketing managers seek market opportunities.
o Segmenting markets and satisfying needs through understanding demographic dimensions of the consumer market, the behavioral features of the consumer market, and how business and organization’s customers are similar to and different from the consumer.
o The marketing manager’s access to more information about opportunities --as related to the marketing environment, the controllable marketing mix decisions, successful positioning of the value of the product.
• Planning the Marketing Mix
o The marketing mix including all of the key marketing mix strategy decision areas.
o The major issues in product planning for goods and services including new-product development and the different strategy decisions required at different stages of the product-life cycle to sustain a competitive advantage.
o The channels of distribution, with special emphasis on the need for channel members to cooperate and coordinate to better meet the needs of customers; the rapidly changing arena of logistics and the steps firms are taking to reduce the costs of storing and transporting.
o The promotion area focusing on integrated marketing communication, direct-response promotions advertising and sales promotion through traditional channels.
o Price as defined by customer value and different types of consumer versus distributor discounts, allowances, cost-oriented and demand- oriented pricing approaches, and how they fit in today’s competitive environments.
• Performance Objectives
• Acquisition: The student will have learned concepts, facts, methods, terms and theories as demonstrated in discussions, case analysis, marketing plans and /or games, and examinations.
• Comprehension: The student will have demonstrated understanding of the facts, methods, terms, and theories through discussions, case analysis, marketing plans and/or games, and examinations.
• Application: The student will have applied his or her acquired knowledge to actual situations. The responses will be well organized, clearly communicated, and supported with examples as demonstrated in discussion, marketing plans and/or games.
• Analysis: The student will be able to classify or disassemble information into its components, understand the relationship between components, and identify the principle(s) that organize structures or systems. Analysis, as a more advanced stage of comprehension, is also called critical or logical thinking. This skill will be demonstrated in the marketing plan and/or game assignment.

This is a 3rd Party billing. PUCPR will pay $150 per student per course.