BUS 230 - Principles of Marketing

Course Description

This is a survey course designed to introduce students to the total marketing process. The nature and scope of marketing as it relates to managing profitable business in today's society will be examined. Study will include the various factors affecting this process such as product, price, promotion, place (distribution), the environment, international marketing, and consumerism. Upon successful completion of this course, students should be able to: Describe the nature and scope of marketing. Identify the opportunities and constraints that exist in the firm's external environment. Determine the marketing manager's role in developing strategies and tactics aimed at achieving company goals. Analyze meaningful market segments and select target markets. Explore the value of gathering information for problem solving and decision making. Apply consumer-behavior principles to effective marketing activities. Develop and offer products (or services), including product-related factors, to provide customer satisfaction. Determine the channels of distribution as well as the number and kinds of channel intermediaries needed to get goods from the producer to the consumer. Establish the value to be given in exchange for goods or services. Utilize the tools of communication to develop and effectively share information between buyer and seller. Demonstrate an awareness of international marketing and social responsibility.

Credit Hours: 3
Lecture Hours: 3


Course Prerequisites: BUS 100