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Sep 18, 2024
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BUS 2660 - Marketing3 lecture hours 0 lab hours 3 credits
Course Description
Why can you buy a Timex watch at a sporting goods store but you can’t buy a Rolex watch there? It’s not just location LOCATION, LOCATION! This course introduces students to foundational marketing concepts through the lens of real-world examples. Product quality, pricing, and promotional aspects will be discussed across a variety of products and services.
Prereq: None
Note: None
This course meets the following Raider Core CLO Requirement: None
Course Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Recognize the breadth of marketing and identify its core concepts
- Demonstrate the interrelatedness of various marketing concepts necessary to create a marketing plan
- Summarize the significance of marketing research to organizations and the marketing planning process
- Identify the current challenges and issues in marketing in today’s global marketplace
- Explain the marketing mix as it pertains to marketing strategy
Prerequisites by Topic
Course Topics
- Marketing ethics
- Consumer dynamics vs business dynamics (B2C vs B2B vs C2C)
- Marketing environment: macro and micro
- Segmentation
- Market research
- Product strategies, brands, lifecycle
- Channel marketing
- Pricing strategies
- Social media/digital
- Advertising/IMC
- Promotions/PR
Coordinator
Dr. Michael Payne
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