Upon the successful completion of this course MAJOR COURSE LEARNING OBJECTIVES: the student will be expected to: Analyze the nature of marketing and how it functions in domestic and global economies. Differentiate between consumer and organizational markets and strategies. Recognize and relate the importance of the marketing concept to the competitive market. Describe the various environmental factors affecting marketing decisions. Explain how mission, situational analysis, objectives, positioning, and product and market analysis affect planning, forecasting and overall marketing strategy. Explain the process of marketing research and its influences on marketing strategy. Apply market segmentation, describe its relationship to selecting a target market, and discuss its effect on the success of the marketing plan. Explain the purchase decision process and influences that affect consumer behavior. Discuss and explain how logistics, marketing channels, and supply chain management create utility. Identify the elements of product planning, management, and development including differentiation and branding. Explain the importance of an integrated marketing communication plan in supporting strategy, image, and position. Discuss the strategy dimensions of price as it relates to setting pricing objectives and profitability. Identify ethical issues and challenges facing marketing today. Explain the correlation between marketing metrics and customer relationship management in providing feedback to identify gaps in meeting marketing objectives. REQUIRED TEXT & MATERIALS Title: 5e with Connect Plus and Practice Marketing Marketing: The Core Author: Kerin Edition: 5e Publisher: McGraw-Hill ISBN: 0077808010 How to Order Textbook/Materials All books and materials, unless otherwise noted, should be purchased from the Ivy Tech online bookstore. To order the texts required for this class or any other course, go to . Students can order all books and materials for all courses from this site regardless of whether it is an online – or on-campus course. In the future, it is advised that students order textbooks and materials the start of the before semester. Students should use a copy of their course schedule to accurately order books and materials. Schedules can print a copy of their course schedule from Campus Connect at .
MAJOR COURSE LEARNING OBJECTIVES: Upon the successful completion of this course the student will be expected to: Analyze the nature of marketing and how it functions in domestic and global economies. Differentiate between consumer and organizational markets and strategies. Recognize and relate the importance of the marketing concept to the competitive market. Describe the various environmental factors affecting marketing decisions. Explain how mission, situational analysis, objectives, positioning, and product and market analysis affect planning, forecasting and overall marketing strategy. Explain the process of marketing research and its influences on marketing strategy. Apply market segmentation, describe its relationship to selecting a target market, and discuss its effect on the success of the marketing plan. Explain the purchase decision process and influences that affect consumer behavior. Discuss and explain how logistics, marketing channels, and supply chain management create utility. Identify the elements of product planning, management, and development including differentiation and branding. Explain the importance of an integrated marketing communication plan in supporting strategy, image, and position. Discuss the strategy dimensions of price as it relates to setting pricing objectives and profitability. Identify ethical issues and challenges facing marketing today. Explain the correlation between marketing metrics and customer relationship management in providing feedback to identify gaps in meeting marketing objectives. REQUIRED TEXT & MATERIALS Title: Marketing: The Core 5e with Connect Plus and Practice Marketing Author: Kerin Edition: 5e Publisher: McGraw-Hill ISBN: 0077808010 How to Order Textbook/Materials All books and materials, unless otherwise noted, should be purchased from the Ivy Tech online bookstore. To order the texts required for this class or any other course, go to . Students can order all books and materials for all courses from this site – regardless of whether it is an online or on-campus course. In the future, it is advised that students order textbooks and materials before the start of the semester. Students should use a copy of their course schedule to accurately order books and materials. Schedules can print a copy of their course schedule from Campus Connect at .
GLAI_MKTG_101_Syllabus.docx