MAR 2011 - Principles of Marketing

College of Business

Credit(s): 3
Contact Hours: 47
Effective Term Spring 2025 (645)

Course Description

This course covers the fundamental concepts and strategies of marketing in a comprehensive approach. Students will identify target markets, develop effective marketing strategies, and utilize various promotional techniques to achieve business objectives. The course also provides insights into consumer behavior and market dynamics to make informed marketing decisions while considering the ethical implications of the marketing field. 

Learning Outcomes and Objectives

  1. Students will apply core marketing concepts through various methods by:
    1. Recalling marketing concepts, encompassing a wide array of principles and theories, through engaging, interactive, and accessible learning experiences.
    2. Identifying key marketing concepts discussed in lectures, case studies, and group discussions, demonstrating knowledge.
    3. Implementing core marketing concepts to analyze case studies or real-world scenarios, demonstrating application.
  2. Students will design marketing strategies by identifying target audiences and creating effective plans for the marketing mix by:
    1. Analyzing markets using demographic, psychographic, and behavioral segmentation criteria to identify lucrative market segments.
    2. Developing comprehensive marketing plans that align with organizational goals and objectives, integrating the marketing mix.
  3. Students will analyze consumer behavior by developing marketing recommendations by:
    1. Applying basic consumer behavior concepts to analyze case studies or real-world scenarios, demonstrating application.
    2. Evaluating the impact of marketing strategies on consumer behavior, such as the effectiveness of advertising in influencing purchase decisions, at the analysis level.
    3. Developing marketing recommendations based on an understanding of consumer behavior, demonstrating synthesis.
  4. Students will conduct basic market research and analysis to gather insights for making informed marketing decisions by:
    1. Identifying primary sources of market research data, such as surveys and focus groups, demonstrating knowledge.
    2. Interpreting market research findings to identify consumer preferences and market trends, demonstrating application.
    3. Evaluating the reliability and validity of market research data sources, demonstrating analysis.
  5. Students will distinguish basic principles of ethical marketing and social responsibility within the context of business practices by:
    1. Applying ethical principles to analyze marketing campaigns or practices for adherence to ethical standards, demonstrating application.
    2. Evaluating ethical solutions to marketing challenges, considering the well-being of stakeholders and society, demonstrating synthesis.

Criteria Performance Standard

Upon successful completion of the course the student will, with a minimum of 68% accuracy, demonstrate mastery of each of the above stated objectives through classroom measures developed by individual course instructors.

History of Changes

Revised 8/2/83. Revised 8/84. Reviewed C&I 10/23/90. 3 YR C&I Review 8/94. 3 Year Review 9899. 3 Year Review 2002. Online 20031. 3 Year Review 2006. 3-Year Review 2010: Acceptable As Is
C&I Approval: 07/19/2024, BOT Approval: 09/17/2024, Effective Term: Spring 2025 (645)

Related Programs

  1. Business Administration (BUS-AS) (670) (Active)
  2. Business Management (BUSADM-CT) (670) (Active)
  3. Business Operations - Marketing (MKT-CT) (505) (Active)
  4. Event Planning Management (EVENT-CT) (580) (Active)
  5. Food and Beverage Management (FBM-CT) (535) (Active)
  6. Hospitality and Tourism Management (HMGT-AS) (640) (Active)
  7. Management & Organizational Leadership (MGTORG-TR) (670) (Active)
  8. Marketing Essentials PCS (MKTHS-AR) (635) (Active)
  9. Rooms Division Management (RDM-CT) (535) (Active)
  10. Rooms Division Operation (RDO-CT) (535) (Active)