MNGT 282 Principles of Marketing (5 credits)
Course Description
A study of the business activities concerned with the flow of goods and services from producers to consumers.
Course Content
a. Market Research/Analysis b. Market Segmentation c. Consumer Buying Behavior d. Distribution e. Products and Price Strategies f. Promotional Strategies g. Marketing Plan Development
Student Outcomes
1. Explain the marketing concept and the role of marketing in creating customer and firm value.
2. Conduct primary and secondary research to analyze demand, competition, environment, and legal or ethical constraints, then derive insights for strategy.
3. Design a data-informed STP strategy and an integrated marketing mix, including product, price, place, and promotion decisions.
4. Produce a professional written marketing plan with defensible assumptions, basic budget elements, and success metrics.
5. Present and defend the marketing strategy, then critique plans using evidence and customer or market feedback.
Degree Outcomes
Program Outcome(s)
Strategic Thinking: Use quantitative and qualitative business principles to analyze, synthesize, and evaluate business problems in order to design and
execute effective and ethical business solutions.
Information Competency: Apply appropriate information location, selection, and attribution norms to solve business problems.
Critical, Creative, and Reflective Thinking: Graduates will evaluate, analyze, synthesize, and generate ideas; construct informed, meaningful, and justifiable conclusions; and process feelings, beliefs, biases, strengths, and weaknesses as they relate to their thinking, decisions, and creations.
Lecture Contact Hours 50
Lab Contact Hours 0
Clinical Contact Hours 0
Total Contact Hours 50
Potential Methods
A. Portfolio B. Self-Assessment C. Peer Assessment D. Oral Presentation E. Project F. Tests/Quizzes
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