Marketing is an exciting, dynamic and expanding field in business. The discipline of marketing starts with understanding the consumers, and recognizing how to meet their needs and wants is the key to profitability. As a discipline focusing on creating, communicating and delivering value, marketing is effective not only in the success of for-profit companies but also for non-profits and for individual ideas.
In MKTG 311, we will learn the key elements of marketing, including strategy, segmentation, consumer behavior, branding, promotion, pricing and retailing. We will focus on understanding the important concepts and tools, and how you can use them to solve marketing problems.
COURSE GOALS
The broad goal of the Marketing area in the School of Management is to teach students an integrative understanding of, and the ability to apply, concepts about (a) information acquisition, management, and use, (b) customer analysis, and (c) marketing mix design and marketing strategy development. Within that broad context, the primary goal of MKTG 311 is to develop functional competency in marketing, and the desired outcome is that students, after taking this course, are able to apply knowledge of marketing to make effective business decisions.
MKTG 311 is designed:
- To familiarize you with the key elements of developing, implementing and evaluating a successful marketing program.
- To provide you with examples of how companies use marketing tools to help them compete with others.
- To give you the opportunity to apply marketing concepts by analyzing real companies and by identifying and solving marketing problems.
- To enhance your critical thinking skills by allowing you to evaluate marketing problems and discuss them.
