Marketing Foundations
Course Description
This course explores the role of marketing in society and in the success of an organization. Students learn and apply the strategies, tactics and terminology used by market-oriented businesses. Through critical thinking exercises and case analysis, students become familiar with the primary tools of marketing including market segmentation, product, pricing, marketing communication, research, and marketing channel strategies.
Learning Outcomes
Upon successfully completing this course, the student will be able to:
1. Analyze the marketing mix and interpret the major decisions each component involves.
2. Compare marketing activities with the other functional areas of an organization.
3. Evaluate the concept of marketing segmentation and target market selection.
4. Explain the relationship between marketing and its environments, and its role in society.
5. Utilize secondary sources (i.e., library) in gaining insight into marketing problems and solutions.
6. Demonstrate the importance of quality and customer satisfaction for the firm in today's competitive environment.
7. Apply proper marketing terminology in problem solving situations.
Required Textbooks and Additional Materials
978-1-285-09186-0 (Academic Year 2013/14)
Marketing 7
Lamb, Charles W.
7TH / South-Western Publishing Co.
978-1-285-43262-5 (Academic Year 2014/15)
MKTG 8
Lamb, Charles W.
Edition: 8TH 15
South-Western Publishing Co.