COURSE OBJECTIVES
Upon successful completion of this course students will be expected to:
1. accurately define marketing and explain the increasing importance of ethical and social issues in the evolution of the marketing concept;
2. identify the components of the marketing mix (product, price, promotion, and distribution) and describe how these components interact with the ethical issues discussed in the text;
3. describe the importance of the study of consumer behavior in marketing and explain how knowledge of the consumer decision- making process is used in the development of marketing strategies;
4. distinguish between competition-oriented and consumer-oriented marketing strategies;
5. describe how market segmentation is used to position and sell products in target markets;
6. discuss product development and branding strategies, pricing strategies, and integrated marketing communication;
7. explain the reasons for the use of different types of channel structures and marketing intermediaries.
8. prepare and present a marketing plan on a product or service
Attachment:- furlow.rar