NVCC COLLEGE-WIDE COURSE CONTENT SUMMARY
MKT 201 - INTRODUCTION TO MARKETING (3 CR.)

COURSE DESCRIPTION

Introduces students to the discipline of marketing and the need to create customer value and customer relationships in the marketplace. Presents an overview of the marketing principles, concepts, management strategies and tactics, along with the analytical tools, used by organizations in the creation of a marketing plan to promote ideas, products, and/or services to selected target groups. Examines entrepreneurial e-marketing practices in today's business environment. Lecture 3 hours per week.

GENERAL COURSE PURPOSE

MKT 201 is a one-semester course designed to provide students with an overview of marketing principles and strategies applicable to a dynamic high-tech economy. Marketing activities are examined as part of the strategic planning process. How these activities interface with other major organizational functions will be analyzed. The issues of business planning, research, and logistics, which confront the modern marketing manager, will be detailed. Critical thinking will be emphasized as the student examines new and traditional methods of creating customer value and developing custom relationships using the Internet as one of the many tools available.

ENTRY LEVEL COMPETENCIES

Recommended course is BUS 100 - "Introduction to Business" which will provide an understanding of basic business activities.

COURSE OBJECTIVES

Upon completion of this course, the student will be able to:

    1. Give examples of successful marketing strategies and explain why
    2. Use the Internet to locate information, research companies, and target market opportunities
    3. Explain how marketing activities interface with other organizational functions
    4. Evaluate marketing activities to create customer value and develop solid customer relationships
    5. Discuss the role of marketing in the domestic and global economy
MAJOR TOPICS TO BE INCLUDED
    1. Focus on customer relationships and value
    2. Linking marketing activities and successful corporate strategies
    3. Changing marketing environment
    4. Tools of marketing in a global marketplace
    5. Targeting marketing opportunities
    6. Satisfying marketing opportunities
    7. Physical distribution
    8. Pricing strategies and procedures
    9. Managing the marketing process
EXTRA TOPICS (optional)
    1. International marketing
    2. Social issues and ethics
    3. Legal aspects
    4. Career exploration
    5. Personal marketing
Revised 2/02

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