Revised 8/2024

MKT 201 - Introduction to Marketing (3 CR.)

Course Description

Introduces students to the discipline of marketing and the need to create customer value and relationships in the marketplace. Presents an overview of the marketing principles and management strategies, along with the analytical tools used by organizations in the creation of a marketing plan. Lecture 3 hours per week.

General Course Purpose

This course introduces the student to marketing and its role in a corporate or entrepreneurial venture.

Course Prerequisites/Corequisites

None.

Course Objectives

Upon completing the course, the student will be able to:

Critical Thinking

  • Interpret information to reach well-reasoned conclusions
  • Combine and use information from multiple relevant perspectives to make sense of complex issues or solve complex problems
Written Communication
  • Produce written works appropriate for the subject, audience, and purpose of a writing task
Professional Development
  • Explain the importance of a strategic marketing plan
  • Develop a strategic marketing plan
  • Identify consumer behavior as it applies to needs and purchase intent
  • Discuss the concept of brand building and it connects to research, segmentation, and the 4 Ps of marketing (product, price, place, promotion)
  • Summarize the role of ethics in value-based marketing practices
  • Describe the impact of digital technology on the field of marketing

Major Topics to Be Included

  • Overview of Marketing
    • Historical Perspective of Marketing
    • The concept of Value and Value-Based
    • Marketing as a business function
    • Marketing environment (internal and External)
    • Global marketplace
    • Conscious Marketing, Social Responsibility and Ethics
  • Assessing the Marketplace
    • Industry and Competitive analysis
    • SWOT analysis
    • Michael Porter's 5 Forces Model
  • Targeting the Marketplace
    • Consumer Behavior Principles
    • Market Segmentation Targeting and Positioning
    • Market Research and Analytics
    • B to B business marketing
  • Creating a Brand
    • Brand Development Strategies
    • Professional Online Personal Brand
  • 4 Ps of the Marketing Mix/SAVE
    • Product (Solution), Pricing (Value), Place (Access) and Promotion (Education) Strategies
  • Digital Marketing Environment
    • Overview of Social Media Platforms
  • Planning and Implementation
    • Analyze and describe the marketing strategy of a major brand
    • Create a simple marketing plan:
      • Mission & goals
      • Situation analysis
      • Target market & positioning
      • Marketing mix/4 P's
      • Budget and Timeline
      • Measurement & execution
    • Summarize and present a marketing plan