Principles of Marketing

Principles of Marketing

Course Summary

At the end of this course, you will have explored factors that influence how marketing decisions are made, including the impact of marketing decisions on an organization and its customers. You will gain a working knowledge of practical marketing and business vocabulary, and evaluate how the actions of competitors influence marketing decisions in the global marketplace.

Course Outcomes

At the end of this course, you will be able to:

  • Evaluate the primary components of a marketing plan from strategic, functional, and operational perspectives
  • Analyze how the characteristics of the business environment can impact marketing decisions
  • Analyze the possible impacts of marketing research on a business plan
  • Evaluate how consumer characteristics and behavior affect marketing strategies
  • Compare B2B and consumer markets
  • Compare various considerations in product and services marketing
  • Analyze how integrated marketing communications (IMCs) are developed and implemented
  • Analyze the considerations and process of creating a pricing strategy

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