BAS 282 - Principles of Marketing
Introduces marketing functions as it applies to various types of business organizations with attention to the marketing concept, including the marketing mix of product, price, promotion, and distribution decisions; international marketing; and social responsibility.
Credit Hours: 3
Course Requirements/Pre-requisites: BAS 160 or Consent of Instructor.
Upon completion of this course, the student can:
- Describe the marketing functions and describe the ways marketing facilitates exchange and creates economic utility
- Analyze current political, social, economic and demographic trends and their impact on marketing strategies and practices
- Explain the market segmentation process as well as targeting, positioning, and mass marketing
- Describe the different product classes for the consumer and organizational markets and apply these product classification concepts in planning and evaluating marketing strategies
- Evaluate distribution channels in terms of marketing functions performed, degree of market exposure achieved and the balance of service to total cost
- Describe and evaluate various promotional efforts, including advertising, sales promotion, personal selling, and publicity
- Describe and evaluate pricing strategies and decisions
- List the stages of the product life cycle and describe the new product development process
- Describe the role of marketing research with respect to the development of marketing strategies, and new product ideas and marketing problem-solving
- Describe marketing challenges currently facing businesses and organizations.
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