This course is designed to familiarize students with the concepts in the broad field of marketing with a global perspective. Marketing can be described as activities performed by organizations as well as being a social process. Students will learn how to combine these activities through topics covering:

• Elements of marketing such as initiating the marketing process
• Understanding consumers and the market
• Targeting opportunities in the market place
• Satisfying market opportunities through products, brands, channels, and supply chain management.
• Attention is directed towards the study of the principles of effective marketing planning, which begins with an understanding of consumers
• Entails appropriate product, pricing, promotion and channel strategy.

Upon successful completion of this course, the student will have demonstrated the ability to:

• Explain the role and importance of marketing in organizations and organizational strategy,
• Understand the role ethics and corporate social responsibility have in marketing,
• Determine if elements of the marketing strategy are consistent with one another,
• Use analytical and research methods for understanding the marketing environment and marketing strategy,
• Explain how marketing discovers and satisfies consumer needs and wants,
• Explain how the marketing mix affects a firm’s ability to compete in the marketplace,
• Describe how market orientation focuses on creating customer value, satisfaction, and customer relationships,
• Recognize how marketing activities differ for goods and services,
• Explain the importance of marketing in corporate strategy and planning,
• Explain how marketing both affects and is affected by the internal and external environments of an organization,
• Develop an effective marketing plan using a case study based on a current business.