Introduction to the principles of marketing. Looks at how to assess an environment from a marketing perspective, consumer and business behavior, market segmentation, product/service strategies, new product development processes, pricing, channels, retail/wholesale, marketing communication, and direct selling.
This three-credit elective course provides information professionals with an in-depth understanding of the principles and concepts of marketing and the use of information in marketing. Upon completion of this course, students will have learned the principles of marketing planning and marketing processes, including gathering relevant market information, analyzing competitive landscape, understanding perceptions and behaviors of consumer and business customers, segmenting the market, and formulating effective strategies for product/service/solutions positioning, development, distribution, pricing, and communications. They will develop marketing plans and have the skills needed to solve marketing problems.
Student learning goals
Understand critical Marketing Concepts, including strategic planning and marketing process, market structure and market position, and roles of information technology in mass customization. Understand how to conduct marketing research and market intelligence for decision making, gain insights about consumer and organizational buying behaviors, and learn basics of market segmenting, targeting and positioning.
Understand product and services value proposition, go-to-market messaging and product development and lifecycle management.Gain insights of customer and product satisfaction
Learn basics of dvertising, branding, global marketing, Internet marketing and web analytics.
Explore software as a service and solutions marketing
Understand the approaches to managing supply chain and developing favorable ecosystem.
Prepare a marketing plan
General method of instruction
The method of instruction consists of the components of lecturing, discussion and case studies
For the purpose of maximizing the learning potential, it is recommended that students read suggested materials and conduct case analysis before attending the class.
Class assignments and grading
The main assignments are case studies and a marketing plan. The grade also include participation in discussion and presentation