Survey of principles for choosing target markets, assessing their needs, developing products and services and delivering them at a value to the customer and a profit to the company. Prerequisite: junior standing.
Prerequisite(s) / Corequisite(s):
Course Rotation for Day Program:
Offered Fall and Spring.
Most current editions of the following:
By Lamb, Hair, and McDaniel (Cengage) Recommended
Course Learning Outcomes
Explain the field of marketing, how to select target markets, and the different elements of the marketing and promotion mix.
Identify the objectives of the different pricing policies/strategies and the factors necessary to build positive social relationships and marketing ethics.
Analyze the different marketing environments.
Analyze the similarities/differences between consumer and business markets, service marketing, and the distribution channels available to marketers.
Explain the product life cycle and how each element of the marketing mix changes with the changes in the product life cycle.
Major Topics/Skills to be Covered:
This course may include a written and/or oral presentation component.
Competitive advantage, ethics, and social responsibility
The marketing environment
The consumer, targeting, segmenting, and positioning
The business market
Product concepts and strategy
Pricing concepts and strategy
Promotion concepts and strategy
Logistics, supply chain management, and retailing
Recommended maximum class size for this course: 30
NOTE: The intention of this master course syllabus is to provide an outline of the contents of this course, as specified by
the faculty of Columbia College, regardless of who teaches the course, when it is taught, or where it is taught. Faculty members teaching this
course for Columbia College are expected to facilitate learning pursuant to the course learning outcomes and cover the subjects listed in the Major Topics/Skills to be Covered section.
However, instructors are also encouraged to cover additional topics of interest so long as those topics are relevant to the course's
subject. The master syllabus is, therefore, prescriptive in nature but also allows for a diversity of individual approaches to course material.