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EMK 3601 Principles of Marketing

Course Description

This course provides the fundamental principles in the marketing of goods, services, and ideas. Course includes planning, pricing, promotions, and distribution. This course focuses on global marketing, marketing ethics, and managing the marketing function. (Requirement: Second semester sophomore standing and enrollment in University Alliance.)

Course Objectives

Upon completion of this course, students should be able to

  • Recognize how incredibly challenging it is for organizations to successfully market products within national and global arenas
  • Analyze and recommend various elements that influence and define marketing strategy, including target marketing and the marketing mix
  • Become inspired to research current organizations and their cutting-edge marketing strategies while increasing one’s knowledge, saavy, and informed decision making skills
  • Exercise analytical, communication, and presentation skills through the use of technology including Microsoft Word, PowerPoint, Excel, and the Internet), the basic tools of marketing

Week 1

Lecture: Introduction
Lecture: Why Study Marketing?


  • Observe the shifts from transaction-based marketing to relationship and social marketing
  • Relate the elements of the marketing mix to the definition and application of foundational market planning and strategy formulation
  • Determine that the definition of marketing is not synonymous to that of advertising and selling

Week 2

Lecture: Consumer Decision Making


  • Justify how marketers analyze consumer decision making
  • Analyze your own consumer behavior
  • Differentiate between each of the personal determinants of consumer behavior: needs and motives, perceptions, attitudes, learning, and self-concept theory
  • Outline and explain the steps of the consumer decision process

Week 3

Lecture: Consumer vs. Business Markets: What a Difference!


  • Compare how business and consumer markets differ
  • Summarize buying situations facing organizational buyers
  • Generate examples of how brand equity is built, measured, and managed

Week 4

Lecture: Why the Product Life Cycle Matters to Marketers?


  • Recognize and identify innovatively grounded organizations in the areas of developing and introducing new products
  • Stimulate thought as to strategies for avoiding product entry into the decline stage
  • How an organization initially sets prices, thus interpreting how consumers process and evaluate prices

Week 5

Lecture: Jones Soda: Marketing & Concumer Behavior
Lecture: If it isn't There, You Can't Sell It! Distribution and Managing Channels of Distribution


  • Analyze and observe diverse perceptions of value
  • Determine how organizations should integrate channels and manage conflict
  • Identify and solve key e-commerce issues
  • Evaluate how organizations make decisions in managing their channels
  • Compare major transportation modes
  • Describe the concepts of channel management, conflict, and cooperation
  • Recognize the role of e-commerce in the distribution channel
  • Identify disintermediation

Week 6

Lecture: "Speak to Me!" Tailoring Marketing Communication to Customers
  • Compose and blend the elements which influence the effectiveness of a promotional mix
  • Demonstrate an understanding and application of the role of sponsors, spokespersons, and direct marketing within the integrated communications framework
  • Explain how communication is measured against promotional campaign effectiveness

Week 7

Lecture: Let's Discuss Face-to-Face


  • Distinguish between the advantages and disadvantages of promotional tools
  • Describe the trends in personal selling
  • Identify and explain the seven basic steps in the sales process

Week 8

  • Intensify interest in the ethical and social responsibility arenas crucial to successfully reaching global markets
  • Consider the factors an organization should review before deciding to enter global markets
  • Analyze important trends in marketing practices while evaluating tools to assist organizations in both monitoring and improving marketing practices
  • Assess and evaluate how organizations differentiate products and services from that of competition
  • Examine the national and global advantages and disadvantages facing organizations
  • Examine strategies for gaining an edge on competitive advantage
  • Categorize Michael Porter’s four generic competitive strategies
  • Consider extraordinary examples of individual and organizational success as a result of competitive advantage

The course description, objectives and learning outcomes are subject to change without notice based on enhancements made to the course.