MKTG210 - Principles Of Marketing

MKTG210 - Principles Of Marketing
Course Number	MKTG210
Number of Credit Hours	3
Course Subject	Marketing
Taught at	Olayan School of Business

Course Description

An overview of marketing activities including marketing inputs in strategic planning, global marketing, marketing research, analysis of buyer behavior, market segmentation and positioning, and development of the marketing mix elements.

Topical Coverage

Marketing: Creating and Capturing Customer Value, Company and Marketing Strategy: Partnering to Build Customer Relationships, Analyzing the Marketing Environment, Managing Marketing Information to Gain Customer Insights, Consumer Markets and Consumer Buyer Behavior, Business Markets and Business Buyer Behavior, Customer-Driven Marketing Strategy: Creating Value for Target Customers, Products Services and Brands: Building Customer Value, New-Product Development and Product Life-Cycle Strategies, Pricing Strategies, Marketing Channels: Delivering Customer Value, Communicating Customer Value: Integrated Marketing Communications Strategy, Advertising and Public Relations, The Global Marketplace

Learning Goals

MKTG210_B-LG1: Business Professional Knowledge & Competence, MKTG210_B-LG4: Teamwork, MKTG210_B-LG5: Business Communication Proficiency, MKTG210_B-LG6: Global Business Environment

Specific Learning Objectives

MKTG210_B-LG1.1: Business Professional Knowledge & Competence, MKTG210_B-LG4.1: Teamwork, MKTG210_B-LG5.1: Business Communication Proficiency, MKTG210_BLG6.1: Global Business Environment

Prerequisite Courses

ENGL204 - Advanced Academic English

Instructional Methodology

Lecture, Class Discussion

Performance Evaluation

MKTG210_Midterm Exam, MKTG210_Final Exam, MKTG210_Case Analysis, MKTG210_Attendance and Participation