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Aug 31, 2024
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2021-2022 Yavapai College Catalog [PREVIOUS CATALOG YEAR]
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MGT 230 - Principles of Marketing Description: Survey of marketing problems and possible solutions. Retail and wholesale areas with emphasis on the consumer's needs and relationship to marketing practices.
Credits: 3 Lecture: 3 Course Content:
- Marketing in a changing world
- Strategic planning and the marketing process
- Marketing research and information systems
- Consumer and business buying behavior
- Marketing mix: Product, Place, Price, Promotion
- Retailing and merchandising
Learning Outcomes:
- Explain the overall importance of marketing and how it fits into the business environment. (1)
- Explain the strategic function that marketing plays in the profitability of a business. (2)
- Explain the use of marketing research and technology to achieve the marketing strategy. (3)
- Discuss how the marketing mix (Product, Price, Place, Promotion) is used to address the needs and wants of consumers. (4, 5)
- Create and present a marketing plan for a product or service. (5)
- Compare different customer service strategies (CRM) that can be used to improve the consumer experience. (4)
- Compare the strategies that are used within the different stages of a product's life cycle. (5)
- Compare and contrast traditional retailers, category specialists, service, and product marketing. (6)
- Evaluate the effectiveness of merchandising decisions in the retail industry, including visual merchandising. (6)
- Describe different types of distribution channels and the concept of supply chain management. (5, 6)
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