2021-2022 Yavapai College Catalog 
    Jun 16, 2024  
2021-2022 Yavapai College Catalog [PREVIOUS CATALOG YEAR]

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:
  1. Marketing in a changing world
  2. Strategic planning and the marketing process
  3. Marketing research and information systems
  4. Consumer and business buying behavior
  5. Marketing mix: Product, Place, Price, Promotion
  6. Retailing and merchandising

Learning Outcomes:
  1. Explain the overall importance of marketing and how it fits into the business environment. (1)
  2. Explain the strategic function that marketing plays in the profitability of a business. (2)
  3. Explain the use of marketing research and technology to achieve the marketing strategy. (3)
  4. Discuss how the marketing mix (Product, Price, Place, Promotion) is used to address the needs and wants of consumers. (4, 5)
  5. Create and present a marketing plan for a product or service. (5)
  6. Compare different customer service strategies (CRM) that can be used to improve the consumer experience. (4)
  7. Compare the strategies that are used within the different stages of a product's life cycle. (5)
  8. Compare and contrast traditional retailers, category specialists, service, and product marketing. (6)
  9. Evaluate the effectiveness of merchandising decisions in the retail industry, including visual merchandising. (6)
  10. Describe different types of distribution channels and the concept of supply chain management. (5, 6)