COURSE DESCRIPTION:

This course focuses on the convergence of traditional transactional marketing and integrated relationship marketing. Emphasis is placed on the interrelationship between an organization’s objectives, capabilities, and resources and the market’s needs and opportunities. This relationship applies to all organizations—whether you work for a corporation, nonprofit, or government agency; whether your business is product- or service-based.


COURSE OUTCOMES:

Upon completion of this course, students will be able to:
- Understand fundamental marketing concepts and terminology
- Understand how marketing decisions are influenced by social, technological, competitive, political, legal and global environments
- Understand the marketing-research process and its connection to identifying and understanding consumer behavior
- Recognize and demonstrate the ability to develop a consistent marketing mix
- Understand the integration of theory and ethics required of managers in today’s organizations, especially as it relates to real-world marketing situations
- Be familiar with current and classic marketing tactics as discussed in business periodicals and books
- Communicate complex organizational issues coherently in both oral and written format
- Effectively apply business knowledge and skills to the administration of their organizations
- Create a feasible marketing plan and present it effectively using appropriate methods and tools
COURSE DESCRIPTION:

This course focuses on the convergence of traditional transactional marketing and integrated relationship marketing. Emphasis is placed on the interrelationship between an organization’s objectives, capabilities, and resources and the market’s needs and opportunities. This relationship applies to all organizations—whether you work for a corporation, nonprofit, or government agency; whether your business is product- or service-based.


COURSE OUTCOMES:

Upon completion of this course, students will be able to:
- Understand fundamental marketing concepts and terminology
- Understand how marketing decisions are influenced by social, technological, competitive, political, legal and global environments
- Understand the marketing-research process and its connection to identifying and understanding consumer behavior
- Recognize and demonstrate the ability to develop a consistent marketing mix
- Understand the integration of theory and ethics required of managers in today’s organizations, especially as it relates to real-world marketing situations
- Be familiar with current and classic marketing tactics as discussed in business periodicals and books
- Communicate complex organizational issues coherently in both oral and written format
- Effectively apply business knowledge and skills to the administration of their organizations
- Create a feasible marketing plan and present it effectively using appropriate methods and tools