This course develops the marketing principles by which products and services are designed to meet customer needs, priced, promoted, and distributed to the end user. The focus is on the application of these marketing principles to a wide range of customers, both internal and external. Topics include new product/service introduction and segmentation and positioning strategy.

Marketing Functions and Strategies

• Recognize the elements of marketing (e.g., communications, product development, distribution, pricing).
• Explain how marketing fits into overall business strategy.
• Identify key components that comprise a marketing plan.
• Examine the role of market research and other factors in assessing markets.

New Product/Service Introduction

• Define the development process.
• Produce a new product/service SWOT analysis.
• Forecast market potential and future demand.
• Assess the product life cycle and its relevance to new product development strategy.

Segmentation and Positioning Strategy

• Conduct a segmentation analysis for a product/service.
• Determine the steps for selecting target markets.
• Evaluate methods for differentiating products/services.
• Determine optimal positioning for a product/service.

Product/Service and Pricing Strategy

• Design a product/service to meet customer needs.
• Compare and contrast the marketing strategies of a tangible product versus an intangible service.
• Assess various pricing strategies.

Distribution and Promotion Strategy

• Evaluate distribution channel options.
• Assess the key factors influencing the choice of promotional alternatives.
• Measure promotional effectiveness.
• Identify principles of effective personal selling.

The Future of Marketing and "Pulling it all Together"

• Evaluate the impact of e-business and technology on traditional marketing.
• Appraise the marketing implications of a global economy.
• Critique the effectiveness of marketing plans.