Introduction To Marketing –

mkt230

(3 credits)

Because businesses and individuals are all consumers of marketing, this course explores the why behind marketing efforts and how to apply basic marketing to current professional and personal situations. This course includes a general introduction to what marketing is as well as an understanding as to why it is important to organizations. Topics include the marketing 4P’s, the relationship between marketing and sales, and how marketing is used to create value. It also includes a focus on marketing for services and physical goods and considers the influences of the external environment on how companies market their product and services—both domestic and global.

This undergraduate-level course is 9 weeks. To enroll, speak with an Enrollment Advisor.

Topics and Objectives

Introduction to Marketing
- Explain the concepts of goods and services, value, and marketing.
- Describe the role of marketers in an organization.
- Describe the meaning and role of the four P's in the marketing mix.
Market Planning and Research
- Recognize the different levels of planning involved in marketing.
- Describe the steps in the marketing research process.
Consumer Behavior
- Identify the steps in the consumer decision-making process.
- Describe factors that influence consumer behavior.
Marketing Strategies
- Describe market segmentation and its importance in today's marketplace.
- Develop a target marketing strategy.
- Identify the characteristics of customer relationship management.
Creating the Product
- Determine the classifications of products.
- Describe how companies develop new products.
- Describe the process of product adoptions and the diffusion of innovations.
Managing the Product
- Identify product objectives and strategies.
- Explain product life cycle management.
- Discuss ways that a company creates product identity.
Pricing the Product and Marketing Communication
- Explain the function and value of pricing.
- Summarize the steps for price planning.
- Describe the role and function of marketing communication.
- List the stages in developing an IMC strategy.
Advertising, Promotion, Public Relations, and Retail
- Identify the steps involved in developing an advertising campaign.
- Summarize key sales promotion techniques.
- Examine the effects of B2C e-commerce on traditional retailing.
Marketing Plan
- Develop a marketing plan.

The University of Phoenix reserves the right to modify courses.
While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with a University Enrollment Advisor.
Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.

Introduction To Marketing –

mkt230

Introduction to Marketing

Market Planning and Research

Consumer Behavior

Marketing Strategies

Creating the Product

Managing the Product

Pricing the Product and Marketing Communication

Advertising, Promotion, Public Relations, and Retail

Marketing Plan

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