mkt421 | undergraduate
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Understanding Marketing Concepts and Consumer Behavior
- Identify basic marketing concepts.
- Explain how marketing decisions are influenced by internal and external forces.
- Evaluate ways to build long-term customer relationships.
- Explore ways to build a personal brand for expanded professional opportunities.
Marketing Research, Marketing Planning and Segmentation and Positioning
- Examine the elements of a comprehensive marketing plan.
- Compare various marketing research methods and technologies and their strengths and weaknesses.
- Analyze the strengths, weaknesses, opportunities, threats and trends (SWOTT) faced by an organization.
- Establish a clearly defined target market and differentiation and positioning strategy.
Branding, Products/Services and Pricing Strategies
- Analyze the steps to take a new product or service from concept to commercialization.
- Analyze how strong brands bring value to an organization and its customers.
- Explain how marketing objectives change throughout the product life cycle.
- Evaluate various pricing strategies for setting the price of a product or service.
Marketing Distribution and Integrated Marketing Communications Strategies
- Examine how channels of distribution efficiently deliver a product into the hands of the consumer.
- Compare brick-and-mortar vs. online retail strategies.
- Compare the advantages and disadvantages of the following promotional methods: mass marketing, direct marketing, personal selling, public relations, and digital marketing.
- Evaluate the potential for new digital marketing techniques.
Entrepreneurial Marketing, Multi-Cultural and International Marketing, and Marketing Trends
- Explore the best marketing tools to use in a small business setting.
- Contrast cultural, economic, political and legal differences between domestic and global markets.
- Apply cultural knowledge in formulating marketing strategies directed to a multicultural population.
- Identify marketing trends.
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