mkt421 | undergraduate


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This course develops an understanding of the complexities public and private organizations face in developing, establishing, and implementing marketing strategies in both domestic and international markets. Areas of study include: basic marketing concepts, marketing research, consumer behavior, branding, products/services, pricing, distribution channels, promotions, ethical marketing practices, global and multicultural marketing, and the technologies used throughout the marketing process.

This undergraduate-level course is 5 This course is available to take individually or To enroll, speak with an Enrollment Representative.

Course details:

Credits: 3
Continuing education units: XX
Professional development units: XX
Duration: 5

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    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.

    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.
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