Courses

This course examines the business function of Marketing. Students will learn how marketers deliver value in satisfying customer needs and wants, determine which target markets the organization can best serve, and decide upon appropriate products, services, and programs to serve these markets. Topics include branding and product development, pricing strategies, marketing research, promotion, supply chain management and service marketing. Marketing metrics will be used throughout the course to assess the impact of marketing strategies.

Prerequisites: BUS 104 or BUS 110 with a C or higher AND Math Level 6 Placement (or higher) or MTH 096/098/104/155/160/161/162/165/higher with a C or higher.

Course Learning Outcomes
1. Define and explain core marketing terms and concepts.
2. Explain how the environment affects a firm’s marketing effort.
3. Explain and describe influences on consumer behavior and the buyer’s decision process.
4. Demonstrate an understanding of the concepts of segmentation, targeting and positioning.
5. Demonstrate an understanding of the marketing mix and how it is used.
6. Describe the role of marketing within service firms and non-profit organizations.
7. Describe the types of marketing research and identify their role in a firm's marketing efforts.
8. Calculate various marketing metrics and analyze the results to assess the success of marketing strategies.

This course focuses on the factors involved in effective selling. It provides conceptual and hands-on practical guidance using both models and frameworks that support the sales planning process combined with role-playing scenarios. Emphasis is on the development of the sales mindset, sales/sales call planning, and sales execution for both the sales professional or business owner. Topics include understanding buyer personalities and communication preferences, the B2B and RFP buying process, application of psychological and persuasive selling techniques, methods of conducting the sales presentation, and territory/account structure and management.

Prerequisite(s):  BUS 104 OR BUS 110 with a C or better

Course Learning Outcomes
1. Develop a list of potential customers and demonstrate the ability to qualify these prospects.
2. Demonstrate an understanding of the role of ethical conduct in developing long term customer relationships.
3. Explain aspects of customer service and relate these to managing long term sales relationships.
4. Identify various selling techniques and analyze these through role-play and presentations.
5. Demonstrate ability to adapt selling techniques to a customer's social style, ego state and needs.

See the Department Chairperson.

Check if course is offered:
Fall Semester 2024
Intersession 2025
Spring Semester 2025