Course Description

The study of the system of activities that constitutes marketing with an emphasis on the principles, policies, and strategies utilized to identify and satisfy the needs and wants of consumers. The universal application of marketing in all forms of organizations is stressed.

Rationale

Today, managers in all departments of all organizations, whether they are for-profit or non-profit, must understand the importance of focusing on the customers or constituents being served and on serving them well. This course introduces the student to the major aspects of the marketing process and the environment with an emphasis on providing a practical understanding of how they work and how they can be managed to optimize the organization’s goals.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

1. Distinguish the marketing concept as it applies to creating satisfied customers.
2. Correlate the marketing environmental forces with marketing strategies that can affect an organization’s long-term sustainability and success.
3. Explain the four concepts in marketing (product, price, place, and promotion) as they relate to an organization’s marketing strategy.
4. Integrate Christian Worldview within the field of marketing.

Course Assignment

Textbook Reading and Study and lecture presentations

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will then complete the related checklist found in the Course Overview at liberty university.

Discussions (4)  

Discussions are collaborative learning experiences. Therefore, the student will participate in four Discussions. Each Discussion will consist of a (report) Discussion posted by the student addressing the assignment prompt using at least 350 words (not including the required references to support the student’s position). The student will also reply to two other students’ Discussions within the Discussion Area. Each reply must be at least 250 words.

Marketing Plan Assignment

The student will develop an introduction plan and marketing strategy for a new product (or service) from a Fortune 500 company of their choosing. The product concept must be new, not available on the market today, and not an incidental change to an existing product. After obtaining the instructor’s approval of the concept, the student will prepare a marketing plan to introduce the new product. Any deviations from the assignment instructions must be brought to the instructor’s attention before beginning work on the first module: a week with no exceptions.

The following assignments are part of the Marketing Plan Assignment:

Marketing Plan: Company Analysis Assignment

Marketing Plan: Situation Analysis Assignment

Marketing Plan: Marketing Strategies Analysis Assignment

Marketing Plan: Final Plan Assignment

Quizzes(8)

Each quiz will cover the Learn material for the assigned module: week. Each quiz will be open-book/open-notes, contain 30 multiple-choice and true/false questions, and have a 45-minute time limit.