MRKG 1311

Course Rationale:

The purpose of this course is to prepare the student to identify the marketing mix components in relation to market segmentation, explain the economic, psychological, sociological, and global factors, which influence consumer and organizational decision-making processes; and interpret market research data to forecast industry trends and meet customer demands.  This course will help students develop the understanding and skills necessary to become successful marketers.  This course integrates the IMC approach and places an emphasis on decision-making.  Seven perspectives of marketing: global, relationship, ethics, customer value, productivity, technology, and entrepreneurship, is included in this course.  Principles of Marketing is not just about textbook learning: it challenges students to use their critical/creative skills in all aspects of Marketing, not just those covered in this course.

Textbooks/Materials:

• Digital access to the McGraw-Hill Connect materials for this textbook.

• Textbook: Marketing, 16th edition. Kerin, Roger and Rudelius, McGraw Hill, 2023 ISBN:9781264121328