This course focuses on marketing activities in the retail and service sectors. Students will examine trends and global influences on marketing decisions, and will learn about the importance of customer service in developing a customer base and maintaining customer loyalty. Through hands-on learning, students will develop personal selling and information technology skills that will prepare them for a variety of marketing-related positions in the workplace.
What Will You Learn?
- • Identify the four parts of the marketing mix (product, price, place, and promotion)
- • Describe how they influence marketing activities (e.g., selling, advertising, customer
- • Service, distribution, promotion); – describe the types of products (e.g., goods, services; durable, non-durable) offered by retail and service businesses;
- • Define the basic nature and scope of marketing activities (e.g., sales, pricing, branding,
- • Classify products according to type (e.g., good, service, event; consumer, industrial, institutional);
- • Describe the role of public relations as a component of promotional strategies;
- • Explain the need for firms to demonstrate good corporate citizenship and organizational ethics in their day-to-day marketing practices (e.g., truth in advertising, confidentiality of marketing research, observing regulations regarding advertising to children, informing consumers of safety issues);
- • Classify employment opportunities by marketing function (e.g., sales, transportation, advertising);
- • Describe the steps and stages in the creation of a marketing plan for a good, service, or event;
- • Produce a marketing plan for the selected product, using current information Technology
- • Outline a strategic plan (e.g., goals, marketing research, purpose of product, mission statement) for a real or simulated product (good, service, or event);
- • Apply the marketing mix to the selected product;