The marketing function exists to bring buyers and sellers together in the marketplace to allow each party to realize their desired outcomes. For buyers, this means solutions to their problems. For sellers, this typically means increasing market share, revenue, profitability, and other outcomes. Marketers create items of value (goods, services, ideas, etc.) that are priced, promoted, and distributed in a competitive and dynamic marketplace. Marketers must align marketing strategy with the needs of consumers in the marketplace.
Students completing the marketing major will have competencies in basic marketing knowledge including understanding the consumer decision-making process and its relevant influences, being able to design a research plan to collect information for marketing decision-makers, and developing solutions to marketing problems and opportunities.
Student Learning Outcomes
1.1. Identify attractive markets, marketing institutions and international marketing.
Identify attractive markets, marketing institutions and international marketing.
2.1. Consumer Decision-making
Students should be able to describe the consumer decision-making process.
2.2. Consumer decision-making process (psychological, sociological, situational)
Students should be able to describe the relevant influences on the consumer decision-making process (psychological, sociological, situational).
3.1. Research Methodology
Students should be able to develop a research methodology to provide relevant data to Marketing decision-makers.
3.2. Research Design (qualitative vs. quantitative; exploratory, descriptive, causal, etc).
Students should be able to distinguish between different research design options available to marketing researchers (qualitative vs. quantitative; exploratory, descriptive, causal, etc).
3.3. Data for analysis (nominal, ordinal, interval, and ratio).
Students should be able to distinguish between different types of data for analysis (nominal, ordinal, interval, and ratio).
4.1. Identify marketing problems/opportunities.
Students should be able to identify Marketing problems/opportunities.
4.2. Responses to Marketing problems/opportunities
Students should be able to create a plan in response to Marketing problems/opportunities.
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