220 Principles of Marketing

Management & Marketing

Approved course information last updated: 2 years, 2 months ago

Pre-requisites: ECON 120

Requisite To: MGTMKT 322 MGTMKT 324 MGTMKT 325 MGTMKT 326 MGTMKT 330 MGTMKT 335 MGTMKT 420 MGTMKT 421 MGTMKT 422 MGTMKT 424 MGTMKT 430 MGTMKT 441 MGTMKT 450

Lab Session:

Course Description

The aim of this course is to equip students with a broad understanding of the marketing process and its critical role in business, economy and society. Students will be introduced to basic marketing concepts and principles in line with the continued transformation of conventional practices to digital applications both in kuwait and internationally. In order to meet the objectives of this course, the following topics are included: understanding the marketing process, marketing definition, philosophies of marketing, buying behavior, buyer decision making process, market segmentation, target marketing, product concepts and types, product life cycle, product line and mix management, new product development, pricing decisions, intermediation and distribution decisions, promotion mix. Furthermore, this course can provide students with opportunity to explore special marketing topics such as service marketing, marketing ethics, and current marketing issues.

Course Learning Objectives (CLOs)
  • The learning outcomes for this course, listed below, relate to the learning goals of the college of business administration undergraduate program, which can be found in the appendix at the end of this syllabus.
  • Clo1 understand the concept and terminology of marketing to be used in advanced classes.
  • Clo2 identify the main marketing processes involved in creating, communicating, delivering, and exchanging customer value.
  • Clo3 introduce micro and macro elements of marketing environment.
  • Clo4 understand the concept of buying behavior for consumer and business markets.
  • Clo5 create an understanding of market segmentation, segment targeting, and value proposition.
  • Clo6 introduce different aspects related to a market offering, and new product development.
  • Clo7 understand pricing elements, strategies, and practices.
  • Clo8 develop an understanding of traditional and contemporary marketing channels.
  • Clo9 introduce integrated marketing communications concepts and practices.
  • Clo10 address ethical and global marketing issues.
Syllabus History
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