An Overview of Marketing Students are introduced to marketing and the concepts incorporated in the definition of marketing. Students learn the role marketing plays in society and the external factors that effect marketing decisions. Weeks 3-5 Chapters 8 and 11 Chapter 6 Products vs. Services Market Segmentation, Targeting, Differentiation and Positioning Students learn about products and understand the difference between products and services.
Students learn the importance of segmentation and targeting.
In addition, students understand the concept of differentiation and positioning. Consumer Behavior and Business Behavior Market Information and Research Students learn the steps in the consumer Buying-Decision Process and understand the factors that affect the buying process. Market research and ways to gather marketing information is introduced. Week 8 Chapter 10 Brands, Packaging and Labeling Students learn what a brand is and how brand names are chosen. Students learn how companies identify branding strategies.