MKTG 202 - Principles of Marketing

Objectives

Marketing and sales management involve far more than catchy advertising and a clever sales pitch. Increasingly, the most important success factor is understanding customer behavior. The main goal of this course is to equip students with a knowledge of the essentials of consumer behavior to enable them to better develop customer oriented products and services, convincing advertisements and sales presentations.

Through the use of practical examples, the students also learn to distinguish among marketing and sales strategies and determine which ones are more likely to yield the intended results.

A third goal is to familiarize students with the mechanisms and the major methodologies of the marketing mix: product, promotion, placement and price.
.

Content

• A detailed presentation of the decision making process with the following components:
  
  • need generation
    
  • alternative evaluation
    
  • purchase decision
    
  • post purchase evaluation
    
    
• A detailed presentation of the description and identification of target audience characteristics:
  
  • resources
    
  • knowledge
    
  • attitudes
    
  • personality and life style
    
  • motivation
    
    
• A detailed presentations of the international differences in consumer behavior based on socio-cultural elements:
  
• social class
  
• cultural background
• family and house hold structure
  
  
• A detailed presentation of the information processing process
  
  
• Overview over the marketing mix:
  
  • product
    
  • promotion
    
  • price
    
  • placement