BA 223 - Marketing

1. Describe the evolution of marketing in the American economy
2. Define “value” and explain marketing’s role in creating value for customers
3. Understand the marketing process to include
4. Cite the effects that society, economics, government, and technology have on marketing
5. Explain qualitative and quantitative market research methods
6. Compare and contrast consumer and organizational markets
7. Describe the consumer decision making process and the major factors influencing consumer buying behavior
8. Define the purpose and benefits of segmentation and targeting and describing the major approaches to doing so
9. Explain the concept of positioning and assessing various positioning strategies
10. Describe the new product development process
11. Evaluate product line planning strategies
12. Explain the stages of the product life cycle
13. Describe the process of developing brand loyalty
14. Compare and contrast the marketing of services and the marketing of goods
15. Describe the role of distribution and explaining the importance of supply chain management 
16. List examples of major issues that marketers must consider when managing and developing international distribution channels
17. Explain the importance of integrated marketing communications
18. Assess the roles of the methods of communication
19. List the different types of advertising and describing which method is best given certain situations
20. Illustrate the relationship between price, value, and quality
21. Differentiate the factors that affect pricing policy
22. Recognize how the major elements of the marketing process apply to actual marketing situations
23. State ways in which ethics can be integrated into the marketing process
24. Understand the importance of relationship marketing
25. Understand how legal issues affect marketing strategies
26. Evaluate key trends in the global environment
27. Understand the best practices in the contemporary marketing process
28. Incorporate enhanced decision-making among promotional tools and determining cost effectiveness
29. Understand the advertising strategies in a contemporary marketing campaign