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- COMM 223: Marketing Management I introduces students to the key concepts in marketing and explores the important role that marketing plays in advancing society. The course covers a wide range of topics related to marketing, providing students with a comprehensive understanding of marketing strategies, consumer behavior, and the various elements of the marketing mix.
✔ (Summary) Main Areas of Focus:
- Marketing - Creating Customer Value and Engagement: Delving into the fundamentals of marketing, this topic explores understanding the marketplace and consumer needs, designing customer-driven marketing strategies, preparing integrated marketing plans and programs, and managing customer relationships.
- Company and Marketing Strategy: This section investigates marketing strategy and the marketing mix, as well as managing marketing efforts and measuring marketing return on investment.
- Analyzing the Marketing Environment: Examining the microenvironment and macroenvironment factors that influence marketing decisions is the focus of this topic.
- Managing Marketing Information: This part of the course covers marketing information and customer insights, assessing marketing information needs, developing marketing information, marketing research, and analyzing and using marketing information.
- Understanding Consumer & Business Buyer Behavior: Discussing consumer markets and consumer buyer behavior, as well as business markets and business buyer behavior, is the focus of this topic.
- Customer Value-Driven Marketing Strategy: This section concentrates on market segmentation, market targeting, differentiation, and positioning.
- Product Mix: Product and service decisions, services marketing, and branding strategy are covered in this topic. Continuing the discussion on product mix, this section focuses on new product development and product life cycle.
- Price Mix: Major pricing strategies, other internal and external factors affecting pricing decisions, new product pricing, and product mix pricing are covered in this topic.
- Place Mix (Marketing Channels): This section discusses supply chain and value delivery networks, channel behavior and organization, channel design decisions, and channel management decisions.
- Promotion (Communication) Mix - Integrated Marketing Communications: The promotion mix, integrated marketing communications, shaping the overall promotion mix, advertising, and public relations are covered in this topic.
- Personal Selling and Sales Promotion: Focusing on personal selling and sales promotion strategies and techniques, this section provides valuable insights.
- Direct, Online, Social Media, and Mobile Marketing: Exploring direct and digital marketing, forms of direct and digital marketing, marketing in the digital age, and social media and mobile marketing, this topic is essential for modern marketing strategies.
- The Global Marketplace: Global marketing today, the global marketing environment, and decisions on global marketing are discussed in this section.
- Sustainable Marketing, Social Responsibility, and Ethics: This topic covers sustainable marketing, social criticisms of marketing, consumer actions to promote sustainable marketing, and business actions towards sustainable marketing.
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