Fundamentals of Marketing (300ANM001)

Basic Information

  • Course code number and name: 300ANM001, Fundamentals of Marketing.
  • Credits and contact hours: 3 credit hours, 4 hours per week.
  • Course coordinator: Ricardo Castaño
  • Prerequisites: None.
  • Type of course: Required.

Text book

  • Marketing, 14th Edition, P. Kotler, G. Armstrong, 2012.

Supplemental materials

  • Marketing, R. Kerin, S. Hartley, W. Rudelius, 2014.
  • Marketing, C.W. Lamb, J.F. Hair, C. McDaniel, 2012.
  • Marketing, M.J. Etzel, B.J. Walker, W.J. Stanton, 2004.

Specific course information

The course starts with a review of the basic concepts of marketing that will allow analyze markets from the perspective of organizations. Then the course will focus on the components of the marketing plan with attention to the design of objectives, strategies, activities, schedule, budget and those who carry out those plans in any organization. The course is delivered through the marketing plan of a proposed new product or service.

Specific goals of the course

Learning objectives:
  • To identify the basic concepts of marketing.
  • To identify the importance of marketing in organizations.
  • To define the development of a market research.
  • To define target customers in a market.
  • To analyze the components of a marketing plan and their application.
  • To identify the strategies regarding products, services, prices, distribution channels and communications.
Relationship with student outcomes
Student Outcomes
Relevance 2 2 2 3 2 3

1: low relevance; 2: medium relevance; 3: high relevance.

Topics of the course

  • The basic concepts of marketing.
  • Analysis of markets and customers.
  • The planning of marketing.
  • Strategies of products and services.
  • Strategies of distribution channels.
  • Integrated communication strategies.
undergraduate/dptocivileindustrial/fundamentalsofmarketing.txt · Última modificación: 2014/10/04 22:15 por lsosorio
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