About This Course
“In your Principles of Marketing course, you dissect one of the most important matters to business owners—how to create exchanges (i.e., Sales!) with customers. Exchange is at the heart of business. Profitable enterprises create customer value with quality products, distributed when and where they’re wanted, communicated effectively, and priced appropriately. About one quarter of each day’s Wall Street Journal is devoted to marketing. Your reading and peer discussions of its top business reporting brings to life the ‘4 P’s’ of Product, Promotion, Price and Place.”
Code / Name: BUMK 251 − Principles of Marketing (3 credits)
Description: An introduction to marketing concepts including market environments, research, buyer behavior, market segmentation and targeting, and manipulation of marketing-mix variables. A study of the activity and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Prerequisite(s): BUMG 112
Required Text(s): Please use the online campus bookstore to locate required textbooks for the course. Make sure that you search using the correct course code and look for the course with the “OL” suffix in the drop-down list. (See Textbook Ordering Help.)