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MKT 231 Principles of Marketing (3 credits)

Course Description

This course emphasizes the foundational concepts of marketing, including the importance of strategic marketing with a Christian worldview, four P’s, consumer buying behavior, market research, target markets, and global marketing. The intent is to provide the business major as well as other disciplines a well-rounded, yet firm, launching point to work or further study in the marketing arena. The primary text is a tool and information source establishing the basis for discussion, case studies, and projects. 

Learning Results

To successfully complete this course, students will demonstrate:
• An understanding of fundamental marketing management concepts including the definition and
    application of marketing strategy.
• Through case analysis, effective use of principles of marketing in a variety of organizational settings.
• An understanding of the strategic planning process through the development of a marketing plan.
• Professional writing skills.
• An integration of biblical and ethical principles into marketing management decision making.


Learning Documentation

This course consists of 15 assignments and 7 exams.

Learning Evaluation

Assignments range in worth from 10 to 80 points and the exams are 100 points each for a total of 1,005 points possible.

Order Textbooks

Textbooks are not included in the cost of tuition. Click to find a complete list of textbooks. For your convenience, each book is linked to where it's sold on Amazon, though you are welcome to purchase books from the vendor of your choosing.