Course: Marketing Fundamentals

Marketing Fundamentals Provides a survey of critical marketing concepts, language and tools. Pricing, product management and brand, integrted marketing communications, inclusing advertising and public relations, market research, and channel management and distribution frame the broad areas lectures, class assignments and other activities address. Marketing strategies are assessed against the demands of competitor dynamics and customer satisfaction and loyalty. Marketing principles are applied to products and services, profit and non-profit organizations, and consumer and industrial sectors.

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This first course in marketing gives students the framework on markets, competition, strategy, and the 4Ps (product, price, place, and promotion--also known as the Marketing Mix) for further studies. The course teaches the concepts using a marketing planning context to prepare students to develop marketing plans for internal projects or their own new ventures.

The course uses the following book: "Marketing Planning: Where Strategy Meets Action. " First Edition (2012) by Sorger. Published by Pearson Prentice-Hall.

Course Description Syllabus
USF BSM 302 Marketing Fundamentals and Strategy
Introduction to marketing course.
USF BSM 302, Summer 2016

The course content table below includes chapter content, case studies (with supporting files), web resources, and relevant videos.

Abridged Content Table: Enter Password Above for Complete Table

Course Content Case Studies Web Resources Videos
Chapter 1.
(pdf); (ppt)
Introduction to Marketing (2:30);
Entrepreneur: Marketing Planning (2:02)
Chapter 13.
Sample Marketing Plan
(pdf); (ppt)
Developing Marketing Plans (16:24);
CNN: How to Brand Yourself (6:36);
Fox: (7:13);
Get That Job - Marketing Yourself;
"However beautiful the strategy, you should occasionally look at the results."
- Sir Winston Churchill