Course: Marketing Principles

Marketing Principles This course examines the role of marketing in society and in the organization. It focuses on consumer behavior and the marketing mix (product, price, promotion and distribution). It emphasizes identifying and meeting consumer needs, developing effective marketing strategies and understanding how to apply these strategies in different situations. Throughout the class students address factors that are shaping today’s marketing landscape, including technological disruption, globalization and the contest for innovation and social impact.

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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: An Introduction; 13th Edition. Armstrong and Kotler. Pearson 2017.

Course Description Syllabus
USF BUS 302 Marketing Principles
Introduction to marketing course.
USF BUS 302, Fall 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.
Defining Marketing
(pdf); (ppt)
Case 1. FedEx (pdf) Introduction to Marketing (2:30);
FedEx and UPS (20:32) ;
FedEx and (59:21) ;
Chapter XX.
Sample Marketing Plan
(pdf); (ppt)
Developing Marketing Plans (16:24);
Entrepreneur: Marketing Planning (2:02)
"However beautiful the strategy, you should occasionally look at the results."
- Sir Winston Churchill