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FALL 2024• PRINCIPLES OF MARKETING: AN INTRODUCTION • MKT 2250 • 01

Alison M. Wolfe MBA, MS, PhD, Professor

«LEARNING OUTCOMES«
(ELMIRA COLLEGE COURSE BULLETIN)

The student will be able . . .
1. Utilize the basic concepts and practices associated with a firm’s strategic and operational decisions for market
segmentation, new product/service development, branding, selection of appropriate marketing channels,
promotional programs, pricing, and placement for both products and services.

2. Incorporate basic marketing principles and marketing research into the problem-solving approach and the
formulation of a marketing plan.

3. Become acquainted with the marketing concept and various functions existing within the marketing framework
as an insight into managing the overall marketing plan, including target marketing and the overall product life
cycle.

4. Understand an organization’s social and ethical responsibilities in its marketing activities.

5. Effectively communicate orally and in writing as individuals and in-group settings.

«YOUR LEARNING OUTCOMES«

I can discuss the core concepts of marketing; understand detailed information about the marketing mix, and the

role of marketing in business and consumer lives.

I have applied and used technology skills in my classroom discussions/assignments and marketing plan term
project, e.g., Internet, Excel®, PowerPoint®, and other software products.

I can demonstrate an understanding of making marketing data-driven decisions for an organization and the

effects of social, legal, ethical, and technological forces on marketing decision making for an organization. I can
also discuss the psychological and sociological factors that influence consumers in making purchase decisions,

and how these factors relate to the formation of effective marketing strategy.

I can discuss the methods of collecting, processing, and analyzing information to make informed marketing
decision.

I can write and present a partial marketing plan for an organization. (Excluding financials for this introductory course.)

I have applied and used team-building skills in my classroom discussions and marketing plan term project.

I can demonstrate the importance for organizations to identify opportunities in the market, evaluate and select

target opportunities, conduct market research, and develop marketing strategy.

I can demonstrate an understanding of the terms, concepts, and principles used in my classroom assignments,
exams/quizzes, and market plan.

AMW v FALL TERM I 2024 v 09.02.2024.
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