BU 251 - Marketing II

Credit Hours: 3

This course builds upon the basic concepts and practices introduced in Principles of Marketing I - BU 151. It will provide a firm understanding of how to define and segment a market, how to develop product and services for chosen target markets, how to price offerings to make them attractive and affordable and how to develop a promotional mix in order that customers will be aware of and desire a firm’s products.

Course Outcomes
Upon completion of this course, the student will be able to:

define consumer behavior;
understand the eight marketing functions;
conceptualize the consumer buying process;
identify selling strategies; and
grasp the role of consumer behavior in the global economy.

Prerequisites: BU 151 or permission of the instructor.
F/S (C, N, S)