HOST 248 - Marketing Principles and Managerial Practices

5 Credits

This course is an exploration of foundational marketing concepts through the lens of managerial decision-making. This course delves into the core aspects of marketing that matter most to managers including market research, product development, pricing strategies, and promotional activities. Students engage with real-world marketing challenges and the application of theory to practice through the extensive use of case studies. A dedicated segment on Destination Marketing Organizations (DMOs) provides insight into the specialized field of place marketing, highlighting the importance of strategic marketing in destination promotion.

Course Note The course is designed for students interested in learning essential marketing concepts, especially marketing principles that managers need to know.
Fees

Quarters Typically Offered
Winter Day, Online
Designed to Serve Students interested in management roles especially real estate, hospitality, tourism, entrepreneurship, nonprofit organizations, associations, and DMOs (Destination Management Organizations).
Active Date 20240322T08:36:35

Grading Basis Decimal Grade
Class Limit 28
Shared Learning Environment Yes
Contact Hours: Lecture 55
Total Contact Hours 55
Degree Distributions:
ProfTech Course Yes
Restricted Elective Yes
Course Outline
Learners completing this course will comprehend sales and marketing, especially as it relates to management, in areas such as:

Situation analysis (e.g. SWOT, PESTELI)
Essential marketing concepts (e.g., target, positioning, brands)
Pricing
Publicity, Advertising, and Public Relations
Strategic Marketing from governments and DMO perspectives
Social problems including ethics, morals, and values

Student Learning Outcomes
Analyze core marketing concepts strategically including segmentation, targeting, differentiation, and positioning.

Evaluate the effectiveness of marketing strategies by drawing on evidence-based practices in case studies.

Develop a marketing plan that incorporates market research, competitive analysis, and consumer behavior insights.

Evaluate the role of Destination Marketing Organizations (DMOs) including strategic approaches to attractions and destination promotion.

Utilize quantitative and qualitative data to inform marketing decisions including assessing the financial implications of marketing activities.

Communicate marketing strategies through written and oral presentations.

Categorize publicity, advertising, public relations, and other terms associated with market-reach.

Identify target, secondary, and tertiary market segments.

Differentiate the principles of personal selling including the role and nature of personal selling attributes.