Principles of Marketing Essay I

BBA 3201, Principles of Marketing 1

Course Learning Outcomes for Unit I Upon completion of this unit, students should be able to:

2. Apply the market segmentation process to identify target markets. 2.1 Define the marketing concept and its relationship to marketing myopia.

Course/Unit Learning Outcomes

Learning Activity

2.1

Unit Lesson Article: “Marketing Myopia: An Integrated View” Article: “The New Marketing Myopia” Unit I Essay

Reading Assignment In order to access the following resources, click the links below. Richard, M. D., Womack, J. A., & Allaway, A. W. (1993). Marketing myopia: An integrated view. The Journal

of Product and Brand Management, 2(3), 49. Retrieved from https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://search.proquest.com.library resources.columbiasouthern.edu/docview/220579945?accountid=33337

Smith, N. C., Drumwright, M. E., & Gentile, M. C. (2010). The new marketing myopia. Journal of Public Policy

& Marketing, 29(1), 4-11. Retrieved from https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc t=true&db=bth&AN=50171170&site=ehost-live&scope=site

Unit Lesson Click here to access the Unit I Lesson presentation. (Click here to access the PDF version of this presentation.) Click here to access a transcript of the welcome video.

Suggested Reading In order to access the following resource, click the link below. Dr. Phillip Kotler is recognized as one of the foremost experts in business and marketing. In this video, Dr. Kotler provides a guided tour of American marketing, including its origins and trends. You are highly encouraged to watch this one-hour video. Kotler, P. [Chicago Humanities Festival]. (2012, November 26). Philip Kotler: Marketing [Video file]. Retrieved

from https://www.youtube.com/watch?v=sR-qL7QdVZQ

UNIT I STUDY GUIDE

The Principles of Marketing