Nov 10, 2024
OHIO University Undergraduate Catalog 2024-25
SAM 3020 - Consumer Marketing
The purpose of this course is to teach the students effective marketing tools for reaching consumers. The course will focus on how managers use the marketing mix to reach target markets and position products. The students will gain the knowledge necessary to conduct market research, how to develop a consumer survey.
Requisites: Jr or Sr
Credit Hours: 3
Repeat/Retake Information: May be retaken two times excluding withdrawals, but only last course taken counts.
Lecture/Lab Hours: 3.0 lecture
Grades: Eligible Grades: A-F,WP,WF,WN,FN,AU,I
Learning Outcomes:
- Students will create actionable strategies to maximize return on investment (ROI).
- Students will create an effective customer survey instrument.
- Students will demonstrate appropriate use of marketing terminology.
- Students will demonstrate how the marketing mix will work together to meet customer needs.
- Students will demonstrate the application of segmentation, target marketing, and positioning for consumer products.
- Students will identify ethical and sustainability issues relevant to consumers.
- Students will identify the elements of the marketing mix.
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