BC 400: Integrating Sales and Marketing with Service

Overview

Marketing, sales, and service are the customer-facing functions in an organization. Integrating these interdependent functions serves both the customers and the organization. This course will introduce you to the key components of an integrated method of satisfying customers. You will learn the importance of these activities and will explore and critique the functions of an organization of your own choosing for the course project.

Learning Outcomes

Upon successful completion of this course, students will be able to:

• Discuss the philosophy of marketing, aka the marketing concept.
• Develop a map of a customer’s product adoption process.
• Segment a market and choose an appropriate target segment.
• Differentiate a product from its competition.
• Evaluate and choose between different pricing strategies.
• Integrate marketing communications by evaluating the tradeoffs between different communication methods.
• Examine the key components of sales management.
• Decide on the appropriateness of investments in deeper relationships with customers.

Required Texts
BC 400 texts are available from the JIU/MBS bookstore