MKT-113 examines the organization's functions for creating, communicating, and delivering value to customers. These functions, designed to meet customers' needs and organizational goals, include marketing research, environmental monitoring, target market selection, product selection, promotion, distribution, and pricing.
Marketing as an organizational function
The course establishes marketing not simply as advertising, but as the broader organizational function responsible for genuinely understanding customer needs and coordinating research, targeting, and the full marketing mix to meet them.
Foundational marketing decisions
MKT-113 covers the foundational decisions every marketing strategy involves — who the target market is, what product or service genuinely fits their need, how to price it, how to promote it, and how to get it to them.
Key topics in MKT113
- Marketing research and environmental monitoring
- Target market selection
- Product, promotion, distribution, and pricing decisions
- Foundational marketing terminology
- Internal and external factors affecting marketing decisions
- The consumer's role in marketing strategy
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Worked example: marketing as more than advertising
- Common misconception: Marketing is just advertising and promotion
- MKT-113's broader view: Marketing includes researching what customers actually need, selecting the right target market, and making product, pricing, and distribution decisions before promotion even enters the picture
- Lesson: MKT-113 establishes marketing as this full organizational function from the very start of the marketing curriculum
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Frequently asked questions
Advertising and promotion are only one piece of what marketing actually involves — before an organization can even decide what to advertise, it needs marketing research to understand customer needs, target market selection to decide who to focus on, and product, pricing, and distribution decisions that shape what's actually being offered and how customers can access it. MKT-113 establishes this broader view from the start of the marketing curriculum because treating marketing as merely promotion would miss the genuine strategic decisions that determine whether a product or service succeeds in the first place.
Marketing decisions don't happen in a vacuum — internal factors like an organization's resources, capabilities, and goals shape what marketing strategies are actually feasible, while external factors like competition, economic conditions, and cultural trends shape what strategies are likely to succeed in the marketplace. MKT-113 covers both because effective marketing strategy requires genuinely understanding both dimensions together, rather than planning marketing decisions based only on internal organizational goals without considering the external market reality, or vice versa.