Document Type

Lesson Plan

Publication Date

Spring 2026

Abstract

This syllabus was developed by SUNY Geneseo Professor Shawn Harnish during the spring 2026 semester.

Course Objectives

After completion of the course students will be able to:

1. Comprehend the environment within which the marketing firm operates

2. Analyze the role of marketing information system and marketing research (CG1)

3. Understand what influences the buying behavior of consumers and organizations

4. Apply market segmentation, targeting and positioning techniques

5. Analyze elements of the marketing mix; product and service, pricing, distribution and promotion

6. Comprehend the effects of globalization on a firm’s marketing decisions and understand the basic principles of international and global marketing (CG1)

7. Develop a present a marketing plan, which provides sound arguments, clear conclusions and recommendations (NACE) (CG3)

8. Appreciate the legal and ethical issues involved in marketing of products and services

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.

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