CCOG for BA 223 Fall 2024
- Course Number:
- BA 223
- Course Title:
- Principles of Marketing
- Credit Hours:
- 4
- Lecture Hours:
- 40
- Lecture/Lab Hours:
- 0
- Lab Hours:
- 0
Course Description
Explores the importance of marketing activities on how a business delivers value. Covers how marketing strategy is used to deliver products, price, and communicate to customers. Provides an overview of current marketing topics and trends. Recommended: BA 101. Audit available. Prerequisites: WR 115, RD 115 and MTH 20 or equivalent placement test scores.
Intended Outcomes for the course
Upon completion of the course students should be able to:
- Use the consumer decision making process, competitive analysis, situational analysis, and marketing data to make marketing decisions.
- Identify target markets using market segmentation models and analyze the target markets to determine their viability.
- Explain how the marketing mix (product, price, place, promotion, and social media/participation) are used to develop a comprehensive marketing plan
- Conduct basic market research using primary and secondary sources.
Course Activities and Design
- Reading/Class Discussions
- Case Studies
- Lecture
- Guest Speakers
- Marketing activities and assignments
- Marketing related research
Outcome Assessment Strategies
- Class participation
- Case study analysis
- Individual or group assignments/projects
- Presentations
- Completion of assessment examinations
Course Content (Themes, Concepts, Issues and Skills)
Themes, Concepts, Issues:
- Ways companies use branding and intellectual property in their marketing
- Social responsibility and ethics in marketing
- Understanding of product development, product lifecycle, and product features and benefits
- Use of various pricing strategies to position products and communicate value
- Importance of distribution channels and supply chain decisions for delivering value to customers
- Understand variety of ways firms use personal selling, sales promotion, advertising, public relations, and social/digital media to reach customers
- Adaptation of marketing strategies and plans for global markets
- Use of market intelligence, market research, and competitive information to develop marketing strategies and responses
- Understand the importance of market segmentation and target markets and identify personas to efficiently and effectively allocate marketing budgets
- Discuss variety of careers in marketing
Competencies and Skills:
- Demonstrate ability to understand external environment and market landscape to make decisions and develop plans
- Use marketing market segmentation models, develop target markets and make marketing decisions for specific target markets
- Demonstrate understanding of market research approaches and basic research tools and resources
- Align marketing mix decisions for specific target markets
- Identify ethics issues in marketing and understand who the stakeholders are