BA 223 Marketing

Marketing is misunderstood, even by business leaders. Most people think that marketing is just sales, but marketing is much more than sales. To be successful, businesses must create products that consumers want, price them competitively, distribute them to where they are demanded, and promote their value. Marketing involves all of these things, and in this course students will learn and apply the principles of marketing.

Credits

4

Prerequisite

BA 101 

Course Learning Outcomes

Upon successful completion of this course, the student will be able to:
1. Describe the evolution of marketing in the American economy
2. Define “value” and explain marketing’s role in creating value for customers
3. Understand the B2B and B2C marketing process to include:
a. Citing the effects that society, economics, government, and technology have on marketing
b. Explaining qualitative and quantitative market research methods
c. Describing the consumer decision making process and the major factors influencing consumer buying behavior
d. Defining the purpose and benefits of segmentation and targeting and describing the major approaches to doing so
e. Explaining the concept of positioning and assessing various positioning strategies
f. Describing the new product development process, product lifecycle, and evaluating product strategies
g. Describing the process of developing brand loyalty
h. Comparing and contrasting the marketing of services and the marketing of goods
i. Describing the role of distribution and explaining the importance of supply chain management, to include considerations when managing and developing international distribution channels
j. Explaining the importance of integrated marketing communications