Introduction to Marketing

Course Number: BUSADMIN 2630
Course Name: Introduction to Marketing (Online)
Course Description:    The study of marketing encompasses the activities involved in anticipating, managing, and satisfying demand via the exchange process. Activities include environmental analysis, marketing research, consumer analysis, product planning, distribution planning, promotion planning, price planning, and marketing management. The dynamic nature of marketing, the complex environment surrounding today's marketers, and various marketing functions, performers, and strategies are examined.
Prerequisites:    None
Level: Undergraduate
Credits: 3
Format: Online  (This course is also offered in print.)
Program: Bachelor of Science in Business Administration
Bachelor of Science in Criminal Justice

Registration Instructions

NOTE: The information below is representative of the course and is subject to change.  The specific details of the course will be available in the Desire2Learn course instance for the course in which a student registers.

Additional Information

Learning Outcomes
Upon completion of this course, you should be able to

  • Define marketing and its importance to society and business firms.
  • Define the marketing concept and the concept of customer value.
  • Apply the concepts of segmentation and positioning.
  • Develop a marketing mix (4 Ps) for an offering to a target market.
  • Understand the key concepts of consumer behavior.
  • Compare and contrast B2C (business to consumer) and B2B (business to business) marketing.
  • Gather and utilize marketing research to enhance the marketing strategy and measure results of the marketing strategy.

Unit Descriptions
Course Organization and Assignment Descriptions

Unit 1: The World of Marketing
The text for this course, Contemporary Marketing, focuses on the strategies that allow companies to succeed in today’s interactive marketplace. We call customer satisfaction an art because it requires imagination and creativity, and we call it a science because it requires technical knowledge, skill, and experience.

Marketers must constantly look for ways to create loyal customers and build long-term relationships with those customers, often on a one-to-one basis. They must be able to anticipate customer needs and to satisfy them with innovative goods and services. They must be able to do this faster and better than the competition. And they must conduct their business according to the highest ethical standards.

Upon completion of this unit, you should be able to

  • Define marketing as focuses on the customer.
  • Identify some important marketing terms, including target market, marketing mix, marketing exchanges, and marketing environment.
  • Become aware of the marketing concept and market orientation.
  • Understand the process of creating the marketing plan.
  • Describe the marketing implementation process and the major approaches to marketing implementation.
  • Recognize the importance of environmental scanning and analysis.
  • Understand the concepts and dimensions of social responsibility.
  • Define and describe the importance of marketing ethics.

Unit 2: Analyzing Marketing Motivations and Opportunities
Unit 2 covers the “tools” you will routinely use in marketing. We begin by learning about important techniques that are used in gathering market information (Chapter 5). What tools do you need to select the appropriate target market (Chapter 6)? A key to having an effective marketing strategy is selecting the appropriate target market. When marketing your products to consumers, you must understand what motivates consumers to purchase (Chapter 7). These concepts are critical to being able to effectively market any product to consumers. Even business markets are influenced by what motivates the individual to purchase products (Chapter 8), as many business purchases are made by individuals or groups of people. The unit addresses emerging and evolving tools designed to reach the consumer (Chapter 10). We’ll address Internet marketing, exploring new and expanding social media and e-commerce tools.

As we look at international consumers and businesses (Chapter 9), you will find many similarities and differences with the individual consumer and global businesses in a host country.

Upon completion of this unit , you should be able to

  • Understand how to evaluate marketing segments.
  • Identify the factors that influence the selection of specific marketing segments for use as target markets.
  • Understand positioning.
  • Recognize the stages of the consumer buying decision process.
  • Explore how situational influences may affect the consumer buying decision process.
  • Understand the psychological influences that may affect the buying decision process.
  • Become familiar with the major components of a buying center.
  • Understand the stages of the buying decision process and the factors that affect this process.
  • Understand the nature of global marketing strategy.
  • Identify methods of international market entry.
  • Understand the characteristics of digital media and electronic marketing - addressability, interactivity, accessibility, connectivity, and control - and how they differentiate from traditional marketing.

Unit 3: Product and Distribution Decisions
Unit 3 addresses the individual elements of the marketing mix in depth. This unit examines the definition of “product” (Chapter 11) and some related decisions about managing a product (Chapter 12). We examine marketing channels and the physical distribution concept in supply chain management. Selecting a marketing channel is a systematic decision in marketing. The unit covers the different functions of intermediaries in the channel of distribution.

We'll cover the concept and importance of branding (Chapter 13) and the impact the total product elements has on the marketing of your product, whether it is a good or a service (Chapter 14). We will discuss the role of retail and trends in retailing, types of retailers, and the expanding role of Internet sales.

Chapter 14 introduces promotion—communicating information between seller and potential buyer or others in the channel of distribution to influence attitudes and behavior—and develops the concept of promotion through integrated marketing communication and the adoption.

Upon completion of this unit, you should be able to

  • Define product and distinguish between good and services and how they relate to the goods-services continuum.
  • Outline the importance of the service sector in today's marketplace.
  • List the classifications of consumer goods and services and briefly describe each category.
  • Explain the concept of the product life cycle.
  • Determine how to define a brand and identify the different types of brands.
  • Explain the strategic value of brand equity.
  • Discuss how companies develop a strong identify for their product or brand.
  • Identify and briefly describe each of the new-product development strategies.
  • List the stages of the new-product development process.
  • Describe the types of marketing channels and the roles they play in marketing strategy.
  • Outline the major channel strategies decisions.
  • Explain the role of logistics and supply chain management.
  • Compare the major modes of transportation.
  • Explain the wheel of retailing theory.
  • Show how the elements of the marketing mix apply to the retailing strategy.
  • Identify the functions performed by wholesaling intermediaries.
  • Describe how the Internet has altered the wholesaling, retailing, and direct marketing environments.
  • Define integrated marketing communication and explain how it relates to the development of an optimal promotion mix.
  • Identify the elements of the promotional mix.
  • Name the three major advertising objectives and the two basic categories of advertising.
  • List and compare the major advertising appeals and advertising media.

Unit 4: Promotion, Pricing Decisions, and Ethical Marketing
Unit 4 completes the in-depth study of the elements of the marketing mix. Individual elements of the promotion portion of the marketing mix are discussed. Integrated marketing communication (Chapter 17), advertising campaigns (Chapter 18), and personal selling (Chapter 19) are all part of a successful promotion mix. The last of the marketing mix elements, price (Chapter 20), and how prices are established (Chapter 21) and managed.

Upon completion of this unit, you should be able to

  • Understand integrated marketing communications.
  • Discuss the promotion mix components.
  • Understand pricing concepts and issues.
  • Describe the basic steps in the personal selling process.

Grading Criteria for Activities

Assignment Possible Points
Unit Exams (4 @ 100 pts. each) 400 points
Discussions and Written Analysis 295 points
Total: 695 points

Grading Scale

A 90% - 100%
B 80% - 89%
C 70% - 79%
D 60% - 69%
F 0% - 59%


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