Introduction to Marketing

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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.)

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

Course 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:
Unit 1 -  The World of Marketing
Upon completion of this unit 1, 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
Upon completion of Unit 2, 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
Upon completion of Unit 3, 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
Upon completion of Unit 4, 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.

Exams:  Four exams are administered during this course
Assignments:  21discussions, 21  written assignments

Grading Scale:
Grading Criteria
Your final grade will be based on the total points that you accumulate from the unit examinations and assignments. These factors will be assigned the following points:
Evaluation Procedure for Marketing

Activity Points
Unit Exams (4 at 100 points) 400
Discussions and Written Analysis 200
Total Points 600

Total accumulated points/600 = your percentage for grade

Grading Scale
100%-93%   A and above--exceeds business standards for work
92%-90%     A-
89%-87%     B+
86%-83%     B and above--meets business standards for work
82%-80%     B-
79%-77%     C+
76%-73%     C and above--acceptable business standards for work
72%-70%     C-
69%-67%     D+
66%-60%     D and below--unacceptable business standard work, rework
59%-0%       F and lower--unacceptable work

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