BA 223 - Principles of Marketing

3 Credit(s)

Prerequisite(s): WR 115 or BT 113 or designated placement.

Recommended Prerequisite(s): BA 101

Course Description: This course is designed to acquaint the student with basic marketing principles, terminology, and applied marketing concepts. Introduces students to the marketing concept, promotional and pricing strategies, consumerism, product and distribution strategies, governmental influence on marketing, marketing research, market segmentation, and consumer/industrial/ government buying behavior.

Course Level: Lower Division Collegiate

Course Learning Outcomes:

CLO#1: Describe the relationship of the 4-Ps of the marketing mix and their effect on marketing strategy.
CLO#2: Use the Internet as a market segmentation tool to determine the target market for a specific product/service. (ILO: Information Literacy)
CLO#3: Cite several pieces of consumer legislation covered in the text and their impact on marketing.
CLO#4: Evaluate the major parts of a questionnaire and cover letter using principles of marketing research covered in class.
CLO#5: Define and explain the relationship between selling price, variable costs, fixed costs, contribution margin, break-even point in dollars, and break-even point in units.
CLO#6: List (in order) and describe the steps in the marketing research process.
CLO#7: Differentiate among various advertising mediums and give an example of when to use each medium.
CLO#8: Differentiate among various pricing strategies and give an example of when to use each strategy.
CLO#9: Define and give examples of various categories of wholesalers.
CLO#10: Define and give examples of institutional, comparative, product, information, persuasive, and subliminal advertising.
CLO#11: Define and give examples of various classifications of retailers.