CCOG for BA 223 Summer 2024

Course Number:
BA 223
Course Title:
Principles of Marketing
Credit Hours:
Lecture Hours:
Lecture/Lab Hours:
Lab Hours:

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