BC3 Academic Catalog: 2024-2025
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BUSN 214 - Marketing 3 Credits: (3 lecture)
Course Description
The basic objectives of this course are to provide the student with a broad introduction to marketing concepts, the role of marketing in the firm and various factors that influence marketing decision making. The course’s main focus is on the Four P’s of Marketing: Product, Price, Place and Promotion.
Text
Varies by instructor:
Marshall, G. W. & Johnston, M. W. (2023). Marketing management (4th ed.). New York City, NY: McGraw-Hill Education.
or
Cannon, J., Perreault, W. & McCarthy, E. J. (2024). Essentials of marketing (18th ed.). New York City, NY: McGraw-Hill Education.
Objectives
The student will be able to:
A. Appraise the marketing role in society.
B. Distinguish between controllable and uncontrollable variables within the marketing environment.
C. Assess the importance of marketing research.
D. Explain the concepts of targeting, segmenting, and product planning.
E. Apply the importance of studying consumer and industrial buyer behavior.
F. Interpret the importance of the total marketing effort, including the product, pricing, distribution and promotion.
Content
A. Marketing’s role in society
B. Marketing’s role within the firm
C. Finding markets
D. The environment and marketing management
E. Market research
F. Consumer behavior
G. Industrial consumers
H. Product planning, development, pricing, promotion and distribution
I. Retail and wholesale markets
J. International markets
Student Evaluation
Evaluation will be based on a minimum of five exams including the final. Projects and other related assignments may be assigned as deemed appropriate.
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