Course Number:
BA 223
Transcript Title:
Principles of Marketing
Jul 27, 2022
Aug 17, 2022
Total Credits:
Lecture Hours:
Lecture / Lab Hours:
Lab Hours:
Satisfies Cultural Literacy requirement:
Satisfies General Education requirement:
Grading Options
A-F, P/NP, Audit
Default Grading Options
Repeats available for credit:

IRW 115 or WR 115 or equivalent placement; placement into MTH 65 or MTH 98

BA 101

Course Description

Introduces the basic concepts of marketing for consumer and business markets. Includes topics in marketing mix, market segmentation, consumer behavior, marketing strategies, and market planning. Develops marketing plan for key project. Recommended: BA 101. Prerequisites: IRW 115 or WR 115 or equivalent placement; placement into MTH 65 or MTH 98. Audit available.

Course Outcomes

Upon successful completion of this course, students will be able to:

  1. Apply the concept of market segmentation and target market identification to assess basic viability of product or service launch.
  2. Link the consumer decision making process (routine, limited, extensive) to the type of product thus understanding the basic marketing mix that is required for that product. 
  3. Apply basic SWOT analysis to a company’s product or service by evaluating the external and internal environment.
  4. Design rudimentary marketing mix by associating a product to its stage in the product life cycle.
  5. Create a basic marketing plan for a product or service utilizing basic marketing concepts.

Suggested Outcome Assessment Strategies

Assessment methods may include: examinations, quizzes, homework assignments, research papers, and small group problem-solving of questions arising from application of course concepts and concerns to actual experience, oral presentations.

Course Activities and Design

The determination of teaching strategies used in the delivery of outcomes is generally left to the discretion of the instructor. Here are some strategies that you might consider when designing your course: lecture, small group/forum discussion, flipped classroom, dyads, oral presentation, role play, simulation scenarios, group projects, service learning projects, hands-on lab, peer review/workshops, cooperative learning (jigsaw, fishbowl), inquiry based instruction, differentiated instruction (learning centers), graphic organizers, etc.

Course Content

Themes, Concepts, Issues

  • Marketing and the marketing management process
  • Marketing philosophies and goals
  • Strategic planning and the marketing process
  • Internal and external environment scans using SWOT analysis
  • Target markets and information gathering
  • Consumers and industrial customers
  • Customer behavior
  • Marketing segmentation to targeting
  • Marketing mix elements
  • Consumer and industrial products
  • Product decisions
  • Product life cycles and strategies for new products
  • Pricing factors and strategies
  • Distribution channels and physical distribution decisions
  • Marketing intermediaries and their activities
  • Promotional mix elements
  • Discuss current marketing issues
  • International marketing strategies
  • Marketing trends
  • Social responsibility and ethics in marketing
  • New marketing organizations