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

Additional Information

Learning Outcomes

Learning acquired in this course can be applied to a wide variety of marketing problems in the real world. Learning is not a passive endeavor ; it requires that you be active in you pursuit of knowledge. The process of learning naturally involves errors . To learn from your errors you need to become aware of the error. Awareness of the error is the beginning of learning. Learning should be more than knowing new information; it involves the application of that information. Upon completion of the course and its four unit examinations, you will be able to apply the concepts in each unit to personal, real life situations. Course Objectives Specific objectives are as follows:

  • To identify customer needs and how to satisfy those needs.
  • To design goods and services that meet customer needs - the extent to which a firm fulfills a consumer's needs, desires, and expectations.
  • To understand how organizations communicate information between seller and potential buyer or others in the channel to influence attitudes and behavior.
  • To analyze how organizations provide goods and services to customers at the right place and time in order to meet customer needs.
  • To evaluate the modern marketing concept, an organization aims all its efforts at satisfying its customers-at a profit . Appling it to day to day activities of an organization.
  • To understand how to set prices, - the amount of money that is charged for "something" of value, for goods and services that will meet customer ability to purchase.
  • To learn how to provide important goods and services to consumers that will result in customer satisfaction.
  • To acquire a basic knowledge of marketing.
  • To identify the complexity of environmental forces that impact marketing.
  • To identify and study the criteria and methods of the business decision making process in marketing.
  • To develop an awareness and appreciation of marketing and learn of career opportunities in marketing.

Unit Descriptions

Unit 1: The World of Marketing
Unit 1 presents marketing as a central part of every business firm. You will learn about basic marketing and why it is important to you. The contents of this unit will help you develop an understanding of marketing and the marketing concept in today's business environment. In this unit you will learn about marketing strategic planning for competitive advantage and how to evaluate new marketing opportunities in the changing marketing environment.

It is also important to understand marketing segmentation--the process of dividing the market into meaningful, relatively similar, and identifiable segments or groups.

The material in Unit 1 should also help you understand the importance of marketing. Marketing is the performance of business activities that direct the flow of a company's goods and services to consumers or users in more than one nation for a profit. Marketing affects not only businesses and nations, but also individuals. As consumers, we are affected through marketing by product choices offered in the marketplace.

Consumers evaluate marketer's needs satisfying offerings decisions by voting for the product that best fills those needs, with their purchasing dollars, by buying the product that best meet their needs.

Unit 2: Analyzing Marketing Motivations and Opportunities
Understanding consumers and organizational buyers and how they are motivated to buy is a key concept in planning you marketing strategy.

In Unit 2, you will learn why consumer analysis is essential. In this unit, we discuss the consumer decision-making process and analyze the factors that influence consumers when they make purchases. You will learn about business marketing of goods and services to individuals and organizations for purposes other than personal consumption. We also take a look at how the business customer differs from the consumer, and the individual characteristics of each. Chapter 8 focuses on the heart of the marketing and information gathering process. Accurate and timely information is one of the building blocks of the marketing decision model. Good information can help organizations use their scare resources effectively.

Product management and the new- product development are key to the success of any business. New product planning is a systematic decision making process relating to all aspects of the development of a firm's products. New product development in organizations is important because firms use products to sustain growth and foster differential advantages. This unit describes new product development processes and measures why new products fail. In addition to new product management, this unit also discusses the importance of services. Services are one of the fasting growing segments of the U.S. economy.

Unit 3: Product, Place and Promotion Decisions
This unit covers marketing channels and the physical distribution concept in supply chain management. Selecting a marketing channel is a systematic decision in marketing. You will understand the different functions intermediaries fill in the channel of distribution.

Unit 3 discusses the role of retail as well as trends in retailing, types of retailers and the expanding role of internet sales.

Chapter 14 introduces promotion- communicating information between seller and potential buyer or others in the channel of distribution to influence attitudes and behavior. Then develops the concept of promotion through Integrated Marketing Communication and the adoption process.

Unit 4: Promotion, Pricing Decisions and Ethical Marketing
Unit 4 expands on the promotion concepts with personal selling and use of the internet. If a firm wants to remain in business, its products and services must be priced to sell at a profit over the long term. Therefore, an understanding of pricing objectives, strategies, and methods is important. Pricing also is one element of the marketing mix that is "owned" by multiple groups within a firm. As a result, pricing decisions must be viewed as an interactive process. This unit presents pricing concepts, price setting, and the importance of technology marketing.

Unit 4 will also help you to develop an understanding of marketing ethics. Marketing ethics is one of the most important--and at the same time one of the most misunderstood--concerns in the field of business today. Concerns about ethical wrongdoing are almost epidemic today. Studying marketing ethics will help you to identify ethical issues and recognize the different approaches to resolving them.

Number of Exams

There are 4 exams for this course.

Number of Assignments

There are 5 activity assignments and 20 lesson discussions for this course.

Number of Projects

There are no group projects for this course.

Grading Information

Your final grade is based on the total points that you accumulate from the unit examinations and learning activities. These factors shall be assigned the following points:

Unit 1 Chapter 2 Activity:   10 points
Unit 1 Examination:   100 points
Unit 2 Written Activity 10:   20 points
Unit 2 Written Activity 11:   20 points
Unit 2 Examination: 100 points
Unit 3 Written Activity 12:   20 points
Unit 3 Examination:   100 points
Unit 4 Written Activity 17:   20 points
Unit 4 Examination:   100 points
Discussions:   100 points
Total Points:   590 points

Grading Scale A = 90-100% of total points possible
B = 80-89% of total points possible
C = 70-79% of total points possible
D = 60-69% of total points possible
F = 60% (and below) of total points possible

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