BUS 30101 - Introduction To Marketing

Overview of marketing management in a dynamic competitive environment and tools for decision-making, from both the firm’s and the consumer’s viewpoint. Application to global markets and other business disciplines. Provides a firm foundation marketing theory and marketing lexicon.

Preparation for Course
P: BUS 10001 and BUS 20401 with grades of C- or better and Sophomore or higher class standing.

P or C: ECON 20101 with a grade of C- or better.

Cr. 3.
Notes
Enrollment in business (BUS) courses numbered 30100 and above is restricted to students who meet established criteria: business majors who have met the pre-business requirements and been admitted into one of the business majors; or students that have declared other pre-approved programs or minors which require particular business courses, and completed all course prerequisites; or students that have obtained written permission from the department through which the course is offered.
Student Learning Outcomes
1. Define the term ‘marketing’ and explain its role and importance in an individual firm and the overall economy.
2. Understand the importance of strategic marketing and know the basic outline for a marketing plan.
3. Analyze the external environment to identify opportunities or challenges to a business.
4. Identify and classify marketing segments and targets, demonstrating the use of marketing research
techniques.
5. Create and use a mission statement, SWOT analysis and SMART goals.
6. Describe the elements of the marketing mix (4Ps of marketing).
7. Product: Explain the use of product mix and life cycle in a marketing strategy.
8. List and explain a variety of pricing objectives.
9. Identify different marketing channels and develop distribution strategies.
10. Describe the role of advertising and public relations in marketing a product or service.
11. Create, present, and defend an effective marketing plan.