Chemeketa Online
Distance Education & Academic Technology
Course Outline

Last Updated: Dec-7-06

Course Identification: BA223 3 Credits
Course Title: Principles of Marketing
Total Instructional Hours: for the course per term
Lecture: 33 Hours
Laboratory:  		3 Credits
0 Credits
Prerequisite
Course(s): 		BA101, Business Environment, or consent of instructor.
Required Text: Not listed here. Go to: http://bookstore.chemeketa.edu/ to find out the current textbook requirement.
Course Description: Surveys all functions of marketing from research and product development to the sale of a product or service and feedback of consumer acceptance. Emphasizes marketing planning and strategy as dictated by the consumer through marketing research.
Performance Based Learner Outcomes: Upon successful completion of the course, students should be able to:
  1. Define the purpose and functions of marketing.
  2. Describe, research, and analyze the uncontrollable elements of the marketing environment including economics; market segmentation by demographics, psychographics, socio-economic class, and geographic differences; and competitive, political, and legal environment.
  3. Describe, gather, and interpret primary and secondary marketing research information.
  4. Describe and anticipate the buying behavior of final consumers.
  5. Define the marketing mix and strategize a marketing mix for a particular product or service.
  6. Compare and contrast international marketing with domestic marketing.
  7. Write a research and planning paper selecting a business in or around Salem to include demographics and socio-economic characteristics; target market, location, size, and name of business; price, place, product, and promotion strategy; and estimated capital requirements.
Course Content:
  1. Overview of the Marketing System
    1. Marketing and human needs
    2. The structure of marketing systems
  2. Target Market Analysis (Uncontrollable)
    1. Demographic analysis
    2. Economic analysis
    3. Technological changes
    4. Social and political changes
    5. Consumer markets and buying behavior
    6. Producer markets and buying behavior
  3. Marketing Information System
    1. Internal reporting
    2. Marketing research
    3. Market demand forecasting
    4. Sales forecasting
  4. Market Segmentation and Target Mixing
  5. Marketing Mix Strategy (Controllable)
    1. New product development
    2. Product life cycles
    3. Product mix and line decision
    4. Brand decisions
    5. Packaging decisions
    6. Service decisions
    7. Pricing strategies
    8. Marketing channels and decisions
      1. physical distribution
      2. retailing
      3. wholesaling
    9. Marketing communications
      1. advertising
      2. sales promotion
      3. publicity
      4. personal selling
  6. International Marketing
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