Course Description
Introduction to marketing with an emphasis on the marketing mix, market segmentation, targeting, and positioning for consumer and business markets in domestic and international economies. Prerequisite: ACC 201 (or ACC 218), CST 105, ECO 201, ISM 110, and any one of the following: MAT 115, MAT 118, MAT 120, MAT 150, MAT 151, MAT 183, MAT 184, MAT 190, MAT 191, MAT 196, MAT 292, MAT 293, MAT 296; and restricted to students who are Pre admitted to or admitted to majors in the Business School (PACC, ACCT, PBAD, BADM, CARS, PCYB, PCYM, CYBE, CYMA, ECON, PECO, ECOS, PENT, ENTR, PFIN, FINC, PHTM, HTMT, PHUR, HURM, PINT, INTB, PISC, ISSC, PMKT, or MKTG).
Syllabus
Student Learning Outcomes, Goals, Objectives:
Students successfully completing this course will be able to:
- To accurately describe what marketing is and what roles it plays in organizations.
- To understand the concepts and terminology of marketing, and the role within the organization and society.
- To understand the consumer decision making process, and tactical and ethical issues that marketers encounter relating to segmentation, targeting and positioning strategies.
- To develop a framework for analyzing and understanding the organization’s marketing mix (4P’s), positioning, branding, and its marketing resources, customers, and competition.
- To apply this framework as the basis of decision-making and resource deployment (i.e., target market selection and marketing mix design) in developing an implementable marketing plan.
- To discuss how firms assess the environment around them and how factors in the environment influence marketing decisions, and to distinguish between socially responsible and ethical business practices versus irresponsible and unethical practices.
- To be aware of how firms develop and manage their product mixes to maximize market share, to list the factors that differentiate service products from physical goods and to appreciate how these factors influence marketing strategy, and to be able to discuss how firms break down markets and position products to fill unmet consumer needs.
- To appreciate the power of branding and the importance of developing brand equity and to be able to discuss the factors that drive product modifications and brand extensions.
- To appreciate the process by which products move from manufacturers to end consumers and discuss the process and pitfalls associated with firms moving their products from domestic to international markets.
- To be aware of the options firms have in communicating with consumers including e- marketing and social media, and how these communication options interact to create an integrated marketing communication plan.
- To appreciate the factors that affect pricing decisions, and to analyze markets as a means of setting optimal prices.
Course Grading Information:
| Activity/Performance Measure | Percentage/Points |
|---|---|
| Participation | 5% |
| Quizzes (complete prior to class, open book) | 5% |
| Exam 1 – Chapters 1, 2, 3 & 4 (50 multiple-choice questions) | 10% |
| Exam 2 – Chapters 5, 6, 7 & 9 (50 multiple-choice questions) | 10% |
| Exam 3 – Chapters 10, 11, 13 & 15 (50 multiple-choice questions) | 10% |
| Exam 4 – Chapters 17, 18, 19 & 20 (50 multiple-choice questions) | 10% |
| Packback Posts | 10% |
| Email Marketing and Social Media Assignment | 15% |
| Marketing Project | 25% |
Grading Scale
| Percentage | Letter Grade |
|---|---|
| 93–100% | A |
| 90–92.9% | A− |
| 87–89.9% | B+ |
| 83–86.9% | B |
| 80–82.9% | B− |
| 77–79.9% | C+ |
| 73–76.9% | C |
| 70–72.9% | C− |
| 67–69.9% | D+ |
| 63–66.9% | D |
| 60–62.9% | D− |
| 0–59.9% | F |
Attendance/Participation:
Upload photo and bio to Canvas (6 points)
Upload personality test results to Canvas (6 points)
Upload introductory video (6 points)
Class attendance and participation (3 points per class) totaling 48 points
Class session with Enterprise: Upload video before session (7 points) and attend session (7 points)
Participation in group project, based on peer evaluations (20 points)
Total points possible: 100
Course Materials Purchased by the Students:
“Marketing” 2025 Release, by Grewal and Levy, McGraw-Hill. ISBN 13: 8220123803667 Please make sure you have access to the accompanied “Connect”
Scholarly Perspectives
This course engages diverse scholarly perspectives to develop critical thinking, analysis, and debate and inclusion of a reading does not imply endorsement.