Course Catalog

BUA230E Principles of Marketing (3 credits) 9705

COURSE DESCRIPTION
A study of the many facets involved in the field of marketing. Emphasis is given to both the modern marketing system in today's international economy and to the marketing strategies of an organization. Topics include types of markets, market segmentation methods, product and service strategies, product planning, new product development, distribution channels, sales, advertising and pricing. Special emphasis is given to applications in international service and nonprofit disciplines.

LEARNING GOALS
• To understand the relationships among marketing and other business functions, the government and society.
• To recognize the pervasive application of marketing principles to goods, services, ideas, people and place.
• To prepare students to think through and respond appropriately to the particular ethical dilemmas involved in marketing.

LEARNING OBJECTIVES
At the end of this course students will be able to:
• Understand and evaluate an organization's marketing program, through which products are planned, priced, promoted and distributed.
• Understand and evaluate external environmental forces as they influence the management of an organization's marketing program.
• Identify and respond to problems of ethics within the marketing environment.

REQUIRED TEXTS AND MATERIALS
Michael J. Etzel, Bruce J. Walker, and William J. Stanton. Marketing, 14th ed., New York: Irwin/McGraw-Hill, 2006.
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LEARNING DOCUMENTATION
This course consists of seven modules, each of which contains individual assignments related to the textbook readings. Writing assignments will be graded with special emphasis given to relevance and depth of thought.

LEARNING EVALUATION
To determine if the course learning results have been attained, students document their learning by submitting the following items:
• Textbook assignments: 50% of grade
• Tests: 25% of grade
• Final project: 25% of grade