BA 270 - Marketing

1. Define marketing and the role it plays in helping organizations achieve success.
2. Evaluate the nature and importance of marketing.
3. Explain the various roles of marketing within an organization.
4. Discuss the importance of the marketing environment, ethics, and social responsibility.
5. Describe and apply the principles and elements of marketing planning.
6. Distinguish between market segmentation, targeting, and positioning.
7. Explain the resource allocation problem in modern societies and intelligently discuss the role of markets and marketing in that context.
8. Recommend plausible new marketing strategies, based on an organization’s current situation with regard to internal and external factors.
9. Seek out experts, resources, research, etc. to support the students’ own marketing interests.
10. Consider the context, costs, benefits and consequences of potential solutions to problems or issues. (CT2)
11. Use high-quality, credible, relevant sources to support writing. (CS8)

II. Understanding Buyers and Markets

   A. Understanding Consumer Behavior.

   B. Understanding Organizations as Customers.

   C. Understanding and Reaching Global Consumers and Markets.

III. Targeting Marketing Opportunities

   A. Marketing Research; From Customer Insights to Actions.

   B. Market Segmentation, Targeting, and Positioning.

IV. Satisfying Marketing Opportunities

   A. Developing New Products and Services.

   B. Managing Successful Products, Services, and Brands.

   C. Services Marketing.

   D. Retailing and Wholesaling.

   E. Implementing Interactive and Multichannel Marketing.

   F. Advertising, Sales Promotion, and Public Relations.

   G. Personal Selling and Sales Management.

Facilitated class discussion: 10-50%

Student presentations and Q & A: 0-30%

Group work: 0-30%