BA 270 - Marketing

Description
This course introduces students to the exciting world of marketing and the marketing process, including the role and nature of marketing as a mechanism for creating new customers, products, and services. Students learn how to see the marketing process through the eyes of the marketing professional and develop winning marketing strategies to exceed customer expectations. Students learn to develop product, price, promotion, and distribution channel strategies. This course includes consumer buying behavior, product concepts, international and service marketing, ethics, and the future of marketing.

Credit Hours: 3
Contact Hours: 3
Prerequisites/Other Requirements: None
English Prerequisite(s): None
Math Prerequisite(s): None
Course Corequisite(s): None
Academic Program Prerequisite: None
Consent to Enroll in Course: No Department Consent Required
Dual Enrollment Allowed?: No
Number of Times Course can be taken for credit: 1
Programs Where This Course is a Requirement:
Accounting, A.B., Business Administration, A.B., Craft Brewing, Packaging, and Service Operations Certificate, Entrepreneurship Certificate, Management and Supervision, A.B., Marketing, A.B., Pre-Accounting, A.B. (3+1, Davenport University), Pre-Business, A.A. (Cornerstone University), Pre-Business, A.B. (3+1, Davenport University), Pre-Business, A.A. (Grand Valley State University), Pre-Business Administration, A.A. (Western Michigan University), Pre-Management, A.B. (3+1, Davenport University), Pre-Music and Entertainment Business, A.A. (3 + 1, Ferris State University), Retail Management Certificate,

General Education Requirement:
None
General Education Learner Outcomes (GELO):
NA
Course Learning Outcomes:

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

Course Outline:
I. Initiating the Marketing Process

   A. Creating Customer Relationships and Value through Marketing.

   B. Developing Successful Organizational and Marketing Strategies.

   C. Scanning the Marketing Environment.

   D. Ethical and Social Responsibility for Sustainable Marketing.

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.

Approved for Online and Hybrid Delivery?:
Yes
Instructional Strategies:
Lecture/Discussion: 10-50%

Facilitated class discussion: 10-50%

Student presentations and Q & A: 0-30%

Group work: 0-30%
Mandatory Course Components:
None
Equivalent Courses:
None

Accepted GRCC Advanced Placement (AP) Exam Credit: None
AP Min. Score: NA
Name of Industry Recognize Credentials: NA

Course prepares students to seek the following external certification:
No
Course-Specific Placement Test: None
Course Aligned with ARW/IRW Pairing: IRW 99

Mandatory Department Assessment Measures:
None

Course Type:
Program Requirement- Offering designed to meet the learning needs of students in a specific GRCC program.
Course Format:
Lecture - 1:1
Total Lecture Hours Per Week: 3
People Soft Course ID Number: 100046
Course CIP Code: 52.9999
Maximum Course Enrollment: 28
High School Articulation Agreements exist?: No
If yes, with which high schools?: NA
Non-Credit GRCC Articulation Agreement With What Area: No
Identify the Non Credit Programs this Course is Accepted: NA

School: School of Business & Industry
Department: Business
Discipline: BA
Faculty Credential Requirements:
Master’s Degree (GRCC general requirement), Professionally qualified through work experience in field (Perkins Act or Other) (list below)
Faculty Credential Requirement Details:
Professor must possess proven successful marketing experience.

Last Revision Date Effective: 2017-03-03 20:11:00
Course Review & Revision Year: 2025-2026