BUS 230 - Principles of Marketing

3 Credit(s)

Introduces consumer and institutional behavior patterns and overall role of marketing in the economy. Examines marketing process and its functions, together with marketing mix (place, product, price, and promotion). Presents psychological and societal motivations that translate need through demand to satisfaction. Provides means to evaluate firm’s capabilities, develop marketing strategies, and introduce marketing techniques to meet objectives. Review of marketing ethics and some international aspects of marketing.

Prereqs: BUS 101 with a passing grade
Course Type: Lecture
Tuition Tier: Base
Delivery Method:
In-Person, Online
Course Learning Outcomes:
CLO 1) Students will explain the role of marketing in business and society, and define key marketing concepts including needs, wants, value, and customer satisfaction.
CLO 2) Students will describe the process of market segmentation, targeting, and positioning, and apply these concepts to product development strategies.
CLO 3) Students will analyze product, price, place, and promotion decisions as core elements of the marketing mix, and explain how they interact to deliver customer value.
CLO 4) Students will evaluate distribution strategies and place-related decisions in delivering goods and services to target markets.
CLO 5) Students will assess promotional strategies and tools used to communicate with target audiences effectively.
CLO 6) Students will analyze pricing strategies and their alignment with market conditions, consumer perceptions, and competitive positioning.