BA 223 Principles of Marketing

1. Define the purpose and functions of marketing. 
2. Describe, research, and analyze the uncontrollable elements of the marketing environment, including economics; market segmentation by demographics, psychographics, socio-economic class, and geographic differences; and competitive, political, and legal environments. 
3. Describe, gather, and interpret primary and secondary marketing research information. 
4. Describe and anticipate the buying behavior of final consumers. 
5. Define the marketing mix and strategize a marketing mix for a particular product or service. 
6. Compare and contrast international marketing with domestic marketing. 
7. Apply marketing concepts learned throughout the course, including application of the four Ps, use of the three main segmentation strategies to identify target market and positioning, conducting a SWOT analysis, and preparing budgeted financials for a startup business in the form of a business or marketing plan. 

• World of Marketing 
  • Marketing overview 
  • Strategic planning for competitive advantage 
  • Social responsibility, ethics, and the marketing environment 
  • Developing a global vision 
• Analyzing Marketing Opportunities 
  • Consumer decision making 
  • Business marketing 
  • Segmenting and targeting markets 
  • Decision support systems and marketing research 
• Designing Product Decisions 
  • Product concepts 
  • Developing and managing products 
  • Services and nonprofit organization marketing 
• Distribution Decisions 
  • Marketing channels and supply chain management 
  • Retailing 
• Promotional Decisions 
  • Integrated marketing communication 
  • Advertising and public relations 
  • Sales promotion and personal selling 
• Pricing Decisions 
  • Pricing concepts 
  • Setting the right prices 
• Technology-Driven Marketing 
  •  Customer Relationship Management (CRM)