BU 222 Marketing

Instructor: Richard Hemmann 

Hours: 72

Meeting times: TBA

Credit hours: 6

Course description:

Methodology:

A comprehensive course on on key concepts, principles, and practices of marketing.

Students learn the tools and techniques to develop a successful marketing strategy and achieve a thorough understanding of marketing.

Students practice making real marketing decisions and are required to develop a marketing plan.

The course is delivered in a classroom setting consisting primarily of lectures and in-class activities.

The activities include small group discussions and assigned presentations.

There is a high level expectation of additional homework for preparation and assignment completion.

Course outcomes:

Upon successful completion of this course students will have:

• How external, largely uncontrollable environment forces influence the management of a marketing plan
• The relationship between marketing and the other major business functions
• Segment a market for a product and its research
• How products are planned, priced, promoted, and distributed
• Describe a life cycle of a product and how consumers buy
• How marketing of services differ from products
• Proposals for increasing the efficiency of the marketing system and its benefits
• The steps involved in creating a strategic marketing plan

Themes:

Achieve a thorough understanding for success in marketing.

Units:

Chapters 4 – 21, preparation of a marketing plan in a group setting.

Evaluation:

Attendance 15%, Tests 20%, Course project 25%, Final exam 40%

A requirement of 60% is to be achieved in all areas for Certificate/Diploma

Prerequisite courses or equivalent knowledge:

Successful completion of the Introduction to Marketing course BU 203

Resources used:

Fundamentals of Marketing, Sommers & Barnes, 9^th edition

or

CIM Endorsement sought. Marketing Real People, Real Decision 1st edition; Michael R. Solomon, Elnora W. Stuart, Auleen Carson, J. Brock Smith. Pentice Hall