BUS-222 Marketing

This course provides an introduction to the fundamental concepts of marketing. Topics include the role of marketing in organizations, market research, consumer behavior, product development, pricing strategies, digital marketing, and promotional strategies. The course emphasizes the integration of traditional and digital marketing tactics to create value for customers and stakeholders

Credits

3

Lecture Contact Hours

3

Lab Contact Hours

0

Other Contact Hours

0

Semesters Course Will Be Offered

• Fall
• Spring

Course Learning Outcomes

1. Define key marketing concepts and describe their relevance in modern business.
2. Analyze consumer behavior and market segmentation.
3. Develop a basic marketing plan that incorporates the 4Ps (Product, Price, Place, Promotion).
4. Evaluate the effectiveness of marketing campaigns through data analytics.

View Course Outline

BUS 222: Marketing

Course Description

This course provides an introduction to the fundamental concepts of marketing. Topics include the role of marketing in organizations, market research, consumer behavior, product development, pricing strategies, digital marketing, and promotional strategies. The course emphasizes the integration of traditional and digital marketing tactics to create value for customers and stakeholders

Credit Hours

3

Contact Hours

Lecture	3
Lab	0
Other	0

Semester(s) Course Will Be Offered

Fall, Spring

Course Learning Outcomes

1. Define key marketing concepts and describe their relevance in modern business.
2. Analyze consumer behavior and market segmentation.
3. Develop a basic marketing plan that incorporates the 4Ps (Product, Price, Place, Promotion).
4. Evaluate the effectiveness of marketing campaigns through data analytics.

Topic Outline

Introduction to Marketing

• Definition and Importance of Marketing
• The Marketing Concept and Value Creation
• Evolution of Marketing: From Product-Oriented to Customer-Centric Models
• The 4 Ps of Marketing (Product, Price, Place, Promotion)
• Marketing Mix and Marketing Strategy
• Role of Marketing in Business and Society

Marketing Environment and Strategy

• Micro and Macro Environment Factors
• SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats)
• PESTLE Analysis (Political, Economic, Social, Technological, Legal, Environmental)
• Competitive Analysis and Porter’s Five Forces
• Marketing Objectives and Strategy Development
• Strategic Planning and Market Orientation
• Environmental Scanning and Adapting to Market Changes

Consumer Behavior and Market Segmentation

• Understanding Consumer Behavior and Decision-Making Process
• Psychological Influences on Buying Behavior
• Sociocultural Influences: Social Class, Reference Groups, Family
• Consumer Perception and Motivation
• Market Segmentation: Demographic, Geographic, Psychographic, Behavioral
• Targeting and Positioning Strategies (STP)
• Customer Relationship Management (CRM)

Digital Marketing and Social Media

• Overview of Digital Marketing: SEO, SEM, PPC
• Social Media Platforms: Facebook, Instagram, Twitter, LinkedIn, TikTok
• Creating and Managing Social Media Campaigns
• Content Marketing and Blogging
• Email Marketing and Automation
• Influencer Marketing and Sponsored Content
• Measuring Success: Key Metrics and Analytics Tools
• EDI and the supply chain

Data Analytics in Marketing

• Introduction to Marketing Analytics
• Data Collection Methods: Surveys, Interviews, Focus Groups
• Quantitative vs. Qualitative Data
• Customer Insights and Predictive Analytics
• Data Interpretation and Visualization (Dashboards, Graphs)
• Tools: Google Analytics, Social Media Analytics, CRM Tools
• Making Data-Driven Marketing Decisions

Product Development and Branding

• Stages of Product Development: Idea Generation to Commercialization
• Product Life Cycle (Introduction, Growth, Maturity, Decline)
• Branding: Definition, Importance, and Strategies
• Brand Positioning and Identity Development
• Brand Equity and Measuring Brand Performance
• New Product Launches and Packaging Strategies
• Product Portfolio Management (BCG Matrix)

Pricing Strategies

• Factors Influencing Pricing Decisions
• Cost-Based, Value-Based, and Competition-Based Pricing
• Pricing Tactics: Discounting, Bundling, Psychological Pricing
• Dynamic Pricing in the Digital Age
• Price Elasticity of Demand and its Implications
• Pricing for Market Penetration vs. Skimming
• Global Pricing Strategies and Price Standardization

Distribution (Place) and Omnichannel Marketing

• Distribution Channels: Direct vs. Indirect
• Retailing, Wholesaling, and E-commerce
• Omnichannel Marketing and Integration of Online/Offline Channels
• Channel Conflict and Channel Management
• Supply Chain Management and Logistics
• Global Distribution Challenges and Solutions
• Managing Inventory and Warehousing

Integrated Marketing Communications

• Overview of IMC and the Promotion Mix
• Advertising, Public Relations, Sales Promotion, and Personal Selling
• Digital Advertising: Social Media Ads, Google Ads, Display Ads
• Developing a Communication Plan and Message Strategy
• Selecting Communication Channels: Traditional vs. Digital
• Measuring the Effectiveness of Promotional Campaigns
• Coordination Across Marketing Channels (Consistency and Synergy)

Ethical Marketing and Corporate Social Responsibility

• Introduction to Marketing Ethics
• Social Responsibility and Sustainable Marketing
• Fair Trade and Ethical Sourcing
• Green Marketing and Eco-Friendly Practices
• Ethical Issues in Advertising and Promotion
• Consumer Privacy and Data Protection
• Balancing Profitability with Social and Environmental Responsibility