BA 2500 Principles of Marketing

Course Description: BA 2500 Marketing provides students with an understanding of the critical role that marketing plays in all organizations. As such, it is a general survey of the field focusing on the marketing mix. It includes scope, significance and the market for consumer and industrial goods. Environmental factors will be reviewed in correlation with policies and strategies.

Textbook: Basic Marketing; Perreault, William D., Jr. & Jerome E McCarthy. McGraw-Hill/Irwin.

Specific Concepts to be Addressed:

• Importance of marketing to the global economy
• Relationship of marketing to production
• Marketing concept
• Marketing mix
• Market segmentation
• Market research, evaluating market opportunities and gathering relevant information
• Marketing management including ethics
• Product life cycle
• Macro- verses micro-marketing

Suggested Emphases:

• Distinguish between marketing and sales
• Thoroughly discuss the importance and process of market segmentation
• Elements of the marketing mix and the implications of each
• Management of marketing in contrast to the general functions of management

Helpful Documentation:

• Current resume
• Job descriptions for each marketing position held
• Recent performance evaluation with applicable signatures
• Letter from immediate supervisor documenting your marketing involvment
• Documentation of marketing related training (i.e. certificates)