Principles of Marketing

Principles of Marketing

  1. Module Title: Principles of Marketing
  2. Module Prefix/Number: BUS 304
  3. Credit Hours: Three (3)
  4. Description: To understand the basic concepts of marketing mix, consumer behavior, and the process of planning and marketing programs for goods and services.
  5. Student Learning Outcomes: At the end of this course students will have:
    • Understand the role of marketing in relation to the society and to the various functional areas of business
    • Identify the various factors and analyze their influences on marketing decisions
    • Describe the economics, political, social and international aspects of the marketing environment
    • Define the role of the four basic elements of the marketing mix, namely: Product, Pricing, Promotion and Place
    • Define the various techniques and processes used to define a market, target market, market segmentation and market competition
    • Identify the various factors that influence buyers’ behavior
    • Analyze the use of marketing data and information systems to support marketing efforts
  6. Grading Scale: Your letter grade in this course will be determined by calculating your score on all assignments and exams as a percentage of the total possible score, on a standard grading scale:
    Your Letter Grade Your Score as % of Total
    A 90–100
    B 80-89
    C 70-79
    D 60-69
    F 0-59


    Assignments 40%

    As part of the requirements, students must complete short assignments based on these studies. There will be 2 assignments, each attracting 20% of total course grade.

    Assignment (Essay) 20%

    Students are also required to turn in an essay assignment.

    Guidelines for the essay assignment:

    • Word limit: 1500 – 2500
    • The assignment should be typed using Times New Roman, 12-point size, double spaced, and 1″ margins.
    • The assignment should be edited for spelling and grammar.
    • References to be provided using the APA guidelines.

    Exam 40%

    There will be a Final exam. The exam will be based on material covered in the textbook readings and lecture notes.