Catalog Description

Formerly known as BUS 120
Hours: 54 lecture
Description: Explores the fundamental concepts of marketing that allow businesses to find, satisfy, and retain customers. Topics includes marketing research, identifying and selecting target markets, understanding consumer behavior, and making product, pricing, distribution, and promotion decisions. Students will also explore and assess the effectiveness of digital marketing tools including social media marketing, email marketing, and search engine marketing. (CSU)

Course Student Learning Outcomes

  • CSLO #1: Evaluate the demographics, geographics, consumer behavior and pyschographics of consumer markets.
  • CSLO #2: Describe how the marketing mix creates value for consumers in a dynamic economy.
  • CSLO #3: Analyze market research to identify trends, customer preferences, and competitor analysis.
  • CSLO #4: Analyze the effectiveness of digital marketing strategies for product promotion and brand visibility.

Effective Term

Fall 2025

Course Type

Credit - Degree-applicable

Contact Hours

54

Outside of Class Hours

108

Total Student Learning Hours

162

Course Objectives

Through written and/or oral activities the student will:

  1. Compare and contrast the difference between the marketing concept and the selling concept.
  2. Describe the elements of the marketing environment that are beyond the control of the marketer and how these factors will affect choices in marketing strategies.
  3. Describe major bases for segmenting consumer markets; define and be able to apply the three steps of target marketing: market segmentation, target marketing and market positioning.
  4. Describe the major types of consumers buying behavior, the factors that influence purchase decisions, and the steps in the buyer decision process.
  5. Conduct primary and secondary research to make marketing decisions regarding product, place, price, promotion, that create value for a target market.
  6. Evaluate a firm's digital marketing effectiveness by analyzing various tools such as social media platforms, websites, and email campaigns.
  7. Explain the importance of relationship marketing and customer satisfaction, and explain how this can be enhanced through employees and CRMs.
  8. Identify the roles of advertising, sales promotion, public relations, personal selling and direct marketing in the promotion mix.
  9. Identify how a marketing strategy and marketing mix must evolve and adapt to match perceptions of the product and the stage in the product life cycle.

General Education Information

  • Approved College Associate Degree GE Applicability
    • CSU GE Applicability (Recommended-requires CSU approval)
      • Cal-GETC Applicability (Recommended - Requires External Approval)
        • IGETC Applicability (Recommended-requires CSU/UC approval)

          Articulation Information

          • CSU Transferable

          Methods of Evaluation

          • Classroom Discussions
            • Example: After a micro-lecture on relationship marketing, we will discuss and gain an understanding of how companies can use employees to build customer relationships (and thus profits) through customer-oriented personnel, effective training programs, employees with the authority to make decisions and solve problems, and teamwork. "For this discussion, I want to hear about a personal experience where you experienced any of the four components above but as an employee (did you feel empowered or properly trained and it positively impacted your customer relationships?). If you have been in the workplace with a company that didn't value relationship marketing, tell me what was lacking and if you felt it had an impact on customer satisfaction/relationships. Lastly, if you do not have work experience, tell me about your experience as a customer with a company that has strong relationship marketing."
          • Essay Examinations
            • Example: Students will watch the TEDTalk by Gaby Barrios, “Why Gender-Based Marketing is Bad for Business” and write a one-page essay that summarizes the message, addresses whether they agree/disagree with the message and why, and how this message fits into what we have learned about segmenting markets. In-class discussion regarding individual perspectives will be implemented after the assignment is completed.
          • Projects
            • Example: Marketing in Real Life (MIRL) Project To analyze consumer behavior, students engage in a 3-part MIRL project. Students create a consumption journal by recording their recent purchases with specifics around brand, pricing, promotions for the product, along with feelings associated with purchase. They then analyze the social, individual, cultural and psychological factors that impacted their purchase decisions. Finally, an advertisement is located for one product from the consumption journal and is analyzed to determine consumer behavior and if they fit the intended target market. The MIRL is submitted as written document and/or video presenting.
          • Reports
            • Example: Mini Marketing Plan Report Students will discover how a company uses marketing research to strategically grow and meet marketing objectives by choosing a new company/new product combo (from instructor provided list) and writing a marketing mix report. Students will conduct research that looks at competitors’ similar offerings (assessing competitors’ prices, etc.) as well as conduct primary research to make decisions on the 4Ps that will create value for consumers (i.e., desired product features, where to place promotions based off of target market).
          • Skill Demonstrations
            • Example: After reading the chapter on Segmenting Markets and viewing the video on positioning, create a perceptual map for one of the following: fast food restaurants, fitness facilities, cars, or clothing stores. Graded as complete/incomplete.

          Repeatable

          No

          Methods of Instruction

          • Lecture/Discussion
          • Distance Learning

          Lecture:

          1. Class is part lecture and part interactive dialog with the students. Probing questions are asked and answered, by both the instructor and the students, to encourage critical thinking. Emphasis is placed on how the concepts apply to the "real world". (Objective 2) After reading the textbook, along with in-class micro lecture on the importance of target market with examples provided, students will be grouped to collectively come up with examples of firms and how they should define and market to their target market (meaning anyone can buy my product but I will spend my time and money on a more specific targeted group of consumers). Students then present their analysis and specific marketing ideas to the class. (Objective 3)

          Distance Learning

          1. After reading the textbook on the concept of target marketing, reviewing the PowerPoint and several videos produced by instructor (via Canvas), students interact with each other in a Canvas discussion board about segmenting the market (defining the target market) of a company they have worked for (or a friend works for if no work experience). After a good interactive dialog and exchange of ideas, students will use the feedback to accurately define the target market in their Marketing Mix Report.

          Typical Out of Class Assignments

          Reading Assignments

          1. Read the chapter on the marketing concept and the selling concept and be prepared to discuss how using the marketing concept can help a firm become more profitable. 2. Read the chapter on target markets and be prepared to discuss why it is so important for an organization to identify and serve their specific target market.

          Writing, Problem Solving or Performance

          1. Writing. Understand the 5-Step Purchase Process for Cognitive Dissonance. “Your task is to recall an occasion when you experienced cognitive dissonance about a purchase. Walk me through your experience of the 5-Step consumer decision making process with this purchase (describing, in detail, what you did for each step). Then explain what you did about the cognitive dissonance feelings.”

          Other (Term projects, research papers, portfolios, etc.)

          Digital Marketing Audit Report In this assignment, students will conduct a digital marketing audit for a selected company. The objective is to critically analyze areas of a company’s current digital marketing strategy (including social media presence, website design, and SEO), identify strengths and weaknesses, and propose actionable recommendations to enhance its online presence and engagement.

          Required Materials

          • MKTG14 Principles of Marketing
            • Author: Lamb, Hair and McDaniel
            • Publisher: Cengage
            • Publication Date: 2025
            • Text Edition: 14
            • Classic Textbook?: No
            • OER Link:
            • OER:
          • Principles of Marketing
            • Author: OpenStax
            • Publisher: XanEdu
            • Publication Date: 2023
            • Text Edition:
            • Classic Textbook?: No
            • OER Link:
            • OER: https://openstax.org/details/books/principles-marketing

          Other materials and-or supplies required of students that contribute to the cost of the course.