BU-401: Elements of Marketing

Course Information

Course, prefix, number, & title: BU-401 Elements of Marketing

Hours (Class, recitation, Laboratory, studio): 3 class hours

Credits: 3

Pre-requisites (if any): BU-201

Course Description in college catalog:

This course is designed to introduce students to the fundamental concepts and principles of marketing. It focuses on the methods, policies and institutions involved in the ow of goods and services from the producer to the consumer. Students will consider the processes by which businesses build and maintain vibrant brands with various dynamic social, economic, technological, regulatory and competitive environments. 

Academic programs for which this course serves as a requirement or an elective:

A.A.S. Management

A.S. Business Administration

General Education Outcomes: Below is a listing of General Education Outcome(s) that this course supports.

  1. Communicate effectively in various forms

  2. Use analytical reasoning to identify issues or problems and evaluate evidence in order to make informed decisions

Course-specific student learning outcomes:

Students will achieve the following course objectives:

  1. State the role of marketing in the individual firm, U.S. economy, and global economy;

  2. Explain how marketing puts the focus of executives on the needs and wants of the target market;

  3. Summarize the ways marketers use strategic planning and marketing research to develop specific, measureable, achievable, realistic, and time-specific marketing objectives;

  4. Indicate how marketers identify market segments and select target markets;

  5. Appraise key marketing mix strategies, evaluate strategic alternatives, and discuss tactical considerations used to develop brands;

  6. Outline the methods marketers use to evaluate the success of marketing plans and how marketers make sound decisions in an environment of uncertainty;

  7. Express how technologies and new media are changing the way executives develop and market brands;

  8. Recognize ethical issues involved in marketing and formulate socially responsible responses.

Program-specific outcomes

Identify and explain fundamental marketing principles and processes.

Methods by which student learning will be assessed and evaluated; describe the types of methods to be employed; note whether certain methods are required for all sections:

  1. Participation              

  2. Case Studies

  3. Exams

  4. Homework

  5. Project

Academic Integrity policy (department or College):
Academic honesty is expected of all students. Any violation of academic integrity is taken extremely seriously. All assignments and projects must be the original work of the student or teammates. Plagiarism will not be tolerated. Any questions regarding academic integrity should be brought to the attention of the instructor. The following is the Queensborough Community College Policy on Academic Integrity: "It is the official policy of the College that all acts or attempted acts that are violations of Academic Integrity be reported to the Office of Student Affairs. At the faculty member's discretion and with the concurrence of the student or students involved, some cases though reported to the Office of Student Affairs may be resolved within the confines of the course and department. The instructor has the authority to adjust the offender's grade as deemed appropriate, including assigning an F to the assignment or exercise or, in more serious cases, an F to the student for the entire course." Read the University's policy on Academic Integrity opens in a new window(PDF).

Any student who feels that he or she may need an accommodation based upon the impact of a disability should contact the office of Services for Students with Disabilities in Science Building, Room S-132, 718-631-6257, to coordinate reasonable accommodations for students with documented disabilities. You can visit the Services for Students with Disabilities website.

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