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National College Credit Recommendation Service

Board of Regents  |  University of the State of New York

Consortium for International Studies | Evaluated Learning Experience

Introduction to Marketing BUS 104

Location: 

Various; distance learning format.

Length: 

Varies; self-study. 

Dates: 

September 2018 - Present. 

Instructional delivery format: 
Hybrid course/exam
Learner Outcomes: 

Upon successful completion of this course, students will be able to: define marketing and the marketing environment; understand different variables of the marketing mix and implement marketing strategies; describe the development of a marketing plan; define the four dimensions of social responsibility and how they can be incorporated into strategic planning; define marketing research and its importance to decision makers; describe a segment, target, positioning (STP) analysis; explain how situational, psychological, and social influences may affect the consumer buying decision process; describe the buying center, stages of the business buying decision process, and the factors that affect this process; define international marketing and the differences in an international marketing approach; describe different types of digital media and how they can be used for marketing; explain the different types of pricing strategies; describe foundations and strategic issues in marketing channels, including leadership, cooperation, and conflict; define integrated marketing communications; describe the different tools of public relations and how public relations is used and evaluated; and describe personal selling and the seven basic steps in the process.

Instruction: 

This 15-week course provides an overview of basic marketing concepts, including audience research and the variety of ways a product can be offered to the consumer. Strategic planning involving segmenting, targeting, and positioning of a product is introduced, along with the specific concepts and principles involved in the four key components of the marketing plan - product, price, distribution, and promotion strategies. Digital and international marketing concepts are also discussed. 

Credit recommendation: 

In the lower division baccalaureate/associate degree category, 3 semester hours in Marketing, Communications, Business, or Media Arts (8/18).

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