BASM 324 - Marketing for Managers

Credits: 5
Variable Credit Course: No

Lecture Hours: 55
Lab Hours: 0
Worksite/Clinical Hours: 0
Other Hours (LIA/Internships): 0

Course Description: Discover the ways in which key marketing concepts come together to form a marketing plan. Investigate the ways in which technology and social media are shaping customer and consumer marketing. Analyze ways in which organizations allocate resources to marketing activities and how the effectiveness of these activities is assessed. Examine how bias can influence marketing decision making and develop mitigating solutions.

Prerequisite: BASM Dept. Chair permission.
Meets FQE Requirement: No
Integrative Experience Requirement: No

Student Learning Outcomes

Integrate key marketing concepts by formulating a comprehensive marketing plan.
Assess the impact of technology and digital media on the democratization of marketing by comparing and contrasting historic and contemporary marketing activity.
Analyze the purpose of marketing in student’s chosen field by critiquing its application in their field of interest.
Express the relevance of measuring marketing effectiveness by using measures applicable to student’s field of interest.
Evaluate the correlations between managerial bias and marketing effectiveness by researching its impact in student’s chosen field of interest.

Course Contents

Major concepts in the tools, history, and trends of marketing.
Marketing activities and the relationships and links with other internal and external business functions.
The impact of social media on consumer behavior on the democratization of marketing, including data privacy issues.
The ways in which marketing decisions can influence and impact social and environmental outcomes.
Marketing planning, research, and strategies spanning from the initial product or service concept to the final sale.
Product offerings and present strategies for improved competitive position, including relationships to social and environmental considerations.
Measures to assess the effectiveness of marketing activities.

Instructional Units: 5