Aug 12, 2020  
2019 - 2020 Cowley College Academic Catalog 
2019 - 2020 Cowley College Academic Catalog [ARCHIVED CATALOG]



3 Credit Hours

Student Level:

This course is open to students on the college level in either the freshman or the sophomore year.

Catalog Description:

BUS1430 - Introduction to Marketing (3 hrs.)

This course discusses the problems of transferring title and in moving goods from producer to consumer, buying, selling, storing, transporting, standardizing, financing, risk bearing, and supplying market information. An intensive study is made of free enterprise and the government’s contribution, retailing, and international marketing. The consumer’s view is held in sharp focus.

Course Classification:




Controlling Purpose:

This course serves as an introduction to the marketing process, its essential functions, and the institutions performing them. The interacting effects of such factors as selling, advertising, pricing, and channels of distribution in marketing are considered.

Learner Outcomes:

Upon completion of the course, the student will be able to design a customer oriented marking plan, identify the differences between business-to-business and consumer marketing, and understand about market research. The student will realize the importance of customer relations and relationship marketing, how products and services are developed, and how to manage brand and product categories.

Unit Outcomes for Criterion Based Evaluation:

The following defines the minimum core content not including the final examination period. Instructors may add other content as time allows.

UNIT 1:  Designing Customer-Oriented Marketing Strategies

Outcomes:  Upon completion of this unit, the students will understand the need for and be able to design a customer oriented marketing plan.

  • Understand the definition of Marketing
  • Understand the basic elements of marketing planning
  • Describe how the marketing environment effects marketing strategy
  • Understand how government regulations affect the marketing process
  • Identify ethical concepts and concerns in marketing
  • Describe the implications of social responsibility
  • Understand the four P’s of marketing
  • Understand the elements of a marketing plan
  • Describe basic strategies for E-commerce
  • Describe the characteristics of online buyers and sellers

UNIT 2: Understanding Buyers and Markets

Outcomes:  Upon completion of this unit, the student will understand the basics of consumer behavior as well as difference between business-to-business marketing and consumer marketing.

  • Understand the consumer decision making process
  • Recognize the psychological factors that affect buying
  • Identify the concepts of customer behavior and market segmentation
  • Describe how B2B marketing differs from consumer marketing
  • Identify the stages of the consumer buying process
  • Discuss the international marketing environment
  • Understand the benefits of free trade
  • Describe basic strategies for entering foreign markets

UNIT 3: Target Market Selection

Outcomes:  Upon completion of this unit, the students will understand how market research is conducted and how markets are segmented and targeted. The student will understand the importance of customer relations and relationship marketing.

  • Understand the market research process
  • Understand how to differentiate the market into target markets
  • Understand demographic and psychographic segmentation
  • Understand basic sales forecasting
  • Describe strategies for reaching target markets
  • Understand the shift from transaction based to relationship marketing
  • Understand the importance of building customer relationships
  • Describe basic strategies for improving customer relationships

UNIT 4: Product Decisions

Outcomes:  Upon completion of this unit, the students will understand how products and services are developed and how to manage brand and product categories.

  • Distinguish between goods and services
  • Describe the product life cycle
  • Understand the new product development process
  • Describe the functions of packaging
  • Understand product safety and liability concerns
  • Understand how to manage brands for a competitive advantage
  • Understand price elasticity concepts
  • Understand basic pricing strategies
  • Understand the law regarding pricing strategy
  • Describe basic methods for determining price

Projects Required:

  • Unit and Final Examinations
  • Quizzes and outside assignments
  • Case work


Contact Bookstore for current textbook.

Attendance Policy:

Students should adhere to the attendance policy outlined by the instructor in the course syllabus.

Grading Policy:

The grading policy will be outlined by the instructor in the course syllabus.

Maximum class size:

Based on classroom occupancy

Course Timeframe:

The U.S. Department of Education, Higher Learning Commission, and the Kansas Board of Regents define credit hour and have specific regulations that the college must follow when developing, teaching, and assessing the educational aspects of the college. A credit hour is an amount of work represented in intended learning outcomes and verified by evidence of student achievement that is an institutionally-established equivalency that reasonably approximates not less than one hour of classroom or direct faculty instruction and a minimum of two hours of out-of-class student work for approximately fifteen weeks for one semester hour of credit or an equivalent amount of work over a different amount of time. The number of semester hours of credit allowed for each distance education or blended hybrid courses shall be assigned by the college based on the amount of time needed to achieve the same course outcomes in a purely face-to-face format.

Refer to the following policies:

402.00 Academic Code of Conduct

263.00 Student Appeal of Course Grades

403.00 Student Code of Conduct

Disability Services Program: 

Cowley College, in recognition of state and federal laws, will accommodate a student with a documented disability. If a student has a disability, which may impact work in this class which requires accommodations, contact the Disability Services Coordinator.