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University Bulletin

Undergraduate Degree Programs

Business Administration (B A)

B A 303 Marketing (2) Introduction to customer behavior and research, service/product development, pricing and promotion in diverse and international marketing contexts.

B A 303 Marketing (2)

B A 303 is one of four core courses taken by all juniors in The Smeal College of Business Administration, and focuses on marketing as a primary function of businesses and other organizations. B A 303 teaches terminology and important concepts of marketing. Domestic and international environments that impact marketing are included, with particular emphasis on the marketing environment, segmentation, positioning and targeting. B A 303 course objectives include providing an overview and introduction to marketing; demonstrating the relationship of marketing to other functions and processes in a business organization on an integrated basis; providing real world examples of challenges and issues related to marketing; and explaining and discussing important concepts and analytical tools in marketing. The major topics covered in BA 303 include the impact on marketing created by domestic and global economic, social, technological and political environments; how consumer, business and organizational customers are segmented and targeted based on a competitive marketing position; how different forms of research and information systems are used to create and guide marketing programs; how products are developed to serve consumers, businesses and organizational customers; how service products are developed and managed to meet customer needs; how customers are reached through various conventional and new distribution channels, such as the Internet, and how these sales management processes are managed; how people in the United States and other nations are influenced by marketing as they go through the process of consumer behavior involving products, services and overtures from the non-profit sector; how products and services are marketed to other businesses and organizational customers; how marketing communications programs including advertising, publicity, sales promotion and web sites are designed to reach domestic and international customers; how pricing strategies are designed and managed to support overall corporate objectives in various economic climates; how marketing programs are created and managed as companies move into global markets and what are the various legal and ethical issues which impact marketing and how should they be addressed by responsible corporations and their employees.


General Education: None
Diversity: None
Bachelor of Arts: None
Effective: Spring 2011
Prerequisite: ACCTG 211, ECON 102, ECON 104;MIS 204 orIST 110;SCM 200 orSTAT 200;B A 241 andB A 242 orB A 243

Note : Class size, frequency of offering, and evaluation methods will vary by location and instructor. For these details check the specific course syllabus.