Introduction to Marketing

Course Code:

Credit Hours:

Effective beginning:
Spring 2021



Course Description:
Using a unique blend of lectures, videos, case studies, class projects, readings, research, and student presentations, this course will emphasize the necessity of marketing in today’s business environment. Particular emphasis will be placed on marketing research, selection of a target market, development of an appropriate marketing mix, and promotion and advertising of goods and services.

Course Details




Required textbooks/ course materials:

Marketing w/Connect Access Code Card, (3rd Edition), 2021, Hunt, Mello, & Deitz, McGraw Hill, ISBN-13: 9781260088878.


Assignment/course outline:

The following topics will be covered in this course at the discretion of the instructor:              

  • Why Marketing Matters to You     
  • Strategic Planning for a Successful Future  
  • Analyzing Your Environment     
  • Knowing Your Customer: Consumer and Business     
  • Developing Your Product     
  • Segmenting, Targeting, and Finding Your Market Position     
  • Promotional Strategies     
  • Supply Chain and Logistics Management: Adding Value for Your Customers     
  • Pricing for Profit and Customer Value     
  • Building Successful Brands: Your Organization, Your Product, and Yourself
  • Managing Your Customer Relationships     
  • Social Responsibility and Sustainability     
  • Measuring Marketing Performance


Discipline-level learning outcomes:

Associates degree in Business Administration Learning Outcomes:  

B-1 Demonstrate knowledge of the principles, practices and supervisory responsibilities of management, and ethical and legal issues in a business environment.  

B-2 Apply general business workplace competencies, including employability skills and office computer skills.  

B-3 Understand business concepts, such as accounting, HR, marketing and organization.  

B-4 Communicate effectively in oral and written form, exhibit college level computation and problem-solving skills, and interact appropriately with people of other cultures or backgrounds.


Course-level learning outcomes:

Course-level student learning outcomesDiscipline-level learning outcomesAssessment methods

Evaluate the marketing system and the significance of marketing in the American capitalistic system. 

Appraise the dynamics of the 4 P’s: Price, Product, Promotion and Placement.

Evaluate retail and wholesale agencies, the elements of marketing efficiency, the costs involved, and the part these ingredients play in the marketing system.  

Contrast the consumer and their behavior.

Appraise the ethical, social and marketing environment in relationship to the world economy.

B-3, B-4

B-3, B-4

B-3, B-4

B-3, B-4

B-3, B-4


Tests, Quizzes, Homework


Means of accomplishing learning outcomes:

  • Attend and participate in class regularly.
  • Read all assigned material before class.
  • Study in-class notes and online (Canvas) materials.
  • Complete assigned projects in a timely manner to enable reflections and revisions on the final product.
  • Participate in discussions.
  • Demonstrate your mastery of the required skills on quizzes, exams, etc.
  • Complete all assignments with promptness and accuracy.
  • All written documents as well as online assignments must be completed using correct grammar, spelling, and structure.

The grading breakdown is subject to change at the discretion of the instructor.


up to 40%

Test (which includes Midterm and Final) 

up to 60%

Assignments, Projects and/or Labs      

up to 40%


up to 20%


College-wide policies and resources

For more specific information on Chipola's college-wide academic policies and resources available to students, visit the link below.