Basic Marketing Concepts

Course Code:

Credit Hours:

Effective beginning:



Course Description:
This course provides an overview of the comprehensive field of marketing. The concepts, terminology, methodology, and structures explored in this course will provide a basis on which to build further expertise in the student’s particular field of study. Specific competencies developed in other disciplines are drawn together in this course as students critically analyze and view the comprehensive field of marketing.

Course Details


As assigned


Required textbooks/ course materials:

Boone/Kurtz, Contemporary Marketing (19th ed.), with MindTap printed Access Card, ISBN: 9780357435397.


Assignment/course outline:

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

  • An Overview of Marketing   
  • Strategic Planning for Competitive Advantage   
  • Ethics and Social Responsibility   
  • The Marketing Environment   
  • Developing a Global Vision   
  • Consumer Decision Making   
  • Business Marketing   
  • Segmenting and Targeting Markets   
  • Marketing Research   
  • Product Concepts 
  • Developing and Managing Products   
  • Services and Nonprofit Organization Marketing   
  • Supply Chain Management   
  • Marketing Channels and Retailing   
  • Marketing Communications   
  • Advertising, Public Relations, and Sales Promotion   
  • Personal Selling and Sales Management   
  • Social Media and Marketing   
  • Pricing Concepts   
  • Setting the Right Price


Discipline-level learning outcomes:

BA-1 Exhibit knowledge of accounting, finance, management, legal, operations and marketing.   

BA-2 Identify MIS, economics, technology, statistical data and decision support tools for making effective business decisions.

BA-3 Recognize the impact of today’s global economy, diversity and cultures on businesses. 

BA-4 Comprehend how effective leadership, teamwork and ethics relate to best business practices.  

BA-5 Use effective oral and written communication skills, including effective research techniques. 


Course-level learning outcomes:

Course-level student learning outcomesDiscipline-level learning outcomesAssessment methods

Synthesize what Marketing is how it is used and applied ethically within the company.

Evaluate the 4 P’s and what they mean.

Compare the internal and external factors that affect the marketing environment and assess their impact on competitive strategy. 

Appraise the steps in the strategic planning process, recognize the types of competitive strategies, and indicate how products are positioned for competitive advantage.

Synthesize how markets are segmented and how target markets are selected. 

Formulate the steps in the buying decision making process and recognize how the process differs across buying situations.

Contrast the steps in the new product development process and apply product related strategies to make the product and branding decisions contained in a marketing plan.   

BA-1, BA-2, BA-3, BA-4, BA-5 

BA-1, BA-2, BA-3, BA-4, BA-5        

BA-1, BA-2, BA-3, BA-4, BA-5        

BA-1, BA-2, BA-3, BA-4, BA-5        

BA-1, BA-2, BA-3, BA-4, BA-5        

BA-1, BA-2, BA-3, BA-4, BA-5        

BA-1, BA-2, BA-3, BA-4, BA-5  

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.


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.