Course Syllabus

Fall 2025 | BUS-2230-VO01 - Principles of Marketing

Online Class

Online courses take place 100% online via Canvas, without required in-person or Zoom meetings.

Faculty

George Forstbauer
View Faculty Credentials

Hiring Coordinator for this course: Nick Molander

Note

Many degree programs have specific general education recommendations. In order to avoid taking unnecessary classes, please consult with additional resources like your program evaluation, your academic program catalog year page, and your academic advisor.

Courses may only be used to meet one General Education Requirement.

Course Description

This course introduces the role of marketing as it relates to manufacturing, wholesale, retail, and service businesses. Topics include product development, pricing decisions, promotional considerations, and distribution options of both goods and services. Students also examine the emerging role of electronic marketing and its impact on today’s businesses.

Essential Objectives

1. Describe the difference between marketing, sales, advertising and public relations functions.
2. Discuss the function and importance of marketing in the economy.
3. Explain the impact of demographic, economic, technological, political, and cultural factors on a marketing strategy.
4. Identify and define the basic parts of a marketing system.
5. Analyze marketing information and develop marketing strategies based on that information.
6. Discuss major public policies and regulations that control marketing practices.
7. Discuss the ethical considerations inherent in marketing strategies and decisions.
8. Evaluate and present marketing strategies for diverse consumer segments demonstrating business writing, sales, and communication skills.
9. Analyze the financial impact of a marketing plan through the use of pro-forma financial statements and key performance indicators (KPIs).

Required Technology

More information on general computer and internet recommendations is available on the CCV computer recommendations Support page.

Please see CCV's Digital Equity Statement (pg. 45) to learn more about CCV's commitment to supporting all students access the technology they need to successfully finish their courses.

Required Textbooks and Resources

BUS-2230-VO01 Link to Textbooks/Resources Information for this course in eCampus.

The last day to use a Financial Aid Advance to purchase textbooks/books is the 3rd Tuesday of the semester. See your financial aid counselor at your academic center if you have any questions.

Methods

Textbook Information

Online/Open Source

Evaluation Criteria

Evaluation/Grading:
Individual Project I: 20%
Individual Project II: 20%
Mid Term Exam: 20%
Final Exam: 20%
Homework: 10%
Class Participation/Attendance: 10%

Grading Criteria

CCV Letter Grades as outlined in the Evaluation System Policy are assigned according to the following chart:

	High	Low
A+	100	98
A	Less than 98	93
A-	Less than 93	90
B+	Less than 90	88
B	Less than 88	83
B-	Less than 83	80
C+	Less than 80	78
C	Less than 78	73
C-	Less than 73	70
D+	Less than 70	68
D	Less than 68	63
D-	Less than 63	60
F	Less than 60
P	100	60
NP	Less than 60	0

Weekly Schedule

Week/Module	Topic		Readings		Assignments
1	Week 1: Introduction, Course Overview, Understanding the Marketplace and Customer Needs, Building Customer Relationships		Openstaxx		See Weekly Modules
2	Week 2: Analyzing the Marketing Environment: Micro and Macro, Managing Marketing Information		Openstaxx		Sweden's Ice Hotel Marketing Plan
3	Week 3: Consumer Markets and Consumer Behavior, The Buyer Decision Process and Characteristics Affecting Consumer Behavior		Openstaxx and Kotler		Ice Hotel (cont.), Kotler text, Choose Case for Project
4	Week 4: Business Markets vs. Institutional and Government Markets, Customer Driven Marketing Strategy		kotler, Openstaxx		Proctor & Gamble Case Assignment
5	Week 5: Business to Business Markets (cont.)		Openstaxx		TBA- Modules
6	Week 5: Differentiation and Positioning, Building Customer Value, Product vs. service Marketing		Kotler		Air BnB Case
7	Week 7: Individual Projects Due, Product Life Cycle Marketing Strategies		Kotler		Project Due, Text Homework
8	Week 8: Midterm Exam		N/A		N/A
9	Week 9: Pricing Strategies, Marketing Channels, Supply Chain Management and Marketing Logistics, Retailing and Wholesaling		Kotler		KFC Case, Text assignment
10	Week 9: Pricing Strategies(cont.)		Openstaxx, Kotler, Margin/Markup Excel Template		Text: Lululemon Case
11	Week 11: Marketing Communications, Advertising and Public Relations		Openstaxx, Kotler		TBA: Course Modules
12	Week 12: Advertising and Public Relations (cont.)		Openstaxx, Online links		Consumer Product Strategy
13	Week 13:Personal Selling and Sales Force Management		Kotler, Openstaxx		Staples Case, Salesforce Analysis
14	Week 12: Competitive Strategy, The Global Marketplace, Social Responsibility and Ethics		Kotler, Openstaxx		TBA Course Modules
15	Week 15: Projects Due Final Exam

Grading Criteria

CCV Letter Grades as outlined in the Evaluation System Policy are assigned according to the following chart:

	High	Low
A+	100	98
A	Less than 98	93
A-	Less than 93	90
B+	Less than 90	88
B	Less than 88	83
B-	Less than 83	80
C+	Less than 80	78
C	Less than 78	73
C-	Less than 73	70
D+	Less than 70	68
D	Less than 68	63
D-	Less than 63	60
F	Less than 60
P	100	60
NP	Less than 60	0

Attendance Policy

Regular attendance and participation in classes are essential for success in and are completion requirements for courses at CCV. A student's failure to meet attendance requirements as specified in course descriptions will normally result in a non-satisfactory grade.

• In general, missing more than 20% of a course due to absences, lateness or early departures may jeopardize a student's ability to earn a satisfactory final grade.
• Attending an on-ground or synchronous course means a student appeared in the live classroom for at least a meaningful portion of a given class meeting. Attending an online course means a student posted a discussion forum response, completed a quiz or attempted some other academically required activity. Simply viewing a course item or module does not count as attendance.
• Meeting the minimum attendance requirement for a course does not mean a student has satisfied the academic requirements for participation, which require students to go above and beyond simply attending a portion of the class. Faculty members will individually determine what constitutes participation in each course they teach and explain in their course descriptions how participation factors into a student's final grade.

Accessibility Services for Students with Disabilities:

1. Provide disability documentation to the Accessibility Coordinator at your academic center. https://ccv.edu/discover-resources/students-with-disabilities/
2. Request an appointment to meet with accessibility coordinator to discuss your request and create an accommodation plan.
3. Once created, students will share the accommodation plan with faculty. Please note, faculty cannot make disability accommodations outside of this process.

Academic Integrity

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