KINGSBOROUGH COMMUNITY COLLEGE
OF
THE CITY UNIVERSITY OF NEW YORK
ORIENTAL BOULEVARD, MANHATTAN BEACH
BROOKLYN, NEW YORK 11235
BA14 – Principles of Marketing (3 credits) Fall/Spring
Required for Business Administration, Entrepreneurial Studies, and Retail Merchandising, Tourism and
Hospitality Majors – Prerequisite: BA11
A. BULLETIN DESCRIPTION:
The principles and practices of the marketing
process are investigated. The areas of study include
product, price, promotion, channels of distribution,
market research, and governmental regulation. The
course considers strategic marketing from both the
customer’s and the marketing manager’s point of
view.
B. TEXTBOOK:
Marketing, Grewal, 3rd edition
C. MCGRAW-HILL CONNECT
D03CW – http://tinyurl.com/kccd03cw
D05D
– http://tinyurl.com/kccd05d
D. MCGRAW-HILL CONNECT SUPPORT
If you need help or have any questions about Connect,
please visit their Customer Experience support team
for assistance via the following methods:

Online 24-hour Customer Experience support center:
www.mcgrawhillconnect.com/support

View Student Resources/FAQs and Tutorials online:
http://mpss.mhhe.com/student_connect_resources.php

800-331-5094 – Hours of Operation
Sunday – 7PM-12AM Est.
M-TH – 9AM-12AM Est.
Friday – 9AM-7PM Est.
E. OUTCOMES: Students will…
1. Define marketing and describe how it create four
marketing utilities.
2. Explain what markets are and how they are
classified.
3. Identify the four elements of the marketing mix
and explain their importance in developing a
marketing strategy.
4. Explain how the marketing environment affects
strategic market planning.
5. Identify the major components of a marketing
plan.
6. Identify factors that may influence buying
behavior.
7. Explain what a product is and how products are
classified.
8. Explain the product life cycle and discuss how it
leads to new product development.
9. Explain the uses and importance of branding,
packaging, and labeling.
F. METHOD OF INSTRUCTION:
1. Assigned text reading and other ancillary
materials.
2. Class discussions of the assignments.
3. Lectures to clarify the assigned readings and
related materials.
4. Use of audio-visual devices, and materials from
the field, to illustrate marketing concepts.
5. Written and oral reports on assigned topics.
6. Class discussion of student reports.
7. Examinations are reviewed in class when returned.
8. Professionals from industry will be invited to
speak to the class.
9. Students are encouraged to consult with the
instructor for individual guidance.
G. METHODS OF EVALUATION:
1. Homework and class participation
2. First Exam
3. Second Exam
4. Final Exam
5. Project
20%
20%
20%
20%
20%
*Required “Connect” help quizzes
Score of:
90-100: Add 10 pts. to average
75-90: Add 8 pts. to average
60-75: Add 6 pts. to average
Below 60: No additional points
H. NOTES:
 2 absence limit! 2 lateness = 1 absence.
 0 absences add 10 points to each exam grade.
 1 absence no additional points.
 2 absences minus 10 points from each exam grade.
 3 absences - withdrawal from class.
 No make-up exams.
 All cell phones & other devices must be turned
OFF.
I.
TOPICS:
1. Overview of Marketing
2. Analyzing the Marketing Environment
3. Consumer Behavior
4. Business-to-Business Marketing
5. Global Marketing
6. Segmentation, Targeting, and Positioning
7. Marketing Research
8. Product, Branding, and Packaging Decisions
9. Developing New Products
J. COURSE TRANSFERABILITY (3 CREDIT):
Baruch (MKT3000), Bklyn (BUS50.2), City
(ECO33000), Lehman (ECO332), MedgarEvers
(MAR231),
NYCTech
(MK100),
Queense
(ECON243), Staten Island (MKT111), York
(MKT341). Elective at Hunter, John Jay.
K. SELECTED BIBLIOGRAPHY:
 Samuel Axon, “Five Ways Apple’s iAd Will
Change the Way you Advertise,” openforum.com,
April 20, 2010
 Gal Tziperman Lotan, “Cold Competition: Chain
Roll Out New Iced Coffee Creations,” The Boston
Globe, April 6, 2010
 Jessica Rao, “Bust of the Baby Boomer Economy:
‘Generation Spend’ Tightens Belt,” CNBC.com,
January 21, 2010.
 Hazel Rose Markus and Barry Schwartz, “Does
Choice Mean Freedom and Well-Being?” Journal
of Consumer Research, 2010, 37, no. 2, pp.344355.
 Ashlee Vance, “At Xerox, a Transition for the
Record Books,” The New York Times, May 21,
2009.
 Nike, “Workers and Factories,”
http://www.nikebiz.com/responsibility/workers_an
d_factories.html (accessed April 20, 2010).
 Jack Neff, “Unilever Develops Ambitious
Campaign for New Fragrance with the Help of
College-Age Fans,” Advertising Age, February 24,
2010.
 Emily Goon, “Friends or Foes? The Internet vs.
the Music Industry.” Quirk’s Marketing Research
Review, April 2010, p. 22.
L. SELECTED PERIODICALS:
Advertising Age
Business Horizons
Harvard Business Review
Industrial Marketing Management
Academy of Marketing Science Journal
Journal of Advertising
Journal of Advertising Research
Journal of Consumer Research Society
Journal of Macromarketing
Journal of Market Research Society
Journal of Marketing
Journal of Marketing Education
Journal of Personal Selling and Sales Management
Journal of Retailing
Marketing Communications
Marketing and Media Decisions
Marketing News
Marketing Science
Sales and Marketing Management
M. CIVILITY IN THE CLASSROOM:
Kingsborough Community College is committed
to the highest standards of academic and ethical
integrity, acknowledging that respect for self and
others is the foundation of educational excellence.
Civility in the classroom and respect for the
opinions of others is very important in an
academic environment. It is likely you may not
agree with everything which is said or discussed
in the classroom, yet courteous behavior and
responses are expected. Therefore, in this
classroom, any acts of harassment and/or
discrimination based on matters of race, gender,
sexual orientation, religion, and/or ability are not
acceptable.
Whether we are students, faculty, or staff, we
have a right to be in a safe environment, free of
disturbance, and civil in all aspects of human
relations
Evaluation Criteria
I.
Ideas
1) The paper fully develops a clearly stated argument or thesis
2) Provides sufficient evidence and supporting examples.
II.
Development and Organization
1) The paper contains an introduction and conclusion
2) Each paragraph develops a coherent idea, and paragraphs follow each
other logically
3) Opening and closing of each paragraph connect the paragraph to the overall
idea of the paper.
III.
Global Error
1) The paper is easy to read; sentences make sense, and are written in a clear,
coherent manner.
IV.
Local Error
1) Correct spelling.
2) Proper punctuation and capitalization.
3) Paper shows evidence of having been carefully proofread.
The following scale will be used for each of the four criteria:
5
4
3
2
1
Excellent
Good
Average
Fair
Poor
The four items will be equally weighted in assigning a letter grade
Rev11