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BUSN 2380 Syllabus

Course Syllabus

BUSN 2380 - Principles of Marketing

3 Credit Hours

Course Information

Course Description:

This course is a study of basic marketing principles and practices, including the selection of target markets and the development of the marketing mix (product, price, promotion and place of distribution).

Course Outcomes:

Upon satisfactory completion of this course students will be able to do the following:

  • Explain marketing and the strategic marketing process.
  • Relate the importance of environmental, ethical and social responsibility factors to a marketing manager's actions
  • Identify the differences between consumer and organizational markets and distinguish relevant buying characteristics of each.
  • Recognize the significance of global markets.
  • Describe alternative methods of entering global markets.
  • Describe the marketing research process.
  • Describe the process used to segment and target markets.
  • Identify the elements of the marketing mix (product, price, promotion and place) and how they are used to satisfy marketing opportunities.
  • Explain the concept of interactive marketing.
Prerequisites & Co-requisites:


Course Topics:
  • Integrating the Marketing Process
  • Understanding Buyers and Markets
  • Targeting Marketing Opportunities
  • Satisfying Marketing Opportunities
Specific Course Requirements:


Textbooks, Supplementary Materials, Hardware and Software Requirements

Required Textbooks:

Please visit the Virtual Bookstore to obtain textbook information for this course. Move your cursor over the "Books" link in the navigation bar and select "Textbooks & Course Materials." Select your Program, Term, Department, and Course; then select "Submit."

Supplementary Materials:


Hardware and Software Requirements:

Minimum hardware requirements can be found here.

Minimum software requirements can be found here.

Common applications you might need:

Web Resources:

Purdue OWL Online Writing Lab (for APA, MLA, or Chicago style)

The Writing Center Online Writer's Handbook

Student Resources:
  • Technical support information can be found on the TN eCampus Help Desk page.
  • Smarthinking virtual tutoring is available FREE of charge. to access Smarthinking, visit the course homepage and select Smarthinking under Course Resources. You also view sample sessions to see what Smarthinking offers and how it works.
  • Information on other student issues or concerns can be located on the TN eCampus Student Resources page.

Instructor Information

Please see "Instructor Information" in the Getting Started Module for instructor contact information, virtual office hours, and other communication information. You can expect to receive a response from the instructor within 24-48 hours unless notified of extenuating circumstances.

Participation, Assessments, & Grading

Testing Procedures:

There will be four module quizzes over the text material. The questions will be multiple-choice, and students will have unlimited attempts at the module quizzes, with the highest score being recorded for your grade. Students access the module quizzes by clicking on the Evaluation tab and selecting

Assessments. The module quizzes are not proctored, and students are not required to use the Respondus Lockdown browser.

Grading Procedures:

Students will receive a letter grade based on where their cumulative point total falls in the grade scale.

Grading Scale:
Point RangeAssigned Grade
839 or belowF


Assignments and Projects:

Reading assignments: Students are responsible for reading the entire chapters including the "video cases" at the end of the chapters. Questions on the module quizzes could come from the cases as well. 

Quizzes and Unit Exams: There will be four open-book module quizzes over the text material. The questions will be multiple-choice, and you will have unlimited attempts, with the highest score being recorded for your grade. Marketing challenges: Each student will research five marketing topics assigned by the instructor and write a 1-page paper (double-spaced, 12 pt. font) on each topic. The five papers should be submitted in Word to the dropbox in D2L. At least two different sources other than the text should be used in researching the topic. Sources should be cited using APA style. See the following links for assistance:

Marketing Topic 1, Module 1: Go to Thoroughly review the site. Chapter 1 describes the importance of relationship selling. How successful is Land’s End at reaching its customers through relationship marketing? What does it do, specifically, to keep the "conversation" going with its customer after the sale ends?

Marketing Topic 2, Module 2: Read about global marketing and global branding in Chapter 6. Explain, in your own words, what those two topics mean. Identify a company, not mentioned in the chapter, which engages in global marketing and global branding. How does your company market itself globally? Give specific examples of how your selected company markets and brands itself. Your post should be, at a minimum, 250 words.

Marketing Topic 3, Module 3: Visit Click on the "work" tab and click on "Sprouts Farmers Market". Read through the information. According to our text (pg. 203-205) thousands upon thousands of new products and services fail every year. Do you think "Sprouts Farmers Market" is going to succeed with its new marketing campaign? Why or why not?

Marketing Topic 4, Module 4: Visit Click on the "Events and Tickets" tab and choose any upcoming event. Read through the information. According to our text (pg. 322), public relations and publicity is a major part of advertising. According to our text, is the event you selected being well publicized? Why or why not?

Marketing Topic 5, Module 5: The text provides a sample business plan from pages 47-57. Use this outline to write a marketing plan for Higher Pursuits, The marketing plan for this assignment should ONLY include the executive summary, situation analysis, market/product focus, and marketing program strategy and tactics. The length of your plan should be three pages and written in Microsoft Word using 12-font. Your plan should be submitted to the dropbox by the assigned due date. The grades on the papers are determined by evaluating the content, organization, and mechanics of the paper. The description and weight of each component is as follows: content (70%): thorough explanation of the topic: organization (10%): introduction, logical presentation of thoughts in several paragraphs, and mechanics (20%): grammar, spelling, punctuation, use of citations The purpose of the five module papers is twofold: 1) to gain knowledge of the topic, particularly the latest trends in that area and 2) to explain the relevance or use of that topic in marketing. The five module papers should include the following: introduction, definition of the assigned topic, discussion of the latest trends related to the topic, discussion of the relevance or importance of the topic to marketing, and conclusion.

Discussion Topics: Using the Discussion tool, students will complete ten discussion topics:

Introduction discussion: Post an introduction during the first week of class to Introduction Discussion. See the discussion topic instructions for details. 

Module 1 Discussion Topic 1: According to Chapter 1 (page 8), there is a big debate about the difference between marketing to a need versus a want. Go to Is this business filling a want or a need? Who is this business targeting? In Chapter 1 of your text, the author introduces the four Ps of marketing. Is adequately meeting the four Ps of marketing? Why or why not? The discussion posting should be a minimum of 250 words. Discussion: Module 1 Discussion (Consumer Needs and Consumer Wants)

Module 1 Discussion Topic 2: Page 11 in the text describes relationship marketing. Does the M&M Superbowl ad hit the mark? Why or why not? On Page 15 in the text, the author describes breadth and depth in marketing. What does the author mean and how is it applied in this ad? M&M Superbowl Ad Discussion: Module 2 Discussion Topic 2 (Volkswagon Eyes on the Road)

Module 2 Discussion Topic 1: Read about global marketing and global branding in Chapter 6 in your text. Explain, in your own words, what those two topics mean. Identify a company, not mentioned in the chapter, which engages in global marketing and global branding. How does your company market itself globally? Give specific examples of how your selected company markets and brands itself. Your post should be, at a minimum, 250 words. Discussion: Module 2 Discussion (Global Marketing and Branding)

Module 2 Discussion Topic 2: Chapter 8 in the text describes the importance of marketing segmentation, targeting, and positioning. Who is Volkswagon targeting in this ad? What's its position in the market and what do you think it expects to get from running the ad? Volkswagon Eyes on the Road Discussion: Module 2 Discussion Topic 2 (Volkswagon Eyes on the Road)

Module 3 Discussion Topic 1: Watch the following Hardee's ad on YouTube. On page 179 in your text, the author describes four ways to segment consumer markets. In a minimum of 250 words, describe the consumer market you feel best describes Hardee's approach in its commercial. Discussion: Module 3 Discussion (Hardee's)

Module 3 Discussion Topic 2: Chapter 10 talks about branding. In your own words, describe what branding means. Assuming we agree Taylor Swift is a brand, how did her marketing team go about creating her as a brand? In your opinion, can a person be a brand? Why or why not? Your post should be, at a minimum, 250 words. Discussion: Module 3 Discussion Topic 2 (Taylor Swift)

Module 4 Discussion Topic 1: Click on the following link and learn about Doritos "Crash the Super Bowl" ad campaign. On page 326 in the text, the author describes push and pull marketing strategies. In a minimum of 250 words, describe the two strategies and determine which strategy Doritos is using. Discussion: Crash the Super Bowl Link Module 4 Discussion (Push and Pull Marketing)

Module 4 Discussion Topic 2: Visit Tractor Supply (a Nashville-based company) and study its site. Read pages 342-348 in your text. In your view, what are the three best channels for Tractor Supply to reach its audience? Why did you choose these channels over the others listed in the book? Please provide an answer with a minimum of 250 words. Discussion: Module 4 Discussion Topic 2 (Tractor Supply)

Module 5 Discussion Topic: Read Chapter 16 in your text and then research different social networking sites, such as Facebook, Twitter, LinkedIn, etc. and find an organization (business or nonprofit) which you think does a good job of communicating or promoting itself on this network. In your discussion post, tell the class about this organization and how it uses the social networking site. Each student must review a different organization. Be specific. What is your opinion regarding organizations using this type of site as a marketing tool? The discussion posting should be a minimum of 250 words. Discussion: Module 5 Discussion (Social Media)

Coffee Shoppe discussion: Gossip, blab or share... whatever you'd like to discuss with your peers outside of the course. Keep in mind not to share address, phone, or other personal specifics.

Graded Items

DescriptionTotal Points
10 Discussion Assignments @ 50 points each500 points
4 Chapter Quizzes @ 100 points each400 points
Marketing Plan @ 100 points100 points
4 Module Papers @ 100 points each400 points
Total Points1400 possible points


Class Participation:

Course Participation will be evaluated based upon participation in four required discussion assignments. Each student must post a meaningful, thorough response to each of the discussion assignments in the Discussions section. Each chapter or module discussion, including the student introduction, is worth 25 points. Responses should be a minimum of 100 words. Students are encouraged to comment on other students’ responses. The chapter discussions may be accessed under the individual chapters of Course Content or under Discussions. Composition skills (grammar, spelling, punctuation, capitalization, etc.) will be considered when grading the discussion assignments. Additionally, students are encouraged to ask questions and make comments under the appropriate Module Discussion (Questions/Discussion about Course/Course Material) also found under the Discussions section.

Late Policy:

Deadlines will be given for completing chapter quizzes, module tests, discussion participation, and assignments. These deadlines must be met in order to receive a grade on a chapter quiz or a module test. Late submissions of discussion postings will not be accepted. Late submissions of Dropbox assignments will result in a deduction of five points for each day it is submitted late. Late Dropbox assignments will not be accepted or graded if submitted more than one week late.

Course Ground Rules

The following two statements (1., 2.) were derived from the TBR System-wide Student Rules document, released January 2012:


Read the document in its entirety here.

1. Standards of Conduct:

  • Students are required to adhere to the same professional, legal and ethical standards of conduct online as on campus. In addition, students should conform to generally accepted standards of "netiquette" while sending e-mail, posting comments to the discussion board, and while participating in other means of communicating online. Specifically, students should refrain from inappropriate and/or offensive language, comments and actions.

2. Review the TN eCampus Academic Integrity/Academic Honesty Policy:

  • In their academic activities, students are expected to maintain high standards of honesty and integrity. Academic dishonesty is prohibited.

Such conduct includes, but is not limited to:

  • an attempt by one or more students to use unauthorized information in the taking of an exam
  • to submit as one's own work, themes, reports, drawings, laboratory notes, computer programs, or other products prepared by another person,
  • or to knowingly assist another student in obtaining or using unauthorized materials.

Plagiarism, cheating, and other forms of academic dishonesty are prohibited.

Students guilty of academic misconduct, either directly or indirectly through participation or assistance, are subject to disciplinary action through the regular procedures of the student’s home institution.  Refer to the student handbook provided by your home institution to review the student conduct policy.

In addition to other possible disciplinary sanctions that may be imposed, the instructor has the authority to assign an "F" or zero for an activity or to assign an "F" for the course.

Other Course Rules:

Students are expected to:

  • Participate in all aspects of the course
  • Communicate with other students
  • Learn how to navigate in Brightspace
  • Keep abreast of course announcements
  • Use the assigned course management (Brightspace) email address rather than a personal email address
  • Address technical problems immediately:
  • Observe course netiquette at all times.

Guidelines for Communications


  • Always include a subject line.
  • Remember without facial expressions some comments may be taken the wrong way. Be careful in wording your emails. Use of emoticons might be helpful in some cases.
  • Use standard fonts.
  • Do not send large attachments without permission.
  • Special formatting such as centering, audio messages, tables, html, etc. should be avoided unless necessary to complete an assignment or other communication.
  • Respect the privacy of other class members


  • Review the discussion threads thoroughly before entering the discussion. Be a lurker then a discussant.
  • Try to maintain threads by using the "Reply" button rather starting a new topic.
  • Do not make insulting or inflammatory statements to other members of the discussion group. Be respectful of other’s ideas.
  • Be patient and read the comments of other group members thoroughly before entering your remarks.
  • Be cooperative with group leaders in completing assigned tasks.
  • Be positive and constructive in group discussions.
  • Respond in a thoughtful and timely manner.


The Tennessee Virtual Library is available to all students enrolled in TN eCampus programs and courses. Links to library materials (such as electronic journals, databases, interlibrary loans, digital reserves, dictionaries, encyclopedias, maps, and librarian support) and Internet resources needed by learners to complete online assignments and as background reading will be included within the course modules. To access the Virtual Library, go to the course homepage and select the Virtual Library link under Course Resources.

Students with Disabilities

Qualified students with disabilities will be provided reasonable and necessary academic accommodations if determined eligible by the appropriate disability services staff at their home institution. Prior to granting disability accommodations in this course, the instructor must receive written verification of a student's eligibility for specific accommodations from the disability services staff at the home institution. It is the student's responsibility to initiate contact with their home institution's disability services staff and to follow the established procedures for having the accommodation notice sent to the instructor.

Syllabus Changes

The instructor reserves the right to make changes as necessary to this syllabus. If changes are necessitated during the term of the course, the instructor will immediately notify students of such changes both by individual email communication and posting both notification and nature of change(s) on the course bulletin board.


The information contained in this syllabus is for general information purposes only. While we endeavor to keep this information up-to-date and accurate, there may be some discrepancies between this syllabus and the one found in your online course. The syllabus of record is the one found in your online course. Please make sure you read the syllabus in your course at the beginning of the semester. Questions regarding course content should be directed to your instructor.

Last Revised on July 12, 2021