BBA 3201, Principles of Marketing 1 Course Learning Outcomes for Unit I Upon completion of this unit, students should be able to: 1. Discuss the importance of determining value proposition of the consumer. 1.1 Explain through a company’s offerings how a value proposition is provided to the consumer. 2. Describe behaviors in marketing that impact social responsibility. 2.1 Assess how changes in the business environment will affect an organization’s level of social responsibility. 3. Describe the impact that changes in the external business environment have on an organization. 3.1 Assess how changes in the business environment will affect an organization using the PEST Analysis tool. Unit Lesson What is marketing? A large percentage of the population views marketing as advertising or selling or even the commercials you see on television. While these are included in marketing, in actuality, marketing is so much more than this. Marketing, as defined by the American Marketing Association (2013), is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The marketing function is completed by a variety of individuals including not only the marketing department, but also the producers, wholesalers, retailers, transport firms, product testing firms, research firms, and advertising agencies. The concept of value proposition is discussed at length within marketing circles. To better understand this concept, let’s discuss this through the consumer’s point of view. The customer value, or value proposition, is the difference between the benefits that a customer receives from an offering and the costs of obtaining those benefits. Obviously, different customers will view the benefits and costs in different ways. A marketer will look to identify the group of customers that is the most interested in their product/service. This group is identified as the target market. Focusing on the customer value of this particular group will provide for the most effective means of allocating the scarce marketing dollars as well as a means to maximize the value proposition of the target market. At the end of the day, this system will also develop a greater relationship with the customer forging towards current and future allegiance to the company. This concept can also be applied to non-profit organizations, as satisfied customers will provide additional funding and support to the organization. Marketing strategy planning suggests that a marketer will review the marketing management process as they look to plan marketing activities, implement the plans, and control these plans (Perreault, Cannon, & McCarthy, 2015). The specifics of these activities are included in the below chart: Reading Assignment Chapter 1: Marketing’s Value to Consumers, Firms, and Society Ch ...

1. BBA 3201, Principles of Marketing 1
Course Learning Outcomes for Unit I
Upon completion of this unit, students should be able to:
1. Discuss the importance of determining value proposition of
the consumer.
1.1 Explain through a company’s offerings how a value
proposition is
provided to the consumer.
2. Describe behaviors in marketing that impact social
responsibility.
2.1 Assess how changes in the business environment will affect
an
organization’s level of social responsibility.
3. Describe the impact that changes in the external business
environment have
on an organization.
3.1 Assess how changes in the business environment will affect
an
organization using the PEST Analysis tool.

2. Unit Lesson
What is marketing? A large percentage of the population views
marketing as
advertising or selling or even the commercials you see on
television. While these are
included in marketing, in actuality, marketing is so much more
than this. Marketing, as
defined by the American Marketing Association (2013), is the
activity, set of
institutions, and processes for creating, communicating,
delivering, and exchanging
offerings that have value for customers, clients, partners, and
society at large. The
marketing function is completed by a variety of individuals
including not only the
marketing department, but also the producers, wholesalers,
retailers, transport firms,
product testing firms, research firms, and advertising agencies.
The concept of value proposition is discussed at length within
marketing circles. To
better understand this concept, let’s discuss this through the
consumer’s point of view.
The customer value, or value proposition, is the difference
between the benefits that a
customer receives from an offering and the costs of obtaining
those benefits.
Obviously, different customers will view the benefits and costs
in different ways. A
marketer will look to identify the group of customers that is the
most interested in their
product/service. This group is identified as the target market.
Focusing on the

3. customer value of this particular group will provide for the most
effective means of
allocating the scarce marketing dollars as well as a means to
maximize the value
proposition of the target market. At the end of the day, this
system will also develop a
greater relationship with the customer forging towards current
and future allegiance to
the company. This concept can also be applied to non-profit
organizations, as satisfied
customers will provide additional funding and support to the
organization.
Marketing strategy planning suggests that a marketer will
review the marketing
management process as they look to plan marketing activities,
implement the plans,
and control these plans (Perreault, Cannon, & McCarthy, 2015).
The specifics of these
activities are included in the below chart:
Reading
Assignment
Chapter 1:
Marketing’s Value to
Consumers, Firms, and
Society
Chapter 2:
Marketing Strategy
Planning
Chapter 3:

4. Evaluating Opportunities
in the Changing
Marketing Environment
Suggested Reading
See information below.
UNIT I STUDY GUIDE
Introduction to Marketing
BBA 3201, Principles of Marketing 2
ssion, vision, and
objectives
for which the organization may fulfill
customer needs
through the use of the four Ps
(marketing mix)

5. the entire marketing
program
action
effectiveness of the marketing
strategies, measurable goals must
be established.
o the
previously established measurable
goals will determine the overall
effectiveness of the marketing plan.
The crux of marketing strategy begins with the target market as
the marketer looks to
apply the controllable factors of the marketing mix (four Ps) to
the development of an
effective overall marketing strategy for the organization. The
marketing mix consists of
the product, price, place, and promotion. The general idea is to
identify the right
product or service at the right price at the right place with the
right amount of
promotion. Included in the segment of product is the physical
good or service or
possibly a combination of product and service. Think of a
restaurant that offers not
only the food as a physical product but also offers the service of
preparing and serving
the food to the customer. Additional attributes of the product
would be the specific
features, benefits, level of quality, accessories, installation,

6. instructions, warranty,
packaging, and finally the branding qualities. Within the second
segment of price, the
pricing objectives, flexibility of the pricing model, geographic
terms, allowances, and
other discount allowances are included. Within the place
segment, the method of
getting the product from the manufacturer to the target market
customer is analyzed.
This might include a variety of different types of
intermediaries, locations of stores,
transportation, and storage needs. Within the final segment of
promotion, the
promotional blend is discussed including advertising, publicity,
sales promotions, use
of salespeople, and media strategies.
While this planning provides a good overview of the
controllable elements, what about
the uncontrollable elements? Uncontrollable factors might
include industry
fluctuations, competitive movement, or changes in the external
business environment.
These might involve changes in the political/legal environment,
economic
environment, socio-cultural environment, or even within the
technological
environment. With its beginning as a management tool, the
PEST Analysis has
become a highly used method to analyze uncontrollable
conditions within the business
environment that will impact the organization as a whole as
well as the marketing
strategies. Beginning with the changes in the political and legal
arena, this might
include new laws and legislation, regulatory changes, political

7. party changes, or even
a feeling of nationalism. Laws might include those enforced by
the Federal Trade
Commission (FTC), Food & Drug Administration (FDA) or even
the Consumer Product
Safety Commission. Changes in the economic arena could
involve consumer
spending habits, interest rates, or any other economic factor
involving the general
health of the economy. A good example of this might be the
condition of businesses
during the 2008 economic downturn in the United States. The
changes in the socio-
BBA 3201, Principles of Marketing 3
cultural environment might be best approached from the
changing demographic make-
up of the United States that will ultimately lead to cultural
preferences. The
characteristics of the population growth will have a significant
impact on the marketing
of an organization.
Finally, as technology continues to advance, this will have a
significant impact on the
world around us. Whether it be the marketing strategies or the
overall operation of the
organization, technology is changing the ways we do things.

8. References
American Marketing Association (2013, July). Definition of
marketing. Retrieved from:
https://www.ama.org/AboutAMA/Pages/Definition-of-
Marketing.aspx
Perreault, W., Jr., Cannon, J., & McCarthy, J. (2015). Essentials
of marketing: A
marketing strategy planning approach (14th ed.). New York,
NY: McGraw-Hill.
Suggested Reading
While viewing these PowerPoint presentations is not required, it
is highly
recommended. Doing so will provide you with a significantly
greater level of
understanding of basic marketing concepts.
Click here to access a PowerPoint presentation of the Chapter 1
material.
Click here to access a PDF version of this presentation.
Click here to access a PowerPoint presentation of the Chapter 2
material.
Click here to access a PDF version of this presentation.
Click here to access a PowerPoint presentation of the Chapter 3
material.

9. Click here to access a PDF version of this presentation.
https://online.columbiasouthern.edu/CSU_Content/Courses/Busi
ness/BBA/BBA3201/14P/UnitI_Chapter1Presentation.ppsx
https://online.columbiasouthern.edu/CSU_Content/Courses/Busi
ness/BBA/BBA3201/14P/UnitI_Chapter1Presentation.pdf
https://online.columbiasouthern.edu/CSU_Content/Courses/Busi
ness/BBA/BBA3201/14P/UnitI_Chapter2Presentation.ppsx
https://online.columbiasouthern.edu/CSU_Content/Courses/Busi
ness/BBA/BBA3201/14P/UnitI_Chapter2Presentation.pdf
https://online.columbiasouthern.edu/CSU_Content/Courses/Busi
ness/BBA/BBA3201/14P/UnitI_Chapter3Presentation.ppsx
https://online.columbiasouthern.edu/CSU_Content/Courses/Busi
ness/BBA/BBA3201/14P/UnitI_Chapter3Presentation.pdf
Week 6 a substantive and cohesive response to the following:
· Analyze one vertically integrated health system in your area
and share details about its size, settings/locations, and the
services it provides.
· Analyze one horizontally integrated health system in your area
and share details about its size, settings/locations, and the
services it provides.
· Assess the impact of integration on issues related to cost and
access to care, including implications for the management of the
organization and the patient/consumer experience.
Reminder: Use and cite sources to support your posting and
responses in the Discussion.
Week 7,
discussing how integration of the two health systems you
selected likely affects the patient/consumer experience in your
community. Provide specific examples to illustrate benefits,
concerns, and/or questions patients/consumers may experience.
Case study
Vertical and Horizontal Integration of Health Systems in

10. Various Regions
Post your responses to the Discussion based on the course
requirements.
Your Discussion postings should be written in standard edited
English and follow APA guidelines as closely as possible given
the constraints of the online platform. Be sure to support your
work with specific citations from this week’s Learning
Resources and additional scholarly sources as appropriate.
Refer to the Essential Guide to APA Style for Walden
Students to ensure your in-text citations and reference list are
correct. Initial postings must be 250–350 words (not including
references).
A 58-year-old man needs to have his blood tested on a regular
basis so his physician can monitor the effects of the
anticoagulant (blood thinner) medication he is currently taking.
He usually has his blood drawn at his local lab in San
Francisco, California. While traveling on business in Portland,
Oregon, he is able to have his blood drawn on the specified day
at another Labcorp location. Labcorp operates an extensive
network of 1,700 laboratories across the United States, so lab
results can be communicated to the patient’s physician from any
location.
Geisinger Health System serves an area with 2.6 million people
in northeastern and central Pennsylvania. As an integrated
health system, it provides coordinated care to meet the wide-
ranging needs of patients. The advanced use of information
technology has been critical for facilitating communication,
reducing duplication of services, and improving the patient
experience along the care continuum. Consisting of numerous
clinical facilities and a health insurance company, Geisinger
Health System offers an innovative approach to care delivery
that it hopes will become a national model.
Integration is an organizing principle for care delivery intended
to promote better health outcomes and greater clinical and
financial accountability. Labcorp’s horizontal integration is a
growth strategy that reduces competition from other companies.

11. Geisinger’s vertical integration is a diversification strategy that
links a continuum of services to increase the comprehensiveness
of care.
In Module 3, you examined the varied services a patient may
need and researched health care organizations that provide those
services in your geographic area. In this Discussion, you will
examine how integration affects the delivery of care in your
community.
To prepare for this Discussion, review the information related
to horizontal and vertical integration in the Learning Resources,
including the information in the Shi and Singh (2015) textbook
and the journal articles.
Next, research integrated health systems in your geographic
area. If you find that one or more of the settings you identified
for your Module 3 Assignment are part of an integrated system,
you may further research the setting(s) for this Discussion.
Select one vertically integrated health system and one
horizontally integrated health system in your geographic area on
which to focus for this Discussion.
Continue researching these two health systems, noting important
information about each health system, including its size,
settings/locations, and the services it provides. Investigate how
the integration of each system has affected, or is expected to
affect, issues related to cost, quality, and access to health care
services in your area. Consider implications of integration for
the management of the organization, as well as the
patient/consumer experience.
If you are an international student, you may examine a specific
geographic area in the United States or research two integrated
health systems identified in the Learning Resources that are not
the same ones you address in your Assignment.
Note: In the Assignment for this module, you are required to
select and analyze one vertically integrated health system and
one horizontally integrated health system from a provided list.
Do not select the same health systems for this Discussion.