This course is an introduction to marketing principles and functions designed to satisfy an organization's target markets by offering an appropriate marketing mix consisting of product, price, place, and promotion. The course is taught from an integrated marketing communications point of view with emphasis on the formulation of competitive strategies, market analysis, marketing information, and sales forecasting. 3 cr. 3 Lec. (Per Departmental Standards Version of BUS 124, approved by Academic Affairs on 10/20/05)