Title: Credit Unit 1 Introduction
Course: SkillsCom BA 223 16.0 > Section: Credit Unit 1 Module 1 - Introduction to Marketing

This Credit Unit provides an introduction to the meaning and role of marketing in society. The components of marketing, consumer behavior and market segmentation are discussed.

In addition, throughout this course you will perform various marketing-related tasks for the fictional Little Littleton Library (LLL). In preparation for these tasks, here is some background information on Little Littleton Library.

The Little Littleton Library (LLL) is a small independently operated community library. The building that houses the LLL was previously a branch library of a much larger regional library. Recently the regional library decided it could no longer operate all of its small branches and the Littleton branch was scheduled for closure. The Littleton community banded together and formed a non-profit organization (LLL, Inc.) which was able to take over the library, thus avoiding closure.

The LLL is managed by a volunteer board of directors with help from a paid library director and assistant. Funding for the library comes mainly from donations and grant awards. Local community members can borrow from the library for free.

Course Outcomes:

- Employ the basics of marketing, from identifying audience, market segments and value propositions, to product development and research, marketing strategies and advertising/public relations.
- Recognize consumer behavior and demand and be able to prepare and execute a marketing solution.
- Master business marketing tools necessary to execute a marketing plan for a client, including social media.
- Identify trends and new developments in business and employ soft skills and marketing techniques to adapt to market demands.
- Compile a portfolio of work that can be shared with colleagues, network connections and future clients and employers.