Course | Madison College Outline of Instruction

10104102Marketing Principles

Course Information

Description

This foundation course introduces students to the marketing process and how it operates in todays dynamic organizations. The entire marketing mix is examined on a broad scale. Topics include: market segmentation and targeting strategies, market research, consumer behavior, product development, pricing policies, distribution and an overview of promotion. Provides a comprehensive overview of the exciting world of marketing.

Total Credits

Prior Learning Assessment

Exam-National (CLEP)

Course Competencies

Discover the marketing concept

Assessment Strategies

by completing self-quiz on Blackboard

by participating in in-class activities

by taking exam in class on date given using a notecard as defined in class

by completing written assignment

Criteria

you explore career options in marketing

you write a comprehensive definition of marketing

you explain the evolution of marketing concept

you explain why marketing is important to organizations and individuals

you summarize the components of the marketing mix

you attend class session
Analyze the marketing environment and trends

Assessment Strategies

by completing written assignment

by completing self-quiz on Blackboard

by taking part in team presentation in class

by taking exam in class on date given using a notecard as defined in class

by participating in in-class activities

Criteria

your team presentation includes clarification of marketing environment components

your team presentation includes a summary of several marketing environment trends

your team presentation includes linkages from trends to market opportunities and threats

your team presentation includes a minimum of one audio-visual technique

you explain the marketing environment components

you summarize current marketing environment trends

you analyze how changes in the marketing environment lead to changes in marketing strategies

you attend class session
Explore marketing's strategic role in the organization

Assessment Strategies

by participating in in-class activities

by completing written assignment

by completing self-quiz on Blackboard

by taking exam in class on date given using a notecard as defined in class

Criteria

you explore ethics in general

you explore ethics related to the field of marketing

you evaluate ethical dilemmas in marketing

you explain the purpose of a strategic plan

you explore the steps in the general strategic planning process

you explain the importance of corporate vision

you explain strategic business unit (SBU)

you summarize growth-share matrix

you evaluate strategic options for corporate growth

you explain the relationship of general business strategies to marketing strategies

you examine the process for thinking about the future

you attend class session
Explore consumer buying behavior and decision making

Assessment Strategies

by completing self-quiz on Blackboard

by taking exam in class using notecard as instructed

by completing written assignment

by participating in in-class activities

Criteria

you examine consumer behavior on a broad scale

you explore individual, interpersonal and social environment influences on consumer buying behavior

you examine the steps in the consumer decision-making process

you explain how the decision-making process changes based on high and low involvement purchases

you analyze how an understanding of consumer behavior links to marketing success

you attend class session
Investigate introductory concepts in marketing research

Assessment Strategies

by completing self-quiz on Blackboard

by participating in in-class team learning game

by taking quiz in class using notecard

by completing written assignment

Criteria

you explore introductory marketing research concepts

you examine the role of marketing research

you explain the difference between primary and secondary data

you summarize some basic data collection methods

you summarize how technology is changing the field of marketing research

you explain ethnographic research

you summarize the steps in the marketing research process

you attend class session
Examine market segmentation and targeting strategies

Assessment Strategies

by participating in in-class activities

by completing written assignment

by completing self-quiz on Blackboard

by taking exam in class on date given using a notecard as defined in class

by contributing to an in-class presentation on the strategic target marketing process

Criteria

you explain the philosophy of market segmentation

you explain target marketing

you explain positioning

you link strategies for achieving product differentiation to various positioning strategies

you summarize the bases for market segmentation

you explore segmentation strategies

your presentation includes the steps in the target marketing process in relation to a product of the team's choice

your presentation utilizes one colorful presentation aid (poster, Powerpoint, etc.)

you attend class session
Explore product concepts and strategies

Assessment Strategies

by completing written assignment

by completing self-quiz on Blackboard

by taking exam in class on date given using a notecard as defined in class

by participating in in-class activities

Criteria

you explain the broad definition of product

you explore differences between product and service marketing strategies

you summarize types of consumer products

you explain the concept of branding

you communicate the importance of branding in today's marketplace

you explore the techniques for choosing a brand name

you explore the idea generation/creativity tools

you classify new products

you explain why new products often fail

you explore successful characteristics for new products

you summarize steps in the new product development process

you summarize the stages in the product life cycle (PLC)

you explain each step in the PLC

you analyze effective marketing strategies at each stage of the PLC

you summarize the diffusion process

you explain product line

you explain product mix

you explore the product mix strategies a marketer faces

you attend class session
Explore introductory integrated marketing communication (promotion) strategies

Assessment Strategies

by completing written assignment

by completing self-quiz on Blackboard

by taking exam in class on date given using a notecard as defined in class

by participating in in-class activities

Criteria

you attend class session

you explore each component of the marketing communications (promotions) mix

you explain the role of marketing communication (promotion) in the marketing mix

you match promotion mix options to specific marketing communications situations
Investigate pricing issues and concepts

Assessment Strategies

by completing written assignment

by completing self-quiz on Blackboard

by taking exam in class on date given using a notecard as defined in class

by participating in in-class activities

Criteria

you attend class session

you explain price

you explain the important role of price in the marketing mix

you explore deceptive pricing practices

you compare penetration and market skimming strategies

you examine the psychological aspects of pricing

you explore influences of pricing decisions on business results

you examine the relationship between price and elasticity of demand
Examine the importance of the marketing channel (distribution)

Assessment Strategies

by completing written assignment

by completing self-quiz on Blackboard

by taking exam in class on date given using a notecard as defined in class

by participating in in-class activities

Criteria

you attend class session

you explain the importance of role of distribution in the marketing mix

you explain the role of retailing

you examine wholesaling

you examine the nature of channel relationships

you summarize various types of distribution intensity

you link the flow of a product from manufacturer to consumer