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
3
Prior Learning Assessment
  • Exam-National (CLEP)
Course Competencies
  1. Discover the marketing concept
    Assessment Strategies
    Quiz, exam, written product
    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

  2. Analyze the marketing environment and trends
    Assessment Strategies
    Quiz, exam, written product
    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

  3. Explore marketing's strategic role in the organization
    Assessment Strategies
    Quiz, exam, written product
    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

  4. Explore consumer buying behavior and decision making
    Assessment Strategies
    Quiz, exam, written product
    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

  5. Investigate introductory concepts in marketing research
    Assessment Strategies
    Quiz, exam, written product
    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

  6. Examine market segmentation and targeting strategies
    Assessment Strategies
    Quiz, exam, written product
    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

  7. Explore product concepts and strategies
    Assessment Strategies
    Quiz, exam, written product
    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

  8. Explore introductory integrated marketing communication (promotion) strategies
    Assessment Strategies
    Quiz, exam, written product
    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

  9. Investigate pricing issues and concepts
    Assessment Strategies
    Quiz, exam, written product
    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

  10. Examine the importance of the marketing channel (distribution)
    Assessment Strategies
    Quiz, exam, written product
    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

  11. Evaluate marketing strategies through a diversity and inclusion lens to critically examine the societal impact of bias in marketing approaches
    Assessment Strategies
    Written product

This Outline is under development.