| Credit- Degree applicable | | Effective Quarter: Fall 2020 | I. Catalog Information
| BUS 90 | Principles of Marketing | 5 Unit(s) |
| | Advisory: EWRT 211 and READ 211, or ESL 272 and 273. Lec Hrs: 60.00
Out of Class Hrs: 120.00
Total Student Learning Hrs: 180.00 Fundamentals of marketing: product planning and development; pricing strategies; and marketing channels. |
| Student Learning Outcome Statements (SLO)
| | | Analyze the effectiveness of the marketing mix (product, price, promotion and distribution) for a particular organization. |
| | | Determine appropriate market segments and target markets and explain consumer behavior. |
| | | Identify global forces external to the organization that affect marketing strategies. |
|
II. Course Objectives | A. | Examine the fundamentals of marketing. |
| B. | Distinguish and discuss the relationships among markets, people, and money. |
| C. | Construct and summarize the criteria for a successful product/service and apply the product life-cycle concept. |
| D. | Evaluate the social, cultural, diversity and psychological influences on buyer behavior. |
| E. | Calculate the main methods of determining prices. |
| F. | Analyze marketing channels and be able to design a channel to meet company goals and customer needs. |
| G. | Examine and identify methods of marketing research. |
| H. | Examine and explain the function of international marketing. |
| I. | Evaluate and explain the importance of promotion objectives and how the communication process affects promotion planning |
III. Essential Student Materials IV. Essential College Facilities V. Expanded Description: Content and Form | A. | Examine the fundamentals of marketing. |
| 1. | Nature and scope of marketing |
| 2. | Historical development of marketing |
| B. | Distinguish and discuss the relationships among markets, people, and money. |
| C. | Construct and summarize the criteria for a successful product/service and apply the product life-cycle concept. |
| 1. | Definition of a product |
| 2. | Importance of product innovation |
| D. | Evaluate the social, cultural, diversity and psychological influences on buyer behavior. |
| 1. | Importance of consumer behavior |
| 6. | Product adoption process |
| 8. | Psychological determinants of buyer behavior |
| 9. | Ethnic dimensions of the U.S. market |
| E. | Calculate the main methods of determining prices. |
| F. | Analyze marketing channels and be able to design a channel to meet company goals and customer needs. |
| 1. | Channels of distribution |
| 2. | Determination and managing the marketing channels |
| 3. | Types of wholesalers and their function |
| 4. | The retail market and its role |
| G. | Examine and identify methods of marketing research. |
| 1. | Formulation of the problem |
| 2. | Designing the questionnaire |
| H. | Examine and explain the function of international marketing. |
| 1. | Purposes for international trade |
| 2. | Marketing opportunities in foreign markets |
| 3. | Problems in international marketing |
| 4. | Understanding language and culture |
| 5. | Legal and ethical issues |
| I. | Evaluate and explain the importance of promotion objectives and how the communication process affects promotion planning |
| 1. | Promotion requires effective communication |
| 2. | Promotion communication to target markets |
| 3. | Typical promotion plans are blended and integrated |
| 4. | Determining promotion objectives |
| 5. | The role of "social media" |
| 6. | How promotion blends vary over the product life cycle |
VI. Assignments | A. | Required reading assignments |
| B. | Recommended reading of selected journal articles |
VII. Methods of Instruction | | Lecture and visual aids
Discussion of assigned reading
Discussion and problem solving performed in class
In-class exploration of Internet sites
Quiz and examination review performed in class
Homework and extended projects
Guest speakers
Collaborative learning and small group exercises
Collaborative projects
|
VIII. Methods of Evaluating Objectives | A. | Midterms: multiple choice and essay exams that appraise comprehension and require synthesis and application of course material. |
| B. | Final Exam: multiple choice and/or essay exam that appraise comprehension and require synthesis and application course material. |
| C. | Term paper which demonstrates critical thinking regarding the marketing situation being analyzed as well as comprehension and application of marketing concepts. |
IX. Texts and Supporting References | A. | Examples of Primary Texts and References |
| 1. | Perreault, Jr. William, Basic Marketing, 19th Ed., McGraw Hill, New York, New York, 2014 |
| 2. | Tanner, John F., Principles of Marketing, V2.0, Flatworld Knowledge, 2016 |
| 3. | Lascu, Dana N., Clow, Kenneth E., Marketing Essentials, 5e Ed, Textbook Media, 2016 |
| B. | Examples of Supporting Texts and References |
|
