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Credit- Degree applicable
Effective Quarter: Fall 2018

I. Catalog Information

BUS 90
Principles of Marketing
5 Unit(s)

 

Requisites: Advisory: EWRT 211 and READ 211 (or LART 211), or ESL 272 and 273.

Hours: Lec Hrs: 60.00
Out of Class Hrs: 120.00
Total Student Learning Hrs: 180.00

Description: Fundamentals of marketing: product planning and development; pricing strategies; and marketing channels.


Student Learning Outcome Statements (SLO)

 

• Student Learning Outcome: Analyze the effectiveness of the marketing mix (product, price, promotion and distribution) for a particular organization.


 

• Student Learning Outcome: Determine appropriate market segments and target markets and explain consumer behavior.


 

• Student Learning Outcome: 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

 None

IV. Essential College Facilities

 None

V. Expanded Description: Content and Form

A.Examine the fundamentals of marketing.
1.Nature and scope of marketing
2.Historical development of marketing
3.The Marketing Concept
4.Job opportunities
B.Distinguish and discuss the relationships among markets, people, and money.
1.Defining the market
2.Market segmentation
3.Population
4.Expenditure patterns
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
3.New product failure
4.Stages of development
5.Product life cycle
6.Brands and Packaging
D.Evaluate the social, cultural, diversity and psychological influences on buyer behavior.
1.Importance of consumer behavior
2.Social class
3.Culture
4.Diversity
5.Reference groups
6.Product adoption process
7.Buying behavior
8.Psychological determinants of buyer behavior
9.Ethnic dimensions of the U.S. market
E.Calculate the main methods of determining prices.
1.Importance of price
2.Pricing objectives
3.Price determination
4.Methods of pricing
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
5.The industrial market
G.Examine and identify methods of marketing research.
1.Formulation of the problem
2.Designing the questionnaire
3.Sampling techniques
4.Analyzing the data
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
C.Directed term paper

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
1.Business Week
2.Fortune
3.Wall Street Journal