Introduction to fundamental marketing management theories, practices and problems. Attention directed to marketing strategies including distribution, pricing, promotion and product. In addition, consumer behavior and government regulation are examined in a marketing context. Current events and case problems are integrated with standard course material for discussion. No prerequisite.
III.Goals of the Course:
This marketing course is directed at providing students with an understanding of the nature of marketing. Students will learn that marketing consists of many interrelated parts and how thefunctioning of these parts is crucial to the success of the organization.
IV.Student Learning Outcome
This is an introductory course which touches upon many aspects of modern marketing. Upon successful completion of the course, the student will be able to:
a.To understand the global marketplace.
b.Identify and understand the functions of marketing and their integration into effective strategies.
c.Relate the activities and practices of marketing to the objectives and organization of contemporary businesses.
d.Demonstrate an understanding of the dynamic development of American Marketing as a response to changing social/economic businesses.
e.Consider the effect of changing government regulations on marketing behavior and practices.
f.Consider the effect of changing government regulations on marketing behavior and practices.
g.Explain the marketing concept as a basic force in the whole organization’s successful operation.
h.Recognize and utilize the special language and vocabulary of marketing and its activities.
i.Recognize merging “consumerism” and “societal” movements as forces which affect and influence marketing behavior.
j.Explain the nature of “marketing mix” and the interdependent relationships of its components.
k.Explain the inevitability of structural and changes in marketing as part of a continuing response to changing conditions and needs of the business environment.
l.Identify and explain the use of information technology related to the marketing of goods and services.
V.SPECIAL INSTRUCTIONS/INFORMATION FOR TEACHER:
A.Prerequisite to the course: None
B.Programs requiring this course:
a.Certificate – Business Management
b.A.A.S. Degree – Business Administration
c.A.S. Degree – Business Administration
d.A.A.S. Degree – Business Marketing
BD 57 can be used as an unrestricted elective in the General Studies 103 program.
C.Courses which required BD57 as a prerequisite or corequisite:
a.BD80 – International Marketing
D.It is recommended to introduce the use of computer simulations to enable students to face realistic marketing situations and problems and to be able to develop solutions.
E.It is required to demonstrate how technology such as Internet commerce impacts the marketing activities of an organization.
VI.MAJOR TOPICS REQUIRED NUMBER OF HOURS
A. The Nature of Marketing 5
1.Relevance of Marketing
2.Definitions of Marketing
3.Marketing Concept
4.Marketing Environment
B. Analysis of Marketing Strategies 6
1.Selecting Target Markets
2.Market Segmenting
3.Buyer Behavior
4.Market Research & Information Systems
C. Product 6
1.Classifying Products
2.Life Cycles
3.Packaging/Brands
4.Managing Products
5.New Product Development
D. Price 4
1.The Nature of Supply & Demand
2.Pricing Objectives
3.Pricing Strategies
4.Elasticity
E. Distribution 5.5
1.Channels Overview
2.Wholesaling/Merchants/Agents
3.Retailing
4.Physical Distribution
F. Promotion 5
1.The Role of Promotion
2.Advertising/Media
3.Personal Selling
4.Sales Promotion/Publicity
G. Market Management 3
1.Strategies and Planning
2.International Marketing
H. Testing 3
VII.It is recommended that faculty create a student centered learning environment, including the use of groups, student presentation and the liberal use of computers. It is recommended that faculty integrate computer technology in their teaching methodology, including web based assignments.
Note: Underline statements must be used verbatim in course outline.
