Miami Dade College, Wolfson Campus



Miami Dade College, Wolfson Campus

School of Business

“Enriching Business, One Learner at a Time”

Course Name: Principles of Marketing Semester: Fall 2013

Course Number: MAR1011 Day/Time: Saturdays, 12:30 PM – 4:15 PM

Reference Number: 771215 Room 5007

Time Period: 10/22/2013 to 12/20/2013 Credits: 3

Instructor Contact Information

Lilian Chaves, MBA Hours: Tuesday/ Thursday, 7:50 – 8:25 AM. By Appointment

lchaves1@mdc.edu Department Phone: 305-237-3151

Ph: 305-469-4020

Course Description:

Principles of Marketing, MAR 1011 is a 3 – credit lecture course that emphasizes key concepts and issues underlying the modern practice of marketing. The course provides students with a clear understanding of marketing’s role in today’s business-oriented society of the new millennium.

The course is required for the Associate in Science degree in Business Administration, and can also be taken as an elective for the Associate in Arts degree.

Required Textbook: Contemporary Marketing, 15th edition.

Boone & Kurtz . Thomson Southwestern

Course Objectives

1. Understand marketing trends and contemporary concepts and approaches.

2. Understand customer driven marketing and the marketing environment.

3. Understand and analyze consumer behavior and determine target market based on research.

4. Understand how marketing channels work and apply it to the decision process.

5. Understand and develop the components of a marketing plan and its importance.

Note: For a detailed description of the objectives for this course, please refer to the Competencies document attached to the syllabus.

Learning Outcomes

1. Communicate effectively using listening, speaking, reading, and writing skills.

2. Formulate strategies to locate, evaluate, and apply information.

3. Demonstrate knowledge of diverse cultures, including global and historical perspectives.

4. Create strategies that can be used to fulfill personal, civic, and social responsibilities.

5. Demonstrate knowledge of ethical thinking and its application to issues in society.

6. Use computer and emerging technologies effectively.

Course Competencies:

The Contemporary Marketing Environment

Competency 1: The student will explain how marketing creates utility through the exchange process.

Competency 2: The student will identify the basic elements of a marketing strategy and the environmental factors that influence strategy decisions.

Competency 3: The student will summarize how marketing managers can deliver value to customers by balancing the marketing mix element of :

a. Product strategy

b. Distribution Strategy

c. Promotional Activities

d. Pricing Decisions

Competency 4: The student will outline the economic forces that affect marketing decisions and consumer buying power.

Competency 5: The student will describe the role of marketing in society, and examine the two major social issues in marketing; marketing ethics and social responsibility.

Competency 6: The student will identify and explain the major components of the environment for international marketing; economic, social-cultural and political-legal.

Competency 7: The student will solve mathematical problems involving market share, and do internet research to find and report on several “market leading” companies.

II Marketing Planning, Information, and Segmentation

Competency 1: The student will identify and explain the steps in the marketing planning process:

a. Defining the Mission

b. Determining the Objectives

c. Assessing the resources and evaluating the risks

d. Formulating and implementing a strategy

e. Monitoring and adjusting the results through feedback

Competency 2: The student will demonstrate knowledge of the marketing research process by conducting an on-campus market research survey:

a. Defining the problem

b. Creating a research survey

c. Collecting the data

d. Interpreting the data

e. Presenting the findings in a written report

Competency 3: The student will identify the essential components of a market.

Competency 4: The student will explain each of the bases for segmenting consumer markets; geographic, demographic, psychographic, and product related.

Competency 5: The student will summarize the various types of positioning strategies and discuss the purposes of positioning and repositioning products.

III Buyer Behavior and Relationship Marketing

Competency 1: The student will outline and explain the steps in the consumer buying decision process.

Competency 2: The student will outline and explain the steps in the organizational buying decision process.

Competency 3: The student will summarize key differences between consumer and business-to-business marketing, and locate for class presentation advertisements that exemplify each type of marketing effort.

Competency 4: The student will identify and evaluate the most commonly used relationship marketing program measurement and evaluation techniques.

IV Product Strategy

Competency 1: The student will list the classifications of consumer products and briefly describe each category.

Competency 2: The student will identify and evaluate the major product mix decisions that marketers must make.

Competency 3: The student will outline the functions of the Consumer Product Safety Commission and summarize the concept of product liability.

Competency 4: The student will discuss market segmentation and the marketing mix for services.

V Distribution and Pricing Strategy

Competency 1: The student will identify and describe the various types of distribution channels available to marketers.

Competency 2: List and explain each of the five bases for categorizing retailers.

Competency 3; The student will compare the major transportation alternatives on the basis of speed, dependability, cost, frequency of shipments, availability in different locations, and flexibility in handling products.

Competency 4: The student will identify the major categories of pricing objectives and explain the concept of price elasticity and its determinants.

VI Promotional Strategy

Competency 1: The student will list the objectives of promotion and explain the concept of the promotional mix and its relationship to the marketing mix.

Competency 2: The student will explain the current status of advertising, sales promotion, and public relations in today’s promotional strategies and identify two recent trends in advertising.

Competency 3: The student will explain the factors affecting the relative importance of personal selling in the promotional mix.

Grading criteria and exams:

There will be two (2) tests/exams throughout the term based on material from the text book as well as from class sessions and discussions. The Mid Term and final exam will represent 30% and 45% of the total grade, respectively. Online quizzes will account for 20% of the final grade. Individual participation in class will represent 5%. No makeup quizzes or exams(s) will be offered. No extra-credit will be offered.

Grading Scale:

100. A

80-89 B

79. C

69. D

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