ESSEX COUNTY COLLEGE
Business Division
BUS 211 – Principles of Marketing
Course Outline
Course Number & Name: BUS 211 Principles of Marketing
Credit Hours: 3.0
Contact Hours: 3.0
Lecture: 3.0
Lab: N/A
Other: N/A
Prerequisites: Grade of “C” or better in BUS 101
Co-requisites: None
Concurrent Courses: None
Course Outline Revision Date: Fall 2010
Course Description: A study of those activities which are paramount in affecting the sale and
distribution of goods and services. Consideration is given to market research and analysis, the place of
the consumer in our economic system and the functions of retailing and wholesaling.
Course Goals: Upon successful completion of this course, students should be able to do the following:
1. describe the role and contribution of marketing in contemporary society;
2. identify how the marketing function operates within an organization;
3. explain the major components of the marketing mix; and
4. recognize the uncontrollable elements of the marketing environment.
Measurable Course Performance Objectives (MPOs): Upon successful completion of this course,
students should specifically be able to do the following:
1. Describe the role and contribution of marketing in contemporary society:
1.1 identify how our lives are affected by marketing;
1.2 describe the importance of marketing in business; and
1.3 explain why a career in marketing is important
2. Identify how the marketing function operates within an organization:
2.1 provide examples of the application of marketing in business and society;
2.2 demonstrate how marketing is used in profit and non-profit endeavors; and
2.3 explain the applications of marketing to people, places, ideas, events and causes
3. Explain the major components of the marketing mix:
3.1 describe all major characteristics of product strategy;
3.2 describe all major characteristics of place strategy; and
3.3 explain and give examples of the characteristics of promotion and pricing strategy
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prepared by N Himelstein, Fall 2010
Measurable Course Performance Objectives (MPOs) (continued):
4. Recognize the uncontrollable elements of the marketing environment:
4.1
4.2
4.3
4.4
4.5
identify all major characteristics of the competitive environment;
cite some of the major laws that comprise the political and legal environment;
describe the four cycles or phases of our economic environment;
give examples of the use of technology in marketing; and
describe three critical issues relating to marketing and society
Methods of Instruction: Instruction will consist of lecture, class discussions, and case study analysis.
Outcomes Assessment: Exam questions are blueprinted to course objectives. A rubric is used to assess
the term projects for the performance of course objectives. Data is collected and analyzed determine
the level of student performance on these assessment instruments in regards to meeting course
objectives. The results of this data analysis are used to guide necessary pedagogical and /or curricular
revisions.
Course Requirements: All students are required to:
1. Maintain regular attendance.
2. Complete assigned homework or projects in a timely manner
3. Take part in class discussion and participate in class exercises
4. Take all exams when scheduled: these include a minimum of three hourly exams as well as a
cumulative departmental final exam.
Methods of Evaluation: Final course grades will be computed as follows:
Grading Components
 Case studies and class participation
% of
final course grade
10 – 25%
The case studies will demonstrate knowledge of concepts
and topics related to marketing. Class participation will
show evidence of comprehending major terms and topics
as well as applications of marketing terminology.
 Three or more Examinations (dates specified by the instructor)
25 – 35%
Tests will show evidence of the extent to which students
meet course objectives including but not limited to
identifying and applying concepts, understanding terms
and demonstrating evidence of a basic foundation of
marketing principles.
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Methods of Evaluation (continued):
Grading Components
% of
final course grade
 Departmental Final Examination
The comprehensive final exam will examine the extent to
which students have understood and synthesized all
course content and achieved all course objectives.
25 – 35%
 Term Project
15 – 25%
Students will synthesize course material to develop an
original idea and discuss the stages or steps required to
bring that idea to the market.
NOTE: The instructor will provide specific weights, which lie in the above-given ranges, for each of the
grading components at the beginning of the semester.
Academic Integrity: Dishonesty disrupts the search for truth that is inherent in the learning process and
so devalues the purpose and the mission of the College. Academic dishonesty includes, but is not
limited to, the following:

plagiarism – the failure to acknowledge another writer’s words or ideas or to give proper
credit to sources of information;

cheating – knowingly obtaining or giving unauthorized information on any test/exam or any
other academic assignment;

interference – any interruption of the academic process that prevents others from the proper
engagement in learning or teaching; and

fraud – any act or instance of willful deceit or trickery.
Violations of academic integrity will be dealt with by imposing appropriate sanctions. Sanctions for acts
of academic dishonesty could include the resubmission of an assignment, failure of the test/exam,
failure in the course, probation, suspension from the College, and even expulsion from the College.
Student Code of Conduct: All students are expected to conduct themselves as responsible and
considerate adults who respect the rights of others. Disruptive behavior will not be tolerated. All
students are also expected to attend and be on time for all class meetings. No cell phones or similar
electronic devices are permitted in class. Please refer to the Essex County College student handbook,
Lifeline, for more specific information about the College’s Code of Conduct and attendance
requirements.
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Course Content Outline: based on the text Contemporary Marketing, 14th edition, by Boone and Kurtz;
published by CENGAGE; ISBN 13 #: 978-0-324-58203-1.
Class Meeting
(80 minutes)
Chapter/Section
CHAPTER 1 MARKETING: THE ART AND SCIENCE OF SATISFYING CUSTOMERS
Review Class Syllabus
What is Marketing?
1
2
Four Eras of Marketing
Elements of a Marketing Strategy
Extending the Traditional Boundaries of Marketing
3
CHAPTER 2 STRATEGIC PLANNING IN CONTEMPORARY MARKETING
Marketing Planning: The basics for Strategy and Tactics
Steps in the Marketing Planning Process
Successful Strategies: Tools and Techniques
Elements of a Marketing Strategy
Methods for Marketing Planning
4–5
CHAPTER 3 THE MARKETING ENVIRONMENT, ETHICS, AND SOCIAL RESPONSIBILITY
Environmental Scanning and Environmental Management
The Competitive Environment
The Political/Legal Environment
The Economic Environment
The Societal/Cultural Environment
Prepare for Discussion Only: Video Case 3.2
The Marketing Environment: Ethics and Social Responsibility
At Schofield Honda
5
CHAPTER 4 E-COMMERCE: MANAGING THE CUSTOMER EXPERIENCE
The Digital World
E-Commerce and E-Marketing
Who Are the Online Buyers and Sellers
B2B E-Marketing
B2C E-Marketing
Building an Effective Web Presence
Prepare for Discussion Only: Video Case 4.2
E-business at EVO
6
EXAMINATION #1 on Chapters 1, 2, 3 & 4
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Class Meeting
(80 minutes)
7
Chapter/Section
CHAPTER 5 CONSUMER BEHAVIOR
Interpersonal Determinants of Consumer Behavior
Personal Determinants of Consumer Behavior
The Consumer Decision Process
Prepare and Hand In: Video Case 5.2
Consumer Behavior at Schofield Honda
8
CHAPTER 6 BUSINESS-TO-BUSINESS (B2B) MARKETING
The Nature of the Business Market
Segmenting Business to Business Markets
Characteristics of the Business to Business Market
The Business Buying Process
9
CHAPTER 7 GLOBAL MARKETING
The Importance of Global Marketing
The International Marketing Environment
Multinational Economic Integration
The European Union, Its Purpose and Importance
Going Global
Strategies for Entering Foreign Markets
10
CHAPTER 8 MARKETING RESEARCH AND SALES FORECASTING
The Market Research Function
The Market Research Process
Market Research Methods
Computer Technology in Marketing Research
Sales Forecasting
Prepare for Discussion Only: Video Case 8.2
Market Research and Sales Forecasting at Ogden Publishers
11
CHAPTER 9 MARKET SEGMENTATION, TARGETING AND POSITIONING
The Role of Market Segmentation
Segmenting Consumer Markets
The Market Segmentation Process
Strategies for Reaching Target Markets
12
Examination #2 on Chapters 5, 6, 7, 8 & 9
13
CHAPTER 10 RELATIONSHIP MARKETING AND CUSTOMER RELATIONS MANAGEMENT (CRM)
The Shift from Transaction-Based Marketing to Relationship Marketing
The Relationship Marketing Continuum
Enhancing Customer Satisfaction
Customer Relationship Management
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Class Meeting
(80 minutes)
Chapter/Section
14
CHAPTER 11 PRODUCTS AND SERVICE STRATEGY
What is A Product?
What Are Goods and Services?
Classifying Goods and Services for Consumer and Business Markets
Quality as a Product Strategy
Development of Product Lines
The Product Life Cycle
Extending the Product Life Cycle
15 – 16
CHAPTER 12 DEVELOPING AND MANAGING BRAND AND PRODUCT CATEGORIES
Managing Brands for Competitive Advantage
Product Identification
New Product Planning
The New Product Development Process
Prepare and Hand In: Video Case 12.2
Developing and Managing Brand and Product
Categories at Maine Media Workshops
17 – 18
CHAPTER 13 MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENT
The Role of Marketing Channels in Marketing Strategy
Types of Marketing Channels
Channel Strategy Decisions
Vertical Marketing Systems
Physical Distribution
19
CHAPTER 14 RETAILERS, WHOLESALERS AND DIRECT MARKETERS
Evolution of Retailing
Retailing Strategy
Types of Retailers
Wholesaling Intermediaries
Direct Marketing and Other Non Store Retailing
Scrambled Merchandising
Prepare and Hand In: Video Case 14
Retailing at Flight 001
20
EXAMINATION #3 on Chapter 10, 11, 12, 13 & 14
21 – 22
CHAPTER 15 INTEGRATED MARKETING COMMUNICATIONS
The Communication Process
Objectives of Promotion
Sponsorships
Direct Marketing
Developing an Optimal Promotional Mix
Pulling and Pushing Promotional Strategy
Budgeting for Promotional Strategy
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Class Meeting
(80 minutes)
23 – 24
Chapter/Section
CHAPTER 16 ADVERTISING AND PUBLIC RELATIONS
Advertising
Advertising Strategies
Creating an Advertisement
Media Selection
Public Relations
TERM PROJECT DUE
25 – 26
CHAPTER 17 PERSONAL SELLING AND SALES PROMOTION
The Evolution of Personal Selling
The Four Sales Channels
The Sales Process
Managing the Sales Effort
Ethical Issues in Sales
Sales Promotion
27
CHAPTER 18 PRICING CONCEPTS
Pricing and the Law
Pricing Objectives and the Marketing Mix
Methods for Determining Prices
Price Determination in Economic Theory
Price Determination in Practice
Global issues in Price Determination
28
CHAPTER 19 PRICING STRATEGIES
Pricing Strategies
Price Quotations
Pricing Policies
Global Considerations and Online Pricing
29
Review
30
DEPARTMENTAL FINAL EXAMINATION on all course material covered
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prepared by N Himelstein, Fall 2010
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bus.211.outline.f2010 - Student Learning Outcomes (SLO)