Maui Community College
Course Outline
1.Alpha and Number
MKT 120
Course Title
Principles of Marketing
Credits
3
Date of Outline
March 2004
2. Course Description
3. Contact Hours/Type
4.Prerequisites
Introduces marketing principles
including channels of distribution,
pricing, government regulations,
consumer behavior, marketing functions
and organization, product analysis, and
promotional activity
3 hours lecture/discussion
ENG 19 with at least a C or placement at
ENG 22 or 55, or consent
Corequisites
Recommended Preparation
ENG 22 or 55 with at least a C or ENG
placement of ENG 100, or consent
Approved by _____________________________________ Date________________
2
5.
General Course Objectives
To enable students to understand the marketing process to identify the elements and
relationships of marketing decisions, marketing research, marketing target groups,
consumer behavior, product strategy, channels of distribution, promotional activities and
pricing.
Required in the Business Careers program. Is an elective for other Business Division
programs. Provides skill and knowledge upgrading for members of the community..
6.
Student Learning Outcomes
For assessment purposes, these are linked to #7. Recommended Course Content.
On successful completion of this course, students will be able to
a)
b)
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d)
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f)
g)
h)
i)
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k)
l)
m)
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Recognize the relationship of marketing to the overall area of business.
Explore the social and economic impacts of marketing.
Define terms associated with marketing.
Analyze the marketing philosophy and functions.
Evaluate the consumer orientated approach to marketing.
Distinguish the difference between and the different types of industrial and consumer
goods.
Identify the methods of market research.
Describe the basic concepts of retailing, wholesaling, and physical distribution.
Categorize the basic concepts of promotion.
Reconize the use of the computer and computer software marketing.
To understand the legal and ethical considerations in marketing.
To discuss current issues and trends relating to marketing.
Appraise Marketing Ethics and Social Responsibility
Recognize Economic Challenges Facing Global and Domestic Marketing
Analyze Electronic Commerce: The Internet and Online Busines
Examine Customer-Driven Marketing
Identify Promotion and Pricing Strategies
Formulate Using Technology to Manage Information
Formulate The Marketing Plan
Examine Marketing Legal Problems, Standards and Options
Differentiate various Target Markets
Identify Marketing Channels
3
7. Recommended Course Content and Approximate Time Spent on Each Topic
Linked to #6. Student Learning Outcomes.
S.L.O
1 Marketing: Managing Profitable Customer
Relationships.
2 Company and Marketing Strategy: Partnering to
Build Customer Relationships.
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2 - 3 weeks
3 The Marketing Environment.
4 Managing Marketing Information.
5 Consumer and Business Buyer Behavior.
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2-3 weeks
6 Segmentation, Targeting, and Positioning:
Building the Right Relationships with the Right
Customers.
7 Product, Services, and Branding Strategies.
8 New-Product Development and Product LifeCycle Strategies.
9 Pricing Considerations and Strategies.
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3-4 weeks
10 Marketing Channels and Supply Chain
Management.
11 Retailing and Wholesaling.
12 Integrated Marketing Communication:
Advertising, Sales Promotion, and Public
Relations.
13 Integrated Marketing Communication: Personal
Selling and Direct Marketing.
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3-4 weeks
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2-3 weeks
14 Marketing in the Digital Age.
15 The Global Marketplace.
16 Marketing and Society: Social Responsibility and
Marketing Ethics.
4
8.
Text and Materials, Reference Materials, Auxiliary Materials and Content
Appropriate text(s) and materials will be chosen at the time the course is offered from
those currently available in the field. Examples include:
Boone, Louis E. Kurtz, David L. Contemporary Marketing 2005, 3e South-Western
Publishing
Armstrong, Gary Kotler, Philip Marketing: An Introduction, 7/E Prentice Hall
9.
Recommended Course Requirements and Evaluation
Specific course requirements are at the discretion of the instructor at the time the course
is being offered Evaluation may be based on a composite of written examinations, class
participation, oral and/or written reports. It may include also: quizzes, research/term
papers, assignments, computer work, or other appropriate evidence of the student's
work/knowledge.
Points for grading may include, but are not limited to:
QUIZZES*
PROJECT
PERSONAL
MARKETING
FINAL
10.
37.5%
25.0%
12.5%
25.0%
Methods of Instruction
Will include a variety of methods possibly including, but not limited to:
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
l.
m.
n.
o.
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lecture,
discussion,
WebCT,
films,
prepared video tapes,
experiential exercises,
student demonstrations and presentations,
cases,
television programs,
guest lectures,
groups and individual projects,
field trips,
simulations,
computer work,
assignments,
tests
5
q. readings.