MKTG 101, PRINCIPLES OF MARKETING
COURSE TITLE: Principles of Marketing
COURSE NUMBER: MKTG 101
PREREQUISITES: Demonstrated competency through appropriate assessment or earning a grade of “C” or better in ENGL 083 Reading Strategies for College and ENGL 093 Introduction to College Writing, or ENGL 095 Integrated Reading and Writing and MATH 023 Essentials of
Algebra or higher.
COREQUISITES: Demonstrated competency through appropriate assessment or earning a grade of “C” or better in MATH 023 Essentials of Algebra or higher.
SCHOOL: Business
PROGRAM: Business Administration
CREDIT HOURS: 3
CONTACT HOURS: Lecture: 3
DATE OF LAST REVISION: Fall, 2014
EFFECTIVE DATE OF THIS REVISION: Fall, 2015
CATALOG DESCRIPTION: Introduces environmental analysis, marketing research, consumer behavior, segmenting, targeting, positioning, branding, product management, price strategy, supply chain management, integrated marketing communications, global marketing, and market analytics and control. Develop a basic marketing plan.
MAJOR COURSE LEARNING OBJECTIVES: Upon the successful completion of this course the student will be expected to:
1.
Analyze the nature of marketing and how it functions in domestic and global economies.
2.
Differentiate between consumer and organizational markets and strategies.
3.
Recognize and relate the importance of the marketing concept to the competitive market.
4.
Describe the various environmental factors affecting marketing decisions.
5.
Explain how mission, situational analysis, objectives, positioning, and product and market analysis affect planning, forecasting and overall marketing strategy.
6.
Explain the process of marketing research and its influences on marketing strategy.
7.
Apply market segmentation, describe its relationship to selecting a target market, and discuss its effect on the success of the marketing plan.
8.
Explain the purchase decision process and influences that affect consumer behavior.
9.
Discuss and explain how logistics, marketing channels, and supply chain management create utility.
10.
Identify the elements of product planning, management, and development including differentiation and branding.
11.
Explain the importance of an integrated marketing communication plan in supporting strategy, image, and position.
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12.
Discuss the strategy dimensions of price as it relates to setting pricing objectives and profitability.
13.
Identify ethical issues and challenges facing marketing today.
14.
Explain the correlation between marketing metrics and customer relationship management in providing feedback to identify gaps in meeting marketing objectives.
COURSE CONTENT: Topical areas of study include –
Competitive advantage Product Lines
Environmental analysis
Marketing research process
Consumer decision making process
Decision process influences
Product Types
Perceptual Maps
Price elasticity
Breakeven
Problem solving behavior
Segmentation variables
Consumer markets
Organizational markets
Target market
Market potential
Global Marketing
Market share
Positioning
Mission
Situation analysis
Marketing objectives
Differentiation
Product life cycle
Branding
Price strategy
Value creation
Physical distribution considerations
Channel conflict
Intensity of market coverage
Promotion mix
Integrated Marketing Communications
Marketing metrics
Customer relationship management
Marketing concept
Marketing Mix
Advertising Campaigns
Marketing plan
Customer service
HOW TO ACCESS THE IVY TECH COMMUNITY COLLEGE LIBRARY:
The Ivy Tech Library is available to student’s on- and off-campus, offering full text journals and books and other resources essential for course assignments. Go to http://www.ivytech.edu/library/ and choose the link for your campus.
TEXTS/CURRICULUM MATERIALS: (latest edition)

Log into Campus Connect;

Click the Infonet link;

Click on Departments;

Click Academic Affairs; and

Click the Textbook Listings link which appears on the left column.
MINIMUM FACULTY CREDENTIALS:
Refer to Academic Standards and Operation Manual (ASOM) Faculty Credential Standard to determine the appropriate credentialing statement for the course.
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ACADEMIC HONESTY STATEMENT:
The College is committed to academic integrity in all its practices. The faculty value intellectual integrity and a high standard of academic conduct. Activities that violate academic integrity undermine the quality and diminish the value of educational achievement.
Cheating on papers, tests or other academic works is a violation of College rules. No student shall engage in behavior that, in the judgment of the instructor of the class, may be construed as cheating. This may include, but is not limited to, plagiarism or other forms of academic dishonesty such as the acquisition without permission of tests or other academic materials and/or distribution of these materials and other academic work. This includes students who aid and abet as well as those who attempt such behavior.
COPYRIGHT STATEMENT:
Students shall adhere to the laws governing the use of copyrighted materials. They must insure that their activities comply with fair use and in no way infringe on the copyright or other proprietary rights of others and that the materials used and developed at Ivy Tech Community
College contain nothing unlawful, unethical, or libelous and do not constitute any violation of any right of privacy.
ADA STATEMENT:
Ivy Tech Community College seeks to provide reasonable accommodations for qualified individuals with documented disabilities. If you need an accommodation because of a documented disability, please contact the Office of Disability Support Services.
If you will require assistance during an emergency evacuation, notify your instructor immediately. Look for evacuation procedures posted in your classroom.
SYLLABUS CONTENT:
Refer to Academic Standards and Operation Manual (ASOM) Program Curriculum Development and Maintenance Standard to determine appropriate information to include on the course syllabus.
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