GREAT BASIN COLLEGE
Course Syllabus
Spring 2006
Course Title: Marketing Principles MKT 210 – BT9, ET9, UT9, WT9, YT9
Credits:
TELECOURSE: CONCEPTS IN MARKETING
Three (3)
INSTRUCTOR OF RECORD:
TELEPHONE:
E-Mail:
OFFICE:
John R. Pryor
753-2205 jpryor@gbcnv.edu
Great Basin College, GTA Bldg., Room 104
1500 College Parkway
Elko, NV 89801
OFFICE HOURS: Tuesdays - Thursdays
2:00 P.M. - 3:00 P.M.
NOTE: The instructor reserves the right to modify the course requirements, assignments, grading procedures, and other related policies as circumstances may dictate.
TEXTBOOKS:
TEXT:
TELECOURSE STUDY GUIDE:
Marketing- The Core
McGraw Hill-Irwin Publishers.
Student Guide for by Kerin, Hartley and Rudelius, 2004,
Concepts in Marketing for use with Marketing – The
Core, 2005, Coast Learning Systems, McGraw Hill-Irwin Publishers
COURSE DESCRIPTION:
Concepts in Marketing is an 18-program telecourse designed specifically for contemporary students seeking to meet transfer and general education requirements or interested primarily in personal enrichment.
Concepts in Marketing is designed to introduce students to the fundamentals of contemporary marketing by providing them with both the theoretical and the practical aspects of modern marketing management. As with most classroom courses, this video course has a textbook, study guide, assignments, and tests. Unlike most classroom courses, Concepts in Marketing includes 18 video programs that focus on examples of companies that have successfully applied marketing concepts and principles. These case studies vividly illustrate many of the marketing concepts discussed in the textbook.
This course offers a thorough introduction to marketing as it relates to contemporary living and society ’s changing needs. Students learn how a marketing manager interacts with diverse areas of business; and they learn basic marketing principles, including product strategy, promotion, pricing, and distribution, and their interrelationships.
The course shows that marketing is vital to every organization, large or small, for-profit, or nonprofit, local or international and that marketing is much more than just selling and advertising. This course shows students that marketing encompasses a myriad of activities, techniques, concepts, and systems, all of which are essential to the exchange of goods and services between producers and consumers.
COURSE OVERVIEW:
The objectives of the course will be accomplished through the use of video programs, a student telecourse study guide, and textbook reading assignments.
MKT-210 Telecourse Syllabus
1

TELECOURSE OBJECTIVES:
Upon completion of this 18-lesson series and its assignments, you will be able to:
1. Define marketing and discuss the importance of creating customer value and long-term relationships in today’s markets.
2. Describe the strategic marketing process, including the steps involved in developing an effective marketing program.
3. Analyze the external environmental forces that can affect an organization’s marketing program, and discuss ethical and social considerations in marketing.
4. Describe consumer and organizational buying behavior, and discuss issues that marketers consider when attempting to reach global markets and multicultural customers.
5. Summarize how marketing research is conducted, and describe how an organization identifies market
6. segments and target markets.
Explain how marketers develop new products to meet customer needs, and discuss the differences between managing goods and services.
7. Discuss factors that marketers consider when setting prices for their products, and describe the pricing process.
8. Describe the selection and management of marketing channels, identify the function of various channel intermediaries, and discuss how marketers balance responsiveness and efficiency in a supply chain.
9. Discuss the concept of integrated marketing communications, describe several tools available for promotion, and explain how marketers develop, implement and control a promotion program.
10. Discuss the effects of technology on marketing, including the use of the Internet and customization to manage customer relationships.
11. Analyze or develop a marketing strategy using the concepts and skills learned throughout this course.
Specific lesson objectives are included in the Individual Lesson Objectives section of the telecourse guide.
6.
4.
5.
STUDY SEQUENCE:
The learning system you will use as you work your way through Marketing: The Core has three components: a telecourse study guide, a text, and video programs. Together they provide an integrated learning system. In order to master each of the 18 lessons of the course, you should use the sequence of learning activities as follows:
1.
2.
Set aside a specific time to go read, study, and review each lesson.
Before you read the textbook chapter for each lesson, read the Lesson Preview and Learning
Objectives outlined in this guide.
3. Complete all the assigned reading, both in the textbook and in this student guide, for the lesson you are studying.
Watch the lesson video, more than once if necessary, to help you achieve the learning objectives.
Review the Key Terms and Concepts in the Student Guide. Check your understanding of all unfamiliar terms in the glossary.
Complete the Review Exercises for each lesson.
MKT-210 Telecourse Syllabus
2

MARKETING
CORRELATION OF COURSE COMPONENTS
STUDY GUIDE
Lesson # Lesson Title
1
An Introduction to
Marketing
2
Marketing Strategy
TEXTBOOK
Marketing: The Core
Reading Assignment
Chapter 1: Developing Customer Relationships and Value through Marketing, pp. 3-21
Chapter 2: Linking Marketing and Corporate Strategies, pp. 22-42
Appendix A: Creating an Effective Marketing Plan, pp. 43-59
Chapter 3: Scanning the Marketing Environment, pp. 61-79
3
Environmental
Scanning
4
Ethics & Social
Responsibility
Chapter 4: Ethics and Social Responsibility in Marketing, pp. 81-
95
Chapter 5: Consumer Behavior, pp. 97-119
5
Consumer
Behavior
6
The Organizational
Buying Process
Chapter 6: Organizational Markets and Buyer Behavior, pp. 121-
137
Global Marketing Chapter 7: Reaching Global Markets, pp. 139-159
7
Market Research
8
Chapter 8: Turning Marketing Information into Action, pp. 161-
183
9
Segmenting &
Targeting Markets
Chapter 9: Identifying Market Segments and Targets, pp. 185-205
VIDEO PROGRAM
101 Las Vegas
102 Habitat for Humanity
International
103 Freedom Innovations, Inc.
104 Starbucks Coffee Co.
105 Dewey Weber Surfboards
106 Nature’s Best
107 Taylor-Made Adidas Golf
108 Information Resources, Inc.
109 Chocolates a la Carte, Inc.
Chapter 10: Developing New Products and Services, pp. 207-231 110 Stadium Competitions, Inc.
10
New Product &
Service
Development
11
Managing Products
& Services
Chapter 11: Managing Products and Brands, pp. 233-255 111 Quiksilver, Inc.
12
Pricing Products &
Services
Chapter 12: Pricing Products and Services, pp. 257-279 112 Stuart Cellars, LLC
13
Marketing
Channels & Supply
Chains
Chapter 13: Managing Marketing Channels and Supply Chains, pp. 281-301
113 Pacific Coast Feather
Cushion Company
14
Retailing &
Wholesaling
Chapter 14: Retailing and Wholesaling, pp. 303-321 114 Mother’s Market &
Kitchen
15
Integrated
Marketing
Communications
Chapter 15: Integrated Marketing Communications and Direct
Marketing, pp. 323-341
115 Specialized Marketing
Services, Inc.
16
Advertising, Sales
Promotion, &
Public Relations
Chapter 16: Advertising, Sales Promotion and Public Relations, pp. 343-363
116 Long Beach Ice Dogs
17
18
Personal Selling &
Sales Management
Interactive &
Multichannel
Marketing
Chapter 17: Personal Selling and Sales Management, pp. 365-385
Chapter 18: Implementing Interactive and Multichannel
Marketing, pp. 387-405
117: Telein Group, Inc.
118: SmartHome, Inc.
MKT-210 Telecourse Syllabus
3

NOTE: You may view the tapes at each campus center or library. It is suggested you view two (2) tapes per week. To get the most out of viewing, it is suggested that you:
A. View each program more than once during the week.
B. Establish a regular viewing time as if you were going to class.
EXAMINATIONS:
You will be required to complete three examinations during the course of the semester. The times and dates for completing the exams will vary on each campus, therefore, it is necessary to consult with your campus coordinator to determine your specific testing dates and times.
Test #
1
Lessons
1-6
2
3
7-12
13-18
Composition of the Examinations. Each exam has a value of 100 points. There are multiple choice questions on each test. Additional essay questions may be included or supplant multiple choice questions. Exam questions will not be taken from the videos.
Issuance of Exam Grades. Each center will receive exam grades approximately one week after being received at the Elko campus. The three exams will be averaged to provide the final grade.
DROP POLICY: If you do not wish to complete this course, you are responsible for withdrawing yourself from the class.
GRADE POLICY FOR BUSINESS COURSES:
Final grades will be: A, A-, B+, B, B-, C+, C, C-, D+, D, D-, F, and W.
A = 90-100%; B = 80 - 89%; C = 70 - 79%; D = 60 - 69%; F = Below 60%; W = Withdrawal up to the 13th week with instructor consent.
Non-passing grades are F, I, and W, and are described briefly below.
F The grade of "F" is reserved for students who score very low on the exams or fail to complete course requirements. This grade is not given to those who withdraw from the class through proper notification to the registrar and the instructor by the 13th week of class. This grade cannot be changed to a passing grade by completion of further work.
I On rare occasions the grade of Incomplete is given if the student, due to circumstances beyond his or her control, is unable to complete a certain requirement of the course by the time the semester ends. Any deficiency must be removed within a short period after the end of the semester in order to have the "I" grade changed to a passing grade.
W If a student officially withdraws from the class, by notifying both the instructor and the registrar by the 13th week of class, then a grade of "W" is given. A student may withdraw from the class for any reason whatsoever.
MKT-210 Telecourse Syllabus
4