Santa Monica College
Course Outline For
BUSINESS 20, Principles Of Marketing
Course Title: Principles Of Marketing
Total Instructional Hours (usually 18 per unit): 54
Hours per week (full semester equivalent) in
3.00
Lecture:
Units: 3.00
In-Class Lab: 0
Date Submitted:
Date Updated:
Transferability:
IGETC Area:
CSU GE Area:
SMC GE Area:
May 2011
November 2014
Transfers to CSU
Does NOT satisfy any area of IGETC:
Does NOT satisfy any area of CSU GE:
Does NOT satisfy any area of SMC GE:
Degree Applicability:
Prerequisite(s):
Pre/Corequisite(s):
Corequisite(s):
Skills Advisory(s):
None
None
None
None
I.
II.
III.
Arranged:
Catalog Description
This course introduces modern business marketing concepts and strategies and
familiarizes the student with standards, procedures, and techniques used in marketing.
Topics include marketing research; consumer behavior; target marketing; green
marketing; and product, pricing, promotion, and distribution strategies.
Examples of Appropriate Text or Other Required Reading: (include all publication
dates; for transferable courses at least one text should have been published within the
last five years)
1. Marketing: An Introduction, 12, Armstrong, G. Kotler, P., Prentice Hall ©
2015, ISBN: 9780133451276
Course Objectives
Upon completion of this course, the student will be able to:
1.
2.
3.
4.
Define the marketing concept.
Compare marketing research techniques.
Plan target marketing strategies.
Identify and discuss the roles of product, price, distribution, and promotion in
effective marketing.
5. Analyze the issues and opportunities related to global marketing.
6. Develop an effective marketing plan.
IV.
V.
Methods of Presentation:
Lecture and Discussion , Other (Specify)
Other Methods: Small group work, student presentations.
Course Content
% of
course
VI.
Topic
5%
Overview of marketing discipline
5%
Strategic planning and the marketing process
5%
The marketing environment
5%
Ethics and social responsibility in marketing
5%
Green marketing
5%
E-Commerce
5%
Consumer Behavior
5%
Business to business marketing
10%
Global marketing
5%
Marketing research
5%
Market segmentation, targeting, and positioning
5%
Relationship marketing
10%
Product and service strategies
5%
Distribution strategies
10%
Promotional strategies
10%
Pricing strategies
100%
Total
Methods of Evaluation: (Actual point distribution will vary from instructor to
instructor but approximate values are shown.)
Percentage Evaluation Method
VII.
60 %
Exams/Tests - 3-5 Exams
40 %
Projects - Marketing Projects and Assignments
100 %
Total
Sample Assignments:
1. Participate in a threaded discussin on a current issue in marketing.
2. Maslow’s hierarchy implies that needs at a certain level must be at least
partially satisfied before consumers will seek to satisfy needs at a higher level.
Marketers often use advertising appeals or ad slogans that will activate these
needs or motives. Find an advertisement which is related to any of the
different levels of Maslow's hierarchy. Describe the ad and the specific
need(s) being addressed.
VIII.
Student Learning Outcomes
1. Design and present a marketing project given a specific marketing problem or
opportunity scenario.
2. Demonstrate comprehension of marketing principles by completing
comprehensive examinations with a score of at least 70 percent.
3. Demonstrate a level of engagement in the subject matter that reveals their
understanding of the value of the course content beyond the task itself,
specifically as it relates to linking the relevance of course content to careers in
business and accounting and their personal lives.