GREAT BASIN COLLEGE
Course Syllabus
Spring 2008
Course Title:
Credits:
Instructor of Record:
Office Location:
Telephone:
Office Hours:
E-Mail:
TEXTBOOKS:
Marketing Principles MKT 210 – BT9, ET9, UT9, WT9, YT9, 1T9
Telecourse: Concepts in Marketing
Three (3)
John R. Pryor
Great Basin College, GTA Bldg., Room 104, 1500 College Parkway
Elko, NV 89801
(775) 753-2205 or Business Dept. Staff (775-753-2235
Thursdays, 12:00-5:00 p.m.
johnp@gwmail.gbcnv.edu
Marketing- The Core by Kerin, Hartley and Rudelius, 2nd edition,
McGraw Hill-Irwin Publishers.
Student Guide for Concepts in Marketing for use with Marketing – The Core, 2nd
edition, Coast Learning Systems, McGraw Hill-Irwin Publishers
ASSESSMENT OF LEARNER OUTCOMES:
A Student Progress Assessment Questionnaire completed before obtaining 15 credits in the business program and
again before graduation.
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
segments and target markets.
Explain how marketers develop new products to meet customer needs, and discuss the differences
between managing goods and services.
6.
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.
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.
Set aside a specific time to go read, study, and review each lesson.
2.
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.
MKT-210 Telecourse Syllabus
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4.
Watch the lesson video, more than once if necessary, to help you achieve the learning objectives.
5.
Review the Key Terms and Concepts in the Student Guide. Check your understanding of all unfamiliar
terms in the glossary.
6.
Complete the Review Exercises for each lesson.
NOTE: The instructor reserves the right to modify the course requirements, assignments, grading procedures,
and other related policies as circumstances may dictate.
MARKETING
CORRELATION OF COURSE COMPONENTS
STUDY GUIDE
Lesson # Lesson Title
1
2
An Introduction to
Marketing
Marketing
Strategy
7
Environmental
Scanning
Ethics & Social
Responsibility
Consumer
Behavior
The
Organizational
Buying Process
Global Marketing
8
Market Research
9
Segmenting &
Targeting Markets
New Product &
Service
Development
Managing
Products &
Services
Pricing Products
& Services
3
4
5
6
10
11
12
TEXTBOOK
Marketing: The Core
Reading Assignment
Chapter 1: Developing Customer Relationships and
Value through Marketing, pp. 3-21
Chapter 2: Developing Successful 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
Chapter 4: Ethics and Social Responsibility in
Marketing, pp. 81-95
Chapter 5: Consumer Behavior, pp. 97-119
Chapter 6: Organizational Markets and Buyer
Behavior, pp. 121-137
Chapter 7: Reaching Global Markets, pp. 139-159
Chapter 8: Marketing Research from Information to
Action, pp. 161-183
Chapter 9: Identifying Market Segments and Targets,
pp. 185-205
Chapter 10: Developing New Products and Services,
pp. 207-231
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.
110 Stadium
Competitions, Inc.
Chapter 11: Managing Products, Services and Brands,
pp. 233-255
111 Quiksilver, Inc.
Chapter 12: Pricing Products and Services, pp. 257279
112 Stuart Cellars, LLC
MKT-210 Telecourse Syllabus
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13
14
15
16
17
18
Marketing
Channels &
Supply Chains
Retailing &
Wholesaling
Integrated
Marketing
Communications
Advertising, Sales
Promotion, &
Public Relations
Personal Selling &
Sales Management
Chapter 13: Managing Marketing Channels and
Supply Chains, pp. 281-301
113 Pacific Coast Feather
Cushion Company
Chapter 14: Retailing and Wholesaling, pp. 303-321
114 Mother’s Market &
Kitchen
115 Specialized
Marketing Services, Inc.
Interactive &
Multichannel
Marketing
Chapter 15: Integrated Marketing Communications
and Direct Marketing, pp. 323-341
Chapter 16: Advertising, Sales Promotion and Public
Relations, pp. 343-363
116 Long Beach Ice Dogs
Chapter 17: Personal Selling and Sales Management,
pp. 365-385
117: Telein Group, Inc.
Chapter 18: Implementing Interactive and
Multichannel Marketing, pp. 387-405
118: SmartHome, Inc.
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. Be sure to take the correct test.
You will need your WebCampus username (same as your GBC email name) to access WebCampus for testing. You
will be given the test online in the Testing Center. Tests are closed book. You may use a calculator. Allow 2 hours
per test as you will not be allowed to leave the room and complete the test later. We recommend you SAVE your
answers OFTEN so that you don’t lose your responses as you answer the questions. Your test will be scored on
the computer as soon as you complete the test, and the corrected test results can be viewed at that time or at a later
time in the Testing Center.
Test #
1
2
3
Study Guide Lessons
1-6
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.
MKT-210 Telecourse Syllabus
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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
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