Business and Technical Division
Departmental Course Syllabus
MK 21013 Marketing Fundamentals
Fall, 2013
I. Course Catalog Description
This introductory course is designed to present principles, methods, and problems
involved in the distribution and marketing of goods and services. The essential role of
marketing in society will be studied, as well as specific areas such as consumer
motivation, market segmentation, product development, advertising, target markets, and
channels of distribution. The marketing mix is examined as an integrated system
designed to plan, promote, price, and distribute goods and services.
II. Course Rationale
The success of organizations now in the future hinges more and more on their ability to
effectively serve their customers. The marketing function is the vehicle through which
firms deliver customer satisfaction. As institutions of all kinds benefit the student no
matter where they choose to work. This course will provide an introduction to the basic
concepts and practices of modern marketing.
III. Course Objectives
1. Apply strategic functions for Human Resource Management.
2. Explain the legal environment and equal employment opportunity.
3. Explain Human Resource Planning.
4. Determine methods to effectively recruit and select employees.
5. Design and implement employee training and orientation.
6. Explain career development.
7. Implement management and organizational development.
8. Identify performance management systems.
9. Explain the Organizational Reward System.
10. Determine wage and salary systems.
11. Explain incentive systems.
12. Define employee benefits.
13. Explain the legal environment and structure of labor unions.
14. Explain employee safety and health issues in today’s workplace
IV. Course Perquisites
There are none required.
V. Texts and Materials Required
Essentials of Marketing, Perrault, Cannon, & McCarthy 13th.. ed. McGraw-Hill Irwin
VI. Grading Scale
Grading
Scale
(%)
90-100
A
80-89
B
70-79
C
60-69
D
0-59
F
VII. Course Policies: Grades
Grades of “Incomplete”: The current College policy concerning incomplete grades will
be followed in this course. Incomplete grades are given only in situations where
unexpected emergencies prevent a student from completing the course and the remaining
work can be completed the next semester. The instructor is the final authority on whether
the student qualifies for an incomplete. Incomplete work must be finished by mid-term of
the subsequent semester or the “I” will automatically be recorded as an “F” on the student
transcript.
VIII. Course Policies: Technology and Media
Email: Arkansas Northeastern College has partnered with Google to host email addresses
for ANC students. myANCmail accounts are created for each student enrolled in the
current semester and is the email address, the instructor will use to communicate with the
student. Access the student email account by going to
http://mail.google.com/a/smail.anc.edu and using the student first and last names,
separated by a period for the student username. The student default password is the
Student ID, no hyphens. If the student cannot access the student email, contact the MITS
department at 762-1020 ext 1150 or ext 1207 or send an email to
ANChelp@smail.anc.edu
Internet: This course has a web component on MyANC. All the homework and grades
will be posted on the course website. It can be accessed by clicking on the MyANC link
on the Arkansas Northeastern College website: www.anc.edu
Laptop Usage: Laptops can be used in the classroom; however they will be used for
class work only. There will be no personal use allowed.
Classroom Devices: Class room devices can be used for recording or accessing
information that applicable to the class. No devices will be allowed in the classroom for
personal use.
Computer Labs: In addition to general-purpose classrooms, a number of computer
laboratories are provided for instructional and student use. These networked laboratories
are state of the art and fully equipped with computers, printers, internet connections and
the latest software. The labs are open to students enrolled in one or more credit hours at
the college.
Technology Support: A lab assistant is generally present in the computer lab in B202 for
assistance in using the College computers. These assistants cannot help the student with
course assignments; specific questions regarding the technology requirements for each
course should be directed to the instructor of the course. Problems with myANC or
College email accounts should be addressed by email to ANCHelp@smail.anc.edu.
IX. Course Policies: Student Expectations
Disability Access:
Arkansas Northeastern College is committed to providing reasonable accommodations
for all persons with disabilities. This First Day Handout is available in alternate formats
upon request. Students with disabilities who need accommodations in this course must
contact the instructor at the beginning of the semester to discuss needed accommodations.
No accommodations will be provided until the student has met with the instructor to
request accommodations. Students who need accommodations must be registered with
Johnny Moore in Statehouse Hall, 762-3180.
Academic Integrity Policy:
Academic dishonesty in any form will not be tolerated. Students are expected to do their
own work. Plagiarism, using the words of others without express permission or proper
citation, will not be tolerated. Any cheating (giving or receiving) or other dishonest
activity will, at a minimum, result in a zero on that test or assignment and may be
referred, at the discretion of the instructor, to the Department Chair and/or Vice President
of Instruction for further action. If the student is uncertain as to what constitutes
academic dishonesty, please consult the Academic Integrity Policy for further details.
(http://www.anc.edu/docs/Academic_Integrity_Policy.pdf
Learning Assistance Center:
The Learning Assistance Center (LAC) is a free resource for ANC students. The LAC
provides drop-in assistance, computer tutorials and audio/visual aids to students who
need help in academic areas. Learning labs offer individualized instruction in the areas of
mathematics, reading, writing, vocabulary development and college study methods.
Tutorial services are available on an individual basis for those having difficulty with
instructional materials. The LAC also maintains a shelf of free materials addressing
specific problems, such as procedures for writing essays and term papers, punctuation
reviews, and other useful materials. For more information, visit the LAC website at
http://www.anc.edu/LAC or stop by room L104 in the Adams/Vines Library Complex.
Student Support Services:
Many departments are ready to assist the student reach the student educational goals. Be
sure to check with the student advisor; the Learning Assistance Center, Room L104;
Student Support Services, Room S145; and Student Success, Room L101 to find the right
type of support for the student.
X. Course Policies: First Day Handout
All students receive a First Day Handout following the format of the most current first
day handout template. The First Day Handout details the specifics of the instructor’s
course policies and procedures.
Disclaimer: The First Day Handout is prepared under certain limited assumptions.
Therefore, if the students in the class seem to “fit” the design for the course and if events
occur as planned, the schedule, assignments, and assessments will be followed. The
instructor has the option, however, to eliminate or add assignments and/or assessments if
he/she feels it is in the best interest of the students.
XI. Unit/ Instructional Objectives
Unit 1. Marketing’s Value to Consumers, Firm, and Society
Rationale: Relating to marketing and its role in a global economy can be attained by
understanding the management philosophies of today’s marketing environment. Macro
marketing is concerned with the external factors of a business and how they affect the
local businesses. Business today has to comprehend all of these external aspects to be
successful. There are many societal factors that can affect a business today. A manager
has to know the demographics of the customer. They must be able to react with a number
of other issues; political environment, legal environment, foreign and domestic
competition, and the impact of technology. Managers need to understand their ethical and
social responsibilities in today’s markets.
Objectives
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Explain what marketing is and why the student should learn about it
Understand the difference between micro-marketing and macro-marketing
Identify the marketing functions and why marketing specialists, including
intermediaries and facilitators, develop to perform them
Describe what a market driven economy is and how it adjusts the macromarketing system
Appraise what the marketing concept and how it should guide a firm or nonprofit
organization
Explain what customer value is and why it is important to customer satisfaction
Relate how social responsibility and marketing ethics realte to the marketing
concept
Unit 2. Marketing Strategy Planning
Rationale: The marketing manager must constantly study the market environment,
seeking attractive opportunities and planning new strategies. A marketing strategy
specifies a target market and the marketing mix the firm will offer to provide that target
market with superior customer value. A marketing mix has four major decision areas:
product, place, promotion, and price.
Objectives
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Explain what a marketing manager does
Identify what marketing strategy planning is and why it will be the focus of this
book
Discuss target marketing
Identify the four Ps of marketing
Explain the difference between a marketing strategy, a marketing plan and a
marketing program
Explain the framework of marketing strategy planning
Review the four broad types of marketing opportunities that help identifying in
new strategies
Explain why strategies for opportunities in international markets should be
considered
Unit 3. Focusing Marketing Strategy with Segmentation and Position
Rationale: Firms need creative strategy planning to survive in our increasing competitive
markets. In this chapter, this chapter defines generic markets and product markets that
can help find new markets. Market segmentation is the process of naming and them
segmenting broad product-markets to find strong potential and attractive markets.
Objectives
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Explain and define generic markets
Describe what market segmentation is and how to segment product-markets into
submarkets
Identify three approaches to market oriented strategy planning
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Recognize dimensions that may be useful for segmenting markets
Explain what positioning is and why it is useful
Identify qualifying dimensions
Identify determining dimensions
Relate ethical issue in selecting segmenting dimensions
Unit 4. Evaluating Opportunities in the Changing Marketing Environment
Rationale: Businesses need innovative strategy planning to survive in our increasingly
competitive markets. In this chapter, we discussed the variables that shape the
environment of marketing strategy planning and how they may affect opportunities.
Businesses need to understand and how to perform a competitive analysis. The external
markets can affect business in many different ways by creating new opportunities and
problems.
Objectives
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Explain the variables that shape the environment of marketing strategy planning
Discuss why company objectives are important in guiding marketing strategy
planning
Review how the resources of a firm affect the search for opportunities
Explain how the different kinds of competitive situations affect strategy planning
Identify how the economic and technological environment can affect strategy
planning
Discuss why the student might be sent to prison if the student ignore the political
and legal environment
Explain the cultural and social environment involving marketing and the key
population and income trends that can affect those environments
Analyze how to screen and evaluate marketing strategies
Unit 5. Final Consumers and Their Buying Behavior
Rationale: The customer is an individual consumer as a problem solver who is
influenced by psychological variable, social influences, and the purchase situation. All of
these variables are related to, and our model of buyer behavior helps integrate them into
one process. Consumer buying behavior results from the consumer’s efforts to satisfy
needs and wants. The buyer behavioral model helps the student integrate and interpret the
key data involving the buying decision of the consumer
Objectives
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Explain how income affects consumer behavior and spending patterns
Analyze the economic buyer model of buyer behavior
Identify how social influences affect an individual’s and household’s buying
behavior
Explain why the purchase situation has an effect on consumer behavior
Analyze how psychological variables affect an individual’s buying behavior
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Relate how consumers use problem solving processes
Evaluate how a consumer handles all the behavior variables and incoming stimuli
Unit 6. Business and Organizational Customers and Their Buying Behavior
Rational: Businesses today have to consider the number, size, location, and buying
behavior of various types of organizational customers, in order to identify logical
dimensions for segmenting markets and developing marketing mixes. They have to look
at who makes and influences organizational buying decisions, and how multiple
influences can affect the marketing strategy and effort. Businesses today have to analyze
how buyers use ecommerce in the buying process. They have to focus on aspects of
buying behavior that often apply to different types of organizational customers.
Objectives
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Display who the business and organizational customers are
Explain why multiple influence is common in business and organizational
purchase decisions
Define the problem solving behavior of organizational buyers
Examine the different types of buyer-seller relationships and their benfits amd
limitations
Explain the basic e-commerce methods use in organizational buying
Identify the number and distribution of manufacturers and why they are an
important customer group
Explain how buying by service firms, retailers, wholesalers, and governments is
both similar and different from buying of manufacturers
Unit 7. Improving Decisions with Marketing Information
Rationale: Marketing managers face difficult decisions in selecting target markets and
managing marketing mixes. Managers rarely have all of the information that they would
like to have. This problem is usually worse for managers who work with international
markets. They do not have to rely on intuition. They can usually obtain good information
to improve the quality of their decisions. Both large and small firms are taking advantage
of the internet and intranets to set up marketing information systems to be certain that
routinely needed data is available and accessible quickly.
Objectives
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Discuss marketing information systems
Analyze a scientific approach to marketing research
Define and solve marketing problems
Explain the ability of retrieving secondary data and primary data
Identify the role of observing, questioning, and using experimental methods in
marketing research.
Identify sources of secondary data
Explain qualitative research
Discuss the different methods of observation
Unit 8. Elements of Product Planning for Goods and Services
Rationale: Consumer product and business product classes have a strong influence on
planning marketing mixes. Consumer product classes are based on consumer’s buying
behavior. Business product classes are based on how buyers see the products and how
they are used. Branding and packaging can create new and more satisfying products.
Packaging offers special opportunities to promote the product and inform customers.
Variations I packaging can make a product attractive to different target markets.
Customers see brands as a guarantee of quality, and this leads to repeat purchasing. For
marketers, such routine buying means lower promotion costs and higher profits.
Objectives
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Explain what product really means
Identify the key differences between the various consumer and business product
classes
Analyze how the product classes can help a marketing manager plan marketing
strategies
Define what is branding and how to use it in strategy planning
Explain the role of warranties in strategy planning
Identify the differences between goods and services
Evaluate the conditions favorable to branding
Unit 9. Product Management and New- Product Development
Rationale: New product planning is an increasingly important activity in a modern
economy because it is no longer very profitable to just sell me-too products in highly
competitive markets. Markets, competition, and product life cycles are changing at a fast
pace. The product life-cycle concept is especially important to marketing strategy
planning. It shows that a firm needs different marketing mixes and even strategies as a
product moves through its cycle. This is an important point because profits change during
the life cycle with most of the profits going to the innovators or fast copiers. New
products are so important to business survival that firms need some organized process for
developing them. A process requires a total company effort to be successful.
Objectives
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Explain how product life cycles affect strategy planning
Identify what is involved in designing new products and what new products really
are
Evaluate the new product development process.
Discuss why product liability must be considered in screening new products
Analyze the value of how total quality management can improve goods and
services.
Evaluate the need for idea generation
Explain empowerment and how can motivate employees
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Define benchmarking and how it important it is in idea generation
Unit 10. Place and Development of Channel Systems
Rationale: The role of Place and Place decisions are especially important because they
may be difficult and expensive to change. Marketing specialists, and channel systems,
develop to adjust discrepancies of quantity and assortment. Their regrouping activities are
basic in any economic system. Adjusting discrepancies provides opportunities for
creative marketers. Channel planning requires firms to decide on the degree of market
exposure they want. The ideal level of exposure may be intensive, selective, or exclusive.
The importance of planning channel systems was discussed along with the role of a
channel captain.
Objectives
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Discuss what product classes suggest about Place objectives
Explain why some firms use direct channel systems while others rely on
intermediaries and indirect systems.
Identify how and why marketing specialists develop to make channel systems
more effective
Analyze how to develop cooperative relationships and avoid conflict in channel
systems
Discuss how channel members in vertical marketing systems shift and share
functions to meet customer needs.
Explain the differences between intensive, selective, and exclusive distribution.
Indentify vertical and horizontal channel systems