MKT 212 Principles of Marketing


Campus Location:
Georgetown, Dover, Wilmington
Effective Date:
2020-51
Prerequisite:
ENG 101, (MAT 020 or MAT 120), (BUS 101 or HRI 101 or ENT 101 or COM 140 or VSC 160)
Co-Requisites:

None

Course Credits and Hours:
3.00 credits
3.00 lecture hours/week
0.00 lab hours/week
Course Description:

This course introduces marketing principles with an emphasis on how they affect both consumer and industrial buying behaviors. Students learn the value of market research in today's global economy.  Topics include how products and services are developed, the implementation of pricing strategies under various market conditions, and distribution both domestically and internationally.

Required Text(s):

Obtain current textbook information by viewing the campus bookstore online or visit a campus bookstore. Check your course schedule for the course number and section.

Additional Materials:

None

Schedule Type:
Classroom Course
Hybrid Course
Online Course
Disclaimer:

None

Core Course Performance Objectives (CCPOs):
  1. Explain marketing's role in the global economy. (CCC 1, 2, 3, 4; PGC: ACC 5; BAT 2, 4; ENT 2, 6; GBT 2; MAN 2; MKT 1, 2, 6)
  2. Explain the influence of ethical and legal issues on marketing. (CCC 1, 2, 3, 4; PGC: ACC 5; BAT 2, 4; ENT 2, 6; GBT 2; MAN 2; MKT 1, 2, 6)
  3. Discuss the use of market segmentation by today's market organizations. (CCC 1, 2, 4; PGC: ACC 5; BAT 2, 4;  ENT 2, 6; GBT 2; MAN 2; MKT 2, 6, 7)
  4. Explain how organizations develop successful marketing strategies. (CCC 1, 2; PGC: ACC 5; BAT 2, 4; ENT 2, 6; GBT 2; MAN 2; MKT 2, 6)
  5. Identify dimensions and/or factors that affect consumer and business buyer behavior. (CCC 1, 2; PGC: ACC 5; BAT 2, 4; ENT 2, 6; GBT 2; MAN 2; MKT 6, 7)
  6. Discuss the use of research and research information in all areas of marketing. (CCC 1, 2, 4; PGC: ACC 5; BAT 2, 4; ENT 2, 6; GBT 2; MAN 2; MKT 2, 6, 7)
  7. Describe the new product development process and its marketing affects. (CCC 1, 2, 4; PGC:  ACC 5; BAT 2, 4; ENT 2, 6; GBT 2; MAN 2; MKT 2, 6)
  8. Describe the various channel of distribution alternatives, including the Internet. (CCC 1, 2; PGC: ACC 5; BAT 2, 4; ENT 2, 6; GBT 2; MAN 2; MKT 6)
  9. Identify and discuss the four aspects of product and service promotion. (CCC 1, 2, 4; PGC: ACC 5; BAT 2, 4; ENT 2, 6; GBT 2; MAN 2; MKT 3, 4, 7)
  10. Compare and contrast the different product and service pricing alternatives. (CCC 1, 2; PGC:  ACC 5; BAT 2, 4; ENT 2, 6; GBT 2; MAN 2; MKT 2, 6)

See Core Curriculum Competencies and Program Graduate Competencies at the end of the syllabus. CCPOs are linked to every competency they develop.

Measurable Performance Objectives (MPOs):

Upon completion of this course, the student will:

  1. Explain marketing's role in the global economy.
    1. Define marketing, and outline the steps in the marketing process.
    2. Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts.
    3. Identify the key elements of a customer-driven marketing strategy, and discuss the marketing management orientations that guide marketing strategy.
    4. Discuss customer relationship management, and identify strategies for creating value for customers and capturing value from customers in return.
    5. Describe the major trends and forces that are changing the marketing landscape in this new age of relationships.
    6. List the marketing management functions.
    7. Describe the Four Ps.
    8. Discuss how economic, political, legal, and cultural environments affect a company’s marketing decisions.
    9. Discuss marketing's role in profit and not-for-profit organizations.
    10. Name and describe the alternative approaches companies use to enter global markets.
  2. Explain the influence of ethical and legal issues on marketing.
    1. Identify the major social criticisms of marketing.
    2. Define consumerism and environmentalism, and explain how they affect marketing strategies.
    3. Describe the principles of socially responsible marketing.
    4. Explain the role of ethics in marketing.
  3. Discuss the use of market segmentation by today's market organizations.
    1. Identify the five steps involved in segmenting and targeting markets.
    2. List and discuss the major bases for segmenting consumer and business markets.
    3. Explain how companies identify attractive market segments and choose a target market strategy.
    4. Discuss how companies position their products for maximum competitive advantage in the marketplace.
  4. Explain how organizations develop successful marketing strategies.
    1. Explain companywide strategic planning and its four steps.
    2. Discuss how to design business portfolios and develop growth strategies.
    3. Explain the three steps of the planning phase of the strategic marketing process.
    4. Describe the elements of the marketing plan.
    5. Describe the concept of strengths, weaknesses, opportunities, and threats (SWOT analysis).
    6. Describe the forces that impact a company’s marketing strategy.
  5. Identify dimensions and/or factors that affect consumer and business buyer behavior.
    1. Describe the major factors that influence consumer buyer behavior.
    2. Identify and discuss the stages in the buyer decision process.
    3. Define the business market, and identify the major factors that influence business buyer behavior.
    4. List and discuss the steps in the business buying decision process.
  6. Discuss the use of research and research information in all areas of marketing.
    1. Explain the importance of information to the company and its understanding of the marketplace.
    2. Define the marketing information system and discuss its parts.
    3. Outline the steps in the marketing research process.
    4. Explain how the companies analyze and distribute marketing information.
  7. Describe the new product development process and its marketing affects.
    1. Define product and major classifications of products and services.
    2. Describe the decisions companies make regarding their individual products and services, product lines, and product mixes.
    3. Discuss branding strategy: the decisions companies make in building and managing their brands.
    4. Identify the four characteristics that affect the marketing of a service.
    5. List and discuss the steps in the new product development process.
    6. Describe the stages in the product lifecycle and marketing strategies.
  8. Describe the various channel of distribution alternatives, including the Internet.
    1. Explain why companies use distribution channels, and discuss the functions these channels perform.
    2. Discuss how channel members interact and how they organize to perform the work of the channel.
    3. Identify the major channel alternatives open to a company.
    4. Explain how companies select, motivate, and evaluate channel members.
    5. Discuss the nature and importance of marketing logistics and integrated supply chain management.
  9. Identify and discuss the four aspects of product and service promotion.
    1. Explain the roles of retailers and wholesalers in the distribution channel.
    2. Describe the major types of retailers, and give examples of each.
    3. Identify the major types of wholesalers, and give examples of each.
    4. Discuss the process and advantages of integrated marketing communications.
    5. Define the five promotion tools, and discuss the factors that must be considered in shaping the overall promotion mix.
    6. Define direct marketing, and discuss its benefits to customers and companies.
    7. Identify and discuss the major forms of direct marketing.
  10. Compare and contrast the different product and service pricing alternatives.
    1. Identify and explain the external and internal factors affecting a firm’s pricing decisions.
    2. Compare and contrast the three general approaches to setting prices.
    3. Describe the major strategies for pricing imitative and new products.
    4. Explain how companies find a set of prices that maximizes the profits for the total product mix.
    5. Explain how companies adjust their prices to take into account different types of customers and situations.
    6. Discuss the key issues related to initiating and responding to price changes.
Evaluation Criteria/Policies:

Students must demonstrate proficiency on all CCPOs at a minimal 75 percent level to successfully complete the course. The grade will be determined using the Delaware Tech grading system:

92 100 = A
83 91 = B
75 82 = C
0 74 = F

Students should refer to the Student Handbook for information on the Academic Standing Policy, the Academic Integrity Policy, Student Rights and Responsibilities, and other policies relevant to their academic progress.

Final Course Grade:

Calculated using the following weighted average

Evaluation Measure

Percentage of final grade

Exams (4-6) (Summative Assessments) (equally weighted)

50%

Marketing Plan/Presentation (Summative Assessments) (equally weighted)

25%

Formative Assessments (Assignments/Activities/Quizzes)

25%

TOTAL

100%

Core Curriculum Competencies (CCCs are the competencies every graduate will develop):
  1. Apply clear and effective communication skills.
  2. Use critical thinking to solve problems.
  3. Collaborate to achieve a common goal.
  4. Demonstrate professional and ethical conduct.
  5. Use information literacy for effective vocational and/or academic research.
  6. Apply quantitative reasoning and/or scientific inquiry to solve practical problems.
Program Graduate Competencies (PGCs are the competencies every graduate will develop specific to his or her major):

Accounting (ACT):

  1. Prepare and analyze financial statements in accordance with Generally Accepted Accounting Principles.
  2. Analyze data to process information for decision-making under a product and job costing system.
  3. Apply tax laws to the preparation of tax returns and to tax plans.
  4. Integrate professional, ethical, and legal standards into business practice.
  5. Employ the various theories of management and marketing in a business.

 

Business Administration Transfer (BAT):

  1. Integrate professional, ethical, and legal standards into business practice.
  2. Employ the various theories of management and marketing in a business.
  3. Analyze data to process information for decision-making under a product and job costing system.
  4. Evaluate the actions taken to acquire and retain customers.
  5. Measure and track financial performance of an organization.
  6. Analyze and apply the strategic management process to organizations.

 

General Business (GBT):

  1. Integrate professional, ethical and legal standards into business practice.
  2. Employ the various theories of management and marketing in a business.
  3. Apply the principles of human resource management to organizations.
  4. Evaluate the actions taken to acquire and retain customers.
  5. Measure and track financial performance of an organization.
  6. Analyze and apply the strategic management process to organizations.

 

Entrepreneurship (ENT):

  1. Demonstrate entrepreneurial leadership characteristics.
  2. Conduct market analysis and opportunity assessment.
  3. Perform risk assessment and select risk management strategies.
  4. Articulate a business vision and plan that demonstrates value to the marketplace and the investor.
  5. Plan capital formation to fund business start-up and operation.
  6. Utilize effective marketing, advertising, and customer strategies.
  7. Integrate personal, professional, ethical and legal standards into business decision-making.
  8. Transform innovation into a product or service with sustainable commercial potential.

 

Management (MAN):

  1. Integrate professional, ethical and legal standards into business practice.
  2. Employ the various theories of management and marketing in a business.
  3. Utilize management functions, roles, and interpersonal skills to lead/manage first-level employees regardless of organizational size.
  4. Apply the principles of human resource management to organizations.
  5. Analyze and apply the strategic management process to organizations.

 

Marketing (MKT):

  1. Integrate professional, ethical and legal standards into business practice.
  2. Employ the various theories of management and marketing in a business.
  3. Develop integrated sales presentations.
  4. Utilize graphic design elements to develop professional hard-copy and electronic marketing/advertising materials.
  5. Apply e-Marketing techniques to create a competitive presence.
  6. Analyze the marketing strategic planning process of an organization.
  7. Evaluate the actions taken to acquire and retain customers.
Disabilities Support Statement:

The College is committed to providing reasonable accommodations for students with disabilities. Students are encouraged to schedule an appointment with the campus Disabilities Support Counselor to request an accommodation needed due to a disability. A listing of campus Disabilities Support Counselors and contact information can be found at the disabilities services web page or visit the campus Advising Center.

Minimum Technology Requirements:
Minimum technology requirements for online, hybrid, video conferencing and web conferencing courses.