BUSN138 - Principles of Marketing          

Required Text: Armstrong, G. & Kotler, P. Principles of Marketing, 11th Edition.  Prentice-Hall, 2006. The text is available at Highline CC Bookstore.

Required Readings: In addition to the text, you will be required to read current articles and web content. You will be expected to apply text and articles to assignments and tests.

Course Overview: This course is the study of the structure and functions of marketing studied from the perspective of the marketing system, with emphasis placed on the following: basic consumer needs, operational activities of the marketing organization, and implementation of a marketing strategy.

Learning Outcomes: At the successful completion of this course, students will:

• Understand the basic elements of marketing.
• Be able to make effective marketing decisions based on an understanding of how marketing components interact.
• Understand the importance of teamwork in a business environment.

Assessment: Grades will be earned through:

• Assignments – 25%
• Class and group participation – 20%
• Group project -- 25%
• Tests -- 30%

Class Schedule: (Subject to change.)
Week              Topics                                                                                     Chapters
1.                       Marketing: Managing Profitable Customer Relationships     1
                         Company and Marketing Strategy                                            2
                         Dad of the Year                Strategic Marketing PowerPoint
                        Mother of the year
                        One Minute Introduction

2.                       The Marketing Environment                                                     3   
                               Managing Marketing Information                                            4
                                Marketing Intelligence Project

3.                      Consumer Markets and Consumer Buyer Behavior                 5

                  Business Markets and Business Buyer Behavior                     6
                        Supply and Demand          VALS    VALS survey

4.                       Segmentation, Targeting, and Positioning: Building
                        the Right Relationships with the Right Customers                  7
                        Market Segmentation        Claritas
 

v         EXAM #1:   Study Guide

5.                       Product and Services Strategy                                                    8
                        New-Product Development and Product
                        Life-Cycle Strategies                                                                  9

                        Groups                        Final Project Instructions

Þ      Group Assignment:  Marketing Plan Development.

6.                      Pricing Products: Pricing Considerations and Approaches        10
                             Pricing Products: Pricing Strategies                                            11  11a

 Þ      Group Assignment:  Hand in Current Marketing Situation Outline.

7.              Marketing Channels and Supply Chain Management               12

     Retailing and Wholesaling                                                            13

Þ      Group Assignment:  Hand in SWOT Analysis Outline.

8.                Integrated Marketing Communication Strategy                      14
           Advertising, Sales Promotion, and Public Relations               15

Þ      Group Assignment:  Work on Final Presentation.

v      EXAM #2:   Review

9.                      Personal Selling And Direct Marketing                                    16  16a

                        Creating Competitive Advantage                                              17

10.                    Marketing in the Digital Age                                                    18  18a

v      FINAL EXAM:

                                Back to Top.