BU-270 Principles of Marketing

Course Outline

 GENERAL INFORMATION:

Course number and title: BU270 Principles of Marketing

Campus:   National

Initiator: Marlene Mangonon

Date Initiated:

January 20, 2019

Course description:

 This course covers the key concepts of marketing such as strategic planning for competitive advantage, the marketing environment, global marketing, consumer behavior, business marketing, marketing research and information systems.  It also equips the student’s understanding of concepts on creating marketing objectives, segmenting markets, developing target market profiles, and the 4Ps of marketing (product, place, promotion and pricing) and preparing a simple marketing plan.

 

 COURSE HOURS/CREDITS:

 

 

Hours per Week

 

No.  of  Weeks

 

Total Hours

 

Semester Credits

 

Lecture

 

3

x

16

x

48

=

3

 

Laboratory

 

 

x

 

x

 

=

 

 

Workshop

 

 

x

 

x

 

=

 

 

 

 

 

 

 

 

Total  Semester

 

Credits

 

 

            3

                           

PURPOSE OF COURSE:

[X] Degree requirement

[   ] Degree elective

[   ] Certificate

[   ] Other

PREREQUISITES:

BU101 Introduction to Business

PSLOS OF OTHER PROGRAMS THIS COURSE MEETS:

PSLO#

                             Program

N/A

 

1)  INSTITUTIONAL STUDENT LEARNING OUTCOMES(Check all that apply)

 

[X]

1.  Effective oral communication: capacity to deliver prepared, purposeful presentations designed to increase knowledge, to foster understanding, or to promote change in the listeners’ attitudes, values, beliefs, or behaviors.

 

[X]

2.  Effective written communication: development and expression of ideas in writing through work in many genres and styles, utilizing different writing technologies, and mixing texts, data, and images through iterative experiences across the curriculum.

[X]

3.  Critical thinking: a habit of mind characterized by the comprehensive exploration of issues, ideas, artifacts, and events before accepting or formulating an opinion or conclusion.

[   ]

4.  Problem solving: capacity to design, evaluate, and implement a strategy to answer an open-ended question or achieve a desired goal.

 

[X]

5.  Intercultural knowledge and competence: a set of cognitive, affective, and behavioral skills and characteristics that support effective and appropriate interaction in a variety of cultural contexts.

 

[   ]

6.  Information literacy: the ability to know when there is a need for information, to be able to identify, locate, evaluate, and effectively and responsibly use and share that information for the problem at hand.

[X]

7.  Foundations and skills for life-long learning: purposeful learning activity, undertaken on an ongoing basis with the aim of improving knowledge, skills, and competence.

 

[   ]

8.  Quantitative Reasoning: ability to reason and solve quantitative problems from a wide array of authentic contexts and everyday life situations; comprehends and can create sophisticated arguments supported by quantitative evidence and can clearly communicate those arguments in a variety of formats.

2)  PROGRAM STUDENT LEARNING OUTCOMES (PSLOs): The student will be able to:

  1. Demonstrate basic knowledge of each of the functional areas of business - accounting, management, marketing, economics, and finance- by emphasizing their importance in an organization and describing their interrelationships in the organization’s attempt to achieve its objectives;
  2. Demonstrate basic knowledge and skill in the use of cost and managerial concepts and techniques as management tools for planning, controlling, evaluating performance and making decisions;
  3. Demonstrate basic knowledge and skill in business mathematics and elementary statistics by accurately performing common business computations, statistical data presentation and analysis;
  4. Demonstrate basic knowledge and skills in    intercultural writing and speaking appropriate for business; and
  5. Demonstrate a basic understanding of the legal environment and ethical challenges confronting business in general and in the FSM, from both local and global perspectives.

3)  COURSE STUDENT LEARNING OUTCOMES (CSLOs) (General): The student will be able to:

  1. Demonstrate basic understanding of marketing concepts;
  2. Demonstrate basic understanding in marketing opportunities; and
  3. Demonstrate knowledge and skills in preparing a simple marketing plan.

4)  COURSE STUDENT LEARNING OUTCOMES (CSLOs) (Specific): The student will be able to:

CSLO (General) 1: Demonstrate basic understanding of marketing concepts.

Student Learning Outcome (specific)

ISLO

PSLO

Assessment Strategies

1.1. Define marketing and discuss what it entails.

2, 7

1

To assess CSLO_1.1, the instructor will use an essay exam/quiz and rate with a rubric.  The student will demonstrate basic understanding of marketing concepts by defining marketing and discussing what it entails.

 

1.2. Discuss strategic planning for competitive advantage.

1, 2, 3, 7

1

To assess CSLO_1.2, the instructor will use the Learning Management System (LMS) Discussion tool to post a marketing case scenario with guided questions and rate with a rubric.  The student will demonstrate basic understanding of marketing concepts by discussing strategic planning for competitive advantage.

 

1.3. Discuss marketing environment.

1, 2, 3, 7

1

To assess CSLO_1.3, the instructor will use the Learning Management System (LMS) Discussion tool to post a marketing case scenario with guided questions and rate with a rubric.  The student will demonstrate basic understanding of marketing concepts by discussing marketing environment.

 

1.4. Discuss global marketing.

1, 2, 3, 7

1

To assess CSLO_1.4, the instructor will use the Learning Management System (LMS) Discussion tool to post a marketing case scenario with guided questions and rate with a rubric.  The student will demonstrate basic understanding of marketing concepts by discussing global marketing.

 

CSLO (General) 2: Demonstrate basic understanding in marketing opportunities.

Student Learning Outcomes (specific)

ISLO

PSLO

Assessment Strategies

2.1. Discuss consumer behavior.  

1, 2, 3, 7

1

To assess CSLO_2.1, the instructor will use the Learning Management System (LMS) Discussion tool to post a marketing case scenario with guided questions and rate with a rubric.  The student will demonstrate basic understanding of marketing concepts by discussing consumer decision making.

 

2.2. Discuss business marketing.

1, 2, 3, 7

1

To assess CSLO_2.2, the instructor will use the Learning Management System (LMS) Discussion tool to post a marketing case scenario with guided questions and rate with a rubric.  The student will demonstrate basic understanding of marketing concepts by discussing business marketing.

 

2.3. Discuss marketing research and decision support systems.

1, 2, 3, 7

1

To assess CSLO_2.3, the instructor will use the Learning Management System (LMS) Discussion tool to post a marketing case scenario with guided questions and rate with a rubric.  The student will demonstrate basic understanding of marketing concepts by discussing marketing research and decision support systems.

 

2.4. Discuss digital marketing and social networking.

1, 2, 3, 7

1

To assess CSLO_2.4, the instructor will use the Learning Management System (LMS) Discussion tool to post a marketing case scenario with guided questions and rate with a rubric.  The student will demonstrate basic understanding of marketing concepts by discussing digital marketing and social networking.

 

CSLO (General) 3: Demonstrate knowledge and skills in preparing a simple marketing plan.

Student Learning Outcomes (specific)

ISLO

PSLO

Assessment Strategies

3.1. Develop a marketing objective.

2, 5*, 7,

1, 4

To assess CSLO_3.1, the instructor will use a final project (Marketing Plan) for a local business and rate with a rubric.  The student will demonstrate knowledge of preparing a simple marketing plan by developing a marketing objective.

 

3.2. Segment markets.

 

2, 5*, 7

1, 4

To assess CSLO_3.2, the instructor will use a final project (Marketing Plan) for a local business and rate with a rubric.  The student will demonstrate knowledge of preparing a simple marketing plan by segmenting markets.

 

3.3. Develop the profile of a target market.

 

2, 5*, 7

1, 4

To assess CSLO_3.3, the instructor will use a final project (Marketing Plan) for a local business and rate with a rubric.  The student will demonstrate knowledge of preparing a simple marketing plan by developing the profile of a target market.

 

3.4. Develop product, place, promotion, and price strategies.

 

2, 5*, 7

1, 4

To assess CSLO_3.4, the instructor will use a final project (Marketing Plan) for a local business and rate with a rubric.  The student will demonstrate knowledge of preparing a simple marketing plan by developing product, place, promotion, and price strategies.

 

5)  COURSE CONTENT:

  • Marketing Overview
  • Strategic Planning
  • Ethics and Social Responsibility
  • International Marketing
  • Consumer Behavior
  • Marketing Research
  • Digital Marketing
  • Consumer Markets
  • Business Markets
  • Target Markets
  • Segmentation
  • Product, Place and Distribution Channels, Promotions, and Price Concepts

 6)  METHOD(S) OF INSTRUCTION:

[X] Lecture                             [X] Cooperative learning groups

[   ] Laboratory                        [X] In-class exercises

[X] Audio visual                     [   ] Demonstrations

[X] Other –Learning Management System

 7)  REQUIRED TEXT(S) AND COURSE MATERIALS:

William M. Pride; O. C. Ferrell, et al. Foundations of Marketing, 8th Edition. Cengage Learning, 2018.

8)  REFERENCE MATERIALS:

Lamb, Charles W., Joseph F. Hair, and Carl McDaniel. Essentials of Marketing.  6th Edition. Cengage Learning 2016.

9)  INSTRUCTIONAL COSTS:

None

10) EVALUATION:

The summative evaluation will use examinations and final project (Marketing Plan).

11) CREDIT BY EXAMINATION:

None

BU 270 Principles of Marketing CC endorsed: 10/22/19
8/11/2020 VPIA Approved:

 

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