BU-270 Principles of Marketing

New Course Objectives:

In compliance with the recommendations of the Curriculum Committee to simplify and make concise the course objectives- specifying general (SLOs) and specific objectives (SLOs) and change course outline format

To incorporate new trends in business and ever-changing market practices.  Example, SLO 1.4 about Internet marketing, customer relationship marketing, and one-to-one marketing

To reorganize similar and related concepts into one objective.  Example, in Specific Objective #3, the international marketing was segregated from environmental factors;  SLOs 8 to 11 were incorporated into just one objective (3.3).

Changing Course Contents:

Additions and changes to course contents were made to suit the new PLOs and SLOs.

Changing Course Textbook:

Adopt the latest edition of the textbook in order to use new concepts, market trends and scenarios in the market world.

Course Description:    Introduces the students the basic concepts of marketing such as consumer behavior, marketing research and information systems, segmentation strategy, as well as the 4 Ps. Students are also introduced to international marketing and to the broader marketing environment, including political/legal, economic, demographic, competitive and ethical issues.

A.    PROGRAM  LEARNING OUTCOMES (PLOs): 

 The student will be able to:

1.    Demonstrate basic knowledge and/or skills in the different functional areas of business

       accounting, management, marketing, economics, and finance – by emphasizing their  

       importance in an organization and describing their interrelationship in the organization’s

       attempt to achieve its objectives.

2.      Demonstrate basic knowledge and/or skills in the use of cost and managerial accounting concepts and techniques as management tools for planning, controlling, evaluating performance and making decisions.

3.      Demonstrate basic knowledge and/or skills in business mathematics and elementary statistics by accurately performing common business computations, statistical data presentation and analysis.

4.      Demonstrate basic knowledge and/or skills in intercultural writing and speaking

appropriate for business.

5.   Demonstrate basic knowledge and/or skills in the legal environment and ethical

      challenges confronting business in general and in the FSM, from both local and global

       perspectives.

BSTUDENT LEARNING OUTCOMES (SLOs):  GENERAL

The student will be able to:

1.      Explain basic concepts of marketing such as consumer behavior, marketing research, and information systems, as well as product, place(distribution), promotion and price planning.

2.                              Discuss ethical and consumer issues, and international marketing.

3.      Demonstrate knowledge and understanding of the principles of marketing by preparing a simple marketing plan for a local business.

 

   SLO      PLO1     PLO2     PLO3    PLO4    PLO5

      1             I                                        

      2             I                                        

      3           ID                                      D

I = Introduced

D = Demonstrated

M = Mastered

 

C.  STUDENT LEARNING OUTCOMES (SLOs):  SPECIFIC

The student will be able to:

 

General SLO 1.   Explain basic concepts of marketing such as consumer behavior, marketing research, and information systems, as well as product, place (distribution), promotion and price planning. 

Student Learning Outcomes

Assessment Strategies

1.1. Define marketing and discuss what it entails.

Conduct Pre-test and Post –test, unit exam, midterm

1.2. Discuss how environmental factors affect marketing activities.

Conduct Pre-test and Post –test, unit exam, midterm

1.3.Describe the factors involved in consumer

decision making.

Conduct Pre-test and Post –test, unit exam, midterm

1.4. Explain the importance of Internet marketing, customer relationship marketing, and one-to-one marketing.

Conduct Pre-test and Post –test, unit exam, midterm

General SLO 2.   Discuss ethical and consumer issues, and international marketing

Student Learning Outcomes

Assessment Strategies

2.1. Discuss international marketing.

Conduct Pre-test and Post –test, unit exam, midterm

2.2 Discuss ethical and consumer issues.

Conduct Pre-test and Post –test, unit exam, midterm

 

      General SLO 3.   Demonstrate knowledge and understanding of the principles of marketing by preparing a simple marketing plan for a local business

Student Learning Outcomes

Assessment Strategies

 3.1. Segment markets and develop the profile of a target market.

Conduct unit exam, final exam, group activity, marketing plan

3.2.Develop product strategies and discuss how

services and nonprofit “products” differ from traditional ones.

Conduct unit exam, final exam, group activity, marketing plan

 3.3. Develop product, place(distribution), promotion, and pricing strategies.

Conduct unit exam, final exam, group activity, marketing plan

D.  COURSE CONTENT

1.      An Overview of Marketing

2.      Strategic Planning for Competitive Advantage

3.      Social Responsibility, Ethics, and the Marketing Environment

4.      Developing a Global Vision

5.      Consumer Decision Making

6.      Business Marketing

7.      Segmenting and Targeting Markets

8.      Decision Support Systems and Marketing Research

9.      Product Concepts Developing and Managing Products

10.  Marketing Channels and Supply Chain Management

11.  Retailing

12.  Marketing Communications and Advertising

13.  Pricing Concepts      

 

E.  METHODS OF INSTRUCTION

1.      Lecture/Discussion

2.      Homework/Assignments

3.      Recitation/Oral Presentation

4.      Unit Exam, Midterm and Final Exam

5.      Project

 

F.  REQURIED TEXT(S) AND COURSE MATERIALS

      Lamb, Charles W., Joseph F. Hair, and Carl McDaniel. Essentials of marketing.  6th ed.

Mason, Ohio: South-Western; London: Cengage Learning [distributor], c2009 (or most    recent edition).

G.  REFERENCE MATERIALS

      Burrow, James L.  Marketing. 3rd ed.  Mason, OH: South-Western Cengage Learning,

      c2009 (or most recent edition).

H.  INSTRUCTIONAL COSTS

      None

 

I.   EVALUATION

      None

 

J.   CREDIT BY EXAMINATION

      None

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