PRINCIPLES OF MARKETING Course Syllabus

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1 PRINCIPLES OF MARKETING Course Syllabus Course Mentor: Kristy Rolen, BA Course Type: 135 hours/4 Months (120 Days)/Mentor Supported A. COURSE DESCRIPTION As consumers, we each experience what could be marketing case studies every day. We are exposed to thousands of advertising messages. We develop needs, research solutions, evaluate options, make purchases, and experience satisfaction or disappointment. This makes marketing a particularly stimulating subject for teachers and learners, since its practical application is visible every day. Old rules of marketing are no longer useful to those who want to influence these new consumer s choices. Our course will lead the exploration of the leading edge of this paradigm shift that is now underway. Our course introduces students to the concepts and processes of marketing and takes them deeper into the work of marketing. B. METHOD OF INSTRUCTION This course is self-paced, independent study, in an online environment. It takes a lot more discipline than an in person class. You are responsible for scheduling your study time and sticking to it regularly. This course will take approximately 135 hours to complete. This includes your reading, module activities, and module exams. Your course includes either a Kindle book or a PDF textbook. If your course has a Kindle ebook, you do not need a special device. The Kindle Reader App is free and available inside the classroom under Student Resources. Kindle ebooks will be sent to you via . Each of your modules consists of reading materials, learning activities, videos, websites, and a module exam. Your module exams determine your grade in the course. The final module of the course involves a cumulative, timed, proctored exam. Your exams include questions from the reading only, however we encourage you to view all the videos and read the associated articles. These materials are an extension of your reading materials and will be great resources for you in the future. C. LEARNING OUTCOMES 1. Identify the marketing process and how it fits into business operations 2. Differentiate between categories of consumer criteria for determining value 3. Recall the strategies used within each of the marketing mixes 4. Recognize how to identify target markets and environments by analyzing demographics and consumer behavior 5. List best practices for responsible marketing and how to manage marketing efforts Principles of 1

2 D. COURSE TOPICS/UNITS Module # and Topics Module 1: Fundamentals Module 2: The Process Module Subtopics Module Objectives Assignments Outcomes What is and Value The History of Kurtz s Four Eras of in the 21st Century Delivering Customer Value Customer Criteria for Determining Value The 3.0 Landscape The Craft Beer Movement as a Humanity-Centric Practice The Process: Crucial to Business Operations Situation Analysis Strategy Campaign Development Execution Management Measurement Recall the relationship between marketing and value Identify the historical forms of marketing Recall the four eras in the history of marketing Identify the dominating characteristics of marketing in the 21 st century Define customer value Identify the criteria set by customers in determining value of a product Recall the four utilities of customer value Identify the three main forces at work in the 3.0 landscape Recall the logical steps based on sound business planning that is carried out by corporate marketing departments and others in an organization Identify the marketing process: SWOT analysis Define the situational analysis stage of the marketing process Define the marketing strategy development of the marketing process Define the campaign development stage of the marketing process Define the execution stage of the marketing process Define the management stage of the marketing process Recall the overall goal of the measurement process 1 PDF 2 PDF 1, 2 1 Principles of 2

3 Module 3: The Mix: Products Designing Products for Customer Value Managing Product Life Cycles The Paradox of Choice What Does a Marketer Do When the Product is a Pure Service How Services Differ From Goods When the Product is an Idea Product Strategy Identify examples of product offerings that can be position somewhere on a continuum from pure good to pure service Identify the three perspectives of the product strategy that are increasingly comprehensive Recall the four groups of marketer s decisions that can affect customer value Recall the paradox of choice Define the role of a marketer Define the three perspectives that make up product strategy in pure services Identify four characteristics of services that sets them apart from goods Recall the relationships of the three types of ideas that can be marketed for product strategy Identify the decisions that can be made based primarily from the location of the business Define logistics and channel partners as they relate to the changing language of Place Recall the three strategic issues that affect Place strategy Identify the role of intermediaries Recall the logistic issues faced by manufacturers Recall the global approach to importing or exporting products and services Identify the common types of vertical market systems Identify the push and pull strategy in relationship with increasing bottom line numbers 3 PDF 1, 3 Module 4: The Mix: Place Why Place Matters The Changing Language of Place Where Customers Meet Sellers Intermediaries: The Distribution Channel Manufacturing: Where the Goods Originate Place Strategy: A Global Approach Logistics and Distribution Increasing Bottom- Line Profits 4 PDF 1, 3 Principles of 3

4 Module 5: The Mix: Price Pricing Basics Many Ways to Say Price Pricing Strategies Volume Marketization Inputs to the Pricing Decision Adjusting Price Strategically Challenges to Effective Pricing Strategies Pricing Wars Define price Recall the number of ways we refer to prices Identify the psychology behind pricing strategies Define volume marketization Recall the common pricing strategies and their goals Identify the common methodologies companies choose from when calculating price ranges that will meet their volume or profit maximization goals Identify the challenges to effective pricing strategies Define pricing wars Define brand Identify common positioning strategies in targeting a specific value Recall some common objectives marketers have when choosing a specific task to accomplish in each promotional campaign Define personal and nonpersonal selling as they relate to the promotional mix Identify the steps in creating a creative brief for crafting marketing messages Identify the promotional mix issues surrounding the customers control of shared advertising channels Differentiate between customer analytics and predictive analytics Identify the acronym AIDA as a basis for creativity in marketing 5 PDF 1, 3 Module 6: The Mix: Promotion Branding: The DNA of Promotions Positioning Strategy Using Promotions to Strengthen Brands Promotional Mix Decisions Crafting Messages Promotional Mix Issues in a 3.0 World Practicing One-To- One Direct Developing the Creative Approach 6 PDF 1, 3 Principles of 4

5 Module 7: Target Markets Consumer Purchasing Behavior It s All In Their Minds-Emotions and Motivations Self-Expression and Brand Loyalty The STP Approach: Segmentation, Targeting, and Positioning Driving Better Strategies with Customer Data Emphasis on the Relationship The Goal: Customers for Life Recommendations Recall the driving force behind consumer purchasing behavior Identify the self-expression and brand loyalty as influencing the customer s motivation Define each of the characteristics of the STP approach Define the marketing customer information file Define marketing information system Recall the positioning strategies used to make offerings distinct, placing value on relationships to earn customer s loyalty Identify three levels of the buyer-seller relationship Recall the benefits of establishing a relationship with customers Identify the actors and forces factors in the marketing environment Recall the driving forces in the marketing environment that guide business practices and purchasing behavior Identify how the changes in demographics have major implications for marketers Identify how the changes in the technological environment have had dramatic effects on business Identify several ecological related trends that are a cause for growing concern Define economic environment Identify the impacts of economic and political/legal factors on marketing practice Recall the ways manufacturers have shifted focus 7 PDF 4 Module 8: Environment In the Environment: Actors and Forces Social and Cultural Factors Demographics Technological and Ecological Factors Ecology: A Limited Resource Economic and Political/Legal Factors The Global Business Environment Manufacturers Shift Focus 8 PDF 4 Principles of 5

6 Module 9: Managing the Effort Putting in Context Analysis SWOT Analysis Planning Developing the Media Plan Implementation and Control Management and the IMC Approach Concerns Regarding IMC Identify the four functions surrounding the management of marketing efforts Recall when to perform an analysis Identify some of the key factors to consider in the SWOT analysis Define planning as it is related to organizational analysis Define media plan Identify the success factors in implementation and control Define the push and pull communication model of marketing management Identify common concerns surrounding the adoption of IMC Identify the criticisms of the marketing function Identify the steps you should take toward responsibility to the marketing field Recall the most popular professional organizations for marketers Identify your responsibility to your organization through brand, value creation, and channel partners Identify the basis of a free agent workplace Recall the theory behind the free agent philosophy Recall the various marketing positions available in the workforce Recall the basic principles of marketing 9 PDF 5 Module 10: Responsible Responsibility to the Public Responsibility to the Profession Professional Organizations for Marketers Responsibility to Your Organization Responsibility to Yourself The Free Agent Philosophy : A Vibrant Career Path Basic Principles of : Putting It All Together 10 PDF 5 E. TEXTBOOK(S) AND REQUIRED MATERIALS Textbook (required): Principles of by Sarah White (All required materials are included in your tuition, there are no additional fees.) Principles of 6

7 F. GRADING RUBRIC We use a percentage system for grading quizzes. A = % B = 80-89% C = 70-79% D = 60-69% F = 0-59% Total Points Percentage Average Letter Grade % A % B % C % D % F G: PROCTORED FINAL EXAM The final module of this course consists of a one hour, 50 question, cumulative proctored exam proctored by ProctorU. You will need to have access to a webcam, microphone and a computer in order to take the proctored final exam. You will need to create an account at prior to scheduling your final exam. From there, you can select your exam and create an appointment. Possible dates for the exam will appear in a calendar. All exams need to be scheduled 72 hours in advance in order to not incur any additional cost. The normal fee for proctoring is covered in your tuition. If you need to take an exam sooner than 72 hours there will be an additional fee. Once you are logged in to take the exam, you will be introduced to your proctor who will walk you through the proctoring process. You will need to hold up your government issued photo ID to help the proctor authenticate your identity. Then, the proctor will have you pan the webcam 360 degrees around the room so they can see the surroundings. This step is followed to ensure there are no unauthorized materials in the workspace. During the exam, the proctor is using screen-sharing and audible programs to monitor your surroundings to ensure academic integrity. To learn more about the proctoring process, go to: H: SYSTEM REQUIREMENTS Internet Connection Broadband or High-Speed - DSL, Cable, and Wireless Connections *Dial-Up internet connections will result in a diminished online experience. Classroom pages may load slowly and viewing large audio and video files may not be possible. Principles of 7

8 Hardware Requirements Processor - 2GHz Processor or Higher Memory - 1 GB RAM Minimum Recommended *While our courses are accessible through multiple mobile learning platforms, some courses may include a CD or DVD with the Textbook, so you may need access to a computer with CD-ROM or DVD Drive. PC Software Requirements Operating Systems - Windows Vista, Windows 7, Windows 8 or 8.1 Microsoft Office 2007, 2010 or 2013 or a Word Processing application to save and open Microsoft Office formats (.doc,.docx,.xls,.xlsx,.ppt,.pptx) Internet Browsers - Google Chrome is highly recommended o Cookies MUST be enabled o Pop-ups MUST be allowed (Pop-up Blocker disabled) Kindle Reader App is needed for many of our courses (No special equipment needed. This can be downloaded for FREE onto your computer.) PowerPoint Viewer (if you do not have PowerPoint) Adobe PDF Reader QuickTime, Windows Media Player &/or Real Player MAC Software Requirements Operating Systems - Mac OS x 10 or higher with Windows Mac office programs or a Word Processing application to save and open Microsoft Office formats (.doc,.docx,.xls,.xlsx,.ppt,.pptx) Internet Browsers- Google Chrome is highly recommended o Cookies MUST be enabled o Pop-ups MUST be allowed (Pop-up Blocker disabled) Kindle Reader App is needed for many of our courses (No special equipment needed. This can be downloaded for FREE onto your computer.) PowerPoint Viewer (if you do not have PowerPoint) Adobe PDF Reader Apple QuickTime Media Player If your course has a CD-ROM or DVD included, you may need to have Microsoft Window Operating Systems over Bootcamp (Bootcamp is a free download from Apple's website) or Windows setup with Parallels. Principles of 8

9 I: INFORMATION, POLICIES AND GUIDELINES College Credit Recommendation Courses offered by Ed4Online that are included in the Alternative Credit Project have undergone ACE s credit recommendation process and have been granted an ACE CREDIT recommendation. This class has been recommended for three (3) college credits. ACE CREDIT has been recommending college credit for non-classroom learning for over 30 years and ACE s credit recommendations are considered by over 2,000 colleges and universities across the United States. Accommodations of Disability Policy It is the policy of Ed4Online, LLC, (Ed4Online.com) to provide an appropriate environment to optimize learning of educational materials. Anyone that needs additional assistance for a disability can contact Ed4Online to make additional accommodations, when available. Ed4Online can be contacted by ing info@ed4online.com or by calling Online Etiquette & Courtesy Online communications need to be composed with fairness, honesty and tact. Spelling and grammar are very important in an online course. What you put into an online course reflects on your level of professionalism. It is important not to take disagreement personally. Responses to different ideas and observations need to be objective. Being objective means maintaining boundaries and not making personal attacks on the ability of others or making statements that have the potential to be taken personally. An important part of online learning is discussion. Differences in thinking are good because our knowledge is broadened. Because we have differences, we will have conflict. The important thing is to handle conflict in a way that does not create defensiveness which blocks learning. Here are online references that discuss online netiquette Academic Integrity Ed4Online expects students to exhibit academic integrity through their educational experiences and to avoid all forms of academic dishonesty. Academic dishonestly, which includes but is not limited to plagiarism, collusion, abuse of resource materials, cheating on an examination, or other academic work to be submitted, is subject to disciplinary action. Students are allowed to reference course materials while taking quizzes and tests due to their emphasis on application; however, exams must be taken independently. Principles of 9

10 Students found responsible for an act or acts of academic dishonestly will be subject to academic and disciplinary sanctions. Academic sanctions may include withdrawal from the course with a grade of F and/or a reduction of a grade in the course. Disciplinary sanctions may include suspension for a specified period of time, permanent separation from the program, and/or filing of criminal charges. No certificate of completion will be given if the course is completed by anyone other than you. When you enroll in the course you are stating under penalty of perjury that you, and not another person, studied the material in its entirety and completed all requirements. By registering for this course, you understand that it may be a crime to make false statements or to falsify documents submitted. Best Practices for Online Ed4Online provides instruction in an online learning environment. An online learning environment needs structure for effective communication to occur. Below is a list of guidelines for effective online communication: Stay engaged and on-task in your course. Utilize good time management skills. Read your messages in the message system. Communicate with a respectful, professional tone in discussion threads (collaborative learning). Uphold the standards of Academic Integrity set forth by this company. Avoid typing in all caps. Typing in all caps in the online environment is viewed as SHOUTING and should not be used. If you wish to place emphasis on an important passage, use bold. Recognize that you are participating in an online dialogue. Use correct spelling and grammar in all forms of your writing. Utilize Netiquette standards in all forms of communication. Principles of 10