Course Outcome Summary

Transcription

1 Wisconsin Indianhead Technical College Course Outcome Summary Course Information Description Career Cluster Instructional Level Total Credits 3.00 This course focuses on the marketing process as it relates to the operation of a business enterprise. The intent is to provide students with an understanding of how the marketing function fits within the overall structure of the organization. Special attention is given to the role and significance of evaluating customer needs, pricing, distribution, and promotion of products and services. Marketing Total Hours Associate Degree Types of Instruction Instruction Type Credits/Hours Presentation (Lecture/Demonstration/Discussion) 2/32 Lab and/or Shop Experience 1/32 Course History Revised By Last Approval Date Andrea Schullo (andrea.schullo) 6/10/2014 Collegewide Outcomes 1. Demonstrate Critical Thinking Skills Status Active Summative 1.1. Performance Demonstration 1.1. Analyze Situations 1.2. Evaluate Assumptions 1.3. Design Solutions Program Outcomes 1. Develop strategies to anticipate and satisfy market needs Type TSA Status Active

2 1.1. Conduct a situational analysis 1.2. Evaluate the product/service mix, distribution, and pricing strategies 1.3. Select target markets 1.4. Identify marketing objectives along with related financial requirements 1.5. Develop marketing strategies and tactics to meet established goals 1.6. Identify evaluation methods of marketing plan effectiveness 1.7. Present marketing plan Course Competencies 1. Analyze the scope of marketing Domain Cognitive Level Analyzing Status Active 1.1. written or oral presentation 1.2. chart 1.3. case study analysis - Performance will be satisfactory when: 1.1. presentation compares the American Marketing Association definition to three other sources 1.2. presentation isolates each component of the definition 1.3. presentation points out why each component was included 1.4. chart compares the marketing organizational philosophy to consumerism 1.5. chart discriminates between key similarities and differences 1.6. case study anaylsis documents the economic impact of marketing 1.7. case study anaylsis outlines at least one domestic and one international company 1.8. case study anaylsis correlates a minimum of three monetary statistics 1.a. Define the term "marketing" 1.b. Distinguish between marketing as an organizational philosophy and consumerism 1.c. Identify the key perspectives of production, selling and marketing 1.d. Describe reasons for studying marketing including the impact on U.S. and global economies 1.e. Analyze the role of the marketing manager 2. Evaluate the marketing concept/mix with regard to products and services 2.1. product life cycle 2.2. written or oral presentation - Performance will be satisfactory when: 2.1. product life cycle critiques a product or service selected by the learner 2.2. product life cycle compares what happens to a product or service at each stage 2.3. written or oral presentation compares consumer and business products 2.4. written or oral presentation justifies each categorization as consumer or business 2.a. Explain how firms implement the marketing concept 2.b. Analyze the broad view of a product/service 2.c. Differentiate between product and service characteristics 2.d. Diagram the product life cycle 2.e. Compare consumer and business products 3. Assess market opportunities through buyer behavior

3 3 of written or oral presentation 3.2. writen diagram 3.3. case problem - Performance will be satisfactory when: 3.1. written or oral presentation discriminates between consumer and business buyer behavior 3.2. written or oral presentation justifies how the same product or service can be applicable to both consumer and business markets 3.3. written diagram authenticates the steps in the buying process 3.4. written diagram explains each influencing factor in the buying process 3.5. case problem contrasts the steps a consumer faces in the buying process 3.6. case problem justifies the customer service expected during each step 3.7. case problem assesses internal and external forces impacting the consumer during each step 3.a. Compare consumer and business markets 3.b. Create a model of consumer buyer behavior 3.c. Indicate major factors that influence buyer behavior 3.d. Examine external forces to include social, economic, competitive, regulatory, technological and global 3.e. Describe the relationship between the buyer behavior process and the customer service needed in each step 4. Utilize sources of current marketing research information Domain Cognitive Level Applying Status Active 4.1. written or oral presentation 4.2. written marketing audit - Performance will be satisfactory when: 4.1. written or oral presentation investigates a marketing research firm 4.2. written or oral presentation demonstrates the type of data collected and markets it's sold to 4.3. marketing audit examines market-specific economic, demographic, psychographic, competitive, technical, and legal/political data available for a product or service 4.a. Assess the role of marketing information 4.b. Identify various sources of current marketing, business, economic, social, legal/political, and technological information, such as business and related periodicals, databases, web sites, etc. 4.c. Utilize appropriate technology to access databases and to tailor the data to the marketing situation 4.d. Organize information essential to effective market planning 5. Analyze marketing using segmentation and positioning strategies Domain Cognitive Level Analyzing Status Active 5.1. written or oral presentation 5.2. written positioning analysis - Performance will be satisfactory when: 5.1. written or oral presentation establishes four potential market segments for a product or service

4 4 of written or oral presentation identifies a minimum of three details describing each of four segments 5.3. written positioning analysis prioritizes a primary and secondary market segment for a product or service 5.4. written positioning analysis points out aspects of substantialness, differential response, perishability and profit potential of market segments 5.5. written or oral presentation explains the strategic planning process as applied to a specific business 5.6. written or oral presentation distinguishes between the steps of data gathering, analysis of current situation, opportunities associated with current situation, formulation of future tactics and result tracking 5.a. Explain the key steps in strategic planning 5.b. Assess marketing's role in strategic planning 5.c. Describe the concept of market segmentation as a basis for assessing market opportunities 5.d. Analyze the concept of market positioning 5.e. Analyze the major product mix decisions that marketers must make 5.f. Determine market share 6. Price products and services for profit Domain Cognitive Level Applying Status Active 6.1. diagram 6.2. break-even analysis 6.3. pricing strategy Performance will be satisfactory when: 6.1. diagram shows the supply and demand curves for an elastic good or service 6.2. break-even analysis classifies all costs as variable or fixed 6.3. pricing strategy considers everyday low, high/low and penetration pricing 6.4. pricing strategy examines competition, costs, customers, company objectives and channel members 6.a. Explain the role of supply and demand in pricing decisions 6.b. Conduct a break-even analysis 6.c. Identify the steps in setting a price for a product or service 6.d. Explain how marketing mix variables affect pricing decisions 6.e. Identify pricing strategies 7. Determine the major elements of a marketing channel 7.1. written or oral marketing channel description - Performance will be satisfactory when: 7.1. written or oral marketing channel description evaluates at least two examples each of traditional, electronic and vertical systems 7.2. written or oral marketing channel description discriminates between intensive, selective and exclusive distribution 7.3. written or oral marketing channel description defends the value of each member in the channel 7.4. written or oral marketing channel description evaluates systems, logistics, scope and intensity of distribution 7.a. Describe a marketing channel of distribution and associated intermediaries

5 7.b. Distinguish among traditional, electronic, and vertical marketing systems 7.c. Explain the concepts of supply chain and logistics management 7.d. Examine channels to reach international markets 7.e. Compare intensive, selective and exclusive distribution 8. Critique integrated marketing communications Domain Cognitive Level Analyzing Status Active 8.1. written or oral presentation 8.2. communications plan Performance will be satisfactory when: 8.1. written or oral presentation rates the advantages and disadvantages of promotional methods 8.2. communications plan supports the stage of the life cycle the product or servcie is currently in 8.3. communications plan recommends integration of message across media platforms 8.a. Explain integrated marketing communications (IMC) and the communications process 8.b. Explain the value of IMC for consumers and sellers 8.c. Identify advantages and disadvantages of promotional methods 8.d. Discuss how promotion varies over the life cycle of the product or service 9. Evaluate a marketing strategy 9.1. written marketing audit of an actual business - Performance will be satisfactory when: 9.1. marketing audit determines how company information collected fits within plan components of description, objectives, market selection, pricing, advertising, distribtuion and finance 9.2. marketing audit justifies recommendations for improving marketing operations 9.3. marketing audit evaluates the impact of technology on the industry and consumer 9.4. marketing audit critiques the integration of culturally- and aesthetically-based knowledge and understanding 9.5. marketing audit supports findings with evidence 9.a. Evaluate the impact of changing demographics on marketing strategy 9.b. Evaluate the marketing operations of an actual business, utilizing the marketing terminology and concepts studied 9.c. Recommend improvements in the marketing operations of an actual business 9.d. Explain the components of a marketing plan 9.e. Assess the marketing strategy incorporated in the marketing plan 9.f. Forecast the expected results of implementing a marketing plan Course Learning Plans and Performance Assessment Tasks Type Title Source Status LP What is marketing? Course Active LP The four p's and more of marketing. Course Active LP Why did I buy that? Course Active

6 LP Make data driven decisions. Course Active LP The heart of marketing; segmentation and positioning. Course Active LP What is strategic planning? Course Active LP Pricing for profit. Course Active LP Channels of distribution Course Active LP Integrating marketing communications Course Active LP Learning from success Course Active