RARITAN VALLEY COMMUNITY COLLEGE ACADEMIC COURSE OUTLINE MRKT-101 PRINCIPLES OF MARKETING

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1 I. Basic Course Information RARITAN VALLEY COMMUNITY COLLEGE ACADEMIC COURSE OUTLINE MRKT-101 PRINCIPLES OF MARKETING A. Course Number and Title: Mrkt-101 Principles of Marketing B. New or Modified Course: Modified C. Date of Proposal: Semester: Spring Year: 2008 D. Sponsoring Department: Business and Public Service E. Semester Credit Hours: 3 F. Weekly Contact Hours: 3 Lecture 3 Laboratory 0 G. Prerequisites: none H. Laboratory Fees: none I. Name and Telephone Number or Address of Department Chair: Maria M. DeFilippis, Esq., Campus Extension 8239, mdefilip@raritanval.edu II. Catalog Description Principles of Marketing explores the entire marketing process including internal and external variables which affect the marketing of a product and/or service. The components of an organization s strategic marketing program, including how to plan, price, promote, and distribute goods and services, will be explored. This course provides the foundation necessary for the more advanced marketing courses; the course will cover a range of topics including marketing research, consumer behavior and global marketing. III. Statement of Course Need In order for an organization to remain competitive in today s business environment, an organization needs to effectively communicate with its customers. Changes in the social, economic and technological environments have increased the importance of the marketing function. The changing demography in the United States, the increase in global markets, and the increasing rate of technological change require managers to develop comprehensive marketing strategies. As competition increases and products/services become more comparable, the use of effective marketing strategies will be a determining factor in the success of many organizations.

2 IV. Place of the Course in College Curriculum A. Required course for the following programs and certificates: A.S. Business Administration A.A.S. Business Management A.A.S. Food & Beverage Management A.A.S. International Business A.S. Management Information Systems A.A.S. Marketing Events Planning/Meeting Management Certificate B. Business elective course for the following programs and certificates: A.A. Business Liberal Arts C. This course can also be used as an elective in other programs. D. This course may transfer as Principles of Marketing in most NJ fouryear institutions or as an elective. V. Outline of Course Content A. Topics to be Covered Historical Overview of Marketing The Dynamic Marketing Environment Strategic Marketing Planning Global Markets Social Responsibility, Ethics, and the Marketing Environment Consumer Markets and Buying Behavior Business Marketing Marketing Segmentation, Target-Market Strategies, and Product Positioning Marketing Research and Information Product Planning and Development Product Mix Strategies Branding and Packaging Services Marketing Price Determination and Pricing Strategies Distribution Strategies Retailing Strategies Marketing and the Information Economy Customer Relationship Marketing VI. Educational Goals and Learning Outcomes A. Educational Goals Students will:

3 A. analyze business and marketing information in order to draw conclusions. (G.E. 1) B. write reports on business and marketing themes. (G.E. 2) C. apply technological tools to gather and access information necessary to make marketing decisions. (G.E. 3) D. Critique ethical issues presented in marketing situations. (G.E. 5) B. Learning Outcomes Students will be able to: A. define basic marketing terms. B. explain companywide strategic planning and its four steps. C. apply marketing principles to business decisions D. formulate market segmentation, target marketing and product positioning strategies. E. prepare a marketing plan for a business or service. VII. Modes of Teaching and Learning This course will employ the following methods of teaching and learning: Lecture/discussion Small-group work Student oral presentations VIII. Papers, Examinations, and other Assessment Instruments This course will employ the following assessment instruments: Written examinations Research papers Oral presentations Class participation Non-evaluative student measurement techniques IX. Grade Determinants Exams, written assignments and oral presentations will be used to assess the students according to the general education goals and learning outcomes listed above. X. Texts and Materials A. Suggested Textbook: Author(s): Lamb/Hair/McDaniel Title: MKTG Publisher: Thomson-SouthWestern Edition: latest (Please Note: The course outline is intended only as a guide to course content and resources. Do not purchase textbooks based on this outline. The RVCC Bookstore is the sole resource for the most up-to-date information about textbooks.)

4 XI. Resources A. In addition to a CATT classroom, this course will require the use of the library. B. This course is also available as a Web-based course. Access to the Internet and WebCt is needed to take the online version of the course. XII. Honors Option 1. Definition: The Honors Option for this course is designed to enrich and challenge students beyond the regular scope of the course. The honors project will require a student to, in consultation with the instructor, develop a project in an area of marketing that holds special interest for the student (this project is not done by non-honors students in the class). Since Principles of Marketing is a survey course, the content provides the student with many options for in-depth study. At the culmination of the project, the student will produce a paper on an approved topic in the area of Marketing of their choosing. In addition, they will conduct an information discussion with the class about their findings. 2. Educational Goals and Learning Outcomes General Education Goal Students will: 1. Independently locate and analyze articles on marketing; and/or company and brand information relating to marketing (G.E. 1) 2. Concisely present and facilitate an informed discussion of a marketing topic (examples: a corporation and its brand; a retail industry; new advertising media) (G.E.2) Student Learning Outcomes Students will be able to: 1. Locate information relating to their chosen topic in appropriate areas of research (Internet, databases, journals, books). 2. Confirm the information with regard to the validity of the source (example: government source vs. a private individual s web site). 3. Compose a report consistent with the selected theme and research information. 4. Produce a report in a standard business format. 3. Assessment Instruments Orientation Proposal

5 Progress Report Final Paper Presentation 4. Grade Determination The reports and presentation used as instruments (noted above) will be used to assess the students according to the learning outcomes. A student who begins, but does not complete, the requirements for the Honors Options will instead be assessed utilizing the standard grading components for the non-honors Option version of the course, and receive a grade for the standard course. 5. Honors Option Content A qualified student in the course may choose an Honors Option. Students will be required to: 1. Attend a planning session with the instructor, at which time the scope of the project will be discussed. The instructor will educate the student as to standard business report formatting. Also, the student will be oriented to the print and internet sources for marketing information. 2. Develop a proposal selecting the marketing topic, providing a one paragraph rationalization for choice of topic, and including three identified sources of information on the topic. 3. Submit at least one additional progress report during the semester listing the progress to date of the project, and any difficulties the student has encountered. 4. Produce a final paper, created using standard business report format, and submit to the sponsoring faculty member. Such report will be an overall summary of work completed during the project. 5. Create a presentation to the class summarizing the project, and facilitate a discussion of the marketing issues discussed in the report.