Hawkeye Community College

Marketing Principles

Catalog Number: MM110T

LECTURE HOURS           0

   LAB/CLINIC* HOURS         48

CO-OP HOURS                  0

 TRANSFER CREDITS        3

Online Course

Version 2005-2006

Developed by Professor Jon Mixdorf

On behalf of the Distance Learning Office of

Hawkeye Community College

PO Box 8015

1-319-296-2320

1-800-296-4769

Marketing Principles

Syllabus

COURSE DESCRIPTION

An overview of the processes, problems and activities associated with the planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges.

COURSE OBJECTIVES

The course will  define  marketing terminology appropriately; explain the internal and external restraints affecting marketing decision making; identify  the components of effective marketing strategy.

STUDENT LEARNING ACTIVITIES

The student learning activities will include WEB site visits, discussion groups, videotapes, professional journal readings, and written assignments.

INSTRUCTIONAL RESOURCES

CONTEMPORARY MARKETING, Boone and Kurtz, 11^th Ed.

EVALUATION

The course grading breaks down as follows:

120 points – Written/Interactive assignments with varying point values

380 points – Chapter quizzes (20pts per chapter)

250 points – Midterm Examination

250 points – Final Examination

1000 Total Points

Please note your final percentage score is based on the entire course of 1000 points, not merely on that part which you have completed.  If you have completed half the course with an 80% score, but did not complete the remainder of the course, zero scores for uncompleted portion of the course would be factored into your final course grade.

Chapter Quizzes

(maximum score – 380)

There are 19 quizzes, each counting 20 points, with a maximum total quiz score of 380.  The questions are intended for you to review what you’ve studied and to cause you to get back into the textbook for those items you didn’t understand clearly.  The quiz questions are characteristic of the type of questions ask on the midterm and the final.  The questions will be scored and responded to by the program.

Written/interactive Assignments

(maximum score – 120)

From time to time throughout the semester task postings are made requesting students response.  Each task (or assignment) will have a point value posted with the cumulative maximum score of 120.  The essay style question relating to relevant management topics will require reading from the instructor supplied content, text, newspapers, magazines or internet WEB sites.  The length of the student response is related to the point value of the assignment. 

Midterm and Final Examination

(250 points each)

The midterm examination is composed part 1 over chapters1-4 and part 2 over chapters 5-10.  Both part1 and part 2 are available at the Academic Support Area on the main campus the week prior to the Hawkeye’s normal midterm-testing period.  Each part can be taken at separate settings or at the same time.   The final examination is composed of part 1 covering chapters 11-15 and part 2 covering chapters 16-19.  These will also be available at the Academic Support Area the week prior to Hawkeye’s normal final-testing period.  They may be taken at separate testing settings or at the same time.  Students who’s college addresses are more than forty-five minutes from the main campus may request remote testing sites.  This must be done at the start of the course and the student will be responsible for making the arrangements with a local library or Hawkeye satellite center.

Timetable:

            Students will check for written/interactive tasks on a weekly basis.  The instructor

will inform the students when the activity should be completed.

Chapter quizzes over 1-4 by week four and lessons 5-9 will be completed by midterm as well as the midterm examination.  And any posted written assignment given before the midterm must be completed by the midterm.

Chapter quizzes over lessons 10-14 will be completed by week 12 and lessons 15-19 will be completed by final week as well as the final (over chapters 10-19) examination.  And any posted written assignment given before the final must be completed by the time of the final or the time given in the assignment.  One hour is allowed for each lesson and the results will be immediately available to the student following completion of the quiz.

Students will not be given credit for work not completed by these timeliness.  Assignments, quizzes and examinations will not be accepted beyond the above timetable unless a written doctor’s statement is provided.

COURSE OUTLINE

  I.          The Contemporary Marketing Environment

                        A.        Marketing in Profit and Nonprofit Settings

                                    1.         Marketing definition

                                    2.         History

                                    3.         Marketing concept

                                    4.         Marketing mix variables

                                    5.         Marketing functions

                        B.        Marketing Environment and Role in Society

                                    1.         External marketing environment

                                    2.         Marketing role in society

                                    3.         Current issues in marketing

                        C.        Global Dimensions of Marketing

                                    1.         Environment of international marketing

                                    2.         Multinational economic integration

                                    3.         Developing international marketing strategies

  II.          Marketing Planning and Information

                        A.        Planning and Forecasting

                                    1.         Definition

                                    2.         Marketing planning process

                                    3.         Marketing strategies

                                    4.         Forecasting techniques

                        B.        Marketing Research and MIS

                                    1.         Marketing research process

                                    2.         Marketing information systems (MIS)

  III.         Buyer Behavior and Market Segmentation

                        A.        Consumer Behavior

                                    1.         Interpersonal determinants

                                    2.         Personnel determinants

                                    3.         Decision making process

                        B.        Market Segmentation

                                    1.         Types of markets

                                    2.         Bases for segmentation

                                    3.         Target market decision analysis

  IV.        Produce/Service Strategy

                        A.        Consumer Products

                                    1.         Classification

                                    2.         Life cycle concept

                                    3.         Adoption process

                        B.        Industrial Products

                                    1.         Classification

                                    2.         Strategy identification

  V.        Pricing Strategies

                        A.        Price Determination

                                    1.         Legal constraints

                                    2.         Pricing objectives

                                    3.         Realistic pricing

                        B.        Managing the Pricing Function

                                    1.         Alternative pricing strategies

                                    2.         Price quotations

                                    3.         Pricing policies

  VI.        Distribution Strategy

                        A.        Channel Strategy

                                    1.         Distribution channels

                                    2.         Channel leadership

                        B.        Wholesaling

                                    1.         Wholesaling intermediaries

                                    2.         Types of retailers

                                    3.         Retailing strategies

PERFORMANCE OBJECTIVES

 I.  Marketing in Profit and Nonprofit Setting

              1.  Explain the types of utility and the role marketing plays in their creation.

              2.  Relate the definitions of marketing to the concept of the exchange process.

              3.  Contrast, marketing activities during the three eras in the history of marketing.

              4.  Explain the concept of marketing myopia.

              5.  Identify and briefly explain the types of nonprofit marketing.

              6.  Identify the basic elements of a marketing strategy and the environmental factors that influence strategy decisions.

              7.  Explain the universal functions of marketing.

              8.  List three reasons for studying marketing.

  II.  Marketing:  Its Environment and Role in Society

              1.  Identify the five components of the marketing environment.

              2 .  Explain the types of competition marketers face and the steps in developing a competitive strategy.

              3.  Describe how government and other groups regulate marketing activities and how marketers can influence the political-legal environment.

              4.  Outline the economic factors that affect marketing decisions and consumer buying power.

              5.  Explain the impact of the technological environment on a firm's marketing activities.

              6.  Explain how the social-cultural environment influences marketing.

              7.  Describe the role of marketing in society.

              8.  Identify the two major social issues in marketing.

    III.  Global Dimensions of Marketing

              1.  Describe the importance of international marketing from the perspectives of the individual firm and the nation.

              2. Identify the major components of the environment for international marketing.

              3. Identify the various methods of entering international markets.

              4.  Differentiate between a global marketing strategy and a multinational marketing strategy.

              5.  Describe the alternative product and promotional strategies used in international marketing.

              6.  Explain the attractiveness of the United States as a target market for foreign marketers.

  IV.  Marketing Planning and Forecasting

              1.  Distinguish between strategic planning and tactical planning.

              2.  Explain how marketing plans differ at various levels in the organization.

              3.  Identify the steps in the marketing planning process.

              4.  Describe the concept of SWOT analysis in terms of its four major elements:

              leverage, problems, constraints, and vulnerability.

              5.  Explain how the strategic business unit concept, the market share/market growth matrix, and spreadsheet analysis can be used in marketing planning.

              6.  Identify the major types of forecasting methods.

              7.  Explain the steps in the forecasting process.

  V.  Marketing Research and Information Systems

              1.  Describe the development and current status of the marketing research function.

              2.  List the steps in the marketing research process.

              3.  Differentiate the types and sources of primary and secondary data.

              4.  Identify the methods of collecting survey data.

              5.  Explain the various sampling techniques.

              6.  Describe a marketing information system and to distinguish it from marketing research.

              7.  Explain the contributions of marketing decision support systems (MDSS).

  VI.  Consumer Behavior

              1.  Explain the classification of behavioral influences on consumer decisions.

              2.  Identify the interpersonal determinants of consumer behavior.

              3.  Identify the personal determinants of consumer behavior.

              4.  Outline the steps in the consumer decision process.

              5.  Differentiate among routine response behavior, limited problem solving, and extended problem solving.

  VII.  Organizational Buying Behavior

              1.  List and define the components of the business market (organizational market).

              2.  Identify the major characteristics of organizational markets and industrial market demand.

              3.  Describe organizational buying behavior.

              4.  Classify organizational buying situations.

              5.  Explain the buying center concept.

              6.  Outline the steps in the organizational buying process.

              7.   Compare government markets with other organizational markets.

  VIII.  Market Segmentation

              1.  Explain what is meant by a market.

              2.  Outline the role of market segmentation in developing a marketing strategy.

              3.  Explain each of the four bases for segmenting consumer markets.

              4.  Describe the three bases for segmenting industrial markets.

              5.  Identify the steps in the market segmentation process.

              6.  Explain how target market decision analysis can be used in segmenting markets.

              7.  Discuss three alternative strategies for reaching target markets.

    IX.  Product Strategy

              1.  Describe the broad view of product.

              2.  Identify the classifications of consumer products and briefly describe each category.

              3.  Identify the types of industrial products.

              4.  Explain the concept of the product life cycle.

              5.  Describe how firms can extend the product life cycle.

              6.  Identify the determinants of the rate of adoption of a product.

              7.  Explain the methods for accelerating the speed of adoption.

              8.  Discuss the role of customer service in product strategy and identify the major components of customer service.

  X.  Product Mix Decisions and New-Product Planning

              1.  Identify the major product mix decisions that marketers must make.

              2.  Explain why most firms develop a line of related products rather than a single product.

              3.  Identify alternative new-product development strategies and the determinants of each strategy's success.

              4.  Explain the various organizational structures for new-product development.

              5.  List the stages in the new-product development process.

              6.  Explain the roles of brands, brand names, and trademarks in a marketing strategy.

              7.  Describe the major function of the package.

              8.  Outline the functions of the Consumer Product Safety Commission and the concept of product liability.

  XI.  Marketing of Services

              1.  Differentiate services from goods.

              2.  Identify the primary characteristics of services.

              3.  Explain the concept of service quality.

              4.  Outline the possible outcomes of a service encounter.

              5.  Develop a classification system for services.

              6.  Explain how environmental factors affect services.

              7.  Discuss market segmentation and the marketing mix for services.

  XII.  Channel Strategy

              1.  Explain the role of distribution channels in marketing strategy.

              2.  Describe the various types of distribution channels.

              3.  Explain the concept of power as it relates to the distribution channel.

              4.  Describe the concept of channel leadership.

              5.  Discuss conflict and cooperation within the distribution channel.

              6.  Outline the major channel strategy decisions.

              7.  Identify and discuss the various types of vertical marketing systems.

  XIII. Wholesaling

              1.  Identify the functions performed by wholesaling intermediaries.

              2.  Explain how wholesaling intermediaries improve channel efficiency.

              3.  Explain the channel options available to a manufacturer that desires to bypass independent wholesaling intermediaries.

              4.  Identify the conditions under which manufacturer is likely to assume wholesaling functions rather than use independent wholesaling intermediaries.

              5.  Distinguish between merchant wholesalers and agents and brokers.

              6.  Identify the major types of merchant wholesalers and the situations in which each might be used.

              7.  Describe the major types of agents and brokers and the situations in which each might be used.

              8.  Outline how a wholesaling strategy is developed.

  XIV.  Retailing

              1.  Describe the evolution of retailing.

              2.  Outline the various elements of retailing strategy.

              3.  Identify and explain each of the five bases for categorizing retailers.

              4.  Explain the concept of scrambled merchandising.

  XV.  Physical Distribution

              1.  Explain the role of physical distribution in an effective marketing strategy.

              2.  Identify and compare the major components of a physical distribution system.

              3.  Outline the sub optimization problem in physical distribution.

              4.  Explain the impact of transportation deregulation on physical distribution activities.

              5.  Compare the major transportation alternatives on the basis of factors such as speed, dependability, cost, frequency of shipment, availability in different locations, and flexibility in handling products.

  XVI.  Introduction of Promotion

              1.  Explain the relationship of promotional strategy to the process of communication.

              2.  List the objectives of promotion.

              3.  Explain the concept of the promotional mix and its relationship to the marketing mix.

              4.  Identify the primary determinants of a promotional mix.

              5.  Contrast the two major alternative promotional strategies.

              6.  Compare the primary methods of developing a promotional budget.

              7.  Defend promotion against common public criticisms.

  XVII.  Advertising, Sales Promotion, and Public Relations

              1.  Explain the current status and historical development of advertising, sales promotion, and public relations.

              2.  Identify the major types of advertising.

              3.  List and discuss the major advertising media.

              4.  Explain how advertising effectiveness is determined.

              5.  Outline the organization of the advertising function.

              6.  Describe the process of creating an advertisement.

              7.  Identify the principal methods of sales promotion.

              8.  Explain the role of public relations and publicity in an organization's promotional strategy.

  XVIII.  Personal Selling and Sales Management

              1.  Explain the factors affecting the relative importance of personal selling in the promotional mix.

              2.  Contrast field selling, over-the-counter selling, and telemarketing.

              3.  Identify the three basic sales tasks.

              4.  Outline the steps in the sales process.

              5.  Describe sales management's boundary-spanning role.

              6.  List the functions of sales management.

  XIX.  Price Determination

              1.  Outline the legal constraints on pricing.

              2.  Identify the major categories of pricing objectives.

              3.  Explain the concept of price elasticity and its determinants.

              4.  List the practical problems involved in applying price theory concepts to actual pricing decisions.

              5.  Explain the major cost-plus approaches to price setting.

              6.  List the major advantages and shortcomings of using breakeven analysis in pricing decisions.

              7.  Explain the superiority of modified breakeven analysis over the basic breakeven model.

  XX.  Managing the Pricing Function

              1.  Explain the organizational structure for pricing decisions.

              2.  Compare the alternative pricing strategies and explain when each strategy is most appropriate.

              3.  Describe how prices are quoted.

              4.  Identify the various pricing policy decisions that marketers must make.

              5.  Relate price to consumer perceptions of quality.

              6.  Contrast competitive bidding and negotiated prices.

              7.  Explain the importance of transfer pricing.

Communicating with the Professor and Hawkeye Staff

1.   For matters relating to course content, homework assignments, and grades, you will likely need to communicate with the professor teaching the course.  Since this is a internet based course and not a face-to-face , classroom course, it is not reasonable to expect to speak with your instructor in person.  However, you will probably get quick results using email.

a.      If you use email, the address is: jmixdorf@hawkeyecollege.edu

b.      If you use regular (postal) mail, the address is:

Prof. Jon Mixdorf

%Hawkeye Community College

P.O. Box 8015

Waterloo, IA 50704

c.      My voice mail number at Hawkeye is:319-296-2320 Ext. 1567.  If you use voice mail be specific as to which class you are requesting information on and expect the response to come via email.

2.   For matters relating to administration, withdrawing (drop) from the course, obtaining course packets and textbooks, please call the Distance Learning office at 319-296-4022.

Cancelled Classes – Class meetings occasionally can be called off due to bad weather, a college closing, or a teacher absence.  Students should know that in any cancelled class situation, deadlines for tests, papers, projects, etc., will be in effect for the next scheduled class date unless told otherwise by the instructor.  Please refer to your Student Handbook regarding temporary school closings.

Students’ Special Needs – All programming offered by Hawkeye Community College strives for student-centered, quality education with flexibility to allow for students’ special needs.  Students with disabilities or special needs should feel free to contact the instructor privately if there are services or adaptations which can be made to accommodate specific needs.

“Financial aid Attendance Requirement:  Please understand that financial aid is disbursed in three installments over a semester (two during a summer term).  To receive financial aid students must attend class.  To verify attendance prior to each disbursement Distance Learning classes may require students to complete coursework, take a test, or complete some sort of student/faculty interaction.  Students who do not complete the required assignments may be reported as “Not Attending” and their disbursements may be held.”