Discipline: Marketing Degree Credit  [X]
Non Credit  [ ]
Nondegree Credit  [ ]
Comm Service  [ ]
 

Riverside Community College District
Integrated Course Outline of Record

Marketing 20


COURSE DESCRIPTION
20 Principles of Marketing Units: 3.00
 
Prerequisite(s): None.

Advisory: BUS 10
Examines the role of marketing as it relates to society and economic development. The course will analyze products, consumer, marketing research and strategic market planning. The course will survey with a global perspective, the selection of target markets as well as the development of the marketing mix – place, product, price and promotion. 54 hours lecture.
 
SHORT DESCRIPTION FOR CLASS SCHEDULE
In depth study of marketing products and services in today’s complex, global environment with an emphasis on developing and analyzing effective marketing strategies including market identification and segmentation, product/service development, pricing considerations, effective distribution, and targeted promotion.
 
ADVISORY ENTRY SKILLS
None.

STUDENT LEARNING OUTCOMES
 Upon successful completion of the course, students should be able to:
  1. Develop an effective marketing strategy.
  2. Communicate product benefits in a convincing and motivating way.
  3. Develop appropriate pricing and distribution strategies.
  4. Create long lasting and mutually beneficial marketing relationships.
  5. Apply the concepts in the course content to real world marketing situations to analyze and explain the strategies chosen by professional marketers.
 
COURSE CONTENT
  TOPICS
 
  1. Developing and managing customer relationships
  2. The global marketing environment
  3. Ethical behavior in marketing
  4. Managing marketing information
  5. Consumer and business buyer behavior
  6. Market identification, segmentation, and targeting
  7. Branding strategies
  8. The product life cycle
  9. Pricing considerations and strategies
  10. Marketing communication
  11. Technology and marketing
 
METHODS OF INSTRUCTION
 Methods of instruction used to achieve student learning outcomes may include, but are not limited to:

  • Present lectures to describe the marketing concepts and their applications in a global environment.
  • Develop and assign exercises to reinforce concepts and encourage students to apply them to current marketing trends and events.
  • Create and have students participate in cooperative learning tasks such as small group exercises to identify issues that relate to course content and utilize the content to offer opinions, solutions and analysis with respect to those issues.
  • Present case studies to provide students with the opportunity to utilize concepts learned in class to analyze real world marketing situations.
  • Develop and assign tasks/activities such as presentations in order to assess students understanding of marketing concepts.
  • Facilitate discussions regarding relevant current issues in marketing to encourage students to make appropriate connections to the course content.
  • Instruction may take the form of online, hybrid, TV or other distance learning format.
 
METHODS OF EVALUATION
 Students will be evaluated for progress in and/or mastery of learning outcomes by methods of evaluation which may include, but are not limited to:

  • Individual, small group, or paired activities designed to allow students to demonstrate understanding of marketing concepts.
  • Quizzes, exams and in-class participation demonstrating proficiency in the subject matter.
  • Quizzes/examinations designed to assess the student learning outcomes.
  • Written reports designed to assess the application of marketing principles.
  • Individual web projects designed to assess student proficiency in achieving the student learning outcomes.
  • Individual or class projects designed to evaluate the application of marketing principles to simulated real world situations.
  • Final examination designed to provide objective evidence that students have attained the level of understanding expected in the areas detailed in the Student Learning Outcomes.
ASSIGNMENTS

Required Reading Assignments


Required Writing Assignments


Other Outside-of-Class Assignments
 
COURSE MATERIALS
 All materials used in this course will be periodically reviewed to ensure that they are appropriate for college level instruction. Possible texts include:

  • Armstrong, Gary; Kotler, Philip. Marketing, an Introduction . 7th ed. Prentice Hall , 2004.
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