12/21/2024 10:21:58 PM	BMK 50 Course Outline as of Summer 2021	Changed Course
CATALOG INFORMATION
Discipline and Nbr:  BMK 50	Title:  MARKETING
Full Title:  Marketing
Last Reviewed:9/24/2018

Units		Course Hours per Week			Nbr of Weeks	Course Hours Total
Maximum	3.00	Lecture Scheduled	3.00		17.5 max.	Lecture Scheduled	52.50
Minimum	3.00	Lab Scheduled	0		6 min.	Lab Scheduled	0
		Contact DHR	0			Contact DHR	0
		Contact Total	3.00			Contact Total	52.50
		Non-contact DHR	0			Non-contact DHR Total	0

Total Out of Class Hours:  105.00

Total Student Learning Hours: 157.50

Title 5 Category:  AA Degree Applicable
Grading:  Grade or P/NP
Repeatability:  00 - Two Repeats if Grade was D, F, NC, or NP
Also Listed As: 
Formerly: 

Catalog Description:

Innovative, customer-centric strategies to successfully reach consumer and business markets. Focus on branding, positioning, promotions, social media, and digital communications with an emphasis on long-term, socially responsible and sustainable techniques.

Prerequisites/Corequisites:

Recommended Preparation:
Eligibility for ENGL 100 or ESL 100

Limits on Enrollment:

Schedule of Classes Information
Description:

Innovative, customer-centric strategies to successfully reach consumer and business markets. Focus on branding, positioning, promotions, social media, and digital communications with an emphasis on long-term, socially responsible and sustainable techniques.

(Grade or P/NP)
Prerequisites:
Recommended:Eligibility for ENGL 100 or ESL 100
Limits on Enrollment:
Transfer Credit:CSU;
Repeatability:00 - Two Repeats if Grade was D, F, NC, or NP

ARTICULATION, MAJOR, and CERTIFICATION INFORMATION

Associate Degree:		Effective:		Inactive:
Area:
CSU GE:	Transfer Area			Effective:	Inactive:
IGETC:	Transfer Area			Effective:	Inactive:
CSU Transfer:	Transferable	Effective:	Fall 1981	Inactive:
UC Transfer:		Effective:		Inactive:
C-ID:

Certificate/Major Applicable: Both Certificate and Major Applicable

COURSE CONTENT

Student Learning Outcomes:
At the conclusion of this course, the student should be able to:

1.   Demonstrate proficiency in applying marketing principles to the design of an organization's long-term business plan.

2.   Examine and target consumer/business markets through segmentation strategies and analysis.

3.   Demonstrate proficiency in applying marketing research and data mining to the construction of socially responsible and sustainable marketing strategies.

 

Objectives:

At the conclusion of this course, the student should be able to:

1.  Critique how marketing influences business decisions.

2.  Analyze the role of marketing concepts, conceive the impact of positioning, and weigh the value of various marketing strategies.

3.  Organize research methods in relation to target market to measure consumer and/or business buying behavior.

4.  Compare and contrast product features and attributes.

5.  Differentiate the characteristics of consumer vs. business goods.

6.  Assess product life cycle.

7.  Rank branding influence on company profitability and image.

8.  Evaluate potential growth of service marketing.

9.  Distinguish factors affecting price determination.

Topics and Scope

I. Introduction to marketing

  A. Overview and history of marketing

  B. Components of a successful marketing concept

  C. Introduction to markets

     1. Market vs. market segment

     2. Position

     3. Forecast demand

     4. Marketing mix

  D. Ethics and marketing

  E. Global perspective of marketing

  F. Social responsibility

  G. Sustanability

II. Nature and scope of marketing, positioning

   A. Environmental monitoring

   B. External macroenvironment and forces of influence

      1. Economic conditions

      2. Stages of the business cycle

         a. Prosperity

         b. Recession

         c. Depression

         d. Recovery

      3. Competition

      4. Social and cultural forces

      5. Political and legal forces

   C. External microenvironment

      1. Market environments

      2. Suppliers

      3. Marketing intermediaries

   D. Organizational internal environment

III. Consumer maps: consumer vs. business markets

    A. Consumer markets

       1. Consumer demographics

       2. Level of involvement

       3. Culture vs. subculture

       4. Maslow's hierachy of needs

       5. Personality

   B. Business markets

      1. Components of the business market

      2. Characteristics of business demand

   C. Determinants of business market demand

   D. Business buying behavior and business buying decision process

IV. Segmentation

   A. Market segmentation

   B. Segmenting consumer markets

   C. Segmenting business markets

   D. Target market strategies

   E.  Positioning

V. Targeting

  A. Uses of marketing research

  B. Marketing information systems

  C. Decision support systems

  D. Databases, data warehouses, and data mining

  E. Marketing research projects

     1. Consumer surveys and the internet

     2. Making adjustment to conduct global research

  F. Competitive intelligence

VI. Product Planning and Development

   A. The meaning of product:  attributes comprising a product

   B. Classification of product:  characteristics and considerations

      1. Consumer goods

      2. Business goods

   C. Importance of product innovation

   D. Development of new products

      1. Strategy

      2. Producer's criteria for new products

      3. Middleman's criteria for new products

      4. New product adoption and diffusion

VII. Product Life Cycle

    A. Product mix and product line

    B. Product-mix strategies

       1. Positioning the product

       2. Positioning in relation to a product class or attribute

       3. Product-mix expansion

       4. Alteration of existing products

       5. Product-mix contraction

       6. Trading up and trading down

   C. Product life cycle

   D. Planned obsolescence and fashion

VIII. Branding

     A. Advantages and disadvantages of branding

     B. Selecting a brand name

     C. Protecting a brand name

     D. Branding strategies

     E. Packaging and Labeling

     F. Product design, color and quality

     G. Promotions, social media, and digital communications

IX. Services Marketing

   A. Presentation of "22 Immutable Laws of Marketing" by Ries and Trout

   B. Nature and importance of services

   C. Development of services marketing program

   D. Managing service quality

   E. The future of services marketing

X. Pricing and Distribution, Global Markets

  A. Price determination

  B. Analytical ratios

  C. Price vs. nonprice competition

Assignments:

1. Weekly reading assignments of 20-30 pages

2. 2 to 5 quizzes and a comprehensive written final project

3. One to three oral presentations illustrating real-world marketing concepts  

4. Case study analysis

Methods of Evaluation/Basis of Grade.

Writing: Assessment tools that demonstrate writing skill and/or require students to select, organize and explain ideas in writing.		Writing 25 - 35%
comprehensive written final project
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.		Problem Solving 15 - 25%
One to three oral presentations illustrating real-world marketing concepts, Case study analysis
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.		Skill Demonstrations 0 - 0%
None
Exams: All forms of formal testing, other than skill performance exams.		Exams 40 - 50%
2 to 5 quizzes and a comprehensive written final project
Other: Includes any assessment tools that do not logically fit into the above categories.		Other Category 5 - 15%
Attendance and participation

Representative Textbooks and Materials:

MKTG, Lamb, Hair, McDaniel  Cengage 9th edition 2016

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