Course Number and Title:
MKT 212 Principles of Marketing
Campus Location
- Georgetown
- Dover
- Wilmington
Prerequisites
Prerequisite: (Test scores or ENG 102 or concurrent) and (BUS 101 or HRI 101 or ENT 101 or COM 140 or VSC 160)
Course Credits and Hours
3 credit(s)
3 lecture hours/week
0 lab hours/week
Course Description
This course introduces marketing principles with an emphasis on the marketing concept and marketing mix (product, price, promotion, and place/distribution). Students will learn how marketers deliver value in satisfying customer needs and wants, determine which target markets the organization can best serve, and decide upon appropriate products to serve these markets. Marketing research and strategy, buyer behavior, environmental factors, and ethical considerations affecting marketing will also be explored in the course.
Additional Materials
None
Core Course Performance Objectives (CCPOs)
- Explain marketing as a function of business. (CCC 1, 2, 3, 4, 5, 6; PGC: ACC 4, 5; BAT 1, 2, 4, 6; ENT 2, 4, 6, 7; GBT 1, 2, 6; HMT 6, 7; MAN 1, 2, 5; MKT 1, 2, 6, 7
- Describe marketing research and the strategies it supports. (CCC 1, 2, 4, 5, 6; PGC: ACC 4, 5; BAT 1, 2, 4, 6; ENT 2, 4, 6, 7; GBT 1, 2, 6; HMT 6, 7; MAN 1, 2, 5; MKT 1, 2, 3, 6, 7)
- Describe the product development and management process . (CCC 1, 2, 4, 5, 6; PGC: ACC 4,5; BAT 1, 2, 4; ENT 2, 4, 6, 7; GBT 1, 2; HMT 6, 7; MAN 1, 2; MKT 1, 2, 6, 7)
- Explain pricing methodologies used to deliver value to the customer and the organization. (CCC 1, 2, 4, 6; PGC: ACC 4, 5; BAT 1, 2, 4, 5; ENT 2, 6, 7; GBT 1, 2, 5; HMT 2, 4, 6, 7; MAN 1, 2; MKT 1, 2, 6, 7)
- Explain various channels of distribution. (CCC 1, 2, 4, 6; PGC: ACC 4, 5; BAT 1, 2, 4; ENT 2, 6,7; GBT 1, 2; HMT 6, 7; MAN 1, 2; MKT 1, 2, 6)
- Discuss options available to organizations to promote their products. (CCC 1, 2, 4, 5, 6; PGC: ACC 4, 5; BAT 1, 2, 4, 6; ENT 2, 4, 6, 7; GBT 1, 2, 6; HMT 6, 7; MAN 1, 2, 5; MKT 1, 2, 3, 4, 5, 6, 7)
See Core Curriculum Competencies and Program Graduate Competencies at the end of the syllabus. CCPOs are linked to every competency they develop.
Measurable Performance Objectives (MPOs)
Upon completion of this course, the student will:
- Explain marketing as a function of business.
- Define marketing, the marketing concept including customer relationship management and customer lifetime value, and the marketing mix elements.
- Explain steps and tools in the strategic marketing process and marketing strategy.
- Discuss the external environmental factors that affect marketing including ethics, and social responsibility.
- Describe marketing research and the strategies it supports.
- Discuss the role, steps, data types, and tools utilized to conduct marketing research.
- Identify approaches to market segmentation, targeting, and positioning (STP analysis).
- Discuss the stages in the buyer decision process and the factors influencing buyer behavior.
- Describe the product development and management process
- Define product, product lines, product mixes, and major classifications of products (goods, services, and ideas).
- Describe the product life cycle and product management activities appropriate for each stage.
- List the steps in the new product development.
- Discuss effective branding approaches, and strategies to build strong brands, and generate brand equity.
- Explain pricing methodologies used to deliver value to the customer and the organization.
- Discuss the importance of price from the consumer and organization’s standpoint.
- Discuss the price setting approaches available to organizations.
- Review the internal and external factors organizations consider as well as steps they take in setting and changing prices.
- Explain various channels of distribution.
- Explain the marketing channel and its alternatives.
- Identify marketing channel participants, their categories, roles, and functions.
- Describe the nature and importance of integrated supply chain management and logistics.
- Discuss options available to organizations to promote their products.
- Discuss the communication process, Integrated Marketing Communications (IMC) concept, and the factors that must be considered in shaping the overall promotion mix.
- Discuss various approaches to promotional mix including advertising, sales promotion, direct marketing, digital/internet marketing, publicity/public relations, and personal selling.
Evaluation Criteria/Policies
The grade will be determined using the Delaware Tech grading system:
| 90-100 |
= |
A |
| 80-89 |
= |
B |
| 70-79 |
= |
C |
| 0-69 |
= |
F |
Students should refer to the
Catalog/Student Handbook for information on the Academic Standing Policy, the Academic Integrity Policy, Student Rights and Responsibilities, and other policies relevant to their academic progress.
Program Graduate Competencies (PGCs are the competencies every graduate will develop specific to his or her major)
Accounting (ACT):
- Prepare and analyze financial statements in accordance with Generally Accepted Accounting Principles.
- Analyze data to process information for decision-making under a product and job costing system.
- Apply tax laws to the preparation of tax returns and to tax plans.
- Integrate professional, ethical, and legal standards into business practice.
- Employ the various theories of management and marketing in a business.
Business Administration Transfer (BAT):
- Integrate professional, ethical, and legal standards into business practice.
- Employ the various theories of management and marketing in a business.
- Analyze data to process information for decision-making under a product and job costing system.
- Evaluate the actions taken to acquire and retain customers.
- Measure and track financial performance of an organization.
- Analyze and apply the strategic management process to organizations.
Entrepreneurship (ENT):
- Demonstrate entrepreneurial leadership characteristics.
- Conduct market analysis and opportunity assessment.
- Perform risk assessment and select risk management strategies.
- Articulate a business vision and plan that demonstrates value to the marketplace and the investor.
- Plan capital formation to fund business start-up and operation.
- Utilize effective marketing, advertising, and customer strategies.
- Integrate personal, professional, ethical and legal standards into business decision-making.
- Transform innovation into a product or service with sustainable commercial potential.
General Business (GBT):
- Integrate professional, ethical and legal standards into business practice.
- Employ the various theories of management and marketing in a business.
- Apply the principles of human resource management to organizations.
- Evaluate the actions taken to acquire and retain customers.
- Measure and track financial performance of an organization.
- Analyze and apply the strategic management process to organizations.
Hospitality Management (HMT):
- Utilize management roles and interpersonal skills to lead/manage first level employees in a hospitality setting.
- Prepare food and beverage menus for a variety of hospitality requirements considering price, quality, and selection.
- Utilize knowledge of facilities management to aid in decision making.
- Perform cost calculations and apply to decision making situations pertaining to factors of production.
- Evaluate levels of food safety and sanitation to maintain a safe and sanitary work environment.
- Integrate professional, ethical and legal standards into business practice.
- Employ the various theories of management and marketing in a business.
Management (MAN):
- Integrate professional, ethical and legal standards into business practice.
- Employ the various theories of management and marketing in a business.
- Utilize management functions, roles, and interpersonal skills to lead/manage first-level employees regardless of organizational size.
- Apply the principles of human resource management to organizations.
- Analyze and apply the strategic management process to organizations.
Marketing (MKT):
- Integrate professional, ethical and legal standards into business practice.
- Employ the various theories of management and marketing in a business.
- Develop integrated sales presentations.
- Utilize graphic design elements to develop professional hard-copy and electronic marketing/advertising materials.
- Apply e-Marketing techniques to create a competitive presence.
- Analyze the marketing strategic planning process of an organization.
- Evaluate the actions taken to acquire and retain customers.
Core Curriculum Competencies (CCCs are the competencies every graduate will develop)
- Apply clear and effective communication skills.
- Use critical thinking to solve problems.
- Collaborate to achieve a common goal.
- Demonstrate professional and ethical conduct.
- Use information literacy for effective vocational and/or academic research.
- Apply quantitative reasoning and/or scientific inquiry to solve practical problems.
Students in Need of Accommodations Due to a Disability
We value all individuals and provide an inclusive environment that fosters equity and student success. The College is committed to providing reasonable accommodations for students with disabilities. Students are encouraged to schedule an appointment with the campus Disabilities Support Counselor to request an accommodation needed due to a disability. The College's policy on accommodations for persons with disabilities can be found in the College's Guide to Requesting Academic Accommodations and/or Auxiliary Aids Students may also access the Guide and contact information for Disabilities Support Counselors through the Student Resources web page under Disabilities Support Services, or visit the campus Advising Center.