Description:

Upon successful completion of this course, the student should be able to explain the concepts of production, consumption and distribution in relation to a free enterprise economy; list the basic channels of distribution available to the manufacturer of consumer and industrial products; explain and compare the distribution functions of the manufacturer, wholesaler and retailer; and state the procedures necessary to develop a total marketing plan for a given product, service or product line. In addition, the student should be able to discuss the fundamental principles of consumer behavior in the buying process and apply those principles to target market strategies. 3 hrs./wk. BUS 230 is the same course as MKT 230; do not enroll in both.

Supplies: Refer to the instructor's course syllabus for details about any supplies that may be required.

Prerequisites: NONE

Textbook(s): For information see - http://bookstore.jccc.net

Course Fees: NONE

Course Objectives:

Upon successful completion of this course the student should be able to:

1. Define the elements that make up the marketing process and environment and describe how each applies using practical applications and examples.
2. Explain the techniques a marketer uses to gather information for strategic marketing planning to identify opportunities.
3. Demonstrate how marketers identify consumer and business market needs and supply products and services to satisfy those needs.
4. Identify how a marketer implements the elements of the marketing mix (4 P’s) product/service strategy, distribution strategy, promotional strategy, and pricing strategy.
5. Explain the expanding market opportunities that exist today.

Content Outline & Competencies:

I. Marketing Process and Environment
   A. State and list the development of marketing from the Industrial
Revolution to the present day.
   B. Describe marketing’s role in an organization
   C. Distinguish between the marketing environment and its effect on
strategic planning.
   D. Explain the importance of ethics and social responsibility in
marketing.

II. Information for Marketing Decisions
   A. Identify and demonstrate the techniques for gathering marketing
information.
   B. Explain how marketing information is used in strategic planning.
   C. Describe the difference between MIS and MDS.

III. Buyers, Markets (Consumer/Business) and Opportunities
   A. Distinguish between consumer and business markets.
   B. Explain the demographic and psychographic factors that determine
consumer-buying behavior.
   C. Explain the difference between consumer and business buying
processes.
   D. Demonstrate the difference between mass marketing and target
marketing.
   E. Explain the difference between mass marketing and a mass marketer.
   F. Explain the methods of marketing segmentation.
   G. Describe product positioning and its importance to marketers.

IV. The Marketing Mix (The Four P’s)
   A. Identify the components of the marketing mix
   B. Demonstrate the relationship between the components of the marketing
mix.
   C. Compare the marketing management strategies between an existing
product versus a new product.

V. Expanding Marketing Opportunities
   A. Describe the difference between domestic and international
marketing
   B. Explain and demonstrate the emerging market opportunities using the
Internet.
   C. Explain the advantage and disadvantage of multi-level marketing
systems.
   D. Compare traditional marketing strategies and integrated marketing
programs.

Methods of Evaluation of Competencies:

Evaluation of student mastery of course competencies will be accomplished using the following methods:

A minimum of four examinations        80% of grade
Projects, papers, studies, etc.       20% of grade
  Total                              100%

Caveats: NONE

Disabilities:

If you are a student with a disability, and if you will be requesting accommodations, it is your responsibility to contact Access Services. Access Services will recommend any appropriate accommodations to your professor and his/her director. The professor and director will identify for you which accommodations will be arranged.

JCCC provides a range of services to allow persons with disabilities to participate in educational programs and activities. If you desire support services, contact the office of Access Services for Students With Disabilities (913) 469-8500, ext. 3521 or TDD (913) 469-3885. The Access Services office is located in the Success Center on the second floor of the Student Center.