MCCCD Program Description

Principles of Marketing

Course: MKT271

First Term: 1994 Fall

Lecture 3 Credit(s) 3 Period(s) 3 Load
Subject Type: Occupational
Load Formula: S

Description: An analysis of the marketing process and environment with regard to the product, pricing, distribution, and communication in order to satisfy buyer needs

MCCCD Official Course Competencies
1. Define marketing and identify the marketing environments. (I) 2. Explain the importance of marketing planning and forecasting, and marketing research and information systems. (II) 3. Define market segmentation and describe relevant behavior characteristics of each buyer group. (II) 4. Identify the components of product strategy, including product development, product decisions, and the product-life cycle. (III) 5. Explain physical distribution and channels including wholesaling and retailing. (IV) 6. List elements of communication strategies including: advertising, personal selling, sales promotion, and public relations. (V) 7. Identify the elements of pricing strategy. (VI) 8. Explain quality as it relates to marketing products and process and International marketing trends. (III, VII) 9. Identify and evaluate marketing strategies as presented in case studies using basic computer skills. (VIII)
MCCCD Official Course Competencies must be coordinated with the content outline so that each major point in the outline serves one or more competencies. MCCCD faculty retains authority in determining the pedagogical approach, methodology, content sequencing, and assessment metrics for student work. Please see individual course syllabi for additional information, including specific course requirements.

MCCCD Official Course Outline
I. The Contemporary Marketing Environment A. Marketing process: definition and overview B. Marketing environments II. Buyers` Needs and Behavior A. Markets, market segmentation, and target markets 1. Consumers 2. Industrial B. Marketing information C. Buyer behavior D. Marketing plan III. Product Strategy A. Product classifications-goods, services, and combinations B. Product development C. Product decisions D. Product-life cycle E. Quality management IV. Distribution Strategy A. Physical distribution 1. Transportation 2. Warehousing/Inventory 3. Ordering B. Marketing Channels 1. Wholesaling 2. Retailing V. Communication Strategy A. Advertising B. Personal selling C. Sales promotion D. Public relations VI. Pricing Strategy A. Pricing policies B. Supply and demand C. Factors affecting pricing VII. Quality Management and International Marketing Trends A. Quality processes B. International influences 1. Global economy 2. Cultural diversity VIII. Computer Skills A. Practical application B. Selected marketing concepts

MCCCD Governing Board Approval Date: 5/24/1994

All information published is subject to change without notice. Every effort has been made to ensure the accuracy of information presented, but based on the dynamic nature of the curricular process, course and program information is subject to change in order to reflect the most current information available.