CCCOnline LogoCourse Snapshot for MAR216 - Principles of Marketing

The information listed below is subject to change. Please review the course syllabus within your online course at the start of class.

Course Competencies

The competencies you will demonstrate in this course are as follows:

  1. Develop a working knowledge of marketing terminology.
  2. Identify the basic relationship of marketing to other functional areas of the organization.
  3. Define the basic elements of a marketing strategy.
  4. Identify and apply demographic and psychographic information in marketing planning.
  5. Define market segmentation, steps in its application, and how it affects the success of a product or service.
  6. Compare the different buying behavior and decision making techniques among business, organizational, and individual consumers.
  7. Explain the concepts of the marketing mix.

The module outcomes that will permit you to demonstrate course competencies are:

Module 1
  Outcomes Competencies
1 Identify marketing, steps in the marketing process, and five core marketplace concepts A, B 
2  Demonstrate the key elements of a customer-value driven marketing strategy A, F 
3 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.  B, C, G 
4 Distinguish a product and the major classifications of products and services A, C, E 
5 Determine the decisions companies make regarding their individual products and services, product lines, and product mixes A, C, G 
6 Identify the four characteristics that affect the marketing of services and the additional marketing considerations that services require. A, C, D 
7 Examine company wide strategic planning and its four steps A, B
8 Identify marketing's role in strategic planning and how marketing works with its partners to create and deliver customer value A, C
9 Select the elements of a customer-driven marketing strategy and mix and the forces that influence it A, C, D
10 Analyze the environmental forces that affect the company's ability to serve its customers A, B, E
11 Discuss how companies can react to the marketing environment  A, B
12 Investigate marketing information system and how companies analyze and use marketing information A
13 Practice the marketing research process A, B, C

Module 2

  Outcomes Competencies
1 Compare the consumer buyer process and business buying behavior  A, C, F 
2 Examine the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning A, C, D, F 
3 Identify how companies select attractive market segments and choose a market-targeting strategy A, C, E 
4 Examine how companies find and develop new product ideas A, B 
5 Select the steps in the new product development process and the major considerations in managing this process A, B, C 
Module 3
  Outcomes Competencies
1 Identify pricing strategies, customer-value perceptions, company costs, and competitor strategies A, F 
2 Identify important internal and external factors affecting a firm’s pricing decisions A, F 
3 Examine the major strategies for pricing new products A, E 
4 Discuss how companies adjust their prices to take into account different types of customers and situations A, C, G 
5 Examine why companies use marketing channels and the functions these channels perform A, C, D, E, F 
6 Identify the nature and importance of marketing logistics and integrated supply chain management A, B, C, D 
7 Identify the major trends and developments in retailing A, C
8 Differentiate Retailing and Wholesaling  A, C
Module 4
  Outcomes Competencies
1 Differentiate the five-major promotion mix tools for communicating customer value A, C, G 
2 Evaluate and discuss the major decisions involved in developing an advertising program A, G 
3 Identify how companies use public relations to communicate with the public A, G 
4 Design the role of a company’s salespeople in creating value for customers and building customer relationships A, F, G 
5 Identify the six major sales force management steps A, F 
6 Determine how sales promotion campaigns are developed and implemented A, B 
7 Identify the major forms of direct and digital marketing A, B, G
8 Distinguish how companies use social media and mobile marketing to engage consumers and create brand community A, F
9 Calculate costs in online marketing A, G
10 Discuss branding strategy—the decisions companies make in building and managing their brands A, C, D
Module 5
  Outcomes Competencies
1 Examine how the international trade system and the economic, political-legal, and cultural environments affect a company’s international marketing decisions A, B, C, G 
2 Evaluate the three key approaches to entering international markets A, B, C, G 
3 Select how companies adapt their marketing strategies and mixes for international markets A, B, C, G 
4 Identify the major social criticisms of marketing A, B, C, G 
5 Examine consumerism and environmentalism and explain how they affect marketing strategies A, B, C, G 
6 Outline a Marketing Plan for a business or product  A, B, C, G 

Course Time Commitment and Expectations

For every credit hour, students should plan to spend an average of 2-3 hours per week for course-related activities in a 15-week course. For example, a 3 credit hour course would average an average 6-9 hours per week to read/listen to the online content, participate in discussion forums, complete assignments, and study the course material. For 10  and 6-week courses, the amount of time per week will be higher so all course competencies, module outcomes, and assignments will be covered.

Aside from typical reading assignments, this course has the following (Please Note: This list is subject to change based on the discretion of the instructor facilitating this course.):

Summary of Grading
Assignment Points %
Discussions (5 @ 60 points each and 1 @ 15 points) 315 31
MyMarketingLabs Videos (MML) Modules 1-5 (Points vary) 160 18
MyMarketing Labs Simulations (14 @ 10 points each) 140 14
Marketing Plan Assignments 1-5 (Points vary) 375 37
TOTAL 990 100%
Grading Scale
A = 90 to 100% B = 80 to 89% C = 70 to 79% D = 60 to 69% F = 59% and below

 

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