MRKT 212 Marketing Course Guide
Marketing is the science and art of creating and managing profitable customer relationships.† Marketers must also be good at managing relationships with partners inside and outside the company, working together to connect with customers.† Marketers study customer needs and wants, select target markets they can serve best, and design products, services, and programs to serve these markets.† Marketing is about attracting new customers by promising superior value, and to keep and grow current customer relationships by delivering superior satisfaction.† (Philip Kotler)†
This course will focus on identifying and understanding the factors that are involved in making analytical judgments regarding the selection of target markets.† Then the course will focus on identifying and understanding the factors and issues that must be addressed when formulating product, price, distribution, and communication strategies that will allow the firm to profitably satisfy target markets, better than the competition.†
Specific, Assessable Learning Objectives†
At the conclusion of this course, the student should be able to:†
Recommended Teaching Methodology†
The primary method of teaching should be interactive lecture and class discussion.† Professorial presentations should clarify and amplify text material, providing students with the opportunity to engage in discussion regarding course topics.† Professors should guard against lecturing in the traditional sense, where text material is repeated in a different format.† Students must be actively engaged in the learning process.†
Secondary methods include the discussion of relevant articles and cases that provide examples and insight into the development of marketing strategy.† Articles and cases may be assigned for either oral or written presentation and discussion.† †
Professors may also choose to assign outside activities such as research reports related to specific marketing topics or the development of a marketing plan.†
Recommended Assessment Measures†
This is to be a communications intensive course.† As such, at least 20% of the final grade must be based on an evaluation of written, oral, listening, and nonverbal communication competence, with each component assessed separately.† Evaluation of communication skill must be separate and distinct from evaluation of other course content.
Statement of Expectations†
This is a survey course addressing the subject of marketing.† It is one of the core subjects in the business curriculum.† The material to be covered is important.† It is worth the studentís time to learn it and to know how to apply it.† It can impact careers and the competitiveness of organizations that look to our graduates for contributions.† It is not easy stuff --- marketing to consumers and organizations is inherently difficult, especially in a very competitive environment.† Most of the learning that will take place will not happen in the classroom.† Students should understand that most learning takes place when they are working on the material outside of class, when they are reading, thinking critically, analyzing, and applying concepts and techniques to business world examples.† The amount that students learn and the level of skill that is developed will be directly related to the amount of effort that is expended.† Classes are opportunities to discuss and apply the material, and to develop communication and leadership skills.† They are also opportunities for professors to provide insight, to help students attain understanding, and for the evaluation of performance.† Students should expect that the average weekly workload in this course would be three hours in class plus a minimum of six hours of studying and assignment preparation.†
Prerequisite Knowledge and Skills†
Institutional Mechanism for Providing Feedback for Continuous Quality Improvement
Individual professors teaching this course will evaluate each student based on course specific knowledge, capability, and communication skill.† Performance assessments will be summarized and reported to the Dean or a designate, with separate assessments for relevant performance categories.† Performance assessments from multiple sections and professors will be compiled into a single comparative report.† This report will be utilized for overall evaluation of the marketing course and for control purposes.† Any deficiencies in attaining learning outcomes will be addressed and appropriate changes designed to improve the probability of attaining these objectives.