Active Outline

General Information

Course ID (CB01A and CB01B)
BUS D090.
Course Title (CB02)
Principles of Marketing
Course Credit Status
Credit - Degree Applicable
Effective Term
Fall 2023
Course Description
Fundamentals of marketing: product planning and development; pricing strategies; and marketing channels.
Faculty Requirements
Course Family
Not Applicable

Course Justification

This course belongs on the Associates Degree in Business Administration. It is CSU transferable. It is essential that business students become familiar with the role of marketing and its primary functions and their impact on business decisions. Many of our students in the business program will enter the field of marketing.

Foothill Equivalency

Does the course have a Foothill equivalent?
No
Foothill Course ID

Course Philosophy

Formerly Statement

Course Development Options

Basic Skill Status (CB08)
Course is not a basic skills course.
Grade Options
  • Letter Grade
  • Pass/No Pass
Repeat Limit
0

Transferability & Gen. Ed. Options

Transferability
Transferable to CSU only

Units and Hours

Summary

Minimum Credit Units
5.0
Maximum Credit Units
5.0

Weekly Student Hours

TypeIn ClassOut of Class
Lecture Hours5.010.0
Laboratory Hours0.00.0

Course Student Hours

Course Duration (Weeks)
12.0
Hours per unit divisor
36.0
Course In-Class (Contact) Hours
Lecture
60.0
Laboratory
0.0
Total
60.0
Course Out-of-Class Hours
Lecture
120.0
Laboratory
0.0
NA
0.0
Total
120.0

Prerequisite(s)

Corequisite(s)

Advisory(ies)

ESL D272. and ESL D273., or ESL D472. and ESL D473., or eligibility for EWRT D001A or EWRT D01AH or ESL D005.

Limitation(s) on Enrollment

Entrance Skill(s)

General Course Statement(s)

Methods of Instruction

Lecture and visual aids

Discussion of assigned reading

Discussion and problem solving performed in class

In-class exploration of Internet sites

Quiz and examination review performed in class

Homework and extended projects

Guest speakers

Collaborative learning and small group exercises

Collaborative projects

Assignments

  1. Required reading assignments
  2. Recommended reading of selected journal articles
  3. Directed term paper

Methods of Evaluation

  1. Midterms: multiple choice and essay exams that appraise comprehension and require synthesis and application of course material.
  2. Final Exam: multiple choice and/or essay exam that appraise comprehension and require synthesis and application course material.
  3. Term paper which demonstrates critical thinking regarding the marketing situation being analyzed as well as comprehension and application of marketing concepts.

Essential Student Materials/Essential College Facilities

Essential Student Materials: 
  • None.
Essential College Facilities:
  • None.

Examples of Primary Texts and References

AuthorTitlePublisherDate/EditionISBN
Perreault, Jr. William, Basic Marketing, 19th Ed., McGraw Hill, New York, New York, 2014
Tanner, John F., Principles of Marketing, V2.0, Flatworld Knowledge, 2016
Lascu, Dana N., Clow, Kenneth E., Marketing Essentials, 5e Ed, Textbook Media, 2016

Examples of Supporting Texts and References

AuthorTitlePublisher
Business Week
Fortune
Wall Street Journal

Learning Outcomes and Objectives

Course Objectives

  • Examine the fundamentals of marketing.
  • Distinguish and discuss the relationships among markets, people, and money.
  • Construct and summarize the criteria for a successful product/service and apply the product life-cycle concept.
  • Evaluate the social, cultural, diversity and psychological influences on buyer behavior.
  • Calculate the main methods of determining prices.
  • Analyze marketing channels and be able to design a channel to meet company goals and customer needs.
  • Examine and identify methods of marketing research.
  • Examine and explain the function of international marketing.
  • Evaluate and explain the importance of promotion objectives and how the communication process affects promotion planning

CSLOs

  • Analyze the effectiveness of the marketing mix (product, price, promotion and distribution) for a particular organization.

  • Determine appropriate market segments and target markets and explain consumer behavior.

  • Identify global forces external to the organization that affect marketing strategies.

Outline

  1. Examine the fundamentals of marketing.
    1. Nature and scope of marketing
    2. Historical development of marketing
    3. The Marketing Concept
    4. Job opportunities
  2. Distinguish and discuss the relationships among markets, people, and money.
    1. Defining the market
    2. Market segmentation
    3. Population
    4. Expenditure patterns
  3. Construct and summarize the criteria for a successful product/service and apply the product life-cycle concept.
    1. Definition of a product
    2. Importance of product innovation
    3. New product failure
    4. Stages of development
    5. Product life cycle
    6. Brands and Packaging
  4. Evaluate the social, cultural, diversity and psychological influences on buyer behavior.
    1. Importance of consumer behavior
    2. Social class
    3. Culture
    4. Diversity
    5. Reference groups
    6. Product adoption process
    7. Buying behavior
    8. Psychological determinants of buyer behavior
    9. Ethnic dimensions of the U.S. market
  5. Calculate the main methods of determining prices.
    1. Importance of price
    2. Pricing objectives
    3. Price determination
    4. Methods of pricing
  6. Analyze marketing channels and be able to design a channel to meet company goals and customer needs.
    1. Channels of distribution
    2. Determination and managing the marketing channels
    3. Types of wholesalers and their function
    4. The retail market and its role
    5. The industrial market
  7. Examine and identify methods of marketing research.
    1. Formulation of the problem
    2. Designing the questionnaire
    3. Sampling techniques
    4. Analyzing the data
  8. Examine and explain the function of international marketing.
    1. Purposes for international trade
    2. Marketing opportunities in foreign markets
    3. Problems in international marketing
    4. Understanding language and culture
    5. Legal and ethical issues
  9. Evaluate and explain the importance of promotion objectives and how the communication process affects promotion planning
    1. Promotion requires effective communication
    2. Promotion communication to target markets
    3. Typical promotion plans are blended and integrated
    4. Determining promotion objectives
    5. The role of "social media"
    6. How promotion blends vary over the product life cycle
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