COURSE SYLLABUS
COMMUNITY COLLEGE OF AURORA
PRINCIPLES OF MARKETING MAR 216 2015-2016
SECTION I: COURSE IDENTIFICATION
COURSE TITLE: PRINCIPLES OF MARKETING
COURSE DESCRIPTION: Presents the analysis of theoretical marketing processes and the
strategies of product development, pricing, promotion and distribution, and their applications to
businesses and the individual consumer.
CO-REQUISITE/PRE-REQUISITES: None
COURSE PREFIX/SECTION: MAR 216
CREDITS/CONTACT HRS: 3 Credit Hours / 45 Contact Hours
All students must apply to CCA, complete COF, and provide an accuplacer (SS70 & RC62)
score or ACT score (E17 & R16) to receive dual credit for this course. In order for the class to
be granted credit, more than 50% or participants must qualify.
TIME/DAY(S): Monday – Friday Period 6
LOCATION: Rangeview High School Room 223
INSTRUCTOR: Linda Count
TELEPHONE: 303-326-4391
OFFICE HOURS: Periods 1 and 3 or by appointment
Although planning periods are listed, occasional meetings and other academic obligations prevents
me from being in the classroom during the posted hours. It is best to set up an appointment prior
to any scheduled meeting to ensure I will be there. That stated, I am here to serve the students
and am available to assist anyway possible.
IMPORTANT DATES:
DATE COURSE BEGINS :
TUESDAY AUGUST 11, 2015
DATE COURSE ENDS:
THURSDAY MAY 26, 2016
LAST DATE TO D ROP:
FEBRUARY 9, 2016
LAST DATE TO W ITHDRAW
(“W” GRADE):
APRIL 28, 2016
DAYS WHEN CLASS DOES NOT MEET:
SEE APS/RANGEVIEW CALENDAR
COURSE MATERIALS:
Textbook: Marketing Essentials (classroom set) electronic copies of text are available, MBAResearch
LAP modules from Marketing Principles curriculum, teacher provided resources.
Mrs Count
Principles of Marketing
1|P a g e
DECA CHAPTER:
A class requirement, is taking an active role in the DECA chapter at Rangeview High School. This will
require all class members to become National and State DECA members who must participate in
chapter activities: community service projects, district competitions, fundraising, banquets, leadership
activities and chapter meetings. Many of the activities will take place during the class meeting time,
but additional functions will be required. Chapter dues of $30.00 will be required by September
1st payable to RHS DECA and given to Mrs. Count, a receipt will be issued. Future DECA
activities will also require the chapter member to wear appropriate business attire. (If you have
concerns on the DECA requirement, please see me individually).
OTHER:
CCA will provide accommodations for qualified students with disabilities. To request an
accommodation, contact the Accessibility Services Office (ASO) Coordinator, Reniece Jones, at your
earliest convenience. The ASO is located in the Learning Resource Center (LRC) in the Student Centre
building on the CentreTech campus. Arrangements may also be made at the Lowry Campus. You may
contact Reniece at (303)361-7395 V/TDD, or e-mail: [email protected].
RHS Student Handbook and Classroom Policies:
Attendance:
Attendance will be taken. Attendance is very important in this class. A natural consequence of
excessive absences is decreased learning and achievement. It is the student’s responsibility to
complete the missed work within 48 hours of returning to class.
Conduct:
Respect yourself, others, the teacher and the classroom. Attend class on a regular basis, be responsible
for the classwork, participate in class constructively, and follow all classroom procedures as well as
school guidelines. NO Food or drink allowed in classroom, No Phones or music without permission, and
remember the computers are not a docking station or charging station. Headphones should not be
worn upon entering class.
Academic Honesty:
As both a CCA and RHS student, you are expected to act and learn to the best of your ability every
day. That means that all work you do must be your own. Academic honesty includes cheating,
plagiarism, making up information, or enabling other people to cheat based on your work; this WILL
lead to negative consequences. Take pride in your intelligence and abilities by doing your own work
and encouraging others around you to do the same.
Emergency Procedures:
The Fire exits and emergency procedures will be discussed during the first class. When the fire alarm
sounds, all students are expected to exit the building immediately. Since the security of items left
behind is not guaranteed, students should gather all personal belongings before proceeding to the
nearest exit.
Bullying:
Definition: Any written, verbal or pictorial expression, physical or electronic act or gesture, or a pattern
thereof by a student that is intended to coerce, intimidate or cause any physical, mental, or emotional
harm to any student. This includes the creation of an intimidating, hostile, or significantly offensive
environment that interferes with the learning or performance of school-sanctioned activities of any student.
Examples of Bullying:
Mrs Count
Principles of Marketing
2|P a g e
-
-
Derogatory written or pictorial communications in any media (e.g., letters, notes, cellphones, social
networks, voice mail, text messages, pager messages, newspaper articles, invitations, posters, photos,
cartoons);
Derogatory verbal comments (e.g., name-calling, taunting, hostile teasing, spreading rumors, epithets,
jokes or slurs);
Threats of force or violence against a person’s body, possessions or residence (e.g., obtaining food or
money by threats of force); or
Physical conduct (e.g., provocative gestures, overly rough horseplay, restricting freedom of action or
movement, violence, defacing or destruction of property).
Any student engaged in bullying will face disciplinary action. All concerns of threats or rumors must be
reported to a staff member as soon as possible.
Cyberbullying
Definition: Being cruel to others by sending or posting harmful material using the Internet, cell phone, or
any social media. Spreading or forwarding rumors or threats or photos via social media is a serious
offense.
Any student engaged in cyberbullying will face disciplinary action. All concerns of threats or rumors must
be reported to a staff member as soon as possible. Cyberbullying is a criminal offense and police will be
notified.
SECTION II: COURSE OUTLINE AND STUDENT OUTCOMES
INSTRUCTIONAL GOALS:
The Instructional Unit has identified the following lifelong/workplace skills that are the
foundation for your course of study at CCA: Communication, Critical Inquiry,
Intra/Interpersonal Responsibility, Numeracy, Technology, and Aesthetic Perception. Of these
skills, this course will focus on: Communication, Critical Inquiry, and Technology.
GENERAL LEARNING OUTCOMES OF THE COMMUNITY COLLEGE OF AURORA:
Successful students will have shown through in-class exercises and specific course
assignments the ability to pursue and retain knowledge, comprehend the various significant
levels of acquired knowledge (analyzing and identifying their various components), evaluate
the significance of the knowledge, synthesize ideas from multiple sources, and apply what is
learned to work and life situations.
GENERAL OUTCOMES:
Successful occupational and technical students will be able to:
1. Perform tasks related to specific jobs or cluster of jobs.
2. Understand the conceptual framework underlying the acquired technical skills.
3. Demonstrate an understanding of personal and work characteristics that contribute to effective
job performance.
Mrs Count
Principles of Marketing
3|P a g e
SPECIFIC COURSE OUTCOMES:
The student will be given the opportunity to:
I.
II.
III.
IV.
V.
VI.
VII.
Develop a working knowledge of marketing terminology
Identify the basic relationship of marketing to other functional areas of the organization
Define the basic elements of a marketing strategy
Identify and apply demographic and psychographic information in marketing planning
Define market segmentation, steps in its application, and how it affects the success of a
product or service
Compare the different buying behavior and decision making techniques among business,
organizational, and individual consumers
Explain the concepts of the marketing mix
COURSE OUTLINE:
I.
II.
III.
IV.
V.
VI.
VII.
The Nature of Marketing
The Environmental Factors of Marketing
Marketing Research and Global Information Systems
Consumer and Business Behavior
Market Segmentation and Positioning
New Products and Product Life Cycle Strategies
Marketing Mix
SECTION III: EVALUATION PROCEDURES
OVERALL STRATEGIES:
Timely completion of assignments, prompt attendance, participation in class activities and
discussions, and the tested ability to apply learned knowledge to common-life experiences will
weigh toward the grade
GRADING / EVALUATION:
This class will have a mixture of weekly/short-termed assignments and long term projects.
Organization skills are very important to the student success in this class. The student will be
required to set goals and do what is necessary to accomplish these goals.
A. Each student's grade will be determined from the following scale:
CCA Points
Mrs Count
CCA Grade
RHS SBG Translation
100-93
A
ADV
92-82
B
P
81-71
C
P-
70-60
D
PP
Below 60
F
U
Principles of Marketing
4|P a g e
B. Grades will be earned from the following sources:
Formative Assessments:
Daily Classwork
10%
Homework
10%
Topic Quizzes
15%
DECA related activities
15%
Summative Assessments
Mrs Count
Presentations
10%
Unit Exams
20%
Essays/Projects
20%
Principles of Marketing
5|P a g e
Marks and Grades:
Marks indicate levels of proficiency on individual assessments and are recorded in the teacher grade
book. Capital letters indicate summative assessments. Lower case letters indicate formative
assessments.
Grade book marks are converted to a single letter grade for eligibility and quarterly reports, and are
recorded on an official student transcript.
Body of Evidence:
There are two types of assessment, formative and summative.
Formative (assessments for learning) provide direction for improvement for the student and
adjustment of instruction for the teacher e.g. observation, quizzes, homework, discussion, drafts, etc.
These assessments are identified by lower case letters in the teacher grade book.
Summative (assessment of learning) provide information to be used in making judgments about
a student’s achievement at the end of a sequence of instruction, e.g. final drafts, tests, assignments,
projects, performances, etc. These assessments are identified by capital letters in the teacher grade
book.
SECTION IV: TENTATIVE COURSE SCHEDULE
A. Assignments: The planned schedule for readings, examinations and projects is contained in
Section IV of the syllabus.
B. Reading Assignments: The assigned reading in Section IV is to be accomplished during the week
identified in the schedule.
C. The Instructor reserves the right to change the daily teaching schedule to facilitate learning,
understanding, and critical thinking. Assignment Due dates and the testing schedule may change
with as much advance notice as possible. Students will be required to fulfill all assignments as
outlined unless otherwise notified.
Calendar
QTR.
UNIT OF STUDY
1
UNIT: Marketing Concepts
ESSENTIAL QUESTION &
ASSESSMENT
Essential Question(s):
By the end of the unit, students will be able to understand
the basic knowledge of marketing.
Mrs Count
Principles of Marketing
How does a well defined Marketing
Mix determine a products success or
6|P a g e
QTR.
UNIT OF STUDY
ESSENTIAL QUESTION &
ASSESSMENT
failure?
Assessment:
Define and present a Marketing Mix
project for a company or product of
their choice.
Marketing is All Around Us: Students will define
marketing, explain the benefits of marketing, and provide
an overview of careers in marketing.
Assessment:
1
DECA connection: Students will engage in activities that
support leadership development, civic consciousness,
social intelligence, and vocational understanding.
Prepare a role-play event as an
individual or team and present ideas for
solving the problems an issue in a
business setting.
The Marketing Plan: Students will identify the marketing
concept components, the four P’s of the marketing mix,
target marketing, and market segmentation.
Assessment: Marketing Mix project
UNIT: Business and Society
By the unit, students will be able to discuss the
features of a free enterprise system and the basic
functions of business.
Essential Question(s): How do
companies in the free enterprise
system maintain high ethical standards
and social responsibility?
Assessment: Case Study and Role Play
Scenarios that deal with Ethics and
Social Responsibility. Write a proposal
for a civic minded project.
The Free Enterprise System: Students will explain the
characteristics of a free enterprise system, distinguish
between price and non-price competition, explain the
theory of supply and demand, compare for-profit and
nonprofit organizations, distinguish between public
and non-public sectors, list the types of businesses in
the industrial market.
DECA connection: Students will engage in activities
that support leadership development, civic
consciousness, social intelligence, and vocational
understanding.
Mrs Count
Principles of Marketing
7|P a g e
QTR.
UNIT OF STUDY
ESSENTIAL QUESTION &
ASSESSMENT
Legal and Ethical Issues: Students will explain the role
of government in a free enterprise system, identify
federal regulatory agencies and laws to protect
consumers, workers, investors, and the environment,
provide example of impact of government on business,
provide examples of a businesses’ social
responsibilities, explain the concept of business
ethics, and apply guidelines for ethical behavior.
2
UNIT: Promotion, Advertising and Distribution
By the end of the unit, students will be able to develop an
effective marketing proposal.
Essential Question(s): What is the
importance of promotional strategies
when selling goods and services or
developing a business image?
Promotional concepts and strategies: Students will
explain the role of promotion in business and marketing,
identifying types of promotion, distinguish between public
relations and publicity, write new releases, describe the
concept of the promotional mix, define sales promotion,
and explain the use of promotional tie-ins, trade sales
promotions, and loyalty marketing programs.
DECA connection: Students will engage in activities that
support leadership development, civic consciousness,
social intelligence, and vocational understanding.
Visual Merchandising and Display: Students will explain
the concept and purpose of visual merchandising, identify
the elements of visual merchandising, describe types of
display arrangements, understand the role of visual
merchandisers on the marketing team, list the five steps in
creating a display, explain how artistic elements function in
display design, and describe the importance of display
maintenance.
Advertising: Students will explain the concept and
purpose of advertising in the promotional mix, identify the
different types of advertising media, discuss the planning
and selection of media, identify media measurement
techniques, explain techniques used to evaluate media,
summarize how media costs are determined, and explain
promotional budget methods.
Print Advertisements: Students will discuss how
advertising campaigns are developed, explain the role of
an advertising agency, identify the main components of
Mrs Count
Principles of Marketing
Assessment: Follow DECA guidelines
and write a promotional plan or Ad
Campaign for a company of your
8|P a g e
QTR.
UNIT OF STUDY
print advertisements, explain the principles of preparing an
ad layout, list advantages and disadvantages of using color
in advertising, describe how typefaces and sizes add
variety and emphasis to print advertisements.
3
ESSENTIAL QUESTION &
ASSESSMENT
choice.
UNIT: Sales Process
By this unit, students will be able to design a sales
presentation that includes all the steps of a sale, as well as
tips for selling in the products market.
Essential Question(s): What steps
must be taken when selling a
product?
Assessment: Plan, Create, construct
and Sell a product at a booth for a
Valentine’s Day fundraiser.
Preparing for the Sale: Students will define selling and
different types of selling situations, explain the purpose and
goals of selling, define consultative selling, differentiate
between rational and emotional buying motives, list three
levels of customer decision making, name sources of
product information, explain the main focus of preparation,
and explain the main focus of preparation in business-tobusiness selling and in retail selling.
Prepare a Sales Presentation
following the National DECA
guidelines found at DECA.org.
DECA connection: Students will engage in activities that
support leadership development, civic consciousness,
social intelligence, and vocational understanding.
Initiating the Sale: Students will list the seven steps of a
sale, explain the importance and purposes of the approach
in the sales process, demonstrate how business-tobusiness sales representatives conduct the initial
approach, name three methods for making the initial
approach in retail sales, explain why determining needs is
an essential step in the sales process, and list three
methods for determining needs.
Presenting the Product: Students will describe the goal of
product presentation, list four techniques that create a
lively and effective product presentation, distinguish
objections from excuses, explain the five buying decisions
on which common objections are based, demonstrate the
general four-step method for handling customer objections,
list seven specific methods of handling objections and note
when each should be used.
Closing the Sale: Students will identify customer buying
signals, list a few rules for closing a sale, select appropriate
specialized methods for closing a sale, explain the
importance of suggestion selling, list the rules and
demonstrate effective suggestion selling, Discuss
Mrs Count
Principles of Marketing
9|P a g e
QTR.
UNIT OF STUDY
ESSENTIAL QUESTION &
ASSESSMENT
strategies for maintaining and building clientele, explain the
importance of customer service and follow-up, and explain
the concept of customer relationship management.
4
UNIT: Product Service Management
By the unit, students will be able
Essential Question(s): What role does a
strong brand and proper product
placement play in a company’s success
and customer recognition?
Assessment: Pick a Product
assignment.
Product Planning: Describe the steps in product planning,
explain how to develop, maintain, and improve a product
mix.
Branding, Packaging, Labeling: Discuss the nature,
scope and importance of branding in product planning,
identify the various branding elements, list three different
types of brands, explain how branding strategies are used
to meet sales and company goals, explain the function of
product packaging, and identify the functions of labels.
Extended Product Features: Identify different types of
warranties, explore the importance of warranties in product
planning, identify the major provisions of product safety
legislation, explain consumer responsibilities and rights
related to product performance, describe the importance of
credit, explain various sources of consumer credit, identify
types of credit accounts extended to consumers, and
discuss how businesses use trade credit.
DECA connection: Students will engage in activities that
support leadership development, civic consciousness,
social intelligence, and vocational understanding.
Pricing Planning and Stretegies: Explain the nature and
scope of price planning, explain factors affecting price
decisions, discuss legal considerations of pricing, describe
pricing concepts and polices for products in various stages
of the life cycle, use pricing terminology and techniques
correctly and effectively.
4
Mrs Count
Assessment: Write a Marketing Plan for
a company of your choice.
FINAL Project: Marketing Plan
Principles of Marketing
10 | P a g e
STATEMENT AND SIGNATURE- Remove this page from syllabus and return to Ms. Count.
I acknowledge that I have read this syllabus, understand its contents, and must sign and
submit it to the teacher for a participation grade. I also understand that Ms. Count is more than
willing to keep an open flow of communication to confidentially discuss a student’s academic
progress, career interests, and extra- curricular involvement (such discussions would be
held with only that student and his/her respective parent/guardian).
I am looking forward to a fantastic semester!
Student
Date
_____________
Parent/Guardian
Date ______________
Parents: It is extremely important for me to be able to contact you. Please choose an
option (or both) which is the most efficient and convenient way for me to update you on your
student’s progress.
E-mail that you check regularly:
Please provide email address
Relationship to the student:
Father
Work phone #
Relationship to the student:
Mother
Other
Home #
Father
Mother
Other
What days and times are the best?
Please use the space below to make comments or list any information you think is
important for me to know about your student. Thank you for your cooperation!
Please take a check or cash for DECA dues of $30 to the bookkeeper and two receipts will be issued upon
payment! One is for the student and one is for Mrs. Count. All DECA dues are payable on or before
August 29th. This DECA fee will cover National and State dues as well as a chapter t-shirt.
Mrs Count
Principles of Marketing
11 | P a g e