Principles of Marketing

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Class
MRKG 1311
This course covers an introduction to basic marketing functions; identification of consumer and organizational needs; explanation of economic, psychological, sociological, and global issues; description and analysis of the importance of marketing research; and developing products and services to meet consumer needs.
Student Learning Outcomes

  1. The student will explain the role of marketing. The student will be able to
    1. defines marketing.
    2. outlines the philosophies and history of marketing.
  2. The student will explain the marketing environment. The student will be able to
    1. defines the controllable variables.
    2. defines the uncontrollable variables.
  3. The student will analyze the components of the buyer decision-making process. The student will be able to:
    1. describes cultural and social factors.
    2. identifies individual and group influences.
    3. distinguishes differences between business and consumer buyer behaviors.
  4. The student will evaluate the basic elements of a marketing plan. The student will be able to
    1. differentiates between strategic marketing and tactical planning.
    2. explain the components of a situation analysis
  5. The student will evaluate the role of products/services in the marketing mix.The student will be able to:
    1. label consumer/industrial products/services.
    2. explains the concept of product life cycles.
    3. outlines the steps in the new-product development process.
  6. The student will evaluate the role of pricing in the marketing mix. The student will be able to
    1. computes breakeven points.
    2. differentiates the techniques of pricing.
  7. The student will evaluate the role of distribution (place) in the marketing mix. The student will be able to:
    1. defines types of channel intermediaries and their functions.
    2. describes issues that influence channel strategy.
    3. compares and contrasts the methods of physical distribution.
  8. The student will evaluate the role of promotion in the marketing mix. The student will be able to
    1. diagrams the communication process model.
    2. categorizes and evaluates the major types of advertising media.
    3. outlines the steps in the selling process.
    4. lists the common forms of sales promotions.
Lab Fee
None
Required Textbooks
MKTG10: Lamb, Hair & McDaniel Cengage Learning
ISBN-10
978-1-305-63182-3
Evaluation Standards

Objective and/or skill based tests, reading and writing assignments, group projects, quizzes, and class participation.

Final grades will be calculated by the following scale:

A: 90% and above:
B: 80% to 89%
C: 70% to 79%

Instructional Methods

Lecture, video and/or slides, group activities, written assignments, and/or oral reports.

Program Learning Outcomes

The student will develop a marketable skill for immediate employment. Opportunities for students to upgrade their skills will be provided. Students will obtain a background of business and career information for further study, further training, and citizenship.

Disabilities

ADA Statement:

Any student with a documented disability (e.g. learning, psychiatric, vision, hearing, etc.) may contact the Office on the Weatherford College Weatherford Campus to request reasonable accommodations. Phone: 817-598-6350 Office Location: Office Number 118 in the Student Services Building, upper floor. Physical Address: Weatherford College 225 College Park Drive Weatherford, TX.

Academic Integrity
Academic Integrity is fundamental to the educational mission of Weatherford College, and the College expects its students to maintain high standards of personal and scholarly conduct. Academic dishonesty of any kind will not be tolerated. Academic dishonesty includes, but is not limited to, cheating on an examination or other academic work, plagiarism, collusion, and the abuse of resource materials including unauthorized use of Generative AI. Departments may adopt discipline specific guidelines on Generative AI usage approved by the instructional dean. Any student who is demonstrated to have engaged in any of these activities will be subject to immediate disciplinary action in accordance with institutional procedures.
Hope Statement
Any student who faces challenges securing basic resources such as food, clothing, or housing and believes this may affect their performance in their course of study is urged to contact the Director of Student Resources, Dr. Deborah Cregger, for support at (817) 598-6444. Her office is on the first floor of Student Services. If the student prefers, they may contact their instructor, who can reach out on their behalf. Weatherford College also provides the Coyote Pantry. The Pantry maintains boxed and canned foods for students in need. The location of the Coyote Pantry is two blocks west of the Weatherford campus at the Baptist Student Ministry (118 E. Park Ave., Weatherford). Pantry hours are Mon-Thurs. 8:30 am-4:30 pm and Fri. 8.30 am-12:00 pm (817-599-6586).
Contact Hours
48
SCH Hours
3
Work Hours
0
Revised
Fall 2021
Last Modified
Thursday, September 9, 2021, 4:25 PM