Course Syllabus
To view the complete Course Description, Essential Objectives, and Course Syllabus, please click on the following link: V21SP BUS-2430-VO01
Course Description
An introduction to principles and techniques of marketing with specific applications to the small business: problems and solutions in marketing research, advertising, pricing, and selling. Topics include data collection and interpretation, choice and use of media, analyzing marketing mix and pricing in small business situations, and the principles and stages of the selling process.
Essential Objectives
By the end of the course, students will be able to:
- Describe the relationships among marketing, sales, advertising, and public relations.
- Identify the elements and describe the process for developing a marketing strategy for a product or business.
- Identify and assess the primary and secondary data available to a small business person.
- Identify marketing research resources within the student's own community.
- Evaluate the advantages and disadvantages of TV, radio, newspaper, magazines, direct mail and the Internet as sources of advertising for a particular application.
- Evaluate the effectiveness of several marketing research techniques (e.g. personal interview, give-aways, surveys, direct response ads).
- Develop a marketing plan for a small business.
- Discuss the ethical considerations inherent in marketing decisions.
- Analyze the financial impact of a marketing plan through the use of pro-forma financial statements.
Textbooks & Technology
Required Textbooks:
The textbook for this class is:
Principles of MarketingV4.0 Tanner and Raymond.
For Your Students:
Information from Flatworld publisher of your textbook.
Share this link with your students so they can purchase your textbook in the affordable format of their choice or redeem their Access Pass.
ISBN: 9781453391952
You can purchase this online or through the CCV Bookstore. Additional resources will be posted in the Module Readings & Resources pages.
Students need to have:
- access to the internet
- a CCV e-mail account and check it frequently. You may link your CCV e-mail account to a personal e-mail account
- be able to navigate and use CANVAS
- a back-up plan if your internet at home goes down
Weekly Topics
- Week 1: What is Marketing and how to Navigate our online course?
- Week 2: The Marketing Mix
- Week 3: Introduction to Strategic Planning
- Week 4: Market Research
- Week 5: Segmenting, Targeting, & Positioning
- Week 6: Product and Service
- Week 7: Pricing
- Week 8: Branding
- Week 9: Consumer Behavior
- Week 10: Customer Satisfaction and Retention
- Week 11: Promotion
- Week 12: All About the Money: Selling and Pro Formas
- Week 13: Ethical Considerations and Marketing
- Week 14: Applying What We’ve Learned
- Week 15: Wrapping It All Up
Grading
Your final grade will be based on the following assessments:
| Assignment Category | Grade Weight Percentage |
|---|---|
| Discussion Questions | 25% |
| Assignments | 25% |
| Final Marketing Plan | 25% |
| Attendance | 25% |
| Total | 100% |
Assignments Overview
Your learning modules will consist of learning resources, Discussion Forums, weekly assignments, and papers. You will also work towards a final marketing plan that you will build throughout the course.
Discussion forums are a part of every learning module/week. You must create your post and reply to two classmates. Discussion Question #1your post and reply must be submitted by Thursday at 11:55pm. Other Discussion questions for the week must be uploaded by Monday at 11: 55pm. Your initial post has a possible earned grade of 80 and replies to classmates (2 required for full credit) are 10 points each equalling 20 points. Discussions will be graded based on the following rubric:
| Exceeds Expectations | Meets Expectations | Approaching Expectations | Does Not Meet Expectations | Points | |
|---|---|---|---|---|---|
| Knowledge | Comprehensive, in-depth and wide-ranging (20 points) |
Up to date and relevant (15 points) |
Relevant but not comprehensive (10 points) |
Limited superficial knowledge/response (5 points) |
20 points |
| Understanding | Outstanding ability to grasp concepts and relate theory to practice (20 points) |
High level of ability to conceptualize essential ideas and relate theory to practice (15 points) |
Some ability to conceptualize essential ideas and relate theory to practice (10 points) |
Limited ability to draw out concepts and relate theory to practice (5 points) |
20 points |
| Writing Skills | Excellent mechanics, sentence structure, and organization (20 points) |
Significant mechanics, structure and organization (15 points) |
Some grammatical lapses, uses emotional response in lieu of relevant points (10 points) |
Poor grammar, weak communication (5 points) |
20 points |
| Application & Analysis | Grasps inner relationship of concepts. Excellent use of a wide range of supporting material (20 points) |
Demonstrates the ability to analyze and synthesize, independent analysis, good use of a range of supportive material (15 points) |
Informed commentary with some evidence of genuine analysis; some supportive materials used (10 points) |
Lacks evidence of critical analysis, poor use of supportive evidence (5 points) |
20 points |
| Reply to two classmates' posts | Comprehensive, in-depth and wide-ranging (20 points) |
Up to date and relevant (15 points |
Relevant but not comprehensive (10 points) |
Limited superficial knowledge/response (5 points) |
20 points |
| Total Points | 100 |
Student Support & Policies
Please review the following policies and support services:
Course Summary:
| Date | Details | Due |
|---|---|---|