Maricopa Community Colleges  MKT271   19946-99999 
Official Course Description: MCCCD Approval: 05/24/94
MKT271 19946-99999 LEC 3 Credit(s) 3 Period(s)
Principles of Marketing
An analysis of the marketing process and environment with regard to the product, pricing, distribution, and communication in order to satisfy buyer needs. Prerequisites: None.
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MCCCD Official Course Competencies:
MKT271   19946-99999 Principles of Marketing
1. Define marketing and identify the marketing environments. (I)
2. Explain the importance of marketing planning and forecasting, and marketing research and information systems. (II)
3. Define market segmentation and describe relevant behavior characteristics of each buyer group. (II)
4. Identify the components of product strategy, including product development, product decisions, and the product-life cycle. (III)
5. Explain physical distribution and channels including wholesaling and retailing. (IV)
6. List elements of communication strategies including: advertising, personal selling, sales promotion, and public relations. (V)
7. Identify the elements of pricing strategy. (VI)
8. Explain quality as it relates to marketing products and process and International marketing trends. (III, VII)
9. Identify and evaluate marketing strategies as presented in case studies using basic computer skills. (VIII)
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MCCCD Official Course Outline:
MKT271   19946-99999 Principles of Marketing
    I. The Contemporary Marketing Environment
        A. Marketing process: definition and overview
        B. Marketing environments
      II. Buyers' Needs and Behavior
          A. Markets, market segmentation, and target markets
            1. Consumers
            2. Industrial
          B. Marketing information
          C. Buyer behavior
          D. Marketing plan
        III. Product Strategy
            A. Product classifications-goods, services, and combinations
            B. Product development
            C. Product decisions
            D. Product-life cycle
            E. Quality management
          IV. Distribution Strategy
              A. Physical distribution
                1. Transportation
                2. Warehousing/Inventory
                3. Ordering
              B. Marketing Channels
                1. Wholesaling
                2. Retailing
            V. Communication Strategy
                A. Advertising
                B. Personal selling
                C. Sales promotion
                D. Public relations
              VI. Pricing Strategy
                  A. Pricing policies
                  B. Supply and demand
                  C. Factors affecting pricing
                VII. Quality Management and International Marketing Trends
                    A. Quality processes
                    B. International influences
                      1. Global economy
                      2. Cultural diversity
                  VIII. Computer Skills
                      A. Practical application
                      B. Selected marketing concepts
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