I. General Information

1. Course Title:
Marketing Principles

2. Course Prefix & Number:
BUSN 2106

3. Course Credits and Contact Hours:

Credits: 3

Lecture Hours: 3

4. Course Description:

This course provides a foundation of marketing concepts for the student. The course material is designed to develop a knowledge of both general and specialized marketing terms. Topics include marketing function, consumer behavior, product strategies, marketing channels, pricing strategies, and promotion.

5. Placement Tests Required:

6. Prerequisite Courses:

There are no prerequisites for this course.

9. Co-requisite Courses:

There are no corequisites for this course.

II. Transfer and Articulation

1. Course Equivalency - similar course from other regional institutions:

Rochester Community and Technical College, BUS 2201 Principles of Marketing, 3 credits
Normandale Community College, BUSN 1100 Principles of Marketing, 3 credits

III. Course Purpose

1. Program-Applicable Courses – This course fulfills a requirement for the following program(s):

Business Management, AAS
Entrepreneurship, Certificate

IV. Learning Outcomes

1. College-Wide Outcomes

College-Wide Outcomes/Competencies	Students will be able to:
Demonstrate interpersonal communication skills	Develop a marketing research project with the public.
Apply ethical principles in decision-making	Solve an ethical marketing case problem.
Work as a team member to achieve shared goals	Participate in small group discussion assignments.

2. Course Specific Outcomes - Students will be able to achieve the following measurable goals upon completion of the course:

• Understand how ethical and social responsibility issues affect marketing decisions and impact consumers;
• Understand the elements of strategic marketing planning;
• Understand the processes and factors influencing the targeting of the marketplace;
• Understand the decision making processes of individual consumers and organizations;
• Understand product concepts and strategies used to create value in the marketplace;
• Understand pricing concepts and techniques that capture value;
• Understand channel and supply chain management concepts to deliver value to all channel members;
• Understand marketing communication concepts that effectively promote products/services;
• Understand the external marketing environments that impact a firm;       
• Understand the basic elements in developing a global marketing mix strategy; and
• Apply marketing concepts to real-world situations.

V. Topical Outline

Listed below are major areas of content typically covered in this course.

1. Lecture Sessions

1. Introduction to Marketing
• Strategic Planning
• Social Responsibility
• Ethics
• Global Marketing
• External Marketing Environment
2. Marketing Opportunities
• Consumer Decision Making
• Types of Decisions
• Factors Influencing Buying Decisions
• Business Marketing
• Types of Business Customers
• Types of Business Products
• Segmenting and Targeting Markets
• Segmenting Market Steps
• Positioning
• Selecting Target Markets
• Marketing Research
• Marketing Research Steps
• Internet Marketing Research
3. Product Decisions
• Product Concepts
• Product Items, Lines, and Mixes
• Branding
• Packaging
• Developing and Managing Product
• New Product Development Process
• Product Life Cycles
• Services and Nonprofit Organization Marketing
• Service Quality
• Marketing Mixes for Services
4. Distribution Decisions
• Marketing Channels
• Channel Intermediaries and Functions
• Channel Structure
• Managing Channel Relationships
• Supply Chain Management
5. Promotion Decisions
• Marketing Communications
• Promotion Goals
• Promotional Mix Factors
• Advertising
• Types of Advertising
• Media Decisions in Advertising
• Public Relations
• Sales Promotion and Personal Selling
• Types of Sales Promotions
• Steps in the Selling Process
6. Pricing Decisions
• Pricing Concepts
• Pricing Objectives
• Yield Management
• Demand Determinant
• Cost Determinant
• Setting the Price
• Pricing Goals
• Legality of Pricing
• Base Price Tactics