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Format Updated: 04/27/05

MKT 100 - Introduction to Marketing

Course Description

Emphasizes the trends and the dynamic forces that affect the marketing process and the coordination of the marketing functions. Topics include: marketing strategies, marketing mix, marketing trends, and dynamic forces affecting markets.

Competency Areas	Hours
Marketing Strategies	Class	5
Marketing Mix	D. Lab	0
Marketing Trends	P. Lab/O.B.I.	0
Dynamic Forces Affecting Markets	Credit	5

Prerequisite:	Provisional admission
Corequisite:

Course Guide

Competency	After completing this section, the student will:	Hours
		Class	D.Lab	P.Lab/ O.B.I.
MARKETING STRATEGIES		10	0	0
Marketing plan	Identify the elements of a marketing plan.
Terminology	Define the terms associated with marketing strategies.
	Compare and contrast terms associated with marketing strategy
Competition	Identify sources of competition.
	Analyze competition as it applies to marketing strategies.
MARKETING MIX		15	0	0
Terminology	Define the terms related to each element in the marketing mix.
Elements	Discuss the elements of the marketing mix.
Examples	Give examples of each element of the marketing mix.
MARKETING TRENDS		10	0	0
Cultural	Analyze changes in American culture and the impact on marketing trends.
Economic	Determine changes in the economic environment and the impact on marketing trends.
Political	Outline changes in the political environment and the impact on marketing trends.
Legal	Relate changes in the legal environment and the impact on marketing trends.
Geographic	Describe changes in the geographic environment and the impact on marketing trends.
Population	Summarize changing trends in the American population and the impact on marketing trends.
DYNAMIC FORCES AFFECTING MARKETS		15	0	0
Government	Review current legislation at each level of government -- county, state, and federal -- that pertains to markets.
	Identify consumer protection laws affecting markets.
Society	Describe the major movements in society today and the effect on marketing activities.
High technology	Review technological advances and the effect on markets.
Economy	Identify economic factors that affect consumer buying power.
	Compare and contrast current economic issues and the impact on markets.
Natural resources	Identify the natural resources that affect the marketing environment.

Suggested Resources

Books

Cundiff, E. W., et al. (1985). Fundamentals of modern marketing (4th ed.). Englewood Cliffs, NJ: Prentice Hall.

Kotler, P. (1989). Principles of marketing (4th ed.). Englewood Cliffs, NJ: Prentice Hall.

Kotler, P., & Armstrong, G. (1990). Marketing: An introduction (2nd ed.). Englewood Cliffs, NJ: Prentice Hall.

Lewis, C., & Lewis, P. C. (1985). Marketing peanut butter: A microcomputer simulation. New York: McGraw-Hill.

Lynch, R. L., et al. (1984). Introduction to marketing. New York: McGraw-Hill.

Lynch, R. L., et al. (1984). Introduction to marketing casebook. New York: McGraw-Hill.

McCarthy, E. J., & Perreautt, W. D. (Eds.). (1988). Essentials of marketing (4th ed.). Homewood, IL: Irwin.

Shaw, R. T., & Semenik, R. J. (1989). Marketing (6th ed.). Cincinnati: South-Western.

Audiovisuals

Consumer choice. Proctor & Gamble Education Introductory Film on the Economy.

Case studies from Irwin on videotape

Black and Decker

Bookworms

Health Cruises

The Johnsons Buy a Food Processor

Mrs. Field's Cookies

Journals

American Demographics

Business Week

Forbes

Fortune

Wall Street Journal