Course Description
This course will examine the basic principles of marketing, including looking at the “hot buttons” of a consumer (what it is that makes them take action) and how to capitalize on this knowledge. The course topics include, but are not limited to, marketing communications, pricing strategies, ethics, e-commerce, and product life cycles. Students will combine these activities to develop a true marketing plan for a real company. (3 credits)
Additional Course Details:
By integrating foundational marketing theory from the textbook with experiential, hands-on applications, students will develop a strong understanding of the Principles of Marketing. Each student will select a “Case Study” company from a provided list. On a weekly basis, students will review the assigned textbook readings and PowerPoint materials, apply the concepts to their chosen company, and post responses to a designated weekly topic. This approach allows students to connect academic theory to real-world business scenarios, reinforcing their comprehension of the material. In addition to their primary weekly discussion post, students are required to contribute three follow-up responses to their classmates’ discussion threads. These interactive exchanges are designed to promote active online engagement, foster collaboration, and support peer-based learning related to the student learning outcomes (SLOs) and course content throughout the semester. Additionally, students will access Coursera to complete weekly course modules that focus on the foundations of marketing and E-commerce, digital marketing and job searching using artificial intelligence (AI).
Prerequisite
- None
Student Learning Outcomes (SLOs)
Students who successfully complete this course will be able to:
- Define marketing and discuss its core concepts, including company-wide strategic planning and marketing management functions.
- Examine how environmental, economic, and demographic factors affect marketing decisions and a company’s ability to serve customers.
- Recognize the marketing information system, its importance, and the advantages and disadvantages of various data collection methods.
- Analyze consumer markets and the major factors that influence consumer buying behavior and the buying decision process.
- Discuss market segmentation, the bases for segmenting consumer and business markets, and competitive product positioning.
- Describe the roles of product and service branding, packaging, labeling, and support services in marketing.
- Explain the process of integrated marketing communications and discuss the role of sales in the customer relationship process.
Course Activities and Grading
| Assignments | Points | Weight |
|---|---|---|
Discussions | 400 | 40% |
Coursera Assignments (Weeks 1-8) | 300 | 30% |
Peer Review (Week 8) | 100 | 10% |
Final Project (Week 8) | 200 | 20% |
Total |
| 100% |
Required Textbooks
- This course uses Open Educational Resources (OER). OER are openly licensed, educational resources that can be used for teaching, learning and research. OER may consist of a variety of resources such as textbooks, videos and software that are no cost for students.
- OER textbook used for this course:
- Principles of Marketing (H5P ed.). BCampus. https://opentextbc.ca/principlesofmarketingh5p/ Creative Commons Attribution NonCommercial ShareAlike.
Additional Resources
- Coursera courses’ modules:
- Foundations of Digital Marketing and E-Commerce
- Attract and Engage Customers with Digital Marketing
- Accelerate Your Job Search with AI
Course Schedule
Week | PLOs | SLOs | Readings and Exercises | Assignments |
1 | 1,2 | 1 | Topics: What is Marketing and Strategic Planning
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2 | 1,2,3 | 2 | Topics: Consumer Behavior: How People Make Buying Decisions and Business Buying Behavior
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3 | 2,4 | 4,5 | Topics: Marketing Segmenting and Creative Offerings
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4 | 1,2 | 4,5 | Topics: Developing and Managing Offerings
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5 | 3,5 | 5,6 | Topics: Using Marketing Channels and Supply Chains to Create Value for Customers
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6 | 2,3,4 | 3,7 | Topics: Marketing Research & Marketing Intelligence, Integrated Marketing Communications, the Changing Media Landscape & Public Relations, and Social Media &Sponsorships
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7 | 3,4,5 | 4,6 | Topics: Professional Selling and Customer Satisfaction, and Loyalty and Empowerment
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8 | 4,5 | 1,2,4 | Topics: Price, the Only Revenue Generator, and The Marketing Plan
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COSC Accessibility Statement
Charter Oak State College encourages students with disabilities, including non-visible disabilities such as chronic diseases, learning disabilities, head injury, attention deficit/hyperactive disorder, or psychiatric disabilities, to discuss appropriate accommodations with the Office of Accessibility Services at OAS@charteroak.edu.
COSC Policies, Course Policies, Academic Support Services and Resources
Students are responsible for knowing all Charter Oak State College (COSC) institutional policies, course-specific policies, procedures, and available academic support services and resources. Please see COSC Policies for COSC institutional policies, and see also specific policies related to this course. See COSC Resources for information regarding available academic support services and resources.