Introduction to Marketing
Syllabus
Introduction to Marketing Course Overview This one-semester elective course is intended as a practical, hands-on guide to help you understand marketing as a critical business function. This course is structured into lessons and Course Activities as follows: The first two lessons discuss the scope of marketing, its impact on society, and the fundamental differences between goods and services. The next two lessons deal with basic economic theory and how it defines various types of markets. The next four lessons provide students an understanding of consumer behavior from the perspectives of psychology and demographics, both through observation and research. They also explain the four Ps of marketing: product, price, place and promotion. The next lesson explains the product life cycle, which is a fundamental tool to understand the growth and development of products. The next five lessons discuss how branding, pricing, and distribution strategies depend on the choice of product, the product life cycle stage, and the type of market. The next four lessons discuss advertising and how technology affects various marketing functions including selling, advertising, and customer relationships. The last lesson focuses on careers in marketing and the skills you’d need for different job roles. You will submit the Course Activity documents to your teacher and will check your own answers in the Lesson Activities that accompany each lesson. Each lesson also has a multiple-choice mastery test. A multiple-choice end-of-semester test completes the course. The Course Activities (submitted to the teacher) and the Lesson Activities (self-checked) are major components of this course.
Course Goals By the end of this course, you will have done the following: Understood the role of marketing as a critical business function and its impact on society. Explored various types of markets, businesses, and products and their interrelationships. Explored these marketing functions: product development, sales and distribution, advertising, logistics, and research. Understood the impact of technology on marketing. Understood the sociological, psychological, and economic dimensions of marketing.
1 © 2013 EDMENTUM, INC.
Identified and evaluated different careers in marketing.
Prerequisite Skills Introduction to Marketing is a beginning class that does not have specific prerequisites. Nevertheless, these fundamental skills will be helpful: an interest in people and factors that influence their buying behavior observation and research skills ability to work with numbers and other types of data familiarity with the writing process
General Skills To participate in this course, you should be able to do the following: Complete basic operations with word processing software, such as Microsoft Word or Google Docs. Understand the basics of presentation software, such as Microsoft Power Point. Perform online research using various search engines and library databases. Communicate through email and participate in discussion boards. For a complete list of general skills that are required for participation in online courses, refer to the Prerequisites section of the Plato Student Orientation document, found at the beginning of this course.
Credit Value Introduction to Marketing is a 0.5-credit course.
Course Materials Notebook Presentation software Computer with Internet connection and speakers or headphones Microsoft Word or equivalent
2
Course Pacing Guide This course description and pacing guide is intended to help you stay on schedule with your work. Note that your course instructor may modify the schedule to meet the specific needs of your class. Day 1 day: 1 3 days: 2-4 3 days: 5-7 3 days: 8-10
Activity /Objective
Type
Course Orientation Review the Plato Student Orientation and Course Syllabus at the beginning of this course. What Is Marketing?
Lesson
Define the scope and impact of marketing on business and society. Products and Services
Lesson
Describe how types of markets and customers shape products and services. Foundation Economics
Lesson
Explain how economic theory affects marketing.
3 days:
Market Environment
Lesson
11-13
Describe markets and their key influences.
4 days:
Marketing Mix
Course Activity
14-17 1 day:
What Is Marketing?
Course Discussion
18 1 day:
Game
Activity
3 days:
Customer Segmentation
Lesson
20-22
Explain the relevance of segmentation and positioning within a choice of markets.
3 days:
Market Research
23-25
Explain the structure and importance of market research as an allied function.
3 days:
Buyer Behavior
26-28
Describe key stages and influences in the buying process.
3 days:
Product Life Cycle
29-31
Explain the PLC as a tool for marketing decisions.
19
Lesson
Lesson
Lesson
3
4 days:
Marketing Research and Analysis
Course Activity
32-35 1 day:
Segmenting Markets
Course Discussion
36 1 day:
Game
Activity
3 days:
Branding
Lesson
38-40
Explain the importance of branding as part of a marketing strategy.
3 days:
Costing
41-43
Explain the impact of costs on marketing activity.
3 days:
Pricing Strategies
44-46
Explain the importance of pricing methods within the marketing mix.
4 days:
Pricing and Purchase
Course Activity
Premium on Brands
Course Discussion
37
Lesson
Lesson
47-50 1 day: 51 1 day:
Game
Activity
3 days:
Managing Channels
Lesson
53-55
Explain the importance of managing channels in the marketing plan.
3 days:
Retail Management
56-58
Explain the importance of the retailing activity.
3 days:
Direct and Online Marketing
59-61
Explain the importance of direct marketing as a selling strategy.
3 days:
Selling Techniques
62-64
Identify desirable features of a good sales strategy.
3 days:
Customer Relationship Management
65-67
Explain how customer relationship management can affect profitability.
4 days:
Distribution
52
Lesson
Lesson
Lesson
Lesson
Course Activity
68-71 1 day:
Online Marketing
Course Discussion
72 4
1 day:
Game
Activity
3 days:
Advertising Fundamentals
Lesson
74-76
Explain the importance of advertising in the marketing mix.
3 days:
Search and Banner Advertising
77-79
Describe techniques used in online advertising.
3 days:
Getting the Right Marketing Job
80-82
Identify various options for a career in marketing.
4 days:
Advertising
73
Lesson
Lesson
Course Activity
83-86 1 day:
Ads That Work
Course Discussion
87 1 day:
Game
Activity
88 1 day:
Course Review
89 1 day:
End of Semester Test
Assessment
90
5
Introduction to Marketing Course Overview This one-semester elective course is intended as a practical, hands-on guide to help you understand marketing as a critical business function. This course is structured into lessons and Course Activities as follows: The first two lessons discuss the scope of marketing, its impact on society, and the fundamental differences between goods and services. The next two lessons deal with basic economic theory and how it defines various types of markets. The next four lessons provide students an understanding of consumer behavior from the perspectives of psychology and demographics, both through observation and research. They also explain the four Ps of marketing: product, price, place and promotion. The next lesson explains the product life cycle, which is a fundamental tool to understand the growth and development of products. The next five lessons discuss how branding, pricing, and distribution strategies depend on the choice of product, the product life cycle stage, and the type of market. The next four lessons discuss advertising and how technology affects various marketing functions including selling, advertising, and customer relationships. The last lesson focuses on careers in marketing and the skills you’d need for different job roles. You will submit the Course Activity documents to your teacher and will check your own answers in the Lesson Activities that accompany each lesson. Each lesson also has a multiple-choice mastery test. A multiple-choice end-of-semester test completes the course. The Course Activities (submitted to the teacher) and the Lesson Activities (self-checked) are major components of this course.
Course Goals By the end of this course, you will have done the following: Understood the role of marketing as a critical business function and its impact on society. Explored various types of markets, businesses, and products and their interrelationships. Explored these marketing functions: product development, sales and distribution, advertising, logistics, and research. Understood the impact of technology on marketing. Understood the sociological, psychological, and economic dimensions of marketing.
1 © 2013 EDMENTUM, INC.
Identified and evaluated different careers in marketing.
Prerequisite Skills Introduction to Marketing is a beginning class that does not have specific prerequisites. Nevertheless, these fundamental skills will be helpful: an interest in people and factors that influence their buying behavior observation and research skills ability to work with numbers and other types of data familiarity with the writing process
General Skills To participate in this course, you should be able to do the following: Complete basic operations with word processing software, such as Microsoft Word or Google Docs. Understand the basics of presentation software, such as Microsoft Power Point. Perform online research using various search engines and library databases. Communicate through email and participate in discussion boards. For a complete list of general skills that are required for participation in online courses, refer to the Prerequisites section of the Plato Student Orientation document, found at the beginning of this course.
Credit Value Introduction to Marketing is a 0.5-credit course.
Course Materials Notebook Presentation software Computer with Internet connection and speakers or headphones Microsoft Word or equivalent
2
Course Pacing Guide This course description and pacing guide is intended to help you stay on schedule with your work. Note that your course instructor may modify the schedule to meet the specific needs of your class. Day 1 day: 1 3 days: 2-4 3 days: 5-7 3 days: 8-10
Activity /Objective
Type
Course Orientation Review the Plato Student Orientation and Course Syllabus at the beginning of this course. What Is Marketing?
Lesson
Define the scope and impact of marketing on business and society. Products and Services
Lesson
Describe how types of markets and customers shape products and services. Foundation Economics
Lesson
Explain how economic theory affects marketing.
3 days:
Market Environment
Lesson
11-13
Describe markets and their key influences.
4 days:
Marketing Mix
Course Activity
14-17 1 day:
What Is Marketing?
Course Discussion
18 1 day:
Game
Activity
3 days:
Customer Segmentation
Lesson
20-22
Explain the relevance of segmentation and positioning within a choice of markets.
3 days:
Market Research
23-25
Explain the structure and importance of market research as an allied function.
3 days:
Buyer Behavior
26-28
Describe key stages and influences in the buying process.
3 days:
Product Life Cycle
29-31
Explain the PLC as a tool for marketing decisions.
19
Lesson
Lesson
Lesson
3
4 days:
Marketing Research and Analysis
Course Activity
32-35 1 day:
Segmenting Markets
Course Discussion
36 1 day:
Game
Activity
3 days:
Branding
Lesson
38-40
Explain the importance of branding as part of a marketing strategy.
3 days:
Costing
41-43
Explain the impact of costs on marketing activity.
3 days:
Pricing Strategies
44-46
Explain the importance of pricing methods within the marketing mix.
4 days:
Pricing and Purchase
Course Activity
Premium on Brands
Course Discussion
37
Lesson
Lesson
47-50 1 day: 51 1 day:
Game
Activity
3 days:
Managing Channels
Lesson
53-55
Explain the importance of managing channels in the marketing plan.
3 days:
Retail Management
56-58
Explain the importance of the retailing activity.
3 days:
Direct and Online Marketing
59-61
Explain the importance of direct marketing as a selling strategy.
3 days:
Selling Techniques
62-64
Identify desirable features of a good sales strategy.
3 days:
Customer Relationship Management
65-67
Explain how customer relationship management can affect profitability.
4 days:
Distribution
52
Lesson
Lesson
Lesson
Lesson
Course Activity
68-71 1 day:
Online Marketing
Course Discussion
72 4
1 day:
Game
Activity
3 days:
Advertising Fundamentals
Lesson
74-76
Explain the importance of advertising in the marketing mix.
3 days:
Search and Banner Advertising
77-79
Describe techniques used in online advertising.
3 days:
Getting the Right Marketing Job
80-82
Identify various options for a career in marketing.
4 days:
Advertising
73
Lesson
Lesson
Course Activity
83-86 1 day:
Ads That Work
Course Discussion
87 1 day:
Game
Activity
88 1 day:
Course Review
89 1 day:
End of Semester Test
Assessment
90
5
