Introduction to Marketing - MKT 201 at Virginia Highlands Community College
https://courses.vccs.edu/colleges/vhcc/courses/MKT201-IntroductiontoMarketing
Effective: 2023-05-01
Course Description
Introduces students to the discipline of marketing and the need to create customer value and relationships in the marketplace. Presents an overview of the marketing principles and management strategies, along with the analytical tools used by organizations in the creation of a marketing plan.
Lecture 3 hours. Total 3 hours per week.
3 credits
The course outline below was developed as part of a statewide standardization process.
General Course Purpose
This course introduces the student to marketing and its role in a corporate or entrepreneurial venture.
Course Objectives
- Critical Thinking
- Interpret information to reach well-reasoned conclusions.
- Combine and use information from multiple relevant perspectives to make sense of complex issues or solve complex problems.
- Written Communication
- Produce written works appropriate for the subject, audience, and purpose of a writing task
- Learning Outcomes - Upon successful completion, students will be able to:
- Explain the importance of a strategic marketing plan
- Develop a strategic marketing plan
- Identify consumer behavior as it applies to value needs and purchase intent
- Discuss the concept of brand building and how it ties together research, segmentation, and the 4 P's of the Marketing (product, price, place and promotion).
- Summarize the role of ethics in value-based marketing practices
- Describe the impact of digital technology on the field of marketing
Major Topics to be Included
- Overview of Marketing
- Historical Perspective of Marketing
- The concept of Value and Value-Based
- Marketing as a business function
- Marketing environment (internal and External)
- Global marketplace
- Conscious Marketing, Social Responsibility and Ethics
- Assessing the Marketplace
- Industry and Competitive analysis
- SWOT analysis
- Michael Porter's 5 Forces Model
- Targeting the Marketplace
- Consumer Behavior Principles
- Market Segmentation Targeting and Positioning
- Market Research and Analytics
- B to B business marketing
- Creating a Brand
- Brand Development Strategies
- Professional Online Personal Brand
- 4 Ps of the Marketing Mix/SAVE
- Product (Solution), Pricing (Value), Place (Access) and Promotion (Education) Strategies
- Digital Marketing Environment
- Overview of Social Media Platforms
- Planning and Implementation
- Analyze and describe the marketing strategy of a major brand
- Create a simple marketing plan:
- Mission & goals
- Situation analysis
- Target market & positioning
- Marketing mix/4 P's
- Budget and Timeline
- Measurement & execution
- Summarize and present a marketing plan