Course Number and Title:
MKT 212 Principles of Marketing
Campus Location
- Georgetown
- Dover
- Wilmington
Prerequisites
Prerequisite: (ENG 102 or concurrent) and BUS 101
Course Credits and Hours
3 credit(s)
3 lecture hours/week
0 lab hours/week
Course Description
This course provides an overview of the fundamental practices in marketing. This course explores the key concepts of marketing, including market research, consumer behavior, product development, pricing, distribution, and promotion. Concepts will be applied to create a marketing plan.
Additional Materials
None
Core Course Performance Objectives (CCPOs)
Describe the fundamental concepts of marketing. (CCC 1; PGC 2)
Analyze consumer behavior and marketing research strategies. (CCC 2,5; PGC 2,5)
Develop marketing strategies using the marketing mix. (CCC 1,5,6; PGC 1,2)
Explain integrated marketing communications (IMC) and its alignment with the overall marketing strategy. (CCC 1,2; PGC 2,4)
See Core Curriculum Competencies and Program Graduate Competencies at the end of the syllabus. CCPOs are linked to every competency they develop.
Measurable Performance Objectives (MPOs)
Upon completion of this course, the student will:
Describe the fundamental concepts of marketing.
Define key marketing concepts, including market segmentation, targeting, positioning, and the marketing mix.
Illustrate the marketing process by outlining its key stages, including analysis, planning, implementation, and control.
Describe the components of the marketing mix (Product, Price, Place, Promotion) and discuss how each element is part of the marketing strategy.
Analyze consumer behavior and marketing research strategies.
Conduct a SWOT analysis using insights to inform marketing mix decisions.
Identify approaches to market segmentation, targeting, and positioning (STP analysis).
Examine a 4P’s Marketing Mix analysis.
Develop marketing strategies using the marketing mix.
Create a marketing mix for a specific product or service.
Analyze a marketing campaign that incorporates the marketing mix, outlining objectives, target market, and tactics.
Create and present the components of a basic marketing plan.
Explain integrated marketing communications (IMC) and its alignment with the overall marketing strategy.
Outline the decisions related to marketing channels, locations, and the supply chain to make a product available to the market.
Describe the key activities businesses use to create a clear and consistent brand voice that resonates across all platforms, from traditional media like TV and print to digital channels like social media and email marketing.
Discuss integrated marketing communications (IMC) and how it aligns with the digital marketing and social media strategy.
Evaluation Criteria/Policies
The grade will be determined using the Delaware Tech grading system:
| 90-100 |
= |
A |
| 80-89 |
= |
B |
| 70-79 |
= |
C |
| 0-69 |
= |
F |
Students should refer to the
Catalog/Student Handbook for information on the Academic Standing Policy, the Academic Integrity Policy, Student Rights and Responsibilities, and other policies relevant to their academic progress.
Final Course Grade
Calculated using the following weighted average
Evaluation Measure | Percentage of final grade |
Summative Assessments |
2-3 Exams (equally weighted) | 30% |
Assignments (Project(s)) (not equally weighted) | 30% |
Formative Assessments |
The course will contain various formative assessments including but not limited to: Assignments Discussion Boards Class participation | 40% |
TOTAL | 100% |
Program Graduate Competencies (PGCs are the competencies every graduate will develop specific to his or her major)
- Integrate professional, ethical, and legal standards into business decision-making.
- Apply foundational business concepts that lead to strategic thinking and the ability to analyze complex problems.
- Use professional and technology-based skills that are relevant to the dynamic business environment.
- Employ effective communication skills and collaboration strategies to promote positive organizational outcomes.
- Apply skills necessary to analyze and interpret business and financial data for decision-making purposes.
Core Curriculum Competencies (CCCs are the competencies every graduate will develop)
- Apply clear and effective communication skills.
- Use critical thinking to solve problems.
- Collaborate to achieve a common goal.
- Demonstrate professional and ethical conduct.
- Use information literacy for effective vocational and/or academic research.
- Apply quantitative reasoning and/or scientific inquiry to solve practical problems.
Students in Need of Accommodations Due to a Disability
We value all individuals and provide an inclusive environment that fosters equity and student success. The College is committed to providing reasonable accommodations for students with disabilities. Students are encouraged to schedule an appointment with the campus Disabilities Support Counselor to request an accommodation needed due to a disability. The College's policy on accommodations for persons with disabilities can be found in the College's Guide to Requesting Academic Accommodations and/or Auxiliary Aids Students may also access the Guide and contact information for Disabilities Support Counselors through the Student Resources web page under Disabilities Support Services, or visit the campus Advising Center.