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Learning Plan

FORM C Student

1.0 LEARNING PLAN INFORMATION

Course NameMarketing 1

Course CodeMRKT CB158

Course Section(s)

Program Code and Name316/356 Business Accounting; 318 Insurance; 319/359 Business Marketing; 320 General Business; 322 E-Business, 632 Business Administration, 303 Financial Services, Media Studies

Learning Plan NameMarketing 1 Learning Plan

Learning Plan CodeCB158

Instructional TypeLecture, Video, In Class Assignments

SchoolSchool of Business

DepartmentBusiness Management (Marketing, Finance and Insurance)

Academic YearFall 2007/2008

2.0 FACULTY CONTACT INFORMATION

Faculty NameCampus / Office

Phone

Ext

Email AddressDeborah WestonFennell905-575-12123304Deborah.weston@mohawkcollege.ca

3.0 LEARNING OUTCOMES

Upon successful completion of the course, the student will reliably demonstrate the ability to:

L001 Outline effective marketing strategies that will shape a given organizations marketing program.

L002 Apply analysis of relevant market and customer information that will lead to a target market identification and selection.

L003 Determine strategies for developing a new product or service.

4.0 LEARNING ACTIVITIES

Week

or

ModuleHoursObjectives

Activity Type/DetailsResources

1

3ORIENTATION

AND

STUDENT SUCCESS INITIATIVES

2 3

Define Marketing. Know the basic requirements for successful marketing to occur.

Understand the breadth and depth of marketing.

Explain how marketing discovers and satisfies consumer needs and wants. Distinguish between marketing mix elements and environmental factors.

Describe how market orientation in the present era focuses on creating customer value, satisfaction, and customer relationships.

Understand the meaning of ethics and social responsibility and how they relate to the individual, organizations, and society.

IN CLASS ASSIGNMENTChapter 1

3 3 Describe the three organizational levels of strategy.

Describe why business, mission, culture, and goals are important in organizations.

Explain how organizations set strategic directions by assessing where they are now and seek to be in the future.

Describe the strategic marketing process and its three key phases: planning, implementation, and control.

Explain how the marketing mix elements are blended into a cohesive marketing program.IN CLASS ASSIGNMENTChapter 2

4 3

Explain how environmental scanning provides information about social, economic, technological, competitive, and regulatory forces.

Describe how social forces, such as demographics, and culture and economic forces, such as macroeconomic conditions and consumer income, affect marketing.

Describe how technological changes can affect marketing.

Discuss the forms of competition that exist in a market, key components of competition, and the impact of competition on corporate structures.

Explain the major legislation that ensures competition and protects consumers in Canada.IN CLASS CASE STUDYSTAGE 1 OF GROUP PROJECT IS DUEChapter 3

5 3Term Test 1 Chapters 1, 2, 3

Multiple ChoiceChapters 1,2,3

63 Explain the differences between legal and ethical behaviour in marketing.

Identify factors that influence ethical and unethical behaviour in marketing.

Describe the different concepts of social responsibility.

Recognize unethical and socially irresponsible consumer behaviour.

IN CLASS ASSIGNMENTChapter 4

73 Describe the stages in the consumer purchase decision process.

Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.

Identify major psychological influences on consumer behaviour.

Identify the major socio-cultural influences on consumer behaviour.

IN CLASS ASSIGNMENTChapter 5

83 Know what marketing research is.

Explain the different types of marketing research.

Understand the stages in the marketing research process.

Explain the use of secondary data, surveys, experiments, and observation in marketing research.

Explain how information technology and data mining link massive amounts of marketing information to meaningful marketing actions.IN CLASS CASE STUDYChapter 8

93 Distinguish among industrial, reseller, and government organizational markets.

Describe the key characteristics of organizational buying that make it different from consumer buying.

Explain how buying centres and buying situations influence organizational purchasing.

Recognize the importance and nature of online buying in industrial, reseller, government organizational markets.IN CLASS ASSIGNMENTSTAGE 2 OF GROUP PROJECT IS DUEChapter 6

103Term Test 2 Chapters 4, 5, 6, 8

Multiple Choice / Case AnalysisChapters 4,5,6,8

113 Explain what market segmentation is and when to use it.

Identify the five steps involved in segmenting and targeting markets.

Recognize the different factors used to segment consumer and organizational markets.

Know how to develop a market-product grid to identify a target market and recommend resulting actions.

Explain how marketing managers position products in the marketplace.

Describe three approaches to developing a sales forecast for a company.

IN CLASS ASSIGNMENTChapter 9

123 Recognize the various terms that pertain to products and services.

Identify the ways in which consumer and business goods and services can be classified.

Explain the implications of alternative ways of viewing newness in new products and services.

Describe the factors contributing to a products or services failure.

Explain the purposes of each step of the new-product process.

IN CLASS ASSIGNMENTChapter 10

133 Explain the product life cycle.

Identify ways that marketing executives manage a products life cycle.

Recognize the importance of branding and alternative branding strategies.

Describe the role of packaging, labeling, and warranties in the marketing of a product.IN CLASS ASSIGNMENTChapter 11

143 STAGE 3 ALL GROUP PRESENTATIONS

153Comprehensive Final Exam

5.0 ASSESSMENT

Assessment MethodWeightAssociated Outcome(s)

Term Test 115%L001

Term Test 220%L002

Group Project (3 Parts)20%L001, L002, L003

In Class Assignments, Attendance, Class ParticipationOn Line Quizzes10%

10%L001, L002, L003

L001, L002, L003

Comprehensive Final Exam25%L002, L003

TOTAL100%