West Valley College, Business Division

Business 56 – 3 units
Marketing Principles

Instructor:	Heidi Diamond
Office:	"G" in the Business Division
Phone number:	741-2426
E-mail:	heidi_diamond@wvm.edu
Webpage:	http://instruct.westvalley.edu/diamond
Dept. Website:	http://westvalley.edu/business/bus_admin_re/
Course:	wvmccd.angellearning.com

Materials Required:

Text: Marketing Concepts and Strategies, William Pride and O.C. Ferrell, (Houghton Mifflin, 2008 expanded edition.)
www.prideferrell.com

Course Description:

This course will help students develop an overall understanding of marketing functions and their role in society.  This course covers the study of the various activities involved in the transfer of goods from producer to customer.  Retail, wholesale, industrial and online marketing channels and institutions will be investigated.  The marketing concept, promotional strategies, pricing policies, and international marketing will be explored.

Course Outcomes/Objectives:

Upon completion of this course, students should be able to:

• Understand the nature of Marketing and Marketing Management.
• Articulate the importance of Ethical Behavior in relation to Marketing Management Strategies.
• Understand the impact of the micro and macroeconomic environments on Marketing Strategies.
• Know the elements of a Marketing Plan and be able to identify the information required for each element.
• Identify the elements in the marketing mix and know how to blend them to serve the target market.
• Understand Consumer Behavior and how it relates to successful pricing strategies and tactics and effective market segmentation approaches.
• Know how to incorporate advertising, pricing, and sales promotions and strategies into an effective Marketing Plan.

Course Outline:

Week:	Chapters:	Topics:
1	1-2	Overview of Strategic Marketing Planning, Implementing, and Controlling Marketing Strategies
2	3-4	The Marketing Environment Social Responsibility and Ethics
3	5	Consumer Buying Behavior
4	6-7	Business Markets and Buying Behavior Reaching Global Markets
5		Test Review, Test 1 (Chapters 1 – 7)
6	8-9	E-Marketing and Customer Relationship Marketing Marketing Research and Information Systems
7	10-11	Target Markets: Segmentation, Evaluation and Positioning Product Concepts
8	12-13	Developing and Managing Products Branding and Packaging
9	14	Service Marketing
10		Test Review,  Test 2 (Chapters 8 – 14)
11	15/16 17/18	Marketing Channels and Supply Chain Management Wholesaling and Physical Distribution Retailing and Direct Marketing Integrated Marketing Communications
12	19-20	Advertising and Public Relations Personal Selling and Sales Promotions
13	21-22	Pricing Concepts Setting Prices
14		Marketing Plan Presentations
15		Marketing Plan Presentations
16		Test Review, Test 3 (Chapters 15 – 22)

Class Requirements:

• Attendance is essential.  Attendance, class participation and a portfolio of cases count towards 20 percent of the final course grade.  Students may call or e-mail the instructor regarding missed classes and work.  Students may also go to http://wvmccd.angellearning.com to get class notes and assignments and to send class e-mails.
• There will be three tests.  It is your responsibility to let me know if you are going to be absent on a testing day.  Make up testing will be handled on a case by case basis.
• There will be a group project to create and present a Marketing Plan. The Plan will be developed in progressive steps throughout the semester.
• There will be extra credit opportunities.

Policy Statements:

• West Valley College makes reasonable accommodations for persons with documented disabilities. Students should notify the Disability and Educational Support Program (DESP) at 741-2010 regarding special needs.
• If you have a complaint, or someone has shared information with you as a student that is unlawful discrimination or sexual harassment, contact the Associate Vice Chancellor of Human Resources at the West Valley Mission College District Office at 741-2060.
• The College’s policy on academic dishonesty covers in-class cheating, out-of class cheating, plagiarism, and furnishing false information.  Plagiarism is the unauthorized use of ideas from published or unpublished works as student’s own work for a grade in class. (WVC catalog)

Office Hours:

• Office hours are offered so that you may have additional time to meet with your Instructor to discuss class projects, papers and Internet assignments.
• My office hours are posted on my office door “G”.
• To schedule an appointment at time other than those listed, please contact me at 741-2426 or heidi_diamond@wvm.edu.

Grading	Letter Grade or Credit/No Credit Option
Attendance, class participation	10 percent
Homework cases	10 percent
Test 1	20 percent
Test 2	20 percent
Test 3	20 percent
Marketing Plan Project	20 percent

Updated:  May 26, 2008