MCCCD Official Course Competencies:

MKT210  19966-99999

Applied Marketing Strategies

1.

Analyze marketing in the 1990's and in the future in terms of career opportunities and development.(I)

2.

Identify and describe the dimensions and strategies involved in strategic marketing planning. (II)

3.

Identify and describe the steps and processes involved in the development of a marketing plan. (II)

4.

Identify and explain major factors that influence consumer decisions and buying behavior.(III)

5.

Explain the roles of market segmentation and targeting and use a market segmentation matrix to define target markets for a selected product or service.(IV)

6.

Identify and describe the features and classifications of products. (V)

7.

Identify and describe the major steps involved in new product development. (VI)

8.

Identify and explain the major strategies, processes, and techniques used to manage a product throughout its life cycle. (VI)

9.

Identify and explain how the primary functions of labeling and packaging are manifested in a variety of selected products. (VI)

10.

Identify and describe the major components of service and non- profit marketing. (VII)

11.

Explain the roles and functions of marketing channels and describe the various types of channels in use today. (VIII)

12.

Identify and explain the major factors involved in pricing strategy and management. (IX)

13.

Develop an advertising and sales promotion strategy for a selected product or service. (X)

14.

Evaluate the effectiveness of a variety of promotional materials in terms of target audience, objectives, and types of appeals used. (X)

15.

Demonstrate the steps involved in a personal sales situation. (X)

16.

Identify and describe trade issues and marketing strategies relevant to intercultural/international marketing. (XI)

MCCCD Official Course Outline:

MKT210  19966-99999

Applied Marketing Strategies

I. Careers in Marketing

A. Overview of Marketing in the 90's and Beyond

B. Career Planning and Development

II. Strategic Marketing Planning

A. Developing Strategic Objectives

B. Designing Strategies

C. Sales Forecasting

1. Creation

2. Evaluation

D. Developing a Market Plan

III. The Consumer Market

A. Stages of Decision Making

B. Influential Factors in Consumer Buying

1. Involvement

2. Perceived Risk

3. Psychological

4. Social/Cultural

5. Situational

IV. Marketing Strategies

A. Market Segmenting and Targeting

1. Role

2. Variables

3. Segmentation Matrix

4. Evaluation

5. Options

B. Positioning Relative to the Competition

1. Role of the Positioning Statement

2. Positioning Options

V. Product Concepts

A. Tangible vs. Intangible Features

B. Classification

1. Consumer

2. Organizational

VI. Product Management

A. New Product Development

B. Branding Strategies

C. Packaging and Labeling

D. Product Safety

E. Product Mix

F. Product Life Cycle

VII. Service and Nonprofit Marketing

A. Classifications

B. Growth and Importance

C. Goals

VIII. Marketing Channels

A. Need

B. Function

C. Types

D. Selection

E. Legal Issues

IX. Pricing Strategy and Management

A. Meaning and Role

B. Pricing Objectives

C. Pricing Process

1. Analyzing Marketing Conditions

2. Responding to Marketing Conditions

3. Demand Curves and Elasticity

4. Competitive Pricing Strategies

5. Pricing Constraints

X. Promotional Strategies and Processes

A. Advertising, Sales Promotion and Public Relations

1. Parameters/Functions

2. Types/Objectives

3. Target Audiences

4. Strengths/Weaknesses

B. Personal Selling and Sales Management

1. Steps in the Personal Selling Process

2. Classifications of Sales Personnel

3. Sales Management Function

XI. Inter cultural/International Marketing

A. Definitions and Differences

B. Trade Issues

C. Marketing Strategies