MGMT211 - Introduction to Marketing

Class Syllabus

MONTGOMERY COLLEGE
Business, Economics, Accounting, Computer Applications,
and Hospitality Management Department – Rockville Campus
MGMT211 - Introduction to Marketing

Course Description

A survey of the global marketing environment in terms of both business and consumer goods and services. Buying behavior and targeting markets are emphasized. The marketing mix, including product, promotion, price, and distribution, is featured through the use of experiential marketing applications. Assessment levels: ENGL 101/101A, READ 120. Three hours each week. Formerly MG 103. 3.000 Credit hours 3.000 Bill Hours

Course Objectives

Upon completion of this course a student will be able to:

• Conduct environmental scans to identify market trends and develop a credible opportunity and threat analysis for the introduction of a new product.
• Define and analyze a market segment both demographically and psycho-graphically.
• Develop an appropriate message and integrated marketing communications plan for a product or a service.
• Demonstrate how to promote, price and distribute a given new product to maximize product exposure and sales potential.

Course Materials

The book for this course is “Principles of Marketing,” is freely available for download as a PDF document from the course site in Blackboard and is required for this class. (link to online book)

Important Dates

The last day to drop the class with a refund is: September 03. 2018
The last day to change to audit is: September 17, 2018
The last day to drop a class without a grade is: September 17, 2018
The last day to drop a class with a grade of “W” is: November 12, 2018

Syllabus Supplement

Additional policies can be found at http://mc.coliton.com/SyllabusSupplemenFall2018.pdf and should be considered part of this syllabus.

Grading Policy and Procedure

Grading is based on written assignments, class presentations, class participation, and tests. The written assignments will focus on three areas; the marketing plan for a new product, a market segmentation paper, and a collection of advertisements you find particularly good or bad. The class presentations include a 30 second pitch of your new product idea, showing themes in your collection of advertisements, and presenting your final marketing plan. The tests will be based on the reading material, and are open book. Class participation will be based on attendance, the quality of interaction and involvement during discussions, and interaction with other students. This class may be audited (taken without the expectation of a grade) with my permission and the proper form submitted to the records office. Someone who audits the class is still expected to participate in class and complete all projects.

The grading is allocated as follows:

Marketing Plan (in parts)............................................ 225
Tests (3 at 50 pts. each)................................................ 150
Market Segmentation Paper....................................... 100
Advertising Samples.................................................... 100
Class participation........................................................ 25
Total Points:.................................................................. 600

The following distribution of points will be used to determine final grades:

A = 540 » 600 (90 - 100%)
B = 480 » 539 (80 - 90%)
C = 420 » 479 (70 - 80%)
D = 360 » 419 (60 - 70%)
F = 0 » 360 (0 - 60%)

Course Schedule and Assignments

Week   Topic Assignment

A course calendar is available online at: http://mc.coliton.com/MGMT211/_images/calendar.pdf