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Master Syllabus

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Administrative Unit: Business Administration Department
Course Prefix and Number: MKTG 310
Course Title: Principles of Marketing
Number of:
Credit Hours 3
Lecture Hours 3
Lab Hours 0
Catalog Description:

Survey of principles for choosing target markets, assessing their needs, developing products and services and delivering them at a value to the customer and a profit to the company. Prerequisite: Junior standing.

Prerequisite(s) / Corequisite(s): Junior standing.
Course Rotation for Day Program: Offered Fall and Spring.
Text(s): Most current editions of the following:

By Lamb, Hair, and McDaniel (Southwestern/Cengage)
Course Learning Outcomes
  1. Explain the field of marketing, how to select target markets, and the different elements of the marketing and promotion mix.
  2. Identify the objectives of the different pricing policies/strategies and the factors necessary to build positive social relationships and marketing ethics.
  3. Analyze the different marketing environments.
  4. Analyze the similarities/differences between consumer and business markets, service marketing, and the distribution channels available to marketers.
  5. Explain the product life cycle and how each element of the marketing mix changes with the changes in the product life cycle.
Major Topics/Skills to be Covered:
  • Competitive advantage, ethics, and social responsibility
  • The marketing environment
  • The consumer, targeting, segmenting, and positioning
  • Market research
  • The business market
  • Product concepts and strategy
  • Pricing concepts and strategy
  • Promotion concepts and strategy
  • Logistics, supply chain management, and retailing
Culminating Experience Statement:

Material from this course may be tested on the Major Field Test (MFT) administered during the Culminating Experience course for the degree. 
During this course the ETS Proficiency Profile may be administered.  This 40-minute standardized test measures learning in general education courses.  The results of the tests are used by faculty to improve the general education curriculum at the College.


Recommended maximum class size for this course: 30

Library Resources:

Online databases are available at You may access them from off-campus using your CougarTrack login and password when prompted.

Prepared by: Joann Wayman Date: May 14, 2015
NOTE: The intention of this master course syllabus is to provide an outline of the contents of this course, as specified by the faculty of Columbia College, regardless of who teaches the course, when it is taught, or where it is taught. Faculty members teaching this course for Columbia College are expected to facilitate learning pursuant to the course learning outcomes and cover the subjects listed in the Major Topics/Skills to be Covered section. However, instructors are also encouraged to cover additional topics of interest so long as those topics are relevant to the course's subject. The master syllabus is, therefore, prescriptive in nature but also allows for a diversity of individual approaches to course material.

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