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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)
M Marketing
By Dhruy, and Levy (McGraw-Hill)
Marketing: An Introduction
By Armstrong and Kotler (Prentice Hall)
Course Objectives
  • To recognize the major decisions faced by a marketing manager and develop an understanding as to how these decisions are made.
  • To handle material covered in advanced marketing courses.
  • To understand the broad range of marketing skills necessary to build profitable relationships with customers.
    Measurable Learning
  • Explain the field of marketing.
  • Describe and explain the elements of the marketing mix.
  • Explain the selection of target markets.
    Analyze the different marketing environments.
  • Identify the objectives of various pricing policies and strategies.
  • Explain the different elements of the promotion mix.
  • Examine different pricing strategies available to marketers.
  • Examine and compare the different distribution channels available to marketers.
  • Draw and label the product life cycle. Describe how the marketing mix elements change with changes in the product life cycle.
  • Differentiate among the components of consumer markets and consumer buyer behavior.
  • Differentiate among the components of business markets and business buyer behavior.
  • Develop competitive strategies that will build lasting positive relationships.
  • Identify the factors necessary to build positive social relationships and marketing ethics.
    Topical Outline:
  • Marketing in a changing world
  • Strategic planning and the marketing process
  • The marketing environment
  • Marketing research and information systems
  • Consumer markets and consumer buyer behavior
  • Business markets and business buyer behavior
  • Market segmentation, targeting, and positioning for competitive advantages
  • Product and service strategies
  • New-product development and life-cycle strategies
  • Pricing products: pricing considerations and approaches
  • Pricing products: pricing strategies
  • Distribution channels and logistics management
  • Retailing and wholesaling
  • Integrated marketing communication strategy
  • Advertising, sales promotion, and public relations
  • Personal selling and sales management
  • Direct and online marketing
  • Competitive strategies: building lasting customer relationships
  • The global marketplace
  • Marketing and society: social responsibility and marketing ethics
    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 6, 2013
    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 objectives and cover the subjects listed in the topical outline. 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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