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MK 300: Principles of Marketing

5 Credit Hours
Effective: October 2008

Access to the Internet is required.

All written assignments must be in Microsoft-Word-compatible formats.
See the library’s APA Style Guide tutorial for a list of resources that can help you use APA style.

Copyright 2008 by City University of Seattle

All rights reserved.
MK300: Principles of Marketing
Faculty Name:

Contact Information:

[Instructor may insert personal message if desired]

Course Description
This course provides an introduction to basic marketing concepts. Topics include the marketing mix, new
product development, consumer behavior, customer relationship management, strategic planning and e-
commerce. Students will develop a comprehensive marketing plan and apply course concepts to real or
imaginary products.

Course Resources
Required and recommended resources to complete coursework and assignments are listed on the
My.CityU portal at Library>Resources by Course.

CITYU Learning Goals

The content of this course addresses the following CityU Learning Goals:
 Professional competency and professional identity
 Strong communication and interpersonal skills
 Diverse and global perspectives
 Commitment to ethical practices and service

Program Context
This course introduces all students in the undergraduate business core to the fundamentals of marketing as
applied to any organization of which they may be a part. It supports the following BSBA program
 Appraise the threats and opportunities of conducting business in a world with fewer barriers.
 Evaluate a company’s marketing strategies and make recommendations.
 Access and evaluate relevant information to guide business decisions.
 Deliver powerful presentations and produce examples of effective business writing for diverse 

Course Outcomes
In this course, learners will…
 Assess marketing’s role in discovering and satisfying consumer’s needs, wants and behaviors
 Determine market size through a target market analysis
 Utilize environmental scanning to identify opportunities and threats in the marketing environment.
 Examine electronic commerce and interactive marketing and how they create customer value.

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 Evaluate the electronic presence of various companies in the marketplace (both locally and
Analyze marketing factors that contribute to a product’s success or failure.

Core Concepts, Knowledge, and Skills

Target market identification;
Market segmentation;
Competitive advantage;
Competitive analysis;
Positioning strategies;
SWOT analysis;
Environmental scanning;
Market research;
New product development;
Pricing strategies;
Consumer behavior;
Global marketing.

Overview of Course Grading

The grade you receive for the course will be derived using City University of Seattle’s decimal grading
system, based on the following:

Overview of Required Assignments % of Final Grade

Midterm Activity 20%
Final Activity 20%
Marketing Plan 35%
Instructor Determined Assignments (Also Including Participation) 25%
TOTAL 100%

Specifics of Course Assignments

Midterm Activity

You have been approached by the makers of a new innovative product. The executive team is awaiting
your expertise, direction & research conclusions for a product launch. You are asked to research and
develop a target market profile, SWOT analysis, product positioning strategy, survey and a strategy for
entering an appropriate foreign country. Your instructor will provide you with the product name,
description, and detailed activity directions.

Final Activity

Based on your research submitted for the Midterm Activity, the executive team would like further
marketing research conducted for production and product launch including a pricing strategy, media
strategy, potential sales objections, and an advertisement. Your instructor will provide you with detailed
activity directions.

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Marketing Plan
Just as a road map guides you on a journey, a marketing plan guides you and your staff to reach your 
goals; it keeps you from wandering off­course.

A marketing plan contains information about a company and its products or services, marketing 
objectives and strategies, as well as how you will measure the success of the marketing activities. It 
describes all the marketing activities you'll perform during a specified time period (usually one year). It 
also assesses what is going on in the marketplace and how it affects your business. This in turn helps you 
to understand who your customers are and how you can best meet their needs. You'll also include any 
background information and research results you used to select those marketing activities. Finally, you'll 
document the costs associated with your planned marketing activities as well as the measurements you'll 

In your marketing plan, you may create a company to introduce a new product/service or introduce a new 
or modified product/service for a company that already exists. In week four, a two­to­three paragraph 
synopsis of your marketing plan is due to your instructor. Your instructor needs to approve your idea and 
will stipulate a page limit and the number and types of sources you will be required to consult.

Your Marketing Plan must include the major sections in the Sample Marketing Plan provided by your
instructor. It should reflect marketing strategies for a minimum of one year.

Course Policies
[Instructor inserts course policies here, based on school and/or program guidelines.]

Late Assignments

Students are expected to meet submission requirements for assignments in a timely manner. Evaluation
includes an assessment of timeliness. Late assignments jeopardize your learning, and may also for your

A 1%, per each day late, penalty will be assessed for all late work. All assignments MUST be turned in no
later than the last night of the course.

[Instructor may insert his or her policy on late assignments if desired]


Students are expected to be actively engaged in a discussion or other activities. Active engagement means
contributing substantive, thoughtful and reflective responses. If online, students must post their initial
responses during the first three days of the week, and their responses to other students’ postings during the
last four days of the week.

Professional Writing

All assignments for this course should be of professional quality. The writing should always take into
consideration the intended audience. Hand written work will not be accepted.

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This course requires you to use the American Psychological Association (APA) style in preparing any
required research papers, or any written work where other sources are used. References should be cited
for all facts, ideas, conclusions, and opinions that are not your own.

A proper title page should preface all written assignments, unless otherwise stated. The title page should
include: your name, the title of the paper, the name and number of the course, your course start date, the
date submitted, and the name of the instructor.

Your work should be typed or word-processed on white 8 ½ by 11 inch paper. Any narrative sections
should be double-spaced. Some assignments may require that your work be prepared on a computer

University Policies
You are responsible for understanding and adhering to all of City University of Seattle’s academic
policies. The most current versions of these policies can be found in the university catalog that is linked
from the CityU Web site.

Academic Integrity

Scholastic honesty in students requires the pursuit of scholarly activity that is free from fraud, deception
and unauthorized collaboration with other individuals. You are responsible for understanding CityU’s
policy on scholastic honesty and adhering to its standards in meeting all course requirements. A complete
copy of this policy can be found in the university catalog in the section titled Scholastic Honesty under
Student Rights & Responsibilities.


Students taking courses in any format at the University are expected to be diligent in their studies and to
attend class regularly. Regular class attendance is important in achieving learning outcomes in the course
and may be a valid consideration in determining the final grade. For classes where a physical presence is
required, a student has attended if s/he is present at any time during the class session. For online classes,
a student has attended if s/he has posted or submitted an assignment during the session. A complete copy
of this policy can be found in the university catalog in the section titled Attendance Policy.

Support Services
Disability Resources

If you are a student with a disability and you require an accommodation, please contact the Disability
Resource Office as soon as possible. For additional information, please see the section in the university
catalog titled Students with Special Needs under Student Rights & Responsibilities.

Library Services

In order to help you succeed in this course, you have access to library services and resources 24 hours a
day, seven days a week. CityU librarians can help you formulate search strategies and locate materials
that are relevant to your coursework. For help, contact a CityU librarian through the Ask a Librarian
service. To find library resources, click on the Library link in the My.CityU portal.


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As a CityU student, you have access to 10 free hours of online tutoring, including writing support, from
certified tutors 24 hours a day, seven days a week. Contact CityU’s Student Support Center at to request your user name and password.

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