Portland Community College | Portland, Oregon

Credit will be acceptable as required and/or elective for Portland Community College's Business Administration, Business Technology, and Customer Service Technology Certificate or Degree Programs.
This course may be transferable to four-year colleges and universities. Students should consult with these other institutions regarding transfer possibilities.
The student should consult the Business Division for a listing of the approved textbook and supplementary materials. Current prices for materials may be found at the PCC bookstore.
 

Upon completion of the course students should be able to:

1. Apply intellectual property concepts to guide brand development within the established legal framework.
2. Given an organization’s mission, use the product life cycle, situational analysis, environmental scanning, and sustainable competitive advantage to correctly identify viable market segments. 
3. Use applied market research and elements of the market planning process to create a marketing plan. 
4. Develop a market research plan and conduct basic research using primary and secondary sources. 

Students will be expected to demonstrate knowledge of the concepts described in the required competencies by any combination of the following:

• Attendance and participation in class activities
• Participation in individual or group project assignments
• Completion of assigned homework
• Completion of assessment examinations

Themes, Concepts, Issues:

• Marketing and the marketing management process
• Marketing philosophies and goals
• Strategic planning and the marketing process
• Target markets and information gathering
• Consumers and industrial customers
• Customer behavior
• Marketing segmentation to targeting
• Marketing mix elements
• Consumer and industrial products
• Product decisions
• Product life cycles and strategies for new products
• Pricing factors and strategies
• Distribution channels and physical distribution decisions
• Marketing intermediaries and their activities
• Promotional mix elements
• Discuss current marketing issues
• International marketing strategies
• Marketing trends
• Social responsibility and ethics in marketing
• New marketing organizations

Competencies and Skills:

• Demonstrate understanding of the strategic marketing environment
• Develop marketing plans including marketing mix
• Develop framework for the promotional mix as a part of the overall marketing mix
• Successfully identify viable segmentation and targeting approaches for markets
• Demonstrate understanding of research approaches and basic research tools as applied to marketing
• Demonstrate understanding of the role of marketing intermediaries in introducing products to market