This is an archived copy of the 2013 Catalog. To access the most recent version of the catalog, please visit http://catalog.jccc.edu.

Sales and Customer Relations Certificate

Overview
Courses

JCCC’s sales and customer relations program is designed for people employed in sales who wish to refine their skills or those who are contemplating a career in sales. The program focuses on the steps involved in the selling process and the delivery of effective customer service. Students who complete the program may find careers in sales (retail, wholesale or manufacturing) or in the customer service departments of stores, businesses and manufacturers.

All of the 33 credit hours required for the sales and customer relations certificate apply toward JCCC’s 64-credit-hour marketing and management associate of applied science degree.

Suggested/Sample Course Sequence

The sequence taken by the student may vary depending on prerequisites, course availability, and personal/ professional responsibilities.

(Major Code 4920; State CIP Code 52.1804)

Marketing and Management

First Semester

ENGL 121	Composition I*	3
MKT 134	Professional Selling	3
MKT 121	Retail Management	3
FASH 135	Image Management	1
MKT 202	Consumer Behavior	3
MKT 284	Marketing and Management Internship I	1
CIS 124	Introduction to Computer Concepts and Applications (or)	3
CPCA/CDTP electives (3)
Total Hours		17

Second Semester

BUS 150	Business Communications*	3
MKT 221	Sales Management*	3
MKT 234	Services Marketing*	3
MKT 230	Marketing	3
MKT 240	Advertising and Promotion	3
MKT 286	Marketing and Management Internship II*	1
Total Hours		16

Total Program Hours: 33

Courses

MKT 121 Retail Management (3 Hours)

Upon successful completion of this course, the student should be able to describe and analyze retail store organization and operation including customer markets, store location and design, human resource management, merchandise planning and control, and retail promotion. 3 hrs. lecture/wk.

MKT 121H HON: Retail Management (1 Hour)

One-credit hour honors contract is available to qualified students who have an interest in a more thorough investigation of a topic related to this subject. An honors contract may incorporate research, a paper, or project and includes individual meetings with a faculty mentor. Student must be currently enrolled in the regular section of the courses or have completed it the previous semester. Contact the Honors Program Office, COM 201, for more information.

MKT 134 Professional Selling (3 Hours)

Upon successful completion of this course, the student should be able to describe the process of successful selling. In addition, the student should be able to define the steps of selling and identify appropriate application. The student should also be able to apply selling principles through role-play. Students who have received credit for MKT 133 may not receive credit for MKT 134. 3 hrs. lecture/wk. This course may be offered as a Learning Communities (LCOM) section, see current credit schedule for LCOM details.

MKT 202 Consumer Behavior (3 Hours)

Upon successful completion of this course, the student should be able to analyze the elements and influences that affect consumer behavior. In addition, the student should be able to apply the basic principles of consumer behavior and insight to the application of consumer-research findings used in the professional practice of marketing. 3 hrs. lecture/wk.

MKT 205 eMarketing (3 Hours)

The Internet has led to an increasingly connected environment, and the growth of Internet usage has resulted in the declining distribution of traditional media: television, radio, newspapers, and magazines. Marketing in this connected environment and using that connectivity to market is eMarketing. In this course, the student will understand and recognize the importance of an integrated eMarketing communications plan in order to coordinate all of the promotional mix and marketing communications elements for today's businesses. Topics of study include advertising, direct marketing, sales promotion, social media, web design, public relations and interactive media. The course integrates theory with planning, management and strategy plus hands-on experience. eMarketing explores how to use integrated web, email and database technologies in pre-built, personalized marketing campaigns to acquire and retain customers. Upon completion, the student will be able to develop an effective eMarketing communications program. 3 hrs. lecture/wk.

MKT 221 Sales Management (3 Hours)

Prerequisite: MKT 134

Upon successful completion of this course, the student should be able to identify skills necessary to manage a sales force and develop a plan for recruitment selection, training, motivation and evaluation. In addition, the student should be able to describe and analyze techniques to forecast and plan sales and audit results. 3 hrs. lecture/wk.

MKT 230 Marketing (3 Hours)

Upon successful completion of this course, the student should be able to explain the concepts of production, consumption and distribution in relation to a free enterprise economy; list the basic channels of distribution available to the manufacturer of consumer and industrial products; explain and compare the distribution functions of the manufacturer, wholesaler and retailer; and state the procedures necessary to develop a total marketing plan for a given product, service or product line. In addition, the student should be able to discuss the fundamental principles of consumer behavior in the buying process and apply those principles to target market strategies. MKT 230 is the same course as BUS 230; do not enroll in MKT 230 if you've completed BUS 230. 3 hrs./wk.

MKT 230H HON: Marketing (1 Hour)

MKT 234 Services Marketing (3 Hours)

Prerequisite or corequisite: MKT 230

Upon successful completion of this course, the student should be able to describe the functioning of a services economy. In addition, students should be able to describe and define the nature and characteristics of services and the way services are required to be marketed because of their intangible core. Additionally, students should be able to describe service quality, the foundation of services marketing and the success factors in services marketing. 3 hrs. lecture/wk.

MKT 240 Advertising and Promotion (3 Hours)

In this course, the student will understand and recognize the importance of an integrated marketing communications planning model in order to coordinate all of the promotional mix elements for today's businesses. Topics of study include advertising, direct marketing, sales promotion, public relations and interactive media. The course integrates theory with planning, management and strategy. Upon completion, the student will be able to develop an effective marketing communications program. 3 hrs. lecture/wk.

MKT 284 Marketing and Management Internship I (1 Hour)

Upon successful completion of this course, the student should be able to apply classroom knowledge to an actual work situation. This course offers work experience under instructional supervision in an approved training situation designed to provide practical experience in marketing and management. A minimum of 15 hrs./wk. on-the-job training is required.

MKT 286 Marketing and Management Internship II (1 Hour)

Prerequisite: MKT 284

MKT 290 Capstone: Marketing and Management Case Studies (3 Hours)

Prerequisites: BUS 141 and MKT 230 and MKT 284 and MKT 286 or department approval

Upon successful completion of this course, the student should be able to identify problems, develop and describe the situational analysis, formulate alternative solutions, and reach and explain a decision for each issue. In addition, the student should be able to apply the knowledge of marketing and management concepts and techniques in the analysis of cases and actual business situations. 3 hrs. lecture/wk.

MKT 291 Independent Study (1-7 Hour)

Prerequisite: 2.0 GPA minimum and department approval

Independent study is a directed, structured learning experience offered as an extension of the regular curriculum. It is intended to allow individual students to broaden their comprehension of the principles of and competencies associated with the discipline or program. Its purpose is to supplement existing courses with individualized, in-depth learning experiences. Such learning experiences may be undertaken independent of the traditional classroom setting, but will be appropriately directed and supervised by regular instructional staff. Total contact hours vary based on the learning experience.

MKT 121

Title: Retail Management
Number: MKT-121
Effective Term: Fall 2011
Course Type: Career
Credit Hours: 3
Contact Hours: 3
Lecture Hours: 3
Lab Hours:

Description:

Course Fees:

None

Textbooks:

http://bookstore.jccc.edu/

Supplies:

Refer to the instructor's course syllabus for details about any supplies that may be required.

Objectives

Explain the economic significance of retailing in the free enterprise economy.
Identify types of store-based retailers analyzing current and future trends.
Identify types of nonstore retailers analyzing current and future trends.
Describe demographic and psychographic characters of retail customers and the impact of these characteristics on retailers.
Analyze retail market strategies to include target market, retail format, growth strategies (domestic and international) and retail competition.
Describe the organization structure of today's retailers and analyze the issues resulting from that organizational structure.
Recognize the importance of employee motivation, employee loyalty, and the need to reduce turnover.
Comprehend the importance of financial objectives in a retail setting.
Respect the importance of buying systems such as merchandise budget plans.
List and explain the relevant buying issues that buyers must address to include branding, domestic and foreign sourcing, vendor negotiations and partnerships.
Describe and assess retail pricing strategies.
Identify the importance of retail sales promotion discussing planning the implementing sales promotion programs.
Illustrate various types of store layout and design to include exterior and interior components of space planning and atmospherics.
Interpret the responsibilities of managing a store to include hiring, training, motivating, evaluating and compensating retail employees.

Content Outline and Competencies:

I. Analyzing the World of Retailing
   A. Define a retailer and its function in the marketing mix
   B. Explain the economic significance of retailing

II. Analyzing Store-Based Retailing
   A. List and describe types of retailers
   B. Describe and analyze new retail store formats
   C. List and define types of retail ownership
   D. Explain current and future trends in retailing

III. Comparing Nonstore Retailing and Store-Based Retailing
   A. Define and cite examples of catalog and direct-mail retailing
   B. Define and cite examples of vending machine retailing
   C. Define and cite examples of television home shopping
   D. Define and cite examples of direct selling
   E. Define and cite examples of interactive home shopping
   F. Evaluate current and future trends in nonstore retailing

IV. Analyzing the Retail Customer
   A. Define and illustrate demographics of retail customers
   B. Define and illustrate psychographics of retail customers
   C. Evaluate the impact of customer demographics and behavior on
retailers

V. Developing a Retail Market Strategy
   A. Explain the development of a target market and a retail format
   B. Explain the importance of sustaining a competitive advantage
   C. List and explain growth strategies used by today's retailers 
   D. Explain the impact of international growth in retailing 

VI. Analyzing Retail Locations
   A. List and explain types of retail locations
   B. Explain the strategy of retail locations
   C. Identify and evaluate site selection strategies
      1. Explain how location decisions are made
      2. Explain how retail demand is measured
      3. Explain how retail competition is measured and analyzed
      4. Cite techniques for measuring trade area potential

VII. Managing Organization Structure and Human Resources
   A. List and define typical retail organization structures
   B. Analyze current retail organization design issues and trends
   C. Explain the importance of motivating and coordinating employees
   D. Explain the importance of building employee commitment and reducing
turnover

VIII. Planning Merchandise Assortments
   A. Explain the importance of setting merchandise financial objectives
   B. Define and illustrate the assortment planning process

IX. Analyzing Buying Systems
   A. Explain the elements of a merchandise budget plan
   B. Define and illustrate open-to-buy

X. Buying Merchandise
   A. Identify and explain issues involving branding strategies
   B. Identify and explain issues involving domestic sourcing decisions
   C. Identify and explain challenges in international sourcing decisions
   D. Explain the steps in developing and meeting vendors
   E. Explain the importance of establishing and maintaining strategic
partnerships with vendors
   F. Identify and explain ethical and legal issues in purchasing
merchandise

XI. Pricing Merchandise
   A. Identify and explain pricing strategies and practices
   B. Explain and illustrate how adjustments to the initial retail are
made
   C. Identify and explain legal issues in retail pricing

XII. Defining the Retail Promotion Mix
   A. Explain the role of the retail promotion plan
   B. Identify strategies for planning the retail communication to
customers
   C. Explain the steps in implementing the sales promotion program

XIII. Analyzing Store Layout and Design
   A. List and define types of store layout
   B. Explain the process of space planning
   C. Explain the importance of atmospherics in retail operations

XIV. Discuss in Detail the Strategies for Managing the Store, Including:
   A. Recruiting and selecting store employees
   B. Socializing and training new store employees
   C. Motivating and managing store employees
   D. Evaluating store employees and providing feedback
   E. Compensating and rewarding employees
   F. Legal and ethical issues and managing store employees
   G. Customer service strategic planning

Method of Evaluation and Competencies:

Examinations (4-5)           35% - 40%
Videos and Discussions       24% - 30%
Projects and Case Studies    35% - 40%
Total                        100%

Caveats:

Computer Literacy Expectations: Students will need basic word processing and internet searching skills for the completion of some papers, exercises and projects.

Student Responsibilites:

Disabilities:

If you are a student with a disability, and if you will be requesting accommodations, it is your responsibility to contact Access Services. Access Services will recommend any appropriate accommodations to your professor and his/her director. The professor and director will identify for you which accommodations will be arranged.

JCCC provides a range of services to allow persons with disabilities to participate in educational programs and activities. If you desire support services, contact the office of Access Services for Students With Disabilities (913) 469-8500, ext. 3521 or TDD (913) 469-3885. The Access Services office is located in the Success Center on the second floor of the Student Center.

MKT 121H

No information found.

MKT 134

Title: Professional Selling
Number: MKT-134
Effective Term: Fall 2011
Course Type: Career
Credit Hours: 3
Contact Hours: 3
Lecture Hours: 3
Lab Hours:

Description:

Course Fees:

None

Textbooks:

http://bookstore.jccc.edu/

Supplies:

Refer to the instructor's course syllabus for details about any supplies that may be required.

Objectives

Describe the importance of successful selling and its effect on our economy.
Analyze research (primary and secondary) regarding customer service applications today.
Identify and explain the steps of the selling process.
Demonstrate and analyze successful sales techniques to include approaches, active listening to determine the customer’s needs, presenting a product using features and benefits, responding to customer objections, suggestion selling and closing the sale.
Research and demonstrate the proper product knowledge in the selling process.
Identify career opportunities in selling.

Content Outline and Competencies:

I. Selling:  An Overview
   A. Explain the importance of the salesperson’s role in the selling
process
   B. Analyze the customer’s role in the buying and selling process
   C. Illustrate and explain the impact of selling to the economy

II. Describing Customer Service in Retail Stores Today
   A. Conduct and review of research on customer service using the mystery
shopping report tool
   B. Analyze customer service demonstrated in local mystery shopping
reports
      1. Explain results of individual mystery shopping reports
      2. Explain collective results of mystery shopping reports
   C. Identify and explain the improvements necessary to correct/improve
level of customer services delivered in retail operations

III. Developing Sales Skills:  The Steps of a Sale
   A. Developing the sales approach
      1. Explain the importance of the sales approach
      2. List and define approach techniques
      3. Demonstrate the application of appropriate approaches via role
plays
   B. Developing the active listening process
      1. Demonstrate your ability to determine customer needs and wants
through active listening
      2. List and define the techniques for active listening
      3. Demonstrate the application of active listening via role plays
   C. Planning a feature-benefit sales presentation
      1. List and explain research techniques to identify a product’s
features and benefits
      2. Demonstrate the application strategy for developing the sales
presentation for role plays
   D. Presenting a feature-benefit sales presentation
      1. Define and illustrate a product feature
      2. Define and illustrate a product benefit
      3. Explain how to connect features and benefits back to customer’s
needs
   E. Developing suggestion selling in the sales process
      1. Explain the importance of suggestion selling
      2. List and define suggestion selling techniques
      3. Demonstrate the application of suggestion selling via role plays
   F. Handling customer objections 
      1. Define objections and why they occur
      2. List and define the techniques for handling objections
      3. Demonstrate the application of objection handling via role plays
   G. Closing the sale
      1. Identify and explain appropriate times to close a sale
      2. Explain how to look for verbal and non-verbal buying signals
      3. List and define the techniques for closing a sale
      4. Demonstrate the application of closing techniques via role plays
  
 IV. Exploring Selling Careers
   A. List and explain opportunities in retail selling
   B. Analyze the job market for selling careers

Method of Evaluation and Competencies:

Examinations (4-5)            35% - 40%
Role Play Presentations (2-3) 24% - 30%
Projects and Case Studies     35% - 40% 
  Total                       100%

Grading Scale
  A = 90 - 100%
  B = 80 -  89%
  C = 70 -  79%
  D = 60 -  69%
  F = 59% or below

Caveats:

Computer Literacy Expectations: Students will need basic word processing and internet searching skills for the completion of some papers, exercises and projects.

Student Responsibilites:

Disabilities:

MKT 202

Title: Consumer Behavior
Number: MKT-202
Effective Term: Fall 2011
Course Type: Career
Credit Hours: 3
Contact Hours: 3
Lecture Hours: 3
Lab Hours:

Description:

Course Fees:

None

Textbooks:

http://bookstore.jccc.edu/

Supplies:

Refer to the instructor's course syllabus for details about any supplies that may be required.

Objectives

Explain the importance of consumer behavior in order to plan marketing strategy that better satisfies customer needs and wants.
Identify the internal or individual factors that affect consumer behavior, needs and motivation, personality, psychographics, perception, learning and involvement, and attitudes.
Explain the impact of external or group influences on consumer behavior, reference groups, family, social class, culture and subculture.
Explain the steps in consumer purchase decision making and the various environmental factors that influence this process.
Analyze and explain the importance of social responsibility in the marketing application of consumer behavior theory and the role of ethical marketing conduct in customer relations.

Content Outline and Competencies:

I. Overview of Consumer Behavior and Marketing Strategy
   A. Explain the importance of understanding consumer behavior
   B. Describe the methods of consumer analysis

II. Analyzing Internal Influences on Consumer Behavior
   A. List and define the steps in consumer problem recognition
   B. Illustrate examples of consumer motivation
   C. List and explain types of consumer personality and behavior
   D. List and explain consumer perceptions
   E. Describe product/service development
   F. Describe product/service communication

III. Analyzing External Influences on Consumer Behavior
   A. Define and illustrate social class influences
   B. Explain the impact of reference groups and family influences
   C. Explain the influence of culture and its diversity
   D. Illustrate subculture influences
   E. Explain cross-cultural (international) influences
   F. Define distribution and promotional strategies

IV. Evaluating the Consumer Purchase Decision Making Process
   A. List and explain the elements of consumer decision making
   B. Illustrate and explain alternative options
   C. Define the steps of post-purchase assessment

V. Examining Consumer Behavior and Social Responsibility
   A. List and explain the steps in consumer behavior analysis
   B. Explain the impact of attitudes and social influences on consumer
behavior and social responsibility

Method of Evaluation and Competencies:

Examinations (4-5)                 35% - 45%
Videos and Discussions             24% - 30%
Projects, Quizzes and Case Studies 35% - 40%
Total                              100%

Caveats:

Computer Literacy Expectations: Students will need basic word processing and internet searching skills for the completion of some papers, exercises, online quizzes, and projects.

Student Responsibilites:

Disabilities:

MKT 205

Title: eMarketing
Number: MKT-205
Effective Term: Spring 2012
Course Type: Career
Credit Hours: 3
Contact Hours: 3
Lecture Hours: 3
Lab Hours:

Description:

Course Fees:

None

Textbooks:

http://bookstore.jccc.edu/

Supplies:

Refer to the instructor's course syllabus for details about any supplies that may be required.

Objectives

Explain how the internet is used for primary and secondary research.
Review the eMarketing context: e-business models, performance metrics, and role of strategic planning.
Describe several technological, legal and ethical issues regarding internet use.
Describe marketing strategies of segmenting, targeting, positioning, and differentiation.
Describe the consumer exchange process online and its outcomes.
Identify how to use marketing functions of product, pricing, distribution, and marketing communication for a firm's e-Marketing strategy.
Evaluate several customer relationship management (CRM) strategies using internet technology.
Recognize how several industries use the internet in their businesses.
Demonstrate practical skills by developing effective email offer letters and landing pages, and by using web analytics tools, social media, search engine marketing strategies, webinars and online surveys to accomplish eMarketing objectives.

Content Outline and Competencies:

I. Introduction to eMarketing and eMail Marketing
   A. Explain how a domain name works.
   B. Review the evolution of integrated marketing systems and the
internet.
   C. List the various ways in which people can access and connect to the
Internet.
   D. Explain how e-mail developed into an important eMarketing tool.
   E. Demonstrate how to prepare for an e-mail campaign.
   F. Recognize the different types of e-mail and how they are used.
   G. Review best practices for executing an e-mail campaign.
   H. Identify the steps to take after the completion of the campaign.

II. Online Advertising
   A. Identify when best to use online advertising.
   B. Become familiar with the different online advertising
opportunities.
   C. List the different types of online payment models.
   D. Explain what ad servers are and what their role in advertising is.
   E. Identify what advertising networks are and why they are effective.
   F. Review how all the elements of online advertising work together.
   G. Examine why online advertising is a powerful eMarketing tactic.
   H. Recognize the disadvantages of online advertising and the challenges
involved.
   I. Define what pay per click advertising is.

III. Analyzing Affiliate Marketing
   A. Identify tracking and explain why cookies are important to affiliate
marketing.
   B. Explain how affiliates promote merchants and what affiliate networks
are and how they fit into affiliate marketing.
   C. Examine how best to set up an affiliate marketing campaign and
understand the pros and cons of affiliate marketing.

IV. Objectives and Budgeting for Search Engine Marketing and Search Engine
Optimization
   A. Examine how search engines work and the difference between PPC (pay
per click) and SEO (search engine optimization).
   B. Identify what search engine optimization (SEO) is and how a website
needs to be structured.
   C. Define how key phrases fit into search engine optimization (SEO) and
how to research key phrases.
   D. List and explain how websites can get more links.

V. Monitoring, Evaluating, and Controlling an Integrated Social Media
Plan
   A. Discuss what Social Media is, how fast it changes, tool, and how
content creation and opinion are important to social media.
   B. Explain different types of viral marketing and their differences.
   C. Examine how to manage online reputations.

VI. Effective Website Development, Design and Analysis
   A. Define the fundamental concepts of usability.
   B. Identify and explain search engine visibility and the importance of
a landing page.
   C. List web analytic tools.

VII. Special Topics, Trends, and Perspectives in eMarketing
   A. Examine why e-CRM (electronic customer relationship management) is
an important part of business.
   B. Review the various factors of eMarketing and mobile marketing.
   C. Explore current eMarketing strategies and research.
   D. Discuss the various perspectives concerning the social, ethical, and
economic aspects of eMarketing.
   E. Examine the economic role of eMarketing effects on consumer choice,
competition, and product costs and prices.

Method of Evaluation and Competencies:

Exams (4-5)                     35-45%
Individual and Group Exercises  20-40%
Video Reaction Reports          10-15%
Projects                        30-40%
Total                           100%

Grading Scale:
A = 90-100%
B = 80-89%
C = 70-79%
D = 60-69%
F = 59% and below

Caveats:

Computer Literacy Expectations: Students will need basic word processing and internet searching skills for the completion of some papers, exercises and projects.
Heavy use of the Internet, website analysis, consumer behavior and integrated media along with current events and changes in e-marketing will be required. This course will utilize an online course management system for assignment submission, quizzes and interaction outside of class. Reliable Internet access outside of class required.

Student Responsibilites:

Disabilities:

MKT 221

Title: Sales Management*
Number: MKT-221
Effective Term: Fall 2011
Course Type: Career
Credit Hours: 3
Contact Hours: 3
Lecture Hours: 3
Lab Hours:

Description:

Prerequisite: MKT 134

Course Fees:

None

Textbooks:

http://bookstore.jccc.edu/

Supplies:

Refer to the instructor's course syllabus for details about any supplies that may be required.

Objectives

Explain the role of sales administration in marketing management.
Describe the basis for organization of the sales effort.
Apply the techniques of sales management in selecting, training, and motivation of sales staff.
Explain and demonstrate the techniques of conducting a sales meeting or sales contest.
Discuss and apply the techniques of formulating compensation plans, territorial planning, quota assignment and sales staff evaluation.
Describe and demonstrate the procedures of formulation of sales forecasting, budget and control of expense analysis.

Content Outline and Competencies:

I. Introduction to Sales-Force Management
   A. Define the field of sales management
   B. Define the role of sales managers
   C. Explain strategic marketing
   D. Illustrate sales force organization

II. Sales Force Staffing and Operations
   A. Describe the process of determining needs for sales staff
   B. Explain the process of recruiting applicants
   C. List the steps in processing applications

III. Training the Sales Force
   A. Illustrate the process of assimilating new salespeople into the
organization
   B. Outline the process for developing and conducting a sales training
program
   C. List and define the content of sales training programs
   D. Explain the importance of sales force leadership and motivation

IV. Compensation and Expenses
   A. Identify methods for compensating the sales force
   B. Differentiate between the compensation methods for the sales force
   C. List common sales force expenses

V. Sales Planning
   A. Explain the importance of forecasting market demand
   B. Define the steps in developing departmental budgets
   C. Illustrate examples of territory and routing strategies
   D. Explain the use of quotas

VI. Evaluation of Sales Performance
   A. Illustrate examples of sales volume analysis
   B. Define market cost and profitability analysis
   C. Explain the importance of evaluating individual sales
performance

Method of Evaluation and Competencies:

Final grades will depend on the value of work done on examinations,
projects, demonstrations and your contribution to class discussion. 
Written papers, exams, and demonstrations will be graded A, B, C, D or
Failure.  All work will also be given a point value which will be the
basis for the final grade.

Examinations (4-5)                 35% - 45%
Videos and Discussions             24% - 30%
Projects, Quizzes and Case Studies 35% - 40%
Total                              100%

Caveats:

Computer Literacy Expectations: Students will need basic word processing and internet searching skills for the completion of some papers, exercises, online quizzes, and projects.

Student Responsibilites:

Disabilities:

MKT 230

Title: Marketing
Number: MKT-230
Effective Term: Fall 2011
Course Type: Career
Credit Hours: 3
Contact Hours: 3
Lecture Hours: 3
Lab Hours:

Description:

Course Fees:

None

Textbooks:

http://bookstore.jccc.edu/

Supplies:

Refer to the instructor's course syllabus for details about any supplies that may be required.

Objectives

Define the elements that make up the marketing process and environment and describe how each applies using practical applications and examples.
Explain the techniques a marketer uses to gather information for strategic marketing planning to identify opportunities.
Demonstrate how marketers identify consumer and business market needs and supply products and services to satisfy those needs.
Identify how a marketer implements the elements of the marketing mix (4 P’s) product/service strategy, distribution strategy, promotional strategy, and pricing strategy.
Explain the expanding market opportunities that exist today

Content Outline and Competencies:

I. Marketing Process and Environment
   A. State and list the development of marketing from the Industrial
Revolution to the present day.
   B. Describe marketing’s role in an organization
   C. Distinguish between the marketing environment and its effect on
strategic planning.
   D. Explain the importance of ethics and social responsibility in
marketing.

II. Information for Marketing Decisions
   A. Identify and demonstrate the techniques for gathering marketing
information.
   B. Explain how marketing information is used in strategic planning.
   C. Describe the difference between MIS and MDS.

III. Buyers, Markets (Consumer/Business) and Opportunities
   A. Distinguish between consumer and business markets.
   B. Explain the demographic and psychographic factors that determine
consumer-buying behavior.
   C. Explain the difference between consumer and business buying
processes.
   D. Demonstrate the difference between mass marketing and target
marketing.
   E. Explain the difference between mass marketing and a mass marketer.
   F. Explain the methods of marketing segmentation.
   G. Describe product positioning and its importance to marketers.

IV. The Marketing Mix (The Four P’s)
   A. Identify the components of the marketing mix
   B. Demonstrate the relationship between the components of the
marketing
mix.
   C. Compare the marketing management strategies between an existing
product versus a new product.

V. Expanding Marketing Opportunities
   A. Describe the difference between domestic and international
marketing
   B. Explain and demonstrate the emerging market opportunities using the
Internet.
   C. Explain the advantage and disadvantage of multi-level marketing
systems.
   D. Compare traditional marketing strategies and integrated marketing
programs.

Method of Evaluation and Competencies:

A minimum of four examinations        80% of grade
Projects, papers, studies, etc.       20% of grade
  Total                              100%

Caveats:

None

Student Responsibilites:

Disabilities:

MKT 230H

No information found.

MKT 234

Title: Services Marketing*
Number: MKT-234
Effective Term: Fall 2011
Course Type: Career
Credit Hours: 3
Contact Hours: 3
Lecture Hours: 3
Lab Hours:

Description:

Prerequisite or corequisite: MKT 230

Course Fees:

None

Textbooks:

http://bookstore.jccc.edu/

Supplies:

Refer to the instructor's course syllabus for details about any supplies that may be required.

Objectives

Define services marketing.
Describe the process of marketing services.
Describe the ways services need to be marketed due to their intangible core.
Analyze how customers view service organizations and service encounters.
Describe the challenge of managing both service quality and service productivity.
Identify methods to develop loyal customers in a service industry.
Describe how service delivery systems are designed.
Analyze pricing strategies in the marketing of services.
Review the promotional strategies available to service businesses.
Explain the importance of properly integrating the operations and human resource functions with the marketing function of a service business.

Content Outline and Competencies:

I. Why Study Services
   A. Explain the service evolution
   B. Distinguish between marketing services and physical goods

II. Defining the Service Processes
   A. Explain how services differ one from another
   B. Describe the delivery of service as a process
   C. Identify management challenges in the marketing of services

III. Analyzing Customer Contact with Service Organizations
   A. Describe how to manage service encounters
   B. Explain why the customer can be a co-producer of the service

IV. Evaluating Service from the Customer’s Viewpoint
   A. List and define how customers evaluate service performances
   B. Describe the purchase process for services
   C. Explain mapping the customer’s service experience

V. Managing Productivity and Quality
   A. Explain the importance of understanding the customer’s
expectations
   B. List and describe productivity issues for service firms

VI. Managing Relationships and Building Customer Loyalty
   A. Describe the process of targeting customer audiences
   B. Explain the importance of creating and maintaining valued
relationships

VII. Handling Complaints and Service Recovery
   A. Assess consumer complaints
   B. Explain the impact of service recovery efforts on customer loyalty
   C. List and define service guarantees

VIII. Applying Service Positioning and Design
   A. Define service leadership
   B. Explain the importance of creating a distinctive service strategy
   C. Illustrate service positioning
   D. Describe the steps in new service development

IX. Adding Value with Supplementary Products
   A. Differentiate between core products and supplementary services
   B. List and explain the managerial implications of supplementary
services

X. Designing Service Delivery Systems
   A. Evaluate delivery channels  
   B. Explain the importance of place and time decisions
   C. Analyze the role of intermediaries

XI. Calculating Price and Other Costs of Service
   A. List and explain foundations of pricing strategy
   B. Assess value strategies for service pricing

XII. Creating Customer Education and Service Promotion
   A. Define marketing communication in services
   B. Explain the marketing communications mix

XIII. Integrating Marketing with Operations and Human Resource Management
   A. Explain measuring and managing capacity
   B. Demonstrate understanding of the patterns of demand
   C. Develop strategies for managing demand

XIV. Evaluating Service Employees
   A. Develop job designs
   B. Establish recruitment strategies

Method of Evaluation and Competencies:

Examinations (4-5)                 35% - 40%
Videos and Discussions             24% - 30%
Projects, Quizzes and Case Studies 35% - 40%
Total                              100%

Caveats:

Literacy Expectations: Students will need basic word processing and internet searching skills for the completion of some papers, exercises, online quizzes, and projects.

Student Responsibilites:

Disabilities:

MKT 240

Title: Advertising and Promotion
Number: MKT-240
Effective Term: Fall 2011
Course Type: Career
Credit Hours: 3
Contact Hours: 3
Lecture Hours: 3
Lab Hours:

Description:

Course Fees:

None

Textbooks:

http://bookstore.jccc.edu/

Supplies:

Refer to the instructor's course syllabus for details about any supplies that may be required.

Objectives

Recognize the role of advertising and promotion in the overall marketing program, with attention to the various elements of the marketing mix and how they interact with advertising and promotional strategy.
Describe how firms organize for advertising and promotion and examine the role of ad agencies and other firms that provide marketing and promotional services.
Identify the stages of the consumer decision-making process and both the internal psychological factors and the external factors that influence consumer behavior focusing on how advertisers can use an understanding of buyer behavior to develop effective advertising and other forms of promotion.
Develop goals and objectives and determine funding for integrated marketing communications programs.
Describe the planning and development of the creative strategy and advertising campaign and examine the creative process.
Identify the key principles of media planning and strategy; examine how a media plan is developed.
Discuss the advantages and disadvantages of broadcast media as well as issues regarding the purchase of time and audience measurement.
Discuss the advantages and disadvantages of print media as well as issues regarding the purchase of space and audience measurement.
Review the rapidly growing areas of direct marketing examining database marketing and the way by which companies communicate directly with target customers through various media.
Review interactive media and marketing on the Internet and how companies are using the World Wide Web as a medium for communicating with customers.
Examine the area of sales promotion including both consumer-oriented promotions and programs targeted to the trade (retailers, wholesalers, and other middlemen).
Analyze the role of publicity and public relations in integrated marketing communications.
Examine industry self-regulation and regulation of advertising by governmental agencies such as the Federal Trade Commission, as well as rules and regulations governing sales promotion, direct marketing and marketing on the Internet.
Consider the social, ethical, and economic aspects of advertising and promotion.

Content Outline and Competencies:

I. Introduction to Integrated Marketing Systems
   A. Examine the promotional function and the growing importance of
advertising and other promotional elements in national and international
marketing programs
   B. Review  the evolution of integrated marketing systems
   C. Identify the elements of the promotional mix and consider their
roles in an Integrated marketing program
   D. Introduce the integrated marketing communications model and examine
the steps in developing such a program
   E. Understand the various decision areas under each element of the
marketing mix and how they influence and interact with advertising and
promotional strategy
   F. Recognize the role of market segmentation and its use in an
integrated marketing communications program

II. Integrated Marketing Program Situation Analysis
   A. Understand how companies organize for advertising and other aspects
of integrated marketing communications
   B. Examine methods for selecting, compensating and evaluating
advertising agencies
   C. Understand the role consumer behavior plays in the development and
implementation of advertising and promotional programs
   D. Explain the customer decision making process and how it varies for
different types of purchases

III. Analyzing the Communications Process
   A. Identify and explain the basic elements of the communication process
and the role of communications in marketing
   B. Explain the major variables in the communication system and how they
influence consumers’ processing of promotional messages
   C. Examine different types of message structures and appeals that can
be used to develop a promotional message
   D. Consider how the channel or medium use to deliver a promotional
message influences the communication process

IV. Objectives and Budgeting for the Promotional Program
   A. Recognize the importance and value of setting specific objectives
for advertising and promotion
   B. Identify obstacles marketers encounter in setting objectives
   C. Understand the process for budgeting integrated marketing
communications programs
   D. List and explain various methods of budget setting

V. Development of an Integrated Marketing Communications Program
   A. Discuss what is meant by advertising creativity and examine the role
of creative strategy in advertising
   B. Consider the process of creating advertising messages and the
research inputs into the stages of the creative process
   C. Examine various approaches used for determining major selling ideas
that form the basis of an advertising campaign
   D. Analyze the various creative execution styles that advertisers can
use and the advertising situations where they are most appropriate
   E. Understand the key terminology used in media planning
   F. Know the process of developing and implementing media plans
   G. Examine the structure of the television and radio industries and
consider the advantages and limitations of television and radio as
advertising media
   H. Examine the structure of the magazine and newspaper industries and
consider the advantages and limitations of magazine and newspaper as
advertising media
   I. Recognize the various support media available to the marketer
   J. Identify the strategies and tactics involved in direct marketing and
consider the scope and effectiveness of this medium
   K. Know the advantages and disadvantages of the internet and
interactive media as an advertising medium and evaluate the effectiveness
of communications through this medium
   L. Examine and evaluate the effectiveness of various sales promotion
programs
   M. Recognize the roles of public relations, publicity, and corporate
advertising in the promotional mix and understand the methods for
measuring the effects of each

VI. Monitoring, Evaluating, and Controlling Integrated Marketing
Communications Programs
   A. Understand the reasons for measuring promotional program
effectiveness
   B. Identify the various measures used in assessing promotional program
effectiveness

VII. Special Topics, Trends, and Perspectives in Advertising and
Promotion
   A. Examine the importance and role of international advertising and
promotion
   B. Review the various factors in the international environment and how
they influence advertising and promotion decisions
   C. Examine how advertising is regulated, including the role and
function of various regulatory agencies
   D. Consider the various perspectives concerning the social, ethical,
and economic aspects of advertising and promotion
   E. Evaluate the social criticisms of advertising and promotion
   F. Examine the economic role of advertising and its effects on consumer
choice, competition, and product costs and prices

Method of Evaluation and Competencies:

Exams (4-5)              40% - 45%
Quizzes and Exercises    20% - 30%
Video Reaction Reports   10% - 15%
Projects                 20% - 30%
  Total:                 100%

Grading Scale:
  A =  90 - 100%
  B =  80 -  89%
  C =  70 -  79%
  D =  60 -  69%
  F =  59% or below

Caveats:

Computer Literacy Expectations: Students will need basic word processing and internet searching skills for the completion of some papers, exercises and projects.

Student Responsibilites:

Disabilities:

MKT 284

Title: Marketing and Management Internship I
Number: MKT-284
Effective Term: Spring 2009
Course Type: Career
Credit Hours: 1
Contact Hours: 15
Lecture Hours:
Lab Hours:

Description:

Course Fees:

None

Textbooks:

http://bookstore.jccc.edu/

Supplies:

Refer to the instructor's course syllabus for details about any supplies that may be required.

Objectives

Locate job opportunities using all available sources.
Make application and secure a position in an approved training environment.
List specific position responsibilities.
Develop five job-related goals which can be measured within the semester.
Demonstrate a mature and businesslike attitude toward the job and work.
Maintain accurate records of hours worked.
Demonstrate the application of classroom knowledge to the work situation.
Evaluate job performance against job responsibilities, goals and the workplace skills performance appraisal.

Content Outline and Competencies:

Workplace skills to be demonstrated on the job and evaluated by the
employer and student include:

I. Exhibit Punctuality, Initiative, Courtesy, Loyalty and Honesty 

II. Exhibit the Ability to Get Along With Others

III. Demonstrate Ability to Adapt to Changes in Occupational Environment

IV. Demonstrate the Ability to Set Realistic Short-Term and Long-Term
Personal and Professional Goals

V. Demonstrate Time Management Skills by Successful Balance of Job and
School

VI. Demonstrate an Understanding of Working With the Policies and
Regulations

VII. Set Priorities or the Order in Which Several Tasks Will be
Accomplished

VIII. Perform Routine Tasks Related to Equipment and Operation and/or
Maintenance

IX. Locate and Eliminate Common Errors in Bookkeeping Records

X. Determine Cost, Time or Resources Needed to Complete a Task

XI. Identify Skills Needed to Maintain Effective Work Relations With
Colleagues

XII. Select an Appropriate Listening Style For a Given Situation

XIII. Apply the Correct Process For Handling a Decision Making, Problem
Solving and/or Management Related Task

IVX. Demonstrate Knowledge of Workplace Products and/or Services

XV. Exhibit the Safe Use of Tools and Equipment

XVI. Organize Work Space

XVII. Establish Work Flow

XVIII. Adjust to Changes in Work Flow

XIX. Demonstrate Proper Use and Care of Computer Equipment

Method of Evaluation and Competencies:

1. The evaluation of your progress and performance on the job is a
cooperative effort between the supervisor, the program facilitator and
yourself.

  Employer’s Evaluation    100 points
  Self-Evaluation Project  150 points
  Total                    250 points

2. The student is required to work a minimum of 240 hours during the
semester or an average of 15 hours/week.

3. The student is expected to keep the program facilitator informed of any
job and/or supervisor changes.

4. In order to meet the State of Kansas vocation requirements and to
acquire the Employer’s Evaluation, the instructor will communicate with
the employer during the semester to review the student’s actual
performance.

5. Assignments and projects are expected to be submitted on time; late
assignments will be penalized 10% per day for each day late and will not
be accepted for credit after one week.

Caveats:

None

Student Responsibilites:

Disabilities:

MKT 286

Title: Marketing and Management Internship II*
Number: MKT-286
Effective Term: Spring 2009
Course Type: Career
Credit Hours: 1
Contact Hours: 15
Lecture Hours:
Lab Hours:

Description:

Prerequisite: MKT 284

Course Fees:

None

Textbooks:

http://bookstore.jccc.edu/

Supplies:

Refer to the instructor's course syllabus for details about any supplies that may be required.

Objectives

Locate job opportunities using all available sources.
Make application and secure a position in an approved training environment.
List specific position responsibilities.
Develop five job-related goals which can be measured within the semester.
Demonstrate a mature and businesslike attitude toward the job and work.
Maintain accurate records of hours worked.
Demonstrate the application of classroom knowledge to the work situation.
Evaluate job performance against job responsibilities, goals and the workplace skills performance appraisal.

Content Outline and Competencies:

Workplace skills to be demonstrated on the job and evaluated by the
employer and student include:

I. Exhibit Punctuality, Initiative, Courtesy, Loyalty and Honesty 

II. Exhibit the Ability to Get Along With Others

III. Demonstrate Ability to Adapt to Changes in Occupational Environment

IV. Demonstrate the Ability to Set Realistic Short-Term and Long-Term
Personal and Professional Goals

V. Demonstrate Time Management Skills by Successful Balance of Job and
School

VI. Demonstrate an Understanding of Working With the Policies and
Regulations

VII. Set Priorities or the Order in Which Several Tasks Will be
Accomplished

VIII. Perform Routine Tasks Related to Equipment and Operation and/or
Maintenance

IX. Locate and Eliminate Common Errors in Bookkeeping Records

X. Determine Cost, Time or Resources Needed to Complete a Task

XI. Identify Skills Needed to Maintain Effective Work Relations With
Colleagues

XII. Select an Appropriate Listening Style For a Given Situation

XIII. Apply the Correct Process For Handling a Decision Making, Problem
Solving and/or Management Related Task

IVX. Demonstrate Knowledge of Workplace Products and/or Services

XV. Exhibit the Safe Use of Tools and Equipment

XVI. Organize Work Space

XVII. Establish Work Flow

XVIII. Adjust to Changes in Work Flow

XIX. Demonstrate Proper Use and Care of Computer Equipment

Method of Evaluation and Competencies:

1. The evaluation of your progress and performance on the job is a
cooperative effort between the supervisor, the program facilitator and
yourself.
  Employer’s Evaluation   100 points
  Self-Evaluation Project 150 points
  Total                   250 points

2. The student is required to work a minimum of 240 hours during the
semester or an average of 15 hours/week.

3. The student is expected to keep the program facilitator informed of any
job and/or supervisor changes.

4. In order to meet the State of Kansas vocation requirements and to
acquire the Employer’s Evaluation, the instructor will communicate with
the employer during the semester to review the student’s actual
performance.

5. Assignments and projects are expected to be submitted on time; late
assignments will be penalized 10% per day for each day late and will not
be accepted for credit after one week.

Caveats:

None

Student Responsibilites:

Disabilities:

MKT 290

Title: Capstone: Marketing and Management Case Studies*
Number: MKT-290
Effective Term: Spring 2009
Course Type: Career
Credit Hours: 3
Contact Hours: 3
Lecture Hours: 3
Lab Hours:

Description:

Prerequisites: BUS 141 and MKT 230 and MKT 284 and MKT 286 or department approval

Course Fees:

None

Textbooks:

http://bookstore.jccc.edu/

Supplies:

Refer to the instructor's course syllabus for details about any supplies that may be required.

Objectives

Demonstrate the ability to communicate effectively with customers (both internal and external), subordinates, co-workers, superiors and suppliers, using proper grammar and terminology.
Demonstrate computer literacy by using the computer as a tool for communicating information, analyzing information and problem solving.
Accurately compute addition, subtraction, multiplication and division given business situations.
Accurately compute percentages, decimals and fractions given business situations.
Explain accounting principles and concepts which regulate the processing and reporting of financial data.
Describe the procedures of sales forecasting, budgeting and expense control.
Describe the importance of inventory control.
Explain the role of buying/purchasing in marketing operations.
Explain the role of profits in our economic system.
Demonstrate an understanding of the importance of reading trade journals, newspapers and other sources of trade information on a regular basis.
Describe supervision and supervisory style.
Define the techniques of selecting, training, providing direction, introducing change, motivating, delivering disciplinary action and conducting terminations.
Describe how to handle actual supervisory situations effectively.
Describe and analyze retail store organization and operation.
Explain and analyze location and design of retail facilities.
Demonstrate an understanding of a business code of ethics which encompasses honesty and fairness.

Content Outline and Competencies:

I. Analyzing Marketing Decision Making
   A. Describe the stages of consumer analysis
   B. Explain the steps in internal analysis
   C. Discuss the importance of competitive analysis

II. Evaluating Marketing Information and Forecasting
   A. Define problem-solving
   B. List and explain alternative analysis methods
   C. Describe the marketing research process

III. Interpreting Product and Brand Management Decisions
   A. List and explain the stages of product lifecycle
   B. Examine the competitive customer and environmental aspects

IV. Managing Distribution Decisions
   A. List and explain the channels of distribution
   B. Analyze the volume and profit considerations

V. Determining Promotion Decisions
   A. List and describe the elements of a promotional budget
   B. Analyze the options in a media plan
   C. Explain promotional strategies
   D. Summarize effectiveness evaluations of promotions

VI. Calculating Pricing Decisions
   A. Describe the elements of basic pricing
   B. Explain the relationship between marketing strategy and pricing
strategy

VII. Analyzing Public Policy and Ethical Aspects of Marketing Management
   A. Identify and analyze product environment
   B. Identify and analyze environment of the firm

VIII. Designing Marketing Programs and Strategy
   A. List and explain the components of a comprehensive marketing plan
   B. Explain global marketing strategy
   C. List and describe implementation strategies

Method of Evaluation and Competencies:

Final grades will be determined as noted below:

 15 Group In-Class Case Analysis Assignments @ 20 points each = 400
points
 5 Individual Case Analysis Assignments @ 40 points each = 200 points
 6 Selected Article Reviews @ 40 points each  = 240 points
 3 Selected Article Feedback Exams @ 20 points each  =  60 points
 3 FYI Feedback Exams @ 10 points each  =  30 points
 1 Final Exam   = 100 points
 TOTAL        930 points