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380835: Marketing Principles and Practices
MGMT-X 160

  • Summer 2021
  • Section 1
  • 4 Credits
  • 06/21/2021 to 09/05/2021
  • Modified 05/27/2021

Meeting Times

This course is fully online and has no regular meeting times. 


Log into Canvas, our online learning management system. Review the course syllabus, connect with the instructor and classmates in the discussion portal.

  • Retrieve course materials, which may include discussion boards, readings and videos, webinars, and other activities.
  • Connect with your instructor with questions about your assignments, your progress, or to gain deeper insights on various topics.
  • Submit your coursework via Canvas for feedback and evaluation.



This course surveys marketing methods, practices, and institutions from the perspectives of manufacturers, distributors, and consumers. You examine marketing concepts, functions, operations, and organizations of retail and wholesale enterprises; distribution channels; market research; advertising; marketing costs; pricing; cooperative marketing; marketing legislation and regulations; and trends. Transferable for UC credit.


Goals & Objectives

  1. Learn the foundational knowledge, tools, techniques, and strategies to prepare and execute effective marketing plans.
  2. Develop skills in identifying and segmenting target audiences for developing strategic outreach campaigns.
  3. Enhance abilities in developing marketing positions and messages to connect with identified target audiences in a multicultural global marketplace.
  4. Practice techniques of professional collaboration and networking through course discussions.
  5. Identify marketing career resources and employment opportunities.


Essentials of Marketing

  • Author: Perreault, Cannon & McCarthy
  • Publisher: McGraw-Hill Education
  • Edition: 17th
  • ISBN: 9781264024063
  • Availability: ordered by university bookstore, also available elsewhere online to purchase

Textbook Options

16th edition acceptable to use. Not available at UCLA bookstore. Purchase where available online

Other Readings:

Online, interactive, and video resources will be posted throughout the course and on the course supplementary website at


Students are expected to participate actively each week in the course discussions – an essential component of effective online learning. It is critical to meet the due dates for the writing assignments throughout the course.

The writing assignments are accumulative key components of the course final marketing plan project.



Course grades will be based on participation and completion of assignments as follows:

Types of evaluations and related weights
Type Weight Topic Notes
Discussion participation 25%
Writing assignments 30%
Final Marketing Plan 45%


100 %
to 97.0%
< 97.0 %
to 94.0%
< 94.0 %
to 90.0%
< 90.0 %
to 87.0%
< 87.0 %
to 84.0%
< 84.0 %
to 80.0%
< 80.0 %
to 77.0%
< 77.0 %
to 74.0%
< 74.0 %
to 70.0%
< 70.0 %
to 0.0%

Institutional Policies

Student Conduct

Students are subject to disciplinary action for several types of misconduct or attempted misconduct, including but not limited to dishonesty, such as cheating, multiple submission, plagiarism, or knowingly furnishing false information to the University; or theft or misuse of the intellectual property of others or violation of others' copyrights. Students are encouraged to familiarize themselves with policy provisions which proscribe these and other forms of misconduct at:

Services for Students with Disabilities

In accordance with the Americans with Disabilities Act of 1990, UCLA Extension provides appropriate accommodations and support services to qualified applicants and students with disabilities. These include, but are not limited to, auxiliary aids/services such as sign language interpreters, assistive listening devices for hearing-impaired individuals, extended time for and proctoring of exams, and registration assistance. Accommodations and types of support services vary and are specifically designed to meet the disability-related needs of each student based on current, verifiable medical documentation. Arrangements for auxiliary aids/services are available only through UCLA Extension’s Office for Students with Disabilities at (310) 825-0183 or by email at [email protected]. For complete information see:


Your instructor may post the interim grade Incomplete/I if at the end of the class your overall work is of passing quality but a portion could not be submitted for understandable reasons (e.g. illness). It is your responsibility to petition your instructor for permission to submit work late and to provide an explanation, and it is his or her sole decision whether to accept the explanation. If permitted, the Incomplete/I grade will be posted and a time frame defined for you to submit the missing work, ranging from one to twelve weeks. Incomplete/I grades that remain unchanged after twelve weeks will lapse to F, NP or U. Receiving an I grade entitles you to submit only the missing work your instructor has agreed to accept late, and does not allow other work to be retaken or oblige UCLA Extension to provide continuing access to course materials via Canvas. The Incomplete/I grade is not an option for courses that do not bear credit, such as 700, 800, or 900-level courses. For complete information, see:

All Grades are Final

No change of grade may be made by anyone other than the instructor, and then, only to correct clerical errors. No term grade except Incomplete may be revised by re-examination. The correction of a clerical error may be authorized only by the instructor of record communicating directly with personnel of Student and Alumni Services.

Sexual Harassment

The University of California is committed to creating and maintaining a community where all individuals who participate in University programs and activities can work and learn together in an atmosphere free of harassment, exploitation, or intimidation. Every member of the community should be aware that the University prohibits sexual harassment and sexual violence, and that such behavior violates both law and University policy. The University will respond promptly and effectively to reports of sexual harassment and sexual violence, and will take appropriate action to prevent, to correct, and when necessary, to discipline behavior that violates our policy.

All Extension students and instructors who believe they have been sexually harassed are encouraged to contact the Department of Student and Alumni Services for complaint resolution: UCLA Extension, Suite 113, 10995 Le Conte Ave., Westwood; Voice/TTY: (310) 825-7031. View the University’s full Policy on Sexual Harassment and Sexual Violence at

Additional Items

Protecting Privacy and Data During Live Instruction

Live meeting sessions for this class, when applicable, are being conducted over Zoom. As the host, the instructor may be recording live sessions. Only the host has the ability to record meetings, no recording by other means is permitted. Recorded sessions will be posted in the Videos area of this class unless otherwise notified. Due to privacy, recordings are not available for download and are only accessible via Canvas for the duration of the class. If you have privacy concerns and do not wish to appear in the recording, do not turn on your video and/or audio. If you also prefer to use a pseudonym instead of your name, please let the instructor know what name you will be using so that the instructor knows who you are during the session. To rename yourself during a Zoom meeting, click on Participants, click on your name, click on More, click on Rename. If you would like to ask a question, you may do so privately through the Zoom chat by addressing your chat question to the instructor only (and not to ""everyone""). Additionally, chat may be used and moderated for live questions, and saving of chats is enabled. If you have questions or concerns about this, please contact the instructor via Canvas Inbox.

Pursuant to the terms of the agreement between Zoom and UCLA Extension, the data is used solely for this purpose and Zoom is prohibited from re-disclosing this information. UCLA Extension also does not use the data for any other purpose. Recordings will be deleted when no longer necessary. However, recordings may become part of an administrative disciplinary record if misconduct occurs during a video conference.

Course and Instructor Evaluation

UCLA Extension values your feedback on course and instructor evaluations. We ask all students to take a few minutes to complete an end-of-course evaluation survey. Updates to the course and instruction are influenced by your feedback. Understanding your student experience is essential to ensure continuing excellence in the online classroom and is appreciated by your instructor and the UCLA Extension academic leadership.

Your participation in a survey is voluntary, and your responses are confidential. After instructors submit grades, they will be given an evaluation report, but this report will not contain your name.

About Your Online Course Materials

Please note the following about online course components at UCLA Extension:

  • Students must have basic computer skills, including the use of word processing software, email, and the ability to use internet browsers, such as Safari, Firefox, or Chrome.
  • Students are responsible for meeting the technical requirements of Canvas and familiarizing themselves with the Canvas Learning Management System.
  • Students are responsible for keeping a copy of all assignments and work submitted, and to be aware of all assignments, due dates, and course guidelines.
  • Students are encouraged to keep and/or download a local copy of their assignment files, as access to the online environment of a specific course is limited to 30 days after the final course date, as listed in the course catalog.

    If you need assistance downloading student materials from your course, please contact Canvas Support or the Office of Instructional Enhancement.

UCLA Extension Canvas and Learning Support

For immediate 24/7 Canvas technical support, including holidays, click on Help (located on the menu to the left) where you can call or chat live with a Canvas Support representative.

UCLA Extension Instructional Design and Learning Support
The UCLA Extension Learning Support staff assists both students and instructors with Canvas-related technical support, as well as general and administrative questions.

Learning Support staff is available Monday through Friday, from 8 AM to 5 PM (Pacific Time), except holidays:


 Course Calendar Due Dates


Day 1



Day 4


Day 6

Day 7

Week 1


Post introduction, participate in Week 1 discussions throughout week



Chapters 1 & 2:
Marketing Value; Strategy Planning


Unit readings. Post on Unit Topics.


Preview upcoming unit

Week 2


Participate in Week 2 discussions throughout week



Chapters 3 & 4:
Opportunities; Segmentation & Positioning


Assignment 1 due on Marketing Plan Topic
Unit readings. Post on Unit Topics.


Preview upcoming unit

Week 3


Participate in Week 3 discussions throughout week



Chapters 5 & 6:
Consumer and Business Buying Behaviors


Assignment 2 due on Marketing Plan Demographics.
Unit readings. Post on Unit Topics.

Preview upcoming unit

Week 4


Participate in Week 4 discussions throughout week



Chapters 7 & 8:
Decisions and Planning


Unit readings.
Post on Unit Topics.

Preview upcoming unit

Week 5


Participate in Week 5 discussions throughout week



Chapters 9 & 10:

Products and Channels


Assignment 3 due on Channels of Distribution.
Unit readings. Post on Unit Topics.

Preview upcoming unit

Week 6


Participate in Week 6 discussions throughout week



Chapters 11 & 12:
Customers, Retailers, Wholesalers


Participate in Peer Reviews. Unit readings. Post on Unit Topics.

Preview upcoming unit

Week 7


Participate in Week 7 discussions throughout week



Chapters 13, 14 15:
Promotion, IMC, Selling, Promotion


Assignment 4 due on Marketing Plan Media & Messages.
Unit readings. Post on Unit Topics.

Preview upcoming unit

Week 8


Participate in Week 8 discussions throughout week



Chapters 16 & 17: Pricing Objectives, Price Setting


Assignment 5 due on Pricing and Financials. Unit readings. Post on Unit Topics.

Preview upcoming unit

Week 9


Participate in Week 9 discussions throughout week



Chapter 18: Ethical Marketing and World Challenges


Unit readings. Post on Unit Topics.

Preview upcoming unit

Week 10


Participate in Week 10 discussions throughout week



Review Appendices,
Career Planning, Cases & Resources


Final Marketing Plan due. Unit readings. Post on Unit Topics.

Review course materials


Syllabus Outline:

This is an overview and outline of your course by weeks:

Week 1 – Marketing Foundations

Week 2 – Segmentation & Positioning

Week 3 – Buyer Behaviors & Demographics

Week 4 – Decisions & Planning

Week 5 – Products & Channels

Week 6 – Customers, Retailers, Wholesalers

Week 7 – Promotion, IMC, Selling

Week 8 – Pricing

Week 9 – Marketing Ethics & Challenges

Week 10 – Career Planning