383821: Marketing Principles and Practices
- Winter 2022
- Section 1
- 4 Credits
- 01/03/2022 to 03/20/2022
- Modified 01/03/2022
This course is fully online and has no regular meeting times.
HOW ONLINE CLASS WORKS
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
- Learn the foundational knowledge, tools, techniques, and strategies to prepare and execute effective marketing plans.
- Develop skills in identifying and segmenting target audiences for developing strategic outreach campaigns.
- Enhance abilities in developing marketing positions and messages to connect with identified target audiences in a multicultural global marketplace.
- Practice techniques of professional collaboration and networking through course discussions.
- Identify marketing career resources and employment opportunities.
Essentials of Marketing: A Marketing Strategy Planning Approach
- Author: William D. Perreault Jr., Joseph P. Cannon, & E. Jerome McCarthy
- Publisher: McGraw Hill
- Edition: 17th
- ISBN: 9781264024063
Week One Course Welcome & Overview
A Course Welcome & Overview will be held using Zoom during the first week of class. The date/time will be noted in a course announcement. This session will present an overview of the class and the instructor expectations for assignments. The session will be recorded for those who cannot attend.
To earn the points for this assignment, you will need to attend the complete Conference session OR listen to the complete recorded archive of the session as your schedule permits prior to the end of Week One.
To access the recorded archive, follow the link provided in the Week One Module after the session has concluded.
- Grades for those attending the Course Overview Conference session will be posted after the session takes place.
- For those people listening to the recorded archive, please send a message to the instructor using the Inbox. In this message, note that you watched the recording, and ask any questions that you have about the course.
Each week, there will be an activity and/or discussion on the concepts being covered. Specific guidelines will vary by week and are detailed in the weekly modules. Activities include case studies, group discussion, personal reflection, etc.
Take a weekly quiz on the chapters being covered that week. The quiz will include five questions per chapter covered (so, if there are two chapters covered that week, there will be 10 questions).
You will be allotted 1 minute/question to complete each quiz. You have two attempts to complete each quiz (note that questions are drawn randomly from pools, so they will change between quizzes).
The quizzes will be available for the entire week they are due. Make sure to allow yourself adequate time in case of any computer problems.
Grade will automatically be entered into the grade book upon completion of the quiz.
Journal Analysis Assignments
Consumer Behavior Journal: Keep track of purchases that you make through the week while identifying consumer behavior concepts related to your purchase decision-making. Then analyze the purchases from the marketer's point-of-view. How can marketers position their products and design communications to reach you and match your decision-making requirements?
Social Media Journal: Maintain a journal related to social media for a company you select. Identify the target market, and analyze how the company incorporates social media into their communication strategy. For this assignment, you will also work on a free online certification to better understand content marketing.
Marketing Strategy Analysis
Based on worksheets provided in the modules, you will complete a marketing strategy analysis on a chosen existing product.
The performance evaluation (grading) is divided up as follows:
Welcome & Course Overview Conference
Journal Analysis Assignments
Marketing Strategy Worksheets
The instructor reserves the right to make changes to the Syllabus.
Please note that ALL COURSE GRADES ARE FINAL.
Assignments are due by 11:59pm Pacific Time on the due date listed.
If you absolutely must turn in an assignment later than the due date, discuss arrangements with the facilitator BEFORE the assignment is due. If approved, the late penalty listed below will be applied. No work will be accepted after the last day of class. Weekly activities/discussion must be completed during the designated week and cannot be made-up or submitted late. No late work will be accepted without instructor approval prior to the assignment due date/time, and no more than two assignments may be submitted late during the course.
LATE PENALTY: 20% per day late
If you are traveling for business or vacation, please plan to complete work ahead of time or while traveling. If you will be traveling for an extended time, please pay careful attention to the due dates of assignments. All written work should be submitted before leaving, and weekly activities/discussion cannot be submitted outside of the week that it is due.
Remember that signing up to take a class is a commitment. Please schedule time to complete the assignments by the due dates listed. I highly recommend that you complete work in the beginning of the week to avoid problems that may occur in your work or personal schedule at the end of the week.
If you have a problem with your Internet service or your computer, please find an alternate computer to gain access to the classroom. If you have problems with accessing the course web site, you need to immediately contact our Course Manager at [email protected].
Planning Your Study Time
To plan your study time, it is estimated that you will spend 3 hours per week "in class" and approximately 7 additional hours per week outside of class studying for exams, reading, and completing assignments. Depending on the extent of your academic preparation and recent college-level coursework in this topic area, the amount of study time needed may vary considerably.
Course Format: Online
This course is designed to be completed entirely online. All course activities and assignments will be managed through Canvas – you will use your unique username and password to log into the course, interact with your instructor and fellow students, and submit any required assignments.
Since attendance is asynchronous (not in real time), you may login at any time of the day. However, you are expected to participate in the virtual classroom on a weekly basis and complete all readings, discussion requirements and assignments/exams as required (see Course Policies below for more information).
Please keep a copy of all assignments and work submitted. Print the syllabus for your reference. It is your responsibility to be aware of all assignments, due dates and guidelines.
Note the following points about online courses 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 Firefox, Safari, or Chrome.
- Students should familiarize themselves with Canvas and are responsible for meeting the minimum technical requirements for using Canvas.
- For more information about the Canvas learning management system, please visit: http://student.uclaextension.edu/our-platform/overview/
- For information about the technical requirements for web-enhanced courses, please visit: http://student.uclaextension.edu/support/technical-requirements/
- Course materials will become available two days before the beginning date of the course.
- Students must follow all posted deadlines and must complete all work in Canvas by the end of the course. Students receiving an “Incomplete” may not complete work within Canvas and must work individually with their instructor to satisfy completion requirements.
Students are subject to disciplinary action for several types of misconduct or attempted misconduct, including but not limited to academic dishonesty, such as cheating, multiple submission, plagiarism, or knowingly furnishing false information to the University; or behavioral misconduct, such as theft or misuse of the intellectual property of others, harassment, or disruption of the learning environment. Students are encouraged to familiarize themselves with the Student Rights & Responsibilities Policy and to report concerns regarding at: https://www.uclaextension.edu/pages/str/studentConduct.jsp.
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 Service for Students with Disabilities Office at (310) 825-7851 or by email at [email protected]. For complete information see: https://www.uclaextension.edu/pages/str/studentswithDisabilities.jsp
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: https://www.uclaextension.edu/pages/str/grading.jsp
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.
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, 1145 Gayley Ave., Los Angeles, CA 90024; Voice/TTY: (310) 825-7031. View the University’s full Policy on Sexual Harassment and Sexual Violence at http://policy.ucop.edu/doc/4000385/SHSV.
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.
- What are the basic computer specifications for Canvas? https://guides.instructure.com/m/4214/l/82542-what-are-the-basic-computer-specifications-for-canvas
- Which browsers does Canvas support? http://guides.instructure.com/s/2204/m/4214/l/41056-which-browsers-does-canvas-support
- 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:
||Marketing Strategy & Market Environment||
||Market Segmentation, Target Marketing, & Positioning||
||Consumer & Buyer Behavior||
||Distribution (Place) Strategy||
||Promotion Strategy: Communication & Personal Selling||
||Promotion Strategy: Advertising, Sales Promotion, & Public Relations||
||Ethics in Marketing||