Marketing - A Guide to Credit for Prior Learning
Typical Learning Experiences of Students Earning Lower level Credit:
- Work in an environment where one or more of the basic principles of marketing are practiced regularly; e.g. marketing department or marketing communications agency.
- Have college-level and/or company-sponsored training in marketing-related subjects including: pricing, promotion, distribution, product development, customer relations, direct marketing, marketing analysis and planning or marketing research.
Typical Learning Experience of Students Earning Upper level Credit:
- Lower level requirements as stated above.
- Five or more years of experience as a marketing practitioner.
- Knowledge of modern marketing concepts; e.g. Internet marketing, target marketing, mass customization, global marketing, etc.
- Three or more years' experience managing a specific marketing function.
Discussion Topics:
If students are familiar with some (but not all) of the following topics, they may be eligible for lower level credit in the area of marketing. Students familiar with the advanced questions may be eligible for upper level credit. If knowledge of some of the topics is substantial, students may consider requesting additional credit in more narrowly defined areas.
What is Marketing?
Facts, definitions, concepts (lower level):
- What are consumer needs? Wants?
- Describe the components in the marketing mix.
Relationships, knowledge of discipline, methodologies (upper level):
- Describe the marketing mix as it relates to consumers.
- How is a marketing department organized?
Analyzing Marketing Opportunities
Facts, definitions, concepts (lower level):
- Describe a company’s marketing environment.
- What is involved in gathering and accessing environmental marketing data?
Relationships, knowledge of discipline, methodologies (upper level):
- Discuss the characteristics affecting consumer behavior.
- Discuss the characteristics of business markets and the behavior of business buyers.
Market Segmentation
Facts, definitions, concepts (lower level):
- What are the bases for segmenting consumer markets? Business markets?
Relationships, knowledge of discipline, methodologies (upper level):
- What is target marketing?
- Describe “positioning” for competitive advantage.
Product Strategies
Facts, definitions, concepts (lower level):
- What are product attributes?
- What is product branding?
Relationships, knowledge of discipline, methodologies (upper level):
- Describe a product line vs. a product mix.
- Discuss product life cycle marketing strategies.
- Describe the stages of a product life cycle.
Pricing
Facts, definitions, concepts (lower level):
- Discuss internal and external factors contributing to product pricing.
- What is cost-based pricing? Value-based pricing? Competition-based pricing?
Relationships, knowledge of discipline, methodologies (upper level):
- Describe product-mix pricing strategies.
- Describe price adjustment pricing strategies.
Distribution
Facts, definitions, concepts (lower level):
- Why are marketing intermediaries used?
- Discuss distribution channels and their relationship to marketing.
Relationships, knowledge of discipline, methodologies (upper level):
- What are some of the marketing issues related to channel design decisions?
- How are channel members motivated?
Retailing and Wholesaling
Facts, definitions, concepts (lower level):
- What is retailing? Wholesaling?
- What is nonstore retailing?
Relationships, knowledge of discipline, methodologies (upper level):
- Components of retail marketing decisions.
- Types of wholesalers?
Marketing Communications
Facts, definitions, concepts (lower level):
- What are the steps in developing effective communications?
- What is integrated marketing communications?
Relationships, knowledge of discipline, methodologies (upper level):
- Discuss “promotional mix.”
- Discuss the attributes of mass media advertising vs. direct marketing.
- How is public relations used to support marketing objectives?
Global
Facts, definitions, concepts (lower level):
- Why go international?
- How would you decide which markets to enter?
- What steps would you take before entering a market?
Relationships, knowledge of discipline, methodologies (upper level):
- Discuss the global marketing plan.
- Discuss the global marketing organization.
Internet Marketing
(Lower and upper levels):
- What are the characteristics of electronic marketing?
- Discuss consumer vs. B2B marketing.
Marketing Ethics
(Lower and upper levels)
- Describe marketing’s impact on the individual consumer and on society as a whole.
- Discuss citizen and public actions to regulate marketing.
- What is “socially responsible marketing?”
- Discuss privacy issues and Internet marketing.