Marketing

Marketing (MKT)

MKT 295 Independent Studies in Marketing

  • Units:1 - 3
  • Prerequisite:None.
  • Catalog Date:June 1, 2019

Independent Study is an opportunity for the student to extend classroom experience in this subject, while working independently of a formal classroom situation. Independent study is an extension of work offered in a specific class in the college catalog. To be eligible for independent study, students must have completed the basic regular catalog course at American River College. They must also discuss the study with a professor in this subject and secure approval. Only one independent study for each catalog course will be allowed.


MKT 300 Principles of Marketing

  • Units:3
  • Hours:54 hours LEC
  • Prerequisite:None.
  • Transferable:CSU
  • Catalog Date:June 1, 2019

This course provides a general overview of the principles of marketing. It focuses on the marketing concept and customer satisfaction. Topics include the controllable elements of the marketing mix (product, place or distribution, promotion, and price) as well as the uncontrollable elements of the marketing environment. This course also examines the topics of target marketing, market segmentation, consumer behavior, social responsibility, marketing research, and international marketing.

Student Learning Outcomes

Upon completion of this course, the student will be able to:

  • describe how organizations apply the basic principles and concepts of marketing.
  • explain the importance of customer satisfaction and the priorities of the marketing concept.
  • evaluate how marketers plan and make decisions regarding the controllable factors of the marketing mix: product, place or distribution, promotion, and price.
  • describe the elements of the marketing environment that are beyond the control of the marketer.
  • illustrate how marketers segment their markets and design target markets.
  • analyze and evaluate several companies and write about various concepts of marketing, such as target marketing, social responsibility, and product mix.

MKT 310 Selling Professionally

  • Units:3
  • Hours:54 hours LEC
  • Prerequisite:None.
  • Transferable:CSU
  • Catalog Date:June 1, 2019

This course examines the personal selling philosophy and career opportunities in professional consumer and business selling. The development of a successful presentation strategy is examined, and techniques are illustrated for the steps of selling: approach, sales demonstration, overcoming objections, negotiation, closing, and servicing the sale. This course helps develop better selling and personal marketing techniques. Field trips may be required.

Student Learning Outcomes

Upon completion of this course, the student will be able to:

  • evaluate professional appearance and create a plan to improve it.
  • adapt his/her personal communication style to a prospect.
  • identify and compare the career opportunities in professional consumer and business selling.
  • analyze and demonstrate the steps of professional selling, including approach, needs assessment, presentation, overcoming objections and negotiating, closing, and servicing of the sale.
  • give an effective sales presentation.

MKT 312 Retailing

  • Units:3
  • Hours:54 hours LEC
  • Prerequisite:None.
  • Transferable:CSU
  • Catalog Date:June 1, 2019

This course is an introduction to the field of retailing. It covers various aspects of retailing, including store location and layout, consumer behavior, human resource management, merchandise buying, pricing, and promotion. Multichannel retailing is discussed, which includes stores, websites, catalogs, and telemarketing. Field trips may be required.

Student Learning Outcomes

Upon completion of this course, the student will be able to:

  • cite examples of various types of food, general merchandise, nonstore, and services retailers.
  • explain how needs and social factors affect consumer buying decisions and how retailers segment their markets.
  • compare and contrast various retail locations, including shopping centers and malls, central business districts, and nontraditional locations, such as airports and hospitals.
  • evaluate specific retail site locations, based upon factors such as trade area, competition, natural and artificial barriers, traffic flow, parking, and leases.
  • identify some of the special conditions or challenges of human resource management in retailing.
  • illustrate how retailers use Customer Relationship Management (CRM) to identify their best customers and build customer loyalty.
  • explain how retailers use merchandise management decisions to implement their retail strategy, including planning, buying, pricing, branding, and promoting their merchandise.
  • evaluate a retail store's atmospherics, including layout, lighting, colors, scents, and music.

MKT 314 Advertising

  • Units:3
  • Hours:54 hours LEC
  • Prerequisite:None.
  • Advisory:MKT 300
  • Transferable:CSU
  • Catalog Date:June 1, 2019

This course is an introduction to consumer advertising. It covers the advertising industry, including advertisers, agencies, media, and suppliers. Consumer behavior is also studied, to realize how advertisers attempt to understand their target audience. Advertising media are investigated in detail, including television, radio, newspapers, magazines, outdoor, Internet, social media, and direct mail. This course emphasizes group dynamics in the development of an advertising campaign. It is recommended for those interested in a career in advertising, as well as future entrepreneurs hoping to develop effective advertising for their businesses.

Student Learning Outcomes

Upon completion of this course, the student will be able to:

  • identify the major social and economic impacts of advertising in the United States.
  • describe how the advertising industry operates and produces advertising through the work of advertisers, agencies, media, and suppliers.
  • evaluate the various advertising media, including television, radio, magazines, newspapers, outdoor, Internet, direct mail, and other media.
  • create and produce advertising examples for magazine ads, television and radio commercials, and billboards.
  • work together in groups to create and present media advertising for an advertising campaign.

MKT 330 Internet Marketing

  • Units:3
  • Hours:54 hours LEC
  • Prerequisite:None.
  • Transferable:CSU
  • Catalog Date:June 1, 2019

This course introduces the use of social media and other Internet technologies, with an emphasis on the theory and practice of marketing in an electronic environment. Topics include the personalization and interactivity of the Internet to build strong customer relationships. These concepts are applied to traditional brick and mortar as well as exclusively online businesses.

Student Learning Outcomes

Upon completion of this course, the student will be able to:

  • create effective Internet marketing strategies that enhance a business' relationship with present and future customers.
  • identify and evaluate decisions in the selection of Internet marketing strategies to make a business more effective.
  • apply complex decision-making techniques to problems involving e-commerce practice and a company's role in this evolving business environment.

MKT 495 Independent Studies in Marketing

  • Units:1 - 3
  • Hours:54 - 162 hours LAB
  • Prerequisite:None.
  • Transferable:CSU
  • Catalog Date:June 1, 2019

Independent Study is an opportunity for the student to extend classroom experience in this subject, while working independently of a formal classroom situation. Independent study is an extension of work offered in a specific class in the college catalog. To be eligible for independent study, students must have completed the basic regular catalog course at American River College. They must also discuss the study with a professor in this subject and secure approval. Only one independent study for each catalog course will be allowed.


MKT 498 Work Experience in Marketing

  • Units:1 - 4
  • Hours:60 - 300 hours LAB
  • Prerequisite:None.
  • Enrollment Limitation:Students must be in a paid or unpaid internship, volunteer position, or job related to marketing with a cooperating site supervisor. Students are advised to consult with the Marketing Department faculty to review specific certificate and degree work experience requirements.
  • Advisory:Eligible for ENGRD 310 or ENGRD 312 AND ENGWR 300; OR ESLR 340 AND ESLW 340.
  • Transferable:CSU
  • General Education:AA/AS Area III(b)
  • Catalog Date:June 1, 2019

This course provides students with opportunities to develop marketable skills in preparation for employment or advancement within the field of marketing. It is designed for students interested in work experience and/or internships in transfer-level degree occupational programs. Course content includes understanding the application of education to the workforce, completion of Title 5 required forms which document the student's progress and hours spent at the work site, and developing workplace skills and competencies.

During the semester, the student is required to complete 75 hours of related paid work experience, or 60 hours of related unpaid work experience for one unit. An additional 75 or 60 hours of related work experience is required for each additional unit. All students are required to attend the first class meeting, a mid-semester meeting, and a final meeting. Additionally, students who have not already successfully completed a Work Experience course will be required to attend weekly orientations while returning participants may meet individually with the instructor as needed. Students may take up to 16 units total across all Work Experience course offerings. This course may be taken up to four times when there are new or expanded learning objectives. Only one Work Experience course may be taken per semester.

Student Learning Outcomes

Upon completion of this course, the student will be able to:

  • demonstrate application of industry knowledge and theoretical concepts in marketing related to a transfer degree level career as written in the minimum three (3) learning objectives created by the student and his/her employer or work site supervisor at the start of the course.
  • make effective decisions, use workforce information, and manage his/her personal career plans.
  • behave professionally, ethically, and legally at work, consistent with applicable laws, regulations, and organizational norms.
  • behave responsibly at work, exhibiting initiative and self-management in situations where it is needed.
  • apply effective leadership styles at work, with consideration to group dynamics, team and individual decision making, and workforce diversity.
  • communicate in oral, written, and other formats, as needed, in a variety of contexts at work.
  • locate, organize, evaluate, and reference information at work.
  • demonstrate originality and inventiveness at work by combining ideas or information in new ways, making connections between seemingly unrelated ideas, and reshaping goals in ways that reveal new possibilities using critical and creative thinking skills such as logical reasoning, analytical thinking, and problem-solving.

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