Question details

MRKT 310 Principles of Marketing
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Course Description

A foundation in the principles of marketing used to manage profitable customer relationships. The objective is to understand the pivotal role of marketing within both an organization's strategic plan and the marketing process and determine marketing strategies and tactics. Topics include consumer behavior, competitive analysis, segmentation, target marketing, positioning, branding, new product development, pricing, value chains, and marketing communications. Students may receive credit for only one of the following courses: BMGT 350, MGMT 322, MRKT 310, or TMGT 322.

Course Introduction

Marketing permeates our very existence and lies at the core of a free-market economy. Without marketing, consumers would have little, if any, choice in the products and services they buy, the prices they pay, and the places where they purchase.

But exactly what is marketing? Too frequently, we associate marketing with the thousands of ads we see and hear every week. While marketing communications (as advertising is more appropriately called) is a crucial part of the marketing process, more importantly, we have to understand that before an ad hits the airwaves, newspapers, magazines, the Internet, or the hundreds of other media where ads can be placed, a lot of work understanding the consumer, consumer needs and wants, and how best to bring a product or service to the consumer needs to occur before an effective ad can be created. Indeed, understanding the consumer has to occur even before a product (a good, service, or idea) can be produced.

The formal definition of marketing has gone through numerous iterations over the last two decades as the main function of marketing has moved from "selling" goods to "filling consumer needs and wants." Today's definition acknowledges the key role of the consumer, who should be the heart and soul of all marketing efforts. We call this being customer-driven. According to the American Marketing Association, "Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders."[1] As noted marketing expert Philip Kotler suggests, the definition of marketing can be simplified to "marketing is managing profitable customer relationships."[2] In either case, both definitions acknowledge that marketing is a process and that each step of the process involves the application of marketing principles that are the focus of this course.

By the end of the course, you will more fully appreciate marketing's impact on society. You will also become a better, more informed consumer and a more valuable asset to any employer. If marketing is your major or minor area of study, the course will provide you with a firm foundation of marketing principles and practices you will need when you explore advanced marketing topics.

Note:  This course is identified as a prerequisite for another course at UMUC.  Successful completion of this course is required to advance to the next course in a sequence. A grade of Withdrawal (W), Failure for non-attendance (FN), Failure (F) or Incomplete (I) will not meet a prerequisite requirement.  You may be barred from enrolling in or may be removed from courses for which you do not have the necessary prerequisites.  Keep track of your progress in this course. If you are uncertain about your standing, consult with your instructor. You should also work with an academic advisor to be sure you are aware of your options and are meeting all necessary program requirements when planning your schedule. 

[1] American Marketing Association, Resource Library, Available online at

[2] Kotler, Philip, Principles of Marketing, Pearson, New Jersey, 2010. 

Course Outcomes

After completing this course, you should be able to

  • explain the role of marketing within an organization in order to function more effectively
  • apply the marketing process to organizational strategies and tactics 

Course Materials

Click to access your course materials information

Class Guidelines


  • Course duration - This course concludes in eight weeks. As such, it is imperative that students clear their calendar sufficiently to allow time for the requirements of this course.
  • Time on task - For an eight-week course, you should expect to spend approximately three or more hours per week participating in class discussions and activities (online or hybrid) and two to three times that number of hours outside class in study, assigned reading, and preparation of assignments.  You are expected to meet the same learning outcomes and perform the same amount of work in an online course as in a hybrid course. 

 Classroom Management

  • Assignments - you are expected to read the course material during the week in which it is assigned and to devote significant time to the assignments so that you can reach the level of critical thinking and rigor required in this course.
  • News - Students should make a habit of checking the class NEWS on a regular (daily) basis. This is where the instructor will advise the entire class of any changes to the syllabus, anticipated assignments, grade posting and other items impacting on the entire class.
  • Participation:  In registering for this course, you have made a commitment to participate in your class discussions as well as in other online activities.  Weekly learning activities/discussions are mandatory so please plan to participate regularly. Participation for this course is defined as proactive work in weekly discussions and/or activities.  This requires you to actively reflect on weekly readings and other course material to develop original ideas in your responses. Students taking a hybrid course are expected to participate in face-to-face activities as well as participate in online learning activities/discussions. Credit in hybrid classes is earned for both types of activities.
  • Late Policy - It is important that all students stay current with their work in the eight week course environment. There is not enough time to catch up. To encourage students to get their work in on time and to be fair to the students who do, the following late policy is in effect.

Discussions: Credit is not normally granted for discussion postings or a response entered after the work is due as the class has moved on to the next set of discussions and late contributions are rarely read and thus do not contribute to the learning process.

Written assignments: All assignments are due on the stated date

  • Exceptions to late policy.  If a student has a substantive and verifiable reason for being late, the faculty may consider an exception to the late policy. If an exception is granted, the student may be penalized. It is far better to inform your instructor in advance if possible. If an exception to the late policy is being considered, verification for the reason for lateness may be required. Unfortunately, falling behind in your school work is NOT considered a valid reason for special consideration.  
  • Extra Credit – Extra credit is not granted in this course.
  • LEO News – Your Faculty member uses the News section of the LEO Homepage to provide important information about the course. Be sure to check it frequently. You are responsible for the content.
  • LEO Server Issues - In the unlikely event that LEO is inaccessible because of outages; deadlines for assignments may be modified. Deadline extensions will be posted in class News when service is restored. Technical difficulties with personal computers or Internet access will not constitute an excuse for late assignments.
  • Preferred Contact Method - All work, student feedback, and communications will occur in the LEO classroom to ensure a complete record of course conduct. You can use the Pager or the e-mail feature within the classroom to send a message to your faculty member.  Your faculty member may have a preference.  Be sure to check the syllabus for specific contact infomation.  Click the Classroom Walkthrough Videos link below, and then click The Pager link, to view a how-to video on how to use the Pager function within the classroom:

Classroom Walk-through Videos Link

Grading Information

Grading Information and Criteria

This course consists of the following graded items:



Percent of Final 


LEO Discussion Participation

(Includes classroom participation

for hybrid courses)

Graded each week for 2.5% per week



Written Assignments 

Eight weekly written assignments

Graded each week for 7.5% each




Eight weekly quizzes

Graded each week worth 2.5% each

























Project Descriptions

MRKT 310 will include the following graded activities:

Participation/Discussions (8 weekly Discussion Forums worth 2.5% each)

There will be weekly online Discussions in LEO whose topics will correlate with the readings and learning activities for that week.  

Discussion participation will be graded every week, and late postings will not be considered.  A good practice is to review the discussion topics early in the week and plan to participate at least two days during the week.  

Your grade each week will be determined by your faculty member using the follow rubric as  guideline.  Be sure to check the discussion forum in your classroom for more specifics on participation requirements as mandated by your faculty member.  

Weekly Quizzes (8 weekly quizzes worth 2.5% each) 

You are responsible for taking a timed, online quiz in LEO each of the eight weeks in the semester.  Each quiz contains 15 multiple choice questions..  You will have 120 minutes and one attempt to complete the quiz, so be sure that you have adequate connectivity and the time needed to complete each quiz befoe you begin.  You can begin the quizzes anytime during the week and must be completed before Sunday night at midnight.

Be sure to save your answer after each question.  Then, click on 'save all responses' when you think you are done.  That will alert you to any questions you may not have answered. You can go back and put in your responses or change your responses on any question.  

The quiz is NOT submitted until you click 'submit quiz'.  

There is no rubric for the weekly quizzes since they are multiple choice. You can review your results the day after the due date.  The review will give you the correct answer and feedback. 

Writing Assignments (8 weekly writing assignments worth 7.5% each)

Each week's writing assignment is designed to assess your ability to analyze and synthesize the course content for that week by applying the concepts to the same product or service each and every week.   This means you can't rely on referring to the course content to 'find' the right answer.  First, you need to understand the concepts, and then you need to be able to apply those concepts based on the description in each writing assignment. 

Early in Week 1 you will select one of the following products or services to be the subject of each of your eight writing assignments.  

    • Apple
    • Alphabet(Google)
    • Starbucks
    • Samsung
    • Hilton Hotels


Your focus will be on the domestic or U.S. marketing of the product only and not any of the global operations, if any.  Each writing assignment will focus on four of the concepts discussed during the week. Your job is to apply those concepts to your chosen product or service.  

The submission requirements for each of the eight writing assignment are as follows:

  • Prepare as a word processed document (such as Microsoft Word). 
  • Your assignment should be the equivalent of two pages of double spaced text. The two-page requirement will be strictly enforced.  This will require you to be judicious in your writing and include only relevant information concisely prepared.  
  • Be sure your name, writing assignment number, and the name of your product or service are on the first page of your writing assignment
  • Use a simple 12 point font such as Times New Roman.  Use black ink for majority of your work and only use colors if it enhances your ability to communicate your thoughts.  
  • If the writing assignment requires external research, be sure to use footnotes and include a bibliography.  You may use MLA or APA style, or any other college-level style guide. More information about using a style guide can be found in the UMUC's virtual library accessible from your LEO classroom or at   
  • Upload your word processed document in your LEO assignments by the due date isn the LEO calendar.  

The marketing concepts to be covered in the weekly writing assignments are as follows:

Week 1

  • Marketing orientations -- Demonstrate an understanding and application of a marketing orientation to add value for customers
  • Value offering -- Outline a product or service offering
  • SWOT analysis -- Conduct a simple SWOT analysis
  • Objectives -- Frame strategic marketing objectives

Week 2

  • Customer empowerment -- Identify how offerings use social networks to communicate and empower customers
  • Customer loyalty -- Explain customer lifetime value and most valuable customers
  • Customer satisfaction -- Identify how customers communicate satisfaction or dissatisfaction
  • Customer privacy -- Identify and value a company's privacy policy 

Week 3

  • Model of consumer behavior: environmental factors -- Use model of consumer behavior to identify factors most likely to affect a market
  • Model of consumer behavior:  consumer factors -- Use model of consumer behavior to identify the consumers factors most likely to affect a market
  • Role of involvement in purchase decisions -- Identify how consumer's role of involvement affects their purchase behaviors
  • Consumer decision-making process -- Identify and select a decision-making process most likely to be used by market. 

 Week 4

  • Segmentation -- Use segmentation characteristics to identify market segments
  • Target market-- Identify useable market segment
  • Positioning -- Apply a positioning strategy
  • Target-Market - Determine a target-market strategy

Week 5

  • Offering -- Describe product or service offering features and benefits
  • Type of consumer offering -- Suggest marketing strategy based on the offering
  • Product line extensions or new product development -- Suggest product line extensions or new product offerings
  • Product lifecycle -- Suggest marketing strategies based on product or service's lifecycle stage

Week 6

  • Marketing channels -- Outline a multi-channel distribution system
  • Marketing channel strategy -- Recommend marketing channel strategy based on intensity of distribution
  • Value chain -- Discuss how channel members add value to customer
  • Pricing strategy -- Analyze and recommend pricing strategy 

Week 7

  • Integrated Marketing Communications -- Understand how IMC creates value for customers
  • Marketing communications objectives -- Develop marketing communications objectives using AIDA model
  • Promotion mix -- Select appropriate promotion tools based on marketing communications objectives 
  • Message and media strategy-- Design a simple message and media plan

Week 8 

  • B2B marketing -- Differentiate between B2C and B2B marketing
  • Segmenting B2B markets -- Identify B2B market segments
  • Marketing Information System -- Identify sources of inputs into a Marketing Information System
  • Marketing Metrics -- Understand important of Return on Marketing Investment, and identify metrics relevant to measure marketing plan results

Be sure to review the grading rubric before completing each of your writing assignments, and take note that 20% of your grade on each of the writing assignments will focus on grammar and composition, adherence to submission requirements, and use of a college-level style guide for writing and referencing.

Academic Policies

Academic Policies and Guidelines


As a member of the University of Maryland University College (UMUC) academic community that honors integrity and respect for others you are expected to maintain a high level of personal integrity in your academic work at all times.  Your work should be original and must not be reused in other courses.


Students are expected to work together cooperatively, and treat fellow students and faculty with respect, showing professionalism and courtesy in all interactions.  Please review the Code of Civility for more guidance on interacting in UMUC classrooms:


UMUC is committed to ensuring that all individuals are treated equally according to Policy 040.30 Affirmative Action, Equal Opportunity, and Sexual Harassment

Students with disabilities who need accommodations in a course are encouraged to contact the Office of Accessibility Services (OAS) at, or call 800-888-UMUC (8682) or 240-684-2287.

The following academic policies and procedures apply to this course and your studies at UMUC.


Academic Dishonesty and Plagiarism – UMUC defines academic dishonesty as the failure to maintain academic integrity.  All charges of academic dishonesty will be brought in accordance with this Policy.

Note: Your instructor may use, an educational tool that helps identify and prevent plagiarism from Internet resources, by requiring you to submit assignments electronically.   To learn more about the tool and options regarding the storage of your assignment in the Turnitin database go to:


Code of Student Conduct




The following policies describe the requirements for the award of each degree: 

Degree Completion Requirements for the Graduate School

Degree Completion Requirements for a Bachelor’s Degree

Degree Completion Requirements for an Associate’s Degree


Policy on Grade of Incomplete - The grade of I is exceptional and only considered for students who have completed 60% of their coursework with a grade of B or better for graduate courses or C or better for undergraduate courses and request an I before the end of the term.


Course Withdrawal Policy - Students must follow drop and withdrawal procedures and deadlines available at under Academic Calendar.


Procedures for Review of Alleged Arbitrary and Capricious Grading – appeals may be made on final course grades as described herein.


Calculation Of Grade-Point Average (GPA) for Inclusion on Transcripts and Transcript Requests – Note: Undergraduate and Graduate Schools have different Grading Policies (i.e. The Graduate School does not award the grade of D).  See Course Syllabus for Grading Policies. 


According to UMUC’s grading policy, the following marks are used:

















 59 or below

 69 or below


 Failure-Non attendance

 Failure-Non attendance


 Grade Pending

 Grade Pending



















* The grade of "B" represents the benchmark for The Graduate School. Students must maintain a Grade Point Average (GPA) of 3.0 or higher. Classes where final grade of C or F places a student on Academic Probation must be repeated.
** The Graduate School does not award the grade of D.


UMUC values its students' feedback. You will be asked to complete an online evaluation toward the end of the term. The primary purpose of this evaluation process is to assess the effectiveness of classroom instruction in order to provide the best learning experience possible and make continuous improvements to every class. Responses are kept confidential. Please take full advantage of this opportunity to provide your feedback.


Extensive library resources and services are available online, 24 hours a day, seven days a week at to support you in your studies.  The UMUC Library provides research assistance in creating search strategies, selecting relevant databases, and evaluating and citing resources in a variety of formats via its Ask a Librarian service at


To successfully navigate the online classroom new students are encouraged to view the Classroom Walkthrough under Help in the upper right menu of the LEO classroom.  Those requiring technical assistance can access Help@UMUC Support directly in LEO under the Help menu.  Additional technical support is available 24 hours a day, seven days a week via self-help and live chat at or by phone toll-free at 888-360-UMUC (8682).


All items on this syllabus are subject to change at the discretion of the Instructor and the Office of Academic Affairs.

Class & Assignment Schedule







Due dates are at midnight on student's time zone unless otherwise specified 


What is strategic marketing? 


To be completed as soon as you have access to the LEO classroom or immediately on the first day of class:

  • Check out the LEO tutorials if you are new to LEO, and perform the system check to ensure you have all the downloads you need
  • Thoroughly review the syllabus and ask questions in the Discussion Forum. 
  • Introduce yourself in the Discussion Forum 


  • Week 1 Overview presentation under Study Plan
  • Week 1 Readings



  • Review and complete Week 1 Learning Activities under Week 1 Study Plan
  • Complete three assessments:
    • Discussion participation
    • Writing Assignment
    • Quiz 




Week 1 Discussion Forum closes

Week 1 Writing Assignment 

Week 1 Quiz





Customer satisfaction, loyalty, empowerment and management


  • Week 2 Overview presentation under Study Plan
  • Week 2 Readings


  • Review and complete Week 2 Learning Activities under Week 2 Study Plan
  • Complete three assessments:
    • Discussion participation
    • Writing Assignment
    • Quiz 


Week 2 Discussion Forum closes

Week 2 Writing Assignment

Week 2 Quiz



Consumer behavior:  How people make buying decisions


  • Week 3 Overview presentation under Study Plan
  • Week 3 Readings


  • Review and complete Week 3 Learning Activities under Week 3 Study Plan
  • Complete three assessments:
    • Discussion participation
    • Writing Assignment
    • Quiz 


Week 3 Discussion Forum closes

Week 3 Quiz

Week 3 Writing Assignment




Marketing segmentation, targeting and positioning


  • Week 4 Overview presentation under Study Plan
  • Week 4 Readings


  • Review and complete Week 4 Learning Activities under Week 4 Study Plan
  • Complete three assessments: 
    • Discussion participation
    • Writing Assignment
    • Quiz 


Week 4 Discussion Forum closes

Week 4 Writing Assignment

Week 4 Quiz




Creating Offerings


  • Week 5 Overview presentation under Study Plan
  • Week 5 Readings


  • Review and complete Week 5 5earning Activities under Week 5 Study Plan
  • Complete three assessments:
    • Discussion participation
    • Writing Assignment
    • Quiz 


Week 5 Discussion Forum closes

Week 5 Writing Assignment

Week 5 Quiz




Using marketing channels and price to crete value for customers


  • Week 6 Overview presentation under Study Plan
  • Week 6 Readings


  • Review and complete Week 6 Learning Activities under Week 6 Study Plan
  • Complete three assessments:
    • Discussion participation
    • Writing Assignment
    • Quiz


Week 6 Discussion Forum closes

Week 6 Quiz

Week 6 Writing Assignment


 WEEK 7 

Integrated marketing communications, and the changing media landscape


  • Week 7 Overview presentation under Study Plan
  • Week 7 Readings


  • Review and complete Week 7 Learning Activities under Week 7 Study Plan
  • Complete three assessments
    • Discussion participation
    • Writing Assignment
    • Quiz




Week 7 Discussion Forum closes

Week 7 Quiz

Week 7 Writing Assignment



 B2B marketing, Marketing Information Systems, and measuring and monitoring marketing activities


  • Week 8 Overview presentation under Study Plan
  • Week 8 Readings


  • Review and complete Week 8 Learning Activities under Week 8 Study Plan
  • Complete three assessments:
    • Discussion participation
    • Writing Assignment
    • Quiz



Week 8 Discussion Forum closes

Week 8 Quiz

Week 8 Writing Assignment




The course Calendar lists important due dates. The same dates are listed in the LEO ccalendar on course home page. Students can also access their complete list of assignments and their corresponding due dates within the Assignments section of the classroom by navigating to the Assignments section of the class from the main navigation bar. Follow the link below, and then click Assignments, for a video demonstration on how to utilize this feature.

Classroom Walk-through Videos Link

Students also have access to a calendar tool on the course homepage within the classroom.



Available solutions