Portland Community College | Portland, Oregon

In addition to the listed outcomes, this course will be used as a point of assessment for program outcomes.

At the end of the course students will be able to:

• Work effectively with a team of peers to develop a written marketing plan incorporating commonly accepted components.
• Plan a basic market research project and execute the plan by utilizing both primary data gathering methods and acquiring secondary data sources.
• Present the outcome of a marketing plan using appropriate presentation tools and format.
• Critique a marketing plan or program by identifying both strengths and weaknesses in the plan, missing or redundant components and weaknesses in the format and delivery of written or oral plan presentation.

1. Development of outline framework for marketing planning
2. Development of research plan related to marketing plan objectives
3. Implementation of basic secondary and primary research including use of research tools and communication of research findings
4. Class-based reenforcing lecture on planning and research methods
5. Team building and group communication activities
6. Independent out-of-class team project activities
7. Development and delivery of presentations
8. Application of program assessment tools to evaluate degree outcomes

Assessment will be based on evaluation of:

1. A written planning document
2. Presentation of the findings from the planning document
3. Team interaction during the planning process
4. Attendance

Themes and concepts

• Branding
• Product management
• Segmentation
• Communications

Skills

• Writing of market planning document
• Development of research plan
• Development and delivery of plan presentation
• Coordination of team activities