Course Syllabus

Marketing Principles
104-102- (3 credits)
Fall/Spring Semesters

Click to sign into your course


Important Links

Virtual Advisory Center Instructor information Pre-requisites
Course Description Course Information External Standards
Competencies  Grading Rationale Core Abilities
Academic Calendar Characteristics on an on-line student Policies and Information
Technical Support Disclaimer Academic Integrity
Course Description

The study of the marketing process as it relates to the profitable operation of a business enterprise. Special attention is given to the role and significance of evaluating customer needs, target markets, pricing, distribution, and promotion of market-demanded products and services.

Back to Important Links

Course Information

Course Title:  Marketing Principles
Course Number: 10-104-102
Credits: 3 

Instructor: Mike Bark                                                                                                                                

This course is available to students in a distance learning format through on-line instruction as well as in a classroom environment delivered by ITV. 

The classroom location at the WITC Ashland campus is room #209.

The ITV Class section will meet 4 hours per week on Monday and Thursday from  8:30-10:20 AM and are linked to ITV classrooms at WITC Rice Lake, Ladysmith and Hayward. 

Required Texts and Materials:
Marketing Principles & Perspectives, Bearden, Ingram & LaForge, 5th Edition, McGraw-Hill Publishing Company.
ISBN # 0-07-310120-6 or 007322569X

The text may be purchased at the WITC Ashland Campus Bookstore or an On-Line bookstore.  Please note that all class discussions, assignments and assessments are based on the text listed above,  I would like to emphasize that you should make sure to get the correct text, publisher and that it is the 5th edition.

  • Online students should make every effort to accomplish the work at the pace indicated by the schedule.  Online students should login to the course frequently to check for announcements and participate in course discussions.
  • Students are to make backup copies of all of their work on a regular basis before submitting your work to me for grading. 

Back to Important Links

Instructor Information:

You may contact Mike Bark using any of the following methods:

  1. Email: .
  2. Phone: 715-682-4591 Ext. 3177
  3. The Blackboard Email
  4. On campus in Ashland during office hours or by appointment.

    Office: Room 113
    Office Hours:
    By Arrangement.

To assure a prompt response, please include your course number in the subject section of your email.  Include your full name, page number, and assessment number in all correspondence with the instructor. Make sure to provide adequate detail in your message.

Back to Important Links

Prerequisites:  It is recommended that students know how to use the Windows operating system, Web browsers, and Email. It is strongly encouraged that students have some keyboarding skills and/or be enrolled in a keyboarding course concurrently.   It is expected that the student will have basic knowledge of the use of a microcomputer as well as a basic understanding of Web navigation skills.

Software: Windows 95 or higher must be installed on your computer.  This course assumes a complete installation of a Web browser software and its components, and that you have an existing e-mail account and an Internet connection.  

An Internet connection is required to work with this course on-line.  If doing these exercises from home, you will need to be connected through an ISP.  Most schools and businesses will have a live connection to the Internet available at all times which negates the need to dial the ISP.  If you are using America On-line as their ISP, you can use IE or Netscape as their browser when connected through AOL as some Web pages appear best when viewed through IE or Netscape Navigator.     

Back to Important Links

  • Apply continuous improvement strategies to solve marketing problems.
External Standards

External standards addressed in this course:

  • Generate marketing information for effective decision making.
  • Apply technology to marketing and marketing information systems.
  • Develop long-term strategic marketing plans.

Back to Important Links

Core Abilities

Core abilities address broad knowledge or skills that are transferable and go beyond the context of a specific course.  Developing core abilities and applying them in your course work will help you increase the likelihood of career success.

  • Act responsibly:
  • learner takes responsibility for one's own learning
  • learner applies ethical work values such as keeping confidentiality, putting in a full day's work and following safety standards
  • learner acknowledges a responsibility to a global environment
  • learner assumes a responsible role as a consumer and citizen in a democracy
  • learner assesses personal values and uses them to guide actions and decisions
  • learner applies principles of effective citizenship
  • learner presents information that to the best of learner's knowledge is true
  • Communicate clearly:
  • learner applies the English language according to standard English principles (spelling, grammar, structure)
  • learner writes to intended audience
  • learner speaks to intended audience
  • learner gives instructions
  • learner expresses empathy
  • learner checks for accuracy
  • learner writes legibly
  • learner applies listening skills to communication
  • learner uses language which matches level of audience
  • learner provides detail necessary to communicate idea to given audience
  • learner describes problems
  • Learn effectively:
  • learner takes responsibility for his/her own learning
  • learner uses listening principles
  • learner follows instructions
  • learner follows instructions
  • learner uses tools for learning such as the calculator, computer, books, manuals, and community resources
  • learner uses productive study skills
  • learner organizes information
  • learner applies reading strategies to suit the purpose for reading
  • learner asks questions
  • learner accesses information from books, libraries, and other resources
  • learner recognizes the need for lifelong learning
  • Think critically and creatively::
  • learner applies problem-solving steps l
  • learner sets goals
  • learner works to attain goals
  • learner analyzes information, ideas, and problems
  • learner synthesizes information, ideas, and problems
  • learner evaluates information, ideas, and problems
  • learner acknowledges other points of view
  • learner makes decisions based on analysis
  • learner demonstrates open-mindedness
  • learner perseveres through difficult and complex problems
  • learner differentiates between facts and opinions
  • learner applies logical reasoning in solving problems or dealing with information

Back to Important Links


Upon successful completion of this course, the student in accordance with the grading standards will be able to:

1. Analyze the scope of marketing.

2. Classify the major functions of the marketing manager.

3. Evaluate the marketing concept with regard to products and services..

4. Appraise the concept of marketing strategy.

5. Evaluate a marketing strategy..

6. Diagram the major elements of a marketing mix.

7. Classify the major elements of the marketing mix.

8. Utilize sources of current marketing information.

9. Assess market opportunities..

10. Design a realistic marketing plan for any given product or service.

Advanced Standing :

Students interested in requesting advanced standing for this course should contact me as soon as possible or see the WITC Student Success Technician at the campus closest to you (Ashland, Rice Lake, New Richmond, Superior, Hayward or Ladysmith).

Back to Important Links

Grading Rationale:*

Grades will be determined by your completing the 19 Written Assignments & Internet Activity and a Marketing Plan. Extra credit may also be available. Grades will be based on:

50% Based on 19 Unit/Chapter Written Assignments &
Internet Activities.

50% Comprehensive Marketing Plan/Service Learning

For your reference the course grading scale and other related policies are included in the current WITC Student Handbook.

Each week, students will be assigned an appropriate number of chapters to keep on target for the semester. 

Formal Assessment/Marketing Plan

The formal assessment, which will be equivalent to a final exam for this class includes your developing a comprehensive Marketing Plan. It can be done on an existing or proposed business, product or service. It can also be done for an agency, school or as a Service Learning Project for an activity or organization in your community.

It is recommended that you use a Marketing Plan Template which is available on Power Point Software or you can select to use the outline which is available in your textbook as well as other sources that will best meet your needs and provide a professional looking document.

After you have completed your first or second assignment, I would like you to let me know what will be the topic of your Marketing Plan.

Grading Scale:





95-100% A 80-82% C
93-94% A- 78-79% C-
91-92% B+ 76-77% D+
87-90% B 72-75% D
85-86% B- 70-71% D-
83-84% C+ 0-69% F

Students who want to drop the class, or audit the class should contact the Registration office. Please inform the instructor if you decide to audit or drop the course. Students who audit the class may participate in all class activities, but do not receive a grade.

Please refer to the College Calendar for important dates for changing status or withdrawing from a class.

Back to Important Links

Academic Calendar

If you are enrolled in a web-based course, attendance is not an issue as compared to a traditional class situation. However, for students enrolled in the ITV section, attendance is an important element of this class.  In either situation, it is your responsibility to maintain a pace that will allow you to successfully complete the course by the WITC established deadline for the  semester in which you are enrolled.

Please note that for on-line students I would like you to keep in contact with me on a regular/at least weekly basis.

WITC semesters are 16 weeks in length. If you register at the beginning of the semester you will then have 16 weeks to complete 19 chapters/assignments. If you register later in the semester, you must realize that you will have to work that much harder to complete the required course content in your given timeline.

If I do not receive assignments or communication from you on a regular basis your name may be referred to a counselor to contact you to see if there is anything we can do to help you get back on track and be able to complete the course within the established timeline.


Other dates of interest may be found on the WITC Academic Calendar

A grade of Incomplete "I" will not be given for this course.  If a student has made significant progress, and extenuating circumstances prevent course completion, the student should notify the instructor so other arrangements may be made.

Back to Important Links

Policies and Information

Special Needs Services

If you feel that you would like help, need a tutor, or may have a question or concern, please contact me as soon as possible.

If it is convenient and you live close to the WITC Ashland campus, visit me in person on campus. Otherwise call me at (715) 682-4591 ext 3177 or 1-800-243-witc ext 3177. If I am not at my desk, please leave a message. As you know, you can also send me an e-mail message at

WITC Equal Opportunity Statement

WITC is an equal opportunity employer/educator functioning under an affirmative action plan and does not discriminate on the basis of race, color national origin, sex, disability, or any other legislated categories in its services, employment programs and/or educational programs and activities. This includes but is not limited to admissions, treatment, and access. The following person has been designated to handle inquiries regarding nondiscrimination, Title IX, Section 504 and Title VII policies:

Contact: MS. Sandra Sutter, Affirmative Action Officer/Title IX, Section 504 & Title VII Coordinator WITC Administrative Office 505 Pine Ridge Drive Shell Lake, WI 54871 715-468-2815 ext 2225.

WITC Accommodations for Persons with Disabilities

Reasonable accommodations for persons with disabilities will be made to ensure access to academic programs, activities, services and employment in accordance with 504 of the Rehabilitation Act of 1973 and the Americans With Disabilities Act of 1990 Standards.

Persons requiring accommodation should contact a WITC campus Student Services Center or Ms. Sandra Sutter, Affirmative Action Officer at least 14 days in advance of needed assistance.
Please view WITC's services for Special Needs.


Please be aware that the internet is not a closed communication system and that not all data may be correct. Be cautious about giving out personal information when visiting sites and surfing the "net" whether you are doing an activity as a part of this class, for business, or leisure.

Back to Important Links

Characteristics of an on-line students

Is web-based education for you?

Distance learning is NOT for everyone. To see if you have the tools for success is this virtual environment for learning, take the 
Is Web-Based Education for You assessment.

Back to Important Links

Academic Integrity
The very nature of higher education requires that students adhere to accepted standards of academic integrity. Therefore, Wisconsin Indianhead Technical College has adopted a Student Code of Conduct and an Acceptable Internet Use Agreement. These may be found in the WITC  Student Catalog and Handbook.  Among the violations of academic integrity are: cheating, plagiarism, falsification and fabrication, abuse of academic materials, complicity in academic dishonesty, falsification of records and official documents, personal misrepresentation and proxy, and bribes, favors, and threats. 

It is the student's responsibility to be aware of behaviors that constitute academic dishonesty. Pursuant to the due process guarantees contained in the Policy and Procedures on Student Academic Integrity.

Users of the college's technology facilities and resources are expected to use these resources responsibly and appropriately, respecting the rights of other users and respecting all contractual and license agreements.

Copying software is in violation of Federal law and College policies. You do not have the right to make copies of software for yourself or others and receive and use unauthorized copies of software.

The WITC software and computer use policies are set forth in the WITC Student Catalog and Handbook.  You are responsible for reading and following the rules as stated in the Catalog and Handbook.  WITC has links providing assistance to students on technology matters.  They are WITC's Helpful Web Links and WITC Technology Tips.

Back to Important Links

Technical Support

Should you encounter problems while taking your course, we provide a help desk. This technical support is available via toll-free telephone number as well as email. The help desk can help you with course access problems, forgotten passwords, server errors, etc. as well as issues with your browser. To contact the help desk:

Phone toll free: 1-800-243-WITC (Ext. 7300), or 1-866-235-9500.

or eMail: Email Mary Hanson

Back to Important Links


WITC's web policy requires a link to the WITC's Web Site.

Home Page Disclaimer

The individual web pages of WITC staff and faculty do not in any way constitute official WITC content. The views and opinions expressed in these pages are strictly those of the page authors and comments on the contents of those pages should be directed to the page authors.

Link Disclaimer

When you leave WITC's web space to visit other sites, WITC will not accept any responsibility for the contents of those sites.


Back to Important Links

For college information, please visit our
WITC Home Page and Programs & Courses

WITC Logo Home Link

Call us today! 1-800-243-WITC or 1-715-468-2815
Fax 1-715-468-2819 - TTY 71

Contact Student Services

Comments to:  Web Team

Wisconsin Indianhead Technical College ~ All rights reserved.

WITC is an equal opportunity employer/educator
Legal Notices ~ Web Accessibility