UNIVERSITY OF HAWAI‘I SYSTEM ARTICULATION AGREEMENT .

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UNIVERSITY OF HAWAI‘ISYSTEM ARTICULATION AGREEMENTEntrepreneurship Program of StudyAugust 2007

UNIVERSITY OF HAWAI‘I SYSTEM ARTICULATION AGREEMENTEntrepreneurship ProgramINTRODUCTIONThe University of Hawai‘i is comprised of ten campuses located on six islands in theState of Hawai‘i. While each campus has a unique identity and mission, the tencampuses operate as one system.Career PathwaysThe State of Hawai‘i and its educational systems are participating in Career Pathwayswith an overall theme of “Six pathways, one system.” The six pathways are:1. Arts and Communication4. Industrial and Engineering Technology2. Business5. Natural Resources3. Health Services6. Public and Human ServicesAt the secondary and postsecondary levels, the goal of Career Pathways is to providecurriculum standards that meet business and industry requirements. Implementingthese standards will ensure student attainment of a high level of academic and technicalskills, a seamless transition from secondary to postsecondary educational programsand between postsecondary campuses, and a satisfying career for which the student iswell prepared.Hawai‘i P-20 InitiativeThe overarching goal of the P-20 initiative is to improve student achievement at alllevels of education. To this end, two of the goals of P-20 are:1. To align standards, curricula, and assessments across all components of thestate’s public education system.2. To improve transition among the components of the education system, as well asfrom an educational setting to the workforce.During the course of their education, students may decide to transfer from one campusto another in the University of Hawai‘i (UH) system. The development of an articulatedprogram of study supports the transfer of earned academic credits within the UHsystem.PURPOSEThe primary purpose of this articulation agreement is to facilitate the matriculation ofstudents and the transfer of courses across the university system. Moreover, it isintended to inform students, whose program of study requires EntrepreneurshipProgram courses as part of their degree requirements, of the program opportunities thatare available to them throughout the UH system.University of Hawai‘i System Articulation AgreementEntrepreneurship ProgramPage 2 of 38Rev. August 31, 2007

AGREEMENTS AND PROCEDURES1. Scope of Agreement. This Articulation Agreement applies among the UHCommunity Colleges, the University of Hawai‘i at Hilo, the University of Hawai‘i atMānoa, and the University of Hawai‘i-West O‘ahu.2. Number of Credits to be Awarded. Transfer credit among University of Hawai‘icampuses for the following courses:Course Alpha No.BUS 320A.B.C.MGT 320E.F.G.Entrepreneurship –Opportunity Recognition andEvaluationFundamentals ofEntrepreneurshipCreditsCampuses3Maui CC3UH MānoaENT 120Starting a Small Business3Hawai‘i, Kapi‘olani CCMGT 125Starting a Business3Leeward CCMGT 125B/C/DBUS 125Starting a BusinessStarting a Small Business1/1/13Leeward CCMaui CCMKT 121ENT 130Marketing TopicsMarketing for a SmallBusinessPrinciples of MarketingMarketing in a GlobalEconomyPrinciples of Marketing33Hawai‘i CCKapi‘olani CC33Kapi‘olani CCLeeward CC3Maui CCMarketing3333Maui CCUH HiloUH MānoaUH-West O‘ahuMGT 120Principles of Management3ENT 140Small Business Management3Honolulu, Kaua‘i,Leeward, Windward CCKapi‘olani CCMGT 310MGT 300Principles of ManagementManagement, Organizations,and Human BehaviorGlobal Management &Organizational Behavior33Maui CCUH Hilo33UH MānoaUH—West O‘ahuPrinciples of FinancePrinciples of Business FinanceBusiness Finance3333Maui CCUH HiloUH MānoaUH-West O‘ahuMKT 120MKT 120MKT 120D.Course TitleMKT 300MKT 310BUS 312BUSA 300BUS 315BUSA 386BUS 318FIN 320BUS 314BUSA 321Principles of MarketingUniversity of Hawai‘i System Articulation AgreementEntrepreneurship ProgramPage 3 of 38Rev. August 31, 2007

3. General Guidelines for the Application and Award of Transfer CreditsA. Student Eligibility: Students must be currently enrolled at a participating UHcampus to be eligible for the award of any transfer credit.B. Timeline for Application: Students should apply for transfer credits during theirfirst year of attendance at the receiving campus.C. Transferability: Credits awarded within the guidelines established in thisAgreement will transfer between and among designated University of Hawai‘icampuses. However, students should be informed by both "sending" and"receiving" campuses that transferred credits may not be applicable to programsoutside of this Agreement.D. Campus Procedures: Each UH campus which is a party to this Agreement willbe responsible for establishing procedures which detail the timeline anddeadlines for application, review of requests for award of transfer credit, and theappeals process for such credit.Award of Credit through Credit-By-Examination. The applicable courses asidentified in this Agreement will be eligible for credit-by-exam for those currentlyenrolled students wishing to receive college credit for prior learning/experienceobtained outside of the University of Hawai‘i system. Each campus will establishprocedures and administer its own exam, which may include a written test,performance test, and/or oral interview. Students interested in challenging one ofthese courses through credit-by-examination must earn a score equivalent to orgreater than a 3.0 on a 4.0 scale, 80%, or “B” in order to have their creditsrecognized by other campuses in this Agreement. Students must follow thereceiving campus’ guidelines for applying for credit-by-examination. Once creditsare awarded, they are transferable among campuses listed in this Agreementprovided they conform to the scoring standards listed above.The table in this document lists all 100, 200, and 300-level Business, BusinessAdministration, Entrepreneurship, Finance, Management, and Marketing courseswhich are equivalent within the University of Hawai‘i system. The bold and bluetext within the tables indicate the new course numbers, titles, and numbers beingused effective the Fall 2008 semester. If a course is unique to a campus and,hence, does not have an equivalent course within the UH system, then it is not listedin the table. Also, the course outline(s) in this document have been approved by thefaculty and administrations of all campuses represented in this signed Agreement.This Articulation Agreement will remain in effect until January 2012. It will be subject toreview in Fall 2011, and may be continued, revised, or discontinued with the consent ofall faculty members and administration of all campuses represented in this Agreement.The Articulation Agreement remains in effect while review continues.University of Hawai‘i System Articulation AgreementEntrepreneurship ProgramPage 4 of 38Rev. August 31, 2007

Course luCCKapi‘olaniCCLeewardCCEntrepreneurship –Opportunity Recognitionand EvaluationBUS 320 (3)Fundamentals ofEntrepreneurshipMGT 320(3)Starting a Small BusinessENT 120 (3)ENT 120 (3)Starting a BusinessENT 125(3)ENT 125(3)BUS 125(3)Fall 2008Fall 2008Fall 20081 cr each:MGT 125BMGT 125CMGT 125DStarting a Business IStarting a Business IIStarting a Business IIIMKT 310(3)BUS 312 (3)MarketingMKT 300 (3)BUSA300 (3)Principles of MarketingMKT 312 (3)Fall 2008BUSA 300(3)Fall 2008Marketing for a SmallBusinessENT 130 (3)Marketing in a GlobalEconomyMKT 120(3)MKT 120 (3)Fall 2008Principles of MarketingGlobal Management &Organizational BehaviorManagement,Organizations, andHuman BehaviorBUS 125 (3)MGT 125 (3)Starting a BusinessPrinciples of MarketingMauiCCBUS 315(3)MKT 120 (3)MKT 120 (3)BUSA386 (3)MGT 300(3)Principles of ManagementMGT 310 (3)Management andOrganizationalBehaviorMGT 315 (3)Fall 2008Business FinancePrinciples of BusinessFinanceBUS 314(3)BUSA321 (3)FIN 320(3)Principles of FinanceBUS 318 (3)Note: Course equivalency is not to be confused with approved General Education course designation.Campuses wanting approval for a UH Mānoa General Education designation must send a separateproposal to UH Mānoa to receive approval for a general education designation. Procedures for articulatingcourses to Mānoa are found at rsity of Hawai‘i System Articulation AgreementEntrepreneurship ProgramPage 5 of 38Rev. August 31, 2007

ENT 120 Starting a Small Business (HawCC and KapCC)BUS 125 Starting a Small Business (MauCC)MGT 125 Starting a New Business (LeeCC)Course OutlineRevised 1/20/07A.Course DescriptionsHawCC: ENT 120 Starting a Small Business (3 credits)This course is a practical approach to planning and starting a business inHawai‘i. The student will prepare a comprehensive business plan. Topicscovered are market analysis, site selection, suppliers, product and price mix,transportation, advertising and promotion, record keeping, and financialstatements.KapCC:ENT 120 Starting a Small Business (3 credits)ENT 120 is a practical approach to planning and starting a business in Hawai‘i.The student will prepare a comprehensive business plan. Topics covered aremarket analysis, site collection, suppliers, product and price mix,transportation, advertising and promotion, recordkeeping, and financialstatements.Upon successful completion of ENT 120, the student should be able to:1. Demonstrate broad knowledge of planning procedures andconsiderations involved in organizing, locating and financing smallbusiness ventures.2. Apply basic management tools and strategies appropriate for planning,organizing, actuating, and controlling small business operations.3.Recognizing common pitfalls contributing to small business failures.4. Demonstrate acquaintance with small business practices havingsignificant influence in Hawai‘i’s economy.5. Preparing a comprehensive business plan.LeeCC:MGT 125 Starting a New Business (3 credits)This course covers the personal, regulatory, financial, operating, and marketingrequirements of starting a business.Students will prepare facsimile application forms covering all the applicablelegal, registration, tax, employment, and regulatory requirements.Additionally, students will develop a database of available community,government, educational, private, and professional small business resourcesculminating in the development of a formal business plan.University of Hawai‘i System Articulation AgreementEntrepreneurship ProgramPage 6 of 38Rev. August 31, 2007ENT 120/BUS 125/MGT 125

MauCC: BUS 125 Starting a Small Business (3 credits)Surveys the small business environment, establishing a firm, decision-makingprocesses, marketing assessments, financing, operations considerations, andgovernment regulations. Covers development of a business plan. Designed forthose who wish to start or are currently operating their own small business.Effective Fall 2008, each University of Hawai‘i system campus offering thiscourse has agreed to:Course alpha and number: BUS 125, ENT 125, and MGT 125 (3 credits)Course title: Starting a BusinessCourse description: Surveys the business environment, establishing a firm,decision-making processes, marketing assessments, financing, operationsconsiderations, and government regulations. Covers development of a businessplan. Designed for those who wish to start or are currently operating their ownbusiness.B.Hours Per WeekHawCC: Lecture:KapCC: Lecture:LeeCC: Lecture:MauCC: Lecture:3 hours3 hours3 hours3 hoursC.Prerequistites, Corequisites, and/or Required PreparationHawCC: Prerequisites:ENG 21 or ENG 22 or ESL 15 w/grade of “C” orbetter, or placement in ENG 100 or ENG 102KapCC: Prerequisites:None.Recommended ENG 100, or ENG 160preparation:LeeCC: Prerequisites:Completion of or concurrent enrollment in ENG 21or ENG 22 or equivalent or consent of instructor.Recommended BUS 120, MKT 120preparation:MauCC: Prerequisites:ENG 19 with at least a C or placement at ENG 22 or55, or consentRecommended ENG 22 or 55 with at least a C or ENG placement ofpreparation:ENG 100, or consentD.Intended Student Learning OutcomesCreate a formal business plan.University of Hawai‘i System Articulation AgreementEntrepreneurship ProgramPage 7 of 38Rev. August 31, 2007ENT 120/BUS 125/MGT 125

E.Course ContentConceptsLaws, Regulations, and Ethics1.Types of business structures (sole proprietorship, corporations,partnerships, LLC, etc.)2. Business ethics and social responsibility3.State/public information sources4. Regulations and laws related to businessesEntrepreneurship5.Entrepreneurial characteristicsOperational Requirement6.Principles and concepts of major functional areas (finance, marketing,operations)Management7.Comprehensive, formal business planMarketing8. Market analysisSkillsLaws, Regulations, and Ethics1.Identify relevant regulations and laws for the selected business.2.Explain the importance of business ethics and social responsibility.3. Demonstrate knowledge of business practices in Hawai‘i.4.Differentiate among the various types of business (sole proprietorship,corporations, partnerships, LLC, etc.)Entrepreneurship5.Identify personal entrepreneurship characteristics.Operational Requirements6. Demonstrate the application of principles and concepts in majorfunctional areas (i.e. human resources, marketing, finance, operations,accounting.)Management7. Demonstrate knowledge of organizational, production, and operationalmanagement.8.Prepare a comprehensive, formal business plan.9. Produce a complete business registration package in facsimile.Marketing10. Demonstrate knowledge of marketing strategies.11.Identify market research methodologies.F.Text and Materials (Examples)Hawai‘i CC Zimmerer, Thomas W. and Scarborough, Norman M. Essentials ofEntrepreneurship and Small Business Management, 4th Edition, PrenticeHallUniversity of Hawai‘i System Articulation AgreementEntrepreneurship ProgramPage 8 of 38Rev. August 31, 2007ENT 120/BUS 125/MGT 125

Megginson, Leon, Byrd, Mary Jane, Megginson, William L. SmallBusiness Management: An Entrepreneur’s Guidebook, 4th Edition,McGraw-Hill College.Phillips, Michael, Rasberry, Salli, and Barbara Kate Repa (Editor). 2003.Marketing Without Advertising: Inspire Customers to Rave About YourBusiness to Create Lasting Success, 4th Edition, Nolo Press.Allen, Kathleen. 2000. Entrepreneurship for Dummies, Wiley Publishing.Kamaroff, Bernard B. Small Time Operator: How to Start Your OwnBusiness, Keep Your Books, Pay Your Taxes, and Stay Out of Trouble,27th Edition, Bell Springs Publishing.Mariotti, Steve. 2000. The Young Entrepreneur’s Guide to Starting andRunning a Business, Three Rivers Press.McKeone, Lorre and David Wold (Editor). NxLevel Guide forEntrepreneurs, 4th Edition, Western Entrepreneurial Network, NxLevelEducation Foundation.Tracy, John A. 2004. How to Read a Financial Report: Wringing VitalSigns Out of the Numbers 6th Edition, Wiley Publishing.Leeward CCMcKeever, Mike. 2005. How to Write a Business Plan, 7th Edition.(ISBN 1-4133-0092-8)Maui CC Townsley, Maria. 2002. Survivor's Guide to Small Business. SouthWestern Publishing. Zimmerer, Thomas W. and Scarborough, Norman M. 2004. Essentialsof Entrepreneurship and Small Business Management, 4th Edition,Prentice Hall.G.Reference MaterialsVariedH.Auxiliary Materials and ContentVariedILearning Assessment TasksExaminationsA formal business planJ.Methods of InstructionVariedPer Attachment V, CCCM #6100 (Revised August 28, 1991)and The Outcomes Primer by RuthStiehl, pp. 46-47 2002University of Hawai‘i System Articulation AgreementEntrepreneurship ProgramPage 9 of 38Rev. August 31, 2007ENT 120/BUS 125/MGT 125

BUS 320 Entrepreneurship – Opportunity Recognition and Evaluation (MauCC)MGT 320 Fundamentals of Entrepreneurship (UHM)Course OutlineRevised 10/17/07A.Course DescriptionsUH Mānoa MGT 320 Fundamentals of Entrepreneurship (3 credits)This course will provide an overview of the entrepreneurial process from ideathrough harvest. We will look at the role of entrepreneurial firms in the economyand some historical context will be provided. But our main objective isstimulating and preparing students to get involved in new venture creation. Forthis introductory course, our focus will be on opportunity recognition andevaluation. Entrepreneurship can be defined as the pursuit of opportunitywithout regard to resources currently available. There are lots of ideas for newbusinesses out there. Some of them are opportunities worthy of pursuit. Youwill learn to recognize the difference and learn how entrepreneurs get theresources they need.MauCC:BUS 320 Entrepreneurship – Opportunity Recognition andEvaluation (3 credits)Develops skills necessary to recognize an opportunity, and evaluate the viabilityof an idea, prior to the investment of significant time and money. Uses studentteams to develop, present, and critique entrepreneurial startups.Note: When articulating college credit to a campus that is accredited by theAssociation to Advance Collegiate Schools of Business (AACSB—International), the receiving campus reserves the right to evaluate thearticulated courses according to its transfer policy.B.Hours Per WeekUHMLecture:MauCC: Lecture:3 hours3 hoursC.Prerequistites, Corequisites, and/or Required PreparationAdmission to upper division.UHMPrerequisites:MGT 310, MKT 300, and admission to the ABITMauCC: Prerequisites:Program, or consent.D.Intended Student Learning OutcomesAnalyze a business for its competitive advantage, fatal flaws, environmentalanalysis, etc.University of Hawai‘i System Articulation AgreementEntrepreneurship ProgramPage 10 of 38Rev. August 31, 2007BUS 320/MGT 320

E.Course ContentConcepts1. New business adventure screening2. Competitive advantage issues3.Fatal flaws4. Validation of assumptions5. Environmental analysis6.Opportunities7.Validity of assumptions8. New business ventures9. Innovation strategies10.Risks11. 10.F.Analyze the validity of assumptionsAnalyze the business environment.Define the differences between an idea and an opportunity.Explain the different criteria surrounding new business ventures andinnovation strategies.Analyze the risk attached to grasping opportunities.Utilize criteria to successfully screen opportunities,Identify how to find information that can be used in screeningopportunities.Recognize personal criteria that can be used in evaluating newventures & innovation strategies.Conduct own evaluation process on potential opportunities.Evaluate other proposed new ventures or innovation.Text and MaterialsExamples:Maui CC Timmons, J. 2006. New Venture Creation: Entrepreneurship for the 21stCentury, Irwin, Homewood, Ill. Johnston, R .E. and Bates, J. Douglas. 2003. The Power of StrategyInnovation: A New Way of Linking Creativity and Strategic Planning toDiscover Great Business, AMACOM. Hisrich, Robert, Peters, Michael, and Shepherd, Dean A. 2005.Entrepreneurship, 6th Edition, Irwin/McGraw-Hill. Required DVD: New Business Mentor 2007.University of Hawai‘i System Articulation AgreementEntrepreneurship ProgramPage 11 of 38Rev. August 31, 2007BUS 320/MGT 320

G.Reference MaterialsVariedH.Auxiliary Materials and ContentExamples:Maui CCText(s) may be supplemented with:Accompanying practice set if availableArticles and/or handouts prepared by instructorMagazine or newspaper articlesOtherThe New Business Mentor 2007 – Kauffman Center for EntrepreneurialLeadership-DVDAppropriate films, videos or internet sitesTelevision programsGuest SpeakersOther instructional aidsIJ.Learning Assessment TasksEvaluate and present a quick screen of a fatal flaw.ExaminationsPresentationsReportsMethods of InstructionInstructional methods vary considerably with instructors and specificinstructional methods will be at the discretion of the instructor teaching thecourse. Suggested techniques may include, but are not limited to:1.2.3.4.5.6.7.8.9.10.Quizzes and tests with feedback and discussion.Lectures and class discussion.Problem solving.PowerPoint presentations;Videos, DVDs, CD-ROMs;Guest speakers;Group activities;Oral reports and other student presentations;Games and simulations;Homework assignments such as- Reading, or watching, and writing summaries and reactions tomarketing issues in the media including newspapers, video,magazines, journals;- Lectures, web-based materials, and other sources;- Analyzing published business plans- Reading text and reference materials and answering discussionquestions;- Research environmental problems and issuesUniversity of Hawai‘i System Articulation AgreementEntrepreneurship ProgramPage 12 of 38Rev. August 31, 2007BUS 320/MGT 320

11.12.13.14.15.Web-based assignments and activities;Reflective journals;Group and/or individual research projects with reports or posterpresentations;Study logs and study groups;Service learning, community service, and/or civic engagement projectsand other contemporary learning techniques (such as problem basedlearning).Per Attachment V, CCCM #6100 (Revised August 28, 1991)and The Outcomes Primer by RuthStiehl, pp. 46-47 2002University of Hawai‘i System Articulation AgreementEntrepreneurship ProgramPage 13 of 38Rev. August 31, 2007BUS 320/MGT 320

BUS 312 Principles of Marketing (UHM)MKT 310 Principles of Marketing (UHH)BUSA 300 Marketing (UH-WO)MKT 300 Principles of Marketing (MauCC)Course OutlineRevised 10/17/07A.Course DescriptionsUH MānoaBUS 312 Principles of Marketing (3 credits)Concepts, problems, and opportunities in marketing within its competitive,political-legal, economic, social and global environments. Social responsibilityand ethics. Marketing research. Consumer and business-to-businesssegmentation and positioning. Strategic marketing planning.UH HiloMKT 310 Principles of Marketing (3 credits)Fundamental marketing concepts and contemporary marketing issues areanalyzed within present economic, social and legal environments; consumerand functional analysis are emphasized.UH-West O‘ahu BUSA 300 Marketing (3 credits)Examines the revolution in marketing. Applies the fundamental principles ofsuccessful marketing including segmentation, targeting, product development,positioning, packaging, placement, pricing, promotion, service and relationshipbuilding to development of marketing plans.MauCC:MKT 300 Principles of Marketing (3 credits)Applies the fundamental principles of successful marketing includingsegmentation, targeting, product development, positioning, packaging,placement, pricing, promotion, service and relationship building to developmentof marketing plans. Explores the impact of marketing of goods and servicesusing the Internet, the Word Wide Web, and other technologies as they emerge.Effective Fall 2008, Maui Community College will modify its course to:Course alpha and number: MKT 312 (3 credits)Effective Fall 2008, University of Hawai‘i-West O‘ahu will modify its course to:Course title: Principles of MarketingNote: When articulating college credit to a campus that is accredited by theAssociation to Advance Collegiate Schools of Business (AACSB—International), the receiving campus reserves the right to evaluate thearticulated courses according to its transfer policy.University of Hawai‘i System Articulation AgreementEntrepreneurship ProgramPage 14 of 38Rev. August 31, 2007BUS 312/MKT 310/BUSA 300/MKT 300

B.C.D.E.Hours Per WeekUHMLecture:UHHLecture:UH-WO Lecture:MauCC: Lecture:3 hours3 hours3 hours3 hoursPrerequistites, Corequisites, and/or Required PreparationAdmission to upper division program.UHMPrerequisites:UHHPrerequisites:ECON 130 and ACC 250UH-WO Prerequisites:Admission to upper division program.MauCC: Prerequisites:BUS 120, ECON 130 and 131, and admission to theABIT Program, or consentIntended Student Learning Outcomes1. Create a marketing plan.2. Prepare promotional tools.Course ContentConcepts1. E-commerce2. Market research3. Market segmentation4. Marketing practices5. Current marketing trends (green marketing, guerilla marketing, networkmarketing, etc.)6. Market share7. Marketing mix (pricing, promotion, distribution, product design)8. Target marketing9. Integrated marketing10. Marketing of services vs. marketing of goodsSkills1. Demonstrate a basic understanding of marketing practices, theories,principles, foundations, and emerging marketing trends.2. Identify the differences between marketing of services and productionbased enterprises and discuss the benefits of each.3. Apply marketing principles to business organizations and develop anappreciation of how these principles are changing.4.Use the Internet to communicate effectively electronically.5. Conduct market research.6. Engage in oral marketing.7.Differentiate, describe, and explain strengths and weaknesses ofproducts and/or services.8. Define marketing, marketing management, the core concepts andrelationships between customer value, satisfaction, and quality.9. Explain how to design business portfolios and growth strategies.University of Hawai‘i System Articulation AgreementEntrepreneurship ProgramPage 15 of 38Rev. August 31, 2007BUS 312/MKT 310/BUSA 300/MKT 300

.27.28.29.Explain marketing's role in strategic planning.Describe the marketing process and the forces that influence it.List the marketing management functions, including the elements of amarketing plan.Explain how changes in the demographic and economic environmentsaffect marketing decisions.Define the marketing information system, discuss its parts, and outlinethe steps in the marketing research process.Define the consumer market, construct a simple model of buyer behaviorand list the major factors that influence buyer behavior, and the stages inthe buyer decision process.Describe the adoption and diffusion process for new products.Define the steps of target marketing and explain how companies identifyattractive market segments, choose a market-coverage strategy, andposition their products for maximum competitive advantage in themarketplace.Define target marketing and discuss the major levels of marketsegmentation.Identify and define the factors affecting a firm's pricing decisions includingthe impact of consumer perceptions of price and value.Describe the major strategies for pricing current and new products, andexplain how companies find a set of prices that maximizes the profitsfrom the total product mix.Discuss how companies adjust their prices to take into account differenttypes of customers and situations, and identify the key issues related toinitiating and responding to price changes.Identify the major channel alternatives open to a company and howchannel members interact and organize to perform the work of thechannel.Discuss the nature and importance of physical distribution and integratedlogistics, including how they benefit a company.Name and define the tools of the marketing communications mixincluding factors that affect the design, and discuss the advantages ofintegrated marketing communications.Outline the steps in developing effective marketing communication andexplain the methods for setting the promotion budget.Define the roles of advertising, sales promotion, and public relations inthe promotion mix and describe the major decisions involved indeveloping an advertising program.Explain how sales-promotion campaigns are developed and implementedand how companies use public relations to communicate with potentialcustomers.Discuss the role of a company's salespeople in creating value forcustomers and building customer relationships.Explain how companies design sales force strategy and structure, andhow companies recruit, select, and train salespeople.University of Hawai‘i System Articulation AgreementEntrepreneurship ProgramPage 16 of 38Rev. August 31, 2007BUS 312/MKT 310/BUSA 300/MKT 300

30.F.Discuss the personal selling process, distinguishing between transactionoriented marketing and relationship marketing.31. Identify the major forms of direct marketing and discuss the benefitsincluding the trends fueling its rapid growth.32. Define a customer database and list the ways companies use databasesin direct marketing.33. Compare the types of online marketing channels, the effect of theInternet on electronic commerce, and ways marketers can conduct onlinemarketing.34. Discuss the public policy and ethical issues facing direct marketers.35. Describe customer value and satisfaction, how companies attract, retain,and grow profitable customers, the roles of the company value chain,value-delivery network, and total quality in delivery of customer value andsatisfaction.36. Discuss the need to understand competitors as well as customersthrough competitor analysis and the fundamentals of competitivemarketing strategies based on creating value for customers.37.Identify the key approaches to entering international markets and discusshow the international trade system, economic, political–legal, and culturalenvironments affect a company's international marketing decisions.38.Explain how companies adapt their marketing mixes for internationalmarkets and identify the major forms of international marketingorganization.Text and MaterialsExamples:UH MānoaKotler, Philip and Armstrong, Gary. 2006. Principles of Marketing, 11th Edition,Prentice-Hall.UH-West O‘ahuBerkowitz, Eric N., Kerin, Roger A., Hartley, Steven W., and Rudelius, William.Marketing, 8th Edition. Boston, Irwin McGraw-Hill.Maui CCKotler, Philip and Armstrong, Gary. 2006. Principles of Marketing, 11th Edition.Upper Saddle River, NJ, Prentice Hall.G.Reference MaterialsVariedUniversity of Hawai‘i System Articulation AgreementEntrepreneurship ProgramPage 17 of 38Rev. August 31, 2007BUS 312/MKT 310/BUSA 300/MKT 300

H.Auxiliary Materials and ContentMaui CCText(s) may be supplemented withAccompanying practice set if availableArticles and/or handouts prepared by the instructorMagazine or newspaper articlesOtherAppropriate films, videos, or internet sitesTelevision programsGuest speakersOther instructional aidsILearning Assessment TasksRequired projects and activities.Examinations and presentations.J.M

MGT 320 Fundamentals of Entrepreneurship 3 UH Mānoa B. ENT 120 Starting a Small Business 3 Hawai‘i, Kapi‘olani CC MGT 125 Starting a Business 3 Leeward CC MGT 125B/C/D Starting a Business 1/1/1 Leeward

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