Catalog Description:
Description and analysis of the institutions involved in the
operations required to create and coordinate the kind, quality, and
quantity of market transactions necessary to satisfy the need of
households, industry, government, and international customers. Topics
include marketing planning, market segmentation, societal and ethical
obligations, and strategies for products, pricing, promotion, and
channel decisions.
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Required Text:
Boone, Louis E. and Kurtz, David L. Contemporary Marketing,
10th, Harcourt, Orlando, FL, 2001.
Course Objective:
To have students make significant progress in developing their
ability to think and communicate in creative, innovative, and
constructive ways about the concepts within marketing and the
problems and issues confronting marketing and marketers using
generally accepted terminology and concepts as a foundation.
Methods: 1) Lectures;
2) Videos;
3) Discussion and Vignettes;
4) Case Studies;
5) Project.
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Expectations:
1) Read all assigned material prior to class period.
2) Observe proper class conduct by raising one's hand for discussion.
3) Pay attention, be alert, ask questions, and participate in
discussion.
4) Organize your time to meet deadlines. (Late assignments are
downgraded one letter grade for each class period late.)
5) Attendance is crucial for success. Regular classroom attendance is
expected of all students. Excused absences are:
A) personal illness, with valid note from the doctor or
university health service;
B) death or critical illness in your immediate family, with a
valid note from the doctor or funeral director;
C) participation in a university sponsored co-curricular
activity, which must be discussed with instructor
prior to the absence.
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ADA Policy:
In accordance with the Americans with Disabilities Act,
students with bona fide
Disabilities will be afforded reasonable accommodation. The Office of
Special Student Services will certify a disability and advise faculty
members of reasonable accommodations.
Statement on Changes in Course Requirements:
Since all classes do not progress at the same rate, the instructor may
wish to modify the above requirements or their timing as circumstances
dictate. For example, the instructor may wish to change the number and
frequency of exams, or the number and sequence of assignments. However,
the students must be given adequate
notification. Moreover, there may be non-typical classes
for which these requirements are not strictly applicable in each
instance and may need modification. If such modification is needed, it
must be in writing and conform to the spirit of this
policy statement.
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Grading:
1) Four (4) in-class examinations, (20% each, 80% of total);
2) Project (20% of total)
A) Five marketing parts, (3% each, 15% of total);
B) Introduction, Executive Summary, and Conclusion, (5% of total),
3) Intangibles, such as; class participation, neatness of work,
tardiness, assignments turned in on time, et cetera.
Class Participation: 90-100% Outstanding attendance,
consistent, high-level involvement in class discussion, leadership in
class discussions;
80-90% Regular attendance, consistent and regular involvement in
class discussions;
70-80% Regular attendance, periodic involvement in class discussions;
60-70% Irregular attendance, little involvement in class discussions;
< 60% Sporadic attendance, passive or reluctant to join class
discussions.
Final Grade Listing: A = 90.00 and above;
B = 80.00 through 89.99;
C = 70.00 through 79.99;
D = 60.00 through 69.99;
F = 59.99 and below.
You will get what you earn!
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Reading and Class Assignments:
Day #1 Tuesday, 6/25 Course Introduction and Project Discussion
Chapter 1 - Customer-Driven Marketing
Day #2 Wednesday, 6/26 Chapter 2 - The Marketing Environment,
Ethics, and Social Responsibility
Chapter 3 - Global Dimensions of Marketing
Day #3 Thursday, 6/27 Chapter 3 continued
Chapter 4 - E-Commerce: Electronic Marketing and the Internet
Day #4 Friday, 6/28 Chapter 4 continued
Chapter 5 - Succeeding Using Relationships and Database Marketing
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Day #5 Monday, 7/1 Exam #1
Project Discussion
Chapter 6 - Marketing Planning and Forecasting
Day #6 Tuesday, 7/2 Chapter 7 - Marketing Research and
Decision-Support Systems
Chapter 8 - Market Segmentation, Targeting, and Positioning
Day #7 Wednesday, 7/3 Chapter 8 continued
Chapter 9 - Consumer Behavior
Day #8 Thursday, 7/4 Holiday
Day #9 Friday, 7/5 Chapter 9 continued
Chapter 10 - B2B: Business-to-Business Marketing
Day #10 Monday, 7/8 Chapter 10 continued
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Day #11 Tuesday, 7/9 Exam #2
Chapter 11 - Product Strategies
Day #12 Wednesday, 7/10 Chapter 11 continued
Chapter 12 - Brand Management and New-Product Planning
Day #13 Thursday, 7/11 Chapter 12 continued
Chapter 13 - Marketing Channels and Logistics Management
Day #14 Friday, 7/12 Chapter 14 - Retailing, Wholesaling, and Direct
Marketing
Day #15 Monday, 7/15 Exam #3
Chapter 15 - Integrated Marketing Communications
Day #16 Tuesday, 7/16 Chapter 15 continued
Chapter 16 - Advertising, Sales Promotion, and Public Relations
Day #17 Wednesday, 7/17 Chapter 16 continued
Chapter 17 - Personal Selling and Sales Force Management
Day #18 Thursday, 7/18 Chapter 18 -Price Determination
Chapter 19 - Managing the Pricing Function
Day #19 Friday, 7/19 Chapter 19 continued
Product Marketing Plan Due
Day #20 Monday, 7/22 Exam #4
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Information on Project:
Concept of Project: to understand the relationships between the
different areas of marketing in the development of a marketing mix and
preliminary plan.
Process for completion: start today and do each section as we cover it
in class!
1) choose a product or service, real (must be an improvement to the
existing product) or imaginary, or an idea you have for a marketable
product or service, (instructor must approve your product or service
before you begin work on the project)
Do this as early as possible!!!!
2) develop a marketing mix or plan including defining the target
market, product attributes,
pricing strategy, promotional ideas, distribution channels, and their
interrelationships;
3) make sure the different areas relate to each of the other areas
consistently;
4) write a short (1-2 pages) paper defining your product idea
(introduction);
5) write 5 short (1-3 pages each) papers concisely detailing your plan,
your ideas, and your
marketing mix relationships (target market, product, place, promotion,
and price);
6) write a conclusion drawing all the concepts and their relationships
together (2-3 pages);
7) write an executive summary (1-2 pages) outlining the concepts in
your papers;
8) attend class to see example outlined on the board and ask questions;
9) all work must be your own original work.
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Help:
1) talk to me about your product or service, ideas, marketing mix or
plan;
2) talk to other students in the class about your project for
additional viewpoints;
3) ask questions in class;
4) review Appendix 5A in text;
5) follow the plan outlined on board in class.
