PRINCIPLES OF MARKETING
BA 351
ELL 310
MWF: 11:00 11:50 a.m.
Class Hours: 3.0 Instructor: Dr. Carol Decker
Credit Hours 3.0 Office
Hours: MWF:
MW: 2:00-3:00
MW: 4:30 5:00
Other Hours by Appointment
Course Syllabus Office Location: ELL 205
Fall 2008 Phone: 423-746-5270
Revised: 8/13/08 E-mail: cdecker@twcnet.edu
Web Page Address: http://www.twcnet.edu/cdecker
(Check for Syllabi, Assignment, Announcements, &
Updates)
AOL
Instant Messaging is Available for Contact: Screen Name: deckca
TWC Strategic Plan 2000/Curriculum Goals
- Ensure
quality by creating an organizational structure which enhances academic
programs.
- Develop
programs which are consistent with our stated purpose and which are
consistent with the resources of the institution.
- Ensure
quality in existing programs by introducing concepts of
internationalization in the curriculum.
The Department of Business
Administration at
CATALOG COURSE DESCRIPTION: This course examines the marketing mix of product, place, promotion, and price in the movement of goods and services from producers to consumers. Topics include market segmentation, consumer behavior, advertising, public relations, marketing research, e-marketing, and ethical decision making in marketing.
PREREQUISITE: None
COURSE OBJECTIVES:
· Explain marketing concepts such as market planning, the marketing mix, situational/global environmental forces, and social responsibility affecting strategic marketing actions
· Differentiate between marketing strategy and marketing tactics
· Explain the four Cs of marketing in the context of a micro environmental business operations
· Perform and explain marketing research for effective marketing decision making
· Apply and Describe consumer behavior models and decision processes for product marketing
· Explain business marketing and the organizational buying processes
· Develop & Differentiate market segmentations as a business strategy
· Develop and Describe products, life cycles, product mixes, brands, and packaging for effective product strategy decision making
· Describe service characteristics and types for effective business service strategy
· Describe and Apply distribution and intermediary initiatives for marketing mix contributions and maximum logistics control
· Recognize and Apply promotion mix elements for the development of effective promotional strategies
· Describe and Apply the concepts of pricing for the development effective pricing strategies
· Recognize the holistic nature of a marketing position using customer relationship management
COURSE RELATIONSHIP TO BUSINESS PROGRAM/DEPARTMENT AND INSTITUTIONAL PURPOSE:
· This course enables students to:
o lead, serve, and graduate with effective communication skills that include reading, writing, speaking, and listening.
o be knowledgeable of religious beliefs and issues.
o recognize social and behavioral issues in a cultural perspective.
o demonstrate computer skills, and to discover the impact of technology
o appreciate contributions to life enrichment.
· This course is intended to support the Tennessee Wesleyan College Business Administration department by developing students intellectually, ethically, and socially in order for them to meet the demands of an ever-changing global society.
o This course is intended to prepare graduates to be knowledgeable, creative, and critical thinkers in business settings.
·
This course
supports Tennessee Wesleyan College-Wide Learning Outcomes and
COURSE RELATIONSHIP TO BUSINESS KNOWLEDGE & SKILLS:
· This course provides business marketing knowledge and the following skills:
o Application of marketing theory is diverse business settings
o Application of the marketing mix in consumer and organizational settings
o Critical thinking, and research capabilities in the general marketing field
TEXT/REQUIRED RESOURCES:
Marketing. C.W. Lamb, J. F. Hair, & C. McDaniel, 9th ed., Thomson, 2008.
Marketing Simulation ($30).
Web-Version Play Against Peers, E.R. Cadotte, Innovative Learning Solutions (On-Line
Purchase at www.marketplace6.com)
ADDITIONAL
Journal
of Marketing
Advertising Age
Journal of Business Strategy
Journal of Business Research
Journal of Consumer Research
Marketing News
Journal of Advertising Research
Industrial Marketing Management
Journal of Marketing Research
www.ama.org
www.usatoday.com
www.census.gov
www.marketingtools.com/publications/AD/index.htm
http://ciber.bus.msu.edu/
www.acrweb.org
www.cob.ohio-state.edu/scp/
www.census.gov/epcd/www/naics.html
www.iso.ch/
www.dnb.com/purchase/hpurcha2.htm
www.stat-usa.gov
www.odci.gov/cia/publications/factbook/index.html
http://harvardbusinessonline.hbsp.harvard.edu
www.marketresearch.com
http://www.marketingpower.com
http://knowledge.wharton.upenn.edu
http://www.library.hbs.edu/industries/industry_guides
http://www.sponsorship.com
http://www.marketingprofs.com/index_eoy.asp
http://www.exhibitornet.com
www.reveries.com
www.marketingsherpa.com
www.customeradvisoryboards.com
http://www.socialmarketingonline.net
http://www.marketingprofs.com/index_eoy.asp
http://economagic.com
METHODOLOGY OF INSTRUCTION: This course will consist primarily of
Marketing applications but will be supplemented with tests, lecture, class/team
exercises, games, case evaluations, and class discussions.
REQUIREMENTS:
Attendance: Class attendance is a reflection of your responsibility, priorities, and the grade you receive in this course. Because the successful completion of this course is tied to daily class material, any absence in this class will result in a substantial loss of information and material for a satisfactory evaluation. Class attendance indicates your enthusiasm toward learning and will reflect on the grade you receive in this course. Class attendance accounts for 5% of the course grade. If a student misses more than 3 of the class sessions during the semester, the points received for attendance will be zero. If the student misses 3 or less of the classes, the points received for attendance will be 4 out of the 5. If you do have to miss class for any reason, it is your responsibility to get notes, assignments, and exam/quiz information from a classmate NOT THE INSTRUCTOR. Absence is not an excuse!
Assignments: Assignments are due at the beginning of
class and on the due date or before if you anticipate an absence. Some
assignments are intended to support other assignments by giving you feedback
for improvement. THERE WILL BE NO
MAKEUPS FOR ASSIGNMENTS PERFORMED IN CLASS.
All assignments should be typewritten, complete, and professional in
order to receive credit. NO LATE
ASSIGNMENTS WILL BE ACCEPTED!!!!
Participation: Your participation in this course is critical
to the result you and others receive in this class. Participation will be
evaluated according to your attendance, assignments, and performance in
class/team exercises/ exam/quizzes, and discussions. Class activities may
include case discussions, problems, and concepts that will support class
material. Participation accounts for 5% of the grade in this course. In
other words, these 5 points may be added or deducted from the final grade based
on your positive or negative contributions to the course and your attendance at
class presentations. ANY ABSENCE DURING CLASS PRESENTATIONS WILL RESULT IN ZERO
PARTICIPATION POINTS.
Grading: The following grade scale will be utilized in this course. In order to achieve a certain level on this scale you must obtain the score indicated.
A.........
94-100
A-
. 90-93
B+........ 87-89
B.......... 84-86
B-
. 80-83
C+........ 77-79
C.......... 74-76
C-
. 70-73
D+
67-69
D.........
64-66
D-
. 60-63
F...........Below 60
EVALUATION/ASSESSMENT:
Exams (4).. . ..40%
Marketing Plan & Presentation.............. . .30%(20/10)
Simulation/Game
..20%
Attendance/Participation. . ....10%
Exams: There will be (4) exams throughout the course. Exams will consist of multiple choice or short answer/essay questions covering the textbook, simulation, and material discussed in class. Study guides will be provided. NO MAKE UP EXAMS WILL BE GIVEN!!!! If you have to miss an exam for ANY reason, you are eligible for a cumulative "final" exam given during the final exam period.
Marketing
Plan & Presentation: The Marketing Plan will be completed in teams and
will follow an assigned subject by the instructor. Your plan will be graded on
research, professionalism, and creativity. An outline will be provided.
Assignments will be made throughout the course that may parallel course
content and the requirements of the Marketing Plan. THERE ARE NO MAKUPS FOR
ANY IN CLASS WORK! AND NO LATE ASSIGNMENTS WILL BE ACCEPTED!!!
Please see guidelines regarding assignments above. All graded assignments with feedback should be included in the appendix of your Marketing Plan. You should prepare a 30 minute presentation to include the process and topics of your marketing plan. Presentation guidance will be provided. Papers are to be written (word-processed, 11pt font, double-spaced, with 1 margins, and 5 outside references from the suggested readings (no older than 5 years) and according to APA style. You must have a title page and reference page not to be included in page length. YOUR TEXTBOOK CANNOT BE USED AS A SOURCE!!! Assignments and overall marketing plan will be a part of the evaluation.
Simulation/Game: The game will be team performed and based
on concepts discussed in class. Six Quarters (6) make up the completion of the
game and your marketing operations (See outline for due dates). Quarterly
feedback will be provided. There will be a fine of $10,000 for each
question that is answered within the simulation. There will also be a $10,000
fine for each late wrap-up. This is tied to your participation grade. The
game is intended to give you applied experience in performing marketing
decision making and to give you a holistic understanding of a marketing
managers position and work. Your grade for the game will be determined by how
well you meet the game objectives (provided in the game and to be discussed in
the game instruction session), your class rank, and the professionalism and
timeliness in presenting the decision assignments.
Attendance/Participation: Please see attendance and participation guidelines above.
ASSESSMENT MEASURES FOR
COLLEGE-WIDE LEARNING OUTCOMES
|
Learning Outcome |
Measurement |
Assessment |
|
Use effectively the communication skills of reading, writing, speaking, and listening |
Students will read required and assigned class materials, write marketing plans, prepare short answer/essay exam responses, participate in class discussions and exercises, present marketing plans, and listen to presentations for the purpose of offering critical questioning. Students will participate in interactive team decision making. |
Exams worth 40%, marketing plan presentation worth 10%, attendance and participation worth 10%, written marketing plan worth 20%, and a marketing simulation worth 20% will be used to assess student learning and class performance. |
|
Be knowledgeable of religious beliefs and issues, the religious positions of others, and the choices with which religion confronts them |
Students will read class materials regarding Social Responsibility, Ethics, and the Marketing Environment, Consumer Decision Making, and Segmenting and Targeting Markets and apply the impact to market planning. |
This material will be assessed through exams worth 40% and a written marketing plan worth 20%. |
|
Recognize the issues that affect social and political behavior in their historical and cultural perspective |
Students will read class materials regarding Social Responsibility, Ethics, and the Marketing Environment, Consumer Decision Making, and Segmenting and Targeting Markets and apply the impact to market planning. |
This material will be assessed through exams worth 40% and a written marketing plan worth 20%. |
|
Demonstrate mathematical and basic computer skills, and discover the impact of science and technology |
Students will apply budgeting methods and pricing strategies and techniques to market planning. Students will complete a web-based simulation and develop a marketing plan utilizing a variety of computer skills and technologies. |
Mathematical, computer, and technology skills will be assessed through exams worth 40% and a written marketing plan worth 20%. |
|
Appreciate the contribution of the arts and literature to life enrichment |
Students are expected to prepare promotional materials for the marketing simulation and marketing plan that are supported by market research. |
Simulation and marketing plan completion and development assess abilities in arts and literature at a total percentage of 50%. |
CLINICAL/LABORATORY/FIELD EXPERIENCES: Students are expected to utilize outside resources (written and verbal) for completing the Marketing plans and presentations. Assignments may involve discussions with individuals presently working in marketing and other text readings related to marketing that will support any statements made in written work.
NOTE: Academic Integrity (from TWC Catalog 2008-2009)
The Tennessee Wesleyan College Honor System promotes
academic integrity on the
Instructor Policy on Academic
Integrity: Any assignments found to violate the above will be considered as an
F without the possibility of make-up opportunities. Continued violations will result in an F for the course.
The instructor reserves the right to make adjustments to
this schedule.
OUTLINE OF COURSE CONTENT
|
Week No./ Beginning Date |
Class Date and Scheduled
Topic |
Required Readings &
Assignments Due |
|
1. August 20 |
8/20 Introduction 8/22 An Overview of
Marketing |
Chapter 1; Marketing Plan |
|
2. August 25 |
8/25 Strategic Planning for
Competitive Advantage 8/27 Social Responsibility,
Ethics, and the Marketing Environment 8/29 Social Responsibility,
Ethics, and the Marketing Environment |
Chapter 2 Chapter 3 Chapter 3 |
|
3. September 1 |
9/1 Labor Day 9/3 Social Responsibility,
Ethics, and the Marketing Environment 9/5 Developing a Global
Vision |
Chapter 3; Section I Chapter 4 |
|
4.
September
8 |
9/8 Exam I 9/10 Consumer Decision
Making 9/12 Consumer Decision
Making |
Chapters 1-4 Chapter 5 Chapter 5 |
|
5.
September
15 |
9/15 Segmenting and
Targeting Markets 9/17 Segmenting and
Targeting Markets 9/19 Segmenting and
Targeting Markets |
Chapter 7; Section II Chapter 7; Simulation Chapter 7 |
|
6.
September
22 |
9/22 Product Concepts QUARTER 1 DECISIONS DUE 9/24 Product Concepts 9/26 Developing and
Managing Products |
Chapter 9; Sections III,
IV, V Chapter 9 Chapter 10 |
|
7. September 29 |
9/29 Developing and
Managing Products 10/1 Marketing Channels and
Supply Chain Management 10/3 Marketing Channels and
Supply Chain Management |
Chapter 10 Chapter 12; Sections 6, 7,
8 Chapter
12 |
|
8. October 6 |
10/6 Marketing Channels and
Supply Chain Management 10/8 Exam II 10/10 Retailing; QUARTER 2 DECISIONS DUE |
Chapter
12 Chapters, 5,7,9,10,12 Chapter 13 |
|
9. October 13 |
10/13 Promotion Decisions 10/15 Promotion Decisions 10/17 Advertising and
Public Relations |
Chapter 14 Chapter 14 Chapter
15 |
|
10. October 20 |
10/20 Advertising and
Public Relations 10/22 Sales Promotion and
Personal Selling QUARTER 3 DECISIONS DUE 10/24 Fall Break---No Class |
Chapter 15 Chapter 16 |
|
11. October 27 |
10/27 Sales Promotion and
Personal Selling 10/29 Pricing Concepts QUARTER 4 DECISIONS DUE 12:00 NOON 10/31 Pricing Concepts |
Chapter 16 Chapter 17 Chapter 17 |
|
12. November 3 |
11/3 Setting the Right
Price 11/5 Setting the Right
Price; QUARTER 5 DECISIONS DUE 12:00 NOON 11/7 Exam III |
Chapter 18 Chapter 18 Chapters 13, 14, 15, 16,
17, 18 |
|
13.
November
10 |
11/10 Business Marketing 11/12 Decision Support
Systems & Marketing Research 11/14 Services & Non-Profit
Organization Marketing |
Chapter 6 Chapter 8 Chapter 11; Sections IX, X |
|
14.
November
17 |
11/17 Internet Marketing; Customer Relationship
Management; QUARTER 6 DECISIONS DUE 12:00 NOON 11/19 Assessment Day---No Class 11/21 Internet Marketing; Customer Relationship
Management |
Chapter 19 Chapter 19 |
|
15.
November
24 |
11/24 Exam IV 11/26 Thanksgiving 11/28 Thanksgiving |
Chapters 6, 8, 11, 19 |
|
16. December 1 |
12/1 Presentations 12/3 Presentations 12/5 Presentations |
|
|
17. December 8 |
12/10 Final Exam Period
10:30-12:30 p.m. |
Marketing Plan Due |