BA 351



BA 351

ELL 310

MWF: 1:00 – 1:50 p.m.

Class Hours: 3.0 Instructor: Dr. Carol Decker

Credit Hours 3.0 Office Hours: MWF: 9:00 –11:00 noon Other Hours by Appointment

Course Syllabus Office Location: Lawrence Hall 215

Spring 2014 Phone: 423-746-5270

Revised: 1/6/14 E-mail:

Web Page Address:

(Check for Syllabi, Assignment, Announcements, & Updates)

Mission Statement

In keeping with the spirit of the liberal arts, Tennessee Wesleyan College seeks within

the framework of the Judeo-Christian tradition to provide for students the highest quality

educational experience, to promote personal integrity, responsibility, and purpose, and to

prepare for a life of leadership and service in an ever changing global community.


The curriculum is designed to prepare graduates to be knowledgeable, to think critically

and creatively, and to develop a basis for effective judgment. In order that they may take

their places among those who lead and serve, the following goals are expected of


1. TWC Graduates will possess effective communications skills

2. TWC Graduates will possess effective skills in global and cultural awareness

3. TWC Graduates will possess effective analytical skills.

The following outcomes are expected of Tennessee Wesleyan College graduates with

regard to general education:

1. Use effectively the skills of reading, writing and speaking

2. Recognize the issues that affect social and political behavior in their historical and

cultural perspective.

3. Recognize and analyze contributions of the arts and literature.

4. Demonstrate mathematical computation skills, and basic computer applications skills

and demonstrate an understanding of the scientific method.

5. Think critically and develop a basis for effective judgment.

6. Access and evaluate information and its sources and use information effectively to

accomplish a purpose.

Mission of the Department:

The Department of Business Administration at Tennessee Wesleyan College strives to develop students intellectually, ethically, and socially in order for them to meet the demands of an ever-changing global society.

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.



· 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


· This course enables students to: o lead, serve, and graduate with effective communication skills that include reading, writing, speaking.o recognize social and political behavioral issues in a historical and cultural perspective.o demonstrate mathematical computation and computer application skills.o think critically and develop a basis for effective judgment.o access and evaluate information and its sources and use information effectively to accomplish a purpose.

· 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, and to develop a basis for effective judgment in business settings.

· This course supports Tennessee Wesleyan College-Wide Learning Outcomes and Tennessee Wesleyan College curriculum goals for enhancing academic programs


· This course provides business marketing knowledge and the following skills:o Application of marketing theory in diverse business settingso Application of the marketing mix in consumer and organizational settings o Critical thinking, and research capabilities in the general marketing field


Marketing. C.W. Lamb, J. F. Hair, & C. McDaniel, 12th ed., Thomson, 2013.

Marketing Simulation (Introduction to Marketing). Web-Version Play Against Peers, E.R. Cadotte, Innovative Learning Solutions (On-line Purchase)


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

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.


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


Exams (4)...............................................60%

Marketing Plan & Presentation.........................20%(15/5)

Marketing Simulation.................................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.

Marketing Simulation: 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 manager's 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.

Disability Statement:

Any student who feels she/he may need an accommodation based on the impact of a documented disability should contact the Academic Success Center to discuss specific needs. Please contact Dr. Patsy Ging, Director of Learning Support Service for Students with Disabilities at x5237, or via email at It is the students' responsibility to make initial contact with one of the coordinators in the Academic Success Center. Coordinators: Dr. Patsy Ging/, Dr. Patti, or Mr. John Gaston at


Learning Outcome



Use effectively the communication skills of reading, writing, and speaking.

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 60%, Marketing plan presentation worth 5%, attendance and participation worth 10%, and written Marketing plan worth 15% will be used to assess student learning and class performance. A marketing simulation will assess these skills at 10%

Recognize social and political behavioral issues in their historical and cultural perspective.

Students will read class materials regarding Ethics and Regulatory Issues and Targeting Markets and apply the impact

This material will be assessed through exams worth 60% and a Marketing plan and presentation worth 20%.

Demonstrate mathematical computation and computer application skills.

Students will apply budgeting methods and pricing strategies and techniques to Marketing planning.

Students will develop a Marketing plan utilizing a variety of computer application skills.

Mathematical, computer, and technology skills will be assessed through exams worth 60%, a written Marketing plan and presentation worth 20%, and a simulation worth 10%.

Think critically and develop a basis for effective judgment.

Students are expected to respond to short answer/essay exam questions, develop a Marketing plan, prepare Marketing applications, and simulation responses all of which require critical thought and judgment.

Exams, Marketing plan, and Marketing applications, and simulation decisions account for 90% of the final grade.

Access and evaluate information and its sources and use information effectively to accomplish a purpose.

Students are expected to prepare promotional materials for the Marketing plan and presentation that are supported by market research.

Marketing plan completion and development and simulation decisions assess abilities at a total percentage of 30%.

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 2013-2014)

The Tennessee Wesleyan College Honor System promotes academic integrity on the Tennessee Wesleyan College campus and increases awareness among different groups within the College community---students, faculty, staff, and administration—of the importance of academic honesty. Each student has the right and duty to pursue his or her academic experience free of dishonesty. The Honor System establishes the higher level of conduct expected and required of all Tennessee Wesleyan College students. Violation of academic integrity, either by plagiarism or by cheating in the classroom or elsewhere, is inconsistent with the philosophy of education at Tennessee Wesleyan College and the moral and ethical prescriptions of the Christian faith

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. . If violation occurs on a last assignment or last exam for the course, an F for the course will be assigned.

The instructor reserves the right to make adjustments to this schedule.


Week No./

Beginning Date

Class Date and Scheduled Topic

Required Readings & Assignments Due

1. January 8

1/8 Introduction

1/10An Overview of Marketing

Chapter 1; Marketing Plan

2. January 13

1/13 Strategic Planning for Competitive Advantage

1/15 Social Responsibility, Ethics, and the Marketing Environment

1/17 Social Responsibility, Ethics, and the Marketing Environment

Chapter 2

Chapter 3&4

Chapter 3&4

3. January 20

1/20 Holiday/Service

1/22 Developing a Global Vision

1/24 Exam I

Chapter 5; Section I

Chapters 1-4

4. January 27

1/27 Consumer Decision Making

1/29 Consumer Decision Making

1/31 Segmenting and Targeting Markets

Chapter 6

Chapter 6

Chapter 8; Section II

5. February 3

2/3 Segmenting and Targeting Markets

2/5 Segmenting and Targeting Markets

2/7 Product Concepts


Chapter 8; Simulation

Chapter 8

Chapter 10; Sections III, IV, V

6. February 10

2/10 Product Concepts

2/12 Developing and Managing Products

2/14 Developing and Managing Products

Chapter 10

Chapter 11

Chapter 11

7.February 17

2/17 Marketing Channels and Supply Chain Management

2/19 Marketing Channels and Supply Chain Management

2/21 Marketing Channels and Supply Chain Management

Chapter 13&14;

Sections 6, 7, 8

Chapter 13&14

Chapter 13&14


February 24

2/24 Exam II

2/26 Retailing;


2/28 Promotional Planning

Chapters, 5,6,8,10,11,13, &14

Chapter 15

Chapter 16

9. March 3

3/3-3/7 Spring Break—No Classes

10. March 10

3/10 Promotion Decisions

3/12 Advertising and Public Relations

3/14 Advertising and Public Relations

Chapter 16

Chapter 17

Chapter 17

11. March 17

3/17 Sales Promotion and Personal Selling

3/19 Sales Promotion and Personal Selling


3/21 Pricing Concepts

Chapter 18

Chapter 18

Chapter 19

12. March 24

3/24 Pricing Concepts


3/26 Setting the Right Price

3/28 Setting the Right Price

Chapter 19

Chapter 20

Chapter 20

13. March 31

3/31 Exam III

4/2 Business Marketing


4/4 Decision Support Systems & Marketing Research

Chapters 15, 16, 17, 18, 19,

& 20

Chapter 7

Chapter 9

14. April 7

4/7 Services & Non-Profit Organization Marketing

4/9 Internet Marketing; Customer Relationship Management;


4/11 Exam IV

Chapter 11; Sections IX, X

Chapter 21

Chapters 7, 9, 11, 21

15. April 14

4/14 Presentations

4/16 Presentations

4/18 – 4/21 Easter Break—No Classes

Marketing Plan Due

Marketing Plan Due

16. April 21

4/23 Presentations—Last Day of Class

Marketing Plan Due

17. April 28

4/28 Final Exam Period 1:30-3:30 p.m.

Marketing Plan Due