Download Marketing 300-01 Principles of Marketing Summer 2008 M-W 6:00

Marketing 300-01
Principles of Marketing
Summer 2008
M-W 6:00-8:55 pm
Doris Richards
9 June – 30 July
572-1253 (H)
GORE 107
694-4273 (C)
816-1111 (O)
4 Credit Hours
832-2605 (Gore office)
[email protected]
[email protected]
Marketing activities impact global economies, societies and individuals. Principles of
Marketing is the study of marketing’s ubiquitous signatures around us: product, distribution,
price and promotion. Tracking today’s marketing issues in light of marketing’s evolution
builds an appreciation for current strategic decisions. Socio-economic (macromarketing)
trends along with specific marketing tactics (micromarketing) are important, as is the
positive implementation of the marketing mix itself in both for-profit and not-for-profit
organizations.
Course objectives include: building familiarity with marketing terminology and concepts;
communicating that familiarity effectively; analyzing contemporary trends in light of historical
precedence; recognizing the importance of technology to modern marketers; working as
teams as well as individuals to recognize and solve business problems using the tools of
the marketers while adhering to ethical and socially responsible practices at all times. The
long-term goal is to achieve a sense of competency about functioning in today’s consumerdriven global economy.
Methodology:
1. Assigned text readings prior to class meeting; refer to syllabus calendar.
2. Current marketing news. Concepts come alive in practice. Refer to the “what’s
up” section.
3. Guest speakers throughout the industry.
4. Personal experience and background. Classes have tremendous synergy which
becomes vital the smaller the class. Please come prepared to share. Refer to
participation points.
5. Video and internet exercises. More participation points as well as
preparation for exams and papers.
6. Quizzes throughout the semester; refer to syllabus calendar.
7. Final marketing plan analysis paper; due 30July. 4-6 pages
on a chosen marketer.
Required Text:
Kerin, Berkowitz, Hartley & Rudelius, Marketing 9th edition, McGraw-Hill Irwin,
2008
ISBN 978-0-07-340472-1
Recommended:
1. Faithful use of the above
2. Website www.mhhe.com links to text aids
3. Good business publications
4. NPR, PRI, BBC and other in-depth programming
5. Popular publications
6. General observations as students of marketing
Grading:
1. 6, “section” quizzes per syllabus calendar
points)
(150
2. Participation points: in-class
(50 total)
3. Random reading quizzes (start of class)
(50
total)
4. Guest speaker evaluations, ANGEL exercises
(50
total)
5. Final INDIVIDUAL presentation (in lieu of a final exam)
(100 points)
6. 400 points total, standard format applies with possible modification based on
highest percentage.
Quizzes:
1. Combination of terms, concepts and application. Some out-of-text
material emphasized in class. Combination short answer and short essay. See
calendar for dates.
Participation:
1. In-class group as well as individual activities.
2. “What’s up” points: an opportunity to earn up to 5 participation points per class
meeting by bringing in a pertinent marketing story, article, or event and
effectively relating it to current or past marketing topics.
3. ANGEL exercises posted periodically
4. Reviews of guest speaker presentations
ANGEL:
1.
2.
ANGEL is the preferred email contact.
Scores will be posted on ANGEL.
3. Participation websites will periodically be on ANGEL.
4. Important information and material will also be on the ANGEL calendar
including guest speakers. Please check ANGEL weekly by Sunday night.
General Comments:
Since we have a relatively short term and a relatively small class,
everyone should come prepared to participate.
The “what’s up” and
ANGEL participation opportunities are meant to help people who miss
one or two classes because of work/family responsibilities but cannot
substitute for actually being there. Discussion and in-class activity
points cannot be made up.
Cell phones and pagers should be turned off during class. Except for
emergencies, please use break time to make calls.
If you have special needs because of learning disabilities or other kinds
of disabilities, please contact the START Center.
Please refer to the Academic Catalogue or the Student Handbook for the
College’s statement on academic honesty.
WEEKLY TOPICS/READING ASSIGNMENTS: KERIN CHAPTERS
(chapters to be read before first weekly class meeting)
WEEK I
9 June
11 June
WEEK II
Introductions to one another and to marketing
Chapters 1-2: The Bases
Chapters 3-4: Environments and Ethics
16-18 June
WEEK III
23-25 June
WEEK IV
23rd: 25 pt. QUIZ I: Part I (1-4) (45 minutes)
5-6-7 The Consumer: small, large, global
Complete Consumer (Global emphasis)
30 June-2 July
2nd JULY: 25 pt. QUIZ II: Part II (4-7) (45 minutes)
Chapters 8-9: Slicing the Apple
WEEK V
7 – 9 July
7th: 25 pt. QUIZ III: Part III (8-9) (30 minutes)
Product (10-12) con’t
(9th) Chapters 13-14: The Price (what you pay)
WEEK VI
14-16 July
14th: 25 pt. QUIZ IV: Part IV (10-14)
Chapters 15-17: Distribution (how it gets there….)
WEEK VII
21st: 25 pt. QUIZ V: Part IV (15-17)
21-23 July
Chapters 18-20: Promotion (the story unfolds….)
WEEK VIII
28-30 July
28th: 25 pt. QUIZ VI: Part IV (15-20)
Chapters 21-22: Managing it into the Future
30th: 100 pt. FINAL ANALYSIS PAPER DUE
(Marketing Plan Presentation)
THIS SYLLABUS IS SUBJECT TO CHANGE AS NEEDED. ANY CHANGES WILL BE
ANNOUNCED IN CLASS, WRITTEN COPIES DISTRIBUTED, AS WELL AS APPEARING
ON ANGEL COMMUNICATIONS AND CALENDARS.