Download HSBA 120- M1 Principles of Marketing - PrideNET

Springfield College
School of Professional and Continuing Studies
Milwaukee campus
Principles of Marketing, HSBA 120/M1 (3 credits)
May 2017
Erika Reyes, MBA
Address: 700 West Virginia Street, Ste. 500, Milwaukee, WI 53204
Phone number(s): 414-276-2300
College e-mail address: [email protected]
Class Schedule
Dates: Saturdays: 5/20, 6/17, 7/15, 8/12
Time: 9:00 a.m. – 5:00 p.m.
Location: Milwaukee
REQUIRED TEXT(S):
Seventh Edition:
Pride and Ferrell (2015). Foundations of Marketing, 7th edition.
Cengage: ISBN 978-1-305-40576-9
The costs for textbooks can be found at:
http://www.bkstr.com/springfieldstore/shop/textbooks-and-course-materials
RECOMMENDED RESOURCES:
Links to website examples and articles will be posted on Moodle. Moodle assignment articles
and Case Studies must be done to successfully complete this course.
COURSE DESCRIPTION:
This course provides a solid understanding of the basic concepts, tools, strategies, and tactics
necessary to develop effective marketing strategies for organizational sustainability in the human
services sector. Students will gain insight into real-world marketing strategies that will enable
them to design effective marketing strategies.
The focus is on the marketing mix, including determining customers' needs in order to provide
the right product; choosing the most effective distribution channel; establishing suitable pricing
levels by balancing profitability with customer appeal and motivating purchases through targeted
promotions. Marketing strategies will be examined in the context of customers' demographics,
market competition, and business environments, considering the uniqueness of the human
services sector.
COMMON COURSE LEARNING OBJECTIVES:
Upon successful completion of this course, you will be able to:
1.
2.
3.
4.
5.
6.
define marketing and explain its function in society;
explain the difference between marketing, advertising, and sales;
describe marketing concepts and terminology;
describe the process of market research;
describe the concept of pricing;
explain product strategy, including the concepts of product life cycle, positioning, and
pricing;
7. define competition and explain competitive analysis;
8. analyze the process of distribution and explain marketing channels.
COURSE FORMAT:
This course is designed to develop your analytical skills and ability to apply marketing concepts
and strategies that help organizatons create value and advance their mission. Teaching methods
include a mix of case studies, simulations, forum discussions and a team assignment.
Students are expected to come to class fully prepared to discuss business/marketing processes,
challenges, strategies and tactics. Most of your grade will come from meaningful participation,
case study analysis assignments, online forums, and a written Marketing Plan. The class requires
the active participation of all class members in order to have the range of perspectives and
questions that will deepen our collective understanding of the principles of marketing.
COURSE OVERVIEW:
Due for Session I: Pre-course Assignment(s)
Principles of Marketing: Please read attached PDF on “What Is Marketing?”
Read this PDF Document, which defines and discusses the four components of marketing,
identifies the various institutions and entities that engage in marketing activities, and emphasizes the
importance of marketing in society. Also, answers all questions under the REVIEW
QUESTIONS (6 QUESTIONS).
SESSION I:
In-class topics (chapter 1): CUSTOMER-DRIVEN STRATEGIC MARKETING
This learning chapter one will provide learners to explore marketing, describe the role of selling,
customer relations and product management in marketing, to familiarize themselves with the
elements of the marketing mix (product, price, promotion, and distribution strategies), to provide
them with a basic understanding of customer behavior, and to identify the importance of building
customer relationships.
In Preparation for Session II:
Principles of Marketing: Please read the two attached PDFs on “Strategic Planning” &
“Consumer Behavior: How People Make Buying Decisions”. Read these two PDFs. These
reading outlines how a mission statement helps a company with its strategic planning, targeting
selected customer groups, and positioning and it also provides an overview of business-to-business
buying behavior. Also, answers all questions under the REVIEW QUESTIONS (6
QUESTIONS).
Session 1: 5/20/2017
Learning Objectives
1. Define marketing and outline its components.
2. Describe how the various institutions and entities that engage in marketing use marketing to
deliver value.
3. Explain the role marketing plays in individual firms and society as a whole.
4. Understand and outline the elements of a marketing plan as a planning process.
Homework Due for Session II:
Remember to post your assignments as Word documents on Moodle by the DUE DATE
POSTED. Read as many of your classmates’ posted work as possible, and respond to at
least one of their commentaries per Moodle Discussion (please elaborate on their initial
posting; do not make a comment, type full sentences).
Moodle Discussion Forums:
Moodle Discussion Forum I: Due on Friday, May 26, 2017 by Midnight
(2 total postings: Initial Posting & one posting to your classmate).
Moodle Discussion Forum II: Due on Friday, June 02, 2017 by Midnight
(2 total postings: Initial Posting & one posting to your classmate).
Moodle Discussion Forum III: Due on Friday, June 09, 2017 by Midnight
(2 total postings: Initial Posting & one posting to your classmate).
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Moodle Discussion Forum IV: Due on Friday, June 16, 2017 by Midnight
(2 total postings: Initial Posting & one posting to your classmate).
SESSION II:
In-class topics (chapters 2 &3): PLANNING, IMPLEMENTING AND EVALUATING
MERKETING STRATEGIES & THE MARKETING ENVIRONMENT, SOCIAL
RESPOSIBILITY, AND ETHICS.
These learning chapters two and three will provide learners to explore strategic planning process,
describe the major elements of strategic performance evaluation, articulate how economic factors
influence a customer’s ability and willingness to buy products, and define the four dimensions of
social responsibility.
In Preparation for Session III:
Principles of Marketing: Please read the PDF on Market Segmenting, Targeting, and
Positioning. Read the PDF. Strategies for segmenting a market, targeting selected customer groups,
and positioning. Also, answers all questions under the REVIEW QUESTIONS (3
QUESTIONS).
Session 2: 6/17/2017
Learning Objectives
1. Explain the strategic planning process.
2 Identify what is necessary to manage implementation of marketing strategies.
3. Explain how a mission statement helps a company with its strategic planning.
4. Outline the sociocultural issues marketers must deal with as they make decisions.
5. Define the four dimensions of social responsibility.
Homework Due for Session III:
Remember to post your assignments as Word documents on Moodle by the DUE DATE
POSTED. Read as many of your classmates’ posted work as possible, and respond to at
least one of their commentaries per Moodle Discussion (please elaborate on their initial
posting; do not make a comment, type full sentences).
Moodle Discussion Forums:
Moodle Discussion Forum V: Due on Friday, June 23, 2017 by Midnight
(2 total postings: Initial Posting & one posting to your classmate).
Moodle Discussion Forum VI: Due on Friday, June 30, 2017 by Midnight
(2 total postings: Initial Posting & one posting to your classmate).
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Moodle Discussion Forum VII: Due on Friday, July 7, 2017 by Midnight
(2 total postings: Initial Posting & one posting to your classmate).
Moodle Discussion Forum VIII: Due on Friday, July 14, 2017 by Midnight
(2 total postings: Initial Posting & one posting to your classmate).
SESSION III:
In-class topics: (chapters 5 & 6): TARGET MARKETS: SEGMENTATION AND
EVALUATION & CONSUMER BUYING BEHAVIOR.
These learning chapters five and six will provide learners to explore market segment profiles and
how they are used, and will be able to describe the types of consumer decision making and the level
of involvement.
In Preparation for Session IV:
Principles of Marketing: Please read the PDFs on Price & Using Marketing Channels. Read
the PDFs. Target market’s evaluation of Price and foundations of supply-chain management. Also,
answers all questions under the REVIEW QUESTIONS (8 QUESTIONS).
Session 3: 7/15/2017
Learning Objectives
1. Identify the major segmentation variables
2. Explain how to evaluate market segments
3. Describe the social influences that may affect the consumer buying decision process.
Homework Due for Session IV:
Remember to post your assignments as Word documents on Moodle by the DUE DATE POSTED. Read
as many of your classmates’ posted work as possible, and respond to at least one of their
commentaries per Moodle Discussion (please elaborate on their initial posting; do not make a
comment, type full sentences).
Moodle Discussion Forums:
Moodle Discussion Forum IX: Due on Friday, July 21, 2017 by Midnight
(2 total postings: Initial Posting & one posting to your classmate).
Moodle Discussion Forum X: Due on Friday, July 28, 2017 by Midnight
(2 total postings: Initial Posting & one posting to your classmate).
Moodle Discussion Forum XI: Due on Friday, August 4, 2017 by Midnight
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(2 total postings: Initial Posting & one posting to your classmate).
Moodle Discussion Forum XII: Due on Friday, August 11, 2017 by Midnight
(2 total postings: Initial Posting & one posting to your classmate).
SESSION IV:
In-class topics: (chapters 12 & 13): Pricing Concepts and Management & Marketing
Channels and Supply-Chain Management.
These learning chapters twelve and thirteen will provide learners to explore the factors in the pricing
framework, the marketing channel decisions, and the different types of organizations that work
together as channel partners.
Session 4: 8/12/2017
Learning Objectives
1.
2.
3.
4.
Identify issues related to developing pricing objectives
Describe the relationship among demand, costs, and profits
Describe the selection of a specific price
Explain physical distribution as being part of supply-chain management
In-Class Assessments:
Final Exams (One online exam (3 hours) & one reflection written paper (1 Hour)
Notes:
 Learner will have three (3) hours to complete this online exam;
 learner will receive a grade on the online exam immediately upon submitting answers;
 Learner must score 70% or higher to pass and be eligible for the Course Completion.
GRADING AND EVALUATION:
Assignment of the overall course grade is based on performance using the following percentages:
Assignments
Points
Percentage
36
36
Pre-Class Assignment #1
10
10
Pre-Class Assignment #2
10
10
Pre-Class Assignment #3
14
14
Moodle Discussions
(12 Topics, 3 points each)
6
Final Online Assessment
20
20
Final Reflection Paper
10
10
Total
100
100%
Late Assignments: Assignments are due by the deadlines provided.
• If you believe you will not be able to submit an assignment by its due date due to a problem
beyond your control, please email your instructor immediately. In your email, provide a detailed
description of the reason for not being able to submit your assignment by its due date and a date by
which you believe you will be able to submit your completed assignment. If your instructor accepts
your reason for being late and your new submission date you will not be penalized.
• For every day an assignment is late without your instructor's approval 10 points will be
deducted from the assignment.
• Late Final Project will not be accepted unless you have notified your instructor regarding the
reason for being late as soon as possible and your instructor has accepted your reason. If your
instructor has accepted your reason, she/he will communicate with you to arrange a new submission
date.
Definition of Online Class Participation (Moodle Web-enhanced Discussion
Link)
The success of your learning experience in online discussion is dependent on the active
participation of all students. Therefore, it is imperative that you enter each discussion link
prepared to participate in the class discussions, which requires that you not only post your
responses to the questions in a timely manner allowing time for others to respond, but you must
also respond/react/provide substantive feedback to other’s postings.
It should be noted that not all engagement in class discussions constitutes substantive class
participation. Class participation in an online environment is characterized by the following:
 Connects personal experiences to the concepts being studied, gives an orderly, brief version
of the experience, with a point that is stated clearly;
 Avoids repeating points made by others;
 Shows evidence of having completed, understood, and applied the reading for the course;
 Incorporates shared ideas to create an understanding of the concept under discussion;
 Poses real-life questions or challenges that spring from the discussion and attempts to shape
an informed conclusion.
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COURSE PARTICIPATION
Definition of In-Class Participation:
All talk does not constitute good class participation. Class participation that contributes to a
positive grade is characterized by the following:
 Ties personal experiences to the concepts being studied, gives an orderly, brief version of the
experience, with a point that is stated clearly;
 Avoids repeating in a different form points made by others;
 Shows evidence of having completed, understood, and applied the readings for the course;
 Incorporates ideas shared by others and the instructor to create “a fuller picture” of the
concept under discussion;
 Poses real-life questions or challenges that spring from the discussion and attempts to shape
an “informed” conclusion.
GRADING CRITERIA:
Your final grade will be composed of the following assignments:
GRADING:
A = 95-100
A- = 90-94
B+ = 87-89
B = 82-86
B- = 79-81
C+ = 76-78
C = 73-75
C- = 70-72
D+ = 66-69
D = 62-65
D- = 59-61
F = 58 and below
NOTE: Each student in the course is responsible for all SPCS academic
policies and college policies as found in the School of Professional and
Continuing Studies Student Handbook.
Each assignment is due by midnight of the date indicated. Late assignments will not be accepted.
There are no make-up dates or extensions for the assignments except for documented personal
emergencies or special permission granted by me in writing. Special permission must be
requested in writing to me at least two days prior to the due date of the assignment. Late Forum
Discussion Board responses will not receive credit.
SPECIAL SERVICES: Springfield College and the School of Professional and Continuing
Studies are committed to providing an equal educational opportunity for all students. Any
student who requires a reasonable accommodation to meet the requirements of this course is
encouraged to notify the instructor as soon as possible. Reasonable services and
accommodations are provided for students with physical, psychological, and learning disabilities
based on need. The disability must be documented with appropriate evaluations administered by
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qualified professionals. This documentation must be on file with campus designee for the SPCS
Office of Student Support Services.
The syllabus is a binding agreement between the faculty member and the students in the
course. After distribution of the syllabus, any changes to the syllabus must be (1) agreed to
by all parties without coercion, (2) distributed in writing, and (3) distributed to all parties.
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Rubric for Assessing Formal Writing Assignments
The rubric below is designed to help students and instructors define what quality writing is and
the criteria by which SPCS evaluates all students.
1. Clarity of Expression: The writer expresses ideas in a natural voice that permits a smooth
reading and clear communication of ideas. The ideas are written so they can be understood
easily, and the reader does not have to struggle to understand what the writer is saying.
2. Logical Organization of Ideas: Most college papers require an introductory paragraph (or
two) that grabs the reader’s attention, makes the reader want to continue reading, and gives
the reader some idea of what the paper is about. The main idea of the paper does not have to
be stated in the opening sentence or even in the opening paragraph, but it should be clear
before the end of the essay. What is important is that the reader has a sense of the writer’s
direction throughout the essay and that each paragraph should flow logically into the next.
3. Elaboration and Detail: The writer needs to develop the ideas of the essay fully and provide
adequate supporting detail. Details can include examples, allusions, statistics, quotations,
paraphrases, summaries, and more. Has the writer answered questions such as “what,” “what
if,” “why not,” “how,” “how come”?
4. Critical Thinking: The writer needs to demonstrate the ability to analyze a subject from
different perspectives, identify what is at stake in each of these perspectives, and connect his
or her conclusions to the central theme of the paper. It is not enough to present supportive
examples without making clear the significance of these examples and how they advance the
point the writer is trying to make.
5. Effective Use of Research Techniques Where Appropriate: The writer needs to select
appropriate material from references to support ideas, use a variety of references, integrate
the source material smoothly into the flow of the paper, and demonstrate consistent and
correct use of the APA documentation style.
6. Effective Use of Language and Diction: The writer should use a vocabulary that is suitable
to the subject and the audience. Are the words used accurately and effectively?
7. Mechanics and Usage: Mechanics include the standard conventions of spelling,
capitalization, punctuation, and correct paragraph indentation. Usage involves issues of verb
tenses, apostrophes, subject-verb agreement, noun-pronoun agreement, run-on sentences,
sentence fragments, and misplaced as well as dangling modifiers. Occasional errors that do
not interfere with the reading of a text may be considered acceptable.
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