Download Social Entrepreneurship Syllabus

BUS201
Principles of Marketing
Course Description
In this course, student will learn about the marketing process, focusing on the needs and wants of the consumer, and
will examine the range of marketing decisions that an organization must make in order to sell its products and
services.
This course will introduce three stages of marketing: market analysis, product development to meet market demand,
and advertising.
Course Objectives
1. To be able to assess market opportunities by analyzing customers, competitors, collaborators, context, and the
strengths and weaknesses of a company.
2. To be able to develop effective marketing strategies to achieve organizational objectives.
3. To be able to design a strategy implementation program to maximize its chance of success.
4. To be able to communicate and defend your recommendations and critically examine and build upon the
recommendations of your classmates both quantitatively and qualitatively.
Required Texts
The Marketing Plan Handbook, 4th edition. Alexander Chernev, 2014. ISBN: 9781936572397; Price: $27.95
Amazon.com
Course Outline
Week
Assessments
Est hrs
Total
Grade
%
Objective
#’s
1 - Unit 1:
Marketing
Definition and
Principles - By
orienting students
to strategic
frameworks and
functions for
constructing The
Marketing Plan the
text serves as the
primary guide for
the course.
Read:
Chapters 1 & 2 in the text The Marketing
Plan Handbook.
University of Georgia: John Burnett's
"Core Concepts of Marketing: The
Marketing Mix”
Federal Trade Commission, Bureau of
Consumer Protection Business Center:
"Advertising and Marketing on the
Internet: Rules of the Road" Page
Marketing Plan – Individual Assignment
Outline
Watch:
Steven Van Hook's "Marketing
Fundamentals”
HOW TO GET YOUR IDEAS TO SPREAD
Marketing Fundamentals and Tools
6
2
2 Unit 2: The Big
Picture- An
introduction to
“situational
analysis” is
provided by
reviewing course
links. These
sessions canvas a
wide set of data
points to acquaint
students with the
connections
between varies
marketing
decisions.
Participation in this
market scanning
activity is ongoing
through the course.
3 Unit 3:
Customers and
Marketing Research
- An introduction to
“market
environment” is
provided by a
review of specific
data sources and
readings in the
classroom links that
profile the U.S.
customers and
businesses.
Assignment 1-Goals and Objectives
6
4%
2
Discussion Boards: Introduction and 4 Ps
of marketing
 Post your first remark to the
weekly discussion question.
Post your response to the
postings of two classmates.
3
3%
1
Read:
Chapters 3, 4 & 5 in the text The
Marketing Plan Handbook.
University of Georgia: John Burnett's
"Core Concepts of Marketing:
Approaching the Market”
University of Georgia: John Burnett's
"Core Concepts of Marketing:
Positioning"
Boundless: "The Benefits of
Understanding Your Audience"
6
2
Watch:
HOW TO MAKE A SPLASH WITH SOCIAL
MEDIA
Getting to Know Your Consumer
Review:
What is SWOT: Situation Analysis in
Marketing?
Discussion Board: Marketing campaign
 Post your first remark to the
weekly discussion question.
 Post your response to the
postings of two classmates.
3
3%
1
Assignment 2-Situation Analysis
7
4%
2
Read:
Chapters 6 &7 in the text The Marketing
Plan Handbook.
University of Georgia: John Burnett's
"Core Concepts of Marketing, Chapter 3:
Marketing Research: An Aid to Decision
Making"
Steven Van Hook's "Business & Marketing
Research Resources
6
Watch:
CHOICE, HAPPINESS AND SPAGHETTI
SAUCE
Using the Brand Positioning Statement
Framework
3
Review:
External Environment Help
4 Unit 4: Tactics and
ImplementationMarketing
Objectives &
Strategies is
provided by an
analysis links in the
classroom to enable
students to
translate business
information into
knowledgeable
marketing insights.
Discussion Board: Customer Base
 Post your first remark to the
weekly discussion question.
 Post your response to the
postings of two classmates.
3
3%
1
Assignment 3-External Environment
7
4%
3
Read:
Chapters 8 & 9 The Marketing Plan
Handbook.
Product Levels: Considerations for
Defining Your Product
6
3
Watch:
John Gerzema: The post-crisis consumer
Review:
Marketing Objectives & Strategies Help
Writing a Marketing Plan
Discussion Board: Life cycle
 Post your first remark to the
weekly discussion question.
 Post your response to the
postings of two classmates.
3
3%
2
Assignment 4-Marketing Objectives &
Strategies
9
4%
3
Midterm Checkpoint assignment
This term you are writing
a MARKETING PLAN for your final
project this term.
8
5%
4
Review: Writing a Marketing Plan
5 Unit 5: Control
and ExhibitsRecommendations
for Change is
demonstrated by
marketing strategy
mastery applied by
the strategic
marketing
imperative of
providing value and
Read:
Chapters 10 & 11 The Marketing Plan
Handbook.
Entrepreneur Architect: Mark R. Lepage's
"10 Rules for a Powerful Brand in
Architecture”
Boundless: "Types of Marketing
Channels"
Watch:
THE GREATEST TED TALK EVER SOLD
6
3
building
relationships shown
in the course links.
6 Unit 6-Putting it
all together the
understanding of
key marketing
principles and tools
in the draft
marketing plan.
Direct and Indirect Access
Discussion Board: Advertising Campaign
 Post your first remark to the
weekly discussion question.
 Post your response to the
postings of two classmates.
5
3%
1
Assignment 5-Recommendations for
Change
7
4%
3
Read:
Chapters 12, 15 & 16 The Marketing Plan
Handbook.
Steven Van Hook's "Business and
Marketing Ethics"
Multicultural Marketing
SAMPLE MARKETING PLAN
6
4
Watch:
Steven Van Hook's "Social Marketing"
Bringing Everything Together
7 Unit 7:
Professional
DevelopmentMarketing Plan the
comprehensive
marketing and
business decisions
utilizing both
quantitative and
qualitative analysis
final project.
Discussion Board: Key to customer
satisfaction
 Post your first remark to the
weekly discussion question.
 Post your response to the
postings of two classmates.
5
3%
1
Assignment 6-Peer Review
7
11%
4
Read: Appendixes A, B, C & D The
Marketing Plan Handbook.
6
4
Read:
Steven Van Hook's "Careers in Marketing
Professions"
Steven Van Hook's "Professional Social
Networks"
Discussion Board: Career Goals
 Post your first remark to the
weekly discussion question.
 Post your response to the
postings of two classmates.
4
3%
4
Assignment 7-Marketing Plan
12
40%
4
8 Reflection on the
City Vision
University Core
Value of Personal
Development. City
Vision
University stresses
the development of
every person's
mind, spirit, and
body for a balanced
life.
Discussion Board: Reflect on the City
Vision University Core Values
 Post your first remark to the
weekly discussion question.
 Post your response to the
postings of two classmates.
4
Overall
135
Grading Summary
 Discussion Boards
 Weekly Business Plan Assignments
 Rough Draft Business Plan Peer Review
 Final Draft Business Plan
3%
1
100%
24% of total grade
25% of total grade
11% of total grade
40% of total grade
Forum Expectations
We expect that students will spend at least one hour to post one initial message, one hour to read posts from 5+
students (presumes that a student doesn't read every post), and 60 minutes to post two reply messages. Forum
grading will be based on the following items:
● Forum posts should be 150-250 words
● Students must demonstrate comprehension of the material and achievement of the related learning
objectives related to that forum.
● Students should demonstrate critical thinking and use outside material researched beyond the assigned
readings.
● The goal of course forums is to have scholarly dialog among peers combining both the strengths of inperson class discussion and providing concise, professional quality writing (similar to a well thought-out
academic or scholarly blog) and responding in a way that adds value to others writings
● For further reading on quality forum posts, see STSM dialogue guidelines online.
The following is a sample grading rubric (from: http://www.ion.uillinois.edu/resources/otai/Examples/DiscussionQuestionExample.asp)
Evaluation Criteria
Advanced
Proficient
Poor
Development of Ideas
Well-developed ideas; introduces new
ideas; stimulates discussion (5-6 pts)
Developing ideas; sometimes
stimulates discussion (3-4
pts)
Poorly developed ideas
which do not add to
discussion (1 pt)
Evidence of Critical
Thinking
Clear evidence of critical thinking application,
analysis, synthesis and evaluation. Postings are
characterized by clarity of argument, depth of
insight into theoretical issues, originality of
treatment, and relevance. Sometimes include
unusual insights. Arguments are well
supported. (5-6 pts)
Beginnings of critical
thinking; postings tend to
address peripheral issues.
Generally accurate, but could
be improved with more
analysis and creative thought.
Tendency to recite facts
rather than address issues.
(3-4 pts)
Poorly developed critical
thinking (1 pt)
Response to Other
Students and Instructor
Interacts at least twice with other students
and/or instructor (4 pts)
Interacts at least once with
other students and/or
instructor (2 pts)
Timeliness and Mechanics
Individual message and at least two responses
posted before deadline. Standard English
mechanics and grammar were used in the
initial post. (4 pts)
Noticeable problems with
mechanics or late postings. (2
pts)
Written Work
Except for Class Forum posts, all written assignments should be double-spaced using 11-point font and 1-inch
margins, and include a relevant heading (name, date, assignment title), and subheadings where appropriate, which
can be viewed in a Navigation Pane. Multi-page assignments should also include page numbers. Please correct
spelling and grammatical errors before submitting all assignments. Spelling, grammar, and writing style will be
taken into consideration in evaluating written work. Assignments should be submitted to the Course Dropbox
within Moodle. Every assignment should carry a filename that MUST include your name (Student Name) and the
assignment number, e.g. Jan_Smith_Minor1.doc
Written work must be reflective, balanced, scholarly analysis and be well-supported by references. Deep familiarity
with the biblical text will be appreciated as will the ability to showcase extensive theological reading and reflection
and to critically examine an issue from many points of view.
Very informal or highly opinionated writing styles will be severely penalized. Do not preach.
Late Policy
Coursework is scheduled over a seven-day week to provide structure for students residing on six continents. The
weekly schedule begins on Monday at 12:01AM US ET (USA Eastern Time), and ends on Sunday at 11:59PM US ET.
●
●
●
●
●
Assignments submitted more than 1 week late (after the following Sunday) will lose 1 letter grade (i.e. "A"
becomes a "B")
Assignments submitted more than 2 weeks late will lose 2 letter grades (i.e. "A" becomes a "C")
All assignments and quizzes must be submitted by the week after the term ends or they will receive a
failing grade
Extensions: professors may grant an extension if the student has a prolonged sickness or major family
crisis. The length of the extension is up to the professor’s discretion.
Applications for extension must be submitted via the online extension request form at least 2 or more days
before the due actual date. If an extension is granted, no other courses may be taken until that course is
completed.
Week Eight is the last class session with assignments posted. All course work must be completed by the student
and submitted to the instructor by Friday of the tenth week of the course. No credit will be given for work
submitted after this date.
This syllabus is subject to change without notice up until the first day of the semester. For more academic policies,
please visit: http://www.cityvision.edu/cms/cv/academic-policies
FINAL PROJECT TEMPLATE AND INSTRUCTIONS
Formatting
The final project uses the final project template linked in the online course. Except for Class Forum posts, all
written assignments should be double-spaced using 12-point font and 1-inch margins, and include a relevant
heading (name, date, assignment title), and subheadings where appropriate, which can be viewed in a Navigation
Pane. Please correct spelling and grammatical errors before submitting all assignments. Spelling, grammar, and
writing style will be taken into consideration in evaluating written work. Assignments should be submitted to the
Course Dropbox within Moodle. Every assignment should carry a filename that MUST include your name (Student
Name) and the assignment number, e.g. Jan_Smith_Minor1.doc Written work must be reflective, balanced, analysis
and be well-supported by references. Deep familiarity with the biblical text will be appreciated as will the ability to
showcase extensive theological reading and reflection and to critically examine an issue from many points of view.
Students should use APA format for references and bibliography. It is recommended that students use a
bibliography tool such as Endnote, Zotoro (free), Mendeley (free), etc.
Final Project
Marketing Plan – Individual Assignment
Choose an Organization:
Retail organizations include Kmart, Wal-Mart, Target, Gap, Harley Davidson, etc.
You will do your research online and cite your sources.
Paper Requirements
The paper length of your Marketing Plan is 10 to 20 pages. There must be three references at minimum.
The paper must be double spaced in times new roman 12 font, APA formatted. The cover and reference page do not
count as pages towards your content. Paper due as stated in syllabus.
A MARKETING PLAN
plan).
The marketing plan should include the following topics (but not all of them if they do not apply to your
I.
II.
Mission Statement.
Situation Analysis
a.
Internal environment
i.
Organization background
ii.
Products
iii.
Financial and non-financial results (as best as you can find online)
iv.
Channels
b.
External environment
i.
Markets
ii.
Competitive environment
iii.
Economic environment
iv.
Demographic environment
v.
Social and cultural environment
vi.
Political and legal environment
vii.
Technological environment
III.
IV.
Marketing Objectives
Marketing Strategies
a.
Target markets
b.
Product strategies
c.
Pricing strategies
d.
Promotion strategies
e.
Distribution strategies
Recommendations for Change
V.
Description of Marketing Plan Assignment
Your final task for this course is to prepare a marketing plan—either an actual plan for a company/organization
that you are currently working for, a plan that may apply to a product or service of a company you might like to
work for, or a completely hypothetical plan that you’ve made up as a practice exercise. You will start working on it
in week 1 and it is due in week 7.
The plan should take you about 25 hours to prepare, including research, writing, self-review, and posting your plan
for peer assessment on the discussion board in week 6.
Review of Course Materials
All the theory behind marketing becomes real and practical as you piece together your plan. Your marketing plan
should clearly identify your target market, assess the marketplace for need and competitors, cover channel issues
such as distribution and pricing, devise a promotion plan including selected media and messages, identify any
particular regulatory or ethical issues that you will need to consider, as well as calculate project timelines and
financials by estimating expenses and receipts. You can use the above outline as a guide.
Marketing Plan Template
Make sure to download “Marketing Plan Template,” which provides a suggested format for completing your own
plan. It is listed as: (Sample Marketing Plan Template) by Steven R. Van Hook, PhD (2012).
The template provides sections of your marketing plan as well as descriptions of the type of information that
should be included in each of these sections. You may want to use more or fewer headings, rephrase heading
descriptions, or disregard the template altogether and devise a format of your own. You can also do a web search
for sample marketing plans to see additional possible formats and content samples.
Rubrics for Assessment of Task
Once you have completed your marketing plan, you should set it aside for a day or two, and then come back with
fresh eyes and complete a self-review. Review and revise your plan based on the following criteria:
• Overall writing and comprehension
• Effective use of headings and subject categories
• Clear presentation of the plan’s goals and tactics
• Efficient and credible use of supporting data
• Potential for success
After you have completed the self-review, then post your marketing plan on the week 6 Discussion Board for peer
assessment. Then, please assess the marketing plans posted by others, using the same criteria above.
If your marketing plan is proprietary or otherwise sensitive and you are unable to post it publicly, you can ask a
trusted colleague to review it for you, using the criteria above. Once you have received feedback and comments,
please post a response about this process on the discussion board and generally describe your “lessons learned.”
As you comment on other marketing plans, try to be helpful with any constructive criticisms you may offer.
Learning how to critique well with supportive and constructive suggestions will help make you popular with your
co-workers throughout your career. Here are a few tips to help do it well:
1) Provide your feedback in a timely manner. This keeps the issue fresh.
2) Try using a "criticism sandwich:” offer some words of praise, then point out any problems, and follow up with
another piece of encouragement.
3) Write your critique from a “me” perspective, and focus on your reaction to the writing rather than the writer
(e.g. "This sentence left me a little confused ...").
4) Provide useful examples of how a problematic passage might be improved.
5) Do not pick just for the sake of picking. If something works, leave it alone.
***********This syllabus is subject to change without notice up until the first day of the semester.************
Final Project Grading Rubric
Score (0100)
Weight
Weighted
Score
Content Knowledge
Demonstrates proficiency in content knowledge of the subject matter.
Comments:
.25
23.75
0
.25
23.75
Writing is appropriate to selected audience, no style guide errors, good “flow,”
with no grammar/spelling errors
Comments:
0
.15
23.75
0
.35
23.75
0
0
0
95
Critical Thinking
Demonstrates clear and logical progression and conclusions.
Comments:
Communication
Application
Relevant examples, clear steps and recommendations
Comments:
Late deductions (e.g., ):
Score:
Overall Comments:
--
Rubric Explanations
Insufficient
(0-79)
Sufficient
(80-89)
Proficient
(90-100)
Content Knowledge


Students demonstrates proficiency in content knowledge of the subject matter.
Does not demonstrate a

Demonstrates a

Demonstrates a diverse and
worldview
knowledgeable worldview
knowledgeable worldview
The document does not

The document demonstrates

The document demonstrates research
demonstrate research of the
research of the literature on the
of the literature on the subject matter at
literature on the subject
subject matter but at a level
a masters level.
matter.
lower than at a masters.

Work does not indicate
research method and/or
analysis.

Work indicates research but not
appropriate for the purpose of
the document/presentation

Work indicates, as appropriate,
knowledge, choice, and application
of research method and analysis.

The work does not
reference theories and
concepts.

Referenced theories and
concepts are accurate but not
sufficient or appropriate applied.

Referenced theories and concepts are
accurate, sufficiently detailed, and
appropriately applied.

The author uses information
from too limited a base of
sources and lacks variety.

The author uses information
from a variety of quality
electronic and print sources; but
lacks relevance and/or balance.

The author uses information from a
variety of quality electronic and print
sources; the sources are relevant,
balanced, and include critical readings
related to the article topic.

Does not demonstrate an
understanding of culture.

Demonstrates knowledge that
culture contributes to shaping
one’s viewpoint.

Articulates the ways in which
culture contributes to shaping
one’s viewpoint.
Critical Thinking

Demonstrates clear and logical progression and conclusions.
The purpose and premise is

The author leaves it up to the

A clear introduction sets the stage for
reader to determine the purpose
the reader to know what the article is
not presented.
of the document.
about and how the document supports
the premise.

The author fails to use
structure.

The author uses structure but is
not fully appropriate.


Unwillingness to engage in
difficult conversations

Communicates from a position of
dominant culture


The author fails to show
evidence of either logic or
transition

The author shows evidence of
some logic but fails to follow
the tenets of good
communication with regard to
sequence and/or transition



There is a lack of evidence of
effective information.
Shows evidence of applying
global learning in ethical and
reflective practice.


There is a lack of
information.
Does not show evidence of
application of learning to
ethical and reflective practice.

Does not analyze issues.



Does not evaluate
information.

Analyzes issues from one
perspective
Evaluates information but
lacks evidence of critical
evaluation.



The author develops appropriate
structure for communicating the
topic.
Willingness to engage in difficult
conversations with tolerance of
diverse viewpoints
The writer communicates
information in a logical, interesting
sequence organized with smooth
transitions that the reader can easily
follow.
Accesses needed information
effectively and efficiently.
Translates global learning into
ethical and reflective practice.
Analyzes issues from multiple
perspectives.
Evaluates information and its
sources critically.
Communication

Writing is appropriate to selected audience, no style guide errors, good “flow,” with no grammar/spelling
errors
The document/ presentation

The document/ presentation has 
The document/ presentation
has an average greater than
an average of one error per page,
demonstrates an exceptional
one error per page, slide, or
slide, or one- minute of oral
adherence to selected style, flow,
one-minute of oral
presentation.
grammar, punctuation, word- smithing,
presentation.
and correct use of the word-processor
to handle formatting (zero errors).

Does not evaluate
information

Evaluates information but
lacks evidence of critical
evaluation
Minimal evidence of ethical,
legal, and socio-economic issues.

Evaluates information and its
sources critically

No evidence of ethical, legal,
and socio-economic issues.



The document/ presentation
shows evidence of Biblical
concepts but inappropriate
presentation to the audience

Understands and follows the ethical,
legal, and socio-economic issues
surrounding the use of information and
technology.
The document/ presentation shows
appropriate presentation of Biblical
concepts relative to the audience and
publication (plain- glass or stain-glass)

The document/ presentation
does not show evidence of
Biblical concepts.

The document/ presentation
shows more

The document/ presentation
shows up to four format

The document/ presentation adheres
to the format dictated by
than four format errors.
the target publication or intended
audience. The final product is suitable
for immediate use.
errors.
Application

Relevant examples, clear recommendations, to improve groups
The document/ presentation

The document/ presentation

The document/ presentation
does not show evidence of
alludes to application but does
presents information, concepts,
application
not do so in a manner that is
conclusions, etc., so that the readers
clear to the reader
can use the information to
improve/transform their lives and
the global organizations in which
they serve.

Does not show recognition of
the impact of global issues on
individual lives.


The document/ presentation
lacks examples of how the
recommendations might be
applied.


The document/ presentation
does not offer clear actionable
concepts


The document/
presentation lacks
recommendations

Recognizes the impact of
global issues on individual
lives but does not show
evidence of belief in
collaboration
The document/ presentation
provides examples of how the
recommendations might be
applied but the application is not
relevant.
The document/ presentation
presents information in manner
that is not consultative but is
one-way directive.

Recognizes the impact of global issues
on individual lives, and believes
individual and collaborative action can
influence the world

The document/ presentation
provides examples of how the
recommendations might be applied at
the personal, team or organization
level.
The document/ presentation adopts a
consultative approach by proposing
clear, strategic, actionable, and practical
steps that are readily transferable to
technology and ministry contexts.
The recommendations are
there but not clear and/or
specific.


The recommendations are clear and
specific for the designated audience.