Download This course develops an appreciation for the complexities of

Marketing Concepts – MKTG 302
Summer 2016
Tate 315 – 10:00 – 11:45 am MTWTF
Professor: Robert Pitts, Ph. D.
Phone: 953-7539
Email: [email protected]
Office: Tate 307
Office Hours: by appointment
Course CofC Catalogue Description
This course develops an appreciation for the complexities of establishing
and implementing marketing strategies. Areas of study include consumer
behavior, product/service mixes, branding and packaging, channels of
distribution, pricing, advertising and salesmanship.
Course Prerequisites - Junior standing; ECON 201 and ECON 202
Course Objectives - To gain factual knowledge (terminology, methods, trends and
concepts) of the marketing discipline.
 To understand fundamental marketing principles and theories as they apply to
international and domestic marketing.
 To become aware of some of the types of ethical and social responsibility issues
firms face that relate to marketing decisions.
 To begin to develop professional skills and competencies in the area including:
- understanding of the types of decisions that must be made in planning the
marketing mix for a firm, and - understanding of the steps involved in the market
segmentation process.
School of Business learning goals addressed by this course are:
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COMMUNICATION SKILLS: the ability, via both written and spoken word, to
effectively present, critique, and defend ideas in a cogent, persuasive manner.
QUANTITATIVE FLUENCY: competency in logical reasoning and data analysis skills.
GLOBAL AND CIVIC RESPONSIBILITY: ability to identify and define social, ethical,
environmental and economic challenges at local, national and international levels.
Students will also be able to integrate knowledge and skills in addressing these issues.
INTELLECTUAL INNOVATION AND CREATIVITY: resourcefulness and originality
in addressing extemporaneous problems.
SYNTHESIS: ability to integrate knowledge from multiple disciplines incorporating
learning from both classroom and non-classroom settings in the completion of complex
and comprehensive tasks.
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Required
Text – Marketing – The Core, Authors: Kerin, Hartley and Rudelius, Published by
McGraw-Hill - 6th edition – Optionally the text is available as an e- text
Marketing Simulation - Marketing Live - Required Simulation Registration Each student must register and pay to participate in the simulation.
Specific instructions and a URL for your group will be provided.
Course Educational Philosophy
While it is necessary that one know and understand the concepts of marketing the course
will stress application of the concepts and the development of critical thinking skills
necessary for problem solving and business decision.
Marketing is a (the) fundamental process for any business and many other endeavors. To
truly learn the principles of marketing requires a thorough understanding of the basic
“principles” i.e. Concepts, and the ability to apply these principles. It is only through
application that the principles are really learned. Thus, this course includes both
examinations to evaluate your knowledge of the course material and video cases and
application through class exercises; marketing simulation and the development of a
marketing audit.
The course emphasizes learning by doing
 I hear and I forget
 I see and I remember
 I do and I understand
Confucius, 551-479 BC
Learning activities include:
 Text material as assigned
 Lectures
 Company/ Topic Specific Video Cases
 Exercises and discussion for key marketing topics
 In class exercises
 Group development of a Market Audit for a firm/product
 Group decisions for a Marketing Simulation to apply marketing concepts
Lecture - The course has limited lectures and thus it the responsibility of each study to
read and carefully study the text and other course materials. Lectures will generally
provide an overview of the major topics as a basis for better understanding of text
material, exercises and assignments and are not designed to replace study of the text.
Video cases - In depth video cases of companies are used to present and exemplify the
marketing concepts in the course. Learning guides will be provided for each case. Most
are before class in preparation for discussion and to illustrate text and lecture topics.
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Market Audit - Analysis Application
Teams of students will develop and present a marketing analysis for a product. Specific
instructions will be given during the semester and available via Oaks.
Marketing Simulation – Marketplace Live
A marketing simulation with is used to provide application of the concepts of the class.
The simulation is a group effort, however; each student must register (pay) and
participate. I receive a report on time spent with the simulation for each student. Weak
participation will result in significant reduction in your individual grade. The simulation
has 6 decisions and you will receive time in class to complete each decision.
Class Procedures
Teams and team grades
 Your work on the simulation and market analysis will be conducted in teams of
students.
 The instructor will assign team membership.
 You will be given the opportunity to evaluate each member of the team’s
contribution to your work. This evaluation will be used to compute individual
grades from the group grades of group-graded work. A team in consultation with
the professor may “fire” a non-performing group member who must then
complete the work on an individual basis.
Academic Honesty and Honor Code
Cases of suspected academic dishonesty will be reported directly to the Dean of Students.
A student found responsible for academic dishonesty will receive an XF in the course,
indicating failure of the course due to academic dishonesty. The student may also be
placed on disciplinary probation, suspended (temporary removal) or expelled (permanent
removal) from the College by the Honor Board. Students should be aware of the
University’s Policy on Academic Honesty, which appears in the Bulletin and the
College’s academic honesty policy below or at the College’s website at
http://www.cofc.edu/studentaffairs/general_info/studenthandbook.html#honorcode
Accommodations for Students with Disabilities or Special Needs
Students needing accommodation for a disability should see the professor immediately
for appropriate arrangements.
Class attendance is required for the course
Class time is allocated for discussion and group activities. Thus, class attendance is
required. Absence from class and group activities will result in grade reduction.
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Grading - 100% total
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Scheduled Examinations – 45%
o 3 examinations (33.33%) each
The examinations are an individual determination of your understanding of Marketing
Concepts from text material, other assigned readings, video cases and in-class material,
exercises, and discussions. It is your responsibility to take the examinations as
scheduled. Only medical or emergency absences verified through the Dean of Students
will be considered for rescheduling of examinations. Any rescheduled examinations will
be taken during the final examination period.
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Market Audit Project (group) – 30%
 Written - 60%
 Presentation – 40%
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Marketing Simulation (group) – 25%
 Performance - 40 %
 Analysis - 60%
Your individual grade on the group/team audit project and simulation may be reduced if
you do not contribute effectively to the team efforts. You will be evaluated during the
semester by your teammates.
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