Welcome [ ]BMKT-4513-MARKETING MANAGEMENT. MKTG 2324 – Principles of Marketing . Course...

MKTG 2324

Fall 2016Syllabus

Dr. Ken Fairweather • Associate Professor of MarketingOffice: 903.923.2150 • Cell: 903.918.5820 • [email protected]

MKTG 2324.01 Meets TR 9:30 AM-10:50 AM • FHSB101

Marketing

mailto:[email protected]

MKTG 2324 – Principles of Marketing

MKTG 2324.02 Meets TR 2:00 PM-3:20 PM • FHSB101

Course Description

This course presents the fundamental principles of marketing as it relates to the producers, the wholesaler, the retailer, and the consumer.

Course Outcomes

Following Bloom’s taxonomy, students should accomplish the following outcomes:

1. Knowledge: Identify the basic marketing vocabulary and concepts Assessment: Reading Discussions, Unit Tests, and Final Exam

2. Analysis: Analyze Case Studies to determine positive solutions Assessment: Perform analysis on case studies and Final Exam

3. Synthesis: Combine marketing concepts learned in the course Assessment: Design and Build a basic Marketing Plan for a product

Basis for Performance Appraisal

Personal Introduction 20 pointsParticipation 50 pointsQuizzes (10 x 10) 100 pointsUnit Exams (3 x 100) 300 pointsFinal Exam 150 pointsChapter Questions (18 x 10) 180 pointsCase Study 100 points TOTAL 1,000 points

Grading Scale

A = 90% B = 80% C = 70% D = 60% F = Below 60%

Textbook

Kerin, Roger A. & Hartley, Steven W. (2016). Marketing: the core 6th edition, McGraw-Hill, New York.

ISBN: 978-0-07-772903-5

Course Syllabus - 2


Style Requirements1.

1. ALL assignments, unless otherwise specified, must be submitted following APA style.

2. ALL assignments need to include a Cover Sheet. (Template provided in Blackboard.)

3. These should be done as ONE document, including page numbers beginning with Page 2 on the second page of your paper (No page # on the cover sheet or Page 1.)

4. Use Times New Roman 12 point type and where appropriate, use headings. . 5. Written assignments need use “in-text” citations to “map back” the information to the

Author, Publication Date, and Page. (See APA writing style information.)6. Web-based APA Guidelines:

http://www.apastyle.org/elecref.html http://owl.english.purdue.edu/handouts/research/r_apa.html

Classroom Policies

1. Students are expected to attend all scheduled class meetings, complete reading assignments prior to class, and complete assignments by the assigned due dates.

2. Assignments will be accepted ONLY on or before the day they are due. To avoid problems with technology or personal problems, don’t wait until the last hour they are due.

3. Students are expected to be ready to start class on time.4. No bathroom breaks are permitted during class.5. No phone calls are permitted during class.6. No electronic devices will be allowed during class (laptops, tablets, phones, etc.)7. Should either #4, #5, or #6 occur, your participation grade will be deducted accordingly.8. No food is allowed in the classroom. Drinks must have a sealable cap or top.

9. Students are expected to conduct themselves in a way that contributes to a positive learning environment. Common examples may include sleeping in class, excessive talking, studying for other classes or using cell phones or computers for non-class related activities. Should this happen, your participation grade will be deducted accordingly

10.Students are expected to dress appropriately. The emphasis is on being “neat,” rather than being “sloppy.” “Business Dress” is required for presentations.

Students with DisabilitiesA student with a disability may request appropriate accommodations for this course by contacting the Office of Academic Success and Graduate Services, Marshall Hall, Room 301, and providing the required documentation. If accommodations are approved by the Disability Accommodations Committee, the Office of Academic Success and Graduate

Course Syllabus - 3

http://owl.english.purdue.edu/handouts/research/r_apa.html

http://www.apastyle.org/elecref.html


Services will notify you and your professor of the approved accommodations. You must then discuss these accommodations with your professor.

Attendance PolicyClass Roll: Class roll is required to be taken. It is the student’s responsibility to make sure they are registered.

Mandatory attendance: “East Texas Baptist University is committed to the policy that regular and punctual attendance is essential to successful scholastic achievement. Attendance at all meetings of the course for which a student is registered is expected. To be eligible to earn credit in a course, the student must attend at least 75 percent of all class meetings.”

1. Absences begin with the first meeting of a class, and students registering late incur absences from the first class meeting of the semester.

2. Students are responsible for all material covered in class meetings and are expected to meet all class requirements for the course.

3. Students who accumulate university-approved absences (athletic teams, musical organizations, other authorized groups) will be allowed to make up work missed as a result of that activity provided that:

A. The activity was properly scheduled;B. The absence was authorized in advance; andC. Arrangements were made with their instructors prior to the absence.

Such absences are, nonetheless, counted as classes missed.

4. The opportunity to make up work missed as a result of absences other than those identified in Item 3 above may be granted only when the instructor involved grants that privilege. Such absences should be documented by the student to the fullest extent possible.

5. Due to the nature of the content of some courses and some programs of study, more stringent attendance requirements may be required. Students should carefully follow all requirements contained in the course syllabi.

Excused absences: An excused absence is still an absence where conveyed knowledge was lost and will count towards total absences.

When a student has exceeded the absence limit for a class due to circumstances beyond his or her control, the student may appeal in writing. The appeal must follow the process detailed in the ‘Grade Appeals Process’ in this catalog. No appeal will be heard after six weeks from the date the student is officially notified that the absence limit has been exceeded. If a resident student is not attending classes he/she may be required to move out of the residence hall.” (Academic Catalog, 2015-2016, pp.24-25)

Course Syllabus - 4


Arriving Late and/or Leaving Early: If you should have to leave at any point in the class period, please take ALL personal belongings with you and do not return to class. This will result in your receiving an unexcused absence for that day. Any exceptions must be authorized by Student Affairs prior to the class time.

Scholastic Honesty and Academic Integrity

“Students enrolled at East Texas Baptist University are expected to conduct themselves in accordance with the highest standards of academic honesty and integrity avoiding all forms of cheating, illicit possession of examinations or examination materials, unwarranted access to instructor’s solutions’ manuals, plagiarism, forgery, collusion and submissions of the same assignment to multiple courses. Penalties that may be applied by the faculty member to individual cases of academic dishonesty by a student Include one or more of the following:

• Failure of the class in question• Failure of particular assignments• Requirement to redo the work in question• Requirement to submit additional work

All incidents related to violations of academic integrity are required to be reported to the Vice President for Academic Affairs and multiple violations of academic integrity will result in further disciplinary measures which could lead to dismissal from the University.“ (Academic Catalog 2015-2016, p.22)

In addition to the ETBU Policy and Guide Book, one of the responsibilities of business professionals is to be ethical. Business students are often expected to work together, so I do expect some overlap of work. However I do expect each student to submit his or her own work that is uniquely theirs. Complete academic freedom can exist only within a framework of complete academic integrity.

Participation

Participation includes, but is not limited to responding to questions from the professor but includes the process of listening, taking notes, and such. So please come prepared to take notes of any and all materials presented in class. (See “Classroom Policies” section above.)

Important Dates

August 23 Last day to withdraw to receive 100% refundAugust 30 Last day to withdraw to receive 85% refundSeptember 2 Last day to withdraw to receive 60% refundSeptember 2 Convocation (Chapel}September 5 Labor Day – No ClassesSeptember 9 Last day to withdraw to receive 45% refund

Course Syllabus - 5


September 16 Last day to withdraw to receive 25% refundOctober 6-7 Fall Break – No ClassesOctober 21-23 HomecomingNovember 11 Last day to drop a class or withdrawNovember 23-25 Thanksgiving Holiday – No Classes December 10 Fall Commencement 10:00 AM

Week #1 • August 22 - September 26, 2016 • ASSIGNMENTS

Tuesday, August 23

Introduction: Acquaint yourself with the textbook, syllabus, and other instructional materials on Blackboard.

Thursday, August 25

Read: Chapter 1, Pages 2-21.

View PowerPoint slides: Chapter 1

Prepare Answers to “Applying Marketing Knowledge” Questions 1-7.Submit these through Blackboard before class time.

View iSeeit Video: T01 - Value Creation Through the Marketing Mix and be ready to discuss it in class.

Prepare a “Personal Introduction” and upload as one document to Blackboard by class time with following contents:

1. Cover Page using the template provided in Blackboard.2. Portrait photo of yourself with your face clearly visible.3. Your Name/Preferred Name/Cell Phone/Email4. Major/Concentration/Minor/Advisor5. Grade Level (Freshman, etc.) and Expected Graduation Date6. What electronic tools do you use? (Smart Phone/Tablet/Other)7. Do you use Excel? Photoshop?8. What social media do you use? (Facebook/Twitter/LinkedIn/Other)9. Are you familiar with APA formatting?

10. Anything else you would like to share?

Course Syllabus - 6


Course Syllabus - 7


Week #2 • August 29 - September 2, 2016 • ASSIGNMENTS

Tuesday, August 30

Read Chapter 2, Pages 20-43.Read Appendix A, “Building an Effective Marketing Plan” Pages 44-57.



Thursday, September 1

View iSeeit Video: T02 - The Marketing Plan and be ready to discuss it in class

Week #3 • September 5 - September 9, 2016 • ASSIGNMENTS

Tuesday, September 6

Course Syllabus - 8


Read Chapter 3, Pages 62-85.



View iSeeit Video: T04 - Ethical Marketing and be ready to discuss it in class.





View iSeeit Video: T06 - Consumer Decision Process and be ready to discuss it in class.

Course Syllabus - 9







View iSeeit Video: T07 - The B2B Buying Process and iSeeit Video:T08 - Global Entry Strategies and be ready to discuss them in class.


Unit #1 Exam • Chapters 1-5

Course Syllabus - 10







View iSeeit Video: T08 - Global Entry Strategies and be ready to discuss it in class.





View iSeeit Video: T10 - Marketing Research Process and be ready to discuss it in class.



Week #6 September 26 - September 30, 2016 ASSIGNMENTS





View iSeeit Video: T09 - The Segmentation Process and be ready to discuss it in class.


Submit a written paper (3 pages plus cover page) and PowerPoint (6 slides) for your first Case Study through Blackboard before class time. Include answers to questions at the end of the cases. A SWOT analysis and/or Michael Porter’s Five Forces Model should be used. (See Appendix.) You must use the following 5 point outline, including headings in your papers.Only 25-30% of each slide used for text and the rest of the slide using graphics. The first slide should identify the case title and your name.

1. FACTS OR BACKGROUNDList major facts that are pertinent to your analysis.

2. MARKETING STRATEGYIdentify the existing marketing strategy applying Michael Porter’s “Five Competitive Forces” model and/or a “SWOT” analysis.

3. PROBLEMSIdentify the situation or set of situations that most concern the subject matter relative to marketing. Demonstrate that you recognize the many diverse aspects of the case and have particularly identified the relevant marketing concerns.

4. SOLUTIONS & PLAN FOR ACTIONList several alternative courses of action to solve the major problems. Choose the most plausible alternative course of action, amplify it and make a detailed plan to be implemented. Name specific details: people, places, dates, amounts, etc.

5. RESULTSDescribe the anticipated results from implementing your recommendations.



Week #7 • October 3 – October 7, 2016 • ASSIGNMENTS

Tuesday, October 4




View iSeeit Video: T12 - New Product Development and be ready to discuss it in class.

Thursday, October 6

Fall Break (October 6-7)




Tuesday, October 11


View PowerPoint Slides: Chapter 10

Prepare Answers to “Applying Marketing Knowledge” Questions 1, 2 & 4.Submit these through Blackboard before class time.

View iSeeit Video: T11 - Brand Equity and be ready to discuss it in class.

Thursday, October 13

Unit #2 Exam • Chapters 6-10




Tuesday, October 18








View iSeeit Video: T16 - The Chain Supply and be ready to discuss it in class.




Tuesday, October 25



Prepare Answers to “Applying Marketing Knowledge” Questions 1, 3, 5 & 8.Submit these through Blackboard before class time.

View iSeeit Video: T17 - Retail Strategy and be ready to discuss it in class.




Prepare Answers to “Applying Marketing Knowledge” Questions 2, 5, 6 & 8.Submit these through Blackboard before class time.



Week #11 • October 31 – November 4, 2016 • ASSIGNMENTS

Tuesday, November 1



Prepare Answers to “Applying Marketing Knowledge” Questions 4-6 & 8.Submit these through Blackboard before class time.

View iSeeit Video: T19 - Advertising Promo and be ready to discuss it in class.

Thursday, November 3

Unit Test #3 • Chapters 11-15



Week #12 • November 7 – November 11, 2016 • Assignments

Tuesday, November 8



Prepare Answers to “Applying Marketing Knowledge” Questions 1-3 & 6.Submit these through Blackboard before class time.

View iSeeit Video: T03 - Social Media Metrics and be ready to discuss it in class.







Week #13 • November 14 – November 18, 2016 • ASSIGNMENTS

Tuesday, November 15



Prepare Answers to “Applying Marketing Knowledge” Questions 2 & 4.Submit these through Blackboard before class time.

Students will be assigned to groups for the development of a Marketing Plan to be done by sections and then assembled into one Complete Marketing Plan.


Review Appendix A, “Building an Effective Marketing Plan,” pages 48-61.Imagine yourself starting a new business and how you would create a Marketing Plan for your business.

Students will be assigned to work in groups to create a complete Marketing Plan. Each group will be assigned a particular section of the plan which will then be assembled into one plan.

Each group will bring a hard copy of what they have done and then will bring their parts on flash drives on Tuesday, November 29, 2016.



Week #14 • November 21 – November 25, 2016 • ASSIGNMENTS


Students will continue to work in groups to create a complete Marketing Plan. Each group will be assigned a particular section of the plan which will then be assembled into one plan.

Each group will bring a hard copy of what they have done and then will bring their parts on flash drives on Tuesday, November 29, 2016


Thanksgiving Break (November 22-25)



Week #15 • November 28 – December 2, 2016 • ASSIGNMENTS


Each group will bring their part of the Marketing Plan project on a flash drive on Tuesday, November 29, 2016.

This will then be assembled into the final complete Marketing Plan during class.

Thursday, December 1

Groups will present their marketing plans to the class.

Read Appendix B, Planning a Career in Marketing, Pages 430-440.

Review for Final Exam.

=========================================================

Week #16 December 5 – December 8, 2016

FINAL EXAM WEEK

Final Exam

Section #1 Thursday, December 8, 20169:30 AM – 11:20 AM

Section #2Tuesday, December 6, 20162:00 PM – 3:50 PM



Cover Sheet

MKTG 2324 ● Principles of Marketing

Submitted to: Dr. Ken FairweatherAssociate Professor of Marketing

Title of Assignment: Name of Assignment

Submitted by: Student’s Name

Date Due: Month, Day, 2016

Date of Submission: Month, Day, 2016

CERTIFICATE OF AUTHORSHIP:

I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledged and disclosed in the paper. I have also cited any sources from which I used data, ideas, or words, either quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course and purpose.

Student’s Signature: _________Student’s Name___________________



“Chapter Questions” Rubric # ___ Name: ___________________

CategoryNeeds

ImprovementD = 1.8 – 2.0

AcceptableC = 2.1 – 2.3

GoodB = 2.4 – 2.6

ExcellentA = 2.7 - 3.0 Score

Quality of Information

Information has little or nothing to do with the main topic.

Information clearly relates to the main topic. Insufficient details and/or examples are given.

Information clearly relates to the main topic. It provides 1-2 supporting details and/or examples.

Information clearly relates to the main topic. It includes several supporting details and/or examples.

____/3

Organization The information is disorganized.

Organization of information and construction of paragraphs need improving.

Information is organized with well-constructed paragraphs.

Information is very organized with well-constructed paragraphs and subheadings.

____/3

Amount of Information

One or more subtopics were not addressed.

All subtopics are addressed, and most questions answered with minimal elaboration.

All subtopics are addressed and most questions answered with adequate elaboration.

All subtopics are addressed and all questions answered with strong elaboration.

____/3

Sources Some sources are not accurately documented; format is incorrect.

All sources (information and graphics) are accurately documented, but many are not in the desired format.

All sources (information and graphics) are accurately documented, but a few are not in the desired format.

All sources (information and graphics) are accurately documented in the desired format.

____/3

Mechanics Many grammatical, spelling, or punctuation errors.

A few grammatical, spelling, or punctuation errors.

Almost no grammatical, spelling or punctuation errors

No grammatical, spelling or punctuation errors.

____/3

Total: ____ /15



“Case Study” Rubric • Name: _____________________________

CategoryNeeds

ImprovementD = 18.0 – 20.9

AcceptableC = 21.0 – 23.9

GoodB = 24.0 – 26.9

ExcellentA = 27.0 - 30.0 Score

Quality of Information

Information has little or nothing to do with the main topic.

Information clearly relates to the main topic. Insufficient details and/or examples are given.

Information clearly relates to the main topic. It provides 1-2 supporting details and/or examples.

Information clearly relates to the main topic. It includes several supporting details and/or examples.

____/30

Organization The information is disorganized.

Organization of information and construction of paragraphs need improving.

Information is organized with well-constructed paragraphs.

Information is very organized with well-constructed paragraphs and subheadings.

____/30

Amount of Information

One or more subtopics were not addressed.

All subtopics are addressed, and most questions answered with minimal elaboration.

All subtopics are addressed and most questions answered with adequate elaboration.

All subtopics are addressed and all questions answered with strong elaboration.

____/30

Sources Some sources are not accurately documented; format is incorrect.

All sources (information and graphics) are accurately documented, but many are not in the desired format.

All sources (information and graphics) are accurately documented, but a few are not in the desired format.

All sources (information and graphics) are accurately documented in the desired format.

____/30

Mechanics Many grammatical, spelling, or punctuation errors.

A few grammatical, spelling, or punctuation errors.

Almost no grammatical, spelling or punctuation errors

No grammatical, spelling or punctuation errors.

____/30

Total: ____ /150



Plagiarism Further Defined

(The following information has been copied directly from the website of Susan Hahn, Director of the DePauw University Writing Center. For further help, feel free to check the complete site at www.depauw.edu/admin/arc/plag.html.)

1. Plagiarism is turning in or passing off someone else's work as your own. Sometimes, the line between borrowing and stealing is unclear. In an intellectual community, ideas are passed around freely. Most intellectual inquiry could not take place without borrowing from the work of others. Responsible, honest writers indicate their debts to others by clearly citing material that they have borrowed. Irresponsible or dishonest writers often fail to cite their borrowings and thus become guilty of plagiarism.

Plagiarized work is easy to recognize because it does not clearly indicate borrowing. It is full of facts, observations, and ideas the writer could not have developed on his or her own and is written in a different style. Experienced writers rely almost as much as plagiarizers on other writers; they know that their ideas are generated in the context of the ideas of others. As a matter of honor, they indicate their debts to other writers and by doing so they more clearly indicate their own original contributions.”

2. Quote: A word for word copy of something someone else has said or written. In writing, a quoted passage is indicated by putting quotation marks (") at the beginning and end of the quote or, if the quote is long, setting it apart from the main text in an indented block. The source of the quote must also be cited, either in the text or in an endnote.

3. Paraphrase: In a paraphrase, you restate in your own words something your source has said. Many pieces of writing are almost all paraphrase. One purpose of paraphrasing, as opposed to quoting, is to put something into words your audience will understand. Articles in popular science magazines often paraphrase more difficult articles in science journals. A paraphrase must be cited; otherwise, it is as much a case of plagiarizing as copying word for word without citing the source. Putting something in your own words does not make it yours.

4. Summary: Like a paraphrase, a summary of a source is in your own words, but a summary is considerably shorter and does not follow the source as closely as a paraphrase. Again, you must cite the source for the summary.

5. Citation: identifies the source of a quote, paraphrase or summary. Citation practices vary considerably in different types of writing. In popular journalism, it's usually enough to cite the source in the text by the author's name. Some academic and professional writing requires only a brief textual citation, usually the name, the book or magazine it appeared in, and perhaps the page number. But most academic and professional writing requires a full citation, either in text or in a combination of a parenthetical citation in the text and a complete bibliographic entry in a List of Works Cited.


http://www.depauw.edu/admin/arc/plag.html


6. Direct Plagiarism: This is copying a source word for word without indicating that it is a quote and crediting the author.

7. Borrowing work from other students: Dormitories, sororities, and fraternities provide atmospheres congenial to paper borrowing. There's nothing wrong with students helping each other or sharing information. But you must write your own essays. Turning in a paper that someone else has written is a special case of direct plagiarism.

8. Vague or Incorrect Citation: A writer should indicate where a borrowing begins and ends. Sometimes, a writer cites a source once, and the reader assumes that the previous sentence or paragraph has been paraphrased, when most of the essay is a paraphrase of this one source. The writer has failed to indicate his borrowings clearly. Paraphrases and summaries should be indicated as such by surrounding them with citation--at the beginning with the author's name, at the end with a parenthetical reference. The writer must always clearly indicate when a paraphrase, summary, or quotation begins, ends, or is interrupted.

9. Mosaic Plagiarism: This is the most common type of plagiarism. The writer does not copy the source directly, but changes a few words in each sentence or slightly reworks a paragraph, without giving credit to the original author. Those sentences or paragraphs are not quotes, but are so close to quotes that that they should be quoted or, if they have been changed enough to qualify as a paraphrase, the source should be cited.

Writing Quality Requirements for Assignments

A Paper



Perhaps the principle characteristic of the A paper is its rich content. Some people describe that content as “meaty,” others as “dense,” and still others as “packed.” Whatever, the information delivered is such that one feels significantly taught by the author, sentence after sentence, paragraph after paragraph. The A paper is also marked by stylistic finesse: the title and opening paragraph are engaging; the transitions are artful; the phrasing is tight, fresh, and highly specific. Finally, the A paper, because of its careful organization and development, imparts a feeling of wholeness and unusual clarity. Not surprisingly, then, it leaves the reader feeling bright, thoroughly satisfied, and eager to reread the piece.

B PaperIt is significantly more than competent. Besides being almost free of mechanical errors, the B paper delivers substantial information – that is, substantial in both quantity and interest-value. Its specific points are logically ordered, well-developed, and unified around a clear organizing principle that is apparent early in the paper. The opening paragraph draws the reader in; the closing paragraph is both conclusive and thematically related to the opening. The transitions between the paragraphs are, for the most part, smooth and the sentence structures pleasingly varied. The diction of the B paper is typically much more concise and precise than that found tin the C paper. Occasionally, it even shows distinctiveness, i.e., finesse and memorability. On the whole, then, a B paper makes the reading experience a pleasurable one, for it offers substantial information with few distractions.

C PaperIt is generally competent; it meets the assignment criteria, has few mechanical errors, and is reasonably well-organized and developed. The actual information it delivers, however, seems thin and commonplace. One reason for that impression is that the ideas are typically cast in the form of vague generalizations that prompt the confused reader to ask marginally: “In every case?” “Exactly how large?” “Why?” “But how many?” Statistically, the C paper has other shortcomings as well: the opening paragraph does little to draw the reader in; the final paragraph offers only a perfunctory wrap-up; the transitions between paragraphs are often bumpy; the sentences, besides being a bit choppy, tend to follow a predictable (hence monotonous) subject-verb-object patter; and the diction is occasionally marred by unconscious repetition, redundancy, and imprecision. The C paper, then, while it gets the job done, lacks both imagination and intellectual rigor, and hence does not invite a rereading.

D PaperIts treatment and development of the subject are as yet only rudimentary. While organization is present, it is neither clear nor effective. Sentences are frequently awkward, ambiguous, and marred by serious mechanical errors. Evidence of careful proofreading is scanty, if not nonexistent. The whole piece, in fact, often gives the impression of having been conceived and written in haste.

F PaperIts treatment of the subject is superficial. Its theme lacks discernable organization. Its prose is garbled or stylistically primitive. Mechanical errors are frequent. In short, the ideas, organization, and style fall far below what is acceptable college writing.

-Hodges. (1998) Harbrace College Handbook, 12th ed. Thomson Learning: New York, NY


Welcome [ ]BMKT-4513-MARKETING MANAGEMENT. MKTG 2324 – Principles of Marketing . Course...

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