The Smeal College of Business

Pennsylvania State University

BA 303, Fall 2005

Marketing: An introduction

Objectives

This is an introductory marketing course for business students. The main objective is to provide an introduction to four different aspects of Marketing:

  1. Understanding the Marketing Process, with an emphasis on building and managing customer relationships..
  2. Understanding the both the marketplace and consumers.
  3. Designing a customer-driven marketing strategy and marketing mix.
  4. Extending marketing in the digital age and global market place.

Class Times

Section 001:TR 2:30pm - 3:20pm 108 Forum

Section 002:TR 4:00pm - 4:50pm100 Thomas

Section 040:TR 11:15am - 12:05pm362 Willard

Instructor and Teaching Assistants

Instructor:Professor John Liechty

Teaching Assistants:Peter Sashin

Email:

Office:423 BB

Office Hours:Monday 1:00pm – 5:00pm

Teaching Assistants:Steven Christenson

Email:

Office:423 BB

Office Hours:Wednesday 1:00pm – 5:00pm

Course Material

Required:

  • Marketing: an Introduction. Armstrong and Kotler, Seventh Edition, Pearson Prentice Hall.

Learning Support

The course has two very able teaching assistants, Peter and Steve, who will be available to answer any questions that you have regarding the course materials and lectures. ALL QUESTIONS SHOULD BE DIRECTED THROUGH THE TEACHER’S ASSISTANTS. If you have any questions, please email them or attend their offices hours listed above.

Lecture slides covered in class will be available on Angel at least 24 hours before the lecture. If you are not familiar with Angel, please see the section listed ‘Angel’ below.

EXAMS & GRADING

Your grade will be based on your performance in three exams that will be given through out the semester. The exams are not cumulative (i.e. they are only based on the material that was covered since the last exam). The date for each exam is given in the following table.

Date
Exam 1 / Sep. 28
Exam 2 / Nov. 1
Exam 3 / Dec. 13

Although exams will be given in different computer labs on campus (exact locations and times will be announced as the semester proceeds), there will be no class on the date closest to the exam. The exam will be closed book and closed notes.

Review of Examinations:

A student may review his/her exam performance until the next examination is given (e.g., Exam 1 can be reviewed until Exam 2 is given). To review an examination, consult with the Teaching Assistant during his/her office hours, or by appointment. For all exam or grading consultation see a Teaching Assistant first. Should there be a need to discuss the exam further, consult the appropriate professor for that module.

Examination Procedures for All Junior Core Courses

1.Format: All examinations in Junior Core courses, including final examinations, will be conducted on laptop computers in The Smeal College’s technology classrooms using testing software provided by Penn State’s University Testing Services.

2. Exam Information: The Jr. Core Office (located in 202 BUSINESS BUILDING, phone 86J-CORE) is responsible for administering examinations in the Junior Core. Up-to-date information about examinations in the Junior Core, including schedules and registration, is also available on the Internet at this Junior Core Web site.

3. Registration: Students will be responsible for registering via the Internet for one of the multiple examination sessions scheduled over a one-day period (individual course syllabi contain the dates for each exam). The registration form can be found at the Junior Core web site (see address above). Registration for each examination will be on a first-come, first-served basis. Students may be required to take exams at night, depending on available exam times when they register. Registration will open two weeks before, and close two business days before, the first date an examination is scheduled. If you have a problem scheduling a session for your examination, contact the Jr. Core Office (located in 202 BUSINESS BUILDING, phone 86J-CORE).

4.What to bring to the exam:

  • Arrival at Exams: You are expected to appear at exams on time in the assigned location.
  • Bring your Penn State ID card and a #2 pencil to the examination site. Admission to the examination room will be controlled via a Student ID card reader. You will not be permitted to take the exam without your Penn State ID. A Social Security Card, Divers License, Passport, etc. will NOT be accepted as a form of identification.
  • Scratch paper will be provided for your use during the examination.
  • A calculator will be provided when needed.
  • No other aids, including but not limited to dictionaries, will be allowed in any Junior Core examinations.

5.Make-Up Exams:Make-up examinations (also computer-based) will be permitted only for University-approved reasons and written documentation will be required. Students who are ill should visit the health center or personal physician in person and obtain documentation. Telephone consultation alone is insufficient. The faculty coordinator for each exam will determine a student's eligibility for a make-up examination. Requests for make-up exams must be submitted within 48 hours of the last exam time slot if the reason is illness. Other requests should be made five class days before the exam is given. Approved requests will have to take the exam at the scheduled date and time. Individually scheduled make-up exams are not possible. All make-up exam requests must be directed to Ms. Linda Kern (865-2673 or ) in the Jr. Core Office, 202 BUSINESS BUILDING.

  1. Note to students with disabilities:It is Penn State’s policy to not discriminate against qualified students with documented disabilities in its educational programs. If you have a disability-related need for modifications in your testing situation, contact both the Jr. Core Office and the Office for Disability Services (located in 105 Boucke Building). The Jr. Core Office should be notified during the first week of classes so that your needs can best be accommodated within our procedures. You may refer to the Nondiscrimination Policy in the Student Guide to University Policies and Rules 1997.

Extra Credit:You will be given an opportunity to earn extra credit by participating in a series of market research studies this semester. The maximum number of extra credit points that you can earn is TWO. Each study will involve approximately one hour of time in a university computer lab and will account for one extra credit point. Additional information will be announced in class and by e-mail. The extra credit will be calculated as part of your final course grade. If you cannot participate in the studies, you will be provided with an alternative activity, details of which will be announced in class and posted to the class website. Any such Extra Credit points will be added to the final average of tests and quizzes when final grades are calculated.

NOTE: Instructions to sign-up for extra credit studies will be announced shortly in class

Final Grade Scale (Tentative):

(Tentative) Final course grades based on the above average will be issued using the following scale. Students should not anticipate a curve in this course.

A / 93-100 / C+ / 78-79
A- / 90-92 / C / 70-77
B+ / 88-89 / D / 60-69
B / 83-87 / F / 59 and below
B- / 80-82

Questions regarding exams and extra credits should be taken up with one of the teaching assistants. The TA’s are also available to answer your questions about concepts discussed in lecture and in the book.

WHAT TO DO IF…?

For your assistance, please use the following guide to determine the appropriate contact before making a request:

Drop/Add

Junior Core Office, 202 BUSINESS BUILDING

86J-CORE (865-2673)

Examinations (scores, interpretations)

See Course Teaching Assistants during office hours

Course Procedures, Requirements

See Course Teaching Assistants during office hours

EXAM Makeup Requests

Junior Core Office, 202 BUSINESS BUILDING

86J-CORE (865-2673)

Final Examination Conflict

File for conflict, Shields Building

Questions about the Jr. Core

Junior Core Office, 202 BUSINESS BUILDING

86J-CORE (865-2673)

Lost Penn State ID Card (needed for exams)

Get a replacement at the HUB

ATTENDANCE AT LECTURES

Class attendance is expected and students are responsible for all material covered in class as well as all material in the assigned readings. Examination questions will cover material from both the lectures and the readings.

ADMINISTRATION

  • Students are expected to be in their seats when the class begins and not leave until the instructor completes the lecture.
  • Please do not read newspapers or converse during class, as it is disruptive to other students.
  • Students should be prepared to ask and answer questions on assigned readings and/or lectures.
  • Students are responsible for all announcements made in class.
  • Students are responsible for all information sent to their Penn State email account. Course instructors and teaching assistants are not responsible for emails that are not received by students who forward their mail to non-Penn State accounts (such as Hotmail, AOL, etc.). Teaching assistants will not respond to email sent by students from non-Penn State accounts.

ANGEL

BA 303 course information, including the syllabus and lecture notes, will be available to students through ANGEL. ANGEL (A New Global Environment for Learning) is software that enables faculty, instructors, and teaching assistants to use the Web to enhance their courses. For BA 303, it takes the place of the course Web site. To log on to ANGEL, follow these steps:

  1. Go to and you will see the "Log On" screen for ANGEL.
  2. In the "Username" field, type your Penn State Access Account user id (e.g., xyz123).
  3. In the "Password" field, type your password (e.g., ********).
  4. Click on the "Log On" button.
  5. If this is the first time you are logging in to ANGEL, you will be prompted to fill out your "Profile" information.
  6. If you have previously logged in to ANGEL and have completed your "Profile" information, ANGEL takes you directly to the "My Profile Page." A link to "My Profile" will also appear in the left-hand frameset once you have logged in, as seen below.

Once you have logged on, you will see BA 303 listed under your courses for this semester. When you open up the BA 303 page, you will find a series of tabs at the top. The “Syllabus” tab will contain the course syllabus and the “Lessons” tab will contain the lecture slides, as well as links to the online quizzes.

For help with ANGEL, go to select the “Help” link, then select the “Help and Information Guide” link to search ANGEL help topics or to report problems or submit questions. An ANGEL Help Desk is also available between 9 am and 5 pm Monday-Friday at 863-2494.

ACADEMIC INTEGRITY

According to the Penn State Principles and University Code of Conduct:

Academic integrity is a basic guiding principle for all academic activity at Penn State University, allowing the pursuit of scholarly activity in an open, honest, and responsible manner. According to the University’s Code of Conduct, you must neither engage in nor tolerate academic dishonesty. This includes, but is not limited to cheating, plagiarism, fabrication of information or citations, facilitating acts of academic dishonesty by others, unauthorized possession of examinations, submitting work of another person, or work previously used in another course without informing the instructor, or tampering with the academic work of other students.

Any violation of academic integrity will be investigated, and where warranted, punitive action will be taken. For every incident when a penalty of any kind is assessed, a report must be filed, using the pdf form at this URL: This form is used for both undergraduate and graduate courses. This report must be signed by both the instructor and the student, and then submitted to the Associate Dean for Undergraduate Programs in 202 Business Building.

Tentative Schedule

No. / Date / Topic / Assignment
1 / Aug. 30 / Introduction to Course
2 / Sep. 1 / Managing Profitable Customer Relationships / Armstrong & Kotler: Chapter 1
3 / Sep. 6
4 / Sep. 8 / Marketing Strategy / Armstrong & Kotler: Chapter 2
5 / Sep. 13
6 / Sep. 15 / Marketing Environment / Armstrong & Kotler: Chapter 3
7 / Sep. 20 / Managing Marketing Information / Armstrong & Kotler: Chapter 4
8 / Sep. 22 / Consumer Behavior / Armstrong & Kotler: Chapter 5
9 / Sep. 27 / Business Buyer Behavior / Armstrong & Kotler: Chapter 5
10 / Sep. 29 / EXAM 1
11 / Oct. 4 / Segmentation, Targeting and Positioning / Armstrong & Kotler: Chapter 6
12 / Oct. 6
13 / Oct. 11 / Product, Services and Branding / Armstrong & Kotler: Chapter 7
14 / Oct. 13 / New-Product Development / Armstrong & Kotler: Chapter 8
15 / Oct. 18
16 / Oct. 20
17 / Oct. 25 / Pricing Considerations and Strategies / Armstrong & Kotler: Chapter 9
18 / Oct. 27
19 / Nov. 1 / EXAM 2
20 / Nov. 3 / Marketing Channels / Armstrong & Kotler: Chapter 10
21 / Nov. 8
22 / Nov. 10
23 / Nov. 22 / No Class (Follow Friday Schedule)
24 / Nov. 24 / THANKSGIVING HOLLIDAY
25 / Nov. 29 / Retailing and Wholesaling / Armstrong & Kotler: Chapter 11
26 / Dec. 1 / Advertising, Sales Promotion / Armstrong & Kotler: Chapter 12
27 / Dec. 6
28 / Dec. 8 / EXAM 3

AFFIRMATIVE ACTION & SEXUAL HARASSMENT

The Pennsylvania State University is committed to a policy where all persons shall have equal access to programs, facilities, admission, and employment without regard to personal characteristics not related to ability, performance, or qualifications as determined by University policy or by Commonwealth or Federal authorities. Penn State does not discriminate against any person because of age, ancestry, color, disability or handicap, national origin, race, religious creed, gender, sexual orientation, or veteran status. Direct all inquiries to the Affirmative Action Office, 328 Boucke Building.

AMERICANS WITH DISABILITIES ACT

The Smeal College of Business Administration welcomes persons with disabilities to all of its classes, programs, and events. If you need accommodations, or have questions about access to buildings where Smeal College activities are held, please contact us in advance of your participation or visit. If you need assistance during a class, program, or event, please contact the member of our staff or faculty in charge. Access to Marketingcourses should be arranged by contacting the Department of MarketingOffice: (814) 865-1869.

AN INVITATION TO STUDENTS WITH LEARNING DISABILITIES

It is Penn State’s policy to not discriminate against qualified students with documented disabilities in its educational programs. If you have a disability-related need for modifications in your testing or learning situation, your instructor should be notified during the first week of classes so that your needs can be accommodated. You will be asked to present documentation from the Office of Disability Services (located in 116 Boucke Building; (814) 863-1807) that describes the nature of your disability and the recommended remedy. You may refer to the Nondiscrimination Policy in the Student Guide to University Policies and Rules.

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