COURSE INFORMATION
SPRING 2014
PRICIPLES OF MARKETING, MRKG 1311
SECTION 48185 - 013 – LECTURE 002 (16 weeks)
MW 1:30pm – 2:50pm at Northridge, Room 2155
HOW TO REACH THE INSTRUCTOR
INA MIDKIFF: Professor of Marketing
Cypress Creek Campus
1555 Cypress Creek Road
Cedar Park, Texas 78613
Office: Cypress Creek #2204.8
Phone: 223-2072
FAX: 223-2089
Office Hours: (see attached page)
Email:
Web Address: http://www.austincc.edu/ina
Departmental Web Site: http://www.austincc.edu/mkt
Facebook page is at:
Marketing Publisher’s Web Site is
COURSE CATALOG DESCRIPTION
MRKG 1311 PRINCIPLES OF MARKETING (3-3-0). Introduction to basic marketing functions; identification of consumer and organizational needs, explanation of economic, psychological, sociological, and global issues; and description and analysis of the importance of marketing research. Skills: R (Course Type W.)
REQUIRED TEXT/MATERIALS
PRINCIPLES OF MARKETING, MRKG 1311, REQUIRED BOOK
MARKETING by Kerin 11 edition, McGraw – Hill.
Welcome to MRKG 1311 at Austin Community College! Please read this entire message carefully, as it contains crucial information about your required course materials and how to obtain the best bargain as you are shopping around. Go to bestwebbuys.com to compare prices for your college textbooks.
The required textbook for this course is Marketing, 11th edition, by Kerin/Hartley/Rudelius, one of the leading books in Marketing for many years. This is the primary text of the course. If you prefer a print copy of the text, they are available for purchase at ACC bookstore or online. *Note: It is not required that you purchase a printed text if you buy the ebook.
INSTRUCTIONAL METHODOLOGY
This course is a lecture class. You will be required to log into Blackboard to check grades and upload your assignments. Information on using Blackboard will be provided the first day of class. Successful completion of this course requires maturity and self-discipline. Each student is responsible for maintaining steady progress during the semester. I am here to assist you, please talk to me whenever you have questions, comments, or concerns about this course. Go to http://acconline.austincc.edu for student entry into Blackboard. You will need your student ID and password to log into Blackboard. Blackboard access is available the first day of the semester. This will be discussed in more detail the first week of class.
COURSE RATIONALE
The purpose of this course is to prepare the student to identify the marketing mix components in relation to market segmentation, explain the economic, psychological, sociological, and global factors, which influence consumer and organizational decision-making processes; and interpret market research data to forecast industry trends and meet customer demands. This course will help students develop the understanding and skills necessary to become successful marketers. This course integrates the IMC approach, and places an emphasis on decision-making. Seven perspectives of marketing: global, relationship, ethics, customer value, productivity, technology, entrepreneurship, is included in this course. Principles of Marketing is not just about textbook learning: it challenges students to use their critical/creative skills in all aspects of Marketing, not just those covered in this course.
COMMON COURSE LEARNING OBJECTIVES/OUTCOMES
Understand how marketing is related to other business functions and its importance to the success of the business entity.
- Understand the importance of consumer behavior as it relates to buying behavior.
- Be able to identify, analyze, and use sources of marketing research information.
- Be able to identify, understand, and apply basic marketing concepts to solving marketing challenges.
- Understand good marketing practices and techniques and how to apply them.
- Be able to develop a sound Integrated Marketing Communication plan.
GRADING
Exam reviews are in Blackboard. I encourage you to use this as a study review.
Grades will be based on the following areas of performance.
Tests consist of 50 multiple choice questions.
Exam One 150 points - Chapters 1,2,3,4, 5,6
Exam Two 150 points - Chapters 7,8,9,10,11
Exam Three 150 points - Chapters 12,13,14,15,16,17
Final 150 points - Chapters 18,19,20,21,22
Exams Total 600 points
Applying Marketing Knowledge End-of-chapter assignments are 10 points per chapter (22 chapters) for a total of 220 points.
Alternative Cases, Trader Joe’s has a value of 90 points and should be completed by March 1, 2014. Naked Juice has a value of 90 points and should be completed by April 1, 2014. The two alternative cases total 180 points.
All assignments will total 400 points.
You are expected to complete the assignments without collaboration or assistance.
Exams plus assignments equal 1000
A=900-1000points// B=800-899 points// C=700-799 points// D=600-699 points F Below 600 points.
Notice that it is possible to earn quite a lot of credit in this course for work other than tests. For instance, a student who is struggling in this class might only make a 90 on a test. This is a fairly low grade, since it is 90/150 = 60%, which is equivalent to a D on that test. Suppose this student made that grade on each of the four tests, so his total points for the tests was 4*90 = 360. If he also did all the non-test work in the course perfectly, he could earn 400 points, and so his point total is 760, which isa grade of C.
IMPORTANT DATES FOR SPRING 2014
Exam One, Feb 12, 2014
Exam Two, March 17, 2014
Exam Three, April 14, 2014
Final, May 7, 2014
April 21, 2014 is the last day to drop for the 16 week session.
TESTING
Review exams are on the publishers’ web site and I strongly encourage you to take the review exams online before you take the tests. You must complete 4 exams this semester. The exams will be taken in the classroom. Each exam will be 50 multiple choice questions. Additional information about the exams will be available in class. If you miss an exam, with my permission you will be allowed to take a make-up exam in the testing center. Testing center information is at http://www.austincc.edu/testctr/
PRINCIPLES OF MARKETING ASSIGNMENTS
CHAPTER ASSIGNMENTS
You must complete the following chapter assignments. Each chapter assignment (22 chapters) has a value of 10 points for a total of 220 points. Assignments must be placed in Blackboard by midnight on the day the assignment is due.
Chapters / Assignments (Applying Marketing Knowledge) / Due Date (16 week)Chapter 1 / Page 21, Answer question 1 / Jan 20
Chapter 2 / Page 45, Answer question 2 / Jan 25
Chapter 3 / Page 85, Answer question 3 / Feb 1
Chapter 4 / Page 104, Answer question 1 / Feb 4
Chapter 5 / Page 132, Answer question 4 / Feb 9
Chapter 6 / Page 155, Answer question 3 / Feb 11
Chapter 7 / Page 187, Answer question 4 / Feb 20
Chapter 8 / Page 215, Answer question 6 / Feb 25
Chapter 9 / Page 239, Answer question 1 / Feb 27
Chapter 10 / Page 261, Answer question 2 / March 4
Chapter 11 / Page 289, Answer question 2 / March 6
Chapter 12 / Page 313, Answer question 6 / March 23
Chapter 13 / Page 339, Answer question 4 / March 25
Chapter 14 / Page 365, Answer question 2 / March 30
Chapter 15 / Page 399, Answer question 1 / April 1
Chapter 16 / Page 427, Answer question 5 / April 8
Chapter 17 / Page 453, Answer question 1 / April 13
Chapter 18 / Page 486, Answer question 1 / April 22
Chapter 19 / Page 513, Answer question 1 / April 29
Chapter 20 / Page 541, Answer question 1 / May 1
Chapter 21 / Page 563, Answer question5 / May 4
Chapter 22 / Page 593, Answer question1 / May 6
ADDITIONAL ASSIGNMENTS
Appendix D
Alternative Cases
1)Trader Joe’s: Upscale Value – D17, Page 639-640, answer the questions at the end of the case. This case has a value of 90 points.
2)Naked Juice: Strategy for Growth – D 22, Page 647-648. Answer the questions at the end of the case. This case has a value of 90 points.
All Assignments must be placed in the assignment section in Blackboard by midnight on the day they are due. Assignments can always be turned in early!
EXTRA CREDIT
When you take your exam you may earn an additional 10 points per exam by completing the following assignment. (One article for each exam)
Read an article concerning some aspect of Marketing. has great articles. The article must relate to a topic that is covered in the text. Summarize the article in 1-2 pages, state which chapter and topic it relates to, and attach a copy of the article to your summary. This will be due on the day you take your exam.
The best place to find articles is on our Marketing Facebook page located at: and if you use an article on our Facebook page I will double the value. Please tell me it’s off the Marketing Facebook page so I will remember to double your points to 20.
PRINCIPLES OF MARKETING
CLASS OUTLINE/CALENDAR FOR SPRING 2014
16 week Class Schedule January 13-May 7, 2014
This is the schedule for my MW class
January 20 is MLK Holiday
March 10 – 14 is Spring Break
April 21 last day to receive a W
Jan 13 / First class day
Jan 15 / Chapter 1 – Creating customer relationships and value through marketing
Jan 22 / Chapter 2 – Developing successful marketing and organizational strategies
Jan 27 / Chapter 3 – Scanning the marketing environment
Jan 29 / Chapter 3, 4 – Ethical and social responsibility in marketing
Feb 3 / Chapter 4 – Ethical and social responsibility
Feb 5 / Chapter 5 – Understanding consumer behavior
Feb 10 / Chapter 6 – Understanding organizations as customers
Feb 12 / Exam One
Feb 17 / Chapter 7 – Understanding and reaching global consumers and markets
Feb 19 / Chapter 7
Feb 24 / Chapter 8 – Marketing research from customers insights to actions
Feb 26 / Chapter 9 – Market segmentation, targeting and positioning
March 3 / Chapter 10 – Developing new products and services
March 5 / Chapter 11 – Managing successful products and brands
March 17 / Exam Two
March 19 / Chapter 12 – Services marketing
March 24 / Chapter 13 – Building the price foundation
March 26 / Chapter 14 – Arriving at the final price
March 31 / Chapter 15, 16 - Managing marketing channels and supply chain
April 2 / Chapter 16 – Retailing and wholesaling
April 7 / Chapter 16, 17 – Integrated marketing communications and direct marketing
April 9 / Chapter 17 – integrated marketing communications and direct marketing
April 14 / Exam Three
April 16 / Chapter 18 – Advertising, sales promotion, and public relations
April 21 / Chapter 18, 19 Using social media to connect with consumers
April 23 / Chapter 19 – Using social media to connect with consumers
April 28 / Chapter 19, 20 – Personal selling and sales management
April 30 / Chapter 21, 22 – Implementing interactive and multichannel marketing
May 5 / Chapter 22 – Pulling it all together: the strategic marketing process
May 7 / Final
INSTRUCTOR CLASS POLICIES
Missed Exams - If you miss an exam you have 48 hours to contact me and arrange to take the exam as soon as possible. You will then have 5 days to take a make-up exam. You will be given a different exam from the classroom exam. The exam will be given in the testing centerat the campus where you are taking the class. You will not be eligible to get extra points for test corrections if you take the make-up exam. The final must be taken at the scheduled time. There is no make-up for the final.
Attendance Policy – You are expected to attend all regularly schedules class meetings. If you attend every class meeting this semester, 3 points will be added to your final average, 1 absence, 2 points added, 2 absences, 1 point added. There are no excused absences. It has been statistically proven that there is a direct correlation between attendance and final grades. I want you to succeed in this class and this policy is intended to be an incentive for attendance.
Office Hours – Office hours are posted on my web site at http://www.austincc.edu/ina
Student Withdrawal Policy – It is the responsibility of the student to withdraw from this class. If you are unable to complete this course due to illness, moving, etc., please officially drop or you will receive an F. Remember that April 21, 2014 is the last day to officially drop.
Assignments will not be accepted late. Academic work submitted will be your thought, research, or self-expression. Absolutely no Plagiarism.
Cheating will not be tolerated.
You may not bring food, drink, or e-cigs into class. This is school policy.
Please turn off or mute the volume on your cell phone so as not to disrupt the class. If your cell phone rings during the class I may deduct up to 5 points off your next exam. You may not “text” messages during class. Laptops may only be used to take class notes. No surfing the Web or emailing during class.
Do not arrive late to class, it is disruptive.
Arriving late to take an exam may cause you to forfeit that exam grade. I expect you to start the exam at the beginning of the class period.
Disruptive behavior (talking, rudeness) will not be tolerated. Children are never allowed to attend class with you. This is a college policy.
You are here to learn, so be prepared to participate in class discussion. We are all unique individuals and in this class everyone’s opinion will be respected no matter if we agree or disagree.
Your attendance, attitude, and class participation will determine marginal grades, based on the attendance policy stated.
Counseling services are available to help you with a variety of needs, if you need more information please don’t hesitate to ask.
Office hours are posted outside my door and on my web page at http://www.austincc.edu/ina. Ask if you need help. I am here to help you!
All students must take the final, no exceptions.
DEPARTMENTAL COURSE/CLASS POLICIES
Departmental policies for Incompletes, Attendance, and Withdrawal are as follows:
Incomplete Policy: An incomplete (I) will be granted to a student in rare circumstances. Generally to receive a grade of I, a student must have completed all examinations and assignments to date, be passing, and have personal circumstances that prevent course completion that occur after the deadline to withdraw with a grade of W.
Attendance Policy: All students are expected to attend classes. Non-attendance will have an impact on the student’s grade.
AUSTIN COMMUNITY COLLEGE POLICIES
Withdrawal Policy
It is the responsibility of each student to ensure that his or her name is removed from the roll should he or she decide to withdraw from the class. The instructor does, however, reserve the right to drop a student should he or she feel it is necessary. If a student decides to withdraw, he or she should also verify that the withdrawal is submitted before the Final Withdrawal Date. The student is also strongly encouraged to retain their copy of the withdrawal form for their records.
Students who enroll for the third or subsequent time in a course taken since Fall, 2002, may be charged a higher tuition rate, for that course.
State law permits students to withdraw from no more than six courses during their entire undergraduate career at Texas public colleges or universities. With certain exceptions, all course withdrawals automatically count towards this limit. Details regarding this policy can be found in the ACC college catalog.
Statement on Scholastic Dishonesty
A student attending ACC assumes responsibility for conduct compatible with the mission of the college as an educational institution. Students have the responsibility to submit coursework that is the result of their own thought, research, or self-expression. Students must follow all instructions given by faculty or designated college representatives when taking examinations, placement assessments, tests, quizzes, and evaluations. Actions constituting scholastic dishonesty include, but are not limited to, plagiarism, cheating, fabrication, collusion, and falsifying documents. Penalties for scholastic dishonesty will depend upon the nature of the violation and may range from lowering a grade on one assignment to an “F” in the course and/or expulsion from the college. See the Student Standards of Conduct and Disciplinary Process and other policies at http://www.austincc.edu/current/needtoknow
Student Rights and Responsibilities
Students at the college have the rights accorded by the U.S. Constitution to freedom of speech, peaceful assembly, petition, and association. These rights carry with them the responsibility to accord the same rights to others in the college community and not to interfere with or disrupt the educational process. Opportunity for students to examine and question pertinent data and assumptions of a given discipline, guided by the evidence of scholarly research, is appropriate in a learning environment. This concept is accompanied by an equally demanding concept of responsibility on the part of the student. As willing partners in learning, students must comply with college rules and procedures.
Statement on Students with Disabilities
Each ACC campus offers support services for students with documented disabilities. Students with disabilities who need classroom, academic or other accommodations must request them through the Office for Students with Disabilities (OSD).Students are encouraged to request accommodations when they register for courses or at least three weeks before the start of the semester, otherwise the provision of accommodations may be delayed.
Students who have received approval for accommodations from OSD for this course must provide the instructor with the ‘Notice of Approved Accommodations’ from OSD before accommodations will be provided. Arrangements for academic accommodations can only be made after the instructor receives the ‘Notice of Approved Accommodations’ from the student.
Students with approved accommodations are encouraged to submit the ‘Notice of Approved Accommodations’ to the instructor at the beginning of the semester because a reasonable amount of time may be needed to prepare and arrange for the accommodations.
Additional information about the Office for Students with Disabilities is available at http://www.austincc.edu/support/osd/
Safety Statement
Austin Community College is committed to providing a safe and healthy environment for study and work. You are expected to learn and comply with ACC environmental, health and safety procedures and agree to follow ACC safety policies. Additional information on these can be found at http://www.austincc.edu/ehs. Because some health and safety circumstances are beyond our control, we ask that you become familiar with the Emergency Procedures poster and Campus Safety Plan map in each classroom. Additional information about emergency procedures and how to sign up for ACC Emergency Alerts to be notified in the event of a serious emergency can be found at http://www.austincc.edu/emergency/.
Please note, you are expected to conduct yourself professionally with respect and courtesy to all. Anyone who thoughtlessly or intentionally jeopardizes the health or safety of another individual will be dismissed from the day’s activity, may be withdrawn from the class, and/or barred from attending future activities.