MARKETING PRINCIPLES
MKTG 300-50; SUMMER2012
[CRN# 50045 & 50046]
Instructor: E. Vincent [“Vince”] Carter, Ph.D. Class Room:ITV
Office: 107 BDCClass Time:T/Th6 – 9:55pm
Phone: (661) 654 - 6776 Office Hours: T/Th 5 – 6pm
E-mail:
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REQUIRED TEXT
MKTG5 (MKTG4 acceptable) Lamb, Hair, and McDaniel [ISBN#: 9781111528096]
COURSE DESCRIPTION
This course is designed to familiarize students with the basic principles essential to understanding the role and functions of marketing. Emphasis is on applying these principles to current business cases. Course lectures and discussions will focus on the broad basics within the field of marketing such as marketing research techniques, consumer behavior, segmentation, targeting, positioning, communications strategy, pricing, relationship marketing, online marketing, channels, retailing, product/services marketing strategy, ethics, and social responsibility.
COURSE LEARNING GOALS & OBJECTIVES
A. Critical Thinking Skills (SBPA “General Learning Goal 1”): Students will be able to integrate knowledge, to think critically and to analyze problems using models and frameworks (e.g., market segmentation, consumer decision process, and the marketing mix)
B. Knowledge of Marketing Functional Area (SBPA “Management-Specific Learning Goal 2”): Students will have a basic understanding of the Marketing vocabulary, principles, concepts and program planning strategies. In particular, the learning objectives specified below are emphasized:
1. Understand the importance of marketing to organizations.
2. Understand the external marketing environment factors
3. Understand target markets and segmenting
4. Understand the importance of the “marketing mix” (e.g., “4Ps”)
5. Understanding the role of digital technology in marketing
6. Understanding ethical marketing decision making and social responsibility
7. Appreciate the strategic/societal value of human diversity in organizations and markets.
COURSE METHODOLOGY
This course introduces students to the prominent role of the marketing function in all organizations – private and public sector. In order to achieve the learning objectives, the course material is delivered using a sequence of modules containing brief marketing scenarios representing specific marketing concepts. Students are then quizzed on the pertinent marketing situation content and applicable marketing concepts. This continuous learning through brief “real world” examples develops marketing aptitude with cumulative academic assessment.Typically, marketing scenarios are presented on Tuesdays with related textbook principles. Then, quizzes on marketing situation content and textbook concepts are given on Thursdays.
Because the sequential method of delivering course material provides a continuous set of fairly standard marketing content/concept modules, students are able to achieve course grade outcomes by selecting the modules that they will be quizzed on. Since the number of module quizzes offered during the course exceeds the points required to earn an “A”, it is likely that many students will complete course requirements without having to take every module quiz. Whether the omitted modules/quizzes result in finishing the course early or opting out of modules during the course is entirely left up to each student. However, certain core modules linked to fundamental course learning objectives are required for every student.
Likewise, attendance is not recorded because student performance on module quizzes will determine the value of class presence. Similarly, there are NO EXTRA-CREDIT POINTS offered, since additional module quizzes are available for underperforming students.
Dr. Carter [Summer 2012]
COURSE SYLLABUS [Continued]
MARKETING PRINCIPLES [MKTG 300]
GRADE ASSESSMENT:
6 Marketing Content/Concept Module Quizzes @ 25 Points Each150 pts.
Points required to earn an “A” 90 pts.
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*Grading Scale:A = 3.8 – 4.0; A- = 3.7; B+ = 3.3 – 3.6; B = 3.0 -3.3; B- = 2.7 - 3.0; C+ = 2.3 – 2.6;
[Total Grade Points / 25]C = 2.0 – 2.2; C- = 1.7 – 1.9; D+ = 1.3 – 1.6; D = 1.0 – 1.2; D- = 0.7 – 0.9; F = Below 0.7
COURSE POLICIES:
1)COURSE WEBSITE ACCESS – Students are REQUIRED to have access to the course website, which is ONLY accessible using MS Explorer browser and a PC/Laptop. Access is available at on-campus PC labs.
2)ADJUSTMENTS & EXTRA-CREDIT: The instructor reserves the right to modify the course schedule and assignment/point requirements based on unforeseen time constraints, student performance, or classroom circumstances. Students will be notified in advance of any proposed course modifications.
3)ACADEMIC INTEGRITY: This course fully complies with the University policy for Academic Integrity and Academic Dishonesty. Sanctions are enforced in accordance with the CSUB Catalog.
4)ACCOMMODATIONS FOR PHYSICAL OR LEARNING DISABILITIES: This course fully supports accommodations for physical and learning disabilities. Eligible students can contact the professor.
COURSE SCHEDULE:
DATES TOPICS CHAPTERS ______.
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6/26 & 6/28MODULE 1(Required)
a)Explain marketing definition, orientation, and practiceCh. 1
b)Examine marketing ethics and external environments Chs.3 & 4 (prior ed. Ch.3)
7/3 & 7/5MODULE 2 (Required)
*Moved from Module 1:a) Develop strategic vision & “marketing mix” overview Ch. 2
b) Develop a global vision of the international marketplaceCh. 5 (prior ed. Ch.4)
c) Design Customer Relationship Management (CRM) systemsCh. 21 (prior ed. Ch.19)
7/10 & 7/12MODULE 3
a) Intelligence gathering for marketing management decisionsCh. 9
b) Planning new product development decision processesCh. 11
7/17 & 7/19MODULE 4 (Required)
a) Profiling decisions for choosing target market segments Chs. 8, 6, 7
b) Customer influences and purchase processes (B2C & B2B)
7/24 & 7/26MODULE 5
a) Product element strategies for tangible offerings (“goods”)Ch. 10
b) Product element strategies for intangible offerings (“services”) Ch. 12
c) Price element strategies – objectives and determinantsCh. 19 (Not 20)
7/31 & 8/2MODULE 6
a) Place (Distribution) element strategies & retailingChs. 13 & 15(Not 14)
b) Promotion element integrated marketing communicationCh. 16
c)Promotion element advertising and public relations strategies Ch. 17(Not 18)
LET’S HAVE FUN LEARNING!!!
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