MKT 430

Marketing Fundamentals

Spring II 2008

INSTRUCTOR:

STAFF

PHONE:

EMAIL:

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REQUIRED TEXTS:

Title / Principles of marketing
Author(s) / Kotler, Philip and Armstrong, Gary
Copyright / (2005).
Publisher / Prentice Hall
ISBN / 0131469185
Edition / 11th

This Course Requires the Purchase of a Course Packet: YES NO

ArgosyUniversity

COURSE SYLLABUS

MKT430

Marketing Fundamentals

Faculty Information

Faculty Name: STAFF

Campus:

Contact Information:

Office Hours:

Short Faculty Bio:

Course description:

This course focuses on domestic and global marketing decisionmaking processes within the company in the areas of products & services, pricing, promotion, distribution, branding, sales force management, business-to-business, market information management, legal implications & ethics.

Course Pre-requisites: None

Required Textbook:

Kotler, Philip and Armstrong, Gary. (2005). Principles of marketing. 11th Edition: Hardcover. Prentice Hall. ISBN: 0131469185

Required Websites for Popular Media and Marketing Information

AMERICAN DEMOGRAPHIC MAGAZINE:

AMERICAN MARKETING ASSOCIATION:

THE WALL STREET JOURNAL:

CNN/MONEY MAGAZINE/FORTUNE:

Industry Specific Publications for the student

Local newpaper or media sites for the student

Technology: Pentium III CPU/ Windows 98; 128MB RAM, printer; Microsoft Office Acrobat (full version), Microsoft Internet Explorer 5.5 (PC) 5.0 (MAC) or Netscape Navigator 4.08. Norton Antivirus.

Course length: 7.5 Weeks

Contact Hours: 45 Hours

Credit Value: 3.0

Program Outcomes:

  1. Communication
  2. Communicate business concepts effectively, both written and orally appropriate to the audience
  3. Team
  4. Define the attributes of an effective team member and leader and the characteristics of an effective team in reaching specific business goals
  5. Cognitive
  6. Problem Solving – Given a business problem, select and defend a business solution chosen from specific alternatives
  7. Information Literacy – Given a business research question, access information from a variety of sources, select appropriate sources to respond to a business question
  8. Analysis/Application
  9. Integration – Describe the interrelationship of the functional business areas of statistics, accounting, operations, finance, marketing, and strategy
  10. Ethics/Diversity
  11. Diversity – Identify the issues and challenges related to diversity in current business organizations
  12. Ethics– Identify the issues and challenges related to ethics in current business organizations

6. Market Planning

6.1Given a specific product, develop the essential elements of a successful marketing plan

Course Objectives:

1.Given the current American Marketing Association standards, examine the proper use of marketing terminology throughout completed assignments, online discussions and the final paper.

2.Given the metrics of contemporary society, analyze and describe the social, economic, political, technological and environmental factors that influence the marketing process and consumer behavior through writing assignments.

3.Given the current American Marketing Association Code of Ethics, analyze and accurately reflect the ethical guidelines for marketing professionals through writing assignments.

4.Given the current employment environment, research, identify, compare, contrast and summarize the knowledge, skills and abilities of marketing candidates.

Assignment Table

Module / Module Topics / Readings / Assignments
1 / WHAT IS MARKETING?
Definitions
Target Markets
Marketing Organizations
Consumer Behavior
Business Behavior
Summary=What Have We Learned About Marketing? / Kotler Chapters 1-2, 5-7 / 1.1 Find and search the American Marketing Association (AMA) web site. Download or bookmark the AMA glossary for future reference. Write a one page reflection paper that describes the AMA's mission. Include the AMA's definition of marketing.
1.2 Select a company of interest. Search the website of this and two competing companies in the same industry. Find the mission statements of each of the three companies or other information that describes the target market. Write a 2-3 page paper in APA format that compares and contrasts the expressed target markets for these three competitors. Use the American Marketing Association glossary as a guide to identify and to use proper marketing terminology.
1.3 Review the AMA definition of brand. Consider a brand that is popular (in the student's household, at the student's workplace, within the social circle or family of the individual student). Research this particular brand and submit a 1-2 page paper in APA format that briefly describes the history of the particular brand, has some value measurement of this brand ( information about market share or dollar value) and includes any available comparison with the brands of competing products or services. Use the American Marketing Association glossary as a guide to identify and to use proper marketing terminology.
1.4 Using popular media websites as described in this syllabus or with additions approved by the instructor, find and submit 3 articles that describe contemporary consumer practices. Write a two page paper in APA format that summarizes the consumer behavior described in the article. Use the American Marketing Association glossary as a guide to identify and to use proper marketing terminology.
1.5 Using popular media websites as described in this syllabus or with additions approved by the instructor, find and submit 3 articles that describe contemporary business purchasing practices. Write a 2 -page paper in APA format that summarizes the business behavior described in the article. Use the American Marketing Association glossary as a guide to identify and to use proper marketing terminology.
2 / MARKETING TODAY
Marketing Stakeholders
The Social Environment
The Economic Environment
The Global Environment
The Political Environment
The Technological Environment
The Ecological Environment
Summary=What Have We Learned About Marketing Today? / Kotler Chapters 3-4; 17-19 / 2.1 Using popular media websites as described in this syllabus or with additions approved by the instructor, find
and submit 6articles that reflect the social, economic, global, political, technological and ecological challenges in today's society (1 article per external environmental benchmark.) Write a 2 page reflection paper that connects the challenges described in the article and consumer behavior. Use the American Marketing Association glossary as a guide to identify and to use proper marketing terminology.
2.2 Identify and document two organizations that are concerned with either the social, economic, global, political, technological and/or environmental challenges in contemporary society. Write a two- page summary paper that describes the organizations and their missions. Use the American Marketing Association glossary as a guide to identify and to use proper marketing terminology.
3 / MARKETING ETHICS
Ethics Defined
Marketing Challenges
Marketing Guidelines
SUMMARY=What Have We Learned About Marketing Ethics? / Kotler Chapter 20 / 3.1Download and print out the American Marketing Association code of ethics which can be found at:
3.2 Using popular media websites as described in this syllabus or with additions approved by the instructor, find and submit 3 articles in the popular media that reflect the ethical challenges for today's marketers. Write a two-page paper in APA format that connects these articles with the AMA code of ethics. Use the American Marketing Association glossary as a guide to identify and to use proper marketing terminology.
4 / MARKETING FUNCTIONS=PRODUCT
What is Product?
Product Life Cycle
SUMMARY=What Have We Learned About the Marketing Function of Product? / Kotler Chapters 8-9 / 4.1 Find and submit 3 job descriptions that have been found on a general job search site (Monster.com, for example) or a company specific web site using "Product" as the search term. Write a two- page summary that compares and contrasts the knowledge, skills and abilities requirements of the three jobs. Use the American Marketing Association glossary as a guide to identify and to use proper marketing terminology.
4.2 Using popular media websites as described in this syllabus or with additions approved by the instructor, find and submit 3 articles in popular media that reflect the product life cycle. Two of the four product life cycle phases must be represented by these articles. Write a two -page paper in APA format that summarizes these contemporary challenges to the product management professional. Use the American Marketing Association glossary as a guide to identify and to use proper marketing terminology.
5 / MARKETING FUNCTIONS =
PROMOTION
What is Promotion?
The Strategy of Marketing Communications
Advertising
Direct Marketing
Public Relations
Publicity
Sales Promotion
SUMMARY=What Have We Learned About the Marketing Function of Promotion? / Kotler Chapters 14-16 / 5.1 Find and submit 3 job descriptions that have been found on a general job search site (Monster.com, for example) or a company specific web site using "Promotion" as the search term. Write a two -page summary that compares and contrasts the knowledge, skills and abilities requirement of the three jobs. Use the American Marketing Association glossary as a guide to identify and to use proper marketing terminology.
5.2 Pick one portion of the promotional tool kit: advertising or direct marketing or public relations or publicity or sales promotion. Select a product or service of interest, such as cars or cell phones or fashion or music or package delivery services. Find 3 examples that illustrate how the specific piece of the promotional tool kit is used to market the product of choice. Write a 1-2 page summary of the three examples and how they offer insights into the promotional challenges for this product. Use the American Marketing Association glossary as a guide to identify and to use proper marketing terminology
EXAMPLE: Find 3 different types of coupons (Sales Promotion) for black and white copies. The summary would include information on each coupon (how much money would the consumer save by using each one? What are the restrictions for each coupon? What are the useable dates?)
6 / MARKETING FUNCTIONS=
PLACE/DISTRIBUTIO/
SUPPLY CHAIN
What is Place?
Distribution Channels
Logistics Management
Retailing
Wholesaling
SUMMARY=What Have We Learned About the Marketing Function of Place/Distribution/Supply Chain? / Kotler Chapters 12-13 / 6.1 Find and submit 3 job descriptions that have been found on a general job search site (Monster.com, for example) or a company specific web site using "Supply Chain" as the search term. Write a two -page summary that compares and contrasts the knowledge, skills and abilities requirement of the three jobs. Use the American Marketing Association glossary as a guide to identify and to use proper marketing terminology
6.2 Using popular media websites as described in this syllabus or with additions approved by the instructor, find and submit 3 articles in the popular media that reflect the current challenges in the supply chain, distribution or place function. Each of the articles must represent a different piece of the distribution toolkit. Write a two page paper that summarizes these contemporary anecdotes about this function. Use the American Marketing Association glossary as a guide to identify and to use proper marketing terminology
7 / MARKETING FUNCTIONS =
PRICE
What is Price?
Pricing Considerations
Pricing Strategies
SUMMARY=What Have We Learned About the Marketing Function of Price? / Kotler Chapters 10-11 / 7.1 Find and submit 3 job descriptions that have been found on a general job search site (Monster.com, for example) or a company specific web site using "Price" or "Pricing" as the search term. Write a two- page summary that compares and contrasts the knowledge, skills and abilities requirement of the three jobs. Use the American Marketing Association glossary as a guide to identify and to use proper marketing terminology
7.2 Using popular media websites as described in this syllabus or with additions approved by the instructor, find and submit 3 articles in the popular media that reflect current challenges in pricing. Different perspectives and/or approaches to pricing must be represented by these articles. Using the same 3 articles, write a two-page paper in APA format that summarizes the similarities and differences of your contemporary pricing findings. Use the American Marketing Association glossary as a guide to identify and to use proper marketing terminology
8 / CAREERS IN MARKETING / FINAL PAPER INSTRUCTIONS
8.1 Use the term "Marketing" to find the most current list of jobs available in one city or in one specific industry. Submit that list with a 1-2 page summary of the companies, job titles, and educational requirements of the available openings. Use the American Marketing Association glossary as a guide to identify and to use proper marketing terminology
8.2 Using the job descriptions that have been identified and submitted throughout the class session, write a 5-7 page summary paper on Careers in Marketing.
What are the trends in Product jobs, in Promotional jobs, in Pricing jobs, and/or in Supply Chain jobs?
  • Who are the best candidates? Qualified means what kind of educational background; type and amount of experience; other indicators of knowledge, skills and/or ability.
  • What responsibilities are shared among the job descriptions? What responsibilities seem to be specific to Product, Promotion, Pricing or Supply Chain positions?
  • When do these jobs start? Are there any trends in start dates that are apparent? Is there any indicator that start dates are tied to specific events in the company or industry?
  • Where are these jobs located? If one city has been used, stress the industries in the city. If one industry has been used, stress the geographical locations of the jobs.

Grading Criteria

Grading ScaleGrading requirements

A / 100 – 93
A- / 92 – 90
B+ / 89 – 88
B / 87 – 83
B- / 82 – 80
C+ / 79 – 78
C / 77 – 73
C- / 72 – 70
D+ / 69 – 68
D / 67 – 63
D- / 62 – 60
F / 59 and below
Attendance/participation / 25%
Weekly Assignments / 20%
Final paper / 35%
Optional / 10%
Optional / 10%
100%

Library:

All resources in ArgosyUniversity’s online collection are available through the Internet. The campus librarian will provide students with links, user IDs, and passwords.

Library Resources: ArgosyUniversity’s core online collection features nearly 21,000 full-text journals and 23,000 electronic books and other content covering all academic subject areas including Business & Economics, Career & General Education, Computers, Engineering & Applied Science, Humanities, Science, Medicine & Allied Health, and Social & Behavior Sciences. Many titles are directly accessible through the Online Public Access Catalog at Detailed descriptions of online resources are located at

In addition to online resources, ArgosyUniversity’s onsite collections contain a wealth of subject-specific research materials searchable in the Online Public Access Catalog. Catalog searching is easily limited to individual campus collections. Alternatively, students can search combined collections of all Argosy University Libraries. Students are encouraged to seek research and reference assistance from campus librarians.

Information Literacy: ArgosyUniversity’s Information Literacy Tutorial was developed to teach students fundamental and transferable research skills. The tutorial consists of five modules where students learn to select sources appropriate for academic-level research, search periodical indexes and search engines, and evaluate and cite information. In the tutorial, students study concepts and practice them through interactions. At the conclusion of each module, they can test their comprehension and receive immediate feedback. Each module takes less than 20 minutes to complete. Please view the tutorial at

Academic Policies

Academic Dishonesty/Plagiarism: In an effort to foster a spirit of honesty and integrity during the learning process, ArgosyUniversity requires that the submission of all course assignments represent the original work produced by that student. All sources must be documented through normal scholarly references/citations and all work must be submitted using the Publication Manual of the American Psychological Association, 5th Edition (2001). WashingtonDC: American Psychological Association (APA) format. Please refer to Appendix A in the Publication Manual of the American Psychological Association, 5th Edition for thesis and paper format. Students are encouraged to purchase this manual (required in some courses) and become familiar with its content as well as consult the ArgosyUniversity catalog for further information regarding academic dishonesty and plagiarism.

Scholarly writing: The faculty at ArgosyUniversity is dedicated to providing a learning environment that supports scholarly and ethical writing, free from academic dishonesty and plagiarism. This includes the proper and appropriate referencing of all sources. You may be asked to submit your course assignments through “Turnitin,” ( an online resource established to help educators develop writing/research skills and detect potential cases of academic dishonesty. Turnitin compares submitted papers to billions of pages of content and provides a comparison report to your instructor. This comparison detects papers that share common information and duplicative language.

Americans with Disabilities Act Policy

It is the policy of ArgosyUniversity to make reasonable accommodations for qualified students with disabilities, in accordance with the Americans with Disabilities Act (ADA). If a student with disabilities needs accommodations, the student must notify the Director of Student Services. Procedures for documenting student disability and the development of reasonable accommodations will be provided to the student upon request.

Students will be notified by the Director of Student Services when each request for accommodation is approved or denied in writing via a designated form. To receive accommodation in class, it is the student’s responsibility to present the form (at his or her discretion) to the instructor. In an effort to protect student privacy, the Department of Student Services will not discuss the accommodation needs of any student with instructors. Faculty may not make accommodations for individuals who have not been approved in this manner.

TheArgosyUniversity Statement Regarding Diversity

The ArgosyUniversity provides equitable access through its services and programs to students of any social, geographic and cultural background, regardless of gender, and strives to prepare all candidates to work with and provide services to diverse populations. Argosy demonstrates its commitment to diversity through the development and support of a diverse educational community.

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