Department of Finance and Marketing
|
Marketing 170-01,02,03 |
SURVEY OF MARKETING |
Fall 2004 |
|
Instructor: Richard Davis,
Ph.D. |
Department Office: Tehama 305 |
Course Description: Nature and functions of marketing systems and marketing in the individual firm. Study of the marketing mix, marketing institutions, and the environments in which marketing decisions are made.
Textbook: Kerin, Hartley and Rudelius, Marketing, The Core
It is recommended that students not sell, at least until graduation, the textbooks they were required to purchase for their lower-division and upper-division business core courses. They will be needed for purposes of review and/or further development and discussion of material covered in the business curriculum, which culminates in a multidisciplinary capstone course.
Why Take This Course: Marketing is a pervasive activity in the world economy. In the U.S., marketing activities are carried out by non-profit (church, government, charities, etc.) as well as for-profit organizations. The purpose of this course is to introduce you to the fundamental concepts of marketing. You will also have the opportunity to apply these concepts through a semester long project that culminates in a written and oral marketing plan.
Course Objectives: This course is intended to provide a broad overview of the role of marketing in business and society, and to introduce the basic concepts of marketing. The course provides a foundation of knowldge for other courses in marketing. At the end of the semester you should:
1. Have an understanding of the role of marketing in business and society,
2.
Understand the basic concepts of marketing,
3. Be able to apply the concepts of marketing to the creation
of a marketing plan,
4. Have improved writing and oral communication skills
Class Structure and Decorum: This class will include lecture, discussion, written assignments and exams and oral presentations. I like the class to be informal. Feel free to express your views and opinions. Please observe the rights of others in the class: do not talk while others have the floor; respect the opinions of others; be on time to class.
Marketing Plan: This class includes a major written and oral project. The class will be divided into teams that will prepare marketing plans for the roll out of a new product. Each team will prepare a written report, and will present the plan orally in class.
All assignments must be typed, unless announced otherwise.
Late assignments will not be accepted for grading.
Makeup examinations will be given only with written justification/proof in accordance with “serious and compelling reasons” as defined in the University catalog . All makeup exams will be given during final exam week.
Attendance: Regular attendance is required. You may be disenrolled by the instructor if you miss more than one a week's duration of classes. (Please refer to the University policy on attendance).
Academic Honesty: I expect and require academic honesty in this course. I will not tolerate cheating, in any form, whether on quizzes, exams, reports or other class activities. Course activities identified, as “individual” must be done individually. Academic honesty and sanctions for cheating are discussed in Code of Student Rights and Responsibilities .
Disenrollment: If you cannot attend the first class, notify the instructor in order to avoid being disenrolled. Instructors have the right to disenroll students for non-attendance during the first two weeks of the semester. However, instructors are not required to drop or disenroll you if you fail to attend or stop attending. You are responsible for dropping unwanted classes even if you informed the instructor. Do not simply stop attending without dropping through formal procedures." Refer to the University Catalog for policies on withdrawal and disenrollment.
Dropping a Class: If you want to drop any course, it is your responsibility to initiate and follow through on the action. Do not assume an instructor will drop you from a course if you quit attending class. University regulations specify several conditions for dropping a class and the relevant cutoff dates. These are covered in the University Catalog. If you intend to drop a course, drop it right away, or you may miss a critical cutoff date.
Grading:
|
Activity |
Points |
% |
|
Exams* Exam 1 Exam 2 Exam 3 Total Exams
Marketing Plan** Written Oral Total Marketing Plan
Total |
100 100 100 300
200 100 300
600 |
50
50
100 |
* Exams will include multiple choice and essay questions.
**Peer Evaluations: This course will include a major project, the marketing plan. There will be several individual peer evaluations during the project. Group project grades will be adjusted for each individual according to his or her aggregate peer evaluation scores from other team members.
Significant contribution to the team's work is expected of all team members. Team members not making significant contribution may be dropped from the team. Persons dropped from a team will be given another assignment, and will not be receive a grade above C for the course.
Annotated Articles: In order to earn a grade of A or B in the course, you must submit annotated articles relating to topics currently being discussed in class. You must be able to present the article and discuss its relevance in class. Articles must be submitted within one class period after the end of discussion of the relevant text chapter. You will be provided with several examples of annotated articles. In addition to meeting the course grading polices stated below, the requirements for A and B in the course are:
A:
Six annotated articles. Articles must be spread evenly across the course (two
articles in each third of the course).
B: Three annotated articles. Articles must be
spread evenly across the course (one article in each third of the course).
Final
Grades: Final grades will be
assigned according to the following schedule:
A 93-100%; A- 90-92%; A- 90-92; B+ 87-89%; B 83-86%; B- 80-82%; C+ 77-79%; C
73-76%; C- 70-72%; D+ 65-69%; D 60-64%; F Below 60.
CLASS SCHEDULE
|
Date |
Topic |
Activity |
|
8 -23 |
Introduction |
|
|
8 -25 |
Developing Customer Relationships and Value through Marketing |
Chapter 1
|
|
8 -27 |
Linking Marketing and Corporate Strategies |
Chapter 2 |
|
8 -30 |
Stragies |
Chapter 2 |
|
9 - 1 |
Developing a Marketing Plan |
Read Appendix A, Chapter 2. Explanation of term project. |
|
9- 3 |
Scanning
the Marketing Environment |
Chapter 3 |
|
9- 6 |
Labor Day holiday |
|
|
9- 8 |
Scanning the Marketing Environment |
Chapter 3 |
|
9 -10 |
Ethics and Social Responsibility |
Chapter 4 |
|
9 -13 |
Buyer Behavior |
Chapter 5 |
|
9 -15 |
Buyer Behavior |
Chapter 5
|
|
9 -17 |
Buyer Behavior |
Chapter 5 & 6 |
|
9 -20 |
EXAM 1 |
Exam |
|
9 -22 |
Reaching Global Markets |
Chapter 7 |
|
9 -24 |
Reaching Global Markets |
Chapter 7 |
|
9 -27 |
Marketing Information |
Chapter 8 |
|
9-29 |
Marketing Information |
Chapter 8 |
|
10- 1 |
Market Segments |
Chapter 9 |
|
10- 4 |
Market Segments |
Chapter 9 |
|
10- 6 |
New Products and Services |
Chapter 10 |
|
10- 8 |
New Products and Services |
Chapter 10 |
|
10-11 |
Managing Products, Services, and Brands |
Chapter 11 |
|
10-13 |
Managing Products, Services, and Brands |
Chapter 11 |
|
10-15 |
Managing Products, Services, and Brands |
Chapter 11 |
|
10-18 |
EXAM 2 |
Exam |
|
10-20 |
Pricing Products and Services |
Chapter 12 |
|
10-22 |
Pricing |
Chapter 12 |
|
10-25 |
Marketing Channels and Supply Chains |
Chapter 13 |
|
10-27 |
Marketing Channels |
Chapter 13 |
|
10-29 |
Retailing and Wholesaling |
Chapter 14 |
|
11- 1 |
Retailing and Wholesaling |
Chapter 14 |
|
11- 3 |
Retailing and Wholesaling |
Chapter 14 |
|
11- 5 |
Marketing Communications |
Chapter 15
|
|
11- 8 |
Advertising, Sales Promotion and PR |
Chapter 16 |
|
11-10 |
Advertising, Sales Promotion and PR |
Chapter 16 |
|
11-12 |
Advertising, Sales Promotion and PR |
Chapter 16 |
|
11-15 |
Personal Selling |
Chapter 17 |
|
11-17 |
Interactive Marketing |
Chapter 18 |
|
11-19 |
Exam 3 |
|
|
11/22-16 |
Thanksgiving Break |
R&R |
|
11-29 |
Marketing Reports |
Reports and all supplementary materials. Order of team presentations will be made today. |
|
12- 1 |
Report Presentations |
Presentations 1&2 |
|
12- 3 |
Report Presentations |
Presentations 3&4 |
|
12- 6 |
Report Presentations |
Presentations 5&6 |
|
12- 8 |
Report Presentations |
Presentations 7&8 |
|
12-10 |
Wrapup |
|