Department
of Finance and Marketing
Marketing 170: M/W
Fall 2004
Introduction to
Marketing Concepts
Professor Michael
F. O'Neill
Glenn Hall 205 /
Office hours: M/W
E-mail: mfoneill@csuchico.edu
"Thinking is hard work, that's
why so few people do any of it"
-Emerson
1. Text: Essentials
of Marketing, E.J. McCarthy and Perreault, 9th ed., 2003.
2. The
Marketing Game 2nd ed., C. H. Mason and Perreault, 2002.
3. Learning
Aid for McCarthy & Perreault, 9th ed., 2003.
COURSE
ADMINISTRATION
CATALOG 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.
This is an
introductory course in the study of marketing and is a core (required) course
for the bachelor's degree in business.
Marketing 170 is also the foundation course (prerequisite) for a
specialization in marketing. The course
covers all the major aspects of marketing and focuses on blending them into a
unified whole. Throughout the semester
an analytical framework will be developed to help understand the nature and
uses of marketing and to evaluate its effects within its several environments,
(e.g. social, political, economic, etc.).
The student will be introduced to the functions, institutions, and
language of marketing. While descriptive
aspects are necessary at this introductory stage, the emphasis will be on
analysis and managerial decision-making. Discussion questions and cases will be
used to develop the students' ability to analyze marketing situations.
WHY SHOULD I TAKE
THIS COURSE?
1. Marketing
is a significant element in our social, political, and economic structure;
marketing affects all of us directly or indirectly whether we want it to or
not. If you want to make intelligent and
responsible decisions in these areas, you should understand the fundamentals of
marketing.
2. Virtually
all organizations engage in some form of marketing. If you expect to engage in
the decision-making activities of any organization, you should know something
about marketing.
3. There
are numerous career opportunities in marketing.
HOW THE COURSE WILL BE CONDUCTED: The course will use a lecture/discussion
format. Topics for each class meeting
correspond to the chapter numbers on the class schedule. Class meetings are not designed to rehash the
material in the text. The aim is to
elucidate difficult points, expand and illustrate the reading material and
provide you with the opportunity to present your solution(s) to the many
marketing situations you will confront.
You will need to
read and understand the material presented in McCarthy and Perreault, Essentials of Marketing. In addition, you will frequently be required
to prepare cases and/or exercises that are assigned for class discussion. Your level of preparation and ability to
communicate your ideas can have a positive effect on your grade. Some of these assignments will be
collected. Cases will need to be
typed. Finally, some films or videos may
be scheduled which are designed to supplement lecture/case material.
Regular attendance
is expected. The lecture/discussion
format will include a substantial amount of material not covered explicitly in
the text. Some of the exam questions
will come from this source only. It will
be difficult to do well in this course without first hand exposure to the
material developed during the lecture discussion sessions.
EXAMS: There will be
two examinations covering specified portions of the course (see the assignment
schedule). Each exam will consist of
multiple choice questions and/or short answer/essay questions based on class
discussion.
YOU MUST HAVE A PASSING GRADE [AN AVERAGE 60% OR ABOVE ON THE TWO EXAMS] IN ORDER TO CONTINUE IN THE SIMULATION PORTION OF THE COURSE. STUDENTS WITH AN AVERAGE OF 59% OR LOWER WILL TAKE A COMPREHENSIVE FINAL EXAM THAT WILL BE WEIGHTED AS 30 % OF THEIR FINAL GRADE. IN OTHER WORDS, THE SCORE ON THE COMPREHENSIVE FINAL EXAM WILL BE AVERAGED WITH THE SCORES ACHIEVED ON THE TWO “IN TERM” EXAMS TO DETERMINE THE FINAL GADE IN THE COURSE. THE FINAL EXAM OPTION IS OPEN ONLY TO THOSE STUDENTS WHO HAVE AN AVERAGE OF 59% OR LOWER ON THE TWO “IN TERM” EXAMS. THE MATERIAL COVERED ON THE COMPREHENSIVE FINAL EXAM INCLUDES ALL MATERIAL LISTED IN THE SYLLABUS AS WELL AS ALL LECTURE MATERIAL COVERED THROUGH THE SECOND EXAM..
THOSE STUDENTS
ACHIEVING AN AVERAGE SCORE OF 60% OR HIGHER ON THE TWO “INTERM” EXAMS WILL PARTICIPATE IN THE “MARKETING GAME”
COMPETITIVE SIMULATION. THE REMAINING
30% OF THEIR GRADE WILL BE DETERMINED ON THE BASIS OF THEIR TEAMS PERFORMANCE
IN THE COMPETITIVE SIMULATION.
EXAMINATION POLICY:
EXAMS WILL BE GIVEN ON SPECIFIED DATES ONLY. NO EARLY EXAMS. Failure to take an exam when scheduled will
result in a grade of zero unless a serious and compelling reason exists.
GRADING: Exam
#1 30%
Exam #2 40%
Simulation 30%
100%
Your final grade
will be determined using the following schedule:
Grade Percentage
A 94-100
A- 90- 93
B+ 86- 89
B 83- 85
B- 80- 82
C+ 76- 79
C 73- 75
C- 70- 72
D+ 66- 69
D 60- 65
F Below 60
FALL
2004- CLASS SCHEDULE
|
DATE |
READING |
SUBJECT |
ASSIGNMENTS |
|
8/23 |
Chapter 1 (T)* |
Course Overview |
|
|
8/25 |
(
) 2 |
Macro and Micro
Marketing |
|
|
8/30 |
(
) 3 |
(
) |
Ex.1.2 (LA)* |
|
9/1 |
(
) 4 |
Mktg. Management.
Process |
Ex. 2.1, 2.2, 2.3 |
|
9/8 |
(
) 5 |
(
) |
Ex. 3.3 |
|
9/13 |
(
) 6 |
Consumer Behavior
|
Case # 9 (T) |
|
9/15 |
(
) 7 |
Market Research |
Case # 9 cont. |
|
9/20 |
|
EXAMINATION #1 |
|
|
9/22 |
(
) 8 and TMG
pp1-6 |
Product Decision |
Ex. 8.1, 9.1 |
|
9/27 |
(
) 9 |
(
) |
Case # 10 (T) |
|
9/29 |
(
) 10 |
Distribution
Decision |
Case # 10 cont. |
|
10/4 |
(
) 11 and TMG
pp 7-28 |
(
) |
Ex. 10.2 |
|
10/6 |
(
) 12 |
(
) |
Ex. 11.1 |
|
10/11 |
Chapter
13 |
Promotion
Decision |
Ex. 15.2 |
|
10/13 |
(
) 15 and TMG
pp 29-42 |
(
) |
|
|
10/18 |
(
) 16 |
Pricing Decision |
Ex. A1 (LA) |
|
10/20 |
(
) 17 and TMG
pp 53-64 |
(
) |
TMG Summary
Matrix |
|
10/25 |
(
) 18 and TMG
pp 65-68 |
Marketing
and Society |
TMG Summary
Matrix |
|
10/27 |
|
EXAMINATION
# 2 |
|
|
11/1-M |
Avail Mkt
Research |
Develop Mkt
Strategy |
Level 2 (pp
53-64:TMG) |
|
11/3-W |
(
) |
Discuss decision
# 1 |
( ) |
|
11/4-TH |
(
) |
Decision # 1 due
by 6 pm |
( ) |
|
11/8-M |
(
) |
Analyze results |
( ) |
|
11/10-W |
(
) |
Discuss
decision # 2 |
( ) |
|
11/11-TH |
(
) |
Decision #2 due
by 6 pm |
( ) |
|
11/15-M |
(
) |
Analyze results |
( ) |
|
11/17-W |
(
) |
Discuss decision
#3 |
( ) |
|
11/18-TH |
(
) |
Decision # 3 due
by 6 pm |
(
) |
|
11/29-M |
(
) |
Analyze results |
( ) |
|
12/1-W |
(
) |
Discuss decision
# 4 |
( ) |
|
12/2-TH |
(
) |
Decision # 4 due
by 6 pm |
( ) |
|
12/5-M |
(
) |
Analyze results |
( ) |
|
12/7-W |
(
) |
Discuss decision
# 5 |
( ) |
|
12/8-TH |
(
) |
Decision # 5 due
by 6 pm |
( ) |
|
12/17-FRI |
|
Industry Analysis
due |
|
|
|