Textbook
Marketing: The
Core (2004), by Kerin, Hartley, and Rudelius.
Course
Material on the Web
Materials (e.g., handouts, PowerPoint slides) will be
made available on the course WebCT site.
Course
Description
This is an introductory
course in the study of marketing and is a 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 major aspects of
marketing. The course explores the role of marketing both within the firm and
within society. It examines concepts, functions, and institutions involved in
the process of developing, promoting, pricing, and distributing products and
services to consumer, industrial, institutional, and international markets. The
course will predominately be a lecture/discussion format. Prior to class,
please make sure you have read the material from each assigned chapter and
completed the questions in each chapter. The course will also use group
activities, and videos.
Course
Objectives
By the end of this class, a successful student should:
1.
Understand the
core concepts within marketing.
2.
Understand the
role of marketing in business and society.
3.
Have the ability
to intelligently discuss and analyze marketing issues and problems.
4.
Be familiar with
current topics in marketing.
Exams
There are four exams in this course. All exams will
cover the material from the book, as well as material presented during class.
Missed
Exams
No make-up exams will be given unless the student can
meet the instructor’s definition of what constitutes a good excuse. Typically,
only verifiable medical excuses will be allowed (e.g., student is
hospitalized). Notes verifying the reason for missing an exam will be required.
Homework
Assignments
Assignments will be made on a
periodic basis. These will be announced in class. If you miss a class,
it is your responsibility to find out if
any assignments were made. We will likely have a handful of assignments that I
will ask you to type up and hand into me. The average grade you get on these
will be used to calculate your overall grade for this part of the course. For
example, if your grades on five assignments were .75, .95, .90, .85, and .88,
at the end of the semester, I will take the average of these, .866, and
multiply it by the total points available (100). In this example, the student
would earn 86.6 points out of the possible 100 at the end of the semester.
All these assignments are to
be typed and done on your own (These are not group projects.). I will not
accept papers that are not typed.
Marketing
Report
I will have a hand-out
detailing my expectations for the reports and we will discuss these reports
extensively in class.
This will be a group project.
Project Peer Evaluations: You
will have the opportunity to evaluate your fellow group members. I will use the
peer evaluation in calculating an overall final project grade for each student.
Being an irresponsible group member (e.g., not returning calls in a timely
fashion, not attending meetings, not contributing, not adhering to timelines,
poor work or a poor work ethic) will hurt your grade.
Class
Participation and Attendance
Your participation and
attendance to class is a part of your grade and the learning that can take
place in this course. A critical component of your participation grade will be
based on how prepared you are to discuss each chapter, assignments that have
been given (e.g., exercises or articles distributed in class), and how engaged
you appear to be in the class dialog. Student participation can make the class
much more enjoyable for everyone. In addition, I believe that a lot of learning
can occur during office hours, and will give students class participation
credit for coming into my office with relevant questions or comments.
Overall, your class participation
grade will be based on your comments and questions during class, discussion of
assignments, class attendance, and patronage during office hours. I will reduce
your participation grade (sometimes significantly) should you be a class
disturbance (e.g., reading the newspaper in class, idle chatting and joking
during class, working on other things during class).
Although class attendance is
only one part of your participation grade, numerous absences will significantly
reduce your participation points:
*1-3
absences: No penalty
*4-5
absences: Slight grade penalty (-25 points)
*More
than 5 absences: Say “bye-bye” to
participation and attendance points (-50 points)
Be prepared! Be engaged! You
certainly don't want to hear only my voice nonstop every day for the next
fifteen weeks!
Education and learning are
not achieved through one-way communication; the process must be dyadic, so
please, be an active participant.
Grades
|
Overall Performance Evaluation |
Points |
|
Exam 1 |
100 |
|
Exam 2 |
150 |
|
Exam 3 |
150 |
|
Exam 4 |
200 |
|
Miscellaneous Assignments Marketing Report |
100 250 |
|
Participation and
Attendance |
50 |
|
Total: |
1000 |
Final course grades will be based on the following:
|
Grade |
|
Points |
|
Grade |
|
Points |
|
A |
4.0 |
925-1000 |
|
C |
2.0 |
725-764 |
|
A- |
3.7 |
895-925 |
|
C- |
1.7 |
695-724 |
|
B+ |
3.3 |
865-894 |
|
D+ |
1.3 |
665-694 |
|
B |
3.0 |
825-864 |
|
D |
1.0 |
625-664 |
|
B- |
2.7 |
795-824 |
|
F |
0.0 |
<625 |
|
C+ |
2.3 |
765-794 |
|
|
|
|
I will not curve unless I
feel it is necessary at the end of the semester.
*No extra credit will be
offered. You must do the best job you can the first time around.
Course
Material Competency Threshold
I have become concerned that
a student may have minimal to no knowledge about course material but “gets by”
in the course due to help from friends on homework or free-riding on the
performance of others during a group project. Therefore, I have implemented a
course content competency threshold grade based purely on your average exam
grades.
Your grade in a class
reflects a number of factors, but exam grades alone are the only pure indicator
of your individual degree of course material competency. If
a student’s average exam grade at the end of the semester is less than a 62.5%,
the student will receive a failing grade (F) in the class. My objective with this policy is an attempt to have
grades that accurately reflect a student’s knowledge of the course material.
This policy will only affect students that are consistently failing the exams.
Students that can’t, on average, get higher than a 62.5% on the exams have
clearly demonstrated a lack of being competent in the course material, have
failed to meet the minimum requirements of the course, and will therefore
receive an F in the class (see University Catalog 2003-2005, Definition of
Letter Grading Symbols, p. 154).
Student
Responsibilities
v Prior to class, please make
sure you have read the material from each assigned chapter - Be Prepared!
v Read and understand course
syllabus.
v You must have a
If you regularly use some other email account (e.g.,
hotmail, yahoo!, aol), please still create your Wildcat account, then just use
the forward option (www.csuchico.edu/stcp/email/forward.shtml)
to have all your mail forwarded to the account you normally use.
v Attendance is encouraged and will play a role
in your participation grade. If you miss class, please do not ask
me to give you notes or review the session.
It is your responsibility to get the information from a classmate.
v Academic Honesty: Cheating of any kind is an unacceptable
behavior and will not be tolerated. Do your own
work! Don’t cross the line from merely
helping someone understand something for the case report to just giving them
the work. Violators of the University's Codes on Academic Honesty will be
referred to the Office of Student Judicial Affairs for hearings, and will automatically
receive an "F" for the course if found guilty. See www.csuchico.edu/sjd/discipline/honesty.html
for examples of what behaviors are considered academic dishonesty.
v Professionalism:
·
I expect all work turned into me to follow basic rules of
professionalism. All work submitted to me needs to be typed (double-spaced) and
stapled. Make sure you follow instructions and proofread assignments. You
should treat work in this class as you would work for an employer. If your work
is sloppy and reflects a poor work ethic you will not get that nice big
end-of-the year bonus.
·
Arrive to class in a timely fashion and do not be disruptive during class
(e.g., no reading the newspaper during class, no chit-chat about plans for the
evening, etc.).
·
Do not “prepare” to leave class prior to the actual end of class.
·
No NEDs (noise emitting devices, e.g., cell phones, pagers). Please place
your NEDs either on vibrate or turn them off during class time.
Tentative
Course Schedule:. The key word above
is “tentative.” I will make every attempt to keep to the schedule, but it is
likely that it may change a bit. I reserve the right to make changes as the
course progresses.
|
Week |
Date |
Topic/Issues |
Text Chapter(s) |
|
1 |
TU 8/24 |
Introduction |
|
|
|
TH 8/26 |
Marketing: A Focus on the
Consumer |
1 |
|
2 |
TU 8/31 |
Marketing Strategy |
1,2 |
|
|
TH 9/2 |
Marketing Strategy |
1,2 |
|
3 |
TU 9/7 |
The Changing Marketing
Environment – Scanning the Environment |
3 |
|
|
TH 9/9 |
The Changing Marketing
Environment – Scanning the Environment |
3 |
|
4 |
TU 9/14 |
Collecting and Using
Marketing Information |
8 |
|
|
TH 9/16 |
Market Segmentation,
Targeting, and Positioning (STP) |
9 |
|
5 |
TU 9/21 |
Exam 1 (Likely chapters 1, 2, 3, 8, and any other
material from class) |
|
|
|
TH 9/23 |
Market Segmentation,
Targeting, and Positioning (STP) |
9 |
|
6 |
TU 9/28 |
Buyer Behavior |
5,6 |
|
|
TH 9/30 |
Buyer Behavior |
5,6 |
|
7 |
TU 10/5 |
Reaching Global Markets |
7 |
|
|
TH 10/7 |
Developing New Products and
Services |
10 |
|
8 |
TU 10/12 TH 10/14 |
Managing Products, Services and Brands Exam 2 (Likely chapters 5, 6, 7, 9, and any other
material from class) |
11 |
|
9 |
TU 10/19 TH 10/21 |
Pricing, Profits, and
Basics of Marketing Math Pricing, Profits, and
Basics of Marketing Math |
12 |
|
10 |
TU 10/26 TH 10/28 |
Channels and Supply Chains Retailing and Wholesaling |
13 14 |
|
11 |
TU 11/2 TH 11/4 |
Integrated Marketing
Communications and Direct Marketing Exam 3 (Likely chapters 10, 11, 12, 13, 14 and any
other material from class) |
15 |
|
12 |
TU 11/9 |
Advertising, Sales
Promotion, and Public Relations |
16 |
|
|
TH 11/11 |
Advertising, Sales
Promotion, and Public Relations |
16 |
|
13 |
TU 11/16 TH 11/18 |
Personal Selling and Sales
Management Interactive and Multi-channel
Marketing |
17 18 |
|
|
TU 11/23 TH 11/25 |
Gobble -
Gobble – Time for a break and feast. Happy
Thanksgiving. No classes. |
|
|
14 |
TU 11/30 |
Interactive and Multi-channel
Marketing |
18 |
|
|
TH 12/2 |
Ethics and Social
Responsibility of Marketing |
4 |
|
15 |
TU 12/7 TH 12/9 |
Ethics and Social
Responsibility of Marketing Course wrap-up Marketing Report Due |
4 |
|
|
Final Exam
|
Tuesday, 12/14, 12:00 – 1:50, this room. Exam 4 (Likely chapters 15, 16, 17, 18, 4
and any other material from class) |
|
The
Take pride in
yourself, your studies, exams, and the work you hand into me! Look at exams
as a challenge, not a burden. Take your studies seriously, stay motivated,
and always proofread assignments.
To ensure your writing is of the highest quality (great for students
whose first language is not English), I suggest you check out the