Professor  Dr. Terence L. Holmes Phone  762-4108, e-mail  terry.holmes@murraystate.edu

Office Hours  Tuesday and Thursday, 8:15 to 9:15 am & 3:20 to 4:20 pm,

                       Wednesday, 8:15 to 10:45 am, 1:30 to 2:30 pm, 

                        Friday 8:15-10:45 am, (if none of these work, we can make an appointment)

Prerequisite  Junior standing.

Required Text  Kerin et al., Marketing (7th ed.), Irwin McGraw-Hill, 2003.

Course Description
This course provides an introduction to the vocabulary, theories, and practices of the business functional
area of marketing.  Concepts include segmentation, target marketing, and positioning.  The course emphasizes
developing and implementing marketing strategies and deciding appropriate product distribution, price, and
promotion strategies for identified target markets.  The course is web-enhanced, with both instructor- and
publisher-supplied web resources.  The publisher website is www.mhhe.com/kerin and the instructor website
is http://campus.murraystate.edu/academic/faculty/Terry.Holmes/  (That looks like a lot of typing, but you can
get there in three clicks from Racernet.)  More information on how we’ll use these websites will be provided
during the semester.

Learning Objectives
The objectives of this course are for you to:
1. Learn and apply marketing terms and vocabulary.
2. Learn and explain the role of marketing in an organization, the philosophy of the marketing concept,
    the marketing mix, and how ethical and environmental factors affect marketing decisions.
3. Learn and explain how marketing theories and principles apply to non-profit entities such as governments,
    churches, & colleges.
4. Learn and explain how marketers use forecasting, consumer behavior theories, and marketing research
    to analyze consumer and business market opportunities.
5. Define and explain market segmentation, target markets, positioning, and competitive strategies for domestic
    and global markets.
6. Learn and describe basic concepts of product management and strategy and the product life cycle theory.
7. Describe and explain distribution strategies, including retailing and wholesaling firms and practices, and
    logistics/physical distribution management practices and strategy.
8. Describe and explain contemporary promotion strategy and practice, including communication, advertising,
    personal selling, sales management, and sales promotion.
9. Describe and explain basic price theory and how marketers develop and apply pricing strategies and tactics.

Grading
Grades are determined by total points as follows:
Exam 1         100
Exam 2         100   A = 627 or more points (89.5%)
Exam 3         100   B = 557-626
Final Exam    100   C = 487-556
Assignments  100   D = 471-486
Classroom              F = fewer than 471 points
Exercises      100
Participation  100
                    -----
 Total           700 points

Examinations
Four exams will be given during the semester.  They will assess your understanding of text and class
material and your ability to apply this knowledge and information to marketing problems and situations.
The exams will be multiple-choice, with some short essay and problem questions possible.  The final exam
will not be cumulative, but Principles of Marketing is a "building-block" class where topics are interrelated.
Therefore, you may be required to draw on material from one topic to answer questions about another.

MAKE-UP EXAMS:  Make-up exams will be given ONLY if you have a university approved excuse.  It is your responsibility to make arrangements with the instructor for make-up exams.  If possible, notify the instructor BEFORE the exam period.  Make-up exam format is at the discretion of the instructor.

Assignments/Participation
These draw on the MSU Graduate Characteristics (http://www.murraystate.edu/scholarships/msugrad.htm).  

They are developmental and often interactive.  Activities will consist of lecture (minimal), class discussion, and class exercises.  Videotape vignettes will form a part of the classroom experience.  You will complete short analysis and writing assignments pertaining to some or all of the following:  chapter discussion questions, video cases, group exercises, and Internet site visits.  This portion of the overall grade will be based on such in-class activities.  Thus, you should attend class regularly, prepared to discuss assigned material and participate in assigned activities.  Missing class will result in the following:  Four classes missed, one letter grade; Six classes missed, two letter grades.  In-class performance of all activities and discussion of the attendant issues and information raised by these activities represents an integral part of the learning process.  Disruptive behavior will result in a lower participation grade.  It is essential that you read and be prepared to discuss any such material prior to class.  In-class exercises are often the basis for exam material.

Academic Honesty Policy
You are expected to follow the standards of academic honesty stated in the undergraduate bulletin.

Special Assistance
Please inform the instructor early in the semester of any special needs related to disability.

Aug  24   Introduction:  syllabus, teaching philosophy, importance of Marketing

              as a field of study, Overview of Marketing

       26   Chapter 1, Customer Relationships and Value, Diagram of Marketing Concept

Aug  31   Chapter 2, Marketing Strategy <--> Corporate Strategy, Marketing Plan

Sep   2   Chapter 3, Environment

Sep   7   Chapter 4, Marketers' Social Responsibilities

        9   Chapter 5, Consumer Behavior

Sep  14  Consumer Behavior, continued, Exam 1 Review

       16  Exam 1 (Chapters 1-5 and any supplemental material)

Sep  21  Chapter 6, Organizational Markets

       23  Chapter 7, Global Markets

Sep  28   Global Markets, continued

       30   Chapter 8, Marketing Info --> Action

Oct  5   Chapter 9, Market Segmentation & Target Marketing

       7   Market Segmentation, continued,

Oct  12  Chapter 10, New Product Development, Exam 2 Review

       14  NPD continued

Oct  19  Exam 2 (Chapters 6-10 and any supplemental material)

       21  Chapter 11, Product & Brand Management

Oct  26  Chapter 12, Managing Services

       28  Chapter 13 Pricing Basics

Nov  2  Presidential Election - No Class

       4    Chapter 14, Pricing Strategies & Tactics

Nov  9  Chapter 15, Marketing Channels

      11  Marketing Channels, continued, Exam 3 Review

Nov  16  Chapter 16, Supply Chain & Logistics Management

       18  Exam 3 (Chapters 11-16 and any supplemental material)

Nov  23  Chapter 17, Retailing

       25  Thanksgiving Holiday

Nov  30  Chapter 18, Integrated Marketing Communications & Direct Marketing

Dec  2  Chapter 19, Promotion Mix, Chapter 20, Personal Selling

Dec   7  Chapter 21, Interactive & Multichannel Marketing

        9  Chapter 22, The Strategic Marketing Process, Course Wrap-Up, 

             Final Exam Review

Final Exam  For MKT 360-05, the 11:00-12:15 class, Monday, Dec 13, 10:30 a.m.

                     For MKT 360-04, the 9:30-10:45 class, Wednesday, Dec 15, 8:00 a.m. 

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