MKT 360-04
PRINCIPLES OF MARKETING
Spring 2008
(3 semester hours)
Instructor:
Glynn Mangold
dept.: Department
of Management & Marketing
office: Rm. BB 409E
telephone: 809-6198
e-mail: glynn.mangold@murraystate.edu
office hours:
Time & Location:
Course
Prerequisites: Junior
standing
Resources:
Kerin, Roger A., Steven W. Hartley, Eric N. Berkowitz, and William Rudelius, (2006), Marketing, 8th edition, Boston: McGraw-Hill /Irwin , ISBN: 0-07-282880-3
Catalog
Description:
An integrated study of the
interrelationship of marketing to the other primary functions of business
through an analytical survey of problems related to product planning, pricing,
promotion, channels of distribution, and legislation affecting marketing
activity encountered in distributing goods and services to markets. Emphasis is
on the role of the consumer.
Purpose of the Course:
The purpose of this class is to
provide students with a basic understanding of marketing concepts and tools and
to explore marketing's role in the organization.
Objectives:
After completing MKT 360, Principles of Marketing, students will:
· Possess a strong marketing vocabulary. (Assurance of Learning Goal 1)
· Be able to understand the following marketing concepts: (Assurance of Learning Goal 1)
o Segmentation, targeting, and positioning strategies
o Market research
o Developing, managing and promoting goods and services
o Buyer behavior
o Logistics and channels of distribution
· Have the ability to integrate the strategic concepts of product, price, place, and promotion. (Assurance of Learning Goal 1)
· Understand the ethical implications of marketing. (Assurance of Learning Goal 4)
· Recognize the importance of global factors in the marketing environment. (Assurance of Learning Goal 5)
Assurance of Learning
Bachelor of Arts in Business
(
Goal 1:
Fundamental Knowledge
Ø
Demonstrate a fundamental
knowledge of the core business disciplines.
Goal 2:
Problem-Solving and Decision-making
Ø
Demonstrate effective problem
solving and decision making skills in business
situations.
Goal 3:
Information Technology
Ø
Apply information technology
tools appropriately in the analysis of business problems.
Goal 4:
Ethical Issues
Ø
Perform a structured analysis of
ethical issues in business.
Goal 5: Global and Multicultural Dimensions
Ø Demonstrate knowledge of the global and multicultural dimensions of the
modern business environment.
Goal 6: Oral and Written Communication
Ø
Communicate effectively in oral
and written formats.
Goal 7:
Foreign Language
[Bachelor of Arts in Business Programs Only]
Ø
Understand, speak, read, and
write a second language at the intermediate level.
Grades: The course grade will be based on the following:
Exam 1 100 pts.
Exam 2 100 pts.
Exam 3 100 pts.
Exam 4 100 pts.
Total 400 pts.
Grading Scale
A = 90 - 100%
B = 80 - 89.9%
C = 70 - 79.9%
D = 60 - 69.9%
E = < 60%
Instructional Activities:
Classroom instruction will consist of lecture, in-class discussion, PowerPoint presentations, instructional videos, and four major exams.
Examinations:
A total of four examinations will be given during the semester. The exams may consist of multiple choice questions, essay questions, problems, or cases in any combination. The specific composition of a given examination will depend on the nature of the material to be covered and the learning objectives established for the course.
Attendance policy:
Students missing more than 8 classes will automatically lose a letter grade for the course. Anyone missing more than 12 classes will automatically fail the course. No exceptions!
Students coming to class more than ten minutes late or leaving class early will be counted absent for that day. Students coming to class after the roll has been called must accept the responsibility for letting the instructor know of their presence. The best time to do this is normally at the end of the class meeting.
Make-up tests:
All make-up tests will be given during the final exam period along with the final exam. No exceptions!
Extra work:
Students will not be allowed to
perform additional work (beyond the course requirements) for the purpose of
improving grades.
Classroom Behavior:
Behavior that is disruptive to the
classroom experience will not be permitted. For example, students will
not be allowed to disrupt the lecture by talking among themselves while the
teacher is speaking.
Appeals and Grievance Procedure:
The appeals and grievance procedure
for the
·
CBPA Link:
http://www.murraystate.edu/cbpa/PDF/Appeals.pdf
·
MSU Link: http://www.murraystate.edu/registrar/acad-appeals.htm
Code of Ethics:
The code of ethics for the
Academicy
Honesty Policy:
The academic honesty policy for the
Strategic Plan:
The strategic plan for the
Special Assistance:
Students requiring special
assistance due to a disability should inform the instructor as soon as
possible.
Observance of religious holidays:
All religious holidays will be respected to the greatest extent possible. If class assignment due dates, tests, or other requirements of this class conflict with your observation of a religious holiday, you must notify the instructor a minimum of two weeks in advance so that alternate plans/arrangements may be made. Such advance arrangements will insure that you are afforded equal opportunity and treatment with your fellow students.
Changes in the syllabus:
The class requirements, allocation of points, class schedule, or other aspects of the syllabus are subject to change as dictated by the needs of the specific class and any unforeseen circumstances that may arise.
Statement of Affirmative Action and Equal Opportunity:
Day/Date Classroom Activity
T Jan 15 Chapt 1 -- Creating Customer Relationships And Value Through
Marketing
Th Jan 17 Chapt 3 -- Scanning The Marketing Environment
T Jan 22 Chapt 3 -- Scanning The Marketing Environment
Th Jan 24 Chapt 4 -- Ethics And Social Responsibility In Marketing
T Jan 29 Chapt 9 -- Identifying Market Segments And Targets
Th Jan 31 Chapt 9 -- Identifying Market Segments And Targets (cont’d)
T Feb 5 Exam 1 -- Chapts 1,3,4, & 9 (100 pts.)
Th Feb 7 Chapt 5 -- Consumer Behavior
T Feb 12 Chapt 5 -- Consumer Behavior
Th Feb 14 Chapt 6 -- Organizational Markets And Buyer Behavior
T Feb 19 Chapt 7 -- Reaching Global Markets
Th Feb 21 Chapt 8 -- Marketing Research: From Information To Action
T Feb 26 Chapt 8 -- Marketing Research: From Information To Action (cont’d)
Th Feb 28 Chapt 10 -- Developing New Products And Services
T Mar 4 Exam 2 -- Chapts 5,6,7,8 & 10 (100 pts.)
Th Mar 6 Chapt 11 -- Managing Products And Brands
T Mar 11 Chapt 11 -- Managing Products And Brands (cont’d)
Th Mar 13 Chapt 12 -- Managing Services
SPRING BREAK
T Mar 25 Chapt 14 -- Arriving At The Final Price
Th Mar 27 Chapt 14 -- Arriving At The Final Price (cont’d)
T Apr 1 Chapt 15 -- Managing Marketing Channels And Wholesaling
Th Apr 3 Exam 3 -- Chapts 11, 12, 14, 15 (100 pts.)
T Apr 8 Chapt 17 – Retailing
Th Apr 10 Chapt 17 – Retailing (cont’d)
T Apr 15 Chapt 18 -- Integrated Marketing Communications And Direct Marketing
Th Apr 17 Chapt 18 -- Integrated Marketing Communications And Direct Marketing (cont’d)
T Apr 22 Chapt 19 -- Advertising, Sales Promotion, And Public Relations
Th Apr 24 Chapt 19 -- Advertising, Sales Promotion, And Public Relations (cont’d)
T Apr 29 Chapt 20 -- Personal Selling And Sales Management
Th May 1 Chapt 20 -- Personal Selling And Sales Management (cont’d)
Final Exam
The final exam will cover Chapters 17, 18, 19, & 20 (100 pts.)