SYLLABUS Summer– 2015 S415 COURSE TITLE: TIME: INSTRUCTOR: CLASS MEETS:. OFFICE HOURS: TEXT:

MOUNT ST. JOSEPH UNIVERSITY SCHOOL OF BUSINESS MKT 300-E1 Principles of Marketing, 3 credit hours Mondays & Wednesdays 6:30 pm-9:20pm from 7/6-8/14 Vivian Schenck, Mobile: (513) 325-6214; Fax: (513) 244-4270 [email protected] Mondays, CL 111, Seton Hall, Wednesdays, PC Lab 2, Seton Hall By appointment for office hours and location Marketing, The Core, 6th edition, by Kerin & Hartley McGraw-Hill ISBN 978-0-07-772903-5

COURSE DESCRIPTION: This course explores the marketing concept of customer orientation focusing on product development, pricing, distribution, promotion, and achievement of organizational objectives. COURSE OBJECTIVES: 1. To familiarize the undergraduate student with the core principles of marketing and marketing strategy. 2. To train students to think about marketing problems from the perspective of the managers responsible for solving the problems. 3. To help the student understand marketing’s role in the advertising plan, along with integrated brand promotion managerial issues. 4. Students should be able to plan, evaluate and develop an effective strategic marketing plan using the core principles learned in class to demonstrate knowledge of competitive analysis, marketing targeting, positioning strategy, promotion mix and implementation. PURPOSE STATEMENTS: The American Marketing Associations defines marketing as “the activity for creating, communicating, delivering and exchanging offerings that benefit the organization, its stakeholders and society at large.” Kerin & Hartley, Marketing The Core, 6/e, McGraw-Hill, 2016, (6). Marketing strives to help provide products and services to enable people to meet their needs. In order to achieve its goals the marketing department interacts with environmental forces (social, economic, technological, competitive, and regulatory), people, and many groups and organizations. Marketing uses research and trend analysis to develop hypothesis that explain and predict consumers’ responses to products and services. Students will study the principles that lead to sound marketing decisions. By the conclusion of this course students will achieve the following outcomes and be assessed through the following methods. Course Learning Outcome 1. Describe marketing’s role in the firm and how the marketing function provides value in customers.

Assessment Tests

Core Learning Outcomes Communication/critical thinking

2. Explain how marketing strategies respond to the internal and external business environments and respond to customer needs and wants.

Exercises and cases

Critical thinking

3. Compare and contrast the impact of social, situational, and individual influences on consumers’ decision processes.

Exercises and cases

Sociocultural relationships

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4. Describe the characteristics of business-to-business and organizational markets.

Tests

Critical thinking

Course Learning Outcome 5. Compare pricing strategies and tactics based upon competitors, knowledge of consumers, and requirements of the firm.

Assessment Exercises and cases

Core Learning Outcomes Critical thinking Communication

6. Evaluate communication plans that reflect the firm’s market strategy, promote the brand, and provide a cohesive message to a customer.

Exercises and cases

Critical thinking

7. Compare the value created by the supply chain and the differing members of the channel of distribution.

Tests

Critical thinking

Grading 6 Tests worth 100 pts. each 5 written assignments @20 each Total

600 100 700

A = 630-700 pts.; B = 560-629 pts.; C = 490-559 pts.; D = 420-489 pts.; F = 419 and below. Teaching methodology Homework assignments The five written assignments give you the opportunity to use the information provided in the chapters. We will use these assignments in class so you need to bring them with you and have them ready at the beginning of class. If you attend class, late assignments will not be accepted. If you are absent the day an assignment is due, you may send it to me through Blackboard so that it is submitted the day that it is due. Late assignments will lose two points for each day that they are late. ATTENDANCE AND PARTICIPATION: Students are expected to attend every class, thoroughly read the material prior to class and participate extensively in all discussions. Since the exchange of ideas is important to our success as a class, we depend upon each other to come to class prepared and willing to share viewpoints. I understand that a circumstance may require missing a class, however, that circumstance needs to be beyond your control. If a student misses one class, the student cannot earn an A for the course. If two class sessions are missed the student it may not be possible for the student to pass the course. If a student misses a test, the make-up test will consist of questions randomly generated from the author’s test bank. The make-up questions are more difficult than those given at the prescribed times. The student needs to make arrangements with me to make-up the test. I expect that your behavior and participation will contribute to the learning environment of the class. If I need to counsel you on your behavior or participation, our first discussion will be instructive. If I need to call the situation to your attention a second time you will lose 10% of your grade for each infraction.

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Some students are naturally shy. These students are also expected to contribute to our class session. I suggest that you prepare before class the point you want to contribute. Raise your hand so that I hear your idea at the beginning of class. Ask questions during class; relate the material in class to life situations you have experienced. The class, as any organization, needs the ideas of all its members. Your appearance needs to reflect positively on you. From a marketing perspective your appearance and behaviors offer a visual package and you want people to accept and support your viewpoints. You want to market yourself professionally and this class offers an opportunity to practice those behaviors. COMMUNICATION WITH INSTRUCTOR: All communication with the Instructor should be through MyMount email at [email protected]. Students should feel free to call or text message the Instructor for questions at (513) 325-6214. If an emergency situation occurs, a message can be left with Robin Campbell, School of Business, Administrative Assistant (513) 244-4918.  Do not use Blackboard Course email for any reason. ACADEMIC INTEGRITY: When we use the information and language of others to enrich our reflection and research papers we must: -tell the reader when we are quoting and indicate the source (person, book, article, etc.) of the quotation, -tell the reader when we are paraphrasing and indicate the source (person, book, article, etc.) of that information. Quoting or paraphrasing the information and/or language of a source without naming the source is plagiarism. Plagiarism is unacceptable in an academic institution and is subject to penalty. Please consult the College Catalog and the Student Handbook for additional information and policies regarding academic honesty. The use of three or more words in a row taken from a publication or printed source must be enclosed in quotation marks and properly cited. The use of another author’s ideas must be referenced. Students who use others’ ideas and work without properly referencing the source are cheating. Any student who is found to have cheated will earn a grade of F for the course. The student must take the responsibility for knowing the accepted academic requirements for quoting and paraphrasing others’ words and ideas. The excuse of “I didn’t know that was cheating or plagiarism” will not be accepted. INFORMATION LINKS TO UNIVERSITY ACADEMIC POLICIES Undergraduate learning outcomes  http://registrar.msj.edu/undergraduate-catalog/academic-information/learning-outcomesperformance-indicators/ Drop dates for current semester:  http://mymount.msj.edu/ICS/MSJAcademics/Catalogs.jnz?portlet=Semester Policies Academic honesty Undergraduate:  http://registrar.msj.edu/undergraduate-catalog/rights-policies/academic-policies/academichonesty/ Academic honesty Graduate:  http://registrar.msj.edu/graduate-catalog/rights-policies1/academic-policies1/academic-honesty1/ Incompletes Undergraduate:  http://registrar.msj.edu/undergraduate-catalog/rights-policies/academic-policies/incompletegrades/ Incompletes Graduate:  http://registrar.msj.edu/graduate-catalog/rights-policies1/academic-policies1/incomplete-grades1/

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DISABILITY POLICY: In compliance with Section 504 of the Rehabilitation Act of 1973, the College of Mount St. Joseph provides academic adjustments and auxiliary aids for students with physical or mental impairments that substantially limit or restrict one or more major life activities such as walking, seeing, hearing, or learning. Students with disabilities should contact Meghann Littrell, the Director of Learning Center & Disability Services, to present documentation and develop individualized accommodation plans (244-4524, [email protected], Learning Center, Room 156 Seton). Students who have already registered with MSJ Disability Services are encouraged to discuss their accommodations with their course faculty at the beginning of each semester. Additional information can be found at http://www.msj.edu/academics/disability-services/.

DISCLAIMER The Instructor reserves the right to make changes in the syllabus and make additional assignments as deemed necessary.

CLASS SCHEDULE PREASSIGNMENT FOR CLASS ON 7/6 Week1 Monday 7/6 Use the study guides on Blackboard to help you. Log on to Blackboard for this course. Click on Content to access PowerPoint slides and study guides. NOTE: The Video Cases, Quick Links and In-Class Activities for Week 1, Week 2, Week 3, Week 4, Week 5 and Week 6 cannot be accessed by students. They will be viewed and discussed in class to help illustrate the principles and practices used by global brands. The author’s intent is to provide students with current and relevant marketing video cases to help bring them to life as students read the text. Read Ch. 1 Creating Customer Relationships and Value through Marketing Video Case VC1: Chobani: Making Greek Yogurt a Household Name Quick Link QL 1-1: Chobani Ad In-Class Activity ICA 1-1: Designing a Candy Bar Read Ch. 2 Developing Successful Marketing and Organizational Strategies Video Case VC 2: IBM: Using Strategy to Build a “Smarter Planet” Quick Link QL 2-5: IBM Video Case In-Class Activity ICA 2-2: Marketing Yourself

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CLASS SCHEDULE (CONTINUED) Week 1 Class on 7/8 see PREASSIGNMENT 7/6 above Wednesday 7/8 Read Ch. 3 Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility Type your response to Applying Marketing Knowledge #1 on pg. 80 using a ½ to one page double-spaced paper. Due: 7/8 before class. Post on Blackboard for grade. (20 pts.) Test on Ch. 1-3 (100 pts.) Week 2 Monday - 7/13 Read Ch. 4 Understanding Consumer Behavior Video Case VC4: Groupon: Helping Consumers with Purchase Decisions Quick Link QL 4-4: Groupon Video Case In-Class Activity ICA 4-1: Buying Process for Starbucks VIA Ready Brew Instant Coffee Read Ch. 5 Understanding Organizations as Customers Type your response in a two-page paper to #1 in Applying Marketing Knowledge on pg. 130. Due: 7/13 before class. Post on Blackboard for grade. (20 pts.) Wednesday 7/15 Read Ch. 6 Understanding and Reaching Global Consumers and Markets Video Case VC6: Mary Kay: Building Better Bikes through Organizational Buying Quick Link QL 6-5: Mary Kay Video Case In-Class Activity ICA 6-1: Introducing Carmex Healing Cream to European Markets Test on Ch. 4-6 (100 pts.) Week 3 Monday – 7/20 Read Ch. 7 Marketing Research: From Customer Insights to Actions Video Case VC7: Carmex Leveraging Facebook for Marketing Research Quick Link QL 7-4: Carmex Video Case In-Class Activity ICA 7-4: Pepsi vs. Coke Taste Test Read Ch. 8 Market Segmentation, Targeting, and Positioning Read Video case 8 Prince Sports, Inc.: Tennis Racquets for Every Segment on pg. 208-210 and in questions 1 and 2, write your response using a ½ page double spaced paper. Due: 7/20 before class. Post on Blackboard for grade. (20 points) Wednesday – 7/22 Read Ch. 9 Developing New Products and Services Video Case VC9: X-1 Breaking the Barriers of Sound with New-Product Development Quick Link QL 8-4: X-1 Video Case In-Class Activity ICA 9-2: What Were They Thinking? Analyzing New-Product Disasters Test on Ch. 7-9 (100 pts.)

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Week 4 Monday – 7/27 Read Ch. 10 Managing Successful Products, Services, and Brands Video Case VC10: P&G’s Secret Deodorant: Finding Inspiration to Perspiration Quick Link QL 10-4: P&G’s Secret Deodorant Video Case In-Class Activity ICA 10-1: Using Brainstorming and N/3 Techniques for Breathe Right Nasal Strips Read Ch. 11 Pricing Products and Services Video Case VC11: Carmex Setting the Price of the Number One Lip Balm Quick Link QL 11-3: CarMax Ad In-Class Activity ICA 11-2 Extra Value Meal Bundle Pricing at McDonald’s: Wednesday – 7/29 Read Ch. 12 Managing Marketing Channels and Supply Chains Video Case VC12: Amazon: Delivering the Earth’s Biggest Selection! Quick Link QL 12-4: Amazon Video Case In-Class Activity ICA 12-1: Marketing Channels for Apple Test on Ch. 10-12 (100 pts.) Week 5 Monday – 8/3 Read Ch. 13 Retailing and Wholesaling. In a two-page typed paper answer the questions on pg. 346 at the conclusion of Video Case 13 Mall of America: Shopping and a Whole Lot More. Due: 8/3 before class. Post on Blackboard for grade. (20 pts) Read Ch. 14 Integrated Marketing Communications and Direct Marketing Video Case VC14: Taco Bell: Using IMC to Help Customers Live Mas! Quick Link QL 14-7: Taco Bell Video Case In-Class Activity ICA 14-1: An IMC for Lays STAX Wednesday – 8/5 Read Ch. 15 Advertising Sales Promotion and Public Relations Video Case VC15: Google, Inc.: The Right Ads at the Right Time Quick Link QL 15-3: Google Video Case In-Class Activity ICA 15-1: What Makes a Memorable TV Commercial Test on Ch. 13-15 (100 pts.) Week 6 Monday – 8/10 Read Ch. 16 Using Social Media to Connect with Consumers Read Video case 16 Stuff DOT Inc.: Rewarding Users for Actively Shopping and Sharing! on pg. 424-426 and in a ½ to one-page typed paper answer the questions at the conclusion of the case (page 426). Due: 8/10 before class. Post on Blackboard for grade. (20 points) Ch. 17 Personal Selling and Sales Management Video Case VC17: Xerox Building Customer Relationships through Personal Selling Quick Link QL 17-2: Xerox Video Case In-Class Activity ICA 17-1: Student’s Perception of Selling

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Wednesday 8/12 Ch. 18 Implementing Interactive Marketing and Multichannel Marketing Video Case VC18: Pizza Hut an IMC’s: Becoming a Multichannel Marketer Quick Link QL 18-4: Pizza Hut Video Case In-Class Activity ICA 18-1: Buying an Automobile: Marketplace vs Marketspace Test on Ch. 16-18 (100 pts.) Last Class Summer-2015 S415

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