SYLLABUS – PRINCIPLES OF MARKETING COURSE NO.: BUA 2209 SECTION: 01 - Monday, Wednesday, Friday—9:10 -10:10 a.m. 02 - Monday, Wednesday, Friday⎯11:30 - 12:30 p.m. INSTRUCTOR: Joe Carter Ofc. Phone No. 857-2459; Lewis Recitation, Suite 115 On campus e-mail - [email protected] Office Hours: Monday, Wednesday, Friday 10:20 - 11:20 a.m. and Monday and Wednesday 1 - 2:30 p.m., or by appointment (Please call extension 2459 and leave a message including your name, phone number, and best time to meet.) CLASS DESCRIPTION: This course is an introduction to the marketing function. The focus will be primarily on "for profit" firms and their approaches to the marketing discipline. This class will test for the student's mastery of fundamental marketing concepts, principles, and definitions. Supplementing the required text and lecture contents will be several case studies. REQUIRED TEXT: Principles of Marketing, Philip Kotler & Gary Armstrong, 12th ed., Prentice Hall COURSE REQUIREMENTS AND GRADING: There are two exams, a mid-term and a final (100 points each, minimum). Additional course requirements include: 1. Classroom attendance and participation 2. Performance on periodic quizzes (20-30 points each) 3. Research project and oral presentation—an analysis of the "marketing-mix" of a selected product or service (See Exhibit 1) 100 points total All tests and quizzes will utilize a combination of multiple choice, true-false and short answer essay questions. ___________________________________ Rules of Engagement (ROE): "Make the mind command the body⎯never let the body command the mind." ⎯George S. Patton, Jr. Classroom attendance and participation are course requirements. Case study discussions and guest speakers are essential parts of this course which require your presence. Absence will adversely affect your final grade…. ROE Specifics 1. You are expected to be in class, on time, prepared to discuss the material assigned on the syllabus. 2. Foodstuffs should be consumed prior to or after class. (Please notify the instructor about special medical conditions which merit an exception.) 3. Leaving during a class session should occur only for emergencies. Checking one's e-mail is not a valid emergency. (Please notify the instructor about special medical conditions which merit an exception.) 4. Common courtesy dictates only one conversation at a time. Priority is given to the conversation initiated by the instructor or guest speaker. Get your money's worth! The average cost per class session is $84.50. Attend, participate, learn and grow! Challenge yourself⎯even on Friday mornings. We will learn a great deal from each other.2 CLASS SCHEDULE SPRING 2008 SESSION SUBJECT(S) ASSIGNMENTS Jan. 28 Course overview & expectations Review of Syllabus Marketing Defined 30 Marketing Management Kotler, pp. 2 – 33: Chapter 1 Feb. 1 Marketing Strategy Kotler, pp. 34 – 61: Chapter 2 4 Marketing Strategy cont’d ↓ 6 The Marketing Environment Kotler, pp. 62 – 93: Chapter 3 8 Marketing Information Kotler, pp. 94 – 127: Chapter 4 Marketing Mix Topic Due 11 ↓ ↓ 13 Consumer Marketing Kotler, pp. 128 – 157: Chapter 5 15 Consumer Marketing cont’d ↓ 18 Consumer Marketing cont’d ↓ 20 Business Markets Kotler, pp. 158 – 181: Chapter 6 22 Business Markets cont’d ↓ 25 Quiz Chapters 1 - 6 27 Market Segmentation Kotler, pp. 182 – 215: Chapter 7 29 Segmentation cont'd ↓ Mar. 3 Product & Services Strategy Kotler, pp. 216 – 249: Chapter 8 5 New Product Development Kotler, pp. 250 – 281: Chapter 9 7 ↓ ↓ 10 Review Day Kotler, Chapters 1 through 9 12 Mid Term Exam, Part One ↓ 14 Mid Term Exam, Part Two ↓3 SESSION SUBJECT(S) ASSIGNMENTS 24 No class—complete research for marketing mix presentations 26 How to Price Products Kotler, pp. 282 – 331: Chapters 10, 11 28 ↓ ↓ 31 ↓ ↓ April 2 Marketing Channels Kotler, pp. 332 – 363: Chapter 12 4 ↓ ↓ 7 Retailing and Wholesaling Kotler, pp. 363 – 395: Chapter 13 9 Quiz Chapters 10, 11, 12, 13 11 Marketing Communications and Advertising Kotler, pp. 396 – 449: Chapter 14, 15 14 ↓ ↓ 16 Sales Promotion and Public Relations ↓ 18 ↓ ↓ 21 Personal Selling and Sales Management Kotler, pp. 450 – 477: Chapter 16 23 ↓ ↓ 25 Competetive Strategies Kotler, pp. 514 – 539: Chapter 18 28 ↓ ↓ 30 The Global Marketplace Kotler, pp. 540 – 567 : Chapter 19 May 2 ↓ cont’d ↓ 5 Marketing Mix Presentations 7 Marketing Mix Presentations 9 Marketing in the Digital Age Kotler, pp. 478 – 513: Chapter 17 Kotler, pp. 568 – 599: Chapter 20 Week of May 12 Final Exam4 Exhibit 1 Required Research Project Principles of Marketing Students, in a team of two, are to select a product or service and to present an analysis of its "marketing mix." The Marketing Mix includes: (1) a description of the product or service, with emphasis on what customer needs or wants are addressed. (2) a distribution strategy—the places where this product or service can be attained. (3) a pricing strategy—a determination of the product or service's value. (4) a promotions strategy—how the product or service is packaged; how it is advertised and sold? The analysis should also include an assessment of the selected product or service's position—i.e., the place the product or service occupies relative to its competitors. The analysis should include a written 10 page report and a 10 minute oral presentation summary. Each team must submit the product or service to be analyzed by Friday, February 8. Oral presentation dates can be selected by signing up on Exhibit II. (Assignments are on a "first-come" basis.)5 Exhibit II Marketing Class Presentations NAME PRODUCT/SERVICE DATE* _____________________________________________________________ March 28 _____________________________________________________________ March 28 _____________________________________________________________ April 4 _____________________________________________________________ April 4 _____________________________________________________________ April 11 _____________________________________________________________ April 11 _____________________________________________________________ April 18 _____________________________________________________________