SYLLABUS
BUS 116 – Principles of Marketing
Instructor: _Sharon Resch, PhD__________ Office: K Office Suite
Phone: 618-634-3248 (W); 618-827-4463 (H) E-mail: sharonr@shawneecc.edu
jsr@midwest.net Home
Lead Instructor: Sharon Resch, Ph.D Office:
Same as above
Phone: 1-800-481-2242 ext. 3248 E-mail: Same as
above
Specific Course Description:
An introduction to the marketing structure
as it exists and functions. Emphasis is
placed upon the manager’s and consumer’s influence in marketing functions. The
product, packaging and branding, industrial and consumer products, product
planning and development are also discussed.
Prerequisite:
None
Credit Hours:
3 Hours
Textbooks and Class Materials:
Etzel, Michael J.; Walker, Bruce J.; Stanton, William J. Marketing, 13th edition. McGraw-Hill-Irwin Publishers, 2004.
Course Objectives:
After completing BUS 116, Principles of
Marketing, the student will be able to:
1. identify the components of a company’s
marketing program.
2. list ten ways in which marketing affects our lives.
3. illustrate by example how external
environmental forces and factors can influence firm’s marketing.
4. give five challenges a firm would have if
marketing to a foreign/international customer base/business.
5. describe four consumer demographic changes
currently taking place or being predicted for the near future.
6. list the seven categories of business
buyers.
7. describe, in steps, the appropriate way to
conduct a marketing research project.
8. list the stages in the new product
development process.
9. define the four major product-mix
strategies.
10. list five key factors influencing price.
11. discuss three trends in retailing.
12. compare the five subsystems within physical
distribution.
13. identify five challenges in staffing,
operating, and evaluating a sales force.
14. give three characteristics of each of the
major types of mass communication tools.
15. list the steps comprising the evaluation
process in marketing.
Instructional Mode:
The following
methods are using for student-based learning
in this course:
1.
case
analysis
2.
on-line
quizzes
3.
Internet
exercises
4.
article
summaries
5.
true/false;
multiple choice; short answer testing
6.
research
paper
Student
Expectations:
It is expected that
the student is serious about the learning opportunity and will apply
himself/herself to complete the requirements for the course.
Student
Evaluation:
The following components will make up the
student’s grade:
Unit Tests—700 Points
Cases—140 Points
On-Line quizzes —220 Points
Final—100 Points
Discussion Board—70 Points
Chat—50 Points
Internet Applications—100 Points
Other—your choice—60 Points
Marketing Journal—160 Points
Total 1600 Points Available
Unit Tests—700 Points: There will be seven unit tests, each one
worth 100 points. The breakdown will be
chapters 1-3; 4-7; 8-11; 12-13; 14-16;
17-19; 20-22. These tests will be
posted to your web-ct e-mail account; they will be open book. They will be true/false, multiple choice, and
short answer.
Cases—140 Points: There will be seven of these. They are found after the last chapter of the
particular unit. Your first case will be
after chapter 3. You will answer the
questions listed with the case. You
should have about ½ to ¾’s of a page; you will send that back to me either
through web-ct e-mail or through the SCC e-mail. Each one worth 20 points.
On-Line Quizzes —220 Points: Use the URL – www.mhhe.com/etzel04 for your on-line quizzes. Enter that URL and you will have access to
student resources for the course, which will include on-line quizzes and more. For each chapter you will do the quiz. Choose Student Edition – select a chapter and
then select the multiple choice quiz.
You will send
results back to me at sharonr@shawneecc.edu - You get 10 points per chapter – the number
of questions per chapter varies – may be 15 questions – if you get 15 correct,
you will be get 10 points; if you get 14 out of 15 correct, then you may
have 9.5 points; if you get 13 out of
15, you may get 8 points, etc.
Final—100 Points: For the final exam, you will choose a good
advertisement and a poor advertisement; describe each of the advertisements and
give five characteristics which makes it good and five characteristics which
makes it bad. Should have about one-half
to three-fourths of a page.
Discussion Board—70 Points: For each unit, I will post a question on the
Discussion Board. You will respond/post to that question. You will have one for each unit – each one
worth 10 points. Actually I would like
you to respond to another person’s posting – I would like for it to be a
threaded conversation – meaning I post question – someone responds, then
someone responds to that comment, then someone to previous comments, etc. In order to get your full 10 points, I would
like your posting to be part of the conversation.
Chat—50 Points: I will have a listing of available chat
times. This is used primarily if you
have questions about something. I would
like for you to log on five times during the semester – each time is worth 10
points. If you cannot make the chat
times, then do a discussion question from the text—be sure to identify chapter
and question number and that it is in lieu of a chat.
Internet Applications—100 Points: You will access ten websites of
businesses. Each application is worth 10
points. You will be looking for the following
specific things:
- attractiveness or layout of site – use of color,
etc.
- ease of use/navigation
- group the site/products are targeted –
what/how to they target specific groups?
- Product mix – what is the main
product/service and what are the accompanying products/services?
- Ease of shopping on line – customer
support?
You will write a half page to full page
paper on the site answering the following items.
In order to get the full ten points – you must cover the five items
above – each item will be worth ten points.
You must identify the site – give me the url you went to – name of company.
Other—your choice—60 Points: You can do any of the following items to earn
these points. You have to accumulate 60 points – can do a
combination of any of the following.
1. one-half
page summary of an article which deals with some aspect of marketing worth 10 points
2. Make
a find-a-word puzzle dealing with one chapter – must have 25 terms in it worth 25 points
3. Make
a crossword puzzle dealing with a unit – must have 25 terms (across/down) in
it. worth 50 points
4. research
a company – do a three-page paper on that particular company worth 50 points
5. develop a game which is based on some aspect of marketing worth 60 points
You can make more than one of any of
these. Or you tell me something you
would like to do and we’ll decide on a point value for that project.
Marketing Journal—160 points: This is something you will turn in at the end
of the semester – December 13. Starting
with the week of August 16, you will do one entry for that week. Tell me about something that you heard that
relates to the business community/economy.
Then at the end of the semester, you will have 16 entries. Kind of interesting to go back and see what
has happened,
especially to the local community economy during the course of
three or four months.
Example:
Week of August 16: McDonald’s
now takes credit cards. Even though they
have the expense of putting the machines in and the time it will take to process
the credit transaction, it will give them additional business. The old rule was that you never used credit
cards for consumables (food) – however, in today’s world, people will pull out
a credit card
for a couple dollar transaction.
Probably a good move on McDonald’s part – will be a bad move on the part
of the people who pay this way.
Just keep a journal of these types of
comments – send me the entire journal –16 entries – need it by December 13.
Point Breakdown:
The following point breakdown is used for
determining the grade:
1440 to 1600 Points = A
1280 to 1439 Points = B
1120 to 1279 Points = C
960 to 1119 Points = D
Below 960 Points = F
Office Hours:
Office hours will be
posted on the bulletin board outside the instructor’s office. Other times are possible by scheduling
individual appointments at mutually convenient hours. Students are encouraged to consult regularly
with the instructor regarding class progress or other topics of concern. I am scheduled for face-to-face classes M-W-F
– I will be in and out of the office during that time. Tuesdays and Thursdays – I will be in the
office more. I do check my e-mail from
home.
Inclement
Weather Policy:
Become familiar with
the inclement weather policy of
Academic
Dishonesty or Plagiarism:
Review the college
policy regarding academic dishonesty in the Student Handbook.
College Policy:
Administrative policy
prohibits the following: eating,
drinking, or using tobacco in the classroom; bringing children or other
unauthorized individuals to the classroom.
Not an issue with online.
Attendance
Policy:
Each student is
expected to attend all class meetings.
The student is expected to be on time and ready to begin class with the
proper materials at the beginning of each class period. Not an issue with online. However, work is to be submitted in a timely
manner.
Topical Outline:
Part 1 – The Nature
and Scope of Marketing
Chapter 1 The Field of
Marketing
Chapter 2 The Dynamic
Marketing Environment
Chapter 3 Global Markets and Marketing
Part 2 - Identifying and Selecting Markets
Chapter 4 Consumer Markets and Buying Behavior
Chapter 5 Business Markets and Buying Behavior
Chapter 6 Market Segmentation, Targeting, and
Positioning
Chapter 7 Marketing Research and Market
Information
Part 3 – Product
Chapter 8 Product Planning and Development
Chapter 9 Product-Mix Strategies
Chapter 10 Brands, Packaging, and Other Product
Features
Chapter 11 Services Marketing
Part 4 – Price
Chapter 12 Price Determination
Chapter 13 Pricing Strategies
Part 5 – Distribution
Chapter 14 Channels of Distribution
Chapter 15 Retailing
Chapter 16 Wholesaling and Physical Distribution
Part 6 – Promotion
Chapter 17 Integrated Marketing Communications
Chapter 18 Personal Selling and Sales Management
Chapter 19 Advertising, Sales Promotion, and Public
Relations
Part 7 – Managing the
Marketing Effort
Chapter 20 – Strategic
Marketing Planning
Chapter 21 –
Marketing Implementation and Evaluation
Chapter 22 –
Marketing and the Information Economy
Note:
The above schedule and procedures in this course are subject to change
in the event of extenuating circumstances.
Revised 07/17/04