Principles of Marketing

Transcription

1 Instructor: Dr. Chad Milewicz Principles of Marketing MKTG 305.N01 Summer 1, 2017 Office Hours: Tue. & Wed.: 3pm 4pm CT; and by appointment Phone: Office Number: BEC 2043 Course Description (from Undergraduate Bulletin): A general survey of the entire field of marketing. Attention is given to the management of the marketing efforts of the individual firm. Emphasis is on the role of the marketing environment, understanding markets and customers, and decision making regarding products, pricing, distribution, and promotion. Credit Hours: 3 Prerequisite(s): ACCT 201, ACCT 202*, ECON 208, ECON 209*, PSY 201, and junior standing (*May be taken concurrently with MKTG 305) Meeting Time/Location: Online via Blackboard Access the course Blackboard site by logging into myusi at Course Learning Objectives By the end of this course, students should be able to: 1. Describe basic marketing concepts and vocabulary 2. Relate basic marketing constructs and vocabulary to consumers and organizations behavior 3. Identify elements of a strategic marketing process USI Marketing Program Learning Goals and Outcomes Key Marketing Program Learning Goals 1. Building competency in fundamental Marketing Content 2. Developing competency in the Marketing planning process. Key Marketing Program Learning Outcomes Developing a Marketing Plan: This will include competency with: a) Market segmentation, b) Positioning, c) Marketing Mix Marketing Program General Skills Goals Related Skill Outcomes Critical thinking i. use relevant information/evidence ii. consider relevant viewpoints iii. identify relevant assumptions iv. consider implications of alternative courses of action v. develop clear logical conclusions from prior analysis Ethical decision making i. identify ethical issue(s)/problem(s) ii. incorporate evaluation of relevant stakeholders iii. evaluate implications of alternative courses of action iv. develop logical conclusions from prior analysis MKTG 305 s connection to the Marketing Program s & Romain College of Business s Learning Goals MKTG 305 helps with accomplishing Learning Goal 1: Building competency in fundamental Marketing Content. MKTG 305 helps in building Ethical Decision Making skills. 1

2 Communication Guidelines Expectations for communicating with the course professor is the best way to communicate with the professor s received between Sunday evening and Friday at Noon (CST) will generally be answered within 24 hours. s received between Friday at Noon and Sunday evening will generally be answered on Monday. Please use to schedule meetings via phone, Zoom, Skype, or in the professor s office. Please include your name and identify this course (MKTG 305) in each . Netiquette All class communications and interactions with other students and the professor should follow common social standards for respect and courtesy. Learn more about USI's Netiquette Guidelines for Online Students online ( Course Materials Required Materials (available at the USI bookstore): *Note: I use the terms Connect Plus and Connect interchangeably throughout this syllabus and other course materials. The two terms refer to the same thing. This class uses Blackboard and a companion website called Connect. To access the Connect website you need an access code. An access code comes with the required textbook, but you may also purchase an access code and textbook separately. All students are expected to purchase the following: MARKETING WITH CONNECT PLUS, 13th edition, Kerin, Hartley, and Rudelius, McGraw Hill o Marketing is the name of the textbook (you can purchase either a hard-cover or loose-leaf copy in the USI Campus Store). You should buy the edition of the textbook that includes an access code to a companion website called Connect. ISBN: o This ISBN is for the Marketing textbook that comes with an access code to Connect. o If you buy the loose leaf version of the textbook that also has the Connect access code (this is OK) the ISBN is Once you have an access code for Connect, go to the following website to register for this class s Connect website: o o From this website, click the register now button o Enter your address o Follow the instructions for using an already purchased access code. The MKTG305.N01 class Connect website that has the following: o An e-copy of the class textbook (Marketing, 13th edition, Kerin, Hartley, and Rudelius) o Access to the 8 online Interactive Homework assignments o Access to the 5 class Exams o Access to other learning materials designed and provided by the textbook publisher, McGraw-Hill. 2

3 Full Disclosure Concerning Required Materials It is possible to take this class by only purchasing access to the class s Connect website. This option is only feasible, though, if you o (1) can learn easily by using an electronic textbook (available on the Connect website) and have a reliable, easily accessible internet connection from which to read the online textbook. OR, o (2) if you obtain the required textbook (MARKETING, 13th edition, Kerin, Hartley, and Rudelius, McGraw Hill) and then buy your access to the class s Connect website separately. For example, you might purchase a used copy of the text or a loose-leaf version of the text that is less expensive. To purchase access to the class s Connect website online without an access code, go to: o o From this website, click the register now button o Enter your address o Follow the instructions to buy access online Other Course Requirements Technical Requirements A Reliable Computer: a dedicated computer with an updated operating system, such as Windows 7 or later, or Mac OSX. High-Speed Internet Connection: (e.g. DSL or Cable). All USI online students are required to have a stable high-speed Internet connection. A wired Internet connection is recommended for online meeting, exams, and assignment submission. Office 365 (USI login needed) & Adobe Acrobat Reader installed. Supported Web Browser: Firefox, Google Chrome, or Safari. Additional information on the system requirements for taking online courses can be found at Expected Prerequisite Knowledge and Skills All participants are expected to have basic foundational knowledge related to the pre-requisite courses. Critical thinking and communication skills appropriate for a 300-level course are expected. Grading and Assignment Policies Your grade for this course will be determined by the total points you earn. The specific graded class activities and maximum possible points awarded for each are as follows: Class Activity Maximum Points Possible 5 Multiple Choice Exams (35 points each) Interactive Homework Assignments (10 points each) 80 1 Strategic Marketing Process (SMP) Final Assignment 35 TOTATL POINTS POSSIBLE 290 Final Grade: Final grades will be assigned by the total points earned, according to the following scale: Points Earned Letter Grade Earned points A points B points C points D points F Note: Final grades are based on points earned (not percentages), and the class does not use a +/- grade scale. 3

4 Course Calendar This course has 5 modules. You will complete Modules 1, 2, and 3 one-at-a-time and in order. You have 1 week to complete each of these first 3 modules. You will complete Modules 4 and 5 concurrently during the last 10 days of class. You can complete the work in each module at your own pace, as long you submit the specified deliverables by 8:00pm on the last day of each module. The course calendar provides an overview of each module s learning objectives, required materials, deliverables, and when the deliverables are due. The course calendar is available at the end of this syllabus and on the Homepage of the course Blackboard site. Class Assignment Overviews Assigned Activity 5 Multiple Choice Exams 8 Interactive Homework Assignments Strategic Marketing Process (SMP) Final Assignment General Description of Activity Learning Objective 1: Understand basic marketing concepts and vocabulary All Exams contain 35 multiple choice questions, worth 1 point each. You have 40 minutes to complete each exam, and you can only take each exam once. The exams require access to the companion Connect class website. See the Exam Study Guide outlines for each Exam (posted in each Module) for chapters/pages you should read to prepare for each exam. You will see your score on each exam when you finish it. Feedback on the correct answers for each exam is released 1 hour after the respective exam s due date(see the Course Calendar for due dates) Learning Objective 2: Relate basic marketing constructs and vocabulary to consumers and organizations behavior. Each interactive activity is worth 10 points The activities require access to the companion Connect class website. Links to the activities due during each Class Module are posted in the respective Class Module folder on the class Blackboard page. You can only attempt each Homework assignment 1 time, but there is no time limit. Your grade and feedback are provided for each assignment when you complete it. The instructions for each activity are posted in the respective Module. These instructions identify which chapter to read prior to attempting each activity. Learning Objective 3: Understand a generalized schematic of the strategic marketing process This is a short written assignment worth 35 points, due on Friday, June 9, by 8:00 pm Central Time (part of Class Module 5) You must describe a complete example of how a company s marketing action exemplifies the Schematic of Marketing Process outline (Information on this is posted in the Home Page (Start Here) tab on Blackboard). The Final Paper Help (for SMP Assignment due in Module 5) tab posted under the Other Resources section of the menu bar in the class Blackboard site provides guidance and resources to help complete this assignment. Tips to Preparing for Tests & Class Assignments 4

5 Preparing for tests: Each module has a study guide for that module s test. Reading the chapters outlined in the study guide are the best way to prepare for each test. The lecture videos and class slides in each module complement the assigned readings outlined in each module s test study guide. While they should help you understand the material that you read, the test questions are not based on these videos or slides. Rather, tests are based on the assigned readings so that it is clearer for you to know what to study. Use the videos as an additional way to understand what you read and to help you study for each test. They should not be used as a substitute for reading. Preparing for interactive homework assignments: You are expected to read the assigned textbook chapter before completing Interactive Homework Assignments. The Interactive Homework Instructions document in each Module identifies the chapter you should read to prepare and outlines the type of work you will do in the homework. Preparing for the Strategic Marketing Process (SMP) Assignment: This written assignment requires you to explain how a real company markets a specific product or service. In doing so you will provide a complete example of a strategic marketing process. This is not a creative writing assignment and there is no page maximum or minimum. Look under the Final Paper Help (for SMP Assignment due in Module 5) tab posted under the Other Resources section of the menu bar in the class Blackboard site to see an example of an A paper and for additional materials to support you in successfully completing this assignment. You may start this assignment at any time. It must be submitted by 8:00 PM Central Time on Friday, June 9. When to Expect Feedback on Tests & Class Assignments Exams: You will complete these exams via the Connect website for this class. To have your grade recorded quickly on Blackboard, please click on the Exam link in Blackboard to take each Exam. If you do this, you should be able to see your grade posted on the Grade Center in Blackboard within 20 minutes of completing each test. If Blackboard does not report your grade within this time, please the professor to let him know. After each tests respective due date/time you will have the opportunity to see what questions you missed. You can use to arrange a meeting with the professor to go over a test in person, on the phone, or via an alternative meeting method. will not be used to discuss specific test questions and grades, though. Interactive Homework Assignments: You will complete these assignments via the Connect website for this class. To have your grade recorded quickly on Blackboard, please click on the Interactive Homework Assignment link in Blackboard to take each assignment. If you do this, you should be able to see your grade posted on the Grade Center in Blackboard within 20 minutes of completing each assignment. If Blackboard does not report your grade within this time, please the professor to let him know. You should also be able to access feedback on your work after you submit each assignment. SMP Assignments: As the professor, I read and grade all SMP assignments, and this takes time. My goal is to post grades by Monday, June 12, at Noon. Grades will be posted on Blackboard in the grade center. I cannot guarantee that your grades will be posted prior to June 9 if you decide to submit this assignment ahead of the due date. This is a final, summative assignment and written feedback on your work is not provided. However, you are welcome to contact the professor and arrange a time to discuss your work and receive feedback. 5

6 Navigating Blackboard & Connect Companion Site What is on Blackboard? Class Syllabus, class announcements, class lecture videos, slides used in class lecture videos, exam study guides, explanations of interactive homework assignments, links to exams and interactive homework assignments, other support materials and videos to help you through the course design and content. Summary of the main Blackboard tabs used in this class: Home Page (Start Here): Use this tab to find a video introduction to the class, a link to announcements (updated throughout the semester), the MKTG305.N01 syllabus, and a file that explains how you can integrate the Blackboard and Connect websites. Class Modules (1-5): This class has 5 modules. Please pay attention to due dates in each module. Please take appropriate actions to schedule necessary time to complete all exams and assignments by the due date. Each module contains materials to support your learning (videos, study guides, assignment expectations, etc.), a link to a Multiple Choice Exam, and a link to each Interactive Homework Assignment due during that module. The course calendar provides an overview of each module s start and end date and the deliverables due during each module. You will not be able to access a module until its specified start date. You will be able to access each module after its completion date, but you will not be able to submit assignments or complete exams after their respective due date. Final Paper Help (for SMP Assignment due in Module 5): This tab contains the SMP Assignment expectations and guidelines, an example of an A paper, the Schematic of Marketing Process you must use in this assignment, a video that explains the Schematic of Marketing Process, the grading rubric for this assignment, and a link you should use to submit your final work. You can submit your final work for this assignment in using the respective link found on this page or using the link located in Class Module 5. Course & University Policies Discussion Board Policy This course does not use a discussion board. Late Assignment Policy Each assignment must be completed and submitted by 8:00 PM on the last day of the respective module in accordance with the respective assignment s submission policy. As a general rule, late assignments will not be accepted. Make-up Assignment and Exam FAQs: In general, make-up assignments and make-up exams are not guaranteed and should not be expected. Academic Dishonesty Students are expected to maintain complete honesty and integrity in the academic experiences both in and out of the classroom. Any student found guilty of dishonesty including, but not limited to, plagiarism and/or cheating on an examination will be subject to disciplinary action. For more information, please visit 6

7 Diversity Issues The pursuit of an intellectually open setting for class discussions is one of the goals of the course. Students should feel free to articulate respectfully different perceptions of the social world; however, belittling, abusive, and discriminatory language will not be tolerated under any circumstances. For more information, please visit Disability Statement If you have a disability for which you may require academic accommodations for this class, please contact Disability Resources at or Ronda Stone at rfstone@usi.edu as soon as possible. Students who are approved for accommodations by Disability Resources should request their accommodation letter be sent to their online instructors. Due to the nature of online courses some accommodations approved for on campus courses may not apply. Please discuss this with Disability Resources to clarify as needed. Students who receive an accommodation letter from Disability Resources are encouraged to discuss the provisions of those accommodations with their professors before or during the first week of the semester. If you will be in an internship, field, clinical, student teaching, or other offcampus setting this semester please note that approved academic accommodations may not apply. Please contact Disability Resources as soon as possible to discuss accommodations needed for access while in this setting. For more information, please visit the Disability Resources website at Class Withdrawal & Incomplete Policy It is the student s responsibility to officially drop/withdraw from any courses before the deadline. The university does not withdraw students from any classes. Please refer to the USI Academic Calendar ( ) for specific dates. For more information, please visit Under special circumstances, students may petition for an incomplete grade. However, it is up to the course instructor to decide if an incomplete will be granted. Students receiving an incomplete grade will need to complete all course requirements by the agreed deadline to avoid an F grade. Title IX, Sexual Assault and Gender Violence Policy USI does not tolerate acts of sexual misconduct, including sexual harassment and all forms of sexual violence. If you have experienced sexual misconduct, or know someone who has, the University can help. It is important to know that federal regulations and University policy require faculty to promptly report incidences of potential sexual misconduct known to them to the Title IX Coordinator to ensure that appropriate measures are taken and resources are made available. The University will work with you to protect your privacy by sharing information with only those who need to know to ensure we can respond and assist. If you are seeking help and would like to speak to someone confidentially, you can make an appointment with a counselor in the University Counseling Center. Find more information about sexual violence, including campus and community resources at Proper Use of Class Videos & Slides: The videos and slides posted on blackboard by the professor are prepared by the professor and 7

8 intended for use in this class. Please do not distribute or repost these materials online. Technical Support IT Help Desk Support Since your professors are not trained as technology experts, they will not be able to assist you with your technical needs. Please contact the Help Desk at (812) or send an to for technical support. To learn more about the USI helpdesk, please visit o Blackboard Support If you would like to speak to a support technician, you can call (812) during normal USI business hours (8am-4:30pm, Monday-Friday). Click on the following link for more FAQ about Blackboard Blackboard Collaborate Support Demand-Learning-Center/Web-Conferencing.aspx#freetraining Distance Learning Office Support o Web Meeting Support (e.g. Zoom, Blackboard Collaborate, etc.) For issues involving web meeting setup/host/participation, please contact the Department of Distance Learning at (812) or send an to DLHelp@usi.edu. Privacy Policies & Accessibility Statements For detailed information about the privacy policies and accessibility statements of the course technologies, please visit McGraw-Hill Connect Help: If you have technical problems with Connect, please contact their support staff ( ) or ) Academic Support Services APA Guidelines David L. Rice Library Research Guides Research assistance, subject guides, and useful resources compiled by your friendly librarians. Consulting Center Disability, and ADA Support Student Grievances 8

9 Student Handbook All other academic and support services are located within the student handbook. Please refer to student handbook at for detailed information regarding advising, registration, financial aid, student and campus life, counseling, career services, list of student organizations, etc. Syllabus Change Policy This syllabus may be subject to change with reasonable advanced notice. Changes to the syllabus and course calendar will be announced via and on Blackboard. ***Changes to the syllabus may be made to reflect the needs of the class. Any changes will be announced via Announcements on the class Blackboard website and via .*** 9

10 MKTG 305 Course Calendar Term (length): Summer 1 (4 weeks & 2 days) Instructor: Dr. Chad Milewicz Weeks Dates Week 1 Wednesday 5/10 Tuesday 5/16 Week 2 Wednesday 5/17 Tuesday 5/23 Week 3 Wednesday 5/24 Tuesday 5/30 Weeks 4 4 ½ Wednesday 5/31 Friday 6/09 Weeks 4 4 ½ Wednesday 5/31 Friday 6/09 Class Module Topic Module 1 Marketing & Strategy Overview Module 2 Buyer Behavior, Research & International Marketing Module 3 Segmentation & Product Management Module 4** Pricing & Channel Management Module 5** IMC & Strategy Analysis Module Learning Objective(s) Related course learning objective(s) Identify basic elements of marketing philosophy and practice. Identify marketing s role in organizational strategy. Relate ethical and socially responsible concepts to marketing practices. Contributes to course learning objectives 1 & 2. Identify basic concepts and vocabulary related to buyer behavior, marketing research & international marketing. Use marketing concepts to explain consumer decision making & marketing research practices. Contributes to course learning objective 1 & 2. Identify basic concepts and vocabulary related to market segmentation and product/service management. Relate marketing concepts to segmentation practices. Contributes to course learning objectives 1 & 2. Identify basic concepts and vocabulary related to pricing and managing marketing channels. Relate marketing concepts to segmentation practices. Contributes to course learning objectives 1 & 2. Identify basic concepts and vocabulary related to integrated marketing communications (IMC) and strategy analysis. Connect elements of a strategic marketing process to how a company markets specific product or services. Contributes to course learning objectives 1 & 3. *The approximate time requirement to complete each module s required readings, media, and deliverables should be relatively similar. ** Please note that Module 4 and Module 5 both run from May 31 June 9. ^Please note that all times identified in this course refer to Central Time (CT). Course Learning Objectives: 1. Describe basic marketing concepts and vocabulary 2. Relate basic marketing constructs and vocabulary to consumers and organizations behavior 3. Identify elements of a strategic marketing process Required Readings & Media* Chapters 1, 2, & 3 4 video lectures Chapters 5, 6, 7, & 8 5 video lectures Chapters 9, 10, 11, & 12 4 video lectures Chapters 13, 14, 15, & 16 2 video lectures Chapters 17, 18, 19, & 22 3 video lectures Deliverables (Due by 8:00 PM CT on last day of the Module)^ Interactive Homework Assignments 1 & 2 Exam 1 Interactive Homework Assignments 3 & 4 Exam 2 Interactive Homework Assignments 5 & 6 Exam 3 Interactive Homework Assignments 7 & 8 Exam 4 SMP Assignment Exam 5 10