Principles of Marketing

Transcription

1 Principles of Marketing MNGT Credits Course Syllabus Fall 2016 Instructor Information Name: Professor Miebeth Bustillo-Booth Phone: Class Time: MWF, 11:00 AM 12:25 PM Room: CAS-530 Office / Hours: CAS-525 / Posted on office door and online Text Required: Marketing, 5E by Grewal and Level (ISBN: ) We will be using online resources specifically made for this book. Thus, you will need to buy the physical book or the ebook with a valid code. Used books may not have this code. Or if they do, the code may have already been activated in a prior class; and, therefore, no longer valid. If you buy a new book, you will also have access to its ebook. How to Access Online Resources for Text Go to Canvas Modules and click on MHCampus link under the Go to Connect module. This may take a few minutes. (IMPORTANT: Use only this route to establish your registration. If you register via a different means, then your grade may not be recorded properly.) Click Connect button (or follow prompts) Register Enter code Other text and articles may be required. Please check Canvas Modules for details. Other Required Materials Device (computer, tablet, phone) with Internet access, Microsoft Word, Excel and PowerPoint Catalog Description A study of the business activities concerned with the flow of goods and services from producers to consumers. 1 P a g e M N G T V1

2 Understanding Marketing The American Marketing Association defines marketing and marketing research in the following: Marketing: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013) Marketing Research: Marketing research is the function that links the consumer, customer, and public to the marketer through information information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. (Approved October 2004) 1 Central to the marketing concept is that of creating and capturing value. Put another way, marketing creates, supports, and perpetuates market spaces through the presence and exchange of value. The higher the perceived or real value, the higher the willingness to exchange the valuable object (product or service) for another valuable object (time, talent, money). Ideally, such an exchange benefits both exchangers (buyers and sellers). It sounds simple. It can be. Often though, much is at play for an exchange to happen. For the next 11 weeks, we will explore the principles of marketing and rapidly scale this foundation to reveal the many complexities in today s global marketplace. Social media and mobile marketing, for example, brings many opportunities to create value. It also raises certain ethical dilemmas. Lessening sense of privacy is just one of them. Be that as it may, marketing is alive and well and all around us. As students of the market and marketing, we will learn to identify marketing forces and strategies at play. We will then culminate our learning into a marketing plan developed by teams. More on this on Canvas. "Definition of Marketing." Definition of Marketing. American Marketing Association, n.d. Web. 06 Sept < 2 P a g e M N G T V1

3 Student Outcomes A successful completion of MGMT 282 Principles of Marketing contributes towards gaining a Certificate in Marketing, where students will be able to: SO1. Demonstrate an understanding of what marketing is, what constitutes a marketing plan, and an understanding of the marketing concept. SO2. Write a vision statement that specifies the mission and objectives in marketing a chosen product. SO3. Conduct and document research findings to support the development of a marketing strategy. The research will consider such issues as demand, competition, environmental climate, resources, distribution factors, and political and legal constraints. SO4. Develop a written marketing plan, as a result of the research, that employs an effective marketing strategy. SO5. Describe, explain and illustrate the marketing strategy to the class in an oral presentation. Prepare a written critique of the marketing plan that identifies strengths as well as opportunities for improvement. How This Course Achieves Programmatic Outcomes By the end of course, students will gain the skills and knowledge to achieve the above outcomes by competently demonstrating the following: 1. Assess the market and understand the role of marketing in organizational growth (SO1) a. Identify what constitutes a marketing plan and its strategies b. Understand the role of social and mobile marketing in modern-day marketing c. Identify the ethical values marketers should embrace 2. Understand the various players and components of a marketplace (SO1) a. Identify steps in the consumer buying process and the factors involved in decision making b. Describe and analyze business-to-business(b2b) marketing c. Describe global marketing strategies 3. Understand how to target the marketplace (SO1, SO3) a. Describe and apply segmentation, targeting, and positioning processes b. Conduct a marketing research 4. Explain how value is created (SO1, SO5) a. Describe and analyze product, branding, and packaging decisions b. Explain the product life cycle c. Explain and analyze the power of branding 5. Explain how value is captured (SO1, SO5) a. Describe various pricing strategies 3 P a g e M N G T V1

4 b. Explain the role of supply chain and channel management as well as retailing and omnichannel marketing in capturing value 6. Describe how value is communicated (SO1, SO3) a. Identify the components of the communication process b. Describe the steps in designing and executing an advertising campaign 7. Develop and present a marketing plan, demonstrating the principles of marketing (SO1-SO5) Grading Policy Grades for this course will be based on the following rubric-graded elements detailed in Modules. Graded Elements Pts % Class Participation % Discussion Board (Canvas) 50 5% Homework Connect % Connect % Quizzes % Team Projects (4 total) % Final % *Attendance (absence: -10, tardy: -2-9) 0 0% Total % * NOTE: Each class absence will result in a 10 point deduction, the equivalent of 1% (10 pts/1000 pts = 1%) reduction for each missed class from total possible points. That is, if you are absent 6 days, your grade % will be reduced a total of 6%. For example, if by the end of the course you have 75% (2.0) of total, and you were absent 6 days, your grade percentage is reduced by 6% (6 days x 1%), for a final recorded grade of 69% (1.4 decimal equivalent). A tardy can lose 2 9 points, depending on the how much class time was missed as a result. For example, if you came to class late and missed half of class, then 5 points would be deducted from your total points. Extra credit / bonus. There are several extra credit opportunities throughout the quarter. For example, you will receive 25 bonus points for having 100% attendance with no tardies. Other extra credit activities with individual deadlines are noted in Modules. Take advantage of them when they are due. Grade scale. The course grade is determined on the basis of 1000 points and the following scale. Our target average grade for the class is between 80 86% (B). Grade Percentage Decimal A 90%-100% B 80%- 89% C 70%- 79% D 60%- 69% F under 60% P a g e M N G T V1

5 Guided Learning guide: n. a person who advises or shows the way to others coach: n. one who instructs or trains one who instructs players in the fundamentals and directs team strategy Source: Merriam-Webster's Learner's Dictionary Guide. As your guide, I will challenge you to go on a path of discovery. Some of the road is familiar to you. Having been a consumer for a time, you will have developed some prior knowledge about the dynamics of the marketplace. As guide, I will show you how to take a disciplined approach to building on your understanding via real-world inquiries and real-life applications. You will not go down this journey alone. There are others (teammates) on this quest. They, too, bring much to the table. You will learn to learn together. There will be times you and others might feel lost or unsure about the way forward. Lean on each other. Stick with it. Put one foot forward in front of the other every day. Take cues from your guide. Stay the course and trust that the adventure is well worth your development. By the time you get to the finish line you will be amazed at how much you and your team have learned! Coach. As your coach, I will prepare you to be perform at high levels. I will also ask you to dig deep and move beyond your comfort zone. Yes, you will have a sweat a bit. Through practice and daily intellectual stretches, you will gain the strength and stamina to achieve more than you expected. You will come to expect more of yourself. You will learn not to settle for less. And, like a dedicated athlete, you will develop the habits that will allow you to reap the rewards of hard work and to savor the small and big moments of performing at your best. Flipped classroom (FC). I will use several learning strategies and tools in this quest. One strategy to deepen your content mastery, strengthen your critical thinking skills, and meet learning outcomes is to use the flipped classroom model. In this model, you get much of the course content outside of the traditional class in your reading, online lectures/videos, Canvas discussions, projects, etc. We will then spend class time exploring the content through guided classroom activities designed to engage and stretch your thinking and expand your abilities. Studies show that the FC model works. Students tend to learn more, get better grades, and pass at higher rates. Adaptive learning tools. To help with the flipped classroom model, we will leverage the power of educational technology and use the McGraw Hill (MH) Connect online resources alongside the required book. MH Connect is an adaptive and interactive learning environment that is designed to improve your performance in specific learning outcomes by helping you to prep for class, master concepts, and review for quizzes and other assessments. Indeed, independent studies at higher institutions show that classes that use Connect have higher outcomes than those who do not: exam scores (80% vs 75%), pass rates (84% vs 73%), attendance rates (93% vs 75%), and retention rates (88% vs 71%). Graded Elements Class participation. Learning is an active exercise. It requires your participation. There are many ways to participate (in small or large groups, oral, written, etc.). I will be looking at the quality of your contribution, in what ways you stretched yourself regularly, and how you helped your classmates meet learning outcomes. Participation points earn anywhere between 5 8 points per class session (30 class sessions in a quarter). 5 P a g e M N G T V1

6 Discussion (Canvas). To reinforce learning outcomes and challenge your thinking, I will post weekly discussion prompts on Canvas and serve as moderator. This online forum is a safe, respectful, and robust place to share your thinking. As much as 5% of your grade will depend on your participation. For some, 5% may not seem like a lot. It is, nevertheless, what can determine a C+ or a B-; a failing grade or a passing one. Every little bit counts; and, this is an easy one to get under your belt. Participate! Connect SmartBook / LearnSmart (Homework). In this class, you will use the SmartBook (ebook) version of the required text. LearnSmart then works with SmartBook as an adaptive study tool. LearnSmart adjusts given your mastery and confidence level of a specific content area. There will be weekly LearnSmart homework assignments. The average amount of time to complete the reading and the practice questions is approximately 30 minutes. Each assignment has a total number of predetermined possible points. While you will not be penalized for wrong answers (you will have opportunities to answer more questions to gain content mastery), you will have only until the due date to gain all possible points. After the due date, you may go back to the assigned LearnSmart activity and continue to gain mastery, but the time to gain points will have ended. To ensure success in LearnSmart, commit a regular time each week to complete the reading and practice questions. Make it part of your weekly routine. Successful people are routine fanatics. Figure 1. McGraw Hill Performance Reports Screenshot MH Performance Reports. What gets measured, improves. MH Connect has data analytics tools that generate reports of your performance. I highly encourage you to use the Performance/Reports feature for two reasons: 1) to track and improve upon your progress and 2) to gain exposure to the power of data analytics. As a professional, you will need both abilities to differentiate you among your peers. Connect Interactive (Homework). To deepen your understanding, application, and analysis of key concepts, you will engage in interactive homework exercises at the Connect portal. These are web-based activities where you will click, drag and drop selections, watch videos, read case analysis, and answer questions. Interactives will increase comprehension and retention of skills and knowledge. Interactives have not time limitations and you may take multiple attempts. You may work with your teammates. However, you must submit your own work and do so on time. The system automatically submits your work as is by the due date/time. Lake submissions are not allowed. Give yourself at least 1 2 hours to complete this work successfully. Most of the time, it will require far less time. But, it is best to have a bit of cushion, just in case. Concept maps (Class Participation). Concept maps are diagrams or graphical representations of knowledge. They are typically used to show relationships between ideas and concepts and to gain insights on what you already know or do not know. You will create two during this course in response to 6 P a g e M N G T V1

7 a prompt I give you. The first will capture a starting point of your understanding and the latter will show how far you ve progressed in that understanding. I will show samples in class and on Canvas. Quizzes. There are weekly quizzes, most of which are in the Connect learning environment. They will measure content mastery. You may take them any time after they are made available and up to their due date, but you must complete each within the allotted time once you start. Presentations. We will practice what we preach. Be prepared to present and demonstrate content mastery by presenting in class (via PowerPoint, as a panelist, as a consultant, etc.). I will provide rubrics to guide your preparation and delivery. Team Projects, Peer assessments. This course will have four Team Projects, approximately one every three weeks. You will be assigned a team during the first week of class. I will provide detailed instructions for team participation expectations and for team projects. Team Project grades have two components: 50% for team deliverable + 50% for individual team participation. Each grade component will be detailed on Canvas. Final. There is a final at the end of the course. It will assess your skills and knowledge across the band of management principles discussed in class. Take good notes throughout. Attendance and absences. This is a grounded class where in-person class activities are central to learning. An absence will be penalized 10 points per day. A tardy will be penalized 2-9 points per late attendance in class, depending on the amount of class time missed. Written Assignment Requirements 1. College-level writing. All your written products need to be organized, clear, meet content criteria as per assignment specifications, and checked for proper grammar, spelling, and syntax. It also needs to meet APA formatting guidelines and to properly cite sources. As a former English teacher, I understand that writing is a process. No one is born a writer and it takes a lot of practice to become proficient. Please, use the Pierce College Writing Center to review your work if necessary. Where appropriate, I will provide samples of the kind and quality of writing I expect. 2. No plagiarism. Plagiarism is broadly defined as using another s ideas and words without giving the source credit. That is, if you take someone s ideas and words (word for word, move words around, change words a little all amounting to someone else s ideas nevertheless) and not give them credit for originating the idea / words, then this act of omission is considered intellectual theft. Theft is a crime. Outside of academia, it is punishable by fines or loss of rights. In academia, it is punishable by a failing grade (zero) for the assignment and/or up to dismissal from the course with a recorded zero for the class on your transcript. It s that serious. Take it seriously! 3. Word processing standards. All assignments must be word-processed, 12 pt. font (Times New Roman, Calibri, or Palatino Linotype), single- or double-spaced (depending on the assignment), and saved as a PDF. Unless otherwise noted, handwritten assignments will not be accepted. 7 P a g e M N G T V1

8 4. Information required on all assignments. Include the following on the top left-hand corner of all written assignments (1-2 points deduction if not followed): Full Name Date Assignment Title MNGT 283 Principles of Management, Fall 2016 Class Policies & Expectations 1. Attendance and punctuality. To be successful in business, you need to show up and show up on time. I expect the same here. However, I understand stuff happens. Therefore, you will have two absentee passes, after which absence and tardiness are deductions from your total points (absence = -10, tardy = -2-9). Please note that when you are absent (absentee pass included), you also lose class participation points and other class activity points for that day. Extra credit / bonus. If you have a perfect attendance (no absences, no tardies), you will receive 25 bonus points at the end of the course. 2. Late policy. a. Late assignments will not be accepted. Prioritize your commitments and plan ahead to get your work done on time. You are going to have to make some choices about what is ultimately going to serve your best interests in the future. b. Quizzes are timed and must be completed within given timeframe. 3. Personal accountability. You are responsible for your own actions and inactions. Follow through, own up, and move on. If you miss class, get the materials from Canvas and seek the help of your peers (preferably in advance of an absence), do the work, and turn it in on time. 4. Active and thoughtful participation. My goal is for you to gain skills and knowledge to become a competitive and valuable professional. As your guide, I will do all I can to make sure that you receive thoughtful, relevant, and engaging lessons. In return, I expect you to participate actively, thoughtfully, and respectfully. Studies show that by doing so, not only will you learn more, your peers will benefit from your contribution. Do the class a favor and let others in on what you are thinking! 5. Honesty and integrity. Student misconduct, including academic dishonesty (cheating and plagiarism) will not be tolerated and will be penalized with course failure and/or dismissal as described in the Pierce College Student Handbook. Do your own work, give credit where it is due, and you ll be fine. 6. Accommodation. If you need course adaptations or accommodations because of a disability, if you have emergency medical information to share, or if you need special arrangements, please let me know during the first week of class. Please register with the Disability Support Services (DSS) Office. You may also call them to make an appointment at (253) or Grow by doing. American author Napoleon Hill once said, Strength and growth come only through continuous effort and struggle. Few make it in the world without due perspiration 8 P a g e M N G T V1

9 literally and figuratively. I expect you to stretch your mind and self by working through the challenges presented to you in this class. I am available by appointment if you need help. Classroom Etiquette Please help create an environment where learning is respectful, productive, and enjoyable. Your grade depends on it. Cellphones. Unless directed otherwise for the purpose of class participation, turn off your cellphone and put it away out of sight for the class period. Points (2-5 points/day, amount at my discretion) will be deducted from your participation grade for disruptions. Emergency. If an emergency phone call is expected, please let me know before class. Punctual and respectful. Be on time. Do not enter and exit while class is in progress unless there is an emergency (e.g. illness), as class will be disrupted. Late arrivals are penalized 2 points. Points add up! Timely work submission. Turn in assignments and other graded elements on time. Be attentive and no side conversations. In order for the class to pay attention to discussions and presentations, do not hold side conversations or interrupt others. Respectful and thoughtful disagreements. Disagreements are normal. To facilitate a productive exchange of ideas and greater understanding, please disagree without being disagreeable. (What I hear you saying is., is that right? (Shows you are interested in what is being said.) I have a different point of view I d like to share. (Shows you want to engage in a productive exchange. I gave up coffee last year. Social Media Network Policy To maintain the integrity of the relationship between instructor and students as well as to objectively implement the policies of Pierce College, I will not be accepting personal Facebook friend requests from students. However, I do welcome LinkedIn connections or Tweeter follows as these networking and information sharing forums lend themselves to professional interactions. Teamwork You will be assigned a team of 4 5 people to complete three (3) short-term projects. In order to be successful in teams, it is important to be clear about roles, the nature of the work, who will be doing what, how parts come together, how decisions are made, how to be accountable, among others. These are not necessarily easy to sift through. Teamwork skills are developmental in nature. That is, they take time, practice, reflection, and continuous improvement to master. To help you be successful, I will provide a teamwork guide on Canvas. Networking I welcome requests to be part of your professional LinkedIn network. Also, to preserve the integrity of the student-teacher relationship, I will not be requesting nor granting Facebook friend requests. 9 P a g e M N G T V1

10 Campus-Wide Academic Calendar It is entirely your responsibility to be aware of the campus-wide academic calendar ( including dates for class registration and withdrawal deadlines. Inclement Weather From time to time Pierce College will close due to inclement weather. When this happens, the instructor may assign additional work to be completed out of class or during a subsequent class session. When a student misses a class for any reason, unless the class is canceled by Pierce College, the student will be considered absent and accountable for all academic work required by the instructor on the date(s) the work is due unless alternative arrangements are made with the instructor in advance of the student s anticipated absence. Emergency Procedures for Classrooms Call 911 and then Campus Safety in response to an imminent threat to persons or property. In the event of an evacuation (intermittent horns and strobes), gather all personal belongings and leave the building using the nearest available safe exit. Be prepared to be outside for one hour and stay a minimum of 200 feet from any building or structure. So long as it is safe to do so, students are expected to stay on campus and return to class after evacuations that last less than 15 minutes. Do not attempt to re-enter the building until instructed by an Evacuation Director (identified by orange vests) or by three horn blasts or bell rings. Please notify the nearest Campus Safety Officer or Evacuation Director of any one left in the building or in need of assistance. Fort Steilacoom Campus Safety (253) Sexual Harassment Policy The Pierce College district supports the dignity and worth of each member of its community and is committed to maintaining an environment free from discrimination, including sexual harassment. This commitment applies to all levels and areas of district operations and programs, to students, faculty, staff, and all other personnel, and is intended to ensure that all employees are provided equitable opportunities to realize their goals and to function effectively within the Pierce College environment. Sexual harassment, whether verbal, physical or environmental, is unacceptable, prohibited by law and will not be tolerated. Retaliation against employees, students, or others reporting sexual harassment is prohibited. Violators of this policy shall be subject to appropriate sanctions. Sexual harassment is defined as any unwelcome sexual advances, requests for sexual favors, or other verbal or physical conduct of a sexual nature when: Submission to such conduct is made, either explicitly or implicitly, a term or condition of an individual s employment or education program. Submission to or rejection of such conduct is used as the basis for academic or employment decisions affecting that individual. Such recurring conduct has the purpose or effect of unreasonably interfering with an individual s work performance or educational experience, or creates an intimidating, hostile, or offensive work or educational environment. 10 P a g e M N G T V1

11 Students who wish to report possible sexually harassing conduct should contact the office of the Vice President of Learning and Student Success at either college. Accommodations Your experience in this class is important to me, and it is the policy and practice of Pierce College to create inclusive and accessible learning environments consistent with federal and state law. If you experience barriers based on disability, please seek a meeting with the Access and Disability Services (ADS) manager to discuss and address them. If you have already established accommodations with the ADS manager, please bring your approved accommodations (green sheet) to me at your earliest convenience so we can discuss your needs in this course. ADS offers resources and coordinates reasonable accommodations for students with disabilities. Reasonable accommodations are established through an interactive process between you and the ADS manager, and I am available to help facilitate them in this class. If you have not yet established services through ADS, but have a temporary or permanent disability that requires accommodations (this can include but not be limited to; mental health, attention-related, learning, vision, hearing, physical or health impacts), you are encouraged to contact ADS at (Fort Steilacoom) or (Puyallup). Addendums All Canvas materials, class handouts, rubrics, and other grading criteria are considered addendums to the syllabus. CHANGE NOTICE The instructor reserves the right to update, modify or otherwise change this syllabus to adapt to changing class conditions, optimize learning, and accommodate special circumstances. If so, an announcement will be made on Canvas and repeated in class. Also, other notices (Canvas, handouts, s, classroom announcements, etc.) that serve to clarify classroom policies and expectations are considered extensions of the syllabus. If you are ever unclear of what is expected of you, please consult me right away. I am here to help you move forward in your academic and professional goals. 11 P a g e M N G T V1