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2010 September Dear Marketing 301 Student: Welcome to Marketing 301, this course is required for undergraduate commerce students and those who will have a minor in business. I know that many of you have chosen this course for one or more of the following reasons; it is at the Tuesday and Thursday afternoons, it is required for you to complete your program of study, it fits with your otherwise very hectic schedule of work, family and other social responsibilities. Whatever the reasons, I believe this course will provide you with the opportunity to acquire more knowledge about the subject of marketing. I also know that your level of knowledge will be determined by the amount of effort that you are able to devote to the study of marketing. In my 44-year association with DePaul University, as a student, administrator and faculty member, I know that each of you will contribute something unique to your classmates learning. I even expect to learn something from you. So let me give you some ideas to think about while you are taking this course. First, I want you to think of this course as a risk-free learning environment. I want you to feel free to express you opinions, thoughts and ideas about the area of marketing and business in general. You should feel comfortable in challenging me, the authors of your texts, and the ideas expressed by your classmates as they relate to marketing and business. In expressing these feelings however, you must do so in a manner that is sensitive to and respects the beliefs, values and dignity of you classmates and myself. Second, as you read through my syllabus you know that you will be required to do a great deal of preparation prior to each class meeting. I have learned over the years that true learning can be one or all of the following: exciting, painful, fast, slow and frustrating. I also know that true learning requires a lot of work on the part of the students and faculty member. In reading my course evaluations over the years I believe that I can summarize what the majority of students comments with the following phrase, Kemp requires a lot of work, but I learned a lot about the areas of marketing and business in general. My purpose is not to give you assignments just for the sake of giving you busy work, everything I assign or ask you to do is by design to give you an opportunity to learn. Finally, I would like to say that once you are one of my students you are always one of my students. I hope that we continue to be in contact over the years and if you need advice or assistance that you feel free to call on me. I will try to help you to the best of my ability. Looking forward to a great quarter with you, Philip R. Kemp, DBA DePAUL UNIVERSITY--COLLEGE OF COMMERCE--DEPARTMENT OF MARKETING AUTUMN QUARTER 2010--MARKETING 301-404 PRINCIPLES OF MARKETING Instructor: Dr. Philip R. Kemp Office: DPC 7403 Office Hours: Tuesday-Thursdays 10-11 a.m. Phone: (312) 362-6890 Fax: (312) 362-5198 e-mail: e-mail pkemp@depaul.edu Required Text: Contemporary Marketing, Boone, L. E. and Kurtz, D.L Southwestern-CENGAGE Learning, 14th edition, 2010. ISBN 13: 978-0-538-74689-2 or 10:0-538-74689-0 Prerequisite: Junior Standing Course Objectives Develop an understanding of the fundamental concepts involved in marketing. Develop a functional understanding of both micro-marketing and the macromarketing systems. Develop skills in the analysis of marketing strategies and competitor analysis. Develop skills in scanning the external environment and appraising internal perspectives for measuring; strengths and weaknesses of a business from a marketing viewpoint. Learning Objectives As measured by examinations, quizzes and a series of written environmental scan reports, students completing Marketing 301 are expected to: Demonstrate recall and recognition of basic marketing terminology and the operational (measurement based) definitions of relevant terms. Demonstrate familiarity with the basic elements of marketing strategy and the relationships between and among these elements. Demonstrate an understanding of the controllable and the uncontrollable variables relevant to the success or failure of marketing programs, tactics and strategies. Demonstrate an understanding of competitive advantage in a firm's marketing programs and strategies. Demonstrate the ability to bridge concepts discussed in the text and these same concepts appearing in articles within academic and practitioner publications and the popular business periodicals. Demonstrate improvement in both oral and especially written communication. Course Schedule/Outline Week Assignment 1. Chapter 1: Marketing: The Art and Science of Satisfying Customers. Chapter 10: Relationship Marketing, Customer Relationship Management (CRM) and One-to-One Marketing Chapter 2: Strategic Planning in Contemporary Marketing. Chapter 3: The Marketing Environment. Chapter 4: E-Business: Managing the Customer Experience. Chapter 7: Global Marketing. Chapter 8: Marketing Research and Sales Forecasting Chapter 9: Market Segmentation, Targeting and Positioning. Chapter 11: Product and Service Strategies. Chapter 12: Developing and Managing Brand and Product Categories. Review Exam I and Exam I Chapter 13: Marketing Channels and Supply Chain Management Chapter 14: Retailers, Wholesalers and Direct Marketers. Chapter 15: Integrated Marketing Communications. Chapter 16: Advertising and Public Relations. Chapter 17: Personal Selling and Sales Promotion Chapter 18: Pricing Concepts: 10. Chapter 19: Pricing Strategies Review: Examination II. 2. 3. 4. 5. 6. 7. 8. Grading: Midterm Examination Final Examination Environnemental Scans Quiz Points Participation Total 30% 30% 20% 15% 5% 100% Final Grades: 100 93.1%= A 93 90.1%= A90 87.1%= B+ 87 83.1%= B 83 80.1%= B80 77.1%= C+ 77 73.1%=C 73 70.1%=C70 67.1%=D+ 67 63.1%=D 63 60%=D59% - 0=F Class Procedures: 1. Students are required to take the examinations on the dates scheduled. Students who fail to appear for a scheduled examination date and time will be given a grade of a 0 and may be permitted to take a make up examination, provided they have permission to take an incomplete in this course and complete the necessary forms and have authorized approval. 2. Examinations and quizzes begin at assigned times. You are required to be on time for examinations, quizzes and class periods. 3. Quizzes may be given randomly during the quarter and can be administered at varying times during the class. There will be absolutely no makeup for missed quizzes. Quizzes missed will count as 0 in determining a student grade. 4. Environmental Scan reports: Be prepared to discuss your report. No late reports are accepted. Reports are to be typed, double spaced on one side of an 8.5 by 11 sheet of typing paper. Points will be deducted for improper grammar, English usage, and misspellings. An acceptable report will consist of: a. The original article, this may include articles from websites. The articles should be of substance. That is the articles should be long enough in length for you to provide a meaningful discussion as outlined in the Scan format section of this syllabus. b. A reference citation, source, date, and page(s), this includes your text for the course. c. A written discussion of the relevance of the article to topics discussed in the text and in class. Do not paraphrase the content of the article. I want to see your discussion of the article. d. Due dates of the environmental scans: Thursdays, September 30 and October 28, 2010 Special Issues Section PluS Students: PLuS is a comprehensive program designed to assist those students with specific learning disabilities and/or attention deficit disorders in experiencing academic success at DePaul University. If any student in this class is a client of this program please let me know during the first week of school. If any student is a client of the Students with Disabilities please Office let me know during the first week of class. This office, a part of the Dean of Students Office, focuses on independent living of students with disabilities by providing reasonable accommodations, such as adaptive equipment, tutors, readers, adjustment counseling and supplemental registration. The office also serves in an advocacy and educational role with regard to the requirements of Section 504 and the Americans with Disabilities Act (ADA). Students with disabilities who need assistance should call 312/325-7290 (TDD number312/325-7296) or stop by the 3rd floor of the Stuart Center. Academic Dishonesty Code from Student Handbook: 1. Cheating: Cheating is any action that violates university norms or instructor's guidelines for the preparation and submission of assignments. This includes but is not limited to unauthorized access to examination materials prior to the examination itself; use or possession of unauthorized materials during the examination or quiz; having someone take an examination in one's place; copying from another student; unauthorized assistance to another student; or acceptance of such assistance. 2. Plagiarism: Plagiarism is a major form of academic dishonesty involving the presentation of the work of another as one's own. Plagiarism includes, but is not limited to the following: a.The direct copying of any source, such as written and verbal material, computer files, audio disks, video programs or musical scores, whether published or unpublished, in whole or part, without proper acknowledgment that it is someone else's. b. Copying of any source in whole or part with only minor changes in wording or syntax, even with acknowledgment. c. Submitting as one's own work a report, examination paper, computer file, lab report or other assignment that has been prepared by someone else. This includes research papers purchased from any other person or agency. d. The paraphrasing of another's work or ideas without proper acknowledgment. Plagiarism, like other forms of academic dishonesty, is always a serious matter. If an instructor finds that a student has plagiarized, the appropriate penalty is at the instructor's discretion. Actions taken by the instructor do not preclude the college or the university from taking further punitive action including dismissal from the university. Marketing 301-Introduction to Business Environmental Scan Assignment Each student will do this assignment twice per term. Each Scan will be worth 100 points and there are two scans required for this class (2 scans x 100= 200 points) The assignment involves finding a REALLY INTERESTING, CURRENT (published after September 10, 2010) article of SUBSTANCE (articles that are only a few paragraphs long usually do not have substance or discussion of the issue) in the business press (Wall Street Journal, Business Week, Fortune, Forbes, etc.) Find something about a company or industry that discusses topics in your marketing text. Be aware that the main topics of an article that you select may be on topics that we have not discussed. I require you then read those chapters relevant to understanding the articles meaning and definition(s) which are presented. Do not only use the general definitions found in the first few chapter(s) of the text. In grading these papers 10% of your grade will be based on your writing skills, which I refer to as style. Make sure that you have someone other not just yourself proof read these papers. If you are unsure about you writing skills go to the University Writing Centers on either campus. The objective of the reports is to: 1. Guide you in discovering that Marketing is not simply a collection of static terms and dated theories. Rather, as you will find reading the articles and preparing your report, both corporate and social organizations are living the principles you are learning. 2. Assure that you effectively communicate the important points of the articles on which you have chosen to report. Format: Reports are to be typed, double spaced on (4 page Maximum) sheets of 8.5" by 11" paper, and stapled together, with no plastic bindings. Attach a readable copy of the article to your paper. I expect that these reports will be of your best presentation quality. All papers need to be stapled together. Please follow this format; type the heading, I. Introduction, II Environments, III Marketing Mix Variables (Strategy). Top of Page 1: Your name Marketing 301 Use the following format to identify the article Author's last name, first name, "Title of the Article," in Periodical, dates, page numbers. I. Introduction 1. In your own words, provide a one-paragraph summary (30 words maximum) of the key point of the article. 2. List and provide definitions of terms or concepts critical to understanding the key points of the article. 3. Relate key points, terms and concepts to the materials in you textbook. Provide references other than those in found in chapter one of the text. Cite the appropriate chapters and page numbers. That means you use the whole text book no just the first few chapters. II. Environment Explain which of the "environments" are relevant to the situation discussed in the article. Refer to Chapter 3 of the text for a complete discussion of environments. Pay special attention to the competitive environment and issues bearing on competitive advantage. 1. 2. 3. 4. 5. III. Competitive Environment Political/Legal Economic Technology Social Cultural Marketing Mix Variables Explain the relevance of the strategy elements (Target Market & Marketing Mix) and especially changes in the strategy elements dictated by the situation discussed in the article. 1. 2. 3. 4. 5. Target Market(s) Product Price Promotion Distribution ICS 200 Environmental Scan Evaluation Code Sheet Professor Robert OKeefe has prepared a code sheet to help speed the return of the environmental scan reports. Overtime we have found that we are writing essentially the same comments over and over again. This repetition of comments, which is especially true of the earlier reports, takes up a great deal of time and delays the return of your reports. In what follows we assigned a number to each of several comments that we have found to be relevant to the reports. 1. Reread the section on directions for the format of the environmental scan reports in the course syllabus. 2. Follow the outline more closely. 3. Be more specific regarding the business environments Refer to your text for definitions of these environments. 4. Be more specific regarding the interactions of elements of the business concept. Refer to the text for specific information 5. Pay more attention to the mechanics of writing, i.e., spelling punctuation. Errors in mechanics distract a reader from your idea. 6. Watch you choice of words. The right word can make an idea or statement more impressive to the reader: the wrong word can dilute your intended meaning. 7. Pay close attention to sentence structure and clarity. When not clearly presented, the best ideas may be ignored. Never expect a reader to infer what you mean: state your point of view clearly. 8. Cite evidence from the text or an outside source: Unsupported assumptions are no more than opinions. 9. A good use of concepts drawn from the text in support of your point. 10. A good use of the article to support you point. 11. A creative insight into relationships between text concepts and your article. 12. Very well prepared and written: good writing counts in the job market. 13. Invest in a good writing guide, i.e. Strunk &White The Elements of Style 14. Contact the DePaul University Writing Center, LPC, McGaw room 150, extension 4272 or Loop Campus, Lewis on the 16th floor, extension 6726. These codes where developed by Dr. Robert D. OKeefe, DePaul University, and Department of Marketing. Scan Due Dates are Thursdays, September 30 and October 28, 2010. ... View Full Document

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