ID#____________

MWF 9:00-9:50

1130 Schneider

MKTG 250: MARKETING PRINCIPLES

Haworth College of Business

Western Michigan University

[return to Principles home page]

Instructor: Esther S. Page-Wood

Office: 3229 Schneider Hall

Telephone: 387-6191 (office) 375-2206 (home)

e-mail: esther.page-wood@wmich.edu

Home Page: http://homepages.wmich.edu/~pagewood

Office Hours: Monday: 8:00-8:45, 11:00-12:00, 1:00-1:45; Wednesday: 8:00-8:45, 11:00-12:00, 1:00-1:45; Friday: 8:00-8:45, 11:00-12:30. Other times by appointment

BBA PROGRAM GOAL

To deliver the best undergraduate business program in Michigan and surrounding states by the year 2006.

COURSE DESCRIPTION

Introduction to the role of marketing in the U.S. and global economy. Emphasis on how organizations create customer value through marketing strategy planning. Topics covered include buyer behavior, market segmentation, product planning, service quality, promotion, pricing, and managing channel relationships and e-commerce.

COURSE PREREQUISITE: Sophomore standing

REQUIRED TEXT

Kerin, Berkowitz, Hartley & Rudelius, Marketing 7^th Edition, McGraw Hill Irwin, 2003

STUDENT OUTCOMES

Upon completion of this course, you should be able to:

· Recognize and value the interdependence of business functions and the marketing role within the firm.

· Understand the essential principles and concepts of marketing and the application of marketing in business and organizational settings.

· Understand how marketing decisions are influenced by the social, technological, competitive, political, legal and global environments.

· Relate marketing terminology, principles, and concepts to the U.S. and global markets.

· Use marketing principles and concepts to make better business and personal decisions.

INTEGRATION WITH OTHER COURSES

Marketing is the interface between the firm and its customers or clients, and with the external environments, domestic and global, within which the firm operates. As such, MKTG 250:

· Integrates with general education courses that help students understand an organization’s external environments.

· Builds on concepts learned in BUS 175 about how business enterprises organize and operate to achieve their competitive goals by satisfying customer and client needs.

· Integrates with ECON 201 and 202 in developing an understanding of the economic environment and how supply and demand forces influence the production, pricing, and consumption of products.

· Illustrates accounting concepts and tools introduced in ACTY 210 and 211.

· Integrates with MGMT 250 in discussing the influences of motivation, personality, attitudes, perception, learning, and culture on organizational and household buyer behavior.

· Relates the use of marketing information systems to the information and communication infrastructure topics studied in BUS 270.

· Develops a marketing decision-making framework for the application of analytical approaches and techniques studied in BUS 275.

· Provides a foundation for studying topics taught in FCL 320, such as financial performance analysis, financial planning and budgeting, and project valuation.

· Introduces students to legal and regulatory issues that are further explored in FCL 380.

· Integrates with BUS 370 in stressing the importance of effective marketing communication in the firm’s interaction with its customers and external constituents.

· Provides some foundation for BUS 375, which will examine core business operations and their impact on productivity within the organization.

· Introduces marketing principles and concepts that can be applied in BUS 475 to help develop strategic business solutions.

COURSE REQUIREMENTS AND EXPECTATIONS

Students are expected to attend class on a regular basis, to have read assigned material and to participate appropriately and meaningfully in class discussions.

Testing

There will be 3 exams, 8 quizzes and a comprehensive final exam. The exams will be a combination of multiple choice and essay questions. The final exam will be only multiple choice. The questions will be very application oriented and based on material discussed in class, text and additional readings. Exam times and dates are listed later in this syllabus.

You must turn in each exam to the instructor before you leave the classroom. You will however have reasonable access to your exams for review purposes. Exams will be returned in class for review generally within a week from when they are taken. Students absent when tests are reviewed should check with the instructor during scheduled office hours to see their tests. If there are questions as to how an exam was graded it must be reviewed and/or appealed either in writing or during scheduled office hours within 2 weeks from the date they are reviewed in class. After that two-week period they will be not available for grade reconsideration. You may review your exams however, for study purposes in my office during office hours throughout the semester.

There will be 8 short essay quizzes given throughout the term. These quizzes will be open note (not open book). Material covered in a quiz will be taken from brown bag presentations, lectures and reading assignments. Each quiz is worth 5 points. Your two lowest quiz scores will be dropped thus counting a total of 6 quizzes. You may not make up quizzes if you are absent at the time they were given and those missed will be used when figuring your two lowest scores.

Assignments

Brown Bag Exercise: You will sign up for a class period when you will present. On your selected class you are to bring something (an item, article, etc.) in a brown bag to share with the class. Your offering must relate to the material that we will be discussing that class period. Keep the item in the bag until it is time to present. A form is included in this syllabus to be handed in on your assigned class.

Other Assignments: Other assignments will be assigned throughout the semester. These assignments will vary depending on the material being covered. Assignments with due dates are given at the end of this syllabus.

Extra Credit: Individual extra credit assignments will not be available. Every student will have an equal chance to succeed. Everyone has the opportunity to earn bonus points however. You will be given the opportunity to earn a total of 8 bonus points over the course of the term. To earn the points, anytime during the unit (chapters covered on a test) find an article and relate it to what we are discussing in that unit. Limit your discussion to no more than one typewritten page and provide a copy of the article. You may only hand in one article per unit. The last unit (unit IV) is due at the final exam and may be on any marketing subject. Each article is worth 2 points. (4 articles *2 pts ea. = 8pts)

GRADING POLICY

The graded components of this course will be weighted as follows:

3 exams @ 75 points each	225
Final exam	75
6 quizzes @ 5 points each	30
Brown Bag	15
3 Assignments @ 15 points each	45
Total	390

Final grades in this course will be assigned on the basis of each student’s cumulative point total.

Final Grade	Percentage of Total Points
A	100-92%
BA	91-88%
B	97-82%
CB	81-77%
C	76-70%
DC	69-65%
D	64-60%
E	Below 60%

INCOMPLETE POLICY

The incomplete policy of the University will be followed for giving incomplete grades. The University incomplete policy states: “This is a temporary grade which the instructor may give to an undergraduate student when illness, necessary absence, or other reasons beyond the control of the student prevent completion of course requirements by the end of the semester or session…. This grade of 'I' may not be given as a substitute for a failing grade…” [2001-2003 WMU Undergraduate Catalog, p. 28]

ADDITIONAL COURSE POLICIES

Assignments handed in past the due date will not be accepted. Assignments are due and will be collected at the beginning of a class period. If you arrive late for class and the assignments have been already collected you must hand it to me personally at the end of class. If you turn in an assignment outside of a regular time you must hand it to me personally or put it in my mailbox in the Marketing Department. Do not leave assignments in my office. I will not be responsible for having to find it on a desk, floor or other places. If you are ill and can not attend class on the day an assignment is due call me before class on that day so that arrangements can be made.

The optional assignment can be used for a missed assignment. It can not be used for extra credit.

Make-up exams will only be allowed with advanced permission of the instructor and only in cases of illness or other extenuating circumstances. If you are ill on the day of the exam call and let me know. Make-up exam times will be during departmental make-up exam times. There is no provision for changing the time of the final exam unless a student has three or more exams on the same day.

A seating chart will be used so that I can learn names.

Individual ID numbers will be assigned. This is a great aid me in grading and handing back exams and assignments in a timely manner. This ID is different from your social security number and must be used on all things handed in.

Cell phones and pager ringers must be turned off. Pagers and cell phones can be placed on vibrator so that after class the call can be returned. You are not to leave class to take a phone call on your cell phone or return a call appearing on your pagers.

INTEGRITY, ACEDEMIC HONESTY

You are responsible for making yourself aware of and understanding the policies and procedures in the Undergraduate (pp. 271-272) [Graduate (pp 24-26)] Catalog that pertain to Academic Integrity. These policies include cheating, fabrication, falsification and forgery, multiple submission, plagiarism, complicity and computer misuse. If there is reason to believe you have been involved in academic dishonesty, you will be referred to the Office of Student Judicial Affairs. You will be given the opportunity to review the charge(s). If you believe you are not responsible, you will have the opportunity for a hearing. You should consult with me if you are uncertain about an issue of academic honesty prior to the submission of an assignment or test.

HOME PAGE AND E-MAIL

We will be using the computer as another form of communication. Assignments, schedules, this syllabus and other information will be available on my home page. Look there for updates and current information. I check my e-mail on a regular basis. Computer and e-mail accounts are available through University Computing Services if you do not already have one.

Schedule

	Date	Topic	Chapters
UNIT I
	January 7	Introduction	1
	January 9	Marketing in Organizations	2
	January 12	Marketing in Organizations	2
	January 14	Controlling the Uncontrollables	3
	January 16	Controlling the Uncontrollables	3
	January 19	MLK Day – no class
	January 21	Ethics and Responsibilities	4
	January 23	Ethics and Responsibilities	4
	January 26	Consumer & Organization Behavior	5, 6
	January 28	Consumer & Organization Behavior	5, 6
	January 30	Consumer & Organization Behavior	5, 6
	February 2	Consumer & Organization Behavior	5, 6
	February 4	Wrap & Review
	February 6	EXAM UNIT I (Chapters 1-6)
UNIT II	February 9	Using Data and Information	8
	February 11	Using Data and Information	8
	February 13	Segmentation and Positioning	9
	February 16	Segmentation and Positioning	9
	February 18	Product as Part of the Marketing Mix	10, 11
	February 20	Product as Part of the Marketing Mix	10, 11
	February 23	Services	12
	February 25	Services	12
	February 27	Spirit Day – no class
	March 1-5	Spring Break – no class
	March 8	Wrap & Review
	March 10	EXAM UNIT II (Chapters 8-12)
UNIT III	March 12	Price, It’s More than Dollars and Cents	13, 14
	March 15	Price, It’s More than Dollars and Cents	13, 14
	March 17	Price, It’s More than Dollars and Cents	13, 14
	March 19	Price, It’s More than Dollars and Cents	13, 14
	Date	Topic	Chapters
	March 22	Channel Systems and Distribution	15, 16
	March 24	Channel Systems and Distribution	15, 16
	March 26	Retailing – Brick and Click	17, 21
	March 29	Retailing – Brick and Click	17, 21
	March 31	Retailing – Brick and Click	17, 21
	April 2	Wrap and Review
	April 5	EXAM UNIT III (Chapters 13-17, 21)
UNIT IV	April 7	Promotion and the Marketing Mix	18, 19, 20
	April 9	Promotion and the Marketing Mix	18, 19, 20
	April 12	Promotion and the Marketing Mix	18, 19, 20
	April 14	Promotion and the Marketing Mix	18, 19, 20
	April 16	Wrap & Review
	April 22	FINAL EXAM 8:00-10:00

February 2	Assignment 1 Due
February 6	Exam 1
March 10	Exam 2
March 19	Assignment 2 Due
April 5	Exam 3
April 12	Assignment 3 Due
April 16	Optional Assignment Due
April 22	Final Exam 8:00-10:00

Ground Rules

Your success in this class is important to me. This is to clarify what expectations I feel are necessary for you to have the opportunity to achieve maximum benefit from Marketing 250.

You can expect from me that I will:

v Be available during office hours, in the classroom, via phone (either office or home), or e-mail to answer questions and help in whatever way I can

v Give everyone an equal opportunity to succeed

v Provide you regular and ongoing access to your grades

v Make every effort to give you feedback on your progress in a timely manner

v Keep the Web Page current with information, assignments and due dates

v Treat you with respect

I expect that you will:

v Attend class on a regular basis

v Be prepared to discuss and share in class

v Turn cell phones and pagers off during class

v Complete and hand in assignments in on time

v Do your brown bag presentation in the class period you selected

v Check e-mail and Marketing 250 Web Page on a regular basis

v Take the responsibility to check with classmates, the instructor or the Web Page to find out what you missed if you are not in class

v Communicate with me

I have close to 450 students this semester. It is very important to me that I treat each of you in a fair and equitable manner. I have to weigh carefully decisions that I make to assure that they are applicable to all students given similar circumstances. When a student makes a request that they be allowed to hand in an assignment late, reschedule a brown bag etc. I need to make that option available to everyone if I do it for one. This obviously would get out of hand therefore I have to take the hard line of no late assignments or rescheduled brown bags. To make an allowance for those times when, for whatever reason, you miss an assignment I am giving you the opportunity to do an alternate assignment, which is listed on the following page. This assignment is optional. You can use it in place of your lowest grade on any scheduled assignment so if you neglected to hand in an assignment or got a low grade on one this is your second chance. If you get a lower grade on the optional assignment I will take the higher grade of the other assignment so this is a no risk option.

I feel that brown bag presentations are important not only for you but for the rest of the class as well. What you have to offer to your classmates is valuable. Because of this, you may not automatically substitute this optional assignment for your brown bag. If you wish to do so you will need to see me during my office hours to discuss why you were not able to do your brown bag and what needs to be done to compensate for it.

Optional Assignment

Due by your class period on April 16, 2004

To have this assignment count the following guidelines must be followed:

• Assignment must be typed
• Answer all the questions

Answer all of the following questions. Be sure to answer the questions fully and explain your answers where appropriate. They are taken from your text.

1. Page 95; question 4

2. Page 233; question 6

3. Page 338; question 8

4. Page 387; question 5

5. Page 525; question 5

Assignment 1

Worth 15 points

Due February 2, 2004

The following assignment is due at the beginning of class period on February 2, 2004. It must by typewritten.

Use the Hierarchy of Needs model (page 129) from your text for this assignment. Marketers address consumer needs in their advertisements. This exercise is for you to identify how those needs are addressed.

1. Find 1 print ad (from magazines or newspapers) for each need on the Hierarchy of Needs model. (note – if the magazine or paper is yours you can cut the ad out; if you are using magazines from a friend or library a photocopy is fine. Don’t rip other’s magazines)
2. Specifically identify why you feel that ad addressed the need chosen. Identify what ad you’re talking about for each need.

Assignment 3

Worth 15 points

Due April 12, 2004

The following assignment is due at the beginning of class period on April 12, 2004. It must by typewritten.

This assignment is done in four parts. Do each part in the order that they are listed.

Part 1

1. Find an ad for a store that you know nothing about and have never been to. Make a copy of the ad to include in the assignment. (yellow pages and newspapers are a good source)

2. Write a brief description of this store based on your perception of what you learn from the ad.

Part 2

1. Go to the store but don’t go inside.

2. Write a brief description of this store based on your perception of what you see from the outside.

Part 3

1. Go inside the store and shop around a bit. You don’t have to buy anything.

2. Write a brief description of this store based on your perception of what you observed in your experience inside the store.

Part 4

1. Compare your three perceptions. What suggestions do you have for this business in their portrayal of their business.

ID#__________

Name________________________

Assignment 2

Worth 15 points

Due March 19, 2004

For the following pricing strategies give an example of an actual product where it is used. You can use consumer-pricing strategies for all of these listed. List the product, the price and why you would classify it as this policy. You can write your answers directly on this piece of paper. Possible places to look for examples would be newspapers, Internet, and an actual retail store. Happy shopping!

Pricing Policy	Product	Price	Reason Why
Flexible Price
Skimming
Cumulative Quantity Discount
Non-cumulative Quantity Discount
Leader Pricing
Odd-Even Pricing
Pricing Policy	Product	Price	Reason Why
Price Lining
Prestige Pricing
Bundle Pricing

Answer the following questions located on page 387 of your text: Question 4, 6, 8. Show your work.

Name__________________________

ID#____________________________

Brown Bag Exercise

Description of object:

Brief summary of how your object relates to the topic currently being discussed in class: