COURSE SYLLABUS AND SCHEDULE OUTLINE FOR
PRINCIPLES OF MARKETING I (34-MKTG-241-001)
AUTUMN QUARTER 2002
T, Th 11:00A – 12:15P
EDUCATIONAL SERVICES BUILDING ROOM 145
Instructor Information
Office Hours: T 12:30P – 1:00P, 4:00P – 6:30P, Th 12:30P – 1:30P, or by appointment
Text Information
Basic
Marketing: A Global Managerial Approach, William Perreault,
Jr. & Jerome E. McCarthy, Irwin, 14th Edition, 2002. ISBN:
0-07-251917-7
Course Description
Fundamentals of marketing structures, channels, and environments: buyer and seller behavior, marketing management of product planning, pricing, distribution, and promotion.
Course Objectives
1. Understand the role of
marketing in the Global Economy.
2. Understand
target marketing and the functions of a marketing manager.
3. Know
what market segmentation is and how to segment product-markets into sub-
markets. Know the seven-step approach to market
segmentation.
4. Understand
how difference kinds of competitive situations affect business strategy
planning.
5. Research,
prepare, and present a marketing plan.
6. Have
an understanding of marketing information systems and how they are used.
7. Know
the affect of population and income trends in global markets.
8. Understand
the behavioral dimensions of the consumer market.
9. Understand
what branding is and how it is used.
10. Understand the product life cycle.
Group Cases: Cases detailing various marketing topics will be assigned. Groups will be formed during the second week of class.
Marketing Plan Project: Each student will develop a marketing plan
for a product or service of his or her choice.
The marketing plan must be typed and double-spaced with all sources
properly cited. The project should have
a title page, be stapled in the top left corner, and include a table of
contents. More detailed information will
be provided regarding this project during the quarter. The project is due
Exams: There will be three (3) exams during the quarter. Exam formats will be true-false, fill-in-the-blank, multiple choice, and short essay. Exams will be given as indicted on the Course Schedule.
Grading:
The final grade
will be determined as follows:
Exam One
(Chapters 1, 2, 3) 100
Points
Exam Two (Chapters 4, 5, 21) 100
Points
Final Exam (Chapters 6, 8, 9, 10) 100
Points
Group Cases and Participation 100
Points
Marketing Plan Project 100
Points
---------------
Total Points 500
Points
The numerical average will be calculated by dividing total
points by 5.
Attendance
is a requirement of the course. If for
some reason you cannot attend a class, please let me know by using one of the
phone numbers (or other means) listed above.
Any assignments are due at the beginning of the
class period as indicated on the Course Schedule. Late assignments will be reduced at least one letter grade per class day at
the discretion of the instructor.
Assignments will not be
accepted one week after the due date has passed.
Consider this
class to be a call-free, beep-free, vibrate mode-free zone of silence.
Make-up
exams will be given at the discretion of the instructor. The student must notify the instructor of the absence before the exam begins. If
proper notification is given, a make-up exam will be administered which may be
significantly more challenging than the examination given on the scheduled
date.
The
policy as stated in the
The
current withdrawal policy of
Students with Disabilities: The policy
of the University of Cincinnati Clermont College requires students to
self-identify and provide proper documentation to the Director of the
The following plus/minus
grading system will apply:
92 - 100% = A
91 - 89% = A- 88 -
87% = B+ 86 - 82% = B
81 - 79% = B-
78 – 77% = C+ 76 – 72% = C 71 –
69% = C- 68 – 67% = D+ 66 – 62% = D
61 – 59% = D -
58% and Under = F
Note: The course
schedule and procedures are tentative and subject to change depending upon the
progress of the class.
COURSE SCHEDULE OUTLINE – PRINCIPLES OF MARKETING I
Week of
09/26 Introduction to Course, Explanation of
the Syllabus, and the Schedule Outline
Chapter One – Marketing's Role
in the Global Economy
10/01 Chapter Two – Marketing's Role within the
Firm or Non-Profit Organization
Assignment of Groups
Case One
10/08 Chapter Three – Focusing Marketing
Strategy with Segmentation and Positioning
Review Marketing Project Details
Review for Exam One
10/15 Exam One - Chapters 1, 2, 3
Library Research Day for
Marketing Plan
Case Two
10/22 Chapter Twenty-One – Developing Innovative Marketing Plans
10/29 Chapter Four – Evaluating Opportunities
in the Changing Marketing Environment
Case Three
11/05 Chapter Five - Demographic Dimensions of
Global Consumer Markets
Review for Exam Two
11/12 Exam Two - Chapters 4, 5, 21
Chapter Six – Behavioral
Dimensions of Consumer Markets
11/19 Chapter Eight – Improving Decisions with
Marketing Information
Case Four
11/26 Chapter Nine – Elements of Product
Planning for Goods and Services
Marketing Plan Project Due (
12/03 Chapter Ten -
Product Management and New-Product Development
Review Marketing Plans
Review for Final Exam
Case
Five
The Final Exam will be Thursday, December
12th from