COURSE SYLLABUS AND SCHEDULE OUTLINE FOR
PRINCIPLES OF MARKETING I (34-MKTG-241-001)
AUTUMN QUARTER 2003
T, Th 11:00A – 12:15P
EDUCATIONAL SERVICES BUILDING ROOM 145
Instructor
Information
Office Hours: W 1:00P – 3:30P, Th 2:00P – 3:30P, 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.
Business Game Simulation: Students will be assigned
to a group. Each group will be a company competing against other companies to
market a specific product. Decisions will be made on how to market the product
and turned into the instructor. Results of decisions will returned to each
group for review and revision. A detailed handout will be provided during the
quarter.
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 150
Points
Business Game Simulation 50 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 Academic Director of Disability
Services,
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
09/25 Introduction
to Course, Explanation of the Syllabus, and the Schedule Outline
Chapter One – Marketing's Role
in the Global Economy
09/30 Chapter
Two – Marketing's Role within the Firm or Non-Profit Organization
Case One
10/07 Chapter
Three – Focusing Marketing Strategy with Segmentation and Positioning
Brief Discussion of Business Game
Review for Exam One
10/14 Exam
One - Chapters 1, 2, 3
Discussion of Business Game and Trial Decision
10/21 Chapter
Twenty-One – Developing Innovative Marketing Plans
First Real Business Game Decision
Case Two
10/28 Chapter
Four – Evaluating Opportunities in the Changing Marketing Environment
Second Business Game Decision
Case Three
11/04 Chapter
Five - Demographic Dimensions of Global Consumer Markets
Third Business Game Decision
Review for Exam Two
11/13 Exam
Two - Chapters 4, 5, 21
Fourth Business Game Decision
Chapter Six – Behavioral Dimensions of Consumer Markets
11/18 Chapter
Eight – Improving Decisions with Marketing Information
Case Four
11/25 Chapter
Nine – Elements of Product Planning for Goods and Services
12/02 Chapter Ten - Product
Management and New-Product Development
Review for Final Exam
Case Five
The Final
Exam will be Thursday, December 11th from