Principles of Marketing Syllabus
MAR3023 Class 73039, Fall 2018Course Information
This is an advanced course covering the essential knowledge required to ensure the success of a business as it launches and maintains product presence in the market place. We will also discuss the impact of marketing on businesses revenue, the relationship of marketing to other organizational functions and the development of marketing strategies for both the domestic and international marketplace. The course also focuses on the role that the Internet and direct marketing have on corporate marketing strategies.
Pre-reqs: Prerequisites and/or corequisites: GEB 3213 (and prerequisite STA 2023 or higher level Statistics course for BIM-BS students).Credits: 3
Instructional Mode
Instruction includes classroom lecture and discussion.
Textbook Information
Required Textbooks
Prin Of Marketing (looseleaf)
1 5'' Angle D View Binder Blk
Other Textbook
Prin Of Marketing
CONNECT Card is NOT required for this course!
Instructor Information
Tom Walker, M.A.
Email: walkert@seminolestate.edu
Phone: 407-708-2372
I prefer phone calls over email! Issues will get resolved more quickly.
Or see me in my office V007H.
Instructor Biography
Thomas E. Walker
Professor: Business Administration
Tom Walker received a Bachelor of Science degree in Engineering from the U.S. Military Academy at West Point. He also earned a Master of Arts degree in Marketing from Webster University and a Master of Arts degree in History from Butler University in Indianapolis, IN.
He served five years in the U.S. Army as a captain, first in Field Artillery and then in the Adjutant General Corps. He had a twenty-five year career in business-- primarily in the computer industry, working for such companies as Honeywell, Data General and Digital Equipment Corp. While working for those companies, his positions included Sales, Marketing and Industrial Training. He held management positions in Sales Management, Manager of Product Marketing and Manager of Customer Education.
Mr. Walker is a full-time Professor in the Business Administration Department at Seminole State College. He teaches courses in: Introduction to Business, Management and Marketing. He is also an adjunct in the History Department teaching US History and Western European History.
Class Project
Student Presentations (in class): Required
Presentations:
Every week one student will be required to make a PowerPoint presentation concerning the marketing approach of familiar and unfamiliar companies. HINT: Embedded videos enhance presentations.
On the day you present, presenters will wear business attire: Suits or jackets for men; dresses or pant suits for women.
Project #1: Market Research Project
NOTE: This is a required project for all students!
Overview:
The purpose of this graded exercise is to develop your market research skills. In the Market Research Project you will survey 40 people (students, fellow workers, whomever) to determine their opinions in: (Blank) (your topic)
Choose a topic that is relevant to:
- Student population
- Your company’s business
- A business you would like to start
You will develop a statement of purpose as to why you are conducting this research and what you are expect to accomplish through this exercise. Do not pre-judge the outcome. Let the data/research determine the results.
Normally upper management will come down and ask you to perform research on a particular topic of a marketing nature (e.g. customer satisfaction; market changes; consumer buying habits etc.) In this case you will choose the topic to be researched.
Project #2 (Honors Only)
Overview:
The purpose of this graded exercise is to develop your creative and analytical marketing skills. This is the scenario. You have decided to go into business for yourself. You believe the quickest way to get market recognition for your product is to develop an on-line web site. To provide yourself a sense of direction for your company, you also feel a need to develop a marketing plan. Therefore this is a two part exercise:
- Design a website for a single product (PowerPoint or a free-site for web design. Do not program the site)
NOTE: You are essentially a one product or product line company for this exercise. You will choose the product. - Write a marketing plan (See required content below.)
NOTE: Sample Websites and Marketing Plans are in Module #2 of Sakai
General Instructions:
Select a product or product line (products of a similar nature e.g. a line of shoes or t-shirts.) which you wish to market.
Web site:
- Design a web site using a Microsoft or Mac tool, design a web site. Get creative with pictures and graphics. Website will include the following pages:
- Home page
- Product and pricing page(s)
Suggestion: Use lots of graphics/pictures on the Home & Product pages. Minimize the amount of text - Order Form
- Terms and Conditions
- Return Policy
Suggestion: Use lots of color; avoid black and white except for emphasis; avoid monotones
Create a solid WOW! Factor. - Write complete sentences in the Terms and Conditions and Returns Policy paragraphs.
- You may use short phrases or BULLETS in the Home page and Product page.The fewer words the better on the home and product pages. “Picture is worth a thousand words.” Include people(adults, children, even animals) in your pictures using your product!
Grade Scale and Evaluation Methods
MAR 3023 Grading Scale:
Marketing Projects: 30% of grade
Presentations: 20% of grade
Exams: 35% of grade
Quizzes: 15% of grade
Total : 100%
NOTE:It is in your best interest to take all quizzes. Exam questions come from the same test bank
GRADING CRITERIA: Projects
Following are the criteria I will use to grade projects to make grading as objective as possible
A: (90-100%)
- You appeared to have a clear idea of the questions being asked
- You have effectively addressed the writing task.
- Your thoughts are well organized and coherent
- You provided excellent detail in your comment
- You used effective word choice
- Your grammar contained few if any errors in spelling, grammar usage or punctuation
B: (80-89%)
- You had a reasonably clear idea of the questions being asked
- You adequately addressed the subject matter
- Your thoughts were organized and you provided an average level of detail
- Generally employed good word choices
- You had minor errors in grammar, spelling and punctuation
C: (70-79%)
- You may have had a clear idea of the questions being, but
- You provided a minimal amount of detail
- Your organization was lacking
- Word choice was weak or in error
- You had errors in grammar, punctuation and/or spelling
D: (60-69%)
- You did not appear to have a clear idea of the question being asked
- You provided little detail
- Little to no organization
- Poor word choice
- Major errors in either grammar, punctuation and/or spelling
F: (Less than 60%)
- No clear idea of the question being asked
- Little to no detail
- No organization
- Poor choice of words
- Major errors in grammar, spelling and punctuation
Grading: Projects counts 35% of your total grade.
How Project is graded:
o Content quality: Tell me something I don’t know. Dig down into the material. Don’t skim
o Grammar: Sentence structure, spelling, verb tense etc. (See the content style example at end of this syllabus.)
Content: 50%
Grammar: 50%
Examinations:
You will have four examinations. Examinations are 35% worth of your final grade.
Test Format: Tests are Multiple Choice- 60 questions. Grading Scale:
A= 90-100 %
B= 80-89%
C= 70-79%
D= 60-69%
Less than 60 is an F
Measurable Course Objectives
Measurable Course Objectives are outcomes students are expected to achieve by the end of the course.
- Analyze a market at the micro (local) level considering stakeholders such as customers, suppliers, competition etc.
- Define marketing and how it relates to the marketing concept, marketing mix, target marketing and product differentiation.
- Define the characteristics of the consumer market and the influences that motivate consumer buyer behavior.
- Describe the impact of the macro-marketing environment (e.g. demographic, economic, technological and cultural influences) on corporate marketing strategies.
- Describe the importance of pricing in customer buying decisions and marketers use of pricing strategies.
- Describe the levels of branding (awareness, preference, loyalty) and the importance of building brand equity.
- Detail the steps in the consumer purchasing process.
- Differentiate between the characteristics of the business vs. the consumer market and the buying processes in each.
- Explain the role and impact of the Promotional Mix, the Internet and direct marketing on 21st century marketing and marketing strategies.
- Overview the importance of the place piece of the marketing mix and characteristics of various channels strategies.
- Summarize the steps in the product development and product life cycles. Compare the phases of buyer adoption to the product life cycle.
- Utilize primary and secondary market research and market segmentation techniques to develop a target market
Labs and Open Computer Labs
Computer labs are available on all Seminole State Campuses. Available campus lab hours for this semester can be found at the computer lab hours web page.
Collegewide Student Learning Outcomes
The Collegewide Student Learning Outcomes assessed and reinforced in this course include the following:
- Communication
- Critical Thinking
- Information Literacy
- Scientific and Quantitative Reasoning
Attendance Policy
The College recognizes the correlation between attendance and both student retention and achievement. Per College Policy 3.060 Students are expected to attend all classes, actively participate and complete all assigned course work for all courses for which they are registered.
For Face-to-Face classes attendance is required starting the first scheduled class. Students who are absent during this period are subject to be withdrawn for non-attendance. If you are unable to attend the first week, please reach out to your instructor to discuss assignments or activities required to maintain your enrollment in the course.
For online classes, attendance is determined by consistently logging in and accessing the course content and completing courses in accordance with the syllabus. Simply logging in to an online class does NOT count as attendance. Students must engage in an academically-related activity.
Academic Integrity
As members of the Seminole State College of Florida community, students are expected to be honest in all of their academic coursework and activities. Academic dishonesty, such as cheating of any kind on examinations, course assignments or projects, plagiarism, misrepresentation and the unauthorized possession of examinations or other course-related materials, is prohibited.
Plagiarism is unacceptable to the college community. Academic work that is submitted by students is assumed to be the result of their own thought, research or self-expression. When students borrow ideas, wording or organization from another source, they are expected to acknowledge that fact in an appropriate manner. Plagiarism is the deliberate use and appropriation of another's work without identifying the source and trying to pass-off such work as the student's own. Any student who fails to give full credit for ideas or materials taken from another has plagiarized.
Students who share their work for the purpose of cheating on class assignments or tests are subject to the same penalties as the student who commits the act of cheating.
When cheating or plagiarism has occurred, instructors may take academic action that ranges from denial of credit for the assignment or a grade of "F" on a specific assignment, examination or project, to the assignment of a grade of "F" for the course. Students may also be subject to further sanctions imposed by the judicial officer, such as disciplinary probation, suspension or dismissal from the College.
Withdrawal Policy
A student desiring to withdraw from a course after the add/drop period should initiate withdrawal procedures with a student success specialist. Withdrawals are not official until the withdrawal form is completed and given to the Office of Enrollment Services and Registrar. Withdrawal deadlines are published in the official College Catalog Academic Calendar.
Accommodation Statement
Seminole State College abides by Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act (ADA), which stipulates that no student shall be denied the benefits of an education 'solely by reason of a handicap.' Disabilities covered by law include, but are not limited to psychiatric impairments, learning disabilities and hearing, sight or mobility impairments. If you have a disability that may have some impact on your work in this class and for which you may require accommodations you must contact the Disability Support Services Office (DSS) to facilitate the accommodation process.
Campus locations and phone numbers for DSS are:
- Sanford/Lake Mary Campus, Room SC-130, 407.708.2109
- Altamonte Campus, Room ALT 107, 407.404.6005
- Heathrow Campus, Room HEA 115, 407.708.4440
- Oviedo Campus, Room OVF 102-D, 407.971.5114
College Emergency Information
In case of emergency conditions (such as tropical storms, hurricanes, power outages, etc), verify the college is open and classes are being held by calling 407.708.2290 or 407.708.4722. The Seminole State homepage will also feature updated announcements.
Seminole State College also offers enrolled students a mobile app called Seminole State Safe. The app allows the College to send email alerts and push notifications about potentially dangerous situations on campus and supplements emergency communications that are already in place. Students can also the use the app for their own safety when on campus. For more information and instructions on how to download the app, visit the Seminole State Safe App web page..
Available Support Services
The following services are available to assist your learning at Seminole State:
- Academic Success Center (ASC) offers all Seminole State students free tutoring in math, writing and the sciences, as well as an open computer lab.
Visit the Academic Success Center - Disability Support Services (DSS) at Seminole State offers College constituents equity and excellence in education. By working with students, faculty and staff on all Seminole State campuses, DSS ensures that appropriate academic adjustments are made to give all students equal opportunities inside the classroom and around campus.
Visit Disability Support Services - Seminole State Library offers beneficial and rewarding services to all college students. The library is an excellent place to break from classes, meet fellow students, and reflect independently and collaboratively. It is also an environment for discovery that encourages students to seek information, engage in listening and viewing activities, and think creatively.
Visit the Library
Seminole State Library Hours
Library hours of operation can be found online.
FERPA
The Family Educational Rights and Privacy Act (FERPA) affords students certain rights with respect to their education records. Students have the right to have some control over the disclosure of information from the records. It is Seminole State Colleges policy to comply with the requirements of FERPA and to prevent improper disclosure of personally identifiable information from the records. For more details on FERPA, please refer to the FERPA information on the Seminole State website
Student Code of Conduct
It is the responsibility of a student to observe campus rules and regulations and to help maintain appropriate conditions in the classroom, on the campus, and in the community. The Student Code of Conduct is a statement of Seminole State’s expectations regarding student standards of conduct, both academic and non-academic. It is the student’s responsibility to read the Code of Conduct and follow its expectations.
A Tobacco-Free College
To promote the health and wellness of the Seminole State College community, the use if tobacco of any kind and in any form is prohibited on all College-owned and/or operated facilities. This includes tobacco use in personal vehicles while on College property. The College Tobacco-Free Policy can be found at online.
College Communication
Student Email Office 365
All official email from the College is sent to your Seminole State Office 365 student email address. When contacting the college students should use their student email accounts to ensure that communication is delivered to the appropriate party. Be sure to check your account regularly for information important to your academic and financial records. To access your student email account, visit the student email information page for instructions.
Canvas Messages
Students currently enrolled in online or hybrid courses should use the Inbox link within their Canvas course to communicate with the professor. It is important for students to check the inbox regularly for important communication from the instructor.
Seminole State Text
Sign up for Seminole State Text and you will receive messages pertaining to registration dates, tuition deadlines, financial aid, emergency campus closings and changes to your student record or classes. To sign up to receive text messages, visit Seminole State Text.
URL of Online Syllabus
Users viewing a printed version of this syllabus can access the links in the document via the following addresses.
Online version:
https://www.seminolestate.edu/ssap/oasis/syllabusView/view/2187/73039/MAR3023
PDF version:
https://www.seminolestate.edu/ssap/oasis/syllabusView/pdf/2187/73039/MAR3023