BAD 250-02
Marketing
Course Syllabus
Spring, 2006
Instructor: Patricia Stankard
Office: Fine Arts, F113
Phone: (708) 524-6997 x1316
Email: pstankard@ameritech.net
Class
meets: Monday
& Wednesday, 3:30 – 4:45 PM
Prerequisite: Econ 190
Office Hours: I will be available from 2:45
PM through 3:15 PM on Mondays and Wednesdays. Please feel free to make an
appointment with me regarding any questions you might have regarding course
material.
Required Materials: Solomon/
Course
Overview: Marketing is the business discipline that deals with
creating and keeping customers.
Customers are essential for any business. Without a customer,
there is no business. Successful companies believe strongly in the adage
that “nothing happens in business until something is sold”. Thus, when we are
studying marketing, we are studying one of the bedrock foundations of any
business.
Marketers
are the link between a firm and its existing and prospective customers.
Marketers motivate and direct all of the other disciplines within a firm or
organization to respond to those customers with product and/or service
solutions that meet and fulfill customer needs. Marketing’s function in a firm
is to continually define profitable new opportunities for products and services
that serve customers in a way that will maintain and grow market share with
existing customers while further growing share through the acquisition of new
customers. You will learn the importance of the marketing function to a firm as
well as how marketing affects consumers and/or business users of products and
services.
Because
marketing is all around us, we come to this course with a great deal of
firsthand "marketing" experience. We are all consumers after all. This
is both a help and a hindrance. Our own, personal marketing experiences are
helpful in that they suggest to us what marketing techniques attract and
motivate us as individuals. Our experiences are hindrances in that not every
individual is like we are. One of our greatest challenges this semester, then,
will be to develop an understanding of marketing that moves beyond our personal
views. In other words, we will look at, understand and interact with the world
from a marketer’s point of view.
Method of
Instruction:
I will use a variety of teaching techniques in this
class, including lectures, class discussion, current event topics, case
studies, written assignments and group activities. My style is highly
interactive and will rely upon students to add to the quality of
discussion. Our class environment will be respectful of differing
opinions. I expect students to be on
time and I encourage students to participate.
Learning Objectives:
·
Create an
understanding of today’s marketing environment including the growing influence
of e-business on traditional marketing channels.
·
Understand the
tools, practices and experiences needed to deal with issues and opportunities
that marketing managers deal with on a daily basis.
·
Develop an appreciation
for the roles of market research and customer understanding in the development
of a proper marketing mix to achieve organizational goals.
·
Appreciate and
apply the broad range of marketing programs and disciplines that create
competitive advantage and enhance customer relationships.
·
Embrace the
importance of ethical marketing practices in strategic marketing
decision-making.
By
the end of this course, students will be able to:
1) Explain the assumptions that underlie modern
marketing practice;
2) Analyze, in detail, each of marketing’s four
Ps;
3) Use correctly marketing terminology;
4) Develop a coherent marketing strategy based
on environmental, industry and company analyses; and
5)
Write a coherent analysis of a marketing problem
Course Requirements and Expectations:
|
Requirement |
Explanation/Expectation |
Points |
|
Textbook |
Read the chapter material and be able to discuss the
material in class. |
|
|
3 Exams |
20 points each |
60 |
|
2 Written Papers |
15 points each. The purpose
of the papers is twofold: 1) to
gauge your understanding of the marketing principles involved in proper
analysis of the material in both the case and the article, and to judge your
application of the results of that analysis to a solution or remedy for the
marketing issues or problems presented in the case or the article. 2)
as business people, you will be required to
frequently communicate with both peers and superiors, in writing, to express
your thoughts and ideas concerning issues of relevance to your
business. Your clarity, grammar, spelling, punctuation and
resourcefulness will be evaluated to judge your ability to communicate your
ideas professionally. (continued) |
30 |
|
Requirement |
Explanation/Expectation |
Points |
|
Class Attendance and Participation |
10 points, or 10% of your overall course grade, will
depend on your class attendance and class discussion of your opinions, your
answers to questions, and your analysis and ideas regarding both textbook
material and your research for papers. 1) You are expected to attend all classes and roll
will be taken periodically. 3 unexcused absences will
result in a 0 point class participation grade. You are expected to be
in class promptly at 3:30 PM. Latecomers are a distraction to the
instructor and to fellow students. When you enter the business world,
you will learn that unexcused absence, tardiness, and inattentiveness are
just not tolerated. As a businessperson, I expect students to adhere to
this policy as well. 2) Each student is expected to contribute to class
discussions. Prior reading and completion of assigned work enables
you to speak up and earn the full class participation grade component.
Your class participation grade will reflect the quality and the frequency of
your contributions. Attendance alone does not represent
participation. Unexcused absences will lower your participation
grade substantially. |
10 |
|
|
Total Points |
100 |
A GRADE OF:
|
A |
will
be earned |
90-100
points |
|
B |
will
be earned |
80-89
points |
|
C |
will
be earned |
70-79
points |
|
D |
will
be earned |
60-69
points |
|
F |
will
be earned |
59
points or below |
Written Papers: The first paper will be a 3-5 page paper on a marketing
dilemma as faced by a corporation at the current time. The specific topic
will be assigned on January 30th and will be due on February 27. The second
paper will be a business case that will be assigned on March 15th and will be
due on April 17th. This paper should be 5 pages in
length.
Please Note: Make up exams will not be given and all
written papers that are not handed in on or before the due date will receive a
grade of “F”. Plagiarism and academic dishonesty will also result in a
grade of “F”.
Grading criteria. Each
exam question will be graded holistically. This means that the written
response will be considered in its entirety and given a grade. A good rule of
thumb is the following:
A answers
are great answers to the question asked. An A answer is complete,
intelligent, shows depth of understanding, is creative and is expressed in
clear, easy-to-understand language that is free of grammatical mistakes.
B answers are good answers: they show a good level
of understanding, have many key points and are generally well written, but may
have some grammatical problems.
C’s represent okay answers; these are just
ordinary answers; the response is nothing special,
lacks many great insights and may have serious grammatical mistakes.
D answers are short, brief, and simple in their
observations. D’s are given to just passable answers. D answers parrot
back textbook information and lecture notes without further interpretation and
are superficial. D answers can have serious grammatical errors that
significantly interfere with reader understanding.
F answers do not answer the question asked, no matter
how long and detailed.
Plagiarism
Plagiarism
is using the ideas and/or writings of another and claiming them as one's own.
Plagiarism is most often thought of copying, word for word, what someone else
has written and passing it off as one's own. Plagiarism is also the very
similar copying of someone else's words and/or ideas without attribution. Thus,
it is still plagiarism if two sentences, two paragraphs, or two papers appear
to be almost similar even though there are some differences. Plagiarism is best
avoided by carefully acknowledging the sources of one's words and/or ideas.
Student work found to be plagiarized will be given an F.
A
note on participation
As
you see 10% of your grade involves participation. The essential message
here is that class participation has a significant impact on your grade (both
positively and negatively). But what exactly is “participation”? I believe
participation is your voluntary involvement in class.
Participation is NOT me calling on you when no one wants to talk.
In my view, participation is all about involvement and engagement. It is
about being active rather than passive. It is about intelligent
conversation not deadening silence. It is about being a fully engaged
member of our class. It is all about your willingness to
consistently contribute to everyone’s learning – including mine.
Your
participation level can be gauged by how consistently you:
· raise your hand in direct response to questions I ask
· ask questions that help clarify points in the textbook or in my
lecture
· comment on what other class
members have said
· share an experience that illustrates a class concept or point
Please
remember that the fundamental idea behind evaluating this component is that the
best of ideas are useless until they are communicated. Communication skills
(both verbal and written) are crucial to career success. I really want to encourage you to come up
with good ideas and communicate them. They have a very real impact on your
grade. Finally, let me remind you (one more time) what class
participation is not: Merely coming to class. Simple physical presence in class
is not the same as participation!
|
COURSE CALENDAR: (subject
to change |
||
|
Day |
Date |
Assignment |
|
M |
Jan. 16 |
Class introduction and Syllabus review; Chapter 1 |
|
W |
Jan.19 |
Chapter 2 |
|
M |
Jan. 23 |
Chapter 2 |
|
W |
Jan. 25 |
Chapter 3 |
|
M |
Jan. 30 |
Chapter 4 |
|
W |
Feb. 1 |
Chapter 4 |
|
M |
Feb. 6 |
Chapter 5 |
|
W |
Feb. 8 |
Chapter 5 |
|
M |
Feb. 13 |
Exam 1, Chapters 1-5 |
|
W |
Feb. 15 |
Chapter 6 |
M
|
Feb. 20
|
Chapter 6
|
W
|
Feb. 22
|
Chapter 7
|
|
M |
Feb. 27 |
Chapter 7,
(Written paper 1 due) |
|
W |
March 1 |
Chapter 8, discuss paper 1 |
|
M/W |
March 6/8 |
Mid
Semester Vacation |
|
M |
March 13 |
Chapter 9 |
|
W |
March 15 |
Chapter 10 |
|
M |
March 20 |
Chapter 10 |
|
W |
March 22 |
Chapter 11 |
|
M |
March 27 |
Chapter 11 |
W
|
March 29
|
Exam 2, Chapters 6-11
|
M
|
April 3
|
Chapter 12
|
|
W |
April 5 |
Chapter 12 |
|
M |
April 10 |
Chapter 13 |
|
W |
April 12 |
Chapter 13 |
|
M |
April 17 |
Chapter 14, (Written paper 2 due) |
|
W |
April 19 |
Chapter 14, discuss paper 2 |
|
M |
April 24 |
Chapter 15 |
W
|
April 26
|
Chapter 16
|
M/W
|
May 1/3
|
Exam 3, Chapters
12-16
|