PRINCIPLES OF MARKETING

BUS 245

SYLLABUS

Spring 2016

WESTMORELANDCOUNTYCOMMUNITY COLLEGE

YOUNGWOOD, PA 15697

Professor: Richard Leasure, MBA

Email:

Mailbox: Business Department, 700 Hall

Cell Phone: 724-771-6284

COURSE INFORMATION

Course Title: Principles of Marketing

Course Number: BUS 245

Lecture, Lab, Credit Hours: 3-0-3

CATALOG DESCRIPTION

Principles and functions of marketing. Topics include marketing research, target marketing, marketing segmentation, and marketing-mix strategies. Special emphasis is placed on topics such as: product, pricing, distribution, and promotion decisions.

TEXT/ REFERENCES

  1. REQUIRED TEXT - Kerin: Marketing: The Core, 6e
  1. SUGGESTED REFERENCES

National and local newspapers/websites

WCCC EBSCO

Fortune, Time, Newsweek, Business Week and other business magazines

GENERAL COURSE OBJECTIVES

  1. The student will learn the concept of target marketing in building a customer base.
  2. The student will understand marketing research and will become customer driven.
  3. The student will know the relevance of a marketing plan.
  4. The student will distinguish a marketing orientation from a production orientation.
  5. The student will know the total quality management application as it relates to marketing.

LEARNING OUTCOMES

Specific Learner Objectives/Competencies

The student will have the necessary knowledge and skills to:

  1. To develop student ability to recognize and establish target markets.
  2. To promote student awareness of environmental influences on consumers, competition and market strategy.
  3. To develop student ability to utilize market mix elements to implement market strategy.
  4. To develop student analytic skills through case and problem study.
  5. The student will know four different types of marketing research.
  6. To evaluate four different types of market segmentation.
  7. To know the six steps in new product development.
  8. To distinguish a skimming pricing strategy from a penetration pricing strategy.
  9. To know the four elements of the promotion mix strategy.
  10. To distinguish a traditional marketing channel of distribution from a direct marketing channel of distribution.
  11. The student will know five different forms of consumer behavior.
  12. The student will know the adoption life cycle of consumer behavior.
  13. The student will know the relevance of building market share for an organization.
  14. The student will know five different classifications of industrial buying.
  15. The student will know four different stages of the product live cycle.

Withdrawal Policy:

Students withdrawing before midterm will receive a "W" grade. Students withdrawing after mid-term will receive a grade of "W" only if passing at the time of the request. There may be a financial issue associated with your withdrawal and you are encouraged to meet with a counselor prior to completing the required withdrawal forms.

Students with Disabilities

If because of a disability you believe that you will need classroom accommodations, please schedule an appointment with the student development department, in room 130 Founders Hall to discuss and document your individual needs. You may also call for more information at 724-925-4121. You will need to follow certain procedures that will be discussed.

Learning - Teaching Methods

A variety of teaching and learning methods will be used to deliver the course content. As a foundation course emphasizing principles and methods in Marketing (the dominant learning / teaching methods are lectures / discussions and reading of textbook and other assigned readings. These methods will be supported by the appropriate use of case studies, exercises, problem analysis, and audio / visuals as appropriate.

There are three key areas of input for student learning. The first is the textbook readings. It is important for the student to read understand and remember the material presented in the textbook. Second is the classroom discussion. Students are expected to participate in each discussion; therefore it is important to come to class prepared. Third, students will benefit from applying their newfound knowledge in their real life experiences. The effective combination of the three areas of input will ensure that the student gains the highest level of learning from the course.

Classroom discussions are both dynamic and required. Students are expected to have read the appropriate text chapters and case studies before class begins. This instructor expects to fully engage students in discussion. Participation is counted in the student’s final grade appropriately. Stud

No student will be excluded from the participation requirement.

Students will answer questions, add opinions, and interrupt with questions of their own at any time throughout the presentation.

GRADING PROCEDURES

  1. Exams – 4 @ 100 points = 400 points. Each exam consists of 50 multiple choice or True/False questions. Each test question will be credited at 2 points. The exam questions are derived from the text. Therefore, the text book will be the final authority when determining the correctness of each answer. There are no exceptions to this rule.
  2. Class Participation -will be noted for each class. This is a highly participative course therefore participation will be taken into account in the final grading.

4 Tests @100 pts each400

2 Case Studies @ 50 pts each100

Total Points Available500

Scale – Grades will be evaluated on total points accumulated during the semester.

90-100% 450-500 pts.A

80-89%400-449pts.B

70-79%350-399 pts.C

60- 69%300-349 pts. D

0-59% 0-299 pts.F

COURSE SCHEDULE – WCCC BUS 245

Schedule

Weekly Reading

Chapter 1

Chapter 2

Chapter 3

Chapter 4

EXAM 1 Chapters 1,2,3,4

Chapter 5

Chapter 6

Chapter 7

Chapter 8

Case Study 1

EXAM 2 Chapters 5,6,7,8

Chapter 9

Chapter 10

Chapter 11

Chapter 12

EXAM 3 Chapter 9,10,11,12

Chapter 13

Chapter 14

Chapter 15

Chapter 16

Case Study 2

EXAM 4 Chapters 13,14,15,16

Case Study 1

Principles of Marketing

Spring 20165

Carmex: Leveraging Facebook for Marketing Research (pg. 184).

The basic case study is an integral part of academic development. Students must demonstrate the ability to independently gather information, analyze the data, and then organize the results for presentation. Research and presentation are also critical skills for the business manager. A manager’s responsibilities center on the efficient assimilation of information and the ability to recognize what data are relevant to any particular situation. Therefore, as part of both the academic process and the general preparation of students to accept a role in a business and professional environment, one research project will be required. To lend proper weight to the project and to ensure student participation, the research project will account for 50 points of the course grade for the semester.

Project layout

The case study will be presented in written form to the instructor in the 7th week of class. Late papers will not be accepted. The entire paper should be 2 -4 pages in length. This is double spaced at 12 pt. fonts. The page margins are not to be more than 1.25 inches on the left and right sides and 1 inch on the top and bottom. The header on each page should contain both a page number and the student’s last name. Spelling and neatness count. Additionally, a cover page containing the course name, title of the paper, student name, semester, and date must be attached to the finished project.

Typical outline:

Introduction

Questions and answers

Items of personal interest

Conclusion

Instructions:

The Carmex: Leveraging Facebook for Marketing Research (pg. 184).

study is found on page 184, in chapter76, of your text book. A video related to the case is available on the Blackboard site under course materials. Please read the case carefully and prepare appropriate responses to the questions at the end of the case. Students are encouraged to support their opinions with outside references. Please cite any sources properly according to established documentation protocols.

Submit your paper on the Blackboard course web site. Please upload your document as a Word file. Appropriate links are available on the Assignments Page.

The final due date for this assignment is

Sunday

Case Study 2

Principles of Marketing

Spring 2016

Google Inc.: The Right Ads for the Right Time (pg. 396).

The basic case study is an integral part of academic development. Students must demonstrate the ability to independently gather information, analyze the data, and then organize the results for presentation. A manager’s responsibilities center on the efficient assimilation of information and the ability to recognize what data are relevant to any particular situation. Therefore, as part of both the academic process and the general preparation of students to accept a role in a business and professional environment, two case study projects will be required. To lend proper weight to the project and to ensure student participation each case study will account for 50 points of the course grade for the semester.

Project layout

The case study will be presented in written form to the instructor on or before the due date listed below. Late papers will not be accepted. The entire paper should be 2 -4 pages in length. This is double spaced at 12 pt. fonts. The page margins are not to be more than 1.0 inches on the left and right sides and 1 inch on the top and bottom. The header on each page should contain both a page number and the student’s last name. Spelling and neatness count. Additionally, a cover page containing the course name, title of the paper, student name, semester, and date must be attached to the finished project.

Typical outline:

Introduction

Questions and answers

Items of personal interest

Conclusion

Instructions:

The Google Inc.: The Right Ads for the Right Time (pg. 396) case study is found on page 396, in chapter 15, of your text book. Please read the case carefully and prepare appropriate responses to the questions at the endi of the case. Students are encouraged to support their opinions with outside references. Please cite any sources properly according to established documentation protocols.

Submit your paper on the Blackboard course web site. Please upload your document as a Word file. Appropriate links are available on the Assignments Page.

The final due date for this assignment is

Sunday