MKT 21403:

Principles of Marketing

Fall 2016


Bob Evans Farms Hall 111

Professor: Dr. Wesley Thoene



Office:Bob Evans Farms Hall 239

Office Hours:Mon. 9:45-10:00 & 11:15-1:00; Tues. 11:15-1:00; Wed. 9:45-10:00; 11:15-11:30; Thurs. 11:15-12:00

Office Fax:740.245.7432



Lamb, C. W., Hair, J. F., & , McDaniel, C. (2012). MKTG (5th ed.). Mason, OH: South-Western.


  • To obtain a basic understanding of the total marketing objective which requires that the entire organization must revolve around the customer to satisfy his/her needs while still making a profit.
  • To understand how marketing fits within the framework of an organization.
  • To appreciate the need for business social responsibility in marketing and the social consequences of marketing decisions, including personal ethics.
  • To obtain an understanding of the environmental factors which impact marketing strategy.
  • To understand the concept of the global marketplace and marketing’s role in global competition.
  • To comprehend the basis of consumer behavior, including the decision-making process, and how sociocultural, situational, psychological, and marketing mix influences affect it.
  • To understand the role, process, and forms of marketing research to better gauge customer’s needs and wants.
  • To gain an understanding of the business-to-business marketing environment, including the roles played by individuals in an organization and the differences between this market and the consumer market.
  • To learn the different marketing strategies used to promote a new product, an existing product, and services through the various stages of the product life cycle
  • To identify the various pricing strategies available to an organization, as well as the effects they have on consumer perception.
  • To recognize the increasing importance of logistics and supply chain management in providing value to both the company and customers and the usage of retailers and wholesalers, as well as the advantages of direct channels.
  • To obtain an understanding of integrated marketing communications and when to use each of its components.


Grade calculation% of Grade Grading Scale

Participation 10%A=90-100%

Commercial Assignment 5%B=80-89%

Retail Assignment 5%C=70 - 79

Midterm Exam 25%D=60 - 69%

Final Exam 30%F=<60%

Marketing Project 25%


Participation will be measured through both attendance, the quality of comments students make in the classroom, and completion of homework. Students are advised to read the assigned chapters before coming to class in order to be prepared for classroom discussion. If students miss a day of class, notes are available on my Rio website, .


The course midterm examination is tentatively scheduled for October 10. The final exam will be announced later. Both exams will be multiple-choice in structure and each will contain thirty-three questions.

The following is a tentative schedule for the course. Please note that these dates are subject to change, and that such changes will be announced in class.

Marketing Project

For this project, teams of students will be required to develop a new product and create a plan to market it. As part of this project, you will also be required to shoot a 30-60 second commercial for this project. Please note that the Final marketing plans must be at least 10 pages in. Grades will be assigned based on the following rubric.

Marketing Plan Evaluation

MKT 21403/31403: Principles of Marketing

Grading scale: 0 = Unacceptable (none of the issues have been addressed or explained);

2 = Insufficient (some of the issues have been addressed or explained);

4 = Minimal (all the issues have been addressed, but explanation is inadequate);

6 = Average (all issues have been addressed) ;

8 = Good (all issues have been addressed and analysis is above average);

10 = Superior (all issues have been addressed and analysis is exceptionally done, concepts have been integrated to form a cohesive response)

Company Description/Strategic Focus / 0 1 2 3 4 5 6 7 8 9 10
Briefly describe your company. What is its name? What product are you going to sell? Provide a brief discussion of the product, its features, and its attributes. What goals do you have for your company?
What is the company’s mission statement? What are the company’s core competencies? How do these core competencies translate into a competitive advantage against competitors? Do goals relate to these core competencies?
Situation Analysis- Industry Analysis / 0 1 2 3 4 5 6 7 8 9 10
Describe the firm’s industry. How large is the industry, nationally and locally? Are industry sales increasing or decreasing? Why? Who will be your major competition? Describe each competitor in terms of size, target market, strengths, and weaknesses. What economic forces will impact the firm? Are there any major laws or regulations which directly apply to the company? What technology does the firm presently use? How could it be better utilized? What are the sociocultural issues faced by the company? (Hint: What are the relevant local demographics? How can the firm use these trends to its advantage?)
Situation Analysis- Company & Customers / 0 1 2 3 4 5 6 7 8 9 10
What are the company’s major strengths and weaknesses? What are its core competencies? How does it provide value for customers?
Describe the company’s “average” customer and/or target market. How does the firm presently reach these customers? Are there any customers who are not being targeted by the firm?
SWOT Analysis / 0 1 2 3 4 5 6 7 8 9 10
How is the SWOT analysis? Did the SWOT Analysis take a comprehensive look at the company’s strengths and weaknesses? How strong were the explanations for each cited strength or weakness? Were opportunities and threats also identified and explained? Was any supporting evidence provided in order to validate the opportunities or threats?
Marketing Program / 0 1 2 3 4 5 6 7 8 9 10
How will the company use the four components of the marketing mix in order to achieve the goals listed earlier in the plan? Outline the recommended product, pricing, distribution, and promotion strategies which will help them to achieve this goal. How will these strategies directly impact these goals?
Commercial / 0 5 10 15 20 25 30
How was the group’s commercial? Did it state the advantages/functionality of the product? Was the product (or its packaging) shown? Did the group us an appeal to the audience? Was the commercial aimed toward a specific target market?
Peer Evaluations/Tech Requirements / 0 1 2 3 4 5 6 7 8 9 10
Average of scores assigned by your fellow group members.
Technical Requirements / 0 1 2 3 4 5 6 7 8 9 10
15 pages, block format, proper headings, grammatically correct, correct spelling


Date / Topic / Material
Aug 22 / Introduction & Syllabus / ∙ Syllabus
Aug 24 / Marketing Overview / ∙ Chapter 1
Aug 29 / Marketing & Strategy / ∙ Chapter 2
Aug 31 / Marketing Plans / ∙ Appendix
Sept 5 / No Class: Labor Day
Sept 7 / Marketing Ethics & Social Responsibility / ∙ Chapter 3
Sept 12 / The Marketing Environment / ∙ Chapter 4
Sept 14 / International Marketing / ∙ Chapter 5
Sept 19 / Consumer Behavior / ∙ Chapter 6
Sept 21 / Consumer Behavior / ∙ Chapter 6
Sept 26 / Market Segmentation / ∙ Chapter 8
Sept 28 / Market Segmentation (Activity Day) / ∙ Chapter 8
Oct 3 / Market Research / ∙ Chapter 9
Oct 5 / Review
Oct 12 / Products & Brands I / ∙ Chapter 10
Oct 17 / Products & Brands II / ∙ Chapter 11
Oct 19 / Products & Brands (Activity Day)
Oct 24 / Services / ∙ Chapter 12
Oct 26 / Pricing I / ∙ Chapter 19
Oct 31 / Pricing II / ∙ Chapter 20
Nov 2 / Wholesaling & Marketing Channels / ∙ Chapter13
Date / Topic / Material
Nov 7 / Supply Chain Management / ∙ Chapter 14
Nov 9 / Retailing / ∙ Chapter 15
Nov 14 / Integrated Marketing Communications / ∙ Chapter 16
Nov 16 / Advertising, Sales Promotions, & Sales Promotions / ∙ Chapter 17/18
Nov 21 / Advertising, Sales Promotions, & Sales Promotions / ∙ Chapter 17/18
Nov 23 / No Class: Thanksgiving Break
Nov 28 / Final Review

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ACADEMIC DISHONESTY: Standard universitypolicies, as described in the Student Handbook, apply.

WITHDRAWAL: Refer to Student Handbook

PROGRAM OUTCOMES: The following outcomes have been adopted for the degree program for which this course is required:

  1. Students will be able to identify and describe the introductory concepts, basic theories, and fundamental practices, in the principal functional areas of business.
  2. Students will be able to describe and illustrate the significance of the economic environment of business,
  3. Students will be able to use current technology and computer applications in support of business administration.
  4. Students will be able to produce and present effective oral and written forms of communication.

** This syllabus is not to be construed as a contract with the

student and may be subject to change**