M&L 3150
Foundations of MARKETING
Fall 2015
TR 5:30-6:50PM in HI131
Website: carmen.osu.edu
Marketing consists of principles and practices that aim to manage relationships profitably. These
concepts and applications are relevant for organizations, both for profit and not-for-profit, as well as
individuals in their professional and personal lives.
PROFESSOR: Terry Paul
245 Fisher Hall
(614) 292-9549
paul.5@osu.edu
Office Hours: Tuesdays 2:00-5:00PM
TA: Carolina Sara-Gonzalez
Office Hours: In Fisher Hall 050
LEARNING RESOURCES:
Required Text: Marketing, 5th edition, Grewal & Levy
The text is available in several formats:
 Hard bound-from OSU bookstore
 Loose leaf
 Online, downloadable into most readers-direct purchase from publisher website
The last two alternatives can be accessed at:
http://connect.mheducation.com/class/t-paul-library-course_1
Earlier editions purchased online are reasonable substitutes, but they aren’t perfect substitutes. The
fourth edition is about 90% the same as the fifth edition. The third edition is about 80% the same. Avoid
buying the McGraw Hill text: M:Marketing by the same authors. It is not the same as our assigned book.
The course powerpoint notes are available from Zip Publishing or can be copied from Carmen. Having
these notes is absolutely essential.
COURSE FORMAT:
Lectures on Tuesdays and Thursdays will probe more crucial/complex course concepts, introduce ideas
not in the text, and discuss applications of marketing principles. Much learning will result from students’
close reading of the text, as measured by quizzes on each chapter.
This course is organized in the “flipped classroom” format in which students spend less time in the
classroom and more time working through course material (text, online quizzes, video guest lectures) on
their own. Because of this, a number of scheduled in-class days have been cancelled, as shown on the
syllabus. Our usual pattern for the semester will be to meet for two consecutive scheduled days, then to
have the third day off from lecture to allow students more time for course work on their own.
One possible exception that may arise is if a scheduled class is cancelled, that lecture time will be made
up on a day for which class is now (at the beginning of the semester) not scheduled. You’ll be notified
by email if this change is necessary.
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GRADE DETERMINATION:
The three midterms, each over a separate part of course material, together account for most of the
determination of your grade. These exams together consist of 140 multiple choice questions, each of
which is worth 1 point in your course total.
There will be online quizzes for each of the 15 assigned text chapters. You will earn .4 of a point for
each correct answer on these quizzes. These quizzes can be repeated to attain higher scores.
Not counting extra credit, there are 170 points possible (140 on exams, 30 on chapter quizzes) for the
entire course.
Here is the TENTATIVE grade distribution (the curve) for our course:
A153 (about 90%)
B119 (about 70%)
C102 (about 60%)
D85 (about 50%)
Your point total will be the sum of your three exam scores, the points you earn on the online chapter
quizzes, and any extra credit points you accrue.
MORE INFORMATION ABOUT GRADING COMPONENTS:
Exams —The largest single source of the exam questions is the lecture material covered in class. About
25% of the exam questions will be based solely on the text coverage of course topics. Some questions
will draw on both lectures and readings. There will be 42 questions on the first and third midterms and
56 questions on the second midterm.
Quizzes —For each of the 15 assigned chapters in the text, you can and should take quizzes on Carmen
to earn points toward your final grade in the course. Take these quizzes after you have read each chapter.
For each chapter there is a test bank of about 40 questions that will randomly generate 5 question
quizzes.
Each correct answer on a quiz earns you 0.4 of a point. Five correct answers (a perfect score) on a quiz
counts as 2 points. You can take as many quizzes on each chapter as you want—your highest score is the
only one that counts. Each quiz you repeat will generally have different questions. You can use your text
while you take these quizzes. It is also acceptable for you to complete the quizzes with the help of your
classmates. There is a feedback link for each quiz that explains the correct answers.
You can take these quizzes at any time during the semester, but it would be best to take them at about at
the same time as we cover each chapter’s material in lecture. That will help you on the exams and enable
you to score higher since the material will be fresher in your mind.
Most of the exam questions based on the text (about 25% of each test) will be taken from the quizzes test
bank. Keep in mind though, that the quizzes you take (especially if you only take one or two from each
chapter) only include a fraction of all of the 40 or so questions in the test bank for each chapter. Only a
few of the questions on each exam will be the exact same ones you answered on the chapter quizzes.
Still, taking the quizzes is good preparation for the midterms.
Extra Credit —In past semesters, students in this course have earned an average of about 7 points of
extra credit. Most of these opportunities take about 30 minutes to complete, for which you‘ll earn 1
grade point (equal to 1 point on an exam). The details of extra credit are outlined on the last two pages of
the syllabus. Students can earn a maximum of 10 extra credit points in the course.
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Make Up Exams —These are given during finals week only. Students who fail to take the midterms
when they are given, for whatever reason, must take an essay make up exam over the same material that
the test they missed covered. The make ups are only for students that did not take midterms. There are
no opportunities to repeat earlier exams.
ASSIGNED TOPICS AND TEXT CHAPTERS:
Date
T
R
T
R
Column Topic
8/25 Intro to Course
8/27 Intro to Marketing
9/1 No Class
9/3 The Marketing Environment
Text
Chapter 1
Chapter 5
T
R
9/8 Consumer Behavior
9/10 No Class
Chapter 6
T
R
9/15 B2B Marketing
9/17 Segmentation & Targeting
Chapter 7
Chapter 9
T
R
9/22 No Class
9/24 FIRST EXAM
T
R
9/29 Product Management
10/1 No Class
Chapter 11
T
R
10/6 New Product Development
10/8 Services Marketing
Chapter 12
Chapter 13
T
R
10/13 Advertising
10/15 No Class
Chapter 19
T
R
10/20 Personal Selling
10/21 No Class
Chapter 20
T
R
10/27 Personal Selling
10/29 SECOND EXAM
Chapter 20
T
R
11/3 No Class
11/5 Channels of Distribution
Chapter 16
T
R
11/10 Retail Marketing
11/12 No Class
Chapter 17
T
R
11/17 Price
11/19 Price
Chapter 15
Chapter 15
T
R
11/24 Global Marketing
11/26 No Class
Chapter 8
T
R
12/1 Marketing Research
12/3 THIRD EXAM
T
12/8 All Make Up Exams-usual room and time
Chapter 10
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SOME WORDS TO THE WISE:
For faster answers to routine questions, go to the course Carmen site first rather than emailing the
instructor for an individual reply. Course-related news (special extra credit opportunities, schedule
changes, repetition of announcements made in class, etc.) will be prominently displayed on the site. Also
see FAQs (Frequently asked questions) on routine inquiries.
THERE IS GENERALLY A TIME DELAY IN POSTING EXTRA CREDIT POINTS EARNED
BOTH THROUGH SONA PROJECTS (SHOWN ON THE SONA SITE) AND OTHER EXTRA
CREDIT OPPORTUNITIES (“ADDITIONAL EXTRA CREDIT” COLUMN SHOWN UNDER
“GRADES” FOR INDIVIDUAL STUDENTS) ON COURSE CARMEN SITE. THIS DELAY CAN
BE TWO WEEKS OR MORE IN SOME CASES. ALL EXTRA CREDIT ACCOUNTING WILL BE
UP TO DATE BY THE END OF THE SEMESTER. PLEASE BE PATIENT UNTIL THEN.
THANKS!
The material in introductory courses like the Principles of Marketing and Principles of Psychology often
seems very familiar (unlike subjects such as physics or chemistry). Unfortunately, this familiarity can
give students a false sense of security in a feeling that they have mastered the material with relatively
little effort. These students frequently lament that “the test and lecture are just common sense but
somehow I failed the exam”. Expect test questions to probe for more depth and detail than you can
easily handle with a light skimming of the text and a passive listening to lectures.
Students often tell me that the grading machine has made an error of a point or two in scoring their
exams. If this happens to you, you’re welcome to see me during office hours at which time we can regrade your test together. This kind of mistake very rarely happens, and the other kind (students receive
too many points) NEVER has happened before. In my 50 years of teaching no one has ever reported
such a case.
The textbook is full of examples which relate to particular organizations and their marketing activities.
In general you should concentrate on the basic concepts, the marketing principles these examples
illustrate, rather than trying to remember what a specific company did. There will be very few questions
on each exam that ask about textbook examples by the name of the organization.
Some suggestions- read assignments carefully, take notes, or underline what you read.
CLASSROOM COURTESY:
Students attending class must be considerate of each other to make the learning experience productive
and congenial. Here are the ground rules:
1. In general, do not behave in any way that would be a distraction to other students; for example,
loud and animated conversations during class are annoying and inappropriate—refrain from
them.
2. Cell phones and other electronic media should not be audible in class.
3. If you must enter the room after the lecture has begun or leave before it is over, do so as quietly
and as inconspicuously as possible.
4. If another student acts in a manner than is distracting to you, politely ask him/her to stop it.
(He/she might not realize the behavior is bothersome.) If it persists, inform the instructor.
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EXAM DAY PROCEDURE:
Given the size of this class it is necessary to establish a set of routine behaviors for the day of the exam your cooperation here is necessary and appreciated. You must use a #2 (soft-lead) pencil.
Be sure to identify yourself on the exam answer sheet by your exact name (as it is recorded on OSU
records) and by your OSU email number - you will be penalized if this information is incorrect or
omitted on your answer sheet.
ABSOLUTELY NO SUBSTANTIVE QUESTIONS ABOUT THE EXAM MATERIAL WILL
BE ANSWERED DURING THE TESTS - this is the only way to treat all students equally. If an
exam question is unclear in some way, answer it as best as you can. If there is a procedural complication
(missing questions, typographical errors, etc.) come quietly to the instructor for help.
All books, backpacks, etc. must be left out of sight during the exam. Second language students may
bring a translation dictionary (book form, not electronic) during the exam. English language dictionaries
will be available for all students.
You'll probably want to record your answers directly on the exam to match them with the key. You
must return exam with your name on it at the same time you turn in your blue sheet. Failure to return
your exam with your name on it will result in a penalty of 10 points.
If a student behaves suspiciously during an exam, he or she will receive one warning; if this behavior is
repeated, the student's exam will be confiscated and the student will be referred to the OSU Committee
on Academic Misconduct. If you see suspicious behavior during an exam, please inform the instructor or
a test monitor.
BE SURE TO BRING PHOTO ID to the exams. If you don’t bring photo ID to the exam, you must
present photo ID to the instructor after the next class period following the midterm or during the next
scheduled office hours. Failure to do this will result in a 5 point penalty.
EXTRA CREDIT OPPORTUNITIES:
Much of the basic research you will learn about in BUS M&L 3150 and 3250 and advanced marketing
courses is conducted by faculty members at major universities like Ohio State. In order to carry out
research projects, faculty members often ask undergraduate students to volunteer to serve as participants.
Typical research projects include viewing and rating advertisements, obtaining student's perceptions and
reactions to various marketing phenomena (special promotions, coupons, etc.), and having students use
computers to search for information about new products or places to shop.
This semester, you will have the opportunity to earn up to 10 exam points via extra credit that will
contribute to your final grade in the introductory marketing class you are taking (either BUS M&L 3150
or 3250).
You may only participate in a given study one time (though some studies may involve two sessions and
may thus grant more extra credit than a one-session study). A number of different studies will be
conducted during the semester. Each will have a unique name. Some studies will be conducted online
(you will be given a URL when you sign up for the study). Others will be conducted in-person in various
rooms around Fisher (often in Mason or Schoenbaum). The studies vary in terms of the amount of time
they take and the amount of extra credit they grant.
When you sign up for a study, it is very important that you note (1) whether the study takes place inperson or online, (2) the length of time the study will take (and the amount of extra credit it grants), and
(3) the date, time, and place you are to attend the study if it is an in-person study. On the day of an in-
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person study it is very important that you arrive approximately 5 minutes early. Because instructions are
given only at the beginning of each session, absolutely no one will be admitted late.
Extra credit study opportunities will typically begin during the second or third week of the semester and
continue until the last week of scheduled classes. In addition to helping your grade in BUS M&L 3150
or 3250, participation in the studies will allow you to gain a better understanding of marketing and the
research process.
In fairness to all other students in the course, you must make every possible effort to attend all extra
credit studies for which you sign up. Students who are "no shows" for a given study will receive a
penalty of 0.5 extra credit points for each study they miss. This penalty will be deducted from whatever
points they earn during the semester. Students with a history of “no shows” may be blocked from
signing up for any further studies.
Sign-ups for the extra credit studies will be posted on a website called the Marketing Extra Credit SignUp System. Instructions for accessing and using this site are on the following page.
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Marketing Extra Credit Sign-Up System
Most of the extra credit opportunities will be announced via email, and students will sign up for these
opportunities via an internet web site.
For registration:
1. Go to http://fisher-osu.sona-systems.com
2. Click on the “New Participant” link, which appears on the left side of the web page.
3. You must choose a user ID that is not already in use and also specify an email address that is not
already registered in the system. User IDs may be up to 30 characters in length and contain letters
and numbers.
Use your real FIRST and LAST name that is on record with your instructor to ensure that you
receive your Marketing Extra Credit. For instance, do NOT use your middle name as your first name
– use your real first name.
Make sure to use a working email address. We will use the address you supply to send you
information about the studies for which you sign-up and to announce new studies.
4. You can then check the website for new extra credit opportunities that will be posted there.
5. When you see an extra credit opportunity for which you would like to sign up, please go to the
“Study sign-up” link on the website and follow instructions.
6. Please read the FAQ on the website if you need additional information.
Reminders:

When you sign up for an in-person extra credit session, please arrive 5 minutes early to your
scheduled session. Sessions begin at the scheduled time, and late arrivals will not be admitted.

Please do not sign up for an in-person session if you cannot attend. If you sign up for a session
and fail to show, you will be penalized 0.5 extra credit points.

We thank you in advance for your participation in our marketing research studies!