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Marketing Management
MKTG 300
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Benedictine Hallmarks 2011-2012
STABILITY  STEWARDSHIP
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course syllabus
Addresses the educational
needs of adult students by
developing and providing
engaging, relevant and
accelerated programs.
blended model
MKTG 300
Enhances scholarship,
leadership skills, social
responsibility, and promotes
life-long learning.
Provides high-quality, easily
accessible educational
opportunities for adult
learners.
Enables adults to earn
specific undergraduate and
graduate degrees while
maintaining their personal and
professional commitments.
Marketing Management
instructor version
Develops new degree and
non-degree programs that
address the expressed needs of
the professional community.
content links index
about this document
about Moser College
about blended learning
hallmarks of a Benedictine education
student expectations
attendance policy
financial aid
submission of work
library resources
services for students with disabilities
Academic Honesty Policy
APA formatting and style
netiquette
course overview
required textbooks
grading scale
IDEA objectives
IDEA description
learning outcomes
course schedule
Moser College Mission
Statement: Moser College
embodies the values of respect,
excellence, collaboration, and
professionalism. We are
committed to delivering
innovative and dynamic
programs designed for adult
students who are dedicated to
enhancing their professional,
local, and global communities.
Moser College Vision
Statement: To be one of the
premier university colleges in
the nation.
Love of Christ and Neighbor  Prayer  Stability  Conversatio  Obedience
Discipline  Humility  Stewardship  Hospitality  Community
Benedictine University
Margaret and Harold Moser Center
1832 Centre Point Circle
Naperville, IL 60563
Phone: (630) 829-6289
Fax: (630) 829-1375
moser college mission and vision
2
Content Links
Marketing Management | MKTG 300
About Your Program at Benedictine University – Moser College
About This Document
This is a hypermedia document – it has been built to mimic navigation on the
web. This document can also be viewed as a presentation or it can be printed
like a traditional document. We use this sort of document because it allows for
navigation links (hyperlinks) to text, graphics, audio/video, and the web. This
type of document also allows you to navigate in a nontraditional, nonlinear way
– by following the page links you are not bound to read or flip through the
document in any sort of order. This is yet another example of Moser College’s
commitment to advancements in technology and blended learning.
About Moser College
The Moser College of Adult & Professional Studies delivers its curricular
programs in a specifically designed structure deliberately oriented for working,
adult learners. The Moser College is committed to providing a learning
environment which extends beyond the classroom and is designed specifically
to meet the needs of its students and their employers by bringing a quality
educational experience without requiring the student to relocate or travel
extensively beyond their home area. Benedictine University's Moser College of
Adult & Professional Studies is fully accredited by the Higher Learning
Commission of the North Central Association of Colleges and Schools*.
* web path
Benedictine Univ
Academic Programs
Moser College
About Blended Learning
Blended learning is the integration of different learning environments: mainly the
online format with the face-to-face format, but may also include mobile learning.
Blended learning, also referred to as hybrid learning, relies on both the advantages
of digital/technology innovation and the methods of face-to-face instruction. At
Moser College, we use blended learning by combining asynchronous online
classroom sessions with a face-to-face classroom environment.
hallmarks of a Benedictine Education:
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About
Marketing Management | MKTG 300
The Ten Hallmarks of a Benedictine Education
A Benedictine Education
Based on the Rules of Saint Benedict, a Benedictine
Education is based on the Benedictine Wisdom
Tradition that sets as its goals the transformation of the
Human mind AND Heart and has at its foundation “The
Ten Hallmarks of a Benedictine Education”.
The Ten Hallmarks
Each academic year Moser College will be celebrating
two of the Hallmarks. This academic year 2011-2012,
the Hallmarks Stability and Stewardship have been
chosen. The ten hallmarks are:
1. Love of Christ and Neighbor
2. Prayer: a Life marked by liturgy, lection and
Mindfulness
3. Stability: commitment to the daily life of this place,
its heritage and tradition
4. Conversatio: the way of formation and
transformation
5. Obedience: a commitment to listening and
consequent action
6. Discipline: a way toward learning and freedom
7. Humility: knowledge of self in relation to God,
others and creation
8. Stewardship: responsible use of creation, culture
and the arts
9. Hospitality: openness to others
10. Community: call to serve the common good
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Portrait (1926) by Herman Nieg
(1849–1928); Heiligenkreuz Abbey, Austria
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4
Hallmarks
Marketing Management | MKTG 300
Student Expectations
Expectations of Students
In order to get the maximum use of the time available, it is expected that you
will:
•
Read the material to be covered in the class and complete required
assignments prior to attending the class/session;
•
Arrive/login to class/session prepared to participate actively;
•
Be prepared to actively participate in the collaborative activities of each
class/session; and
•
Always feel free to seek additional help from the instructor when the need
arises.
Attendance Policy
Students may not miss more than 25% of the live classroom sessions. Doing so
will result in an F for the course.
financial aid information
Submission of Work
All assignments are to be submitted into Desire 2 Learn (D2L) unless otherwise noted by instructor.
Assignments must be submitted by due date. Any assigned work submitted late for any unexcused
reason will receive a lowered grade. Please refer to your instructor’s late work policy located in D2L.
In the event that you miss an examination for due cause, arrangements must be made with the
instructor for a make-up examination. Important criteria concerning the submission of work:
•
Make-up examinations may differ from the original class examination.
•
Per University policy, assignments cannot be accepted by an instructor after the last day of the course.
•
Only discussions threads posted by 11:59 pm CST on the due date will count for grading purposes.
information concerning netiquette:
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Expectations
Marketing Management | MKTG 300
Financial Aid Information
Applying for Financial Aid
A college education is one of the largest financial investments a family will make. We believe that an education
from Benedictine University will provide valuable returns throughout a student's lifetime. The Office of Financial
Aid is dedicated to helping students and their families make a Benedictine University education affordable. We
view the process of financing an education as a partnership. Although the student and his/her family have primary
responsibility for meeting college costs, Benedictine University, as well as the federal and state governments have
a variety of financial aid programs available to students who need financial assistance.
Types of Financial Aid
Benedictine University's Office of Financial Aid administers a variety of federal, state
and institutional programs of student financial assistance. All financial aid recipients
must maintain satisfactory academic progress in accordance with the published,
"Satisfactory Academic Progress Policy for Financial Aid Recipients.“
•
After completing the financial aid application process, the student will receive a
financial aid award notification letter. The award letter will include the
program(s) that the student is eligible to receive and the award amount(s).
•
Grants/Scholarships - Grants and scholarships are considered to be gift
assistance. This means the awards do not have to be repaid.
•
Loans - Loans are considered to be a form of self-help assistance. Loan programs
provide funds for educational purposes and are paid back with interest.
•
Employment - Part-time jobs on campus are available to students through the
University and Federal Work-Study program. Students working on campus
receive a bi-weekly paycheck.
•
Applying for Financial Aid – All students applying for financial aid are asked to
complete the Free Application for Federal Student Aid (FAFSA).
FAFSA – Free Application for Federal Student Aid
The FAFSA is required for all federal, state (Illinois residents) and Benedictine University need-based assistance.
It should be completed as soon as possible after January 1st. Applying online with FAFSA on the Web at
www.fafsa.gov is faster and easier than using a paper FAFSA. Have your completed U.S. Federal Income Tax
returns readily available when completing the FAFSA. Include Benedictine University's school code:
001767 so the results of your FAFSA application will automatically be sent to our financial aid office. Sign you
FAFSA with a Federal Student Aid PIN. Apply for a PIN at www.pin.ed.gov. If you are providing parent
information, one parent must also sign you FAFSA.
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Love of Christ and Neighbor  Prayer  Stability  Conversatio  Obedience  Discipline  Humility  Stewardship  Hospitality  Community
6
Financial Aid
Marketing Management | MKTG 300
About Netiquette
What is Netiquette?
"Netiquette" stands for "Internet Etiquette", and refers to the set of practices which help to make the online
experiences pleasant for all involved. As you might expect, netiquette, like other forms of etiquette, is about
courtesy, manners, codes of behavior, protocols and respect. Netiquette primarily focuses on how we interact with
one another online, by being aware of: our use of language, others’ cultural background, conventional norms, and
other behaviors. Below you will find guidelines concerning the basics of online interaction. If it isn’t something you
would say or do in the face-to-face classroom, it is probably inappropriate in the online class as well.
Netiquette Basics
1. Follow the Golden Rule (“One should treat others as one would like others to treat oneself”)
2. Be ethical, fair, tolerant and mindful of others – avoid stereotyping, judgment and prejudice
3. Know the boundaries of particular cyberspaces – what is acceptable in a text or chatroom with friends may
not be appropriate in a classroom or in an online conversation with an instructor
4. Respect the time of others by: 1) using descriptive subject lines, 2) resizing images for the web, 3) providing
links instead of copying and pasting content, 5) using white space by inserting blank lines between paragraphs
and headers and 6) limiting your use of attachments
5. Copy the minimum number of people – it is tempting to send “email” or “message blasts” because it is easier
for the poster, but it is not easier for the reader
Inappropriate Online Usage
1. Avoid “flaming” – flaming is sending offensive, insulting or criticizing messages. This happens more often
online then in face-to-face interaction, because there is an illusion of anonymity.
2. Flaming is neither productive nor appropriate for the learning environment
3. Always avoid flaming when it comes to content and opinions, but also avoid it when it comes to grammar,
punctuation and spelling corrections
4. Avoid using CAPS if possible and never type messages in ALL CAPS – this is considered yelling and is often
seen as a form of aggression
5. Use emoticons ( :) , :( , :-) ) sparingly and avoid the use of JK, BRB, LOL and other text language
Confidentiality and Privacy
1.
2.
3.
4.
Email, messaging and posting are forms of written record and are just as permanent as a letter or document
Do not publicize your own or others’ personal information (such as email, phone numbers, last names etc.)
Respect copyright and cite any and all sources
Do not expect that your communications are private, instead assume all communications are public
For more information please review Netiquette by Virginia Shea
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Love of Christ and Neighbor  Prayer  Stability  Conversatio  Obedience  Discipline  Humility  Stewardship  Hospitality  Community
7
Netiquette
Marketing Management | MKTG 300
Resources for Success
Benedictine’s Library Resources
Benedictine University Libraries strive to provide the resources for all of your academic and research
needs. Providing access to over 120 databases, 200,000 books and eBooks, and helpful librarians 7
days a week, we are here to assist you in person and online.
The primary mission of the Benedictine University Library is to provide library resources and services
that support the Benedictine University community and meet its academic and research needs. To
support our mission, the Library has made provisions for all students to gain access to important
academic resources through the Benedictine Library Website. As you begin your academic journey
please take note of these key concepts that will affect that access:
•
Entry into academic databases and most Library resources must be made through the Benedictine
Library Website at www.ben.edu/library
•
Within one week of your official enrollment your patron information will be automatically entered
into the library system, where once entered, you will be able to check out books and access
databases
•
When off-campus you will be prompted by authentication software (a proxy server) to provide
your Library ID number and last name to access article databases and request books. This software
proxy server confirms that you are a current Benedictine University student and thus allowed
access
•
Your Library ID number is a combination of the Benedictine Library prefix 2281100 and your
seven-digit student ID number (also called your “b” number). Thus 2281100XXXXXXX is
the Library ID number with X’s being the seven digit student number. This number is prominently
located just below the barcode on your Benedictine ID card
•
For further information on any aspect of Library resources and access please call or write the
Benedictine Library Reference Desk at 630-829-6057 or libref@ben.edu. Please take note of
Library hours and staff directory located on the Library Website under About the Library and feel
free to contact us about any concern or need you might have
additional resources for student success:
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Library
Marketing Management | MKTG 300
Resources for Success
University Academic Honesty Policy
The search for truth and the dissemination of knowledge are the central missions of a university.
Benedictine University pursues these missions in an environment guided by our Roman Catholic
tradition and our Benedictine Heritage. Integrity and honesty are therefore expected of all University
students. Actions such as cheating, plagiarism, collusion, fabrication, forgery, falsification,
destruction, multiple submission, solicitation, and misrepresentation are violations of these
expectations and constitute unacceptable behavior in the University community.
To access the complete Academic Honesty Policy, which includes student responsibility, responsibility
and authority of faculty, violations, reporting and communicating, responsibilities of the provost,
appeals, composition of the academic appeals board, procedures of the academic appeals board, and
records, please select the following link: www.ben.edu/ahp
APA Formatting and Style
All course assignments must use APA citation and formatting. This is a
mandatory requirement for all assignments, including discussions, if a
publication or other work is being referenced. For more information on
APA, please see the APA Style section at the website of the American
Psychological Association, linked here: www.apa.org/
APA resources for students: www.apa.org/about/students.aspx
Services for Students with Disabilities
Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act (ADA) of 1990
prohibit discrimination against individuals with disabilities by standing provision of reasonable
accommodations to make programs and activities accessible to qualified individuals with disabilities.
If you have a documented learning, psychological, or physical disability, you may be eligible for
reasonable academic accommodations or services. To request accommodations or services, please
contact the Student Success Center, Krasa Center - 012A, 630-829-6340. All students are expected to
fulfill essential course requirements. The University will not waive any essential skill or requirement
of a course or degree program.
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Other Resources
Marketing Management | MKTG 300
Individual Development and Educational Assessment
IDEA Objectives
•
Acquiring skills in working with others as a member of a team.
•
Developing creative capacities (writing, inventing, designing,
performing in art, music, drama, etc.)
•
Gaining a broader understanding and appreciation of intellectual/
cultural activity (music, science, literature, etc.)
•
Developing skill in expressing oneself orally or in writing.
•
Learning how to find and use resources for answering questions or
solving problems.
•
Developing a clearer understanding of, and commitment to, personal
values.
•
Learning to analyze and critically evaluate ideas, arguments, and
points of view.
•
Acquiring an interest in learning more by asking questions and
seeking answers.
IDEA Description
The IDEA student survey focuses on the instructor’s learning objectives for the course and on the
progress each student made toward achieving those objectives. By answering thoughtfully and
honestly, your ratings and comments will be much more helpful – to the instructor, the department
chair, and the dean of the college. As students, you should also know that student ratings and
comments have been used to help evaluate courses and to improve the educational experience at
Benedictine University. The appropriate standard of conduct with respect to student surveys is
thoughtful comments and constructive criticism – respectfully communicated.
A Focus on Learning
“The IDEA Student Ratings system looks at instruction in terms of its endgame. Rather than
emphasizing teaching style or personality, the IDEA system focuses on student learning and the
methods used to facilitate it.” – from the IDEA website: www.theideacenter.org/node/5
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IDEA
Marketing Management | MKTG 300
Faculty Weekend Course Overview
Course Description
An investigation of the basic principles of marketing, with an emphasis on the practical application of
those principles to formulate marketing plans that will deliver value to customers and meet the goals
of the organization.
Course Materials
Required Textbook and Materials
Armstrong, G., Kotler, P., (2011). Marketing: An introduction. (10th ed.). ISBN 9780136102434
Suggested Course Materials
The St. Martin’s Handbook: Author: Andrea Lunsford, Publisher: Bedford St. Martin’s year/ed: 2009
ISBN 13: 978-0-312-59454-1
Technological Computer Requirements
Students in the Blended program will need: High-speed Internet access; a sound card and speakers;
Windows XP (minimum)/Windows 7 (recommended) or Mac OS X 10.5 or higher; and Firefox 3.6 or
higher. It is also highly recommended that students have access to a microphone or webcam for
optional audio/videoconferencing.
Discussion Forum Guidelines
The Course Grading Scale
A
=
4.00
90 - 100%
EXCELLENT
B
=
3.00
80 – 89%
GOOD
C
=
2.00
70 – 79%
SATISFACTORY
D
=
1.00
60 – 69%
PASS
F
=
0.00
BELOW 60%
FAIL
I
=
INC
INCOMPLETE
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To receive a minimum passing grade, students must
make a post to each discussion question for that
week by day 4 of each week and respond to at least
two other postings by the end of the week. Individual
Posts are worth up to 5 points and the total
Response Posts are worth up to 5 points total. Each
discussion will total up to 10 points.
course
overview
learning
outcomes
IDEA
schedule &
sessions
Love of Christ and Neighbor  Prayer  Stability  Conversatio  Obedience  Discipline  Humility  Stewardship  Hospitality  Community
11
Course Overview
Marketing Management | MKTG 300
Faculty Weekend Course Outcomes Based in Bloom’s Taxonomy
Learning Outcomes
Assignments
Points
•
Discuss how consumer behavior is changing
Marketing and Branding in the News
5 pts ea (x 4)
•
•
Create campaigns applying the marketing mix
Elaborate on how to use internal /external influencers
Discussion Question(s)
Response Post(s)
5 pts ea (x 5)
5 pts ea (x 5)
•
•
•
Compare transaction and relationship marketing
Create a direct selling relationship with consumers
Survey concepts which improve sales through ethical
marketing
Chapter Summaries/Outlines
20 pts ea (x 4)
•
•
Apply marketing concepts to campaigns
Maximize use of place in the marketing mix
Case Study/Analysis
30 pts ea (x 3)
•
Assess key marketing concepts and practices
Group Quiz 1 & 2
•
•
•
•
Construct an executive summary for a a marketing plan
Propose price adjustment to market conditions
Construct cost models
Improve marketing performance
Marketing Plan Milestones
(benchmarks) – Team activities
•
•
•
•
•
•
Develop a strategic marketing plan (MP).
Build a brand that creates consumer value
Propose a social media marketing plan
Propose an online marketing campaign
Propose new products or service launch portfolio
Discuss the marketing mix during Final presentation
Developing a Brand, Service or Product
100 pts
Formal Marketing Plan
200 pts
Marketing Plan Presentation (sales
pitch)
200 pts
100 pts ea (x 2)
20 pts ea (x 3)
Total Points for course
1000 pts
about Bloom’s Taxonomy
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Learning Outcomes
Marketing Management | MKTG 300
Faculty Weekend Course Schedule
Session
Loc.
Class Title
Assignments
01 A
F2F
Marketing Strategy and the
Environment.
•
•
•
•
•
Read Part 1 (Chap 1 & 2) pp. 2 – 63
Review selected source (ie. Marketing in the News)
Summary of Chap 1 & 2
Create a personal, “Mock Brand”
Complete a SWOT Analysis of a product/service
01 B
F2F
Marketing Strategy and the
Environment.
•
•
•
•
Read Part 2 (Chap 3 – 5) pp. 64 – 171
Review selected source (ie. Marketing in the News)
Case Analysis 1
In Class: Marketing Milestone #1
02 A
online
Strategy and Products.
•
•
Review Part 1 (Chap 1 & 2) pp. 2 – 63
Discussion Post and Response Post
02 B
online
Strategy and Products.
•
•
Review Part 2 (Chap 3 – 5) pp. 64 – 171
Discussion Post and Response Post
03 A
F2F
Direct & Online Marketing and
the Global Market.
•
•
•
•
•
•
Read Part 3 (Chap 6 – 9) pp. 172 – 307
Review selected source (ie. Marketing in the News)
Summary Chap 6 – 9
Case Analysis 2
In Class: Marketing Milestone #2
In Class: Group Quiz 1 (Chap 1 – 9)
03 B
F2F
Direct & Online Marketing and
the Global Market.
•
•
•
•
•
•
Read Part 3 (Chap 10 – 14) pp. 308 – 477
Review selected source (ie. Marketing in the News)
Summary Chap 10 – 14
Case Analysis 3
In Class: Marketing Milestone #3
In Class: Group Quiz 2 (Chap 6 – 14)
04 A
online
Pricing & Market Channels.
•
•
•
•
Read Part 4 (Chap 15 – 16) pp. 478 – 508
Discussion Post and Response Post
D2L: Brand, Product or Service Development
D2L: Formal Marketing Plan - Social Media Campaign
04 B
online
Developing New Products.
•
•
•
Review Part 3 & 4
Submit Formal Marketing Plan to the D2L Dropbox
Discussion Post and Response Post
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13
Course Schedule
Marketing Management | MKTG 300
Faculty Weekend Session 1A
Learning Objectives
1.
2.
3.
4.
5.
6.
7.
Discuss what Marketing is.
Develop the major trends and forces that are changing the marketing landscape.
Compare the four steps in companywide strategic planning.
Compile a list of marketing management functions.
Elaborate how companies react to the marketing environment.
Creating steps in the market research process.
Analyze how companies utilize marketing information.
Activities, Assignments and Agenda
In Class Work:
Reading: Chap 1 – 2 (Part 1) pp. 2 – 63
Individual Assignment: (suggested activity) Have
students develop a personal “brand” which markets
the idea “me” (“Who I Am?”). Have students develop
a “branding name” and “corporate identity” through a
verbal representation. And then have students
develop a logo, graphic or symbol serving as the
visual representation. Then post these in the
classroom and have student try to “guess” whose
corporate identity belongs to who.
Individual Assignments
Marketing in the News: Each week select a source
to share with the class that connects somehow to this
week’s readings. Bring a sample of this source to
class. Be prepared to summarize and share the
information with the class, leading an informal
discussion.
Chapter Summary: List key ideas or key phrases,
outlining the chapter readings. Include questions,
comments and personal connections to the material.
Be prepared to share these points in class discussion.
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Group Assignment: (suggested activity) Have
students complete a SWOT analysis of a product or
brand. Begin by showing examples of SWOT
analysis. You may also choose to complete a sample
SWOT analysis as a class and then have the
students break into their groups to do an analysis on
their own.
course
overview
learning
outcomes
IDEA
schedule &
sessions
Love of Christ and Neighbor  Prayer  Stability  Conversatio  Obedience  Discipline  Humility  Stewardship  Hospitality  Community
14
Session 1A
Marketing Management | MKTG 300
Faculty Weekend Session 1B
Learning Objectives
1. Participate in the weekly discussion question and subsequent forum threads to enhance the
learning experience.
2. Analyze and explain the importance of marketing and the role in plays in the building of a
successful company.
3. Apply the material in chapter 1-2 to assist in the discussion with your current group.
4. Actively engage the students by sharing your existing knowledge of marketing with regard
developing and incorporating the key aspects of the marketing plan so every everyone can benefit
and be involved.
Activities, Assignments and Agenda
In-Class Work:
Reading: Part 2 (Chap 3 – 5) pp. 64 – 171
Marketing Milestone 1: Choose Company/Brand
Individual Assignments
At the end of this course groups will create a
marketing plan and presentation for a new brand, new
product or new service for an existing company or
corporation. Each week, groups will meet to fulfill a
“milestone”. This will be a practice step which will
help the groups better understand marketing (and the
marketing mix).
Case Study 1: Throughout the readings brief
cases (usually at the end of each chapter)
illustrate ideas and concepts in practical ways.
Students should choose one of these for the
Case Study.
Students should address these 5 subtopics:
1. clearly identify the “actors” (the person(s) involved
2. summarize the scenario
3. specifically state the conflict, dilemma or situation
4. state an opinion or solution concerning the case
5. support ideas with course material and course
discussions
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Milestone 1: (suggested activity) Choose a company
and complete a SWOT analysis of that company (or
its strongest brand)
In Class Discussion: (suggested activity) Discuss
the “internal” and “external” factors which affect a
company and the success of its brand(s). Continue to
discuss the “environment” and “factors” which allow
marketers to better understand the marketplace,
customer needs, as well as other intermediaries
(suppliers, competitors etc.).
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IDEA
schedule &
sessions
Love of Christ and Neighbor  Prayer  Stability  Conversatio  Obedience  Discipline  Humility  Stewardship  Hospitality  Community
15
Session 1B
Marketing Management | MKTG 300
Faculty Weekend Session 2A
Learning Objectives
1. Participate in the weekly discussion question and subsequent forum threads to enhance the
learning experience.
2. Analyze and explain the importance of marketing and the role in plays in the building of a
successful company.
3. Apply the material in chapter 1-2 to assist in the discussion with your current group.
4. Actively engage the students by sharing your existing knowledge of marketing with regard
developing and incorporating the key aspects of the marketing plan so every everyone can benefit
and be involved.
Activities, Assignments and Agenda
Review: Chap 1 – 2 (Part 1) pp. 2 – 63
Individual Assignments
Discussion Question(s): Microenvironment
Describe how a firm's microenvironment can determine how profitable it will be? Provide examples of
organizations as well as aspects of their microenvironment which have hindered or benefitted growth.
Peer Response Post
• review peer posts to the Discussion Topic and/or instructor’s posts and comments
• respond to one of these posts engaging in a virtual conversation
• be sure to keep up positive dialogue with peers
home
about
expectations
resources
course
overview
learning
outcomes
IDEA
schedule &
sessions
Love of Christ and Neighbor  Prayer  Stability  Conversatio  Obedience  Discipline  Humility  Stewardship  Hospitality  Community
16
Session 1A
Marketing Management | MKTG 300
Faculty Weekend Session 2B
Learning Objectives
1. Participate in the weekly discussion question and subsequent forum threads to enhance the
learning experience.
2. Analyze and explain the importance of products and services and the role they play in the building
of a successful marketing plan.
3. Apply the material in chapter 3 – 5 to assist in the discussion with your current group.
4. Actively engage the students by sharing your existing knowledge of marketing with regard to
buying behavior and advertising so every everyone can benefit and be involved.
Activities, Assignments and Agenda
Review: Part 2 (Chap 3 – 5) pp. 64 – 171
Individual Assignments
Discussion Question(s): Social Media
Do you feel that social media and networking advertising will exhaust itself or is it here to stay? Why? What
cultural factors have led to the explosion of social networking? Can an organization succeed if they ignore
this new segment?
Peer Response Post
• review peer posts to the Discussion Topic and/or instructor’s posts and comments
• respond to one of these posts engaging in a virtual conversation
• be sure to keep up positive dialogue with peers
home
about
expectations
resources
course
overview
learning
outcomes
IDEA
schedule &
sessions
Love of Christ and Neighbor  Prayer  Stability  Conversatio  Obedience  Discipline  Humility  Stewardship  Hospitality  Community
17
Session 1B
Marketing Management | MKTG 300
Faculty Weekend Session 3A
Learning Objectives
1.
2.
3.
4.
5.
6.
7.
8.
Elaborate on the value created by salesmen/women.
Interpret the six major steps in the sales force management.
Invent a direct marketing plan.
Analyze how companies have adapted to the internet.
Discuss three approaches when entering international markets.
Predict how companies can adapt to marketing mixes.
Create a sustainable marketing plan.
Evaluate the role of ethics in marketing.
Activities, Assignments and Agenda
Reading: Part 3 (Chap 6 – 9) pp. 172 – 307
Individual Assignments
Marketing in the News: Each week select a source to
share with the class that connects somehow to this
week’s readings. Bring a sample of this source to class.
Be prepared to summarize and share the information
with the class, leading an informal discussion.
Chapter Summary: List key ideas or key phrases,
outlining the chapter readings. Include questions,
comments and personal connections to the material. Be
prepared to share these points in class discussion.
Case Study 2: Throughout the readings brief cases
(usually at the end of each chapter) illustrate ideas and
concepts in practical ways. Students should choose one
of these for the Case Study.
Students should address these 5 subtopics:
1. clearly identify the “actors” (the person(s) involved
2. summarize the scenario
3. specifically state the conflict, dilemma or situation
4. state an opinion or solution concerning the case
5. support ideas with course material and course discussions
In-Class Work:
Marketing Milestone 2: Macro/Micro-Environment
At the end of this course groups will create a
marketing plan and presentation for a new brand, new
product or new service for an existing company or
corporation. Each week, groups will meet to fulfill a
“milestone”. This will be a practice step which will
help the groups better understand marketing (and the
marketing mix).
Milestone 2: (suggested activity) Complete an
analysis of Macro-environmental and Microenvironmental factors affecting the group’s chosen
company and/or brand. Forecast risks, uncertainties
and customer demands for the same company.
Group Quiz 1: Create a short answer quiz covering
the material thus far. This quiz should include “short
answer” or “essay” questions. This quiz can use “real
world” scenarios. It is recommended that the
instructor not rely solely on T/F and Multiple Choice
as those tend not to target Evaluation, Examination,
Discussion or Development (as goals). This can be
complete in small groups, in class.
Note: Armstrong/Ktoler provide PowerPoints and Quizzes with the
teacher edition of the text. Feel free to pull from these sources to
create the Quiz.
home
about
expectations
resources
course
overview
learning
outcomes
IDEA
schedule &
sessions
Love of Christ and Neighbor  Prayer  Stability  Conversatio  Obedience  Discipline  Humility  Stewardship  Hospitality  Community
18
Session 1A
Marketing Management | MKTG 300
Faculty Weekend Session 3B
Learning Objectives
1.
2.
3.
4.
5.
6.
Discuss the three major pricing strategies.
Analyze the major strategies for pricing new products.
Discuss how companies adjust their prices for different situations.
Justify why companies use marketing channels.
Interpret the major channel alternatives companies consider.
Elaborate on the importance of marketing logistics.
Activities, Assignments and Agenda
Reading: Part 3 (Chap 10 – 14) pp. 308 – 477
In-Class Work:
Marketing Milestone 3: Strategic Planning
Marketing in the News: Each week select a source to
share with the class that connects somehow to this
week’s readings. Bring a sample of this source to class.
Be prepared to summarize and share the information
with the class, leading an informal discussion.
At the end of this course groups will create a
marketing plan and presentation for a new brand, new
product or new service for an existing company or
corporation. Each week, groups will meet to fulfill a
“milestone”. This will be a practice step which will
help the groups better understand marketing (and the
marketing mix).
Chapter Summary: List key ideas or key phrases,
outlining the chapter readings. Include questions,
comments and personal connections to the material. Be
prepared to share these points in class discussion.
Milestone 3: (suggested activity) Review a copy of a
marketing plan for a Fortune 500 company. Evaluate
this plan for its successes and shortcomings.
Individual Assignments
Case Study 3: Throughout the readings brief cases
(usually at the end of each chapter) illustrate ideas and
concepts in practical ways. Students should choose one
of these for the Case Study.
Students should address these 5 subtopics:
1. clearly identify the “actors” (the person(s) involved
2. summarize the scenario
3. specifically state the conflict, dilemma or situation
4. state an opinion or solution concerning the case
5. support ideas with course material and course discussions
home
about
expectations
resources
Group Quiz 2: Create a short answer quiz covering
the material thus far. This quiz should include “short
answer” or “essay” questions. This quiz can use “real
world” scenarios. It is recommended that the
instructor not rely solely on T/F and Multiple Choice
as those tend not to target Evaluation, Examination,
Discussion or Development (as goals). This can be
complete in small groups, in class.
Note: Armstrong/Ktoler provide PowerPoints and Quizzes with the
teacher edition of the text. Feel free to pull from these sources to
create the Quiz.
course
overview
learning
outcomes
IDEA
schedule &
sessions
Love of Christ and Neighbor  Prayer  Stability  Conversatio  Obedience  Discipline  Humility  Stewardship  Hospitality  Community
19
Session 1B
Marketing Management | MKTG 300
Faculty Weekend Session 4A
Learning Objectives
1. Participate in the weekly discussion question and subsequent forum threads to enhance the
learning experience.
2. Complete the group activity assignment.
3. Analyze and explain the importance of the different pricing strategies.
4. Apply the material in chapter 10-16 to assist in the discussion with your current group.
5. Actively engage the students by sharing your existing knowledge of marketing by elaborating on
pricing new products and how and why firms adjust these pricing strategies. Ensure everyone
benefits from your experience.
Activities, Assignments and Agenda
D2L Work:
Read: Part 4 (Chap 15 – 16) pp. 478 – 508
Formal Marketing Plan Social Media Campaign:
Groups of three or four people will develop a
marketing plan by the end of the course. See pg 56
for the components of a marketing plan: 1) Executive
Summary, 2) Current Market, 3) Threats and
Opportunities, 4) Objectives/Issues, 5) Strategy, 6)
Action Programs, 7) Budgets, and 8) Controls.
Individual Assignments
Discussion Question(s): Pricing
What are some reasons in which an organization will
not adjust its product's price when a competitor has
deliberately cut its price?
Peer Response Post
• review peer posts to the Discussion Topic and/or
instructor’s posts and comments
• respond to one of these posts engaging in a
virtual conversation
• be sure to keep up positive dialogue with peers
D2L Work:
Brand, Product or Service Development:
Complete a Strategic Plan for the chosen company
or brand. When developing this plan, fulfill the
following: values, mission, vision, beliefs, purposes,
goals, strategy, current situation, and develop a
path. This can be completed in the discussion
forum, as an online chat, an online exchange or as a
group and submitted to D2L’s Dropbox.
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resources
“Social Media Campaign”
Using the Formal Marketing Plan, groups should
create a social media campaign to expand the
marketing mix and improve the marketing strategies.
Students should use the Web 2.0 tools:
1. website or webhosting
2. blogging or vlogging (video-blog)
3. social networking sites
4. podcast
5. tagging and social bookmarking
6. web content voting or surveys
ie. Twitter, Facebook, LinkedIn, Yelp, YouTube
course
overview
learning
outcomes
IDEA
schedule &
sessions
Love of Christ and Neighbor  Prayer  Stability  Conversatio  Obedience  Discipline  Humility  Stewardship  Hospitality  Community
20
Session 1A
Marketing Management | MKTG 300
Faculty Weekend Session 4B
Learning Objectives
1. Participate in the weekly discussion question and subsequent forum threads to enhance the
learning experience.
2. Complete the group activity assignment.
3. Analyze and explain the importance of marketing and the role in plays in the building of a
successful company.
4. Apply the material in Chapter 15-16 to assist in the discussion with your current group.
5. Actively engage the students by sharing your existing knowledge of marketing by discussing the
product life cycle. Ensure all students participate and are involved.
Activities, Assignments and Agenda
D2L Final Submission:
Review: Part 3 & Part 4
Formal Marketing Plan (Written Assignment):
Groups of three or four people will develop a
marketing plan by the end of the course. See pg 56
for the components of a marketing plan: 1) Executive
Summary, 2) Current Market, 3) Threats and
Opportunities, 4) Objectives/Issues, 5) Strategy, 6)
Action Programs, 7) Budgets, and 8) Controls.
Individual Assignments
Discussion Question(s): Acquisition
Many companies purchase other companies or
individual product or brands from other companies
to acquire new products. For example, Disney
recently agreed to purchase Marvel Entertainment
and its portfolio of more than 5,000 characters,
such as Spiderman and Captain America, for $4
billion. Was this a smart acquisition? Why or why
not? Could Disney have done something else that
would have created more value?
Peer Response Post
• review peer posts to the Discussion Topic
and/or instructor’s posts and comments
• respond to one of these posts engaging in a
virtual conversation
• be sure to keep up positive dialogue with peers
The Marketing Plan should address this criteria:
1. How the marketing plan will expand markets
2. How the marketing plan will work within existing
marketing programs and campaigns
3. How the marketing plan will introduce new,
specialized strategies
The Marketing Plan should, also:
1. introduce something new to the marketing mix
2. add new product planning and help the company
enter new markets
3. should try a new strategy to fix an existing
problem
4. connect to an overall business plan
home
about
expectations
resources
course
overview
learning
outcomes
IDEA
schedule &
sessions
Love of Christ and Neighbor  Prayer  Stability  Conversatio  Obedience  Discipline  Humility  Stewardship  Hospitality  Community
21
Session 1B