SYLLABUS -- Spring 2015
COURSE TITLE & NO:
DAYS, TIMES & ROOM:
INSTRUCTOR:
OFFICE:
OFFICE HOURS:
E-mail:
URL (Blackboard):
TEXT:
MKTG 310-FLO Principles of Marketing
MKTG310-01: MTR 9:25 - 10:25 am
Jason Chen, Ph.D.
tba
tba and by appointment
chen@jepson.gonzaga.edu
https://learn.gonzaga.edu
1. William Pride and O.C. Ferrell (2015) Foundations of Marketing. 6e. Mason,
OH: Cengage Learning. ISBN13: 9781285429779
2. Most of course materials (assignments, quizzes, handouts, etc) are available on
Blackboard.
COURSE OBJECTIVES:
1. To familiarize students with the role marketing plays in our society and in the on-going operation of a customeroriented organization.
2. To provide an understanding and working knowledge of marketing concepts/theory and how these are used in
marketing decisions.
3. To provide a framework for analyzing markets, developing marketing strategies and programs for implementing
marketing strategies.
4. To prepare students for other courses in business that assume a solid marketing foundation.
GENERAL INFORMATION:
1. Understand and study all materials presented in class. This includes lectures, class exercises and case discussions
etc.
2. Reading assignments should be completed before the class to enhance understanding of topics and improve
learning effectiveness.
3. No make-up exams will be given for other than true emergency situations that are accepted by the University. Call
or email to me IN ADVANCE of an absence from a test or missed due date.
CONDUCT of THE COURSE
All students are expected to read the assigned materials (text and selected study questions on Marketing
Applications, Internet Exercise and Video Case if assigned) before coming to the class.
One of the important and interesting features of the text book is a series of industry examples about how
marketers to market their products and services that are introduced at the beginning of each chapter as
Marketing Insights. Therefore, each chapter’s lecture is organized into three main activities. First, all students
are required to complete readings and prepare for discussions (e.g., study questions from “Marketing
Applications” are listed at the end of the syllabus). It will enhance your understanding of marketing
applications for the company and its industry. I then will explain and discuss the text contents and its related
issues.
The third use of class time will be group presentation on the selected questions on Internet Exercise and Video
Case. You will be assigned a group and lead the discussion and presentation for this activity. The group
should study the company information in addition to the description described in the case and present/share it
in the class. Hard and soft copies of your powerpoint file must be turned in before the presentation. Those of
you not assigned for the presentation should prepare answers for discussion. A video will be shown after each
case presentation.
You will be graded on your preparation and participation in class discussions, especially when cases are
presented. There might be short quizzes prior to some of the case presentations to assess your preparedness.
MKTG310-01 – Syllabus; Page -1
CLASS POLICY:
Students are expected to study the assigned topics before attending the class and to participate actively in class
activities and sometimes prepare for pop quizzes. You will also be assigned as a member in working on the
group projects. Use of a word processor (e.g., MS/Word) for papers and assignments is required. It is your
responsibility to keep all the returned materials. In the event of a disputed entry on the instructor's grade sheet,
the student MUST show the material(s) to have the grade(s) changed.
Academic Honesty Policy: The academic honesty policy in the Gonzaga University’s student handbook (p.
145) states that dishonest activities such as cheating, fabrication and plagiarism carry penalties that could lead
to severe penalties. Should you have any doubt regarding a course of conduct, don’t hesitate to inquire of me
for guidance on addressing the situation. Furthermore, all class assignments (everything) you turned in must
be “Original Work” for this class only” – it means that they are not from someone else or from your other
class this semester or before and is considered a violation of “Honesty Policy”.
INTERNET RESROUCES:
Class materials are available on the Blackboard (there is a link from Course Documents within the Bb. It is
the students’ responsibility to study and check the information on the Internet.
PERIODIC ASSIGNMENTS AND POP QUIZZES:
From time to time, a short assignment or (pop) quiz will be given both in the class or Blackboard. These
quizzes will contain multiple-choice questions. Each quiz normally has 11 questions (with 1 bonus point) and
you should complete it within the time limit (usually 15 minutes, but you should be able to complete in 10
minutes) on/before midnight Sunday. There will be 13 online quizzes this semester. Quizzes are available
under ‘Tests & Quizzes’ button on the Bb. About three to five in-class and/or pop quizzes will be given.
Assignments done in an incomplete/sloppy manner will be redone and downgraded.
EXAMS:
Midterm exams will include only that material covered since the previous exam. However, the final exam is
comprehensive. This includes material from the textbook, class/Blackboard discussions, and Internet research
-- all can appear on the exams. The type of exam will be left up to the instructor. It may be objective, essay,
or a case problem. Your instructor will specify the format before the exam. No credit will be received if you
miss an exam unless you have permission from the instructor or obtain a University-approved absence. Final
exam is comprehensive and it may also include an oral part.
The rules of taking tests/quizzes are:
(1) Students are NOT allowed to take this assessment multiple times. Therefore, you should use a computer
with reliable/stable internet connection. To be fair to all students and with the nature of online quiz (and you
have all control at your end), a zero point will be assigned if you lost Internet connection.
(2) Students must complete all online assessments the first time they are launched (including exams)
(3) Time limit: 15 minutes for every quiz.
(4) There will be 1 point off for every 15 seconds of exceeding specified time limit.
(5) Test will be saved and submitted automatically when time expires.
COURSE ATTENDANCE: Students are expected to attend the class on time. The instructor is aware that
absence might be inevitable when emergency arises. Under such a circumstance, an absence is allowed through
the whole semester without penalty. However, If you miss a class session without what I consider a legitimate
excuse (be sure that you should have my permission in advance or present a university-approved evidence after
the missed class), I reserve the right to take 10 points off from the class performance for each class you
missed. The more classes you missed the more points will be taken off. You must contact the instructor about
every absence.
MKTG310-01 – Syllabus; Page -2
Furthermore, students should be aware of the University policy regarding absence. According to the university
policy, "[T]he grade given for excessive absence is V, which has the same effect as F and is counted in
the GPA....The fact that a student has met other course requirements (such as papers) is not sufficient to
change a V to a passing grade." (Catalogue, p. 38). The total time of excessive absence in this class is 300
minutes, equivalent to four absences. In other words, if one student misses four classes for whatever reasons,
he/she should expect a V for his/her final grade.
PENALTY: NO late work will be accepted unless receive a permission from the instructor in advance or
present a university approval excuse.
FINAL: The final is comprehensive and will consist of questions on topics given during the term. They are
from chapters, lectures, and other assigned materials etc.
FINAL EXAM SCHEDULE: 10:45am - 12:45pm, Monday, April 20, 2015
GRADING:
Participation & attendance in class
40 points
Periodic assignments, quizzes and pop quizzes
180 points
Data Mining assignments (2@10 pts)
20 points
Internet Exercise and Video Case presentations (2 @20 pts)
40 points
Term (Group) projects and presentation
80 points
(content and report – 60points; presentation 20 points)
Midterm Exams (2 @ 120 points)
240 points
Final Exam (Comprehensive)
200 points
820 points
Total
GRADE RANGES:
A
93% and above
B80%
D+
67%
AC+
D
90%
77%
65%
B+
C
87%
73%
MKTG310-01 – Syllabus; Page -3
B
C-
83%
70%
[Week]
Date
[1]
Jan.
12,13
15
[2]
Jan.
19,20
22
[3]
Jan.
26,27
29
[4]
Feb. 2, 3
5
[5]
Feb 9
10
MKTG310-FLO SPRING 2015 SCHEDULE (1-5-2015)
Topics
Homework and Activities
Ch1: Customer-Driven Strategic Marketing
Market Apps (2,3) (p.22)
Internet Ex. (1,2,3) (p.23)
Video Case 1.1 (1,2,3) (p.24)
Ch2: Planning, Implementing, and Evaluating Marketing
Strategies.
Study the following URL (before the class):
http://www.conferenceboard.org/data/consumerconfidence.cfm
Market Apps (1,5) (p.49)
Internet Ex. (1,2,3) (p.50)
Video Case 2.1 (1,2,3) (p.51)
Ch3:The Marketing Environment, Social Responsibility,
and Ethics
Class Exercise – Six environmental forces
Market Apps (1,4) (p.80)
Internet Ex. (1,2,3) (p.80)
Video Case 3.1 (1,2,3) (p.82)
Ch4: Marketing Research and Information Systems
Class Exercise – Solving Data Collection Problems
Market Apps (2,5) (p.110)
Please use the url below for #5 if needed:
http://custominsight.com/articles/random-samplecalculator.asp.
Internet Ex. (1,2,3) (p.111)
Video Case 4.1 (1,2,3) (p.113)
Ch5:Target Markets: Segmentation and Evaluation
Market Apps - NO
Internet Ex. (1,2,3) (p.140)
Video Case 5.1 (1,2,3) (p.141)
Review Exam I & Slack time
ALL Groups
Quiz1
KMPG Term Group Project (Intro.)
Ch2: G1
Quiz2
Ch3: G2
Quiz3
Ch4: G3
Please use the url below for
#2&3(Internet Ex.) if needed:
http://www.esomar.org/uploads/public/
knowledge-and-standards/codes-andguidelines/ESOMAR_ICCESOMAR_Code_English.pdf
Quiz4
Ch5:G4
Quiz5
Make sure complete the following tasks before Feb. 16:
1. Install data mining tool (RapidMiner)–Course Documents
2. print the bring the handout of: (1b-required&1a)
12
[6]
Feb.
16,17
19
[7]
Feb
23,24
1b. Tutorial_RapidMiner-Market_Basket_Grocery_Store
(Ignore ItemCount).pdf
EXAM I
Data Mining Tool: (Bring your laptop)
1. Market Basket applications (without ItemCount);
HW: ScubaGear
2. Market Basket applications (with ItemCount)
Consultation. Team members study how to incorporate
the datamining tools with your term project (required).
Ch6: Consumer Buying Behavior
Class Exercise: Social Influences on Consumption
Market Apps (4,6) (p.170)
Internet Ex. (1,2,3) (p.170)
MKTG310-01 – Syllabus; Page -4
Data mining HW-1 due
Data mining HW-2 due
Term Project Phase I due
(Project description and selection
with market basket app – two pages)
ch6: G5
26
[8]
Mar. 2,3
5
[9]
Mar.9-13
[10]
Mar.16,
17
19
[11]
Mar.
23
24
26
[12]
Mar. 30
31
Apr. 2
[13]
Apr. 6 ,7
9
[14]
Apr.
13
14,16
Video Case 6.1 (1,2,3) (p.171)
Ch7: Business Markets and Buying Behavior
Market Apps (2,3,4) (p.191)
Internet Ex. (1,2,3) (p.192)
Video Case 7.1 (1,2,3) (p.193)
Ch8: Reaching Global Markets
Market Apps (4,5) (p.221)
Internet Ex. (1,2,3) (p.222)
Video Case 8.1 (1,2,3) (p.223)
Discussion of Term Project (and its Data mining features)
Happy Spring Break (NO CLASS)
Data Mining Assignment Due
Quiz6
Ch7: G6
Ch9: E-Marketing, Digital Media, and Social Networking
Market Apps (3,4) (p.250)
Internet Ex. (1,2,3) (p.251)
Video Case 9.1 (1,2,3) (p.252)
Ch10: Product, Branding, and Packing Concepts
Adoption: AIDA Model
Market Apps (3,8) (p.288)
Internet Ex. (1,2,3) (p.289)
Video Case10.1 (1,2,3) (p.289)
Exam II
Ch11: Developing and Managing Goods and Services
Market Apps (1,4) (p.322)
Internet Ex. (1,2,3) (p.323)
Video Case 11.1 (1,2,3) (p.323)
Ch12: Price Determination and Pricing Strategies
Market Apps (2,3) (p.354)
Internet Ex. (1,2) (p.355)-may be skipped, too short
Video Case 12.1 (1,2,3) (p.356)
Apr. 6 - Easter Monday (No Class)
Ch13: Marketing Channels and Supply-Chain
Management
Market Apps (1,3) (p.392)
Internet Ex. (1,2,3) (p.393)
Video Case 13.1 (1,2,3) (p.394)
Term Project (Group) Presentations
(Report, data mining model and data files and Powerpoint
Due)
Term Project (Group) Presentations – conti.
(Report, data mining model and data files and Powerpoint
Due)
Final Exam (Comprehensive)
Ch9: G2
Ch8: G1
Quizzes7&8
Quiz9
Ch10: G3
Quiz10
Term Project Phase II due (enhanced
with data mining model created)
Ch11: G4
Ch12: G5
Quizzes-11&12
Ch13: G6
Quiz13
Final Term Project Due
[15]
Apr.
20-23
Note that: Each group will present assigned Internet Exercises and Video cases twice.
Marketing Applications: Study the real-world applications in Marketing – Individual work, study and prepare
for discussion
The following two assignments should be performed by assigned group: study and research before the class
and present in the class. Powerpoint files should be turned in (softcopy email to the instructor and hardcopies
turn in in the class – two slides every page.
MKTG310-01 – Syllabus; Page -5
Internet Exercise: Using the www in Marketing
Video Cases: Study the real-world cases with videos in Marketing
Policy on the Group Projects and Presentation:
All the group members will receive the same grade as I assigned on the FINAL report except that those do not
contribute their efforts on the project based on the survey from the evaluation of the team members. The group
leader or the majority of the group members should report the project progress to the instructor in case that
there is (are) major problem(s) in your group.
Each group must prepare two copies of final project report and powerpoint file (one for the instructor and
another copy for your presentation). The presentation should be formal, dressed up and using POWERPOINT
and other presentation aids. The group leader should assign responsibility to all members for presenting the
project.
The POWERPOINT presentation should include all what are mentioned in the project’s contents above. Use
Edit/Copy, Edit/Paste or any of your preferred method to bring the documents from Oracle or other software to
the POWERPOINT.
The grade will be based on the following criteria: (1) presentation, (2) content of the problem domain, (3)
interaction with students, (4) a written report (.doc) and ppt file, and (5) time management and dress code
(formal presentation).
INSTRUCTIONS – TERM PROJECT REPORT FORMAT
The report (use MS Word) should be 8-12 pages or more, double spaced (and can include tables, pictures,
graphs, etc.). Please use the following format:
o Font: Times New Roman
o Font size: 12 pt
o Page size: Letter
o Margin: top: 1”; bottom: 1”; left: 1”; right: 1”
o Header: Term Project Report - Group number and member names
o Footer: page number
o Title of Project
o Followed by actual Report (write-up)
INSTRUCTIONS – TERM PROJECT PRESENTATION
o Each group shall present their term project using PowerPoint slides. The Presentation shall be well
organized and detailed, with use of pictures, graphs, sound, animation, etc. as desired, to make the
presentation interesting and professional.
o All group members should participate in the presentation (either presenting or answering questions). Each
group shall have approx. 15 minutes for presenting, followed by 5-7 minutes for questions.
o Upload both report (in Word format) and power-point presentation on blackboard in “Your Group #”
DUE DATE
 Two Interim reports outlining the progress to date and work remaining to be done, due on February 23rd
and March 26th, 2015 respectively.

Final Term Project Report (printed copy) and Power-point slides (printed as “Handouts” two per
page) to be turned-in on April 9th, 2015.
Peer Evaluation: If a group or any of its members is not pleased with the contribution of a group member, this
may be brought to my notice in a confidentialMKTG310-01
manner. This–feedback
Syllabus;shall
Pagebe-6taken into consideration when
assigning a grade. All the group members will receive the same grade as I assigned on the FINAL report except
those do not contribute their efforts on the project based on the survey from the evaluation of the team members.