MKT 3350 H01: Introduction to Marketing SYLLABUS
Spring 2015
Instructor: Dr. Roy D. Howell
Office Hours: BA W337,
TTH 2:30pm - 3:15 pm
Classroom: BA 0027
Class Times: TTH 12:30 – 1:50
OFFICE PHONE: 806-834-1543
E-MAIL: roy.howell@ttu.edu Web Site :
http://rhowell.ba.ttu.edu
DESCRIPTION AND BACKGROUND OF COURSE
3350. Introduction to Marketing (3). Prerequisites: C or better in ECO 2302 or 2305.
Marketing structures and agencies; motives and buying habits; types of middlemen, marketing
institutions, and channels; current marketing practices; marketing of industrial and consumer
goods.
TEXTBOOKS & READINGS
 Armstrong & Kotler, Marketing – An Introduction, 12th edition, Pearson, 2015.
ISBN: 978-0-13-345127-6
STUDENT LEARNING OBJECTIVES FOR THIS COURSE
After you complete this course, you should: (1) Understand the vocabulary of marketing; (2)
Understand marketing’s structure and systems; (3) Be able to logically formulate marketing
strategy; (4) Construct a comprehensive and coherent marketing plan; (5) Deal effectively with
ethical issues in marketing.
STUDENT LEARNING OBJECTIVES FOR THE BBA DEGREE IN MARKETING
1. Develop creative solutions to Marketing problems.
2. Define market segments and assess attractiveness.
3. Apply Marketing knowledge to manage relationships.
4. Identify ethical content and decisions.
5. Identify components of a Marketing plan.
6. Identify the implications of globalization.
7. Explain the role of Marketing in the organization and society.
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ASSIGNMENT
Develop a comprehensive marketing plan for a product or service of your choice. The product or
service can be new or existing, for-profit or not-for-profit. Plans will be evaluated for completeness
(does the plan address all relevant aspects?) and coherence (does the plan logically hold together?).
This assignment can be done individually or in groups of up to four. See Appendix 2, p. 557 in your
text for guidance. Additionally, an online search for ‘marketing plan’ yields many resources.
When you have selected a product or service, submit your idea to me in written form, along with a
brief justification/explanation. Do this as soon as possible, but not later than Thursday, March 26.
Don’t go too far into the project without having your topic approved!
This assignment is valued at 60 possible points, fifty for the document and ten for the presentation.
All assignments are to be typed (12-point, 1” margins) unless otherwise specified. Assignments are due
at the beginning of the class period.
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Day Date
Lecture Topic
TH 1/15 Introduction, course policies
T
20 What is marketing
TH
22
“
T
27 Strategy
TH
29
“
T
2/3 Satisfaction & value
TH
5
Environment
T
10 Research
TH
12 Consumer behavior
T
17 Business markets
TH
19 EXAM I, chapters 1-5
T
24 Segmentation
TH
26 Positioning
T
3/3 Tools for strategy
TH
5
Brand equity
T
10 Services
TH
12 New products
T
24 Conjoint
TH
26 EXAM II, chapters 6-8
T
31 Pricing
TH 4/2 Pricing II
T
7
Channels
TH
9
“
T
14 Retailing
TH
16 Communication
T
21
“
TH
23 Online
T
28 Marketing Plan Presentations
TH
30
“
Class Schedule
Activities
Lecture
Discussion
Discussion
Readings
Power Points
Chapter 1
Lesson 2
Chapter 2
Chapter 2
Competitive Rationality
Satisfaction & Value
Discussion
Lecture
Chapter 3
Chapter 4
Chapter 5
Chapter 5
Macromix
CB
Lecture
Chapter 6
Chapter 6
Segment
Position
Lecture
Lecture
Lecture
Lecture/Discussion
Chapter 7
Chapter 7
Chapter 8
Chapter 8
Equity
Lecture
Lecture
Chapter 9
Chapter 9
Chapter 10
Chapter 10
Chapter 11
Chapter 12
Chapter 12, 13
Chapter 14
Lecture
Lecture
Lecture
Discussion
3
Newprod
Pricing
Persuasion
T
5/5
Presentations
FINAL 1:30 – 4 May 12 (Tuesday)
Chapter 12-15
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Attendance/Tardiness: Attendance is expected. If attendance becomes an issue, in-class assignments
will be added, and will count toward total points.
Participation: Will be noted and will be taken into account in “close” cases for the assignment of final
grades.
Grading: (Operating Procedure 34.12)
This course has a total of 360 points available, allocated as letter grades in the following manner:
324-360
=
A (Excellent)
288-323
=
B (Good)
252-287
=
C (Average)
216-251
=
D (Inferior)
0 – 215
=
F (Failure)
The points you can earn toward the grading scale are outlined in the table below.
Assignment
Number/Type
Three Exams
Marketing
Plan
Max
Point
Value
300
(100
each)
60
ASSESSMENT OF LEARNING OUTCOMES
Grade
Guidelines
Performance is expected to reflect synthesis of class
knowledge and proficiency applying knowledge.
Must reflect your understanding and application of course
concepts. Grammar and spelling should be appropriate for
professional employment. Because poor spelling and
grammar at work will affect your career, they will also
affect your grade on these assignments.
Course
Learning
Objectives
1, 2, & 5
3-4
(Professional
Communication,
Knowledge)
Late Assignments / Missed Exams Policy:
Assignments are accepted ONLY at the time they are due. There are no make-up exams. In the case of an
officially excused absence, an appropriate alternative assignment will be given.
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ACADEMIC INTEGRITY / DISHONESTY (Operating Procedure 34. 12)
As stated in the TTU Catalog: “It is the aim of the faculty of Texas Tech University to foster a spirit of
complete honesty and a high standard of integrity. The attempt of students to present as their own any
work that they have not honestly performed is regarded by the faculty and administration as a serious
offense and renders the offenders liable to serious consequences, possibly suspension.”
DISABILITY ACCOMMODATION (Operating Procedure 34.22)
Any student who, because of a disability, may require special arrangements in order to meet the course
requirements should contact the instructor as soon as possible to make any necessary arrangements.
Students should present appropriate verification from Student Disability Services during the
instructor’s office hours. Please note: instructors are not allowed to provide classroom accommodations
to a student until appropriate verification from Student Disability Services has been provided. For
additional information, please contact Student Disability Services in West Hall or call 806-742-2405.
RELIGIOUS HOLY DAY OBSERVANCE (Operating Procedure 34.19)
A student who intends to observe a religious holy day should make that intention known in writing to
the instructor prior to the absence. A student who is absent from classes for the observance of a
religious holy day shall be allowed to take an examination or complete an assignment scheduled for
that day within a reasonable time after the absence.
GRADE AND COURSE COMMUNICATION: Blackboard
Course announcements, syllabus, handouts, supplemental readings, PowerPoint slides, and grades are
made available through Blackboard. All students are required to regularly check the class Blackboard
space for announcements.
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