MAR 2011 Section 5350
Principles of Marketing
Fall Term 2015-2016
INSTRUCTOR: Roberto Fernandez
OFFICE: BT-117 (Clearwater Campus)
PHONE: 727-712-5770
EMAIL: fernandez.roberto@spcollege.edu
WEBPAGE: http://it.spcollege.edu/course_info/inquiry.cfm?number=1171
OFFICE HOURS: Mondays, Tuesdays, and Wednesdays (10:00am – 2:00pm)
REQUIRED TEXTBOOK & OTHER RESOURCE INFORMATION:

Lamb, Hair, & McDaniel: MKTG, 9 th Edition (Custom edition for SPC)

Access Code for CourseMate & Write Experience (Comes with the book)

Access to high speed Internet.
Bundle (Book + Access Code) - ISBN Number: 978-1-305-77165-9
CourseMate/CengageNOW - Course Key:
CM-9781305869332-0000028
Write Experience Course Key : dtyt662tvb9v
Tech Support: 800-648-7450 Option 5 (8:30am – 9pm MO-TR; 8:30am – 6pm FR)
Important: This book comes in a bundle with CourseMate and Write Experience. Do not buy a used book as the code for CourseMate and Write Experience can be used only one time.
Students have to watch video about Write Experience.
Note: Instructions on how to register for CourseMate and Write Experience will be provided in “MyCourses”.
Library: http://www.spcollege.edu/central/libonline/ .
COURSE DESCRIPTION:
This course covers the institutions and methods developed for carrying on trade operations, retail and wholesale agencies, elements of marketing efficiency, the cost of marketing, price maintenance, unfair competition, and the relationship of government to marketing. 47 contact hours.
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MAJOR LEARNING OUTCOMES:
1. The student will gain an understanding of the marketing system and understand the significance of marketing in the American capitalistic system.
2. The student will evaluate retail and wholesale agencies, the elements of marketing efficiency, the costs involved, and the part these ingredients play in the marketing system.
3. The student will gain an understanding of the relationship of government and the importance of this relationship in the overall marketing system .
CLASS SCHEDULE:
MODULE
Module 1
TOPIC
CH 1
An Overview of Marketing:
1. Definition of marketing
2. Marketing management philosophies
3. Difference between sales and market orientations
4. Reasons for studying marketing
CH 2
Strategic Planning for Competitive Advantage:
1. Importance of strategic marketing
2. Strategic business units (SBUs)
3. Strategic alternatives
4. Marketing planning
5. Business mission statement
6. Situation analysis
7. Competitive advantage
8. Marketing objectives
9. Target market strategies
10. Marketing mix
11. Marketing plan
12. Strategic planning
CH 3
Ethics and Social Responsibility:
1. Ethical behavior
2. Ethical behavior in business
3. Corporate social responsibility
4. Cause-related marketing
GRADED ASSIGNMENTS
Case Discussion – Module 1
Quiz Chapter 1
Quiz Chapter 2
Quiz Chapter 3
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MODULE
Module 2
Module 3
TOPIC
CH 4
The Marketing Environment:
1. External environment of marketing
2. Social factors that affect marketing
3. Importance to marketing managers of current demographic trends
4. Importance to marketing managers of growing ethnic markets
5. Consumer and marketer reactions to the state of the economy
6. Impact of technology
7. Political and legal environment of marketing
8. Basics of foreign and domestic competition
CH 5
Developing a Global Vision:
1. Importance of global marketing
2. Impact of multinational firms on the world economy
3. External environment facing global markets
4. Ways to entering the global marketplace
5. Elements involved in developing a global marketing mix
6. Internet effect in global marketing
CH 6
Consumer Decision Making:
1. Consumer behavior
2. Components of consumer decision making
3. Consumer’s post-purchase evaluation process
4. Consumer buying decisions
5. Cultural factors that affect buying decisions
6. Social factors that affect buying decisions
7. Individual factors that affect buying decisions
8. Psychological factors that affect buying decisions
CH 7
Business Marketing:
1. Business marketing description
2. Role of the Internet in business marketing
3. Role of relationship marketing and strategic alliances
4. Major categories of business market costumers
5. North American Industry Classification System
6. Business and consumer markets
7. Types of business goods and services
8. Business buying behavior
ASSIGNMENTS
Write Experience – Module 2
Quiz Chapter 4
Quiz Chapter 5
Quiz Chapter 6
Case Discussion – Module 3
Quiz Chapter 7
Quiz Chapter 8
Quiz Chapter 9
MAR-2011 3

MODULE
Module 3
(cont.)
Module 4
TOPIC ASSIGNMENTS
CH 8
Segmenting and Targeting Markets:
1. Characteristics of markets and market segments
2. Market segmentation
3. Bases used to segment consumer markets
4. Bases for segmenting business markets
5. Steps involved in segmenting markets
6. Selecting target markets
7. CRM as targeting tool
8. Positioning strategies
CH 9
Marketing Research:
1. Marketing decision support system
2. Marketing decision making
3. Conducting a marketing research project
4. Impact of the Internet on marketing research
5. When to conduct marketing research
6. Scanner-based research
7. Competitive intelligence
CH 10
Product Concepts:
1. Definition of product
2. Classification of consumer products
3. Product item, product line, and product mix
4. Branding
5. Packaging and labeling
6. Global issues in branding and packaging
7. Product warranties
CH 11
Developing and Managing Products:
1. Importance of developing new products
2. New product development
3. Global issues in new product development
4. Diffusion process
5. Product life cycles
CH 12
Service and Nonprofit Organization Marketing:
1. Difference between services and goods
2. Service quality
3. Marketing mixes for services
4. Relationship marketing in services
5. Internal marketing in services
6. Global issues in services marketing
7. Nonprofit organization marketing
Write Experience
– Module 4
(Write Experience)
Quiz Chapter 10
Quiz Chapter 11
Quiz Chapter 12
MAR-2011 4

MODULE
Module 5
Module 6
TOPIC
CH 13
Supply Chain Management:
1. Definition of terms
2. Internal and external supply chain
3. Key processes
4. Key functional areas
5. New technology and emerging trends
CH 14
Marketing Channels and Retailing:
1. Marketing channels and channel intermediaries
2. Common channel and strategies
3. Channel relationship types and roles
4. Importance of the retailer within the channel
5. Types of retailers
6. Developing a retail marketing strategy
7. Roles of CRM and customer data
8. Trends in retail and channel management
CH 15
Marketing Communications:
1. Promotion in the marketing mix
2. Communication process
3. Goals and tasks of promotion
4. Elements of promotional mix
5. AIDA concept
6. Integrated marketing communications
7. Factors that affect the promotional mix
CH 16
Advertising, Public Relations, and Sales
Promotion:
1. Effects of advertising on market share and consumers
2. Major types of advertising
3. Creative decisions
4. Media evaluation and selection techniques
5. Public relations in the promotional mix
6. Sales promotion
CH 17
Personal Selling and Sales Management:
1. Personal selling
2. Relationship selling and traditional selling
3. Customer relationship management
4. Selling process
5. Functions of sales management
MAR-2011
ASSIGNMENTS
Case Discussion – Module 5
Quiz Chapter 13
Quiz Chapter 14
Quiz Chapter 15
Write Experience – Module 6
Quiz Chapter 16
Quiz Chapter 17
Quiz Chapter 18
5

MODULE TOPIC
Module 6
(Cont.)
CH18
Social Media and Marketing:
1. Description of social media
2. Social media campaign
3. Measurement for social media
4. Consumer behavior on social media
5. Social media tools
Module 7
6. Impact of mobile technology
7. Social media plan
CH 19
Pricing Concepts:
1. Pricing decisions
2. Pricing objectives
3. Price determination
4. Yield management systems
5. Cost-oriented pricing strategies
6. Product life cycle, competition, distribution and promotion strategies, customer demands, the
Internet, and perceptions of quality
CH 20
Setting the Right Price:
1. Procedure
2. Legal and ethical constraints
3. Discounts, geographic pricing, and other tactics
4. Product line pricing
5. Pricing during inflation and recession
Module 8 Make sure there are no discrepancies in any of your grades. Also keep in mind that this is a short week ending on Wednesday at midnight EST.
IMPORTANT DATES:
Course dates: 10/12/2015
– 12/09/2015
Last day to drop and receive a refund: 10/16/2015
Last day to withdra w and receive a grade of “W”: 11/13/2015
ASSIGNMENTS
Case Discussion – Module 7
Quiz Chapter 19
Quiz Chapter 20
Write Experience – Module 8
Academic calendar: http://www.spcollege.edu/calendar/
Financial Aid: http://www.spcollege.edu/getfunds/
MAR-2011 6

COURSE SPECIFIC INFORMATION:
Marketing is a very progressing and exciting field, responsible for researching and satisfying customer needs. This course will introduce the marketing concepts and expose students to a variety of marketing issues.
Communication is key in this area of study. In this way, a structured way of thinking and processing information will be required. Students will be expected to complete a number of written assignments within the “Write Experience” program included with CourseMate.
The learning process can be very demanding, but at the same time it will be very rewarding. The marketing field is fascinating and will help you develop a new set of skills that will open the doors to a whole new world of opportunities.
ATTENDANCE:
The college-wide attendance policy is included in the Syllabus Addendum at: http://www.spcollege.edu/webcentral/policies.htm
Students classified as “No Show” for both of the first two weeks will be administratively withdrawn from the class.
For face to face classes “No Show” means not physically present in the classroom at the moment attendance is taken.
For blended classes “No Show” means not physically present in the classroom and/or never logged into “MyCourses”.
For online classes “No Show” means never logged into “MyCourses”.
Students who have not completed more than 40% of their assignments due (homework
& chapter exams) at the 60% point will be considered as “not actively participating” in t he class and may be administratively withdrawn with a grade of “WF”.
GRADING: Grades will be earned in three parts, as follows:
Case Discussions ------------------------------------------------ 25%
Write Experience Cases --------------------------------------- 25%
Quizzes (1 attempt, time limit) -------------------------------- 50%
Total percentage ------------------------------------------------- 100.00%
A 90 - 100%
B
C
D
F
80 - 89%
70 - 79%
60 – 69%
Less than 60%
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ASSIGNMENTS :
It will be the students’ responsibility to complete their assignments on time and in an acceptable manner. Late assignments will only be accepted after properly documented extreme extenuating circumstances at the instructor’s discretion .
There are no exemptions to this rule.
Please pay attention to the instructions for every assignment such as due date, time allowed (if that is the case), maximum attempts, etc. The instructions will be displayed in in “MyCourses”, CourseMate, or Write Experience.
The assignments for each module are due on Sunday at midnight before the next module starts on Monday the next day. Each module corresponds to a week of class, except for the last module (module 8) which, is a short week ending on a Wednesday at midnight EST. You will find the date each module starts and ends under their corresponding tab.
All assignments are subject to the College’s “Academic Honesty Policy”. Please get familiar with it.
STUDENTS’ AND INSTRUCTOR’S EXPECTATIONS:
Online /Student Conduct http://www.spcollege.edu/ecampus/help/conduct.htm
Online Student, Faculty and Staff Expectations and Performance Targets http://www.spcollege.edu/ecampus/help/expectations.htm
Academic Honesty Policy http://www.spcollege.edu/AcademicHonesty/
STUDENT SURVEY OF INSTRUCTION:
The student survey of instruction is administered in courses each semester. It is designed to improve the quality of instruction at St. Petersburg College. All student responses are confidential and anonymous and will be used solely for the purpose of performance improvement.
SYLLABUS CHANGES:
Will be posted in
“MyCourses” and announced to all students.
SYLLABUS ADDENDUM:
Please make sure you read the information in the addendum. http://www.spcollege.edu/addendum/
MAR-2011 8