1
MK 21013 Marketing
Business and Technical Division
Arkansas Northeastern College
First Day Handout
Instructor:
Dave Fieber
Office:
B12
Phone:
870-838-2925 cell 870-740-8048
E-Mail:
dfieber@smail.anc.edu
Class Location: B108
Office Hours: Varies and by appointment
Term: Fall 2013
Class Meeting Days: T-TH
Class Meeting Hours: 1:40 PM
Welcome!
Marketing is an exciting subject. The world is changing everyday and we have to
understand how to communicate with our customers. Marketing is the revenue side of the
business and it is the hardest to predict. I hope you find this class as fun as I enjoy teaching
it.
Course Catalog Description
This introductory course is designed to present principles, methods, and problems
involved in the distribution and marketing of goods and services. The essential role of
marketing in society will be studied, as well as specific areas such as consumer motivation,
market segmentation, product development, advertising, target markets, and channels of
distribution. The marketing mix is examined as an integrated system designed to plan,
promote, price, and distribute goods and services.
Course Overview: This introductory course is designed to present principles, methods, and
problems Involved in the distribution and marketing of goods and services. The essential
role of marketing in society will be studied, as well as specific areas such as consumer
motivation, market segmentation, product development, advertising, target markets, and
channels of distribution. The marketing mix is examined as an integrated system designed to
plan, promote, price, and distribute goods and services.
2
Course Rationale: The success of organizations now and in the future hinges more and
more on their ability to effectively serve their customers. The marketing function is the
vehicle through which firms deliver customer satisfaction. As institutions of all kinds
become more customer oriented, an understanding of the marketing process will benefit the
student no matter where they choose to work. This course will provide an introduction to the
basic concepts and practices of modern marketing.
I.
Course Objectives
Upon successful completion of this course, the student should be able to:
1. Explain what marketing is and why the student should learn about it
2. Understand the difference between micro-marketing and macro-marketing
3. Identify the marketing functions and why marketing specialists, including
intermediaries and facilitators, develop to perform them
4. Explain what a marketing manager does
5. Identify what marketing strategy planning is and why it will be the focus of this
book
6. Discuss target marketing
7. Identify the four Ps of marketing
8. Explain the variables that shape the environment of marketing strategy planning
9. Discuss why company objectives are important in guiding marketing strategy
planning
10. Review how the resources of a firm affect the search for opportunities
11. Explain how income affects consumer behavior and spending patterns
12. Analyze the economic buyer model of buyer behavior
13. Discuss marketing information systems
14. Analyze a scientific approach to marketing research
15. Define and solve marketing problems
16. Explain how product life cycles affect strategy planning
17. Identify what is involved in designing new products and what new products really
are.
II.
Course Prerequisites Intro to Business BU1103
III. Credit Hours
3.00 credit hours
IV. Required Texts and Materials
Essentials of Marketing: A Global Managerial Approach. 13e. Perrault/McCarthy
3
V. Basis for Final Grade
Final grades are determined by averaging the scores attained on quizzes, tests, class participation
and any assigned projects. The following items show the percentage distribution of assignments
in the final grade:
Grading and Testing Procedures:
Projects/participation
Mid-term
Final
Total
20%
40
40
100%
Grading Scale
Grading
Scale
(%)
90-100
A
80-89
B
70-79
C
60-69
D
0-59
F
VI. Grade Dissemination
Mid-tem and final grades can be accessed using Campus Connect on myANC. Please note
that scores returned mid-term are unofficial grades. If you need help accessing myANC
contact the ANC Helpdesk by email: ANChelp@smail.anc.edu.
VII.
Course Policies: Grades
Late Work and Make-up Policy: All late homework and exams work will be at the
discretion of the instructor. There will be a 10% penalty with all make-up and with a
final date where there will no make-up work allowed. Late homework will be accepted
one week later with no exceptions.
Grades of "Incomplete":
The current College policy concerning incomplete grades will be followed in this course.
Incomplete grades are given only in situations where unexpected emergencies prevent a
student from completing the course and the remaining work must be completed by the
midterm of the following semester. The instructor is the final authority on whether the
4
student qualifies for an incomplete. Incomplete work must be finished by the end of the
subsequent semester or the “I” will automatically be recorded as an “F” on the student”s
transcript.
VIII. Course Policies: Technology and Media
Email: Arkansas Northeastern College has partnered with Google to host email
addresses for ANC students. myANCmail accounts are created for each student enrolled
in the current semester and is the email address your instructor will use to communicate
with you. Access your email account by going to http://mail.google.com/a/smail.anc.edu
and using your first and last names, separated by a period for your username. Your
default password is the last six digits of your Student ID. If you cannot access your
student email, contact the MITS department at 762-1020 ext 1150 or ext 1207 or send an
email to ANChelp@smail.anc.edu.
Also include how email will be used, who will communicate with whom, expected
response time, will you check it on weekends, etc.
Internet: This course has a web component on myANC.
In order to maximize your learning experience I will require homework and discussion
questions every week. The discussion questions are designed for everyone to interact and
learn from every ones experiences. There are two per chapter and graded every 3-4
weeks.
Laptop Usage:. Laptops are allowed in class lectures as long as it is being used relevant
to the class. If the usage causes any disruptions you will be asked to turn it off.
Computer Labs: In addition to general-purpose classrooms, a number of computer
laboratories are provided for
instructional and student use. These networked laboratories are state-of-the-art and fully
equipped with
computers, printers, Internet connections and the latest software. The labs are open to
students enrolled in one or more credit hours at the College.
Technology Support: A lab assistant is generally present in the computer lab in B202
for assistance in using the College computers. These assistants cannot help you with
course assignments; specific questions regarding the technology requirements for each
5
course should be directed to the instructor of the course. Problems with myANC or
College email accounts should be addressed by email to ANCHelp@smail.anc.edu.
IX.
Course Policies: Student Expectations
Disability Access: Arkansas Northeastern College is committed to providing reasonable
accommodations for all persons with disabilities. This First Day Handout is available in
alternate formats upon request. Students with disabilities who need accommodations in
this course must contact the instructor at the beginning of the semester to discuss needed
accommodations. No accommodations will be provided until the student has met with the
instructor to request accommodations. Students who need accommodations must be
registered with Dr. Blanche Sanders or Suzanne Robinson at the Learning Assistance
Center, Room L104.
Attendance Policy: The attendance policy is basically the more you participate in class
the better your grade will be. I do not require you to be in class, but the assignments are
required and dated. I am more inclined to be acceptable to excuses if you have shown
consistent and due diligence. Traditional attendance will not be taken if this is taken as an
internet class due to the nature of the class. In the event a student’s last date of attendance
is required for a reporting reason, the date of the last assignment turned in will be
reported. As a courtesy, please let your instructor know if you have decided to drop the
course. Unless you notify your instructor you will continue to receive emails during the
course.
.
Professionalism Policy: Per classroom etiquette; mobile phones, iPods, etc. must be
silenced during all classroom and lab lectures. Those not heeding this rule will be asked
to leave the classroom/lab immediately so as to not disrupt the learning environment.
Please arrive on time for all class classroom/lab immediately so as to not disrupt the
learning environment. Please arrive on time for all class meetings. When using email and
discussion forums, remember that they are an all-text medium.
Academic Conduct Policy:
Academic dishonesty in any form will not be tolerated. Students are expected to do their
own work. Plagiarism, using the words of others without express permission or proper
citation, will not be tolerated. Any cheating (giving or receiving) or other dishonest
activity will, at a minimum, result in a zero on that test or assignment and may be
referred, at the discretion of the instructor, to the Department Chair and/or Vice President
of Instruction for further action. If the student is uncertain as to what constitutes
6
academic dishonesty, please consult the Academic Integrity Policy for further details.
http://www.anc.edu/docs/Academic_Integrity_Policy.pdf
Offer additional specifics about your policy on cheating or plagiarism. Call specific
attention to plagiarism, perhaps even defining it for your students.
Additional Statement helpful in INET courses: Studying together is acceptable and
encouraged because such can be helpful in learning; but each class member is expected to
prepare class assignments and test alone based on his/her knowledge and individual
effort.
Academic Success Center: The Academic Success Center (ASC) is a free resource for
ANC students. The ASC provides drop-in assistance, computer tutorials and audio/visual
aids to students who need help in academic areas. Learning labs offer individualized
instruction in the areas of mathematics, reading, writing, vocabulary development and
college study methods. Tutorial services are available on an individual basis for those
having difficulty with instructional materials. The ASC also maintains a shelf of free
materials addressing specific problems, such as procedures for writing essays and term
papers, punctuation reviews, and other useful materials. For more information, visit the
ASC website at http://www.anc.edu/asc/ or stop by room L104 in the Adams/Vines
Library Complex.
Other Student Support Services: Many departments are ready to assist you reach your
educational goals. Be sure to check with your advisor; the Academic Success Center,
Room L104; Student Support Services, Room S145; and Student Success, Room L101 to
find the right type of support for you.
X.
Important Dates to Remember
Withdrawal Deadline:
Final Exam Week:
November 20th.. 2012
December 6-12th.. 2012
Unit and Instructional Objectives with Schedule* Unit Outline:
Unit and Instructional Objectives:
Unit 1:
Marketing’s Role, Opportunity, and Strategy in the Changing Marketing
Environment
Chapter 1:
a.
b.
c.
Marketing’s Role in the Global Economy
Define the term marketing
Describe four marketing management philosophies
Explain how firms implement the marketing concept
7
d.
e.
Define Macro Marketing
Describe several reasons for studying marketing and satisfying its
Societies Needs
Chapter 2:
Marketing’s Role within the Firm or Nonprofit Organization
After studying this chapter the student should be able to:
a.
Discuss the external environment of marketing, and explain how it affects
a firm
b.
Describe the social factors that affect marketing
c.
Explain the importance to marketing managers of current demographic
trends
d.
Explain the importance to marketing managers of multiculturalism and
growing ethnic markets
e.
Identify consumer and marketer reactions to the state of the economy
f.
Identify the impact of technology on a firm
g.
Discuss the political and legal environment of marketing
h.
Explain the basics of foreign and domestic competition
i.
Describe the role of ethics and ethical decisions in business
j.
Discuss corporate social responsibility
Chapter 3:
Focusing Marketing Strategy with Segmentation and Positioning
After studying this chapter the student should be able to:
1.
Market segmentation defines possible Target Markets
2.
Discuss the impact of multinational firms on the world economy
3.
What dimensions are used to segment markets
4.
Name Product markets and generic markets
5.
List the basic elements involved in developing a marketing mix
Unit 2:
Analyzing Marketing Opportunities
Chapter 4:
Consumer Decision Making
After studying this chapter the student should be able to:
1.
Explain why marketing managers should understand consumer behavior
2.
Analyze the components of the consumer decision-making process
3.
Explain the consumer’s post-purchase evaluation process
4.
Identify the types of consumer buying decisions and discuss the
significance of consumer involvement
5.
Identify and understand the cultural factors that affect consumer buying
decisions
6.
Identify and understand the social factors that affect consumer buying
decisions
7.
Identify and understand the individual factors that affect consumer buying
decisions
8.
Identify and understand the psychological factors that affect consumer
buying decisions
8
Chapter 5:
Business Marketing
After studying this chapter the student should be able to:
1.
Describe business marketing
2.
Describe the role of the Internet in business marketing
3.
Discuss the role of relationship marketing and strategic alliances in
business marketing
4.
Identify the four major categories of business market customers
5.
Explain the North American Industry Classification System
6.
Explain the major differences between business and consumer markets
7.
Describe the seven types of business goods and services
8.
Discuss the unique aspects of business buying behavior
Chapter 6:
Segmenting and Targeting Markets
After studying this chapter the student should be able to:
1.
Describe the characteristics of markets and market segments
2.
Explain the importance of market segmentation
3.
Discuss criteria for successful market segmentation
4.
Describe the bases commonly used to segment consumer markets
5.
Describe the bases for segmenting business markets
6.
List the steps involved in segmenting markets
7.
Discuss alternative strategies for selecting target markets
8.
Explain how and why firms implement positioning strategies and how
product differentiation plays a role
9.
Discuss global market segmentation and targeting issues
Chapter 7:
Decision Support Systems and Marketing Research
After studying this chapter the student should be able to:
1.
Explain the concept and purpose of a marketing decision support system
2.
Define marketing research and explain its importance to marketing
decision making
3.
Describe the steps involved in conducting a marketing research project
4.
Discuss the growing importance of scanner-based research
5.
Explain when marketing research should and should not be conducted
Unit 3:
Product and Distribution Decisions
Chapter 8:
Product and Services Concepts
After studying this chapter the student should be able to:
1.
Define the term “product”
2.
Classify consumer products
3.
Discuss the importance of services to the economy
4.
Identify the differences between services and goods
5.
Explain why services marketing is important to manufacturers
6.
Define the terms “product item,” “product line,” and “product mix”
9
7.
8.
9.
Describe marketing uses of branding
Describe marketing uses of packaging and labeling
Describe how and why product warranties are important marketing tools
Chapter 9:
Developing and Managing Products
After studying this chapter the student should be able to:
1.
Explain the importance of developing new products and describe the six
categories of new products
2.
Explain the steps in the new-product development process
3.
Explain the concept of product life cycles
4.
Explain the diffusion process through which new products are adopted
Chapter 10:
Marketing Channels and Logistics Decisions
After studying this chapter the student should be able to:
1.
Explain what a marketing channel is and why intermediaries are needed
2.
Define the types of channel intermediaries and describe their functions and
activities
3.
Describe the channel structures for consumer and business-to-business
products and discuss alternative channel arrangements
4.
Discuss the issues that influence channel strategy
5.
Explain channel leadership, conflict, and partnering
6.
Discuss logistics and supply chain management and their evolution into
distribution practice
7.
Discuss the concept of balancing logistics service and cost
8.
Describe the integrated functions of the supply chain
9.
Discuss new technology and emerging trends in logistics
10.
Identify the special problems and opportunities associated with
distribution in service organizations
11.
Discuss channel structure and logistics issues in global markets
Chapter 11:
Retailing
After studying this chapter the student should be able to:
a.
Discuss the importance of retailing in the U.S. economy
b.
Explain the dimensions by which retailers can be classified
c.
Describe the major types of retail operations
d.
Discuss non-store retailing techniques
e.
Define franchising and describe its two basic forms
f.
List the major tasks involved in developing a retail marketing strategy
g.
Discuss the challenges of expanding retailing operations into global
markets
h.
Describe future trends in retailing
Unit 4:
Integrated Marketing Communication and Pricing Concepts
Chapter 12:
Marketing Communication and Personal Selling
10
After studying this chapter the student should be able to:
a.
Discuss the role of promotion in the marketing mix
b.
Discuss the elements of the promotional mix
c.
Describe the communication process
d.
Explain the goals and tasks of promotion
e.
Discuss the AIDA concept and its relationship to the promotional mix
f.
Describe the factors that affect the promotional mix
g.
Describe personal selling
h.
Discuss the key differences between relationship selling and traditional
selling
i.
List the steps in the selling process
j.
Describe the functions of sales management
Chapter 13:
Advertising, Sales Promotion, and Public Relations
After studying this chapter the student should be able to:
a.
Discuss the effect advertising has on market share, consumers, brand
loyalty, and perception of product attributes
b.
Identify the major types of advertising
c.
Describe the advertising campaign process
d.
Describe media evaluation and selection techniques
e.
Define and state the objectives of sales promotion
f.
Discuss the most common forms of consumer sales promotion
g.
List the most common forms of trade sale promotion
h.
Discuss the role of public relations in the promotional mix
Chapter 14:
Internet Marketing
After studying this chapter the student should be able to:
a.
Understand how the Internet affects marketing
b.
Describe various forms of Internet marketing
c.
Discuss strategic considerations about Internet marketing
d.
Discuss financial implications of Internet marketing
e.
Explain how to incorporate Internet marketing into an overall marketing plan
f.
Discuss several trends and the effects they may have on Internet marketing in the
future
Chapter 15:
Pricing Concepts
After studying this chapter the student should be able to:
a.
Discuss the importance of pricing decisions to the economy and to the individual
firm
b.
List and explain a variety of pricing objectives
c.
Explain the role of demand in price determination
d.
Describe cost-oriented pricing strategies
e.
Demonstrate how the product life cycle, competition, distribution and promotion
strategies, the impact of the Internet, demands of large customers, and perceptions
of quality can affect price
11
f.
g.
XI.
Describe the procedure for setting the right price
Identify the legal and ethical constraints on pricing decisions
Disclaimer: This First Day Handout was prepared under certain limited assumptions. Therefore,
if the students in the class seem to "fit" the design for the course and if events occur as planned,
the schedule, assignments, and assessments will be followed. The instructor has the option,
however, to eliminate or add assignments and/or assessments if he/she feels it is in the best
interest of the students.