WAYLAND BAPTIST UNIVERSITY
FAIRBANKS CAMPUS
SCHOOL OF BUSINESS
SYLLABUS
1. Mission Statement: Wayland Baptist University exists to educate students in an academically challenging,
Learning - focused and distinctively Christian environment for professional success and service to God and
humankind.
2. Course: MKTG 3312 – FB01, Principles of Marketing
3. Term: Spring 2015
4. Instructor: Kerry Kirby
5.
Office Phone and Wayland Email Address: 907-687-6713(before 9pm) kerry.kirby@wayland.wbu.edu or
kerry.kirby13@gmail.com
6. Office Hours, Building, and Location: Call for an appointment
7. Class Meeting Time and Location: Eielson Air Force Base, BLDG 2631, Rm 318, Monday, 6-10pm
No class meeting March 16th- Spring Break is March 16-20.
8. Catalog Description: Marketing functions of the firm and the impact of consumer and industrial buying
behavior. Variables of the marketing mix: product, price, physical distribution, channels of distribution,
advertising, personal selling, and sales promotion. Economic, social, ethical, technological, and legal influences
on marketing decision-making.
9. Prerequisites: None
10. Required Textbook and Resources:
BOOK
Basic Marketing
AUTHOR
Perreault
ED YEAR
PUBLISHER
ISBN#
UPDATED
19th
McGraw-Hill
978-007-802898-4
4/13/13
2014
11. Optional Materials: N/A
12. Course Outcome Competencies:
 Identify and explain the following important concepts in marketing: the role of marketing in society and
in the firm, the various factors that influence marketing decision –making, and the product life cycle.
 Define marketing terminology including terms, concepts, and frameworks used by marketing managers.
 Apply the management principles of planning, implementation, and control to marketing development,
distribution, pricing, and promotion of goods/services.
 Demonstrate the role of ethics and social responsibility in marketing.
 Identify and apply appropriate marketing segmenting techniques.
 List and be able to conduct analysis with regard to creative selection of target markets and blending
decisions related to product, price, promotion, and place (the marketing mix) to meet the needs of a target
market.
 Utilize and demonstrate the use of library tools, including the Internet, in conducting marketing research.
 Identify and describe the components of personal selling.
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Identify the major decision areas under marketing responsibilities, the basic interrelationships of those
decision areas, and an appreciation of how to apply key frameworks and tools for analyzing customers,
competition, and marketing strengths and weaknesses.
Describe the link between wholesalers, retailers, and other channels of distribution.
Differentiate between domestic and international marketing concepts and opportunities.
Discuss the importance of advertising in interacting with all levels of customers including wholesaler,
retailer, and end user.
13. Attendance Requirements: Students enrolled in the University Fairbanks Campus should make every effort to
participate fully in class. Attendance is required. Excessive late arrivals or early departures will be taken into
consideration. Notify the instructor as soon as possible when anticipation of missing class is due to military
obligations.
14. Disability Statement: “In compliance with the Americans with Disabilities Act of 1990 (ADA), it is the policy
of Wayland Baptist University that no otherwise qualified person with a disability be excluded from participation
in, be denied the benefits of, or be subject to discrimination under any educational program or activity in the
university. The Coordinator of Counseling Services serves as the coordinator of students with a disability and
should be contacted concerning accommodation requests at (806) 291- 3765. Documentation of a disability must
accompany any request for accommodations.”
15. Course Requirements and Grading Criteria:
Examinations: Mid-term/final examination multiple choice questions (50% of final grade).
Homework and Participation: Chapter questions, chapter exercises, chapter summaries, and participation within the
classroom. Homework should be completed prior to the next scheduled class meeting.
Research Paper: Research paper format/criteria will be discussed in class.
Grading:
90 - 100 = A
80 - 89 = B
70 - 79 = C
60 - 69 = D
0 - 59 = F
Grading Scheme:
 Homework Assignments
 Research paper
 Mid-Term Exam
 Final Exam
(25%)
(25%)
(25%)
(25%)
16. Tentative Schedule: (Calendar, Topics, Assignments)
WEEK 1 (23 Feb )
Go over course expectations, syllabus, and assignments
Lecture/Chapter 1, 2 - Marketing’s Value to Consumers, Firms and Society.. Marketing Strategy
Planning.
WEEK 2 (2 March)
Discussion Chapter 3,4- Evaluating Opportunities in the Changing Market Environment..
Focusing Marketing Strategy with Segmentation
WEEK 3 (9 March)
Lecture/Chapter 5, 6, 7- Final Consumers and Their Buying Behavior.. Business and
Organizational Customer and Their Buying Behavior
WEEK 4 (23 March)
Discussion Chapter 8,9,10 – Elements of Product Planning for Goods and Services… Product
Management and New Product Development… Place and Development of Channel Systems.
WEEK 5 (30 March)
Mid-Term Due (Chapters 1-8)
WEEK 6 (6 April)
Lecture/ Chapter 11,12 – Distribution Customer Service and Logistics… Retailers, Wholesalers,
and Their Strategy Panning
WEEK 7 (13 April)
Discussion Chapter 13,14- Introduction to Integrated Marketing Communications… Personal
Selling and Customer Service
WEEK 8 (20 April)
Discussion Chapter 15, 16 – Advertising, Publicity, and Sales Promotion… Pricing Objectives
and Policies
WEEK 9 (27 April)
Lecture/ Chapter 17, 18 – Price Setting in the Business World… Implementing and Controlling
Marketing Plans: Evolution and Revolution
WEEK 10 (4 May)
Papers Due, Chapter 19 ,20 – Managing Marketing Link with Other Functional Areas… Ethical
Marketing in a Consumer-Oriented World: Appraisal and Challenges
WEEK 11 (11 May)
Course evaluations
Final Exam (Chapters 9-16)
17. Additional information as desired by the faculty member.
Research Assignment:
New Product – You will pick a product that is going to be introduced into the market you choose.
Set a price for a new to the world consumer (this means a product that is not on the market) product.
Identify a new product you think could be successful on the market and set an introductory price for it. Use
the following questions to structure your written analysis.
a. What is the product name? Describe the product.
b. Identify and explain which market segmentation variable you are using.
c. Why did you choose this method of customer segmentation? Be specific.
d. Who is the target market? Be specific. Use demographics, psychographics (lifestyle), etc to identify your
customer. It is important to identify the characteristics of your target market--whatever is appropriate. Most
marketers are able to specifically describe their target customer. For example, a 35-45 year old white collar
male who lives in the suburbs with a wife and 1 child and makes $85,000 per year. When reading the
explanation of the target market, one should be able to draw a picture in their mind of your customer.
e. What are your product’s benefits to the target market?
f. At what price will your product be introduced? Why?
g. What new product pricing strategy are you using? Why?
h. What objectives will be accomplished by using this strategy? Be specific.
i. Why is the product worth this price?
j. Identify and explain what prices you should charge at each stage of the
PLC?
Your paper should be a minimum of 2 pages in length, single-spaced, or four pages, double-spaced. This
does not include title page or reference page.