SEE CARMEN FOR LATEST
BUSINESS MARKETING & LOGISTICS 450/3150
FOUNDATIONS OF MARKETING
Melissa Fisher
Office hours: by appointment – EMAIL to schedule
Website: Carmen.osu.edu
250 Fisher Hall
fisher.935@osu.edu
Required Text: Marketing (M), 2nd, Grewal & Levy
Slides can be downloaded from Carmen course site. Please bring slides for several classes as we will
discuss them in order but may move ahead of the following schedule. Tentative topics and dates:
Topic – check topics carefully as chapters vary
between the books
1
8/23
Introduction to Course, Marketing, Environment
2
8/28
Introduction to Course, Marketing, Environment
3
8/30
Consumer Behavior
4
9/4
Segmentation and Targeting
5
9/6
B2B Marketing
6
9/11
Product Overview
7
9/13
Product Overview
8
9/18
1st EXAM
9
9/20
NO CLASS
10
9/25
Product Management
11
9/27
Product Management
12
10/2
Services Marketing
13
10/4
Personal Selling
14
10/9
SPEAKER – TBD
15
10/11
Marketing Communications, Advertising, PR, Promo
16
10/16
Marketing Communications, Advertising, PR, Promo
17
10/18
Marketing Communications, Advertising, PR, Promo
18
10/23
Channels
19
10/25
2nd Exam
20
10/30
Retailing
21
11/1
Retailing
22
11/6
SPEAKER – TBD
23
11/8
Pricing
24
11/13
Pricing
25
11/15
Global Marketing
26
11/20
Global Marketing
27
11/22
TG – NO CLASS
28
11/27
Info. for Marketing Decision Making/Research
29
11/29
Info. for Marketing Decision Making/Research
30
12/4
3rd EXAM
FIN
All makeups will take place during finals slot
- All makeups are ALL essay
*Subject to change. Speakers’ schedule may necessitate revision.
Class Date
Chapters
– check topic names
1, 4
1, 4
Chapter 5
Chapter 8
Chapter 6
Chapter 10
Chapter 10
CH 1, 4, 5, 8, 6, 10
Chapter 11
Chapter 11
Chapter 12
Chapter 18
Chapter 17
Chapter 17
Chapter 17
Chapter 14
CH 11, 12, 14, 18, 17
Chapter 15
Chapter 15
Chapter 13
Chapter 13
Chapter 7
Chapter 7
Chapter 9
Chapter 9
CH14, 15, 13, 7, 9
If you need to speak to the instructor, see her AFTER class rather than before. Thanks!
Office Hours: Melissa Fisher – in 250 FH by appointment (email me to schedule and also just prior to confirm)
Marlee Poitinger TBD – email: Marlee Poitinger poitinger.1@gmail.com
______
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Course Objectives
Foundations of Marketing focuses on developing an overall understanding of marketing and its role in
companies. This course will prepare you to understand how marketing fits into the overall strategy and
management of a business. We will discuss the basic concepts behind all major aspects of the marketing mix
and their role in driving business.
As a result of this class, you will be better prepared to:
1. Understand the issues and challenges that marketers face
2. Understand and use some of the terms and business models commonly employed today
3. Understand how to create action plans and execute to achieve business goals
SOME WORDS TO THE WISE
For faster answers to routine questions, go to the course Carmen site first rather than emailing the
instructor for an individual reply. Course-related news will be communicated on the site.
There will often be videos or additional slides and information presented in lectures that are not in
the notes. Slides/notes will NOT be complete. Therefore, attendance and attentiveness are
important to optimal performance and good grades. Also, not all information discussed in class is
on the slides; therefore, taking copious notes is critical to achieving a good grade.
The only person who can excuse you from class is your instructor. As a policy, I do not excuse
students except for medical emergencies supported by a doctor’s note. If you miss class, you are
encouraged to get the notes from another student.
THERE IS GENERALLY A TIME DELAY IN POSTING EXTRA CREDIT POINTS. ALL
EXTRA CREDIT ACCOUNTING WILL BE UP TO DATE BY THE END OF THE QUARTER.
PLEASE BE PATIENT UNTIL THEN. You may check SONA at any time. THANKS!
For questions regarding extra credit, email the person or link contained in the email – see last page.
The material in introductory courses like the Principles of Marketing and Principles of Psychology
often seems very familiar (unlike subjects such as physics or chemistry). Unfortunately, this
familiarity can give students a false sense of security and a feeling that they have mastered the
material with relatively little effort. Expect test questions to probe for more depth and detail than
you can easily handle with a light skimming of the text and a passive listening to lectures. Beyond
definitions and memorized information, there will also be questions that require you to apply the
knowledge.
GRADE DETERMINATION
There will be 3 exams, each consisting of roughly 40-60 multiple-choice questions. Together these
3 exams will account for your entire grade in the course (except for any extra credit you earn). Each
exam will cover only the material for that part of the course. (They will not be cumulative, although
there may be some basic concepts that carry over.) Raw grades will be posted on Carmen.
Exam questions are derived as follows – lecture material alone, assigned material in the text alone
and jointly from the lecture and text and in-class discussions and examples, videos, etc. Therefore,
attendance is very important.
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If you miss a midterm exam, you will be required to take an all-essay exam over that material as a
make-up exam.
There will be a number of opportunities to earn extra credit for participating in research experiments
conducted outside of class. You will receive 1 point for each roughly 30-minute period in which
you participate. You may earn a MAXIMUM of 5 points in this way. Many students will earn less
than 5 points of extra credit.
DROP Policy – Fisher College of Business
Fisher College of Business strongly enforces University attendance policies. As per University rule 33358-33, any student may be disenrolled from a course for failure to attend by the first Friday of the term, or
by the 3rd instructional day of the term, or by the second class meeting, whichever occurs first.
http://trustees.osu.edu/rules/university-rules/rules8/ru8-33.html
Grading Scale – PLEASE NOTE CAREFULLY THE CUTOFFS
The grading scale that will be utilized for the final grade is as follows (note: you must reach the minimum of
each range to get that grade – ex. an 86.5 would be a B without rounding):
Grade
GPA
Grade
GPA
A
= 93-100 %
4.0
C+
= 77-79.XX % 2.3
A= 90-92.XX %
3.7
C
= 73-76.XX % 2.0
B+
= 87-89.XX %
3.3
C= 70-72.XX % 1.7
B
= 83-86.XX %
3.0
D+
= 67-69.XX % 1.3
B= 80-82.XX %
2.7
D
= 60-66.XX % 1.0
E
= below 60
Re-grading requests or grade challenges will be accepted in writing within 1 week of receipt of the grade.
After that one week, grades are final and beyond questioning.
Grades may or may not be rounded at the end of the quarter. The overall class grades may or may not
be curved at the end depending on the final overall distribution and the discretion of the instructor.
If you wish to ensure receiving a certain grade, you should achieve that outright with the exams.
All grades, including the extra credit, will be weighted. See below.
Students sometimes comment that the grading machine has made a mistake in scoring their exams.
If this happens to you, please notify me. This kind of mistake very rarely happens, and the other
kind (students receive too many points) NEVER has happened before.
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GRADING POLICY:
All grades will be weighted as follows:
Exam 1: 33%
Exam 2: 33%
Exam 3: 34%
Extra credit: variable weighting at instructor’s discretion but typically between 2% and 10%
Example for illustration purposes:
Exam 1 grade: 40/50 * .33
Exam 2 grade: 40/50 * .33
Exam 3 grade: 40/50 * .34
Extra credit: 5/5 * .05 (as an example of weighting)
Final grade without extra credit: .80 or a BFinal grade with extra credit: .85 or a B (please note that this was a grade change, but not a
full letter grade change.)
SUGGESTIONS:
READ ASSIGNMENTS CAREFULLY, TAKE NOTES, UNDERLINE WHAT YOU READ,
AND TAKE ADDITIONAL DETAILED NOTES DURING LECTURE.
EXAMS: READ EACH QUESTION AND EACH ANSWER CAREFULLY BEFORE
MAKING A CHOICE. Most questions during exams can be answered by a careful rereading
of the question.
ATTENDANCE: I have observed a strong correlation between attendance, attentiveness, and final
grades.
CLASSROOM COURTESY
Students attending class must be considerate of each other to make the learning experience
productive and congenial. Here are the ground rules:
1. In general, do not behave in any way that would be a distraction to other students; for
example, loud and animated conversations during class are annoying and inappropriate—
refrain from them. If necessary, I will ask you to leave the room.
2. Cell phones and other electronic media should not be audible in class.
3. If you must enter the room after the lecture has begun or leave before it is over, do so as
quietly and as inconspicuously as possible.
4. If another student acts in a manner than is distracting to you, politely ask him/her to stop it.
(He/she might not realize the behavior is bothersome.) If it persists, inform the instructor.
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EXAM DAY PROCEDURE
Given the size of this class it is necessary to establish a set of routine behaviors for the day of the
exam - your cooperation here is necessary and appreciated. You must use a #2 (soft-lead) pencil.
Be sure to identify yourself on the exam answer sheet by your exact name (as it is recorded on OSU
records) and by your OSU email number - you will be penalized if this information is incorrect or
omitted on your answer sheet.
QUESTIONS WILL BE DISCOURAGED DURING TESTS - this is the only way to treat all
students equally. If an exam question is unclear in some way, re-read it and all answers carefully
and answer it as best as you can. If there is a procedural complication (missing questions,
typographical errors, etc.) come quietly to the instructor for help.
All books, backpacks, etc. must be left out of sight during the exam. Second language students may
use a translation dictionary during the exam.
A total of roughly 75 minutes will be available to complete the midterms - this should be more
than adequate for most students. At the end of this time, all remaining answer sheets must be turned
in promptly.
You'll probably want to record your answers directly on the exam to match them with the key. You
must return exam with your name on it at the same time you turn in your blue sheet. Failure to
return your exam with your name on it will result in a penalty of 10 points.
If a student behaves suspiciously during an exam, he or she will receive one warning; if this
behavior is repeated, the student's exam will be confiscated and the student will be referred to the
OSU Committee on Academic Misconduct. If you see suspicious behavior during an exam, please
inform the instructor or a test monitor.
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EXTRA CREDIT OPPORTUNITIES
Much of the basic research you will learn about in BUS M&L 3150 and 3250and advanced
marketing courses is conducted by faculty members at major universities like Ohio State. In order to
carry out research projects, faculty members often ask undergraduate students to volunteer to serve
as participants. Typical research projects include viewing and rating advertisements, obtaining
student's perceptions and reactions to various marketing phenomena (special promotions, coupons,
etc.), and having students use computers to search for information about new products or places to
shop.
This quarter, you will have the opportunity to earn up to 5 points via extra credit that will contribute
to your final grade in the introductory marketing class you are taking (either BUS M&L 3150 or
3250).
You may only participate in a given study one time (though some studies may involve two sessions
and may thus grant more extra credit than a one-session study). A number of different studies will
be conducted during the quarter. Each will have a unique name. Some studies will be conducted
online (you will be given a URL when you sign up for the study). Others will be conducted inperson in various rooms around Fisher (often in Mason or Schoenbaum). The studies vary in terms
of the amount of time they take and the amount of extra credit they grant.
When you sign up for a study, it is very important that you note (1) whether the study takes place inperson or online, (2) the length of time the study will take (and the amount of extra credit it grants),
and (3) the date, time, and place you are to attend the study if it is an in-person study. On the day of
an in-person study it is very important that you arrive approximately 5 minutes early. Because
instructions are given only at the beginning of each session, absolutely no one will be admitted late.
Extra credit study opportunities will typically begin during the second or third week of the quarter
and continue until the last week of scheduled classes. In addition to helping your grade in this class,
participation in the studies will allow you to gain a better understanding of marketing and the
research process.
In fairness to all other students in the course, you must make every possible effort to attend all extra
credit studies for which you sign up. Students who are "no shows" for a given study will receive a
penalty of 0.5 extra credit points for each study they miss. This penalty will be deducted from
whatever points they earn during the quarter. Students with a history of “no shows” may be blocked
from signing up for any further studies.
Sign-ups for the extra credit studies will be posted on a website called the Marketing Extra Credit
Sign-Up System. Instructions for accessing and using this site are on the following page.
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Marketing Extra Credit Sign-Up System
Most of the extra credit opportunities will be announced via email, and students will sign up for
these opportunities via an internet web site. Please direct all questions to the study contact for fast
response. The instructor and TAs are not directly involved in the studies or the postings and,
therefore, usually have no ability to deal with issues.
For registration:
1. Go to http://fisher-osu.sona-systems.com
2. Click on the “New Participant” link, which appears on the left side of the web page.
3. You must choose a user ID that is not already in use and also specify an email address that is not
already registered in the system. User IDs may be up to 30 characters in length and contain
letters and numbers.
Use your real FIRST and LAST name that is on record with your instructor to ensure that you
receive your Marketing Extra Credit. For instance, do NOT use your middle name as your first
name – use your real first name.
Make sure to use a working email address. We will use the address you supply to send you
information about the studies for which you sign-up and to announce new studies.
4. You can then check the website for new extra credit opportunities that will be posted there.
5. When you see an extra credit opportunity for which you would like to sign up, please go to the
“Study sign-up” link on the website and follow instructions.
6. Please read the FAQ on the website if you need additional information.
Reminders:

When you sign up for an in-person extra credit session, please arrive 5 minutes early to your
scheduled session. Sessions begin at the scheduled time, and late arrivals will not be
admitted.

Please do not sign up for an in-person session if you cannot attend. If you sign up for a
session and fail to show, you will be penalized 0.5 extra credit points.

We thank you in advance for your participation in our marketing research studies!
FOR ISSUES WITH EXTRA CREDIT, PLEASE EMAIL THE
FOLLOWING ADDRESS:
SONA@fisher.osu.edu