BUSINESS MARKETING & LOGISTICS 650
PRINCIPLES OF MARKETING
WINTER 2012
Terry Paul
532 Fisher Hall
(614) 292-9549
paul.5@osu.edu
T/R 3:30 – 5:18 PM in HI 131
Website: Carmen.osu.edu
Required Text: Marketing, 3rd, Grewal & Levy (OSU CUSTOM EDITION)
Highly recommended - Lecture Outline sold by zippublishing.com. Also can be downloaded from course
Carmen site. “Lecture 1” material is covered on first midterm, etc.
Date
Topic
In Text____________
T
R
1-3
1-5
Introduction to Course
Introduction to Marketing
Chapter 1__________
T
R
1-10
1-12
The Marketing Environment
Consumer Behavior
Chapter 4
Chapter 5__________
T
R
1-17
1-19
B2B Marketing
Segmentation and Targeting
Chapter 6
Chapter 8__________
T
R
1-24
1-26
1st EXAM
Product Overview
Chapter 10__________
T
R
1-31
2-2
Product Management
Services Marketing
Chapter 11
Chapter 12__________
T
R
2-7
2-9
Marketing Communications
Advertising
Chapter 18
Chapter 18__________
T
R
T
R
2-14
2-16
2-21
2-23
Personal Selling
2nd EXAM_(all material since 1st exam)____________
Channels
Retailing
Chapter 19
___________________
Chapter on Carmen
Chapter 16__________
T
R
2-28
3-1
Pricing
Global Marketing
Chapter 14
Chapter 7
T
R
3-6
3-8
Information for Marketing Decision Making
3rd EXAM (all material since 2nd exam)
W
3-14
All Make Up Exams-Room to be Determined-at regular class time
Chapter 9
__________________________
If you need to speak to the instructor, see him AFTER class rather than before. Thanks!
Office Hours: Professor Paul – in 532 FH on Mondays 11:30 – 1:00PM & Wednesday s 3:30-5:00PM
Jenna Algie – in
Marlee Poitinger – in 532 FH
2
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 (special extra credit opportunities, schedule
changes, repetition of announcements made in class, etc.) will be prominently displayed on the site.
Also see FAQs (Frequently asked questions) on routine inquiries.
Occasionally additional slides will be presented in lectures that aren’t already in the notes purchased
from Zip or initially copied from the Carmen site.
THERE IS GENERALLY A TIME DELAY IN POSTING EXTRA CREDIT POINTS EARNED
BOTH THROUGH EXPERIMETRIX PROJECTS (SHOWN ON THE EXPERIMETRIX SITE)
AND OTHER EXTRA CREDIT OPPORTUNITIES (“ADDITIONAL EXTRA CREDIT”
COLUMN SHOWN UNDER “GRADES” FOR INDIVIDUAL STUDENTS) ON COURSE
CARMEN SITE. THIS DELAY CAN BE TWO WEEKS OR MORE IN SOME CASES. ALL
EXTRA CREDIT ACCOUNTING WILL BE UP TO DATE BY THE END OF THE QUARTER.
PLEASE BE PATIENT UNTIL THEN. THANKS!
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 in a feeling that they have mastered the
material with relatively little effort. These students frequently lament that “the test and lecture are
just common sense but somehow I failed the exam”. 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.
VERY tentative grade distributions (the curve) will be announced after each exam. The only curve
that really counts is at the end of the course. The final grade distribution will be
APPROXIMATELY as follows:
A–
:
110 total points
B–
:
90 total points
C–
:
80 total points
D–
:
64 total points
The final grade distribution in this class will be similar (5 points plus or minus from these cutoffs).
For example, the minimum number of points needed for a B- will be between 85 and 95, etc.
Students often tell me that the grading machine has made an error of a point or two in scoring their
exams. If this happens to you, you’re welcome to see me during office hours at which time we can
re-grade your test together. This kind of mistake very rarely happens, and the other kind (students
receive too many points) NEVER has happened before. In 45+ years of teaching no one has ever
reported such a case.
This course is given two times. The content of these lectures is the same. Except for days of exams,
feel free to attend either section. You MUST take the exams with the class for which you are
registered. See the last page of this syllabus for the schedule for the other section of 650.
3
GRADE DETERMINATION
There will be 3 exams, the first and last consisting of 40 multiple choice questions, with 48
questions on the second exam. 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.
Exam questions are derived as follows – roughly ¼ from lecture material alone, ¼ from assigned
material in the text alone and, ½ jointly from the lecture and text.
All chapters – topics are not equally important; the exact allocation of exam questions will be
announced in class the day before the tests.
If you miss a midterm exam, you will be required to take an essay exam over that material as a
make-up exam on 3-14 at 3:30PM.
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 project in which you participate which
will be added to your final point total in the course. You may earn a MAXIMUM of 10 points in
this way. Most students will earn much less than 10 points of extra credit.
Graduate students must complete a term paper due 3-8. All graduate students must meet with the
instructor to discuss this assignment after class on 1-12.
The textbook is full of examples which relate to particular organizations and their marketing
activities. In general you should concentrate on the basic concepts, the marketing principles these
examples illustrate, rather than trying to remember what a specific company did. There will be very
few questions on each exam that ask about textbook examples by the name of the organization.
SOME SUGGESTIONS - READ ASSIGNMENTS CAREFULLY, TAKE NOTES, OR
UNDERLINE WHAT YOU READ.
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.
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.
4
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.
ABSOLUTELY NO SUBSTANTIVE QUESTIONS ABOUT THE EXAM MATERIAL
WILL BE ANSWERED DURING THE TESTS - this is the only way to treat all students
equally. If an exam question is unclear in some way, 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. English language dictionaries will be available during
the exam.
A total of 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.
BE SURE TO BRING PHOTO ID to the exams, you will not be permitted to turn in your
test unless you have a photo ID with you.
5
EXTRA CREDIT OPPORTUNITIES
Much of the basic research you will learn about in BUS M&L 650 and 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 students’ 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 10 exam points via extra-credit in BUS
M&L 650. MOST STUDENTS WILL EARN FAR FEWER THAN TEN POINTS OF EXTRA
CREDIT.
You may only participate in a given study one time (though particular studies may involve two
sessions and allow you to earn multiple points). A number of different studies will be conducted
during the Quarter. Each will have a unique identification number. In some cases, individuals will
be called by telephone and recruited to participate in a particular study.
When you sign up for a study, it is very important that you note 1) the number of the study and 2)
the date, time, and place you are to attend the study. Be sure to retain a record of the date, time, and
place of the projects in which you participated. On the day of the 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 begin approximately the third week of the quarter and continue
until the last week of scheduled classes. Most of these studies usually take place in the second half
of the course. In addition to helping your grade in BUS M&L 650, 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 projects for which you sign up. Students who are "no shows" will be ruled ineligible to
participate in further studies held outside of class. Students who attempt to participate in extra credit
studies after having been no-shows will forfeit all extra credit earned for the quarter.
Most extra credit opportunities will be posted on a website called SONA. Instructions for accessing
and using this site are on the following page.
6
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.
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!
7
Below is the schedule for the other section of this course; if you miss the day a topic is
discussed in your class, it may be possible to sit in on the same lecture at the other time it is
given.
BUSINESS MARKETING & LOGISTICS 650
PRINCIPLES OF MARKETING
WINTER 2012
M/W 5:30 – 7:18PM in SB 105
Date
Topic
In Text____________
W
1-4
Introduction to Course
M
W
1-9
1-11
Introduction to Marketing
The Marketing Environment
Chapter 1
Chapter 4
W
1-18
Consumer Behavior
Chapter 5____________
M
W
1-23
1-25
B2B Marketing
Segmentation and Targeting
Chapter 6
Chapter 8____________
M
W
1-30
2-1
Product Overview
Product Management
Chapter 10
Chapter 11
M
W
2-6
2-8
Services Marketing
1st EXAM
Chapter 12
M
W
2-13
2-15
Marketing Communications
Advertising
Chapter 18
Chapter 18
M
W
2-20
2-22
Personal Selling
Channels
Chapter 19
Chapter on Carmen
M
W
2-27
2-29
Retailing
Pricing
Chapter 16
Chapter 14
M
W
3-5
3-7
Global Marketing
Information for Marketing Decision Making
Chapter 7
Chapter 9____________