PRINCIPLES OF MARKETING
- Fall 2014
COURSE:
B MKT 325 Principles of Marketing
T TR 12:10
INSTRUCTOR:
A.J.Otjen Phone:
(406) 657-1653 (Home 628-4347 -- 8:00-8:00 only)
Office: COB 206 Hours: T 3:30 to 4:30; or by appointment every other Wednesday
E-Mail: aotjen@msubillings.edu
COURSE MATERIAL
Required Text:
Essentials of Marketing: A Global Managerial Approach
William D. Perreault, Jr. and E. Jerome McCarthy, 14th Edition
Prerequisites: Admission to upper division standing (ACCT 233, 234, ECON 200, 201,
ENG 150, MATH 121, MIS 201, 202, 203, or MIS 225 and STAT 241)
INTRODUCTION:
At the College of Business, we do not consider The Principles of Marketing course simply an
introductory course, but possibly the only marketing course that a student may take and in their
college program. Thus it includes application as well as basic concepts from text. It prepares the
student for capstone business classes ahead. This course provides a decision-oriented overview
of marketing in organizations. Specifically, the course includes marketing concepts and the
various factors influencing marketing decision-making. Students will develop a solid
understanding of the major decision areas of marketing responsibility, the interrelationships of
those decision areas, and an appreciation of how to apply logic and tools to analyze customers,
competition, and marketing strengths and weaknesses. The student develops insight into
appropriate selection of target markets and blending decisions related to product, price,
promotion, and place to meet the needs of a target market.
Principles of Marketing is a core course required in the Business Administration major. The
course serves the Health Care Administration, Sports Management, and the Communication
programs. Marketing students will utilize critical analysis, application, and communication skills
in studying concepts and to complete marketing plans.
The marketing class is based on the premise that the more actively students participate in the
learning process, the more they will retain. The instructor’s role is to facilitate the learning
process in an interactive class. Students are responsible for the book as well as lectures. The
lectures are often outside of the book. This is not a typical principles class so students should be
prepared to think. Successful students come to class prepared to participate. Basic multiple
choice exams are based on the book to reinforce basic learning concepts. Case studies, simulated
exercises, marketing plans and videos aid in developing concepts.
OBJECTIVES:
The primary objective is to develop the student’s knowledge of marketing. The associated course
content objectives identify the topics students are expected to understand and apply. The
performance objectives identify the skills students are expected to demonstrate.
Upon successful completion of this course, a student will be able to:
Define and demonstrate an understanding of marketing concepts and strategies to offer value
to customers and users for a variety of enterprises and organizations
Apply necessary marketing skills across the areas of the marketing mix (i.e., product,
distribution, promotion, and price) in developing a competitive advantage and long term
customer relationships
Analyze marketing case studies and actual marketing events to apply a marketing perspective to
develop effective strategy for various types of enterprises.
Demonstrate knowledge of how marketing strategies must be tailored and crafted for the global
business environment.
Demonstrate critical thinking skills in decision making to synthesize material in a cross
disciplinary fashion.
Assess ethical implications relating to marketing strategies and their practical applications
The course will present a basic body of knowledge. At semester’s end, the “A” student will have
demonstrated an understanding of the language of marketing and the following concepts and
topics:
Marketing and the Marketing Strategy Planning Process
 The marketing role in businesses and other organizations, the basis for marketing strategy
planning to satisfy the needs of the target market, and the marketing mix variables.
 A strategic planning view of how managers can find marketing opportunities and develop
competitive advantages. Market segmentation including the various approaches and
perspectives that help marketing managers seek market opportunities.
 Segmenting markets and satisfying needs through understanding demographic dimensions
of the consumer market, the behavioral features of the consumer market, and how
business and organization’s customers are similar to and different from the consumer.
 The marketing manager’s access to more information about opportunities --as related to
the marketing environment, the controllable marketing mix decisions, successful
positioning of the value of the product.
Planning the Marketing Mix
 The marketing mix including all of the key marketing mix strategy decision areas.
 The major issues in product planning for goods and services including new-product
development and the different strategy decisions required at different stages of the
product-life cycle to sustain a competitive advantage.
 The channels of distribution, with special emphasis on the need for channel members to
cooperate and coordinate to better meet the needs of customers; the rapidly changing
arena of logistics and the steps firms are taking to reduce the costs of storing and
transporting.
 The promotion area focusing on integrated marketing communication, direct-response
promotions, advertising and sales promotion through traditional channels.
 Price as defined by customer value and different types of consumer versus distributor
discounts, allowances, cost-oriented and demand- oriented pricing approaches, and how
they fit in today’s competitive environments.
COB LEARNING SKILLS
BMKT 325 Principles of Marketing will contribute to the application and reinforcement of COB
student skills through placement of the following relative emphasis on each of the goals.
(Scale - 10 [low emphasis] to 50 [high emphasis])

Critical Thinking (40) – the principles of marketing student will develop and enhance his
or her ability to evaluate models, analyze situations, and apply appropriate concepts in
discussing marketing issues and application of theories with the marketing plan.

Communication (40) – the principles of marketing student will improve his or her oral
communication skills through discussion of cases and concepts and marketing plan
presentations and writing competency through short case summary papers, essay exam
questions, and his or her marketing plan.

Quantitative (30) – the principles of marketing student will improve his or her
quantitative skills through marginal revenue/cost analysis, establishing objectives in
analysis, and pricing concepts.

International(20)- the principles of marketing student will understand international
approaches to the marketing mix through a in class case analysis.

Ethics(30)-the principles of marketing student will be exposed to ethics through a series
of text assignments throughout the semester.
STUDENT PARTICIPATION:
Successful students come to every class and contribute to the learning process. Experience
indicates student success is based on keeping current through reading, completing all
assignments when due, studying for exams, participating in class activities, and being a
productive team member.
PERFORMANCE EVALUATION AND GRADING POLICIES
1. Examination:
Examinations
Exam #1 Chapters 1,2,3,4
Exam #2 Chapters 5, 6, 7
Exam #3 Chapters 8, 9, 10, 11
Exam #4 Chapters 13,15,16,17
40%
NO MAKE-UPS ON QUIZZES
2. Project:
30%
Marketing Plan
3. Assignments:
From Class
30%
Marketing Plan
There are two milestones to pass during the semester for the Marketing Plan. You are required
to present the milestone to the class as a team using Power point. The first milestone is SWOT
and quantified Objectives. These must be measurable and feasible and be based on opportunities
associated with the market place using real numbers (research). The second is Target Audience.
This must include their dimensions and their decision making process. The final presentation of
your plan is due the week of finals. It includes a brief review of the first two milestones and a
marketing strategy based on Product, Price, Promotion and Place. This is your final. The fourth
exam comes before finals week. Your team chooses the subject matter of your marketing plan
with my approval. Your plan’s required details will vary depending on the subject that you
choose.
Expectations of Power point Presentation
The marketing plan and milestones should be in the form of a power point/deck. In the business
world, deck is handed out during meetings and is the same (a copy) as the power point
presentation, complete and accurate and able to communicate clearly your recommendations, as
if you were not in the room. Executives do not have time to read a lot of material so you should
use as few words as possible as long as you communicate everything that you need to
communicate. Also, executives often can not attend a meeting and they send a representative.
What the representative takes away should be a copy of your presentation that has meaning,
without you there to present and explain every bullet. You should prepare a presentation for
your client, not me. Assume a lay man is listening that needs explanation of why you are making
the decision you are making. Do not assume that I will be the one reading this and
understanding that I know that you know what you are saying. You must source all of your
resource on the last page of the power point.
Please see examples on the faculty website.
Grades
Your final grade in the course is determined on a standard academic scale, determined by a class
curve and recorded as follows:
A - 90%+
D - 60% - 69%
B – 80% - 89%
F - Less than 60%
C - 70% - 79%
Pluses and Minuses Count
THERE IS NO NEGOTIATION ON YOUR FINAL GRADE.
GENERAL POLICIES:
 Do the right thing.
 Savor the experience.
 All electronic devices are off during the class period.
 Out of respect for others, do not plan to eat lunch or snack during the class period. Drinking
coffee, water, etc. during class is acceptable.
 Out of respect for others, be on time. If you are arriving late, let me know in advance and
plan to enter with as little disruption as possible. If you are leaving early, let me know and
leave with as little disruption as possible. If you leave at all, do not come back.
 All students are expected to take all exams at the scheduled time. In rare instances, a unit
exam may be re-scheduled to accommodate a special need. The circumstances must be
documented. Assignments are due on the scheduled dates. Late assignments are NOT
ACCEPTED.
 Incompletes in the course will follow the university policy as published in the general
catalog:
Incomplete “I” Grade: An Incomplete is given only when a student has been in attendance
for at least three-fourths of the semester but has been prevented by circumstances beyond
his/her control from completing all of the requirements of the course. A student must provide
adequate evidence to the instructor as to the reason why he/she was unable to complete the
requirements for the course. If a grade of “I” Incomplete has been given, the instructor shall
advise the Office of Admissions and Records in writing what the student must do to remove
the deficiency.
An Incomplete must be made up within one calendar year. An “I” grade is not included in the
computation of the GPA. An Incomplete grade not made up in the prescribed length of time
automatically becomes an “F” grade. Once the grade of Incomplete has been converted to an
“F” grade, the course must be repeated in order for the grade to be changed.
 Academic misconduct will be handled according to Student Affairs Policies and Procedures,
Part IX B.1. (Student Handbook, page 136.)
 CHEATING POLICY. There is a no tolerance policy for cheating in this class. Anyone
suspected of cheating will be investigated. Sufficient proof of cheating will results in an
automatic F in the class and a report for disciplinary action by the University which may
include expulsion.
Students with Disabilities:
MSU Billings is committed to providing equal access. If you anticipate barriers related to the
format or requirements of this course, please meet with me so that we can discuss ways to ensure
your full participation in the course. If you determine that disability-related accommodations are
necessary, please contact Disability Support Services (657-2283; located in Room 135 in the
College of Education). We can then plan how best to coordinate your accommodations.
Academic Support Center:
The Academic Support Center of MSU Billings provides tutoring services to support the
academic success students. Any MSUB/City College student can utilize the services on either
campus. The ASC is staffed with student tutors, professional tutors and instructors who are
trained to tutor in a variety of subjects. Tutors are available to assist students with math, writing,
reading, anatomy and physiology, and other specialty areas for specific majors. Tutoring
services are "free" as they are already paid for as part of your student fees. The ASC hours are
as follows:
University Campus – Located in the SUB
Monday through Thursday, 8 a.m.-7 p.m., Friday, 8 a.m.-5 p.m. Friday, and Sunday
nights from 6-9 p.m.
City College Campus —Located in the Tech Building
Monday through Thursday, 8 a.m.-6 p.m., and Friday, 8 a.m.-5 p.m.