BUS 2002: Principles of Marketing Management
Fall 2009
Class Meeting Times:
CRN
Office Number
Office Hours
Classroom: Schneider XXXX
E-mail
Telephone
Fax
Website
Course Description
Principles of Marketing Management is an examination of marketing theory, concepts and processes
used by both profit and non-profit organizations to create customer value, achieve and sustain
competitive advantage and to accomplish strategic mission and objectives. Students will be expected to
understand how marketing principles can be applied to a variety of organizations such as for profit,
nonprofits, healthcare and, educational institutions. This course is designed for the non-business
student with an interest in marketing.
This is a required course within the Business Minor for Non-Business Students. The Department of
Marketing in the Haworth College of Business offers and staffs this course.
Prerequisites
None
Course Objectives
The basic objectives of the course are to develop: 1) An understanding of the essence of marketing
terminology, concepts, and strategies; 2) An understanding of marketing functions and relationships to
other business functions and to consumer and business customers; 3) Skills in applying marketing
concepts and in analyzing and solving marketing problems.
Measurable Learning Outcomes
To be able to:
 Understand and explain basic marketing terminology, concepts, and strategies.
 Understand and explain the marketing function in relation to other business functions.
 Develop thorough, comprehensive and appropriate consumer segments.
 Explain the process by which to analyze and solve marketing problems.
 Write a basic marketing plan for an existing or proposed company.
Text and Supplementary Materials
Required
Marketing Principles Textbook. In addition, articles on current topics from journals,
magazines, newsletters and/or newspapers will be assigned throughout the semester. These
readings will usually be accessible via the web, however, it may be necessary to photo copy
them from magazines and journals in the library.
Course Work, e.g., Case studies, readings, current events, library research, etc.
Methodology
Classes will consist primarily of lecture, discussion and application. Student
participation is expected to reflect thorough preparation and insightful thinking.
Students are strongly advised to take a page or two of notes on assigned readings before
class to facilitate discussion.
Exams and Graded Activities
The final grade will be based on two mid-term exams as well as a final examination,
homework (both in- and out-of-class) and a group project that will consist of writing a
marketing plan for a business.
First Mid Term Exam
Second Midterm Exam
Final Exam
Marketing Plan/Presentation
Homework/Assignments
20%
20%
25%
25%
10%
100%
Grading Scale
The following scale will be used in assigning final grades:
A
BA
B
92-100
87-91
82-86
CB
C
DC
D
E
77-81
72-76
67-71
60-66
59 or below
Incomplete and Final Grade Policies
Classroom Policies (May be determined by individual instructor)
Attendance & Late Arrival
Participation
Absences
Acceptance of Late Assignments
Academic Honesty (Recommend following statement sent by Faculty Senate in August 2008)
You are responsible for making yourself aware of and understanding the policies and procedures in the
Undergraduate and Graduate Catalogs that pertain to Academic Honesty. These policies include
cheating, fabrication, falsification and forgery, multiple submission, plagiarism, complicity and
computer misuse. [The policies can be found at http://catalog.wmich.edu under Academic Policies,
Student Rights and Responsibilities.] If there is reason to believe you have been involved in academic
dishonesty, you will be referred to the Office of Student Conduct. You will be given the opportunity to
review the charge(s). If you believe you are not responsible, you will have the opportunity for a
hearing. You should consult with your instructor if you are uncertain about an issue of academic
honesty prior to the submission of an assignment or test.
Topics (to be covered in course):
Course Introduction
Marketing Strategy Planning
Segmentation and Positioning
Market Research
Consumer Behavior
Product Planning and New Product Development
Service Marketing
Distribution and Retailing
Pricing
Personal Selling
Integrated Marketing Communications
Internet Marketing
Global Marketing
Marketing Ethics
Schedule