Dr. Retha Ann Price
Self Hall 201C
(601) 925-7744 raprice@mc.edu mc.edu/faculty/raprice
Instructor:
Office:
Phone:
E-mail:
Web:
Office Hours:
Monday 11:00-12:00, 1:15-3:45
Wednesday 11:00-12:00, 1:15-3:45
Friday 11:00-2:00
Other times by appointment
COURSE DESCRIPTION:
Marketing Principles is an introductory overview of marketing, including the strategic marketing process, marketing environment analysis, consumer and business buying behavior, marketing research, segmentation, targeting, positioning and marketing mix development including introductions to product, distribution, promotion and pricing decisions. Social responsibility and ethical issues are addressed throughout the course. The course makes extensive use of “real world” examples and inclass activities. Regardless of your academic background or career interest, Marketing Principles can help you by providing valuable knowledge and insight about a business function that profoundly affects both organizations and society as a whole.
RATIONALE FOR COURSE:
Marketing is all around us and we all need to know something about it. Marketing is used not only by manufacturing companies, wholesalers, and retailers, but by all kinds of individuals and organizations.
Lawyers, accountants, and doctors use marketing to manage demand for their services. Hospitals, churches, museums, and performing arts groups also engage in marketing. No politician can get the needed votes and no resort the needed tourists without developing and carrying out marketing plans.
This course aims to provide you with the basic knowledge and skills necessary to design and implement effective marketing plans, or to interact effectively with others charged with this responsibility. Marketing Principles is a required course in the School of Business.
TEXTBOOK:
MKTG, 7 th Edition, by Lamb, Hair, and McDaniel (South-Western / Cengage Learning, 2012). ISBN:
978-1-285-09186-0
You may use the 6 th Edition, ISBN: 978-1-133-19011-0
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COURSE LEARNING OBJECTIVES:
Upon completion of this course, you should:
 Be familiar with the language and vocabulary of marketing.
 Recognize the importance of customer needs and wants as the foundation for marketing decision making.
 Understand how environmental factors impact marketing planning.
 Describe the factors involved in consumer decision making.
 Understand the processes of market segmentation and target market selection.
 Know how to evaluate and formulate product, distribution, promotion, and pricing strategies.
 Understand the importance of ethical considerations within the marketing field.
 Know how to integrate marketing principles and apply to the formulation of a marketing plan.
 Develop written and oral communication skills and confidence to present your idea.
METHODS OF INSTRUCTION:
 Key concepts will be introduced using lecture, refined through group discussion and applied through in-class activities, videos, homework assignments, and a team project.
 The instructor will use Moodle to post PowerPoint slides, reading assignments, announcements and other course materials on a regular basis. Check this valuable resource each week to help you prepare for upcoming classes.
ACADEMIC INTEGRITY:
Mississippi College students are expected to be scrupulously honest. Cheating and other academic misconduct will be regarded as a serious offense subject to severe penalties including, but not limited to, loss of credit for the course and possible dismissal from the university. See the 2013-
2014 Mississippi College Undergraduate Bulletin or University Policy 2.19 for specific information.
 Instructor’s Policy - If you submit work that was prepared by another student or other person as your own, copy information from another student during an exam, use external reference material during an exam without prior instructor permission, plagiarize or fail to provide sufficient citation of the original author, the instructor will: (1) assign a “0” as your grade for the assignment or exam, and (2) notify the Mississippi College School of Business Dean so that a formal disciplinary procedure will be instituted.
COURSE EVALUATION:
Exams (4 exams @ 100 points each)
Marketing Plan Team Project
Quizzes
Class Participation
Total
(8 quizzes @ 10 points each)
400 points (67%)
100 points ( 17% )
80 points (13%)
20 points (3%)
600 points possible
(A=90%-100; B=80%-89%; C=70%-79%; D=60%-69%; F=less than 60%)
EXAMS:
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 Three exams plus a non-comprehensive final will be administered during the semester. Each exam is valued at 100 points. Exams may consist of any combination of multiple-choice, fill-inthe-blank, true-false, short answer and discussion questions.
 Make-up Exams . Make up exams will only be given in cases of extreme hardship. You must notify me prior to missing any exam in order to qualify for a make-up . If you know in advance that you will miss a scheduled exam, a make-up exam may be administered prior to the scheduled day of the exam. Otherwise, all make-up exams will be given during the last class meeting before the final exam, no exceptions.
 Security Measures.
Extra security measures will be taken during exams. A calculator is the only electronic device allowed during exams. No cell phone calculators or electronic translators may be used . Hard copy print translators are acceptable. You may not wear caps during exams. You may not leave the room during an exam prior to turning in your exam for grading.
 Graduating seniors . All students must take the final exam, including graduating seniors.
MARKETING PLAN TEAM PROJECT:
 Each student will participate in a team project. Students will be required to research, develop, and prepare a marketing plan for a specified product. This project has a number of benefits. It will help you: (1) better understand the topics we discuss in class, (2) integrate concepts and see the see the “big picture” of marketing, (3) improve your communication, analytical, creative and teamwork skills. Besides, it will be fun!
 Detailed instructions will be available in a separate document. The project will be broken into three sections with three due dates (see tentative schedule).
 Deliverables are due at the start of class on the due date. A letter grade will be subtracted each day that a deliverable is late. Late deliverables are not accepted after one week. Missing class does not excuse you from due dates.
CHAPTER READING ASSIGNMENTS:
 Chapter Reading Assignments will be given each week. These assignments will be posted on
Moodle. Students are expected to read and be prepared to discuss answers to posted discussion questions.
QUIZZES:
 Eight in-class quizzes will be given. They will be administered at the beginning of class and will cover reading assignment material for the week. If you miss class, you cannot make-up a quiz.
CLASS ACTIVITIES:
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 Class activities are an important part of this course. In most cases, you will be paired with one or more students to work on these activities. These activities will be based on skills that marketers practice in their day-to-day jobs and will reinforce the concepts discussed in the text and lecture.
PARTICIPATION AND ATTENDANCE:
 Daily participation and attendance are expected throughout the semester. The grade for participation will be based on the successful completion of in class activities, as well as the student’s attendance, timeliness, attentiveness to class and contribution to discussion. I will ask
ODDS AND ENDS: each student to self- evaluate mid way through the semester. I will determine participation points at the end of the semester.
 Be on time for class. Regularly walking in late is unprofessional, disruptive, and rude.
 Refrain from side conversations during lecture or student discussion.
 Do not work on homework or study for another class during our class time.
 Do not sleep during class. If you are tired or bored, pretend to be interested  .
 Turn off and put away cell phones when class begins.
 If you miss a class, it is your responsibility to get notes, assignments, exercises or other materials from another student. Please do not e-mail me to ask what we covered.
 I do not give out grades by telephone or e-mail. Check Moodle.
DISABILITY ACCOMODATIONS:
 In order for a student to receive disability accommodations under Section 504 of the Americans with Disabilities Act, he or she must contact Student Counseling Services (SCS). SCS will assist with information regarding the appropriate policy and procedure for disability accommodations before each semester or upon immediate recognition of the disability. Student
Counseling Services is located on the 4th floor of Alumni Hall or they may be contacted via email at mbryant@mc.edu
. You may also reach them by phone at 601-925-7790. Dr. Morgan
Bryant is director of MC Student Counseling Services.
EARLY ALERT SYSTEM:
 Mississippi College has adopted the practice of finding students early in the semester who may be exhibiting behaviors that could ultimately have a negative impact on their academic progress.
These behaviors are often called “red flag” behaviors and include excessive absences, poor test grades, and lack of class participation or evidence of non-engagement. Identifying these behaviors early gives the instructor the opportunity to raise the “red flag” on behalf of a student so that the student can take the appropriate action to redirect his/her progress. The system alerts the student, the student’s advisor, and the Office of Student Success.
These messages are intended to help a student recognize an area of concern and to encourage him/her to make some choices to improve the situation. When a student receives an Early Alert message, the student should quickly make an appointment to talk with his/her professor about the situation. Also, students can make full use of the Office of Student Success to set academic goals and connect to campus resources.
TENTATIVE SCHEDULE
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Week of Topic
1/13 - 1/17 An Overview of Marketing
1/20 - 1/24 Martin Luther King Holiday
Strategic and Marketing Planning
1/27 - 1/31 Discussion of The Team Project
Ethics and Social Responsibility
2/3 - 2/7 The Marketing Environment
EXAM 1 – Feb. 7 th
2/10 - 2/14 Consumer Decision Making
2/17 - 2/21 Segmenting and Targeting Markets
Marketing Plan Deliverable # 1 due – Feb.17
th
2/24 – 2/28 Marketing Research
3/3 - 3/7 EXAM 2 - March 3 rd
Product Concepts
3/10 - 3/14 Spring Break!
3/17 - 3/21 Developing and Managing Products
Marketing Plan Deliverable #2 due
– March 17 th
3/24 - 3/28 Marketing Channels and Retailing
EXAM 3 - March 28 th
3/31 - 4/4 Pricing Concepts and Decisions
4/7 - 4/11 Marketing Communications
4/14 - 4/18 Advertising and Public Relations
4/21 - 4/25 Easter Holiday
Sales Promotion and Personal Selling
Marketing Plan Deliverable #3 due – April 25 th
4/28 – 4/30 Wrap up and Review / Course Evaluations
Make-up Exams – April 30 th
Chapters
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 6
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 14
Chapters 19/20
Chapter 15
Chapter 16
Chapter 17
FINAL EXAM
9:00 class - Friday, May 2 rd at 8:00
10:00 class - Monday, May 5th th at 8:00
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