UNIVERSITY OF GUAM
COLLEGE OF BUSINESS & PUBLIC ADMINISTRATION
Department of Business Administration
BA260
FUNDAMENTALS OF
MARKETING
Outline, Study,
and
Assessment Guide
Spring Semester 2014
TERRIE O'BRIEN
Associate Professor of Marketing
Mailbox: SBPA Office
Phone: 735-2533
Office: LG Bldg 124
Office hours as posted
BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014
TEXTBOOK
Kotler, Philip and Gary Armstrong, Marketing: An Introduction, 10th/11th Ed, Prentice Hall:
Englewood Cliffs, New Jersey, 2010.
Terpening, W., Hegeson, J. and Ursic M., NewShoes, Interpretive: Charlottesville, Virginia, 2010.
Available on-line – details will be discussed during class.
COURSE AIMS
This subject is an introductory course in Marketing. It is designed to provide students with an
understanding of the key concepts, tools, and theories used in Marketing and to provide an insight
into the role of Marketing within a business organization. As a foundation subject it will (a)
provide a platform for more advanced study in the discipline of Marketing for those students
wishing to undertake further study in this area of business and (b) provide a basic understanding of
the key essentials in Marketing for those students not intending to pursue this area of study in
further detail.
The subject will examine the role of Marketing in achieving organizational objectives by identifying
Marketing opportunities and developing Marketing strategies. The subject is presented within a
Marketing planning framework in which Marketing theories, tools, and concepts focus on the
practical need of developing and implementing effective Marketing strategies.
Although the subject will focus on consumer product Marketing, however business-to-business,
services, Internet marketing, and international Marketing will be reviewed as well.
OBJECTIVES
Upon completion of this course, students should:

Have an awareness and understanding of the concepts and theories of Marketing (BBA Goal
2);

Understand the scope and ramifications of the Marketing management function and its
relationship with corporate planning (BBA Goals 2, 3, 6, 9 & 10);

Understand the basic techniques and tools of Marketing as applied to the current and future
Guam and global environment (BBA Goals 1, & 4);

Be able to apply these concepts, theories, tools and techniques for Marketing analysis and
problem solving (BBA Goals 5, 6 & 7);

Be able to work as a team to solve Marketing management problems and demonstrate the
ability to present findings to management, (BBA Goals 5, 6, 7, 8 & 9), and

Be familiar with the legal and ethical issues related to the Marketing function (BBA Goal 3).
BBA Goals
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BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014
These course objectives align with the following program learning goals established for the
Bachelor of Business Administration (2012-13 UOG Undergraduate Catalog, p. 81):
General Knowledge Goals:
BBA 1: Develop an understanding of the business environment of the Western Pacific Region;
BBA 2: Develop core business knowledge and competencies in a business field or area of
concentration;
BBA 3: Recognize how legal, regulatory, political and social environments affect ethical and
socially responsible business decisions;
BBA 4: Develop and appreciate an understanding of diversity, regional, and global issues in
multicultural settings;
BBA 5: Demonstrate effective communication abilities;
BBA 6: Demonstrate critical thinking and analytical skills;
BBA 7: Demonstrate competency in information technology and ability to gather and synthesize
information;
BBA 8: Demonstrate the ability to interact with the business community, and
BBA 9: Demonstrate effective collaboration, teamwork and leadership.
ASSESSMENT
Assessment in this subject will consist of a combination of mid and end-of-semester examinations
(3) and coursework as follows:
Group assignment- Case Analysis
Group assignment – New Shoes
Individual assignments
Examinations
30%
20
20
30
100%
INDIVIDUAL ASSIGNMENTS
Throughout the term students will be expected to read, prepare, share, and submit assigned
exercises, cases, and individual topic reports (see course outline for specific dates and assignments,
other exercises/projects will be assigned during class time). These will be due at the beginning of
class on the assigned day - therefore, students should keep either a copy or duplicate of the solutions
for reference during class discussions. Please note that it is each student’s responsibility to discover
what coursework is assigned during class, if a student is absent he/she is still responsible for finding
out what they missed. The aim of the Marketing exercises is to allow the students to apply
Marketing theory and practice using relevant and interesting classroom activities.
All individual reports will be on topics to be assigned by the instructor. This will typically entail
oral and/or written reports to be presented during the term. Further details and date assignments are
addressed in the attached course syllabus or will be provided during the term.
NEW SHOES
Students will be assigned to groups of 3 and will work together to run a Marketing firm in a
computer simulation. They will be expected to make decisions about pricing, advertising, sales
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BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014
promotions, distribution, etc. This will require students to analyze Market research, Market
demand, environmental dynamics, potential new products and business-to-business decisionmaking. They will also be expected to understand the dynamics of Market share, return on sales,
and breakeven analysis. Students will learn how to manipulate Marketing mix elements to achieve
organizational goals. This group work will account for 20% of the students’ grade in this course.
Participation in a team is mandatory. Final team grading for this effort will be determined based on
final standing relative to other class teams and overall performance. Individual grades will take into
account each team members’ contribution and participation. This is a Web-Based simulation and
materials will be available through the Internet and discussed before the beginning of the initial
review and first decision.
CASE ANALYSIS
Within class, students will be organized into groups of two or three for the case analysis and
presentation.
The objectives of the case analysis are to assess students' ability to:
1.
Apply Marketing principles;
2.
Work as a team to complete an assigned task, and,
3.
Communicate effectively orally and in written form.
Students, working in groups of two or three, will develop, present, and submit a case analysis for
assessment. Each group will be assigned a case. The group will present a summary of their analysis
to the class and provide a written report one week after the presentation. Please note that each
group should prepare two (2) copies of the written report – submit one and keep the other. The
presentation and the report are worth 30% of your final grade. The same grade will be awarded to
each member of the group. However, each group member will have the opportunity to assess their
peers’ contribution and effort, which will be factored into the overall individual grade of each
student. The cases to be analyzed will be assigned by the instructor during the class. The
presentation will assess both communication, analytical, and group work skills. (See Case Analysis
Guide attachment.) An assessment sheet for this project is included with this outline
EXAMINATIONS
There will be three examinations - two during the term (see outline for dates), and one at the end of
the semester - designed to test students' understanding of Marketing principles, theories, and
practices and the students’ ability to apply these. The examinations will cover the basic concepts
and other material discussed in the lectures, the prescribed readings, and other course assignments.
The examinations will be closed book and will consist of a combination of subjective and objective
questions. Details of the actual structure of the examinations will be provided to students in the
examination reviews during class.
SUGGESTED READING MATERIAL
Argenti, J., Practical Corporate Planning, London: Allen & Unwin, 1988.
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BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014
Bradmore, D., Joy, S. and Kimberley, C. (1989), Marketing Visions, Classical and Topical
Readings, Prentice Hall, New York,
Cowell, D., The Marketing of Services, Heinemann, 1984.
Davidson, J.H., Offensive Marketing, Harmondsworth: Penguin Books, 1987.
Levinson, Jay Conrad, Guerilla Marketing, (Series), 19--.
Ohame, K., The Mind of the Strategist, New York: Penguin, 1983.
Ries, A. and Trout, J., Bottom-up Marketing, New York: McGraw-Hill, 1989.
Ries, A. and Trout, J., Marketing Warfare, New York: McGraw-Hill, 1987.
Ries, A. and Trout, J., The 22 Immutable Laws of Marketing, London: HarperCollins, 1993.
Weinstein, A., Market Segmentation: Using Niche Marketing to Exploit New Markets, Chicago, Ill:
Probus Publishing, 1987.
JOURNALS AND MAGAZINES
The following journals and magazines provide a useful source of reference material concerning the
subject of Marketing:
Ad News
Advertising Age
American Marketing Association Journal of Marketing
American Marketing Association Marketing News
Directions
Guam Business News
Harvard Business Review
Journal of Marketing
Journal of Marketing Management
Newsweek
Time
INTERNET RESOURCES
In today’s electronic age the Internet offers a vast array of resources for Marketing reference
including the following American Marketing Association website: www.marketingpower.com
Please note that the number of other websites available is countless and should be tempered with a
bit of common sense and caution as to the credibility of some of these sources. Please ensure that
any information obtained from the internet comes from a reputable source (i.e. legitimate
organizations or individuals).
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BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014
Grading
Final grading for projects, assignments, and the examination will be based on the following
descriptions, which are provided to indicate the standard expected by the course instructor. These
are included as a guide to help students select a standard to aim at for their coursework in this
subject.
Approx. Points %
90-100
Grade
A
Standard
Substantially better
than average
80-89
B
Better than average
70-79
C
Average/Satisfactory
60-69
D
Below
average/barely
acceptable
Below 60
F
Unsatisfactory/
Unacceptable/Failure
Description
excellent critical conceptual
analysis/comprehensive survey of
relevant issues/ well argued well
presented/ supported by additional
research evidence
good critical and conceptual
analysis/good survey of relevant
issues/satisfactory presentation/
additional research but not always
effectively used
rather more descriptive than
critical and conceptual/ analysis
lacks clarity in parts/evidence of
additional research but not always
effectively used
largely descriptive/ somewhat
disorganized and lacking in
detail/arguments not supported by
evidence
perfunctory/almost entirely
descriptive/narrow in
conception/poorly argued/ little to
no evidence of understanding/little
evidence of a serious attempt/not
presented
Plagarism
In line with our School’s program intent of developing ethical professionals, students must adhere
to honesty and accurate referencing (where applicable) to cited sources on exams and assignments,
respectively. Note that when making reference to published works/secondary data, etc. you must
provide appropriate credit to your sources. Use the APA manual as a how-to guide for accepted
citation format. Absolutely no credit/points will be granted for work where cheating and/or
plagiarism are detected. Plagiarism will result in automatic failure of the course.
The UOG Student Handbook p. 47 states, that students should “not plagiarize." Further p. 49
defines plagiarism as follows:
"The term "plagiarism" includes, but is not limited to the use by paraphrase or direct quotation, of
the published or unpublished work of another person without full and clear acknowledgment. It also
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BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014
includes the unacknowledged use of materials prepared by another person or agency engaged in the
selling of term papers or other academic materials."
"Plagiarism is the deliberate attempt to deceive the reader through the appropriation and
representation as one's own the work and words of others. Academic plagiarism occurs when a
writer repeatedly uses more than four words from a printed source without the use of quotation
marks and a precise reference to the original source in a work presented as the author's [read
plagiarist's] own research and scholarship. Continuous paraphrasing without serious interaction
with another person's views, by way or argument or the addition of new material and insights, is a
form of plagiarism in academic work."
Additionally, "3.6 Paraphrasing as plagiarism: Paraphrasing without reference to the original source
and extensive or continuous paraphrasing, even when the source is mentioned, without the addition
of material, that seriously interacts with the paraphrased passages or adds significant new
information, is plagiarism. ...
... Legitimate paraphrasing takes place only where the source is acknowledged and where the
paraphrasing is limited to material that is then discussed, explained, and argued about. Acceptable
paraphrasing takes place when:
1) the paraphrasing does not dominate the writer's work;
2) where the paraphrase is made to allow the author to interact critically with
another person's views;
3) when the argument of the original text is re-written in different
words."
From the Univ. of Calgary web-page (www.ucalgary.cal~hexham/study/plag.html)
ADA STATEMENT:
If you are a student with a disability who will require an accommodation(s) to participate in this
course, please contact me privately of your specific needs. You will need to provide me with
documentation concerning your need for accommodation(s) from the University of Guam's
EEO/ADA office. If you have not registered with the EEO/ADA Office, you should do so
immediately at 735-2243/2244/2971 to coordinate your accommodation request.
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BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014
CASE ANALYSIS GUIDE
Purpose of Case Analysis
Markets are complex and dynamic. Consumer tastes and competition are constantly
changing. The objective of case analysis is to provide students with experience in Marketing
management - making decisions under conditions of uncertainty and imperfect information.
The cases selected for the course all describe current Marketing situations experienced by
companies in the United States. These cases require students to apply the Marketing concepts
discussed in the lectures and the recommended reading to specific situations. The cases provide
experience with the process of marketing management. Therefore the cases are exercises in
decision-making by a group in the face of uncertainty and imperfect information - the reality of the
Marketing manager’s role. As Brown argues the essence of successful case analysis (and Marketing
management) is asking the right questions.
Assessment is based on the persuasiveness of the Marketing analysis used to support your
recommendations. This requires applying Marketing concepts to critically evaluate information
researched on the case. Markets are defined by consumers and the competition (i.e. substitutes).
Therefore recommendations should be consistent with the analysis of the Market, that is buyer and
competitive behavior.
Framework for Analysis
The case analysis should identify what needs to be done and how it can be accomplished.
The situation analysis should identify what is currently occurring both within the company and
outside of the company, as well as the critical Marketing issues in the case. The task is to evaluate
the current Marketing efforts and strategy. The alternative solutions should present possible ways
that the problem can be solved. The recommendations should identify the best solution and how it
can be implemented - target Markets, positioning and Marketing mix. Specific questions to be
considered are provided with each case. The solution should be supported by logical arguments and
evidence. Remember, assertion is not argument; description is not evaluation.
A format for the analysis and report is:
1.
2.
3.
4.
5.
6.
7.
8.
Executive Summary (maximum 200 words)
Situation Analysis (including Background and Current Situation Analysis)
Critical Marketing Issue or Key Problem
Alternative Solutions (should offer at least 3 mutually exclusive options)
a. Pros for each
b. Cons for each
Decision Matrix
Recommendation
a. Target Markets
b. Positioning
c. Marketing Mix
d. Evaluation
Conclusion
Bibliography
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BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014
Presentation
The presentation to the class should be no more than 20 minutes long and each member of
the group must participate. Evaluation will be based on the areas included in the Assessment Sheet
included with this syllabus. Please remember that this is a Marketing Course and solutions to the
issues will be Marketing solutions. Also, it is expected that students will use effective audio/visual
aids in order to improve and strengthen their presentations.
Case Analysis Reports
The reports should be typed (12 point Times Roman) and bound in one and a half or double
spacing with margins no more than 1 inch. All reports must be clearly labeled identifying the case,
students' names, course, class time, term and year, and instructor. Each report should have a letter
of transmittal addressed to the instructor and signed by each team member. An executive summary
should be included at the beginning of the report. This should identify the critical Marketing issues
in the case and the recommendations to address these. The report should include a table of contents
and pages should be numbered. Tables and Figures should be clearly labeled with appropriate
headings and the source of the information. Each group should retain a copy of their report. Points
will be deducted for work that is not adequately referenced or does not address the full scope of the
assignment. The written report must be submitted to the instructor one week after the presentation.
A complete bibliography listing authors in alphabetical order and giving full details of each
publication and source should be provided. A late penalty of 10% per day will apply for any late
submissions.
This is a group project. As previously mentioned, the same grade will be assigned to each
member of the group for both the presentation and the report. However, each individual’s grade can
be affected by his/her contributions and efforts that will be factored into the individual grade. If
groups are experiencing any problems these must be discussed with the instructor prior to the
presentation. Remember, there is recourse for uncooperative group members.
Group Work
Successful group work requires a commitment from each member of the team to the
outcome. The choice of a group is important, not least because 30% of your assessment is
dependent on the outcome. You should discuss and agree on your objectives and ground rules for
working together. Are you all agreed the objective is a “C” or an “A”? Goal conflict will
inevitably lead to group conflict. Make sure you agree to a regular meeting (weekly is usually
required) and exchange contact numbers and e-mail addresses. If your group does encounter
problems that you cannot resolve these must be raised with your instructor prior to your
presentation. Remember each member of the group will start with the same grade based on the
group's performance. However, this can be adjusted to reflect individual student contribution to the
group effort. You will be assessed on your ability to work as a team.
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BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014
CASE ANALYSIS ASSESSMENT SHEET
Written/Oral Report
Year/Semester:________
Student(s):
Class Day/Time:_______________________
___________________________
___________________________
___________________________
___________________________
Poor Fair
Satis Good V.G.
r
f
Exce
l
1. Background
2. Situation Analysis
3. Identification of Marketing
Issues/Problems
4. Alternative Solutions
5. Analysis of Alternatives
6. Recommendations - Supported by
Marketing Tools & Techniques
7. Formulation of Generic Marketing
Strategies Including Analysis of
Strategic Alternatives
8. Merit of Strategic Choice
9. Marketing Mix (Relevance,
Creativity)
10. Thoroughness, Depth, Rigor
11. Clear arguments/convincing
12. Relevance to
subject/theory/concepts
13. Understanding
14. Utilization of references
15. Presentation: Style, Creativity,
Preparation
16. Structure, Flow, Logic
17. Audio/Visual Aids
18. Question Handling
ORAL:_____
WRITTEN:_____
OVERALL GRADE:_____
COMMENTS:_____________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
INSTRUCTOR:____________________________
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BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014
WEEKLY LECTURE TOPICS*
Spring 2014
Tuesdays and Thursdays – 9:30am – 10:50am
DATE
TOPIC
Week 1
Jan 23
Orientation
Administrative Matters
Week 2
Jan 28 & 30
Marketing: Managing Profitable Customer Relationships and
Company and Marketing Strategy: Partnering to Build Customer
Relationships
Chapters 1 & 2
Week 3
Feb 4 & 6
The Marketing Environment
Chapter 3
Report: The Local Environment
Week 4
Feb 11 & 13
The Marketing Planning Process
Developing a Personal Marketing Plan
Week 5
Feb 18 & 20
Managing Marketing Information
Consumer and Business Buyer Behavior
Chapters 4 & 5
Assign Student Marketing Research Project
Week 6
Feb 25 & 27
Student Marketing Research
Midterm Review
Introduction to Marketing Simulation – New Shoes
Assign Groups & Meet with group
Register and Read manual
Week 7
Mar 4 & 6
Student Marketing Research Reports
Midterm Examination I
Chapter 5
Week 8
Mar 11 & 13
HOLIDAY – Charter Day
Segmentation, Targeting, and Positioning: Building the Right
Relationships with the Right Customers
Reis & Trout Readings
Marketing Simulation – New Shoes: Decision 1 Due
Chapter 6
Week 9
Mar 18 & 20
Positioning – Reis & Trout
Product, Service, and Branding Strategy
Marketing Simulation – New Shoes: Decision 2 Due
Chapter 7
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BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014
Week 10
Mar 25 & 27
HOLIDAY – Spring Vacation
Week 11
Apr 1 & 3
New Product Development and Product Life Cycles Strategies
Pricing: Understanding and Capturing Customer Value
Marketing Simulation – New Shoes: Decision 3 Due
Chapters 8 & 9
Week 12
Apr 8 & 10
Marketing Channels and Supply Chain Management
Webcasts
Marketing Simulation – New Shoes: Decision 4 Due
Chapter 10
Week 13
Apr 15 & 17
Retailing and Wholesaling
Examination Review
Marketing Simulation – New Shoes: Decision 5 Due
Chapter 11
Case Analysis Outline Due
Week 14
Apr 22 & 24
Midterm Examination II
Communicating Customer Value: Advertising, Sales Promotion,
Public Relations
Marketing Simulation – New Shoes: Decision 6 Due
Chapter 12
Week 15
Apr 29 & May 1
Personal Selling and Direct Marketing
Marketing in the Digital Age
Marketing Simulation – New Shoes: Decision 7 Due
Chapters 13 & 14
Week 16
May 6 & 8
The Global Marketplace
Marketing Ethics and Social Responsibility
Marketing Simulation – New Shoes: Decision 8 Due
Chapters 15 & 16
Week 17
May 13 & 15
Case Analysis Presentations & Examination Review
Marketing Simulation – New Shoes: Decision 9 Due
The Final Examination will be held on the assigned day and time as stipulated by the administration
during finals week scheduled May 19th – 21st. Marketing Simulation – New Shoes: Decision 10
Due by date of final.
*Please note that the instructor reserves the right to alter or change any part of this outline. If
changes are made students will be informed during class with ample time to fulfill requirements.
** The instructor reserves the right to deny withdrawals from the course after week 15 of the course
without legitimate verified extenuating evidence.
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