MAR 3023: Principles of Marketing
University of Central Florida
Fall 2016
Instructor:
Office:
Telephone:
Fax:
E-mail:
Dr. Massiah, Clinical Associate Professor of Marketing
BA II 308 Q
(407) 823-6764
(407) 823-3891
First Choice: mar3023@ucf.edu
Second Choice: Webcourses email
Third Choice: CMassiah@ucf.edu
Webcourses:
https://my.ucf.edu
Class Time and
Location:
Tuesdays and Thursdays, 10:30-11:45 AM , BA1 Room 107
Office hours (inperson and online):
Tuesdays 2:00 PM – 4:00 PM
Wednesdays 2:00 PM – 4:00 PM
Thursdays 2:30 PM – 4:00 PM
or by Appointment
Required Materials:
A. Marketing, 5th edition by Grewal and Levy
1.Hardcover ISBN: 9780077729028
2.Looseleaf, ISBN: 9780077561109
B. Connect Software (available at bookstore or on Publisher website)
C. Wall Street Journal (available at bookstore or at WSJ.com/studentoffer)
D. WSJ Assessment Site (provided to class free)
Lecture Notes:
Posted on Webcourses
Credit Hours:
3 cr. hrs.
THIS SYLLABUS IS SUBJECT TO CHANGE.
WELCOME TO PRINCIPLES MARKETING
In this course, we will study the functions, institutions, and basic problems involved in marketing
goods and services in our domestic economy and abroad. You will be introduced to the terminology of
marketing, the foundations of marketing strategy, and the elements of a marketing plan.
COURSE OBJECTIVES AND LEARNING GOALS
COURSE OBJECTIVES:
 To gain a basic understanding of the functions of marketing.
 To develop a working vocabulary of marketing terminology and become familiar with
marketing concepts.
 To understand the role of marketing in an organization and the development of marketing
strategy in both domestic and global markets.
 To understand the application of marketing techniques to real world problems.
LEARNING OUTOMES FOR THE IN-CLASS COMPONENT:
The learning outcomes of this course are as follows:
1) Students will possess knowledge of marketing terminology, the foundations of
marketing strategy & the elements of a marketing plan.
2) Students will make decisions based on ethical knowledge.
3) Students will solve marketing related problems, incl. but not limited to the application
of pricing tactics, and calculating markups, markdowns & breakeven points.
4) Students will demonstrate an awareness of global & cultural differences in marketing
practice.
5) Students will demonstrate critical thinking skills by analyzing marketing problems,
applying proper logic, assessing the quality/validity of data, & formulating valid
conclusions based on their analysis.
After successful completion of the in-class component, students will be able to:
1. classify the internal and external factors that affect the marketing environment and
assess their impact on competitive strategy;
2. identify the steps in the strategic planning process, recognize the types of competitive
strategies, and indicate how products are positioned for competitive advantage;
3. understand how markets are segmented and how target markets are selected;
4. identify the steps in the marketing research process and recognize how various
marketing research techniques can be used to answer marketing questions;
5. identify the steps in the buying decision making process and recognize how the
process differs across buying situations;
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6. identify the steps in the new product development process and apply product related
strategies to make the product and branding decisions contained in a marketing plan;
7. identify the advantages and disadvantages of the types of distribution channels and
apply related strategies to make the decisions contained in a marketing plan;
8. make the pricing calculations and apply related pricing strategies to make the pricing
decisions contained in a marketing plan;
9. identify advantages and disadvantages of communications options and apply related
strategies to make the communications decisions contained in a marketing plan.
LEARNING OUTOMES FOR THE ONLINE COMPONENT:
The objective of the online component for this course is to have students realize the real world
applications of marketing concepts discussed in class by reading about and being quizzed on
concepts as they apply to contemporary companies.
After completing the online module, the student should be able to:
1. understand the practical applications of marketing concepts through readings from
contemporary marketing practice
2. translate this practical knowledge into better marketing decision making.
CONTACTING Dr. Massiah and the TAs for the course:
Please send all correspondence regarding the class using Course Mail: mar3023@ucf.edu
Please be sure to check your Course Announcements every 48 hours at a minimum. All
course related announcements from the professor or the teaching assistant will be sent to
you through Webcourses announcements.
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COURSE POLICIES AND EXPECTATIONS

Academic Honesty
o
o
o
o

Honesty and integrity are critical attributes in both our professional and personal lives.
As recent events in the corporate world have shown, unethical behaviors have high
societal and individual costs. I expect you to maintain a very high standard of academic
honesty.
The University is committed to maintaining a fair academic environment for all students.
As a part of that effort, a policy of academic honesty is strictly enforced. Any conduct
compromising this policy will result in academic and/or disciplinary action. Any student
who violates or assists in violating these standards will be pursued through the Office of
the Dean of Business Administration and the Dean of Students. (Source: The Golden
Rule Student Handbook).
Penalties for academic dishonesty are at the discretion of the instructor. However, the
minimum penalty for cheating/plagiarism will be the receipt of NO CREDIT for that
quiz or exam. Other highly possible penalties include receiving NO CREDIT for the
entire course and the pursuit of expulsion from the University. If you are uncertain as to
what constitutes cheating and/or plagiarism see the UCF Golden Rule Student Handbook
and the section in this syllabus entitled “Avoiding Plagiarism”.
Examples of cheating and/or academic dishonesty in this class include talking about the
exam on the discussion board, discussing quizzes or other assignments on the discussion
board or via email, taking the quizzes at the same time in the same place with other
students in this class.
In-Class Behavior
Most of you will be graduating soon and taking a job in a corporate setting. It may be helpful in
preparing you for that experience to think of class as a business meeting.
o You would avoid whispering and laughing with the person sitting next to you.
o You would listen attentively, probably take notes, and manage your face and posture to
convey interest and competence.
o You would silence your cell phone to avoid disturbing the meeting.
o You would not work on tasks unrelated to the meeting.
o You would avoid interrupting people or being rude in any way.
o You would wait until after the meeting to discuss special accommodations for your
personal situation.
Why? Because doing any of these things reflects badly on you.

As a member of this class, you are invited to think, question, disagree, and offer alternatives.
However, my expectation is that you will behave professionally. Failure to do so may result
in disenrollment from the class.

Students with Accessibility Needs
o

The University of Central Florida is committed to providing reasonable accommodations
for students with disabilities in order to allow for equal learning opportunities. If you
need such accommodations, please contact the Office of Student Accessibility Services at
(407) 823-2371. SAS is located in Ferrell Commons 185 and can be emailed at
sas@ucf.edu.
Students with Religious Obligatons
If you are likely to have religious obligations that will conflict with the due dates for
particular assignments, please contact me immediately. If you do not provide at least two
weeks notice of such conflicts, I will not be able to accommodate them.
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COURSE GRADING
ASSIGNMENT
POINTS POSSIBLE
DATE
Exam 1
115
Sept 15-16, 2016
Exam 2
115
Sept 29-30, 2016
Exam 3
115
Oct 27-28, 2016
Exam 4
115
Nov 17-18, 2016
Exam 5
115
Dec 6-7, 2016
10 Chapter Quizzes
150 (15 points each)
10 Connect Assignments
150 (15 points each)
10 WSJ Quizzes
100 (10 points each)
2 Syllabus Quizzes
25 (10 and 15 points each)
Total Points Possible
1000
***** All grades (Quizzes, Assignments, Exams, and Extra Credit) are final within one week
of them being posted. There will be no adjusting of any grades ONE WEEK after the grade is
posted.******
Final grades will be assigned strictly based on the following scale:
GPA points and letter grade
4.00 A
3.25 B+
3.00 B
2.25 C+
2.00 C
1.25 D+
1.00 D
0.00 F
Point Range
930-1000
870-929.99
820-869.99
770-819.99
720-769.99
670-719.99
640-669.99
0-639.99
NO FINAL GRADE WILL BE ROUNDED UP
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

Grades will be accessible on Webcourses only.
For your security and privacy, grades will not be provided by phone or email.
Grades are not negotiable. Students with extenuating circumstances which require them to
receive a certain grade or maintain a particular GPA (e.g., graduation, declaring a major, loss of a
scholarship, University probation or suspension, loss of a job offer, revocation of student Visa,
etc.) need to realize that they are responsible for working hard to achieve the needed class grade.
Exceptions will not be made for individual students.
Grades can be changed only if I have made an input or calculation error. It is important that you
check your class grades and immediately notify me of any discrepancies.
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EXAMS worth 57.5% of your grade
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


There will be five multiple-choice exams.
Test questions will cover material from lectures, discussion and the textbook.
The purpose of the exams is to test your knowledge to solve business problems. To the
extent possible with a multiple-choice exam, questions will be applied in applications
(rather than definitional). The exams will be constructed to reward those students who
consistently attend class / view the videos, read the assigned textbook chapters and take
full responsibility for their learning of the material.
The exams are prepared such that a student can complete them during the normal class
time of 75 minutes and will have multiple choice format, true/false and/or matching
questions. The best way to prepare for my exams is to attend/view every class and take
good notes and read the assigned chapters in the textbook.
Exams will be CLOSED book. No notes of any kind will be allowed and you will be
expected to conform to UCF’s policies regarding academic honesty.
A NOTE ABOUT EMERGENCIES AND EXAM DATES:
o In order to be as fair as possible to everyone in the class, deadlines will be strictly
enforced, regardless of personal emergencies, technical problems, etc.
o You will have plenty of time to complete online quizzes, so please DO NOT wait
until the last minute. If you wait until the deadline, issues such as illness or
problems with technology might make it impossible for you to complete the
assignment.
PLEASE READ THE FOLLOWING BEFORE YOU COME TO THE
EXAMS.
1. Students will be required to take the exams on webcourses in a testing center. The
benefits to using the center is a standardized, controlled and comfortable environment
where students do not have to worry about others cheating. You will also get your grades
back quicker.
2. All students will be required to take exams at one of the following testing sites: Thomas
L. Keon testing center on the main campus (BA2 104), UCF Cocoa, UCF Sanford/Lake
Mary, UCF Valencia Osceola or UCF Valencia West. Information on hours of operation
and exams can be found at the following websites and is updated each term:
Main Campus: http://business.ucf.edu/centers-institutes/keon-testing-center/
Regional Campus: https://www.rc.ucf.edu/display/CM/
3. Students will be given 75 minutes to complete each of the exams which will be taken
outside of the class period. In order to make it more convenient for students to complete
their exams, we have arranged a span of two days over which you may go to the testing
lab to take the exam. These dates and times are listed on the schedule at the end of this
syllabus.
4. Exam Times: Exams will be administered during the dates / times that an exam is
scheduled on the syllabus. Also see the testing center schedule to confirm available dates
and center hours. Be advised that the testing center will not remain open after closing
hours for the amount of time remaining on your exam. For example, if a student starts an
hour-long exam on Saturday evening at 8:00 PM, then he or she must leave at 8:30 PM,
which is the scheduled center closing time. Waiting until the last day to take your
exam carries significant risks due to overcrowding, illness, traffic, accidents, etc. If
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5.
6.
7.
8.
you cannot secure a seat before the exam closes you will receive a zero for that exam.
Please note the times of the exams in advance and do not schedule any events that would
conflict with the scheduled exam dates.
You will be required to present your UCF ID in order to take the exam. Failure to
present a valid UCF ID will result in your being turned away from the testing center.
No unauthorized materials: No cell phones, tablets, graphing calculators, backpacks,
books, papers, or any other materials will be allowed in the Testing center. If you arrive
for the exam with these things you will have to store them in the pay-for-use lockers
located in room 105.
No exceptions will be made to the above exam policies.
Students who are interested in how they performed on an exam are welcome and
encouraged to review their actual exam. To review an exam, you may stop by the
Graduate Assistants’’ office during office hours. You may review an exam up to the
opening of the next exam in the course.
EXAM MAKEUPS
This is a large class and it is very difficult to allow people to make up missed exams in a
way that is fair to everyone. Therefore, the following procedure will be used:

You can miss either Exam 1, 2, 3 or 4. If so, you will be allowed to make up this ONE exam
that you missed (and ONLY one missed exam!) during the makeup time during finals.

You do not need an excuse to make up one exam and you do not need to tell me before hand
that you are going to miss the exam. But be careful to not waste your "free" excuse when
you do not need it because you might have an emergency that prevents you from taking
another exam and then you won't be able to make it up.

You can only make up exams that you MISS. You will not be allowed to retake an exam
due to poor performance.

The make up exams will be administered in the same manner as the regular exams.
QUIZZES
1. SYLLABUS QUIZZES worth 2.5% of your grade
In order to ensure that you are familiar with the course policies and requirements as stated in the
syllabus, you must complete two online syllabus quizzes. The syllabus quizzes will contain
several questions. You have to read the course syllabus very carefully and make sure you are
familiar with the various aspects of the syllabus. You will have two attempts to take the syllabus
quizzes.
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2. CHAPTER QUIZZES worth 15% of your grade
Throughout the semester, 10 online quizzes covering textbook material will be available on
Webcourses. Each quiz will cover material from specific chapters of the book. The schedule for
these quizzes is provided in the tentative schedule in the syllabus.
The pedagogical purpose of the quizzes is to ensure that you have read and understood the
textbook chapters. Students will have 45 minutes to complete the quizzes once they begin.
Students will have two attempts at each quiz. The high score of each set of attempts will be the
score recorded.
There will be no make-up for missed quizzes. I recommend that you take the quizzes soon
after they become available so that you have enough time to seek computer help should you need
it. Quizzes will not be reset for technology problems. The earlier you attempt to take an
online quiz, the more time you will have to keep trying if you experience technology issues.
Occasionally, Webcourses will record your score but it will not post it. If this happens to
you, let us know no later than 1 week after you take the quiz.
3. Marketing Connect Assignments worth 15% of your grade
Throughout the semester, 10 groups of Connect Assignments covering application material from
popular press articles. The pedagogical purpose of the quizzes is to ensure that you have read and
understood the real-world applications of marketing. Students will have unlimited time to
complete each part of the assignment once they begin. You will have an opportunity to take
each assignment two times– only the high grade for each quiz will be counted toward your
point total. The schedule for these assignments is provided in the tentative schedule in the
syllabus.
4. Wall Street Journal Quizzes worth 10% of your grade
Throughout the semester, 10 groups of WSJ articles will be assigned for the students to read.
The pedagogical purpose of the quizzes is to ensure that you are reading current business press
and able to process related course topics as they occur in corporate America. Students will have
45 minutes to complete the quizzes once they begin. Students will have one attempt at each quiz.
The schedule for these assignments is provided in the tentative schedule in the syllabus.
STATUTE OF LIMITATIONS:

Exam grades, quiz grades, extra credit and final grades are non-negotiable and final. Grades will
only be changed if the grade results from a mathematical or record-keeping error. It is important
that each student frequently checks their class grades and immediately notifies the instructor of
any discrepancies that have been discovered. After the posting of grades, you will have ONE
WEEK to notify the instructor about any grading issues or errors. After this time period, no
corrections or recalculations will be made.
FINAL NOTE:
 Changes to the syllabus may be made to reflect the needs of the class.
Any changes will be
announced in class and/or via Webcourses. It is the student’s responsibility to stay aware of any
changes made.
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Date
Day
Aug 23
Tues
Aug 25
Aug 26
Aug 30
Sept 1
Sept 6
Sept 8
Sept 13
Sept 15-16
Sept 16
Thurs
Fri
Tues
Thurs
Tues
Thurs
Tues
Thurs-Fri
Fri
Sept 16
Sept 20
Sept 20-22
Sept 22
Fri
Tues
Tues-Thurs
Thurs
Sept 23
Sept 27
Sept 29-30
Fri
Tues
Thurs-Fri
Sept 30
Oct 4
Oct 4-6
Oct 6
Oct 11
Oct 13
Fri
Tues
Tues-Thurs
Thurs
Tues
Thurs
Oct 14
Fri
Class Topic(s)
Course Overview, Syllabus Review
Overview of Marketing
Developing Marketing Strategies and a Marketing Plan
Syllabus Quiz 1 due at 11:55 PM
Chapter
1
2
Developing Marketing Strategies and a Marketing Plan
(continued)
2
Marketing Ethics
Analyzing the Marketing Environment
Consumer Behavior
Consumer Behavior (Continued)
EXAM 1 (Chapters 1, 2, 4, and 5)– Exam closes at 11:55 PM
Quiz 1 due at 11:55 PM
Connect Assignment 1 due at 11:55 PM
WSJ Quiz 1 due at 11:55 PM
Quiz 2 due at 11:55 PM
Connect Assignment 2 due at 11:55 PM
WSJ Quiz 2 due at 11:55 PM
Business-to-Business Marketing
Extra Credit # 1: Students with Last Names beginning with A-L
Global Marketing
Quiz 3 due at 11:55 PM
Connect Assignment 3 due at 11:55 PM
WSJ Quiz 3 due at 11:55 PM
Segmentation, Targeting, and Positioning
EXAM 2 (Chapters 6-8) – Exam closes at 9:30 PM
Quiz 4 due at 11:55 PM
Connect Assignment 4 due at 11:55 PM
WSJ Quiz 4 due at 11:55 PM
Segmentation, Targeting, and Positioning (continued)
Extra Credit # 2: Students with Last Name beginning with M-Z
Marketing Research
Product, Branding, and Package Decisions
Developing New Products
Quiz 5 due at 11:55 PM
Connect Assignment 5 due at 11:55 PM
WSJ Quiz 5 due at 11:55 PM
4
5
6
6
1,2
4,5
7
8
6
9
7,8
9
10
11
12
9,10
9
Date
Oct 18
Oct 20
Oct 25
Oct 27-28
Day
Tues
Thurs
Tues
Thurs-Fri
Oct 28
Oct 31
Nov 1
Nov 1-3
Nov 3
Fri
Mon
Tues
Tues-Thurs
Thurs
Nov 4
Nov 8
Nov 10
Nov 15
Nov 17-18
Fri
Tues
Thurs
Tues
Thurs-Fri
Nov 18
Nov 22
Nov 29
Nov 29-Dec 1
Dec 1
Dec 1
Dec 1-2
Dec 7
Dec 7
Dec 6-7
Fri
Tues
Tues
Tues-Thurs
Thurs
Thurs
Thurs-Fri
Wed
Wed
Tues-Wed
Class Topic(s)
Services Marketing
Services Marketing (continued)
Pricing Concepts for Establishing Value
EXAM 3 (Chapters 9-13)– – Exam closes at 9:30 PM
Quiz 6 due at 11:55 PM
Connect Assignment 6 due at 11:55 PM
WSJ Quiz 6 due at 11:55 PM
Withdrawal Deadline at 11:59 PM
Strategic Pricing methods
Extra Credit # 3: Students with Last Names beginning with A-L
Supply Chain and Channel Management
Quiz 7 due at 11:55 PM
Connect Assignment 7 due at 11:55 PM
WSJ Quiz 7 due at 11:55 PM
Retailing and Multichannel Marketing
Integrated Marketing Communication
Advertising, Public Relations and Sales Promotions
EXAM 4 (Chapters 14-17)– Exam closes at 9:30 PM
Quiz 8 due at 11:55 PM
Connect Assignment 8 due at 11:55 PM
WSJ Quiz 8 due at 11:55 PM
Syllabus quiz 2 due at 11:55 PM
Social and Mobile Marketing
Personal selling and Sales Management
Extra Credit # 4: Students with Last Name beginning with M-Z
Personal Selling and Sales Management (Continued)
Box Tops Due by 5 PM
MAKE-UP EXAMS
Quiz 9 due at 11:55 PM
Connect Assignment 9 due at 11:55 PM
WSJ Quiz 9 due at 11:55 PM
Quiz 10 due at 11:55 PM
Connect Assignment 10 due at 11:55 PM
WSJ Quiz 10 due at 11:55 PM
EXAM 5 (Chapters 3, 18, 19, and 20)
Chapter
13
13
14
11,12,13
15
16
14,15
17
18
19
16,17
3
20
18,19
3,20
10