Course Information
Course Title: Principles of Marketing
Course Number: BMGT 350 Sections 0401
Professor: Dr. Cathy Chen
Email: cathych@umd.edu
Term: Fall 2024
Credits: 3
Course Dates: Mondays August 26 – December 9, 2024
Location: Van Munching Hall 1505
Course Times: Section 0401: Wednesday 9:30 – 10:45 EST
Office Hours: On Zoom by appointment
Required Course Materials & Software
Marketing: An Introduction 15th Edition with MyMarketingLab by Gary Armstrong and Philip Kotler, copyright 2023. The
publisher is Pearson. ISBN: 9780137476480.
●
Instructions on how to register for MyMarketingLab INSIDE CANVAS, are posted on Canvas under syllabus.
●
A video with instructions for registering for MyLab INSIDE CANVAS click here:
https://www.youtube.com/watch?v=TMhGvVUR6rw&ab_channel=PearsonStudents
●
The link to MyMarketingLab is inside our course Canvas site, on the left hand side. Please note that you can get
free access to MyLab for 14 days.
Course Structure
This course is a 3-credit blended course. Class meets 75 minutes once a week. To replace the other “day” that you
would normally meet for a 3-credit course, you will instead be completing online assignments according to your own
individually determined time schedule.
Class will be conducted as a seminar. The word seminar means “a meeting for an exchange of ideas.” So rather than
sitting back passively and watching me speak, you will be challenged to apply the learned material by actively
participating in a variety of activities. There will be engaging and interactive in-class assignments that will be collected
and graded. Course attendance is paramount. Please come prepared for a lively interactive experience. I will summarize
content and illustrate with practical applications, guide you through the in-class activities, answer your questions, and
together we can build a supportive learning community for this course.
Before each class, you will read the assigned text chapters. After each class, you will complete an online simulation and
online quiz in Pearson MyMarketingLab. These assignments will be due on Wednesdays at 9:00am. Depending on your
needs, there are also extra optional materials in Pearson to help you learn and reinforce the concepts.
A major component of the course is a semester-long practicum. You will be a marketing consultant to the new owner of
Zambo’s Beans and Rice (ZBR) Restaurant. During each live class session, you and your teammates will be given a new
marketing problem confronting ZBR that links to the class topics of the week. This work challenges you to apply the
content you are learning to an ongoing real-world scenario. You may meet briefly at the end of class with your team to
outline the assignment, but the bulk of the practicum work will be done outside of class. To assist with team organization
and dynamics, your team will create a “team charter” that will specify a standing weekly meeting time that is well in
advance of assignment due dates. The charter will discuss your team goals, expectations, policies & procedures, and
consequences for non-performance.
Course Description
This course provides a decision-oriented overview of marketing management in modern organizations. You will
experience a broad introduction to marketing concepts, the role of marketing in society and in the firm, and the various
factors that influence marketing decision-making. Like other introductory survey courses, you will be exposed to and
expected to learn the "language of marketing" which includes the terms, concepts, and frameworks used by practicing
marketing managers. By the end of the course you will have a solid understanding of the major decision areas under
marketing responsibility, the basic interrelationships of those decision areas, and an appreciation of how to apply key
frameworks and tools for analyzing customers and competitors. This course will help you to develop insights about
creative selection of target markets and blending decisions related to product, price, promotion, and place to meet the
needs of a target market.
Course Objectives
Virtually every for-profit or non-profit business involves marketing issues. The objective of any company is to create a
product or service and get customers. Understanding marketing is critical to any successful organization. The purpose
of this course is to provide you with insight into the theory and methods of marketing management. The basic
objectives of the course are to:
●
●
●
Provide you with a broad introduction to marketing concepts including SWOT, segmentation and targeting,
positioning, product life cycles, brand equity, pricing, distribution, advertising, social media, and sales
promotions.
Learn the “language of marketing.” BMGT 350 is the first marketing class, so there is fundamental terminology
and basic concepts that need to be mastered before proceeding to higher levels of learning and application.
Practice analyzing data to make decisions in the areas of targeting strategy, product strategy, pricing strategy,
advertising and promotion strategies, and distribution strategy.
These objectives can only be achieved through joint effort. I will work to stimulate your interest and learning in these
areas, but you will be expected to display initiative and a program of self-study as well. In that sense, a complementary
objective of the course is to provide you with an environment that will encourage and reward your own intellectual
efforts as you prepare for a successful career. I understand sometimes world events pose major challenges, so paying
attention to both our physical and mental health is important. I encourage you to find a sense of community here in our
class. With flexibility, adaptability, patience, and humor, we can succeed at meeting these objectives.
Course Outline
Principles of Marketing, Fall 2024
Meet
Wednesday – Come to Your Assigned Section Only, in Van Munching Hall 1505
Read
Assigned Chapters Prior to Class
Deliverables
In-class assignments that will be collected and graded.
Weekly Practicum Assignments. This is an ongoing Team Project throughout the term.
Weekly Online Simulations in MyMarketingLab due on Wednesdays by 9am
Weekly Online Quizzes in MyMarketingLab due on Wednesdays by 9am
Participate in 3 separate research experiences.
Test 1 on Oct. 9, 2024 during regularly scheduled class time
Test 2 on Dec. 4, 2024 during regularly scheduled class time
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Additional
Practice
Date
MymarketingLab has online practice and learning resources. You can use “Study Plan” and “Dynamic
Study Modules” to help reinforce the terms and concepts. This is self-paced and optional depending
on your needs. There are also online flashcards for key terms organized by chapter.
Agenda
Text Book Chapter
Week 1
Welcome, Introduction to Marketing
Week 2
Marketing Overview
Chapter 1
Week 3
Marketing Strategy and Analyzing the Environment
Chapters 2 & 3
Week 4
Marketing Research
Chapter 4
Week 5
Buyer Behavior – Consumer and Business
Chapter 5
Week 6
Segmentation, Targeting, Positioning
Chapter 6
Week 7
TEST 1, Oct. 9, 2024
Test 1 on Chapters 1-6
Week 8
Products and Branding
Chapter 7
Week 9
New Products
Chapter 8
Week 10
Pricing
Chapter 9
Week 11
Marketing Channels and Retailing
Chapters 10 & 11
Week 12
IMC, Advertising, Public Relations, Digital Marketing
Chapter 12 & 14
Week 13
Sales Management, Sales Promotion
Chapter 13
Week 14
No Class, Thanksgiving Recess
Week 15
TEST 2, Dec. 4, 2024 (NO cumulative final exam)
Test 2 on Ch 7-14 during class time
Grading Structure
Assignment
Percentage %
Test 1 (Chapters 1-6) on October 9
26%
Test 2 (Chapters 7-14) on December 4
26%
In-Class Assignments
6%
Practicum Assignments
25%
MyMarketing Lab Simulations (drop lowest)
6%
MyMarketing Lab Quizzes (drop lowest)
6%
3 Marketing Research Experiences
5%
Total
100%
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For this course, the following grading policy will be utilized, with no exceptions:
A
+97.00 >
B+
87.00 – 89.99
C+
77.00 – 79.99
D+
67.00 – 69.99
A
93.00 – 96.99
B
83.00 – 86.99
C
73.00 – 76.99
D
63.00 – 66.99
A-
90.00 – 92.99
B-
80.00 – 82.99
C-
70.00 – 72.99
D-
60.00 – 62.99
Anything below 60.00% is an F. Unless there is a data entry or math error, all grades are final. Please note that there is
NO EXTRA CREDIT given in this course. It is not an option, at all, under any circumstance. Please do NOT ask for extra
credit. I will not answer any emails that request extra credit.
If you have extenuating circumstances that prevent you from attending class, meeting with your teammates, completing
online assignments, and/or taking tests, you must notify me as soon as possible. I am happy to work with you to develop
a make-up plan. Depending on circumstances, withdrawal from the course may be necessary. The option of an
“incomplete” must comply with University of Maryland’s standards. Please do not hesitate to reach out to me in a timely
manner if you need assistance so I can work with you. I want to help you learn and succeed. However, if you do not let
me know, then I cannot help you. If you notify me at the end of the semester, it is too late for me to help you. If you
wait until you have already completed assignments and/or taken tests, it is too late to ask for extensions and/or retakes.
As stated above, all grades are final and cut-off points of grade ranges will not be changed for anyone.
Deliverables
Tests (2 tests, each worth 26%) The tests are multiple-choice format and cover material covered in the book, class, and
assignments. You will use the Lockdown Browser in our face-to-face format during our regular class time and classroom
location. During the exam, no use of any materials or additional devices is permitted.
In-Class Assignments (worth 6%) On class days, there will be assignments that you will complete and turn in during our
regularly scheduled class time. If you are absent, you must send an email to me at rlefkoff@umd.edu by Wednesday
5pm of that week. State the reason for your absence and request a makeup assignment. If you do not contact me by this
deadline, you will receive a zero for the assignment and will not have the option to do it.
Practicum (worth 25%) You will be a marketing consultant to the new owner of Zambo’s Beans and Rice (ZBR)
Restaurant. During each class, you and your teammates will receive a new marketing problem confronting ZBR that links
to the class topics of the week. This work challenges you to apply the content you are learning to an ongoing real-world
scenario. You may meet briefly at the end of class with your team to outline the assignment, but the bulk of the
practicum work will be done outside of class.
Simulations in MyMarketing Lab (worth 6%) The simulations give you the opportunity to apply the course concepts and
immerse yourself in the role of a marketing analyst. In each simulation, you make a series of marketing decisions based
on realistic marketing issues. As you progress through a simulation, the issue presented will change and branch based on
the decisions/recommendations you make, providing different scenarios to different students. The simulations are very
representative of the types of problems/issues marketing analysts face and require you to think critically about the
issues. THE SIMULATIONS ARE NOT EASY. Any grading questions need to be asked within 5 days after the due date.
Then all grades are final. Your lowest quiz score appears in a lighter font and is not included in your grade calculation.
Chapter Quizzes in MyMarketing Lab (worth 6%) The quiz questions measure your learning progress of key terms and
concepts. Weekly practice with multiple-choice questions will help you prepare for the tests. Any grading questions
need to be asked within 5 days after the due date. Then all grades are final. Your lowest quiz score appears in a lighter
font and is not included in your grade calculation.
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Research Experience (worth 5%)
Marketing knowledge evolves over time. The role of academic research is to attempt to understand the underpinnings of
consumer behavior. You are invited to contribute to that academic research by participating in three research sessions
during the semester, each lasting about 1 hour. Completion of the three sessions will be worth 5% of your final grade.
The research session requirement for this course, BMGT350, is separate from any research requirement you may have
in courses offered by other departments (e.g., M&O courses). So, to be clear, research participation for BMGT350 does
NOT satisfy research requirements for other courses such as BMGT360 and BMGT495, and vice versa.
Research sessions will be conducted in blocks of two weeks (called Rounds), during which various appointment times will
be available. You may participate only once during each Round of appointment times. All research sessions will be held
in the Smith Behavioral Lab (VMH 3518).
Session Dates
Round 1: September 9 – September 20
Round 2: October 7 – October 18
Round 3: November 4 – November 15
Registering to participate in research via the SONA website:
Specific instructions for registering for and completing a research session during Round 1 will be provided 1 week prior to
Round 1. In the meantime, you may register for an account in SONA, which is the platform through which you register for
research sessions. To register for an account, go to http://rhsmith-umd.sona-systems.com/ and click the “Request
Account” link. Only create one account for all your BMGT courses which require research participation. Make sure to
select the correct course and section number when you add BMGT350 to the account. If you are enrolled in multiple
courses which require research participation (e.g., M&O courses), add those courses to the account as well.
Confidentiality and research alternatives:
Responses collected in the research sessions are confidential. That is, your name will not be associated with your
responses to the study questions at any time. All data you provide will be grouped with data others provide for purposes
of reporting and presentation. If you do not wish to participate in a research session, you may substitute an alternative
assignment which involves reading and reacting to a marketing research article. Access to the alternative assignments is
also through the SONA system. To receive credit, the assignment must be submitted by the due date. You can do a
combination of research sessions and alternative assignments as long as they total three and do not take place during
the same round. For instance, you could complete research sessions in Round 1 and Round 2 and the alternative
assignment in Round 3.
If you have any questions about the research experience, please contact the Behavioral Lab Manager at
rhsmith-participate@umd.edu.
Please note, Professor Lefkoff does not administer the Marketing Research Component of this course. All questions
should be sent directly to the Lab Manager. Thank you.
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Student Expectations
While the following is not an exhaustive list and in no way can replace your grade in this class, the rubric below can assist
you in clarifying how to be successful in this course. If you are concerned at any time that you are falling behind please
contact me via email as soon as possible.
Unsatisfactory
Beginning
Developing
Poor attendance
Mostly on-time attendance Consistent, on-time
attendance
Excellent
Consistent, on-time
attendance
Little or no meaningful
Occasional participation or
contribution to class discussion contributions to class
discussion
Frequent meaningful
participation or
contributions to class
discussion
Consistent meaningful
participation or
contributions to class
discussion
No or late submission of major On-time submission of all
assignments
assignments
On-time submission of all
assignments
On-time submission of all
assignments
Minimal effort on assignments
(inside and outside of class)
Demonstrated effort on
some assignments
Demonstrated effort on
most assignments
Demonstrated effort on all
assignments
No high quality output on any
learning assessment or subpar
quality across several learning
assessments
High quality output on
High quality output on most High quality output on all
some learning assessments learning assessments
learning assessments
Disrespectful classroom
etiquette
Respectful classroom
etiquette
Respectful classroom
etiquette
Respectful classroom
etiquette
Attendance and Participation
● Given the interactive style of this class, engagement will be crucial to your learning and performance. Attendance
is particularly important because class discussions and in-class work are a critical component for your learning.
●
Each student is expected to make substantive contributions to the learning experience and attendance is
expected for every session. If you are absent, contact me at rlefkoff@umd.edu by Friday 5pm of that week to say
why you were absent and to request a makeup assignment for the in-class work that you missed. If you do not
contact me by this deadline you will receive a zero and not have the chance to do the assignment.
●
Students who miss a live session are responsible for learning what they miss from that session.
●
Students must complete all readings and assignments in a timely manner in order to fully participate in class.
Absences and Late Policy
Late assignments require prior permission from the instructor and must be accompanied by a legitimate reason for not
meeting a target deadline.
As per university policy, one missed class with an email notification (preferably before) is acceptable. For absences longer
than 1 class session, or more than twice in the semester, documentation is required. With appropriate documentation
students will be given one week to make up their work. i.e. For Major Scheduled Graded Events (MSGEs), only University
approved absences (religious observance, unforeseen life circumstances out of your control (with documentation), or
documented illnesses with appropriate documentation will be accepted.
Academic Integrity
The University's Code of Academic Integrity
https://academiccatalog.umd.edu/undergraduate/registration-academic-requirements-regulations/academic-integrit
y-student-conduct-codes/ is designed to ensure that the principles of academic honesty and integrity are upheld. In
accordance with this code, the Smith School does not tolerate academic dishonesty. Please ensure that you fully
understand this code and its implications because all acts of academic dishonesty will be dealt with in accordance with
the provisions of this code. All students are expected to adhere to this Code. It is your responsibility to read it and know
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what it says, so you can start your professional life on the right path. As future professionals, your commitment to high
ethical standards and honesty begins with your time at the Smith School.
It is important to note that course assistance websites, such as CourseHero, are not permitted sources for Smith School
courses, unless the instructor explicitly gives permission for you to use one of these sites. Material taken or copied from
these sites can be deemed unauthorized material and a violation of academic integrity. These sites offer information that
might not be accurate and that shortcut the learning process, particularly the critical thinking steps necessary for
college-level assignments.
Additionally, it is understandable that students may use a variety of online or virtual forums for course-wide discussion
(e.g., GroupME or WeChat). Collaboration in this way regarding concepts discussed in this course is permissible.
However, collaboration on graded assignments is strictly prohibited unless otherwise stated. Examples of prohibited
collaboration include: asking classmates for answers on quizzes or exams, asking for access codes to clicker polls, etc.
Finally, on each exam or assignment you must write out and sign the following pledge:
"I pledge on my honor that I have not given or received any unauthorized assistance on this exam/assignment."
To help you avoid unintentional violations, the following table lists levels of collaboration that are acceptable for each
type of assignment. If you ever feel pressured to comply with someone else’s academic integrity violation, please reach
out to me straight away. Also, if you are ever unclear about acceptable levels of collaboration, please ask!
Open Notes
Use Book
Ask Friends
Search Online
Work in Groups
Students may
look at their
class notes
while they
complete this
deliverable
Students may look Students may get
Students may
Students may
at the assigned
help from
search the web for
complete the
course
classmates, friends, related ideas or
deliverable
textbook/readings
or others to
information while through joint work
while they
complete this
they complete this
with others
complete this
deliverable
deliverable
deliverable
Practicum
yes
yes
yes
yes
yes
In-Class Work
yes
yes
yes
yes
yes
MyLab
simulations and
quizzes
yes
yes
no
no
no
Tests
no
no
no
no
no
Course Evaluation
Please submit a course evaluation through CourseEvalUM in order to help faculty and administrators improve teaching
and learning at Maryland. All information submitted to CourseEvalUM is confidential. Campus will notify you when
CourseEvalUM is open for you to complete your evaluations for fall semester courses. Please go directly to
www.CourseEvalUM.umd.edu to complete your evaluations. By completing all of your evaluations each semester, you
will have the privilege of accessing through Testudo, the evaluation reports for the thousands of courses for which 70%
or more students submitted their evaluations.
Copyright Notice
Course materials are copyrighted and may not be reproduced for anything other than personal use without written
permission.
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Notice of Mandatory Reporting
Notice of mandatory reporting of sexual assault, sexual harassment, interpersonal violence, and stalking: As a faculty
member, I am designated as a “Responsible University Employee,” and I must report all disclosures of sexual assault,
sexual harassment, interpersonal violence, and stalking to UMD’s Title IX Coordinator per University Policy on Sexual
Harassment and Other Sexual Misconduct.
If you wish to speak with someone confidentially, please contact one of UMD’s confidential resources, such as CARE to
Stop Violence (located on the Ground Floor of the Health Center) at 301-741-3442 or the Counseling Center (located at
the Shoemaker Building) at 301-314-7651.
You may also seek assistance or supportive measures from UMD’s Title IX Coordinator, Angela Nastase, by calling
301-405-1142, or emailing titleIXcoordinator@umd.edu.
To view further information on the above, please visit the Office of Civil Rights and Sexual Misconduct's website
at ocrsm.umd.edu.
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