INTRODUCTION TO MARKETING—3350—COMPREHENSIVE SYLLABUS – SPRING, 2016
ALAN WHITEBREAD
OFFICE—W358
HOURS— Usually MWF 9-10 and MW1-3, or by appointment.
Phone: 742-1963
E-Mail: alan.whitebread@ttu.edu
Web site : http://awhitebread.ba.ttu.edu
ALWAYS INCLUDE WHAT CLASS SECTION IN EMAILS!
REQUIRED TEXT – Introduction to Marketing, Alan Whitebread, ISBN: 978-1-4652-8034-3, Kendall-Hunt. It is available at the campus Barnes & Noble
and Varsity bookstores.
COURSE DESCRIPTION / OBJECTIVES AND ORGANIZATION
This course will provide a comprehensive review of the major basic aspects and concepts in marketing. There will be a mix of theory and actual business
applications of the theory. The student will demonstrate application of all major theories through interactive class participation, exams, and quizzes. The
course will provide a fundamental framework for marketing. From there, it will logically proceed through all the steps required to successfully develop an
idea into a product/service market launch using a model that is acceptable to most external funding sources. Sources of information will include the
textbook, class lectures and notes, current events, handouts, selected items on the web, postings on http://awhitebread.ba.ttu.edu, and library resources.
EXPECTED LEARNING OUTCOMES
At the end of the course, students will be able to:
 Identify and describe current marketing thought and significant trends;
 Explain how marketing provides benefits to firms, employees, consumers, and stakeholders of all types;
 Identify and use basic marketing management concepts;
 Analyze the different types of marketing approaches and when each should be used;
 Evaluate and explain why marketing is the hub of the business wheel; and
 Be able to select and apply key marketing concepts to situations in multiple countries.
METHODS FOR ASSESSING EXPECTED LEARNING OUTCOMES
The final grade will be based on demonstrating competence in the best four of five exams. The average of the four highest exams including the final will
be 100% of the final grade. Tests may cover any materials with a heavy focus on materials since the previous test including text, lectures, discussions,
articles and readings, vocabulary, web sites, class participation, and current events. Lectures will expand on the book topics and reading materials listed
in the syllabus. The following grade scale applies.
A = 81% and above B = 74% to 80% C = 67% to 73% D = 60% to 66% F = below 60%
All students should be prepared to answer random questions in class—failure to do so could negatively affect their grade. Attendance is
required and the student will find the course increasingly difficult with each additional missed class. All assignment dates are detailed on the
syllabus and the student bears total responsibility for complying with the requirements of the course. NOTICE: Late or make-up exams will not
be given without a formal university approved absence. No extra credit will be allowed. Grades will be available online. Grades will only be
discussed in person in my office.
Contact me by email at awhitebread.ba.ttu.edu and always include your course name and time!
If you must miss class, see me in advance so we can arrange for you to complete the work due before your absence.
WITHDRAWALS
A student will receive a WP [withdraw passing] only if they have a D or better in the course at the time of withdrawal.
CLASS CONDUCT
Standards of academic honesty will be observed in accordance with TTU policy, as detailed in Operating Policy 34.12. Special accommodations to students with disabilities
will be made, as detailed in Operating Policy 34.22. Student absences for the observance of religious holy days will be allowed, as detailed in Operating Policy 34.19.
CIVILITY IN THE CLASSROOM
Students are expected to assist in maintaining a classroom environment conducive to learning. In order to assure that all students have an opportunity to gain from time
spent in class, unless otherwise approved by the instructor, students are prohibited from using cellular phones, beepers, pagers, iPODs, headphones, or similar
devices, eating or drinking in class, making offensive remarks, reading newspapers, engaging in social media, sleeping or engaging in any other form of
distraction. You may use a laptop to take lecture notes in my class. Inappropriate behavior in the classroom shall result in, minimally, a request to leave class.
ADA SYLLABUS STATEMENT
Any student who, because of a disability, may require special arrangements in order to meet the course requirements should contact the instructor as soon as possible to
make any necessary arrangements. Students should present appropriate verification from Student Disability Services during the instructor’s office hours. Please note
instructors are not allowed to provide classroom accommodations to a student until appropriate verification from Student Disability Services has been provided. For additional
information, you may contact the Student Disability Services office in 335 West Hall or 806-742-2405.
INTRODUCTION TO MARKETING—3350—COMPREHENSIVE SYLLABUS – SPRING, 2016
There may be changes to this syllabus during the semester. Any such changes or revisions will be mentioned in class and will be on the syllabus in
bold red font. Other items include articles and recommended websites. Each ARTICLE and chapter [Chapter – Chapter title] should be read
before the class period to increase understanding of the topics.
Date(s)
Subject(s)
1/25
1-MARKETING—THE HUB OF THE WHEEL & CONNECTING WITH CUSTOMERS [Chapter 1]

Marketing environment; marketing mix; lifetime value; needs and wants; types of markets; concept of value; marketing
eras; the marketing concept; marketing ethics; planning and the firm
1/27 & 29
2-STRATEGIC PLANNING, CORPORATE GOALS, & CORE COMPETENCIES [Chapter 2]

Organizations; business portfolio; core competency; SBU; key success factor; marketing myopia, BCG, GE strategy
analysis; hedgehog analysis; red/blue ocean strategy; SWOT, & competitive advantage of the firm
1/22
INTRODUCTION TO THE COURSE - Syllabus review and how marketing affects you

ARTICLE – Your Company Strategy in Pictures http://hbswk.hbs.edu/archive/3020.html
2/1 & 2/3
3-MARKET SCANNING & ETHICS [Chapter 3]

Demographics; basic economics; 5 forces model; regulation; ethics of competition
2/5 & 2/8
4-CONSUMER MARKETING [B2C]: MARKETS & BUYER BEHAVIOR [Chapter 4]

Consumer buyer behavior; the purchase decision process; cognitive dissonance; classification of consumer products;
types of buying decisions; Maslow’s hierarchy of needs; consumer behavior – individual and family
2/10
TEST #1
2/12 & 15
5-BUSINESS MARKETING [B2B]: MARKETS & BUYER BEHAVIOR [Chapter 5]

Supply chain concept; B2B marketing; business buyer classification; business market complexity; NAICS; comparison
of B2B and B2C markets; classifications of business products; aspects of demand; bull-whip effect; product & quality
standards and systems; organizational buyers; negotiations; government procurement
2/17 & 19
6-MARKET RESEARCH [Chapter 6]

Market research process; perspective and framing issues; research types; data and its use; types of samples; scales of
measurement; types of statistics; elements of questions and answer sets; problems with questions and answers; data
mining; mathematical and statistical methods for business analysis
2/22 & 24
7-MARKET SEGMENTATION AND TARGET MARKETING [Chapter 7]

The what, why, and how of segmentation; a multi-step process; consumer segmentation methods; VALS and PRIZM;
business market segmentation; target market segments criteria; market coverage strategies; Kotler’s 5 tests
2/26 & 29
8-DIFFERENTIATION and POSITIONING [Chapter 8]

Differentiation; points of parity, difference, and contention; areas of differentiation; the product concept; product
decisions; positioning; perceptual map; positioning strategies; attacking the market; unique selling proposition(s)

ARTICLE – How to Create Your USP… http://www.interactivemarketinginc.com/unique-selling-proposition.html
3/2
TEST #2
3/4
9-NEW PRODUCT / SERVICE DEVELOPMENT and IDEA GENERATION [Chapter 9]

Innovation; Ansoff’s product/market expansion grid; types of new products; five types of development projects; why do
new products fail/succeed; the new product development process; idea generation methods and strategies; test
marketing; commercialization;

Product line planning, product line expansion, product life cycle extensions
3/7
10-PRODUCT LIFE CYCLE AND BRAND MANAGEMENT [Chapter 10]

Product life cycle; product planning; life cycle extensions; product line expansion; brand management; brand
positioning and brand values; brand issues; brand decisions; brand loyalty; CBBE; brand personality; brand equity and
M&A free cash flow; brand strategies; branding strategies
3/9
11-PACKAGING AND LABELING and LEGAL ISSUES [Chapter 11]

Copyrights; trademarks and dilution; patents; trade secrets; protecting your investments
INTRODUCTION TO MARKETING—3350—COMPREHENSIVE SYLLABUS – SPRING, 2016
3/11
12A- PRICE THEORY, STRATEGY, AND TACTICS – ESTABLISHING VALUE #1 [Chapter 12A]
Features, advantages, benefits, value, and perception
ARTICLE – Sell Features, Advantages, and Benefits http://www.presentation-pointers.com/showarticle/articleid/316/
3/21
17B-PRICING THEORY, STRATEGY, AND TACTICS – ESTABLISHING VALUE #2 [Chapter 12B]
3/23
TEST #3
3/25 & 30
13A-SUPPLY CHAIN MANAGEMENT [SCM] – AN OVERVIEW [Chapter 13A]

Supply chain management; the many aspects of quality; contingency theory; supply chain model; automotive industry
supply chain model; external and internal supply chains; the role of value in SCM
4/1
13B-SUPPLY CHAIN MANAGEMENT – LOGISTICS [Chapter 13B]

Modern logistics management; logistics processes; total logistics cost approach; cycle time, lead times, ECR, and
quick response; inventory management; international cycles
4/4
13C-SUPPLY CHAIN MANAGEMENT – CHANNELS OF DISTRIBUTION [Chapter 13C]

The importance of distribution; the multiplicative effect; functional levels; types of channel members; VMS; roles,
expectations, and controls for channel members; channel maps; conflict, evaluation, and channel relationships

ARTICLE – Case Study – Alice’s Dressings http://csi.toolkit.tst.cch.com/text/P03_6050.asp
4/6
14A-INTERNATIONAL MARKETING: INTRODUCTION, TRADE AREAS, AND MARKET ENTRY [Chapter 14A]

Country economic structure; Porter’s Diamond; WTO issues; trade areas – EU, NAFTA, ASEAN, Mercosur; aspects of
culture; selecting foreign markets; foreign market entry alternatives
4/8, 4/11
14B-INTERNATIONAL MARKETING: LOGISTICS, INCOTERMS, AND TRADE FINANCE [Chapter 14B] Global brand
issues; international transaction cycles; international distribution and logistics; INCOTERMS; trade finance issues; Letters of
Credit
4/13
TEST #4
4/15
15-RETAIL MARKETING [Chapter 15]

Retailer classification systems; retail formulas; site selection; atmospherics; merchandise management
4/18
16-SERVICES MARKETING [Chapter 16]

Goods-services comparison; services marketing; service purchase factors; services-goods continuum; service
excellence; assessing service quality
4/20
17A-INTEGRATED MARKETING COMMUNICATIONS [IMC]: AN OVERVIEW [Chapter 17A]

Building an integrated marketing communications plan
4/22
17B-INTEGRATED MARKETING COMMUNICATIONS [IMC]: ADVERTISING, PROMOTION, AND PUBLIC RELATIONS
[Chapter 17B]
17C-INTEGRATED MARKETING COMMUNICATIONS [IMC]: DIRECT MARKETING [Chapter 17C]
4/25
18A-PERSONAL SELLING: ETHICS, ISSUES, REQUIREMENTS, SKILLS [Chapter 18A]

Sales skills—an overview; supporting sales: materials, skills, and direction; the cost of sales
4/27 & 29
18B-SALES MANAGEMENT [Chapter 18B]

Management Challenges; sales force automation (SFA,) customer relationship management (CRM)
5/2
TEST #5
5/4
CAREERS IN MARKETING, SUPPLY CHAIN MANAGEMENT, OR INTERNATIONAL BUSINESS OPEN DISCUSSION
5/6
SPECIAL MARKETING TOPICS: OPEN DISCUSSION
5/10
SPECIAL MARKETING TOPICS: OPEN DISCUSSION
INTRODUCTION TO MARKETING—3350—COMPREHENSIVE SYLLABUS – SPRING, 2016
THERE IS NO FINAL EXAM IN THIS CLASS.