COURSE SYLLABUS
PRINCIPLES OF MARKETING
BA 330
JBLM
WEB
Leon Chickering
Adjunct Professor
Mobile number: 360-888-4725 (mobile)
Email: lchickering@stmartin.edu
Website: http://lchickering.wordpress.com
Marketing is the activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its stakeholders and society at large. It begins and ends with the customer, from determining customers' needs and wants to providing customer satisfaction and maintaining customer relationships. This course examines the basic concepts and principles in marketing with the goal of understanding how these ideas can be used in marketing decision making.
The class will consist of assignments, discussions, and a term project. The goal is to provide you with a set of approaches and concepts to consider when faced with a decision involving understanding customers’ responses to marketing actions.
At the conclusion of this course, students will be able to:
1.
Know what areas are important in developing a world-class marketing management process
2.
Understand the components of marketing strategic plans (including SWOT analysis)
3.
Integrate effective marketing research into the enterprises’ overall goals and objectives
4.
Understand and articulate the value of connecting with customers and their needs

5.
Develop a strong branding strategy while understanding the dynamics of competition in the marketplace
6.
Explain how the firm delivers and communicates value—through integrated marketing channels and IMC efforts
7.
Know the importance of the company in creating successful long term growth
Required textbooks:
Marketing: Real People, Real Choices, 7e by Michael Solomon, Prentice Hall, 2012
Week Module & Title Reading Course
Outcomes
1
2
Customers &
Marketing
Marketing
Strategy &
Planning
Course
Overview
Marketing
Environment
Marketing
Research
Chapters
1 & 2
Chapters
3 & 4
Assignments Online
Discussion
Forums
Check out additional
DF1—in
Moodle resources section each week in
Moodle
What firm, service or product did you choose?
TED video
Assignment
#1 in Moodle
SWOT for your firm
DF2—in
Moodle
Key sentences in Chapters 3
& 4 and why
1, 2
3, 4, 6
2

3
4
5
6
Consumer
Behavior
Markets
Target
Marketing
Create Products
Managing
Product
Strategy
Services
Pricing
Media
Chapters
5 & 6
Chapters
7 & 8
Chapters
9 & 10
Chapters
11 & 12
Assignment
#2 in Moodle
Who are the
Target
Markets for your firm?
Assignment
#3 in Moodle
Pricing model and social media for your firm strategy.
Does it apply to your firm?
Why, Why not?
DF5—in
Moodle
The value of story telling and how it applies to your firm
DF6—in
Moodle
Does your firm have an
IMC?
DF3—in
Moodle
Watch TED video of Rory
Sutherland and comment on his thoughts on consumer behavior
DF4—in
Moodle
Apple’s marketing
3, 4
1, 2, 4, 5,
5, 7
6,7
3

7
8
A—90-100%
B—80-89
C—70-79
D—60-69
F—<60
Activity
Discussion Forums in Moodle
Bi-weekly assignments
Final Project
Advertising,
PR, Sales
Promotion
Trade
Promotion,
Personal
Selling
Supply Chain
Retailing
Chapters
13 & 14
Chapters
20 & 21
DF7—in
Moodle
What areas of promotion apply to your firm?
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Assignment
#4 in Moodle
How will the
CMO various promotional strategies
(from
Chapters 13
& 14)?
Final paper due
DF8—in
Moodle
How will you implement, measure, and control your firms
Marketing
Plan?
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4
% Of final grade
20.00
40.00
40.00

Weekly Discussion Forums: Treat this class as you would a job. On-line ‘attendance’ is expected. It is a signal of your commitment to the course. This means you need to participate in all forum discussions. Forums are your best opportunity to demonstrate that you are thinking about the topics covered and relating these topics to one another and to material learned in other classes.
Weekly responses to the discussion questions will be posted no later than Friday by
5:00 p.m. each week. The goal of the discussion forum is to stimulate discussion about the topics being studied for the week. Your discussion question response should be between 200-300 words long. Please be sure to provide a substantive response utilizing course materials as well as your personal/professional experience. Please include Links from other sources to stimulate further discussion. I will participate randomly in these sessions. In the second phases of the forum you are to respond to (and comment on) two or more student posts by Sunday night at 11:55pm.
These responses need to be more than one word or line. Comment on the other students content, by giving additional information, links and ideas. A grading rubric is available in the top portion of Moodle.
This activity will account for 20% of your total grade.
Written homework assignments: There will be written assignments given and due every two weeks. You will be given a topic based on the area of study and you are to write at least 3 pages of content. These will be due by Sunday night at 11:55pm.
Late assignments will receive a 5% reduction for every week beyond the due date. If there are extenuating circumstances let me know and we can work something out. These will account for 40% of your grade. Make sure you check out the grading rubric and use of
APA format. You may of course also use graphics and images to enhance your work.
Formal Report Project: You will write a Marketing Plan for a firm. Please select a firm from the following fields; automotive, medical, technology.
Post your choice in the first discussion forum (week 1) of our class.
These components are to be in your paper;
1.
Title and title page: The title is a concise statement of the subject of the paper.
2.
Abstract: The abstract is an "executive overview" of your paper. It should be a 50- to 100-word summary that would be appropriate to give your manager so that he/she would know the essence of your plan without reading the paper in its entirety.
3.
Table of Contents: In this section, list each section of your paper with the
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page number. The list should include: a.
Tables and figures, if you included more than two b.
Appendices, if included c.
Reference section listing sources used
4.
Introduction: In this section, state the purpose of your proposal and ideas in succinct, declarative sentences. Convince your reader that the plan will have a practical value and meaning for the reader and the plan will be based upon the concepts studied in the course.
5.
Background and Significance: This section should provide further justification of the need for your ideas and conclusion. For example: “This project examines the need to adopt a social media strategy at XYZ organization.” Outline anticipated challenges. Explain the applicable concepts and include examples and references from case studies completed during the course.
6.
Discussion, Implications and Recommendations: In this section, you should provide a thorough discussion of specific solutions to challenges outlined in the background section, including specific platforms, strategies, and tools. Provide a recommended plan of action that includes a discussion of best practices and issues that need further research. Be sure that the recommendations are realistic in terms of the appropriate concepts and include examples from your own use of the recommended tools—for example, social media—throughout this course.
7.
References: You may use your textbook as a primary source of information, but you must also draw on other sources such as websites, business journals, information from an organization, and interviews with individuals. You must also include relevant personal experiences, such as social media participation. Be sure that you support the information presented with appropriate references. It is important that all references and quotes are cited correctly. All sources, including websites must be referenced in the bibliography or references list. You must follow the APA style for format.
8.
Appendices: Include a separate sheet and title for each appendix.
9.
Length: The length of the paper is not the primary measure of the quality of the paper. A paper of 40–50 pages is probably too long for the purposes of this course. On the other hand, the purpose of this assignment cannot be properly satisfied in a paper of only 5 pages! As a guideline, you will probably need 10–15 pages to present your marketing plan adequately.
10.
Grading rubric: Please review this to see how you will be graded. You will follow APA format. Make sure your spelling and grammar are precise. Of
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course you may use graphics and images to enhance your written presentation.
Each week we will be looking at various phases of the Marketing Planning Process.
Assignments and Forums will focus on the critical areas. A template (Marketing Plan:
The S&S Smoothie Company) found in our textbook’s appendix, on pages 510-522 will give you an idea of what a marketing plan might look like. We will not be concerning ourselves with the sections on supply chain and retail.
Final papers are due in digital format the last week of the term. The area for submission will be in Moodle. This will account for 40% of your grade . Make sure you check out the grading rubric and use of APA format.
NOTE:
There will be a 5% reduction per week in your grade for every late discussion forum, assignment and final. We will be using the grading rubrics found in Moodle for all these activities.
Instructor Bio:
Welcome to BA 330, Principles of Marketing. My name is Leon Chickering and I am honored to be your instructor for this course. Teaching is my passion. Learning and then sharing with others my experiences is of great inspiration to me.
Currently, I am teaching graduate and undergraduate, online and face-to-face classes here at Saint Martin’s University in Lacey and at JBLM. More details are available at http://lchickering.wordpress.com
. I have a great interest in eLearning and Social Media.
Prior to being a professor, I worked over 40 years in the private sector in various
Marketing and Sales positions. The firms that provided rich experiences included Xerox,
Gartner and American Optical. I also did some local consulting and training at Xerox
Learning Center in Leesburg Virginia. My military service was in the US Army, some at
Ft. Lewis.
I am a graduate in business from the University of Washington (BBA) and Pacific
Lutheran University (MBA). My wife, a Bostonian, and I have lived in Olympia for over
40 years and have two grown daughters and three grandchildren. Besides teaching I love to play golf, read, travel, walk, and spend time with my family. I am looking forward to learning more about you in our introduction session.
System Requirements
We will be using Moodle for all coursework, grading, assignments, etc. If you have questions related to how to log in or the requirements to interact with the online learning
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platform, please see “Getting Started with Moodle Student Guide” located on our course home page under “Resources”.
Expectations: As an instructor, I expect you to participate in all assignments and discussion forums. If you have an extenuating circumstance and aren’t able to participate please let me know and we can make arrangements. Communication is truly the key , if I don’t know what you are struggling with, I cannot assist you and that is why I am here!
Make sure you check your SMU email regularly. As a student, you can expect that I will respond to your e-mail within 48 hours (at the latest) and will grade assignments within five (5) days of the due date. Please contact me immediately if you have not heard from me within these timelines.
Discussion Etiquette: This course has discussions as part of the curriculum. Students may also desire to discuss topics with other students in an unscheduled manner. Your instructor, as part of the course, may publish discussion questions/topics and require your input. Should you desire to hold a discussion with other students enrolled in your course, you may be authorized to create your own discussion topics. Please be respectful of others in your posts and responses to others. Inappropriate or vulgar language will not be tolerated. If you are disrespectful in your online communication, disciplinary action may be taken.
Access/Disability Services:
Section 504 of the Rehabilitation Act of 1973 and Americans with Disabilities Act of
1990 (ADA) mandates colleges and universities to provide "reasonable accommodation" to any enrolled student with a disability. The law protects the student's rights to have an equalized opportunity for learning and for participating in campus programs and activities. Students have the right to services and reasonable accommodations providing they meet the basic requirements to perform activities of the program. St. Martin's
University Student Services includes a Disability Support Services office, which works with students and potential students. We arrange those accommodations that allow our students to participate in classes and activities and have equal access to a full education here at the university alongside their fellow students, in whatever format the class is offered.
Academic Dishonesty:
Academic dishonest as well as other policies related to attending Saint Martin’s
University can be found online using the following link: Saint Martin's University
Student Handbook
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