NORTH SEATTLE COMMUNITY COLLEGE
__________
Business and Engineering Technologies Division
S YL L A B U S
BUS 114.01 Introduction to Marketing
Winter Quarter, 2010—Tuesdays & Thursdays
11:00 am to 1:05 pm (no breaks)
Room: IB3317
Web site: www.northseattle.edu
Web Page:
https://people.northseattle.edu/users/nadelson
Instructor: Nancy J.G. Adelson Office: IB2413A
Phone: 206 527-3725
Fax: 206 527-3735
Business Division: 206 527-3730
Office Hours: Tuesdays 9 to 11am and 3:15 to 4:15pm and
Wednesdays 4:15 to 5:30pm and 10-10:45pm or by
appointment; no office hours on 1-26 and 1-27. For those
dates, office hours will be on Tuesdays January 5th and 12th
4:15 to 8:30pm
E-mail: nancyadelson@comcast.net
COURSE DESCRIPTION: Marketing presents an opportunity: find a need and fill it! Responding to the wants and
needs of the consumer with the right product, price, promotion, and distribution forms the basis of the marketing
concept. Marketing is dynamic, highly – visible, and often very controversial. Marketers must demonstrate value,
quality, and service exceeding customer demands while maintaining channel relationships and meeting company
goals and objectives. Marketing methods vary, but the need for marketing remains constant in the face of changing
business practices. Marketing is essential to survival in today’s customer – driven business.
INSTRUCTOR BIO:
Nancy JG Adelson, GRI, is the Coordinator of North Seattle Community College Real Estate Program under whose
leadership the student enrollment increased over 600%, corporate real estate donations have dramatically expanded
and real estate certificate and degree programs have broadened significantly to keep pace with industry
developments. During this time, she has maintained a successful mortgage lending career as a senior loan officer
with Spectrum Mortgage Company. She has been on the faculty of North Seattle Community College since 1988
teaching Business, Marketing, and Real Estate courses. She has received many civic awards for outstanding
volunteerism and leadership, in addition to the Seattle Community College District’s Trustee Life Long Learning
Award and the Dan Evans Innovation Award for her teaching ability.
LEARNING OBJECTIVES:
Upon completion of this course, students should be able to
 Explain/define the term marketing
 Describe the role of marketing in American business and in the global community
 Describe the influence of marketing on competition and the free market society
 Describe the issues of ethics and social responsibility in marketing
 Debate the importance of the marketing mix in marketing management
 Debate the importance of the promotion mix in product management
 Debate the advantages and disadvantages of marketing methods
 Recognize the importance of distribution channels and logistics management
 Recognize the importance of integrated marketing communications
 Recognize the importance of marketing research and information systems
 Discuss the future of marketing in E - commerce
 Discuss the cultural differences in domestic and international marketing practices
 Articulate a personal view of marketing in business
NSCC GENERAL EDUCATION OUTCOMES MET BY COURSE:
Outcome #1 Think critically in reading and writing
Outcome # 8 Understand major ideas, values, beliefs and experiences that have shaped human history
and cultures.
Outcome #13 Understand the elements of a global society.
1
TEACHING PHILOSOPHY:
My philosophy is learning should be engaging, fun, and relevant to today’s business environment. Also, we learn
from each other. I encourage students to take an active role in researching current developments in business and in
participating in class discussions. I offer learning experiences that facilitate student’s achievement of course learning
objectives, clearly communicate expectations, and responsive to individual student’s learning styles and needs. It is
my expectation that the student will assume responsibility for his/her learning by completing the required reading, all
assignments to the best of his/her ability, and actively participating in class sessions.
TEACHING AND LEARNING STRATEGIES:
• Class Discussions, Team Projects, and Lectures
• Guest Speakers
• Extra Credit Opportunities
• Directed readings
• Films
• Web enhanced learning
REQUIRED TEXTBOOK: Marketing: The Core 3e, 2009. 3rd Edition, Kerin, Roger A., Hartley, Steven W., and
Rudeliuis, William, McGraw-Hill Irwin Publishers;
RECOMMENDED MATERIALS: Relevant Periodicals and/or Newspapers like:
The Advertiser, Advertising Age, American Demographics, Business Week, The Economist, Entrepreneur, Forbes,
Fortune, Harvard Business Review, Industrial Marketing Management, Journal of Business and Industrial Marketing,
Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Journal of Relationship
Marketing, Marketing Management, Marketing News, Puget Sound Business Journal, Psychology & Marketing,
Sales & Marketing Management, Seattle Post – Intelligencer, Seattle Times, USA Today, Wall Street Journal. Many
may be found in the NSCC library, local libraries, or online.
GUIDE FOR MARKETING RESEARCH points to some helpful sources of information on customer demographics,
competitive intelligence, and market environment to help you understand and define the market for your Team
product or service and helpful resources for your marketing article: http://facweb.northseattle.edu/jwu/marketing.htm
created by Jennifer Wu, NSCC Librarian, for BUS 114 Students.
REQUIRED CLASS MATERIALS: #2 pencils, and 5 scan-tron forms for 5 quizzes
GRADING SYSTEM: Based on the following:
 Five take-home quizzes worth 30 points each—30 multiple choice type questions and 1 or 2 short essay
bonus questions for some quizzes
 Team Marketing Plan (152 points) and Presentation (48 points) worth a total of 200 points (In lieu of final
exam)—some class time will be available for team meetings
 Marketing Article Essay worth 40 points—Details at end of syllabus
 Two Case Studies worth 15 points each—Brief answer type questions based on case studies
 Participation will be graded on attendance and team discussions with 20 classes worth 5 points each
CRITERIA FOR CLASS PARTICIPATION: Contribute ideas, interact with peers and instructor, engage in class
activities, maintain attention on class work, and come prepared for class (complete reading and assignments).
ASSIGNMENTS AND QUIZZES are due at the beginning of class. Any assignments turned in after the scheduled time
will be discounted by 10% and are due no later than March 9, 2010. With prior approval, students may receive and
turn in assignments or take quizzes prior to the scheduled times.
ACCESS GRADES: Students can access their final grades about a week after the last day of the quarter at
http://www.northseattle.edu/kiosk/.
DETERMINING STUDENTS GRADES: At the end of the quarter, your final grade will be calculated based on a
possible 520 points. Just divide your actual accumulated points by 520 to arrive at a percentage. You can at any
time during the quarter, determine your current grade by dividing the total acquired score by the total number of
possible points to that point in time. This will provide you with a percentage. You will then be able to determine your
GPA by using the following table:
2
TOTAL POINTS AVAILABLE: 520
GRADE POINT %TOTAL PNTS
4.0
95-100
3.9
94
3.8
93
3.7
92
3.6
91
3.5
90
3.4
89
3.3
88
3.2
87
3.1
86
3.0
85
2.9
84
2.8
83
2.7
82
2.6
81
2.5
80
2.4
79
GRADE POINT
2.3
2.2
2.1
2.0
1.9
1.8
1.7
1.6
1.5
1.4
1.3
1.2
1.1
1.0
.9
.8
.7
% TOTAL POINTS
78
77
76
75
74
73
72
71
70
69
68
67
66
65
64
63
62
EXTRA CREDIT: Extra credit projects will be announced and/or discussed during class. Ten points of extra credit
will be given to each student with perfect attendance. All extra credit projects are due on or before March 9,
2010. Below is a summary of some extra credit projects:
EXTRA CREDIT OPPORTUNITIES:
End of Chapter “Applying Marketing Knowledge” questions: 3-5 points each
Interview Marketing and/or Sales person: 10-25 points
Tour a Company’s Marketing Department and write about its operation: 10-25 points
Procure Speaker for Class: 5 points
Marketing Article with 1 paragraph of student comments: 5 points each
60 Second Commercial-Selling yourself at a job interview: 10 points
2 hours Community Service with 2 paragraph description by student: 10 points each
POLICY ON COURSE WITHDRAWAL: Official withdrawal during the quarter is the responsibility of the student.
CLASSROOM CONDUCT: Students are expected to comply with NSCC student conduct policy and procedures.
Information on student responsibilities and rights is available at the following website:
www.seattlecolleges.com/services. Cell Phone Etiquette in the Classroom: To avoid disruption of the learning
environment, students are expected to turn off or silence cell phones during class.
AMERICANS WITH DISBLILITES ACT: If you need course adaptations or accommodation because of a disability;
if you have emergency medical information to share with your instructor; or if you need special arrangements in case
the building must be evacuated; please meet with your instructor as soon as possible.
ACADEMIC HONESTY: Academic honesty is highly valued at NSCC. A student must always submit work that
represents his/her original words or ideas. Plagiarism is not tolerated.
ACADEMIC DISHONESTY COULD INVOLVE:
1. Having a tutor or friend complete a portion of your assignment.
2. Having a reviewer make extensive revisions to an assignment.
3. Copying work submitted by another student.
4. Using information from online information services or other resources without proper citation.
5. Taking exam answers from another student’s paper.
6. Using materials not allowed to answer exam questions.
3
CLASSROOM DIVERSITY STATEMENT: Respect for diversity is a core value of NSCC. Our college community
fosters an optimal learning climate and an environment of mutual respect. We, the college community, recognize
individual differences. Therefore, we are responsible for the content and tone of our statements and are empathetic
speakers and listeners.
RESPECTFUL AND INCLUSIVE ENVIRONMENT: The instructor and student share the responsibility to foster a
learning environment that is welcoming, supportive, and respectful of cultural and individual differences. This allows
for the expression of varied opinions and multicultural perspectives and encourages us to learn from each other.
FRAGRANCE POLICY: Students are encouraged to refrain from wearing heavily scented products during class
sessions, since some individuals may experience chemical sensitivities to fragrances that interfere with their
learning.
ATTENDANCE: Students, who anticipate absence from class sessions, are encouraged to email the instructor in
advance prior to the absence. Repeated absence may interfere with the student’s class participation and result in a
lower grade for that component of the course.
STUDENT SUPPORT SERVICES:
Students are encouraged to seek campus support services when necessary to support their learning and academic
progress. Refer to student handbook, brochures/flyers, or college website for information about:
Educational Access Office (accommodations for physical, learning, test taking challenges, etc.)
Tutoring Services
Library
LOFT Writing Center Plus
Counseling
Women’s Center
Veterans’ Affairs Office
SIM-PC Media Support
Wellness Center
Worker Retraining Program
Financial Aid Services
Disability Services
ADDITIONAL ONLINE SUPPORT SERVICES AND NSCC INFORMATION:
Create a new NSCC NetID and email account: https://netid.northseattle.edu/create.php
Retrieve your grades online: https://sccdweb.sccd.ctc.edu/nscckiosk/waci002.html
NSCC Library: http://dept.sccd.ctc.edu/nslib
Business Librarian: Jennifer Wu, 206 526-7719, jwu@sccd.ctc.edu
Worker Retraining Program: http://www.northseattle.edu/wrp/
Financial Aid Services: http://www.northseattle.edu/enroll/finance/
Search Current Scholarships and Leads to Donors’ Links: http://www.northseattle.edu/enroll/finance/scholar
Business Advisor: Heather Werckle, M-F 8:30-4:00, 206 527-7305, hwerckle@sccd.ctc.edu
School Closure Information: www.schoolreport.org
Career Services Lab: CC1354B, 206 527-3685
David Gronbeck, NSCC Media Services Manager, 206 526-0072, SIM-PC 3rd floor library,
dgronbeck@sccd.ctc.edu
Kenji Tachibana, Instructor and Technology Tutor, 206 526-0070, SIM-PC 3rd floor library,
ktachibaba@sccd.ctc.edu
ADDITIONAL MATERIALS SUPPORTING PUBLIC SPEAKING:
http://www.ljlseminars.com/monthtip.htm: Lenny Laskowski; Features a tip of the month for public speaking.
Includes archives to numerous helpful tips.
http://www.roch.edu/dept/spchcom/anxiety.htm: Rochester College Speech Anxiety Website; gain many useful
strategies for managing communication apprehension from this site.
How to Prepare, Stage, and Deliver Winning Presentations: Leech, T.; 1993; New York: AMACOM; Addresses
the role of presentations in business today. Adopts a systematic approach to presentations, covering how to plan,
organize, support, stage, and deliver presentations and includes chapters on team presentations and international
presentations.
*
*
HELPFUL WEB SITES FROM THE NSCC COUNSELING CENTER (527-3676)
Tactics for Managing Stress and Anxiety: http://www.coun.uvic.ca/personal/stress-anxiety.html
Dozens of other self-help topics: http://northseattle.edu/services/counseling/selfhelp.html
4
ASSIGNMENTS AND TEST DATES
Please read the below listed reading assignments, PRIOR to the beginning of each class.
1-5:
Chapter 1 Creating Customer Relationships and Value through Marketing
1-7:
Chapter 2 Developing Successful Marketing and Organizational Strategies; Appendix A Building an Effective
Marketing Plan; Quiz 1 covering Chapters 1-4 given
1-12: Chapter 3 Scanning the Marketing Environment
1-14: Chapter 4 Ethical and Social Responsibility in Marketing; Chapter 6 Understanding Organizations as
Customers; Quiz 1 due at beginning of class
1-19: Chapter 5 Understanding Consumer Behavior; Case Study #1 given; Create a new NSCC NetID and email
account: https://netid.northseattle.edu/create.php
1-21: Guest Speaker, Jonathan Bensky, President of the Council of European Chamber of Commerce
starting at 11:15am covering Chapter 7 Understanding and Reaching Global Consumers and Markets; Quiz 2
covering Chapters 5-7 given
1-26: MEET in NSCC Library Classroom, BE2236B, at 11:00am, Guest speaker, Jennifer Wu, NSCC
Business Librarian, covering Marketing Research Resources
1-28: Field trip to SIM-PC Media Center at 11:15am, 3rd Floor of NSCC Library; Guest speaker/Tour Guide,
David Gronbeck, Media Services Administrator, will give tour and information about the free technologies,
software, and services for students that will be used for your final team marketing project. After tour, meet
in your teams and work on your project. You can meet in the library or student center.
2-2:
Chapter 8 Marketing Research: From Customer Insights to Actions; Quiz 2 due at beginning of class;
Case Study #1 due at beginning of class
2-4:
Chapter 9 Segmenting Markets and Positioning Offerings; Marketing Teams Report on Status of Projects;
Quiz 3 covering Chapters 8 and 9 given
2-9: Guest Speaker Marilyn Smith, Successful Entrepreneur and Marketing Director covering Chapter 10
Developing New Products and Services;
2-11: Chapter 11 Managing Products, Services, and Brands; Case Study #2 given; Quiz 3 due at beginning of
class
2-16: No class; Work on Team Marketing Project with team members and work on Case Study #2 and work
on Marketing Article Essay
2-18: Guest Speaker Desiree Phair, Regional Labor Economist for Seattle King County covering Chapter 12
Pricing Products and Services; Case Study #2 due at beginning of class;
2-23: Chapter 13 Managing Marketing Channels and Supply Chains; Chapter 14 Retailing and Wholesaling; Quiz
4 covering Chapters 10-14 given; Marketing Article Essay due at beginning of class
2-25: Chapter 15 Integrated Marketing Communications and Direct Marketing; Quiz 4 due at beginning of class
3-2: Margaret Johnson, Past Marketing Manager of Hornall Anderson Design Works, covering Chapter 16
Advertising, Sales Promotion, and Public Relations
3-4:
Chapter 17 Personal Selling and Sales Management; Quiz 5 covering Chapters 15-18 given; All extra
credit due at beginning of class
3-9:
Chapter 18 Implementing Interactive and Multichannel Marketing; Quiz 5 covering Chapters 15-18 due
3-11: Presentations of Students’ Marketing Plan and Team Marketing Plan Project due; class may run past
1:05pm
3-16: Presentations of Students’ Marketing Plan
3-18: Presentations of Students’ Marketing Plan
5
Marketing Article Essay Requirements










Choose an article that relates to any topic covered in our textbook/course from any publication listed in the
“Recommended Materials” section on the first page of your BUS 114 syllabus
Type two or more paged essay, single spaced (you can use the NSCC library computers at no cost) and
attach a copy of the article
Include Your Name, Date, Title and Author of marketing article
List Source of article following APA Bibliography style (you can go to this web site for details;
http://www.calstatela.edu/library/bi/rsalina/asa.styleguide.html or work with NSCC librarians)
Describe a minimum of three important facts that the author uses to support his/her main idea
Discuss information or ideas mentioned in this article that are/were also discussed in your textbook or in our
class or other readings you have done. List the textbook chapters(s) and page numbers, class dates, or title,
author, source of other readings
Share any new terms/concepts that were discussed in the article, and write short definition(s)
Record any examples of bias or faulty reasoning that you found in the article
State if you agree or disagree with the author and WHY you think this article is important or interesting
Attach a copy of the article to the back of your essay
Project worth 40 points
Revised 1-5-10
6