Syllabus – Term 1
BA 330 – Principles of Marketing (3)
INSTRUCTOR: Donald D. Conant
Class Time and Location: M-W 7:50 to 10:30, Fort Lewis
Phone: work: (360) 754-4877, home: (360) 556-7359
E-mail: don@valleynutandbolt.com
Web site: http://homepages.stmartin.edu/fac_staff/dconant
OFFICE HOURS: By appointment
REQUIRED TEXTS:
Marketing, an Introduction, 8/E
Gary Armstrong and Philip Kotler
ISBN: 0-13-186591-9
Paperback, 656 pages, 2007
APA in text citation (Armstrong & Kotler, 2007)
APA bibliography reference:
Armstrong, G. & Kotler, P. (2007). Marketing: An introduction. (8th ed.) Upper Saddle
River, NJ: Pearson Prentice Hall.
PRE-ASSIGNMENTS: (to be completed prior to arriving to class on the first night)
1.
Read chapter 1 in the text. Read and think about the Travel Log: Discussing the issues section and the
Focus on Ethics section.
2.
Insure that you have a student email account.
To get a student email account if you do not already have one, you must go to
http://www.stmartin.edu/its/Account_Creation.htm. Enter your student ID number and the campus you
are attending. Read and accept the Acceptable Use Policy then click “Submit” when you are finished.
Account creation is usually completed within one business day.
COURSE DESCRIPTION:
As stated in the Saint Martin’s College catalog, this course provides an introduction to the “analysis of
marketing concepts; consumer demand and behavior; marketing functions of the firm; institutions in the
marketing channel; people, product, price and promotion strategies.”
Today’s marketing is all about building profitable customer relationships. It starts with understanding consumer
needs and wants, deciding which target markets the organization can serve best, and developing a compelling
value proposit8on by which the organization can attract, keep, and grow targeted consumers. If the
organization does these things well, it will reap the rewards in terms of market share, profits, and customer
equity. (Taken from the preface of the text.)
OBJECTIVES:
At course completion, students should have the ability to:
apply marketing concepts and theory in a business environment,
analyze marketing information and research,
identify marketing opportunities, and
assess the effectiveness of a marketing effort.
COURSE PREREQUISITES:
None
TEACHING STRATEGY:
The class sessions have some lecture. Primarily students will participate in interactive exercises, small group
activities, and case discussion. Course content will come from the assigned textbook and selected marketing
research articles. Additional content will be incorporated where appropriate.
Students are responsible for reviewing the class schedule and completing assigned readings, homework, and
other assignments.
BRIEF COURSE OUTLINE:
Week 1:
Building and managing profitable customer relationships
Week 2:
The marketing environment and information
Week 3:
Buyer behavior and building right relationships
Week 4:
Branding strategy and product life-cycle
Week 5:
Pricing and supply chain management
Week 6:
Retailing, wholesaling, and communicating customer value
Weeks 7:
Selling and marketing in the digital age
Week 8:
The global marketplace and marketing ethics
GRADING:
Grade category and points:
Class Participation
Article #1 Analysis
Article #2 Analysis
Article #3 Analysis
Total
Grade Scale:
Points
100
92 – 100
90 – 91
88 – 89
83 – 87
81 – 82
79 – 80
74 – 78
72 – 73
70 – 71
65 – 69
63 – 64
0 – 62
Grade
A+
A
AB+
B
BC+
C
CD+
D
DF
25 points
25 points
25 points
25 points
100 points
Credit Value
4.00
4.00
3.67
3.33
3.00
2.67
2.33
2.00
1.67
1.33
1.00
0.67
0.00
Attendance/Participation: (25 Points) Much of what is learned in this course will be learned through class
interaction. Attendance and participation are critical. I recognize that unavoidable professional and personal
conflicts will arise. In such cases you should contact me immediately (email or during class) and let me know of
your expected absence. Otherwise, I expect that each student will make every effort to arrive promptly for each
class session fully prepared to participate in activities and discussion related to the assigned chapters.
Article Analysis: (75 Points) Students are required to analyze three assigned scholarly research articles. The
analysis will consist of no fewer than 4 typewritten pages using the American Psychological Association (APA)
fifth edition style template provided for the course. The analysis will consist of
A summary of the topic of the article,
An overview of the key concepts presented in the article,
Any research questions or hypotheses stated in the article,
A summary of the findings of the article, and
A conclusion summarizing what the student learned from the article and the concepts or sections that the
student found were difficult to understand.
These articles will be challenging to read and comprehend. Do your best. The concepts with which you
struggle will be discussed and clarified in class. What follows are instructions for downloading the articles from
Business Source Premier. You will need a student email account user ID and password (see pre-assignments)
to do this. Each student is responsible for locating and downloading each article.
Article #1 – Product Appearance
To find this article use the St. Martin’s library research databases. From the St. Martin’s website select
‘Library.’ Then select ‘Research Databases’, ‘Business’, and ‘Business Source Premier’. At some point you will
be prompted to log in to the system. As search criteria enter the following
Find:
And
Creusen
in
The different roles
AU Author
in
TI Title
Click on ‘Search’.
The APA in text citation for this article is (Creusen & Schoormans, 2005). Here is the APA bibliography
reference for the article.
Creusen, M. E. H. & Schoormans, J. P. L. (2005). The Different Roles of Product Appearance in Consumer
Choice. Journal of Product Innovation Management, 22(1), 63-81.
Article #2 – Marketing-Mix
To find this article use the St. Martin’s library research databases. From the St. Martin’s website select
‘Library.’ Then select ‘Research Databases’, ‘Business’, and ‘Business Source Premier’. At some point you will
be prompted to log in to the system. As search criteria enter the following
Find:
And
Naik in
AU Author
Planning marketing-mix
in
TI Title
Click on ‘Search’.
The APA in text citation for this article for the first time it is cited in the paper is (Naik, Raman, & Winer, 2005).
Here is the in text citation for every other time that it is cited in the paper (Naik, et al., 2005). Here is the APA
bibliography reference for the article.
Naik, P. A., Raman, K., & Winer, R. S. (2005). Planning marketing-mix strategies in the presence of interaction
effects. Marketing Science, 24(1), 25-34.
Article #3- Marketing Ethics
To find this article use the St. Martin’s library research databases. From the St. Martin’s website select
‘Library.’ Then select ‘Research Databases’, ‘Business’, and ‘Business Source Premier’. At some point you will
be prompted to log in to the system. As search criteria enter the following
Find:
And
Singhapakdi in
AU Author
Comparing marketing students
in
TI Title
Click on ‘Search’. From the two articles that appear select the one published in the Marketing Education
Review.
The APA in text citation for this article is (Singhapakdi & Marta, 2005). Here is the APA bibliography reference
for the article.
Singhapakdi, A. & Marta, J. K. M. (2005). Comparing marketing students with practitioners on some key
variables of ethical decisions. Marketing Education Review, 15(3), 13-25.
SPECIAL ASSISTANCE: The Learning Center offers individual learning consultations, study group assistance,
handouts and books on study skills, and free peer tutoring in the following subject areas: math, chemistry,
physics, economics, accounting, Spanish, French, and Japanese. The tutoring schedules are posted outside
the door in Old Main, room 212. To learn more about resources available through the Learning Center you are
encouraged to drop by room 208 or visit their website: www.stmartin.edu/academic/learning_center/index.htm.
SPECIAL NEEDS: If you need course adaptations or accommodations because of a disability, if you have
medical and/or safety concerns to share with me, or if you need special arrangements in case the building
must be evacuated, please make an appointment with me as soon as possible.
BA 330, Marketing: An Introduction
Class Schedule – Term 1, 2006
All reading and written assignments are to be completed prior to the beginning of class on the day indicated.
IMPORTANT NOTE: After reading each chapter be sure to read and think about the Travel Log: Discussing
the Issues section and the Focus on Ethics section.
Date
8/7
8/9
8/14
8/16
8/21
8/23
8/28
8/30
9/4
9/6
9/11
9/13
9/18
9/20
9/25
9/27
10/2
Topic
Managing Profitable Customer Relationships
Partnering to Build Customer Relationships
The Marketing Environment
Managing Marketing Information
Consumer and Business Buyer Behavior
Building the Right Relationships
Product, Services, and Branding
New-Product Development
No Class (Labor Day)
Pricing
Marketing Channels
Retailing and Wholesaling
Advertising, Promotions, and PR
Selling an Marketing
Marketing in the Digital Age
The Gloabal Marketplace
Ethics and Social Responsibility
Read
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8.
Chapter 9
Chapter 10
Chapter 11
Chapter 12.
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Homework
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.
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.
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Article #1 - Due
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Article #2 - Due
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Article #3 - Due