MAR 3023: Principles of Marketing
University of Central Florida
Summer B 2013
Instructor:
Office:
Telephone:
Fax:
E-mail:
Dr. Massiah, Clinical Professor of Marketing
BA II 308 Q
(407) 823-6764
(407) 823-3891
First Choice: Through Webcourses (choose all instructors)
Second Choice: CMassiah@bus.ucf.edu
Webcourses:
https://my.ucf.edu
Class Time and
Location:
Tuesdays and Thursdays, 6:00-9:50 PM , BA1 Room 107
Office hours (inperson and online):
Tuesdays and Thursdays, 4:30-6:00 PM
or by Appointment
Required Materials:
Lecture Notes:
A. Marketing, 4th edition by Grewal and Levy
1.Hardcover ISBN: 9780077801953
2.Looseleaf, ISBN: 9780077561109
B. Connect Software (available at bookstore)
C. Wall Street Journal (www.wsj.com/summer or at bookstore)
D. VIA Response Software (provided to class free)
Posted on Webcourses
Credit Hours:
4 cr. hrs.
THIS SYLLABUS IS SUBJECT TO CHANGE.
WELCOME TO PRINCIPLES MARKETING
In this course, we will study the functions, institutions, and basic problems involved in marketing
goods and services in our domestic economy and abroad. You will be introduced to the terminology of
marketing, the foundations of marketing strategy, and the elements of a marketing plan.
COURSE OBJECTIVES AND LEARNING GOALS
COURSE OBJECTIVES:
 To gain a basic understanding of the functions of marketing.
 To develop a working vocabulary of marketing terminology and become familiar with
marketing concepts.
 To understand the role of marketing in an organization and the development of marketing
strategy in both domestic and global markets.
 To understand the application of marketing techniques to real world problems.
LEARNING OUTOMES FOR THE IN-CLASS COMPONENT:
The learning outcomes of this course are as follows:
1) Students will possess knowledge of marketing terminology, the foundations of
marketing strategy & the elements of a marketing plan.
2) Students will make decisions based on ethical knowledge.
3) Students will solve marketing related problems, incl. but not limited to the application
of pricing tactics, and calculating markups, markdowns & breakeven points.
4) Students will demonstrate an awareness of global & cultural differences in marketing
practice.
5) Students will demonstrate critical thinking skills by analyzing marketing problems,
applying proper logic, assessing the quality/validity of data, & formulating valid
conclusions based on their analysis.
After successful completion of the in-class component, students will be able to:
1. classify the internal and external factors that affect the marketing environment and
assess their impact on competitive strategy;
2. identify the steps in the strategic planning process, recognize the types of competitive
strategies, and indicate how products are positioned for competitive advantage;
3. understand how markets are segmented and how target markets are selected;
4. identify the steps in the marketing research process and recognize how various
marketing research techniques can be used to answer marketing questions;
5. identify the steps in the buying decision making process and recognize how the
process differs across buying situations;
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6. identify the steps in the new product development process and apply product related
strategies to make the product and branding decisions contained in a marketing plan;
7. identify the advantages and disadvantages of the types of distribution channels and
apply related strategies to make the decisions contained in a marketing plan;
8. make the pricing calculations and apply related pricing strategies to make the pricing
decisions contained in a marketing plan;
9. identify advantages and disadvantages of communications options and apply related
strategies to make the communications decisions contained in a marketing plan.
LEARNING OUTOMES FOR THE ONLINE COMPONENT:
The objective of the online component for this course is to have students realize the real world
applications of marketing concepts discussed in class by reading about and being quizzed on
concepts as they apply to contemporary companies.
After completing the online module, the student should be able to:
1. understand the practical applications of marketing concepts through readings from
contemporary marketing practice
2. translate this practical knowledge into better marketing decision making.
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CONTACTING Dr. Massiah (and the TAs for the course):
Please send all correspondence regarding the class using Course Mail within Webcourses.
See Course Mail instructions below. This enables us to respond promptly to your e-mails.
Please use direct e-mail only when you are unable to access Webcourses.
How to Email Dr. Massiah in Webcourses:
1. Login to My UCF using your PID and password.
2. Choose Online Course Tools at the top
3. Choose "To access your online courses please click: https://webcourses2c.instructure.com"
4. Login to Webcourses 2.0 using your PID and password.
5. Choose Inbox in the upper right-hand corner of the screen.
6. Choose the New Message icon (a pencil in a gray box) to open a new message.
7. Click on the To: Box and choose MAR 3023
8. Check the box next to "All Teachers" in the To Window.
9. Type your message in the Message window.
10. Check the box next to "This is a group conversation. Participants will see everyone's replies."
11. Choose Send.
Please be sure to check your Course Mail every 48 hours at a minimum. All course related
e-mail from the professor or the teaching assistant will be sent to you through Webcourses
e-mail. Please be courteous and considerate in your e-mails. Remember the teaching
assistants for this course are students as well.
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COURSE POLICIES AND EXPECTATIONS

Academic Honesty
o
o
o
o
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Honesty and integrity are critical attributes in both our professional and personal lives.
As recent events in the corporate world have shown, unethical behaviors have high
societal and individual costs. I expect you to maintain a very high standard of academic
honesty.
The University is committed to maintaining a fair academic environment for all students.
As a part of that effort, a policy of academic honesty is strictly enforced. Any conduct
compromising this policy will result in academic and/or disciplinary action. Any student
who violates or assists in violating these standards will be pursued through the Office of
the Dean of Business Administration and the Dean of Students. (Source: The Golden
Rule Student Handbook).
Penalties for academic dishonesty are at the discretion of the instructor. However, the
minimum penalty for cheating/plagiarism will be the receipt of NO CREDIT for that
quiz or exam. Other highly possible penalties include receiving NO CREDIT for the
entire course and the pursuit of expulsion from the University. If you are uncertain as to
what constitutes cheating and/or plagiarism see the UCF Golden Rule Student Handbook
and the section in this syllabus entitled “Avoiding Plagiarism”.
Examples of cheating and/or academic dishonesty in this class include talking about the
exam on the discussion board, discussing quizzes or other assignments on the discussion
board or via email, taking the quizzes at the same time in the same place with other
students in this class.
In-Class Behavior
Most of you will be graduating soon and taking a job in a corporate setting. It may be helpful in
preparing you for that experience to think of class as a business meeting.
o You would avoid whispering and laughing with the person sitting next to you. You
would listen attentively, probably take notes, and manage your face and posture to
convey interest and competence.
o You would turn off your cell phone, beeper or pager to avoid disturbing the meeting.
o You would not read a newspaper or work on tasks unrelated to the meeting.
o You would avoid interrupting people or being rude in any way.
o You would wait until after the meeting to discuss special accommodations for your
personal situation. Why? Because doing any of these things reflects badly on you.
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
As a member of this class, you are invited to think, question, disagree, and offer alternatives.
However, my expectation is that you will behave professionally. Failure to do so may result
in disenrollment from the class.
Students with Disabilities
o
The University of Central Florida is committed to providing reasonable accommodations
for students with disabilities in order to allow for equal learning opportunities. If you
need such accommodations, please contact the Office of Student Disability Services at
(407) 823-2371. Also, if you are likely to have religious obligations that will conflict
with the due dates for particular assignments, please contact me immediately. If you do
not provide at least two weeks notice of such conflicts, I will not be able to accommodate
them.
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COURSE GRADING
ASSIGNMENT
POINTS POSSIBLE
DATE
Exam 1
110
June 29 - July 3, 2013
Exam 2
110
July 6-10, 2013
Exam 3
110
July 13-17, 2013
Exam 4
110
July 27-31, 2013
Exam 5
110
July 31-August 1, 2013
10 Chapter Quizzes
150 (15 points each)
10 Marketing connect Assignments
150 (15 points each)
10 WSJ Activities
100 (10 points each)
2 Syllabus Quizzes
20 (10 points each)
Class Participation
30 (5 points per week)
Total Points Possible
1000
***** All grades (Quizzes, Assignments, Exams, and Extra Credit) are final within two weeks
of them being posted. There will be no adjusting of any grades two weeks after the grade is
posted.******
Final grades will be assigned strictly based on the following scale:
GPA points and letter grade
4.00 A
3.75 A3.25 B+
3.00 B
2.75 B2.25 C+
2.00 C
1.75 C1.25 D+
1.00 D
0.75 D0.00 F
Point Range
950-1000
900-949.99
870-899.99
840-869.99
800-839.99
770-799.99
740-769.99
700-739.99
670-699.99
640-669.99
600-639.99
0-599.99
NO FINAL GRADE WILL BE ROUNDED UP
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

Grades will be accessible by password on Webcourses only.
For your security, grades will not be provided by phone or email.
Grades are not negotiable. Students with extenuating circumstances which require them to
receive a certain grade or maintain a particular GPA (e.g., graduation, loss of a scholarship,
University probation or suspension, loss of a job offer, revocation of student Visa, etc.) need to
realize that they are responsible for working hard to achieve the needed class grade. Exceptions
will not be made for individual students.
Grades can be changed only if I have made an input or calculation error. It is important that you
check your class grades and immediately notify me of any discrepancies.
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EXAMS worth 55% of your grade
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
There will be five multiple-choice exams.
Test questions will cover material from lectures, discussion, audio/visual material, and
the textbook.
The purpose of the exams is to test your knowledge to solve business problems. To the
extent possible with a multiple-choice exam, questions will be applied in applications
(rather than definitional). The exams will be constructed to reward those students who
consistently attend class / view the videos, read the assigned textbook chapters and take
full responsibility for their learning of the material.
The exams are prepared such that a student can complete them during the normal class
time of 75 minute and will have multiple choice format, true/false and/or matching
questions. The best way to prepare for my exams is to attend every class and take good
notes and read the assigned chapters in the textbook.
Exams will be CLOSED book. No notes of any kind will be allowed and you will be
expected to conform to UCF’s policies regarding academic honesty.
A NOTE ABOUT EMERGENCIES AND EXAM DATES:
o In order to be as fair as possible to everyone in the class, deadlines will be strictly
enforced, regardless of personal emergencies, technical problems, etc.
o You will have plenty of time to complete online quizzes, so please DO NOT wait
until the last minute. If you wait until the deadline, issues such as illness or
problems with the University server might make it impossible for you to complete
the assignment.
PLEASE READ THE FOLLOWING BEFORE YOU COME TO THE
EXAMS.
Students will take the exams in the TESTING LAB on the first floor of BAII (the new
Business Administration building). Regional campus students will take the exams at their
own campuses.
1. All exams will be taken in the computerized testing lab on the first floor in BA2 in room
104.
2. Students will be required to take the exams electronically in a testing lab. The benefits to
using the lab is a standardized, controlled and comfortable environment where students
don’t have to worry about others cheating. You will also get your grades back quicker.
3. Students will be given 75 minutes to complete each of the exams which will be taken
outside of the class period. In order to make it more convenient for students to complete
their exams, we have arranged a span of several days over which you may go to the
testing lab to take the exam. These dates and times are listed on the schedule at the end
of this syllabus.
4. Exam Times: Exams will be administered during the dates / times that an exam is
scheduled on the syllabus. Also see the testing lab schedule at
http://www.bus.ucf.edu/testingcenter/stats.aspx?page=1801 to confirm available dates
and lab hours. Be advised that the testing lab will not remain open after closing hours for
the amount of time remaining on your exam. For example, if a student starts an hour-long
exam on Saturday evening at 8:00 PM, then he or she must leave at 8:30 PM, which is the
scheduled lab closing time. Waiting until the last day to take your exam carries
significant risks due to overcrowding, illness, traffic, accidents, etc. If you cannot
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5.
6.
7.
8.
secure a seat before the exam closes you will receive a zero for that exam. Please note
the times of the exams in advance and do not schedule any events that would conflict
with the scheduled exam dates.
You will be required to present your UCF ID in order to take the exam. Failure to
present a valid UCF ID will result in your being turned away.
No unauthorized materials: No cell phones, PDAs, graphing calculators, backpacks,
books, papers, or any other materials will be allowed in the Testing Lab. If you arrive for
the exam with these things you will have to store them in the pay-for-use lockers located
in room 105.
No exceptions will be made to the above exam policies.
Students who are interested in how they performed on an exam are welcome and
encouraged to review their actual exam. To review an exam, you may stop by the GRA’s
office during office hours. You may review an exam up to one week after grades for that
exam have been posted.
EXAM MAKEUPS
This is a large class and it is very difficult to allow people to make up missed exams in a
way that is fair to everyone. Therefore, the following procedure will be used:

You can miss either Exam 1, 2, or 3. If so, you will be allowed to make up this ONE exam
that you missed (and ONLY one missed exam!) during the makeup time during finals.

You do not need an excuse to make up one exam and you do not need to tell me before hand
that you are going to miss the exam. But be careful, do not waste your "free" excuse when
you do not need it because you might have an emergency that prevents you from taking
another exam and then you won't be able to make it up.

You can only make up exams that you MISS. You will not be allowed to retake an exam.
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The make up exams will be administered in the same manner as the regular exams.

There WILL be NO CURVE on the makeup exam.
QUIZZES
1. SYLLABUS QUIZZES worth 2% of your grade
In order to ensure that you are familiar with the course policies and requirements as stated in the
syllabus, you must complete two online syllabus quizzes. The syllabus quizzes will contain
several multiple choice questions. You have to read the course syllabus very carefully and make
sure you are familiar with the various aspects of the syllabus. You will have two attempts to take
the syllabus quizzes.
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2. CHAPTER QUIZZES worth 15% of your grade
Throughout the semester, 10 online quizzes covering textbook material will be available on
Webcourses. Each quiz will cover material from specific chapters of the book. The schedule for
these quizzes is provided in the tentative schedule in the syllabus.
The pedagogical purpose of the quizzes is to ensure that you have read and understood the
textbook chapters. Students will have 45 minutes to complete the quizzes once they begin.
Students will have two attempts at each quiz. The high score of each set of attempts will be the
score recorded.
There will be no make-up for missed quizzes. I recommend that you take the quizzes soon
after they become available so that you have enough time to seek computer help should you need
it. Quizzes will not be reset for server problems. The earlier you attempt to take an online
quiz, the more time you will have to keep trying if the server is down.
Occasionally, Webcourses will record your score but it will not post it. If this happens to
you, let us know no later than 1 week after you take the quiz.
3. Marketing Connect Assignments worth 15% of your grade
Throughout the semester, 10 groups of Connect Assignments covering application material from
popular press articles. The pedagogical purpose of the quizzes is to ensure that you have read and
understood the real-world applications of marketing. Students will have unlimited time to
complete each part of the assignment once they begin. You will have an opportunity to take
each quiz two times– only the high grade for each quiz will be counted toward your point total.
The schedule for these assignments is provided in the tentative schedule in the syllabus.
STATUTE OF LIMITATIONS:

Exam grades, quiz grades, extra credit and final grades are non-negotiable and final. Grades will
only be changed if the grade results from a mathematical or record-keeping error. It is important
that each student frequently checks their class grades and immediately notifies the instructor of
any discrepancies that have been discovered. After the posting of grades, you will have ONE
WEEK to notify the instructor about any grading issues or errors. After this time period, no
corrections or recalculations will be made.
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EXTRA POINTS OVER AND ABOVE THE 1000 POINTS THROUGH
MARKETING RESEARCH SURVEYS OR EXPERIMENTS

One of the important learning experiences of the Marketing 3023 course is participation
in marketing research studies. Student participation in marketing research studies is a
common practice at research-oriented universities. It benefits both students and faculty.
Students learn more about the topic of the research, as well as the research process.
Faculty are expected to generate new knowledge through research, and thus benefit from
the information provided by the study.

The UCF College of Business Administration has gained national acclaim for
Undergraduate business education, most notably through our IM2020 curriculum. We
are also increasingly becoming known for quality research. Any program or activity that
improves the image and reputation of the College increases the value of a UCF business
degree to our graduates. Your cooperation in projects such as this can ultimately help
increase the value of a UCF degree on your resume.

All research studies that involve student participants are carefully screened to ensure that
they will not be physically or mentally harmful to students and that they will not cause
confidential information to become public.

You will have opportunities to participate in research studies over the course of our
class. You will have the opportunity to earn additional points through the semester,
over and above the 1000 you can earn through examinations. I may add more
opportunities as the semester progresses. There are no make-ups for missed
opportunities. Further details will be announced in class and through Webcourses
e-mail.
FINAL NOTE:
Changes to the syllabus may be made to reflect the needs of the class. Any changes will be announced in
class and/or via Webcourses. It is the students’ responsibility to stay aware of any changes made.
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Date
June 25
June 27
June 28
June 28
June 28
Jun 29-Jul 3
July 2
July 4
July 5
July 6-10
Day
Tues
Thurs
Fri
Fri
Fri
Sat-Wed
Tues
Thurs
Fri
Sat-Wed
July 9
Tues
July 11
Thurs
July 12
Fri
July 12
Fri
Class Topic(s)
Course Overview
Syllabus Review
Overview of Marketing
Developing Marketing Strategies and a Marketing Plan
Developing Marketing Strategies and a Marketing Plan
(continued)
Marketing Ethics
Analyzing the Marketing Environment
Syllabus Quiz 1 due at 11:55 PM
Quiz 1 due at 11:55 PM
Connect Assignment 1 due at 11:55 PM
WSJ Assignment 1 due at 11:55 PM
Quiz 2 due at 11:55 PM
Connect Assignment 2 due at 11:55 PM
WSJ Assignment 2 due at 11:55 PM
EXAM 1 (Chapters 1, 2, 4, 5) – Exam closes at 11:55 PM
Consumer Behavior
Business-to-Business Marketing
Global Marketing
NO CLASS – CELEBRATE SAFELY
Quiz 3 due at 11:55 PM
Connect Assignment 3 due at 11:55 PM
WSJ Assignment 3 due at 11:55 PM
Quiz 4 due at 11:55 PM
Connect Assignment 4 due at 11:55 PM
WSJ Assignment 4 due at 11:55 PM
EXAM 2 (Chapters 6-8) – Exam closes at 11:55 PM
Segmentation, Targeting, and Positioning
Marketing Research;
Product, Branding, and Package Decisions
Product, Branding, and Package Decisions (continued)
Developing New Products
Services: The Intangible Product
Quiz 5 due at 11:55 PM
Connect Assignment 5 due at 11:55 PM
WSJ Assignment 5 due at 11:55 PM
Quiz 6 due at 11:55 PM
Connect Assignment 6 due at 11:55 PM
WSJ Assignment 6 due at 11:55 PM
Chapter (s)
1
2
2
4
5
1,2
4,5
6
7
8
6
7,8
9
10
11
11
12
13
9,10
11,12,13
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July 13-17
July 16
July 18
July 19
July 19
July 20-24
Sat-Wed
Tues
Thurs
Fri
Fri
Sat-Wed
July 23
Tues
July 25
Thurs
July 26
Fri
July 26
July 27-31
July 30
August 1
August 1
Jul 31-Aug 1
Fri
Sat-Wed
Tues
Thurs
Thurs
Wed-Thurs
EXAM 3 (Chapters 9-13)– Exam closes at 11:55 PM
Pricing Concepts for Establishing Value
Guest Speaker:
Strategic Pricing methods
Guest Speaker:
Quiz 7 due at 11:55 PM
Connect Assignment 7 due at 11:55 PM
WSJ Assignment 7 due at 11:55 PM
Quiz 8 due at 11:55 PM
Connect Assignment 8 due at 11:55 PM
WSJ Assignment 8 due at 11:55 PM
Syllabus quiz 2 due at 11:55 PM
MAKEUP EXAMS - Exam closes at 11:55 PM
Supply Chain and Channel Management; Retailing and
Multichannel Marketing
Integrated Marketing Communication
Advertising, Public Relations and Sales Promotions
Quiz 8 due at 11:55 PM
Connect Assignment 8 due at 11:55 PM
WSJ Assignment 8 due at 11:55 PM
Quiz 9 due at 11:55 PM
Connect Assignment 9 due at 11:55 PM
WSJ Assignment 9 due at 11:55 PM
EXAM 4 (Chapters 14-17)– Exam closes at 11:55 PM
Social and Mobile Marketing
Personal Selling and Sales Management
NO CLASS – TAKE FINAL EXAM
Quiz 10 due at 11:55 PM
Connect Assignment 10 due at 11:55 PM
WSJ Assignment 10 due at 11:55 PM
EXAM 5 (Chapters 3,18,19,20) – Exam closes at 9:30 PM
14
15
14,15
16,17
16
17
18
19
16,17
18,19
3
20
3,20
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