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PRINCIPLES OF MARKETING
MKTG 320-03
Spring Semester 2008: January 14 – May 6
Tuesday 6:00-8:50PM
105 Bryan Building
Pre-requisites: ISM 110, MAT 115, ECO 201, AAC 201 and CST 105
Professor:
Office:
Phone:
E-mail:
Office Hours:
Course Documents:
Dr. M. Griffiths
350 Bryan
334-3094 (email preferred)
Magriff3@uncg.edu
Tuesday & Thursday 3:30-5:00 and by appointment
http://blackboard.uncg.edu
REQUIRED MATERIALS
1) Kotler and Armstrong, Principles of Marketing, 12th edition, 2007, Prentice-Hall.
**Referred to as (K&A) in the reading schedule
2) The Marketing Game!, 3rd edition, Charlotte Mason and William Perreault Jr.,
McGraw-Hill Irwin, 0-256-13988-1 as part 0-07-251380-2. (The book should include a CD for The
Marketing Game!).
COURSE DESCRIPTION
Introduces the major principles and practices that are used by marketing managers in analyzing marketing
problems and developing appropriate solutions. A primary goal is to understand how marketing operates
within the global, social and economic environment. Designed to begin to develop competencies in
integrated business knowledge and strategic thinking.
Course Objectives
The primary objective of this course is to introduce the fundamental concepts of marketing. Consequently,
the course covers a wide range of topics and materials – giving you a broad view of the many areas of
marketing. All students - regardless of major - will benefit from this course by gaining an appreciation of
marketing's expanding role in society. Additionally, each student should develop the ability to understand
organizational decision-making from a marketing perspective. This course will also make you a more
knowledgeable consumer by heightening your awareness of marketing activities and customer behavior.
This course begins to develop the core competencies of integrated business knowledge and strategic
thinking by guiding students towards accomplishing the following objectives:
 To understand the concepts and terminology of marketing
 To understand marketing's role within the organization and society
 To understand the tactical, strategic, and ethical issues that marketers encounter and
 manage
Dr. M. Griffiths
Principles of Marketing
Mktg 320 Spring-08
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To develop a framework for analyzing the organization and its marketing resources,
customers, and competition
To apply this framework as the basis of decision-making and resource deployment
(i.e., target market selection and marketing mix design)
Students will accomplish these objectives by participating in class activities and discussions,
collaborating with classmates on specific tasks, completing the readings and participating in The Marketing
Game.
CLASS FORMAT AND POLICIES
Class sessions will include lectures, discussions and other activities and possibly an occasional guest speakers
and films. The class sessions will be based on content from the textbook and additional readings that will
occasionally be posted on Blackboard or distributed in class or via email.
SIX
KEYS TO HAVING A SUCCESSFUL EXPERIENCE IN THIS CLASS INCLUDE :
1. Read each chapter of the text prior to the class in which it will be discussed.
This will help you become familiar with the language we will use in our class discussions and provide
you with an overview of the concepts that you will apply during class activities. Note: I may give brief
quizzes at the beginning of or during any class period.
2. Print the PowerPoint slides for each lecture posted on Blackboard before class.
The slides are “noteshells” to help guide you through key issues that we’ll discuss in each class and aid
your note taking. As such, they do not contain all the information that will be presented in class. Thus,
attendance is critical, as the noteshells will not substitute for attending and taking complete notes.
3. Attend class.
The class discussions and activities are intended to give you a chance to apply the information discussed
in the text. This will help you understand the information more intuitively and recall the information for
tests.
4. Ask questions and participate in class discussions and activities.
This is the best chance to clarify and reinforce the information presented in the text.
5. Apply the marketing principles we discuss in class in your everyday life.
Read articles in the business press (Wall Street Journal, Financial Times, Business Week, etc) and think
about the marketing implications for you, other consumers, the firm, the industry, the economy, and
society. Think about the reasons why you buy a certain brand of jeans, soda, or car. Consider why the
products you buy are priced the way they are. Observe how many forms of advertising you encounter
every day.
6. Be a contributing member of the marketing group and work together on the Marketing
Game.
Your group meetings will require you to be flexible in meeting outside of normal class hours.
Your participation in The Marketing Game is NOT VOLUNTARY. 10% of your grade is based on a
peer review completed by each member of a marketing game team. A team member who fails to
contribute can be dismissed. A dismissed team member will lose this 10% of his/her grade based on the
peer review. Further, the dismissed team member will not be credited for work not yet submitted at the
time of dismissal. Note: further details to follow later in the session.
Dr. M. Griffiths
Principles of Marketing
Mktg 320 Spring-08
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CLASS POLICIES
Special Accommodations
Students with disabilities may be eligible for accommodations in this course. Please let me know early in the
semester or as soon as you are eligible. You will first need to provide documentation of the disability to the
Student Disability Services. Contact the Director of Services for Students with Disabilities
http://ods.dept.uncg.edu/services/.
Academic Integrity
Students are expected to recognize their responsibility to uphold the Academic Integrity Policies of UNCG. Failure to
do so will result in Academic Integrity Sanctions as stipulated by the university. You are encouraged to review these
policies at http://academicintegrity.uncg.edu/.
Honor Code & Pledge
Students are expected to know and abide by the UNCG Honor Code in all matters pertaining to this course.
Violations of the Code will be pursued in accordance with set code. All written work submitted is subject to
“plagiarism check”. Further, violations include: using oral or written materials (including the Marketing Game
materials), previously prepared by former students in this or other marketing classes. Cheating is dishonorable and the
repercussions are severe and final. *All work submitted should include the word "Pledged" followed by the
student's signature or typed name in the case of electronic media. This is in accordance to the UNCG
Student Honor Code.
Classroom Conduct
We subscribe to the UNCG professional standards. Please arrive on time for class with uninterrupted attendance for
the duration of the class. I will endeavor to end class on time. Furthermore, please maintain a professional
atmosphere. This includes, but is not limited to, using respectful comments and humor, employing appropriate
manners and decorum, utilizing computers and technology suitably (e.g., silencing wireless devices, no web-browsing
or emailing), and refraining from distracting or disrespectful activities (e.g., avoiding side conversations and games).
Refer to the following for more details on school policies, procedures, ethics and conduct:
http://www.uncg.edu/bae/faculty_student_guidelines.pdf
Laptop Policy
Laptops are permitted in class for note taking and other activities related to the course and discussion. Laptops are
used often in the in-class exercises. Surfing, IM and other unrelated use of your laptop is not permitted in class.
Inclement Weather Policy
If we experience snow, sleet, etc., the University’s decision will be followed. Use your good judgment. Do not attempt
to come to class if there is a high probability that you will not do so safely.
EVALUATION
The objective here is to learn, and your grades are a demonstration of that. I have designed this course to
provide you with numerous opportunities to demonstrate what you are learning. Your final grade therefore
will be determined by your actual performance on the combination of “ALL” assignments. Personal issues
or constraints ARE NOT considered under any circumstance.
**Note: All submitted work may be checked for plagiarism. To avoid discrepancies, be sure to cite appropriately works of
others that you are referencing. For details on what constitutes plagiarism, please visit http://academicintegrity.uncg.edu/
Dr. M. Griffiths
Principles of Marketing
Mktg 320 Spring-08
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Grades are comprised of following components:
1. Class Participation (includes homework, quizzes & current events)
20%
2. 4 Exams (#1 & 3 = 10% each. #2 & 4 = 15% each)
50%
3. Group Project: Marketing Game
40%
 Initial strategy & Final presentation/write up (20%)
 Performance –order of finish (10%)
 Peer Evaluation (10%)
Keep in Mind:
1. I reserve the right to modify any of the material in the Syllabus and Class Schedule with sufficient notice
given to the class.
2. Each student is responsible for obtaining all handouts, assignments and schedule changes.
3. There are NO provisions for EXTRA CREDIT under any circumstance.
4. Important class announcements may be communicated by email or on blackboard. You are responsible
for checking regularly.
Grading Scale
A
AB+
B
BC+
C
CD
F
93-100%
90-92%
88-89%
83-87%
80-82%
78-79%
73-77%
70-72%
60-69%
Below 60%
Proper Submission of Class Assignments
All assignments and papers must be typed or they will not be graded. I will not accept work that does not
meet the following requirements:
1 Typed with at least a 12-pt font and for business writing should be in either Times New Roman or
Arial.
2 Cover sheets are not required but you must have the following – name, page numbers, and MUST
be stapled if more than 1 page.
3 All assignments are due at the START of class on the date specified by the professor. No late
submissions and NO E-MAIL submissions for ANY assignment will be accepted, (except
decision plan files).
4 Failure to follow these instructions will result in a 50 point penalty off the final grade for the
assignment.
Retention of student work for portfolios
The professor reserves the right to retain for pedagogical reasons either the original, or a copy, of any
student’s test, written assignment, paper, presentation, or similar work submitted by the student, either
individually or as a group project, for this class. Students’ will be notified and names will be deleted from
any retained items.
Dr. M. Griffiths
Principles of Marketing
Mktg 320 Spring-08
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Grades are non-negotiable and final grades can only be changed to correct calculation or input errors on
my part. If you have any questions as to the validity of a grade this must be brought to my attention within
one (1) week of the day/date the grade is posted.
Grades WILL NOT be determined by a standard bell curve whereby the majority of the class receives a ‘C’
and the minority receives otherwise. Rather, grades will strictly depend on the number of points
accumulated relative to the total number of points allotted in the course.
EVALUATION DETAILS
Class Participation
Participation involves your contribution in the discussions, in and out of class assignments, quizzes and
current events. Nearly every session of the course will involve some form of interaction. I expect each
student to be prepared at all times to comment in any class session. To reinforce this expectation, I may
randomly select students at the beginning of the session and throughout the ensuing discussion
(whether or not the student’s hand is raised).
Grading class participation is necessarily subjective. Some of the criteria for evaluating effective class
participation include:
1. Is the participant prepared, and do his/her comments show evidence of analysis of the
case/article/readings, thereby adding to the group’s understanding of the
situation/content/concepts? Does the participant go beyond simple repetition of
case/article/readings facts without analysis and conclusions? Do comments show an understanding
of theories, concepts, analytical devices presented in class lectures or reading materials?
2. Is the participant a good listener? Are the points made relevant to the discussion? Are they linked to
the comments of others? Is the participant willing to interact with other class members?
3. Is the participant an effective communicator? Are concepts presented in a concise and convincing
fashion?
 In and out of-Class Assignments: These assignments are designed to increase your understanding of the
applicability of theories and concept to ‘real-world’ situations. To be fair to all students, there are NO
make-ups for missed in and out of class assignments.
 Current Events: Each week you can choose to present an article, ad, news release, etc., from any
publication or the Internet. The topic should coincide with anything discussed in the chapter/topics we
are covering for the week (see course outline). Current events will be presented at the beginning of class.
Each presenter will have 3 minutes to state the issue, relevance and personal insights. In presenting, be
sure to address the following:
A. What is/are the issue(s) in the article/ad etc.?
B. Who is affected and why is this important?
C. What is your reaction to this article/ad etc.?
D. How does it relate to the class discussion?
The ad/article along with a 1 to 2 page type written summary highlighting the specifics and how it relates to
the readings or discussion, should be turned in to me at the beginning of class. Along this line, you may
want to bring 2 copies. Credit for current events is given only if the student is present in class.
Dr. M. Griffiths
Principles of Marketing
Mktg 320 Spring-08
6
 Quizzes: A pop quiz may be given at the beginning of any class period. The content will be on the
chapters discussed in the previous week, including The Marketing Game. To be fair to all students,
THERE ARE NO MAKE-UPS FOR MISSED QUIZZES.
EXAMS
Exams may consist of any combination of multiple choice, true/false, short answer and essay questions.
These questions will cover material from class lectures AND the textbook. In an introductory class, there is
much material to be learned; accordingly, you will be required to learn from me AND the textbook. I design
exams to include 50-80% of material from the textbook and lectures. Therefore, if you do not read the
book, it will be difficult to pass the class. You will not receive extra credit assignments, and your failing
grade will not be changed at the end of the semester for any reason except for a clerical error on my part.
Be aware that whether I ask multiple choice questions or essay questions, that I choose questions that are
essentially of two types: (1) purely informational questions and (2) diagnostic questions. The purely
informational questions require less thought, as they merely test your exposure to, and memory of the
material. Diagnostic questions, however, often cause some degree of discomfort for those who are not
accustomed to them. Their purpose is to determine whether you have learned the material adequately to be
able to recognize its applicability in a given situation. These questions ask you to search your memory banks
to determine what you have learned that is useful and appropriate to apply to the situation with which you
are faced.
Missed Exams
****NO MAKE UP EXAM WILL BE GIVEN WITHOUT PRIOR NOTIFICATION IN WRITING OF
DIRE OR UNAVOIDABLE CIRCUMSTANCES (**being sleep deprived or unprepared is not dire or
unavoidable**). A DAY AND TIME WILL BE ARRANGED FOR YOU TO COMPLETE THE EXAM.
The specified time may be before or after the exam date. Documentation substantiating your circumstance will be required.
Group Project: The Marketing Game (TMG)
In order to integrate and practice the various components of marketing strategy, the class will run a
simulation called The Marketing Game (TMG). TMG is a marketing simulation game. It is a group assignment
that involves analyzing marketing data and developing a marketing strategy. Each group turns in their
marketing strategies and the marketing simulation software determines the results of each group's strategy.
Teams will be competing against each other. Teams will be evaluated based on their performance in terms
of total net contribution earned, both their general strategy / approach to the game, as well as their
outcomes relative to the other teams. The team will receive a grade; however, peer evaluations will be used
to make necessary adjustments to individual grade(s).
The Marketing Game will begin in week 6 of the course and students should read the chapters assigned (see
outline) for each week prior. A PowerPoint lecture that covers the objectives of the simulation,
provides ideas for developing strategies, and describes how the simulation will be played will be
posted on Blackboard by week 4. Students should review this lecture thoroughly prior to developing their
strategy.
Dr. M. Griffiths
Principles of Marketing
Mktg 320 Spring-08
7
During the third week of class, teams will be formed. Team size is ideally 4-5 persons per group. By the end
of the 5th week of the course, students are expected to know how the simulation is played. During weeks 15, surprise quizzes maybe given to ensure that you are fully up to speed.
During weeks 1-5, teams should also be developing their initial strategy to enter the game. At the beginning
of week 6, the actual simulation will begin. Student teams will be required to submit a 1 to 2-page write-up
that describes their initial strategy and product/brand name. Additionally, student teams will be required to
submit their input for Round 1 (Plan file) starting week 7. Plan files are due via EMAIL no later than
11:59pm on the due date. Late entries will be automatically penalized by a $25,000 late fee.
Once all team input is received for the respective round of play, the simulation will be run, and the results
will be made available to each team for review and preparation of the following week’s run. If a team does
not submit their input, the round will run using the previous round’s input.
Each team will play The Marketing Game for SIX rounds, submitting one round per week. Rounds1-4 will be
played at level 1. Rounds 5 and 6 will be played at level 2.
Presentation and Report
The Marketing Game Presentation. Beginning in session 15, each group will make a 10 minute
presentation highlighting the key decision strategies and recommendations. You are encouraged to be
creative! You may for example, create a physical prototype of your product as part of your presentation.
Presentations will be made using a single flip chart sheet. Since the nuances of the game will be second
nature at this point, speakers are NOT allowed to use note cards as aids as they speak.
The Marketing Game Report. Groups will be responsible for summarizing their team’s strategy
throughout the simulation as well as their views on their relative success. This should also include a section
on how, looking back, they may have used a different strategy or otherwise modified the strategy they chose.
In describing the strategy behind their decisions the proper marketing concepts and terms should be used,
and suggestions for improvements should be made. 10 pages maximum, double spacing, 12-point font.
Peer Evaluation.
Each member of the group will provide evaluative feedback on the performance of each individual. You will
give yourself a rating and provide comments on the contributions each member (including yourself) made
toward the successful completion of the project. The ratings provided by each group member will be taken
into account in the final calculation of the individual’s total class participation.
Dr. M. Griffiths
Principles of Marketing
Mktg 320 Spring-08
8
MKTG 320-03: Principles of Marketing
Course Schedule and Reading Assignments
Session
Date
Discussion Topics
1
1/15
Understanding
Marketing
2
1/22
Marketing Strategy
The Marketing Plan
3
1/29
The Marketing
Environment
Readings/Class
Preparation
Chapter 1
The Marketing
Game
Note: TMG Plan
Files are due by
11:59PM for each
round of decisions
on the date indicated.
2/5
Managing
Marketing
Information
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Introductions
Overview of the course
Personal information form
Lecture 1
Current Events
Lecture 2
Experiential Learning: SWOT Analysis
Chapter 2
Appendix 1
(p. A-1 to A-9)
TMG: Read
Chapters 1, 2,3
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Chapter 3
Visit:
TMG: Read
Chapters 4, 5,6
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www.mcdonalds.com
The Marketing
Simulation Game
4
Class Activities
Chapter 4
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5
2/12
Consumer Behavior
Chapter 5
Visit:
www.victoriasecret.com
TMG: Read
Chapter 7 and
Appendix A
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Dr. M. Griffiths
Principles of Marketing
Current Events
Lecture 3
Case: McDonalds (opening case)
Experiential Learning: Advertisements and
the macroenvironment.
EXAM #1 (6:00 – 7:00) covers K&A Ch 1,2,3,
and Appendix 1 Mktg Plan
Lecture 4
Video Case
Experiential Learning: Private versus
public information
Handout assignment for next week:
Marketers and Maslow’s hierarchy of needs
Current Events
Lecture 5
Case: Victoria’s Secret Pink: Keeping the
Brand Hot (p156)
Present findings: Marketers & Maslow’s
Hierarchy of Needs
Mktg 320 Spring-08
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6
2/19
7
2/26
Organizational
Buyer Behavior
Target Markets and
Segmentation
Products, Services
and Branding
Strategies
8
3/4
3/11
9
3/25
11
4/1
12
4/8
Chapter 7
Chapter 8
Round 1
Decisions due
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Spring
Break
Chapter 9
New Product
Development
Pricing Strategies
and Decisions
Current Events
Lecture 6
Experiential Learning
Handout assignment for next week:
How tightly do you fit into a particular market
segment?
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Midpoint check-in
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Lecture 7
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Experiential Learning
Present your findings: How tightly do you fit into a
particular market segment?
COVERS: K&A CHAPTERS 4,5,6,7,8
TMG: CHAPTERS 1-6
Have
Round 2
Decisions due
Chapter 10
Chapter 11
Round 3
Decisions due
Marketing Channels
& Supply Chain
Management
Chapter 12
Round 4
Decisions due
Integrated Marketing
Communications
Chapter 14
Chapter 15
Advertising and
Public Relations
Dr. M. Griffiths
Initial team
strategy and
prototype of
product due.
Hard copy. List all
members &
firm/industry name.
EXAM #2
3/18
10
Chapter 6
Principles of Marketing
Round 5
Decisions due
Fun!!!
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Current Events
Midpoint check-in review
Lecture 8
Experiential Learning
Current Events
Lecture 9
Experiential Learning
EXAM #3 (6:00 – 7:00) covers K&A 9, 10, 11
Guest Speaker: Mr. Eric Lewis, President &
CEO of OneSCSI
Lecture 10
Current Events
Lecture 11
Experiential Learning
Handout Assignment for next week:
Company/product competitive advantage
Mktg 320 Spring-08
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13
4/15
Creating
Competitive
Advantage
14
4/22
EXAM #4
Chapter 18
Round 6
Decisions due
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Current Events
Lecture 12
Experiential Learning
COVERS: K&A 12, 14, 15, 17, 18 11
& TMG 1-7+ Appendix A
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15
4/29
Group Presentation
16
5/13
Group Presentation
(overflow)
Dr. M. Griffiths
TMG Group
Presentations
TMG Group
Presentations
Principles of Marketing
Announce: TMG Winning Teams and
BB&T Competition Participants
7:00 – 10:00PM
Mktg 320 Spring-08