INTRODUCTION TO MARKETING—3350—COMPREHENSIVE SYLLABUS – Spring, 2013
ALAN WHITEBREAD
OFFICE—W358
Phone: 742-1963
HOURS—Usually M, W, F 10-11:30 AND 1-2.
E-Mail: alan.whitebread@ttu.edu
Web site : http://awhitebread.ba.ttu.edu
TEXT – Marketing, 3rd Edition [paperback] or 10th Edition [hardback] – Connect Plus is not needed, Kerin-Hartley-Rudelius, McGraw-Hill
Irwin. It should be available at the college bookstores, online, or other places that carry college textbooks. Other editions may
be used – the chapter titles will align with the syllabus but the chapter numbers and pages will not.
COURSE DESCRIPTION / OBJECTIVES AND ORGANIZATION
This course will provide a comprehensive review of the major basic aspects and concepts in marketing. There will be a mix of theory and actual business
applications of the theory. The student will demonstrate application of all major theories through interactive class participation, exams, and quizzes. The
course will provide a fundamental framework for marketing. From there, it will logically proceed through all the steps required to successfully develop an
idea into a product/service market launch using a model that is acceptable to most external funding sources. Sources of information will include the
textbook, class lectures and notes, current events, handouts, selected items on the web, postings on http://awhitebread.ba.ttu.edu, and library resources.
EXPECTED LEARNING OUTCOMES
At the end of the course, students will be able to:
 Identify and describe current marketing thought and significant trends;
 Explain how marketing provides benefits to firms, employees, consumers, and stakeholders of all types;
 Identify and use basic marketing management concepts;
 Analyze the different types of marketing approaches and when each should be used;
 Evaluate and explain why marketing is the hub of the business wheel; and
 Be able to select and apply key marketing concepts to situations in multiple countries.
METHODS FOR ASSESSING EXPECTED LEARNING OUTCOMES
The final grade will be based on demonstrating competence in exams and in-class discussion. The five exams including the final will be 100% of the final
grade (20% each). Tests may cover any materials from the beginning of the course with a heavy focus on materials since the previous test including text,
lectures, discussions, articles and readings, web sites, and current events. Lectures will expand on the reading materials listed in the syllabus. The
following grade scale applies.
A = 81% and above B = 74% to 80% C = 67% to 73% D = 60% to 66% F = below 60%
All students should be prepared to answer random questions in class—failure to do so could negatively affect their grade. Attendance is
required and the student will find the course quite difficult if any classes are missed. All assignment dates are detailed on the syllabus and the
student bears total responsibility for complying with the requirements of the course. NOTICE: Late or make-up exercises, exams, and quizzes
will not be given. No extra credit projects will be allowed. Grades will be available online. Grades will only be discussed in person in my
office.
Contact me by email at awhitebread.ba.ttu.edu and always include your course name and time!
If you must miss class, see me in advance so we can arrange for you to complete the work before your absence.
WITHDRAWALS
A student will receive a WP [withdraw passing] only if they have a D or better in the course at the time of withdrawal.
CLASS CONDUCT
Standards of academic honesty will be observed in accordance with TTU policy, as detailed in Operating Policy 34.12. Special accommodations to students with disabilities
will be made, as detailed in Operating Policy 34.22. Student absences for the observance of religious holy days will be allowed, as detailed in Operating Policy 34.19.
CIVILITY IN THE CLASSROOM
Students are expected to assist in maintaining a classroom environment conducive to learning. In order to assure that all students have an opportunity to gain from time
spent in class, unless otherwise approved by the instructor, students are prohibited from using cellular phones, beepers, pagers, iPODs, headphones, or similar
devices, eating or drinking in class, making offensive remarks, reading newspapers, sleeping or engaging in any other form of distraction. You may use a laptop
to take lecture notes in my classes. Inappropriate behavior in the classroom shall result in, minimally, a request to leave class.
ADA SYLLABUS STATEMENT
Any student who, because of a disability, may require special arrangements in order to meet the course requirements should contact the instructor as soon as possible to
make any necessary arrangements. Students should present appropriate verification from Student Disability Services during the instructor’s office hours. Please note
instructors are not allowed to provide classroom accommodations to a student until appropriate verification from Student Disability Services has been provided. For additional
information, you may contact the Student Disability Services office in 335 West Hall or 806-742-2405.
INTRODUCTION TO MARKETING—3350—COMPREHENSIVE SYLLABUS – Spring, 2013
There may be changes to this syllabus during the semester. Any such changes or revisions will be mentioned in class and will be on the syllabus in
bold red font. Other items are license from the copy center, articles, recommended websites, or from lectures. Each ARTICLE and chapter
[Chapter – Paraphrased chapter title] should be read before the class period. Reading the cases and other material at the end of the chapter is
optional.
Date(s)
Subject(s)
1/18
1-MARKETING—THE HUB OF THE WHEEL & CONNECTING WITH CUSTOMERS [Chapter 1 – Creating Customer
Relationships and Value and Chapter 3 – Scanning the Marketing Environment]
1/23
2-ETHICS, STRATEGIC PLANNING, CORPORATE GOALS, & CORE COMPETENCIES [Chapter 2 – Developing
Successful Marketing Strategies]
1/16
INTRODUCTION TO THE COURSE - Syllabus review and how marketing affects you
ARTICLE – Your Company Strategy in Pictures http://hbswk.hbs.edu/archive/3020.html
1/25
3-NEW PRODUCT / SERVICE DEVELOPMENT [Chapter 10 – Developing New Products and Services]
1/28
3-NEW PRODUCT / SERVICE DEVELOPMENT [continued] IDEA GENERATION—PRODUCT OR MARKET DRIVEN?
1/30 & 2/1
4-MARKET RESEARCH ETHICS AND INFORMATION SYSTEMS [Chapter 8 – Marketing Research and Chapter 4 –
Ethical Behavior]
Marketing information systems
Market research—fundamentals and issues
Quick Overview of Mathematical and Statistical Methods for Business Analysis
2/4
5-CONSUMER MARKETING: MARKETS & BUYER BEHAVIOR [Chapter 5 – Understanding Consumer Behavior]
2/6
TEST #1
2/8 & 11
6-BUSINESS MARKETING: MARKETS & BUYER BEHAVIOR [Chapter 6 – Understanding Organizations as
Customers]
2/13
7-COMPETITIVE STRATEGIES & THE MARKETING MIX [Review the relevant topics in Chapter 2 as necessary]
2/15
8-UNDERSTANDING AND USING GAPS FOR COMPETITIVE ADVANTAGE [Chapter 8 – Marketing Research and
Chapter 4 – Ethical Behavior]
Horizontal and vertical markets
2/18
9-MARKET SEGMENTATION AND TARGET MARKETING [Chapter 9 – Market Segmentation]
The what, why, and how of segmentation
Attacking the market
2/20
10-DIFFERENTIATION [also in Chapter 9 – Market Segmentation]
Unique selling proposition(s)
ARTICLE – How to Create Your USP… http://www.interactivemarketinginc.com/unique-selling-proposition.html
2/22
11-BRAND MANAGEMENT [Chapter 11 – Managing Successful Products and Brands]
2/25
12- POSITIONING [also in Chapter 9 – Market Segmentation]
2/27
TEST #2
3/1
13-PACKAGING AND LABELING [also in Chapter 11 – Managing Successful Products and Brands]
3/4
14-INTELLECTUAL PROPERTY—copyrights, trademarks and dilution, patents, and trade secrets
--protecting your investments
3/6
15-PRODUCT LINE PLANNING [also in Chapter 11 – Managing Successful Products and Brands]
Product life cycle, planning, and life cycle extensions
Product line expansion
INTRODUCTION TO MARKETING—3350—COMPREHENSIVE SYLLABUS – Spring, 2013
3/8
16A-SUPPLY CHAIN MANAGEMENT [SCM] – AN OVERVIEW [Chapter 13 or 16 depending on book– Supply Chain
and Logistics]
3/18
16B-SUPPLY CHAIN MANAGEMENT – GLOBAL DISTRIBUTION SYSTEMS [Chapter 13 or 15 depending on your
book– Managing Channels and Wholesaling]
Roles, expectations, and control
Managing channel conflict
Channel alternatives and mapping
ARTICLE – Prioritizing Distribution Options http://www.toolkit.com/small_business_guide/sbg.aspx?nid=P03_6040
ARTICLE – Case Study – Alice’s Dressings http://web.mala.bc.ca/weaverd/Mark364/Alices%20family%20restaurant.doc
3/20
16C-SUPPLY CHAIN MANAGEMENT – LOGISTICS [Also in Chapter 13 or 16 depending on your book – Supply
Chain and Logistics]
3/22
TEST #3
3/25
17A- PRICE THEORY, STRATEGY, AND TACTICS – #I ESTABLISHING VALUE [Chapter 12 or 13 depending on your
book – Building the Price Foundation]
Features, advantages, benefits, value, and perception
ARTICLE – Sell Features, Advantages, and Benefits http://www.presentation-pointers.com/showarticle/articleid/316/
3.27
17B-PRICING THEORY, STRATEGY, AND TACTICS - #2 METHODS [Chapter 12 or 14 depending on your book –
Arriving at the Final Price]
3/29 & 4/3
18A and 18B-INTEGRATED MARKETING COMMUNICATIONS [Chapters 15 and 16 or 18 and 19 depending on your
book – Integrated Marketing Communications]
Advertising, sales promotion, and public relations
Building an integrated marketing communications plan
4/5
19A-PERSONAL SELLING, ETHICS, SALES SKILLS, AND SALES FORCE MANAGEMENT [Chapter 17 or 20
depending on your book – Personal Selling and Sales Management]
Sales skills—overview and practice
Supporting sales: materials, skills, and direction
The cost of sales
4/8
19B-PERSONAL SELLING, SALES SKILLS, AND SALES FORCE MANAGEMENT [also in Chapter 17 or 20 depending
on your book – Personal Selling and Sales Management]
CURRENT TOPICS IN MARKETING-Sales Force Automation (SFA,) Customer Relationship Management (CRM)
4/10
20-MANAGING AND CONTROLLING MARKETING AND SALES
Elements of a marketing plan
The marketing budgeting process
Monitoring, redirecting, and auditing marketing activities
Legal issues in marketing
Social criticisms of marketing; ethics in marketing
4/12
TEST #4
4/15
21-SERVICES MARKETING [Chapter 12 – Services]
4/17
22-RETAIL MARKETING – A CHANGING WORLD [Chapter 14 or 17 depending on your book – Retailing]
4/19
23-DIRECT MARKETING AND MARKETING ON THE INTERNET [Chapter 15 or 18 depending on your book – Direct
Marketing]
4/226
24A-INTERNATIONAL MARKETING: INTRODUCTION, ISSUES, AND STRATEGY [Chapter 7 – Reaching Global
Markets]
4/24 &26
24B-INTERNATIONAL MARKETING: ETHICS, ISSUES, STRATEGY, AND IMPLEMENTATION [also in Chapter 7 –
Reaching Global markets]
ARTICLE – EXIMBANK http://www.exim.gov/
INTRODUCTION TO MARKETING—3350—COMPREHENSIVE SYLLABUS – Spring, 2013
ARTICLE – Schedule B and HS Codes http://www.census.gov/foreign-trade/schedules/b/#about
4/29
TEST #5
5/1
SPECIAL MARKETING PROJECT LECTURE, EXPLANATION, DIRECTIONS, AND REQUIREMENTS
5/ 3, & 5
SPECIAL MARKETING PROJECT SELF-STUDY WORK DAYS
5/5
TURN IN SPECIAL PROJECT AT THE BEGINNING OF CLASS.