Online Syllabus
MK 300 DL
MARKETING FUNDAMENTALS
5 Credit Hours
Effective: 10/07
Fall 2007
Instructor: IVAN ŽÁRY, Bratislava
Room: 207
E-mail: izary@vsm.sk
REQUIRED RESOURCES
Kerin, A. R., Berkowitz, E. N., Hartley, S. W., & Rudelius, W. (2003). Marketing (7th ed.). New
York: McGraw-Hill/Irwin.
Research Paper Guide. (2004). Trencin, Slovakia: City University.
http://www.cutn.sk/textbooks/rpg/rpg2004.pdf
Access to a personal computer and Internet is required. All written assignments must be word-processed.
Students should access the Bulletin Board (www.cutn.sk/bb) a minimum of three times a week.
Copyright 1994-2007 by CityUniversity of Seattle
All rights reserved
MK 300DL SYL Page 1 Eff: 10/07
MK 300
MARKETING FUNDAMENTALS
This document provides an overview of the course foundation elements, assignments, schedules and
activities. For information about general CityUniversity of Seattle policies, please see the
CityUniversity of Seattle catalog. If you have additional questions about the course, please contact
your instructor.
Notification to Students with Disabilities
If you are a student with a disability and you require certain help, please contact the associate
dean as soon as possible.
Scholastic Honesty CityUniversity of Seattle expects each student to do his/her own work. The
University has "zero tolerance" for cheating, plagiarism, unauthorized collaboration on assignments
and papers, using "notes" during exams, submitting someone else's work as one's own, submitting
work previously submitted for another course, or facilitating acts of academic dishonesty by others.
The penalties are severe! A first offense can result in a zero grade for the course and suspension for
one quarter; a second offense can result in a zero grade for the course and suspension for two or more
quarters; a third offense can result in expulsion from the University. The Policy and Procedures may
be found at www.cutn.sk/SH
In addition to providing your work to the instructor for grading, you must also submit an electronic
copy for the CityUniversity of Seattle archives (unless the work is specifically exempted by the
instructor). You will not receive a grade for particular work until and unless you submit this
electronic copy. The procedure for submitting work to the archives is to upload it via the website
www.cutn.sk/Upload. Files should include the cover page of the work with the student name,
instructor name, course name and number, and date. File names should indicate the type of
assignment, such as “researchpaper.doc”, “casestudy.doc” or “thesis.doc” (student name should not
be a part of the file name because the system adds it). All files received into the archives are
submitted to www.TurnItIn.com for plagiarism checking.
COURSE DESCRIPTION
A study of marketing mix elements, the new product development process, buying behavior and
markets, customer relationships and strategic planning within a dynamic environment. This course
also introduces students to interactive marketing and e-commerce.
LEARNING GOALS
Upon the successful completion of this course, you will be able to:
1. Assess marketing’s role in discovering and satisfying consumers’ needs, wants and behaviors;
2. Evaluate factors involved in selecting target markets for various goods/services;
3. Apply knowledge of consumer behavior to predict individual and family purchases;
4. Evaluate alternative approaches to enter and compete in global markets;
5. Utilize environmental scanning to identify opportunities and threats in the marketing
environment;
MK 300DL SYL Page 2 Eff: 10/07
6. Understand what electronic commerce and interactive marketing are and how they create
customer value;
7. Explain how companies create a presence in the electronic marketplace;
8. Develop a marketing plan to solve a marketing problem and/or capitalize on a marketing
opportunity;
9. Describe how primary and secondary data are used in marketing decisions;
10. Analyze factors that contribute to a product’s success or failure;
11. Apply a marketing strategy for products representing each life-cycle stage.
CORE CONCEPTS
To achieve the goals of this course, you will need to master the following core concepts:
1. Developing customer relationships;
2. Marketing strategies;
3. Scanning the environment;
4. Marketing ethics and social responsibility;
5. Consumer behavior;
6. Organizational markets;
7. Global marketing;
8. Interactive marketing and electronic commerce;
9. Marketing research;
10. Market segmentation;
11. New product development;
12. Managing products and brands;
13. Pricing products;
14. Marketing channels;
15. Integrated marketing communications.
RECOMMENDED SUPPLEMENTARY RESOURCES
As a City University of Seattle student, you have access to library resources regardless of where you
are taking this class. To find resources for your coursework, visit the library menu in the CU portal at
http://my.cityu.edu/ or the CU Slovakia library at http://www.cutn.sk/. For additional help, visit the
library or submit your question in the Contact Us section of the Slovakia library’s home page.
PRINT RESOURCES
Reference Books at City University of Seattle Library
American men & women: Demographics of the sexes. REF 317.3 AMER
American generations: Who they are, how they live, what they think. REF 317.3 MITC
Best customers. REF 658.834 RUSS
MK 300DL SYL Page 3 Eff: 10/07
Craighead’s international business, travel, and relocation guide to countries. REF 910.202 GALE
Culture grams. REF 390 CULT
D & B million dollar directory. REF 338.74 DUNA
Demographics of the US: Trends and projections. REF 317.3 RUSS
Dun's business rankings. REF 338.74 DUNS
Encyclopedia of major marketing campaigns. REF 659.109 ENCY
Industry norms and key business ratios. REF 338.074 DUNA
The lifestyle market analyst. REF 658.834 STAN
Market share reporter. REF 380.105 MARK
Sourcebook of zip code demographics. REF 658.83 CACI
Standard & poor's industry surveys. REF 332.63 STAN
Standard directory of advertisers. REF 659 STAN
Statistical abstract of the United States. REF 310.5 UNIT
Value line investment survey. REF 332.605 VALU
Marketing/Advertising Books at City University of Seattle Library
Blankenship, A.B., Breen, G. E., & Dutka, A. State of the art marketing research. 658.83 BLAN
Duboff, R, & Spaeth, J. Market research matters: Tools and techniques for aligning your business.
658.83 DUBO
Hatch, D. Method marketing: How to make a fortune by getting inside the heads of your customers.
658.84 HATC
Kotler, P. Kotler on marketing : How to create, win, & dominate markets.
658.8 KOTL 1999
Mazze, E. M., & Michman, R. D. The Food industry wars: Marketing triumphs and blunders.
664.006 MICH
McGonagle, J. J., & Vella, C. M. Protecting your company against competitive intelligence. 658.47
MCGO
Percy, L. ed. Marketing research that pays off: Case histories of marketing research leading to
success in the marketplace. 658.83 MARK
Peter, J. P. & Olson, J. C. Consumer behavior and marketing strategy. 658.834 PETE 1999
Stevens, R. E. et al. The marketing research guide. 658.83 STEV
ELECTRONIC RESOURCES
In the library menu at http://my.cityu.edu/ you can access the City University of Seattle databases that
have full text articles from newspapers, magazines, and journals. You should use these databases for
research in this course. The following is a partial list of databases that may be of use to you in this
course:
ABI/Inform Trade and Industry: Full text articles from business magazines and newsletters with a
trade or industry focus. Includes industry news, product and competitive information, and
marketing trends.
Business Source Complete: Abstracts and full text articles from scholarly and popular business, law,
and computer systems periodicals.
Global Market Information: Seven full text databases with marketing information: Country Data,
Consumer Lifestyles Analysis, Consumer Lifestyles Data, Consumer Market Data, Forecasts,
Companies & Brands, Information Sources, and Major Market Profiles.
Mergent Online: Company and financial information for more than 25,000 U.S., Canadian, and
international companies.
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NetAdvantage: Company financial data, investment reviews and analyses (bonds, mutual funds,
stocks), corporate officer biographies, and industry ratios and averages.
The publisher of your textbook has provided a website that includes resources, self-tests, and other
information. You can access it at http://www.mhhe.com/kerin. In addition, the following Internet
resources may be of use to you in this course. Please be aware that Web addresses may change from
time to time.
CityUniversity of Seattle
http://www.my.cityu.edu
Advertising Magazine
http://www.adage.com/
American Demographics Magazine
http://www.demographics.com/
American Marketing Association
http://www.marketingpower.com
CEO Express
http://www.ceoexpress.com
Census Bureau
http://www.census.gov
English-Slovak Dictionary of Marketing, Communications, and Public Relations
http://www.zary.sk/slovnik.html
Euromonitor
http://www.euromonitor.com
The Gallup Organization
http://www.gallup.com/
Hoover’s Online
http://www.hoovers.com
List of Publications covering Marketing, Communications, and Public Relations
http://www.zary.sk/literatura.html
Public Relations publication (continually updated)
http://www.zary.sk/virtualna_kniha.html
U.S. Trade Balances by Country
http://www.census.gov/foreign-trade/balance/index.html
Vysoká škola manažmentu
http://www.vsm.sk
NOTE:
This document can be downloaded from the web site http://bb.cutn.sk for Syllabi and other course related
information.
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OVERVIEW OF COURSE ACTIVITIES AND GRADING
The grade you receive for the course will be derived using City University of Seattle’s decimal
grading system, based on the following:
Assignment
Student Introductory Assignment (SIA)
Online Participation/Discussion Assignments
Marketing Plan
Midterm Examination
Final Examination
0%
25%
35%
20%
20%
TOTAL
100%
Please see the current City University of Seattle catalog or consult your instructor for guidance in
determining your decimal grade.
EXPLANATION OF ASSIGNMENTS AND GRADING
STUDENT INTRODUCTORY ASSIGNMENT
City University of Seattle requires that you submit a Student Introductory Assignment (SIA). This
SIA must be completed during the first week of your course. The SIA consists of introducing yourself
in the Discussion Forum titled: Student Introductory Assignment. It is designed to begin the online
class experience by letting us know you are in class and facilitating interaction. It is due at the end of
the first week. Even though this assignment is not graded, it is required in order for you to continue
your course. Your instructor will notify CU/VSM at the end of the first week as to whether or not you
completed your SIA.
ONLINE DISCUSSION
A discussion question/topic for the current and following week will appear each Monday in the
discussion forum – Bulletin Board www.cutn.sk/bb . You are to post your answer by Thursday
midnight of the given week as well as respond to one other student’s answer in the discussion
forum by Sunday midnight of the given week. Additionally, you are to prepare a summary of one
week’s postings (the week will be assigned to you by the instructor) and submit it under the
Discussion Summary section by Sunday midnight of the following week (e.g. the summary of the
Week 1 discussion needs to be posted no later than Sunday of Week 2). The forum is to help promote
student-to-student discussion. The instructor will not be responding to each posting but will comment
frequently. If you have a question or comment that is specifically for your instructor, email your
instructor directly. If you want to talk with other students about issues unrelated to the Discussion
forums, use the Chatroom forum.
Online Discussion Grading Criteria (as part of final grade)
10 answers to teacher’s questions (one per week)
10 responses to students’ comments (one per week)
1 Discussion Summary
TOTAL
50%
25%
25%
100%
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Grading Criteria of Individual Postings
Appropriateness and quality of response
Quantity of response (optimum 10-30 lines of text)
TOTAL
50%
50%
100%
MARKETING PLAN
Marketing plans have three primary purposes. First, they provide a systematic methodology to
investigate opportunities that will lead to successful marketing ventures. Second, they are used as
road maps or guidelines to help the firm accomplish specific objectives for the product, brand, or
service being considered. Finally, they provide a financial overview that analyzes the competitive
gains that can be realized if the venture is successful.
In your Marketing Plan, you may create a company to introduce a new good/service or introduce a
new or amended good/service for a company that already exists. Your Marketing Plan must include
the major sections in the Sample Marketing Plan provided in APPENDIX A (pp. 58-71) of your
textbook. Review the Print and Electronic Resources section of this syllabus for assistance with your
research. The student’s CD-ROM is a good tool to help prepare your Marketing Plan.
Grading Criteria for Marketing Plan
Clear (quantified) objectives
Logical development
Depth of research
Completeness of the plan
Grammar/Spelling/Punctuation
TOTAL
20%
20%
45%
10 %
5%
100%
NOTE



Attention: Written assignments not delivered on time will not be accepted.
Please, always state references to sources used in APA style – to avoid plagiarism of any
kind.
Please, do not send your assignments by e-mail. Just upload them to the CU Scholastic
Honesty web page - www.cutn.sk/Upload. Your instructor will check if they are uploaded
on time. If yes, they will be graded and sent to you by e-mail with grades and – if needed –
comments and corrections.
EXAMINATIONS
The Midterm and Final Examinations consist of 20 questions, each having five possible answers (a,
b, c, d, e). Students are required to indicate the correct answer. Each correct answer adds value 5 to
the final grade 100 of this exam.
You can find sample tests with similar questions on your Student’s CD-ROMs. You may practice
answering them.
The exam is based on the textbook – Kerin, A. R., Berkowitz, E. N., Hartley, S. W., & Rudelius, W.
(2003). Marketing (7th ed.). New York: McGraw-Hill/Irwin; therefore, careful reading of the
textbook is crucial for the success. The exams will cover only basic marketing terms.
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PROCTORED EXAMINATIONS
This course is offered from the Bratislava CU/VŠM site, and all exams will be given by the instructor
at this site.
If you are a student registered at the other CU/VŠM site and would like to take your exams there, you
may use the CU/VŠM Proctor Center. However, you must inform your instructor about your interest
in taking exams at the Proctor Center before Friday of Week 3. Students who do not inform their
instructor on time cannot use the Proctor Center and must travel to their instructor’s site.
If you cannot take the exams in either Bratislava or Trenčín, you must find a proctor (e.g. local
library head, local university instructor), fill out the Proposed Proctor Approval Request Form
(www.cutn.sk/forms), and submit the form to your Associate Dean for approval (Denisa Hackett,
dhackett@vsm.sk or Jozef Simuth, jsimuth@vsm.sk) before Friday, Week 3. Also notify your instructor
that you have submitted a proctor form. Proctor forms submitted after the deadline will not be
accepted and you will be required to take the exam with your instructor.
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THE SCHEDULE FOR MK 300 DL – ONLINE – FALL 2007
Date
1.10.
8.10.
Topic
Creating Customer Relationships and Value through
Marketing
Developing Successful Marketing and Corporate
Strategies
Scanning the Marketing Environment
Ethics and Social Responsibility in Marketing
Consumer Behavior
Organizational Markets and Buyer Behavior
15.10. Reaching Global Markets
Marketing Research: From Information to Action
Reading
Assignment
Kerin 2003, Ch. 1
Kerin 2003, Ch. 2, Ap. A
Kerin 2003, Ch. 3, 4
WEEK 2
DISCUSSION POSTING AND RESPONSE
WEEK 3
DISCUSSION POSTING AND RESPONSE
PROCTORING INFORMATION DUE
Kerin 2003, Ch. 5
Kerin 2003, Ch. 6, 7
Kerin 2003, Ch. 8
22.10. Identifying Market Segments and Targets
Kerin 2003, Ch. 9
Developing New Products and Services
Managing Products and Brands
29.10. Managing Services
Kerin 2003, Ch. 10
Kerin 2003, Ch. 11, 12
31.10.
5.11.
Building the Price Foundation
Arriving at the Final Price
Managing Marketing Channels and Wholesaling
Integrating Supply Chain and Logistics Management
WEEK 4
DISCUSSION POSTING AND RESPONSE
WEEK 5
DISCUSSION POSTING AND RESPONSE
MIDTERM EXAMINATION: Covering Kerin 2003, Ch. 1-10
Kerin 2003, Ch. 13, 14
Ap. B
Kerin 2003, Ch. 15, 16
12.11. Retailing
Integrated Marketing Communications and Direct
Marketing
Kerin 2003, Ch. 17
19.11. Advertising, Sales Promotion, and Public Relations
Kerin 2003, Ch. 19
Personal Selling and Sales Management
26.11. Implementing Interactive and Multichannel Marketing
Kerin 2003, Ch. 20
Kerin 2003, Ch. 21
Kerin 2003, Ch. 22
Ap. C, D
Pulling It All Together: The Strategic Marketing Process
WEEK 1
STUDENT INTRODUCTORY ASSIGNMENT
DISCUSSION POSTING AND RESPONSE
WEEK 6
DISCUSSION POSTING AND RESPONSE
WEEK 7
DISCUSSION POSTING AND RESPONSE
Kerin 2003, Ch. 18
WEEK 8
DISCUSSION POSTING AND RESPONSE
WEEK 9
DISCUSSION POSTING AND RESPONSE
DUE: Marketing Plan
FINAL EXAM: Covering Kerin 2003, Ch. 11-22
3.12.
5.12.
Doc. Dr. Ivan Žáry, PhD. - http://www.zary.sk/english/izarye.html
Founder of ProPublicum, Public Relations, the first independent Slovak PR agency
e-mail izary@vsm.sk; http://www.zary.sk
NOTE: English-Slovak Dictionary of Marketing, Communications and Public Relations: http://www.zary.sk/slovnik.html
MK 300DL
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