BOROUGH OF MANHATTAN COMMUNITY COLLEGE
The City University of New York
BUSINESS MANAGEMENT DEPARTMENT
DR. MAHATAPA PALIT
SYLLABUS – Fall 2011
Title of Course: Introduction to Marketing – MAR 100/Sec 985
Hybrid Course
Class Meetings: Thu: 2:30 pm – 3:40 pm (N-409); Tue: online
Credits: 3 Class Hours: 3 Semester: Fall 2011
Instructor Information
Office: Room S-659
Phone: 212-220-8000 X 5256
http://brandyoufall11.wordpress.com
Office Hours: Tues:10:00 am – 11:00 am
Thurs: 10:30 am – 1:00 pm
Email: mpalit@bmcc.cuny.edu
COURSE DESCRIPTION
The marketing system is described, analyzed and evaluated, including methods, policies and institutions
involved in the production and distribution of goods from producer to consumer or user that improve
customer value in the context of a competitive environment.
EMPHASIS OF COURSE:
This course is intended to provide a basic understanding of what marketing is and how it is used in our
business environment. The fundamental concepts of marketing activity, its environment, and its
marketing mix are explored.
Basic Skills - Students must have passed ENG 088, ESL 094, RDG 062 and all mathematics remedial.
Course Student Learning Outcomes (SLOs)
Measurements (means of assessment for
SLOs listed in first column)
1. Analyze marketing problems as they arise within a business
Current event/case analysis [Exercise # 1]
organization and demonstrate the ability to identify the key
issues related to external environment & target market that may
be impacting the situation.
2. Demonstrate the ability to seek, handle and interpret key
Industry analysis (including interpretation
economic and behavioral data which underpin marketing
of graphs) [Exercise # 2]
practice.
3. Present a Marketing Mix configuration for a product/service
Basic marketing plan [Exercise # 3]
offering.
4. Evaluate and critically analyze a range of elementary
Test questions [Exercise # 4]
marketing concepts, tools and techniques and assess their
applicability to practical situations.
Below are the college’s general education goals that will be covered and assessed in this course.
X
X
X
General Education Goals
Communication Skills- Students will write, read, listen and
speak critically and effectively.
Quantitative Reasoning- Students will use quantitative
skills and the concepts and methods of mathematics to
solve problems.
Information & Technology Literacy- Students will collect,
evaluate and interpret information and effectively use
information technologies.
Measurements
Marketing plan
Industry analysis
Online research to complete industry analysis
MAR 100-985/Fal2011-Syllabus
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Required Text:
MKTG 5, 2011 Student Edition, 5th Edition
Authors: Charles W. Lamb | Joseph F. Hair | Carl McDaniel
ISBN: 1111528098 / 9781111528096
Also available as e-book at www.coursesmart.com
You are free to buy MKTG 4 but it is your responsibility to check the correct chapters and page
numbers from the fifth edition.
Other Resources: Additional handouts may be given during the course of the semester
Use of Technology: Microsoft Office Suite; BMCC email; Blackboard, Google documents, WordPress blog
EVALUATION AND REQUIREMENTS OF STUDENTS:
In order have an effective and harmonious class there are certain rules that students are requested to
follow – (1) CELL PHONES TURNED OFF OR SET ON MUTE (2) NO WALKING IN AND OUT DURING CLASS
WITHOUT PRIOR PERMISSION (3) COMING INTO CLASS ON TIME – STUDENTS ENTERING 10 MINUTES
AFTER CLASS STARTS WILL BE MARKED LATE, 20 MINUTES AFTER CLASS STARTS WILL BE MARKED
ABSENT (3) RESPECTFUL & PROFESSIONAL BEHAVIOR – NO USE OF SLANG (“CURSE WORDS”), RAISED
VOICES OR BOTHERING OTHERS IN CLASS, (4) FOLLOWING NETETIQUETTE FOR ALL ONLINE
COMMUNICATION
ASSIGNMENTS
Formal writing assignments should be typed on 8'/2" x 11" paper with a cover page indicating the
name(s) of the student(s); the name of the professor; the course number (MAR 100); Section Number
(SEC 985); date of submission; and the title of the assignment. Late assignments will not be accepted.
Please review the course calendar at the end of this syllabus regularly to ensure that you meet all
deadlines.
Writing Assignments
A. Marketing A Brand That is You (50 points)
Students will prepare a self-marketing plan. Working closely with the career center you will look at your
special aptitudes, your personality type that makes certain career choices more suitable for you. You
will research different career options, interview one or more individuals in the career field that you are
looking at and examine if that is what you would like to do for the future. Finally you will create a selfdevelopment strategy, outlining the steps that you will need to take – educational, work or service
related that will help you achieve your career goals. This project will be completed in sections along the
course of the semester. Details of the different steps of this project are provided in Blackboard and also
on the Brand You Class Blog (http://brandyoufall11.wordpress.com). You will present your selfmarketing plan to the class.
Your work on each module of your self-marketing plan will lead to an Individual Assignment (IA). You will
submit the individual assignment as a hard copy to your instructor at the beginning of the face to face
class. Each of you will create a public Online Wordpress Blog for yourself to be shared with the
instructor and fellow students. Instructions on how to do so is provided under Technical Information
folder under the Course Information tab on Blackboard. You will paste your individual assignment as a
page of your Online Blog. I will provide you feedback on each module as you progress which you can
incorporate for the final submission. You will also review your classmate’s blogs and provide feedback
by commenting on their blogs. Points will be assigned for this.
B. Current Event/ Case Analysis (5 points)
Students will be provided a current event article highlighting marketing strategies used by a company.
Based on the analysis of the article , students will (1) summarize the key points of the case, (2) Identify
MAR 100-985/Fal2011-Syllabus
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the concepts in the textbook that relate to these key points and (3) assess the impact of the external
environment on the company and (4) discuss how marketing strategies are used to deal with this
impact.
C. Discussion Questions (60 points)
On the discussion board on Blackboard, discussion questions (DQs) are provided to encourage thinking
and writing about the content of the course. Discussion questions are one of the main elements of the
online component of the course. In order to respond to the discussion questions please read the
assigned Chapter and the mini-lecture and then write a thoughtful and substantive response to the
question that is between 100 – 150 words. In addition, to your original response to the DQ, you will
also read and respond to at least two of your peers’ responses to receive full points on the DQs. Please
follow the Netetiquette (http://www.albion.com/netiquette/corerules.html) guidelines when
responding to DQs. Responses to DQs serve as an indicator of your presence in the online class. Most
weeks, you will be provided one or two DQs. Not responding to the DQs indicate that you are absent for
that class.
D. Course Blackboard Blog (5 points)
Groups of students will be assigned to take notes and blog on the face to face lectures/workshops so
that a summary of the main points covered in each face to face meeting is available to the class.
Exams & Quizzes (45 points):
There are two multiple choice quizzes, each worth 5 points and two short-essay exams, each worth 10
points, in this class. In addition there are other surveys worth a total of 10 points, related to students
understanding of the course. All exams and quizzes will be online. They are time-bound.
Exam Policies:
Students are responsible for covering the reading assignments, being aware of upcoming deadlines,
exam and quiz dates, and making sure that they have the notes of what has been discussed in class.
There are no make-ups for quizzes. Make-up for exams is strongly discouraged. In the event of unusual
or extraordinary circumstance, a make-up exam may be permitted. Do not assume that you will be
allowed to make-up the exam until you have received an affirmative acknowledgement from the
instructor. If you know you will be absent on the day of the exam, please make arrangements with the
instructor to take the exam early, before the rest of the class.
Assignment Submission Guidelines
The deadlines for submission of assignments will be strict. This means that you must submit the writing
assignment at the beginning of the class on the day that it is scheduled. If you are late in submitting an
assignment then late penalties will be imposed. I strongly encourage you to print your assignment prior
to the day it has to be submitted so that you are stuck due to printer or computer issues.
Our week starts on a Friday morning and ends on Thursday night of the following week. Every week
we will follow the same plan. This will help ensure that we do not forget due dates and are able to
better organize our week. There are four important things to plan for. These are:
(a) Complete Weekly Readings: Lectures, Primary Readings from the text and secondary readings
should be covered on Friday, Saturday and Sunday.
(b) Post your original response to Discussion Questions (DQs) by Sunday evening.
(c) Every week you must also respond to at least one other person's response to DQ. This you can
do any time until Tuesday of the following week.
(d) Individual Assignment (IA) Submit as a hard copy to instructor in the beginning of the face to
face classes on Thursdays.
(e) Paste your Individual Assignment to your online blog by Thursday evening. Comment on at
least one of your peers’ blogs By Sunday evening.
(f) Please review your course calendar for exam, quiz, presentation and online survey dates.
MAR 100-985/Fal2011-Syllabus
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Grade Overview
Assessment
20 Discussion Questions (@2 points)
Feedback on Discussion Questions (@1 point)
10 Individual Assignments (9@5 + 1@10)
Feedback on Individual Assignments on Blog (@2)
2 Quizzes (@ 5 points)
2 Exams (@10 points)
Course Blog – Summary of face to-face workshop
2 Presentations (@5 points)
4 Online Assignments (2 + 2 + 3 + 3)
Current Event Analysis
Total
Points
40 points
20 points
55 points
20 points
10 points
20 points
5 points
10 points
10 points
5 points
200 points
Grading
A: 93% and above
A- :90% – 92%
B+:87% – 89%
B : 83% – 86%
B- : 80% – 82%
C+: 77% – 79%
C : 73% – 76%
C- : 70% – 72%
D+: 67% - 69%
D : 63% – 66%
D- : 60% – 61%
F : Below 60%
Class Attendance and Lateness
At BMCC, the maximum number of absences is limited to one more hour that the number of hours a
class meets in one week. For this hybrid class you are allowed two (2) hours of absence (not two (2)
days) for the face to face meetings scheduled on Thursdays, and two (2) hours of absence for the online
meeting on Tuesdays. Your presence in the online meeting will be judged by your response to the
Discussion Board Questions in a timely manner. Two discussion board questions are considered the
equivalent of one online class. In other words, you may miss at the most two discussion board
questions. In the case of excessive absence, the instructor has the option to lower the grade and assign
an “F” or “WU” grade.
Classes begin promptly at the times indicated in the Schedule of Classes. Arrival in face to face classes
after the scheduled starting time constitutes lateness. Latecomers may, at the discretion of the
instructor, incur an official absence. Use your absences judiciously; there is no distinction between
excused or unexcused absences – with either type of absence you have missed an irreplaceable,
important learning experience.
BMCC POLICY STATEMENT ON PLAGIARISM
Plagiarism is the presentation of some else’s ideas, words, or artistic, scientific, or technical work as
one’s own creation. Using the idea or work of another is permissible only when the original author is
identified. Paraphrasing and summarizing, as well as, direct quotations require citations to the original
source. Plagiarism may be intentional or unintentional. Lack of dishonest intent does not necessarily
absolve a student of responsibility for plagiarism. Students who are unsure how and when to provide
documentation, are advised to consult with their instructors. The library has guides designed to help
students to appropriately identify a cited work. The full policy can be found on BMCC’s web site,
http://www.bmcc.cuny.edu/academics/page.jsp?pid=1052&n=Rules%20and%20Regulations.
ACADEMIC ADJUSTMENTS FOR STUDENTS WITH DISABILITIES
Students with disabilities who require reasonable accommodations or academic adjustments for this
course must contact the Office of Accessibility (room N320; telephone # 212-220-8180). BMCC is
committed to providing equal access to all programs and curricula to all students.
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COURSE CALENDAR
Module
Dates
Class Activity
1 – Thu Sep 1
Review Syllabus
(Introduction to Marketing)
Read Chapters
Getting Started
Overview Of
Marketing
2- Thu, Sep 8
3- Sep 15
Consumer
Behavior
5 – Sep 22
Target Marketing
&
Positioning
DQ1 & 2 [6]
Test Quiz
Ch. 3: Ethics & Social Responsibility
Ch. 4: Marketing Environment
DQ 3 & 4 [6]
CareerZone survey [3] – takes
about 1 hour
Ch. 5: Global Vision
DQ 5 & 6 [6]
QUIZ1 (Chs.1, 2, 3, 4) [5]
Career Profile [6]
Ch.6: Consumer Behavior
DQ 7 & 8 [6]
Ch. 8: Market Segmentation
DQ 9 & 10 [6]
DQ 11 & 12 [6]
Review: Home-Depot Case &
Presentations
10 – Oct 27
QUIZ2 (Chs.5, 6, 8 & 9) [5]
Who Am I? [6]
Ch. 21: Relationship Marketing
Mid-Terms
Current Event Analysis – SLO4 [5]
Bring Music/Images
PowerPoint Workshop
Ch. 9: Marketing Research
9 – Oct 20
Industry Research _ SLO2 [3]
Lay of the Land [6]
Telling Your Story
Lecture 5 (online)
8 – Oct 13
Chapter 1 & 2 [E-Reserve]
No class
Lecture 4 (online)
7 – Oct 6
Online-surveys I & II [2 each]
Research workshop
Lecture 3 (online)
6 – Sep 29
Bio [2]
Career Center Introduction
Lecture 2 (online)
Marketing
Environment
Quizzes/Exams/Surveys
Set up Wordpress Blog
Review of Term Project
Lecture 1 (online)
Assignment Due
EXAM 1 (on-line) [10]
How Do I Fit? [6]
Mid-Semester Presentation
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Module
Dates
11 – Nov 3
Class Activity
Read Chapters
Writing Assignments
Lecture 6 (online)
Ch. 10: Product Concepts
Ch. 11: Product Development
DQ 13 & 14 [6]
Road Map [6]
Networking Workshop
Ch. 13: Marketing Channels
Product
12 – Nov 10
DQ 15 & 16 [6]
Reaching Out [6]
Resume Workshop
Ch. 16: Integrated Mktg Comm.
Ch. 17: Advertising & PR
Place
13 – Nov 17
Promotion
14 – Nov 24
No class
DQ 17 & 18 [6]
Ch. 19: Price concepts
Ch. 20: Price Approaches
DQ 19 & 20 [6]
Thanksgiving Holiday
Ch. 12: Services & Non-Profit
DQ 21 & 22 [6]
15 – Dec 1
Ch. 21: Relationship Marketing
Ch. 22: Social Media
Adding Value [6]
16 – Dec 8
Review presentation/concept
map
Price
Lecture 8 (online)
QUIZ3 (9, 10, 11 & 12) [5]
Develop Resume [6]
Negotiating Salary
Lecture 7 (online)
Quizzes/Exams
Relationship Mkt
Comprehensive Quiz (SLO1) [10]
Review Krispy Kreme Case
EXAM 2 (on-line) [10]
Project Prep
17 - Dec 15
Mock Presentations
Concept Map [10]
Final Exam week
18 - Dec 22
Final Presentation
Final Portfolio – SLO3 [5]
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