Emporia State University
Department of Business Administration and Education
Principles of Marketing
MK 301
Instructor:
Office:
Phone:
Email:
Office hours:
Jun Yu
Cremer Hall 302
(620)341-5784 (office)
jyu@emporia.edu (preferred mode of contact)
MW 9:00 AM - 11:30 AM
Course description
Introduction to the concept of marketing and its application including customer focus; the
importance and formulation of the marketing mix in marketing decision making; strategy and use
of market segmentation, targeting, and positioning; the marketer’s focus/responsibility for
revenue and profitability; and integrated marketing communications; plus, an overview of career
opportunities in marketing.
Course objectives
1. To provide you with a foundation in the principles, basic concepts and methods of marketing
and marketing mix decision-making.
2. To familiarize you with a large number of marketing companies worldwide through examples
and case studies.
3. To explain the nature of change in global markets and its subsequent effects on marketing
planning, practice and competition.
4. To familiarize you with broader social and ethical concerns arising from marketing activities,
such as the need for environmental protection and sustainable development practices, corporate
social responsibility, and aspects of human rights such as privacy, dignity, safety, freedom of
speech, and freedom of choice.
Required textbook
M: Marketing with Premium Content Access Card, 2nd Edition, by Dhruv Grewal and
Michael Levy. ISBN 9780077386436.
Course structure
This course will adopt a blended format – the class time on Mondays will typically be an online
study session, whereas the class time on Wednesdays will be devoted to in-depth discussions of
appropriate topics. During the class time on Monday, the student will read the assigned
chapter(s) and complete assignments online (see next section – Chapter study guide for more
information). The student is welcome to use the classroom to do the assignments but can also
choose to go anywhere else. The Wednesday class will be used primarily for enhancing your
understanding of the materials you learned from each chapter through in-depth discussions with
the instructor and the classmates. The Wednesday discussion sessions are intended to clarify
concepts and issues and improve the student’s understanding of the concepts or principles
covered in respective chapters. To gain maximum benefit for these discussion sessions, the
student should try his or her best to be prepared to discuss the assigned readings and exercises.
A weekly quiz in the multiple choice format will be given in class on Wednesdays to motivate
the student to complete the reading assignment.
Chapter study guide
Here is how you should complete the online study sessions:
1. Read the assigned chapter text
2. Go to the premium content website www.mhhe.com/GrewalM2e log in with your pass
code that comes with the textbook or you purchased separately.
3. Click on STUDY TOOLS, and go over the narrated PPT lecture (a good study guide for
preparing your weekly quiz).
4. If there are issues you are not clear about during the PPT lecture, reread the chapter.
5. Click on INTERACTIVE, and then play the Video Case. Complete the multiple choice
questions both during and after playing the video. If you are not happy about the results,
repeat the video case and redo the exercise. You are allowed to do the video case twice.
Your performance will be recorded on the websites. Only the second attempt counts if
you make two attempts.
6. Still under INTERACTIVE, play the Video Sim if it is available. Complete the multiple
choice questions as you did for the Video Case. Again, only two attempts will be
allowed.
Do NOT submit these video exercises immediately after you complete them. Instead, at the
conclusion of this course, submit your grade book (that has all your scores on the video cases)
from the premium content website to junyumarketing@gmail.com. For your convenience, the
following table shows the summary of the 25 video exercises for which you need to submit the
results at the conclusion of this course. Note: the deadline for finishing each of these exercises is
still the end of day of the online study session.
Chapter number
1
2
4
5
7
8
9
Video Case
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Video Sim
No
Yes
Yes
No
Yes
No
No
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
16
10
11
12
13
14
15
16
17
18
Total
Yes
Yes
Yes
Yes
No
Yes
No
Yes
No
9
7. Optionally, reinforce your understanding by engaging in the other activities/learning tools
on the website.
8. Read the chapter essay exercise in the assignment area on Blackboard and submit it there
in an attached file. The assignment will be created on Blackboard on the Thursday prior
to the week when the chapters are assigned. Typically, several questions will be given to
you and you need to choose one of them to answer. Your essay should not exceed one
single-spaced page.
Homework assignment deadlines
All chapter assignments, including the video exercises, should be completed at the end of the day
of the online study session (exceptions are given for holidays). The assignments deadlines are
given in the class schedule table at the end of the syllabus. Each 24-hour delay will result in a
10% deduction of the full points for that assignment. The video cases should be completed
following the same deadlines but should submitted through email (junyumarketing@gmail.com)
to the instructor at the conclusion of the course (see class schedule).
Class participation
Class participation is highly valued in this class. Every student can teach the whole class
something by asking interesting questions and/or providing unique perspectives. The best way to
prepare for class discussion is to study the assigned chapters carefully before coming to class for
the in-depth discussion sessions.
Class participation will be graded at the conclusion of this course by the instructor, using the
criteria shown in the table below. The instructor reserves the right to adjust the points you
earned upward or downward from these baseline points. The assignment of the grade is at the
full discretion of the instructor.
Points earned
0
8
Criteria
Almost no participation in class discussions.
Not disruptive.
Tries to respond when called on but does not offer much.
16
24
Demonstrates very infrequent involvement in discussion.
Demonstrates adequate preparation: knows basic reading facts, but does
not show evidence of trying to interpret or analyze them.
Does not offer to contribute to discussion, but contributes to a moderate
degree when called on.
Demonstrates sporadic involvement.
Demonstrates good preparation: knows reading materials well, has
thought through implications of them.
Contributes well to discussion in an ongoing way: responds to other
students' points, thinks through own points, questions others in a
constructive way, offers and supports suggestions that may be
counter to the majority opinion.
Demonstrates consistent ongoing involvement.
Course Grades
Quizzes
Video assignments
Essays
Class participation
Total
156 points (12 points X 13 chapters)
250 points (10 pts X 25 videos)
70 points (10 points X 7 essays)
24 points
500 points
Grades for this course will be assigned on the following scale: >465=A, 450-464.999=A-, 435449.999=B+, 420-434.999=B, 400-419.999=B-, 375-399.999=C+, 350-374.999=C, 300349.999=D, <300=F.
Although 16 quizzes will be given to each of the covered chapters, respectively, the lowest 3
quiz scores will be dropped for your grade calculation. There will be no makeup quizzes if you
miss one class meeting. You should drop the class if you miss two or more class meetings.
The instructor promises to grade your work carefully and fairly, based on the grading criteria. If
you have questions about your grades, you are welcome to ask for an explanation. The final
decision on your assignment grades resides with the instructor, even if you are not satisfied by
his explanation. This is the only way to have a well-organized learning experience. If you are
not comfortable about this policy, then you should reconsider whether you should take this
course.
An important note
The instructor reserves the right, under unusual circumstances, to make modifications to the
syllabus and communicate such modifications to the class.
If you have any concern about any part of the syllabus, you need to see the instructor in the first
week of class to talk about it. Otherwise, it is assumed that you are in total agreement with all
policies and instructions in the syllabus.
Students requiring aid
Emporia State University will make reasonable accommodations for persons with documented
disabilities. Students need to contact the Director of Disability Services and the professor as
early in the semester as possible to ensure that classroom and academic accommodations are
implemented in a timely fashion. All communication between students, the Office of Disability
Services, and the professor will be strictly confidential. This is in accordance with Faculty Senate
policy 7C-07 passed in April, 2002.
Academic dishonesty
All University policies regarding academic dishonesty will be complied.
TENTATIVE CLASS SCHEDULE
All changes to the schedule will be announced either through email or in class
Week
1
2
3
Dates
1/11
1/17
1/18
1/23
4
1/25
1/30
5
2/1
2/6
6
2/8
2/13
Tasks
Introduction
Chapter 1 online assignments due at the end of the day
An in-depth discussion of chapter topics
Reading three chapters and completing chapter assignments
Chapter 4: Analyzing the marketing environment
Chapter 5: Consumer behavior
Chapter 7: Global marketing
Chapters 4, 5, and 7 online assignments due at the end of the day
An in-depth discussion of these topics
Reading two chapters and completing chapter assignments
Chapter 8: Segmentation, targeting, and positioning
Chapter 9: Marketing research and information systems
Chapters 8, and 9 online assignments due at the end of the day
An in-depth discussion of these topics
Reading three chapters and completing chapter assignments
Chapter 10: Product, branding, and packaging decisions
Chapter 11: Developing new products
Chapter 12: Services: the intangible product
Chapters 10, 11, and 12 online assignments due at the end of the
day
An in-depth discussion of these topics
Reading three chapters and completing chapter assignments
Chapter 13: Pricing concepts for establishing value
Chapter 14: Supply chain management
7
2/15
2/20
8
2/22
2/27
2/29
Chapter 15: Retailing and multichannel marketing
Chapters 13, 14, and 15 online assignments due at the end of the
day
An in-depth discussion of these topics
Reading three chapters and completing chapter assignments
Chapter 16: Integrated marketing communications
Chapter 17: Advertising, PR, and sales promotions
Chapter 18: Personal selling and sales management
Chapters 16, 17, and 18 online assignments due at the end of the
day
An in-depth discussion of these topics
Reading one chapter and completing chapter assignments
Chapter 2: Developing marketing strategies and a marketing plan
Chapter 2 online assignments due at the end of the day
Wrap up; the relationship between marketing and individuals,
businesses, and society
Video exercise results due at the end of the day