Principles of Marketing: Student Guide
Vanguard University
VANGUARD UNIVERSITY
School for Professional Studies
Degree Program
PRINCIPLES OF MARKETING
BUOM 471
(formally BUOM 473)
Student Guide
01/2013
TF
1
Principles of Marketing: Student Guide
Vanguard University
COURSE DESCRIPTION
Principles of Marketing studies marketing strategy, concepts, terminology, and activities from a
managerial perspective. Students identify and evaluate marketing data, develop programs to capitalize on
market opportunities, and identify strategies to profitably manage customer relationships in a dynamic,
global, and connected environment. Students complete a strategic marketing plan as part of the course.
LEARNING OUTCOMES
Students will:
1. Learn how marketing has evolved over time, its functions, and why organizations place
emphasis on marketing to meet the demands of the increasingly competitive global
environment
2
Discuss the role of data and marketing research to gain marketing insights and develop a
comprehensive situational analysis including implications of identified environmental trends
3. Discuss the Marketing Mix, its interrelationship among its components, the major decision
areas in marketing responsibility, and the impact of a Christian worldview in marketing
4. Become fluent in the language of marketing, understand the concepts behind the
terminology, and use the terminology in oral and written communication
5. Develop marketing solutions related to marketing problems and opportunities and the factors
that influence marketing decision making
6. Be exposed to and practice basic quantitative reasoning in pricing and budgeting decisions,
projections of market size and sales, and evaluation of marketing strategies
7. Develop key components of a comprehensive Strategic Marketing Plan
OVERVIEW
Principles of Marketing is designed to provide you with a foundation in marketing concepts, analysis, and
terminology. Both the text and the assignments have been developed to provide you with an appreciation
of the tools employed to create and implement viable marketing plans. In addition, you will have the
opportunity to apply these tools to practical marketing problems faced by both for-profit and not-forprofit organizations.
As you prepare for each class meeting, it is essential that you complete all the readings and written
assignments prior to attending class so you can participate fully in class discussions and activities.
Marketing is an exciting and dynamic discipline. The text "MKTG6," explores the importance and scope
of marketing and provides you with an introduction to the field. Enjoy!
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Principles of Marketing: Student Guide
Vanguard University
TEXTS AND MATERIALS
Required text:
Lamb, Charles W., Joseph F. Hair, Jr., McDaniel, Carl. (2013). MKTG (6th Edition). Mason, OH: SouthWestern, Cengage Learning. ISBN-13: 978-1-133-19012-7 ISBN-10: 1-133-19012-X
The MKTG 6 text provides a variety of resources to help students engage the material, study for quizzes
and tests, remember information, and become more fluent in marketing terminology. The text is
supplemented by online study tools including:
 Interactive eBook
 Auto-graded quizzes
 Flashcards
 PowerPoint slides
 Videos
 Chapter Cases
 Review Cards
 Games – Crossword puzzles, Beat the Clock, and Quiz Bowl
Students are encouraged to access the publisher-provided resources to enhance learning.
COURSE POLICIES
Students are responsible for downloading the SPS Course Policies Guide for Onsite courses, located on
the SPS website under Curriculum. All policies pertain to this course.
STUDENT EVALUATION
The evaluation of students in this course will be based on competencies/knowledge of the material
presented in the course as evidenced by:
1.
Student’s performance in written work, including written responses to the assigned questions,
quizzes, Final exam, and marketing plan; all completed within assigned time frames.
Assignments (4)
Quizzes Weeks 2-4
Final Exam
Strategic Marketing Plan
Class Attendance and Participation
20%
20%
20%
30%
10%
The Class Participation grade is based on knowledge of the material assigned and the insight the student
brings to the discussion about the reading and its implications for the topic of the class. Quizzes will
cover material from assigned text chapters and in-class lectures and activities. Quizzes provide a platform
to reinforce basic marketing concepts and are used in the assessment of effective learning of requisite
course learning outcomes. The opportunity to make-up a quiz is at the discretion of the Instructor.
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Principles of Marketing: Student Guide
Vanguard University
STUDENT EVALUATION
Percentages
Points
Grade
Significance
93-100%
90-92.9%
87-89.9%
83-86.9%
80-82.9%
77-79.9%
73-76.9%
70-72.9%
67-69.9%
63-66.9%
60-62.9%
00-59.9%
930-1000
900-929
870-899
830-869
800-829
770-799
730-769
700-729
670-699
630-669
600-629
000-599
A
AB+
B
BC+
C
CD+
D
DF
Exceptional 4.00
Above Average
Average
Below Average
Failure
GPA
3.67
3.33
3.00
2.67
2.33
2.00
1.67
1.33
1.00
0.67
0.00
EVALUATION COMPONENTS
1. Weekly Questions—the Instructor will provide the written assignments due each week. Assignments
are to be comprehensive, all writing must be in students’ own words or appropriately quoted and
referenced; examples are to be student-generated examples (vs. repeating examples provided in the
text). Work is to be submitted to Turn-It-In. No late assignments are accepted unless specifically
noted by the Instructor.
2. Quizzes—objective and short answer quizzes assessing marketing concepts and vocabulary.
3. Final Exam—a comprehensive final exam including objective questions, case studies, analytical
questions, and short essay questions on the application of marketing concepts.
4. Written Strategic Marketing Plan—a comprehensive strategic marketing plan on a product or service;
requirements regarding the choice of product/service will be outlined by the Instructor. The plan will
be prepared in accordance with the outline assigned by the Instructor in Week 1.
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Principles of Marketing: Student Guide
Vanguard University
STUDENT ASSIGNMENTS
Note: Specific weekly assignments will be provided by instructor on Week 1 of the course.
DUE WEEK ONE
1. Read the Curriculum Guide
2. Read MKTG6, Chapters 1-4
DUE WEEK TWO
1. Read MKTG6, Chapters 5, 8, 10, and 11 (LO5 on pg 189-192)
2. Complete assigned homework including Strategic Marketing Plan sections
3. Prepare for Quiz
DUE WEEK THREE
1. Read MKTG6, Chapters 13, 16, 17, and 18 (LO1-3 on pg 295-301)
2. Complete assigned homework including Strategic Marketing Plan sections
3. Prepare for Quiz
DUE WEEK FOUR
1. Read MKTG6, Chapters 20, 22
2. Complete assigned homework including Strategic Marketing Plan sections
3. Prepare for Final Exam
4. Prepare for Marketing Plan Discussion/Presentation
DUE WEEK FIVE
1. Completed Strategic Marketing Plan
2. Marketing Plan Discussion/Presentation
3. Final Exam
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Principles of Marketing: Student Guide
Vanguard University
BUOM 471 Principles of Marketing
Course Learning Outcome Matrix
Assignments
Text Reading
Weekly
Questions
Quizzes
Final Exam
Marketing Plan
In-class
Activities
Learn how
marketing has
evolved over time,
its functions, and
why organizations
place emphasis on
marketing to meet
the demands of
the increasingly
competitive global
environment
Discuss the role
of data and
marketing
research to gain
marketing
insights and
develop a
comprehensive
situational
analysis
including
implications of
identified
environmental
trends
Discuss the
Marketing Mix,
its
interrelationship
among its
components, the
major decision
areas in
marketing
responsibility,
and the impact
of a Christian
worldview in
marketing
Become fluent
in the language
of marketing,
the concepts
behind them,
and use the
terminology in
oral and written
communication
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Develop
marketing
solutions
related to
marketing
problems and
opportunities
and the factors
that influence
marketing
decision
making
Be exposed to
and practice
basic
quantitative
reasoning in
pricing and
budgeting
decisions,
projections of
market size and
sales, and
evaluation of
marketing
strategies
Develop key
components of
a
comprehensive
Strategic
Marketing
Plan
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
BUOM 471 Principles of Marketing
Program Learning Outcome Matrix
Assignment
Text Reading
Weekly
Questions
Quizzes
Final Exam
Strategic
Marketing Plan
In-class Activities
PLO 1 Communication:
Students will be
able to organize
thoughts and
compose ideas to
demonstrate
articulate written,
oral, listening,
visual, and media
skills for effective
presentation to
varying audiences
PLO 2 Management
and
Teamwork:
Students will be
able to work
with others in
diverse and
cross-functional
environments
and manage and
lead teams to
achieve stated
objectives
PLO 3 - Thinking
and problem
solving: Students
will demonstrate
excellence in critical
thinking, problemsolving, analysis,
and strategic
planning so as to be
able to link data,
knowledge and
insight to make
sound strategic
decisions on a
timely basis
PLO 4 - Ethical
Reasoning and
Spiritual
Formation:
Students will be
able to engage in
ethical reflection,
evaluate ethical
issues, and apply
ethical principles
and moral values
in decisionmaking
PLO 5 Decision
Making:
Students will
conduct
research and
apply
analytical
decisionmaking skills
to identify
structure and
solve business
problems
PLO 6 - Business
Tools and
Technology:
Students will
exhibit technical
expertise and
demonstrate the
use of information
technology as a
tactical and
strategic resource
for business
professionals
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
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Principles of Marketing: Student Guide
Vanguard University
LOGISTICS CHART
Hour
Week 1
Week 2
Week 3
Week 4
Week 5
1
Course
Introduction
and Overview
Review Written
Work/Quiz
Review Written
Work/Quiz
Review Written
Work/Quiz
Review Written Work
Week 2
Overview
Week 3
Overview
Week 4
Overview
Ch. 8Segmenting
and Targeting
Markets
Ch. 13Marketing
Channels
Ch. 20- Setting
the Right
Price
Plan
Discussion/Presentation
Break
Course Evaluation
Ch. 1- An
Overview of
Marketing
(Brief)
Putting it All Together
Course Review
Ch. 3- Ethics
and Social
Responsibility
(Brief)
2
Ch. 2- Strategic
Planning for
Competitive
Advantage
Ch. 5Developing a
Global Vision
3
4
Ch.16Promotional
Planning
Break
Break
Break
Break
Ch. 4- The
Marketing
Environment
Group workTarget market,
Competition
Analysis 40 min
Group workcreate survey 40
min
Group workanalyze survey
results,
Strategic
Marketing plan
40 min
Group workChoose
company and
problem, SWOT
Analysis
Ch. 10- Product
Concepts
Ch. 17Advertising &
Public Relations
Ch. 22- Social
Media &
Marketing
Ch 11 pg 189192
Ch. 18 pg. 295301
7
Plan
Discussion/Presentation
Final Exam