CHRISTOPHER NEWPORT UNIVERSITY
JOSEPH W. LUTER, III SCHOOL OF BUSINESS
MARKETING MANAGEMENT (BUSN 311)
COURSE SYLLABUS
PREREQUISITES: ENGL 223, BSBA majors or permission of the School of Business Director
SEMESTER:
Fall 2013
DAY:
Monday, Wednesday, and Friday
TIME & LOCATION: Section 02: (1 pm -1:50 pm) / LUTER RM 269
PROFESSOR:
Matt Hettche, Ph.D.
Assistant Professor of Marketing
Luter, Rm. 107
(757) 594-7692
email: hettche@cnu.edu
OFFICE HOURS:
Monday, Tuesday, Thursday, and Friday 10:30 am to 12 pm; and by appointment.
TEXTBOOK: Principles of Marketing, 15th edition (Philip Kotler & Gary Armstrong) Prentice-Hall, Inc., 2014.)
ISBN # 978-0-13-308404-7
COURSE DESCRIPTION
An introduction to analysis and management of customer satisfaction in goods and services markets by profit and
not-for-profit organizations. Buyer behavior, market segmentation and product positioning, product policy, pricing,
distribution, sales force and advertising management, and market research are examined in the contexts of strategy
development, decision making, implementation, and control.
FORMAL COURSE OBJECTIVES
Through active participation in the course, students will:
1. Learn fundamental principles, and theories:
 understand discipline-specific terms and concepts
 acquire an understanding of the basic theories and concepts in marketing management relating to consumers,
 market segmentation, product pricing, channels of distribution and promotion.
 become familiar with the components of a basic marketing plan (mission statement, SWOT analysis,
product/service analysis, marketing segmentation, target customer identification, competitor analysis,
product life cycle, product differentiation, product positioning, pricing, marketing communications and
financials)
 analyze the role of the marketing system - its process and the functions performed by it as a part of the overall
operation of the business organization
2. Learn to apply course materials:
 create a basic marketing plan
 recognize and define a problem and identify the information and tools required to solve it
 demonstrate their skills in organizing a presentation properly, speaking effectively, and thinking critically
3. Continue to develop skills in working with others as a member of a team.
INFORMAL COURSE OBJECTIVES
1. To motivate students for future courses in marketing as an opportunity for a career.
2. To help students to become more intelligent consumers.
3. To learn how to apply marketing principles to business and life.
CONDUCT OF THE COURSE
Overview lectures will be given on select topics that will be expanded through assigned readings, class discussion, 2
short take home assignments, and marketing plan development.
PERFORMANCE MEASURES
Performance is evaluated on the basis of achievement in the subject matter of the course, and in accordance with
accepted professional standards for that subject. The grade earned by a student thus represents the quality of his/her
work and is not based merely on competition within the class. Final grades will be calculated as follows:
Exam 1
Exam 2
Exam 3
Final Comprehensive Exam
Marketing Plan
Plan Presentation
Take Home Assignments
15%
15%
15%
20%
20%
5%
10%
Grading Scale: 100 to 93 = A; 92 to 90 = A-; 89-88 = B+; 87 to 83 = B; 82 to 80 = B-; 79-78 = C+; 77 to 73 = C; 72
to 70 = C-; 69-68 = D+; 67 to 63 = D; 62 to 60 = D-; 59 & below = F. Grades can be checked
throughout the semester through the Scholar LMS grade book. Final grades are not rounded up or
down.
Philosophy on Attendance
Attendance will be recorded, however, it will not factor in as a formal component of final grades. There are strong
incentives for perfect attendance (and/or near perfect attendance) which may include but is not limited to extra
credit on individual exams and/or bonus points at the end of the semester for final grades. Please keep in mind you
are expected to attend class regularly and please notify Dr. Hettche of any anticipated absences.
ASSIGNMENTS
Text:
You will be expected to read the assigned portions of your text in its entirety.
Marketing Plan:
A team project that will require students to research the marketing objectives, strategies and activities of an
organization and compose a detailed evaluation, report and oral presentation based on those findings. The formal
marketing plan assignment and related materials are explained on our course website. Sample marketing plans will
be presented in a later class session. Students will be required to work in self-selected teams of 4-5 members. Team
progress on the marketing plans will be monitored via checkpoints throughout the semester.
Take Home Assignments:
There will be four Take Home Assignments offered throughout the semester of which you MUST complete two.
See “Course Schedule and Reading’ on our course website for posting dates and due dates.
Examinations:
All exams will be closed book, closed notes with content taken from class notes, assigned readings, videos, guest
speakers, in-class discussions, and the textbook. You may expect the questions to be multiple choice and/or short
answer/essay.
Make-up Examinations:
No exam can be given early or made-up without a legitimate excuse and supporting documentation. In situations
where missing an assignment is unavoidable, requests for making up the work must be presented to the professor
within 72 hours of the assignment’s due date. Failure to adhere to this policy will result in a zero for the given
assessment. Note: This policy is reserved for emergencies only and is subject to approval on a case-by-case basis by
Professor Hettche. A student must take the final comprehensive exam to receive a passing grade in this course.
COMPUTER APPLICATIONS
This course may require each student to utilize word processing software in the preparation of his or her class
writing assignments. In addition, spreadsheet software, Internet searches and library database searches will be
used in the completion of the marketing plans. For a list of web applications, see the course web site
http://busn311cnu.net
WRITTEN AND ORAL COMMUNICATION
This course provides students an opportunity to practice their written communication skills by completing writing
assignments and a marketing plan assignment. In addition, oral communication skills will be exercised during the
formal presentation of the student's marketing plan to the class along with class discussions
THE CNU WRITING CENTER
I strongly encourage you to take advantage of the services provided by the CNU Writing Center. The Center is not
a proofreading service, but its consultants can help you to recognize and correct grammar and punctuation errors in
your work. The Writing Center is located in the Trible Library. Call (594-7684) or email wcenter@cnu.edu for
details.
DISABILITIES:
In order for a student to receive an accommodation for a disability, that disability must be on record in the Dean of
Students’ Office, 3rd Floor, David Student Union (DSU). If you believe that you have a disability, please contact
Dr. Kevin Hughes, Dean of Students (594-7160) to discuss your needs. Dean Hughes will provide you with the
necessary documentation to give to your professors.
Students with documented disabilities are required to notify the instructor no later than the first day on which they
require an accommodation (the first day of class is recommended), in private, if accommodation is needed. The
instructor will provide students with disabilities with all reasonable accommodations, but students are not exempted
from fulfilling the normal requirements of the course. Work completed before the student notifies the instructor of
his/her disability may be counted toward the final grade at the sole discretion of the instructor.
SUCCESS:
I want you to succeed in this course and at CNU. I encourage you to come see me during office hours or to schedule
an appointment to discuss course content or to answer questions you have. If I become concerned about your course
performance, attendance, engagement, or well-being, I will speak with you first. I also may submit a referral
through our Captains Care Program. The referral will be received by the Center for Academic Success as well as
other departments when appropriate (Counseling Services, Office of Student Engagement). If you are an athlete, the
Athletic Academic Support Coordinator will be notified. Someone will contact you to help determine what will help
you succeed. Please remember that this is a means for me to support you and help foster your success at CNU.
ACADEMIC SUPPORT:
The Center for Academic Success offers free tutoring assistance for CNU students in several academic areas. Staff
in the center offer individual assistance and/or workshops on various study strategies to help you perform your best
in your courses. The center also houses the Alice F. Randall Writing Center. Writing consultants can help you at any
stage of the writing process, from invention, to development of ideas, to polishing a final draft. The Center is not a
proofreading service, but consultants can help you to recognize and find grammar and punctuation errors in your
work as well as provide assistance with global tasks. Go as early in the writing process as you can, and go often!
You may drop by the Center for Academic Success to request a tutor, meet with a writing consultant, pick up a
schedule of workshops, or make an appointment to talk one-on-one with a University Fellow for Student Success.
The Center is located in the Trible Library, second floor, room 240..
LUTER SCHOOL OF BUSINESS MISSION STATEMENT:
Our mission is to educate and prepare students for successful careers in business and service to society.
We seek to develop students intellectually, professionally, and personally through a rigorous program that
will distinguish them as critical thinkers, articulate communicators, and ethical business leaders. The
Luter School enrolls a highly selective student body primarily from Virginia and the surrounding region.
Students develop multi-disciplinary competencies and specialized skills necessary to excel in prestigious
graduate programs and the global economy. The faculty provides high-quality, student-centered
instruction that both challenges and inspires students. Faculty members produce peer-reviewed,
discipline-based, applied and pedagogical research and other intellectual contributions to their respective
fields. The Luter School actively engages with private and public sectors to provide leadership, learning,
and service opportunities. Quality is assured by maintenance of accreditation with AACSB International.
THE CNU HONOR CODE
"On my honor, I will maintain the highest possible standards of honesty, integrity and personal responsibility. That
means I will not lie, cheat, or steal and as a member of this academic community, I am committed to creating an
environment of respect and mutual trust."
It is expected that all students comply with the CNU Honor Code at all times.
The Final Exam for this class is Friday, December 13th at 2 pm.