INTRODUCTION TO MARKETING—3350—SYLLABUS & STUDY GUIDE – Summer II, 2015
ALAN WHITEBREAD
Phone: 742-1963
OFFICE—W358
E-Mail: alan.whitebread@ttu.edu
HOURS—Usually M through TH 1-2:30.
Web site : http://awhitebread.ba.ttu.edu
TEXT – Marketing: The Core, 5th Edition [paperback] – Connect Plus is not needed, Kerin-Hartley-Rudelius, McGraw-Hill Irwin. It should
be available at the college bookstores, online, or other places that carry college textbooks. Other editions may be used – the
chapter titles will align with the syllabus but the chapter numbers and pages will not.
COURSE DESCRIPTION / OBJECTIVES AND ORGANIZATION
This course will provide a comprehensive review of the major basic aspects and concepts in marketing. There will be a mix of theory and actual business
applications of the theory. The student will demonstrate application of all major theories through interactive class participation, exams, and quizzes. The
course will provide a fundamental framework for marketing. From there, it will logically proceed through all the steps required to successfully develop an
idea into a product/service market launch using a model that is acceptable to most external funding sources. Sources of information will include the
textbook, class lectures and notes, current events, handouts, selected items on the web, postings on http://awhitebread.ba.ttu.edu, and library resources.
EXPECTED LEARNING OUTCOMES
At the end of the course, students will be able to:
 Identify and describe current marketing thought and significant trends;
 Explain how marketing provides benefits to firms, employees, consumers, and stakeholders of all types;
 Identify and use basic marketing management concepts;
 Analyze the different types of marketing approaches and when each should be used;
 Evaluate and explain why marketing is the hub of the business wheel; and
 Be able to select and apply key marketing concepts to situations in multiple countries.
METHODS FOR ASSESSING EXPECTED LEARNING OUTCOMES
The final grade will be based on demonstrating competence in exams and in-class discussion. The five exams including the final will be 100% of the final
grade (20% each). Tests may cover any materials from the beginning of the course with a heavy focus on materials since the previous test including text,
lectures, discussions, articles and readings, web sites, and current events. Lectures will expand on the reading materials listed in the syllabus. The
following grade scale applies.
A = 81% and above B = 74% to 80% C = 67% to 73% D = 60% to 66% F = below 60%
All students should be prepared to answer random questions in class—failure to do so could negatively affect their grade. Attendance is
required and the student will find the course quite difficult if any classes are missed. All assignment dates are detailed on the syllabus and the
student bears total responsibility for complying with the requirements of the course. NOTICE: Late or make-up exercises, exams, and quizzes
will not be given. No extra credit projects will be allowed. Grades will be available online. Grades will only be discussed in person in my
office.
Contact me by email at awhitebread.ba.ttu.edu and always include your course name and time!
If you must miss class, see me in advance so we can arrange for you to complete the work before your absence.
WITHDRAWALS
A student will receive a WP [withdraw passing] only if they have a D or better in the course at the time of withdrawal.
CLASS CONDUCT
Standards of academic honesty will be observed in accordance with TTU policy, as detailed in Operating Policy 34.12. Special accommodations to students with disabilities
will be made, as detailed in Operating Policy 34.22. Student absences for the observance of religious holy days will be allowed, as detailed in Operating Policy 34.19.
CIVILITY IN THE CLASSROOM
Students are expected to assist in maintaining a classroom environment conducive to learning. In order to assure that all students have an opportunity to gain from time
spent in class, unless otherwise approved by the instructor, students are prohibited from using cellular phones, beepers, pagers, iPODs, headphones, or similar
devices, eating or drinking in class, making offensive remarks, reading newspapers, sleeping or engaging in any other form of distraction. You may use a laptop
to take lecture notes in my classes. Inappropriate behavior in the classroom shall result in, minimally, a request to leave class.
ADA SYLLABUS STATEMENT
Any student who, because of a disability, may require special arrangements in order to meet the course requirements should contact the instructor as soon as possible to
make any necessary arrangements. Students should present appropriate verification from Student Disability Services during the instructor’s office hours. Please note
instructors are not allowed to provide classroom accommodations to a student until appropriate verification from Student Disability Services has been provided. For additional
information, you may contact the Student Disability Services office in 335 West Hall or 806-742-2405.
INTRODUCTION TO MARKETING—3350—SYLLABUS & STUDY GUIDE – Summer II, 2015
There may be changes to this syllabus during the semester. Any such changes or revisions will be mentioned in class and will be on the syllabus in
bold red font. Other items are license from the copy center, articles, recommended websites, or from lectures. Each ARTICLE and chapter
[Chapter – Paraphrased chapter title] should be read before the class period. Reading the cases and other material at the end of the chapter is
optional.
Businesses pay you to analyze, create, learn, understand, and apply! They do not pay you to memorize!
Date(s)
7/7
Subject(s)
INTRODUCTION TO THE COURSE - Syllabus review and how marketing affects you
1-MARKETING—THE HUB OF THE WHEEL & CONNECTING WITH CUSTOMERS

Marketing environment; marketing mix; lifetime value; needs and wants; types of markets; concept of value; marketing
eras; the marketing concept; ethics; planning and the firm
7/8
2- STRATEGIC PLANNING, CORPORATE GOALS, & CORE COMPETENCIES

Organizations; business portfolio; core competency; SBU; key success factor; marketing myopia, BCG, GE strategy
analysis; hedgehog analysis; red/blue ocean strategy; SWOT, & competitive advantage of the firm

7/9
ARTICLE – Your Company Strategy in Pictures http://hbswk.hbs.edu/archive/3020.html
3-SCANNING THE MARKET, ETHICS

Demographics; basic economics; 5 forces model; regulation; ethics of competition
4-CONSUMER MARKETING: MARKETS & BUYER BEHAVIOR

Consumer buyer behavior; purchase decision process; cognitive dissonance; classification of consumer products;
types of buying decisions; Maslow’s hierarchy of needs; consumer behavior – individual and family
7/10
5-BUSINESS MARKETING: MARKETS & BUYER BEHAVIOR – This material is on test #2.

Supply chain concept; B2B marketing; business buyer classification; business market complexity; NAICS; comparison
of B2B and B2C markets; classifications of business products; aspects of demand; bull-whip effect; product & quality
standards and systems; organizational buyers; negotiations; government procurement
7/13
TEST #1
7/14
6-MARKET RESEARCH ETHICS AND INFORMATION SYSTEMS

Market research process; perspective and framing issues; research types; data and its use; types of samples; scales of
measurement; types of statistics; elements of questions and answer sets; problems with questions and answers; data
mining; mathematical and statistical methods for business analysis
7/15
7-MARKET SEGMENTATION AND TARGET MARKETING

The what, why, and how of segmentation; a multi-step process; consumer segmentation methods; VALS and PRIZM;
business market segmentation; target market segments criteria; market coverage strategies; Kotler’s 5 tests
7/16
8-DIFFERENTIATION AND POSITIONING

Differentiation; points of parity, difference, and contention; areas of differentiation; the product concept; product
decisions; positioning; perceptual map; positioning strategies; attacking the market; unique selling proposition(s)

ARTICLE – How to Create Your USP… http://www.interactivemarketinginc.com/unique-selling-proposition.html
9-NEW PRODUCT DEVELOPMENT – This material is on test #3.

Innovation; Ansoff’s product/market expansion grid; types of new products; five types of development projects; why do
new products fail/succeed; the new product development process; idea generation methods and strategies; test
marketing; commercialization; product line planning
7/17
TEST #2
7/20
10-PRODUCT LIFE CYCLE [detailed] AND BRAND MANAGEMENT

Product life cycle; product planning; life cycle extensions; product line expansion; brand management; brand
positioning and brand values; brand issues; brand decisions; brand loyalty; CBBE; brand personality; brand equity and
M&A free cash flow; brand strategies; branding strategies
7/21
11-PACKAGING AND LABELING; INTELLECTUAL PROPERTY
INTRODUCTION TO MARKETING—3350—SYLLABUS & STUDY GUIDE – Summer II, 2015

7/22
Copyrights; trademarks and dilution; patents; trade secrets; protecting your investments
12A- PRICE THEORY, STRATEGY, AND TACTICS – #I – ESTABLISHING VALUE

Value and price; building the value proposition; sources of value; features, advantages, and benefits; pricing objectives
and constraints; estimating and analyzing demand and supply functions; price elasticity; marginal analysis; break-even

ARTICLE – Sell Features, Advantages, and Benefits http://www.presentation-pointers.com/showarticle/articleid/316/
12B-PRICING THEORY, STRATEGY, AND TACTICS - #2 – METHODS

Price strategies; promotional price strategies; price tactics; price laws; legal and ethical price issues
7/23
TEST #3
7/24
13A-SUPPLY CHAIN MANAGEMENT [SCM] – AN OVERVIEW

Supply chain management; the many aspects of quality; contingency theory; supply chain model; automotive industry
supply chain model; external and internal supply chains; the role of value in SCM
13B-SUPPLY CHAIN MANAGEMENT – LOGISTICS

Modern logistics management; logistics processes; total logistics cost approach; cycle time, lead times, ECR, and
quick response; inventory management; international cycles
7/27
13C-SUPPLY CHAIN MANAGEMENT – GLOBAL DISTRIBUTION SYSTEMS

The importance of distribution; the multiplicative effect; functional levels; types of channel members; VMS; roles,
expectations, and controls for channel members; channel maps; conflict, evaluation, and channel relationships

ARTICLE – Case Study – Alice’s Dressings http://web.mala.bc.ca/weaverd/Mark364/Alices%20family%20restaurant.doc
7/28
14A-INTERNATIONAL MARKETING: INTRODUCTION, ISSUES, AND STRATEGY

Country economic structure; Porter’s Diamond; WTO issues; trade areas – EU, NAFTA, ASEAN, Mercosur; aspects of
culture; selecting foreign markets; foreign market entry alternatives
7/29
14B-INTERNATIONAL MARKETING: ETHICS, ISSUES, STRATEGY, AND IMPLEMENTATION

Global brand issues; international transaction cycles; international distribution and logistics; INCOTERMS; trade
finance issues; Letters of Credit
7/30
TEST #4
7/31
15-RETAIL MARKETING – A CHANGING WORLD

Retailer classification systems; retail formulas; site selection; atmospherics; merchandise management
16-SERVICES MARKETING

Goods-services comparison; services marketing; service purchase factors; services-goods continuum; service
excellence; assessing service quality
8/3
17A-INTEGRATED MARKETING COMMUNICATIONS

Advertising, sales promotion, and public relations
17C-DIRECT MARKETING AND MARKETING ON THE INTERNET

Benefits of direct marketing; role of direct marketing; consumer direct marketing; direct marketing programs
8/4
18-PERSONAL SELLING, ETHICS, SALES SKILLS, AND SALES FORCE MANAGEMENT

Sales responsibilities; sales approaches; sales types; sales functions; the sales cycle and the prospect funnel; sales
skills; selling with features, advantages, and benefits
19-PERSONAL SELLING, SALES SKILLS, AND SALES FORCE MANAGEMENT

Sales management issues; types of sales forces; sales organization structures; sales force support, training, and
assessment
8/5
TEST #5