Bus 50.2 Hybrid – Principles of
Marketing
 Instructor’s Information

Name: Prof. Myles Bassell

Telephone: Cell (615） 400 5390

Email: professorbassell@yahoo.com ** check YOUR email daily
mbassell@brooklyn.cuny.edu

Website: http://userhome.brooklyn.cuny.edu/bassell/marketing

Office Hours: **By Appointment**

Virtual Office Hours: 24/7 Email / Instant Message / Text Message / Phone
Before or After Class
 Required Text Book
Marketing
By Kerin, Hartley, Rudelius
McGraw Hill
ISBN: 978-0-07-340472-1
9th Edition
 My Dozen Objectives
1. Distribute a written syllabus the first day of class
2. Demonstrate my ability to organize materials for the class
3. Stimulate interest in the topic being studied
4. Generate effective class discussion when appropriate
5. Communicate effectively and speak clearly
6. Encourage independent thinking and ethical behavior
7. Demonstrate openness to students’ comments, questions, and viewpoints
8. Display an exceptional understanding of the course subject matter
9. Keep to the time and schedule requirements of the class
10. Provide students access to me outside of class and be available for Q&A
11. Clearly communicate course requirements and assignments
12. Promptly grade exams
 Course Objectives
1. Understand key Marketing concepts, terms, and definitions
2. Know how marketing concepts and theories are applied globally
3. Comprehend the importance of the 4P’s: product, place, promotion, and pricing
4. Attain an understanding of new product development
5. Learn the importance of segmenting, targeting, branding, and positioning
6. Appreciate cultural diversity and respect others who are of a different culture
 My Goal
My goal is for students to L E A R N ! It is all about you!
Brooklyn College
BUS 50.2 HYBRID – Marketing
Professor Bassell
Page 2 of 9
http://userhome.brooklyn.cuny.edu/bassell/marketing
 Expected Course Outcomes
Students completing this course will be able to:
1. Define key Marketing concepts, terms, and definitions
2. Apply fundamental marketing concepts and theories
3. List several segmentation approaches
4. Explain the 4P’s: product, place, promotion, and pricing
5. Discuss the importance of segmentation and positioning
6. Develop a business plan
 My Goals For You
1. Increase Your general knowledge about the subject
2. Enhance Your ability to analyze and solve problems
3. Improve Your ability to use computers and the Internet
4. Expand Your ability to find and use information on your own
5. Develop Your ability to express your ideas
6. Fortify Your appreciation and sensitivity to ethical issues
7. Enrich Your understanding of different cultures and have you become a champion of
cultural diversity
 My Mission
To help students achieve their educational and professional goals.
Brooklyn College
BUS 50.2 HYBRID – Marketing
Professor Bassell
Page 3 of 9
 Course Overview
 The focus of this Marketing course is on providing an overview of the issues and
dilemmas facing managers responsible for Marketing worldwide. The 4P’s of Marketing are
explored in detail. Introduction to the complex and dynamic field of marketing and its
systems. This course examines marketing's place in the firm and in society. Considered
and analyzed are marketing research and strategies for product development, pricing,
physical distribution and promotion, including personal selling, advertising, sales
promotion and public relations.
 Methodology: The text book is required and an important tool used to expose students
to important marketing concepts and topics. Video segments will be viewed online to
illustrate key concepts.
 The application of key Marketing concepts will be explored and students will be required
to analyze case studies. ** Students must respond to the discussion thread
posted to blackboard regarding each case. This will help improve your understanding
of the concepts. Questions are designed to give you the opportunity to demonstrate an
understanding of the concepts and to apply the concepts to specific scenarios. You
must give a comprehensive explanation using the criteria and components of the relevant
concepts. Your answer must be persuasive and use the course concepts as a basis. This
will help you to develop your critical thinking skills.
 Attendance
Class meetings are for your benefit! Regular attendance is required.
Excessive absence (more than 1) or lateness (more than 1) will result in a penalty of one full
grade lower.
*** Absences for religious observance are allowed as outline in the Brooklyn College Bulletin
on page 53. You are required to notify me if you believe your absence meets the criteria outlined
in the bulletin.
There will be information shared in class that is NOT in the book. You are responsible to
know this material for the exams and quizzes. Students should come to class prepared to
participate and take really good notes!!!
 Reading Assignments
Please read the chapters, cases, and other materials BEFORE class. The chapters next to the
date are the chapters we will discuss in that class.
Brooklyn College
BUS 50.2 HYBRID – Marketing
Professor Bassell
Page 4 of 9
 Talking In Class
Talking in class is allowed. HOWEVER, only one person is allowed to speak at a time.
I expect
that you show respect for students who have opinions different from your own. Also please be
patient with students who have questions and are trying to understand concepts. Talking in class
and being rude will certainly have a negative impact your grade.
Only one person should
be speaking at a time.
 Exams (3)
There will be 3 Exams
Exam #
**** There are
NO makeup Exams****
Date of Exam
Chapters
1
Feb 18
1, 2, 3, 4, 5
2
April 1
6, 7, 8, 9, 10, 11, 12
May 20
1 – 20
3
Final
Exam
NO makeup exams

You are required to take all exams. There are

PLEASE do not cheat or violate the code of conduct! It is not worth getting an F
or being suspended from the university.

EXTRA CREDIT: There are no EXTRA Credit assignments.
Your exams and projects will be graded diligently. There is NO curve in grading exams. If your average is a 59
you earned an F. There are NO extra credit assignments. A rigorous process will be used to determine your
final grade. If you get an A you should get satisfaction from knowing that you worked hard to earn that grade.
 Grading

Percentage
o
Quizzes
15%
o
Marketing Plan
15%
o
Case Study Discussion Threads
15%
o
Exam 1
15%
o
Exam 2
15%
o
Exam 3
25%
Grading Criteria
A
95% +
C
72.5% to 77.49%
A-
90.0% to 94.9%
C-
70.0% to 72.49%
B+
87.5% to 89.99%
D+
67.5% to 69.99%
B
82.5% to 87.49%
D
62.5% to 67.49%
B-
80.0% to 82.49%
D-
60.0% to 62.49%
C+
77.5% to 79.99%
F
Below 60%
Brooklyn College
BUS 50.2 HYBRID – Marketing
Professor Bassell
Page 5 of 9
 Case Studies (to be announced in class)
** Students must respond to the discussion thread posted to blackboard regarding
each case. You must complete and submit responses to all case study discussion threads. You
must submit them the day they are due.
The case study discussion threads are posted to blackboard.
 Study Guides, Projects, and Assignments (to be announced in class)
You must complete and submit ALL study guides, projects, and assignments. You must submit them the day
they are due. Late submissions of projects will bear a 1 full grade lower penalty.
++++ Being absent …
does NOT excuse you from submitting your work the day it is due.
If you are absent you must email me on (or before) the due date the work that is due.
 Disability-Related Accommodations
In order to receive disability-related academic accommodations students must first be registered with
the Center for Student Disability Services. Students who have a documented disability or suspect
they may have a disability are invited to set up an appointment with the Director of the Center for
Student Disability Services, Ms. Valerie Stewart-Lovell at 718-951-5538. If you have already
registered with the Center for Student Disability Services please provide your professor with the
course accommodation form and discuss your specific accommodation with him/her.
BUS 50.2 HYBRID – Marketing
Professor Bassell
Page 6 of 9
Code of Conduct
This Code of Conduct highlights and supplements, but does not replace the Code of Conduct issued by
Brooklyn College and/or The City University of New York. The goal of this code is to maximize the classroom
experience for all. Your course grade is in part a function of your:
1. exam, project, and quiz results
2. level of participation
a. projecting a positive attitude
b. making intelligent and relevant remarks
3. accurate completion and timely submission of study guides
There are other factors that can have a significant impact on your course grade and they include:

Disruptive Behavior
o
Rudeness
o
Disrespect
o
Lateness
o
Interrupting the lecture

Frequent absence

Signing the attendance sheet and leaving OR signing for someone else

Failure to turn off electronic devices (cell, phones, pagers etc)

Cheating / Plagiarism
The faculty and administration of Brooklyn College support an environment free from cheating and plagiarism.
Each student is responsible for being aware of what constitutes cheating and plagiarism and for avoiding both.
The complete text of the CUNY Academic Integrity Policy and the Brooklyn College procedure for implementing
that policy can be found at this site: http://www.brooklyn.cuny.edu/bc/policies. If a faculty member suspects a
violation of academic integrity and, upon investigation, confirms that violation, or if the student admits the
violation, the faculty member MUST report the violation.

(calculators, phones, ipods, pda’s, blackberry’s, treo, and other devices are NOT allowed
during any exam)
Penalties
Violation of this Code of Conduct and other rules of Brooklyn College and C.U.N.Y. can result in:

Lowering your course grade one full letter per offense

Receiving an F or failing grade for the course

Being suspended or expelled from the college or university
Brooklyn College
BUS 50.2 HYBRID – Marketing
Professor Bassell
Marketing
By Kerin, Hartley, Rudelius
McGraw Hill
ISBN: 978-0-07-340472-1
9th Edition
Part 1
Initiating the Marketing Process
1 Creating Customer Relationships and Value Through
Marketing
2 Developing Successful Marketing and Organizational
Strategies
APPENDIX A Building an Effective Marketing Plan
3 Scanning the Marketing Environment
4 Ethical and Social Responsibility in Marketing
Part 2
Understanding Buyers and Markets
5 Understanding Consumer Behavior
6 Understanding Organizations as Customers
7 Understanding and Reaching Global Consumers and
Markets
Part 3
Targeting Marketing Opportunities
8 Marketing Research: From Customer Insights to Actions
9 Segmenting, Positioning, and Forecasting Markets
Part 4
Satisfying Marketing Opportunities
10 Developing New Products and Services
11 Managing Products and Brands
12 Managing Services
13 Building the Price Foundation
14 Arriving at the Final Price
APPENDIX B Financial Aspects of Marketing
15 Managing Marketing Channels and Wholesaling
16 Customer-Driven Supply Chain and Logistics
Management
17 Retailing
18 Integrated Marketing Communications and Direct
Marketing
19 Advertising, Sales Promotion, and Public Relations
20 Personal Selling and Sales Management
Part 5
Managing the Marketing Process
21 Implementing Interactive and Multichannel Marketing
22 Pulling it all Together: The Strategic Marketing Process
APPENDIX C Planning a Career in Marketing
APPENDIX D Alternate Cases
Page 7 of 9
Brooklyn College
BUS 50.2 HYBRID – Marketing
Week
1
Professor Bassell
Topics
Date
Course Overview
Jan 28
Page 8 of 9
Assignments
Quiz 1
Chapter 1 Customer Relationships & Value
Video Case Study
2
Chapter 2 Marketing Strategies
Feb 4
Chapter 3 Marketing Environment
Video Case Studies
Quiz 2
Quiz 3
3
Feb 11
Chapter 4 Ethics in Marketing
Chapter 5 Consumer Behavior
Video Case Studies
Quiz 4
Quiz 5
4
Feb 18
Exam # 1
*** Exam ***
Feb 25
Chapter 6 Organizations as Customers
Quiz 6
5
Video Case Study
6
Mar 4
Chapter 7 Global Consumers
Quiz 7
Video Case Study
7
Mar 11
8
Chapter 8 Market Research
*****
Online
Quiz 8
*********** Online
Mar 18
Chapter 9 Segmenting and Positioning
Quiz 9
Chapter 10 New Products
Quiz 10
Chapter 11 Products and Brands
Quiz 11
Chapter 12 Managing Services
Quiz 12
April 1
Exam # 2
*** Exam ***
11
April 8
Spring Break
Spring Break
12
April 15
Spring Break
Spring Break
9
Mar 25
10
Brooklyn College
BUS 50.2 HYBRID – Marketing
13
Apr 22
14
Apr 29
14
May 6
*****
Professor Bassell
Page 9 of 9
Online
Chapter 13 Price Foundation
Quiz 13
Chapter 14 The Final Price
Quiz 14
*****
Online
Chapter 15 Marketing Channels
Quiz 15
Chapter 16 Supply Chain
Quiz 16
*****
Online
Quiz 17
Chapter 17 Retailing
Quiz 18
Chapter 18 Marketing Channels
15
May 13
*****
Online
Quiz 19
Chapter 19 Direct Marketing
Quiz 20
Chapter 20 Personal Selling
May 15
Submit
Marketing Plan
May 20 th Exam 3
Chapters 1 - 20
This will be a fun semester ! I am looking forward to being your coach !

Name: Prof. Myles Bassell

Telephone:

Email: professorbassell@yahoo.com
Cell (615） 400 5390
(you can text or call)
*** check YOUR email daily
mbassell@brooklyn.cuny.edu

Website: http://userhome.brooklyn.cuny.edu/bassell/marketing

Office Hours: **By Appointment**

Virtual Office Hours: 24/7 Email / Instant Message / Text Message / Phone
Before or After Class
Key College Dates
Monday, February 2: Last day to add a course;
Monday, February 9: Last day to file Pass/Fail application;
Tuesday, February 17: Last day to drop a course without a grade;
Monday, March 16: Last day to file for Spring 2009 Graduation;
Tuesday, April 7: Last day to apply for withdrawal with a W (non-penalty) grade
Tuesday, April 7: Last day to resolve Fall 2008 Incomplete grades
Tuesday, April 7: Last day to resolve Fall 2008 ABS grades