UNIVERSIDAD DE ESPECIALIDADES ESPÍRITU SANTO
FACULTAD DE ESTUDIOS INTERNACIONALES
SYLLABUS
FOR DAC 11 VER 17 07 07
COURSE: UMKT 260 Introduction to Marketing
SCHEDULE: 7:30 –
8:50
FACULTY: Fernando Ruiz N.
BIMESTER: Spring II
ACADEMIC UNITS/CRÉDITS: 3 UEES (SNCC 4.8) DAYS Mon-Thurs
PRE REQUISITES:
ROOM:
CONTACT HOURS: 48
NON-CONTACT
96
HOURS
1.
COURSE DESCRIPTION
This course is designed to introduce students to the basic terminology,
concepts, and practices of contemporary marketing as applied in a variety of
business and non-business settings. This course will provide the foundation and
important overview students will need for further study into advanced
marketing concepts
2.
OBJECTIVES
a. GENERAL
Understand the importance and impact of marketing in the business world
and society in general. To learn basic marketing concepts, principles,
theories and problems
b. SPECIFIC
1. Identify marketing mix elements.
2. Analyze marketing strategy formulation and implementation.
3. Describe customer oriented organizations.
4. Apply marketing concepts and strategies to solve marketing problems.
5. Understand ethical dilemmas in marketing and realize consequences.
6. Learn history and development of marketing and it’s techniques.
3. COURSE CONTENT OUTLINE
SESSION
DATES
MAY 5
MAY 6
MAY 7
SPECIFIC
COMPETENCIES
Describes and
understands the
marketing mix
elements.
CONTENT
Introduction
Syllabus Overview and
Research induction
Marketing Introduction
Ch.1 Developing
Customer Relationships
and Value Through
Marketing.
Group Designation
Ch.2 Linking Marketing
and Corporate
Strategies
NON CONTACT
HOURS
ASSESSMENT
Class Discussion and
Activity
Pages 4-26
Class Discussion and
Activity
Pages 28-52
Class Discussion and
Activity
MAY 8
Ch.3 Scanning the
Marketing Environment
Pages 72-95
Class Discussion and
Activity
MAY 12
Ch.4 Ethics and Social
Responsibility in
Marketing
Group Project
Choosing
Ch.5 Consumer Behavior
Pages 98-115
Class Discussion and
Activity
Group
Presentations
Pages 120-145
Ch.7 Reaching Global
Markets
Pages 170-199
Class Discussion and
Activity
Group
Presentations
Group Advance report
Article review and
discussion.
Article to be
assigned
1st Case Presentation
Review and discussion.
Individual case
reading and
preparation.
Pages 204-233
MAY 13
MAY 14
MAY 15
Identifies factors
that influence
the capacity of
companies to
satisfy customer
needs.
MAY 19
MAY 20
MAY 21
Learns data
handling and
analyzing
abilities.
Applies
marketing
concepts to
analyze
marketing
problems.
Ch.8 Turning Marketing
Information into Action
Ch.9 Identifying Market
Segments and targets.
MAY 22
Case Report and
discussion.
MAY 26
EXAM REVIEW
Pages 236-261
Group Advance
Presentation
Class Discussion and
Activity
Case Presentation
Class Discussion and
Activity
Class Discussion and
Activity
Class Discussion and
Activity
Class Discussion
about case.
Review chapters
1-9
Class Discussion and
Activity
Study for Mid –
Term
Pages 264-289
Class Discussion
May 27
MID TERM EXAM
May 28
May 29
JUN 2
JUN 3
Identifies product
need and
development and
how to manage
them
Ch.10 Developing New
Products and Services
Ch.11 Managing
Products and Brands
Group Advance report
Pages 292-317
Class Discussion and
Activity
Analyzes and
determines best
price for
product.
2nd Case Presentation
Ch.12 Managing Services
Pages 320-338
Ch.13 Building the Price
Foundation
Ch.14 Arriving at the
final price
Case Report and
discussion.
Group advance report
Pages 340-361
Case Presentation
Class Discussion and
Activity
Class Discussion and
Activity
Class Discussion and
Activity
Class Discussion
about case.
Group
Presentations
Ch.15 Managing
Pages 398-420
JUN 4
JUN 5
JUN 9
JUN 10
Applies concepts
to solve
marketing
problems.
Pages 364-387
Written and oral
report
preparation
Class Discussion and
Marketing Channels and
Wholesaling
Ch.16 Integrating
Supply Chain and
Logistics Management
Ch.17 Retailing
JUN 11
JUN 12
JUN 16
JUN 17
JUN 18
Identifies and
analyzes
marketing
communication
media.
Analyzes
different
Marketing Plans
Elaborates a
complete
Marketing Plan
Final Case
Presentation
Ch.19 Advertising, Sales
Promotion, And Public
Relations
Ch. 22 Pulling it all
together: The strategic
Marketing Process
Final Project
Presentations
JUN 19
Final Project
Presentations
JUN 23
Final Project
Presentations
Final Case Report
JUN 24
Grade Revision and
Student Feedback
Activity
Pages 422-438
Class Discussion and
Activity
Pages 444-467
Class Discussion and
Activity
Class Discussion and
Activity
Pages 496-525
Homework
Pages 582-609
Class Discussion and
Activity
Written and oral
report
preparation
Written and oral
report
preparation
Written and oral
report
preparation
Group
Presentations and
Class Evaluation
Group
Presentations and
Class Evaluation
Group
Presentations and
Final Case
Evaluation
Class Discussion and
Activity
4. METHODOLOGY
1. It is your responsibility to know what is in this syllabus, to know what is
communicated to the class by email, to know what is in assigned readings whether or
not they are discussed in class, and to know what was discussed in all class sessions
whether you attended them or not. If you are absent or inattentive, it is your
responsibility to ask a classmate what you missed before attending the next class
meeting. If you do not understand something, it is your responsibility to ask for
clarification.
2. This course follows the UEES attendance policy; therefore, it is possible to pass the
course with a maximum of six absences but the seventh absence results in failure of
the course. Partial absences, including late arrivals, early departures, and leaving
during class will count toward the six permitted absences.
3. Late arrivals, early departures, inattentiveness, class disruptions, and all other full or
partial absences will decrease points earned for class participation. Please do not talk
in class when it is not your turn to speak. I will automatically consider this
inattentiveness and a disruption to the class. If you must communicate with another
person during class related to the topic of class discussion or due to a rare
emergency, please write the person a note to avoid making noise.
4. Students are expected to respect the thoughts, ideas, opinions, and contributions of
others and to be actively involved in all classes. Students should express
disagreement respectfully.
5. Your textbook is your primary out-of-class resource; refer to it regularly
6. Cell phones must be silent during all class sessions. Only emergency use of a cell
phone is permitted during a class session. Cell phone use during class can result in
lost class participation points. During examinations, cell phones always must be silent
and out of view of all students.
7. Any late work will receive reduced points or a zero depending on the situation. Work
not submitted by the end of the last class period) will receive a zero.
8. If an examination or the project presentation must be missed, the student must make
arrangements promptly for substitute work. The professor reserves the right not to
offer a substitute. A substitute must be arranged by mutual agreement between the
professor and the student and must be completed no later than the end of the last
class period. Because substitute work detracts from normal class activities and/or
creates unnecessary extra work for the professor, substitute work will be more
demanding and/or will offer reduced points compared to work completed according
to the class schedule. A substitute examination will never be the same as the
scheduled examination.
9. There are NO MAKE UP EXAMS.
10. Academic dishonesty is unethical, unfair to others, and robs you of valuable learning
opportunities. Discovery of academic dishonesty will result in a zero for the graded
activity and can result in your failing the course and being reported to the UEES
administration. Examples of academic dishonesty include but are not limited to using
or attempting to use another person’s work for assignments, projects, or
examinations; permitting another person to use your work as their own; failing to
credit quotes or ideas taken from others (Internet, publications, speeches, etc.);
seeking help through a cell phone during a class or examination; using all or part of
your own homework, paper, etc., for another class in this class without permission
and acknowledgement; etc. If you are not sure whether something is academic
dishonesty, it is your responsibility to ask the professor.
11. Food or beverage in the classroom must not bother anyone in the class in any way
(noise, smell, etc.) or cause any mess that you do not clean up yourself.
12. This course is to benefit the students, not the professor. If you are not getting what
you need and want from this course, please let the professor know improvements you
would like.
13. Written assignments must be typed: A4 page size; 1 1/2 spaced; ARIAL font. ALWAYS
keep a copy of your papers
14. E-mails will be our main communication tool. I will use it to let you know any
changes on the syllabus, to send you reading material, assignments, to make special
announcements, and for other class purposes. Therefore you must check the e-mail
address you gave me every day. In turn, you should use it to send due assignments if
you have a reasonable justification to miss class, therefore avoiding your grade to be
penalized
15. Class participation is very important. You will be graded every day, and will have
points assigned for participation in discussions.
To be able to participate in
discussions, all the material assigned to the class must be read in advance.
5. ASSESSMENT
ACTIVITIES
Case Report and Discussion
Homework
Class Participation
MID-TERM /FINAL PROJECT
MID TERM Grade: (Mid Term Exam + Activities)/ 2
FINAL TERM Grade: (Final Project + Activities)/ 2
FINAL GRADE: (Mid Term Grade + Final Term
%
50%
30%
20%
100%
Grade) /2
6. BIBLIOGRAPHY
6.1 REQUIRED
TEXT: Marketing
AUTHOR: Kerin, Berkowitz, Hartley, Rudelius
EDITORIAL: McGraw-Hill
EDITION: 7th Edition
6.2 COMPLEMENTARY
- Principles of Marketing
Kotler & Armstrong, Prentice Hall, 8th Edition
6.3 SUPPLEMENTARY READING
- General and marketing publications, local and regional
newspapers/magazines, corporate publications
6.4 WEBLIOGRAPHY:
Internet sources: http://www.marketingpower.com and through
EBSCO at http://www.uees.edu.ec/biblio/bienvenida.htm
7. FACULTY INFORMATION
NAME:
Fernando Ruiz N.
ACADEMIC CREDENTIALS- UNDERGRAD:
Ingeniero Civil de Industrias, mención en Mecánica
Pontificia Universidad Católica de Chile
GRADUATE:
MBA, Universidad Técnica Santa Maria - Guayaquil
E – mail: fernandoruiz.ecoloimp@gmail.com
Prepared by: Fernando Ruiz N.
Reviewed by: Dean Mónica Reynoso
Date: April, 2008
Date: April 30/2008