MKTG 309B – PRINCIPLES OF MARKETING
Fall 2010
DEPARTMENTAL COURSE SYLLABUS
Instructor
: Ira Kaufman
Office
: 339 Shewel Hall
Office Hours: Monday and Wednesday 12:15 – 1:15 and by appointment.
Phone
: 434-544-8177
Fax
: 434-544-8639
E-Mail
: Kaufman@lynchburg.edu
Moodle
: http://avion.lynchburg.edu/login/index.php
Texts
: Kerin, R.A., Hartley, S.W. & Rudelius, W. (2009). Marketing (10th Edition).
McGraw-Hill/Irwin, New York, N.Y.
Time
: 10:00 – 10:50 M, W, F
Class/Room : SHWL 214
COURSE DESCRIPTION
MKTG 309 PRINCIPLES OF MARKETING (3)
Prerequisites: ACCT 201 and ECON 201. Strongly recommended: junior standing.
This course provides a comprehensive study of the structure and function of marketing systems
in the firm, the economy, and society. The course develops the analysis of target markets, the
assessment of the firm’s external environments, and the management of marketing practices
both domestically and internationally.
COURSE OBJECTIVES
Statement of Objectives for MKTG 309 Principles of Marketing for this foundational component
of the business discipline majors. Upon completion of their programs, marketing majors should
be able to:
1.
2.
3.
4.
5.
6.
7.
8.
Use marketing terminology and concepts.
Identify market segments.
Understand the interrelationship among the components of a marketing system, taking
into account environmental influences, social responsibility and ethical issues.
Be aware of international issues competition and future marketing trends.
Develop a basic marketing plan.
Understand the role of marketing and marketing management in organizations.
Develop strategic thinking and problem solving related to marketing challenges
Integrate digital/social media into a company’s marketing practices
This course will also assist all Marketing majors by establishing the foundation base on which
their marketing knowledge will be developed.
SCHOOL OF BUSINESS AND ECONOMICS GOALS
This course, required for all business majors, assists the students in developing proficiencies in
the following School of Business and Economics program goals:
Goal 1: Communications; Goal 2: Critical Thinking; Goal 3: Environmental Change and Goal
4: Information Technology
MKTG 309 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 1 of 9
GOALS FOR EACH STUDENT
1. Encourage you to think creatively and out of the box
2. Engage your passion and values in marketing a product or service
3. Think strategically, more comprehensively, about marketing challenges
LYNCHBURG COLLEGE GOALS AND COURSE OBJECTIVES
Inquire:
Frame questions about the market environment
Objectives:
Use marketing terminology and concepts.
Assignments:
Brand U Assignment
Case Assignment
Marketing Plan
Marketing Alive Exercise
Explore: Investigate the market environment
Objectives:
Identify opportunities in the market space
Identify potential market segments and select a target market
Assignments:
Marketing Plan
Case Assignment
Conclude:Make sense of the environment and its relationship to the company
Objectives:
Develop an offering to be marketed
Assignments:
Marketing Plan
Case Assignment
Persuade: Convince others that your offering is viable
Objectives:
Develop a working Marketing Plan
Assignments:
Marketing Plan
Engage:
Objectives:
Manage and run your business
Assignments:
Video Case
CONNECT COURSE
This course is a Connect -supported course. http://connect.mcgrawhill.com/class/i_kaufman_b
Please register ASAP
All course information and updates will be posted on the Connect site dedicated to this course.
It is the responsibility of the student to make sure he/she remains current regarding any
MKTG 309 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 2 of 9
changes made to this course. All changes will be posted on the Connect site and an
announcement will be posted notifying the student of said changes.
Through the use of Connect, students have access to class materials regardless of their
presence on campus or in class. Please make sure you regularly check the site for updates and
changes.
PEDAGOGY
This course uses a combination of lecture, demonstration, case study, and presentation formats
to provide students with multiple learning opportunities and point of view of the subject matter.
In marketing, especially the teaching of marketing, we understand that “one style” does not fit
everyone. Hence, I will intend to support your learning with multiple opportunities and
approaches to the subject matter. I believe learning can and should be fun!
EVALUATION
The participants in this course will be assigned a grade based on their performance on the
following items. Each marketing professor can vary the assessment criteria to reflect their
individual approach to the course. I also believe that students can be self–reflective and
evaluate their own progress and that of their peers. Individual and peer review will be
incorporated in the evaluation process. The following outlines the general assessment criteria
followed by your instructor’s criteria for this course.
Quizzes and Examinations
Each professor teaching MKTG 309 will employ a mix of quizzes and examinations as a
basis for evaluating student performance. General information about exams and
quizzes follows below:
On-line Quizzes: (15%) Prior to the discussion of new material in the classroom,
students will complete an online quiz. 15 quizzes will be posted on the Connect
Site for this course. All quizzes must be completed at least one hour prior to
the beginning of the first class period in which the chapter will be
introduced and discussed. There will be no opportunities to make up online
quizzes.

Each quiz will be graded Pass (1 pt) ; Fail (0 pt); No show (-1 pt)
Exam: (20%) A final examination will be administered in this course. This exam
will be a case study; it be essay format and can include assigned readings,
course discussion and other related materials. The final exam is open book,
cumulative, individual, and in-class.
Projects and Assignments
Each MKTG 309 course will have a minimum of two writing assignments as specified by
the instructor. All written assignments are required to be on time and passed through
http://turnitin.com/ and the report included. Assignments without this report will not be
accepted. A late assignment of one day will reduced a one grade. Two days will be
reduced two grades and so on.
MKTG 309 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 3 of 9
Case Studies (15%) There will be three cases; each will be 5% or 5pts. For
each case the student will complete a Case Concept Map and Case
Reflections (to be provided). A Case Scoring Rubric will be provided.
Team Project: (25%) This project is a Marketing Plan for a company of your
choice. The team is comprised of 4-5 students. The Marketing Plan is
comprised of four elements. (use chapter 2 and Appendix A- other
handouts)
1. Outline- One page outline of team project including why this
company or organization will benefit from a Integrated
Marketing Strategy, team member tasks, and outline of
presentation
2. Written/Multi media presentation/Powerpoint (15%)
3. Oral presentation (10%)– 15-min
4. Peer evaluation – students will provide input into grade for
oral presentation (20%)
Exercises (15%)- there three exercises that will clarify marketing concepts
and be presented to the class.
1. Brand U – is about understanding and sharing your
personal brand
2. Marketing Alive#1, #2 – is finding an article or a video clip
or print ad or photo of a billboard or Facebook contest of
a company or organization that demonstrates one of the
core marketing concepts. Your analysis will evaluate how
well they did in communicating the concept and suggest
other alternative approaches. You will hand in each
example and present it in class ( 5min maximum )
Class Participation (10%)
Your grade reflects: attending and participating in class, expressing insights,
asking questions, and participating in case studies.
Students have the opportunity to evaluate their own contributions to the course and to
assign themselves a class participation score. At the end of the semester students will
submit a 1-2 page paper as justification for the grade they believe they deserve.
Students are asked to explicitly state their suggested percentage (from 0% to 10%)
at the beginning of the paper and then proceed to provide support for that recommended
score. The due date for this paper is December 13. If I do not receive a paper, I will
assign a score of zero and assume that adequately reflects your opinion about your
participation.
To provide some guidance for this paper, I have outlined components of the class
participation score. Students may use this criteria to determine their score for class
participation or develop (and explicitly state) their own criteria for their class participation
efforts.
MKTG 309 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 4 of 9
Class Participation Score
Typical Class Participation Criteria
Scale
Description
10%
An incredible leader in class discussion. Is completely prepared for every class
discussion and is able to answer every question posed by the instructor. Student
frequently initiates stimulating dialogue by asking thought-provoking questions
and regularly brings in outside material to class to illustrate application of course
concepts. Student is a role model for others in the class and always exhibits all
of the qualities of a good customer (student) as discussed the first week of class.
9%
An outstanding leader in class discussions. Always prepared for discussion of
chapter topics and assigned readings. A frequent initiator of class discussion.
Excels in interacting with classmates in a professional manner. Comments are
focused, integrative, demonstrate preparation, and indicate active listening.
Student continually exhibits the qualities of a good customer (student) as
discussed the first week of class.
8%
A consistent leader in class discussions. Almost always prepared to discuss
assigned topic in class. A regular initiator of class discussion. Interacts with
classmates in a professional manner. Comments demonstrate preparation and
indicate active listening. Consistently exhibits the qualities of a good customer
(student) as discussed the first week of class.
7%
Quality participation based on sound preparation. Regularly responds to
instructor’s comments and questions. Also responds to comments of
classmates. Occasionally takes the lead in class discussion. Often volunteers
illustrations about the subjects being discussed. Regularly exhibits the qualities
of a good customer (student) as discussed the first week of class.
6%
Occasional contributions to class based on solid preparation. Occasionally
responds to the remarks of the instructor and/or classmates. Rarely volunteers
to begin a discussion. Generally exhibits the qualities of a good customer
(student) as discussed the first week of class.
5%
Seldom answers questions posed by the instructor. Responds to other students
in active learning assignments when required to do so. Occasionally exhibits the
qualities of a good customer (student).
4%
Answers questions from the instructor if explicitly asked. Otherwise, does not
take part in class discussions. Rarely exhibits the qualities of a good customer
(student) as discussed the first week of class.
3%
Shows up regularly to class but takes no part in classroom discussion. Seldom
exhibits any of the qualities of a good customer (student) as discussed the first
week of class.
0%
Completely avoids any attempt to contribute to classroom discussion.
(Seriously...would anyone who falls into this category actually take the time to
write a paper stating this?)
MKTG 309 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 5 of 9
The paper should explicitly state their suggested percentage (from 0% to 10%) at the
beginning of the paper and then proceed to provide support for that recommendation. Students
may find it beneficial to keep track of days/topics when they take an especially active leadership
role in class discussion and times when they conducted themselves in a professional manner.
Students should be fair and honest in their evaluation of their participation. Students who inflate
their class participation score are not likely to receive any “benefit of the doubt” if they are sitting
on the fence between two grades at the end of the semester—particularly if a significantly
inflated percentage has moved them into range of a higher course grade. (Thus, the instructor
reserves the right to adjust the final co-production grade if deemed necessary.)
Course Evaluation Components: The final grade for each participant in this course will be
based on his or her performance in this course in the following areas:
Assessment Process
Quizzes
Final exam
Points
15
20
Team Project
Marketing Strategy/Plan – written
Oral presentation
15
10
Case Studies
15
Exercises
15
Class Participation
10
Total Points
100
Scale for Grades:
A+ 98%+
B+ 87-89.99% C+ 77-79.99% D+ 67-69.99%
A
93-97.99% B
83-86.99% C
73-76.99% D
63-66.99%
A- 90-92.99% B- 80-82.99% C- 70-72.99% D- 60-62.99%
Grades less than 60% are Fs.
Please refer to the Catalog and/or the Hornet for a description of grades.
ATTENDANCE
Attendance, while not required, is expected at all class sessions. Keep in mind that there is a
significant positive relationship between attendance, mastery of the material, and your score in
“class participation.” If you cannot attend a class or fulfill an assignment, you are required to let
the instructor know before the class via email or phone message.
MKTG 309 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 6 of 9
SUBMISSION OF WORK
Assignments will ordinarily be submitted in hard copy form in class. You will be required to keep
a copy in case they get lost. All documents need to be presented in a professional manner
including:

One inch margin top, bottom, sides, double-spaced, in 11 or 12-point type
(e.g., Arial, Times Roman)

uses headings, page numbers, footnotes, references, etc.

stapled, or otherwise bound together (not paper-clipped)

includes all required pieces of information

clearly specifies the student’s name and class section (and assignment name

paragraphs are appropriately formed, each with a topic sentence, and have
an appropriate length (e.g., are not a full page or more)

uses concise, clear writing, as well as proper spelling, grammar, punctuation,
etc. (you may find the book, The Elements of Style, helpful in improving your
writing skills)
In the event you cannot attend a class (because of illness, weather cancellation, or for any other
reason) where an assignment is due you must submit your work as a file attachment to an email message to the instructor. Attached files must have file names which make clear what
class the file is being submitted for, who submitted it, what the nature of the work is, and the
date. As example, a case study would have a file name like: MKTG 309B, Kaufman, Case
XXX, day/month/year. Electronic submissions must be received by the time the class period
(where they are due) would ordinarily begin.
CLASSROOM CONDUCT
You are expected to comply with the behavioral standards for learning environments as
described in the Hornet, specifically:

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








Arriving on time.
Being seated when it is time to begin and being attentive throughout.
Refraining from engaging in conversations with others unless participating in group
activities.
Using a courteous tone when speaking.
Using appropriate language.
Refraining from leaving the event while it is in progress (except for illness or with prior
approval).
Treating others with respect.
Refraining from eating.
Drinks are ok; please clean up after you.
Respecting the process of discussion and group activities.
Leaving the facility in a neat and clean condition.
ACADEMIC DISHONESTY:
Violations of the Honor Code will be dealt with harshly – at the very least, you will receive a
course grade of F. All individual assignments must be the student’s own work and not part of a
collaborative effort. If you have any questions about whether or not something is acceptable,
e.g., collaborating on an assignment, please inquire. All written assignments are required to be
passed through http://turnitin.com/ and the report included. Sorry, no second chances here.
MKTG 309 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 7 of 9
CELL PHONE POLICY
Students are expected to program their cell phones for silent notification while they are in class.
Cell phones may not be used for any purpose during class, exams or other forms of
assessment. TEXT MESSAGING IS NOT ALLOWED. The professor holds the right to
confiscate cell phones that are being used during class.
CLASS BEHAVIOR
Students at LC maintain a very busy and full schedule and there are times when students get
into time crunch situations. Regardless of this situation it is inappropriate behavior to work on
course materials, read materials not related to this course, or be engaged in activities which are
distractive to the individual students or students around him or her. Any student involved in
such activities will be dismissed from the classroom and said materials may be confiscated.
MARKETING MATERIAL CAUTIONARY NOTE
There may be materials used or presented in this course which some may find offensive or
possibly derogatory in nature. These materials are being used to exemplify materials covered in
the text and are not meant to be taken offensively by the student or professor. As you will note
in the readings, the use of various materials by companies are used to gain attention or attract
the consumer to its product or advertisements. As we review materials from other countries, the
level of liberalism will vary greatly from that of the United States, both to the left and to the right.
SPECIAL ACCOMMODATIONS
Lynchburg College is committed to providing all students equal access to learning opportunities.
The Support Services Office, located on the second floor of Hall Campus Center in Academic &
Career Center, works with students who have disabilities to provide and/or arrange reasonable
accommodations. Students registered with Support Services, who have a letter requesting
accommodations, are encouraged to contact the instructor with their letter as soon as possible
each semester - accommodations are not retroactive. Students who have, or think they may
have, a disability (e.g., attentional, learning, vision, hearing, physical, or psychiatric) are invited
to contact the Support Services Coordinator for a confidential meeting. Call 434-544-8687 or email the Coordinator at Arnold.sm@lynchburg.edu. Additional information is available at the LC
Disability Support Services website: http://www.lynchburg.edu/disabilityservices.xml. Students
must request a new set of updated Accommodation Letters each semester. (Effective 8/10)
CONTACTING ME
There are a variety of ways to reach me outside of class. Messages can be left on my campus
voice mail, in my mailbox, or by E-mail, My preference is that you contact me by email. (And
yes, I do use text messaging but reserve that for family members only.)
My office hours are listed and am willing to make appointments. I prefer that you contact me at
the office where I keep my course materials and records. If you need to contact me during the
weekend or when not in the office, please email me and leave your needs and phone #. My
DROID is active 20/7; I will attempt to call or email you back.
FEEDBACK
I hope you will share your thoughts and reactions to the course as we go through the term.
Your feedback is important if I am to offer a course that will best meet your needs. I WILL
DEPEND UPON YOU to tell me what is working (and what is not). PLEASE do not be shy about
sharing your impressions, observations, and suggestions in a thoughtful manner.
MKTG 309 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 8 of 9
TENTATIVE OUTLINE MKTG 309, Section B Fall, 2010(note this outline will be adjusted based on the class progress and feedback)
Mtg.
1
2
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Date
8/27
8/30
9/1
9/3
9/6
9/8
9/10
9/13
9/15
9/17
9/20
9/22
9/24
9/27
9/29
10/1
10/4
10/6
10/8
10/11
10/13
10/15
10/18
10/20
10/22
10/25
10/27
10/29
11/1
11/3
11/5
11/8
11/10
11/12
11/15
Topic/Activity
Introduction to the Course
Overview of Marketing
BRAND U Exercise
Marketing Strategy and Planning
Elements of the Marketing Plan
Understanding the Marketing Environment
Webinar / VIDEO
Digital Marketing Revolution
Ethics and Social Responsibility
CASE Example: Starbucks Team Work Day
Consumer Behavior
CASE 1 ; Best Buy
Global Dimensions of Marketing
Marketing Research
Market Segmentation, Forecasting,
VIDEO
New Product Development
Marketing ALIVE #1 presentations
Managing Products and Brands
Team Work Day
Mid Term Break
Marketing ALIVE #1 presentations
Pricing Strategy
Pricing Tactics
Team Work Day
Case #2 Washburn Guitars
Distribution Channel Systems
Marketing ALIVE #1 presentations
Supply Chain and Logistics Management
Retailing
Marketing Communications
“
“
Social Media Marketing
Interactive and Multichannel Marketing
Preparation
Quiz
F
M
W
F
M
W
F
M
W
F
M
W
F
M
W
F
M
W
F
M
W
F
M
W
F
M
W
F
M
W
F
M
W
F
M
Chp. 1
Readings
Chp. 2
App. A
Chp. 3
Chp. 2
W
F
M
W
F
M
W
F
M
W
F
M
W
11/17
11/19
11/22
11/24
11/26
11/29
12/1
12/3
12/6
12/8
12/10
12/13
2/15
Strategic Marketing
Marketing ALIVE #2 presentations
Thanksgiving Holiday
Thanksgiving Holiday
Thanksgiving Holiday
CASE #3 – TBD
Team Work Day
Marketing ALIVE #2 presentations
Marketing ALIVE #2 presentations
Marketing Plan presentations
Marketing Plan presentations
Review DAY
Final Exam – Case Study
Chpt 22
Readings
Chp. 4
Do/Turn In
BRAND U write-up
Chp. 3
Chp. 4
Chp. 5
book
Chp. 6
Chp. 8
Chp. 9
Chp. 5
Chp. 10
Chp. 10
Chp. 11
Chp. 11
Chp. 13
Chp. 14
App. A
Book
Chp. 15
Chp. 13
One pge team project
CASE 1 ; Best Buy
Chp. 6
Chp. 9
Marketing ALIVE #1
Chp. 16
Chp. 17
Chp. 18
Chp. 19
Readings
Chp. 21
Marketing Plan Draft
Case 2 Washburn Guitars
Chp. 15
Chp. 17
Chp. 18
Surprise
Chp. 21
Chp 22
Marketing ALIVE #2
CASE #3 – TBD
Final Marketing Plan
Class Participation Score
MKTG 309 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 9 of 9