MSB 210: PRINCIPLES OF MARKETING
3 CREDITS
Fall 2011
Section A: MW 2:00-3:15; RM 313
Section B: TR 11:00-12:15; RM 315
Section C: TR 2:00-3:15; RM 315
Instructor: Dr. Sandra Loeb
Office:
MC 318
Phone:
570 208-5900, extension 5695
Office Hours: 12:30 -2:00 MW
1:15-2:00 TH
and by appointment
E-mail:
sandraloeb@kings.edu
Webpage:
staff.kings.edu/sandraloeb/index.htm
TEXT: Marketing 2nd Edition by Grewal, and Levy. Published by McGraw-Hill, Irwin. 2011. ISBN
978-0-07-340487-5 (I include the ISBN as they author another basic marketing text – more
expensive). Chapters will be covered in order – although, not all chapters will be covered.
Used texts might be available. I will use this textbook for 3 semesters after this.
Recommended: Wall Street Journal, www.wsj.com , which is something which should be
read, probably, by all business majors.
PREREQUISITES: MSB130 – Introduction to Computer Applications for Business or an equivalent course
(such as CIS 110 or COMM 115).
COURSE DESCRIPTION:
An introduction to the field of marketing with particular emphasis on how
companies develop marketing programs that are responsive to consumers’ needs and wants for products and services.
COURSE GOALS: The primary goal of this course is to develop the student’s understanding of the principles
of marketing and the role of marketing within organizations and society. This includes sensitivity to ethical issues in
marketing.
RELATIONSHIP TO MSB MISSION: This course addresses the aspects of the mission statement:
“encourage ethical thinking” and “develop professional competencies that are current with today’s business
environment”.
COMPETENCIES DEVELOPED: Additional goals of this course are to develop competencies in critical
thinking, effective written and effective oral communications and computer literacy.
EVALUATION POLICY:
Your grade will be based on exams, reading quizzes, a project, and
attendance/participation. The breakdown will be approximately 60/10/20/10 percents, respectively.
CLASSROOM PROCEDURES:
As you will have already read the chapters, I will try to focus classroom
discussions more on examples as we go through the material.
As I can’t think of anywhere else to put this, I’ll put it here. I will accept only e-mails from a King’s account.
GRADING SCALE:
93 ≤
90 ≤
86 ≤
82 ≤
A
AB+
B
B-
= 96 and above
< 96
< 93
< 90
< 86
79 ≤
75 ≤
70 ≤
65 ≤
75 ≤
C+
C
CD
C
< 82
< 70
< 75
< 70
< 79
F < 65
EXAMS: Exams will comprise primarily multiple choice questions, although essay questions might also be used.
The majority of questions will be drawn from material covered in class. You will have 3 midterms as well as a
comprehensive final. Tentative dates are indicated below, however, these are only tentative and might change.
Except in the case of unexpected school closures changes will be noted at least one week in advance. Should an exam
be scheduled on a class which is canceled, the exam will be on the next scheduled class.
Students are expected to notify the professor at least 15 minutes prior to the exam if they will miss the exam, or as
soon as possible after. Notification should preferably be made via phone either directly, or to the departmental
secretary. E-mail is considered acceptable though. In either case, your contact information should be provided.
Make-ups will be administered only in the case of verifiable emergencies. This means a doctor’s excuse must be
provided or verification of another cause for missing the exam.
The final exam, given during finals week, will be comprehensive. It will be drawn from previous exams. Students
will be given the opportunity to study the first 3 exams in preparation for the comprehensive portion. This will all
take place (study and take the exam) during the designated final exam period. The final is required for those who
score 80% and below on their first 3 exams. It is optional for those who score above 80%
Per King’s
attendance policy I will take attendance, and since this class only meets twice a week, should you miss 2 or more
classes in a row you will be reported to the Associate VP for Student Affairs. After 2 absences, for whatever reason,
points will be deducted from the top of your attendance score – ½ point for every additional absence. Use absences
wisely.
ATTENDANCE POLICY: Students are responsible for everything that goes on in class.
As reading quizzes will be administered over each chapter, this will be part of your attendance record.
READING QUIZZES: Reading quizzes will be administered at the beginning of each chapter.
These quizzes
will be ‘quick and dirty’ and will comprise either 5-10 multiple choice/true false questions, or one to two short answer
questions.
PARTICIPATION/ATTENDANCE: This is intended to reward those who attend and are able to be polite
during class. Everyone will be awarded at least 85% of these points if I do not need to report you to the VP for
Student Affairs, or if you do not engage in ‘negative participation’.
Negative participation includes, but is not limited to, late arrival, leaving during class, non-relevant comments during
class, talking during and/or interrupting lectures, cell phone ringing, etc. Should this behavior become a problem,
you will be asked to leave and reported to the Associate VP for Student Affairs.
Regarding cell phones, cell phones should be turned off during class. While I am sure you are important, I cannot
imagine that you are so important you cannot be out of touch for the duration of this class. And, oddly enough, I can
tell when you’re texting, which counts as negative participation. If you are texting, you’re definitely not ‘with us’.
The way I’ll do this is using a 100 point scale, I will add a point when you positively contribute to class (onto the 85
points) up to 100 points, and will deduct a point each time you:
 Text during class
 Leave during class (if you cannot go for an hour and fifteen minutes without a toilet break, you need
to see a doctor)
 Arrive late for class
 Are disruptive in class
 Etc. (there’s always something new)
PROJECTS: There will be one project with multiple portions.
The focus of the project will be the marketing
efforts of a company for which you would want to work. For each chapter, beginning with chapter 3 you will identify
the relevant characteristics of your company related to that chapter – details provided for each chapter as we progress
through the book, but, as an example:
Chapter 3: Evaluate the ethics of your company: Does it have a code of ethics? What do people say about the
company’s ethics? Who are their stakeholders and how does the company treat them? Is it a good place to work, and
so on.
Each chapter you do in an acceptable manner will be worth 4 points toward the 20. You may submit 6 ‘chapters’ (the
6th will be extra credit). I will do this the way I have done projects in the past. You will submit, if the project is
acceptable, you’ll receive an ‘ok’, and the appropriate number of points. If it is not acceptable, I will return the
document to you with comments, and you’ll have a second chance to submit it (sometimes a third).
You may choose which chapters you submit; however, you may only submit one chapter from each section. Section 1
will begin with chapter 3. If I were you I’d start early – submit from sections 1, 2, 3, etc., just in case something
happens to you later in the semester (you catch a cold, become busy, etc.).
The purpose of this project is to make ‘marketing’ more real to you by having you examine the marketing of an actual
entity, as well as allowing you to become more of an expert on a company for which you might work. Every company
markets (I’d say every entity, including people market themselves), and even if you aren’t going to be involved in
marketing, those activities will impact your job. Similarly, if you are going to be involved in marketing, you need to
be aware of a company’s finances, production, and so on.
Due dates for portions of the project will be announced in class and on my web page. In some instances, rather than
writing something up, I will ask you to discuss it in class.
All written work for projects is to be submitted as a Word attachment via e-mail from your kings.edu email. Please do a ‘Save as’ and save the document as the old version of word if your computer is equipped with
the new version (.doc, not .docx). Do not try to hand in a paper assignment. The document should be assigned
as lastname3.doc for the assignment related to chapter 3, lastname5.doc for the fifth chapter and so on. If I
were saving the first, it would be loeb3.doc (write up for chapter 3). Interestingly, I will insist on this format.
You will submit a section, I will review it, and if it is acceptable, I will respond via e-mail, with an ‘ok’. If it is not
acceptable, I will return the project with comments and you will have 1 week to revise and re-submit the project. 3
‘oks’ will provide you with all of the project points. You receive no points until you receive an ‘ok’. Each ok will
accumulate 4 points of the 20.
ACCOMODATION FOR LEARNING AND/OR PHYSICALLY CHALLENGED
STUDENTS: Any student who has a learning disability or a physical handicap should meet with the instructor
during the first week of class to discuss accommodations for the classroom and/or assignments and examinations.
Accommodations will be made according to college policy.
EXAM SCHEDULE:
Exam 1: October 4/5 over material up to and including Sept. 27/28
Exam 2: Nov. 2/3 over material up to and including October 31/Nov. 1
Exam 3: Dec. 7/8 over material up to and including Dec. 5/6
Final Exam: to be announced at a later date (but mine are usually on the last day for some reason)
Final examination will be comprehensive.
To the best of my ability the dates will remain as above. Chapters covered will be announced
approximately one week prior to the exam.
Course Topical Outline:
Marketing Overview
 define marketing
 describe marketing as an organizational function
Marketing Strategy
 describe the relationship between organizational mission, goals, and strategy and marketing strategy
 list and describe the major areas of the environment (e.g., socio-cultural, legal)
 discuss the role of diversity in devising marketing strategy
 conduct a simple situation analysis including:
o
o
external environments
organizational competencies and competitive advantage
Ethics in Marketing
 discuss ethical issues related to marketing
 discuss social responsibility issues in marketing
Marketing Research and Market Information Systems
 describe the role of marketing research in marketing management
 describe the marketing research process and its stages
 define core terms associated with marketing research (e.g., primary data, secondary data, exploratory research,
causal research, mail survey
 discuss ethical issues related to marketing research
 describe the role of market information systems in marketing management
Market Segmentation
 describe process and steps in market segmentation and target market selection
 describe the bases for market segmentation in consumer and organizational markets (e.g., psychographics,
geographic, NAISC)
 discuss ethical issues related to market segmentation and target market selection
 conduct simple market segmentation
 discuss sales forecasting and define basic terms (e.g., executive judgement, time-series analysis)
 forecast sales in a simple situation
Consumer Behavior
 list and describe the steps in the consumer decision-making process and the principle influences on this process
(i.e., situational, psychological, and social)
 describe the various types of consumer decision making processes (e.g., limited problem solving, routinized
response behavior)
 define core terms associated with consumer behavior (e.g., attitudes, risk, perception)
 list and describe the stages of a product adoption model (e.g., awareness, interest, evaluation, trial, adoption)
 discuss diversity issues related to consumer behavior
Organizational Buying Behavior
 list and describe the different types of organizational markets (e.g., producer markets and government markets)
 describe the consumer decision-making process and the principle influences on this process (e.g., organizational,
interpersonal, and individual)
 describe the various types of organizational decision-making processes (e.g., new-task, straight rebuy)
 define core terms associated with consumer behavior (e.g., buying center, derived demand, vendor analysis)
 discuss the differences between consumer and organizational buying behavior
International/Global Marketing
 discuss issues related to marketing products in different countries
 identify the different ways to conduct business abroad
Product Positioning
 define product positioning
 discuss the relationships among of product positioning, target market selection, and the marketing mix
 recommend a product position for simple product/market combination
Technology
 discuss the role of technology in marketing
 discuss e-commerce and internet marketing
Marketing Mix
 list and describe the components of the marketing mix
Product
 define product
 list and describe the various categories of consumer products (e.g., convenience products, specialty products) and
organizational products (e.g., installations, raw materials)
 define key terms related to product mix (e.g., product line, product mix depth)
 list and describe the steps of the product life cycle
 identify which step of the product life cycle bests fits particular products
 list and describe various types of new products (e.g. line extension, product modification)
 describe the steps in the new product development process
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discuss the role of branding and define key terms associated with branding (e.g., brand equity, manufacturer brand,
family branding)
list and describe the characteristics of services (e.g., intangibility, perishability)
define service quality
develop an idea for new product and recommend a branding strategy for it
Distribution
 define distribution
 list and describe the functions performed by distribution channels
 identify various configurations of marketing channels (e.g., direct channel, dual channel) and discuss situations in
which they would be appropriate
 identify degrees of marketing coverage (e.g., intensive distribution) and discuss situations in which they would be
appropriate
 discuss channel conflict and various approaches to managing channels
 define key terms related to distribution channels (e.g., wholesalers, agents)
 define retailing
 list and describe the major types of retail stores (e.g., department stores, specialty stores)
 list and describe the major types of non-store retailing (e.g., vending machines, online retailing)
 recommend a distribution strategy for a simple product/market
Promotion
 define promotion
 list and describe the purposes of promotion (e.g., create awareness, stimulate demand)
 list and describe the stages in the communication process
 define key terms associated with communication (e.g., feedback, noise)
 list and describe the elements of the promotion mix (i.e., advertising, personal selling, public relations and sales
promotion)
 discuss the factors that affect the composition of a promotional mix (e.g., characteristics of the target market)
 discuss ethical issues related to promotion
 list and describe the types of advertising (e.g., pioneer advertising)
 list and describe the steps in developing an advertisement
 discuss the pros and cons of the various advertising media
 list and describe the various personal selling roles (e.g., order getter)
 list and describe the steps in the personal selling process
 be familiar with the sales budgeting process
 list and describe the various types of sales promotion
 recommend a promotion strategy for a simple product/market
Price
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define price
list and describe various terms related to pricing (e.g., trade discounts, allowances, zone pricing)
list and describe the various objectives organizations consider in determining price
list and describe the stages in price setting process
calculate break-even point
calculate mark-ups and mark-downs
define key terms related to pricing (e.g, price skimming, prince-lining)
discuss ethical issues related to pricing
Ethics in Marketing
 discuss ethical issues related to marketing
Syllabus is subject to necessary changes. Any changes will be noted in class, as well as on my webpage.