ADCP 335 Managerial Marketing
Fall 2011
Lecture H (Saturday 8:00 am – 12:00 am)
Lemoyne-Owen College/WWH-REN. CTR.
3 Credit Hours
Instructor:
Brodie Johnson, Ph.D.
Office:
Virtual
Phone:
901-263-7203
E-mail:
bijohnson@fedex.com; bij6934@yahoo.com
Website:
N/A
Office Hours: By appointment
Required Texts
William M. Pride and O.C. Ferrell, Marketing Express 2nd Edition, Southwestern (ISBN
978-0-538-46681-3), available online at www.cengage.com/marketing/prideferrell or at
LOC Bookstore in the Student Center)
Course Description
This course emphasizes the marketing function in the aggregate economy. Topics
include: marketing principles; interpreting the consumer behavior in light of culture;
values and social norms in buying and selling; marketing theories and their applications
in the business world; and selected case-studies and discussion.
Objectives
Upon completion of this course, students should be able to:
 Understand the definition of marketing
 Give insight into the basic elements of marketing
 Describe the importance of the marketing environment
 Determine how government regulations affect the marketing process
 Identify ethical concepts and concerns in marketing
 Describe the implications of social responsibility
 Understand the importance of global marketing
 Describe methods to become involved in international marketing
 Identify the concepts of customer behavior
 List the five basic steps to marketing research
 Identify the stages of the consumer buying process
 Recognize the psychological factors that affect buying
 Describe the organizational markets
 Identify the components of a buying center
 Differentiate the market into target markets
 Evaluate target markets
 Understand the four P's of marketing
 Describe the product life cycle


Describe the functions of packaging
Understand the importance of services
Classroom Strategies and Procedures
Classes are designed to facilitate learning by using a variety of methods of instruction,
including lectures, discussions, collaborative sessions, and activities. In accord with the
College mandatory attendance policy, roll will be taken. All assignments are due at
the start of class. No late assignments will be accepted. Specific topics are
discussed in the class schedule below.
Cheating and plagiarism will not be tolerated. See the College Catalog for the
Academic Honesty policy.
Course Requirements and Evaluation Procedures
A
B
C
D
F
90-100
80-89
70-79
60-69
59 or lower
Excellent
Good
Satisfactory
Below Average
Unsatisfactory
Grades in this course will follow the above system of the College. Grades will be based
upon performance in weekly memos, mini-projects, and the final project. The weights
will be as follows:
Quizzes
Group Team Presentations
Participation/Other Assignments
Final Summary Paper
15%
25%
20%
40%
Participation. Students must be present to receive credit for participation. Each class is
worth ten points. Participation must be relevant and demonstrate completion of all
assignments including bringing necessary collateral material(s).
WRITING ASSIGNMENTS
A summary paper is due the last night of the class.
A. Must be 8-10 double spaced pages in length
B. Must include a cover page that includes the following:
Title or Name of Paper
Adult Learner’s Name
Institution or School
Course Name
Course Number
Instructor’s Name
C. Must include an introductory paragraph with a succinct thesis statement.
D. The body of the paper must include the following:
Three to four specific academic concepts discovered in the module
Each concept must be addressed in the following way:
Reference an academic concept gleaned from classroom or
reading experience during the course of this module. Be
sure to properly source it utilizing the Publication Manual of
the American Psychological Association (latest edition).
Provide a context of experience where the adult learner saw
this academic concept in operation.
Re-address the concept and the experience with critical
thought. (That is, how does this adult learner respond to the
content, positive or negative and defend position).
All APA assignment must have running headers and page
numbers.
Writing assignments must be of effective length or as given by the instructor, with top,
bottom, and right margins of one-inch and left margin of one and half inches, Time New
Roman or Courier New, 12-point type, double-spaced, and error free. All papers are due
at the start of class or as directed by the instructor.
Papers will be graded on the following criteria:
 Relevance of research 15%
 Organization of ideas and information 40%
 Format 15%
 Grammar 30%
Final Group Team Project: Each student is required to complete a final team project to
include the following:
A. A formal Strategic Marketing Plan with a PowerPoint in week 5
B. A written analysis of a case provided by the instructor. The case study is to be
analyzed from the viewpoint of applying the principles of marketing contained in
this course.
The final project is due on week 5.
Format of marketing plan:
 Table of Contents
 Executive Summary
 Body of Report (different sections with appropriate sub-headings)
 References
 Appendices (including any tables, exhibits, illustrations, etc.)
The final marketing plan will be graded as follows:
Target Market
30%
Product
Price
Place
Promotion
Grammar/Spelling
Executive Summary/Appendices
Overall Integration
15%
10%
10%
15%
5%
5%
10%
The instructor reserves the right to make grade deductions, in accordance with college
policy, based upon the attendance (tardiness) and preparedness of the student. All
class sessions will require pre-class preparation in the form of reading assigned
passages, completing writing exercises, and/or Internet-based exercises. Extra credit
assignments may be given by the instructor throughout the term that can earn a
maximum of 10% extra credit. No extra credit will be assigned or accepted after the
completion of the final project. Each student is required to have an e-mail address.
Attendance Policy:
Due to the accelerated nature of this course, there are no excused absences. Since
there are multiple sections of this course, students missing their assigned section class
meeting may attend the alternate section provided that notification of the absence has
been given to the instructor and the evening special coordinator. Students not able to
make up the missed class may receive a failing grade for the course. In such
circumstances, the student must notify the division chair. Each student will sign a class
roll during each class period and roll will be called.
Policies Related to students with Disabilities:
Should a student with a disability be unable to complete the course requirements as
outlined by the instructor, an alternative procedure will be developed by the instructor in
consultation with the student.
Class Schedule
Note: The instructor reserves the right to alter this schedule of class assignments and meeting
dates as circumstances may require. All changes will be announced in class prior to their
initiation and/or by e-mail. Go to the class website for reading and Internet assignments.
Week 0: (1) Strategic Marketing and Its Environment / (2) Marketing Research and Target
Markets
 Read Chapters 1-5
 Answer the questions at the end of chapter (Issues for Discussion and Review)
 Be familiar with and able to define all Key concepts
Week 1: (1) Strategic Marketing and Its Environment / (2) Marketing Research and Target
Markets
 Discuss syllabus
 Discuss course project (Strategic Marketing Plan) and presentation
 Lecture on Chapters 1-5
 Possible Quiz on Chapters 1-3
Assignments for week 2:
 Read Chapters 6-8.
 Answer the Marketing Plan Questions at end of each chapter. Other assignment(s)
as assigned.

Week 2: (3) Customer Behavior
 Lecture on Chapters 6-8
 In-class assignment (role play or writing assignment)
 Possible Quiz on Chapters 6-8
Assignments for week 3:
 Read Chapters 9-12.
 Answer the Marketing Plan Questions at end of each chapter. Other assignment(s)
as assigned.
 Prepare an overview of class project and presentation
 Other assignment(s) as assigned.
Week 3: (4) Product Decisions / (5) Pricing Decisions
 Lecture on Chapters 9-12.
 Update on class project and presentation
 Quiz on Chapters 9-12.
Assignments for week 4:
 Read Chapters 13-17.
 Complete the Marketing Plan exercise at end of each chapter.
 Other assignment(s) as assigned.
Week 4: (6) Distribution Decisions / (7) Promotion Decisions
 Lecture on Chapters 13-17.
 In-class assignment (role play or writing assignment)
 Other assignment(s) as assigned.
Assignments for week 5:
 Complete the Marketing Plan questions at end of each chapter. Review sample
marketing plans.
 Prepare for presentations (PowerPoint Slides).
 Writing Assignment Updates (Strategic Marketing Plan).
Week 5: Presentations



Summary Paper Due
Class review and discussion
Group Presentations (PowerPoint Slides)
I. Strategic Marketing and Its Environment
Chapter 1 Customer-Driven Strategic Marketing
Chapter 2 Planning Marketing Strategies
Chapter 3 The Marketing Environment, Social Responsibility, and Ethics
II. Marketing Research and Target Markets
Chapter 4 Marketing Research and Information Systems
Chapter 5 Target Markets: Segmentation and Evaluation
III. Customer Behavior
Chapter 6 Consumer Buying Behavior
Chapter 7 Business Markets and Buying Behavior
Chapter 8 Global Markets and International Marketing
IV. Product Decisions
Chapter 9 Product, Branding, and Packaging Concepts
Chapter 10 Developing and Managing Goods and Services
V. Pricing Decisions
Chapter 11 Pricing Fundamentals
Chapter 12 Pricing Management
VI. Distribution Decisions
Chapter 13 Marketing Channels and Supply-Chain Management
Chapter 14 Retailing, Direct Marketing, and Wholesaling
VII. Promotion Decisions
Chapter 15 Integrated Marketing Communications
Chapter 16 Advertising and Public Relations
Chapter 17 Personal Selling and Sales Promotion

Other
A. End Notes
B. Name Index
C. Organization Index
D. Subject Index
Suggested Case Studies
Fedex
Costco
McDonald
America Express
Walmart
Metronic
Smith/Nephew
International Paper Co.
Autozone
Apple
John Deere