UNIVERSITY OF BELIZE
FACULTY OF MANAGEMENT AND SOCIAL SCIENCES
PRINCIPLES OF MARKETING
COURSE OUTLINE (MKTG 221)
AUGUST-DECEMBER 2005
Instructor:
Eda Arzu
E-mail:
eparzu@ub.edu.bz
Semester:
August – December 2005
Textbook:
Principles of Marketing, 9th edition by Philip Kotler &
Gary Armstrong.
Office Phone#
Cell No#
223-0256 ext 143
601-8406
Class Hours
8:00 - 9:50 MWF (RM E101)
5:30 – 6:45 TU (RM B)
Consultation:
By appointment
Course Description: This course introduces marketing functions and policies;
distribution costs; consumption patterns; channels of distribution; marketing to
consumers; shopping specialty; agriculture and industrial goods; service marketing;
functional middlemen; speculation and hedging; wholesaling; shipping and warehousing’
exporting and trade movements; standardization and grading; pricing; government
regulation of competition; sales promotional activities; merchandising practices.
Course Objectives, Student Outcomes:
Upon completion of this course, each student will be able to:
1. identify and define the various marketing concepts
2. explain the importance of marketing and research to the company
3. apply the concepts of the marketing process, developing the marketing mix,
and the new product life cycle strategies
4. discuss maximizing competitive advantage in the market place
5. analyze the marketing environments locally and internationally
1
Course Requirements:
Presentations: Students are expected to dress professionally for presentations.
Professional dress for males includes, but not limited to, slacks, shoes, or dress
appropriate for the presentation. Professional dress for females includes, but not limited
to, slacks/skirts, sleeved top, shoes, or dress appropriate for presentation.
Attendance: Refer to UB’s policy on attendance. Attendance will be taken at each
session. A sign up sheet with the names of everyone officially registered for the course
will be circulated at the beginning of each session. You are only to sign up in the space
provided next to your name. NO ONE IS ALLOWED TO SIGN FOR ANYONE ELSE.
IF YOU DO SO, IT WILL BE DEEMED DISHONEST AND DEALT WITH
ACCORDINGLY. It is hard to do well in this course if you do not attend class on a
regular basis.
Tardiness: Is a distraction to your classmates and to your lecturer. If you must be
late, please enter the room as quietly as possible and take a seat near the door. You may
pick up any papers that were handed out or returned at the end of the session.
Classroom Conduct: Students are asked not to eat nor smoke in classrooms. Students
should refrain from talking/reading or doing other things unrelated to class during class
sessions.
Class Policy: NOTE: Assignments turned in after the due date, without my permission
is subject to penalty (i.e. reduced grade). All written assignments are to be wordprocessed (font size 12) unless otherwise directed. The instructor reserves the right to
change the course outline according to need.
No make-up tests will be given, however, consideration of a request and approval to sit a
make-up will be subject to the submission of a letter of request stating why you had to be
absent along with an official, typewritten document on company or organization
letterhead regarding medical emergency, death in the family, or job-related requirement.
This will also apply to requests to a miss a test ahead of the schedule test date.
Please be aware that submission of documentation does not automatically guarantee that
you will be granted permission to sit a make-up item.
Students will be informed of tests dates. An 80% attendance is required. Class
assignments MUST be turned in on due date. Cheating penalty is deemed zero on that
task.
All cellular phones, beepers, etc must be turned off during class sessions. If there is
urgency for such use, see me prior class. No recording of lecturers should be done
without my permission.
2
Methods of Instruction
This course will be conducted primarily by lectures, discussions and collaborative group
activities. Students are responsible for reading the assigned chapter(s) for the week to be
able to take an active role in the discussions.
(Active participation is defined as being in class on time, paying attention to class
lectures and discussions, asking questions and making comments, remaining in class and
attentive until dismissed by the instructor, and being respectful of the instructor and
fellow students).
Presentation
In groups of four or five you will prepare a twenty to twenty-five minutes class
presentation on the assigned topics. A hard copy of the presentation is to be handed in on
the day of the presentation.
EVALUATION
Attendance
Participation
Assignments/Projects
Quizzes
Tests
Final Exam
5%
5%
20%
10%
30%
30%
SCHEDULE OF COURSE CONTENT
All dates are approximate.
WEEK
1
2
3
4
5
6
7
8
9
10
11
Introduction/ Marketing in a Changing World: Creating Customer Value
and Satisfaction. Chp 1
Marketing in a Changing World: Creating Customer Value and
Satisfaction. Chp 1
Marketing Research and Information Systems. Chp 4
Product and Services Strategy. Chp 8
Consumer Markets and Consumer Buyer Behaviour. Chp 5
Consumer Markets and Consumer Buyer Behaviour. Chp 5
New-Product Development and Product Life-Cycle Strategies. Chp 9
New-Product Development and Product Life-Cycle Strategies. Chp 9
Pricing Products: Pricing Considerations and Approaches. Chp 10
Pricing Products: Pricing Strategies. Chp 11
Retailing and Wholesaling. Chp 13
3
12
13
14
15
16
Retailing and Wholesaling. Chp 13
Advertisinf, Sales Promotion, and Public Relations. Chp 15
Advertising, Sales Promotion, and Public Relations. Chp 15
Personal Selling and Sales Management. Chp 16
Final Exam
GRADING SCHEME
DESCRIPTION
LETTER
QUALITY
RANGE
Excellent
Good
A
AB+
B
C+
C
D+
D
F
4.0
3.75
3.5
3.0
2.5
2.0
1.5
1.0
0.0
100 – 95
94 – 90
89 – 85
84 – 80
79 – 75
74 – 70
69 – 65
64 – 60
59 – 0
Satisfactory
Passing
Failure
4