UNIVERSIDAD DE ESPECIALIDADES ESPIRITU SANTO
School of International Studies
INTERNATIONAL CAREERS PROGRAM
SYLLABUS
CLASS: Introduction to Marketing
PREREQUISITE(S): none
CODE: MKT 260
CREDITS: 3
PROFESSOR: Barbara Cole, Ph.D.
CONTACT HOURS: 48
BIMESTER: Spring 1
2006
SCHEDULE: 20:30-22:10
CLASSROOM: TBA
HOURS OF HOMEWORK: 96
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. GENERAL METHODOLOGY
The course will incorporate various learning methodologies including no less than the
following: case analysis, lecture, group discussion, audio-visual presentations, written
assignments, projects, and oral presentations. Students are expected to exhibit leadership
behaviors throughout the class as evidenced by leading discussions about articles, cases and
written content. It is expected that all students prepare for class by having read all the
assignments prior to class and listen attentively and respectfully to instructor and classmate
comments.
3.
DATE
3/13 M
3/14 T
3/15 W
3/16 Th
3/20 M
CONTENT
READING
Overview of the
course
Introduction to
marketing
Same/Explanation
of marketing plan
assignment
Careers in
Marketing
Summary of
Week/Quiz
Ethics, social
1-26 (26)
EVALUATION
Discussion
528-529 (7)*
Resume presentation,
Discussion
Quiz
28-62 (35)
Case Presentations
3/21 T
3/22 W
3/23 Th
3/27 M
3/28 T
3/29 W
3/30 Th
4/3 M
4/4
T
4/5
W
4/6 Th
4/10 M
4/11 T
4/12 W
4/13
4/17
4/18
4/19
4/20
Th
M
T
W
Th
responsibilities,
marketing
environment
International
markets
Consumer buying
behavior
Summary/Quiz
Business buying
behavior
Segmentation and
targeting markets
Marketing research
and decisionmaking
Mid-term
Products: Goods
and services
Developing and
managing products
Course project
discussion and
status report
Marketing channels
Retailing
Marketing
communications
and personal selling
Advertising, public
relations, and sales
promotion
Internet marketing
Pricing
Plan Presentations
Final Exam
Course Reflection
Midterm exam: 25%
Final Exam:
25%
64-108 (45)
Discussion-Video
109-154 (46)
Discussion
156-183 (28)
184-214 (31)
Discussion/Marketing
Plan Brief Presentation
Discussion
216-257 (42)
Annotated Bibliography
259-287 (29)
288-311 (24)
Exam
Discussion/Group
Presentation
Discussion
Presentations
399-444 (46)
Discussion-Case
Discussion
Discussion
446-487 (42)
Discussion/Presentations
488-498 (39)*
490-527 (38)
Discussion/Presentation
Discussion
Oral rubric
312-398 (87)
Total pages=545
Other 50% of final grade:
Quizzes/Homework/Projects/
Class Participation
6. CLASSROOM POLICIES
1. Do not even consider coming to class without reading the required material and being prepared. Not
reading and not being prepared hinders your own learning and that of your classmates.
2. No food or beverage except water is allowed in the class session.
3. Attendance policy complies with UEES rules and regulations.
4. Late arrivals, early departures, and absences will be penalized with deducted percentage points for the
student’s final total.
5. All assignments must be submitted on the date due.
6. There are no makeup presentations and examinations.
7. Attendance and participation are essential to this course. Each student is expected to read the textbook,
study the applicable support material, and prepare all assignments in order to participate fully in class
discussions.
8. Students are to respect the thoughts, ideas, opinions, and contributions of others and will be involved in
the class, listening attentively, and by eliminating outside distractions, e.g., cell phones, side conversations,
leaving and returning to the classroom.
9. Academic dishonesty will not be tolerated! This includes but not limited to copying someone’s work
and presenting it as your own, information found on the Internet without proper citations (source of
information), etc. Any student found involved in an academic dishonest activity will receive zero points for
that assignment and may possible fail the course. All incidents of cheating will be reported to the
administration.
10. No cell phones or other electronic devices are allowed to be turned on during the class session.
BIBLIOGRAPHY:
MAIN TEXTBOOK(s):
COMPLEMENTARY TEXT
TEXT: Essentials ofr Marketing
AUTHOR: Lamb, Hair, McDaniel
EDITORIAL: Thomson Southwestern
EDITION: 4th
COMPLEMENTARY READINGS:
General and marketing publications including but not restricted to Wall Street Journal, Financial Times,
Business Week, The Economists, Fortune, Forbes, Latin Trade, local and regional newspapers, corporate
publications, and extensive Internet searches and readings.
COMPLEMENTARY BIBLIOGRAPHY: TEXTS, ARTICLES, WEBPAGES, etc.
7.- TEACHER INFORMATION: TEACHER INFO:
Education
M.S. University of Missouri, Kansas City
Ph.D. University of Oregon
Professional Experience
Sr. Product Manager
Company President
Instructor, Management/Marketing
Company President
NAME: Barbara Cole, Ph.D.
EMAIL: barbaracole2000@yahoo.com
Note: This syllabus and its schedule are subject to revision, and do not represent a contract between the
student and the instructor, or between the student and the University. The instructor and/or the University
reserves and has the right to make any reasonable changes.