MIAMI DADE COLLEGE
SCHOOL OF BUSINESS
WOLFSON CAMPUS
Name/Number of Course:
Reference #
Term:
Number of Credits:
Class Days/Times/Location:
Principles of Marketing – MAR 1011
638994
Fall Term, 2011-1
3
TR 9:50 AM – 11:05 AM – Room #1568
Instructor’s Name:
Phone Number:
E-Mail Address:
Ruth Barrow
(305) 237-3931
rbarrow@mdc.edu
Please e-mail me within the ANGEL course.
Please see ANGEL course for office hour
schedule.
Office Hours in Room #3704-05:
Course Description:
The marketing management concept of the distribution of goods and services with consideration
of market research and analysis, buying and selling, product design, pricing promotion,
transportation, competition, and the responsibilities of the marketing manager. (3 Credits)
Course Competencies: The students will:
Competency 1:
Demonstrate knowledge of the Customer-Driven Marketing
environment by:
a.
b.
c.
d.
e.
Describing how marketing creates utility through the exchange process.
Contrasting marketing activities during the four eras in the history of marketing.
Applying the marketing concept and its relationship to marketing myopia.
Explaining the five types of nontraditional marketing.
Analyzing the basic elements of a marketing strategy and the environmental characteristics
that influence that strategy.
f. Interpreting the changes in the marketing environment due to technology and relationship
marketing.
g. Describing the universal functions of marketing.
h. Comparing and contrasting the relationship between ethical business practices and
marketplace success.
Competency 2:
Demonstrate knowledge of the Marketing Environment, Ethics
Social Responsibility by:
&
a. Analyzing the five components of the marketing environment.
b. Summarizing the types of competition marketers face and the steps necessary for
developing a competitive strategy.
c. Describing how government and other groups regulate marketing activities and how
marketers can influence the political-legal environment.
d. Stating the economic factors that affect marketing decisions and consumer buying power.
e. Discussing the impact of the technological environment on a firm’s marketing activities.
f. Explaining how the social-cultural environment influences marketing.
g. Distinguishing the role of marketing in society and identifying the two major social issues in
marketing.
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Competency 3:
Demonstrate knowledge of the Global Dimensions of Marketing by:
a. Describing the importance of international marketing from the perspective of the individual
firm and the nation.
b. Identifying the major components of the environment for international marketing.
c. Comparing the alternative strategies for entering international markets.
d. Outlining the basic functions of the WTO, NAFTA, and the European Union.
e. Differentiating between a global marketing strategy and a multi-domestic marketing strategy.
f. Describing the alternative marketing mix strategies used in international marketing.
g. Explaining the attractiveness of the United States as a target for foreign marketers.
Competency 4: Demonstrate knowledge of Electronic Commerce by:
a. Defining e-commerce and give examples of each function of the Internet.
b. Describing how marketers use the Internet and the World Wide Web to achieve their firm’s
objectives.
c. Explaining how online marketing benefits organizations, marketers, and consumers.
d. Identifying the most frequent Internet buyers and sellers and the goods and services
marketed most often on the Internet.
e. Identifying the primary online marketing channels.
f. Discovering how marketers use Web kiosks, smart cards, and virtual coupons and samples
as part of their online marketing strategies.
g. Stating how marketers measure the effectiveness of their online marketing efforts.
Competency 5:
Demonstrate knowledge of the use of Relationship Marketing and
Database Mining by:
a. Contrasting relationship marketing with transaction-based marketing.
b. Identifying and explaining each of the core elements of relationship marketing.
c. Describing the steps in the development of a marketing relationship and the different levels
of relationship marketing.
d. Explaining the role of databases in relationship marketing.
e. Comparing the different types of partnerships and explain how they contribute to relationship
marketing.
f. Relating the concepts of co-marketing and co-branding to relationship marketing.
Competency 6:
Demonstrate knowledge of Marketing Planning & Forecasting by:
a.
b.
c.
d.
e.
Distinguishing between strategic planning and tactical planning.
Explaining how marketing plans differ at various levels in an organization.
Applying the steps in the marketing planning process.
Describing the concept of SWOT analysis and its major elements.
Explaining the concept of the strategic business unit, the market-share/market growth
matrix, the marketing attractiveness/business strength matrix, and how spreadsheet analysis
can be used in marketing planning.
f. Identifying the major types of forecasting methods.
g. Explaining the steps in the forecasting process.
Competency 7:
a.
b.
c.
d.
e.
f.
Demonstrate knowledge of the Marketing Research and DecisionSupport Systems by
Describing the development of the marketing research function and its major activities.
Listing and explaining the steps in the market research process.
Differentiating between the types and sources of primary and secondary data.
Explaining the different sampling techniques used by marketing researchers.
Identifying the methods by which marketing researchers collect primary data.
Discussing resources that are available for research into global markets.
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Competency 8:
a.
b.
c.
d.
e.
f.
g.
Identifying the essential components of a market.
Outlining the role of marketing segmentation in developing a market strategy.
Describing the criteria necessary for effective segmentation.
Explaining each of the four bases for segmenting consumer markets.
Identifying the steps in the market segmentation process.
Discussing the four alternative strategies for reaching target markets.
Summarizing the various types of positioning strategies and discussing the purposes of
positioning and repositioning products.
Competency 9:
a.
b.
c.
d.
e.
i.
Demonstrate knowledge of Consumer Behavior by:
Differentiating between customer behavior and consumer behavior.
Identifying the interpersonal determinants of consumer behavior.
Identifying the personal determinants of consumer behavior.
Explaining how marketers classify behavioral influences on consumer decision.
Outlining the steps in the consumer making process.
Competency 10:
a.
b.
c.
d.
e.
f.
g.
h.
Demonstrate knowledge of Market Segmentation, Targeting, and
Positioning by:
Demonstrate knowledge of Business-to-Business Marketing by:
Explaining each of the components of the business markets.
Describing the major approaches to segmenting business-to-business markets.
Identifying the major characteristics of business markets and its demand.
Describing the major influences on business buying behavior.
Explaining the steps in organizational buying behavior.
Classifying organizational buying situations.
Explaining the buying center concept.
Comparing the challenges of marketing to government, institutional, and international
buyers.
Summarizing key differences between consumer and business-to-business marketing.
Competency 11:
Demonstrate knowledge of Product Strategy by:
a. Explaining the broader marketing view of products, and differentiating service offerings from
other products.
b. Discussing the roles of top management and employees in implementing total quality
management (TQM).
c. Explaining what role benchmarking plays in achieving continuous improvement.
d. Describing the types of business goods and services.
e. Explaining how environmental factors affect services.
f. Explaining why most firms develop a line of related products rather than individual products.
g. Explaining the concept of the product life cycle.
h. Discussing how firms can extend the product life cycle.
i. Identifying the major product mix decisions that marketers can make.
j. Discussing segmentation strategies and the marketing mix for services.
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Competency 12:
Demonstrate knowledge of Branding and New Product Planning by:
a.
b.
c.
d.
e.
Explaining the benefits of branding and brand management.
Describing the different types of brands.
Explaining the strategic value of brand equity.
Describing how firms develop strong identities for their products.
Identifying alternative new product development strategies and the determinants of each
strategy’s success.
f. Identifying the determinants of a new product’s rate of adoption and the methods for
accelerating the speed of adoption.
g. Explaining the various organizational structures for new product development.
h. Listing the stages in the new product development process.
i. Outlining the functions of the Consumer Product Safety Commission and summarizing the
concept of product liability.
Textbooks Required: Contemporary Marketing, 15thth edition, 2012, by Boone & Kurtz;
South-Western Cengage Learning.
Grading Criteria: The final course grade is calculated, as follows:
60% Exams (4 exams, each worth 15%)
16% ANGEL Online Quizzes (16 quizzes, each worth 1%)
10% Group Marketing Plan
5% Individual Oral Presentation
5% In-Class Pop Quizzes
4% Class Participation and Attendance
100%
Grading Policy:
90 - 100%
80 - 89%
70 - 79%
60 - 69%
Less than 60%
=A
=B
=C
=D
=F
Academic Dishonesty:
Students are to work individually on exams. Students found texting, talking, or helping other
students during exams tests will receive a grade of zero. Any students found guilty of plagiarism
will receive a grade of zero for their assignment. Students should refer to the Student’s Rights
and Responsibilities Handbook.
Exams:
Exams will be worth 60% of the final course grade. Four exams will be given (each worth 15%).
Exam material will come from the in-class lectures and the textbook chapter material. Exams
may be a combination of true/false and/or multiple-choice questions. If the student misses one
exam, the comprehensive final exam grade will replace the one exam that was missed.
No makeup exams will be given. If the student completes all four exams, the student may
elect to replace their lowest exam grade with the comprehensive final exam.
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Optional Comprehensive Final Exam:
The final exam is optional, if the student has completed all four regular exams. If the
student misses one exam, the final exam will replace the one missed exam. The final
exam will be comprehensive and cumulative, covering in-class lectures and textbook chapter
materials. The final exam may be a combination of true/false and/or multiple-choice questions.
There is no penalty for taking the final exam. The final exam grade will only count if it will help
the student’s grade.
ANGEL Online Chapter Quizzes:
Online chapter quizzes are worth 16% of the final course grade. Sixteen (16) quizzes (each
worth 1%) will be graded. Quiz material will come directly from the textbook chapters. Students
may complete the online quizzes as many times as they wish, until 8:00 AM on the due date.
The highest score for each chapter quiz will be used. Check the ANGEL calendar for quiz due
dates.
Group Marketing Plan Project:
The group project is worth 10% of the final course grade (8% will come from the written group
marketing plan and 2% will come from the marketing visual). Working in groups of 4-5, students
will invent a company and design a new product or service for that company. Each group will
develop an effective marketing plan for their new company. Students should refer to Appendix B
of the textbook (pages A-19 through A-32 include a sample marketing plan for Blue Sky
Clothing, Inc.). Each group will: formulate an overall marketing strategy, define the target
market, study the marketing environment, create a marketing mix, and perform
industry/competitor research and SWOT analysis (using the Internet, trade/business journals,
newspapers, etc.). Students may interview individuals in their chosen industry or may perform
field research at the mall or shopping center, if appropriate. Each group will also design a
marketing visual for their product/service (e.g., a label, brochure, poster, menu, etc.).
Using the 5-Year Marketing Plan for the Blue Sky Clothing, Inc. as a guide, each group will
prepare a 5-7 page typed written marketing plan. Group members will also evaluate each team
member’s level of commitment and participation on the group project and these evaluations will
be included in the grading.
The written group marketing plan and the marketing visual are due on November 22,
2011.
Individual Oral Presentation:
The individual oral presentation will be worth 5% of the final course grade. Each student will be
assigned a topic (at random) to orally present to the class on an assigned day, according to the
tentative schedule. The oral presentation should be 5 minutes in length. Students will be graded
on both the oral presentation (the delivery) and the quality of the presentation (the content).
Students are encouraged to use technology (e.g., MS PowerPoint, etc.) to help get their point
across. Creativity is encouraged. Any student who fails to give their oral presentation on the
assigned day will receive a grade of zero for this assignment.
In-Class Pop Quizzes
In-class pop quizzes will be worth 5% of the final course grade. Students will be given in-class
pop quizzes at random and not all pop quizzes will be graded. It is a student’s responsibility to
come prepared to every class and to take lecture notes in class.
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Participation/Attendance Policy:
Class participation and attendance will be worth 4% of the final course grade. A class roll will be
taken at every class meeting. Students are encouraged to attend class and to actively
participate in classroom discussion, group work, and in-class assignments. Regular classroom
attendance is a necessity for proper understanding of the course material. If you miss a class, it
is your responsibility to find out what was covered and to do the work on your own.
If you miss more than four (4) classes during the term, you will not earn participation/attendance
points and the instructor reserves the right to purge you for inadequate attendance. If you arrive
late or leave early to more than four (4) classes during the term, you will not earn
participation/attendance points. If you have a documented reason for missing class and/or
coming to class late or leaving early, please provide your documentation to the instructor.
Last Date to Withdraw:
For the Fall term, August 26, 2011 is the last date to drop with a 100% refund and October 31,
2011 is the last date for a student to withdraw with a grade of “W.”
Withdrawal Policy:
It is the student’s responsibility to officially withdraw from the course. Students who appear on
the final grade roll, but have not attended class nor taken the tests will receive a final grade of
“F.”
Cell Phone Policy:
No texting during class! You will be asked to leave, if you are texting during class.
Laptop Policy:
Open laptops are not allowed in class. Students may bring laptops to class; however, they
must remain closed.
Grade of Incomplete Policy:
When a student has failed to complete the requirements of a course, the student may be given
an incomplete or "I" grade as long as the student has completed 80% of the assigned work. To
be awarded an “I”, the student must present to the instructor valid reasons for not having
completed the course requirements. The instructor and the student then complete an
Agreement for Grade of Incomplete form. This agreement will determine the requirements for a
course grade, including due dates for assignments, projects or tests; which must be completed
by the end of the next major term, or a failing grade is assigned. A signed (by student and
instructor) incomplete form is required to be submitted with any recorded grade of incomplete.
ACCESS Disability Students:
Students with documented disabilities should contact ACCESS Disability Services in advance
for information on appropriate policies and procedures for obtaining assistance. No retroactive
accommodations will be provided.
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The Miami Dade College Mission:
The Mission of Miami Dade College is to change lives through the opportunity of education. As
democracy’s college, MDC provides high-quality teaching and learning experiences that are
accessible and affordable to meet the needs of our diverse students and prepare them to be
responsible global citizens and successful lifelong learners. The College embraces its
responsibility to serve as an economic, cultural and civic beacon in our community.
Miami Dade College Learning Outcomes:
Purpose: Through the academic disciplines and co-curricular activities, General Education
provides multiple, varied, and intentional learning experiences to facilitate the acquisition of
fundamental knowledge and skills and the development of attitudes that foster effective
citizenship and life-long learning.
As graduates of Miami Dade College, students will be able to:
1. Communicate effectively using listening, speaking, reading, and writing skills.
2. Use quantitative analytical skills to evaluate and process numerical data.
3. Solve problems using critical and creative thinking and scientific reasoning.
4. Formulate strategies to locate, evaluate, and apply information.
5. Demonstrate knowledge of diverse cultures, including global and historical perspectives.
6. Create strategies that can be used to fulfill personal, civic, and social responsibilities.
7. Demonstrate knowledge of ethical thinking and its application to issues in society.
8. Use computer and emerging technologies effectively.
9. Demonstrate an appreciation for aesthetics and creative activities.
10. Describe how natural systems function and recognize the impact of humans on the
environment.
Date of Last Revision:
8/12/11
7
MAR 1011 TR Tentative Schedule:
Date
Chapters to be Reviewed / Exams to be Taken
8/23/11
8/25/11
Class Introduction/Overview & Chapter 1 – Marketing
Chapter 1 – Marketing
Chapter 2 – Strategic Planning in Contemporary Marketing
Chapter 2 – Strategic Planning in Contemporary Marketing
Chapter 3 – Mktg. Environment, Ethics, & Social Responsibility
Chapter 4 – E-Business: Managing the Customer Experience
Chapters 1-4 Wrap-Up
Exam #1 – Chapters 1 through 4
Review Exam #1 and Group Assignments
Chapter 5 – Consumer Behavior
Chapter 7 – Global Marketing
Chapter 8 – Marketing Research & Sales Forecasting
Chapter 9 – Market Segmentation, Targeting, & Positioning
Chapters 5 & 7-9 Wrap-Up
Exam #2 – Chapters 5, and 7 through 9
Review Exam #2 & Chapter 11 - Product & Service Strategies
Chapter 11 - Product & Service Strategies
Chapter 12 – Developing & Managing Brand/Product Categories
Chapter 12 – Developing & Managing Brand/Product Categories
Chapter 13 – Marketing Channels & Supply Chain Mgmt.
Chapter 14 – Retailers, Wholesalers & Direct Marketers
Chapters 11-14 Wrap-Up
Exam #3 – Chapters 11 through 14
Review Exam #3
Chapter 15 – Integrated Marketing Communications
Chapter 15 – Integrated Marketing Communications
Chapter 16 - Advertising and Public Relations
Chapter 16 - Advertising and Public Relations
8/30/11
9/01/11
9/06/11
9/08/11
9/13/11
9/15/11
9/20/11
9/22/11
9/27/11
9/29/11
10/04/11
10/06/11
10/11/11
10/13/11
10/18/11
10/20/11
10/25/11
10/27/11
11/01/11
11/03/11
11/08/11
11/10/11
11/15/11
11/17/11
11/22/11
11/24/11
11/29/11
12/01/11
12/06/11
12/08/11
Tues.
12/13/11
9:50 AM
Room #1568
Marketing a Car case study
In-Class Group Work
Written Group Project Marketing Plan is Due
Chapter 16 - Advertising and Public Relations
Chapter 18 – Pricing Concepts
Thanksgiving Holiday – No School
Chapter 18 – Pricing Concepts
Chapter 19 – Pricing Strategies
Chapters 15, 16, 18, & 19 Wrap-Up
Exam #4 – Chapters 15, 16, 18, and 19
Optional Final Exam
NOTE: The instructor reserves the right to adjust/change the syllabus and the
tentative schedule to meet the students’ needs.
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Principles of Marketing – MAR 1011
638994
Fall Term, 2011-1
Ruth Barrow
Name/Number of Course:
Reference #
Term:
Professor’s Name:
COMPLETE AND BRING THIS PORTION OF THE PAGE TO
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of the class.
Student’s Name (print):
Last name __________________________________________
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Student’s Signature: __________________________________
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