Great Basin College MKT 210 Syllabus
COURSE: MKT 210: Marketing Principles, Section 1002
DAYS/TIMES: Friday 1:45 PM – 4:45 PM
INSTRUCTOR: Dave Pollard
OFFICE LOCATION/HOURS: Education/Wednesdays 8:00 AM to 2:30 PM
TEXTBOOK: Lamb, Hair, and McDaniel: Essentials of Marketing, 7th Ed. , South
Western/Cengage Learning, © 2012.
Course Description
This course provides an introduction to marketing. It is designed to help students identify and understand the basic concepts used by marketing managers and the issues involved in the application of these concepts.
Learning outcomes
At the conclusion of this course, the student
Learner Outcome Measurements: should be able to:

Define marketing and discuss what it entails; Discus. wk 1&2,Asnmt 1, Exam 1, Mkt Plan

Discuss how environmental factors affect marketing activities; Discus. wk 3, Asnmt1, Exam 1. Mkt Plan

Describe the factors involved in consumer decision making;

Segment markets and develop the profile of a target market;

Develop product strategies and discuss how services and nonprofit “products” differ from traditional ones;

Develop distribution, promotion, and pricing strategies;
Discus. wk 4,5, Assignment 2, Exam 2
Mkt. Plan
Discus. wk 6,7, Asnmt 2, Exam 2, Mkt
Plan
Discus. wk 2,8,Asnmt 1&2 Exam1&Final,
Mkt Plan
Discus. wk9,10,11 Asnmt 3, Final Exam,
Mkt. Plan

Explain the importance of Internet marketing, customer relationship marketing, and one-to-one marketing. Discus. wk 6,7 Asnmt 3, Exam 2, Mkt. Plan

Describe the steps in preparing a marketing plan. Discus wk 1-13, Marketing Plan
Methodology: A variety of techniques will be used to enhance your learning for this course.
These include lecture, discussion, debates, exams, video cases, in-class group activities, out-ofclass group and individual assignments, and research. You are expected to come to every session having completed your reading and/or other assignments.
Written Papers: Students are expected to complete, present to the class and submit a high quality Marketing Plan by the due date. Access to the CCHS computer lab will be made available to all college students for use in completing their plan. Because this is a college level course, students are responsible for their own time management and as such, should ensure they

complete this project in steps. This helps avoid the overwhelmed feeling a student can encounter when they wait until the last minute to start a semester long project.
Discussions: Discussion topics will be as assigned. Students will be expected to come to class having read the material and prepared to participate in discussions. Points will be awarded for participation as indicated under “Grades” and all students are expected to contribute. Discussion is the primary delivery method for this class and as such, emphasis will be placed on participation.
Exams: Exams will be multiple-choice and cover the material indicated under the
“Assignments” hand-out. Exams will be in-class and two pages of notes may be utilized by each student for each exam. Notes must be hand written and notes will not be printed from the computer lab. Because it is important for students to use the terms and concepts of this course, all tests and written assignments will require students to use the vocabulary and apply the theories given various scenarios and practical examples whenever possible. The primary goal of each examination and assignment is to allow students the opportunity to demonstrate their knowledge of the course concepts, within the time constraints available, and to apply these concepts even when given several competing alternatives. Students should draw upon their personal work and life experiences, as well as, information in the course to successfully complete all graded essay and written assignments.
Marketing Plan: Students will be required to create, present to the class and submit a marketing plan as indicated under the “Assignments” hand-out to successfully complete this course.
Examples of plans will be available to check out through the college clerk.
Late Submission Policy: Exams, projects, and the marketing plan must be taken or submitted within the time frames given in the “Assignments” section. Failure to do so will cause the student to forfeit the points for that particular item.
Course Evaluation
You will have several opportunities to demonstrate your knowledge and understanding of the principles taught in this course. Though much of the learning is actually achieved in-class, you are expected to complete certain assignments before class and to turn in outside assignments on time. Maximum point values are as follows:
Exams (2)
Marketing plan
Individual assignments
Participation
200 points
100 points
75 points
75 points
150 points
600 points
Final Exam
Total

Cumulative Point Grading Scale: Final grades for the semester where the instructor employs the (+) and minus (-) grading system will be based on the following scale of cumulative points:
555 to 600 = A 435 to 458 = C
537 to 554 = A- 417 to 434 = C-
519 to 536 = B+
495 to 518 = B
477 to 494 = B-
459 to 476= C+
399 to 416 = D+
375 to 398 = D
357 to 374 = D-
0 to 356 = W (If GBC “W” date deadline met, “F”
otherwise)
Student Participation: All students are encouraged to participate in class discussions and each student has the opportunity to earn valuable points by their participation. An often overlooked aspect of class participation is thinking. Students shall be required to think. Your instructor adheres to the philosophy that there is no such thing as a “stupid question”. However, your instructor is not sympathetic when it comes to “ignorant questions”; those questions asked when it is obvious that the student has not completed the assigned readings in advance of a class session discussion. Prepare ahead – your peers or your instructor will call you on it if you don’t.
Student Conduct and Responsibility
Academic Integrity and Student Conduct: conduct shall conform tot eh standards of conduct as set forth in the Great Basin College 2012-2013 Catalogue. Cheating in any form or manner could result in an automatic grade of “F” for this course for this semester. The instructor has a zero (0) tolerance policy on plagiarism and written submissions will be subject to plagiarism review.
Grade of Incomplete: No grade of “I”, a grade of incomplete, will be issued for this course.
Course Outline: The following course outline sets forth the course work for the Fall 2012
Semester. The course outline and schedule is subject to change and amendment at the sole discretion of the instructor. Any and all amendments shall be announced in class.
Week 1 September 21
Hand out books/syllabus/assignments
Go over syllabus
Discuss Marketing Plan/exams/assignments/participation expectations
Discuss Marketing experiences including both students and instructor
Note reading/assignment due week 2 – Chapters 1 & 2
Week 2 September 28
An overview of marketing & strategic planning for competitive advantage
Discussion: Chapters 1 & 2
Ethics Exercise page 18
Case study: Disney pg. 55
Note marketing plan outline pg. 58

Week 3 October 5
Ethics and social responsibility & The marketing environment
Discussion: Chapters 3 & 4
Case study: Can a T-shirt save the world? Pg 99 & Selling coffee in the land of tea pg 139
Application exercise pg 137
Assignment 1 due
Week 4 October 12
Developing a global vision
Discussion: Chapter 5
Case study: Marketing an American classic across the pond pg. 183
Exam 1 Chapters 1-4
Week 5 October 19
Consumer decision making & Business marketing
Discussion: Chapter 6 and 7
Case study: Ethel’s Chocolate Lounges pg. 227 & Camelbak pg. 255
Ethics exercise pg. 254
Week 6 October 26
Segmenting and targeting markets & Decision support systems and marketing research
Discussion: Chapters 8 and 9
Case study: Coke Zero pg. 286 & Red Lobster pg. 328
Application exercise pg 327
Assignment 2 due
Week 7 November 2
Product concepts & Developing and managing products
Discussion: Chapters 10 and 11
Case study: Terracycle & Nintendo
Ethics exercise pg 356
Week 8 November 9
Marketing channels and supply chain management
Discussion: Chapter 12
Case study: Time Warner/Viacom pg 429
Exam 2 Chapters 5- 11
Week 9 November 16
Retailing & Marketing communications and advertising
Discussion: Chapters 13 and 14
Case study: Nordstrom pg. 466 & HBO’s Blood Virus pg. 521
Ethics Exercise pg 520
Week 10 November 23
Public relations, sales promotion, and personal selling
Discussion: Chapter 15

Case study: Ron Popeil pg. 555
Application exercise pg. 554.
Assignment 3 due
Week 11 November 30
Pricing concepts
Discussion: Chapter 16
Case study: Apple I-Phone
Ethics Exercise pg. 598
Week 12 December 7
Group 1Marketing Plan Presentations
Discussion
Week 13 December 14
Group 2 Marketing Plan Presentations
Discussion
Week 14 December 21
Final Exam Chapters 1 – 16 with emphasis on chapters 12 through 16