BASIC MARKETING 314-331
T/TR 6 – 9:00 pm
Fort Hood
Instructor:
Ms. Melinda Montoya, BS, MBA/Marketing
Phone:
(254) 289-1019
E-mail Address:
m.montoya@ct.tamus.edu
Student Conferences:
By Appointment Only
Class Location:
Founder’s Hall –
School of Business Administration – Marketing &
Management
Administrative Assistant III: Christine Garza
Phone: (254) 519-5437
Fax: (254) 501-5825
Department:
Room: Founders Hall 323
c.garza@ct.tamus.edu
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1.0 OVERVIEW:
Application of marketing activities, strategies, and techniques to business, nonbusiness, and service industries. Environmental influences and the marketing mix (4Ps)
will be examined. Topics covered are target marketing, strategic market planning,
marketing research, buyer behavior and international marketing.
2.0 COURSE OBJECTIVES:
Upon successful completion of this course the student will be able to:
Understand the nature of marketing in terms of the macro role in both profit and
non-profit organizations.
Understand the strategic planning view of how managers can find target market
opportunities with market segmentation.
Understand how the firm must get information for marketing management.
Understand how the firm can use the Marketing Information Systems and
Marketing Research to manipulate the 4Ps.
Understand how demographic dimensions and trends in the consumer market
relate to the target marketing opportunities.
Understand the behavioral aspects of the consumer market.
Understand the behavioral aspects of the industrial market.
Understand the development of a successful marketing mix using the 4Ps.
Understand the planning and implementing of whole marketing plans and
programs.
Understand the principles used in the international market place.
3.0 Text:
Marketing, 11th Edition, Roger A. Kerin, Southern Methodist University;
Steven W. Hartley, University of Denver; William Rudelius, University of
Minnesota..
4.0 Course Requirements
4.1 Reading Assignments:
Students will be required to read the text for this course.
Specific assignments will be given to meet the class needs.
4.2 Article Summaries: 20% or 200 points
Students will be required to summarize a marketing article, which must be related
to the materials in one of the chapters of the text. Each summary should be 1.5 to
3 typed double-spaced pages, with cover page (APA format). A copy of the
article from a current (no more than one year old) business periodical, journal or
the Internet should be stapled to the summary. Each student will be required to
give a brief report on the article. Articles are due and will be presented as
assigned. A copy of the article, article summary and a cover page will be
provided to Ms. Montoya before your presentation.
4.3 Assignments: 20% or 200 points
There are a total 20 assignments to be turned in (see 6.0 for details) with each
assignment worth 10 points for a total of 200 points. These assignments must
be typed, with the Learning Review questions single spaced and bold and
the answer double spaced not bold. Key Terms will be bold with definition
single spaced, not bold. These chapter questions and key terms will be
organized in a 3-ring binder with a table of contents that allows instructor to sign off
on each of the 20 assignments. If you are unable to attend class, to
receive credit for your assignment you must e-mail the assignment to
me on the day due. Then you must bring a copy of the email and a
hard copy of the assignment to the next class, in order to receive
credit. No late assignments will be accepted.
4.4 Case Study Assignments
Two “Case Studies” are assigned throughout the semester. Due dates for these
case study assignments are listed in the syllabus.Each case is worth 50 grading
points
4.5 Examinations: 50% or 500 points
This course will have 4 exams. Each exam is worth 125 points. Examinations will
be given on a scheduled basis as presented in the course Schedule.
Arrangements for make-up exams will be made with the instructor.
5.0 Grading Criteria
5.1 Grading Computations:
Students are evaluated on the following aspects:
Examinations
Key Terms
Case Studies
Article Review
Final Grade Total
50%
20%
10%
20%
100%
Points:
500
200
100
200
1000
5.2 Grading scale is:
90 – 100
80 – 89
70 – 79
60 – 69
Below 60
A
B
C
D
F
Points: 900 – 1000 = A
899 - 800 = B
799 - 700 = C
699 - 600 = D
599 - 0 =F
6.0 Course Calendar
Caveat: Like all schedules, the following is TENTATIVE. As your instructor
I reserve the right to make changes as needed to this schedule. If changes
are necessary, they will be announced in class. It is your responsibility to
learn of any changes announced in your absence
*Students are responsible for all information in the chapters even if we do
not cover the chapter in class.
WEEK 1
March 18
Introduction
What do you expect to learn in this class
Syllabus Overview/Questions and answers
Chapters 1 - 2
March 20
Key Terms & Learning Review Questions
WEEK 2
Chapters 3 - 4
March 25
Key Terms & Learning Review Questions
CASE STUDY 1: Groupon: Helping Consumers with
Purchase Decisions
Watch the video through the QR 5-4 on page 133. Read the
case information and answer questions 1 - 5 on page 135
using marketing terminology (underline the terminology
used).
I encourage you to research Groupon online to discover any
new information about the organization and comment on any
new developments.
March 27
Exam 1 Chapters 1 – 4 (125 points)
WEEK 3
Chapters 5 - 6
Key Terms & Learning Review Questions
CASE STUDY 1: Groupon Due (50 points)
April 1
Chapter 7 - 8
Key Terms & Learning Review Questions
April 3
WEEK 4
April 8
Chapter 9 – 10
Key Terms & Learning Review Questions
April 10
Exam 2 Chapters 5– 9 (125 points)
Week 5
Chapter 11 &12
Key Terms & Learning Review Questions
April 10
CASE STUDY 2: Mary Kay, Inc: Building a Brand in
India
The Mary Kay, Inc. case is found on page 290 – 293 of your
text. Watch the video through the QR 11-4 on page 290.
Read the case information and answer questions 1 – 4 on
page 293 using marketing terminology (underline the
terminology used.) I encourage you to research Mary Kay,
Inc. online to discover any new information about the
organization and comment on any new developments
April 15
Exam 3 Chapters 10, 11, 12 (125 points)
WEEK 6
April 17
Chapter 15 - 16
Key Terms & Learning Review Questions
CASE STUDY 2: Mary Kay, Inc Due (50 points)
April 22
Chapter 17 - 18
Key Terms & Learning Review Questions
WEEK 7
Chapter 19-20
Key Terms & Learning Review Questions
April 24
Table of Contents of Key Terms & Learning Review
Questions Due (200 points)
April 29
Exam 4 Chapters 15 - 20 (125 points)
WEEK 8
Article Presentations
May 1
Mandatory Attendance
May 8
Article Presentations
Mandatory Attendance
*April 18th – Summer 2014 Graduation Applications Due
7.0 Drop Policy:
If you discover that you need to drop this class, you must go to the Records Office and ask for
the necessary paperwork. Professors cannot drop students; this is always the responsibility of
the student. The record’s office will provide a deadline for which the form must be returned,
completed and signed. Return the signed form to the records office, wait 24 hours, go into Duck
Trax and confirm that you are no longer enrolled. If you are still enrolled, FOLLOW-UP with the
records office immediately. You are to attend class until the procedure is complete to avoid
penalty for absence. Should you miss the deadline or fail to follow the procedure, you will
receive an F in the course.
8.0 Academic Honesty:Academic Integrity Statement
Texas A&M University - Central Texas expects all students to maintain high
standards of personal and scholarly conduct. Students found responsible of
academic dishonestly are subject to disciplinary action. Academic dishonesty
includes, but is not limited to, cheating on an examination or other academic
work, plagiarism, collusion, and the abuse of resource materials. The faculty
member is responsible for initiating action for each case of academic dishonesty
and report the incident to the Director of Student Affairs. More information can
be found at www.ct.tamus.edu/StudentConduct
9.0 Disability Support and Access
Texas A&M University – Central Texas complies with Section 504 of the Rehabilitation Act of
1973 and the Americans with Disabilities Act of 1990. TAMUCT promotes the use of the
Principles of Universal Design to ensure that course design and activities are accessible to the
greatest extent possible. Students who require reasonable accommodations based on the
impact of a disability should contact Gail Johnson, Disability Support Coordinator at (254) 5015831 in Student Affairs, Office 114E. The Disability Support Coordinator is responsible for
reviewing documentation provided by students requesting accommodations, determining
eligibility for accommodations, helping students request and use accommodations, and
coordinating accommodations..
10. 0 Tutoring
Tutoring is available to all TAMUCT students, both on-campus and online. Subjects tutored
include Accounting, Finance, Statistics, Mathematics, and Writing (APA). Tutors are available at
the Tutoring Center in Founder's Hall, Room 204, and also in the Library in the North Building.
Visit www.ct.tamus.edu/AcademicSupport and click "Tutoring Support" for tutor schedules and
contact info. If you have questions or if you're interested in becoming a tutor, contact Academic
Support Programs at 254-519-5830 or by emailing gnichols@ct.tamus.edu.
11.0
Library Services
INFORMATION LITERACY focuses on research skills which prepare individuals to live and
work in an information-centered society. Librarians will work with students in the development of
critical reasoning, ethical use of information, and the appropriate use of secondary research
techniques. Help may include, yet is not limited to: exploration of information resources such as
library collections and services, identification of subject databases and scholarly journals, and
execution of effective search strategies. Library Resources are outlined and accessed at.
http://www.tarleton.edu/centraltexas/departments/library/