VALENCIA COLLEGE
Introduction to Marketing-CRN 10321
Class Policies & Course Syllabus
Fall, 2012
COURSE DESCRIPTION:
This course provides basic principles and perspectives of the functions, institutions,
methods and problems of marketing goods and services through traditional paths as well
as through e-business.
CREDIT HOURS: 3
PREREQUISITES: None
CLASS MEETING ROOM: WC-011 ROOM: 349
CLASS DAY/TIME: Wednesday, 6:00 – 8:45 p.m.
INSTRUCTOR: Ms. Kathleen Lawlor
EMAIL: klawlor@mail.valenciacollege.edu
TOPICS/AREAS COVERED
1.
Developing Customer Relationships and Value through Marketing
2.
Linking Marketing and Corporate Strategies
3.
Environmental Scanning
4.
Ethics and Social Responsibility in Marketing
5.
Consumer Behavior
6.
Organizational Markets and Buyer Behavior
7.
Reaching Global Markets
8.
Marketing Research
9.
Identifying Market Segments and Targets
10.
Developing New Products and Services
11.
Managing Products, Services, and Brands
12.
Pricing Products and Services
13.
Managing Marketing Channels and Supply Chains
14.
Retailing and Wholesaling
15.
Integrated Marketing Communications and Direct Marketing
16.
Advertising, Sales Promotion, and Public Relations
17.
Personal Selling & Sales Management
18.
Interactive & Multichannel Marketing
___________________________________________________________________
These may be covered as discrete topics and/or integrated with other topic areas in an
order at the discretion of the professor. It should be understood that this topic knowledge
is the minimum level for a grade of D or better. These and other topics may be expanded
or elaborated at the discretion of the individual professor and is in no way intended to be
comprehensive or all-inclusive.
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MAJOR LEARNING OUTCOMES:

Students will apply key marketing principles, namely the four “p’s”, and critical
thinking processes to develop the marketing plan for a business seeking to expand
and grow in a new area. The MLO will be assessed through the written and oral
presentation of the student’s a)Situation Appraisal, b) Improvement Opportunity,
c)Marketing Plan, and d) Adverse Consequence review, for this business case.

Students will learn to identify, explain and apply the principles of marketing
research. This MLO will be assessed through a multiple choice exam and short
essay administered after the material is covered in class.

Students will learn to identify, explain and apply principles of customer
segmentation. This MLO will be assessed through a multiple choice exam and
short essay, administered after the material is covered in class.

Students will learn to identify, explain and apply principles of new product
development. This MLO will be assessed through a multiple choice exam and
short essay, administered after the material is covered in class.

Students will learn to identify, explain and apply principles of trade channel
development. This MLO will be assessed through a multiple choice exam and
short essay, administered after the material is covered in class.
This course reinforces the following CLAST and Valencia Student competencies as
outlined on page 18 of the VCC College Catalog.
EDUCATIONAL MATERIALS:
Required: Text: Kerin, R.A., S.W. Hartley and W. Rudelius, Marketing: The Core, Fourth
Edition, McGraw-Hill Irwin, 2012.
EVALUATION:
Tests and Assignments:
There will be five quizzes and six exams during the term. These tests will be comprised
of multiple-choice questions. The exams may contain essay questions. There is one final
project (must be submitted electronically). Late projects will not be accepted.
Grading Policy:
Quizzes (5)
Exams (6)
Homework (5) Short Essay
Final Project
Percent:
5 % each (25% total)
5% each (55% total)
5%
15%
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The sum of these will determine a letter grade as follows:
90 - 100
A
80 – 89.9
B
70 - 79.9
C
60 - 69.9
D
0 - 59.9
F
Withdrawal Policy:
A student is permitted to withdraw from a class on or before the withdrawal deadline as
published in the College calendar. A student is not permitted to withdraw from a class
after the withdrawal deadline. The professor is permitted to withdraw a student from the
class for violation of the professor’s attendance policy with written notification to the
student prior to the beginning of the final exam period as published in the faculty
member’s syllabus.
A student who withdraws from a class before the withdrawal deadline will receive a
grade of "W." A student who is withdrawn by a professor will receive a grade of "W." A
student who is withdrawn for administrative reasons at any time will receive a grade of
"W" or other grade as determined in consultation with the professor. Any student who
withdraws or is withdrawn from a class during a third or subsequent attempt in the same
course will be assigned a grade of "F". The grades of “WP” and “WF” are
eliminated. Final course grades of "A", "B", "C", "D", or "F" shall be assigned based
upon the student's academic achievement upon the completion of all course work,
including the required final examination. A student who fails to take the required final
examination may receive a final course grade earned, unless the professor elects to assign
the student a grade of "I" or as otherwise addressed in the Professor’s course syllabus.
Refer to the page titled "Important Requirements Concerning Withdrawal, Grade
Forgiveness and Registration Fees."
CLASSROOM POLICIES:
1. Valencia's attendance policy is that a student will be present for all class
meetings. After two absences, a student will receive an excessive absence notice
and must schedule a conference with the instructor immediately. A student will be
withdrawn after four absences (excused or unexcused). Continual tardiness will
be viewed as absences and treated as such. Two occurrences of being tardy will
equal one absence. A student coming in more than 15 minutes late will be
counted as absent for that day.
2. A student is responsible for all material covered during absences. Make-ups for
scheduled tests must be requested before the test date and are subject to approval
of the instructor. Unscheduled tests cannot be made up.
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3. There will be no eating or drinking in the classroom. Class begins at a scheduled
time and is over when the instructor dismisses class. Leaving early without prior
permission will result in a class-work grade of zero and an absent.
4. Students must do their own work; there are no exceptions. Students who
plagiarize or cheat, in anyway, risk dismissal from the class and expulsion from
the college.
5. Students must have an active Atlas account. Students must check their Atlas emails regularly as to not miss any important messages from the professor. Missed
messages via Atlas or any other medium (in-class, etc.) may affect your grade and
are the responsibility of the student.
6. Students with disabilities who qualify for academic accommodations must
provide a litter from the Office for Students with Disabilities (OSD) and discuss
specific needs with the professor, preferably during the first two weeks of class.
The Office for Students with Disabilities determines accommodation based on
appropriate documentation of disabilities (West Campus, SSB 102, ext 1523).
7. All cell phone, beepers, or any other such electronic devices must be turned off
before entering the classroom. If they ring, beep, or make any other noise the
violator will have 5 points taken off their final course grade. Laptops are also
prohibited in class.
SCHEDULE OF CLASSES
Meeting Dates
8/29
Syllabus/Expectations/Tools
Developing Customer Relationships and Value through Marketing (1)
Linking Marketing and Corporate Strategies (2)
9/5
QUIZ 1
HOMEWORK 1 DUE
Environmental Scanning (3)
9/12
EXAM 1 (Chapters 1-3)
Ethics and Social Responsibility in Marketing (4)
Consumer Behavior (5)
9/19
Understanding Organizations As Customers (6)
Researching Global Markets (7)
9/26
QUIZ 2
HOMEWORK 2 DUE
Marketing Research (8)
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10/3
EXAM 2 (Chapters 4-8)
Identifying Market Segments and Targets (9)
HOMEWORK 3 DUE
10/10
QUIZ 3
HOMEWORK 4 DUE
Pricing Products and Services (12)
10/17
EXAM 3 (Chapters 9-12)
Managing Marketing Channels and Supply Chains (13)
HOMEWORK 5 DUE
10/31
Retailing and Wholesaling (14)
Integrated Marketing Communications and Direct Marketing (15)
HOMEWORK 6 DUE
11/7
QUIZ 4
Advertising, Sales Promotion, and Public Relations (16)
Personal Selling & Sales Management (17)
QUIZ 5-Take Home
HOMEWORK 7 DUE
11/14
HOMEWORK 8 & 9 DUE
Interactive & Multichannel Marketing (18)
11/21
NO CLASS
11/28
EXAM 4 (Chapters 15-18)
Final Exam Review
12/5
PRESENTATIONS
12/12
FINAL EXAM
DISCLAIMER: Changes may be made at the discretion of the instructor (usually in
writing).
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Course Project Requirements
Principles of Marketing (MAR 2011)
One of the required aspects of this course is to complete a Course Project. This project is
to be a comprehensive written assignment. This project is worth 15% of your final
course grade. You may use your text book and/or other resources to complete the
questions listed below. Please complete and return on or before 12/5/2012.
Think of a small company you would like to start. Using this company, include the
following components in your finalized submittal and use them as Section Headings for
formatting your submittal. Put the Section Headings in BOLD. Then your responses in
normal 12 point type size and write in complete sentences.
1)
Provide an Introduction of your company. Include your main product and/or
service. In what part of the world is your company located? Explain why your
company is located there (benefits).
2)
Describe the form of business ownership you would choose for this company and
explain why.
3)
Describe how you would use Supply and Demand to determine the
products/services your company would provide. Include how this has affected the
pricing of your company’s product/service.
4)
As the Chief Executive Officer of your company:
Describe your company’s Strategic Plan. Include your SWOT analysis (Include
at least three (3) items per section).
5)
Describe how you would implement the four Management Functions in your
company.
6)
Describe the process you would use to recruit, hire, and train your employees.
7)
Describe how you would approach the marketing mix for your company (the 4
Ps).
a)
Product: Thoroughly explain the product(s)/service(s) you are selling
b)
Price: Explain how you developed your pricing structure for the
items/services.
c)
Place: Describe your method of distributing your product to the
intermediary/customer.
d)
Promotion: Describe how your will promote your product/service (i.e.,
advertising, sales promotion, etc.). Specify (3) methods you will employ.
Also include the media that you will use to advertise your product/service
(TV, trade shows, samples etc.).
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8)
9)
Include an Environmental Analysis:
a)
Competitive Forces:
Who is your competition?
What are their strengths?
How do you overcome the competition?
b)
Economic Forces:
How is the current economy fairing?
How will this affect your ability to do serve your customer?
What are your alternate plans for overcoming the economy?
c)
Technological Forces:
How will technology impact your business?
What technology will you use to improve your business?
d)
Socio-cultural Forces:
Are there any demographics forces that could impact your business?
What is your target market?
Why you think your target market would want to buy your product (What
benefit will they derive from buying your product?)?
Describe how you would develop and use the basic accounting statements in your
company.
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