****COLLEGE OF BUSINESS****
ACADEMIC SYLLABUS
MAR 2011 Section 513
Principles of Marketing
Fall Term 2015-2016
INSTRUCTOR:
OFFICE:
PHONE:
EMAIL:
WEBPAGE:
Roberto Fernandez
BT-117 (Clearwater Campus)
727-712-5770
fernandez.roberto@spcollege.edu
http://it.spcollege.edu/course_info/inquiry.cfm?number=1171
OFFICE HOURS: Mondays, Tuesdays, and Wednesdays (10:00am – 2:00pm)
REQUIRED TEXTBOOK & OTHER RESOURCE INFORMATION:



Lamb, Hair, & McDaniel: MKTG, 9th Edition (Custom edition for SPC)
Access Code for CourseMate & Write Experience (comes with the book)
Access to high speed Internet.
Bundle (Book + Access Code) - ISBN Number: 978-1-305-77165-9
CourseMate/CengageNOW - Course Key:
CM-9781305869332-0000019
Write Experience Course Key: ivfz6rk8rsvv
Tech Support: 800-648-7450 Option 5 (8:30am – 9pm MO-TR; 8:30am – 6pm FR)
Important: This book comes in a bundle with CourseMate and Write Experience. Do not
buy a used book as the code for CourseMate and Write Experience can be used only
one time.
Students have to watch video about Write Experience.
Note: Instructions on how to register for CourseMate and Write Experience will be
provided in “MyCourses”.
Library: http://www.spcollege.edu/central/libonline/.
COURSE DESCRIPTION:
This course covers the institutions and methods developed for carrying on trade
operations, retail and wholesale agencies, elements of marketing efficiency, the cost of
marketing, price maintenance, unfair competition, and the relationship of government to
marketing. 47 contact hours.
MAR-2011
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MAJOR LEARNING OUTCOMES:
1. The student will gain an understanding of the marketing system and understand
the significance of marketing in the American capitalistic system.
2. The student will evaluate retail and wholesale agencies, the elements of
marketing efficiency, the costs involved, and the part these ingredients play in the
marketing system.
3. The student will gain an understanding of the relationship of government and the
importance of this relationship in the overall marketing system.
CLASS SCHEDULE:
MODULE
Module 1
TOPIC
CH 1
An Overview of Marketing:
1. Definition of marketing
2. Marketing management philosophies
3. Difference between sales and market
orientations
4. Reasons for studying marketing
GRADED ASSIGNMENTS
Case Discussion – Module 1
Quiz Chapter 1
Quiz Chapter 2
Quiz Chapter 3
CH 2
Strategic Planning for Competitive Advantage:
1. Importance of strategic marketing
2. Strategic business units (SBUs)
3. Strategic alternatives
4. Marketing planning
5. Business mission statement
6. Situation analysis
7. Competitive advantage
8. Marketing objectives
9. Target market strategies
10. Marketing mix
11. Marketing plan
12. Strategic planning
CH 3
Ethics and Social Responsibility:
1. Ethical behavior
2. Ethical behavior in business
3. Corporate social responsibility
4. Cause-related marketing
MAR-2011
2
MODULE
Module 2
TOPIC
CH 4
The Marketing Environment:
1. External environment of marketing
2. Social factors that affect marketing
3. Importance to marketing managers of current
demographic trends
4. Importance to marketing managers of growing
ethnic markets
5. Consumer and marketer reactions to the state
of the economy
6. Impact of technology
7. Political and legal environment of marketing
8. Basics of foreign and domestic competition
ASSIGNMENTS
Write Experience – Module 2
Quiz Chapter 4
Quiz Chapter 5
Quiz Chapter 6
CH 5
Developing a Global Vision:
1. Importance of global marketing
2. Impact of multinational firms on the world
economy
3. External environment facing global markets
4. Ways to entering the global marketplace
5. Elements involved in developing a global
marketing mix
6. Internet effect in global marketing
CH 6
Consumer Decision Making:
1. Consumer behavior
2. Components of consumer decision making
3. Consumer’s post-purchase evaluation process
4. Consumer buying decisions
5. Cultural factors that affect buying decisions
6. Social factors that affect buying decisions
7. Individual factors that affect buying decisions
8. Psychological factors that affect buying
decisions
Module 3
MAR-2011
CH 7
Business Marketing:
1. Business marketing description
2. Role of the Internet in business marketing
3. Role of relationship marketing and strategic
alliances
4. Major categories of business market costumers
5. North American Industry Classification System
6. Business and consumer markets
7. Types of business goods and services
8. Business buying behavior
Case Discussion – Module 3
Quiz Chapter 7
Quiz Chapter 8
Quiz Chapter 9
3
MODULE
Module 3
(cont.)
TOPIC
ASSIGNMENTS
CH 8
Segmenting and Targeting Markets:
1. Characteristics of markets and market
segments
2. Market segmentation
3. Bases used to segment consumer markets
4. Bases for segmenting business markets
5. Steps involved in segmenting markets
6. Selecting target markets
7. CRM as targeting tool
8. Positioning strategies
CH 9
Marketing Research:
1. Marketing decision support system
2. Marketing decision making
3. Conducting a marketing research project
4. Impact of the Internet on marketing research
5. When to conduct marketing research
6. Scanner-based research
7. Competitive intelligence
Module 4
CH 10
Product Concepts:
1. Definition of product
2. Classification of consumer products
3. Product item, product line, and product mix
4. Branding
5. Packaging and labeling
6. Global issues in branding and packaging
7. Product warranties
Write Experience – Module 4
(Write Experience)
Quiz Chapter 10
Quiz Chapter 11
Quiz Chapter 12
CH 11
Developing and Managing Products:
1. Importance of developing new products
2. New product development
3. Global issues in new product development
4. Diffusion process
5. Product life cycles
CH 12
Service and Nonprofit Organization Marketing:
1. Difference between services and goods
2. Service quality
3. Marketing mixes for services
4. Relationship marketing in services
5. Internal marketing in services
6. Global issues in services marketing
7. Nonprofit organization marketing
MAR-2011
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MODULE
Module 5
TOPIC
CH 13
Supply Chain Management:
1. Definition of terms
2. Internal and external supply chain
3. Key processes
4. Key functional areas
5. New technology and emerging trends
ASSIGNMENTS
Case Discussion – Module 5
Quiz Chapter 13
Quiz Chapter 14
Quiz Chapter 15
CH 14
Marketing Channels and Retailing:
1. Marketing channels and channel
intermediaries
2. Common channel and strategies
3. Channel relationship types and roles
4. Importance of the retailer within the channel
5. Types of retailers
6. Developing a retail marketing strategy
7. Roles of CRM and customer data
8. Trends in retail and channel management
CH 15
Marketing Communications:
1. Promotion in the marketing mix
2. Communication process
3. Goals and tasks of promotion
4. Elements of promotional mix
5. AIDA concept
6. Integrated marketing communications
7. Factors that affect the promotional mix
Module 6
CH 16
Advertising, Public Relations, and Sales
Promotion:
1. Effects of advertising on market share and
consumers
2. Major types of advertising
3. Creative decisions
4. Media evaluation and selection techniques
5. Public relations in the promotional mix
6. Sales promotion
Write Experience – Module 6
Quiz Chapter 16
Quiz Chapter 17
Quiz Chapter 18
CH 17
Personal Selling and Sales Management:
1. Personal selling
2. Relationship selling and traditional selling
3. Customer relationship management
4. Selling process
5. Functions of sales management
MAR-2011
5
MODULE
Module 6
(Cont.)
TOPIC
ASSIGNMENTS
CH18
Social Media and Marketing:
1. Description of social media
2. Social media campaign
3. Measurement for social media
4. Consumer behavior on social media
5. Social media tools
6. Impact of mobile technology
7. Social media plan
Module 7
CH 19
Pricing Concepts:
1. Pricing decisions
2. Pricing objectives
3. Price determination
4. Yield management systems
5. Cost-oriented pricing strategies
6. Product life cycle, competition, distribution and
promotion strategies, customer demands, the
Internet, and perceptions of quality
Case Discussion – Module 7
Quiz Chapter 19
Quiz Chapter 20
CH 20
Setting the Right Price:
1. Procedure
2. Legal and ethical constraints
3. Discounts, geographic pricing, and other
tactics
4. Product line pricing
5. Pricing during inflation and recession
Module 8
Make sure there are no discrepancies in any of
your grades. Also keep in mind that this is a short
week ending on Wednesday at midnight EST.
Write Experience – Module 8
IMPORTANT DATES:
Course dates: 08/17/2015 – 10/07/2015
Last day to drop and receive a refund: 08/21/2015
Last day to withdraw and receive a grade of “W”: 09/17/2015
Academic calendar: http://www.spcollege.edu/calendar/
Financial Aid: http://www.spcollege.edu/getfunds/
MAR-2011
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COURSE SPECIFIC INFORMATION:
Marketing is a very progressing and exciting field, responsible for researching and
satisfying customer needs. This course will introduce the marketing concepts and
expose students to a variety of marketing issues.
Communication is key in this area of study. In this way, a structured way of thinking and
processing information will be required. Students will be expected to complete a number
of written assignments within the “Write Experience” program included with CourseMate.
The learning process can be very demanding, but at the same time it will be very
rewarding. The marketing field is fascinating and will help you develop a new set of skills
that will open the doors to a whole new world of opportunities.
ATTENDANCE:
The college-wide attendance policy is included in the Syllabus Addendum at:
http://www.spcollege.edu/webcentral/policies.htm
Students classified as “No Show” for both of the first two weeks will be administratively
withdrawn from the class.
For face to face classes “No Show” means not physically present in the classroom at the
moment attendance is taken.
For blended classes “No Show” means not physically present in the classroom and/or
never logged into “MyCourses”.
For online classes “No Show” means never logged into “MyCourses”.
Students who have not completed more than 40% of their assignments due (homework
& chapter exams) at the 60% point will be considered as “not actively participating” in
the class and may be administratively withdrawn with a grade of “WF”.
GRADING:
Grades will be earned in three parts, as follows:
Case Discussions ------------------------------------------------ 25%
Write Experience Cases --------------------------------------- 25%
Quizzes (1 attempt, time limit) -------------------------------- 50%
Total percentage ------------------------------------------------- 100.00%
A
B
C
D
F
MAR-2011
90 - 100%
80 - 89%
70 - 79%
60 – 69%
Less than 60%
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ASSIGNMENTS:
It will be the students’ responsibility to complete their assignments on time and in an
acceptable manner. Late assignments will only be accepted after properly
documented extreme extenuating circumstances at the instructor’s discretion.
There are no exemptions to this rule.
Please pay attention to the instructions for every assignment such as due date, time
allowed (if that is the case), maximum attempts, etc. The instructions will be displayed in
in “MyCourses”, CourseMate, or Write Experience.
The assignments for each module are due on Sunday at midnight before the next
module starts on Monday the next day. Each module corresponds to a week of class,
except for the last module (module 8) which, is a short week ending on a Wednesday at
midnight EST. You will find the date each module starts and ends under their
corresponding tab.
All assignments are subject to the College’s “Academic Honesty Policy”. Please get
familiar with it.
STUDENTS’ AND INSTRUCTOR’S EXPECTATIONS:
Online /Student Conduct
http://www.spcollege.edu/ecampus/help/conduct.htm
Online Student, Faculty and Staff Expectations and Performance Targets
http://www.spcollege.edu/ecampus/help/expectations.htm
Academic Honesty Policy
http://www.spcollege.edu/AcademicHonesty/
STUDENT SURVEY OF INSTRUCTION:
The student survey of instruction is administered in courses each semester. It is
designed to improve the quality of instruction at St. Petersburg College. All student
responses are confidential and anonymous and will be used solely for the purpose of
performance improvement.
SYLLABUS CHANGES:
Will be posted in “MyCourses” and announced to all students.
SYLLABUS ADDENDUM:
Please make sure you read the information in the addendum.
http://www.spcollege.edu/addendum/
MAR-2011
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