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PRINCIPLES OF MARKETING
COURSE SYLLABUS – SPRING 2011
SCHOOL:
DEPARTMENT:
HOURS, CREDIT NUMBER/TITLE:
School of Professional Studies
Business
3 Hours, MRKT 3043
Principles of Marketing
Online
INSTRUCTOR:
Mr. Gary Tucker
Office Phone Number:
580-213-3183
Office Number:
Room 225-Enid
E-Mail: gdtucker@nwosu.edu
OFFICE HOURS:
Monday, Wednesday, Friday
Tuesday
Thursday
10:00-11:00 a.m.
1:00-2:00 p.m.
9:00-11:00 a.m.
12:30-2:00 p.m.
6:25-6:55 p.m.
TEXTBOOK
Essentials of Marketing, 12th edition. William D. Perreault, Jr.; Joseph P. Cannon; E. Jerome
McCarthy. McGraw Hill Irwin. ISBN 978-0-07-340481-3. Student will also need McGraw-Hill
Connect if it did not come with the textbook purchased.
COURSE DESCRIPTION
A survey of the nature, scope and economic importance of marketing. This course is designed
to give the student an overview on the economic importance of marketing in the everyday
business functions.
Students must read this syllabus in its entirety. Questions related to many of your
questions will be found within this document. Please do not ask a procedural question
without consulting this document first. You will be asked to complete an initial
attendance assignment that requests that you acknowledge that you have read this
syllabus and agree to abide by the policies set forth within it.
Mission statement
The Division of Business provides a quality, student-centered learning environment to
prepare students to be competent, ethical business professionals, entrepreneurs and leaders
in the regional workplace and in the world. The division accomplishes this by offering quality
education delivered by qualified, involved faculty dedicated to improvement processes in
order to prepare our alumni to contribute to the intellectual and economic vitality of regional
stakeholders and beyond.
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Ethics statement
The Division of Business has adopted a Student Code of Ethics applicable to all students
majoring, minoring or taking courses offered by the Division of Business. The Student Code of
Ethics may be found online at: http://www.nwosu.edu/business-student-code-of-ethics. All
students taking this class are governed by this code of ethics. Likewise, the Division of
Business has adopted a Faculty Code of Ethics. The Faculty Code of Ethics can be found online
at: http://www.nwosu.edu/business-faculty-code-of-ethics. All Division of Business faculty
are governed by this ethical code.
Departmental Goals
1. Each graduating student should have basic knowledge of the various disciplines in
business.
2. Each graduating student should have well developed communication skills and be
competent in the use of technology.
3. Each graduating student is expected to think critically.
4. Each graduating student is expected to possess good interpersonal skills.
5. Each graduating student should have the ability to formulate good ethical judgments.
Course Objectives
By the completion of MRKT 3043 Principles of Marketing, the student should be able to:
1. Explain the marketing concept.
2. Recognize and suggest applications of the marketing concept.
3. Identify implications of the marketing concept for the accounting, finance, research and
development, purchasing, production, and personnel functions for marketing and
service
functions.
4. Evaluate the effects of the marketing concept on the firm, consumers, and society.
CLASS ATTENDANCE (From University Catalog)
Responsibility for attending class rests upon the student. Attendance in class is expected.
The university requires 75% attendance for credit in a course. Each instructional staff
member will determine his/her attendance policy between 75-90% for credit in his/her
course.
For this class, the professor has set the minimum attendance level at 80%. As this is a 16
weeks class, this means a maximum of three (3) absences. The university and the Board of
Regents do not differentiate between excused and unexcused absences. This means that any
class session missed will count towards the 20% of allowable absences. Failure to meet the
minimum attendance requirements will result in a student failing the course regardless of the
grade earned.
Attendance will be based on completion of discussion board assignments. Each week’s
discussion assignment will be considered one week’s attendance as there will be 15
discussion boards.
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Performance Measures
Grades will be assigned based on the following grading schedule:
90 – 100% = A
80 – 89% = B
70 – 79 % = C
60 – 69% = D
Below 59% = F
Course point breakdown:
6 Exams = 600
15 Discussion Boards = 450 points
18 quizzes = 360 points
Research Paper = 200 points
15 Cases = 450 points
Total points = 2,060 points
Attention: Homework, tests and other assignments are due on Sunday evenings (unless
noted otherwise in the syllabus) at 11:55 p.m. via Blackboard. Any submission that does not
meet this deadline WILL NOT be accepted. Please see the section below entitled “Important
Procedural Information” for further information regarding due dates and other course
information.
Students must access the following connect website for this course:
http://connect.mcgraw-hill.com/class/g_tucker_mwf_spring_2011
Marketing Comprehensive Project- 200 points. This assignment MUST be completed for
successful completion of this course. Failure to complete this assignment will result in a
failing grade being assigned regardless of the student’s overall grade. After the due date,
select proposals will be selected for presentation to the class.
This assignment asks you to select a product to develop a marketing plan around. Your
product must be a widely available product versus an “imaginary” or “local-only” product.
Identify the demographics of the product’s buyers, identify the marketing efforts currently
underway, and suggest a new marketing campaign including at least one print ad for your new
campaign. I will grade this project as the president of the company that you are presenting a
new market plan to. This means you must be professional in your writing and present a
proposal that is worthy of presentation to a company.
Your paper must be typed, with correct grammar and sentence structure on Word. The paper
must also be double-spaced, in a proper footnoted format and readable font (12 pt.). The
paper will be graded on completeness, content focus, and written. Points will be deducted for
spelling and grammatical errors. Each paper will be checked for plagiarism and papers found
to be plagiarized will receive a failing grade for the course. This paper must be at least 10
pages in length. References should be a bibliographical reference (Jones, 2006, p. 25),
included immediately after the material, that then ties to the bibliography on the last page.
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The bibliography must be APA style. You can access online APA guidelines online. Simply
type APA guide into Google. Don’t use the APA website, but simply select a university that
has published the important portions of the guide online.
Case Homework: Each chapter has a variety of potential case studies. Only fifteen cases will
be assigned. The actual case can be accessed through the book’s connect site. Please consult
the assignment section of this syllabus for the correct case study to complete for each chapter.
Incorrect submissions WILL NOT be graded. Each case study is worth 30 points for a total of
450 points possible.
Ten points will be awarded based on your performance in the completion of the imbedded
case videos that you will submit upon completion of viewing the video.
Twenty points will be awarded based on the completion of the following assignment. You will
write a summary of the case and the issues covered. Be sure to answer any included
questions thoroughly in order to earn full credit. A one or two sentence answer for each
question will generally not be sufficient for full credit-ensure you answer the question fully vs.
“writing something down to get by.” A MINIMUM of one double-space 12 point font page is
required. Papers that are shorter than specified are considered not acceptable and will not be
graded.
Quizzes: Eighteen quizzes will be completed and turned in through Connect. The quizzes are
worth 20 points each (total points 360) and will assist you in identifying some of the
important points of each chapter. The quiz must be completed prior to the beginning of the
chapter discussion (the only exception is quiz one, which must be completed during the first
week).
Discussion Boards: Each week there will be a discussion board posted. This discussion
board will require you to have one original posting within the first 72 hours of posting
(Boards will open on Monday morning-so your initial post must be completed by midnight
Wednesday) and two replies to other students’ postings after the initial 72 hours. There is no
time limit between these two postings, but any posting before the initial 72 hours have
expired will be deleted. Discussion boards will close at the 11:55 p.m. Sunday deadline.
Each discussion board will be worth 30 points. 15 of these points will be based on the quality
of your initial post and the remaining 15 points will be based on the quality of your two reply
posts.
Exams: Six exams will be given during the course of the semester. The exams, worth 100
points each, will consist of true/false, multiple choice, and/or essay questions.
Makeup Exam and Quiz Policy: Students will not be allowed to take makeup exams or
quizzes. If an exam is missed, the student will be required to take a comprehensive exam
during the week of finals which will count towards the missed exam. The exam will be given
on May 4th at 8:00 a.m in class. The makeup exam will need to be scheduled with Mr. Tucker
prior to May 2nd, so that arrangements can be made to make the exam available to you.
Missed quizzes cannot be made up as they are available for an extended period.
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Services for Students with Disabilities
Any student needing academic accommodations for a physical, mental or learning disability
should contact the Coordinator of Services for Students with Disabilities, or faculty member
personally, within the first two weeks of the semester so that appropriate accommodations
may be arranged. The location for ADA assistance is the Fine Arts building room 126 on the
Alva Campus. The location for ADA assistance on the Enid campus is Room 102 and the
contact is Lori Coonrod. The location for ADA assistance on the Woodward campus is the
Main Office and the contact is Dr. Deena Fisher. The location for ADA assistance at the
University Center at Ponca City campus is the Main Office and the contact is Dr. Brenda Stacy.
IMPORTANT PROCEDURAL INFORMATION:
This is an online course and as such, you will be responsible for your performance and
attendance in the completion of this course. You must set your schedule accordingly to ensure
that you are completing assignments in a timely manner. Northwestern Oklahoma State
University administration has stated that you should budget approximately three hours of
“homework and study time” for each credit hour of course time. For a three hour course, this
would equate to a time requirement of nine hours each week.
I do not utilize the course announcements section of Blackboard to inform you when items are
due. The syllabus contains the information you need to be successful in this class, including all
due dates. I expect each of you to follow the due dates in this syllabus versus relying on
reminders from me on managing your assignment and reading loads.
Students are expected to REGULARLY check their university-provided email account as this is
where all class correspondence will be delivered to. Failure to check your email account is not
a valid excuse for missing correspondence. If you are having a problem accessing your
campus email, you need to contact IT immediately to correct the issue. Please see the “Email
access page” available from the NWOSU homepage for a tutorial. Students are expected to
note the particular class they are discussing in the email subject line.
Students dropping this course after March 7th will receive the grade of “W” if passing
the course and the grade of “F” if failing the course. This date is set forth in the spring
2011 course schedule.
All emails must be written in a professional manner. The Division of Business has
adopted a “writing across the curriculum” plan of operation for the business program. As
such, I expect you to conduct yourself in a professional manner even in your email
conversations. This statement provides an expectation that you will review your email for
typographical and grammatical errors before sending it to me. Treat email just as you would
treat your assignments. This practice will serve you well as you enter the business world.
Examples of unacceptable email content:
1. Emoticons of any type
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2. Multiple punctuation marks-for example (???? or !!!!)-simply express what you are
trying to ask or state versus attempting to convey the message in a format that may
not be clear
3. Excessive grammatical errors-the messages you send reflect directly on your
abilities and you always want to present yourself in the best light possible at all
times-making statements such as “what’s up with this” is not considered proper
business etiquette
4. Accusatory verbiage or implications-if you approach a business situation with
wording that automatically puts the reader on the defensive, you will usually be
unsuccessful at accomplishing what you planned
Note:
Repeated disregard for email requirements will result in a 5 point deduction in course points
for each email that does not meet the requirements above. One reminder will be given-after
that, this rule goes into effect
All homework must be submitted as an attachment in a Word-compatible format versus
cutting and pasting or typing in the comments box on Blackboard. Any assignment that does
not meet this requirement will not be graded and cannot be made up. All due dates have a
completion time of 11:55 p.m.
Any Discussion of an assignment’s grade must be entered via email within 72 hours of the
posting of the grade. Any discussion entered after that timeframe will not be considered.
Discussion over test question concerns:
I do accept discussion inquiries concerning questions on exams and quizzes that you may
believe are incorrect. Any such inquiry must be completed within 48 hours of your
completion of the test. Inquiries received outside that parameter will not be considered. This
is a method for you to discuss questions that you are fairly confident may have a wrong
answer. (There are not generally many questions such as this) Students are expected to be
respectful of this benefit-this is not an encouragement to inquire on every question you miss
or ask me to give you free points because “the answer was none of the above and I forgot to
answer the question-I ought to get the points.” Abuse of this privilege (through misuse of the
process or disputing my decision) can result in discontinuance of the ability to inquire about
potential issues. This will be determined on an individual student basis and will be
documented.
If you wish to inquire about a question you MUST follow the guidelines below:
1. Copy and paste the question, your answer and the answer the quiz/exam lists as
correct
2. Find supporting materials in your text or other reputable sources
3. Provide a listing to a page number or a source and location with the question
submission
4. I will consider your submission and advise you of my decision within a week
5. All decisions are final
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Any inquiry that does not follow these guidelines will not be considered and cannot be
resubmitted.
Our Blackboard technicians have posted an instruction guide on every class home page and
the initial login page that will tell you what to do with your computer settings if you are on
Vista or Windows 7. Please make sure this setting is correct BEFORE you attempt to do an
assignment or take a test as it is the student’s responsibility to ensure they are prepared to
proceed with online work. This should be a one-time process on your own computer versus a
lab computer, but I encourage you to “just make sure” before you begin a test as the only way I
can reset a test is to completely erase it and let you start over…(See below for a reason why
this may not be a good option).
Additionally, I do not weight scores therefore you can figure your grade at any time without
assistance. You can simply total your points received and divide by the number of total points
available at that point in the course to arrive at your percentage which can be compared to the
chart above. Any comments that are made on your graded papers can be accessed by going to
the grade book on Blackboard and clicking on the appropriate grade.
Finally, online course submissions work much like the “real world” that you will be entering in
the future or you are already operating in. Failure of infrastructure happen, just as in the “real
world”…and in the “real world” your boss doesn’t offer you a “do-over” just because you had a
flat or there was an accident and you were late to an important meeting. I treat this course
the same way. Waiting until the last minute to do an assignment is not an excuse for missing a
deadline. The last six hours of an assignment’s deadline are considered “at your own risk”
times. This means that you take it upon yourself to determine whether you wish to risk an
infrastructure failure or delay that could result in you not receiving credit for an assignment
or test. I developed this policy as I may not be able to quickly get to a computer to help find a
solution to the issue you may be having and thus, I feel I must make you aware of this fact.
Issues with Blackboard or your own computer, delays in travel, being out of town or simply
forgetting a due date do not constitute a reason to make-up an assignment.
One final note: Do not contact me asking me to “give” you a grade at the end of the semester.
You will be assigned the grade you have earned. I understand that you may be working to
maintain a grade point level for a reimbursement or support from a scholarship-it is your
responsibility to work to earn that grade versus expecting the granting of a grade that isn’t
earned.
The time to be thinking about your final grade is now.
This class will be conducted in an online learning environment that utilizes individual
learning. This approach places the burden of learning on the student. In order to be
successful, the student must be prepared for class and actively participate in each class
assignment. This course will be made up of a number of questions and problems. I expect
that the solutions will reflect careful analysis of the problem, with thoughtful solutions,
presented in a well organized report. I expect you to make a decision and be able to make a
case for it. No short answers, I expect each case or discussion to be presented in a
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professional manner, with logical, thought through, organized solutions. I expect the same
concise answers from you that I would from my accountant.
ACADEMIC INTEGRITY
ACADEMIC DISHONESTY:
Students who are found by the professor to have engaged in academic dishonesty are
subject to sanctions imposed by the professor and/or university. These sanctions may
range from a warning to dismissal from the university. The appropriate penalty for an act of
dishonesty will be determined by the professor, with or without consultation with the
department chair, dean or University’s Executive Vice President. Penalties for academic
dishonesty may vary depending on the facts and circumstances of the situation, person
involved, the nature of the dishonest act, and such other factors as determined by the
professor or university. The penalty structure is not intended to be a progressive
disciplinary scheme. The sanction to be applied is in the discretion of the professor.
Any student who is penalized for academic dishonesty by the professor has the right to
appeal the sanction. The student will be advised of the appeal process should it become
necessary.
ORIGINAL WORK:
The paper should be the original work of the student. Students may not use a paper for two
different classes without the express consent, in advance, of both professors involved. To
use a paper in two classes without the express consent of both professors is academic
dishonesty.
Further, students should limit the amount of direct quotations used within a paper. Direct
quotations should only be used for emphasis or because it is important for the reader to
know the exact wording. Otherwise, student should paraphrase the ideas, thoughts and
words of others. [NOTE: The student still must provide a citation to the other person’s work
or else it is plagiarism.] There is no set limit on the amount of material in the paper that are
direct quotations. As a guide, under most circumstances, a student should attempt to have
less than 10% of the paper being the words of others (direct quotations). Paper grades will
be lowered if there is too much content that is in the words of others.
PLAGIARISM:
According to Robert Perrin, Pocket Guide to APA Style, Boston: Houghton Mifflin Company,
2004 (p. 15-16):
Plagiarism is the use of someone else’s words, ideas, or line of thought without
acknowledgement. Even when it is inadvertent – the result of careless note-
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taking, punctuating, or documenting – the writer is still at fault for dishonest
work.
Under the rules of NWOSU, plagiarism is academic dishonesty. The NWOSU Student
Handbook provides the following:
All forms of academic dishonesty including cheating, plagiarism, unauthorized
possession of exams or other materials, forgery, or alteration or misuse of
university records, are subject to disciplinary action by the university. The
forgery of faculty signatures is prohibited. You must get authentic signatures on
all official documents. (Student Handbook, p. 125)
COLLABORATION:
Depending on the assignment, students may elect to work together on preliminary matters.
If the assignment is such that collaboration is appropriate and the professor has not banned
collaboration, students may feel free to help each other. However, unless a group paper is
assigned, the end product must be the original work of the individual. Any variation would
be academic dishonesty and handled appropriately.
What is the difference between collaboration and academic dishonesty? This example may
help. As final exams approach a group of students meet to study together. They may
discuss the various issues that they believe will be on the test. They may ask each other
questions and discuss various points. However, on test day each of the students must take
the test by themselves. Likewise, students may discuss various aspects of the paper and
issues related thereto, but when it is time to write the paper, each student must research
and write the paper individually.
CITATIONS:
All direct quotes, indirect quotes, other’s original thoughts, facts not commonly known and
other such material must be cited. If there is a question in your mind whether or not to cite
a source, to avoid possible plagiarism, cite.
If the material in the paragraph is from the same source, then a citation at the end of the
paragraph is acceptable. However, you must place a citation immediately after every
direct quote even if the entire paragraph is from the same source. In that case there
would be two or three citations, depending on where the direct quotation is placed within
the paragraph. If only part of the content of a paragraph is from a certain source, then the
citation should be at the end of that material so it clearly indicates that the rest is not from
the same source.
QUOTATIONS:
A direct quotation of 49 words or shorter (approximately three lines or less) is considered a
regular quote. Such a quote should be placed in quotation marks. Periods, commas and
question marks at the end of the quote should be inside the quotation marks. Failure to
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place such a quote within quotation marks and/or failure to cite the source, intentionally or
unintentionally, is plagiarism.
LONG QUOTES (BLOCK QUOTES):
A direct quotation that is 50 words or longer (approximately four lines or longer) is
considered a long quote. Such a quote should be formatted in a long quote or block format.
The block format is to indent the quotation an extra ½-inch on both sides and single space
the quotation. The line before the long quote should end with a colon and quotation marks
should not be used at the beginning or end of the block quote. Within the block quote, new
paragraphs are not indented any more than the block format indentation, but an extra line
separates the paragraphs. It is important that you introduce the quotation so the reader
understands that this is a quote rather than your original work.
When using a bullet list or similar format, it is the responsibility of the student to clearly
indicate if it is a direct quote or a compilation of information by the student. Either direct
quote or compilation of information would require a citation. Therefore simply having a
citation does not mean that the material is a direct quote.
Failure to properly indicate a direct long quotation, intentionally or unintentionally, is
plagiarism.
I will typically be in Woodward on the second Monday of the month for Chamber of
commerce meetings. These meetings will run from 11:00 a.m. to 1:00 p.m.
See following page for course assignments and due dates
COURSE OUTLINE AND TENTATIVE SCHEDULE
The instructor reserves the right to modify or change the assignments in this list. The module
assignments are due BEFORE the next module begins-no late work will be accepted.
Week
Chapter(s) Homework Cases
& Material
Test/Quiz
Due Date For
Assignments,
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Covered
Quizzes and
Tests (11:55
p.m. deadline)
January 10
January 17
January 24
Chapter 1
Chapter 2
Chapters 3&4
Chick-Fil-A
Bass Pro Shops
Radio Daze
January 31
Chapter 5
February
7
February
14
February
21
February
28
Chapter 6
Retirement Options and
Older Consumers
The Timken Company
Chapter 7
Data Collection Methods
Chapter 8
March 7
March 21
Chapters 10&11
Chapter 12
March 28
Chapter 13
April 4
April 11
Chapter 14
Chapter 15
YUM Brands (chapter 4
review)
Guiding the Toyota Prius
Through the Product Life
Cycle
Soft Drink Channels
Jack and Amy’s Pet SuppliesNon-Video Case, Case
Analysis
Blue Sky Creative: Next Gen
Marketing
Professional Selling
It’s the Cheese
April 18
Chapter 16
The AI Root Company, Part I
April 25
Chapters 17&18
The AI Root Company, Part
II
April 30May 2
Chapter 9
Quiz 1/Quiz 2
Quiz 3/Quiz 4
Quiz 5/Exam One (13)
Quiz 6
January 16
January 23
January 30
Quiz 7/Exam Two
(4-6)
Quiz 8
February 13
Quiz 9
February 27
Quiz 10/Quiz
11/Exam Three (7-9)
March 6
Quiz 12
Quiz 13/Exam Four
(10-12)
March 20
March 27
Quiz 14
April 3
Quiz 15
Quiz 16/Exam Five
(13-15)
Quiz 17/Quiz
18/Research Paper
Due
Exam 6 (16-18)
April 10
April 17
FINAL EXAM (if
needed)
Must be completed by
May 2.
February 6
February 20
April 24
May 1