MKT 21403:
Principles of Marketing
Fall 2016
Thursday, 6:00-8:30
Meigs Center
Professor:
Phone:
E-mail:
Office:
Office Hours:
Office Fax:
Website:
Dr. Wesley Thoene
(740)245-7347
[email protected]
Bob Evans Farms Hall 239
Mon. 9:45-10:00 & 11:15-1:00; Tues. 11:15-1:00; Wed. 9:45-10:00; 11:15-11:30;
Thurs. 11:15-12:00
740.245.7432
http://www.rio.edu/wthoene
TEXTBOOK AND OTHER REQUIRED MATERIALS:
Lamb, C. W., Hair, J. F., & , McDaniel, C. (2012). MKTG (5th ed.). Mason, OH: South-Western.
COURSE OBJECTIVES:
 To obtain a basic understanding of the total marketing objective which requires that the
entire organization must revolve around the customer to satisfy his/her needs while still
making a profit.
 To understand how marketing fits within the framework of an organization.
 To appreciate the need for business social responsibility in marketing and the social
consequences of marketing decisions, including personal ethics.
 To obtain an understanding of the environmental factors which impact marketing
strategy.
 To understand the concept of the global marketplace and marketing’s role in global
competition.
 To comprehend the basis of consumer behavior, including the decision-making process,
and how sociocultural, situational, psychological, and marketing mix influences affect it.
 To understand the role, process, and forms of marketing research to better gauge
customer’s needs and wants.
 To gain an understanding of the business-to-business marketing environment, including
the roles played by individuals in an organization and the differences between this
market and the consumer market.
 To learn the different marketing strategies used to promote a new product, an existing
product, and services through the various stages of the product life cycle
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To identify the various pricing strategies available to an organization, as well as the
effects they have on consumer perception.
To recognize the increasing importance of logistics and supply chain management in
providing value to both the company and customers and the usage of retailers and
wholesalers, as well as the advantages of direct channels.
To obtain an understanding of integrated marketing communications and when to use
each of its components.
GRADING POLICIES/TESTING/ASSIGNMENTS/ATTENDANCE/EXPECTATIONS
Grade calculation
Participation
Commercial Assignment
Retail Assignment
Midterm Exam
Final Exam
Marketing Project
% of Grade
10%
5%
5%
25%
30%
25%
Grading Scale
A = 90 - 100%
B = 80 - 89%
C = 70 - 79
D = 60 - 69%
F = <60%
Participation:
Participation will be measured through both attendance, the quality of comments students
make in the classroom, and completion of homework. Students are advised to read the
assigned chapters before coming to class in order to be prepared for classroom discussion. If
students miss a day of class, notes are available on my Rio website,
http://www.rio.edu/wthoene .
Examinations
The course midterm examination is tentatively scheduled for October 6. The final exam will be
announced later. Both exams will be multiple-choice in structure and each will contain thirtythree questions.
The following is a tentative schedule for the course. Please note that these dates are subject to
change, and that such changes will be announced in class.
Marketing Project
For this project, teams consisting of three students will be required to select a local community
business or organization and prepare a complete “Marketing Plan” for that organization. All
groups and organizations must be pre-approved by the professor. Final marketing plans must
be at least 15 pages in length and will follow the format contained in Appendix A at the end of
Chapter 2. Grades will be assigned based on the following rubric.
Group Members:
MARKETING PLAN EVALUATION
MKT 21403/31403: PRINCIPLES OF MARKETING
Grading scale: 0 = Unacceptable (none of the issues have been addressed or explained);
2 = Insufficient (some of the issues have been addressed or explained);
4 = Minimal (all the issues have been addressed, but explanation is inadequate);
6 = Average (all issues have been addressed) ;
8 = Good (all issues have been addressed and analysis is above average);
10 = Superior (all issues have been addressed and analysis is exceptionally done, concepts have been integrated to
form a cohesive response)
Company Description
0
1
2
3
4
5
6
7
8
9 10
Briefly describe the company in terms of its history, owners, and business. Where is it located? What
products does it sell? What is the company hoping to accomplish?
Strategic Focus and Plan
0
1
2
3
4
5
6
7
8
9 10
What is the company’s mission and or vision statement? (You may need to write one.) What are the
company’s goals? (Remember: this marketing plan will be geared toward meeting these goals!) Are these
goals achievable? Are these goals measurable? What are the company’s core competencies? How do
these core competencies translate into a competitive advantage against competitors? Do goals relate to
these core competencies?
Situation Analysis- Industry Analysis
0
1
2
3
4
5
6
7
8
9 10
Describe the firm’s industry. How large is the industry, nationally and locally? Are industry sales
increasing or decreasing? Why? Who are the firm’s major competitors? Describe each competitor in
terms of size, target market, strengths, and weaknesses. What economic forces impact the firm? Are
there any major laws or regulations which directly apply to the company? What technology does the firm
presently use? How could it be better utilized? What are the sociocultural issues faced by the company?
(Hint: What are the relevant local demographics? How can the firm use these trends to its advantage?)
Situation Analysis- Company & Customers
0
1
2
3
4
5
6
7
8
9 10
What are the company’s major strengths and weaknesses? What are its core competencies? How does it
provide value for customers?
Describe the company’s “average” customer and/or target market. How does the firm presently reach
these customers? Are there any customers who are not being targeted by the firm?
SWOT Analysis
0
1
2
3
4
5
6
7
8
9 10
How is the SWOT analysis? Did the SWOT Analysis take a comprehensive look at the company’s strengths
and weaknesses? How strong were the explanations for each cited strength or weakness? Were
opportunities and threats also identified and explained? Was any supporting evidence provided in order
to validate the opportunities or threats?
Market-Product Focus
0
1
2
3
4
5
6
7
8
9 10
How will the company use current products to further penetrate current markets? How will the company
use current products to expand into new markets? If you deem it necessary, will they develop new
products? How will they market these new products to new and current markets?
Restate the company’s target market. How do the company’s products differ from competitors’
products? Finally, how are the company’s products positioned relative to competitors’ products? (Think
back to the perceptual map used in class)
Marketing Program
0
1
2
3
4
5
6
7
8
9 10
How will the company use the four components of the marketing mix in order to achieve the goals listed
earlier in the plan? Outline the recommended product, pricing, distribution, and promotion strategies
which will help them to achieve this goal. How will these strategies directly impact these goals?
Financial/Organization/Implementation
0
1
2
3
4
5
6
7
8
9 10
If available, show and discuss the firm’s finance over the last few years. Are sales increasing or
decreasing? What contributed to these fluctuations? What is the company’s organizational plan? How
many employees does it have? What is the implementation schedule for the firm? When should the
recommendations offered in the marketing plan be commenced? Finally, what control procedures should
be used in order to assure goals are being met?
Peer Evaluations
0
1
2
Average of scores assigned by your fellow group members.
3
4
5
6
7
8
9
10
Technical Requirements
0
1
2
3
4
5
6
15 pages, block format, proper headings, grammatically correct, correct spelling
7
8
9
10
TOTAL POINTS 0/100
DATE
CLASS
TOPIC
MATERIAL
Aug 25
#1
Introduction
Syllabus
Marketing Overview
∙ Introductions
∙ Syllabus
∙ Chapter 1
Sept 1
#2
Marketing & Strategy
Marketing Plans
∙ Chapter 2
Sept 8
#3
Marketing Ethics
Marketing Environment
∙ Chapter 3
∙ Chapter 4
Sept 15
#4
International Marketing
Consumer Behavior
∙ Chapter 5
∙ Chapter 6
Sept 22
#5
Business Marketing
Market Segmentation
∙ Chapter 7
∙ Chapter 8
Sept 29
#6
Market Research
Review
∙ Chapter 9
Oct 6
#7
MIDTERM EXAM
Oct 13
#8
Products & Brands
∙ Chapter 10
Oct 20
#9
New Products
Services Marketing
∙ Chapter 11
∙ Chapter 12
Oct 27
#10
Place: Marketing Channels
Place: Supply Chain Management
∙ Chapter 13
∙ Chapter 14
Nov 3
#11
Place: Retailing
∙ Chapter 15
Nov 10
#12
Promotions: Marketing Communications
Promotions: Advertising, PR, & Sales
Promos
∙ Chapter 16
∙ Chapter 17
Nov 17
#13
Pricing I
Pricing II
∙ Chapter 19
∙ Chapter 20
Nov 24
#14
No Class- Thanksgiving
Dec 1
#15
Review
TBA
#16
Final Exam
Projects Due

ADA POLICY: If a student wishes to be identified as having a physical, mental, or learning
disability, that may or may not require reasonable accommodation(s), he/she must register
with the Office of Accessibility. These registered students should identify themselves to their
instructors and provide a written statement from the Accessibility Office that indicates the
appropriate accommodations. The process of a student self-proclaiming the need for
accommodation should occur as early in the semester as possible. The Office of Accessibility
phone is 245-7339 and is located in Rhodes Hall, Room 116, University of Rio Grande.
FERPA: The University of Rio Grande and Rio Grande Community College are committed to
fully respecting and protecting the rights of students under the Family Educational Rights and
Privacy Act (FERPA). These rights generally include the right to inspect, review and seek
amendment to the student's education records and the right to provide written consent before
personally identifiable information from education records is disclosed. Under FERPA, students
have the right to file a complaint with the US Department of Education concerning alleged
failures to comply with FERPA. Please see the Student Records Confidentiality/Rights Under
FERPA section of the Student Handbook for details and more information.
ACADEMIC DISHONESTY: Standard university policies, as described in the Student Handbook,
apply.
WITHDRAWAL: Refer to Student Handbook
PROGRAM OUTCOMES: The following outcomes have been adopted for the degree program
for which this course is required:
1. Students will be able to identify and describe the introductory concepts, basic theories,
and fundamental practices, in the principal functional areas of business.
2. Students will be able to describe and illustrate the significance of the economic
environment of business,
3. Students will be able to use current technology and computer applications in support of
business administration.
4. Students will be able to produce and present effective oral and written forms of
communication.
** This syllabus is not to be construed as a contract with the
student and may be subject to change**
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