The University of Akron - College of Business Administration
(Spring 2014)
MARKETING PRINCIPLES
SECTION 6600: 205-001
M/W/F 9:55 - 10:45 a.m.
General Information
Instructor:
Office:
E-Mail:
Office Hours:
Text:
Gregory Dumont, Ph.D.
CBA 322
X8839
[email protected]
By Appointment
Marketing, 4th Edition Dhruv Grewal and Michael Levy [2013]
McGraw-Hill, Irwin (ISBN: 978-0078029004)
Text Supplements:
Instructor will provide supplemental materials throughout the
semester.
Course Information
Prerequisites:
24 hours of college credit
Description:
This course will introduce you to the marketing discipline
through a variety of topics including product, price, place and
promotion as well as customer, company, competitors, context
and collaborators. We will explore the dynamic interrelationship
between the business environment and the strategic marketing
response of market leading firms.
Mission Statement
College Statement:
Preparing competent and responsible business leaders.
Department Statement:
Developing marketing professionals with the knowledge, skills
and personal qualities necessary for successful careers and more
fulfilling lives.
Learning Objectives
Content Knowledge
• Students will demonstrate knowledge and understanding of core marketing vocabulary and
concepts.
• Students will understand the functions that marketing performs within a firm.
• Students will apply their knowledge of marketing theories, concepts and practices.
• Students will understand how global external forces impact organizations and the impact on
marketing efforts.
Foundation Skills
• Students will demonstrate critical thinking skills through application of qualitative and
quantitative tools to analyze and propose specific recommendations within environmental
constraints.
The University of Akron - College of Business Administration
(Spring 2014)
•
•
•
Students will be able to present concepts and views clearly, professionally and persuasively
through effective oral communication.
Students will be able to present concepts and views clearly, professionally and persuasively
through effective written communication.
Students will be able to locate, critically evaluate, appropriately document and apply
information from external sources.
Personal Qualities
• Students will be made aware of the positive personal qualities and social skills that are essential
to a successful business career including: responsibility, creativity, adaptability, selfmanagement and integrity.
• Students will demonstrate a knowledge and application of professional business behavior and
attire.
Workplace Competencies
• Demonstrate the ability to think critically about business issues by integrating ideas from
multiple sources, solving unstructured problems and applying knowledge of global business
fundamentals in creative and innovative ways.
• Work effectively in diverse teams.
• Utilize information technology and knowledge management skills (online research queries,
database tools, spreadsheet tools and the like) for global business decision-making and problem
solving.
• Understand, identify and address ethical circumstances and dilemmas encountered by business
professionals.
• Demonstrate an understanding of and appreciation for leadership.
Class Policies
Attend & Participation:
Participation and attendance are rewarded. Attendance will be
taken at the discretion of the instructor. You will receive a 1 on
the days you attend and a 0 on the days you chose an alternative
use of our class time. At the end of the semester, your attendance
score will reflects the points you have accumulated (sum of all 1
and 0 values) will be divided by the total number of days
attendance was taken. This is simple math…
Excused Absences:
Defined as the following:
(1) Illness of the student or serious illness/death of an immediate
family member
(2) AU sponsored trip or major religious holidays.
(3) Other excuses (work, internship and the like) will be
considered on a case-by-case basis at the discretion of the
instructor.
Assignments:
All assignments are due on or before date designated on syllabus.
Late Assignments:
The instructor will NOT accept late work.
The University of Akron - College of Business Administration
(Spring 2014)
Make-up Exams:
The availability of make-up examinations is at the discretion of
the instructor. Please note, exams will be available for a period
of at least one week. If you are unable to find one hour to take
the exam during the window provided, there will NOT be an
opportunity to make-up the exam.
Disabilities:
Students with disabilities who require special accommodations
must first meet with the Office of Accessibility in order to obtain
proper documentation. The Access Office is located in Simmons
Hall, Room 105. The student is responsible for reminding the
instructor of test specific accommodations at least 5 days prior to
each exam.
Conduct:
Violation of the University Academic Honesty Policy, as defined
in the “Procedures and Requirements” section of The
Undergraduate Bulletin, will not be tolerated with the student
being subject to disciplinary penalty.
Additionally, the use of personal electronic devices can often be
distracting to other students. In the event that you are using your
electronic devices for non-academic purposes during class time,
the professor reserves the right to mark said student absent and/or
deduct points from final grade. See electronics policy!
Grading Scale
A
AB+
B
93.0 TO 100
B80.0 TO 82.9
D+
66.0 TO 69.9
90.0 TO 92.9
C+
76.0 TO 79.9
D
63.0 TO 65.9
86.0 TO 89.9
C
73.0 TO 75.9
D60.0 TO 62.9
83.0 TO 85.9
C70.0 TO 72.9
F
Anything < 60
Please Note: Grades May be Curved Where Necessary
Course Evaluation
Test 1 (Chapters 1, 2, 5, 6, 18)
Test 2 (Chapters 9, 20, 10, 14, 3)
Test 3 (Focus on 7, 8, 11, 12)
Practical/Applied Assessments
Block #1 (Presentation)
Block #2 (Presentation)
Simulation
Attend/Participation
Total
Extra Credit*
225 points
225 points
225 points
200 points
100 points
100 points
100 points
25 points
1000 points
The University of Akron - College of Business Administration
(Spring 2014)
Tests
You will be responsible for 3 Tests to be administered in the Test Center @ Shrank Hall North.
These exams will primarily cover the material within the text as exam questions are taken from the
textbook publisher test bank. Exams will include 30 T/F and 50 multiple-choice questions. You will
have the opportunity to sit for each exam whenever it is most convenient for you over a period of at
least one-week. Each exam must be taken as scheduled (below) in the absence of a documented
emergency, athletic event or other valid reason (as determined by instructor). The scheduled test days
are as follows:
Test 1 – Monday, February 17th to Saturday February 22nd
Test 2 – Monday, March 31st to Saturday, April 5th
Test 3 – Monday, April 28th to Thursday, May 10th
***(Check Shrank Hall Test Center Hours of Operation)***
Practical/Applied Assessment
In addition to the exams, the course material will be broken into 2 conceptual blocks wherein each
group will provide a detailed analysis of key marketing concept. These analyses will be brand, product
category and market specific (i.e. BMW, luxury autos in the US market). This assessment will focus
on the competitive imperatives underlying brand success/failure within the product category and
market selected. Depending on enrollment, the class will be broken into groups of 5-7 students.
Please note, each of the practical/applied exercises will culminate in a presentation in front of your
peers. The instructor will provide guidelines and further details for each of the practical/applied
exercises throughout the semester.
Simulations
McGraw-Hill has recently launched a new simulation platform whereby students have the opportunity
to develop and market a new product (backpack) launch. Through the simulation framework, you will
apply many of the concepts learned throughout the semester to include:
(1) Product, Price Place, Promotion (4P’s)
(2) Segmentation, Targeting & Positioning
(3) Competitive Market Analysis
(4) Relationship Between Costs and Price
(5) Integrated Marketing Communications
(6) Competitive Market Analysis
(7) Return on Marketing Investment
Connect Exercises
Throughout the semester, you will have the opportunity to complete Connect exercise for each chapter
of the text. Please note, Connect is NOT a “requirement” for the course. Connect will prove quite
useful in cementing key concepts discussed in class and will prove invaluable as a tool for exam
preparation. For those of you that choose to complete ALL of the Connect exercises throughout the
semester, there will be 25 points (extra credit) added on to your final grade for the class.
Additionally, you may well have the opportunity to complete instructor-provided surveys as a broad
focus group based representation of your demographic. Credit will be allocated in accordance with the
number of perceived focus group “opportunities” throughout the semester.
The University of Akron - College of Business Administration
(Spring 2014)
Course Schedule
**This is a tentative schedule that may change at the discretion of the instructor**
Week
1
2
3
4
5
6
7
8
9
10
11
12
Date
1/13
1/15
1/17
-----------------------------------1/20
1/22
1/24
-----------------------------------1/27
1/29
1/31
2/3
2/5
2/7
-----------------------------------2/10
2/12
2/14
-----------------------------------2/17
2/19
2/21
2/24
2/26
2/28
-----------------------------------3/3
3/5
3/7
-----------------------------------3/10
3/12
3/14
3/17
3/19
3/21
-----------------------------------3/31
4/2
4/4
-------------------------------4/7
4/9
4/11
Topics/Assignments
Review Syllabus and Semester Roadmap
Chapter 1 – Overview of Marketing
Designate Groups & Introduce PA #1
Chapter 2 – Developing Marketing Strategies & Marketing Plan
Chapter 2 – Continued…
Chapter 5 – Analyzing the Marketing Environment
Chapter 5 – Continued…
Chapter 6 – Consumer Behavior
Chapter 6 – Continued
Chapter 18 – Integrated Marketing Communication
Chapter 18 – Continued & Group Day (Work on P-A #1)
Practical/Applied #1 – Marketing Environment (SWOT)
Practical/Applied #1 – Marketing Environment (SWOT)
Practical/Applied #1 – Marketing Environment (SWOT)
Practical/Applied #1 – Marketing Environment (SWOT)
Chapter 9 – STP & Introduce PA #2
Chapter 9 – Continued
Test #1 – Chapters 1, 2, 5, 6, 18 (Shrank Hall North – Test Center)
Chapter 20 – Personal Selling & Sales Management
Chapter 10 – Marketing Research
Practice Simulation (Introduction)
Chapter 14 – Pricing Concepts
Chapter 14 - Continued
Simulation #1 and #2
Chapter 3 – Social and Mobile Marketing
Chapter 3 – Social and Mobile Marketing
Simulations #3 and #4 & Group Day (Work on P-A #2)
Practical/Applied #2 – STP (Segmenting, Targeting, Positioning)
Practical/Applied #2 – STP (Segmenting, Targeting, Positioning)
Titan Business Challenge @ Taylor Institute (No Class)
Practical/Applied #2 – STP (Segmenting, Targeting, Positioning)
Practical/Applied #2 – STP (Segmenting, Targeting, Positioning)
Test #2 – Chapters 9, 10, 20, 14, 3 (Shrank Hall North – Test Center)
Chapter 7 – Business to Business Marketing
Chapter 7 - Continued
Simulations #5 and #6
The University of Akron - College of Business Administration
(Spring 2014)
13
14
15
16
4/14
4/16
4/18
-----------------------------------4/21
4/23
4/25
-----------------------------------4/28
4/30
5/2
5/5 – 5/11
Chapter 8 – Global Marketing
Chapter 8 - Continued
Simulations #7 and #8
Chapter 11 – Product, Branding and Packaging
Chapter 12 – Developing New Products (Online)
Simulations #9 and #10
Documentary – Coca Cola
Individual Student Conferences
Test #3 – Focus on Chapters 7, 8, 11, 12 (Shrank Hall North)
No “Obligation” on Finals Week!