Marketing 320 Michael Boyd
Basic Marketing Concepts 686-4584 or 926-6989 (h)
Fall, 2004
Course Website: www.octc.kctcs.edu/management
Office: LRC 213
Office Hours: Mondays, Tuesday evening, Wednesdays, Fridays.
Call anytime to make appointment outside office hours
Class Times: Wednesday Evening: 5:30 – 8:15 pm
T-110
Course Objectives: Provide the basic principles of marketing. The course will familiarize you with the marketing process and look at the development of marketing strategies. The course will analyze marketing from both a business and consumer orientation, and is designed to provide information and skills which will be useful to you as a business professional and as a consumer.
Text: Pride, W. and Ferrell, O.C. (2003) Marketing. Boston: Houghton Mifflin.
Course Requirements
1 At least 20 chapters will be covered during the semester. The format will be a combination of joint discussion, instructor facilitation, class activities, videos, and whatever else we can think of.
2 Four major feedback tools will be given. Each will include information from classroom discussions, the text, and examples reviewed in class. The format will be essay and multiple choice. In addition, a final exam will be given on the last night of class. I’ll prepare you so don’t get too stressed.
3 Unannounced exercises/quizzes may be given throughout the semester.
4 Homework assignments will be required during the course and these will be assigned and discussed in class. Late assignments will only be accepted within 24 hours of the period in which they are due.
5 A marketing plan project will allow you to analyze a new product, create a report, and present the results for the class.
Schedule
You will know well in advance the evenings in which feedback tools will be given. On many evenings we will cover two chapters. Due to the volume of material we will be covering, it will be essential for you to read assignments prior to coming to class.
Marketing Media Submission
Every week you will need to turn in a copy of an abstract (an article off of the university database is just fine). At the top of the article, neatly write the 3 to 5 main points of the content. You will need to briefly explain (30 - 45 seconds) your article in class. These can only be turned in during each class period.
Attendance
Attendance at all classes is highly recommended! Your participation in class is essential. Please email if you won’t be able to attend class.
Withdrawal Policy: Students may drop the course and receive a “W” at their discretion, through the midterm. After the midterm, a student may withdrawal with a “W” only under extenuating circumstances (illness, accident) and with the instructor’s permission.
Make-up Exams: Any make up exam will be given during the final exam period.
Responsibilities of the Student: Students should complete reading assignments and required work before coming to class, be prepared to take exams on announced dates, find out what was covered in class if absent, and communicate to the instructor any academic problems you feel you have with the course. You will need to print out all chapter outlines from the course website. PowerPoint slides are available on-line as well.
Cheating, Plagiarism, and Conduct: Cheating and plagiarism will not be tolerated. Students found guilty will be given an “F” for the course. Students who are disruptive in the classroom will be asked to leave.
In compliance with federal law, including the provisions of Title IX of the Education Amendments of 1972, Sections 503 and 504 of the Rehabilitation Act of 1973, and the Americans with Disabilities Act of 1990, Western Kentucky University does not discriminate on the basis of race, sex, religion, color, national or ethnic origin, age, disability, or military service in its programs or activities; its admissions policies; scholarship and loan programs; athletic or other University-administered programs; or employment. In addition, the University does not discriminate on the basis of sexual orientatioin consistent with University nondiscrimination policy. Inquiries or comments regarding these issues should be directed to the Director of Equal Opportunity/504/ADA Compliance, Western Kentucky University, 1 Big Red Way, Bowling Green, KY 42101. Telephone 270.745.5121, fax 270.745.3199, TTY 270.745.3030.
Grading
Feedback 1 Chapters 1 -5 100 points
Feedback 2 Chapters 6-9 100 points
Feedback 3 Chapters 10-13 100 points
Feedback 4 Chapters 17,18, 19, 15, 20/21& 23 100 points
Marketing Plan 150 points
Assignments/Participation 100 points
Total 650 points
Grades based on:
90 – 100 % A
80 - 89% B
70 - 79% C
60 - 69% D
> 60% F
Marketing Plan Project
Select a new product for analysis and submit a report (minimum of 7 typed pages). You will get the opportunity to make a short verbal report on your work. The purpose of this project is to utilize the knowledge gained in this course to analyze a new product introduction.
An example of a class project will be provided, so relax. I want you to become very familiar with the marketing process and I want you to do your research on a product that you find incredibly interesting. I strongly encourage that you obtain primary information during the project (in other words, contact the manufacturer or distributor of the product). A picture of the product is encouraged and as well as searching available on-line resources. The project will be graded on each major segment (next page), presentation, and the coverage of the entire marketing process. I also want your opinion on how successful the product will be in its specific marketing segment.
Thousands of new product introductions are performed every year. I’m asking you choose just one that has been introduced in the last 12 calendar months.
Format of Project
Introduction
* Product features and benefits
* How is the product different from the competition
* Who is the target market?
* How important is this new product to the target market?
Strategies
* Brand name
* Product positioning
* Package
* Price
* Distribution
* Advertising/promotion/merchandising
Issues
* How does this new product fit into the company’s product mix?
* Why did the company introduce this product?
* What research was probably done before introducing the product?
* How will competition likely react to this product introduction?
* Will this new product be successful? Why?
Have a profitable semester!