Online class ( MKT-301 - Principles of Marketing )

COURSE SYLLABUS

UNIVERSITY STATEMENTS

Academic Integrity

By accepting this syllabus, you pledge to uphold the principles of Academic Integrity expressed by the Marymount University Community. You agree to observe these principles yourself and to defend them against abuse by others.

Special Needs and Accommodations

Please advise the instructor of any special concerns or needs at the beginning of the semester. If you seek accommodation based on disabilities, you should provide a Faculty Contact Sheet obtained through the Office of Student Access Services, located in Rowley Hall.

Access to Student Work

Copies of your work in this course including copies of any submitted papers and your portfolios may be kept on file for institutional research, assessment and accreditation purposes. All work used for these purposes will be submitted anonymously. 

Student Copyright Authorization

For the benefit of current and future students, work in this course may be used for educational critique, demonstrations, samples, presentations, and verification. Outside of these uses, work shall not be sold, copied, broadcast, or distributed for profit without student consent. Items submitted for this course also may be submitted to TurnItIn.com for analysis.

University Policy on Weather and Emergency Closings

Weather and Emergency closings are announced on Marymount’s web site, through MUAlerts, area radio stations, and TV stations. You may also call the Weather and Emergency Hotline at (703) 526-6888 for current status. Unless otherwise advised by local media or by official bulletins listed above, students are expected to report for class as near normal time as possible on days when weather conditions are adverse. Decisions as to inclement closing or delayed opening are not generally made before 6:00 AM and by 3:00 PM for evening classes of the working day. Emergency closing could occur at any time making MUAlerts the most timely announcement mechanism. Students are expected to attend class if the University is not officially closed. If the University is closed, course content and assignments will still be covered as directed by the course instructor. Please look for communication from course instructor (e.g., Blackboard) for information on course work during periods in which the University is closed.

Technology Requirements: Computer, stable internet connection, adobe acrobat, video player

Prerequisite Knowledge: Knowledge of Blackboard, English grammar proficiency,.

1. COURSE DESCRIPTION

A study of the system of interacting business activities that deliver goods and services to present and potential customers. Analysis of the problems of planning, research, and logistics that confront the modern marketing manager. Prerequisite: EN 102. (3)

2. BROAD PURPOSE OF COURSE

This course is an introduction to marketing and how it relates to business and society.

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

· American Marketing Association

3. COURSE OBJECTIVES

Upon successful completion of this course students will be expected to:

1. accurately define marketing and explain the increasing importance of ethical and social issues in the evolution of the marketing concept;

2. identify the components of the marketing mix (product, price, promotion, and distribution) and describe how these components interact with the ethical issues discussed in the text;

3. describe the importance of the study of consumer behavior in marketing and explain how knowledge of the consumer decision- making process is used in the development of marketing strategies;

4. distinguish between competition-oriented and consumer-oriented marketing strategies;

5. describe how market segmentation is used to position and sell products in target markets;

6. discuss product development and branding strategies, pricing strategies, and integrated marketing communication;

7. explain the reasons for the use of different types of channel structures and marketing intermediaries.

8. prepare and present a marketing plan on a product or service

4. TEACHING METHOD

This course is being taught 100% asynchronously online. Active participation is an integral part of the educational experience in class.  It is expected that you log on at least 3 times per week and participate in meaningful discussions.

· As your instructor, it is my responsibility to present learning opportunities through the course syllabus, in-class activities and out of class readings, assignments and projects.

· As the student, it is your responsibility to do the learning by completing the assigned work, by participating in class discussions and group activities with energy, enthusiasm and relevant content. You will also be asked to provide peer feedback.

· This course will require 10 hours of your time each week. This includes reading assigned chapters of the textbook and case studies, reviewing course content in Blackboard, preparing and posting written assignments, participating in the weekly discussion boards, and completing the homework assignments.

Communication/Feedback If you send me an email, I will get back to you within 24 hours during the work week and 48 hours on weekends. I will respond to all written assignments within one week of the due date.

ONLINE ETIQUETTE

Since we cannot see each other in the online environment, it is hard to tell the mood of the writer. Therefore, when you respond to your classmates, please proofread your responses carefully and make sure the tone of your response is appropriate. Be sensitive and positive in your approach to others, and careful with your words.

Although your class discussions can be informal, try to proofread before posting. All written assignments must be spell checked and grammar checked prior to submission.

You are expected to do your own work for all discussions, quizzes, assignments and exam. When you upload your assignments, you are acknowledging that you prepared the assignment you are submitting.

PLEASE READ THE NETIQUETTE QUIDELINES IN THE “START HERE” SECTION OF BLACKBOARD.

5. GRADING POLICY

Weekly discussion boards – The discussion boards are a very important component of this class and simulate the classroom environment. Join the class discussions frequently. Chat. Agree. Disagree. Debate. Ideally, the discussion board is an outlet for learning and for expressing ideas and opinions based on readings. Each week you will have a discussion board question that you will write an initial posting of no less than 100 words and respond to at least two of your classmates’ posts .

I'll post one discussion question per week. In turn, you will be required to:

· Post one answer to the weekly question (due every Wednesday before 11:55 p.m. Eastern Time [ET]). Your post should be no less than 100 words.

· Respond to at least two of your classmates’ discussion postings (due every Friday before 11:55 p.m. [ET]).

Please note that all posts should contribute something substantial to the discussion. You should avoid posts that merely compliment (e.g. "Interesting post...") or support (e.g. "I agree with you...") another student's work; you will not be given credit for these sorts of comments because they don't intellectually contribute to the discussion. Since the discussions happen in real time, no late posts will be accepted for any reason. Do not post on the Discussion Board in advance unless you will be out of town or will not have Internet access the following week.

Please refer to the course schedule for due dates. You are also expected to read ALL of the posts for that week. Questions on the quizzes may come from the discussion boards. More information about grading of the discussions can be found under the “START HERE” tab on Blackboard.

4Ps Project – You will come up with an idea for a new product, develop a pricing structure, discuss distribution channels, and a promotion strategy for the product. Your project MUST contain a social innovation aspect. More about this assignment can be found on Blackboard. Please note that you will prepare a PPT about your project that will be pat of the Week 15 discussion.

Quizzes – After every section in the text, a short quiz based on the readings will be assigned. Check the schedule for dates and chapters covered.

Case studies – Each week you will have a choice of responding to one of the case studies in the lessons. Write up your responses to the questions and post in the appropriate area on the Bb site. Your response should be NO LESS THAN 250 words.

Late assignments – Respecting deadlines is essential in marketing. Therefore, NO late assignments will be accepted!

· Evaluation in points

Discussions 300 (20 points per week)

4 Ps project 400

Case Studies 150 (10 per week)

Quizzes 150

Total 1000

· Grading Scale in points

930-1000 A

900-929 A-

870-899 B+

830-869 B

800-829 B-

770-799 C+

730-769 C

700-729 C-

670-699 D+

630-669 D

600-629 D-

Final grades are assigned according to the work you did in the course. Do NOT email me and ask for a higher grade. If you see that I have miscalculated your grade or made an error in determining your final grade, make an appointment to meet with me. Federal regulation prohibits me from discussing grades via email.

6. CLASS SCHEDULE

This schedule is designed to be a guide and is subject to change. The instructor reserves the right to adjust the course outline to take advantage of additional learning opportunities during the course and in the event of unforeseen schedule changes.

Be sure to check Blackboard for updates.

FINAL PROJECT DUE DECEMBER 18

7. REQUIRED TEXTS

Grewel, D. (2015). M: Marketing. (4th Ed.) NY: McGraw-Hill. ISBN: 978-0-07-786102-5

8. REQUIRED OR SUGGESTED READINGS OR AUDIO-VISUAL MATERIALS

The Wall Street Journal

Business Week

Fortune

Ad Age

Brand Week