MK 301Principles of Marketing– Spring 2008
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Principles of Marketing MK 301
Alcorn State University
School of Business
Spring Semester – 2008
Course Syllabus
Instructor:
Willie C. Anderson, B.S., MBA
Office:
Alice Tanner Hall Room #103
Phone:
Office phone: (601) 8776456 or 6450
Email:
wcander@alcorn.edu
Meeting Time:
MW 9:30 – 10:45 a.m.
Office Hours:
MW 11:00 a.m. 2:00 p.m., & 3:20 4:30 p.m. and other times by
appointment.
School of Business
Website:
www.bschool.alcorn.edu
Required Text and References:
Roger A. Kerin, Steven W. Hartley, William Rudelius (2004),
Marketing: The Core
, Irwin: Boston,
ISBN 0072547030
Prerequisite:
Junior Classification.
Course Description:
An introductory course designed to give basic understanding of marketing principles, and the
operation of marketing systems. The marketing mix, marketing environment, strategic marketing
planning, marketing of services, and international marketing are some of the topics discussed.
Course Objectives and Expected Outcomes:
Upon completion of this course, the student should be able to carry out the activities listed below
that are organized by major objective topic.
Objective 1: Foundations of Marketing.
Explain the customeroriented nature of marketing, the
impact of marketing activities on the individual, business, and society, core marketing concepts and,
marketing ethics. Critical concepts include markets, the elements of the marketing mix, market
segmentation and target marketing, customer satisfaction, quality, macromarketing, social
marketing, and relationship marketing.
Objective 2: Consumers and their Behavior.
Explain the model of the consumer purchase
decision process, and the psychological, social, cultural, and situational influences on consumer
purchasing patterns.
Objective 3: The Marketing Mix Product Management.
Define products in terms of the
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marketing related elements included in products. Describe the product life cycle and explain how
marketing challenges change at each stage. Distinguish types of products and services and how
different marketing strategies are needed for each type. Explain the product development process.
Explain branding and brand management strategies.
Objective 4: The Marketing Mix Price.
Define price as a marketing concept and explain, and
apply the factors to consider in determining price, price/quality relationships, and pricing strategies.
Objective 5: The Marketing Mix Place.
Define and distinguish sales and physical distribution
channels. Identify and distinguish types of marketing channels and channel members. Identify and
explain the issues to be considered in designing distribution channels and the challenges faced in
managing distribution channels.
Objective 6: The Marketing Mix Promotion Mix.
Define the promotion mix and each of its
elements. Explain the integrated marketing communications (IMC) concept. Apply the promotion
mix in an IMC framework.
Objective 7: The Marketing Mix Integration.
Identify, describe and apply the elements of the
marketing mix with consideration of how they affect one another, and how they are used in the
marketing process.
Objective 8: Environment Factors.
Identify and explain the key elements of the marketing macro
, intermediary and internal environments including political, legal and regulatory, economic,
technological sociocultural, demographic, competitors, business partner, customer and stakeholder
environments.
Objective 9:
Business to Business Marketing.
Describe different types of business customers and
reasons for buying, apply the new purchase decision process to business customers, understand the
elements of the buying center including the roles of gatekeepers, influencers, buyers, and decision
makers.
Objective 10: International Marketing.
Apply marketing concepts to international business
situations with consideration of special characteristics of foreign markets, crosscultural issues in
consumer behavior, crossnational differences in environmental factors, adaptation of marketing mix
elements, international marketing research issues, and diverse approaches to entering foreign
markets.
Objective 11: Marketing Research.
Describe marketing research activities used in the decision
making process and they reasons they are used. Marketing research activities to be addressed
include use of secondary data, survey research, qualitative methods, and basic statistical analysis.
Objective 12: Marketing Plan: Product or Service Research Project.
Students will be put into
groups and given the task of marketing a product or services nationally and/or internationally. The
project will be a culmination of all objectives, chapter materials and other assignments.
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Course Methods:
1. Instructor lectures to present core concepts and techniques.
2. Instructor led class discussions in which lecture material is applied to case situations.
3. Individual student writing assignments including textbook and real world situations.
4. Objective tests to verify knowledge of core concepts.
Course Procedures:
Course assignments will be covered as per the course Calendar. Classes will consist of a lecture of
the pertinent material and any related external material. There will be class discussions over the
course chapters and assigned group exercises. Discussion will draw on material included in the text
and any ancillary material provided by the instructor. The assignment of group exercises will be
announced in class. Student participation inclass discussion is expected and required. Students are
required to complete all reading assignments, including chapters, appendices and exercises.
Students are responsible on tests for all assigned text material, cases, lectures and class discussions.
Grading:
Grading Policy:
90% and above = A
80 90 = B
70 79 = C
60 69 = D
59 and below = F
Class Participation and Attendance:
Regular class attendance and participation in class discussions are expected and required. According
to the Alcorn State University general catalog, no matter how justifiable the circumstances for class
absences, students must attend as a minimum threefourths of the meetings for a given course in
order to be eligible to receive credit in that course. If a student, for any reason, accumulates
absences in a course in excess of onefourth of the scheduled class meetings for a semester and does
not officially withdraw from the course, he/she receives the grade of “F” in that course unless the
circumstances are deemed extenuating by the Vice President of Academic Affairs. Achievement
will be measured by
three exams, project, presentation, video case discussions and participation
in all class activities. Exams will consist of multiple choice and short interpretative essay questions.
Makeup Exams and Late Papers:
There are no provisions for makeup exams, if you have a problem see the instructor. Written
assignments must be turned in on time. Missed exams and late assignments (for any reason) will be
given a grade reduction or grade of zero (0).
Late assignments will be reduced by 15% after the
due date and time. An additional 15% will be deducted each day after that.
Written work is
assigned at the beginning of the course to provide students with ample time to internalize the
problem and complete the project. Students who cannot attend class when a written assignment is
Performance Evaluation:
Two Exams @ 12% each
Final Exam 16%
Marketing Plan & Presentation 50%
Video Case Discussions 5%
Participation 5%
Total 100%
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due must have the assignment delivered to the instructor by or before the start of class on the due
date.
Plagiarism and Cheating:
Written assignments and exams must be original, individual or teamwork when appropriate.
Evidence of cheating or plagiarism, or intent to do so, on any test, or written assignment will result
in an “F” grade for the course.
Professional Appearance:
All work must be created by using Microsoft Office. Table and graphs should be used as needed to
enhance communication. Students are encouraged to use the computer resources of the School of
Business computer lab or the library. The report should be printed with 1inch margins for the top,
bottom, left, right and using a 12size font. The report should be doublespaced within paragraphs,
doublespace between paragraphs, before, and after each heading. Please visit the School of
Business website to view sample.
MK 301Principles of Marketing– Spring 2008
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Principles of Marketing – MK 301
Assignment Schedule for Spring Semester 2008
Dates Chapter/ Appendix #
Title
1/7 – 1/9 Introduction to course, discussion of exams,
grading system, and assignments
1/7 – 1/9 1
Creating Customer Relationships and Value
through Marketing
1/14 – 1/16
2 Developing Marketing and Corporate Strategies
1/14 – 1/16
Creating an Effective Marketing Plan
1/23
3 Scanning the Marketing Environment
1/28 – 1/30
4 Ethics and Social Responsibility in Marketing
2/4 – 2/6
Exam 1 Chapters 14
2/4 – 2/6
Appendix B Planning a Career in Marketing & Resume Writing
2/11 – 2/13
12 Pricing Products and Services
2/18 – 2/20
5 Consumer Behavior
2/25 – 2/27
6 Organizational Markets and Buyer Behavior
3/3 – 3/5 7 Reaching Global Markets
3/17 – 3/19
8
Marketing Research: From Research Information
to Action
3/24 – 3/26
Exam 2 Chapters 58 &12
3/31 – 4/2
9 Identifying Market Segments and Targets
4/7 – 4/9 10 Developing New Products and Services
4/14 – 4/16
11 Managing Products, Services, and Brands
4/16
Submission of Marketing Plan
5/21 – 5/30
Presentation of Marketing Plan
5/5 – 5/8
Final Exam Chapters 911
The dates are approximate and may deviate at times. Deviations from this calendar will be
discussed in class.
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