Lincoln Memorial University

 

 

Semester:             Spring 2006                                                                                                                                        

Course:                 MKTG 300 – MARKETING THEORY

Time:                     Tuesday & Thursday 11:00 – 12:15 PM

Room:                    DBSK 316

Revised: 1/3/06

Instructor:            Donald J. McCarren, Ph.D.               Office:                    DB 320

                                                                                                Telephone:            423-869-6450

                                                                                                Fax:                         865-458-8029

                                                                                                E-Mail:                   anoulap65@aol.com

 

                                                                                                Office Hours:        T             10 – 11 AM, 2:30 – 4 PM

                                                                                                                                TH          10 – 11 AM, 2:30 – 4 PM

                                                                                                                                MWF     10 – 12 PM    By Phone (865) 458-2751

                                                                                                                                By Appointment

 

 

Text:                       Essentials of Marketing (5th Edition), Charles W. Lamb, Joseph F. Hair, Carl McDaniel, Thomson Southwest, Copyright 2006. ISBN: 032431664X

 

Course Perspective:

                                The course focuses on the elements of the marketing process which combine to form a cohesive plan designed to create customer satisfaction.  In achieving this objective, we will explore the challenges and opportunities in the New Economy which include:

 

·         A shift in market power to customers.

·         Increased global competition.

·         Massive increase in product choices.

·         The rise of the internet as a major marketing vehicle.

·         Shifting perceptions of value.

·         Shortened product life cycle.

·         Increasing demand for innovation.

·         Extraordinary competition for “Share of mind”.

·         Little real differences between competing products.

·         Establishing sustainable comparative advantage.

 

 

Course Objectives:

                                The major objective of this course is to develop a thorough understanding of the elements needed to produce a cohesive strategic marketing plan, its execution and the metrics needed to measure its effectiveness in achieving organizational goals but also as a tool to build long-term customer relationships.

 

                                A secondary objective is to gain an appreciation for the continuing evolution in market needs/wants, the creation of new market segments, the role of internal and external forces on target markets all suggesting a continuous demand for fresh information and analysis.

 

                                A third objective is to gain a basic understanding of the underlying financial issues and how they influence marketing decisions.

 

                                And lastly, to establish the role of the marketing function within the enterprise as an extension of the corporate mission, vision and objectives.

 

 

 

 

 

 

 

 

 

 

Course Structure:

 

                                This course will be highly interactive based on information in the textbook, marketing exercises in class, case                                                studies and the term project.

 

                                The term project will be undertaken by teams and will culminate with a 30 minute oral presentation and a fully                                                developed type-written marketing plan.

 

                                Each element of the marketing plan will be developed in the classroom supplemented by appropriate readings.

 

                                Each team will collect competitive marketing materials and create a detailed analysis of the promotional message,                                          target or market segment, promotional spending trends and marketing mix.  Financial data will also be useful.                                                 This information will be presented as both a separate team report and incorporated into the final marketing plan.

 

                                In addition to the above, there will be a Mid-Term Exam based upon a prepared study guide containing                                                          approximately 20 essay questions.  Four or five of these essay questions will be chosen from the study guide to                                          create the Mid-term Exam.  A similar procedure will be followed for the creation of the Final Exam.

 

                                There will also be a case study designed to illustrate the application of specific marketing principles and to introduce                 the student to the case study method.

 

 

Course Requirements:

 

                                Attendance Counts – If attending class is a problem for YOU – Don’t take this class.  Lack of on-time attendance                                        will count against you.  Similarly, if you leave before the class is over, YOU will be counted absent.

                               

                                Assignments – MUST be turned in on the date assigned.  YOU are responsible to get notes, handouts, assignments                                 and other course requirement from your classmates.

 

                                Class Participation –One of the goals of this course is to provoke questions, creative thought and to provide a forum                                                 for multiple points of view.

 

                                Tests – will be given at the Mid-Term and end of the semester and likely be in the form of essay style questions.                                          The goal is to give YOU an opportunity to express your ideas and understanding of the issues involved. 

 

                                There will be a heavy reliance on case studies to reinforce and expand upon the course work presented. 

 

                                The Oral Presentation of the term project and the written preparation will represent a significant part of your final                                         grade.

 

                                You should arrive at class meetings on time to avoid disrupting the class.  Cell phones, pagers, or PDAs should be                                     turned off before entering the classroom.  No unauthorized guests, including children, are allowed during class.                                           Working on assignments from other courses or studying for other exams, reading outside materials unrelated to the                                    course, talking with fellow students during lectures, sleeping in class, and any other disruptive behavior(s) is(are)                                       not permitted.

 

 

Grading:                Grading for this course is as follows:

 

                                Attendance & Participation               10%

                                Mid-Term Exam                                    20%

                                Case Study                                            10%

                                Competitive Analysis                          10%

                                Team Project:

                                                Oral Presentation                 15%

                                                Written Presentation           15%

                                Final Exam                                             20%

                               

 

                                NOTE: Any student with a disability requiring accommodation(s) should make an appointment with the Vice                              President for Student Affairs

                                (423-869-6393) to discuss specific needs.

 

                                NOTE: Academic Integrity (from LMU Undergraduate Catalog 2003-2004)

                                It is the aim of the faculty of Lincoln Memorial University to foster a spirit of complete honesty and high standard of                 integrity.  The attempt of any student to present as her/his own any work which he/she has not honestly performed is                                regarded by the faculty and administration as a very serious offense and renders the offender liable to severe                                               consequences and possible suspension.

 

                                Cheating: dishonesty of any kind on examinations or written assignments, unauthorized possession of examination                                    questions, the use of unauthorized notes during an examination, obtaining information during an examination from                                      another student, assisting others to cheat, altering grade records, or illegally entering an office are instances of                                            cheating.

 

                                Plagiarism: offering the work of another as one’s own without proper acknowledgement is plagiarism; therefore,                                        any student who fails to give credit for quotations or essentially identical material taken from books, magazines,                                           encyclopedias, web sources, or other reference works, or from the themes, reports, or other writing of a fellow                                             student has committed plagiarism.

 

                                Instructor Policy on Academic Integrity: Any assignment found to violate the above university policy will be                                               considered an F without the possibility of make-up opportunities.  Continued violations will result in an F for                                              the course.

 

                                The instructor reserves the right to make adjustments to this syllabus.