LINCOLN MEMORIAL UNIVERSITY
MARKETING THEORY
MKTG 300
MWF: 9:00 - 9:50a.m.
DB-310
Class Hours: 3.0 Instructor: Dr.
Credit Hours 3.0 Office Hours: MW: 12:00-2:00p.m.(H)
Course Syllabus T: 3:00p.m.-5:00p.m.(OL)
Spring 2004 F: 12:00p.m.-1:00p.m.(H)
Revised: 1/5/04 Other Hours By Appointment
Phone: 423-869-6263(H) E-mail: cdecker@lmunet.edu
865-693-1570(K) deckca@aol.com
Web Page Address: http://hometown.aol.com/deckca/classpage.html
(Check for Assignment, Announcements, & Updates)
(H) = Harrogate Site
(K) = Knoxville Site
(OL) = On-line
CATALOG COURSE DESCRIPTION: Principles and strategies for developing an
organization’s marketing mix. Topics include product decisions, pricing
strategies, promotion types, market identification, distribution channels, and
ethical considerations.
PREREQUISITE: ECON 211, 212
STANDARDS/GOALS:
Maintain a high quality, effective undergraduate business curriculum relevant to business and students
COURSE
OBJECTIVES:
Deliver curriculum cores
appropriate to a strong business foundation and to diverse student needs
Deliver programs which allow specialization
in specific business fields for which there is market demand
· Explain marketing concepts such as the marketing mix and environmental forces affecting marketer actions
· Differentiate between marketing strategy and marketing tactics
· Explain the four Cs of marketing in the context of a microenvironmental business operations
· Perform and explain marketing research for effective marketing decision making
· Apply and Describe consumer behavior models and decision processes for product marketing
· Explain the organizational buying processes
· Develop & Differentiate market segmentations as a business strategy
· Develop and Describe products, life cycles, product mixes, brands, and packaging for effective product strategy decision making
· Describe service characteristics and types for effective business service strategy
· Describe and Apply distribution and intermediary initiatives for marketing mix contributions and maximum logistics control
· Recognize and Apply promotion elements for the development of effective promotional strategies
· Differentiate and Describe personal selling and sales promotion and their role the marketing process
· Describe and Apply the concepts of pricing for the development effective pricing strategies
· Recognize the holistic nature of a marketing position
TEXT/REQUIRED
READINGS/SOFTWARE:
Marketing in the 21st Century. J.R. Evans & B. Berman, 8th ed., Atomic Dog, 2002.
Experiencing Marketing: Introduction to Marketing. Web-Version & E.R. Cadotte,
South-Western.
SUGGESTED
READINGS& WEBSITES:
Journal
of Marketing
Advertising Age
Journal of Business Strategy
Journal of Business Research
Journal of Consumer Research
Marketing News
Journal of Advertising Research
Industrial Marketing Management
Journal of Marketing Research
www.ama.org
www.usatoday.com
www.census.gov
www.marketingtools.com/publications/AD/index.htm
http://ciber.bus.msu.edu/
www.acrweb.org
www.cob.ohio-state.edu/scp/
www.census.gov/epcd/www/naics.html
www.iso.ch/
www.dnb.com/purchase/hpurcha2.htm
www.stat-usa.gov
www.odci.gov/cia/publications/factbook/index.html
http://harvardbusinessonline.hbsp.harvard.edu
www.marketresearch.com
http://www.marketingpower.com
http://knowledge.wharton.upenn.edu
http://www.library.hbs.edu/industries/industry_guides
http://www.sponsorship.com
http://www.marketingprofs.com/index_eoy.asp
http://www.exhibitornet.com
www.reveries.com
www.marketingsherpa.com
www.customeradvisoryboards.com
http://www.socialmarketingonline.net
http://www.marketingprofs.com/index_eoy.asp
METHODOLOGY OF
INSTRUCTION: This course will
consist primarily of Marketing applications but will be supplemented with
lecture(classroom and web-based), class/team exercises, games, case
evaluations, and class discussions and questioning.
REQUIREMENTS:
Attendance: Because of the
progressive content and other web-enhanced features of this course, your prompt
attention to details and submittals is directly related to your considered
attendance in the class. As with traditional attendance measures, this is
critical to your learning experience. Because the successful completion of this
course is tied to daily class materials, in-class submittals, and contact
(traditional or virtual), any absence (traditional or virtual or in work
application) in this class will result in a substantial loss of information and
material for a satisfactory evaluation. Class attendance (traditional or
virtual) indicates your enthusiasm toward learning and will reflect on the
grade you receive in this course. You will lose 10 points for each absence
(traditional or virtual) after 3. Pop
quizzes and assignments will be implemented in times of excessive absences
(traditional or virtual) and will be used in borderline cases of evaluation.
If you do have to miss class
(traditional or virtual) for any reason, it is your responsibility to get
notes, assignments, and test information from a classmate. Absence is not an
excuse!
Assignments: Assignments are due at the beginning of
class and on the due date or before if you anticipate an absence. Assignments
are intended to enhance your ability to apply and implement marketing concepts,
by giving you feedback for improvement. All
assignments should be typewritten, complete, and professional in order to
receive credit. LATE WORK OF ANY KIND WILL NOT BE ACCEPTED!!!!!!
Participation: Your participation in this course is
critical to the result you and others receive in this class. A total of 10 participation points will be
used at the end of the semester to either adjust your grade up or down.
These points may be earned through prompt
attendance, timely and appropriate submittal of assignments, performance in
class/teamwork, question preparation for presentations, and discussions.
Class/team exercises may also include case discussions, games, and activities
that will reinforce the major concepts discussed in this class. Question preparation for presentations,
requires you to develop, ask, and submit one question to be ask of the
presenters. Obviously, you are only required to do this on the days you are not
presenting. You should develop a question during the presentations and be
prepared to ask the question after the presentation is over and turn in your
question at the end of class.
Presentations: Presentations should be well prepared. These presentations are formal and require
formal attire. Also, as a presenter, you are trying to sell your
creativity; thus, your client must see creativity in your presentation. Therefore, in addition to using PowerPoint,
you must use two other means of presentation such as video, music, flip charts,
examples, etc.
Grading: The following grade scale will be utilized in this course. In order to achieve a certain level on this scale you must obtain the score indicated.
A.......... 94-100
A-……. 90-93
B+........ 87-89
B.......... 84-86
B-……. 80-83
C+........ 77-79
C.......... 74-76
C-……. 70-73
D+…… 67-69
D......... 64-66
D-……. 60-63
F...........Below 60
EVALUATION/ASSESSMENT:
Experiencing Marketing Game.....................30% (6 Quarters)
Facts, Meanings, & Exercises………….......30%
Paper &
Presentation....................................30% (20/10)
Participation………………………………..10%
Experiencing Marketing
Simulation/Game: The game will be
team performed and based on concepts discussed in class. Quarterly Assignments
(6) will be given that should make up the completion of the game and your
marketing operations (See outline for due dates). Each quarterly assignment
will be given feedback so that you may improve your business actions in the
following quarters. Each quarterly assignment will include printed quarterly
results from the game as well narrative support that responds to quarterly
questions that must be resolved. Narratives should be typewritten and
professionally presented on
time.(Remember: This is tied to your participation grade.) The game is
intended to give you applied experience in performing marketing decision making
and to give you a holistic understanding of a marketing manager’s position and
work. Your grade for the game will be determined by how well you meet the game
objectives(provided in the game and to be discussed in the game instruction
session), your class rank, and the professionalism and timeliness in presenting
the assignments.
Facts, Meanings, & Exercises: This part of the course will require your daily preparation and review of concepts presented in class. COME PREPARED FOR CLASS! During each class period, you will be asked to provide definitions, answer questions, analyze concepts, etc. All of which will help you to apply the advertising principles to other deliverables in the course. These requirements may come from the game, material presented in class, or textbook. Throughout the class, you will be required to perform exercises that coincide with marketing theory. In many cases, these will be the same items required for your game performance although they will be applied to a different business or organization, thus giving you experience and feedback for your game performance. However, each assignment should meet the criteria stated above in order to receive credit.
Paper & Presentation: Papers are to be written
(word-processed, 11pt font, double-spaced,) and individually completed
according to APA style. The paper should be between 8-10 pages and submitted on
the due date (See outline). You must have a title page and reference page not to
be included in page length. You will be provided a list of possible topics of
which you must choose and an outline to follow. Your paper will be graded on
research, professionalism, and creativity. All references should be no older
that 5 years and should include at least (1) personal interview, (8) academic
references or sources. YOUR TEXTBOOK
CANNOT BE USED AS A SOURCE!!! You should prepare for a 5 minute
presentation to include a brief discussion of the main topics of your paper.
Presentation guidance will be provided.
CLINICAL/LABORATORY/FIELD EXPERIENCES: Students are expected to utilize outside resources (written and verbal )for completing the games, paper and presentation, and practicums. These assignments should involve discussions with individuals presently working in marketing and other text readings related to marketing that will support any statements made in written work.
with the Vice President for Student Affairs (423-869-6393) to discuss
specific needs.
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 acknowledgment 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 assignments found to violate the above
university policy will be considered as 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 schedule.
Date Session
# Preparation
16 2 Chapters
1 & 2
19 3 Holiday;
No Class
21 4 Chapters
3 & 4
23 5 Chapter
5(NC)
26 6 Chapter
5
28 7 Chapter
6; Paper Topics
30 8 Chapter
6
4
10 Chapter
8
6 11 Chapter
8
9 12 Chapter 8
11 13 Chapter
9
13
14 Chapter
10
16 15 Chapter
10
18
16 Chapter
10
20 17 Chapter
11
23 18 Chapter
11
25 19 Chapter
11
27 20 Chapter
12
3 22 Chapter
12
5 23 Chapter
13
8 24 Game
Tutoring
10 25 Chapter
13
Quarter 1 Due
Friday 12th 2:00p.m. Turn in Quarter Questions Next Class Period
12 26 Chapter
20
15 27 Chapter
20
17 28 Chapter
21
19 29 Chapter
21
Quarter 2 Due
Friday 19th 2:00p.m. Turn in Quarter Questions Next Class Period
22 30 Spring
Break; No Classes
24 31 Spring
Break; No Classes
26 32 Spring
Break; No Classes
29 33 Chapter
14
31 34 Chapter
14
Quarter 3 Due
Friday 2nd 2:00p.m. Turn in Quarter Questions Next Class Period
5 36 Chapter
15
7 37 Chapter
16
Quarter 4 Due
Thursday 8th 2:00p.m. Turn in Quarter Questions Next Class Period
9 38 Holiday;
No Classes
12 39 Chapter
16
14 40 Chapter
17
16 41 Chapter
17
Quarter 5 Due
Friday 16th 2:00p.m. Turn in Quarter Questions Next Class Period
19 42 Chapter
18
21
43 Chapter
18
23 44 Chapter
19
Quarter 6 Due
Friday 23rd 2:00p.m. Turn in Quarter Questions Next Class Period
26 45 Chapter
19
28 46 Presentations;
Papers Due
30 47 Presentations;
Last Day of Classes
May 6 48 Final
Exam(8:00-10:00 a.m.)
Presentations