Transcription
Principles of MarketingMKTG 305.N01 Spring, 2018Instructor: Dr. Chad MilewiczOffice Hours: Tue. & Wed.: 1:30pm – 3pm Central TimeEmail: cmmilewicz@usi.eduPhone: 812.464.1937and by appointmentOffice Number: BEC 2043Course Description(from 2016-2017 Undergraduate Bulletin):http://bulletin.usi.edu/preview course nopop.php?catoid 13&coid 42713A general survey of the entire field of marketing. Attention is given to the management of the marketingefforts of the individual firm. Emphasis is on the role of the marketing environment, understandingmarkets and customers, and decision making regarding products, pricing, distribution, and promotion.Credit Hours: 3 Prerequisite(s): ACCT 201, ACCT 202*, ECON 208, ECON 209*, PSY 201,and junior standing (*May be taken concurrently with MKTG 305)Meeting Time/Location: Online via Blackboard and Connect WebsitesAccess the course Blackboard site by logging into myUSI at https://cas.usi.edu/cas/loginAccess the course Connect site by purchasing an access code and logging in spring-2018 (registration required).Course Learning ObjectivesBy the end of this course, students should be able to:1. Describe basic marketing concepts and vocabulary2. Relate basic marketing constructs and vocabulary to consumers’ and organizations’ behavior3. Identify elements of a strategic marketing processUSI Marketing Program Learning Goals and OutcomesKey Marketing Program Learning Goals Key Marketing Program Learning Outcomes1. Building competency in fundamental Developing a Marketing Plan: This will includeMarketing Contentcompetency with: a) Market segmentation, b)2. Developing competency in the MarketingPositioning, c) Marketing Mixplanning process.Marketing Program General Skills Goals Critical thinking Ethical decision makingRelated Skill Outcomesi. use relevant information/evidenceii. consider relevant viewpointsiii. identify relevant assumptionsiv. consider implications of alternative courses ofactionv. develop clear logical conclusions from prioranalysisi. identify ethical issue(s)/problem(s)ii. incorporate evaluation of relevant stakeholdersiii. evaluate implications of alternative courses ofactioniv. develop logical conclusions from prior analysisMKTG 305’s connection to the Marketing Program’s & Romain College of Business’s Learning Goals MKTG 305 helps with accomplishing Learning Goal 1: Building competency in fundamental Marketing Content. MKTG 305 helps in building Ethical Decision Making skills.1
Communication GuidelinesExpectations for communicating with the course professorEmail is the best way to communicate with the professor (cmmilewicz@usi.edu). Emails received betweenSunday evening and Friday at Noon (CST) will generally be answered within 24 hours. Emails receivedbetween Friday at Noon and Sunday evening will generally be answered on Monday. Please use email toschedule meetings via phone, Zoom, Skype, or in the professor’s office. Please include your name andidentify this course (MKTG 305.N01) in each email.NetiquetteAll class communications and interactions with other students and the professor should follow common socialstandards for respect and courtesy. Learn more about USI's Netiquette Guidelines for Online Students /netiquette/).Course MaterialsRequired Materials (available at the USI bookstore):*Note: I use the terms “Connect Plus” and “Connect” interchangeably throughout this syllabus and othercourse materials. The two terms refer to the same thing.This class uses Blackboard and a companion website called Connect. To access the Connect website youneed an access code. An access code comes with the required textbook, but you may also purchase anaccess code and textbook separately.All students are expected to purchase the following: MARKETING WITH CONNECT PLUS, 13th edition, Kerin and Hartley, McGraw Hillo Marketing is the name of the textbook. You should buy the edition of the textbook that includes anaccess code to a companion website called “Connect.” ISBN: 978-1-259-89677-4o This ISBN is for the Marketing textbook that comes with an access code to Connect.o If you buy the “loose leaf” version of the textbook that also has the Connect access code (this is OK)the ISBN is 9781259896781 Once you have an access code for Connect, go to the following website to register for this class’s Connectwebsite:o ring-2018o From this website, click the “register now” buttono Enter your email addresso Follow the instructions for using an already purchased access code. The MKTG305.N01 class “Connect” website that has the following:o An e-copy of the class textbook (Marketing, 13th edition, Kerin, Hartley, and Rudelius)o Access to the online Connect Assignments you are required to complete.o Access to the Chapter Quizzes you are required to complete.o Access to other learning materials designed and provided by the textbook publisher, McGraw-Hill.2
Full Disclosure Concerning Required Materials It is possible to take this class by only purchasing access to the class’s Connect website. This option isonly feasible, though, if youo (1) can learn easily by using an electronic textbook (available on the Connect website) and have areliable, easily accessible internet connection from which to read the online textbook. OR,o (2) if you obtain the required textbook (MARKETING, 13th edition, Kerin and Hartley, McGraw Hill)separately from obtaining the access code (e.g., rent it, borrow it, buy used copy, etc.) and then buyyour access to the class’s Connect website separately.To purchase access to the class’s Connect website online without an access code, go to:o ring-2018o From this website, click the “register now” buttono Enter your email addresso Follow the instructions to buy access onlineOther Course RequirementsTechnical Requirements A Reliable Computer: a dedicated computer with an updated operating system, such as Windows 7 orlater, or Mac OSX. High-Speed Internet Connection: (e.g. DSL or Cable). All USI online students are required to have astable high-speed Internet connection. A wired Internet connection is recommended for online meeting,exams, and assignment submission. Office 365 (USI login needed) & Adobe Acrobat Reader installed. Supported Web Browser: Firefox, Google Chrome, or Safari. Additional information on the system requirements for taking online courses can be found em-requirements/Expected Prerequisite Knowledge and Skills All participants are expected to have basic foundational knowledge related to the pre-requisite courses. Critical thinking and communication skills appropriate for a 300-level course are expected.Grading and Assignment Policies Your grade for this course will be determined by the total points you earn. The specific graded class activities and maximum possible points awarded for each are as follows:Class ActivityMaximum Points Possible20 Multiple Choice Chapter Quizzes (10 points each)2008 Connect Assignments (10 points each)801 Strategic Marketing Process (SMP) Final Assignment35TOTATL POINTSPOSSIBLE315Final Grade:Final grades will be assigned by the total points earned, according to the following scale:Points EarnedLetter Grade Earned280 pointsA250 – 279.9 pointsB220 – 249.9 pointsC190 – 219.9 pointsD0 – 189.9 pointsFNote: Final grades are based on points earned (not percentages), and the class does not use a /- grade scale.3
Course CalendarThis course has 5 modules. You will complete each Module one-at-a-time and in order. You have 3 weeks tocomplete each Module, with the exception that you have 4 weeks to complete Module 3 because SpringRecess falls during that Module.You can complete the work in each module at your own pace, as long you submit the specified deliverablesby 8:00pm on the last day of each module. The course calendar provides an overview of each Module’slearning objectives, required materials, deliverables, and when the deliverables are due. The course calendaris available at the end of this syllabus and on the “Homepage” of the course Blackboard site.Class Assignment OverviewsAssigned ActivityGeneral Description of ActivityLearning Objective 1: Understand basic marketing concepts and vocabulary20 Multiple ChoiceChapter Quizzes8 ConnectAssignments All Chapter Quizzes contain 10 multiple choice questions, worth 1 point each.You have 15 minutes to complete each quiz.You can attempt each quiz twice, keeping only your highest score.The exams require access to the companion “Connect” class website.See the “Chapter Quizzes Overview” in each Module (posted in each Module) fora summary of details about each Chapter Quiz in that Module. You will see your score on each quiz when you finish it. Feedback on the correct answers for each quiz is released either (a) after yoursecond attempt or (b) after you earn 10/10 points on a given Chapter Quiz.Learning Objective 2: Relate basic marketing constructs and vocabulary toconsumers’ and organizations’ behavior. Each interactive activity is worth 10 points The activities require access to the companion “Connect” class website. Links to the activities due during each Class Module are posted in the respectiveModule folder on the class Blackboard page. You can only attempt each Connect Assignment 1 time, but there is no time limit. Your grade and feedback are provided for each assignment when you complete it. The instructions for each activity are posted in the respective Module. Theseinstructions identify which chapter to read prior to attempting each activity.Learning Objective 3: Understand a generalized schematic of the strategicmarketing process This is a short written assignment worth 35 points, due by Wednesday, May 2, byStrategic8:00 pm Central Time (part of Class Module 5)Marketing Process You must describe a complete example of how a company’s marketing action(SMP) Finalexemplifies the “Schematic of Marketing Process” outline.Assignment Details on the “Schematic of Marketing Process” are taught throughout this class. The “Final Paper Help (for SMP Assignment due in Module 5)” tab posted underthe “Other Resources” section of the menu bar in the class Blackboard siteprovides guidance and resources to help complete this assignment.4
Tips to Preparing for Tests & Class AssignmentsPreparing for Chapter Quizzes: Reading the entire chapter for each respective quiz is the best way to preparefor Chapter Quizzes. The lecture videos and class slides in each module complement the content you read ineach chapter of the textbook. While they should help you understand the material that you read, the quizquestions are not based on these videos or slides. Rather, quizzes are based on the assigned readings so that itis clearer for you to know what to study. Use the videos as an additional way to understand what you read andto help you study for each test. They should not be used as a substitute for reading. Please review thematerials provided in the “Guidance on learning textbook content and preparing for Chapter Quizzes” tab onour class Blackboard menu bar for additional help on how to best learn the assigned reading material in thetextbook.Preparing for Connect Assignments: You are expected to read the assigned textbook chapter beforecompleting each respective Connect Assignment. The “Connect Assignment Instructions” documents in eachModule identify the chapter you should read to prepare for each assignment and outline the type of work youwill do in the assignment.Preparing for the Strategic Marketing Process (SMP) Assignment: This written assignment requires you toexplain how a real company markets a specific product or service. In doing so you will provide a completeexample of a strategic marketing process. This is not a creative writing assignment and there is no pagemaximum or minimum. Look under the “Final Paper Help (for SMP Assignment due in Module 5)” tabposted under the “Other Resources” section of the menu bar in the class Blackboard site to see an example ofan “A” paper and for additional materials to support you in successfully completing this assignment. You maystart this assignment at any time. It must be submitted by 8:00 PM Central Time on Wednesday, May 2. Youwill submit this assignment by uploading it to Blackboard using the link provided in Module 5.When to Expect Feedback on Tests & Class AssignmentsQuizzes: To have your grade recorded quickly on Blackboard, please click on the respective Chapter Quizlinks in Blackboard to take each Exam. If you do this, you should be able to see your grade posted on theGrade Center in Blackboard within 20 minutes of completing each quiz. Feedback on the correct answers foreach quiz is released either (a) after your second attempt or (b) after you earn 10/10 points on a given ChapterQuiz. You can access this feedback on the correct answers by going to the completed Quiz on the Connectwebsite. You can use email to arrange a meeting with the professor to go over a test in person, on the phone,or via an alternative meeting method.Connect Assignments: To have your grade recorded quickly on Blackboard, please click on the respectiveConnect Assignment link in Blackboard to take each assignment. If you do this, you should be able to seeyour grade posted on the Grade Center in Blackboard within 20 minutes of completing each assignment. Youshould be able to access feedback on your work by going to the completed assignment on the Connectwebsite.SMP Assignments: As the professor, I read and grade all SMP assignments, and this takes time. My goal is topost grades by Friday, May 4, at Noon. Grades will be posted on Blackboard in the grade center. Eachassignment is graded using the respective rubric that is posted in Module 5. This is a final, summativeassignment and written feedback on your work is not provided. However, when you click on your grade in theGrade Book in Blackboard, you should be able to see the grade rubric for your work. You are also welcome tocontact the professor and arrange a time to discuss your work and receive additional feedback.5
Navigating Blackboard & Connect Companion SiteWhat is on Blackboard? Class Syllabus, class announcements, class lecture videos, slides used in class lecture videos, ChapterQuiz Overview sheets, explanations of Connect Assignments, links to quizzes and Connect Assignments,other support materials and videos to help you learn and navigate the course design and content.Summary of the main Blackboard tabs used in this class:Home Page (Start Here): Use this tab to find a video introduction to the class, a link to announcements(updated throughout the semester), the MKTG305.N01 syllabus, and a file that explains how you canintegrate the Blackboard and Connect websites.Class Modules (1-5): This class has 5 modules. Please pay attention to due dates in each module. Pleasetake appropriate actions to schedule necessary time to complete all exams and assignments by the due date. Each module contains materials to support your learning (videos, study guides, assignment expectations,etc.), links to a Multiple Chapter Quizzes, and a link to each Connect Assignment due during that module. The course calendar provides an overview of each module’s start and end date and the deliverables dueduring each module. You will not be able to access a module until its specified start date. You will be able to access each module after its completion date, but you will not be able to submitassignments or complete exams after their respective due date.Final Paper Help (for SMP Assignment due in Module 5): This tab contains the SMP Assignmentexpectations and guidelines, an example of an “A” paper, the Schematic of Marketing Process you must use inthis assignment, a video that explains the Schematic of Marketing Process, the grading rubric for thisassignment, and a link you should use to submit your final work. You can submit your final work for thisassignment in using the respective link located in Class Module 5.Course & University Policies Discussion Board PolicyThis course does not use a discussion board. Late Assignment PolicyEach assignment must be completed and submitted by 8:00 PM on the last day of the respective module inaccordance with the respective assignment’s submission policy. As a general rule, late assignments will notbe accepted. Make-up Assignment and Exam FAQs:In general, make-up assignments and make-up exams are not guaranteed and should not be expected. Academic DishonestyStudents are expected to maintain complete honesty and integrity in the academic experiences both in andout of the classroom. Any student found guilty of dishonesty including, but not limited to, plagiarism and/orcheating on an examination will be subject to disciplinary action. For more information, please visitwww.usi.edu/deanofstudents/academic-integrity .6
Diversity IssuesThe pursuit of an intellectually open setting for class discussions is one of the goals of the course. Studentsshould feel free to articulate respectfully different perceptions of the social world; however, belittling,abusive, and discriminatory language will not be tolerated under any circumstances. For more information,please visit https://www.usi.edu/diversityresources/ . Disability StatementIf you have a disability for which you may require academic accommodations for this class, please contactDisability Resources at 812-464-1961 or email Ronda Stone at rfstone@usi.edu as soon as possible.Students who are approved for accommodations by Disability Resources should request theiraccommodation letter be sent to their online instructors. Due to the nature of online courses someaccommodations approved for on campus courses may not apply. Please discuss this with DisabilityResources to clarify as needed. Students who receive an accommodation letter from Disability Resourcesare encouraged to discuss the provisions of those accommodations with their professors before or during thefirst week of the semester. If you will be in an internship, field, clinical, student teaching, or other offcampus setting this semester please note that approved academic accommodations may not apply. Pleasecontact Disability Resources as soon as possible to discuss accommodations needed for access while in thissetting.For more information, please visit the Disability Resources website at www.usi.edu/disabilities . Class Withdrawal & Incomplete PolicyIt is the student’s responsibility to officially drop/withdraw from any courses before the deadline. Theuniversity does not withdraw students from any classes. Please refer to the USI Academic lendar ) for specific dates. For more information, please visithttp://www.usi.edu/registrar.Under special circumstances, students may petition for an incomplete grade. However, it is up to the courseinstructor to decide if an incomplete will be granted. Students receiving an incomplete grade will need tocomplete all course requirements by the agreed deadline to avoid an “F” grade. Title IX, Sexual Assault and Gender Violence PolicyUSI does not tolerate acts of sexual misconduct, including sexual harassment and all forms of sexualviolence. If you have experienced sexual misconduct, or know someone who has, the University can help. Itis important to know that federal regulations and University policy require faculty to promptly reportincidences of potential sexual misconduct known to them to the Title IX Coordinator to ensure thatappropriate measures are taken and resources are made available. The University will work with you toprotect your privacy by sharing information with only those who need to know to ensure we can respondand assist. If you are seeking help and would like to speak to someone confidentially, you can make anappointment with a counselor in the University Counseling Center. Find more information about sexualviolence, including campus and community resources at www.usi.edu/stopsexualassault . Proper Use of Class Videos & Slides:The videos and slides posted on blackboard by the professor are prepared by the professor andintended for use in this class. Please do not distribute or repost these materials online.7
Technical Support IT Help Desk SupportSince your professors are not trained as technology experts, they will not be able to assist you withyour technical needs. Please contact the Help Desk at (812) 465-1080 or send an email to it@usi.edufor technical support. To learn more about the USI helpdesk, please help-desko Blackboard SupportIf you would like to speak to a support technician, you can call (812) 465-1080 during normal USIbusiness hours (8am-4:30pm, Monday-Friday). Click on the following link for more FAQ aboutBlackboard or-students.Blackboard Collaborate Support spx#freetrainingDistance Learning Office Supporto Web Meeting Support (e.g. Zoom, Blackboard Collaborate, etc.)For issues involving web meeting setup/host/participation, please contact the Department ofDistance Learning at (812) 228-5124 or send an email to DLHelp@usi.edu .Privacy Policies & Accessibility StatementsFor detailed information about the privacy policies and accessibility statements of the coursetechnologies, please visit -services/ .McGraw-Hill Connect Help: If you have technical problems with Connect, please contact theirsupport staff (800-331-5094) or http://mpss.mhhe.com/ )Academic Support Services APA vid L. Rice Libraryhttp://www.usi.edu/libraryResearch GuidesResearch assistance, subject guides, and useful resources compiled by your friendly librarians.http://usi.libguides.com/Consulting ty, and ADA bilitiesStudent nce-and-Complaints-Procedures.pdfStudent HandbookAll other academic and support services are located within the student handbook. Please refer tostudent handbook at https://www.usi.edu/deanofstudents/code for detailed information regardingadvising, registration, financial aid, student and campus life, counseling, career services, list of studentorganizations, etc.Syllabus Change PolicyThis syllabus may be subject to change with reasonable advanced notice. Changes to the syllabus and coursecalendar will be announced via email and on Blackboard.***Changes to the syllabus may be made to reflect the needs of the class.Any changes will be announced via “Announcements” on the class Blackboard website and via email.***8
MKTG 305 Class CalendarTerm (length): Spring Semester (16 weeks)Instructor: Dr. Chad MilewiczWeeksDatesClass ModuleTopicModule Learning Objective(s)Related course learning objective(s)Weeks 1-3Module 1Marketing & StrategyOverviewIdentify basic elements of marketing philosophy and practice.Identify marketing’s role in organizational strategy.Relate ethical and socially responsible concepts to marketingpractices.Contributes to course learning objectives 1 & 2.Module 2Buyer Behavior,Research &InternationalMarketingIdentify basic concepts and vocabulary related to buyerbehavior, marketing research & international marketing.Use marketing concepts to explain consumer decision making &marketing research practices.Contributes to course learning objective 1 & 2.Weeks 7-10**Module 3Monday 2/19 –Sunday 3/18Segmentation &Product ManagementIdentify basic concepts and vocabulary related to marketsegmentation and product/service management.Relate marketing concepts to segmentation practices.Contributes to course learning objectives 1 & 2.Weeks 11-13Module 4Monday 3/19 –Sunday 4/8Pricing & ChannelManagementWeeks 14-16***Module 5Monday 4/9 –Wednesday 5/02IMC & StrategyAnalysisMonday 1/08 –Sunday 1/28Weeks 4-6Monday 1/29 –Sunday 2/18Identify basic concepts and vocabulary related to pricing andmanaging marketing channels.Relate marketing concepts to segmentation practices.Contributes to course learning objectives 1 & 2.Identify basic concepts and vocabulary related to integratedmarketing communications (IMC) and strategy analysis.Connect elements of a strategic marketing process to how acompany markets specific product or services.Contributes to course learning objectives 1 & 3.Required Readings &Media* Chapters 1, 2, 3, & 4 4 video lectures Chapters 5, 6, 7, & 8 5 video lecturesDeliverables(Due by 8:00 PM CT onlast day of the Module) ConnectAssignments 1 & 2 Chapter Quizzes 1,2, 3, & 4 ConnectAssignments 3 & 4 Chapter Quizzes 5,6, 7, & 8 Chapters 9, 10, 11, & 12 4 video lectures ConnectAssignments 5 & 6 Chapter Quizzes 9,10, 11, & 12Chapters 13, 14, 15, & 16 ConnectAssignments 7 & 82 video lectures Chapter Quizzes13, 14, 15, & 16Chapters 17, 18, 19, & 22 SMP Assignment3 video lectures Chapter Quizzes17, 18, 19, & 22*The approximate time requirement to complete each module’s required readings, media, and deliverables should be relatively similar.** Module 3 is 4 weeks because it includes Spring Recess (March 5 – 10)*** Module 5 includes Finals Week. There is no “Finals Day” for online classes. Please note that all times identified in this course refer to Central Time (CT).Course Learning Objectives:1. Describe basic marketing concepts and vocabulary2. Relate basic marketing constructs and vocabulary to consumers’ and organizations’ behavior3. Identify elements of a strategic marketing process9
MARKETING WITH CONNECT PLUS, 13th edition, Kerin and Hartley, McGraw Hill o Marketing is the name of the textbook. You should buy the edition of the textbook that includes an access code to a companion website called “Connect.” ISBN: 978-1-259-89677-4 o This ISBN is for the Mark
