Georgia State University
Robinson College of Business
MK 3010 Basic Marketing
Wesley J. Johnston, Ph.D. Classes
meet: Tuesday/Thursday
Department of Marketing January
13 – April 29
Office: RCB 1343 11:00
am – 12:15 pm
Telephone: 4 651-2740 Spring
2004
Email: wesleyj@gsu.edu
Office Hours: 2:00 p.m. –
4:00 p.m.
every day of class and by
appointment at your convenience
Overview
Course Description:
This course examines the art and science of basic marketing. It is designed to explore all of the principles of the marketing function. Quantitative and qualitative analysis of the enterprise, its customers and its competition, commonly used in solving marketing problems, will be emphasized. The course is organized around the key marketing decision variables: promotion, product, pricing and distribution, and around the various marketing processes of market segmentation, strategy formulation, organization and implementation. The course helps bring these aspects of marketing to life for the students through the use of video cases concerning actual marketing issues in companies and other organizations.
Course Objectives:
If
you successfully finish this course your should be able to:
1.
Identify and
explain the important concepts in marketing.
2.
Apply the
important concepts to business situations.
3.
Explain the
similarities and differences between industrial (business-to-business) and
consumer marketing.
4.
Describe how the
various social, political, legal, economic and cultural factors affect
marketers.
5.
Discuss the role
of marketing for services.
6.
Critically
evaluate the role that marketing plays in the economy.
7.
Explain the
relationship of marketing to other business and social science disciplines.
Books: Marketing
Best Practices (2nd Edition), Michael R. Czinkota,
et. al., New York: The Dryden Press, 2003
Course Pedagogy: Lecture and discussion
This
course will provide the students with an understanding of the fundamental
concepts of marketing and the opportunity to apply them in actual video case
examples.
Students
are encouraged to participate in class discussions and ask questions.
Grading: There
will be three class oriented midterm examinations worth 100 points each and a
final examination worth 200 points. Scores on each of the midterms and final
examination will be added to arrive at a numerical grade. Numerical grades will be translated into
letter grades using the following scale:
A
– 450 – 500 points (90% and up)
B
– 400 – 449 points (80 – 89%)
C
– 350 – 399 points (70 – 79%)
D
– 300 – 349 points (60 – 69%)
F
– 299 and below (less than 60% and
down)
Grades will consist of four components:
1.
Midterm exam 1 50 questions 100 points (20%)
2.
Midterm exam 2 50 questions 100 points (20%)
3.
Midterm exam 3 50 questions 100 points (20%)
4.
Final exam 100 questions 200 points (40%)
Examinations
will be conducted on the dates shown in the syllabus. There will be no
make up examinations. If you miss an examination it will be scored as a 0%
grade. Please bring at least one number 2 pencil for all exams. I will provide
the computer scantron sheets for the exams.
The
grade booster will be worth 25 points if done thoroughly and carefully.
Key facts:
·
Marketing is not
like a physical science in which there are basic laws that can be learned and
then do not change. There are concepts
and frameworks that help with problem definition and solution. Marketing can also be highly quantitative and
rigorous.
·
I am always ready
to help anyone who is having difficulty with a concept or has a problem
hindering his/her learning.
·
Activity is the
only road to knowledge.
·
When you are
finished with the course, you will know the principles of marketing and have an
appreciation for the power of marketing.
Go on-line: All of the slides and videos for this course are on-line at http://webct.gsu.edu/webct/public/home.pl?action=print_home.
I recommend that you study these for your exams. It is probably not necessary to download the slides, as most of them will be in your textbook. However, if you want to it doesn’t hurt to download them and take notes on them as I cover them in class.
Disabilities: Students who have a letter of accommodation from the
Office of Disability Services should identify themselves to me as soon as
possible. That way provisions can be made to help you become as successful as
possible.
Academic Honesty:
All university and college regulations concerning
withdrawal and academic honesty will apply. Students are expected to recognize
and uphold standards of intellectual and academic integrity. The university
assumes as a basic and minimum standard of conduct in academic matters that
students be honest and that they submit for credit only the products of their
own efforts. Students should be familiar with the university’s policy on issues
such as plagiarism, unauthorized collaboration, falsification, and multiple
submissions. Lack of knowledge of this policy is not an acceptable defense to
any charge of academic dishonesty.
Large section
Rules: First, for whatever reason, you have chosen to take
this class with 199 other folks. Unfortunately, you must then abide by some
“rules” for this class. These “rules” are here for one purpose only – to help
those who want to learn something in this class to do so. The “rules” are to
minimize distractions to those who want to learn and maximize the opportunity
to learn. Further, these “rules” are not negotiable. There is no provision for
discussion about them. There is no election for following the ones you want to
and not following the ones that are not appealing to or convenient for you.
Understand this section of the syllabus now and believe me you will be a great
deal happier and less stressed in this course and make a significantly better
grade by doing the very simple act of following them.
Here are the rules:
1.
The most
important rule in making a large section like this work is to be at class on
time. If only 10% of you show up late for a class, that means that 20 folks
will be wandering in at different times and disturbing the concentration of
others who are trying to learn something and make good grades. A 5-point
penalty will be assessed if you come to class late.
2.
Unless absolute
disaster strikes, there are no make-up exams. If you arrive late for an
exam, you will only have the remaining minutes of the regular class time to
complete the exam. That means when the class ends you must turn in your exam.
In addition, you will have to pay the 5-point late penalty. Ouch, being late
for an exam is not the thing to do.
3.
Talking in class.
Talking in class is good. You are free to talk in class; to contribute; to ask
questions; to seek clarification; to make comments, suggestions, and even
wisecracks. On the other hand private conversations are not only discouraged,
they are just not acceptable. Again, there really are some folks in here trying
to learn and do the good grade thing. But, if you’re talking with your neighbors,
those folks really trying to learn generally cannot hear what’s going on in the
class and miss out on stuff that’s really important and miss stuff that will be
on the exam.
4.
The syllabus is a
general framework for how we will spend our time this semester. We will try to
stick to the syllabus as much as possible. While we will more or less be on
track with the content of the course, the dates of all exams are fixed in stone
and will not change. Therefore, plan on the exams as scheduled.
5.
If there is
anything I can do to make the class a better learning experience for you,
please feel free to discuss this with me after class or during my office hours.
On the other hand, if you cannot hear or see what is going on in class please
call this to my attention immediately.
Tentative Course Outline
Date Topic Assignment
Part one – Introduction – Marketing Environment
Introduction to Marketing Chapter one
Video
case one
January 15 The Marketing Environment
& Social Responsibility Chapter two
Video
case two
January 20 International Marketing Chapter three
January 22 International Marketing
(cont.) Video case three
Part two – Understanding the Market
and Information Systems
January 29 Marketing Research
and Information Systems (cont.). Video case four
February 3 Consumer behavior Chapter
five
February 5 Consumer behavior (cont.). Video case five
February 10 Midterm Examination # 1
February 12 Business-to-business marketing Chapter six
February 17 Business-to-business marketing
(cont.). Video case six
February 19 Market segmentation
and Target Markets Chapter
seven
February 24 Market segmentation
And Target Markets (cont.) Video case
seven
Role in New Product Development Chapter eight
March 16 Services Marketing (cont.). Video case nine
Part four – Distribution
March 23 Marketing Channels and
Distribution (cont.) Video case ten
March 25 Midterm Examination #2
March 30 Retailing and Wholesaling Chapter eleven
April 1 Retailing and Wholesaling (cont.) Video case eleven
Part five – Integrated Marketing Communications
April 6 Integrated Marketing
Communications:
Advertising, Promotions, and Other tools Chapter twelve
April 8 Integrated Marketing
Communications:
Advertising, Promotions, and
Other tools Video case twelve
April 13 Personal Selling and
Sales Management Chapter
thirteen
April 15 Personal Selling and
Sales Management Video case
thirteen
Part six – Pricing
Video
case fifteen
Grade booster due
(Contemporary Marketing Practices)
April 29 Midterm examination
#3
Best wishes for a great experience and a good grade in
this course!