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SYLLABUS MARKETING MANAGEMENT (MKT 350) 15 FALL 2010 SEMESTER Tues. & Thur. 2:30 - 3:45 PM ROOM 305E Instructor: Dr.

William Ward a.k.a. DR4WARD Office: 334 C Office hours: Thurs., 1:00 – 2 PM (& by appt) Phone: 616 915 8138 E-mail: Text: Basic Marketing, A Marketing Strategy Planning Approach, 17 Edition. William D. Perreault, Jr., Joseph P. Cannon, E. Jerome McCarthy

Prerequisites: This course is designated SWS. Completion of ENG 150 and/or ENG 170 with a grade of C or better (C- does not count) is required. Class Objective: The purpose of this class is to provide students with a brief overview of the principles of marketing. We will relate these principles to products, brands, and concepts, both historically through case studies, and currently through events that are happening in today’s marketplace. In addition, we will have discussions about current ethical issues marketers face today. Class assignments will be designed to help you improve on critical business skills such as developing concepts, presenting ideas effectively, and writing meaningful position papers and reports. Upon completion of this course, students should, among other things: Understand the components of marketing Develop a global vision of marketing Understand the differences between micro and macro marketing, and the importance of each Be able to effectively analyze marketing opportunities Determine Product, Price, Promotion & Place strategies Understand the value of market research Recognize the consumer decision making process Distinguish the means of segmenting markets Realize the importance of ethics & social responsibility in marketing Distinguish between various careers in marketing SWS Designation: Because this course is SWS designated, it must adhere to certain guidelines. Students will turn in a total of at least 3000 words of writing. This writing will consist of case studies, position papers, and a research paper. A significant amount of class time will be devoted to writing instruction. At least 30% of your final grade will be based on writing technique, using an accepted business format, and the proper use of grammar, sentence structure,

punctuation, and spelling.

Grade Determination: Your final grade will be based upon the following: Tests (2), (60 pts. each) 120 Final Exam / Project 120 Case Study Assignment (1) (50 pts.) 50 Marketing Ethics Paper (1) (50 pts.) 50 Advertising Assignment (2) (20 pts. each) 40 Advertising Assignment writing grade 40 Writing (2 at 50 pts each) 100 Marketing Plan 60 Marketing Plan writing grade 60 Commercial 15 Commercial explanation 15 Class Participation 30 Total points 700

Grading Scale: 93 – 100% 90 – 92.9 87 – 89.9 83 – 86.9 80 – 82.9 77 – 79.9 73 – 76.9 70 – 72.9 63 – 69.9 60 – 62.9 Below 60


Skills: Students will apply the tools we use in this course in five interrelated kinds of activity: research, reflection, collaboration, presentation, and networking. In the course students will use one or more interactive presentation media. Group project teams will use social bookmarking / RSS feeds to conduct research, blog to discuss how to organize the project on the basis of this research and reflect on the personal, social, business significance of the project, and web 2.0 tools to collaboratively create and share a presentation, and interactive media to augment their presentation Assignment Information:

A case study will be your first written assignment. It will be due at the start of class on the designated due date. Case studies will not be accepted after they have been discussed in class regardless of whether you were present for the discussion or not. The case study will consist of the following four segments, which must be labeled: A situational analysis – 10 points A statement of the problem or conflict which must be resolved – 10 points A solution or recommendation – 20 points A rationale for the solution or recommendation – 10 points Up to an additional 50 points will be awarded for writing. This grade will be based on grammar, punctuation, spelling, and the use of the correct format. An ethics essay will also be assigned. Students will be given four ethics questions or problems to evaluate. You are to choose one of them to analyze and discuss whether the described behavior is ethical or not. Your analysis must be complete and convincing, and use marketing terms whenever possible. For the Advertising Assignment, students will be asked to find examples of two types of ads. You will then be asked to submit an example of each, along with an explanation of why it fits that category. A Marketing Plan will also be required. This will be a group project. Students will be divided into groups of two and given a marketing plan assignment. The company selected for the MP must be approved before you begin. Each student must also select a commercial to show the class. The commercial should convey a specific point that the student wants to make. Students will be awarded up to 15 points for the commercial selected and another 15 points for the explanation. Class participation will constitute 30 points toward your final grade for the course. Being present in class and contributing to class discussions will result in a higher grade. Failure to participate in class activities and repeatedly arriving late or being absent will lower your participation grade. General Information: Students are expected to take tests and the final exam on the scheduled dates. Make-up tests will only be offered in extreme cases, and with prior approval. All outside work must be type written. Hand written work will not be accepted or graded.

For purposes of our two scheduled tests and the final exam, students will be responsible for all assigned reading from the textbook, as well as handouts, and topics covered in classroom discussions. However, because all textbook material might not be covered in class due to time constraints, the majority of test questions will be taken from topics discussed in class. All email communication between me and each of you will be done through the Gmail system. Classroom Expectations: I enjoy an open and informal classroom atmosphere. You are encouraged to share information and personal experiences, and ask questions during lectures and discussions. The most effective learning takes place during two-way communication. Your classroom participation in encouraged and your grade will reflect your contributions. Attendance: Attendance at all class meetings is expected in order to assure an even flow of information and a minimum of disruption for both me and the other members of your class. While an absence will not lower your grade per se, other than class participation points, we will not make any special accommodation for you if you miss an assignment or a deadline. Late papers will not be accepted, nor tests made up without my prior approval. Class Schedule: The following schedule is for reference only. The dates, other than the final exam date, are approximates. We will make every attempt to stay as close to these target dates as possible. DATE Aug. 30 Sept. 1 – Sept. 24 Sept. 10 Sept. 17 Sept. 29 Oct. 1 – Oct. 27 Oct. 6 Oct. 13 Oct. 20 Oct. 30 Nov. 1 Nov. 3 – Dec. 8 Nov. 3 Nov. 10 Nov. 24 – 26 TOPIC/READING ASSIGNMENT Class Begins - Introduction Chapters 1 – 6 First Case Study Assigned First Case Study Due Test on Chapters 1 – 6 Chapters 7 - 12 Marketing Ethics Paper Assigned Marketing Ethics Paper Due Marketing Plan Assigned Last day to withdraw with a W Test on Chapters 7 - 12 Chapters 13 - 18 Advertising Assignment made Advertising Assignment due Thanksgiving break

Dec. 1 Dec. 13, 8:00 – 9:50 am

Marketing Plan Due Final Exam

SEIDMAN COLLEGE OF BUSINESS MISSION STATEMENT The Seidman College of Business provides a rigorous learning environment, with a student focus, a regional commitment, and a global perspective. SEIDMAN COLLEGE OF BUSINESS VISION STATEMENT Become the Business School of choice in the Region.

STUDENTS WITH DISABILITIES: If there is any student in this class who has special needs because of learning, physical or other disability, please contact me and Disability Support Services (DSS) at 616-331-2490. Furthermore, if you have a disability and think you will need assistance evacuating this classroom and/or building in an emergency situation, please make me aware so I can develop a plan to assist you. WITHDRAWAL POLICY: A student may withdraw from a course and receive a grade of W when the completed “Registration and Drop-Add Form” is presented to the Registrar by the end of the ninth week. (After the first week of the current semester, students may not use the online system to withdraw). Students who do not withdraw before the deadline must accept a grade other than W depending on the instructor’s judgment of their performance in the course(s) and any mitigating circumstances. INCOMPLETE POLICY: An "I" can be given only under extenuating circumstances such as serious illness. Incomplete grades must be made up by the end of the following semester (Fall or Winter). If this doesn't happen, the "I" will be changed to an "F". If you aren't earning at least a "C" in the class, an incomplete grade isn't appropriate. Also, an incomplete isn't appropriate unless you have completed most of the course.

ACADEMIC DISHONESTY: The Student Code Section 223.00 (P.19) with respect to academic dishonesty will be strictly enforced up to and including failure for the course and judicial action for dismissal from the University.