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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% A
90 – 92.9 A-
87 – 89.9 B+
83 – 86.9 B
80 – 82.9 B-
77 – 79.9 C+
73 – 76.9 C
70 – 72.9 C-
63 – 69.9 D+
60 – 62.9 D
Below 60 F

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

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
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.


Aug. 30 Class Begins - Introduction

Sept. 1 – Sept. 24 Chapters 1 – 6
Sept. 10 First Case Study Assigned
Sept. 17 First Case Study Due
Sept. 29 Test on Chapters 1 – 6
Oct. 1 – Oct. 27 Chapters 7 - 12
Oct. 6 Marketing Ethics Paper Assigned
Oct. 13 Marketing Ethics Paper Due
Oct. 20 Marketing Plan Assigned
Oct. 30 Last day to withdraw with a W
Nov. 1 Test on Chapters 7 - 12
Nov. 3 – Dec. 8 Chapters 13 - 18
Nov. 3 Advertising Assignment made
Nov. 10 Advertising Assignment due
Nov. 24 – 26 Thanksgiving break
Dec. 1 Marketing Plan Due
Dec. 13, 8:00 – 9:50 am Final Exam


The Seidman College of Business provides a rigorous
learning environment, with a student focus, a regional
commitment, and a global perspective.


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.