ࡱ> %` ;bjbj"x"x .@@2SRRRRCCC8DTjD(EEFFFqGqGqG$ hr͋MOG"qGMM͋RRFF?VVVMR8FFVMVV/DۄFE ʫxCTs&;l0(B8hU8Lۄۄ8cqGEINVJ KqGqGqG͋͋\VjqGqGqG(MMMMd6==RRRRRR 91Ƶ MKT 310 Principles of Marketing Course Syllabus Instructor: Maria Ballesteros Sola, MBA, Fulbright Scholar Class Meetings: Thursdays 7:00 pm - 9:50 pm Office: SA 2016 Office Hours: Thursdays 4:30 pm - 5:30 pm Mail: maria.ballesteros-sola@csuci.edu Cell phone: 805. 418.0126 Course Objectives Marketing has critical importance to the health and success of organizations. In this course, we will develop the skills and perspective that enable a manager to understand, define and execute complex marketing strategies. We will introduce students to the basics of marketing using a hands-on methodology. Students will learn to market a broad range of products including goods, services and software. After the course, the students should be able to: understand the complexity of the marketing processes and systems and their impact on the rest of the organization develop and reflect on critical marketing issues understand and use specific marketing vocabulary propose and develop a marketing plan Other critical course objectives are team building, focused and precise writing, public speaking and presentation skills, and proficiency in Microsoft Power Point, Excel and Word. These objectives will be achieved through a mix of lectures and discussion, writing assignments, guest speakers and a group project. Required materials Marketing: Real People, Real Choices by Solomon, Marshall, Stuart (5th Edition Pearson Prentice Hall) (note that this textbook will be referenced as MRPRC in the rest of this document). Additional readings as posted on Blackboard and handed out in the classroom. Optional reading Principles of Marketing by Kotler & Amstrong. (11th Edition Pearson, Prentice Hall). Microtrends: The Small Forces Behind Tomorrows Big Changes by Mark Penn, E. Kinney Zalesne, and Brett Barry. Rules for Revolutionaries by Guy Kawasaki (2000). Crossing the Chasm (2002) and Inside the Tornado (2004) by Geoffrey A. Moore. Periodicals: Business Week, Harvard Business Review, etc Prerequisites: none Grading Class Participation (individual) 100 Homework (individual) 50 Mid-Term (individual) 150 Final Exam (individual) 300 Term Project (group) 350 Journal (individual) 50 __________ 1000 Grading related issues Final grade will be calculated on the weighted value of all components. Final grades will be given on the basis of the guidelines provided by school. The professor reserves the right to change the method for determining course evaluation at any time. A+: 1000-980A: 979-930A-: 929-900B+: 899-880B: 879-830B-: 829-800C+: 799-780C: 779-730 C-: 729-700D: 699-600F: <599 Class participation and attendance You are expected to come to class with the assigned readings completed and fully prepared to participate in the discussion. Grading for this section will be based on attendance, preparedness, your contributions toward advancing class discussion, and generally fostering learning among peers. Only one undocumented absence will be allowed during the semester. Each additional undocumented absence will result in a 10 point penalty deduction from your class participation final grade. Homework Homework will be assigned during the semester and will be graded as pass or fail. Failure to submit a homework assignment will result in a 10 point penalty deduction from your homework grade (per missed assignment). Exams & Quizzes The Mid-Term will serve as a check- up of your progress. Also it will give you an idea of what to expect on the Final. The format will be a mix of multiple choice questions, topic questions and mini-case analysis. No make ups exams will be given. Quizzes may be given randomly trough the semester with or without notice. If you do not come to class that day your score will be 0. Journal Self Reflection Analysis Writing the Self Reflection Journal will help you to document your growing knowledge of Marketing and your team project experience. I encourage you to write in your journal after each class, so the writing does not become a burden at the end of the semester. The journal can be used to capture ideas about the marketing plan that you are developing. You will also find it helpful for recording group dynamics, main obstacles found, interesting inputs from the guest speakers, etc.. It should become a personal lessons learned exercise that will help you to prepare for the Final, and also in future marketing projects. I will be the only person who will read the journals. I expect you to be open, honest and provide constructive feedback. I will grade it based on the analysis, organization and writing of the paper. Please use Word, double space and no more than 3 pages. Team Projects: Marketing Plan Objective The core objective is to create a marketing plan for an existing product that is financially sound. Students are expected to have the hands-on experience that a marketing team goes through, and to apply the learning and insights gained in the classroom. The project can be focused on any kind of physical and specific product (consumer, industrial). It can include both tangible and intangible components. I recommend that you choose a product that you really like since you are going to be researching and working extensively with it. I reserve the right to reject a selected product. The project should be also used as an opportunity to build upon soft skills that will always be useful in different aspects of your future career, such as - team building - running effective meetings - developing leadership skills - using effective feedback - speaking in public - writing effectively I expect the students to work hard on the project, but also to have fun. Team Size: Teams will be selfformed of 4-5 students per team. I will expect an email from a representative of each team letting me know who is on the team. Try to get a good balance of backgrounds and skill sets amongst your teammates. Deliverables Deliverables are expected to be submitted at the beginning of the class that they are due, except the team composition. Please submit printed documents with your name shown prominently. Details of each deliverable will be provided during the semester. Team Project deliverables are identified on the Tentative Schedule Section in this syllabus with the initials TP. DeliverablesWeek Due Points0.a Team members & team coordinator (names, emails and phones). Get a catchy team name.  09/04 00.b Product proposal: max 1 page with overview of chosen industry, company and initial product  09/11 Paper01. First Deliverable: Situation Analysis and Marketing Objectives. max 4 pages  10/02 Paper 502. Second Deliverable:Select Target Marketing and Positioning, Product Strategies & Pricing Strategies  11/06 Paper 1003. Final Report (Executive Summary on PowerPoint + Word Document including reviewed Deliverable 1, 2 and 3)  12/04 Paper 200 Final Presentation The team will present their Executive Summary (Power Point) in front of the class on the day assigned. Oral presentation should no be longer than 10 minutes. All team members are expected to speak in the presentation. After the presentation a 5 minute Q&A will be opened. Final Report The Final Report will include a Word document, no more than 15 pages long plus the Executive Summary plus any additional exhibits. Part of the content have been developed trough the semester so I expect that by the end of the semester the biggest work load will be on the Promotional Strategies, Tactics and Executive Summary. Guest Speakers In order to achieve the objectives outlined early in the Syllabus, I have invited several accomplished speakers who will share their marketing experience in each of their industries: The speakers have provided me with tentative dates. Final dates will be confirmed via Blackboard/ classroom. I expect the students to research the speakers company ahead of time, and be able to formulate thoughtful questions that will enrich our learning. The following schedule of assignments is subject to change with notice. TENTATIVE SCHEDULE #DAYSUBJECT AREAREQUIRED READINGS ASSIGNMENT/ DELIVERABLE OTHER ACTIVITIES/ READINGS108/28 Introductions & Course overview Creating and Delivering ValueMRPRC (Ch. 1) Student questionnaire (distributed in the class) Team Rules 18 Steps to a Better MeetingID pictures!209/04Strategic Market PlanningMRPRC (Ch. 2) TP: Team Proposal due HW: Where do you fit in?Article: The jokes on us when we buy bottled water Case: Virgin Atlantic Take an ad home! 309/11 Marketing EnvironmentMRPRC (Ch. 3) TP: Product selected HW: Comparing Advertising campaigns Take questionnaire home!409/18Marketing ResearchMRPRC (Ch. 4) HW: Research company & Review questionnaire 509/25Consumer BehaviorMRPRC (Ch. 5)  HW: Your purchase Case 610/02B-2-B Markets ServicesMRPRC (Ch. 6, 10)  TP: First Deliverable Case 710/09MRPRC (Ch. 1-6, 10) Mid-term Microtrends: Video 810/16Target Marketing Strategies and CRM MRPRC (Ch. 7)HW: Segments & ideas (video)910/23Creating the Product Managing the productMRPRC (Ch. 8, 9)Business Week articles 1010/30 Pricing & CommunicationMRPRC (Ch. 11,12) Case: True Religion 1111/06Advertising, sales promotion and PRMRPRC (Ch. 13) TP: Second Deliverable Case1211/13Personal selling, sales management and direct marketingMRPRC (Ch. 14) Case1311/20Delivering the value propositionMRPRC (Ch. 15-16) CaseThanksgiving Break 1412/04TP: Marketing Plan Presentations + Final Report Due Review for the Final 1512/11Journal Due FINAL EXAM 7.00-9.00 pm  In- Class Protocol: Cell phones and pagers are allowed in class only when they are silent/vibrate. If you need to answer an urgent call please leave the room. If your cell phone disturbs any part of the class you will be asked to leave the class and lose any points associated to that day. No exceptions. Laptops are not allowed in the class unless you are using it to take class notes. Students using a laptop to take class notes must sit in the front row. No exceptions. Cheating, Plagiarism and Other Forms of Academic Dishonesty All work that students submit as their own work must, in fact, be their own work. In accordance with CSU Channel Islands policy on academic dishonesty, students in this course who submit the works of others as their own (plagiarize), cheat on tests and examination, help other students cheat or plagiarize, or commit other acts of academic dishonesty will receive appropriate academic penalties, up to including failing the course. Papers with plagiarized ideas or language will be graded F and must be rewritten with proper use of quotations and referencing. The grade of F will remain the recorded grade on the assignment. The Internet is a great source of information and I encourage you to use it for research. However, do not copy another authors writing word for word, except for brief passages to support your thesis. When using another writers work, accurately identify it with a proper citation and footnote. Plagiarism or cheating on test and exams will results in an F on the test or exams, very likely resulting in a lower or possibly a failing final grade in the course. To complete course requirements, students must retake the test or exam during the instructors scheduled office hours. In case where the cheating or plagiarism was premeditated or planned, students may receive and F for the course. Disabilities Accommodations Cal State Channel Islands is committed to equal educational opportunities for qualified students with disabilities in compliance with Section 504 of the Federal Rehabilitation Act of 1973 and the Americans with Disabilities Act (ADA) of 1990. The mission of Disability Accommodation Services is to assist students with disabilities to realize their academic and personal potential. Students with physical, learning or other disabilities are encouraged to contact the Disability Accommodation Services office at (805)437-8510for personal assistance and accommodations. All requests for accommodations require appropriate advance notice to avoid delay in services. Please discuss approved accommodations with me. Disclaimer Information contained in this syllabus, other than the mandated by the University, may be subject to change with advance notice. Final Thoughts This class and all that we strive to accomplish is about you and for you! Class is the safest laboratory that you will experience in your career. Make the most out of it! Work hard and have fun! Thank you for choosing this class. I am looking forward to working with you. "Inspiration exists, but it has to find you working." 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