ࡱ> '` /bjbjDD .&&'ooooFpL2qqqqqr.rr $hL)xrrxx)qq>8yyyx:qqyxyyn+Gqq V~ox3 Dv<Sy|@GGxrtDyuvrrr))y rrrxxxxd:^?D0^? California State University, Channel Islands Martin V. Smith School of Business & Economics Course Syllabus Principles of Marketing MKT 310: Fall 2010 Kevin P. Mencarelli ( HYPERLINK "mailto:kevin.mencarelli@csuci.edu" kevin.mencarelli@csuci.edu) Basic Information Location: Bell Tower 2424 Time: Monday morning commencing August 30th, 2010 Monday, 9:00am 11:50am (Office hours: Monday 12:00pm 2:00pm, Sage Hall) Text: Essentials of Marketing, W.D. Perreault, Jr., J.P. Cannon, E.J. McCarthy (12th edition), ISBN 0073404810 Instructor: Kevin P. Mencarelli (BS/MBA) 805-371-7101 (office) Maximum: 30 students Course Description Presents and analyzes the fundamental principles, methods and procedures in modern marketing: planning, pricing, distribution, and promotion. Topics include creating customer value and satisfaction, strategic planning, marketing process and environment, research and information systems, consumer markets and consumer buyer behavior, business markets and business buyer behavior, segmentation, product and services strategy, new-product development and product life cycle strategies, pricing, communications, direct and on-line marketing, and social responsibility and marketing ethics. Course Objectives Understand marketing concepts, the role of marketing in society and in the firm, and the various factors that influence marketing decision making Learn the language of marketing (that is, terms concepts, and frameworks) used by practicing marketing managers You will have a solid understanding of the major decision areas under marketing responsibility, the basic interrelationships of those decision areas, and an appreciation of how to apply key frameworks and tools for analyzing customers, competition, and marketing strengths and weaknesses Develop insight about creative selection of target markets and blending decisions related to product, price, promotion, and place (i.e., the marketing mix) to meet the needs of a target market Course Structure The culture of the class will require students to actively participate in discussion and be interactive with peers. The course will focus on lectures, in-class exercises, and topical speakers (when available). In addition, there will be a number of individual and team based assignments About the Instructor Kevin Mencarelli has over 24 years of marketing and sales experience. He currently is the President of DHR Operations Holdings Group. Prior to DHR, he ran the Western U.S operations of a public corporation. Assignments and Exams Individual Assignments Case Write-Ups Each student will be assigned 2 case studies. The student will be asked to prepare his/her own 1 to 2 page (single spaced, normal font) analysis of their case studies. These write-ups will come from the case studies found in the textbook. Terms and concepts from the text must be used in the case studies. All cases must be delivered in hard copy to the instructor at on the date the case is due. Homework Homework will be assigned each week and due the following week. Class Participation Individual This course will be highly interactive. Your attendance is a baseline requirement. In addition, each student is responsible to prepare for and participate in each class session. This means read the assigned chapters or articles before each class. Indicative reading assignments can be found in the syllabus and will be updated from time to time. Students will also be randomly called on (the dreaded cold call) to ensure that materials have been read or to facilitate class discussion. Please notify the instructor of any planned absences in advance of their occurrence. Team Assignment Team Project Students will be assigned to a team at the second session of the class. The teams will be responsible for developing a marketing plan for a company that the group creates. They will prepare a paper and make a presentation on the following: (This assignment must be delivered in hard copy to the instructor at the start of class on the date of presentation) Mission Statement Executive Summary Situation Analysis Marketing plan objectives Differentiation and positioning Marketing strategy Implementation and control. (A comprehensive Marketing outline will be given to the student at the start of the course.) Exams Given the importance of the text, lectures, cases and class discussions there will be 3 exams. The first exam will cover chapters 1-6, the second exam will cover chapters 7-12, and third exam will cover chapters 13-18 of the text. Grading The course will be graded on a point basis with 1000 available points. A+ = 975 and above A = 935 - 974 A- = 900 934 B+ = 875 899 B = 835 874 B - = 800 834 C + = 775 799 C = 735 774 C- = 700 734 D = 600 699 F = > 600 Points will be allocated as follows: Individual Case Write-Up # 1 5% Individual Case Write-Up # 2 5% Homework 15% Team Marketing Plan 15% Class Participation 10% Exam 1 15% Exam 2 15% Exam 3 20% Honor Code The rigors of striving to achieve a college degree can be quite demanding. Turning in assignments, preparing for lectures, and ensuring you are up to date on reading materials are difficult tasks. Regardless of these challenges, each student is reminded of his/her commitment to academic integrity. Following the class honor code is of acute importance. CSU Channel Islands Academic Dishonesty Policy states that such things as cheating, inventing false information or citations, plagiarism and helping someone else commit an act of academic dishonesty. It usually involves an attempt by a student to show possession of a level of knowledge or skill that he/she does not possess. If a student is found to have violated this policy he/she will receive the appropriate penalties, up to failing the course. Disability Accommodations Students with disabilities that need accommodations should contact the Disability Accommodation Services office at (805) 437-8510. You should make your request with plenty of notice so the accommodations can be arranged in a timely fashion. Please discuss any accommodations with the instructor Course and Assignment Schedule The course schedule is as follows. Speakers will be announced on a case by case basis. Students should also anticipate 60-90 minute lectures during each session. Handouts will be provided as necessary. Students are welcome in fact encouraged to bring anecdotal Marketing questions and discussion points to each session as well. WK # Date  Core Topics  Readings/Cases (Be Prepared to Discuss in Class) Assignments  WK 1 Monday Aug. 30th Chapter 1: Marketings Value to Consumers, Firms, and Society Chapter 2: Marketing Strategy Planning  Reading: Chapter 1 and 2 Discuss team project   WK 2 Monday Sept. 6th Labor Day Holiday NO CLASS   WK 3 Monday Sept. 13th  Chapter 3: Evaluating Opportunities in the Changing Marketing Environment Chapter 4: Focusing Marketing Strategy with Segmentation and Positioning  Reading: Chapter 3 and 4  Homework; Questions and Problems Chapter 3:Q( Pg. 86) 8,9,10 Chapter 4;Q(Pg. 110) 1,7,8 Case Studies: Pg: 87 and 110 WK 4 Monday Sept 20th  Chapter 5: Final Consumers and Their Buying Behavior Chapter 6: Business and Organizational Customers and Their Buying Behavior  Reading Chapter 5 and 6  Homework; Questions and Problems Chapter 5:Q (Pg. 136)2,4,7,9 Chapter 6:Q (Pg. 162)2,6,7 Case Studies: Pg: 137 and 163 WK 5 Monday Sept 27th  Chapters: 1 - 6  Exam 1 Students need a green Scantron (Form No. 882-E) and paper for short question answers   WK 6 Monday Oct. 4th  Chapter 7: Improving Decisions with Marketing Information Chapter 8: Elements of Product Planning for Goods and Services  Reading Chapter 7 and 8  Homework; Questions and Problems Chapter 7:Q (Pg. 188) 1,2,6,7,9,13,14 Chapter 8:Q (Pg. 215) 2,3,6,10,15,19 Case Studies: Pg: 189 and 216  WK 7 Monday Oct. 11th  Chapter 9: Product Management and New-Product Development Chapter 10: Place and Development of Channel Systems  Reading Chapter 9 and 10  Homework; Questions and Problems Chapter 9:Q (Pg. 244)1,5,6,12 Chapter 10:Q (Pg. 215)5,6,8,15 Case Studies: Pg: 245 and 269  WK 8 Monday Oct. 18th  Team meetings to work on project   WK 9 Monday Oct. 25th  Chapter 11: Distribution Customer Service and Logistics Chapter 12: Retailers, Wholesalers, and Their Strategy Planning  Reading Chapter 11 and 12  Homework; Questions and Problems Chapter 11:Q (Pg. 290) 1,5,10,11,12,16,18 Chapter 12:Q (Pg. 317)2,3,8,11,14 Case Studies: Pg: 291 and 318  WK 10 Monday Nov. 1st Chapter 7-12 Exam 2 Students need a green Scantron (Form No. 882-E) and paper for short question answers  WK 11 Monday Nov. 8th  Chapter 13: PromotionIntroduction to Integrated Marketing Communications Chapter 14: Personal Selling and Customer Service  Reading Chapter 13 and 14  Homework; Questions and Problems Chapter 13:Q (Pg. 345) 1,2,3,7,11,13 Chapter 14:Q (Pg. 373)2,3,6,8,10  WK 12 Monday Nov. 15th  Chapter 15: Advertising and Sales Promotion Chapter 16: Pricing Objectives and Policies  Reading Chapter 15 and 16  Homework; Questions and Problems Chapter 15:Q (Pg. 403) 1,6,7,10,19 Chapter 16:Q (Pg. 433) 3,4,6,10,14  WK 13 Monday Nov. 22nd  Chapter 17: Price Setting in the Business World Chapter 18: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges  Reading Chapters 17 and 18  Homework; Questions and Problems Chapter 17:Q (Pg. 460) 4,6,10,11 Chapter 18:Q (Pg. 484) 2,3,4,11  WK 14 Monday Nov. 29th  Marketing Plan/ Student Presentations  None  Student presentations and papers due  WK 15 Monday Dec. 6th  Marketing Plan/ Student Presentations  None  Student presentations and papers due  WK 16 Monday Dec. 13th Chapters 13 18 Final Exam Students need a green Scantron (Form No. 882-E) and paper for short question answers  Time: 10:30am -12:00pm \]lmnvbTIhA5>*CJaJh@hA0J6CJaJ&jh@hA6CJUaJhhA6CJaJjhA6CJUaJhA6CJaJh*XhA5hACJaJhjSCJaJhhA5OJQJ\^JhA5OJQJ\^J hA5>*hA5>*CJaJhqhA5>*CJaJ hA5hqhA5CJaJ-\]mn  , - a z " # L d `^``gdA ^`gdAgdA &dPgdA$a$gdA/   ' + , N Y ] _ ` a    ! 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