ࡱ> '` /bjbjLULU ..?.?'qqqq6rLY2ssssstBttʬ̬̬̬̬̬̬$h{tt{{ss}}}{Fssʬ}{ʬ}}nzss o (q{" Vt<Y|@tvb}?x[yZttt} tttY{{{{d<^A$0^A California State University, Channel Islands Martin V. Smith School of Business & Economics Course Syllabus Principles of Marketing MKT 310: Spring 2011 Kevin P. Mencarelli ( HYPERLINK "mailto:kevin.mencarelli@csuci.edu" kevin.mencarelli@csuci.edu) Basic Information Location: Smith Decision Center 1908 Time: Monday morning commencing January 24th, 2011 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: 60 students Course Description: Presents and analyzes the fundamental principles, methods and procedures in modern marketing: planning, pricing, place, 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: Analyze and present orally and in writing the fundamentals of marketing and its use in all organizations, public and private. Formulate and describe orally and in writing strategies businesses employ to both attract new customers and keep existing ones. Develop and present orally and in writing solutions for the complex and critical decisions management must face before a product or service is advertised or sold. 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. Late homework will not be accepted. 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. 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 the Final 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 6.5% Individual Case Write-Up # 2 6.5% Homework 12% 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 Jan. 24th Chapter 1: Marketings Value to Consumers, Firms, and Society Chapter 2: Marketing Strategy Planning  Reading: Chapter 1 and 2   WK 2 Monday Jan. 31st 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: 545 (1) McDonalds Pg: 546 (3) MANU Soccer WK 3 Monday Feb. 7th  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) 2,7,9 Chapter 6:Q (Pg. 162) 2,6,7 Case Studies: Pg: 567 (22) Bright Light Pg: 548 (5) PolyTech Products  WK 4 Monday Feb. 14th  Chapters: 1 - 6  Exam 1 Students need a green Scantron (Form No. 882-E) and paper for short question answers   WK 5 Monday Feb 21st  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) 1,6,9 Chapter 8:Q (Pg. 215) 3,10,19 Case Studies: Pg: 551 (8) Lombardis Italian Pg: 576 (31) At-Home Health Team Assignments  WK 6 Monday Feb. 28th  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 Chapter 10:Q (Pg. 215) 5,8,15 Case Studies: Pg: 565 (20) Recreation Supplies Pg: 581 (34) Innovative Aluminum  WK 7 Monday Mar. 7th  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) 11,16,18 Chapter 12:Q (Pg. 317) 2,11,14 Case Studies: Pg: 571 (26) Best Way Canning Pg: 554 (11) The Next Step  WK 8 Monday Mar. 14th  Chapter 7-12 Exam 2 Students need a green Scantron (Form No. 882-E) and paper for short question answers  WK 9 Monday Mar. 21st  Spring Recess  WK 10 Monday Mar. 28th 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) 1,3,13 Chapter 14:Q (Pg. 373) 3,6,10  WK 11 Monday Apr. 4th  Team meetings to work on project WK 12 Monday Apr. 11th  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) 1,16,19 Chapter 16:Q (Pg. 433) 3,9,10  WK 13 Monday Apr. 18th  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) 1,11,8 Chapter 18:Q (Pg. 484) 1,5,9  WK 13 Monday Apr. 25th  Team meetings to work on project WK 14 Monday May 2nd  Marketing Plan/ Student Presentations  None  Student presentations and papers due  WK 15 Monday May 9th  Marketing Plan/ Student Presentations  None  Student presentations and papers due  WK 16 Monday May 16th  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*XhA5hACJaJhhXCJaJhhA5OJQJ\^JhA5OJQJ\^J hA5>*hA5>*CJaJhqhA5>*CJaJ hA5hqhA5CJaJ-\]mn    9 : o 0 1 Z r `^``gdA ^`gdAgdA &dPgdA$a$gdA/    3 4 8 9 [ g k l m n o   % / 0 | ~ ʹᓈ}odWhKhA0JCJaJhRJ 5>*CJaJh;vHhA5>*CJaJhA5>*CJaJh]hACJaJh]h]CJaJh1CJaJhA6B*CJaJph h1hA6B*CJaJphhVg CJaJhhXCJaJ hA0J hhX0JhACJaJhA>*CJaJhhA5>*CJaJr s u  & FgdA &dPgdAgdA  t u ƹtbZRDt9h1hACJaJh;vHhA5>*CJaJh1CJaJhACJaJ#h)hA56B*CJaJphhRJ 5>*CJaJhA5>*CJaJhj$5>*CJaJhAhA5>*CJaJhKhA5>*CJaJhj$CJaJhA0J5>*CJaJhRJ 0J5>*CJaJhQhA0J5>*CJaJ hA0JhKhA0JCJaJhK0JCJaJ*qs15: !"øѪ}}ujah5CJaJhhCJaJhhXCJaJhRJ h5>*CJaJhA>*CJaJhhACJaJhRJ 5>*CJaJhRJ hA5>*CJaJhA5>*CJaJhQhA5>*CJaJhA56B*CJaJphhKCJaJh1CJaJhACJaJhCJaJ$"hjz{!BVst & F0`0gdAgdA"HLvjz{ !15ABUVpqrstƵ푀qqqqqqcTqhAhAB*CJaJphhAB*CJ\aJphhN}{hAB*CJaJph hN}{hAB*CJ\aJphhN}{hACJaJhRJ 5>*CJaJhRJ hA5>*CJaJ hDhA6B*CJaJphhA56B*CJaJphhRXhA5CJaJhhA5CJaJhACJaJhhACJaJ .146EFGLbƾƶƾƭƭƀumuemm]Ruhah}?PCJaJh}?PCJaJhhCJaJh~uCJaJhahACJaJhA6CJaJhahA5>*CJaJhRJ 5>*CJaJhA5>*CJaJhA>*CJaJhtCJaJhVg CJaJhACJaJh1>*CJaJhA56B*CJaJphh156B*CJaJphhhACJaJ  4CRbp6Gb}gdA &dPgdAbu|}'(*F 567UVW ¾ɔ~sg_THh0 h|5CJaJhChACJaJhMICJaJh.hA>*CJaJhhhACJaJh5>*CJaJh/ohAmH sH hAmH sH hKCJaJh/ohACJaJmH sH h/ohACJaJhA hhAhA5>*CJaJhA>*CJaJh}?PCJaJh~uCJaJhACJaJhahACJaJ  67VW $ d$Ifa$gdA$ d$Ifa$gd4i dd[$\$gdRJ &dPgdAgdA ! 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