ࡱ> g ObjbjVV .r<r<+GVnnn8hR^hhhhhhh$km7hn@7hLh###|8nh#h##j]Vbp]l#"q_2gbh0h_`n#"`ndbb`nnmc#7h7h#h`n : 91Ƶ MKT 310 Principles of Marketing Course Syllabus Instructor: Maria Ballesteros-Sola, MBA, Fulbright Scholar Class Meetings: Monday 9:00 am 11:50 am Office: SA 2016 Office Hours: Mondays 8:00 am 9.00 am or by appointment Mail:  HYPERLINK "mailto:maria.ballesteros-sola@csuci.edu" maria.ballesteros-sola@csuci.edu Student learning outcomes 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 blended learning 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: Discuss the fundamentals of marketing and its importance to all organizations, public and private Write comprehensive Marketing Plans and Marketing Strategies Formulate and execute strategies businesses employ to both attract new customers and keep existing ones Identify, conceptualize, and develop solutions for the complex and critical decisions management must face before a product or service is advertised or sold Communicate logical, reasons business information to support conclusions marketing processes and business ethics through discussion, writing and oral presentations. 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, as well as in some web-based critical tools such as Google Doc and Google Presentations. These objectives will be achieved through a mix of mini-lectures, interactive activities and discussions, writing assignments, guest speakers and a term group project. The class follows a blended format so there is a strong component of technology that students will be using in and outside the classroom. Class time will be used for collaborative and interactive activities without the traditional lecture from the professor. Some of web-based tools are listed below. Students should get familiar with the tools during the first week of the semester. Google Apps (Doc and Presentation): They can be accessed via the link provided on BlackBoard or via BlackBoard under MyDrive tab. Only those that have the link registered in the course will see your work. It will not be retrievable through web searches. VoiceThread: A VoiceThread is a collaborative, multimedia slide show that holds HYPERLINK "https://voicethread.com/about/features/media/"images, documents, and videos and allows students to navigate slides and leave HYPERLINK "https://voicethread.com/about/features/commenting/"comments in 5 ways - using voice (with a mic or telephone), text, audio file, or video (via a webcam) (Source:  HYPERLINK "http://www.voicethread.com" www.voicethread.com). Your comments will be made asynchronously in the format of your choice at least you are instructed differently. Get your free account as soon as possible. Required materials Principles of Marketing by Tanner and Raymond (Flat World Knowledge) (note it will be referenced as PM in the rest of this document). There are different formats available depending on your needs and budget, starting at $19,95 (Student Pass). Please follow this link:  HYPERLINK "http://students.flatworldknowledge.com/course/1243803" http://students.flatworldknowledge.com/course/1243803 Additional readings as posted on Blackboard and handed out in the classroom. Optional reading Principles of Marketing by Kotler & Amstrong. (Any of the most recent editions Pearson - Prentice Hall). Marketing 3.0 by Kotler, Hermawan, Kartajaya and Setiawan (Wiley & Sons) Marketing: Real People, Real Choices by Solomon, Marshall, Stuart (6th Edition Pearson - Prentice Hall) Periodicals: Local newspapers, Time Magazine, HBR, etc. iPhone Apps: Ad-ology: Marketing Forecast Harvard Business Review Today Marketissimo: Questions & Ideas to jumpstart your marketing Prerequisites: none Grading Class Participation (individual) 75 Study Guide contribution (individual) 20 Syllabus Quiz (individual) 5 Homework (individual, 15x5) 75 Pop- quiz 25 Mid-Term (individual) 100 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 explain the key concepts and participate in the discussion and activities. Grading for this section will be based on attendance, preparedness, your contributions toward advancing class discussion, and generally fostering learning among peers. Every week I highlight key concepts for the following week via BlackBoard. At the beginning of each class I do cold calling (no warnings) so selected students introduce these concepts to the rest of the class before we start with our collaborative activities. Be prepared; be extra-vigilant in your readings, no excuses. 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. Students are expected to bring their laptops or tables to each class. Study Guide Contribution Every week, I select 3 students to co-write the key lessons learned in that unit in a Google Doc. I will edit or add as required but this document is will the base for your study guide. 25 points will be awarded for the contribution. No late submissions. 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 15-point penalty deduction from your homework grade (per missed assignment). Homework need to be typed (12-point font) and on time (late assignments are not accepted). Homework will be uploaded to BlackBoard before the beginning of the class. Please cut and paste the word document in the space provided. If you are not attending the class, be sure you submit it via BlackBoard prior to the class. 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. The Study Guide will be available in Google Doc. 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. No make-up exams. 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 immediately after each class, so the writing does not become a burden during the week. 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. Please use Journal tool in Blackboard to input your weekly entry. If you do not attend the class still create an entry and write: Didnt attend. 50 points will be awarded only to students with at least 12 entries. No partial credit and no late submission. Team Projects: The Marketing Plan Objective The core objective is to create a marketing plan for either: an existing product, targeted to a new audience or a new product In both cases the target market will be located in Ventura County. 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 for the consumer market. It can include both tangible and intangible components. It can be manufactured by a real company or a new company that you envision. If you have access to a small company or entrepreneur that needs assistance with their marketing plan, come to see me. 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 encourage you to use Google Doc to collaborate in your team document and avoid e-mailing back and for different versions of the same document. I expect the students to work hard on the project, but also to have fun. Team Size: Teams will be selfformed of 6 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 will 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. At the beginning of the class 2/3 team members will give an elevator speech of the due deliverable. This presentation is not grade it. Details of each deliverable will be discussed and provided in Blackboard during the semester. Team Project deliverables are identified on the Tentative Schedule Section in this syllabus with the initials TP. The Final Deliverables grade will be adjusted based on peer-review. DeliverablesDue Points00.a Team Proposal: Team members & team coordinator (names, emails and phones). Get a catchy team name. 02/11 00. b Product Selection: 1 page with overview of chosen industry, company and initial product. Elevator Speech 02/18 01.First Deliverable: Situation Analysis, Marketing Objectives & Need for Market Research. Max 4 pages. Elevator Speech Presentation 03/04  502.Second Deliverable: Target Market and Positioning, Product & Distribution Strategies. Max 4 pages. Elevator Speech Presentation  04/15  1003.Final Report (Executive Summary on PowerPoint + Word Document including reviewed Deliverable 1, 2 and 3 - Max 15 pages)  05/06 200 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 15 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. After the final presentation each team member will grade each of his/her team members in a scale from 0-100%. The objective is to evaluate your teammates work. You will consider each of your teammates efforts, commitment to the success of the project, and contribution to the final results, critical thinking, availability, dependability to get their work completed on time, assistance to other team members, conflict mediation and any other variables you believe were critical during the semester for a successful outcome. Your final grade for the Final Report will be adjusted with your peers score. Peer-scores are confidential. 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 Legend: PM: Textbook VT: VoiceThread HW: Homework G: Google TP: Team Project #DATE SUBJECT AREAREQUIRED READINGS ASSIGNMENT/ DELIVERABLE OTHER ACTIVITIES/ READINGS101/28 Introductions & Course Overview Whats Marketing?PM (Ch. 1) G. Doc: Expectations VT on Syllabus Student questionnaire (distributed in the class)TP: overview How to use G. Doc & VT Navigating Bb Building Study Guide 202/04Whats Marketing? PM (Ch. 1)Student pictures and personal card! TP: overview How to create a Google Alert 302/11 Strategic Planning Marketing Plan PM (Ch. 2 & 16 page 315 to 325) TP: Team Proposal due HW 1: Whats MK & Where do you fit in? Article: The jokes on us when we buy bottled water 402/18Marketing Environment & Consumer BehaviorPM (Ch. 3) TP: Product Selection & Elevator Speech HW 2: Describe your purchase + Store Check VT502/25Marketing ResearchPM (Ch.10)Movie: Consuming kids603/04Segmenting, Targeting and Positioning PM (Ch. 5)TP: First Deliverable & Elevator Speech presentation Questionnaire review703/11MID-TERM Movie Best Movie ever sold 03/18Spring recess Campus Closed803/25P for PRODUCT: Creating, Developing and Managing Offerings PM (Ch. 6 & 7)BW articles: IDEO 04/01Cesar Chavez Day Campus Closed 904/08 P for PLACE: Marketing Channels PM (Ch. 8 & 9)HW 3: Direct vs. indirect distribution: a tale of two companies 1004/15P for PROMOTION (I): Advertising, IMCPM (Ch. 11) TP: Second Deliverable & Elevator Speech presentation1104/22P for PROMOTION (II): PR, Sales Promotion & Professional SellingPM (Ch. 12 & 13) HW 4: Analyzing & Comparing Advertising Campaigns 1204/29PricingPM (Ch. 15)HW 5: Social Media 1305/06TP: Marketing Plan Presentations + Final Report Due Review for the Final 1405/13FINAL EXAM 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 (0 points) 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. Plagiarism on homework or project deliverables will result in 0 point grade for that document. 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 are 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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