James Wills                            Syllabus                              Fall 2012

                         Schidler College of Business
                              BBA PROGRAM
                    BUS 312 PRINCIPALS OF MARKETING
                                 FALL 2012

Instructor: James R. Wills

E-mail:        jwills@hawaii.edu
Phone:         Office - 808-956-7607; Cell 227-1392 (Leave message as is appropriate)

Office location: CBA C-401g

Office hours: Tuesday and Thursday 9:30-11:30AM by appointment
              Other times and locations are possible with advance appointments

Credits:       Three (3)

Class Meets: Section 003 TR, 1200-1315, in BUSAD D103, 08/20 thru 12/14/2012
             Section oo4 TR, 1330-1445, in BUSAD D106, 08/20 thru 12/14/2012

                              REQUIRED MATERIALS

Principles of Marketing (14th Edition) by Philip Kotler and Gary Armstrong

James Wills                             Syllabus                                Fall 2012

                               COURSE DESCRIPTION

Bus 312 Principles of Marketing is an introduction to the language and issues of
marketing with an emphasis on learning to develop responsive marketing strategies that
meet customer needs. The course focuses on basic marketing concepts, the role of
marketing in the organization, and the role of marketing in society. Topics include market
research, market segmentation, product development, promotion, distribution, and
pricing. Contextual topics will include: external business environment, marketing
research, international/global marketing with relevance to cultural diversity, ethics, the
impact of technology on marketing, and social media marketing.

                               COURSE PERSPECTIVE

We all have many experiences with marketing from the viewpoint of the consumer. In
this course, we will take the perspective of the marketing decision maker/manager. You
will learn that there is much more to marketing than you might have expected. From the
textbook, class participation assignments/homework, and class discussions, you will learn
about the decisions that marketers must make and tools/frameworks that will assist you in
making those decisions effectively. By the end of the course, you should understand the
complexity and challenges associated with making marketing decisions as well as ways
to design effective marketing strategies. On the practical side, this new understanding of
marketing should make each of you a more knowledgeable consumer.


Accordingly, the course emphasizes the following:

      To analyze the role of marketing within the firm and society.
      To expose you to the two parts of a marketing strategy: the target market and the
       marketing mix.
      To study the four basic variables in the marketing mix: product, promotion, price,
       and distribution.
      To exercise analytical, communication, and presentation skills based on team
       current reading topics and case presentations

                                COURSE STRUCTURE

Marketing Case Analyses and Readings

An effective way to help students learn about the principles of marketing is the analysis
of marketing cases of real-world companies and current events in the market today.

James Wills                               Syllabus                                 Fall 2012

Cases from the textbook are assigned to provide an opportunity to apply the principles of
marketing and to enhance one’s analytical ability to assess marketing problems. Analysis
of cases and analysis of current topical reading provides for the application of course
concepts to real-world situations. All student teams are required to read, analyzed and
prepare a written team case solutions (total of 8 case reports). Team presentations (2) on
current reading topics are also required and individual article outlines (total of 6) and one
team power point presentation). The learning objective of cases and readings is to apply
the text book’s principles/concepts of marketing.

All teams will provide and answer to each case assigned. These papers will be collected
at the end of class in which they are assigned. One team will present their answers using
power point or other visual aids (e.g. Product samples, You-tube illustrations) as
appropriate to the case in class and lead the class discussion. All presenting team
members are expected to fully participate in all case analyses and presentations.

The assigned readings from Harvard Business Review and Bloomberg Business Week
will allow the student to integrate conceptual material in the context of current business
situations. A team will be assigned to lead the class discussion for each article. All
students well prepare a discussion outline or talking points regarding the article and be
prepared to comment in-class regarding the article. One team will be assigned to review
and lead a power point discussion of the article.

Groups will be formed early on in the semester and given a date to present their analysis
of assigned cases and articles.

Case writing guidelines

Case reports are to be word-processed, spell checked, proof read and corrected before
submitted. Use 1-inch margins and Times New Roman, 12pt. font. Student’s team
number, name, course name, number, and section, and, assignment name and date are to
be on a single line header at the top of each page of the assignment. All pages are to be
numbered and stapled together in the upper left hand corner of the page (please, no
folders or binders).

All sources are to be properly referenced in your written assignments. When direct
quotations are used or secondary data presented, be sure these are properly referenced.
Writing style is also important. The report is to be carefully organized and concisely
written. Proper sentence and paragraph construction is a basic requirement. Rules of
grammar are to be followed. Appropriate presentation of data using graphs or tables are
to be used. Clear writing is expected. WI papers are to use formal business style. Consult
APA style guide at the following wed site for detailed guidelines:


Hint: You may also want to review the “Grammar” and “Mechanics” page at the above
web site.

James Wills                              Syllabus                                Fall 2012

Chapter Material Exams

In addition to the cases and articles there will be three exams (see schedule below).
Students are responsible for all assigned course material- lectures, textbook, cases,
articles, videos DVDs etc.

                             METHOD OF INSTRUCTION

The course is highly interactive. Through case studies/presentations, problems, and
specific company case studies, students will have the opportunity to use the concepts,
ideas, and strategies presented in class. Problem-solving sessions occur in both individual
(primarily) and team (occasionally) settings.

This upper-level undergraduate course will incorporate a lecture/discussion, case studies
and readings approach to learning the principles of marketing. The textbook used in this
course will be used as a reference point for the discussion. Students are required to read
and inculcate the major principles found in the textbook and apply the principles models
and concepts to real business situations.

The University is committed to a policy of honesty in academics. Conduct, which
compromises a breach of this policy, may result in academic and/or disciplinary action.
Cheating is a violation of student academic behavior standards. Any student who violates
or knowingly helps another student violate academic behavior standards will be pursued
through the Office of the Dean of the Shidler College of Business Administration


Evaluation your performance in the course will be based on following elements of the
course.The weightings for the individual components are as follows:

       1)   Exam # 1                                                        100 points
       2)   Exam # 2                                                        100 points
       3)   Exam # 3 Final exam                                             100 points
       4)   Attendance, Class participation, Team peer eval.                100 points
       5)   Team Presentations (2) Case reports (8) and readings notes(8)   100 points
            Total:                                                          500 points

 Grading scale*: Percentage of total points
      A, A+ 95 - 100
      A      90 – 94
      B+     87 – 89
      B      83 – 86
      B-     80 – 85
      C+     77 – 79

James Wills                                Syllabus                                   Fall 2012

       C      73 – 76
       C-     70 – 75
       D+     67 – 69
       D      63 – 66
       D-     60 – 62
       F      <60
       The professor reserves the right to curve the grading scale in favor of the students.

                               CASE STUDY TEAM GRADING RUBIC
Group presentations of the case analysis assignments will be graded based upon the following
set of criteria:
Included here is whether the student has substantially and fully examined all of the issues,
problems, and understands all aspects of the facts of the case. Does the student fully
understand the dynamics of the case and have they presented realistic alternatives, realistic
objectives, and sound implementation strategies. Most important does the presentation
articulate the application of marketing concepts and principles.
Included here are the layout, content, and readability of the slides or other forms for
electronically presenting the material. It encompasses the applicable Excel slides, a situation
analysis, problem definitions, alternatives, and recommendations, and takes into account the
professionalism of the presenters.

By completeness we mean correctness of answering questions from the instructor and/or
audience members, as well as preparation by the team to all of the relevant facts, figures,
assumptions, recommendations, and strategies of the student.


1. Students are expected to attend all classes and prepare for the class by reading the
   material and completing assignments before the scheduled class period.
   Lectures/discussions feature numerous practical business examples of marketing
   principles in action and these illustrate how marketers use these marketing concepts
   in managerial decision making. Missing a lecture may impede your ability to
   understand fully the concepts and principles covered.
2. On average students should expect to spend two hours in preparation of each hour in
   class. Since we have about 40 contact hours in the class. You will need to spend
   about 80 hours of study time to properly prepare for this class or 6- hours per week
   (no day dreaming or T.V. watching). Approximately 1/3 of your allocated study time
   should be spent reading the text, 1/3 individual preparation, 1/3 group work.
   Remember this is for an average estimate. To exceed expectation (translate get an
   “A”) will require more time, effort and talent.

James Wills                              Syllabus                                Fall 2012

3. Understand that all of the material assigned and all material presented during the class
   may be incorporated into exams, or other forms of evaluating student performance.
   You are responsible to ensure that you take appropriate class notes, so when and if
   materials appear on an exam, you will have studied and reviewed the correct material.
   My policy is not give extra credit assignments. You should make every effort to
   achieve your desired grade by performance on the course grading criteria.

4. Understand that all written assignments are due at the time of the class in which they
   pertain and at no other time.

5. Your role and responsibility includes a desire to learn and contribute to the learning
   experience by actively participating in class discussions and exercises. I exercise the
   right to call on any student at any time for class participation and to judge your
   preparedness for the class.

6. You are required arrive at class meetings early / on time to avoid disrupting the class.
   Cell phones, pagers, or PDAs should be turned off before entering the classroom.
   Working on assignments from other courses or studying for other exams, reading
   outside materials and web surfing is not permitted during the class. Plan to stay in
   class for the entire period - 1hr and 15min.

7. I will consider make-up exams, quizzes, or other evaluative material only under
   extraordinary circumstances (e.g., validated personal or family illness, emergencies,
   etc.). I must be notified promptly if a personal emergency arises. I require
   documentation of excused absence for make-up work. Initial notification may be by
   phone (including voice mail messages), but must be followed-up with written
   notification (including faxes and e-mail messages). Any request for make up work
   must be made in writing. The makeup date will be as soon as possible after the
   original due date.

   Please note that personal trips, vacations, etc. (regardless of how long they have been
   planned) do not qualify as extraordinary circumstances. This especially applies to
   your holiday travel plans. Plan ahead for work related travel when ever possible.
   Notify me of your travel plans if they will affect your work in this class in any way.

8. On the subject of grading, please note that grades are non-negotiable and final
   grades can only be changed to correct calculation or input errors. If you have any
   questions as to the validity of a grade this must be brought to my attention within two
   (2) weeks of the day/date the grade is posted.

9. The University is committed to a policy of honesty in academics. Conduct, which
   compromises a breach of this policy, may result in academic and/or disciplinary
   action. Compliance with the University of Hawaii policy is required of all students at
   all times.

James Wills                             Syllabus                                Fall 2012

10. Note that occasionally, changes in the course schedule, or in the assignments, are
    announced during class. It is your responsibility to ensure that you have received all
    schedule and/or assignment changes.

11. I will make all the necessary accommodations for class members with disabilities.
    Those students who require or who wish to request special accommodations are must
    to contact the instructor after the first class of the semester and Student Disability
    Services (KOKUAOFFICE) immediately.


1. The instructor will present the material in a professional and organized manner using
   class time effectively in a way that will facilitate learning.
2. The instructor will conduct all evaluations of students in a fair and non-partial
3. The instructor will fully explain the expectations of performance, clearly describe the
   course objectives, and clearly communicate all assignments.
4. The instructor will facilitate and maximize each students learning of the course
   material and will stimulate students’ interest in learning the material—it is my job to
   ensure that you learn the material to the best of your ability.
5. The instructor will be available to answer students’ concerns, issues, questions, or
   commentary in person by appointment during office hours or at a mutually agreed
   upon time and place.
6. The instructor will always demonstrate respect and concern for the students.

Harvard Business Review, Bloomburg Businessweek Readings
Reading 1
Shopping future trends
Rigby, D. (2011). The Future of Shopping. Harvard Business Review, 89(12), 64-75.

Reading 2
Big data analysis: Market growth potential and Competitive position/market share
informs marketing resources deployment
Goyal, M., Hancock, M. Q., & Hatami, H. (2012). Selling into Micromarkets. Harvard
Business Review, 90(7/8), 78-86.

Reading 3
Technology without demand for advertising?
Milian M. How ridiculous are QR codes? Scan this one to find out. Bloomberg
Businessweek [serial online]. July 2, 2012;(4286):28-29.

Reading 4
Social Media in Sales
Giamanco, B., & Gregoire, K. (2012). Tweet Me, Friend Me, Make Me Buy. Harvard
Business Review, 90(7/8), 88-93.

James Wills                             Syllabus                               Fall 2012

Reading 5
Market expansion – In-town and Overseas
Townsend M. Target Hopes to Stand Out By Blending In. Bloomberg Businessweek
[serial online]. June 4, 2012;(4282):17-18.

Reading 6
Overdressed: the high cost of cheap fashion (book review)
Sancton J. The Shopaholic's Dilemma. Bloomberg Businessweek [serial online]. June 25,

Reading 7
Customer buying decision, choice and the internet effect
Spenner, P., & Freeman, K. (2012). To Keep Your Customers, Keep It Simple. Harvard
Business Review, 90(5), 108-114.

Reading 8
In search of growth markets
Coleman-Lochner L, Chan V. P&G Woos the Hearts, Minds, And Schools of Vietnam.
Bloomberg Businessweek [serial online]. July 9, 2012;(4287):19-21.

Reading 9
Product line extensions
Beyersdorfer, D., Dessain, V., Mentzelopoulos, C., & de Rothschild, P. (2011). Preserve
The Luxury Or Extend The Brand?. Harvard Business Review, 89(1/2), 173-177.

James Wills                            Syllabus                              Fall 2012

Bus 312 Principles of Marketing Assignment Calendar (subject to change)
                                           HBR, BW
                 Chapter reading      Team Readings    End of Chapter Case
Tues. Aug 21     Introduction
Th. Aug 23       Ch1                           #1
                                                       Trap-Ease America
Tues. Aug 28     Ch2                                   p.62
Th. Aug 30       Ch3                                   Target p. 94
Tues. Sept 4     Ch4                  T-1      #2
Th. Sept 6       Ch5                  T-2              Porsche p.162
Tues. Sept 11    Ch 6                 T-3      #3
Th. Sept 13      Review
Tues. Sept 18    Exam I
Th. Sept 20      Guest Speaker
Tues. Sept 25    What is strategy?
Th. Sept 27      Ch7                  T-4              Starbucks p.219
Tues. Oct 2      Ch 8                 T-5      #4
Th. Oct 4        Creativity Lecture   T-6              Las Vegas p. 255
Tues. Oct 9      Ch 9                 T-7      #5
Th. Oct 11       Ch 10                T-8              Southwest Air p.310
Tues. Oct 16     Ch 11                T-1              Payless Shoes p.335
Th. Oct 18       Ch 12                T-2      #6
                                                       Tesco Fresh & Easy
Tues. Oct 23     Ch 13                T-3              p.403
Th. Oct 25       Ch 13                T-4      #7
Tues. Oct 30     Review
Th. Nov 1        Exam II
Tues. Nov 6      Election day
Th. Nov 8        Ch15                 T-5              Ogilvy One p.460
Tues. Nov 13     Ch16                 T-6      #8
Th. Nov 15       CH17                 T-7              HP p. 491
Tues. Nov 20     Ch18                 T-8      #9
Th. Nov 22       Thanksgiving
Tues. Nov 27     Ch19                 t.b.a.
Th. Nov 29       Ch20                 t.b.a.
Tues. Dec 4      Special lecture
Th. Dec 6        Review
Th Dec 13        Section-3 12-2pm     Final    Exam
Tues Dec 11      Section-4 12-2pm     Final    Exam


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