Marketing Principles

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					Marketing Principles 3545/46-311 Sections 02/03 Fall 2007- Tuesday/Thursday Instructor: Ann Roe Office: 4023 Carlson Phone: 472-1333 email: Hours: T/Th. 9:00-9:25 a.m. T/12:30 to 3:30 p.m. Th/ 12:30 to 2:00 p.m. or by appointment. Textbook: Marketing, by Grewal and Levy, 1st edition, 2008. Additional reading materials will be assigned throughout the course. Students are strongly encouraged to read the Wall Street Journal on their own time. Course Description: A study of the activities involved in the distribution of goods and services in a system-analysis framework. Examines consumer buying behavior and marketing functions within the firm. Investigates constraints imposed on decision makers and evaluates the performance of marketing in terms of social and economic efficiency. Course Objectives: The objective of this course is to expose students to the nature and scope of marketing activities in business and economic environments. As an introductory course, the intent is to provide broad coverage of the many aspects of marketing, and show how marketing fits into the activities of a business or organization, as well as into the economy, society, and one’s daily life. By the end of this course, students will be able to: 1) 2) 3) 4) 5) 6) Understand the main concepts of marketing and why marketing activities are important to the overall strategy of a business or organization. Discuss how local and global environmental factors affect marketing activities. Describe the factors involved in consumer decision making. Segment markets and develop the profile of a target market. Evaluate specific issues related to the ethical aspects of marketing.

Recommend specific strategies that a company can use to effectively and efficiently operate in a non-U.S. country, identifying and taking into consideration cultural characteristics of those entities involved in the business relationship. 7) Complete assignments and feedback to enhance and or improve their written communication skills. 8) Understand concepts related to business ethics, specifically the impact of business decisions on all stakeholders. Students will apply elements of business ethics to specific scenarios and provide solutions. 9) Understand the importance of Codes of Conduct by examining specific addition, look at and discuss the consequences of breaches of ethical conduct. examples. In


UWW Student Honor Code: As members of the University of Wisconsin – Whitewater College of Business & Economics community, we commit ourselves to act honestly, responsibly, and above all, with honor and integrity in all areas of campus life. We are accountable for all that we say and write. We are responsible for the academic integrity of our work. We pledge that we will not misrepresent our work nor give or receive unauthorized aid. We commit ourselves to behave in a manner that demonstrates concern for the personal dignity, rights and freedoms of all members of the community. We are respectful of college property and the property of others. We will not tolerate a lack of respect for these values. This code originated at Wheaton College. Classroom Etiquette:
1. If you are engaging in a disruptive act you will be asked to leave the classroom. Disruptive acts can include but are not limited to: cell phone use during class, talking to a neighbor during class, reading material other than course material in class, eating during class, playing video or other games during class, sleeping, etc. 2. You will be asked to leave the class if you are engaging in any conduct that is deemed inappropriate, such as any act that is interfering with a fellow students ability to learn, interfering with the professor’s ability to conduct class, interfering with the classroom environment, etc. 3. Civil discourse is required. Students must be respectful of the opinions of others. You are free to disagree with your professor or with your fellow students if you do so in a respectful manner.

Email Response:
Every effort will be made to return email in a timely manner. During the week I frequently check my email as late asl 8PM. Any emails received after 8PM will be answered after 9am the next morning. Beginning Friday at 6PM email will not be checked as frequently.

Course Requirements: Grading: Three exams Exam 1 Exam 2 Exam 3 Participation Papers Article summary Total Grading scale: 92-100% 83-91% 74-82% 65-73% <64%

15% 20% 20% 55% 5% 30% 10% 100%


The University of Wisconsin-Whitewater is dedicated to a safe, supportive and non-discriminatory learning environment. It is the responsibility of all undergraduate and graduate students to familiarize themselves with University policies regarding Special Accommodations, Academic Misconduct, Religious Beliefs Accommodation, Discrimination and Absence for University Sponsored Events. For details please refer to the Undergraduate and Graduate Timetables; the Rights and Responsibilities” section of the Undergraduate Bulletin; the Academic Requirements and Policies and the Facilities and Services sections of the Graduate Bulletin; and the “Student Academic Disciplinary Procedures (UWS Chapter 14); and the “Student Nonacademic Disciplinary Procedures” (UWS Chapter 17).

Please Note: If you need special help in taking notes or exams, please inform the instructor at the beginning of the semester. Students are encouraged to meet with the instructor to discuss assignments or

questions throughout the semester. Students with disabilities who require accommodations should meet with the instructor at the beginning of the semester to make appropriate arrangements If a student needs to miss an exam, he/she must notify the instructor before the examination and must schedule a make-up exam within one week of the original test date. Note, any such make-up exam, if granted, will not be the same version as the original exam. Attendance is strongly encouraged. Attendance and class participation in discussion will be noted. All written assignments (essays, summaries and projects) are to be turned in at the start of class in the class room (not my office). Absolutely no late assignments will be accepted. If you are ill or traveling on a school related trip, you may email your assignment with advanced permission and or documentation. Unless otherwise noted, papers should be typed, double-spaced with page numbers. Always include your name, date and course section. Grade reductions will result from failure to follow directions, and from excessive grammar and spelling errors. No extra credit assignments or projects are available. Exams When possible, the instructor will provide a review sheet of topics for each exam. It is the student’s responsibility to review/learn the topics presented from class notes and reading. Exam and paper/project dates are firm, but other dates may be adjusted by instructor. When possible, assignments and article citations will also be posted on ROAD and D2L. In addition, PowerPoint slides will be on ROAD and D2L. It is the student’s responsibility to make any announced changes to the syllabus. NOTE: Students are responsible for all the information presented in a powerpoint presentation—even though we may not cover every slide in class. Guest speakers Students will be informed well in advance of any guest speaker’s appearance. Attendance is mandatory given such speakers are scheduled during class time. Using the Library and Article Summaries Articles are cited for class discussion during the semester. Articles can be found, unless otherwise noted, using the on-line Andersen Library search service, specifically ProQuest. Simply click on Andersen Library from the home page; type in your user information, go to articles, journals, etc and select ProQuest. Please do not procrastinate! Inability to find an article, produce a citation or read an assigned article will not excuse the missed assignment. Try using the ProQuest service early in the semester to be sure you are comfortable finding the assigned material. In the case of finding an article for your article summary, you may enter keywords, i.e., marketing in China… or in the case of an assigned article, simply begin typing several of the words from the article’s title. ProQuest should then find the article or choices.

Students are to use articles from major news publications rather than industry or trade publications. Articles may not be more than 6 months old. Students will receive specific instructions and tips for writing articles summaries due later in the course. In addition, the video presentations can be found either on reserve at the library or at The assigned videos will be viewed on students’ time. We will discuss the videos in class and they are subject to exam questions. Participation: Attendance is noted. In addition, there will be 2 short essays and or discussion questions plus short readings to prepare for class discussion. From time to time, these preparations will be collected as noted on syllabus. In addition, as mentioned, attendance will be noted. Papers: Topics and instructions will be distributed. Topics may include customer value, services marketing and global marketing issues. These are not research papers. Students will work independently forming their own ideas based on the textbook, notes and classroom discussion. The papers will be 3-4 pages in length, double-spaced, with standard margins and font.

Please see below for a course outline and schedule.

Fall Term 2007
Note: Dates for reading assignments subject to change. Dates for papers, article summaries and exams are firm. Those items in bold reflect exam or assignment dates. *Those items with an *asterick remind students of the specific ideas and concepts we need to cover in conjunction with the Marketing Principles course objectives. Students can expect that such highlighted material will not only be addressed through classroom activity and discussion, but also in the listed exams.


Course Introduction – Overview of Marketing Concept of Exchange Developing marketing Strategies What makes a good marketing objective?

Ch. 1

9/6 – Ch. 1 Application Q’s. p. 28 9/13- Ch. 2 Application Q’s p.51-2


Ch. 2


* Marketing Ethics EXAM I Analyzing the Marketing Environment

Ch. 3 Ch. 4 EXAM I 9/25 CH. 1-3



Video Presentation – Persuaders * Essay- Ethics Scenario
Essays will discuss specific ethical dilemma either experienced or observed, identify stakeholders, consequences and course of action


Turn in ethics essays 10/9 Consumer Decision Making Business to Business Marketing

Ch. 5

Turn in essay

Ch. 6

Paper 1 Due10/16 Customer Value


* Global Marketing * Map Game, Cultural IQ
Students will test knowledge of global maps, cultural characteristics of specific regions and their impact on marketing practices and strategy.

Ch. 7


Segmentation, Targeting and Positioning
*Article to relate to specific strategies companies use to operate in foreign countries.

Ch. 8

* Global Article Summary Due 11/1 EXAM II Ch. 4-8


EXAM II Product Bring in packages Services-The Intangible Product

Ch 10 and 11

WEEK 11 WEEK 12 WEEK 13 Thanksgiving Break

Ch. 12

* Essay- Assessing the Appeal—pick apart an ad Turn in Ad Essay 11/27 Paper 2 Due 11/29 Promotion Taboo game Place Operations modules- Lavin and Prasad Pricing Last day of class Tues. 12/11 Final Exam Wednesday 12/19

Ch. 1718 Ch. 1718 Essay AND Paper 2 Due11/29 Services

Revised 8/07

Ch. 1516 Ch. 1314 Final Exam Ch. 8, 9-18