MKTG 302 Basic Marketing

							                              MKTG 302 Basic Marketing
                                            Spring 2007
                                     Section 001 MWF 10:00 – 10:50 TCFE 131
                                      Section 003 MWF 1:00 – 1:50 BCTR 115
                                      Section 004 MWF 1:00 – 1:50 BCTR 115



Instructor:           Dr. Greg Turner                        Email:                 turnerg@cofc.edu
Office:               310 J.C. Long Building                 Office Phone:          953-8036
Home Page:            http://www.cofc.edu/~turnerg
Office Hours:

Required Text:        Essentials of Marketing 5th; Lamb, Hair and McDaniel; South-Western.

Course Description: This course develops an appreciation for the complexities of establishing and
implementing marketing strategies in both domestic and international economies. Areas of study include
consumer and industrial behavior, marketing research, ethical marketing practices, products/services,
channels of distribution, pricing and promotions in public and private sectors as well as profit and non-profit
organizations.

Course Prerequisites: Junior Standing and ECON 201 and 202

Course Objectives:
To gain factual knowledge (terminology, methods, trends and concepts) of the marketing discipline.

To understand fundamental marketing principles and theories as they apply to international and domestic
marketing.

To develop specific professional skills and competencies such as:

       The ability to plan the marketing mix for your firm
       The ability to apply marketing principles to develop a target market profile
       An understanding of the market segmentation process

Method of Instruction: Lectures, case discussions and end of chapter questions.

Attendance: Attendance is imperative if the student desires the fullest educational experience. It is
critical to the individual's learning process that the student fully participate in class discussions, and this
participation can only be done if the student is prepared and present for class. Make-up short quizzes and
daily exercises will not be given. It is expected that students will come to each class prepared to contribute
when appropriate. Role will be taken each and every day during the semester. It is YOUR responsibility to
sign the role sheet each day. The following ATTENDANCE POLICY will be in effect:

   Attendance is mandatory but will also have a reward component. Students that miss 0 days will receive
   2 points added to their final average. This class has a “three strikes and you’re out” policy. Your
   attendance is required from the point at which you register for the class. That is, if you add the class
   after we have had a class meeting, your required attendance starts at that point.

   Students that miss 4 class meetings, regardless if the absences are excused or un-excused or
     combination of each, will automatically receive a grade of “F”. Additionally, late arrivals will be
     factored into your attendance. Two (2) late arrivals will be counted as one (1) absence.

Policy on Making Up Missed Assignments and Quizzes: You cannot make up missed
assignments or quizzes. Every assignment must be turned in on time. Any missed assignment or quiz will
receive the grade of “F”. In order to account for legitimate absences (illness, death in the family, etc.) the
lowest two scores will be dropped.

Policy on Academic Honesty:               The College of Charleston expects all students to conform to the principles of
academic honesty. Practices considered dishonest include giving or receiving assistance in any manner or form during
an examination, unauthorized possession of exam questions, and plagiarism. Plagiarism is the willful presentation of
another person's writings, opinions, or thoughts as one's own without proper credit and documentation. At all times the
student is expected to present only his or her written or creative work to fulfill academic requirements. Any student
who deviates from the academic honesty policy can expect that the instructor will pursue all possible procedures to
have the student removed from the class and The College of Charleston.

Special Needs Policy:           Any student who may need special consideration due to any sort of disability should
make an Immediate Appointment to see me during office hours. You must make me aware of your needs within one
week of the start of class or adding the class.

Student Professional Development: During your stay at the College of Charleston, you will be provided
with a number of opportunities to prepare yourself for a career in business. Having the academic credentials is
necessary, but not sufficient, to prepare you to develop your career. You must also develop the necessary skills in the
areas of presentation, communication, resume writing, networking, dress, career planning, etc. To this end, the College
of Charleston and the School of Business and Economics provides several opportunities to get exposure to and develop
these skills (i.e., Special Events, Speakers, Student Professional Organizations, Office of Career Development, etc.). In
recognition of your development in this area, you will receive up to 1/2 of one point for each such event or activity
attended (for these events you must submit a one page summary of the content of the talk with an evaluation of
personal implications to me) added to your final grade (not to exceed 3 points). The activity must be pre-approved by
me.

Feedback: If you have any questions or concerns about course content, teaching, grading or any suggestions for
improvement in the above areas, please do not hesitate to discuss them with me.

Computer Expectations:              As we approach the 21st century, it is becoming more and more important that you
familiarize yourself with and know how to plug into the information super highway. The ability to communicate with
others electronically is necessary regardless of your major. Today, computer literacy is just as important as skills in
reading, writing and arithmetic. To help you develop these skills, you will be required to utilize the E mail system and
Internet. In the context of E-mail, you will be able to do the following:
1.      Send messages or documents to a specific person in class or send a message to the entire class.
2.      Send messages to me concerning any questions that you may have about grading, assignments,
        attendance, class material etc.
3.      Receive announcements from me concerning exams, events/meetings, and whether or not class will
        be held on a given day, etc.

        Apart from sending E-mail, I strongly encourage you to experiment with the Internet to get a sense
        for what is out there. Additionally, there will be graded assignments that require Internet usage.

Additional Class Policies:
1.      The successful completion of your day-to-day work represents a minimum requirement, just as it
       does in any organization. Late arrival in the classroom and absence from class represents a failure to
       meet your responsibilities. If you are absent from class, you are still responsible for the material
       covered and any announcements made by me. In other words, each class meeting should be treated as
       a professional meeting. If you miss many of these on the outside, you may find yourself without a
       job.

2.     The failure to complete any classroom assignment at the specified time also represents a failure to
       meet your responsibilities. Any written assignment, which is not submitted at the specified time, will
       receive a grade of "F".

3.     The completion of reading assignments, and the comprehension of material presented in class may
       also be evaluated through your class participation. Failure to participate may result in a substantial
       reduction in grade.

4.     Written work must be prepared in a professional manner. It is to be clearly written, with proper
       grammatical construction and correct spelling. All written work must be typed - preferably on a
       microcomputer. Work, which is not presented in a professional manner, will be returned as
       unacceptable. The grade assigned to written work will reflect its analytical soundness. Any
       presentation must follow a reasonable outline, assumptions must be clearly stated, and arguments
       must be carefully supported.

5.     The completion of each of the requirements stated above represents the minimum performance
       required to pass this course. The quality of the work done to meet each of the course requirements
       specified will determine the specific grade earned.

6.     Any students caught cheating on exams or other course assignments will immediately receive a
       grade of "F" for the course. Those who attempt to represent the work of others as their own
       (plagiarism) will also receive an "F" for the course. You must reference (i.e., give credit to) the
       works of others.

7.     If you choose to withdraw from the class, you must do so by the date indicated by the College.

8.     Make-up exams may be provided if I am given either advance notice of the absence (with a
       substantive reason) or the absence is excused ex post. An essay exam will be given in place of
       multiple-choice exams.

Grade Composition:
Three examinations                    60% of final grade
Marketing Topic Research Paper               20% of final grade
Quizzes, daily assignments, etc.      20% of final grade
Total                                 100%

Grading Scale:
       95 - 100                A             90 – 94.4       A-
       87.5 - 89.4             B+            83.5 - 87.4     B
       79.5 – 83.4             B-            77.5 - 79.4     C+
       73.5 - 77.4             C             69.5 – 73.4     C-
       67.5 - 69.4             D+            63.5 – 67.4     D
       59.5 – 63.4             D-             0 - 59.4       F
Date   Topic                                                  Assignment
1/8    Introduction to course                                 Read and Understand
                                                              Syllabus
       An Overview of Marketing;                              Read Chapter 1
1/10
       Marketing management philosophies;
       Marketing concept
       The marketing process;
       Why study marketing;
       An Overview of Marketing;                              Read Chapter 1
1/12
       Marketing management philosophies;
       Marketing concept
       The marketing process;
       Why study marketing;
       MLK Day                                                No Class
1/15
       The external marketing environment                     Read Chapter 2
1/17
       The external marketing environment
       Marketing ethics
       The external marketing environment                     Read Chapter 2
1/19
       The external marketing environment
       Marketing ethics
       The rewards of global marketing                        Read Chapter 3
1/22
       Multinational firms

       The rewards of global marketing                        Read Chapter 3
1/24
       Multinational firms
       Consumer decision making process                       Read Chapter 4
1/26
       Types of consumer buying decisions and involvement
       Consumer decision making process                       Read Chapter 4
1/29
       Types of consumer buying decisions and involvement
       Individual factors influencing consumer buying         Chapter 4 cont.
1/31
       decisions
       Social factors influencing consumer buying decisions
       Business Marketing                                     Read Chapter 5
2/2
       Business Marketing                                     Read Chapter 5
2/5

2/7
       TEST 1                                                 CHAPTERS 1 - 5
2/9
       Segmentation                                           Read Chapter 6
2/12
       Segmentation                                           Read Chapter 6
2/14
       Targeting and positioning                              Chapter 6 cont.
2/16
       Targeting and positioning                              Chapter 6 cont.
2/19
       Marketing research                                     Read Chapter 7
2/21
       Marketing research                    Read Chapter 7
2/23
       Marketing research                    Chapter 7 cont.
2/26
       Types of consumer products            Read Chapter 8
2/28
       How services differ from goods
       Branding; Packaging                   Chapter 8 cont.
3/2
       Spring Break                          No Class
3/5
       Spring Break                          No Class
3/7
       Spring Break                          No Class
3/9
       New product development process       Chapter 9
3/12
       Product life cycles
       New product development process       Chapter 9
3/14
       Product life cycles
       Adoption process                      Chapter 9
3/16
       Channel functions and structures      Chapter 10
3/19   Channel strategy decisions
       Physical distribution
3/21   Channel functions and structures      Chapter 10
       Channel strategy decisions
       Physical distribution
3/23   Channel functions and structures      Chapter 10
       Channel strategy decisions
       Physical distribution
3/26   Retailing                             Read Chapter 11
3/28   Retailing                             Read Chapter 11
3/30   Test 2                                Chapters 6 - 10
4/2    Integrated marketing communications   Chapter 12
4/4    Advertising                           Chapter 12
4/6    Advertising                           Chapter 12
4/9    Public relations                      Chapter 13
4/11   Sales promotion                       Chapter 13 cont.
4/13   Personal Selling                      Chapter 13 cont.
4/16   Pricing concepts                      Read Chapter 14
4/18   Pricing concepts                      Read Chapter 14
4/20   Pricing concepts                      Read Chapter 14
4/23   Last Day of Classes
4/25
MKTG 302               Fall 2002

I have read thoroughly and fully understand the syllabus for this class. I am conscious of the attendance
policy for this class and its related penalties. I am also fully aware of the requirements for this course and
their associated point values. My signature below affirms the preceding statements and also my
responsibility for meeting the requirements of the course.




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            Print Name


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