MK 301/521 MARKETING PRINCIPLES -- Spring, 1999
Terence C. Krell, M.B.A., Ph.D.
Boler School of Business 219 John Carroll University
E-mail: tckrell@abc-xyz.com URL: http://www.abc-xyz.com/krell
Office Phone: 397-4182 Home Phone: 496-1318
Office Hours: Tues & Thurs 2:30-5, 6-6:30, 9:15-9:45* pm and by appointment
(*for that night's class only)
THE COURSE
The purpose of this course is to acquaint you with the theory and principles of modern
strategic marketing. The goal is for you to be able to understand, utilize and articulate
the concepts and vocabulary of marketing in a practical manner. Marketing is a way of thinking, an orientation toward doing business. It is far more than organized
salesmanship or flashy advertising; it is the critical consideration of all interactions
between the firm and its environment and how those interactions affect the profitability of the firm.
The terms and concepts of marketing, when mastered, create an integrated structure
in your mind. It is this structure that constitutes the marketing orientation that
will enable you to be successful. It is therefore necessary not only to learn the
terms and concepts of marketing, but how they relate into an integrated whole.
COURSE OBJECTIVES
By the end of this course, I will expect you to be able to:
- Use and describe the theoretical structure of the marketing orientation.
- Use properly the terms and concepts of the marketing orientation to describe an organization's
situation.
CLASS FORMAT
Each class lecture will be on the next week's reading assignment: a lecture with
discussion will hit the high points, and supplement the material you are about to
read. The material must be read by the following week, at which time you will be
tested on the material. The purpose of this format is to familiarize you with the structure
and logic of the material prior to reading so you will be prepared for the quizzes.
The lectures will often take the form of soliciting answers from students in what
is sometimes referred to as "the Socratic method." In such a method, students are expected
to use logic, rather than knowledge to answer the questions. Thus, it is expected
that students will often answer incorrectly while thinking through the question.
There is no penalty for such answers, and students will receive immediate feedback and
correction. The purpose is to build the structure and logic of the session's topics.
Students are encouraged to politely interrupt the instructor at any time to make
a relevant observation or ask a question. If you experience difficulty connecting your experience
to the theory, remember that the responsibility for making this connection creatively
lies with you, not the instructor. You are encouraged to meet with the instructor outside of class time to discuss problems you are having with course content.
GRADING STANDARDS
95 - Exceptional, innovative, or comprehensively written; 80 - Solid performance to
assignment; 70 - Marginal or unbalanced analysis, or poorly written; 60 - Completely
off-target, minimal analysis, very poorly written; 0 - Not turned in. At the end
of the semester, each grade will be weighted according to the grading plan and an overall
percentage computed. Multiply the percentage grade you receive for each individual
assignment by the weighted percent of total grade and add the results together to
reach a net score. A net score of 90 or above earns an "A", 80 or above a "B", 70 or
above a "C"; 60 or above a D. There are no preordained grade quotas, and a modified
curve (to raise the average) will be used, which may lower the above grade-required
net scores. Overall, solid performance will earn a grade of "B". An "A" will be reserved
for outstanding performance. Marginally acceptable work will earn a "C".
GRADING PLAN
Your course grade will be based on the following components and point distribution:
- Weekly Quizzes 50%
- Final Exam 40%
- Class Participation 10%
REQUIRED TEXT
Evans & Berman, Marketing,
7th edition, Prentice-Hall, 1997
QUIZZES
Once each week at the beginning of Monday's class, a quiz will be given. The quiz
will cover the reading assignment for that class and the previous class lecture.
The quiz will be multiple choice . Quizzes may contain questions about the cases
in the chapter; on such occasions, the inclusion of the case will be announced.
PLEASE NOTE: LECTURES ARE TO INTRODUCE AND SUPPLEMENT, NOT REPLACE, READING ASSIGNMENTS.
QUIZ QUESTIONS MAY BE DRAWN FROM EITHER SOURCE. MATERIAL IN THE BOOK MAY NOT BE
COVERED IN THE LECTURE. EACH QUIZ WILL HAVE ONE DETAILED QUESTION ABOUT THIS COURSE
SYLLABUS.
Each quiz will count for 5% of your grade (20 points). Each quiz will have a point
score, and the quiz with the lowest score will be discarded. The scores of the highest
ten quizzes will be added to determine your total. The total of all quiz scores
will be 50% of your grade. Answer sheets will be returned with grades. Quizzes will
not be returned, but may be inspected in my office within two weeks of grading.
This policy is to encourage you to meet with me if you are having problems and to
direct your studying to the book rather than to previous tests.
FINAL EXAM
The final exam will have the same structure as the weekly quizzes, but will be longer
and cover the entire semester's material. The final exam will count for 40% of your
grade. The final exam will be held during finals week at the normal class time.
The final will take approximately one and one-half hours. STUDENTS WHO HAVE TIME CONFLICTS
SHOULD SEE ME AS SOON AS POSSIBLE. No adjustments will be made after the last class
session prior to the final. All adjustments require the consent of the instructor. UNIVERSITY RULES REQUIRE THAT UNDER NO CIRCUMSTANCES MAY FINALS BE TAKEN OTHER THAN
DURING FINALS WEEK.
CLASS ATTENDANCE & PARTICIPATION IN CLASS DISCUSSION
Since participation in class counts 10% of your grade, each student must significantly
contribute to in-class discussion of topics. Each student is expected to be an active
participant and to make meaningful comments on topics being discussed. Your class
participation grade is something to be earned via consistent, daily contribution to class
discussion. You should, therefore, make a conscientious effort to attend class discussions
and to be sufficiently prepared to contribute to the discussions. Merely coming to class is not sufficient.
CLASS POLICIES
1. Attendance is strongly advised, but not required, with the proviso that not attending
will affect your participation grade. See me in advance, if you have a problem.
2. Reading in this course is essential for discussion. Reading assignments must be
completed on time.
3. No make-ups will be allowed. Quizzes may not be taken late. If there is a problem,
the fact that you may drop your lowest quiz grade is expected to cover it. (See Quizzes
above.) Although your lowest quiz score will be discarded, not taking a quiz at all may adversely affect your participation grade.
4. The University rules (see the student handbook Pg. 57) on academic honesty and
plagiarism apply: In brief, turn in your own work.
5. Usually I will be available before sessions for consultation in office hours.
Contact me at the above numbers on other occasions, to make an appointment or to
ask a question. I'm usually good about returning calls.
6. It is the intent of the university and the instructor to accommodate those students
having special needs. If you wish to make me aware that you have such needs, please
so inform me and contact the appropriate university office to have them contact me
with your requirements. If you prefer to keep these needs private, that is also your
privilege.
This syllabus is subject to change with appropriate notice.
ASSIGNMENT DEADLINES:
(for Tuesday night class combine assignments listed for TTh)
PART I INTRODUCTION
T 1/12 Lecture/discussion - Syllabus and course overview
Th 1/14 Lecture/discussion - Course and Marketing
T 1/19 Lecture/discussion - Marketing and Society
Th 1/21 Lecture/discussion - Marketing and Environment
T 1/26 Quiz Chapters 1&2- Lecture/discussion - Strategic Planning
Th 1/28 Lecture/discussion - Marketing Information
PART II BROADENING THE SCOPE
T 2/2 Quiz Chapters 3&4 - Lecture/discussion -Consumer Issues
Th 2/4 Lecture/discussion - Global Marketing
T 2/9 Quiz Chapters 5&6- Lecture/discussion- Consumer Analysis
Th 2/11 Lecture/discussion- Consumer Analysis
PART III CONSUMER ANALYSIS
T 2/16 Quiz Chapters 7&8- Lecture/discussion - Organizational Consumers
Th 2/18 Lecture/discussion - Target Marketing
T 2/23 Quiz Chapters 9&10- Lecture/discussion - Product Planning
Th 2/25 Lecture/discussion - Product Planning
T 3/2 SPRING BREAK -- NO CLASS
Th 3/4 SPRING BREAK -- NO CLASS
PART IV PRODUCT PLANNING
T 3/9 Quiz Chapters 11&12- Lecture/discussion - New Product Development
Th 3/11 Lecture/discussion - New Product Development
T 3/16 Quiz Chapters 13&14- Lecture/discussion - Distribution
Th 3/18 Lecture/discussion - Distribution
PART V DISTRIBUTION PLANNING
T 3/23 Quiz Chapters 15&16&17- Lecture/discussion - Promotion
Th 3/25 Lecture/discussion - Advertising
PART VI PROMOTION PLANNING
T 3/30 Quiz Chapters 18 &19. Lecture/discussion - Sales
Th 4/1 EASTER BREAK -- NO CLASS
T 4/6 EASTER BREAK -- NO CLASS
Th 4/8 Lecture/discussion - Sales
T 4/13 Quiz Chapter 20- Lecture/discussion - Pricing
Th 4/15 Lecture/discussion - Pricing
PART VII PRICE PLANNING
T 4/20 Quiz Chapters 21&22- Lecture/discussion - Marketing Management
PART VIII MARKETING MANAGEMENT
Th 4/22 Lecture/discussion - Marketing Management
T 4/27 Lecture/discussion - Careers
Th 4/29 Lecture/discussion - Final preparation
Final: Tuesday/Thursday class -5/6/98 10-11-50am - Tuesday night class -5/4/98 6-7:50pm