Professional Documents
Culture Documents
Table of Contents
The Exciting World of Marketing ................................................................................................................................................................ 2
This Semester at a Glance ............................................................................................................................................................................. 2
Guiding Content Framework ....................................................................................................................................................................... 3
Organization Overview .................................................................................................................................................................................. 4
Putting It All Together ............................................................................................................................................................................... 5
Student Learning Outcomes (SLOs) .......................................................................................................................................................... 5
Course Content Overview ............................................................................................................................................................................. 5
Required Textbook and Materials .............................................................................................................................................................. 6
Textbook ......................................................................................................................................................................................................... 6
Additional Materials ................................................................................................................................................................................... 7
Downloads ..................................................................................................................................................................................................... 7
Accessibility of Required Materials ....................................................................................................................................................... 7
Exam Materials.............................................................................................................................................................................................. 7
About the Instructor and Teaching Assistant........................................................................................................................................ 7
Igor MakienkoCourse Instructor ....................................................................................................................................................... 7
Diana MamlievaTeaching Assistant................................................................................................................................................. 8
Who Is Online Learning? ................................................................................................................................................................................ 8
Grading ................................................................................................................................................................................................................. 8
Marketing Plan Project ................................................................................................................................................................................... 9
What Goes in Each Section? .................................................................................................................................................................. 10
Submitting Your Marketing Plan ......................................................................................................................................................... 12
Citing References ....................................................................................................................................................................................... 12
Grading Criteria .......................................................................................................................................................................................... 12
Selecting the Best Marketing Plan in Class ...................................................................................................................................... 12
Google Group Collaboration ..................................................................................................................................................................... 13
Logging In and Finding Your Group .................................................................................................................................................. 13
Using the Group ......................................................................................................................................................................................... 14
The Class Assignments ............................................................................................................................................................................ 15
Grading Criteria .......................................................................................................................................................................................... 16
Weekly Application Exercises .................................................................................................................................................................... 16
Grading Criteria .......................................................................................................................................................................................... 17
Quizzes ............................................................................................................................................................................................................... 17
Final Examination ........................................................................................................................................................................................... 17
Achieving Learning Goals ........................................................................................................................................................................... 18
Online Learning Policies .............................................................................................................................................................................. 19
Week 4:
September 26
October 2
Week 5:
October 39
Topic
Market Value Decisions:
Marketing and the Strategic
Marketing Planning Process
The Marketplace and Market
Research
Textbook Readings*
Chapters 1 & 2
Chapters 5 & 7
Chapters 3 & 4
Chapters 8 & 10
Chapters 9 & 11
Assignments
Application Exercise 1
Scavenger Hunt
Quiz 1
Online Survey
Google Group Post 1
Quiz 2
Application Exercise 2
Google Group Post 2
Quiz 3
Application Exercise 3
Google Group Post 3
Quiz 4
Application Exercise 4
Google Group Post 4
Quiz 5
Week/Dates
Week 6:
October 1016
Week 7:
October 1723
Week 8:
October 2430
Week 9:
October 31
November 6
Week 10:
November 713
Topic
Communicate the Value
Proposition: Integrated Marketing
Communication (IMC) Strategies,
Part 1
Communicate the Value
Proposition: IMC Strategies, Part 2
(focus on Business Market)
Distribution Strategies
Textbook Readings*
Chapters 12 & 13
Assignments
Application Exercise 5
Google Group Post 5
Quiz 6
Chapters 6 & 14
Chapters 15 & 16
Marketing Ethics
Week 11:
November 1418
Application Exercise 6
Google Group Post 6
Quiz 7
Guest Lecturer (video):
Dr. Dale Rogers
Application Exercise 7
Google Group Post 7
Quiz 8
Individual Marketing
Plan Due
Schedule Final Exam
Review Ethics in
previous readings
Application Exercise 8
Quiz 9
Note: assignments are due each week on Sunday by 11:59 p.m. (Pacific Time) unless otherwise indicated.
Note: weekly quizzes will only be available between 6:00 p.m. on Saturday and 11:59 p.m. on Sunday of each
week (Pacific Time).
*Each week has additional links to online readings.
Organization Overview
Plan to spend at least five hours a week on this course to read, complete assignments, and participate in online
discussionsor consider taking this class at another time. Seriously. Online classes are designed to be
equivalent to offline classes, otherwise youd not get your education-moneys worth and wed not prepare you
for the next classes or your career. This online course is condensed into nine weeks of instruction, plus a week to
prepare the term project marketing plan and a week for studying and taking the final exam. The good news is
that this means youll be done with this course early!
Heres how it breaks downthere are fewer hours total for this class but you cant skip a class meeting like you
can in a face-to-face (F2F) class:
Task
Time spent in the classroom in a semester-long class + final exam
F2F
(14 weeks)
47 hours
28 hours (2 hours
a week)
75 hours
Be sure you can afford to spend five hours a week, or consider taking this class at another time.
This course is organized into nine learning modules, one per week. Each module contains:
Describe the fundamental marketing strategy concepts of segmenting, targeting, positioning, and
differentiation.
Be fluent with marketing terminology so you can hold your own in conversation with marketing
professionals.
Describe the core components of the marketing mixprice, product, place and promotionand
common approaches to setting each as part of marketing management.
Discuss marketing processes, strategies, and tactics that helped build such giants as McDonalds, CocaCola, and Google.
Recognize basic marketing research tools and basic factors that affect consumer buying behavior and
how they affect marketing.
Write a concise marketing plan for a product or service, integrating and applying the course concepts.
Describe many ethical dilemmas facing marketers today and have ideas about what is beneficial or
harmful to society.
Become competent with marketing math. Improve your skills: analytical abilities, technology skills,
critical thinking, and writing skills.
Make better decisions as a consumer, resulting in greater happiness for you and your family.
This book is also available in an electronic version that saves up to 50 percent of the cost (Im sorry that
textbooks are so expensive). You can annotate the online text with bookmarks and notes, but as with all
technology there are risks: if your computer or internet connection go down or the site has problems, you will be
unable to read the book at the time of your choice. Also, some students report that the online versions take too
long to download and flip through. If you want to save money and are able to read in advance to lower the
technology risk, visit www.coursesmart.com. Ive also noticed much less expensive used copies online.
Additional Materials
This course will utilize many other various resources and multimedia tools to enhance your learning experience.
Those resources will include:
Downloads
Internet Explorer will be required to view some of the course demonstrations. If you do not have that browser, it
can be downloaded here (I know, Firefox and maybe Google Chrome are better, but IE is the standard for
business):
Many of the course documents were created in Microsoft Office 2010. If you use an Apple computer or earlier
version of PC-based MS office, you can get an easy plug-in to read these files.
Exam Materials
Please note: Students living outside of a 100-mile radius from the University of Nevada, Reno must acquire
additional materials in order to complete the proctored exam(s). Please contact 365testing@unr.edu
immediately to learn more about the testing process and determine which materials are necessary.
His research focuses on behavioral pricing, advertising, international marketing, and marketing education.
Communication
Please send all messages to me using WebCampus messages so that they dont get lost in my huge volume of
e-mail. If youve not received a reply within twenty-four hours or have an urgent problem then feel free to e-mail
me at imakienko@unr.edu. It is helpful to indicate the nature of your communication and MKT 210 in the subject
line of all email to the UNR address so I can help you immediately.
Instructors Responsibilities
The instructors responsibilities in this course are to
Grading
Point Distribution
Assignments must be submitted by the deadlines: no late work is accepted in this class.
Assignment
Brief Description
Google Group
Posts
% of
Grade
15
Points
(30+20*6)=150
Assignment
Brief Description
Weekly
Application
Exercises
Individual
Marketing Plan
Weekly
Quizzes
(Online)
Final Exam
(Proctored)
TOTAL
Bonus Points
Marketing Plan
Bonus Points
Scavenger Hunt
Marketing-plan winning author = 50 points
Home-team members for winning author = 25 points each
% of
Grade
20
Points
(8*25)=200
20
200
18
(9*20)=180
27
270
100
1000
5
50
Students are required to take all proctored exams. Students cannot pass the class without passing at least
one proctored exam. (A passing grade is 60% or higher.) Please see the Proctored Exam Failure Policy for
more information. Students may not retake proctored exams under any circumstance.
Grade Scale
The overall course grade will be calculated using the following structure:
Letter
A
AB+
B
BC+
C
CD+
D
DF
Points
9301000+
900929
880899
830879
800829
780799
730779
700729
680699
630679
600629
599 or below
Percentage
93%+
9092.9%
8889.9%
8387.9%
8082.9%
7879.9%
7377.9%
7072.9%
6869.9%
6367.9%
6062.9%
<60%
Please note that the Proctored Exam Failure Policy supersedes the grade that appears in the gradebook,
which might indicate a passing score for the course. Regardless of what the calculated grade in the grade
book shows, if the final score on the proctored exam is less than 60%, a failing mark will be given for the
course.
within these industries: food/drink, toy/game, electronic device, or, restaurant/bar. If your team has a product
idea in a different industry, that is wonderful but you must obtain email approval for it.
What kinds of new products might you use for your plan? It should be something with easily identified
competition, such as a new MP3 player or type of candy bar but yours will have some new benefit that is
important to the market and lacking in the current products. Think about things that would make your life
easier, more interesting, or more fun as a student or consumer.
Based upon the collaborative content posted to your teams marketing-plan Google Group, you must prepare
your own marketing plan, working individually. This plan will be no more than six, single-spaced pages,
including references (eleven-point font, one-inch page margins). Refer to the fold out page in chapter 2 and
the marketing plan in the Appendix for guidance on various sections, but your plan is a bit different from these
examples so follow these instructions (a bit simpler). Your plan will include the following sections (note that each
section is covered in your weekly textbook readings):
1.
2.
3.
4.
5.
6.
7.
Download this template, then save as with your LastnameFirstname.docx. Ive included the grading rubric at
the end so that you can double check yourself to see if you have everything. You may delete it before submitting
if you like.
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grabbing awareness from consumers through the internet and college bookstores to minimize costs of
advertising (written by Jonathan Lujan).
SWOT
The strengths, weaknesses, opportunities, and threats facing your product/service introduction. O and T should
be supported by data whenever possible (e.g., percent unemployed, not just that there is high unemployment).
Marketing Strategy
Positioning: One sentence statement, following the format of X product (your brand name) provides Y
competitive benefit for Z target user. Brief rationale (dont repeat much from previous sections).
Product: Define the attributes and functionality of your product, plus branding, labeling, and so forth. Describe
the core benefit to the target market and actual product: features, design, packaging, quality level (see figure
8.1).
Pricing: Present the price for your product/service and accompanying rationale. Describe the pricing method
you use and discuss customer value as well as costs, profits, and the competitors prices.
Marketing communication: Describe your goals in the target market, using the Hierarchy of Effects Stages
(Figure 12.5). For example, you might want to start by building awareness and then purchase, etc. Tell what tools
will you use to reach your market (advertising, PR, sales promotion, etc.online or in traditional media) and your
rationale about why you think this will help achieve your first year sales goals.
Distribution: Identify the distribution channel and give your rationale, naming a few specific retail outlets that
you think will want to carry the product (unless it is a restaurant or other service). Explain whether you are using
direct, indirect, or multi-channel marketing. Will you have a vertical marketing system (which type)? If you have a
service business, distribution will be mostly about the location and why youve selected it.
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Budgets
Describe your budget for the first year. Make and clearly state assumptions for budgeting, such as marketing
costs will be 5 percent of sales.
Controls
(Also called evaluation or performance metrics) Tell how 1) youll measure whether or not the plan objectives
were met (e.g., monitoring sales to see if the dollar amount is reached), and 2) how youll know whether your
strategies contributed to the objectives (e.g., using click-through to measure an online ads success or a survey
to see if awareness levels were reached).
Citing References
It is important that you properly cite each reference you use for your marketing plan or any application exercises
that use the material of others. Use in-text citations with full references at the paper end. An in-text citation
appears immediately after the information from an outside source, and looks like this (in bold): According to
Edelman, consumers trust each other more than they trust companies (Edelman 2012).
If you use words from the Google Group that were authored by someone else, it is plagiarism unless you
attribute it to them: Industry trends include consolidation (big companies purchasing smaller ones), new
packaging (Sara Smith 2012)
Use the APA style manual to be sure you use the entire reference, or you will lose points on your paper. Many
students simply list a web site address as the reference, but that is not correct. References are important so that
you give credit to the ideas of others and also so the reader can find the full article, if desired. I think that the best
source online is the APA style manual on the Purdue University web site. Learn how to do this correctly now and
it will save you lots of misery in later classes.
Important: Also recall that any text that is five words or longer and taken word-for-word from others must
appear in quotes or it is plagiarism.
Your submitted assignments and marketing plan will be automatically checked by a plagiarism program.
Grading Criteria
An outstanding marketing plan will show research depth and data support for ideas and will be packed with
numbers, both to quantify your assertions and to calculate pricing, budget, and other areas. It will be creative,
insightful, and well written. Your assumptions will be clearly stated, as will your sources of outside research
information. The plan will have a logical flow from situation to strategy and be very concise. Note that this is
YOUR individual grade so you may do additional research to supplement what your group members posted.
See the marketing plan template and grading rubric.
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Each team member of the winning plan will each receive 25 bonus points unless the majority of a team votes
for its own plan, in which case the plan will be disqualified. The author of the winning plan will receive a total of
50 bonus points!
If you dont have a Google account, visit www.google.com and register with your personal email
address (that you will use in this class) and a password. Keep track of your login and password. We will
invite you to join the group with this address.
Wait to receive your email that we have invited you into a Google Group. It will have the name 210 plus
some other word, such as 210marketing. The course assistant will do this in week 1 and you should
have the email by Friday or Saturday. If not, check your junk mail folder and please email us right away.
The email will contain a link to accept this invitation to the group and when you click on it, you will see
this image (but with your group name on it):
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3.
Click to visit the groups home pageyou will have to sign into Google before seeing it. Note also the
email address for the groupyou can email a post to that address or post directly on the group Web
page (example below).
4.
Edit your profile in the membership and email settings (see image below) by adding your first name to
the settings so people know who you are (both those in the group and us when grading). This is
important because some email addresses dont have names in them and we cant give you a grade if we
dont know who posted.
Note that after your first time into the group you can simply go to groups.google.com, sign in, and click
on My Groups to access your group.
To post a new message, simply click on New Topic. You can also post by sending an email to the
group address (e.g., 210xyz@googlegroups.com). If you want to attach a document, you must email the
group with the attachment (cant post it directly in the group).
2.
After clicking on new topic, you will see the space to write your subject line and message, as below.
Simply hit post when you are finished.
3.
You can reply to someone elses message by opening the message (click on it) and then click on the
post reply button. Everyone in the group will get your posts and replies.
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The reason I want you to use Google instead of forming groups inside WebCampus is that you will find it
useful to learn for all future class group projects in the future (cut down on face-to-face team meetings!).
Brief Description
Introduce yourselves and agree on a name for your team.
Brainstorm product ideas that will be the basis of your
plan and describe the product as well as you can at this
point.
Post Due
Before the end
of week 2
Points
30
20
Current market
description
SWOT, first year
objectives and issues
Collect and post research about the people who will buy
your product.
Discuss your products strengths and weaknesses, and do
research to identify external opportunities and threats.
Create first year objectives and identify marketing issues.
Write a positioning statement for the product. Determine
the product and pricing strategies.
Select the marketing communication strategies.
20
Marketing strategy 1
Marketing strategy 2
20
20
20
15
Brief Description
Select the distribution strategies.
Determine your budget for the first year, and what
controls youll use. Make and clearly state assumptions for
budgeting, such as marketing costs will be 5 percent of
sales.
Post Due
Before the end
of week 8
Total points
Points
20
150
Grading Criteria
You must post an individual message at least once in your group for each of the required topics within the
specified dates. If you miss a week and post the following week, youll receive a zero (although you will still be
helping your team). Each week has different grading criteria for the posts. Sometimes you will be creative and
brainstorm, and sometimes you will post significant research, along with citations.
Note that there are grading rubrics for your posts. Check them out to see how well evaluate your work.
3.
4.
5.
6.
Read the questions for each application exercise and review the grading criteria (provided as a rubric
within the assignment).
Download the template for the assignment (either a Word or Excel document). Put your name in the
header and save it as LastnameFirstnameX.doc (or .docx). The X refers to anything you want to put
after your name to help you identify it, such as the week number. You will lose one point for neglecting
to name your file this way. If you dont have MS Word, you can save as a PDF file.
Answer the questions on the template using single-spaced, eleven- or twelve-point font and one-inch
margins.
Be sure to stay within the page limit requirements for each assignment.
Dont change the template, but simply fill in by typing your answers. You may delete special
instructions on the template, if needed for more space.
Submit as an attachmentdo NOT paste it into the submission page.
If for some reason you are unable to accomplish a field exercise application, email me by Monday of the week it
is due for an alternative assignment. Also note that I am often not online Sunday night, so if you have questions,
please email me earlier in the week and dont wait until the last minute.
Week 1: Defining Marketing and the Marketing
Process
Week 2: The Marketplace and Market Research
Week 3: Understanding Customers and
Segmentation, Targeting, Positioning
Week 4: Product Development and Service
Strategies
Week 5: Product Management and Pricing Strategies
Week 6: Integrated Marketing Communication
Strategies, Part 1
Week 7: Integrated Marketing Communication
Strategies, Part 2
Week 8: Distribution Strategies
YOU as consumer
No exercise this week, but you will take a brief survey
Analysis and Positioning map from week 2 class
survey data
Evaluate service level at local service businesses
Pricing math exercise
Evaluate television advertising
A Social Media love story
Discover a supply chain
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Grading Criteria
Each application exercise is worth 25 points and will be evaluated according the grading rubric. I cannot accept
late assignments, so please start early in case you have a technical problem.
Quizzes
To determine your mastery level with course material, there will be nine quizzes, each covering a weekly section
of material (not cumulative). These mostly evaluate your learning of the textbook material; however, all assigned
readings and videos and the weekly application assignments are testable material. NOTE that all quizzes are
only open between 6:00 p.m. on Saturday and 11:59 p.m. on Sunday (Pacific Time), at the end of the weekly
module. Each quiz has 10 questions and the time allowed varies between 15 and 20 minutes, depending upon
the quiz questions (you have more time if calculations are required). I apologize if this causes an inconvenience,
however, I cannot offer the quizzes at any additional times due to academic integrity issues.
Final Examination
The final exam is a proctored exam that covers material from the entire course. It will consist of objective
(multiple-choice, fill-in) and short-essay questions, as specified in the study guide. Some questions will require
you to calculate the answers to marketing math problems. You will have 90 minutes to complete this exam.
Students are required to take all proctored exams. Students cannot pass the class without passing at least
one proctored exam. (A passing grade is 60% or higher.) Please see the Proctored Exam Failure Policy for
more information.
Requirements
Rigorous testing policies and procedures are required of an accredited university; therefore, exams must always
be administered in a proctored/supervised, educational setting. Refer to the modules for scheduled exam dates.
Early/late exams are not permitted. Failure to take your exam within the specified date range will result in a zero
for the exam and/or failure of the course.
If you live within a 100-mile radius of the University of Nevada, Reno, you will test in person at the 365 Learning
testing room. Please see Scheduling an Appointment with 365 Learning for instructions for how to schedule
your exam appointment. Students are required to make an appointment with 365 Learning at least two
weeks in advance through an online appointment scheduler. Waiting until the week of the exam may result in
no testing appointments being available.
If you live outside of a 100-mile radius from the University of Nevada, Reno, please contact 365testing@unr.edu
for testing options immediately.
Please note: If you require DRC accommodations for your exam and have not already contacted 365 Learning
and the DRC, then please do so immediately. Click here for more information.
Failure to schedule exams in a timely manner could mean that you are unable to complete your test during the
assigned dates, and you will be assigned a grade of 0 for the exam.
You will be charged a $60 expedite fee if you request testing accommodations (outside of scheduled dates,
out-of-100-mile radius accommodations, or DRC accommodations) less than two weeks before testing date.
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Read
Contribute
Group
App.
Assign.
Mkt.
Plan
Read
App.
Assign.
Contribute
Group
Exams
Mkt.
Plan
Exams
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