MINNESOTA STATE UNIVERSITY, MANKATO COLLEGE OF BUSINESS DEPARTMENT OF MARKETING & INTERNATIONAL BUSINESS MRKT 310 Principles of Marketing

(online) Spring 2012 Instructor: Office: Phone: Email: Office Hours: Thursday) Dr. Kevin M. Elliott Morris Hall 261 389-5404 kevin.elliott@mnsu.edu 9:00 a.m. 11:00 a.m. (Tuesday & 12: 30 p.m. 3:00 p.m. (Tuesday & Thursday) Others By Appointment

COURSE OUTCOMES 1. Understand basic marketing terminology. 2. Understand marketing's role in the organization. a. the marketing concept - including the need for customer focus, the coordination of marketing activities, and the coordination of marketing actions with those of other functions in the firm. b. the firm's offering and the decision variables. c. the major uncontrollable forces in the firm's environment including competition, technology, the economy, government regulation, and other social forces. 3. Understand the basics of buying behavior. a. the purchasing process in organizations. b. the purchasing process of consumers - including high involvement information processing and low involvement information processing. c. individual differences in consumers and households including household composition, age, gender, income, ethnic, regional, and international cultural differences. d. market segmentation analysis and strategies. 4. Understand the value of marketing research and marketing information systems including the use of data services and major research techniques such as surveys and experiments. 5. Understand products, product development, and product positioning strategy. 6. Understand the basic factors in pricing - including demand, cost, and competition.

7. Understand channels of distribution - including the use and function of wholesalers, retailers, and direct marketing. 8. Understand the use of basic promotional tools of advertising, personal selling, and sales promotion. 9. Understand typical problems in international marketing. 10. Understand typical ethical problems confronting marketing personnel.

COLLEGE OF BUSINESS LEARNING OUTCOMES 1. Students can demonstrate competency in professional written communications and formal oral presentations, appropriate to their discipline(s). 2. Students can identify leadership characteristics and can use team building and collaborative skills to accomplish group tasks. 3. Students can use technology appropriate to their discipline(s). 4. Students can recognize legal and ethical problems in business, are aware of their potential consequences, and can propose and defend alternate resolutions. 5. Students can analyze business problems utilizing information technology and research methods appropriate to their discipline(s), and then use the results in business decision making. 6. Students can integrate and use information from different business disciplines. 7. Students will also meet program learning outcomes as established by each program. MARKETING PROGRAM OUTCOMES Marketing graduates should: 1. Understand legal and ethical issues guiding the practice of marketing. a. Federal laws and regulations. b. Current legal issues and applicable code of ethics. 2. Be able to manage marketings internal and external relationships. a. Organizational functions and marketings role in establishing effective communication necessary for marketing planning and quality management. b. External strategic partnerships critical to executing marketing strategy, including vendors, distributors, trade associations, and other strategic partners. 3. Be able to establish marketing goals and objectives, analyze

market conditions, and develop marketing strategy. a. Marketing goals and objectives: customer satisfaction, sales, and profits. b. Consumer and organizational buyer analysis. c. Environmental analysis of domestic and global trends relating to buyers, competitors, technology, and government regulation. d. Marketing research process: problem formulation, research strategy, research value, data collection, data analysis, and report writing. e. Brand development and positioning strategies for targeted markets. f. Sales forecasts. g. Profit forecasts: margins, breakeven points, and projected income statements. 4. Be able to prioritize and strategically utilize all aspects of the marketing mix to reach marketing goals. a. Product strategies, including the introduction of a new product to a market, domestic or global, and the improvement of a brands market position. b. Promotional strategies for buyers and distributors, including advertising in various media, personal selling, sales promotion, and publicity. c. Place strategies, including wholesaling, retailing, and supply chain management. d. Price strategies incorporating demand, competitor, and cost analyses. 5. Be able to evaluate the effectiveness of marketing plans in reaching marketing objectives. a. Tracking implementation of marketing plans and achievement of objectives. b. Effectiveness analysis, including return on investment, of marketing functions. TEXT: MKTG 5 , Lamb, Hair, & McDaniel: South-Western (Cengage Learning), 2012. ISBN-13:9781111528096 (It needs to be a new textbook.) EVALUATION: You will be graded according to your performance on 3 exams, 3 quizzes, and class discussion.

Points will be accumulated as follows: 3 exams @ 100 pts. each_______________________ 300 pts. 3 quizzes @ 20 pts. each_________________________60 pts. Class discussion/participation_____________________40 pts. Total Points Possible 400

pts.

Examinations: Exams and quizzes are all scheduled. Ordinarily exams and quizzes cannot be made up. Only rarely will exceptions be made to this policy, and then only if documentation is provided for an excuse deemed "acceptable" by your instructor. *You must take exams and quizzes during the scheduled times unless prior arrangements have been approved. Discussion Points There are 40 points possible related to discussion. These points will be accumulated throughout the course via the "Discussion" link. I am not going to grade each discussion assignment, but I will keep track of who participates and how much effort I feel you put into it. Effort is more important than if you are right or wrong. I also encourage you to respond/reply to other student's comments. Grading Scale: The following grading scale will be adhered to: A = 90 - 100% of total possible points B = 80 - less than 90% of total possible points C = 70 - less than 80% of total possible points D = 60 - less than 70% of total possible points F = Below 60% of total possible points *There will be no extra credit for the class. Please do not ask at the end of the semester what you can do to raise your grade. CHEATING POLICY: Any student caught cheating on an exam or quiz will receive a "0" (zero) for that exam or quiz. TENTATIVE ASSIGNMENT SCHEDULE:* TOPICS An Overview of Marketing Ethics and Social Responsibility The Marketing Environment Quiz #1 (20 pts.) Ch. 1, 3 & 4 Developing A Global Vision Consumer Decision Making CHAPTERS 1 3

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Business Marketing Exam #1 (100 pts.) Ch. 1, 3, 4, 5, 6, 7 Segmenting and Targeting Markets Decision Support Systems & Marketing Research Quiz #2 (20 pts.) Ch. 8 & 9 Product Concepts Developing and Managing Products Services and Non-business Organization Marketing Marketing Channels Supply Chain Management Exam #2 (100 pts.) Ch. 8, 9, 10, 11, 12, 13, 14 Retailing Integrated Marketing Communications Quiz #3 (20 pts.) Ch. 15 & 16 Advertising and Public Relations Sales Promotion and Personal Selling Pricing Concepts Setting the Right Price Exam #3 (100 pts.) Ch. 15, 16, 17, 18, 19, 20

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* Please note that this is a "tentative" assignment schedule. It is the student's responsibility to keep current on changes as they are announced.