GENERAL INFORMATION FOR THE PRINCIPLES OF MARKETING
OPC STUDENT
DIL COURSE INFORMATION
DIL courses are designed for anyone, who has scheduling problems, work-schedules that conflict with normal class times, or any reason they may have. Some students are concerned about the transferability or status of OPC courses. The course content, college credit and transferability are equivalent to those offered in the classroom. The first step to success is your Distance Learning MANDATORY course orientation on May 27, 2014.
You will cover the same material as in a regular class. You must have access to the Internet and an email account. The primary framework for instruction is the Internet. The Interactive capabilities such as email and listserv, access to library on-line, office hours, discussion forums, facilitate student to instructor communication. This asynchronous learning allows students who have other responsibilities to participate in course offerings. Being able to send a message to the instructor at any time, instead of traveling to the campus during the instructor's posted office hours, makes it possible for those who have limited or no time beyond the normal class time to talk to the instructor.
Course content is delivered in Blackboard. This syllabus, assignments, core course information, announcements, structured student activities, and discussion information are all located in Blackboard. You will view web pages, send and receive email, download files, and upload files you have created using ACC’s Blackboard system. If you do not have an ACCeID you will need to activate it by going to the “First-time login” link at http://www.austincc.edu/acceid/step1.htm. Go to http://acconline.austincc.edu for student entry into Blackboard. You will need your student ID and password to log into Blackboard. Blackboard access is available the first day of the semester. You must complete your MANDATORY course orientation in Blackboard.
You must be able to communicate with the instructor by email. You need an individual account, which is not shared with anyone else. In EVERY email message you send me, the subject line must include MK 1311, DIL. Also your first and last name must be included somewhere in the message.
Tests will be taken on-campus in the Testing Centers. Testing center information is at http://www.austincc.edu/testctr/. You must have your ACC ID in order to take a test in an ACC testing center. Additional information about testing will be available in Blackboard.
As the online instructor I will monitor your progress and advise you as appropriate via email, telephone, or chat room discussions. You will be evaluated by means of tests, assignments, and projects.
Distance Learning Student Information is available at http://dl.austincc.edu/students/#Resources. If you are not sure about the technical skills needed to be successful in a Distance course please review the Technical Skills Checklist at http://dl.austincc.edu/Students/TechCheck.html. I also think you should go to http://dl.austincc.edu/passport/ and read information about how to be successful in a Distance Learning course. If you need Computer services go to http://irt.austincc.edu/ict/computing for more information. Library services are available online for Distance Learning students at http://dl.austincc.edu/students/#Library. The Office for Students with Disabilities is located at http://www.austincc.edu/support/osd/
Distance Learning Help Line, 1-512-223-8026, Toll free
1-888-223-8026 or dl@austincc.edu. Distance
Learning Help Line is open
I believe that you can expect to
spend between 3 to 4 hours per chapter of reading, doing assignments, and
preparing for the exam. Of course this may vary from student to student. The
more time and effort you put into your class, the more you will derive from it.
I hope you approach this course as a learning adventure and that it is both
informative and a great opportunity for you.
MRKG 1311 PRINCIPLES OF MARKETING (3-3-0). Introduction to basic marketing functions; identification of consumer and organizational needs; explanation of economic, psychological, sociological, and global issues; and description and analysis of the importance of marketing research. Skills: R (MKT 1013)
REQUIRED TEXT/MATERIALS
PRINCIPLES OF MARKETING, MRKG 1311
REQUIRED BOOK
MARKETING by Kerin 11 edition, McGraw – Hill.
Welcome to MRKG 1311 at Austin Community College! Please read this entire message carefully, as it contains crucial information about your required course materials and how to obtain the best bargain as you are shopping around. Go to bestwebbuys.com to compare prices for your college textbooks.
The required textbook for this course is Marketing, 11th edition, by Kerin/Hartley/Rudelius, one of the leading books in Marketing for many years. This is the primary text of the course. If you prefer a print copy of the text, they are available for purchase at ACC bookstore or online. *Note: It is not required that you purchase a printed text if you buy the ebook.
This course is an Internet DIL
course.
COURSE RATIONALE
The purpose of this course is to
prepare the student to identify the marketing mix components in relation to
market segmentation; explain the economic, psychological, sociological, and
global factors, which influence consumer and organizational decision-making
processes; and interpret market research data to forecast industry trends and
meet customer demands. This course will
help students develop the understanding and skills necessary to become
successful marketers. This course
integrates the IMC approach, and places an emphasis on decision-making. Seven
perspectives of marketing: global, relationship, ethics, customer value,
productivity, technology, entrepreneurship, is included in this course.
Principles of Marketing is not just about textbook learning: it challenges
students to use their critical/creative skills in all aspects of Marketing, not
just those covered in this course.
COMMON COURSE LEARNING
OBJECTIVES/OUTCOMES
1. Understand how marketing is related to other business functions and its importance to the success of the business entity.
2. Understand the importance of consumer behavior as it relates to buying behavior.
3. Be able to identify, analyze, and use sources of marketing research information.
4. Be able to identify, understand, and apply basic marketing concepts to solving marketing challenges.
5. Understand good marketing practices and techniques and how to apply them.
6. Be able to develop a sound Integrated Marketing Communications plan.
GRADING
Students, exam reviews are in Blackboard. I encourage you to use as an
excellent study review.
1,000
points total.
A=900-1000
points // B=800-899 points // C=700-799 points // D=600-699 points // F Below 600 points.
Grades will
be based on the following areas of performance.
Each
exam is 50 multiple choice questions with a value of 3 points per question.
Exam
One 150 points - Chapters 1,2,3,4,5,6
Exam
Two 150 points - Chapters 7,8,9,10,11
Exam
Three 150 points - Chapters 12,13,14,15,16,17
Final
150 points - Chapters 18,19,20,21,22
Exams
will total 600 points.
Discussion
Board = 100
End-of-chapter
and other assignments = 300
Assignments
will total 400 points.
Exams
plus assignments equal 1000.
Applying Marketing Knowledge
End-of-chapter assignments are 10 points per chapter (22 chapters) for a total
of 220 points.
Alternative Case, Trader Joe’s has a value
of 80 points
All
assignments plus discussion board will total 400 points.
You are expected to complete the assignments without collaboration or
assistance.
A=900-1000points// B=800-899 points// C=700-799 points// D=600-699 points F Below 600 points.
Notice
that it is possible to earn quite a lot of credit in this course for work other
than tests. For instance, a student who is struggling in this class
might only make a 90 on a test. This is a fairly low grade, since it is
90/150 = 60%, which is equivalent to a D on that test. Suppose this
student made that grade on each of the four tests, so his total points for the tests was 4*90 = 360. If he
also did all the non-test work in the course perfectly, he could earn 400
points, and so his point total is 760, which is a grade of C.
IMPORTANT DATES FOR SUMMER 2014
Exam One, June 11,
2014
Exam Two, July 2, 2014
Exam Three, July 23, 2014
Final, August 12, 2014
Trader Joe’s Assignment, July 7, 2014
July 29, 2014 is the last day to drop for the 11 week session.
TESTING
Review exams are on the publishers’ web site and I strongly encourage you to take the review exams online before you take the tests. You must complete 4 exams this semester. The exams will be taken in the classroom. Each exam will be 50 multiple choice questions. Additional information about the exams will be available in class. If you miss an exam, with my permission you will be allowed to take a make-up exam in the testing center. Testing center information is at http://www.austincc.edu/testctr/
PRINCIPLES OF MARKETING ASSIGNMENTS
CHAPTER ASSIGNMENTS
You must complete the following chapter assignments. Each chapter assignment (22 chapters) has a value of 10 points for a total of 220 points. Assignments must be placed in Blackboard by midnight on the day the assignment is due.
Chapters |
Assignments (Applying Marketing Knowledge) |
Due Date (11 week) |
Chapter 1 |
Page 21, Answer question 1 |
May 29 |
Chapter 2 |
Page 45, Answer question 2 |
June 3 |
Chapter 3 |
Page 85, Answer question 3 |
June 5 |
Chapter 4 |
Page 104, Answer question 1 |
June 8 |
Chapter 5 |
Page 132, Answer question 4 |
June 9 |
Chapter 6 |
Page 155, Answer question 3 |
June 10 |
Chapter 7 |
Page 187, Answer question 4 |
June 17 |
Chapter 8 |
Page 215, Answer question 6 |
June 19 |
Chapter 9 |
Page 239, Answer question 1 |
June 24 |
Chapter 10 |
Page 261, Answer question 2 |
June 26 |
Chapter 11 |
Page 289, Answer question 2 |
July 1 |
Chapter 12 |
Page 313, Answer question 6 |
July 8 |
Chapter 13 |
Page 339, Answer question 4 |
July 10 |
Chapter 14 |
Page 365, Answer question 2 |
July 15 |
Chapter 15 |
Page 399, Answer question 1 |
July 17 |
Chapter 16 |
Page 427, Answer question 5 |
July 18 |
Chapter 17 |
Page 453, Answer question 1 |
July 22 |
Chapter 18 |
Page 486, Answer question 1 |
July 29 |
Chapter 19 |
Page 513, Answer question 1 |
Aug 1 |
Chapter 20 |
Page 541, Answer question 1 |
Aug 5 |
Chapter 21 |
Page 563, Answer question5 |
Aug 7 |
Chapter 22 |
Page 593, Answer question1 |
Aug 11 |
ADDITIONAL ASSIGNMENT
Appendix D
Alternative Case
1) Trader Joe’s: Upscale Value – D 17, Page 639-640, answer the questions at the end of the case. This case has a value of 80 points. This assignment is due on July 7, 2014.
All Assignments must be placed in the assignment section in Blackboard by midnight on the day they are due. Assignments can always be turned in early!
ASSIGNMENTS MAY BE TURNED IN EARLY!
DISCUSSION BOARD
PARTICIPATION (100 points)
You are expected to read the Chapters and participate in the bulletin board discussions. In order to earn the full 100 points you must participate in all bulletin board discussions and orientation. Discussion topics will be established throughout the class. To earn points you must participate by either stating your comments to the topic (that I provide) or responding to your classmates’ posts. Comments should be well thought out and in complete sentences. You should check the bulletin board at least twice a week for any bulletin boards that may be established in order to discuss a topic. More information about bulletin board discussions will be provided in Blackboard.
EXTRA CREDIT
When you take your exam you may earn an additional 10 points per exam by completing the following assignment. (One article for each exam)
Read an article concerning some aspect of Marketing. http://www.adage.coom has great articles. The article must relate to a topic that is covered in the text. Summarize the article in 1-2 pages, state which chapter and topic it relates to, and attach a copy of the article to your summary. This will be due on the day you take your exam.
The best place to find articles is on our Marketing Facebook page located at: http://www.facebook.com/ACC.Marketing and if you use an article on our Facebook page I will double the value. Please tell me it’s off the Marketing Facebook page so I will remember to double your points to 20.
PRINCIPLES OF MARKETING
CLASS OUTLINE/CALENDAR FOR SUMMER 2014
11
week Class Schedule May 27 – August 12, 2014
July 29 last day to receive a W
Month/Day Schedule |
Assignment |
May 27 |
Chapter 1 – Creating customer relationships and value through marketing |
May 28 |
Chapter 2 – Developing successful marketing and organizational strategies |
June 2 |
Chapter 3 – Scanning the marketing environment |
June 4 |
Chapter 4 – Ethical and social responsibility, Chapter 5 – Understanding consumer behavior |
June 9 |
Chapter 6 – Understanding organizations as customers |
June 11 |
Exam One |
June 16 |
Chapter 7 – Understanding and reaching global consumers and markets |
June 18 |
Chapter 8 – Marketing research from customers insights to actions |
June 23 |
Chapter 9 – Market segmentation, targeting and positioning |
June 25 |
Chapter 10 – Developing new products and services |
June 30 |
Chapter 11 – Managing successful products and brands |
July 2 |
Exam Two |
July 7 |
Chapter 12 – Services marketing |
July 9 |
Chapter 13 – Building the price foundation |
July 14 |
Chapter 14 – Arriving at the final price |
July 16 |
Chapter 15- Managing marketing channels and supply chain, Chapter 16 – Retailing and wholesaling |
July 21 |
Chapter 17 – integrated marketing communications and direct marketing |
July 23 |
Exam Three |
July 28 |
Chapter 18 – Advertising, sales promotion, and public relations |
July 30 |
Chapter 19 Using social media to connect with consumers |
Aug 4 |
Chapter 20 – Personal selling and sales management |
Aug 6 |
Chapter 21 – Implementing interactive and multichannel marketing |
Aug 11 |
Chapter 22 – Pulling it all together: the strategic marketing process |
Aug 12 |
Final |
INSTRUCTOR CLASS
POLICIES
v Missed Exams – If you miss an exam you have 48 hours to contact me and arrange to take the exam as soon as possible. You will then have 5 days to take a make-up exam. The final must be taken at the scheduled time. There is no make-up for the final.
v Student Withdrawal Policy – It is the responsibility of the student to withdraw from this class. If you are unable to complete this course due to illness, moving, etc., please officially drop or you will receive an F. Remember that July 29, 2014 is the last day to officially drop.
v Assignments
will not be accepted late. Academic work
submitted will be your thought, research, or self-expression. Absolutely no Plagiarism.
v Counseling services are available to help you with a variety of needs, if you need more information please don’t hesitate to ask.
v Office hours are posted outside my door and on my web page at http://www.austincc.edu/ina. Ask if you need help. I am here to help you!
v All students must take the final, no exceptions.
Departmental policies for Incompletes, Attendance, and Withdrawal are as follows:
Incomplete Policy: An incomplete (I) will be granted to a student in rare circumstances. Generally, to receive a grade of I, a student must have completed all examinations and assignments to date, be passing, and have personal circumstances that prevent course completion that occur after the deadline to withdraw with a grade of W.
Attendance Policy: All students are expected to attend classes. Non-attendance will have an impact on the student’s grade.
Withdrawal Policy: It is the student’s responsibility to withdraw from a course. Instructors are allowed to withdraw students but students must not rely on their instructor to withdraw them if they wish to withdraw.
Withdrawal
Policy
It is the responsibility of each student to
ensure that his or her name is removed from the roll should he or she decide to
withdraw from the class. The instructor
does, however, reserve the right to drop a student should he or she feel it is
necessary. If a student decides to
withdraw, he or she should also verify that the withdrawal is submitted before
the Final Withdrawal Date. The student
is also strongly encouraged to retain their copy of the withdrawal form for
their records.
Students who enroll for the third or subsequent time in a course taken since Fall, 2002, may be charged a higher tuition rate, for that course.
State law permits students to withdraw from no more than six courses
during their entire undergraduate career at
Statement on Scholastic Dishonesty
A student attending ACC assumes responsibility for conduct compatible with the mission of the college as an educational institution. Students have the responsibility to submit coursework that is the result of their own thought, research, or self-expression. Students must follow all instructions given by faculty or designated college representatives when taking examinations, placement assessments, tests, quizzes, and evaluations. Actions constituting scholastic dishonesty include, but are not limited to, plagiarism, cheating, fabrication, collusion, and falsifying documents. Penalties for scholastic dishonesty will depend upon the nature of the violation and may range from lowering a grade on one assignment to an “F” in the course and/or expulsion from the college. See the Student Standards of Conduct and Disciplinary Process and other policies at http://www.austincc.edu/current/needtoknow
Student Rights and Responsibilities
Students at the college have the rights accorded by the U.S. Constitution to freedom of speech, peaceful assembly, petition, and association. These rights carry with them the responsibility to accord the same rights to others in the college community and not to interfere with or disrupt the educational process. Opportunity for students to examine and question pertinent data and assumptions of a given discipline, guided by the evidence of scholarly research, is appropriate in a learning environment. This concept is accompanied by an equally demanding concept of responsibility on the part of the student. As willing partners in learning, students must comply with college rules and procedures.
Statement on Students with Disabilities
Each ACC campus offers support services for students with documented disabilities. Students with disabilities who need classroom, academic or other accommodations must request them through the Office for Students with Disabilities (OSD). Students are encouraged to request accommodations when they register for courses or at least three weeks before the start of the semester, otherwise the provision of accommodations may be delayed.
Students who have received approval for accommodations from OSD for this course must provide the instructor with the ‘Notice of Approved Accommodations’ from OSD before accommodations will be provided. Arrangements for academic accommodations can only be made after the instructor receives the ‘Notice of Approved Accommodations’ from the student.
Students with approved accommodations are encouraged to submit the ‘Notice of Approved Accommodations’ to the instructor at the beginning of the semester because a reasonable amount of time may be needed to prepare and arrange for the accommodations.
Additional information about the Office for Students with Disabilities is available at http://www.austincc.edu/support/osd/
Safety
Statement
Please note, you are expected to conduct yourself professionally with respect and courtesy to all. Anyone who thoughtlessly or intentionally jeopardizes the health or safety of another individual will be dismissed from the day’s activity, may be withdrawn from the class, and/or barred from attending future activities.
You are expected to conduct yourself professionally with
respect and courtesy to all. Anyone who thoughtlessly or intentionally
jeopardizes the health or safety of another individual will be immediately
dismissed from the day’s activity, may be withdrawn from the class, and/or
barred from attending future activities.
Use of ACC email
All College e-mail communication to students will be sent solely to the student’s ACCmail account, with the expectation that such communications will be read in a timely fashion. ACC will send important information and will notify you of any college related emergencies using this account. Students should only expect to receive email communication from their instructor using this account. Likewise, students should use their ACCmail account when communicating with instructors and staff. Instructions for activating an ACCmail account can be found at http://www.austincc.edu/accmail/index.php.
Testing Center Policy
Under certain circumstances, an instructor may have
students take an examination in a testing center. Students using the
Do
NOT bring cell phones to the
Student And Instructional Services
ACC strives to provide exemplary support to its students
and offers a broad variety of opportunities and services. Information on these services and support
systems is available at: http://www.austincc.edu/s4/
Links to many student services and other information can be found at: http://www.austincc.edu/current/
ACC Learning Labs provide free tutoring services to all ACC
students currently enrolled in the course to be tutored. The tutor schedule for each Learning Lab may
be found at: http://www.autincc.edu/tutor/students/tutoring.php
For help setting up your ACCeID,
ACC Gmail, or ACC Blackboard, see a Learning Lab Technician at any ACC Learning
Lab.
ADVERTISING AND MARKETING WEB SITES
My LinkedIn – If you want to be connected.
http://www.linkedin.com/profile/view?id=253289405&trk=hb_tab_pro_top
Marketing Facebook Page – This is the site to
use to receive double credit on extra credit assignments, look for scholarship
information and other relevant Marketing information.
https://www.facebook.com/MRKGatACC
http://www.adage.com
This is the web site for Advertising Age magazine. It
is an excellent site, one of my personal favorites. It has lots of articles and
research material and is updated frequently. I highly recommend this site.
(Read it daily)
http://adage.com/century/index.html
http://www.mashable.com
Mashable
is a leading source for news, information & resources for the Connected
Generation. Mashable reports on the importance
of digital innovation and how it empowers and inspires people around the world.
Mashable's 20 million monthly unique visitors and 6
million social media followers have become one of the most engaged online news
communities. Founded in 2005, Mashable is
headquartered in New York City with an office in San Francisco. (Read it daily)
http://www.beloit.edu/mindset/
Great list about college freshmen, a must read for anyone in college.
http://www.archive.org/web/web.php
Way Back Machine, you can view old webpages of companies.
http://www.pantone.com
http://www.pantone.com/pages/fcr.aspx?pg=21005&ca=4
A great site for all color trends.
http://www.pantone.com/pages/Pantone/Pantone.aspx?pg=19758&ca=1
40 years of color, I love this because I remember harvest gold and avocado
green!
http://www.faithpopcorn.com
Faith Popcorn’s Brain Reserve is an excellent site for looking at what’s
trending.
http://www.jwt.com
JWTIntelligence is a center for provocative
thinking that is a part of JWT, the world’s best-known marketing
communications brand. We make sense of the chaos in a world of hyper-abundant
information and constant innovation—finding quality amid the quantity.
http://www.jwtintelligence.com/2013-and-beyond/#axzz2UoBuzeHb
100Things to watch in 2013 – a must read.
http://www.interbrand.com/en/Default.aspx
Creating and Managing Brands
http://www.ogilvy.com
Ogilvy and Mathers Advertising Agency
http://www.clioawards.com
Annual awards honoring creative
advertising in package design, print, radio and television. Includes past award archive.
http://www.fastcompany.com
Fast Company inspires a new breed of innovative and
creative thought leaders who are actively inventing the future of business.
http://www.martinlindstrom.com
Speaker and author of Clicks, Bricks and Brands, and Brand
Building on the Internet. Provides free brand
building advice.
Bob Garfield
http://www.onthemedia.org/people/bob-garfield/
http://www.mediapost.com/publications/garfield-at-large/#axzz2EOd5Bbp4
http://www.npr.org/people/2100511/bob-garfield
Paco Underhill
http://www.pacounderhill.com/
http://www.envirosell.com/who-we-are/paco-underhill
http://www.adweek.com
Adweek is a magazine and
website that covers media news, including print, technology, advertising,
branding and television.
http://www.tvweek.com/
TV information about ratings.
http://www.wired.com
Tech magazine
http://www.buzzfeed.com/
BuzzFeed has the hottest,
most social content on the web. We feature breaking buzz and the kinds of
things you'd want to pass along to your friends.
http://www.pinterest
Popular site
http://www.houzz.com
Another personal favorite of mine.
http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html
Malcolm Gladwell on Choice, Happiness, and Spaghetti Sauce. A must watch for the Marketing 1311 class.
http://www.ted.com/talks/rory_sutherland_sweat_the_small_stuff.html
Rory Sutherland has several Ted talks but this is my favorite about
advertising.
I especially like his discussion about Shreddies
http://www.youtube.com/watch?v=hF_2yHXD_CU
This is the Shreddies ad
that is so spot on.
http://www.webmonkey.com
Resources for web site developers including how-to guides, code
libraries, server technologies and authoring resources.
http://www.nielsen.com/
ACNielsen is an excellent site for Web measurements. A must visit. Check out
their various sites.
http://www.ntia.doc.gov/
National Telecommunications and Information Administration (NTIA), U.S.
Department of Commerce
http://www.stat-usa.gov/
US Department of Commerce
FASHION SITES
http://www.tomandlorenzo.com/
Love their review of Mad Men’s fashions
http://mashable.com/2007/11/13/25-fashion-sites/
http://www.awwwards.com/50-fashion-websites.html
LOCAL ADVERTISING/MARKETING SITES
http://www.gsdm.com/
GSD&M
http://www.latinworks.com
Latin Works
http://www.sherrymatthews.com/dynamic/latest.php
Sherry Matthews Agency
SOME LOCAL SITES I LIKE
http://sxsw.com/
South by Southwest
http://www.texastribune.org/
Texas Tribune is one of my favorites especially for the salary function below.
http://www.texastribune.org/library/data/government-employee-salaries/
Find the annual base salaries of more than 674,000 public
employees, including those working at the largest state agencies as well as
individual universities, public schools, cities and mass-transit operators.
Find salaries by searching for names, or by browsing for a specific agency or job title. Read more about this data, and send us any questions, comments or corrections.
http://www.bizjournals.com/austin/
Austin Business Journal
http://www.austinchronicle.com/
Austin Chronicle
http://www.city-data.com/city/Austin-Texas.html
Statistics on Austin
http://quickfacts.census.gov/qfd/states/48/4805000.html
More stats on Austin from the Government
http://austin.eater.com/
Guide to food and bars at Austin
http://www.edibleaustin.com/content/
Central Texas Food Culture
http://www.tribeza.com/
Tribeza
http://www.tribeza.com/sitepage/tribeza-magazine-archive
Tribeza monthly magazine
Learning Resource Center Home Page
Student Handbook, http://www.austincc.edu/handbook/acaguides.php
Academic Testing Center Website, http://www.austincc.edu/testctr/
Distance Learning Help Line, 1-512-223-8026, Toll free
1-888-223-8026 or dl@austincc.edu.
Distance Learning Help Line is open 8am to 5pm Monday-Friday.
A
link to the Course Master Syllabus with SCANS competencies is at http://www.austincc.edu/mkt/mastersyl/mrkg1311.htm
Return
to Ina’s Main page at http://www.austincc.edu/ina