Principles of Marketing MRKG 1311

 16/ 12/ 11/ 6-Week Semester

Open Campus/PCM

 

1. Instructor Information:

 

    Professor:               Nick Sarantakes

    Office                      603 W. 13th St. Suite 1-K

                                    Austin, TX 78701

   Phone:                      512.223.3271

                                    512.223.3427 (FAX)

    E-Mail                      sarantak@austincc.edu

    Instructor’s web site: www.austincc.edu/sarantak

    Mailing Address:     Austin Community College

                                    Attention: Nick Sarantakes

                                    1212 Rio Grande St.

                                    Austin, TX 78701   

   Office Hrs                See Schedule

Blackboard Web Site: http://acconline.austincc.edu/

 

2. Course Description:

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)

3. Required Text/Materials:

Marketing, 9th edition by Kerin, Hartley, and Rudelius, McGraw-Hill Publishing, ISBN 978-0-07-340472-1.  We will cover the entire book in one semester. Please take some time and review the contents on the Publisher's Web site.  

You may purchase this book at any of the college bookstores or on line.  You may want to try www.bestbookbuys.com .This site compares the prices and availability for 30 online bookstores.

The publisher’s website is www.mhhe.com/kerin.

 

4. Orientation for PCM Principles of Marketing:

 

PCM courses are designed for anyone, who has scheduling problems, work-scheduling that conflict with normal class times, or any reasons they may have.  To be successful in a PCM course you must be disciplined to set a time to study the course and then maintaining that schedule.  If you have an attitude that “I will study when I have the time”, you will find that you will not have the time, since there may be other items that will take priority.  The deadlines are established so you do not think you can do all the work at the end of the semester. 

 

The first step to success in this course is the Mandatory Course Orientation.  You must accomplish this by the end of the first week of class or see schedule for the exact date deadline.  The course content is delivered in Blackboard.  If you are not familiar with the Blackboard software, you can to http://www.austincc.edu/acceid/step1.htm  to obtain an ACCeID that you will need as a first step. 

 

The orientation for this course consists of reading this syllabus, which can be performed on my web site at www.austincc.edu/sarantak or the Blackboard web site.  I then need for the student to send me an email acknowledging that they have read and understood the syllabus and understand that all the assignments, tests and projects are required or ask any questions that you have about the course.  Accomplish the orientation by the deadline and you will receive 5 bonus points.

Also in your email to me indicate the course number of the course you are enrolled in and insure that the syllabus states in the heading that it is the syllabus for the 16, 12, 11, and 6 week semesters for open campus course.

 

In all your emails to me, please identify the course you are enrolled in the Subject line of the email.  This will insure that it does not go into a SPAM folder.   Make sure you always use your full name to let me know who you are.  peanuts@hotmailI.com does not tell me who you are. (You would be surprised how many emails I get this way.

 

You should read the Announcements for this course that appear on the Announcements page for the course on Blackboard.  In addition some of these are sent to you by email which uses the ACC G email.  You should review this also weekly or have your G-mail forwarded to your regular email account.

 

 Also please do not use text messaging to send me an email.  If you have any questions, please ask them by email or call me at 223-3271.

 

I would strongly recommend that you re-read the syllabus a number of times during the semester and write down the test and project dates so you will not forget them. 

 

5. Instructional Methodology:

 

This section an internet open campus self study course.  The instructor is available for assistance.  You will study the material on your own.  Tests are taken at ACC Testing Centers.  There are deadlines for all tests and projects.

 

The Blackboard software will be used in this course to find out grades, submit projects, and to receive announcements.  This will be mandatory for the 09 Summer Semester and beyond.  Students should be checking the Blackboard site once a week for announcements or discussions. 

 

For those students that are not familiar with is software, you can obtain detail instructions on: http://itdl.austincc.edu/blackboard/instrstart.htm

 

6. Course Rationale:

 

The purpose of this course is to prepare the student to identify and understand the basic foundations of marketing.  Topics relating to the marketing mix components, to market segmentation;  the controllable and uncontrollable elements of the business environment such as the economic, legal/political, and the target market, to mention a few and which influence consumer and organizational decision will be covered and discussed.  This course will help students develop the understanding and skills necessary to become successful marketers and/or consumers. 

 

The traditional elements of marketing, such as the development of product strategies, pricing strategies, distribution strategies, and promotion strategies will be discussed as will the environmental issues that impact the field of marketing. 

 

Principles of Marketing is not just about textbook learning.  It challenges student to use their critical/creative skills in all aspects of marketing not just those covered in this course.  Everyone is a consumer and therefore is impacted by marketing.

 

7. Course Objectives/Outcomes:

 

A. Common Course Learning Objectives:

1.      Understand how marketing is related to other business functions and its importance to the success of the business entity.

2. Understand the elements of the Marketing Mix and Marketing Strategies.

B. Individual Instructor Learning Objectives/Objectives:

1. Understand the detail chapter learning objectives that are listed at the beginning of each chapter.

2. Understand the relationship of all the elements on the marketing mix and how they impact a specific company or product marketing strategy.

3. Understand the impact technology especially the Internet is having on marketing.

4. Understand the importance of customer service in today’s marketing environment.

 

8. Grading Systems:

 

  1. Testing:  There are 4 exams for this course.  They may be taken at any of the following ACC testing centers:

 

Rio Grande Campus         Riverside Campus                  Eastview Campus

Northridge Campus          Round Rock Campus             Cypress Creek Campus

Pinnacle Campus             San Marcos Campus              Fredricksburg Campus

South Austin Campus

 

Note: The testing centers will have types of 2 Scantron forms.  You should insure that you take these tests on   Form Number 882-E.  This form is green in color.

 

  1. The tests will be made up multiple choice and /or short answer questions.   The instructor will grade all the questions.  If you make less than 70% (140 points) on a test, you may retake the exam; however the highest grade you can receive on the retest is 140 points.  Retest will be taken in my office.  You must make arrangements to take the retest within 5 days after you have taken the exam.  No retake for exam 4.  Many of the questions will be taken from the practice quizzes on the publisher’s web site listed above and from the chapter assignments project.  

 

2.    The exam will have approximately 80 Multiple-Choice questions. Each will be worth 2 points.  In additional there will be approximately 8 to 10 short answer questions in which you will be required to answer 5.  Each of these questions will be worth 8 points each.  You may answer 2 or 3 additional questions for extra or bonus credit (5 points maximum per extra bonus questions.)

 

3.The student may obtain exam grades by going to Blackboard and looking up their exam grade.  All exams must be completed prior to the posted closing times of the testing centers, so give you ample time to complete the exam.  Check the Testing Center web site for their posted hours of operation.  The are different for each campus.

 

 

Exam

Text Chapters

Value of the test

Last Day to Take the Exam See schedule

 

   1

Chapters 1-5

200 points

 

 

   2

Chapters 6 – 11

200 points

 

 

   3

Chapters 12 – 16

200 points

 

   4

  

Chapters 17 – 22

200 points

 

 

4. Students taking the exams by the deadline will earn a bonus of 5 points per exam.

 

5. Note: Due to my deadlines to Admissions for final grades, students are required to take exam #4 at RGC.  This will ensure that I will receive the exam prior to my deadline of turning in grades at the end of the semester.  If you desire to take the last exam at another site, please check the schedule for the other than RGC deadline for Test 4.

 

  1. Grading:

Total Value

Each test is worth 200 points                                 800 points

Other graded projects:

4 Chapter Assignments (Segments) Projects:     160 points (40 points each)

1 Case Study Projects                                             40 points

                                               Total points 1000

 

Test letter grades

A= 200 points to 180 points

B= 179 points to 160 points         

C= 159 points to 140 points

D= 139 points to 120 points         

F= Below 120 points

 

Final Semester letter grades will be earned based on the following points:

A= 1000 to 900 points

B= 899 to 800 points

C= 799 to 700 points

D= 699 to 600 points

F= Below 600 points

 

  1. You can obtain your grades by logging on the grade section of the Blackboard software and follow the instructions provided. 

 

9. Not used

 

10. Course Outline

 

See Table of Contents on page 11

 

11. Testing Center Policy

 

A. Generally, you should know the hours of operation for all the campus testing centers.   Tests must be completed by the closing time of the testing center.  Testing centers locations and hours of operation are at www.austincc.edu/testctr/

 

B. You will need a student ID to take tests at the ACC testing Centers. If you do not have an ACC ID, please check with the Admissions Office.  To take the exams you will need the ACC Student ID card and a pictured ID such as a Drivers License.

 

12. Dates to Remember

Please see the Class Schedule on the Blackboard web site or on my web site at www.austincc.edu/sarantak

 

13. Test Review and Practice Exams:

 

A. There will be review questions and sample exam questions on my web site and on the Blackboard site.  In fact the test review questions are Appendix 1 to 4 to this syllabus. These will be in the format of essay type questions.  If you can answer the questions in this format, you should be able to address them in a multiple choice format.  In addition there will be a few sample questions for each test on this site.

 

B. There are, in addition chapter review exams on the publisher’s web site.  The web site is www.mhhe.com/kerin .  Students have stated these are very helpful.  There is no charge to use this publisher’s web page.  When you go to the publisher’s web site, make sure you click on the “Student” link.  You do need a password to get into the Instructors side.

 

14. Change of Address/Phone:

 

 It is imperative that you keep the instructor informed of any changes in your address and or phone number.  Without this information, the instructor will not be able to contact you.

 

15. Withdrawals: 

 

It is the student’s responsibility to withdraw from the course if the situation so dictates.  You should initiate the withdrawal from in accordance with the procedures at any Admissions Office at any campus.  See the Class Schedule for the Withdrawal deadline or the ACC Calendar.  Failure to successfully complete the course or withdraw from the course will result in a grade of  “F” which will become part of the student’s permanent record.

 

 

16. Chapter Assignments:

 

You must complete the following chapter assignments and submit them no later than the date indicated in the course schedule.  These questions are found in the sections titled  “Learning Review” or “Applying Marketing  Knowledge”.  The Learning Review sections are throughout the text narrative.  The Applying Marketing Knowledge section is at the end of each chapter. This assignment is design to aid you to prepare for the exam (Learning Review).   In addition some of these questions are designed for critical thinking about certain topics in marketing (Applying Marketing Knowledge). This project will be a great study aid and review for the tests.

 

There are 4 segments of this project and each is valued at 40 points for a total of 160 points for this complete project. 

 

Projects may be submitted by way of the Assignment Box Link in Blackboard or emailed to me.  Upon reaching the Assignments page click on the appropriate assignment and place the questions and the answer in the space that is provided.  If emailed, remember I do not repeat NOT open attachments to emails.  Due to the nature of this assignment, they will not be accepted after the due date.  Stay on schedule.  Check your grade center in Blackboard to see if the project has been graded.  If it has not been graded within 1 week please contact me immediately.  Do not wait till the end of the semester.

 

The deadline dates are listed in the Class Schedule.

 

To use the Assignment Feature of Blackboard, click on the Assignment button and then click on the assignment you desire to complete.

 

Best format for this project is to write the question and then answer it.  Some of the questions have 2 or more parts.

 

Segment 1 Chapters 1-5 for Test 1 to be submitted together at one time.

 

Chapters

Learning Review Questions & Pages

Applying Marketing Knowledge & Pages

Chapter 1

  Question   3  page 9

 

 

  Question  5  page 18

 

 

  Question  6  page 18

 

 

  Questions 8  page 22

Question 5  page 23

 

Chapter 2

   Question   2  page 31

 

 

   Question 8  page 47

 

 

    Question 9  page 47

 

 

Chapter 3

    Question 4  page 86

 

 

    Question 5  page 86

   Question  5  page 91

 

Chapter 4

     Question 1  page 97

 

 

     Question 5  page 105

 

 

     Question 6  page 110

Question 5  page 111

 

Chapter 5

     Question 1 page 121

 

 

     Question 3  page 121

 

 

     Question 7  page 137

Question 3  page 138

 

 

Segment 2 Chapters 6 to 11 for Test 2  to be submitted together at one time.

 

Chapters

Learning Review Questions & Pages

Applying Marketing Knowledge & Pages

Chapter 6

Question 1  page 147

 

 

Question 5  page 157

Question 1  page 161

 

Chapter 7

Question 2  page 169

 

 

Question 3  page 177

 

 

Question 9  page 189

 

 

Question 10  page 192

Question 1  page 193

 

Chapter 8

Question 2  page 202

 

 

Question 4  page 206

Question 2  page 221

 

Chapter 9

Question 1  page 230

 

 

Question 4  page 236

 

 

Question 5  page 243

Question 1  page 248

 

Chapter 10

Question 1  page 258

 

 

Question 2  page 258

 

 

Question 6  page 269

 

 

Question 11  page 274

Question 2  page 275

 

Chapter 11

Question 3  page 287

 

 

Question 4  page 291

 

 

Question 7  page 302

 

 

Question 8  page 302

Question 1  page 303

                                                                         

Segment 3 Chapters 12 to 16 for Test 3 to be submitted together at one time.

 

Chapters

Learning Review Questions & Pages

Applying Marketing Knowledge & Pages

Chapter 12

Question 1  page 315

 

 

Question 4  page 318

 

 

Question 7  page 323

Question 8  page 324

 

Chapter 13

Question 1  page 339

 

 

Question 7  page 350

 

 

Question 8  page 350

Question 5  page 351

Chapter 14

Question 2  page 259

 

 

Question 5  page 364

 

 

Question 6  page 376

Question 1  page 377

 

Chapter 15

Question 2  page 392

 

 

Question 3  page 402

 

 

Question 7  page 410

 

 

Question 8  page 410

Question 6  page 411

 

Chapter 16

Question 2  page 420

 

 

Question 5 page 425

Question 8  page 410

Question 5  page 434

 

Segment 4  Chapters 17 to 22 for Test 4 to be submitted together at one time

 

Chapters

Learning Review Questions & Pages

Applying Marketing Knowledge & Pages

Chapters 17

Question 8  page 449

 

 

Question 9  page 455

 

 

Question 13  page 458

Question 1  page 459

 

Chapter 18

Question 1  page 466

 

 

Question 4  page 469

 

 

Question 7  page 475

Question 7  page 485

 

Chapter 19

Question 2  page 492

 

 

Question 7  page 469

 

 

Question 9  page 508

 

 

Question 10  page 514

Question 10  page 517

 

Chapter 20

Question 1  page 524

 

 

Question 4  page 533

 

 

Question 5  page 533

 

 

Question 9  page 544

Question 7  page 568

 

Chapter 21

Question 5  page 565

 

 

Question 6  page 568

Question 1  page 568

 

Chapter 22

Question 3  page 579

 

 

Question 5  page 585

 

 

 

 

 

 

18. Case Study Projects:

 

You have to complete 1 case study for this project. The deadline for case is listed in the Course Schedule.     The case study will be worth a maximum of 40 points.  This project will be submitted in the Assignment Link of Blackboard or emailed to me.

 

See the Class Schedule for deadlines for this project.

 

The Case assigned is Case 3 Geek Squad: A New Business for a New Environment on page 91 of the text. 

 

The report will consist of a minimum of 2 double spaced typed pages.  As with the Chapter Assignments, the case studies may be submitted on the Assignments page in Blackboard or emailed to me (again no attachments).

 

In answering these questions, I would recommend that you write the question on you paper and then answer it.  This way you can go back to see if you have answered all parts of the questions, since some of the questions have 2 or 3 parts.

 

You are providing me with your ideas and analysis based on the text material and the material that is mentioned in the case.  Remember make your answers complete and in sufficient detail. You must provide support for your answers.

 

For those that are unfamiliar with the case method of instruction or analysis you may call me after you read the following:

 

Generally, the case method of instruction or analysis is a real world situation in which you are asked to answer specific questions. Some of the information to answer the questions may come from the case itself.  In addition you may have to apply knowledge from several chapters to answer the questions.

 

I have found that the best format to insure that all aspects of the questions have been answered is to write the question down and then answer the question

 

19. Incomplete Grades

 

You are encouraged to complete this course successfully, therefore incomplete grades are rarely granted.  Past experience reflects students who do not complete the necessary work during the semester they are registered in will not complete the course even if additional time is given.  In these cases the incomplete grade of “I” becomes an “F” grade.  However if the situations exist, I may grand the grade of incomplete, “I”.   To receive this temporary grade of “I” you must:

 

  • Have completed 2 exams with at grade of C or better and 1 of the 3 projects.
  • Request the “I” grade to the instructor and complete the necessary forms.
  • Complete the course in the time allowed by the instructor.  Failure to complete the material in the allowed time will result in the “I” grade being changed to a grade of “F”.

 

20. Extra Credit Work:

 

Each student will be able to earn 50 bonus or additional points toward their final grade.  Extra credit projects may be:

 Any articles that appear in the Annual Edition of Marketing.  The Annual Edition of Marketing is on reserve.  Each article summary must be from 2 to 3 full typed pages and will be worth a maximum of 15 points each.

 

 In addition, special noteworthy articles that will appear in magazines during the semester may be used for extra credit.   I will announce these titles in the Announcement line of Blackboard throughout the semester as they come up, if any.  Therefore it is important to check announcements on Blackboard. 

 

Extra case studies that my be accomplished for extra credit.  These will be worth a maximum of 25 points.  The cases that can be used for extra credit are:

 

Case D-15 Ken Davis Products, INC: Finding Success in Retail Channels page 640

Case D-15 Dell INC, A Foundation Built on Supply Chain Management page 642

Case D-18 McDonald’s Restaurants: An IMC Program to Reach Different Segments                    page 644

Case D-21 Crate & Barrel: Multichannel Marketing page 649

 

All extra credit work must be received by the deadlines that are outlined in the Class Schedule  This extra credit work will be submitted in the Assignment Box of Blackboard or email them to me.

 

21. Course Policies:

 

  1. 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 exams and assignments to date, be passing, and have personal circumstance that prevent course completion that occur after the deadline to withdraw with a grade of W.   The student must sign a contract, which will specify the amount of time they have to complete the course, which will normally be 4 weeks.

See paragraph 17 for more specific details for this instructor.

 

  1. Attendance Policy:  Since this is an Open Campus course, this police are not applicable.  However, tests and other projects will have deadlines and they are expected to be taken or submitted on time.  Points may be deducted from a student’s score if test or project is late.

 

  1. 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 instructors to withdraw them if they wish to withdraw.

 

  1. Academic Freedom Statement:  Each student is strongly encouraged to participate in class.  In any classroom situation that includes discussion and critical thinking, there are bound to be many differing viewpoints.  These differences enhance the learning experience and create an atmosphere where students and instructors alike will be encouraged to think and learn.  On sensitive and volatile topics, students may sometimes disagree not only with each other but also with the instructor.  It is expected than faculty and students will respect the views of others when expressed in classroom discussions.

 

  1. Scholastic Dishonesty Statement: Acts prohibited by the college for which discipline may be administered include scholastic dishonesty, including but not limited to cheating on an exam or quiz, plagiarizing, and unauthorized collaboration with another in preparing outside work.  Academic work submitted by students shall be the result of their thought, research or self-expression.  Academic work is defined as, but not limited to tests, quizzes, whether taken electronically or on paper; projects either individual or group; classroom presentations, and homework.  Violation of scholastic dishonesty will be results in receiving an F on the test and/or project and a possible failure in the course, determined by circumstances.

 

  1. Students with Disabilities Statement:  Each ACC campus offers support services for students with documented physical or psychological disabilities.  Students with disabilities must request reasonable accommodations trough the office for Students with Disabilities on the campus where they expect to take the majority of their classes.  Students are encouraged to do these three weeks before the start of the semester.

 

 

G. Rule of Three:  Per state law, effective Spring 2006, any student taking a class for the 3rd time or more may be charged an additional $60 per credit hour unless exempted.  The Texas Higher Education Coordinating Board has mandated that all publicly funded higher education institutions will not receive funding for courses a student takes for the 3rd time.  Without the state funding for those affected classes, ACC will charge additional tuition cover the cost for these classes.  The new Rule of Tree tuition will not apply to developmental courses and special studies courses in which the content changes each semester.

 

H. Serious Consequences for Receiving “W” in a Course:  The Texas Legislature has now, for the second session in a row, instituted some substantial consequences for students who withdraw from courses.  Students have traditionally thought of a “W” as a non-penalty grade, thus it is very important that students understand the direction that the state is going about withdrawals so that they can avoid substantial negative consequences later.

 

The consequences instituted by the state in 2007 states that for freshmen in Fall 2007 and later, there will be a limit of 6 “W’s” that will be permitted in the overall   student’s college career.

 

 

22. Marketing Text Books on the Internet:           

 

For those students that are interested in possible of saving some money, I would suggest that you consider http://www.bestbookbuys.com to purchase your textbooks.  This site allows you to compare the prices from some 30 online bookstores.  Some do not charge shipping and most do not charge state sales tax (that can save you 8.5%)  It will also address how long it will take to receive the text.

 

Of course the ACC Bookstore (that is operated by Barnes & Noble), the UT Co-Op Bookstore and Bevo’s Community College bookstore should be check also for prices and availability.  If you order on line, make sure you order the right edition (9th)

  

 

 

 

 

 

 

                                                              Table of Contents

 

       DATE

       CHAPTER TITLE

 

     

Chapter 1 Creating Customer Relationships and Value Through Marketing

 

Chapter 2 Developing Successful Marketing and Organizational Strategies

 

Chapter 3 Scanning the Marketing Environment

 

Chapter 4 Ethical and Social Responsibility in Marketing

 

Chapter 5 Understanding Consumer Behavior

 

 

 

Chapter 6 Understanding Organizations as Customers

 

Chapter 7 Understanding and Reaching global Consumers and Markets

 

Chapter 8 Marketing Research: From Customer Insights to Actions

 

Chapter 9 Segmenting, Positioning, and Forecasting Markets

 

Chapter 10 Developing New Products and Services

 

Chapter 11 Managing Products and Brands

 

Chapter 12 Managing Services

 

Chapter 13 Building the Price Foundation

 

Chapter 14 Arriving at the Final Price

 

Chapter 15 Managing Marketing Channels and Wholesaling

 

Chapter 16 Customer Driven Supply Chain and Logistics Management

 

Chapter 17 Retailing

 

Chapter 18 Integrated Marketing Communications and Direct Marketing

 

Chapter 19 Advertising, Sales Promotion, and Public Relations

 

Chapter 20 Personal Selling and Sales Management

 

Chapter 21 Implementing Interactive and Multichannel Marketing

 

Chapter 21 Pulling it all Together: the Strategic Marketing Process