Principles of Marketing
Summer 2007
Dr. Mary Wolfinbarger
California State University Long Beach

 

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Textbook for class:
Marketing 9e

Charles W. Lamb
Joseph F. Hair, Jr.
Carl McDaniel
ISBN: 03246887680
(Unbound with online access)
Copyright: 2008
671 pp.

Course
The strength and well-being of an organization is intimately tied to its ability to recruit, satisfy, and even delight customers. While customer-focus and market orientation are important and increasingly practiced throughout organizations, the marketing function is most especially responsible for ensuring customer satisfaction. The purpose of this course is to introduce students to marketing concepts, ideas and applications which are useful to organizations. 

Goals
The Department of Marketing has developed the following learning goals for this course:

  1. Critical Thinking: (a) Students will demonstrate will analyze the various steps that consumers and organizations go through in the decision making process, marketing segmentation and positioning strategies, and pricing strategies and (b) students will demonstrate that they can integrate all this information into a set of marketing strategies for firms.  

  2. Ethics: (a) Students will demonstrate that they are aware of the ethical and social responsibility issues in marketing and (b) Students will demonstrate that they will make marketing decisions using ethical, legal, and socially responsible choices in a marketing context. 

  3. Business Functions: (a) Students will demonstrate their proficiency in the fundamental facts related to the marketing functions and practices for the marketing mix (product, price, place, and promotion); marketing research, e-commerce/Internet marketing. and (b) Students will demonstrate that they can explain how marketing decisions are made using the basic business functions in a marketing context. 

  4. Domestic & Global Environment:  Students will demonstrate that they can make marketing decisions in today’s global domestic and global marketing environment (e.g. legal, regulatory, competitive, cultural and economic environmental factors) and (b) Students will demonstrate that they can differentiate between each of the marketing environmental factors and (c) Students will demonstrate an understanding of why marketers must integrate information on the uncontrollable factors into the decision making process for a firm.

  5. International: Students will demonstrate an understanding of the impact of internationalization on the marketing function in a firm and (b) Students will explain the differences and similarities with basic global concepts such as culture, cultural symbols, values, global consumers, global brands, and their role in marketing decision making with the firm.

Grading
Baseline Test..............1%
Exam #1....................29%
Exam #2 ...................30%
Exam #3.(final)....... .30%
Pricing Assignment.....2%
In-class group "experiential" assignments......8%

Exams
Exams consist of 50 -100 multiple choice questions. These questions will cover material from class lectures AND the textbook. In an introductory class, there is much material to be learned; accordingly, you will be required to learn from me AND the textbook. I design exams to include 30-60% of material from the textbook. Therefore, if you do not read the book, it will be difficult to pass the class. You will not automatically receive a C, will not receive extra credit assignments, and your failing grade will not be changed at the end of the semester for any reason except for a clerical error on my part.

Be aware that whether I ask multiple choice questions or essay questions, that I choose questions that are essentially of two types: (1) purely informational questions and (2) diagnostic questions. The purely informational questions require less thought, as they merely test your exposure to, and memory of, the material. Diagnostic questions, however, often cause some degree of discomfort for those who are not accustomed to them. Their purpose is to determine whether you have learned the material adequately to be able to recognize its applicability in a given situation. These questions ask you to search your memory banks to determine what you have learned that is useful and appropriate to apply to the situation with which you are faced.

There are no make-ups for missed in-class group assignments. You can miss one in-class "experiential" group assignment without any penalty. After that, one point will be subtracted from the 8 percentage points available for each assignment you miss.  The pricing assignment MUST be turned in and can be turned in the week after it is due if you do not happen to be in class that day.

All assignments are graded as check-, check, double check and check+. If you get at least a check for all assignments you turn in, you will receive 6 out of 8 available points. If you get a double check on any assignment, your grade can go up to 7/8 (as long as there are no check minus grades and you haven't missed more than one assignment).  Any check + among your assignments gets you up to 8/8.  If you get multiple check+'s, you can actually earn more than 8/8 (it is the same as getting extra credit points).

CLASS SCHEDULE
Please note:  BE PROACTIVE. It's your job to keep up with the class and with any changes in class. I try to make that easier by reflecting any changes to the class to my website as soon as the change is made. Some exam dates and group assignments MAY CHANGE. News articles may occasionally be added to assignments. Please  check this website regularly AND listen carefully for class announcements.  I will also try to inform the class via email of changes, but the email address you have supplied to Beachboard must be current for you to get these updates.

Week 1 -- July 16
*Orientation and Introduction
*Baseline Assessment Test
*9AM: Thomson rep visits to explain  online access that comes with your textbook.
*
Receive Bzz Agents article. Thursday's in-class assignment refers to this article so you MUST read it before next class. If you happen to miss picking it up in class, email me to get a copy.
Week 1 -- Lecture (except for slides from text)
Week 1 -- July 18
*Overview of Marketing, 

*The Marketing Environment
*Marketing Ethics
*Video: Undercover Marketing

*In-class Group assignment: creating your own Bzz campaign.
Reading Assignment: Chs. 1 and 3
Week 2 -- July 23
*Finish Overview of Marketing
*Consumer Behavior
Reading Assignment: Ch. 5
Consumer Behavior Lecture
(minus graphics from book and other graphics)
Week 2 -- July 25
*Target Markets and Segmentation
Segmentation Lecture

*In-class Group assignment:  Marketing Segmentation Application
Reading Assignment: Ch. 7
Week 3 -- July 30
Exam #1
Week 3 -- August 1
*Marketing Research
Research Lecture
Reading Assignment: Ch. 8
*Assignment to bring to class for today: Write a 1 page summary about a dissatisfying purchase you have made. This assignment can be single or double spaced, but must be one page only. You are bringing it to serve as a basis of a qualitative "thematic" analysis that you will do in class with a group. Your assignment will be turned in with the group assignment.
*In-class group assignment: understanding customer (dis)satisfaction.
Week 4--August 6

*Product Planning and Product line strategies
*Branding and Packaging
*In-class group branding exercise (time permitting)
Product Lecture #1
*New Product Development
Adoption and Diffusion

*Reading Assignment: Ch9
Week 4--August 8
Product Life Cycle
Product Lecture #2

Reading Assingment:  Ch. 10
*In-class Group Assignment: Adoption and Diffusion of the iPhone (time permitting)
 
Week 5--August 13
*Exam #2
Week 5-- August 15
*The Marketing Mix: Pricing

*Pricing Assignment
We will be spending a little time on it in class for those of you who feel you need it.
*Pricing Lecture to Download
*Reading Assignment: Chs. 17-18

Video: The Persuaders
*Receive persuasion article in class -- Read for Wednesday
Week 6 -- August 20
Integrated Marketing Communications
Reading Assignment: Ch. 14

Advertising, PR and a bit more about Sales Promo and Personal Selling
*Reading Assignment Chs. 15 and 16
In-class group assignment:  Apply Cialdini's persuasion principles.
Promotions Lecture to Download
Week 6 -- August 22
Exam #3 (final)-- Cumulative