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PRINCIPLES OF MARKETING
Syllabus for SLAM–3030-01: Fall 2017
Jerry W Lenaz MBA, Tulane University
Campus: Uptown Location: Newcomb Hall Rm 115 Day & Time: Tuesday 6:00-9:00pm CRN: 82344 Credit Allotment: 3 credit hours
Email: glenaz@tulane.edu Phone: 504.322.4660 (cell) Office Hours: by appointment or Tue 4:00-5:30 (Gibson 125) Wed 4:00-5:30 (Elmwood)
Course Description and Learning Objectives
This course is designed to serve as an introduction to the basic principles of marketing, practices, and the application of these practices. This course examines our present-day marketing system from a managerial point of view and has a current events component to help emphasize the marketing principles in today’s business world. Subjects covered include consumers, market research and target markets, feasibility analysis, products, promotion, channels of distribution, pricing, international marketing and use of technology in marketing. Majority of class time will be spent in lecture discussing the various solutions to marketing cases by the application of marketing principles.
Upon satisfactory completion of this course, students will be able to demonstrate comprehension and application of the following skills:
- Define the term marketing and explain its role and importance in an individual firm and the overall economy.
- Understand the importance of strategic marketing and know the basic outline for a marketing plan: o Analyze the external environment to identify opportunities or challenges to a business. o Identify and classify marketing segments and targets, demonstrating the use of marketing research techniques. o Create and use a mission statement, SWOT analysis and SMART goals.
- Describe the elements of the marketing mix (4Ps of marketing): o Product: Explain the use of product mix and life cycle in a marketing strategy o Place / Marketing Channels: Identify different marketing channels and develop distribution strategies. o Promotion / Advertising: Describe the role of advertising and public relations in marketing a product or service. o Pricing: List and explain a variety of pricing objectives.
- Create and present the components of a working marketing plan
Required Text
MKTG 10: Student Edition, ISBN: 978-1-305-63182-3, Lamb
Supplemental Text (Optional)
MKTG 10 Online (included if you purchase new MKTG 10 book, but not required) Student Registration URL: https://studentdashboard.cengagebrain.com/#/course- confirmation/4LPPQ15PMFLB/initial-course-confirmation Course Key: 4LPP-Q15P-MFLB Instructions for Students: How to Access your 4LTR Course
Assignments and Grading
1) Engagement: Attendance, In Class Participation and Marketing “In Real Life” (15%)
Attendance – Two “Mulligans” (5%)
Class attendance is mandatory and is calculated into your final grade. I will take attendance at the end of the class, so if you leave early unannounced, you will be considered absent for that class. I do understand y'all have other lives, jobs, family, etc., so if you need to miss a class or leave early, please let me know ahead of time as a courtesy. Excused absences still count as absences. I will allow missing up to 2 classes without any penalty. Every class missed after two will be a half-grade deduction.
In-Class Participation - various during the semester
Throughout the course, there will be In-Class Exercises and Assignments based on the lecture topics and your Final Marketing Plan Assignments. Participation in these exercises during class is required and is considered as part of your Attendance grade. That is, if you are watching videos on your tablet or texting with friends, you will receive a “zero” for attendance even though you were physically present.
Marketing “In Real Life” (MIRL) - 2 MIRL per semester (10%)
Each week, you will have the opportunity to present an article, video, advertisement or experience you had relating to the marketing concepts we are discussing. You can share an article from the internet, newspaper, periodical, or magazine; a video or advertisement; a social media campaign; or, a personal experience you had.
You must submit the MIRL as an assignment via Canvas and present it to the class to receive credit. Your MIRL presentation should be a 1-2 minute overview, explain how it relates to the topics and concepts we are discussing, and answer any questions or comments from the class or instructor.
You are required to present 2 MIRL during the semester. Only one (1) MIRL per student per class and there is a maximum of 5 students presenting each class, so don’t wait until the final weeks to share your knowledge!
Instructional Methods and Procedures
Canvas and “Flipped Classroom” – It is important to follow the modules in Canvas to read the necessary chapters and other supplemental work. *Please read the selected chapters prior to coming to class (for the chapters with asterisks *, only certain sections will be covered).* I will place a highlighted overview of the concepts we will review in class and from the text on Canvas. The lectures are interactive and designed to discuss and explain the principles and applications of the chapter. The quizzes and assignments are designed to demonstrate your comprehension and to apply those principles to the final project.
Class Policies and Culture
Participation - Students are expected to take part in class discussions and present assignments to the class. I do my best to make the classroom fun and engaging. I will respect your time by being prepared to lecture on the selected topics, updating relevant information on Canvas in a timely fashion, and providing feedback on your progress in the course. Please respect my time by showing up to class on time with the chapters read, assignments completed, and with an attitude to contribute and participate. A 3-credit course requires at least 5 hrs preparation outside the classroom.
Timeliness – Class officially starts at 6:00pm and ends at 9:00pm. If you are going to be late or miss class, please text or call me as common courtesy. For in-class exercises and presentations, please be present and on-time.
Respect – Show respect to me and your fellow classmates when providing comments to our discussion during class. While I may challenge you to defend your opinion or comment, please understand I do so to encourage precision in thinking and argument quality, and not because I do not like you or disagree with your opinion. As a professor of mine used to say, “ the poorest quality opinion is the one left unvoiced ”, so please do not hesitate to voice your opinion and questions.
Laptops/Smartphone – Don’t use ‘em! If you’d like to take notes on the course topics, I can reluctantly make an exception, but I can tell when you are watching videos, checking email, listening to music, or surfing the web. It is disrespectful to me and to your fellow classmates. If I feel your electronic device is disrupting the class or my lecture, I’ll ask you to put the device away or excuse yourself from the class.
Make-up work - Make-up work for quizzes and other graded assignments can be arranged by consulting with me advance of the due date. You must notify me in advance by calling or contacting me via email. If make-up work is necessary, it must be completed before the next class. Under extreme circumstances, exceptions to this policy may be arranged by consulting with me.
Writing Format
All assignments and projects must be typewritten and should be in APA or MLA format. Links regarding these reference styles will be posted on Canvas.
TULANE UNIVERSITY AND POLICIES
Tulane University Mission Statement
Tulane's purpose is to create, communicate and conserve knowledge in order to enrich the capacity of individuals, organizations and communities to think, to learn and to act and lead with integrity and wisdom.
Disability Statement
Any student with a disability in need of course or examination accommodations should request accommodations through the University’s Office of Disability Services (ODS) located in the Mechanical Engineering Building. Please do this as soon as possible. Please give me a copy of your approved accommodation form from ODS so that I can arrange for the accommodations. I am committed to working with the ODS to ensure that all approved accommodations are provided. If you do not deliver the approved accommodation form to me, I will not know you have been approved to receive accommodations and will have no basis for providing those accommodations.
Honor Code Violation
I take the honor code very seriously as there is no excuse for cheating or copying someone else’s work. Any student behavior that indicates a lack of academic honesty and integrity is considered a violation of the Tulane University Honor Code. A complete description of the Honor Code, violation definitions with emphasis on plagiarism, and disciplinary procedures and actions can be found at the following site:
http://tulane.edu/college/code.cfm.
Help With Writing Assignments
Tulane Writing Center serves all undergraduate students in all disciplines where writing is assigned. The Writing Center is a free tutoring service that provides students with assistance on papers in the English language for most Tulane undergraduate courses.
Location : First floor of the Mechanical Engineering Building, #14, Uptown
Phone Number : 504-865-
Web Page : http://www2.tulane.edu/advising/tasc/peerlearningsupport/writing.cfm
Fall 2017 Course Schedule
Week Date Topic Reading Due Assignment Due Quiz Due
1 29 Aug
CLASS CANELLED
(HARVEY)
2 05 Sep Overview of Marketing Strategic Planning
Syllabus Chapter 1 Chapter 2 3 12 Sep Strategic Planning Chapter 2
4 19 Sep The Marketing Environment (PEST /SWOT) Chapter 4^
Project Pitches and Form Teams
Quiz 1: Ch 1 & 2
26 Sep MOVIE 01-Project & Company Overview
5 03 Oct Ethics Global Marketing
Chapter 3* Chapter 5* Handout
02-Mission Statement & SMART Goals
Quiz 2: Ch 2 & 4
6 10 Oct Consumer Decision Making Chapter 6 Quiz 3: Ch 3 & 5
7 17 Oct
Segmenting & Targeting Markets Business Marketing Market Research
Chapter 8 Chapter 7* Chapter 9*
03-PEST Analysis Quiz 4: Ch 6
8 24 Oct Competitive Intelligence Product Concepts Chapter 10 04-SWOT Analysis Quiz 5: Ch 7,8,
9 31 Oct Developing & Managing Products Chapter 11^
05–Competitive Analysis
Quiz 6: Ch 10
10 07 Nov Marketing Channels Retail
Chapter 13 Chapter 14
06-Tartget Market & Segmentation
Quiz 7: Ch 11
11 14 Nov Marketing Communications Chapter 15 07-Product Quiz 8: Ch 13 & 14
12 21 Nov
Advertising, Public Relation & Sales Promotion Personal Selling & Sales Management Social Media and Marketing
Chapter 16 Chapter 17 Chapter 18*
08-Place (Distribution)
Quiz 9: Ch 15
13 28 Nov Pricing Concepts Chapters 19 09-Promotions Mix Quiz 10: Ch 16,17,
14 05 Dec Presentation Prep / Guest Speaker 10-Price Quiz 11: Ch 19
15 12 Dec
FINAL PROJECT
PRESENTATIONS
All Presentations Due Dec 12th
DON’T FORGET! YOU MUST PRESENT TWO (2) MARKETING IN REAL LIFE (MIRL) BY
THE LAST CLASS. YOU MAY ONLY PRESENT ONE MIRL AT A TIME AND ONLY FIVE
MIRL CAN BE PRESENTED PER CLASS, SO DON’T WAIT TILL THE END!
