DE Individualized Learning

Distance Education Programs INDIVIDUALIZED LEARNING COURSE SYLLABUS MRKT310: Marketing Principles and Organization (3) Course length: 15 weeks Last revised: 6 October 2003

REQUIRED TEXT:  Kotler. Principles of Marketing w/CD-ROM; 10th edition. Prentice Hall. ISBN-0131018612.
MRKT 310 CD - The Course Modules are contained on this CD.

 

COURSE DESCRIPTION:  (Formerly BMGT 350.) Prerequisite: ECON 203. An introduction to the field of marketing, intended to develop a general understanding and appreciation of the forces, institutions, and methods involved in marketing a variety of goods and services. Topics include segmentation, target marketing, positioning, developing new products, pricing, distributing and promoting goods and services, and sales and marketing management. Students may receive credit for only one of the following courses: BMGT 350, MGMT 322, MRKT 310, or TMGT 322.

 

COURSE GOALS AND OBJECTIVES: Upon successful completion of this course, the student can expect to attain the following learning outcomes:

• Appreciate the role of marketing in the global economic, business, and governmental environments.
• Understand and appreciate why good ethics and social responsibility of modern marketing practices are important in current companies.
• Understand the functional role of marketing within the organization and how marketing relates/drives other internal functional activities.
• Understand the marketing processes underlying product, price, place and promotion decisions.
• Understand the positive relationship between a firm and its customer(s)
• Demonstrate proficiency in analyzing, synthesizing, and integrating basic marketing theories and concepts as applied to real-world situations including environmental scanning, marketing research and segmentation analysis through the creation of integrated communications or marketing plans.

 

In addition to these learning objectives, this course also concentrates on UMUC's cross-curriculum initiatives, detailed below, designed to help UMUC students build business skills to enhance their careers and overall effectiveness in their employment.

 

Effective writing. There are numerous writing assignments throughout the semester. Those assignments are expected to reflect appropriate professional writing skills. That is, they will be evaluated on the basis of grammar, sentence structure, spelling, and overall sound writing principles. The student should demonstrate effective written (online discussions/group interrelationships as appropriate) communications consistent with the professional marketing environment.

 

Information literacy. You will be expected to demonstrate proficiency at research activity through the library and use of online and other sources.

 

Globalization. While this course will focus on domestic markets, an important outcome will be the realization that the marketing principles apply to global marketing situations, as well. Different cultures domestically can be interpreted globally.

 

Fluency in technology.  The student should demonstrate proficiency in using the computer for marketing tasks (include charts/graphs in written assignments) Since the computer has virtually altered the way marketing is conducted, this course will emphasize its increasing importance.

 

Historical perspective. This course will integrate the historical development of theory to provide the student with a context for current theories and practices.

 

Civic responsibility. Positive and negative ethical behavior and role of marketing in society will be explored in this course.

COURSE INTRODUCTION: Marketing permeates our very existence. A viable free-market system, both domestically and internationally, depends on it. But what is marketing? As consumers we can be exposed to as many as 1,000 promotional messages a day. Is that marketing? We get calls at home by market-research firms seeking our opinions about products and services. Is that marketing? Politicians seek our vote by persuading us that their programs will make our lives better. Is that marketing? Our favorite store lets us return merchandise with no questions asked. Is that marketing? We read stories in the press and see news reports on television announcing the mergers and acquisitions of major companies that have become the fabric of American business. Is that marketing?

 

Of course the answer to each and every question is yes. These and numerous other activities are all marketing tasks. Marketing is a series of activities individuals or organizations conduct to persuade other individuals or other organizations to:

• buy a product
• buy a service
• seek employment
• change a previously held belief
• donate money
• volunteer time
• vote for a candidate
• think favorably of a company

 

More specifically, the American Marketing Association defines marketing as:

 

The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.

 

This definition has served the profession well since 1985, yet it still falls short of really capturing the essence of marketing going forward into the twenty-first century. Other authors, most notably William Nickels and Marian Burk Wood, add the concept of the customer at the heart of marketing by defining it as follows:

Marketing is the process of establishing and maintaining mutually beneficial exchange relationships with customers and other stakeholders (1997, 4).

 

What Nickels and Wood and their contemporaries have added to our understanding is the notion of relationship marketing—that marketing is not an isolated event involving a one-time transaction between a seller and a buyer. This concept is easier to understand if you think of something you've recently purchased not requiring you to extensively research the product and how it would fill your needs. Do you go to the same restaurant time and time again? Do you prefer Coke or Pepsi? Do you shop at a discount retailer such as Wal-Mart because you have confidence you will get the absolutely best price available on a brand name item? If so, then you have a relationship with the company.

 

STOP AND THINK: Why do you buy the same products over and over again? What causes you to rethink a prior purchase decision and seek information about a competing product? The simple answer is because in the first case the manufacturer has a relationship with you and you continue to trust that the company will produce what you need. In the second instance, that trust has somehow been broken. The product no longer works as well, doesn't taste as good, is priced too high, or requires you to travel too far to get it.

 

This course will explore how companies establish and maintain exchange relationships with their customers—consumers or other businesses—as well as other stakeholders such as employees, vendors, or stockholders, all of whom have a vested interest in the success of the company. The framework we will use is called "the eight universal marketing processes" (Nickels and Wood 1997, 21). The eight processes are sequential and continuous as illustrated in the following diagram:

 

Our study of the eight universal marketing processes will be divided into three learning modules, each focusing on one or more of the processes as we move around the circle.

 

Module 1: Understanding Marketing and Its Environments

 

Module 1 will introduce us to the first of the eight universal marketing processes.

 

1. Environmental scanning and analysis

 

Although this module only includes one of the eight processes, the material covered in module 1 is critical to our understanding of marketing and its role in our lives. The focus is on external factors generally outside the control of the marketer. These include what's happening politically at home and around the world, how laws and regulations affect marketing activities, how economic conditions have to be understood before developing marketing strategy, how culture shapes consumption patterns, and how competitive influences can provide opportunities or threats to a firm.

 

In addition, marketers are held accountable to society. Organizations that survive and thrive do so because they conduct business in an ethical manner and act in socially responsible ways. Ethics and social responsibility also comprise our external environments. Lastly, we take a brief look at how globalization profoundly affects the external environments in which organizations operate.

 

We'll learn how to scan all these environments and incorporate our findings into a strategic marketing plan, which is the focus of module 2.

 

Module 2: Developing Marketing Strategy

 

This module answers the key question, What can a company market that fills customer needs? It focuses exclusively on two of the eight universal marketing processes:

2. Marketing research and analysis
3. Segmentation, targeting, and positioning

 

Our discussion of these extremely important concepts will demonstrate how marketers use the information in module 1 to develop strategies that will benefit the organization. For example, an outcome of a strategic planning process of a company might be the conclusion that future growth is dependent on finding new customers for the company's existing products. Then, with the aid of market research and an understanding of consumer behavior, the marketer can find new segments of potential customers (segmentation), figure out how to reach them (targeting), and how to communicate the product's offering to be attractive to them (positioning).

 

Only then will we be ready for module 3, which discusses the "how to" of marketing strategy or the development of a marketing mix.

 

Module 3: Planning and Implementing a Marketing Mix

 

Not until the marketer has followed the three universal marketing processes discussed in modules 1 and 2 will he be ready for marketing tactics. We will cover these remaining universal marketing processes in Module 3.

4. Product development and differentiation
5. Valuation and pricing
6. Channel and value-chain management
7. Integrated marketing communication
8. Relationship building
   
   

Simply put, module 3 discusses implementation tactics of marketing's four P's, commonly referred to as the marketing mix:

Product
Price
Place (distribution)
Promotion (integrated marketing communications)

 

Lastly, a good and sustained relationship with customers is the end result of astute marketing strategy and execution, and such a relationship is virtually unattainable without ethical and socially responsible adherence to the eight universal marketing processes.

 

References

Bennett, Peter D., ed. 1995. Dictionary of Marketing Terms. 2nd Edition. Chicago: American Marketing Association.

 

Nickels, William G., and Marian Burk Wood. 1997. Marketing: Relationships, Quality, Value. New York: Worth Publishing.

Late Policy

 

Permission must be obtained in advance if assignments are to be submitted late, and an extension will be granted only for legitimate reasons, e.g., sudden deployment, illness.  The instructor must agree to the revised due dates.  For significant delays, see the rules for an Incomplete listed below.

 

WRITING ASSIGNMENT:

 

Project Description: Marketing Plan Outline

The following marketing plan outline can serve as a guideline for your development of a marketing plan.  You should also review the corresponding material in the textbook.  You should address each of the sections, but you do not need to cover all of the points mentioned in each section.  These points are provided for guidance purposes. You should be able to cover key components of plan and support with evidence in approximately 10 pages. You should starting working on the marketing plan from the time we cover the chapter on marketing strategy. Exhibits and bibliography should be in addition to the 10 page requirement.

Executive Summary

 

Defining Objectives

1. Who are potential customers?
2. Where do they go now? Why do they go there?
3. What else would they buy if they could get it?
4. How much will people pay?

 

Environmental Analysis

1. General economic trends.
2. Cultural changes, demographics
3. Changes in technology
4. Local and overall demand
5. Competition
6. Legal climate, regulations

 

Secondary Sources

1. Investigate “corollary” firms.
2. Listen to what they don’t say
3. What is the minimum income and population base?
4. Economic development agencies
5. Census Bureau records
6. Trade association
7. Commercial information
8. SBA, C of C, libraries

 

Marketing Strategy

1. Strengths, weaknesses of competitors
2. Opportunities and threats for your company
3. Competitive Positioning

 

Market Segmentation

1. Income characteristics
2. Demographics: age, race, sex
3. Personal history: education, leisure activities, children
4. Psychographic: pleasure, self- esteem, work-saving

 

Consumer Characteristics

1. Innovators or early adopters
2. Professionals, middle mgrs
3. College educated
4. Self-actualization or esteem needs, status, recognition
5. Elite, cosmopolitan, striving

 

Buying Choices

1. Desired benefits
2. Rate of use (packages)
3. Time available, product purpose
4. Awareness of product
5. Choices among alternatives

 

Product Features

1. Features and benefits
2. Packaging and labeling
3. Customer support
4. Quality

 

Distribution Channels

1. Method of distribution
2. Levels in distribution channel
3. Logistics

 

Advertising Plan

1. Advertising
   1. media selection
   2. schedule
2. Promotional activities
3. Public relations

 

Pricing

1. The value proposition
2. Competitive market
3. Total existing demand
4. Volume objectives
5. Anticipate discounts
6. Product, NOT cost

 

Relationship Marketing

1. Life time value
2. Communication
3. Customer service

COURSE SCHEDULE:

 

Week	Assignment
1	Read Chapter 1 and Chapter 3
2	Read Chapter 2, Chapter 18, and Module 1
3	Read Chapter 4, Chapter 5, Module 2
4	Read Chapter 6 and Module 2
5	Read Chapter 7 and Module 2
6	Read Chapter 8 and Module 2
7	Read Chapter 9, Chapter 10, and Module 3
8	Read Chapter 11, Chapter 12, and Module 3 Mid-Term Exam Due
9	Read Chapter 13 and Module 3 Remember, you should be working on your marketing plan as we go through the material.
10	Read Chapter 14 and Module 3
11	Read Chapter 15 and Module 3
12	Read Chapter 16 and Module 3
13	Read Chapter 17 Writing Assignment - Marketing Plan - Due
14	Read the Chapters on the Global Marketplace and Marketing Social Responsibility and Ethics
15	PROCTORED FINAL EXAMINATION

 

GRADING:

 

WRITTEN ASSIGNMENT                 30%

MID-TERM EXAM                            30%

PROCTORED FINAL EXAM            40%

 

The grading scale is A (90-100), B (80-89), C (70-79), D (60-69) and F (below 60).

 

The mid-term exam will be open book. It will require thoughtful and complete answers that demonstrate an understanding of and ability to apply the concepts from the text.

 

The final exam will cover the entire semester. It will be a combination of multiple choice and written answer. The final exam will carry 40% of your overall grade. It will be a proctored, closed book exam.

 

ADDITIONAL INFORMATION:

 

Course Modules

 

Course modules are located on the CD.

 

Cross-Curricular Initiatives

 

UMUC has cross-curricular initiatives that must be met in every course. They are:

• Effective writing
• Competence in information technology
• Historical perspectives
• International perspectives
• Civic responsibility
• Information literacy

 

Here is additional information about those initiatives from the UMUC Undergraduate catalog:

"Cross-curricular initiatives, promoted both by specific courses and by integration throughout all program, build the student's ability to analyze, synthesize, and integrate knowledge, perspectives, and techniques. The cross-curricular requirements in effective writing, competence in information technology, historical and international perspectives, civic responsibility, and information literacy ensure that students are able to:

• Define problems, develop and articulate informed judgments, and think critically and systematically.
• Function in professional roles requiring an appreciation and understanding of the interdependency among all disciplines in the global workplace.
• Put learning in the context of historical events and achievements through time.
• Function responsibly as adult citizens of the world, engaging and negotiating different perspectives and exercising ethical judgment in their personal and professional lives."

 

Academic Policies

• Attendance:  Individualized learning courses do not have class attendance.  However, you have regular study and other assignments with deadlines.

• Contact Information: You are responsible for keeping your contact information current. This is necessary for receiving both your returned assignments and other information.  

• Proctored Exams:  A proctored final exam is required for successful completion of this course. UMUC will mail your exams directly to the education center you designated on your application. If you will not be in close proximity to that education center, the Exams Clerk will coordinate directly with your proctor.

It is your responsibility to schedule your final exam within the designated period according to the procedures at your education center.

Further questions on the exam process should be directed to the Distance Education Office or your education center. 

• Course Load: One traditional face-2-face course, or 3 semester hours (s.h.), is considered a normal course load for a student who is fully employed. This course load will require at least six hours of class time per week and approximately 12 hours per week of additional out-of-class study time. Although there is no "face-2-face" class time with individualized learning courses, a student should expect approximately 9 to 12 hours per week of study time and additional time in preparing assignments for a 3 semester hour individualized learning course.
  
  Students should carefully and realistically assess other commitments before registering for more than 6 s.h. a term. In no case may a student register for more than 9 s.h. a term without permission from the UMUC-Europe registrar in Heidelberg. Permission to register for more than 9 s.h. is based on demonstrated academic excellence at UMUC. A minimum grade point average of 3.5 and an enrollment history indicating success in carrying a heavier-than-average course load at UMUC are required.

• Academic Research: Learn more about academic research through UMUC at http://www.ed.umuc.edu/de/defacguide/academic-research.htm.

 

Grading Policies

 

The Mark of "I"

 

The mark of I (Incomplete) is exceptional. It is given only upon the request of a student whose work in a course has been satisfactory, and who is unable to complete the course because of illness or other circumstances beyond his or her control. In no case will the I be recorded for a student who has not completed the major portion (60%) of the work in the course. The student must consult with the instructor and present documentation substantiating the reasons for requesting the Incomplete. 

 

The instructor makes the final decision concerning the granting of the Incomplete. When recording the Incomplete on the Final Grade Report, the instructor will state the quality of the student’s work to date, the requirements remaining, and the deadline – not to exceed six months – for completion of the work. If the student does not complete the requirements of the course within six months from the course end date, the student cannot thereafter make up the Incomplete. The mark of I will become terminal and subsequently may not be changed. An Incomplete not removed after six months is converted to the grade of F.

 

It is the responsibility of the student, not of the Education Center nor of UMUC, to arrange with the instructor for the assignment of and subsequent removal of an Incomplete. Students should realize that it is virtually impossible to remove an I after transfer out of the European Division. A student no longer in contact with the instructor who assigned the I should write to the instructor, c/o UMUC, Unit 29216, APO AE 09102, and the mail will be forwarded. An I cannot be removed by an X or W. A student who elects to repeat the course must register, pay the full fees, and repeat the entire course. In such cases, the mark of I for the first attempt is not changed if the course is repeated. For purposes of academic retention, the mark of I is counted as hours attempted. It is not used in determining grade point averages.

 

For Bowie State University graduate courses, an Incomplete not removed after one year is converted to the grade of F. For University of Maryland, College Park graduate courses, an Incomplete not removed after six months becomes terminal and subsequently may not be changed.

 

Mark of "W"

 

If for whatever reason a student is no longer able to participate in the class, the student should formally withdraw. When a student officially withdraws, a W is assigned. The W can be posted only when it is documented by an Application for Withdrawal (UMGR-003). For purposes of academic retention, the mark of W is counted as attempted hours. It is not used in determining grade point averages. Students that neglect to withdraw formally, may receive the grade of Fn (Failure for non-attendance).

 

Students in online distance education classes which span over two terms cannot withdraw after the Friday before the final week of the class. Additional information for students receiving VA educational benefits and financial aid can be found in the VA and Financial Aid sections of the Catalog. 

 

Academic Dishonesty

 

Academic dishonesty is failure to maintain academic integrity. It includes, but is not limited to, obtaining or giving aid on an examination, having unauthorized prior knowledge of an examination, doing work for another student, and plagiarism. Academic dishonesty can result in severe academic penalty, including failure in the course and/or dismissal from the institution. 

 

Plagiarism is the presentation of another person’s idea or product as one’s own. Examples of plagiarism are: copying verbatim and without attribution all or part of another’s written work; using phrases, charts, figures, illustrations, computer programs, or mathematical or scientific solutions without citing the source; paraphrasing ideas, conclusions or research without citing the source; and using all or part of a literary plot, poem, film, musical score, computer program, or other artistic product without attributing the work to its creator.

 

Students can avoid unintentional plagiarism by carefully following accepted scholarly practices. Notes taken for papers and research projects should accurately record sources of material to be cited, quoted, paraphrased or summarized, and research or critical papers should acknowledge these sources in footnotes or by use of direct quotations.

 

UMUC provides an interactive Web-based tutorial on plagiarism through its online writing center called “How to Avoid Plagiarism” at http://www.umuc.edu/prog/ugp/ewp_writingcenter/modules/plagiarism/start.html

 

UMUC POLICIES: Academic policies are not course specific. Students should refer to the current UMUC Catalog for a description of applicable policies.