COURSE MATERIAL: “Marketing, 11th Edition”, Kerin, Hartley, & Rudelius,ISBN-
13 ... Dr. Rhyne has worked in sales or marketing functions with distributors, ...
Course Syllabus
COURSE TITLE: DESCRIPTION:
BUS 2300 01 Marketing Principles Surveys the activities involved in transferring goods and services from producers to consumers. Strategic decisions concerning product, pricing policies, promotion, and channels of distribution are studied. No BUS requirements; the class draws on theory from economics, PREREQUISITES: accounting, psychology, mathematics, sociology, anthropology, and communications so these previous experience with these subjects will help the student with the marketing concepts. Spring 2014 SEMESTER: January 8, 2014 COURSE START: 1:00-1:50pm, Monday, Wednesday, Friday CLASS HOURS: COURSE MATERIAL: “Marketing, 11th Edition”, Kerin, Hartley, & Rudelius,ISBN-13 978-0-07802889-2, McGraw Hill Higher Education 2013 Dr. William (Bill) Rhyne, D.B.A. INSTRUCTOR: (510)219-5934 mobile TELEPHONE:
[email protected] E MAIL: OFFICE HOURS: Room CC7, Mondays, 3:30pm-5pm, or by prearranged appointment.
Instructor Introduction: Dr. Rhyne has worked in sales or marketing functions with distributors, manufacturers, and service companies from small start-up to large multinational corporations, such as L’Aire Liquide Corp. His experience includes competitive analysis, new product launches, sales forecasting, channel distribution strategies and development, market trials of proto-type products, and development of communication materials in online and print formats. For Professional Medical Products, a medical device manufacturer, he was named National Sales Representative of the Year, for his sales performance. His fermented apple juice beverage, Rhyne Cyder, won state level and international level awards for quality and the product still serves as an examplar for French-style sparkling hard cider in the judging competitions. In addition to corporate-level professional sales training, he has an MBA in marketing from the University of California at Davis, a Diploma in International Business from Erasmus University in Rotterdam, The Netherlands, and Doctorate in Business Administration (DBA) from Golden Gate University. Before joining NDNU’s faculty in January 2012, he taught in business programs at the BBA and MBA level at universities, such as the UC-Davis MBA program, San Francisco State University, Golden Gate University, and regional universities throughout China since the fall of 1998. In his spare time, he enjoys playing guitar and singing many types of music—country, western, blues, jazz, rock, and Hawaiian. His current band, Da Puna Bruddahs, performs in Sonoma County for corporate, public, and private events. LEARNING OBJECTIVES: By the end of the course, you should be able to: •
Define and describe Marketing’s four fundamental components—price, product, promotion, and distribution, as well as other marketing terminology.(PLO 1)
•
Identify and communicate orally and in written fashion the core features and benefits of a good or service being offered for sale.(PLO3)
•
Recognize classic theories to explain consumer behaviors, and marketers’ responses to 1
Course Syllabus
those behaviors, and evaluate pros and cons of various marketing approaches, (PLO 1 &3) •
Research, analyze, and design a marketing plan for a company based on data that you collect from field, desk research, and group assignments,(PLO 1, 2, &3)
•
Work through differences of opinion and gain valuable project management experience as you navigate your final project with your group. (PLO 5)
Program Learning Outcomes for the Day Business Program •
PLO#1. Acquire and demonstrate analytical and problem solving skills within various disciplines of business—accounting, economics, finance, management and marketing.
•
PLO#2. Learn to describe, discuss and analyze current events in American business with attention to the global, social and ethical dimensions of events.
•
PLO#3. Acquire the communication, research and technological skills needed to analyze a business situation (problem and/or opportunity), and prepare and present a management report
•
PLO#4. Engage in at least one internship or service learning experience to demonstrate relevancy of foundational and theoretical knowledge of their academic major and to gain career related experiences
•
PLO#5. Develop critical thinking abilities and a foundation of ethical principles that allows them to work effectively, respectfully, ethically and professionally with people of diverse ethnic, cultural, gender and other backgrounds
ACADEMIC HONESTY: Academic honesty is a cornerstone of our values at NDNU. If any words or ideas used in an assignment submission do not represent your original words or ideas, you must cite all relevant sources and make clear the extent to which such sources were used. Words or ideas that require citation include, but are not limited to, all hard copy or electronic publications, whether copyrighted or not, and all verbal or visual communication when the content of such communication clearly originates from an identifiable source. Consult the NDNU Student Handbook regarding consequences of misrepresenting your work. PRIVACY and CONFIDENTIALITY: One of the highlights of the NDNU academic experience is that students often use real-world examples from their organizations in class discussions and in their written work. However, it is imperative that students not share information that is confidential, privileged, or proprietary in nature. Students must be mindful of any contracts they have agreed to with their companies. Note to students with disabilities: Notre Dame de Namur University complies with Section 504 of the Rehabilitation Act. Students who have a disability that might affect academic performance in this class are encouraged to confer with the instructor at the beginning of the semester and to contact Dr. Peggy Koshland Crane in the Program for Academic Support and Services (PASS) (650-508-3670;
[email protected]). In order to receive accommodations, students must register with the PASS office.
2
Course Syllabus
SYLLABUS UPDATES: Refer to this syllabus for course assignments. However the course syllabus and schedule are subject to change in the event of extenuating circumstances. Your will be notified of any changes made to the syllabus. In all circumstances University policies will be strictly adhered to. CLASS ATTENDANCE: This class is delivered in a blended mode using on-campus and online modalities. On-campus class will be held on Monday and Wednesdays. Friday classes will be held online via the NDNU Moodle platform. Students should become familiar with the Moodle platform. Your attendance is very important to your studies at the University. Non-attendance or lack of participation in the class is considered in the grading process. If a student is not in class on Monday or Wednesday, they are absent. If the student does not post or participate in the Friday online Moodle discussions, s/he is absent. A student who misses more than 20% of class periods must withdraw from the class and will be assigned a failing grade for the course unless officially dropping the class. It is the student’s responsibility to initiate the drop or withdrawal. There are no exceptions. WORKLOAD: In addition to class attendance, every class at NDNU includes assignments estimated to take approximately six (or more) hours per week outside of class. The distribution of average weekly hours of instruction/study for this class will follow that norm, equaling a total of 9 hours a week, generally in accordance with the following: Distribution of Average Weekly Hours of Instruction/Study = Total of 9 per week Class Contact Hours:
3
Text Readings and Note Taking
2
Research and Writing Assignments
2
Studying for quizzes and exams
2
TOTAL NUMBER OF HOURS PER COURSE
135
WRITTEN ASSIGNMENTS: The School of Business and Management requires the use of the American Psychology Association (APA) publication guidelines as a standard for all papers. See the writing center or library for help. LATE HOMEWORK: Assignments are to be completed and submitted at the start of each class meeting. Assignments not turned in on time are considered late. Late assignments will be accepted only for one week after the due date; after which time the assignment will not be accepted. Only up to two assignments may be turned in late during the duration of the class. Late assignments scores will incur a reduction of 20% of point value. PARTICIPATION: Both lecture and classroom activities are organized to maximize student involvement in the learning process. You will be evaluated on your comprehension of the material as well as your ability to discuss the relevancy (i.e., research pros and cons) of what was noteworthy in context of this class. The Marketing Plan Project: Students should form groups of 3-4 individuals and each group should select a product or market for an existing organization. When forming a group, students want to select team members who add to the skill set required to complete the project. The project requires desk and field research, analysis, writing, editing, creative strategizing, and presentation formulation. Students should establish group norms for communicating, time management, and writing/research quality. Students should select a Bay Area company that is publicly traded (NASDAQ, NYSE) to allow better 3
Course Syllabus
access to financial and marketing data to be used for the marketing plan project. If students prefer, the instructor can assign a company for the group. As part of the in-class simulation, the group will play the role of a marketing management team that is in charge of the 2014-2015 marketing plan for a specific product/service/brand or market. The team’s specific strategy will need to fit with the overall corporate strategy of the organization. You may consider selecting a local Bay Area organization that is interested in your output. This gives the company an interest in cooperating in your data collection efforts, which might make data gathering easier. You need to form your group and define your topic by the second class session. You will need to collect both secondary and primary data for this project. If the companies are public traded, we will use annual reports, 10K SEC filings and other publicly available reports for analysis. Industry reports, such as Hoovers, S&P, IBIS, Mintel, and so on will be used. The group should visit the NDNU library to access their government, industry and company report resources. Every member of the group must participate in writing and presenting a part of the plan. As part of an in-class simulation, the oral presentation and written plan will be pitched to a higher level of management (your classmates) for evaluation and approval of investments in the plan. The oral presentation should summarize and highlight the key aspects of the written plan. Any secondary data used in the plan should be properly cited in footnotes using APA format. EXTRA CREDIT: None specified. COURSE MATERIAL – “Marketing, 11th Edition”, Kerin, Hartley, & Rudelius,ISBN-13 978-007-802889-2, McGraw Hill Higher Education 2013 Other materials will be provided by instructor or accessed via the NDNU library, such as industry, company, and government reports. Published Textbook Information In accordance with the federal Higher Education Opportunity Act, to the extent practicable, NDNU makes textbook information available as part its class schedule. NDNU makes every effort to ensure the accuracy of the textbook information provided. Due to issues such as textbook availability, errors, and academic reasons, NDNU may need to change textbook information that has been published. NDNU cannot take financial responsibility when a student purchases a nonrefundable textbook and a change occurs to published textbook information. Students wishing to avoid this risk, should purchase textbooks from sources that allow returns for refunds, such as the NDNU Bookstore managed by Follett. ASSIGNMENTS VALUE & KEY DATES: Assignments
% Value
Due dates
Participation in-class (15%) and online Moodle discussions(5%)
20
Individual Case Analysis Papers and Marketing Plan Sections.
15
Asst 1: 1/22 Asst2:1/29 Asst3: 2/12 Asst4:2/19 Asst5:3/12 Asst6: 4/9
Midterm & Final Exam Exam
40
2/24,4/28
Marketing Plan Project written portion
20
4/23
4
Course Syllabus
Final Oral Presentation: Students present Marketing Plan
5
POINT TOTALS
4/16-23
100
GRADE/POINT CONVERSION:
A+ B+ C+ D+
100-97 89-87 79-77 69-67
A B C D
96-94 86-84 76-74 66-64
ABCD-
93-90 83-80 73-70 63-60
F 59 or
