Foundations of Marketing

Syllabus

Required Text

Lamb, Charles, Hair Jr., Joseph, and McDaniel, Carl. Foundations of Marketing 8th
edition (2015) Cengage.
ISBN 9781285432625

Course Description
This course is an introductory marketing course and emphasizes creating mutually profitable
customer relationships and creating value for customers. The course builds on an innovative
and integrative marketing framework, one that positions marketing simply as the art and science
of creating value for customers in order to capture value from customers in return. Students will
make connections between how an organization attracts, keeps, and grows customers in order
to reap rewards in terms of market share, profits and customer equity.

The course is designed to help students learn, link and apply important marketing concepts with
a practical approach. Students will define, analyze, and apply the major marketing mix tools
classified into the four Ps: product, price, place and promotion. Importance is placed on
creating and capturing value, identifying customer needs, targeting segments, positioning the
product and managing brand equity. Other topics include strategies for developing a new
product, marketing in a global environment, understanding the latest technology, and strategies
for promoting, distributing and pricing a product or service for consumers and businesses.

Course Objectives
1. Explain the primary aim and basic concepts of marketing.
2. Describe the elements of the marketing mix (Four Ps).
3. Analyze marketings role in companywide strategic planning.
4. Identify the elements of the marketing planning process and the importance of following
up on a marketing plan.
5. Define a business market and identify the major factors that influence business and
consumer buying behaviors.
6. Identify the major factors that influence business and consumer buying behaviors.
7. Define the new product development process and the product life cycle.
8. Identify the eight key process of excellent supply chain management and describe their
functions and activities.
 9. Explain what marketing channels and channel
intermediaries are, and describe their functions and
activities.
10. Identify the major types of advertising
11. List the steps in the marketing process for building profitable relationships with targeted
consumers.
12. Describe ethical behavior in business.
13. Discuss the importance of global marketing.
14. Explain Distribution & Pricing Methodologies/Strategies.

Tentative Schedule

Week 1 Read Chapters 1 and 2 in textbook

Review Lecture 1a "An Overview of Marketing"
Review Lecture 1b "Strategic Planning for Competitive Advantage"
Review Lecture 1c The Five Conditions of an Exchange
Review Lecture 1d Marketing Management Philosophies
Review Lecture 1e Elements of the Marketing Plan
Complete Discussion "What is Marketing?
Complete Assignment The Power of Marketing
Week 2 Read Chapters 10 and 11 in textbook
Review Lecture 2a "Product Concepts"
Complete Discussion New Product Development
Complete Assignment A Project to Fail
Week 3 Read Chapters 13 and 14 in textbook
Review Lecture 3a Supply Chains and Supply Chain Management"
Review Lecture 3b Marketing Channels and Retailing
Review Lecture 3c Supply Chains
Review Lecture 3d Market Channels
Complete Discussion "Supply Chain Management"
Complete Assignment "Identifying Channels of Distribution"
Week 4 Read Chapters 15 and 16 in textbook
Review Lecture 4a "The Role of Promotion in the Marketing Mix"
Review Lecture 4b "The Effects of Advertising"
Complete Discussion Prime Time Television
Complete "Midterm Exam"
Week 5 Read Chapters 19 and 20 in textbook
Review Lecture 5a "The Importance of Price"
Review Lecture 5b "Setting the Right Price"
Complete Discussion "The Impact of Pricing"
Complete Assignment "Ethics and Pricing"
Week 6 Read Chapter 6 in textbook
Review Lecture 6a "Consumer Decision Making"
Review Lecture 6b "Consumer Buying Decisions and Consumer Involvement"
Review Lecture 6c Consumer Behavior
Review Lecture 6d Five Steps of the Consumer Decision Making Process
Review Lecture 6e Three Categories of Decision Making
Complete Discussion To Buy or Not to Buy?
Complete Assignment "Consumer Buying Behavior"
Week 7 Read Chapter 3 in textbook
Review Lecture 7a "Ethics and Social
Responsibility"
Review Lecture 7b "Corporate Social Responsibility"
Complete Discussion "Social Responsibility"
Complete Assignment "Ethics in Commerce"
Week 8 Read Chapter 5 in textbook
Review Lecture 8a "Developing a Global Vision"
Review Lecture 8b "The Global Marketing Mix"
Review Lecture 8c Global Marketing
Review Lecture 8d Pricing for the Global Market
Complete Discussion "Review and Reflect"
Complete "Final Project"

Work must be submitted by 11:59 p.m. Eastern Time on the date due.

Expected Student Workload

The following table outlines the academic effort required to be successful in this course. While
the times in the table are approximate, it is presented to help with time management. If you
have any questions or concerns, please direct them to your instructor.

Estimated Hours
Week Type of Activity Activity
Required
Readings/Lectures 0.7
Online Discussions 3.0
Assignments 0.0
1 Readings 1.4
Discussions 2.0
Preparation
Assignments 9.0
Clinical/Lab Hours 0.0

Estimated Hours
Week Type of Activity Activity
Required
2 Readings/Lectures 0.5
Online Discussions 3.0
Assignments 0.0
Preparation Readings 3.2
Discussions 2.0
Assignments 9.0
 Clinical/Lab Hours
0.0

Estimated Hours
Week Type of Activity Activity
Required
Readings/Lectures 0.6
Online Discussions 3.0
Assignments 0.0
3 Readings 1.6
Discussions 2.0
Preparation
Assignments 9.0
Clinical/Lab Hours 0.0

Estimated Hours
Week Type of Activity Activity
Required
Readings/Lectures 0.5
Online Discussions 3.0
Assignments 2.0
4 Readings 3.0
Discussions 2.0
Preparation
Assignments 3.0
Clinical/Lab Hours 0.0

Estimated Hours
Week Type of Activity Activity
Required
Readings/Lectures 0.6
Online Discussions 3.0
Assignments 0.0
5 Readings 1.7
Discussions 2.0
Preparation
Assignments 9.0
Clinical/Lab Hours 0.0

Estimated Hours
Week Type of Activity Activity
Required
 Readings/Lectures
0.7
Online
Discussions 3.0
Assignments 0.0
6
Readings 3.3
Discussions 2.0
Preparation
Assignments 9.0
Clinical/Lab Hours 0.0

Estimated Hours
Week Type of Activity Activity
Required
Readings/Lectures 0.5
Online Discussions 3.0
Assignments 0.0
7 Readings 1.3
Discussions 2.0
Preparation
Assignments 9.0
Clinical/Lab Hours 0.0

Estimated Hours
Week Type of Activity Activity
Required
Readings/Lectures 0.6
Online Discussions 3.0
Assignments 0.0
8 Readings 0.8
Discussions 2.0
Preparation
Assignments 9.0
Clinical/Lab Hours 0.0

** The numbers listed in the chart above are rounded to the nearest whole

Grading Policy
Assignment Percentage
Discussions 35%
Assignments 35%
Midterm 10%
Final Project 20%