PRINCIPLES OF MARKETING

MKTG. 3100 Fall 2006

Ms. Randy Stuart Office Hours: M 11:00-Noon
Office: BB242 M/W 5:00-6:00pm
(770) 423-6477 SAT 10:45-11:15am
rstuart@kennesaw.edu and by appointment

3100/01 9:30-10:45am M/W BB 380

3100/02 3:30- 4:45pm M/W BB 105
3100/05 6:30- 7:45pm M/W BB 152
3100/09 8:00- 10:45am SAT BB 105

COURSE DESCRIPTION AND PURPOSE:

An introduction to the principles of marketing. This course examines the term
“marketing” in a broad sense to include all those activities of individuals or organizations
that encourage and facilitate exchange of values. This includes many activities such as
research, physical distribution, product planning, pricing and promotional activities.
These concepts are examined as they apply to marketing of goods and services, in profit
and nonprofit sectors in both domestic and global markets.
TEXT: MARKETING 8th edition
Lamb, Hair and McDaniel Southwestern Publishing 2006

PRESENTATION:
The course will consist of assigned readings, (texts), instructor lectures, in-class
discussion, group project and presentation, and three exams.

STUDENT TERM PROJECT AND PRESENTATIONS:

Each group of students will write a paper and give a PowerPoint presentation of that
paper. The project will consist of developing and presenting a thorough marketing plan
for a product, service, business or idea. Every group member must participate in the
creation and presentation of both the oral and written assignment.
ALL POWERPOINT PRESENTATIONS WILL BE DONE ON KSU
PROVIDED EQUIPMENT.

COURSE GOALS:
To provide students a beginning exposure to the nature of marketing.
To learn about the major aspects of marketing and marketing strategy planning.
To be able to identify and explain important marketing concepts and apply those concepts
to consumer and business analysis.
LEARNING GOALS: (GENERAL STUDENT LEARNING OUTCOMES):

Business majors will think critically, identify problems, research and

analyze solutions and make decisions regarding business activities by
completing a term project of creating a marketing plan for a
product/service or idea. Students must thoroughly explain why they
chose the specific item for their term project and justify that decision
responding to market place threats and capitalizing on market
opportunities.

Business majors will demonstrate professional behavior through the

effective use of collaboration, leadership and communication skills.
Teams of 3-5 students complete the term project where they must come to
a consensus regarding the specific topic and the method to complete the
work.

Students in Marketing 3100 will formulate appropriate plans to respond to

market place threats and capitalize on market opportunities by creating a
marketing plan that proposes bundles of products/services and the
appropriate marketing mixes for targeted buyer segments .
ACADEMIC HONESTY:
Honest and ethical behavior is expected of all students. Every KSU student is
responsible for upholding the provisions of the Student Code of Conduct, as published in
the UndergraduateandGraduateCatalogs:
(http://www.kennesaw.edu/inst_res/2001gcat/2000gpolic.html#Academic%20Honesty).
Section II of the Student Code of Conduct addresses the University’s policy on academic
honesty, including provisions regarding plagiarism and cheating, unauthorized access to
University materials, misrepresentation/falsification of University records or academic
work, malicious removal, retention, or destruction of library material,
malicious/intentional misuse of computer facilities and/or services, and misuse of student
identification cards. Incidents of alleged academic misconduct will be handled through
the established procedures of the University Judiciary Program, which includes either an
informal resolution by a faculty member, resulting in a grade adjustment, or a formal
hearing procedure, which may subject a student to the Code of Conduct’s minimum one
semester suspension requirement.

ATTENDANCE:
We learn not only from the text and instructor, but also from the contribution and
interaction of others, therefore class attendance and participation is strongly encouraged.

EXAMS:
Exams I & II will be 35 multiple-choice questions and 4 essays of which the student will
choose 3 to answer. Multiple choice questions are worth 2 points each, essays 10 points
each for a total of 100 points. Exam III will be 50 multiple-choice questions and 4 essays
of which the student will choose 3 to answer. Multiple choice questions are worth 2
points each, essays 10 points each for a total of 130 points(includes 5 extra credit points).
If you feel I have made an error in how I have graded your test, you have 2 weeks from
the time the exam is returned to discuss your position with me. If you have not notified
me within that time I assume that there are no disagreements on the exam.
ALL ELECTRONIC EQUIPMENT WILL BE PUT AWAY-OUT OF SITE DURING
TESTING PERIODS. HATS OF ANY TYPE ARE NOT TO BE WORN AND
ALSO WILL BE PUT AWAY-OUT OF SITE DURING TESTING PERIODS.

MAKE-UP EXAMS:
Make-up tests are inherently unfair to the students who have taken the test at the
scheduled time. If you miss an exam, a comprehensive make-up exam (100 questions)
will be offered at the end of the semester.
EVALUATION:

EXAMS I & II @100PTS 200 A=450-500

EXAM III 125 B=400-449
***PROJECT 100 C=350-399
( INCLUDES 10 POINTS FROM PEER EVALUATIONS) D=300-349
***PRESENTATION 50 F=BELOW 300
CLASS PARTICIPATION 25

TOTAL POINTS 500

*** GROUP PROJECTS

ANY LATE ASSIGNMENT WILL RESULT IN A 10% GRADE PENALTY AND WILL
NOT BE ACCEPTED MORE THAN 2 CLASS PERIODS AFTER THE ORIGINAL
DUE DATE

SCHEDULE

MARKETING 3100 MON/WED

DATE CHAPTERS

8/21,23 Introduction/Overview/Chap.1
8/24 LAST DAY TO ADD/DROP

8/28,30 2&3

9/4 NO CLASS LABOR DAY HOLIDAY

9/6 4

9/11,13 5&6

9/18,20 7&8

9/25 EXAM REVIEW

DISCUSS PROJECTS/ FINALIZEGROUPS/
GROUP DYNAMICS

9/27 FIRST EXAM

10/2 GROUP MEETINGS

10/4 REVIEW EXAMS/PROJECTS

10/9,11 9&10
10/13 LAST DAY TO WITHDRAW FROM CLASS
WITHOUT ACADEMIC PENALTY

10/16,18 11&12

10/23 13

10/25 SECOND EXAM

10/30 REVIEW EXAMS/DISCUSS PROJECT/

ORAL PRESENTATION SCHEDULE

11/1 14

11/6,8 15&16

11/13,15 17,18&20

11,20 GROUP MEETINGS

11/22 NO CLASS THANKSGIVING BREAK

11/27,29, GROUP PRESENTATIONS

12/4,6 12/6 ALL PAPERS & PEER EVALUATIONS DUE

12/11 FINAL EXAM: 9:30 CLASS 9:30-11:30AM

3:30 CLASS 3:30- 5:30PM
6:30 CLASS 6:30- 8:30PM
 Professionalism in The Classroom and Beyond

One of the themes of my courses is promoting a sense of student professionalism – aspects of

behavior that are critical to your success in business. Below are several tips for exhibiting
professionalism.
1. Read and understand the KSU Academic Honesty policy, especially the definition of
plagiarism. Never get close to the line of unethical behavior.
2. Be on time for class. If you are late, be discreet when coming in. Recognize that
commuting and parking take time, so be realistic when signing up for classes (e.g., don’t
routinely leave your job in Stone Mountain at 4:15 for a 5:00 class).
3. Except in extreme, emergency situations do not get up during class and leave. This is
incredibly disruptive and signals that you don’t value what the professor is saying.
4. While class is in session, all cell phones and pagers must be turned off. Do not send text
messages during class. If you don’t want to pay attention in class, it is much better not to
come.
5. In written and oral communications (class discussions, emails, etc.), the tone of your
comments is very important. Treating others with respect goes a long way in business.
In addition, poor grammar and spelling can seriously reduce the credibility of written
messages. Focus on high-quality communications.
6. Class assignments are due when specified on the syllabus. Do not expect extensions of
deadlines.
7. Focus on the “regular credit” rather than asking for extra credit. In business there is
neither extra credit, nor are there any “do-overs”.
8. When you skip a class for non-emergency reasons, it is your responsibility to get the
information from another student. In such cases, the professor is not responsible for
teaching the material again outside of class. Never ask your professor, “Did we do
anything important last class?”
9. If you are too sick to come to class (or take an exam), please don’t go to your professor’s
office to tell her in person about your illness. Professors don’t want to be exposed to
your stomach flu, etc. A phone call or email is appropriate.
10. Take advantage of your professor’s office hours.
11. When working on group assignments, try to (a) do more than your fair share, and (b) be
responsive to your group members. Say what you’ll do, and do what you say. Reliability
is critical.
12. Finally, be willing to do a lot of work. Successful students devote several hours per week
outside of class studying and preparing for each exam. Struggling with the material on
your own is the key to learning. Given the time demands of college, a 40-hour workweek
combined with four or five classes may be impossible to manage.