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Marketing Management #MKT350 Syllabus GVSU
Marketing Management #MKT350 Syllabus GVSU

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Published by: Bill - Dr. William J. Ward on Sep 09, 2010
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SYLLABUSMARKETING MANAGEMENT (MKT 350) 15FALL 2010 SEMESTERTues. & Thur. 2:30 - 3:45 PM ROOM 305EInstructor:
Dr. William J. Ward a.k.a. DR4WARD
334 C
Office hours:
Thurs., 1:00 – 2 PM (& by appt)
Phone: 616 915 8138
E-mail: wardwi@gvsu.edu
Basic Marketing, A Marketing Strategy Planning Approach, 17
Edition.William D. Perreault, Jr., Joseph P. Cannon, E. Jerome McCarthy
This course is designated SWS. Completion of ENG 150 and/orENG 170 with a grade of C or better (C- does not count) is required.
Class Objective:
The purpose of this class is to provide students with a briefoverview of the principles of marketing. We will relate these principles toproducts, brands, and concepts, both historically through case studies, andcurrently through events that are happening in today’s marketplace. In addition,we will have discussions about current ethical issues marketers face today.Class assignments will be designed to help you improve on critical business skillssuch as developing concepts, presenting ideas effectively, and writingmeaningful position papers and reports. Upon completion of this course,students should, among other things:
Understand the components of marketing
Develop a global vision of marketing
Understand the differences between micro and macro marketing, and theimportance of each
Be able to effectively analyze marketing opportunities
Determine Product, Price, Promotion & Place strategies
Understand the value of market research
Recognize the consumer decision making process
Distinguish the means of segmenting markets
Realize the importance of ethics & social responsibility in marketing
Distinguish between various careers in marketing
SWS Designation:
Because this course is SWS designated, it must adhere tocertain guidelines. Students will turn in a total of at least 3000 words of writing.This writing will consist of case studies, position papers, and a research paper. Asignificant amount of class time will be devoted to writing instruction. At least30% of your final grade will be based on writing technique, using an accepted
business format, and the proper use of grammar, sentence structure,punctuation, and spelling.
Grade Determination:
Your final grade will be based upon the following:Quizzes (15 - 10 Pts ea.) 150 pts / 15%Class Participation / Attendance 10 pts. ea. 300 pts / 30%Weekly Assignments 150 pts / 15%Writing Assignments 300 pts / 30%Marketing Plan 100 pts / 10%Total Points 1000 pts / 100%
Grading Scale:
93 100% A90 92.9 A-87 89.9 B+83 86.9 B80 82.9 B-77 79.9 C+73 76.9 C70 72.9 C-63 69.9 D+60 62.9 DBelow 60 F
Students will learn the tools used by marketers and marketing today inthis course and will apply them in five interrelated kinds of activity: research,writing, collaboration, presentation, and networking. Tools will include: Twitter,Social Bookmarking / RSS feeds (Google Reader), Google Alerts, Google Docs,blogs, and others to submit assignments and collaboratively create and shareideas for discussion and written and project presentations.
Assignment Information:
A case study will be your first written assignment. It will be due at the start ofclass on the designated due date. Case studies will not be accepted after theyhave been discussed in class regardless of whether you were present for thediscussion or not. The case study will consist of the following four segments,which must be labeled:A situational analysis – 10 pointsA statement of the problem or conflict which must be resolved – 10 pointsA solution or recommendation – 20 pointsA rationale for the solution or recommendation – 10 points
Up to an additional 50 points will be awarded for writing. This grade will bebased on grammar, punctuation, spelling, and the use of the correctformat.An ethics essay will also be assigned. Students will be given four ethicsquestions or problems to evaluate. You are to choose one of them to analyzeand discuss whether the described behavior is ethical or not. Your analysis mustbe complete and convincing, and use marketing terms whenever possible.For the Advertising Assignment, students will be asked to find examples of twotypes of ads. You will then be asked to submit an example of each, along withan explanation of why it fits that category.A Marketing Plan will also be required. This will be a group project. Students willbe divided into groups of two and given a marketing plan assignment. Thecompany selected for the MP must be approved before you begin.Each student must also select a commercial to show the class. The commercialshould convey a specific point that the student wants to make.Class participation will constitute 30% towards your final grade for the course.Being present in class and contributing to class discussions will result in a highergrade. Failure to participate in class activities and repeatedly arriving late orbeing absent will lower your participation grade.
General Information:
Students are expected to take quizzes and the final exam by the scheduleddates. Make-up quizzes will only be offered in extreme cases, and with priorapproval.All outside work must be type written. Hand written work will not be accepted orgraded.For purposes of scheduling quizzes and the final exam, students will beresponsible for all assigned reading from the textbook, as well as handouts, andtopics covered in classroom discussions. However, because all textbookmaterial might not be covered in class due to time constraints, the majority of testquestions will be taken from topics discussed in class.All email communication between me and each of you will be done through theGmail system and Twitter.

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