MKTG-300 Clayton

MKTG 300 Principles of Marketing

Fall Semester 2019
Faculty Name: Dr. Michael Clayton Office Location: 24 KSB
Faculty E-mail: clayts@american.edu Phone: 885-1938
Office Hours: W 10AM-11:15AM, 2:00PM-3:00 PM Pref. contact: emails are preferred
Class Time & Location:
Tuesdays and Fridays 9:45am-11:00 p.m.in KSB T-61 (sect 2)
Tuesdays and Fridays 11:20am-12:35 p.m.in KSB T-61 (sect 6)
Tuesdays and Fridays 12:55pm-2:10 p.m.in KSB T-61 (sect 3)

TA Office hours:
Nadeeya Harrison (nh8449a@american.edu)
Mondays: 4:00pm – 7:00pm (Kogod Terrace)
Tuesdays: 6:00pm - 8:00pm (Kogod Terrace)

Katrina Breidenbach (kb5541a@american.edu)

Wednesdays: 11:00am - 2:00pm (Kogod Terrace)
Fridays: 2:30pm - 4:30pm (Kogod Terrace)

Course Description

MKTG 300 is an introduction to marketing decision making in business and nonprofit organizations.
Particular attention is devoted to analysis of customer needs; segmenting markets; and developing product,
promotion, pricing, and distribution strategies. Relationships between consumers, business, and government
are explored. Prerequisite: ECON-200.

Course Objectives
The objectives of this course include:
1. Increase your knowledge of marketing and marketing management. While the primary focus will be on
managerial application, the course will also address conceptual foundations and current developments in the
evolution of academic and managerial thinking.
2. Improve your marketing analysis skills. Students will have the opportunity to apply and demonstrate their
knowledge by conducting a brand situation analysis.

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Required Readings
1. Kerin, Hartley & Rudelius, Marketing, 12th or 13th edition, McGraw-Hill Irwin
2. Readings posted on Blackboard (BB)

Grading
For each student, the course grade is determined by individual performance on the following components.
There is not an option to do an “extra credit” project or assignment. The components are:
Exams (4 exams worth 100 points 400
each)
Assignment Project - Part 1 30
Project - Part 2 30
Final Paper 80
Course Contribution Attendance/Participation 30
Research Credits Participation 30
Final Grade 600 points

Grade Distribution.
The grading scale for the course is as follows:
A = 93%-100% (558 or more points)
A- = 90%-92.9% (540-557 points)
B+ = 87%-89.9% (522-539 points)
B = 83%-86.9% (498-521 points)
B- =80%-82.9% (480-497 points)
C+ = 77%-79.9% (462-479 points)
C = 73%-76.9% (438-461 points)
C- = 70%-72.9% (420-437 points)
D = 65%-69.9% (390-419 points)
Exams
Examinations are based on (a) assigned readings, (b) handouts (articles and cases), (c) video cases shown in
class, and (d) class notes. The final exam is not comprehensive. Students must request permission to use a
translation dictionary during an exam (book-form only). Students may not use any electronic device during an exam
(all numerical calculations will be done by hand). Once the exam begins students may not leave the room, no
phone calls and no bathroom trips.

Marketing Department Policy for Make Up Exams

Makeup exams will be allowed in only the following instances.

(1) Students who have registered with the Academic Support and Access Center and have an approved
accommodation that allows for flexibility in attendance, provided the student notifies the professor by email
in advance of the scheduled time for the exam to begin. The professor may request that the student’s ASAC
counselor confirm that the need for rescheduling is a direct result of the student’s disability.

(2) If you cannot attend the exam because of the observance of an approved religious holiday as outlined in
the Undergraduate Academic Regulations, you must notify your professor at least one week prior to the
initially scheduled exam date.

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(3) If you have a direct AU class conflict, you must notify your professor in writing and provide
documentation at least one week prior to the initially scheduled exam date.

(4) If you are participating in an AU athletic team event or other AU sanctioned activity that occurs during
the exam time or that requires travel during the exam time, you must notify your instructor in writing (email)
and provide documentation at least one week prior to the initially scheduled exam date.

(5) If you cannot attend an exam because of a documented serious illness that arises unexpectedly or a serious
and unexpected event (e.g., death in your immediate family), you must notify both your professor and the
Dean of Students Office in writing before the exam date (email will suffice as your initial notification:
dos@american.edu). These special circumstances will be reviewed by the Dean of Students Office and
handled on a case-by-case basis.

Additional makeup exams outside of these categories are not available. Students who are aware of conflicts,
or should have known of schedule conflicts, and do not make arrangements to take a make-up exam will
receive a score of zero for the exam.

Project
A detailed description of the project will be provided separately.

Class Contribution and Conduct

Members of the class are expected to participate and to conduct themselves in a professional manner as they
would in a business meeting. Each should be prepared to discuss agenda topics. Discussions with others
should be balanced, respectful, thorough and constructive. Laptops may be used during class for note-
taking only unless otherwise directed as part of a class assignment.

A class contribution score is based on conduct, participation and contribution (e.g., attend class regularly, be
on time, and show initiative in the discussion). While all students are expected to attend all class sessions, the
instructor understands that an absence is sometimes unavoidable because of circumstances. I appreciate being
informed of all absences prior to the missed class. I don’t require a physician’s note or any documentation for
individual absences, it just helps me to provide you with information that you may miss in class that day. You
should also make necessary arrangements with a classmate to review notes, and abbreviated copies of course
slides will be provided on Blackboard.

Research Credits
Students in all sections of MKTG 250/300 are required to obtain TWO research credits over the course of the
semester by participating in TWO hours of academic research studies sponsored by the marketing department.
Participating in research is a valuable way for you to receive firsthand experience with marketing research. In
addition, your involvement in research will help faculty at KSB continue to develop state-of-the-art marketing
thought, which is ultimately brought back into the classroom. You will be able to sign up to participate in these
studies online at http://kogod.sona-systems.com where you will also be able to manage your own personal
account. Before participating in any studies you must fill out a short inventory of questions online. An
announcement will be made in class and you will receive an e-mail notice once studies have been posted
online. If you have any questions regarding the online system please contact the lab manager by email at:
kogod_blab@american.edu.

Late policy: If you sign up for a study and arrive to the lab late, you will not be admitted into the study and you
will be asked to reschedule online. Studies will take the entire hour. Should you not arrive on time, this delays the
study for all other participants and is unfair to those that arrived early or on time.

If, however, you are unable to participate in research studies, you must complete an acceptable alternative
assignment which consists of writing two 2-page summaries and critiques of two academic research articles. Each
article review counts for one credit of research participation.
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The articles must be published in the past two years in the following journals: Journal of
Consumer Research, Journal of Marketing Research, Journal of Marketing, or Marketing Science. Alternate assignments are
due by 4pm on Friday, December 6th, 2019 to the reception desk (or room 116) on the first floor (not "T" level).
Please ask the receptionist to place it in the "Behavioral Lab mailbox.
Students can only participate in 2 research sessions. They may not participate in more studies or complete
more alternative assignments to receive “extra credits.”

Administrative Issues & Procedures (A few final points that will facilitate the class and reduce problems)

Bio Sheet - A bio sheet will be posted in the “assignments” folder of Blackboard. Please complete and
include a photo so I can begin to learn your names as quickly as possible. Completed Bio Sheets should be
emailed to me by class time August 30, 2019. Photos can be inserted into word doc or sent separately.

Announcements - Announcements will be sent via Blackboard (BB). If the email address used by AU in the
BB system is not the address you check regularly, it is your responsibility to have email at that address (the
BB address) forwarded to your regularly checked address. Each student should make sure that his or her
university email address used by Blackboard is operational.

Email - Email is usually the best way to reach me. In most situations, students can expect a reply within 24
hours. While email is extremely convenient you should be sure to check the syllabus for answers to
commonly asked questions before sending an email.
Assignments - Unless announced in a Blackboard announcement, assignments are due in hard copy at
beginning of class. Late assignments will be penalized one letter grade or 10% for every day it’s late. Late is considered the
end of the assigned class period. So, if you are unable to turn your assignment in by the end of the scheduled class period, it is late
and you have 24 hours from that time to turn in your assignment with a 10% penalty. After 24 hours the penalty increases to
20% and so on.
Early Warning Deadline: September 30, 2019. Faculty are required to submit an in-progress grade for
each student to the KSB advisor. Advisors will contact students directly in cases of concern.

Last day to drop class: November 1, 2019

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Tentative Schedule & Assignments MKTG-300
This schedule presents the topics and assignments for each week. Prior to class, students should read the chapter and be prepared
to discuss the “Key Terms and Concepts” in the chapter. We will make every effort to maintain this schedule, but adjustments
may need to be made, in which case an announcement will be made in class and a revised schedule will be posted on Blackboard.

Date Topic/Activity Readings Assignment due

August 27 Introductions, Class and Final Project Overview

30 Intro to Marketing - Apple Discussion Biosheet due

September 3 Creating Customer Relationships Chapter 1

6 Developing Successful Marketing and Organization Strategies Chapter 2

10 Scanning the Marketing Environment Chapter 3

13 Library Research Presentation Bring computer

17 Understanding Consumer Behavior Chapter 5

20 Understanding Organizations as Customers Chapter 6 Part 1 Due

24 Exam 1

27 Understanding and Reaching Global Consumers and Markets Chapter 7

October 1 Marketing Research: From Customer Insights to Actions Chapter 8

4 Market Segmentation, Targeting and Positioning Chapter 9

8 Developing New Products and Services Chapter 10

11 No Class - Fall Break

15 Managing Successful Products, Services, and Brands Chapter 11 Part 2 Due

18 Exam 2

22 Services Marketing Chapter 12

25 Building the Price Foundation Chapter 13
29 Arriving at the Final Price Chapter 14
November 1 Managing Marketing Channels and Supply chains Chapter 15
5 Retailing and Wholesaling Chapter 16
8 Exam 3

12 IMC and Direct Marketing Chapter 17

15 Advertising, Sales Promo, and PR Chapter 18

19 Advertising, Sales Promo, and PR continued
Chapters 19 &
26 Using Social Media to Connect with Consumers & Multichannel 21

29 No Class - Thanksgiving Break

December 3 Peer Review Session Rough Draft
Final Project
6 Personal Selling and Sales Management Chapter 20 Due

SECT 6 10 Final Exam (Chapters 17-21 only) EXAM starts at 11:20am

SECT 2 13 Final Exam (Chapters 17-21 only) EXAM starts at 9:00am

SECT 3 13 Final Exam (Chapters 17-21 only) EXAM starts at 11:20am

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REQUIRED Information for All KSB Courses

Diversity and Inclusion

The Kogod School of Business considers the diversity of its students, faculty, and staff to be a strength
and strives to make an inclusive environment for everyone. Dimensions of diversity include sex, race,
age, national origin, ethnicity, religion, gender identity, sexual orientation, socio-economic class, political
ideology, intellectual and physical ability, and primary language. Students are encouraged to speak up
and share their perspectives and experiences. This class represents a diversity of backgrounds and
experiences, so everyone must show respect for others. If you feel your differences may in some way
isolate you from the Kogod community, please speak with the instructor to help you become an active
and engaged member of our class and community.

Academic Integrity Code

Academic integrity is paramount in higher education and essential to effective teaching and learning. As
a professional school, the Kogod School of Business is committed to preparing our students and graduates
to value the notion of integrity. In fact, no issue at American University is more serious or addressed
with greater severity than a breach of academic integrity.
Standards of academic conduct are governed by the University’s Academic Integrity Code. By enrolling
in the School and registering for this course, you acknowledge your familiarity with the Code and pledge
to abide by it. All suspected violations of the Code will be immediately referred to the Office of the
Dean. Disciplinary action, including failure for the course, suspension, or dismissal, may result.
Additional information about the Code (i.e. acceptable forms of collaboration, definitions of plagiarism,
use of sources including the Internet, and the adjudication process) can be found in a number of places
including the University’s Academic Regulations, Student Handbook, and website at
<http://www.american.edu/academics/integrity>. If you have any questions about academic integrity
issues or about standards of conduct in this course, please discuss them with your instructor.

Academic Support Services

If you experience difficulty in this course for any reason, please don’t hesitate to consult with me. In
addition to the resources of the department, a wide range of services is available to support you in your
efforts to meet the course requirements.

Students with Disabilities

If you wish to receive accommodations for a disability, please notify me with a letter from the
Academic Support and Access Center. As accommodations are not retroactive, timely notification
at the beginning of the semester, if possible, is strongly recommended. To register with a disability or
for questions about disability accommodations, contact the Academic Support and Access Center in Mary
Graydon rm. 243 at 202-885-3360 or asac@american.edu.

Academic Support and Access Center (ASAC). In addition to meeting with me and using the
resources available in this department, all students may take advantage of the Academic Support
and Access Center (ASAC) for individual academic counseling, skills workshops, tutor referrals,
Supplemental Instruction, and Writing Lab appointments. The ASAC is in Mary Graydon Center
243. Additional resources that may be beneficial in this class include the Bender Library, the
Writing Center in the Department of Literature, the Math Lab in the Department of Mathematics
& Statistics, and Office of Information Technology.
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The Center for Business Communications (x 1840, Kogod T-34) is Kogod’s in-house resource for
helping with your writing, public speaking, and team assignments. Wise communicators always welcome
suggestions to improve their work at all stages from brainstorming to final polishing. The CBC staff and
peer consultants provide friendly feedback so that your business writing is clear, concise, credible, and
creative. They’ll also coach your individual and team presentations, providing advice on effective
delivery, impactful PowerPoints, and tips for data visualization. For an appointment, go to the Center for
Business Communications website, visit Kogod T-34, or email cbc@american.edu.

Financial Services and Information Technology Lab (FSIT) (x1904, KSB T51) to excel in your course
work and to maximize your business information literacy in preparation for your chosen career paths, we
strongly recommend to take advantage of all software applications, databases and workshops in the FSIT
Lab. The FSIT Lab promotes action-based learning through the use of real time market data and
analytical tools used by business professionals in the market place. These include Bloomberg, Thomson
Reuters, Argus Commercial Real Estate, Compustat, CRSP, @Risk etc. For more information, please
check out the website at Kogod.american.edu/fsit/ or send us an email to fsitlab@american.edu.

KOGOD LAPTOP POLICY

Kogod implemented a Laptop Policy to insure that all students use a consistent set of quantitative
application software products. Kogod expects all students enrolled in Kogod courses to comply with its
Laptop Policy, which specifically addresses two key areas:
1. Use of Compliant Laptops in the classroom
2. Use of MS Office Professional in a Windows Operating System Environment for all
Quantitative assignments

Professors will advise students at least one week prior to class when a compliant laptop device is required
for a specific class session. Students are expected to submit all quantitative assignments (Excel, Access)
using the MS Windows Operating Systems version of MS Office products. Visit the Laptop
Policy website to determine if you laptop is compliant and how to be prepared for class. Please note that
the University Computer Labs feature devices that allow students to complete assignments outside of the
classroom.

EMERGENCY PREPAREDNESS FOR DISRUPTION OF CLASSES

In the event of an emergency, American University will implement a plan for meeting the needs of all
members of the university community. Should the university be required to close for a period of time, we
are committed to ensuring that all aspects of our educational programs will be delivered to our students.
These may include altering and extending the duration of the traditional term schedule to complete
essential instruction in the traditional format and/or use of distance instructional methods. Specific
strategies will vary from class to class, depending on the format of the course and the timing of the
emergency. Faculty will communicate class-specific information to students via AU e-mail and
Blackboard, while students must inform their faculty immediately of any absence. Students are
responsible for checking their AU e-mail regularly and keeping themselves informed of emergencies. In
the event of an emergency, students should refer to the AU Student Portal, the AU Web site
(http://www.american.edu/emergency/) and the AU information line at (202) 885-1100 for general
university-wide information, as well as contact their faculty and/or respective dean’s office for course and
school/ college-specific information.

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At Kogod our mission is to:
• Provide our graduates with a rigorous framework of business education and research that develops
their critical thinking and problem solving skills that are relevant to all industries and interests.
• Prepare our graduates to be the best to work and lead in organizations across the private and
public sectors spanning the globe, and to understand the broad and enduring impact organizations
have on individuals and society.
• Conduct and publish high-quality scholarship for academic and professional audiences.

Pillars of Learning
We will achieve our mission and infuse our vision into all we do by:
• Making experiential learning our first priority.
• Creating a deeper understanding of the interconnectedness between business, government, and
non-governmental organizations.
• Helping students become globally minded and globally linked through coursework and
relationships with international organizations and academic institutions.
As one of the foundation courses in the BSBA program, Marketing 300 supports Kogod’s Vision by
providing marketing majors with the opportunity to develop their qualitative and quantitative skills
required for success in the discipline of marketing, whether they practice in a profit or not-for-profit
setting. For non-majors, this course provides an introduction into the essential role marketing and brand
management plays in enhancing customer-based value creation and guiding world-class organizations.