Principles of Marketing

MAR 3023
3 Credit Hours
Fall 2023
Prerequisite: Junior standing is required.

Instructor: Kenisha Liburd, MBA Office Hours:

Office: TBA Mondays & Wednesdays 3:30 pm – 4:30 pm
Email: kenisha1.liburd@famu.edu By Appointment:
Phone: TBA Please email to set date & time

Required Textbook:

If Opted in the Rattler Pack Program:
GREWAL CNCT IA OLA M: MARKETING
Title: M: Marketing, 8th Edition.
Authors: Grewal, Druv
ISBN: 9781265953768 (Rattler Pack Option)
If Opted out of the Rattler Pack Program:
GREWAL CNCT 1S AC M:MKT
OR Title: M: Marketing, 8th Edition.
Authors: Grewal, Druv
ISBN: 9781265265816 (Non-Rattler Pack Option)

Course Overview: (as articulated in the University’s online Course Catalog)

Introduction to the role of Marketing in the contemporary business world; includes strategic planning, marketing mix,
ethics and market research, product development and management, international marketing, and more. This course is a
basic introduction to the field of marketing and is ideal for both business and non-business majors.
Course Objectives:
1. To familiarize the student with the basic vocabulary, concepts, and practice of marketing.
2. The interactions of consumers and marketers of products, services, people, and ideas are explored.
3. Planning and the “marketing mix” of product, price, place, and promotion, provides a systematic framework
throughout the course.

Student Learning Objectives:

1. Discover the importance of integrating all marketing activities and how they are produced and transmitted.
2. Explain the major issues involved in creating the Marketing Plan and how the Marketing Plan is evaluated.
3. Demonstrate a professional orientation toward Marketing.
4. Develop an interest and enthusiasm for a career in Marketing.
5. Employ critical thinking and cooperative learning skills while exploring “real life” examples.

This course is required for the Facilities Management degree program: __X___Yes _____No
 SBI MISSION STATEMENT
The Mission of the School of Business and Industry (SBI) at Florida A&M University is to produce graduates capable of
excelling as global leaders across all industry sectors through our innovative academic, professional development, and
internship experiences. SBI’s dynamic faculty and staff work diligently to enhance the lives of our students and other
constituents through high-quality teaching, research, scholarship, partnerships, and community service. SBI, in alignment
with the University, continues its rich legacy and historic mission of educating African Americans, and embraces all
dimension of diversity.
SBI VISION STATEMENT
The School of Business and Industry aspires to be recognized nationally and internationally as a preeminent center of
excellence in business education with impactful research and service activity.

SBI VALUES STATEMENT

The School of Business and Industry (SBI) at Florida A&M University values a work and learning environment that is
based on professionalism, responsibility, accountability, integrity, innovation, and inclusion.

Along with the University, SBI endorses the Board of Governors’ Statement of Free Expression and expects open-minded
and tolerant civil discourse to take place throughout SBI. These values represent the tenets that guide our actions, enable
us to sustain our historical mission, and realize our strategic plan.

SBI MOTTO
“No excuse is acceptable.
No amount of effort is adequate, unless it is effective.”

DEAN FRIDAY-STROUD MOTTO

“No academic pain,
no professional gain.”

Undergraduate Learning Goals

Learning Goal Learning Objectives Course Assessments
Critical Thinking Skills– Students will be 1. Synthesize and integrate information and Class discussions
able to analyze, evaluate and integrate ideas to make decisions. Examinations
relationships among concepts or problems 2. Distinguish between fact and opinion.
and draw sound inferences from multiple
perspectives.
Communication Skills– Students will 1. Develop professional quality written Class Lectures
have the ability to influence and inform assignments/documents. Class Discussions
others through the effective presentation 2. Deliver professional quality oral Class Assignments
of business administration and accounting insights.
principles, practices and ideas utilizing
oral, written, and graphic expressions.
Content/Discipline Knowledge – Our students will recognize and apply Class Lectures
Students will have the ability to concepts, principles and theories from: Class Discussions
demonstrate discipline-specific knowledge Accounting, Finance, Information Systems, Assignments
in marketing and business administration. Operations Management, Management and
Examinations
Marketing.

Ethical Understanding – Students will be
able to identify ethical issues in business
and point out the implications.
Collaboration Skills – Students will
demonstrate skill in working
collaboratively in achieving shared
objectives of a group.
Leadership and Strategy – Students will
have leadership and strategic decision-
1. Analyze ethical issues in a business Class Discussions
situation. Readings
2. Solve ethical issues in a business Assignments
situation.
3. Design an ethical decision-making model
to address implications of an ethical
dilemma.
1. Demonstrate the ability to listen to others Class Discussions
2. Demonstrate the ability to question team Class Assignments
mates without attachment and judgment
3. Offer assistance to other team members
4. Exchange, defend, and rethink ideas
with team members
1. Demonstrate understanding of Class Lectures
leadership concepts and practices. Readings
making skills. 2. Know how to influence the attitudes and Assignments
behaviors of others to accomplish a team
goal.
3. Outline strategies for leading an
individual or a team

Grade Composition Grading Scale

Exams (3) 60% A 90 - 100
Assignments 25% B 80 - 89
Quizzes 15% C 70 – 79
Total 100% D 60 -69
F 59 & below

Indirect Assessment Measures

Attendance and Promptness
Class Participation
Adherence to Deadlines

Florida A&M University Policies

Policy Statement on Non-Discrimination

It is the policy of Florida Agricultural and Mechanical University to assure that each member of the University community
be permitted to work or attend classes in an environment free from any form of discrimination including race, religion,
color, age, disability, sex, marital status, national origin, veteran status and sexual harassment as prohibited by state and
federal statutes. This shall include applicants for admission to the University and employment.

Academic Honor Policy

The University’s Academic Honor Policy is located in the FANG Student Handbook, under the Student Code of Conduct-
Regulation 2.012 section. FAMU Board of Trustees Academic Honesty Policy is an attachment to this syllabus. Any
student caught cheating on any course assessment tool will receive a grade of “F” in the course.

Cheating
"An academic honesty violation shall include a student who gives or takes information or material and wrongly uses it to
aid himself/herself or another student in academic endeavors. It shall further include receiving unauthorized written or
oral information from a fellow student. Additionally, it shall include stealing, buying, selling or referring to a copy of an
examination before it is administered." (See the Fang Student Handbook.)

"An academic honesty violation shall include a student who gives or takes information or material and wrongly uses it to
aid himself/herself or another student in academic endeavors. It shall further include receiving unauthorized written or
oral information from a fellow student. Additionally, it shall include stealing, buying, selling or referring to a copy of an
examination before it is administered." (See the Fang Student Handbook.)

"A student who assists in any of the academic honesty violations shall be considered equally responsible as the student
who accepts such assistance." (See the Fang Student Handbook.)

Cheating: We recommend that faculty have discretion to give cheating students an "F" on the assignment, a course grade
of "F" or faculty can pursue school/university suspension, dismissal or expulsion against the cheating student(s). (See the
Fang Student Handbook.)

Plagiarism
"In the instance of papers written outside of the class, academic honesty violations shall include plagiarism. Plagiarism
may be specifically defined for the purposes of any course by the instructor involved. Unless otherwise defined,
plagiarism shall include failure to use quotation marks or other conventional markings around material quoted from any
source. Plagiarism shall also include paraphrasing a specific passage from a specific source without indicating accurately
what the source is. Plagiarism shall further include letting another person composes or rewrite a written assignment."
(See the Fang Student Handbook.)

"A student who assists in any of the academic honesty violations shall be considered equally responsible as the student
who accepts such assistance." (See the Fang Student Handbook.)
Plagiarism: We recommend that faculty have discretion to give students who plagiarize an "F" on the assignment, an "F"
in the course, or faculty can pursue school/university suspension, dismissal or expulsion against students who plagiarize.
(See the Fang Student Handbook.)

ADA Compliance and Accommodations for Students with Disabilities

To comply with the provisions of the Americans with Disabilities Act (ADA), every attempt will be made to accommodate
qualified students with disabilities (e.g., mental health, learning, chronic health, physical, hearing, vision, neurological,
etc.). If you have a documented disability and verification from the Center for Disability Access and Resources (CeDAR)
and wish to discuss academic accommodations, please advise instructor as soon as possible to ensure successful
participation in this course. It is the student’s responsibility to provide documentation of disability to CeDAR and meet with
a CeDAR counselor to request the necessary accommodations at the beginning of the class. For additional information
please contact the CeDAR at (850) 599-3180 or 667 Ardelia Court, Tallahassee, FL 32307. Please complete your
accommodation requirements with CeDAR within the first two weeks of the semester.

Grade Change Policy

Grade changes can be made for the following reasons: (a) when it is determined that a grade was recorded in error, (b)
when removing “I” grades and (c) as a result of a student’s successful appeal of a grade. Academic units wishing to
request grade changes must submit a “Grade Change and Academic Record Update Form” to the Registrar’s Office for
approval and processing. The form must contain the signature of the respective academic Dean in order to be processed.

Assigning "I" Grades

A student who is passing a course, but has not completed all of the required work by the end of the term may, with the
permission of the instructor, be assigned a grade of "I."
• Grades of "I" are not assigned to any course that a student fails to attend or if a student withdraws from the University.
• A student should not register for a course(s) in which incomplete grades have been received. If he or she does, the
original "I" will
automatically be changed to a permanent grade of "F."
• Incomplete "I" grades will not count as hours attempted in computing cumulative grade point averages.
• It is the responsibility of the student to make arrangements with the instructor for the removal of an incomplete grade.
• All incomplete grades must be removed by the last day of classes of the term in which the student is next enrolled, or
the grade
will be changed to "F."

School of Business and Industry Policies

Professionalism
 Professional behavior is required and encompasses all of the following: attendance, participation, preparation,
initiative, etc. (see rubric on Canvas).
 Class attendance AND participation are required.
The school’s attendance policies will be strictly enforced. An absence is considered excused only when the
proper university documentation is presented within two weeks after the absence. Each student may use three
(3) unexcused absences without penalty; after which, 5 points will be deducted from your overall grade. You will
receive an “F” in the course on your 5th unexcused absence.
 If you are absent, you are still responsible for all work given in and after class.
 Tardiness is strongly discouraged. Late entrance is a distraction to your colleagues and will not be tolerated.
Please be considerate of your colleagues. There will be a 10-minute grace period. You will be considered late if
you arrive 11 minutes after class start time. If you are absent, you are still responsible for all work given in class.
 Please set your phone and all other electronic devices on silent upon entering the class.
 Students must abide by the Dress Code listed below. Students not adhering to dress code are subject to points
being deducted from their overall grade.
 All students are expected to contribute meaningfully to class discussions. Doing coursework other than that of this
class will result in points being deducted from your overall grade.

Dress Code
As a professional school, a dress code facilitates the overall professional development of students. The following
clothing items or styles are inappropriate for students attending class:
1. Footwear: Bare feet, House Slippers
2. Pants: Pants or jeans with holes or cut out parts in inappropriate places
3. Skirts: Micro-mini skirts, shorts or skirts shorter than mid-thigh
4. Sleepwear, swimwear, dirty or very tight attire
5. Clothing with sexual, drug or violent graphics, themes or statements; derogatory or profane language
6. See-through/mesh clothing or clothing that reveals undergarments
7. Provocative or revealing clothing that does not properly cover stomach, chest, breast, back, buttocks and/or pelvic
areas, (e.g., midriffs, mesh, netted shirts, tube tops, crop tops, spaghetti strap tops/blouses without a jacket)
8. Revealing piercings or tattoos on the stomach, chest, breast, back, buttocks and/or pelvic areas
9. Do-rags, skull caps*, baseball caps, hoods* or sunglasses*
10. Wearing these items for medical, religious, or weather purposes is acceptable with documentation.

Fatal Error Policy

It is imperative that business students demonstrate professional written communication skills to succeed in today’s
dynamic business world. As such, ALL written assignments in the School of Business and Industry (SBI) must meet a
certain standard to be considered acceptable for collegiate work. As business students, it is expected that you have
mastered the mechanics of writing. The writing assignments must adhere to proper spelling, punctuation, grammar,
formatting and word usage standards. Errors related to these standards are unacceptable for college writing and are
considered Fatal Errors. The fatal error policy allows instructors to focus on content, presentation and analysis rather than
careless writing errors.

Fatal Errors include the following:

• Misspelled words
• Sentence fragments
• Run-on sentences or comma splices
• Incorrect sentence structure
• Mistakes in capitalization (or not capitalizing words that should be capitalized)
• Errors in punctuation (e.g., omitting commas, for example, “Roy Jr.” should be “Roy, Jr.”)
• Errors in verb tenses
• Errors in subject/verb agreement
• Lack of conformity with assignment format and other requirements
• Use of more than one font
• Improper formatting and citations
• Improper use of words (e.g., their instead of there; it’s instead of its)
• Errors in the possessive form (e.g., Janes father should be Jane’s father)
• Use of unprofessional language (e.g., the cops caught him; he was a bad guy, they messed up)
• Errors in using quotation marks; the only time quotation marks should be used is for direct quotes
• Incorrect word usage (e.g., sentences that are difficult/impossible to understand)
• Mixed formatting (e.g., document partly double spaced and partly single spaced)
• Use of incorrect relative pronouns

Assignments with THREE or more of the aforementioned “fatal errors” are considered UNACCEPTABLE. When the
instructor identifies more than the allowed fatal errors, the assignment will be penalized. Students are, therefore, strongly
encouraged to review all written assignments BEFORE they are submitted for grading. Students should also consult
available resources for assistance with writing assignments, including using your free subscription to www.grammarly.com
via iRattler or using the resources and suggestions listed below.
- Spelling and grammar software - English, writing and grammar textbooks and manuals
- FAMU Writing Lab - Writing groups to proofread papers

Violation of these policies will negatively impact your grade in the class.
 Tentative Course Schedule

Week # Day/Date Topic/Covering

1 Monday  Introductions
08/28  Syllabus Review
 ‘Get to Know Me’ Form
1 Wednesday  Lecture Chapter 1
08/30
2 Monday Holiday – Observance of Labor Day
09/04 NO CLASS MEETING
2 Wednesday  Lecture Chapter 1
09/06
3 Monday  Lecture Chapter 2
09/11
3 Wednesday  Lecture Chapter 2
09/13
4 Monday  Lecture Chapter 3
09/18
4 Wednesday  Lecture Chapter 3
09/20
5 Monday  Lecture Chapter 5
09/25
5 Wednesday  Lecture Chapter 5
09/27
6 Monday EXAM 1
10/02
6 Wednesday  Lecture Chapter 6
10/04
7 Monday  Lecture Chapter 6
10/09
7 Wednesday  Lecture Chapter 7
10/11
8 Monday  Lecture Chapter 9
10/16
Wednesday  Lecture Chapter 9
10/18
9 Monday  Lecture Chapter 10
10/23
9 Wednesday  Lecture Chapter 10
10/25
10 Monday EXAM 2
10/30
10 Wednesday  Lecture Chapter 11
11/01
11 Monday  Lecture Chapter 11
11/06
11 Wednesday  Lecture Chapter 12
11/08
Please Note: Thursday November 9th, 2023 is the Last Day to
Withdraw From Class
12 Monday  Lecture Chapter 12
11/13
12 Wednesday  Lecture Chapter 13
11/15
13 Monday  Lecture Chapter 13
11/20
13 Wednesday Holiday – Observance of Thanksgiving
11/22 NO CLASS MEETING
14 Monday  Lecture Chapter 14
 11/27
14 Wednesday  Lecture Chapter 14
11/29  Lecture Chapter 15
15 Monday EXAM 3
12/04
15 Wednesday  Lecture Chapter 15
12/06
16 12/11 – 12/15 No Class

Monday Grades Submitted to FAMU’s

12/18 Registrar’s Office by 5:00 pm
Tuesday Grades Available for Students to View
12/19

Disclaimer: This syllabus is intended to provide student guidance on the type of content and activities that will be covered
in this course throughout the semester. It will be followed to the extent possible. However, modifications may be made to
supplement and/or enhance student learning.