Introduction to Marketing Syllabus

Welcome to Introduction to Marketing (BUS-36-001) at Chabot College for Spring 2012!  We meet on Mondays and Wednesdays from 10:30-11:45 a.m. in Room 1613.  In this syllabus, you will find a course overview, your class calendar--including assignments and key dates, the course grading structure, and information about your textbook.

Course Overview

We live in a world of marketing.  We’ve all been exposed to marketing as consumers, and in this course you’ll learn  marketing from a business perspective. 

In this course, you’ll be introduced to the important concepts of marketing planning, the “4 P’s” of marketing—product, price, place, and promotion, global marketing, business-to-business marketing, consumer behavior, and market research and segmentation.  You’ll also learn about the increasingly important role of technology in marketing.

You will leave the class with a clear understanding of how marketing impacts your own purchasing decisions and with the ability to write a basic marketing plan for an existing company or a new business you may wish to start.  Perhaps more importantly, you will be able to effectively market yourself to land your dream job using the marketing principles we will learn in this class.

We’ll do all of this by studying real-world marketing examples, and through videos and case studies.  You’ll complete a personal consumption journal and analysis, and develop a marketing plan.  We’ll also discuss potential careers in marketing, and how marketing expertise can help you in almost any career path.  We'll apply our learning of each key marketing principle to the development of your personal marketing plan.

This is an interactive, interesting, and important class, as you’ll not only become better marketers, but smarter consumers.

Let’s get started, and have some fun as we learn this fascinating field of business!

Course Communications

You can reach me at:

• jnovak@chabotcollege.edu
• 510/723-6690 (office)
• Office:  454B (Building 400)
• Office hours: 
  • Mondays, 2:30-3:30 p.m.
  • Tuesdays, 1:00-3:00 p.m.
  • Wednesdays, 2:30-3:30 p.m.
  • Thursdays, 1:00-2:00 p.m. (online only)
  • and by appointment

I am always in my office during office hours, and you can call me there if stopping by is inconvenient.  I'm also there many other times, so just call.  I check my email often, and this is the best way to reach me.  Also, remember to check the course website often for course materials and news.

Course Calendar and Assignments

DATE	TOPICS	ASSIGNMENTS DUE
January 18	Course Overview
January 23	Introduction to Marketing	Read Chapter 1
January 25	Intro to Marketing (continued) Personal Consumption Journal Project
January 30	Strategic Planning	Read Chapter 2
February 1	Marketing Ethics and Social Responsibility The Marketing Plan	Read Chapter 3 Consumption Journal Week 1 Due
February 6	The Marketing Environment	Read Chapter 4
February 8	Global Marketing	Read Chapter 5 Marketing Plan Sources Due
February 13	Global Marketing (continued)
February 15	Consumer Behavior Exam Review	Read Chapter 6 Consumption Journal Weeks 1- 3 Due
February 20	HOLIDAY:  No class	Study for your exam!
February 22	Exam #1:  Chapters 1-6
February 27	Business-to-Business Marketing	Read Chapter 7 Consumption Journal Top 10 List Due
February 29	Market Segmentation	Read Chapter 8
March 5	Target Markets	Marketing Plan SWOT Analysis Presentations (team)
March 7	Marketing Research	Read Chapter 9
March 12	Marketing Research (continued)	Consumption Journal Target Market Analysis Due Online Interim Course Evaluation Due (extra credit)
March 14	Product Concepts	Read Chapter 10
March 19	Developing New Products	Read Chapter 11 Marketing Plan Target Market Analysis Due (team)
March 21	Product Life Cycles
March 26	Services and Nonprofit Marketing	Read Chapter 12
March 28	Marketing Channels Exam Review	Read Chapter 13 New Product Idea Papers Due
April 2	Exam #2:  Chapters 7-13
April 4	Retailing	Read Chapter 15
April 9 & 11	SPRING BREAK	Have fun!
April 16	Retailing (continued)
April 18	Marketing Communications	Read Chapter 16
April 23	Advertising and Public Relations	Read Chapter 17
April 25	Advertising and P.R. (continued)	Personal Marketing Plan Due
April 30	Sales Promotion and Personal Selling	Read Chapter 18 Extra Credit Presentations
May 2	Sales Promotion and Personal Selling (continued)	Final Course Evaluation Due (extra credit) Marketing Plan Surveys Due
May 7	Pricing Concepts	Read Chapter 19
May 9	Setting Prices	Read Chapter 20
May 14	Marketing Plan Presentations	Marketing Plan Presentations (team)
May 16	Marketing Plan Presentations Exam Review	Marketing Plan Presentations (team)
May 21:  Final exam	EXAM #3:  Chapters 15-20

Other key dates include:

• February 5th:  Last day to add or DROP a course if course is not to appear on transcript
• April 13th:  Last day to drop a course with a "W" on your transcript.

YOU are responsible for dropping the class, but I may drop you if you miss two consecutive weeks of class.

Grading Structure

Your grade will be determined as follows:

Chapter quizzes (19):   5 points each.	95 points
Exams:   3 @ 125 points each.	375 points
Personal consumption journal project	150 points
Personal marketing plan	100 points
Group marketing plan	225 points
Class participation	65 points
TOTAL	1010 POINTS

 

You may also earn up to 20 extra credit points.  You can earn 5 extra credit points each for completing the interim and final course evaluations.  To encourage you to visit me in my office, I'll also award 5 extra credit points for the first two office hours visits.  Finally, you can earn up to 10 extra credit points for making a short presentation on marketing careers.

 

The grading scale is as follows:

 

A = 900 -1010 points

B = 800 - 899 points

C = 700 - 799 points

D = 600 - 699 points

F = less than 600 points

 

You will need to devote 4-6 hours outside of class each week to read the text and complete your  assignments.  Note that late work will NOT be accepted without prior approval.  You are responsible for submitting your assignments to the instructor at the beginning of the class session in which it is due--in person or by email.

 

Textbook/Required Resources

 

Required Course Text:  MKTG 4, by Lamb/Hair/McDaniel, South-Western/Cengage, 2010, ISBN 0-538-46824-6.  This can be purchased at the Chabot bookstore or online at www.ichapters.com for $53.49 with free shipping.  This is an older edition, so you may be able to find inexpensive copies online as well.  If ordered online, search for MKTG 4.  It's very important to get MKTG 4, not an earlier or later edition. Strongly Recommended:  A college-level dictionary.

Class Website

All assignments, exam reviews, and class presentations are available on our class Blackboard website.  You'll also find podcasts, interactive quizzes, and many more learning tools on that site.  Go to https://clpccd.blackboard.com.

Learner Accommodation Needs

If you are a disabled student and need special accommodations this semester, please let me know.  For more information, visit the Chabot Disabled Student Resource Center.

Academic Integrity

Teamwork is encouraged in this course, but cheating and plagiarism won't be tolerated.  Unless otherwise directed, your work should be original and the product of your OWN hard work and intellect.  Please refer to the handout on academic integrity distributed in class for more information.  If cheating or plagiarism is detected on any quiz, exam, or other assignment, you will, at minimum, receive a zero on that assignment.  Note that Blackboard has tools that make it fairly easy to detect cheating.

Note

This syllabus is subject to change throughout the semester.  Any changes will be announced in class and on the course website, and the syllabus posted on the website will always be the most current version.

"Live as if you will die tomorrow.  Learn as if you will live forever."                                                Gandhi