Professional Documents
Culture Documents
Class Objective: The purpose of this class is to provide students with a brief
overview of the principles of marketing. We will relate these principles to
products, brands, and concepts, both historically through case studies, and
currently 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 skills
such as developing concepts, presenting ideas effectively, and writing
meaningful position papers and reports. Upon completion of this course,
students should, among other things:
Grade Determination: Your final grade will be based upon the following:
Tests (2), (60 pts. each) 120
Final Exam / Project 120
Case Study Assignment (1) (50 pts.) 50
Marketing Ethics Paper (1) (50 pts.) 50
Advertising Assignment (2) (20 pts. each) 40
Advertising Assignment writing grade 40
Writing (2 at 50 pts each) 100
Marketing Plan 60
Marketing Plan writing grade 60
Commercial 15
Commercial explanation 15
Class Participation 30
Total points 700
Grading Scale:
93 – 100% A
90 – 92.9 A-
87 – 89.9 B+
83 – 86.9 B
80 – 82.9 B-
77 – 79.9 C+
73 – 76.9 C
70 – 72.9 C-
63 – 69.9 D+
60 – 62.9 D
Below 60 F
Skills: Students will apply the tools we use in this course in five interrelated kinds
of activity: research, reflection, collaboration, presentation, and networking. In the
course students will use one or more interactive presentation media. Group
project teams will use social bookmarking / RSS feeds to conduct research, blog
to discuss how to organize the project on the basis of this research and reflect on
the personal, social, business significance of the project, and web 2.0 tools to
collaboratively create and share a presentation, and interactive media to
augment their presentation
Assignment Information:
A case study will be your first written assignment. It will be due at the start of
class on the designated due date. Case studies will not be accepted after they
have been discussed in class regardless of whether you were present for the
discussion or not. The case study will consist of the following four segments,
which must be labeled:
A situational analysis – 10 points
A statement of the problem or conflict which must be resolved – 10 points
A solution or recommendation – 20 points
A rationale for the solution or recommendation – 10 points
Up to an additional 50 points will be awarded for writing. This grade will be
based on grammar, punctuation, spelling, and the use of the correct
format.
An ethics essay will also be assigned. Students will be given four ethics
questions or problems to evaluate. You are to choose one of them to analyze
and discuss whether the described behavior is ethical or not. Your analysis must
be complete and convincing, and use marketing terms whenever possible.
For the Advertising Assignment, students will be asked to find examples of two
types of ads. You will then be asked to submit an example of each, along with
an explanation of why it fits that category.
A Marketing Plan will also be required. This will be a group project. Students will
be divided into groups of two and given a marketing plan assignment. The
company selected for the MP must be approved before you begin.
Each student must also select a commercial to show the class. The commercial
should convey a specific point that the student wants to make. Students will be
awarded up to 15 points for the commercial selected and another 15 points for
the explanation.
Class participation will constitute 30 points toward your final grade for the course.
Being present in class and contributing to class discussions will result in a higher
grade. Failure to participate in class activities and repeatedly arriving late or
being absent will lower your participation grade.
General Information:
Students are expected to take tests and the final exam on the scheduled dates.
Make-up tests will only be offered in extreme cases, and with prior approval.
All outside work must be type written. Hand written work will not be accepted or
graded.
For purposes of our two scheduled tests and the final exam, students will be
responsible for all assigned reading from the textbook, as well as handouts, and
topics covered in classroom discussions. However, because all textbook
material might not be covered in class due to time constraints, the majority of test
questions will be taken from topics discussed in class.
All email communication between me and each of you will be done through the
Gmail system.
Class Schedule: The following schedule is for reference only. The dates, other
than the final exam date, are approximates. We will make every attempt to stay
as close to these target dates as possible.
STUDENTS WITH DISABILITIES: If there is any student in this class who has
special needs because of learning, physical or other disability, please contact me
and Disability Support Services (DSS) at 616-331-2490. Furthermore, if you
have a disability and think you will need assistance evacuating this classroom
and/or building in an emergency situation, please make me aware so I can
develop a plan to assist you.