Principles of Marketing

ITEM

WEIGHT

Midterm

20

Group Case Presentation

15

Individual Research Paper

30

Class Exercises 

15

Practicum at the University Club (100% Attendance is required)

20

TOTAL

100

Criteria 

Points

Exemplary 90-100

Good 89-80

Fair 79-70

Poor 69 and Under

Critical

Elements: Student critically analyzes the situation to the concepts learnt on the subject. Research on the topic and application of the knowledge 

40

Student demonstrates and thorough understanding of the concepts taught  and utilizes research to support the material  discussed

Student  demonstrates a reasonable understanding  of concepts taught and supports the topic by providing some evidence and information

Student demonstrates a fair understanding of the concepts taught and provides limited information

Students demonstrates poor understanding of the topic with minimal or  irrelevant  information

Organization: The submission is well organized. Introduction and objectives clearly stated. The format is easy to follow, flows smoothly from one idea to another and logically conveys the key ideas. Use of aids: example charts and graphs

30

Information flows smoothly  with critical analysis and excellent development of ideas 

Information flows reasonably well with some level of analysis and development 

Information flows fairly but with limited development and critical thinking

Information is disjointed with no analysis and poor, no or irrelevant reflection

Style and Grammar: Follows APA writing style and basic rules of formal English grammar and written essay style. Paper  follows the guidelines for written assignments

30

Well written with excellent communication and writing skills

Information is generally clear and reasonable development of ideas and competency demonstrated

Information flow is fairly developed with average competency demonstrated

Poorly developed with little understanding 

Total Marks Possible

100

Exemplary 90-100

Good 89-80

Fair 79-70

Poor 69 and Under

Criteria

Points

Scores

Sequence

Introduction

2

Development of topic/ Dept of research

4

Conclusion

2

SUB – TOTAL

8

Use of Presentation Aids 

Diagrams, charts, tables etc.

4

SUB-TOTAL

4

Presentation Skills 

-Enunciation, 

2

Eye contact

2

Volume

2

Posture/Appropriate dress

2

SUB- TOTAL

8

GRAND TOTAL

20

Content

Excellent 

Average 

Poor

3

2

1

1.Production 

The product shows strong evidence that the product was well researched and thought out. There is strong evidence of critical thinking and originality

The product shows evidence that the product was well researched and thought out. There is fair evidence of critical thinking and average originality

The product does not show evidence that the content was well researched and thought out. The product lacked critical thinking and originality.

2. Design/Creativity/Quality/Originality

The design was original and innovative, had superior craftmanship and demonstrated attention to detail, proper materials were used in the design of the product. 

Some originality shown however, students incorporated other product ideas to create the design.

Some craftsmanship and attention to detail were present. Proper materials were used in/ on most of the product. 

Clear absence of originality and creativity. Students disregarded detail and work was sloppy  and poor/improper materials were used on the majority of the design.

Exemplary 20-18

Good 17-15

Fair 14-12

Poor 11-0

3.Presentation Skills/Sequence/Flow

• Introduction with clearly stated objectives
• Articulation and Development of ideas

Excellent introduction with clearly stated objectives and a logical and smooth flow of ideas, with a smooth conclusion

Good introduction with stated objectives, good flow of ideas and concepts and a good conclusion

Poor organization and failure to state objectives. Does not introduce ideas and evidence in a clear and logical manner. Presentation lacked smooth transition and ends abruptly without a conclusion

4. Time Management 

Excellent time management. Completed the presentation in the allocated time of 15 minutes with 5 minutes for questions and answers.

Average time management. Did not complete the presentation in the allocated 15 minutes with 5 minutes for questions and answers and exceeded the allocated time by 23 minutes.

Poor time management. Did not complete the presentation in the allocated 15 minutes with 5 minutes for questions and answers and exceeded the allocated time by 5 minutes plus.

5. Grammar and APA Citation

The presenter/s displays excellent written skills and had no written errors on slides and demonstrated exemplary APA knowledge with the correct/excellent word usage relevant to their discipline.

The presenter/s displays Average written skills and had 1-2 written errors on slides and demonstrated average APA knowledge and word usage relevant to their discipline.

The presenter/s displays poor written skills on slides and had more than 3 written errors on slides and demonstrated poor APA knowledge and word usage relevant to their discipline.

Total 

15

10

5

WEEK       

TOPIC and CONTENT AND REVIEW QUESTIONS

REQUIRED READING/SPEAKERS

Week 1 

Introduction: Review of Course Syllabus and Expectations

Marketing: Creating and Capturing Customer Value

Question: Why is marketing important in creating and capturing customer value and how can it impact the bottom- line of a business?

• Define marketing and outline the steps in the marketing process.
• Explain the importance of understanding customers and the marketplace.
• Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.

Chapter 1

Principles of Marketing

(Guest Speaker) Topic: The importance of marketing to one’s career.

Week 2

Company and Marketing Strategy: Partnering to Build Customer Relationships

Question: How can marketing work with its partners and implement strategies to create and deliver customer value?

• Explain companywide strategic planning and its four steps.
• Discuss how to design business portfolios and develop growth strategies.
• Explain marketing’s role under strategic planning and how marketing works with its partners to create and deliver customer value.
• Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it.
• List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing return on marketing investment.

Analyzing the Marketing Environment

Question: How can the internal and external forces present in the firm’s environment impacts its ability to serve its customers?

Chapter 2

 Group work

Essay Questions

 1. Briefly explain the various components of a marketing plan for a business or service giving one example of each component.  

Week 3

Analyzing the Marketing Environment

Question: How can the internal and external forces present in the firm’s environment impacts its ability to serve its customers?

• Describe the environmental forces that affect the company’s ability to serve its customers. (Micro and Macro environment)
• Discuss how companies can react to the marketing environment.

1^st CLASS QUIZ (Chapters 1-3)

Chapter 3

Week 4

Managing Marketing Information to Gain Customer Insights

Question: Why is data gathering an important process for a firm to undertake as part of its strategic approach for gaining and retaining customers? 

• Explain the importance of information in gaining insights about the marketplace and customers.
• Define the marketing information system and discuss its parts.
• Outline the steps in the marketing research process.
• Explain how companies analyze and use marketing information.
• Discuss the special issues some marketing researchers face, including public policy and ethics issues.

Chapter 4

Week 5

Consumer Markets and Consumer Buyer Behavior

Question: Why is it important for a company to understand the dynamics of both the individual and business buying behavior?

• Define the consumer market and construct a simple model of consumer buyer behavior.
• Name the four major factors that influence consumer buyer behavior.
• List and define the major types of buying decision behavior and stages in the buyer decision process.
• Describe the adoption and diffusion process for new products.

Chapter 5

Week  6

Business Markets and Business Buyer Behavior

• Define the business market and explain how business markets differ from consumer markets.
• Identify the major factors that influence business buyer behavior.
• List and define the steps in the business buying decision process.
• Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions

Chapter 6

Week 7

Customer-Driven Marketing Strategy: Creating Value for Target Customers 

Question: Why is it important for a company/entity to understand the concept of segmentation in relation to marketing?

• Define the four major steps in designing a customer-driven marketing strategy: market segmentation, market targeting, differentiation, and positioning.
• List and discuss the major bases for segmenting consumer and business markets.
• Explain how companies identify attractive market segments and choose a market targeting strategy.
• Discuss how companies differentiate and position their products for maximum competitive advantage. 2^nd CLASS QUIZ (Chapters 4-6 or 7)

Chapter 7

Week 8

Midterms Exams

Week 9

Question: What is branding and why is knowledge of branding important to a business and why can that influence customers?

Products, Services, and Brands: Building Customer Value

• Describe the decisions companies make regarding their individual products and services, product lines, and product mixes.
• Identify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require.
• Discuss branding strategy—the decisions companies make in building and managing their brands.

• Question: Why is the process of new product development and life cycle important to a business?

  New Product Development and Product life Cycle Strategies

• Explain how companies find and develop new-product ideas. 
• List and define the steps in the new-product development process and the major considerations in managing this process.
• Describe the stages of the product life cycle and how marketing strategies change during the product life cycle.

• Discuss two additional product issues: socially responsible product decisions and international product and services marketing.

Chapters 8&9 

Week 10

Questions: How can pricing strategies impact the customer buying behavior?

Pricing: Understanding and Capturing Customer Value

• Explain “what is price?” and discuss the importance of pricing in today’s fast changing environment.
• Identify the three major pricing strategies and discuss the importance of understanding customer-value perceptions, company costs, and competitor strategies when setting prices.
• Identify and define the other important external and internal factors affecting a firm’s pricing decisions. 

3rd. CLASS QUIZ (Chapters 8-11)

Chapter 10&11

Week 11 

Marketing Channels: Delivering Customer Value Questions: Why do companies use marketing channels to get good from one place to the next when they can order their good directly? 

• Explain why companies use marketing channels and discuss the functions these channels perform
• Discuss how channel members interact and how they organize to perform the work of the channel.
• Identify the major channel alternatives open to a company.
• Explain how companies select, motivate, and evaluate channel members.
• Question: Discuss the nature and importance of marketing logistics and integrated supply chain management.

Retailing & Wholesaling 

• Explain the role of retailers in the distribution channel and describe the major types of retailers.
• Describe the major retailer marketing decisions.
• Discuss the future of retailing.
• Explain the major types of wholesalers and their marketing objectives.

Chapter 12&13

Chapter 12&13

Communicating Customer Value: Integrated Marketing Communications Strategy

Question: Why do firms implement the integrated marketing communication strategy when they can invest in capital and other goods and be successful?

Explain Advertising and Public Relations, Personal Selling and Sales Promotion

Discuss when a company can implement each strategy to reap maximum benefits

Chapters 14-16

Essay Q: Describe each of the elements in the marketing communications mix and explain when it is best for a company to use each one.

 (To be done by all Groups for grading deadline given by lecturer)

Week 14&15

Direct, Online, social media, and Mobile Marketing

Question: Are there any advantages in using on-line marketing to increase customer value and can it impact the firm’s profitability?

• Direct marketing and its benefits to customers and companies
• The major forms of direct marketing
• How companies responded to the Internet and other powerful new technologies with online marketing strategies and how companies conduct online marketing to profitably deliver more value to customers

Creating a competitive Advantage

Question: How can a firm create a competitive advantage over another? Are there benefits in trying to achieve this?

• Discuss the need to understand competitors as well as customers through competitor analysis.
• Explain the fundamentals of competitive marketing strategies based on creating value for customers.
• Illustrate the need for balancing customer and competitor orientations in becoming a truly market-centered organization.

FINAL QUIZ (Chapters to be included in quiz will be given by Lecturer)

Chapter 17 & 18&19

Week 15

The Global Marketplace

• Discuss how the international trade system and economic, political-legal, and cultural environments affect a company’s international marketing decisions.
• Describe three key approaches to entering international markets.
• Explain how companies adapt their marketing strategies and mixes for international markets.
• Identify the three major forms of international marketing organization.

Sustainable Marketing: Social Responsibility and Ethics

• Define sustainable marketing and discuss its importance.
• Describe the principles of socially responsible marketing and the role of ethics

Week 16 

Project Presentations- (Final Exam Week)