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Florida Gulf Coast University

Lutgert College of Business

Department of Marketing

Course Information

MAR 3023 (CRN 10190) Introduction to Marketing Spring 2012

Mon Evening Double Period LCOB 1201

Credit: 3.0 Meets Mon Eve 6:30 – 9:15 PM

Instructor Information

Christine Wright-Isak Ph.D.

Email: cwright@fgcu.edu

Office Hours: (M 11:00 am-12:00 pm & 3:00-6:00 pm) (W 11:00 am- 12:00 pm)

Office Location: LCOB 3319

Phone: 590-7346 Emergencies TXT to 239-248-8811

Catalog Course Description

Survey of the marketing of goods and services in a global economy with emphasis on the

identification of target markets and the elements required to develop effective marketing

strategies. The course describes the market environment elements for consumer satisfaction

and organization success, introduces emerging marketing technologies and reinforces the

importance of ethics and social responsibility in the orderly operation of the market system.

Course Prerequisite

Must have a Junior level standing

Texts & Materials

Required Text: Kotler and Armstrong, Principles of Marketing 14th Edition. The multi-part

semester long branding project includes several specific assignments. Some have forms to be

completed. These will be distributed in class as each becomes required for further learning and

assignment completion.

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Student Learning Outcomes

After successfully completing this course, students will have a basic or introductory

Understanding of marketing concepts and strategies, particularly the elements of the

marketing mix and elements of branding strategy.

The focus will be on marketing functions, environments, and strategic decision-making.

Specific learning objectives and outcomes measurement

Comprehension of basic marketing vocabulary definitions and concept significance

consistent with the 29 item department concept master list. [Measured by multiple choice

exams.]

Introductory understanding of market environments – internal to the firm and external

among various consumption targets and their influencers. [Measured via multiple choice

exams.]

Understanding of how concepts in each of the areas of the marketing mix and are applied

to strategy development and implementation. [Measured via multipart team branding

project.]

Familiarity with real world business practices, in particular the role of branding, in

developing and implementing marketing strategies within the firm and the use of modern

technologies to implement them. [Measured via multipart team branding project.]

Outcome Options

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Teaching Approach

The main approach consists of in-class lectures supplemented by text reading which is

essential for learning basic marketing vocabulary and concepts. Class lectures amplify and

clarify the reading, adding actual industry examples. Class attendance is critical as some

elements of the lectures will not be found in the text.

Two of the five exam grades (#’s 3 and 4) are given for a large team project due at the end of

the semester, with frequent consultations throughout the semester. The project assignments

provide opportunities to apply text learning in teams to actual business situations. It is critical

to build and maintain team relationships to fulfill the demands of this project and coaching will

be provided as needed to accomplish this. Finally, humor is an essential aspect of successful

marketing and is part of the learning process for this course.

Evaluation & Assessment Methods

Grading Policy - Your grade in this course will be calculated as follows:

Course Grade Scale (maximum 550 possible points):

A 525 and

above

A- 500 - 524

B+ 470 - 499

B 435 – 469

B- 400 - 434

C+ 375 - 399

C 350 – 374

C- 300 - 349

D 250 – 299

F Below 249

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Composition of Course Grade Point Total

Two Scantron Exams @ 100 points each.………........……... 200 points

One Team Project (Equiv of Exam III and Exam IV).........…..200 points

One PowerPoint presentation (Exam V - Final Exam) …….…100 Points

Attendance, Class Participation*, Teamwork, Extra Credit.......50 points

*Active Class Participation

This will be evaluated based on, but NOT limited to, these areas:

1. Engaging in meaningful, subject/topic related discourse

2. Timely submission of projects/assignments

3. Performing as a contributing member of your project team including meetings out of class

4. Attending scheduled class meetings on time.

5. Being responsible for any materials distributed in class.

Course Policies

Class conduct is judged by real world business etiquette in order to underscore subtle but

essential components of real world career advancement. Excessive absences will result in

course grade reduction just as failure to attend management meetings results in career

disadvantage.

Emergency or other situations requiring absence from class should be communicated

whenever possible to the professor in advance of the class – this is real world professional

courtesy and affects professional reputation.

Use of electronic devices during lecture has the same effect in class as their use during real-

world management meetings or presentations – it is rude and diminishes chances for career

advancement. Thus it will also diminish class participation perceptions and possibly result in

final grade reduction. Extra credit opportunities are offered by surprise in class; you must be

present to qualify for them.

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University, LCOB and Department Policies that Apply to this Course

Academic Behavior Standards and Academic Dishonesty

All students are expected to demonstrate honesty in their academic pursuits. The university

policies regarding issues of honesty can be found in the FGCU Student Guidebook under the

Student Code of Conduct and Policies and Procedures sections. All students are expected to

study this document which outlines their responsibilities and consequences for violations of the

policy. The FGCU Student Guidebook is available online at

http://studentservices.fgcu.edu/judicialaffairs/new.html

Disability Accommodations Services

Florida Gulf Coast University, in accordance with the Americans with Disabilities Act and the

university’s guiding principles, will provide classroom and academic accommodations to

students with documented disabilities. If you need to request an accommodation in this class

due to a disability, or you suspect that your academic performance is affected by a disability,

please contact the Office of Adaptive Services. The Office of Adaptive Services is located in

Howard Hall 137. The phone number is 239‐590‐7956 or TTY 239‐590‐7930

Student Observance of Religious Holidays

All students at Florida Gulf Coast University have a right to expect that the University will

reasonably accommodate their religious observances, practices, and beliefs. Students, upon

prior notification to their instructors, shall be excused from class or other scheduled academic

activity to observe a religious holy day of their faith. Students shall be permitted a reasonable

amount of time to make up the material or activities covered in their absence. Students shall

not be penalized due to absence from class or other scheduled academic activity because of

religious observances. Where practicable, major examinations, major assignments, and

University ceremonies will not be scheduled on a major religious holy day. A student who is to

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be excused from class for a religious observance is not required to provide a second party

certification of the reason for the absence.

Distance‐Learning

Information on distance learning courses is available online at http://itech.fgcu.edu/distance/

Online Tutorials

Information on online tutorials to assist students is available online at

http://www.fgcu.edu/support/

ANGEL Learning Management System and Demonstration Site

Information on ANGEL is available online at http://elearning.fgcu.edu/frames.aspx and

http://elearning.fgcu.edu/section/default.asp?id=xxxDemoonlinecoursestudent

This course does not make use of ANGEL. Notifications of class relevant information are

communicated during lecture or via class email in order to encourage class attendance and

direct communication between instructor and students or student teams.

Library Resources

Main page: http://library.fgcu.edu/

Tutorials & Handouts: http://library.fgcu.edu/RSD/Instruction/tutorials.htm

Research Guides: http://fgcu.libguides.com/

Faculty Support: http://library.fgcu.edu/faculty_index.html

Contact: http://library.fgcu.edu/LBS/about/contactus.htm

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Spring 2012: Introduction to Marketing – Topic and Reading Schedule

Note: this schedule may change depending on how the class progresses…it is your

responsibility to stay current. Changes will be announced in class when they occur.

Week 1

January 9 Introduction to Class and Project; Team Formation;

Chapter 20, Ethics

Chapter 1 – The Marketing Concept & Capturing Customer Value

Chapter 2 – Business Customer Relationships

Project Launch, Business Situation & Brand Equity Inventory

Week 2

January 16 NO CLASS – Martin Luther King Holiday

Week 3

January 23 Chapter 3 Developing Market Strategies – Marketing Mix and BCG

Chapter 4, The Marketing Environment – Marketing Research Data as the basis for

strategic decisions

Project Competitor Map

Week 4

January 30 Chapter 5, Consumer Decision Making – Project Target Description

Review of Chapter and Project work – EXAM I PREP

Week 5

February 6 Exam I Chapters 20, 1-5. BRING YOUR OWN SCANTRON & PENCIL

Chapter 6. 2nd half class: B2B Markets as Customers

Week 6

February 13 Chapter 7 – Consumer Driven Strategy

Project Target Segmentation and Positioning Assignments Discussed In Class and

Assigned for Homework

Week 7

February 20 Segmentation and Positioning Assignments Discussed In Class

Chapter 8, Products, Services & Brands – Build Customer Value

Chapter 9 Managing New Product Development

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Week 8

February 27 Project Consulting – Bring all project work to class

Exam II Chapters 6,7, 8, 9 (Take Home) Distributed

Week 9

March 5 Spring Break Work on Project First Half (aka Exam III)

Week 10

March 13 FIRST HALF PROJECT DUE IN CLASS (EXAM III)

Chapter 10 Pricing – Understanding Customer Value

Chapter 11, Setting the Right Price - Strategic Pricing Methods

Chapter 12 & 13 Channels, Supply Chain & Retailing

Project Pricing Assignment

Project Channel Assignment

Week 11

March 19 Chapter 14 Integrated Marketing Communications & Advertising

Promoting Your Brand

Project Message Map assignment

Project Lecture & Team Consulting on Integrated Brand Promotion

Week 12

March 26 Chapter 15 & Chapter 17 Advertising, PR & New Direct message technologies

Chapter 16 Personal Selling and Sales Promotion

Team Consulting on Integrated Brand Promotion

Week 13

April 2 Chapter 18, Creating Competitive Advantage

Project Lecture & Team Consulting on Integrated Brand Promotion

Week 14

April 9 Chapter 19, The Global Marketplace

Team Consulting on Final Brand Book (aka Exam IV)

Week 15

April 16 Team Consulting on Final PPT Preparation (aka Exam V – Final Exam)

Team Consulting on Final PPT Preparation

Week 16

April 23 Team Consulting on Final PPT Preparation

April 25 Final Exam in LH 1201 @ 7:30-10:15

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