Office: B-22 Tate Hall
Tues. & Thurs. 4:15 – 5:00 p.m.
Wed. 1:30 – 5:00 p.m.
**I will gladly arrange additional office hours by appointment at your convenience.
COURSE DESCRIPTION: Study of marketing functions: product and service policy, pricing, advertising, selling, distribution, and marketing research with global emphasis. Analysis of marketing problems using appropriate tools and concepts from other disciplines. Use of cases, readings, computer-aided problems.
TEXTBOOKS: BASIC MARKETING, 16th edition, by Joseph P. Cannon, Jerome McCarthy & William D. Perreault, Jr. (McGraw-Hill Irwin) with disc, 2008.
PERIODICAL READINGS: ADVERTISING AGE, BUSINESS WEEK, COMMERCIAL ATLAS AND MARKETING GUIDE (RAND MCNALLY), EUROPEAN WORLD YEARBOOK, FORTUNE, INC., MONEY, NEWSWEEK, STATISTICAL ABSTRACTS, THOMAS REGISTER, THE WALL STREET JOURNAL, WARD'S BUSINESS DIRECTORY, INTERNATIONAL BUSINESS.
COURSE OBJECTIVES: At the end of the semester, the student should:
METHODS OF INSTRUCTION: Lecture-Discussion-Case Analysis-Guest Speakers (You will be required to attend guest lectures as they are scheduled; otherwise, your grade will be affected.) Current Articles-Class Presentations-Videos -Computer- Problems-Field Trips-WebCT/Blackboard
COMPUTER APPLICATIONS: You will need to work through the assignments on the PC computer for the corresponding chapters. The program is found on the CD-ROM which accompanies exercises in your text. Problems for each chapter will be due on the day indicated. We will discuss them as assigned. CD's accompany your text. Allow ample time to load the program on your computer.
CURRENT ARTICLES: You will be expected to read current literature to keep up with the dynamic field of marketing. Save direct marketing pieces you receive. Read the marketing articles in The Wall Street Journal and relevant marketing news. I will assign discussion leaders.
CASES: Cases give students an opportunity to apply principles and develop decision-making ability. Students will evaluate cases in terms of the kinds of marketing strategies the firms have developed judged on the quality of her presentation. Guidelines will be distributed by your instructor.
VIDEOS: These will be topical. Class discussion will follow.
ATTENDANCE POLICY: Students are expected to be regular and punctual in attending classes. A student who is absent from class or required guest lectures without permission may be penalized by the lowering of her grade in the course. When you are absent from a class, you are responsible for getting that class assignment from the instructor or a classmate. Your grade may be lowered for failure to attend classes and/or poor performance in team assignments. Attendance at special business seminars and guest lectures will be required. See the Catalogue.
CELL PHONES: In consideration of your classmates' learning and thinking processes, place your cell phone on a non-ring mode, such as vibrate or silent, while in the classroom or turn it off unless you have a military obligation or emergency (as defined by your professor).
SPECIAL EXAMINATIONS: A student who misses a regularly scheduled examination for unavoidable reasons (such as hospitalization or a death in the immediate family) will have her comprehensive final examination grade doubled. If a student misses for a preplanned campus activity, she must make arrangements IN ADVANCE to take the examination. No exceptions will be made.
RESEARCH & PAPER ASSIGNMENT: A marketing plan for an organization will be prepared. Your marketing project will include a letter of transmittal, a written report, and a ten-minute oral report. with Power-Point presentation to the class. For a team project, twenty minutes will be allotted. Penalties will be assessed for non-adherence to time constraints. Discuss why certain products and services will be introduced, your target markets, projected budget, market segment, other information, and personal observation. Details are in the Perreault text. These reports will be given orally and in written form. You will be assigned to a team. Peer Evaluations of your teamwork will be factored into your grade. Research periodic reports will be due to your professor as assigned.
PLAGIARISM WILL NOT BE TOLERATED. Appropriate and accurate attribution must be given.
HONOR CODE: The Honor Code is the foundation upon which life in the Wesleyan college community is built. It is based upon the idea that individual freedom is a right founded upon responsibility. A student is expected to tell the truth, respect others and their property, and maintain academic integrity and honesty in all areas of her college life. If a student violates a principle of the Honor Code at any time, the student is honor-bound to turn herself in (self-report). Likewise, if a student is aware that a fellow student has violated an honor principle, the student is honor-bound to ask the violator to self-report within 24 hours or report the violation. Maintaining these principles of honor is the ideal toward which we strive. Membership in the college community involves establishing and maintaining these broad honor principles. It is understood that by becoming a student at Wesleyan, an individual signifies her acceptance of the Honor Code.
STATEMENT ON DISABILITIES: Wesleyan College is committed to equal education and full participation for all students. Any student who requires reasonable academic accommodations or the use of auxiliary aids in class must first identify herself to the Director of the Academic Center. The director will evaluate medical documentation provided by the student and will recommend appropriate accommodations to each of the student's professors. The student will then collaborate with each of her professors in all of her courses.
Examinations (objective/essay) 80%
Project: individual and team contributions (Peer Evaluations) 15%
Attendance, HW, Exercises, CAPS, Problems, Cases (must be submitted in a timely manner) 5%
A=90-100; B=80-89; C=70-79; D=60-69; F=below 60