INSTRUCTOR: Dr. Richard Sjolander
Office: Bldg. 53/Room 140
Phone: 474-2663
OFFICE HOURS:
Tuesday and Thursday
1:00 PM - 3:00 PM
Other times by appointment
CLASS: Tuesday & Thursday 8:00 - 11:25
TEXT: Zikmund,
William G., and Michael d’Amico (2001), Marketing,
7th
Edition, South-Western College Publishing.
Additional readings will be placed on reserve at the UWF
library.
RECOMMENDED: The
Wall Street Journal
READINGS: On reserve in the Library -
about 150 pages - These materials
will be placed on reserve throughout the term, as needed.
Other current
readings from the business press will be distributed in
class.
LIBRARY RESERVE.
POWERPOINT HANDOUTS:
COURSE ASSIGNMENTS:
COURSE COMMUNICATION: Any additional information
for students during the semester will be sent to them via
their university e-mail accounts. Activation of these accounts
is the responsibility of the student.
INTRODUCTION:
Marketing, by its very nature, is familiar to everyone at
one level or another. We are all consumers, participants
in market transactions. In this course we will cover a combination
of terminology and basic theoretical concepts of marketing.
You have seen much marketing in action in your daily lives.
You will have the opportunity in this class to explore the
strategy behind marketing behavior.
PREREQUISITES:
This course is a bridge course between the lower division
and the upper division course work at the university. Students
should have completed at least 45 semester hours of work,
including the 2000 level series in economics and accounting
prior to enrolling in this course.
COURSE OBJECTIVES:
This course is intended to respond to the need for future
U.S. business managers to be literate with the terminology
of marketing. The basic course objective is to create a
global marketing perspective for students, and some understanding
of the strategy and tactics of market oriented organizations.
COURSE METHOD:
A lecture approach with maximum student participation will
be encouraged. Course lectures are intended to expand/clarify
text assignments, supplemented with the use of films, outside
speakers, and class assignments/analysis. Emphasis will
be on the understanding and application of concepts, with
opportunity provided for the student to demonstrate an understanding
of the factors critical to the success of the organization.
STUDENT EVALUATIONS:
The following criteria will be used as the basis for evaluation
of student performance/achievement, and weighted as indicated
below in arriving at a final course grade:
| FIRST EXAM |
30% |
| ASSIGNMENTS |
25% |
| FINAL EXAM |
45% |
| Total |
100% |
The MIDTERM AND FINAL examinations will consist of short
answer, true/false, and multiple choice questions. They
will be designed to test your ability to analyze and synthesize
the materials. Each test will include material from the
lectures, textbook, and outside reading assignments. The
final will be comprehensive.
Attendance for exams is specifically required. (Makeup
exams will not normally be offered except in cases with
extenuating circumstances.) One sheet (8 2 x 11) of notes
may be brought to each exam.
GRADING POLICY
94 - 100% = A
90 – 93.99% = A-
87 – 89.99% = B+
83 – 86.99% = B
80 – 82.99% = B-
77 – 79.99% = C+
73 – 76.99% = C
70 – 72.99% = C-
67 – 69.99% = D+
63 – 66.99% = D
56 – 62.99% = D- Note that this is not an approved
university grade and can not be received as a course grade.
It is used on individual assignments as a measure of performance.
SETTING EXAM GRADES:
Grades will be assigned based on the number of correct
answers (points) on each test in relation to the number
of correct answers on the second highest test paper.
The highest score = A+
The second highest score = 100%
Example of grade calculation:
Observed points on test
66 highest number of points earned on test =
A+ (66/63) x 100% = 105%
63 = 100% (second highest observed score) (63/63) x 100%
= 100%
Other observed scores:
58 = 92.06% (58 / 63) x 100% = 92.06%
56 = 88.9% (56 / 63) x 100% = 88.9%
52 = 82.5% (52 / 63) x 100% = 82.5%
COURSE EVALUATION:
Course and instructor will be evaluated using standard university
student course evaluation forms. (Suggestions/critique on
course/content/format welcomed at any point during course.)
SCHEDULE
MARKETING FUNDAMENTALS
SPRING - 2002- The Millennium Edition
| Date |
Topic |
Assignment |
| May 6 |
Course Introduction: Description of the Course Contract
Reading day. No Lecture on this date |
No pre-class assignment |
| May 8 |
Introduction to Marketing &
The Nature of the Marketing Process |
Chapters 1 & 2 & 3
Reading 1: Levitt (1975) "Marketing Myopia"
Pass out Assignment 1, environmental work |
| May 13 |
The Macro-Environments of Business &
Focus on Demographics |
Chapter 4 &
Reading 2&3: Miller (1995) "A Beginner's Guide
to Demographics",
Business Week (1999) "Generation Y", and
Reading 4: Ricks (199?) Blunders in International Business,
Chapters 1 and 5. |
| May 15 |
The Marketing Research Process & Introduction to
Consumer Behavior |
Chapter 5 & 6
In class VIDEO: KEN DAVIS Products (McGrawHill Mkt Mgmt
4th ed, by Boyd.., #5)
Assignment 1 DUE |
| May 20 |
Consumer Behavior in relation to Markets (Cont. ), &
Business Market Buying Behavior |
Chapter 6 (Continued) & 7
Pass out Assignment 2, segmentation |
| May 22 |
EXAMINATION I |
|
| May 27 |
Market Segmentation
Targeting - Positioning
The Marketing Mix: Product and The Product Life Cycle |
Chapters 8 & 9
Readings 5: Berggren and Nacher (2000) "Why Good
Ideas Go Bust" |
| May 29 |
New Products & Services |
Chapter 10 & 11
Assignment 2 DUE |
| June 3 |
The Marketing Mix: Pricing Strategy |
Chapters 19 & 20, and
Appendix E
Pass out Assignment 3: Pricing Exercise #19 3-4 |
| June5 |
The Marketing Mix:Place, Retailing and Wholesaling &
Channel Relationships |
Chapters 12,
Chapter 13 p 384-400, and Chapter 14 p 419-434
In class VIDEO: Red Roof Inn (Mktg, by Zikmund, # 15)
Assignment 3 DUE
Pass out Assignment 4, advertising |
| June 10 |
The Marketing Mix: Promotion, Advertising and Public
Relations, Personal Selling |
Chapter 15, 16, 18, and
Chapter 17 p 521-534,
Reading 6: Hammonds (1999) "How We Sell"
In class VIDEO: Selling/Closing tech. (Zikmund #18)
Assignment 4 DUE |
| June 12 |
FINAL EXAM |
|
READINGS:
Reading # 1: Levitt, Theodore (1975), "Marketing Myopia
(With Retrospective Commentary)", Harvard Business
Review, September/October.
Reading # 2: Miller, Berna (1995), "A Beginner’s
Guide to Demographics," Marketing Tools, American
Demographics, Inc: Ithaca
Reading # 3 Neuborne, Ellen (1999), "Generation Y,"
Business Week, (February 15).
Reading # 4 Ricks, David (199?), Blunders in International
Business, Chapters 1 & 5,
Reading # 5 Berggren, Eric and Thomas Nacher (2000), "Why
Good Ideas Go Bust," Management Review, (February).
Reading # 6 Hammonds, Keith (1999), "How We Sell,"
Fast Company, (November).
The UWF HONOR CODE is as follows:
EXPECTATIONS FOR ACADEMIC CONDUCT:
As members of The University of West Florida academic community,
we commit ourselves to honesty. As we strive for excellence
in performance, integrity -- both personal and institutional
-- is our most precious asset. Honesty in our academic work
is vital, and we will not knowingly act in ways which erode
that integrity. Accordingly, we pledge not to cheat, nor
to tolerate cheating, nor to plagiarize the work of other.
We pledge to share community resources in ways that are
responsible and that comply with established policies of
fairness. Cooperation and competition are means to high
achievement and are encouraged. Indeed, cooperation is expected
unless our directive is to individual performance. We will
compete constructively and professionally for the purpose
of stimulating high performance and standards. Finally,
we accept adherence to this set of expectations for academic
conduct as a condition of membership in the UWF academic
community.
Approved UWF Faculty Senate May 10, 1991
