Course Syllabus
PRINCIPLES OF MARKETING
Syllabus for SLAM – 3030-01 Fall 2018
revised: 2018-09-10
Jerry W Lenaz
MBA, Tulane University
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Campus: Uptown |
Email: glenaz@tulane.edu Tue 4:00-5:30 |
Course Description and Learning Objectives
This course is designed to serve as an introduction to the basic principles of marketing, practices, and the application of these practices. This course examines our present-day marketing system from a managerial point of view and has a current events component to help emphasize the marketing principles in today’s business world. Subjects covered include consumers, market research and target markets, feasibility analysis, products, promotion, channels of distribution, pricing, international marketing and use of technology in marketing. The majority of class time will be spent in a lecture discussing the various solutions to marketing cases by the application of marketing principles.
Upon satisfactory completion of this course, students will be able to demonstrate comprehension and application of the following skills:
- Define the term marketing and explain its role and importance in an individual firm and the overall economy.
- Understand the importance of strategic marketing and know the basic outline of a marketing plan:
- Analyze the external environment to identify opportunities or challenges to a business.
- Identify and classify marketing segments and targets, demonstrating the use of marketing research techniques.
- Create and use a mission statement, SWOT analysis, and SMART goals.
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Describe the elements of the marketing mix (4Ps of marketing):
- Product: Explain the use of product mix and life cycle in a marketing strategy
- Place / Marketing Channels: Identify different marketing channels and develop distribution strategies.
- Promotion / Advertising: Describe the role of advertising and public relations in marketing a product or service.
- Pricing: List and explain a variety of pricing objectives.
- Create and present the components of a working marketing plan
Required Text
MKTG 12: Student Edition, ISBN: 978-1-337-40759-5, Lamb
Alternatively, Cengage Unlimited ($119/term for all Cengage publications)
Supplemental Text
MKTG 12 Online (included with the purchase of NEW MKTG 12 book, but not required)
Student Registration URL: https://www.cengage.com/dashboard/#/course-confirmation/MTPQLDPNPX0N/initial-course-confirmation
How to access your MindTap course - 2018-Fall SLAM-3030 Principles of Marketing.pdf
Course Key: MTPQ-LDPN-PX0N
Assignments and Grading
1) Engagement: Attendance, In Class Participation and Marketing “In Real Life” (15%)
Attendance – Two “Mulligans”
Class attendance is mandatory and is calculated into your final grade. I will take attendance at the end of the class, so if you leave early unannounced, you will be considered absent for that class. I do understand y'all have other lives, jobs, family, etc., so if you need to miss a class or leave early, please let me know ahead of time as a courtesy. Excused absences still count as absences. I will allow missing up to 2 classes without any penalty. Every class missed after two will be a half-grade deduction.
In-Class Participation - various during the semester
Throughout the course, there will be In-Class Exercises and Assignments based on the lecture topics and your Final Marketing Plan Assignments. Participation in these exercises during class is required and is considered as part of your Attendance grade. That is, if you are watching videos on your tablet or texting with friends, you will receive a “zero” for attendance even though you were physically present.
Marketing “In Real Life” (MIRL) - 2 MIRL per semester
Each week, you will have the opportunity to present an article, video, advertisement or experience you had relating to the marketing concepts we are discussing. You can share an article from the internet, newspaper, periodical, or magazine; a video or advertisement; a social media campaign; or, a personal experience you had.
You must submit the MIRL as an assignment via Canvas and present it to the class to receive credit. Your MIRL presentation should be a 1-2 minute overview, explain how it relates to the topics and concepts we are discussing, and answer any questions or comments from the class or instructor.
You are required to present 2 MIRL during the semester. Only one (1) MIRL per student per class and there is a maximum of 5 students presenting each class, so don’t wait until the final weeks to share your knowledge!
2) Final Marketing Plan Group Project (Final Presentation - 25%; Assignments – 10%)
In lieu of a final examination, you will be required to work on a semester-long project. Your group will develop and present a Marketing Plan for a company, product or service, or new strategic focus. Groups must attain instructor approval of project topic.
The project consists of Project Assignments and a Final Oral Presentation to the class. The Project Assignments are to be submitted via Canvas for review, and your group should be ready to present and share in class. The Project Assignments are the building blocks of the final presentation and due dates are meant to keep your group on schedule. Late Assignments will be docked 3 pts for every week they are not submitted.
3) Quizzes - Individual (11 quizzes. Drop Lowest Score) - 50% (5% each)
There will be online, individual quizzes throughout the semester to test your understanding of the concepts presented, and to keep you up to date with the course material. Since the quizzes are online, you will have access to notes, videos and readings on Canvas and are required to take the quiz before the next class. There is a total of 11 quizzes, but I will only count the top 10 grades when calculating your final grade. The schedule of Quizzes can be found here.
Evaluation and Grading
Your semester grade will consist of the following. There are no extra-credit assignments:
- Engagement (Individual): 15%
- Attendance, In-class Assignments & Participation
- Marketing “In Real Life”
- Final Project (Group): 35%
- Final Project Assignments: 10%
- Final Project Oral Presentation: 25%
- At Home Quizzes (Individual): 50%
- 10 quizzes: 5% each
- TOTAL POSSIBLE SCORE = 100%
Semester grades will be based on the following scale:
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93-100 |
A |
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80–82 |
B- |
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67–69 |
D+ |
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90-92 |
A- |
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77–79 |
C+ |
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63–66 |
D |
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87-89 |
B+ |
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73–76 |
C |
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60–62 |
D- |
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83-86 |
B |
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70–72 |
C- |
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Below 60 |
F |
Academic Calendar and Key Dates:
The Tulane Academic Calendar with college deadlines and dates is listed here: http://registrar.tulane.edu/academic-calendar
Instructional Methods and Procedures
Canvas and “Flipped Classroom” – It is important to follow the modules in Canvas to read the necessary chapters and other supplemental work. Please read the selected chapters prior to coming to class (for the chapters with asterisks *, only certain sections will be covered). I will place a highlighted overview of the concepts we will review in class and from the text on Canvas. The lectures are interactive and designed to discuss and explain the principles and applications of the chapter. The quizzes and assignments are designed to demonstrate your comprehension and to apply those principles to the final project.
Class Policies and Culture
Participation - Students are expected to take part in class discussions and present assignments to the class. I do my best to make the classroom fun and engaging. I will respect your time by being prepared to lecture on the selected topics, updating relevant information on Canvas in a timely fashion, and providing feedback on your progress in the course. Please respect my time by showing up to class on time with the chapters read, assignments completed, and with an attitude to contribute and participate.
A 3‑credit course requires at least 9 hrs preparation outside the classroom.
Timeliness – Class officially starts at 6:00 pm and ends at 9:00 pm. If you are going to be late or miss class, please text or call me as common courtesy. For in-class exercises and presentations, please be present and on-time.
Respect – Show respect to me and your fellow classmates when providing comments to our discussion during class. While I may challenge you to defend your opinion or comment, please understand I do so to encourage precision in thinking and argument quality, and not because I do not like you or disagree with your opinion. As a professor of mine used to say, “the poorest quality opinion is the one left unvoiced”, so please do not hesitate to voice your opinion and questions.
Laptops/Smartphone – Don’t use ‘em! If you’d like to take notes on the course topics, I can reluctantly make an exception, but I can tell when you are watching videos, checking email, listening to music, or surfing the web. It is disrespectful to me and to your fellow classmates. If I feel your electronic device is disrupting the class or my lecture, I’ll ask you to put the device away or excuse yourself from the class.
Make-up work - Make-up work for quizzes and other graded assignments can be arranged by consulting with me advance of the due date. You must notify me in advance by calling or contacting me via email. If make-up work is necessary, it must be completed before the next class. Under extreme circumstances, exceptions to this policy may be arranged by consulting with me.
Writing Format
All assignments and projects must be typewritten and should be in APA or MLA format. See this page for resources and guides on who to use references for your assignments and presentation.
TULANE UNIVERSITY AND POLICIES
Tulane University Mission Statement
Tulane's purpose is to create, communicate and conserve knowledge in order to enrich the capacity of individuals, organizations, and communities to think, to learn and to act and lead with integrity and wisdom.
Disability Statement
If you believe you may encounter barriers to the academic environment due to your specific learning style or known challenges, please feel free to contact me and/or the Goldman Center for Student Accessibility. Any student with approved academic accommodations is encouraged to contact me during office hours or by e-mailing me to schedule an appointment. If you have questions regarding registering a disability or receiving accommodations, please contact the Goldman Center for Student Accessibility at 504-862-8433 or http://accessibility.tulane.edu/.
Honor Code Violation
I take the honor code very seriously as there is no excuse for cheating or copying someone else’s work. Any student behavior that indicates a lack of academic honesty and integrity is considered a violation of the Tulane University Honor Code. A complete description of the Honor Code, violation definitions with emphasis on plagiarism, and disciplinary procedures and actions can be found at the following site: https://college.tulane.edu/code-of-academic-conduct
Help With Writing Assignments
Tulane Writing Center serves all undergraduate students in all disciplines where writing is assigned. The Writing Center is a free tutoring service that provides students with assistance on papers in the English language for most Tulane undergraduate courses.
Location: First floor of the Science and Engineering Building #14, Uptown
Phone Number: 504-865-5103
Web Page: https://success.tulane.edu/student-resources/academic-learning-tutoring-center/writing-center
Title IX & Institutional Equity
Tulane University recognizes the inherent dignity of all individuals and promotes respect for all people. As such, Tulane is committed to providing an environment free of all forms of discrimination including sexual and gender-based discrimination, harassment, and violence like sexual assault, intimate partner violence, and stalking. If you (or someone you know) has experienced or is experiencing these types of behaviors, know that you are not alone. Resources and support are available: you can learn more at https://allin.tulane.edu/. Any and all of your communications on these matters will be treated as either “Confidential” or “Private” as explained in the chart below. Please know that if you choose to confide in me I am mandated by the university to report to the Title IX Coordinator, as Tulane and I want to be sure you are connected with all the support the university can offer. You do not need to respond to outreach from the university if you do not want."
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Confidential |
Private |
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Except in extreme circumstances, involving imminent danger to one’s self or others, nothing will be shared without your explicit permission. |
Conversations are kept as confidential as possible, but information is shared with key staff members so the University can offer resources and accommodations and take action if necessary for safety reasons. |
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Counseling & Psychological Services (CAPS) |
Case Management & Victim Support Services |
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Student Health Center |
Tulane University Police (TUPD) |
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Sexual Aggression Peer Hotline and Education (SAPHE) |
Title IX Coordinator |
Syllabus Changes
Once the course begins, the syllabus may not be changed in a substantial manner. The basis for grade determination and the date of final the examination cannot be changed. However, the faculty member may adjust the order in which course material is presented, as the need arises. For this reason, it is important for you [the student] to check your Tulane.edu e-mail account and Canvas on a regular basis so you are informed of any changes to the course syllabus.
Course Schedule
The Course Schedule lists the topics each class will cover, the required readings to be completed prior to class, and the final project assignments and quizzes that are due. The Final Project Assignments and Quizzes are listed in the Assignments Summary below and Canvas will remind you when they are due.
Course Summary:
| Date | Details | Due |
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