PRINCIPLES OF MARKETING

Syllabus for SLAM – 3030-01 Spring 2019

Stephanie Kleehammer
MBA, Tulane University

Campus: Uptown Location: Norman Mayer 106 Day & Time: Thursday 6:00 - 9:00 pm Credit Allotment: 3 credit hours

Email: skleeham@tulane.edu Phone: 504.258.0833 (cell) Office Hours: by appointment

 

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:

1. Define the term marketing and explain its role and importance in an individual firm and the overall economy.
2. 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.
3. 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.

Required Text

MKTG 12: Student Edition, ISBN: 978-1-337-40759-5, Lamb

 

Assignments and Grading

1) Engagement: Attendance and In-Class Participation (10%)

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, show up late, 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.  Participation in class exercises 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.

2) Marketing in the Real World (40%)

There will not be a final exam in this class.  Instead, there will be four written assignments pertaining to marketing in the real world.   Late Assignments will be docked 3 pts for every week they are not submitted.

3) Quizzes - Individual (11 quizzes. Drop Lowest Score) - (50%)

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): 10%
  • Attendance, In-class Assignments & Participation
• Marketing in the Real World: 40%
  • Writing assignments 
• At Home Quizzes (Individual): 50%
  • 10 quizzes: 5% each
• TOTAL POSSIBLE SCORE = 100%

Semester grades will be based on the following scale:

93-100	A		80–82	B-		67–69	D+
90-92	A-		77–79	C+		63–66	D
87-89	B+		73–76	C		60–62	D-
83-86	B		70–72	C-		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

Class Policies and Culture

Participation - You are expected to attend and participate in class.  Show up on time and be prepared.   

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.

Laptops/Smartphone – You may use your laptop to take notes.  HOWEVER, if you are using phone/tablet, computer/watch, or any other unnamed device for purposes outside of classroom needs, you will be asked to put your device away. If I have to ask more than once, I will ask you to leave the classroom and you will receive a zero for attendance that day. 

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."

 

Confidential	Private
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.
Counseling & Psychological Services (CAPS)     (504) 314-2277 or  The Line (24/7)     (504) 264-6074	Case Management & Victim Support Services      (504) 314-2160 or       srss@tulane.edu
Student Health Center      (504) 865-5255	Tulane University Police (TUPD)      Uptown - (504) 865-5911      Downtown - (504) 988-5531
Sexual Aggression Peer Hotline and Education (SAPHE)      (504) 654-9543	Title IX Coordinator      (504) 314-2160      msmith76@tulane.edu

Syllabus Changes

Once the course begins, the syllabus may not be changed in a substantial manner. The basis for grade determination and the due dates for assignments will not change. 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 writing assignments and quizzes that are due.  The Writing Assignments and Quizzes are listed in the Assignments Summary below and Canvas will remind you when they are due.