Iowa State University College of Business

Summer 2009

Principles of Marketing Marketing 340

Section A Monday through Friday, 7:30 a.m. - 9:30 a.m.

1148 Gerdin Business Building

General Information Instructor: Tim Folger, MBA Office: 3116 Gerdin Business Building Telephone: 294-0476 Office Hours: M/T/W/Tr 9:50AM – 10:50AM or by appointment Email: tfolger@iastate.edu Webpage: www.bus.iastate.edu/tfolger/MKT340 Course Objectives This course will provide students with an understanding of the fundamental concepts involved in marketing and lead them in developing skills in recognizing and analyzing marketing strategies. Students will generate an understanding of both the definition and application of marketing terminology and theoretical concepts. Learning Objectives At the conclusion of the course the student should be able to: • Define marketing and discuss what it entails • Discuss how environmental factors affect marketing activities • Describe the factors involved in consumer decision making • Understand market segmentation and the development of a target market profile • Identify the elements of the marketing mix and discuss the importance of the right mix • Develop product strategies and discuss how services and nonprofit offerings differ from

traditional ones • Develop distribution, promotion, and pricing strategies • Explain the significance of the Internet, customer focus and globalization relative to

marketing Methods of Learning A variety of techniques will be used to enhance your learning in this course. These will include lectures, discussions, video cases and use of the Internet. Reading of the assigned chapters before class is necessary to reinforce material presented in class. Course Prerequisites: The prerequisite for this course is Econ 101. No substitution will be allowed.

Course Material

Text: MKTG 2.0, 2008 - 2009 Student Edition, 2nd Edition Charles W. Lamb, Joseph F. Hair, Carl McDaniel ISBN-10: 0324659806, ISBN-13: 9780324659801

Reading Material: Additional reading material may be handed out in class or posted

on the class website and will become the responsibility of the students.

Course Requirements  Attendance is required. Proper preparation, including having read the assigned material prior to class, is expected. All material presented and covered in the book will potentially be covered in the exams. All material presented and in-class activities will occur only once and there will be no opportunities scheduled for making up these events. It is the student’s responsibility to gather the missed material from a classmate. The student is responsible for any announcements made in class or posted on the class website or WebCT.  Exams and Scoring: There will be three mid-term exams and a final exam Maximum point values are as follows: Mid-term Exams: #1 @ 100 pts 100 #2 @ 100 pts 100 #3 @ 100 pts 100 Comprehensive Final Exam @ 160 pts 160 __________________________________________________________ Total Points 460

Note: no make up exams will be scheduled Student ID’s will be required at the time the exam is handed in. Student ID numbers will be required on the exam form and answer sheet.

Pop quizzes may be given periodically for bonus points (2 – 5 points). These count as credit for inclass participation and no make-up quizzes will be scheduled. Grading (Points earned / 460 points = %) 94-100% A 73-76% C 90-93% A- 70-72% C- 87-89% B+ 67-69% D+ 83-86% B 63-66% D 80-82% B- 60-62% D- 77-79% C+ Below 60% F (Fractional percentages of .5% or more will be rounded up to the next whole percentage point. Fractional percentages of less than .5% will be rounded down to the next whole percentage point.)

Participation in Marketing Studies Since consumer behavior is a topic discussed to a large extent in this course, what better way to learn than by participating in marketing studies! You may have up to two opportunities to participate in marketing experiments during this semester and you are offered 1 participation credit of 3 points for each experiment (3 points per participation will be added to your final point total). This will allow you the opportunity to earn an additional 6 points toward your final grade for the course. Of course, participation in experiments is voluntary, so if you choose not to participate in the experiments your point total will not be altered in any way.

Please see further information provided at the end of the syllabus. Exam Policies Students will be required to bring their ISU student ID and a #2 pencil for use on the exam answer sheet. Students will be required to put their student ID on the answer sheet and the exam form they are issued. Multiple pencils may be needed as pencil sharpeners are a rarity these days in classroom. Students will be required to show their ID when they turn in their exams. (It would be helpful if the student could adjust their appearance to be a close as they can to the freshman photo on the ID.) Make up exams will not be scheduled. Consideration will be given for missed exams only in the most extreme cases. For those given consideration for missing an exam the points missed will be weighed with the final exam score. This accommodation will only be available for one missed exam. Arrangements for such consideration are required before the day of the scheduled exam. Students with Disabilities Any student who feels she or he may need an accommodation based on the impact of a disability should contact me privately to discuss your specific needs. If needed, please contact the Disability Resources Office at 515-294-6624 in room 1076, Student Services Building to coordinate reasonable accommodations for students with documented disabilities. Academic Dishonesty You are expected to uphold the University’s policy of academic honesty as spelled out in the academic regulations. Acts of academic dishonesty will be reported to the appropriate university committee. All forms of academic dishonesty related to any exam assignments (cheating, plagiarism, copying other student’s work/assignments, etc.) will automatically result in a score of “0” for that exam/assignment. Students inclined to dishonest behavior are encouraged to drop this course and seek alternatives to a degree from Iowa State University by exploring ads on matchbook covers for other fine institutions and scouring the internet for “basement” universities. Please familiarize yourself with the following webpage:

http://www.public.iastate.edu/~catalog/2007-2009/geninfo/dishonesty.html

We will adhere to this syllabus as closely as possible. The instructor reserves the right to make adjustments to the course during the semester. It is your responsibility to keep up with any changes to the course announce in class through regular class attendance, checking with your classmates, or checking the class webpage. Tentative Course Outline and Assignments (subject to change) Day Date Topic Chapter _____________________________________________________________________________________________________________________

1. June 15 Course Introduction and Overview Marketing Marketing, Exchange and Value 1

2. June 16 Strategic Planning / Marketing Plan 2

3. June 17 Social Responsibility & Ethics / 3 The Marketing Environment

4. June 18 Global Marketing 4

5. June 19 Special Topic - “The World is Flat” Exam #1 (Chapters 1-4) Last Hour of Class

6. June 22 The Consumer 5

7. June 23 Business Marketing 6

8. June 24 Segmenting & Targeting 7 9. June 25 Decision Support and Marketing Research 8

Customer Relationship Management 19

10. June 26 Video Case - Starbucks I & II Exam #2 (Chapter 5 – 8, 19) Last Hour of Class

11. June 29 Product Concepts 9 Developing and Managing Products 10 Product Development -

12. June 30 Services and Nonprofit Organization Marketing 11

13. July 1 Marketing Channels and Supply Chain Management 12 Retailing 13

14. July 2 Video Case - Nike vs Reebok Exam #3 (Chapter 9 – 13) Last Hour of Class

15. July 3 ----------------No class – University Holiday----------------------------------------

16. July 6 Integrated Marketing Communication 14 Advertising and PR 15

17. July 7 Sales Promotion and Personal Selling 16

18. July 8 Pricing 17 Pricing 18

19. July 9 Special Topics and Review Video Case – Yoplait

20. July 10 Final Exam - 1/3 Comprehensive Exam (Chapters 1 through 13 &19 2/3 Chapter 14 through 18) Two Hours

ISU Marketing Experiment Participation System

Students willing to participate in experiments must first enroll in the ISU Marketing Experiment Participation System. The URL for the website is: http://isumarketing.sona-systems.com/. All students are encouraged to go ahead and register as participants at the beginning of the semester since experiments will be posted starting with the second or third week of classes. When you register you will be asked to provide an email address. It is VERY IMPORTANT that you indicate an email address that you check regularly since the system sends reminders one day before the experiment. Also, make sure you verify the email address for correctness before you submit your registration. Once you are registered as a participant you will receive email announcements that will let you know when studies are being posted and experiment times that are available. When you receive these invitation emails you have to go back to the website, login and sign-up for experiments. Introductory Survey Before you sign-up in your first experiment will be asked to take an introductory survey that will familiarize you with the type of scales that are used in marketing research. This survey also gives researchers some insight about ways in which people process information. It is important that you take this survey very seriously and respond accurately to each item. Once you complete the initial survey you will be able to sign-up in marketing studies. Study Sign-up and Requirements All marketing studies will have a summary description and will contain information about the location of the experiment, times available and the name of the researcher responsible with the study. Make sure you review each study description and requirements before signing-up. You can sign-up in any study that you wish at the times you want. However some studies have certain requirements and will not let you register if you don’t meet these requirements. If you have questions about any individual study always email the researcher responsible with the specific study at the contact information provided in the study description. If you have any questions related to web-site functionality you can contact the subject pool coordinator, Dr. Laura Smarandescu, at smarand@iastate.edu. Keep in mind that the system will not let you sign-up twice for the same study. If you sign-up and wish to change the time of your appointment, you will have to first cancel/ drop your initial appointment and then you will be able to sign-up again at a new time. Also, the system sends email reminders the day before the scheduled experiment. If you cannot keep your initial appointment it is very important that you cancel your appointment time as soon as possible so you can free that spot for other participants who may wish to enroll at that time. If you fail to cancel your appointment and you don’t show up at the experiment, the system will deduct one point from your earned credits (not your grade). However, this will reduce your chances to improve your final grade. So

the key point is that if you can’t keep your appointment time make sure you cancel it online, or inform the researcher responsible for the experiment before the experiment time. Consent Forms Before you participate in an experiment you will be asked to read and sign a consent form. The consent form states that participation in studies is voluntary and that the information you provide in studies is confidential and will not be linked to your name in any way. Receiving Credit After you participate in an experiment you will be assigned 1 or 2 credits depending on the experiment. You will now have the option to select the class where you want to apply your participation credit. Most students will only have one class that allows for research participation. However, some students may have two or more classes which offer participation credit. At this stage you will first need to add the classes from the drop-down menu. Then you will need to assign the earned credits to the classes you wish. There is one exception. The system will not allow you to split 2 credits offered for one experiment to two different courses. Important: If you are enrolled in more than one class that offers research participation credit, you will need to distribute your earned credits between your classes. For example, if you are enrolled in two classes that allow for research participation credit, you can participate in up to six 1-credit studies and assign three credits to each class. After you participate in experiments, you will be given participation credit. When you login to the Marketing Participation System website you will be able to review your earned credits. If there are any discrepancies, or you believe that you have not received credit for an experiment, you need to contact the researcher responsible with the experiment. Only contact the subject pool administrator, Dr. Smarandescu, if you experience technical difficulties with the website. The contact information is smarand@iastate.edu Deadline for Assigning Credits to Courses The deadline for assigning earned participation credits to courses is Friday July 10th, at 10 p.m. It is very important that at you adhere to this deadline and assign your earned credits to courses since at this time the research participation lists will be given to instructors. There are no excuses or exceptions from this deadline. Students who do not assign their credits on time will not be credited later since instructors would have incorporated the credit into the grade. WE APPRECIATE YOUR PARTICIPATION IN MARKETING STUDIES. By participating you will learn how behavioral research in marketing is being conducted and you will also help the research agenda of ISU.