SAN JOSE STATE UNIVERSITY COLLEGE OF BUSINESS MARKETING AND DECISION SCIENCES BUS2 130: PRINCIPLES OF MARKETING Section 80: Class number: 30270 Summer 2015 Course Information Professor: Dr. Easter (AKA: Dr. E) Class Days/Time: Online Classroom: Summer Session starts June 1 and ends July 2 Office Location and Hours: Monday 1:30pm 3:00pm by appointment (only) via WebEx Office Phone: (408) 924-3530 (email preferred contact in Canvas) Department Phone: (408) 924-3506 E-mail: Use Canvas to contact Dr. Easter Response time is usually within 24 hours Monday through Friday only. Emails sent to Dr. Easter on weekends will be responded to on Monday of the following week. Prerequisite: Recommended: Junior standing COMM 100W or ENGL 100WB or LLD 100WB 1
*Note: This is a live syllabus--materials and/or Assignments in syllabus are subject to change with fair notice. 1. Required Texts/Readings Textbook or Ebook Lamb, Hair, and McDaniel: Marketing 12e, Cengage Learning, 2012. Printed to MindTap with ebook http://login.cengagebrain.com/course/mtpp-fx2p-z85m Course Key: MTPP-FX2P-Z85M (NO Substitutes) This is an ONLINE class. You are expected to use the Internet for all assignments, with guided instruction. 2. Technology Standards This is an online class. The dates and assignments are listed in the course schedule (see Sequence of Events in Canvas). This course requires that all students post a profile picture in Canvas, have a computer, and have access to the Internet and Canvas. It is best to have access to Ethernet when taking quizzes and exam. To login to Canvas, visit sjsu.instructure.com. [1] There you'll enter your email address and [2] password and then click the Log In button. If you don't already have a Canvas account, click on the Click, It's Free! Canvas can be accessed through the on-campus computer labs, home computers, public libraries, Internet cafes, etc. You can also obtain assistance with Canvas by contacting the Help Desk at (408) 924-2377 or helpdesk@sjsu.edu. 2
3. Course Description and Overview Analysis of marketing opportunities; planning of marketing strategies and campaigns with emphasis on the Four P s product, price, promotion and distribution; control of the marketing effort; social and ethical responsibilities of marketing. This course provides a general introduction into the principles and concepts of Marketing. It aims to provide a broader view of Marketing beyond its usual functional perceptions of sales and advertising. During the course, various marketing theories, practices and key concepts will be introduced and discussed. Particular focus will be given to the practice of marketing in the context of sustainability, social responsibility and business ethics. 4. Course Learning Objectives The emphasis of the course is on the appreciation, understanding and application of the fundamental concepts of marketing. Thus, towards the end of the course, students are expected to display a comprehensive knowledge on the dynamics of the market forces and its impact on the marketing mix. It is expected that the knowledge and understanding developed throughout the course would serve as a foundation for the higher-level marketing courses. The course is designed to help students achieve the following Student Learning Objectives (SLO s): SLO1: Business Knowledge. Develop an in-depth knowledge and understanding of the various marketing principles, concepts, theories and applications. Comprehend the dynamics of marketing and analyze how its various components interact with each other in the real world (local and international). SLO2: Communication. Develop effective oral and written communication skills by writing responses to select cases and presenting them in class. 3
SLO3: Ethics. Develop an understanding and appreciation of ethical applications and practices in marketing. SLO4: Leadership, Teams and Diversity. Understand the advantages of interacting with a group in analyzing the marketing environment and determining the appropriate marketing mix for the target market. Develop an appreciation for group dynamics, group decision-making and the variety of relationships that may evolve during the decision-making process when working within a group. SLO5: Critical Thinking. Gain hands-on experience in creating mini-marketing plans for a chosen product or service of select organizations; utilizing the different theories and concepts discussed in class and integrating them for application. SLO6: Innovation. Develop innovative ideas and support this with a minimarketing plan, as discussed in class lecture 5. Course Assignments and Grading Policy Class Participation and Discussions: Each class will consist of lectures and discussions on the reading materials, assignments, quizzes, cases and other topics assigned for the session. Class participation is an important element of the course. Students are strongly encouraged to thoroughly prepare for class/case assignments for the day. It will be expected that students did advanced readings and are adequately prepared on the assigned chapters and cases for the day. Throughout the course, class participation will be graded as necessary. Written Work, Vides (Q&A), Case Analyses. There will be daily homework 4
assignments and practice quizzes during the session. The chapters assigned are indicated in the course modules. Exercises are given to support the concepts and theories found in the book. The focus of the cases is the analysis and the resolution of marketing problems and/or issues as outlined in the cases. Please read the reference chapters for the case, perform some analysis, examine the issues and address the problems at hand. Use the 7Cs of Communication in your writing http://www.managementstudyguide.com/seven-cs-of-effectivecommunication.htm. All homework assignments must be submitted in Canvas and received by the instructor no later than 11:59 PM on the day indicated in the schedule. Canvas locks when assignments are submitted late. DO NOT send email with attachments when this is the case. Any papers submitted late will not be graded. Case Overview and Guidelines Case studies present an account of what happened to a business, an industry or an individual over a period of time. Cases present an archive of events that key people in the organization have to deal with, such as changes either in the external or internal environment and chronicle the managers responses. The purpose of the case study is to let students analyze the critical issues facing the specific organization and then apply the concepts learned in class in exploring alternatives to address these issues. The first time you read the case, try to get a grasp of the overall picture of what has transpired. Also review the guide questions as to what marketing issues would require special attention. Re-read the case carefully for several times to find out specific issues and problems that confront the organization. Note down important information, facts, issues and observations that you might have about the case. It would also be helpful to add your own insights to the issues at hand. The maximum number of pages for written case analysis is 2 pages of text, 5
excluding exhibits or appendices. Pages in excess of the stated maximum 2 will not be read nor corrected. The grade will be given based on the content contained within the specified number of pages. The evaluation rubric for case analysis is posted on CANVAS. Suggested Outline for Written Case Analyses Identification of the Problem/s or Issue/s. The student must be able to identify the primary, underlying marketing issues that the company or the individual must overcome in order to succeed. Examples include the cause/s of decline in sales and/or market share, or threats to current or future success. The problem identification is NOT a decision or strategy that the company s management must make or the task to be accomplished. Situation Analysis. Students must substantiate the threats the company faces, analyze the courses of action open to management, and evaluate the feasibility of each. The student must give evidences and cite his/her sources either from the case or from other related sources. Analysis involves identifying and interpreting relevant case facts and portions of exhibits, not just recounting the subject organization s history like a book report. SWOT analysis types are suggested. Recommendations/Conclusion. The student must suggest concrete and specific courses of action as solutions to the core problems based on his/her situation analysis. Please refrain from motherhood or generic statements. A thorough action plan to address your stated problem/issue is recommended. Format for All Written Work: All submitted work must follow the following format: 6
*BOLD* the questions and then write your answers (unbold). a. Write your name, title of the assignment, case or project. b. Font type: Arial or Times New Roman, 12pts font. c. Spacing: Single-space d. Use only Canvas to text box (copy and paste or type your submission) to submit your assignment in the text entry box. e. Proofread before turning in your paper; remember to use the 7Cs of communication in your writing. http://www.managementstudyguide.com/seven-cs-of-effectivecommunication.htm. f. Do not send email Attachments (attachments will not be accepted or opened). 4. Tests and Final Exam The tests during the term and about two-thirds of the final exam are based on a modified objective-test format. The tests will consist of multiple-choice questions presented in a Test Bank. You will be asked to pick the best answer from among those presented in CANVAS. The tests during the term will involve about 50 questions and they will sample about evenly from both the general concepts and the details presented in the text and in class. The final exam will be like the midterms, but it may be cumulative and may involve about 50 questions. You should recognize from the very beginning that there is much more material in your reading assignments, cases, and related exercises than is possible to cover, repeat, and develop in detail in class. Lectures and class discussions will only touch on some of the most important issues. Thus, although tests tend to place somewhat more emphasis on topics that are covered in both the text and in class, the focus of the exams and the final is on the core material from your reading. Class 7
lectures and related assignments will be directly relevant to your understanding of the material and other aspects of your performance (i.e., quality of your decisions in The Marketing Game, and participating in class discussions of cases), but the exams will go into depth on what you have been assigned to read. Please keep in mind that being prepared and present for the tests is your responsibility. The tests are on the schedule and I urge you to mark them on your calendar now. 5. Practice Quizzes in MindTAP and GRADED Quizzes in CANVAS. To prepare you for the graded Quizzes in Canvas, there will be approximately 9 required practice quizzes during the term, which are textbook-based and will be taken through MindTap. The graded quizzes will be taken in Canvas. See the Modules and Assignments (in Canvas) for details. There will also be A 12-hour window is given to complete all graded quizzes and assignments. NOTE: Practice Quizzes are not graded. Online Assignments, Videos, and Cases: * Homework assignments are specified in Canvas Modules. 6. Tentative course calendar: See table at the end of page. 7. GRADES AND WHAT'S EXPECTED Course grades will be based on a weighted composite of performance evaluations in several areas: Midterm Exam 30% Up to 100 points max. Final Exam 30% Up to 100 points max. Ten (10) Canvas quizzes 15% Up to 100 points max. Up to fourteen Homework 25% Up to 140 points max. 8
Activities/Assignments All Exams will be taken online via Canvas TOTAL: 100% Up to 440 points max. 8. EVALUATION/GRADING FINAL LETTER GRADES Percentages Letter grade 95 100% A 90 94.9% A- 87 89.9% B+ 84 86.9% B 80 83.9% B- 77 79.9% C+ 74 76.9% C 70 73.9% C- 67 69.9% D+ 64 66.9% D 60 63.9% D- 0-59.9% F 9. COURSE PROTOCOL All enrolled students are already registered for CANVAS. CANVAS will be used to post homework, additional course resources and other 9
announcements. All communications (off-campus) with the students will also be done through CANVAS, thus it is the responsibility of each student to regularly check CANVAS for course announcements (especially during weekends). Please make sure that you have computer access and know how to navigate CANVAS. REMINDER Important CANVAS links and FAQ: To login to Canvas, visit Canvas.instructure.com [1] Here you'll enter your email address and [2] password and then click the Log In button. If you don't already have a Canvas account, click on the Click Here! All assigned coursework should be turned in through the CANVAS submission folder on the date and time that it is due, unless specified otherwise. Late papers will not be accepted. Important note: Please make sure to turn in the assignment into the correct folder. For expectations about classroom behavior; see Academic Senate Policy S90-5 (http://www.sjsu.edu/senate/s90-5.htm) on Student Rights and Responsibilities. UNIVERSITY, COLLEGE AND DEPARTMENT POLICY INFORMATION Dropping and Adding Students are responsible for understanding the policies and procedures about add/drops, academic renewal, etc. Information on add/drops are available at http://info.sjsu.edu/web-dbgen/narr/soc-fall/rec-324.html. Information about late drop is available at http://www.sjsu.edu/sac/advising/latedrops/policy/. 10
Students should be aware of the current deadlines and penalties for adding and dropping classes. You are responsible for understanding the policies and procedures about add/drops, academic renewal, withdrawal, etc. found at http://www2.sjsu.edu/senate/s04-12.pdf Academic integrity Students should know the University s Academic Integrity Policy that is available at: http://www.sa.sjsu.edu/download/judicial_affairs/academic_integrity_policy_s07-2.pdf. Your own commitment to learning, as evidenced by your enrollment at San Jose State University and the University s integrity policy, require you to be honest in all your academic course work. Faculty members are required to report all infractions to the office of Student Conduct and Ethical Development. The website for Student Conduct and Ethical Development is available at http://www.sa.sjsu.edu/judicial_affairs/index.html. Instances of academic dishonesty will not be tolerated. Cheating on exams or plagiarism (presenting the work of another as your own, or the use of another person s ideas without giving proper credit) will result in a failing grade and sanctions by the University. For this class, all assignments are to be completed by the individual student unless otherwise specified. If you would like to include in your assignment any material you have submitted, or plan to submit for another class, please note that SJSU s Academic Policy F06-1 requires approval of instructors. 11
Campus Policy in Compliance with the American Disabilities Act If you need course adaptations or accommodations because of a disability, or if you need to make special arrangements in case the building must be evacuated, please make an appointment with me as soon as possible, or see me during office hours. Presidential Directive 97-03 requires that students with disabilities requesting accommodations must register with the DRC (Disability Resource Center) to establish a record of their disability. Student Technology Resources Computer labs for student use are available in the Academic Success Center located on the 1st floor of Clark Hall and on the 2nd floor of the Student Union. Additional computer labs may be available in your department/college. Computers are also available in the Martin Luther King Library. A wide variety of audio-visual equipment is available for student checkout from Media Services located in IRC 112. These items include digital and VHS camcorders, VHS and Beta video players, 16 mm, slide, overhead, DVD, CD, and audiotape players, sound systems, wireless microphones, projection screens and monitors. Learning Assistance Resource Center (Optional) The Learning Assistance Resource Center (LARC) is located in Room 600 in the Student Services Center. It is designed to assist students in the development of their full academic potential and to motivate them to become self-directed learners. The center provides support services, such as skills assessment, individual or group tutorials, subject advising, learning assistance, summer academic preparation and basic skills development. The LARC website is located at http:/www.sjsu.edu/larc/ SJSU Writing Center The SJSU Writing Center is located in Room 126 in Clark Hall. It is staffed by 12
professional instructors and upper-division or graduate-level writing specialists from each of the seven SJSU colleges. Our writing specialists have met a rigorous GPA requirement, and they are well trained to assist all students at all levels within all disciplines to become better writers. The Writing Center website is located at http://www.sjsu.edu/writingcenter/ College of Business Program Goals: (Not all program learning goals are covered in every course) 1. Business Knowledge. Understand basic business principles and demonstrate discipline-specific competencies as applied to local and global environments. 2. Communication. Communicate ideas clearly, logically, and persuasively in oral and written format, using technology appropriately. 3. Ethical Awareness. Recognize, analyze, and articulate solutions to ethical issues that arise in business. 4. Leadership, Teams and Diversity. Comprehend the challenges and opportunities of leading and working in diverse teams and environments. 5. Critical Thinking. Comprehend, analyze, and critically evaluate complex and unstructured qualitative and quantitative business problems, using appropriate tools and technology. 6. Innovation. Recognize, analyze, and articulate strategies for promoting creativity and innovation. LUCAS COLLEGE OF BUSINESS POLICIES 13
To ensure that every student, current and future, who takes courses in the Boccardo Business Center has the opportunity to experience an environment that is safe, attractive, and otherwise conducive to learning, the College of Business at San José State has established the following policies: Eating: Eating and drinking (except water) are prohibited in the Boccardo Business Center. Students with food will be asked to leave the building. Students who disrupt the course by eating and do not leave the building will be referred to the Judicial Affairs Officer of the University. Cell Phones: Students will turn their cell phones off or put them on vibrate mode while in class. They will not answer their phones in class. Students whose phones disrupt the course and do not stop when requested by the instructor will be referred to the Judicial Affairs Officer of the University. Academic Honesty: Faculty will make every reasonable effort to foster honest academic conduct in their courses. They will secure examinations and their answers so that students cannot have prior access to them and proctor examinations to prevent students from copying or exchanging information. They will be on the alert for plagiarism. Faculty will provide additional information, ideally on the green sheet, about other unacceptable procedures in class work and examinations. Students who are caught cheating will be reported to the Judicial Affairs Officer of the University, as prescribed by Academic Senate Policy S04-12 14