BA 390
PRINCIPLES OF MARKETING
Instructor: Steve Kim, Ph.D.
Office: Room 402 Bexell Hall
Office Hours: 12:00
- 1:00 Tu; 1:00 - 2:00 We; 2:00-3:00 Th and by appointment
Telephone: (541) 737-6060
Email: kim@bus.oregonstate.edu
Class hours: Mo, Tu, We, and Th
3:00 - 5:20 P.M.
Objectives
1. To
acquire an understanding of basic marketing terms and concepts.
2.
To analyze task of marketing
under contemporary conditions, both within the individual enterprise and in
society.
3. To examine the various marketing
functions that comprise the marketing task, as it is commonly organized within
complex organizations.
4. To develop an awareness of the major
types of marketing problems and decisions that must be faced by business
organizations.
Required Text
Kotler, Philip and Gary Armstrong, Principles
of Marketing, 10th ed., 2004
Required
Andy Grove, Only the Paranoid
Survive, Currency Doubleday, 1999.
Wall Street Journal (Subscription form
will be provided)
The job market which most of you will
face soon is often referred to as “white collar.” This market has a number of expectations
about your behavior in the work setting.
The university setting provides one opportunity to refine your work
habits and behaviors, as well as acquire new skills you can use on the job. In this setting, both the “supervisor” and
the “workers” will be attendance and be on time, assignments will be turned in
on time, and basic rules of courtesy will be followed. Everyone must be treated with dignity and
respect in order for scholarship to thrive.
Behaviors that are disruptive to learning, or create a hostile,
offensive or intimidating environment will not be tolerated. Academic dishonesty in any form will not be
tolerated. A course grade of F will be assigned and disciplinary action will be
pursued.
On a different subject – it may not
always be obvious; but the “supervisor” is here to help you achieve your
goals!
To achieve class objectives, a blend
of lecture, class discussion, outside readings, and video clips will be used.
Materials presented in class will build on ideas contained in the
readings. Class discussions will be a
part of every lecture, therefore students are expected to read and study
assigned material before class. Students
will be asked to express their views during every class discussion.
Midterm
Examination 100
Final
Examination 100
2
Quizzes (2X20 points) 40
_____________
Total:
260 points
Grading System (cutoff scores)
A
= 93% (242 points) C+ = 77%
(200 points)
A-
= 90% (234 points) C
= 73% (190 points)
B+ =
87% (226 points) C-
= 70% (182 points)
B
= 83% (216 points) D =
60% (156 points)
B-
= 80% (208 points) F <
60% (155 points)
An important note: The above scores
apply to all students and points can only be obtained from exams, quizzes, and
your synopsis and presentation. There
are no other opportunities for “extra credit” or other projects that can
increase your point score. For this
reason, if a student wants an “A” or “B,” he/she can not afford to let more
than one quiz slip.
* Total point scores will be used to
determine the student’s course grade.
Examinations and Quizzes
The exams will emphasize the material
covered in the lectures; however, assigned material from the textbook, Paranoid Book, and Wall Street Journal will
be included in the exams, even if it were not discussed in class. The
examination format will draw from the following types of questions:
1. Multiple choice questions and
true/false questions designed to test knowledge of marketing terms and
concepts.
2. Short-answer questions designed to
assess students' knowledge and depth of understanding of material developed in
the course.
To score well in the exam, it is
imperative that you know the definitions, but then you must be able to apply
the concepts as well.
During the term, there will be two
quizzes. There will be ten questions on each of the quizzes.
Quiz1: Chs. 1,2,18, 5; Quiz2: Chs.
9,10,11,12,13
Make-up exams or quizzes will not be given. Missed exam or quiz will be scored as
zero. Always try to inform me in advance
if you have a verifiable reason to miss the exam or quiz.
Book
The book will help you relate what you learn in this class to real-world business.
It will be done on a
group basis (3 students for each team). Each group will be assigned to a
chapter of the book. Each group will
read and either (a) write one-page synopsis (prepare 70 copies) or (b) present
what you learned to class with PowerPoint slides.
Date(s) Topic Assignment Chapters Paranoid
I.
Overview
6/20 Course
Introduction & Marketing Concept Ch. 1
II.
Business Environment, Marketing Process, and Performance
6/21 Company
and Marketing Strategy Ch. 2
6/22 Creating
Competitive Advantage Ch. 18 1
6/23 Managing
Marketing Information Ch. 5 2
III.
Assessing Marketing Opportunities
6/27 Consumer
Market Analysis Quiz1 Ch. 6 3
6/28 Business
Market Analysis Ch. 7 4
6/29 Segmentation,
Targeting, and Positioning Ch. 8 5
6/30 Midterm Examination (midterm
exam guide)
7/4 Product
and Service Strategies Ch. 9 6
IV.
The Marketing Mix
7/5 New
Product Strategies Ch. 10
7
7/6 Pricing
Ch. 11,12 8
7/7 Distribution Ch. 13 9
7/11 Personal
Selling and Sales Management Quiz
2 Ch.
17 10
7/12 Integrated
Marketing Communications Ch. 15 1-5
7/13 Advertising
and Sales Promotion Ch. 16 6-10
7/14 Final Examination (not cumulative)
Name:
Student ID #:
Phone number:
Email address:
_______________________________________
Work Experience (profit and non-profit):
___________________________________________________
___________________________________________________
Areas of marketing that are of
particular interest:
___________________________________________________
___________________________________________________
Future career plans:
___________________________________________________
___________________________________________________
Self-evaluation of your marketing
knowledge
1 2 3 4 5
Don’t Know I can teach
know a little this
course