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Online classes

Effective: Early Spring 8-Week 2017/2018

MKTG 310: Principles Of Marketing

Course Description

Survey of principles for choosing target markets, assessing their needs, developing products and services and delivering them at a value to the customer and a profit to the company.

Prerequisite: Junior Standing

Proctored Exams: None



Syllabus Contents

Textbooks

Required

  • Lamb, Charles W., Hair Jr., Joseph F. and McDaniel, Carl. MKTG 10. 10th ed. Cengage, 2016.
    • ISBN-978-1-3056-3182-3
      • Note: Access code is optional for this course.

MBS Information

Textbooks for the course may be ordered from MBS Direct. You can order

For additional information about the bookstore, visit http://www.mbsbooks.com.


Course Overview

This course is designed to help students learn about and apply the basic concepts and practices of modern marketing as they are used in a wide variety of settings: product and service firms, consumer and business markets, profit and nonprofit organizations, domestic and global companies, and small and large businesses.



Technology Requirements

Participation in this course will require the basic technology for all online classes at Columbia College:
  • A computer with reliable Internet access
  • A web browser
  • Acrobat Reader
  • Microsoft Office or another word processor such as Open Office

You can find more details about standard technical requirements for our courses on our site.


Course Learning Outcomes

  1. Explain the field of marketing, how to select target markets, and the different elements of the marketing and promotion mix.
  2. Identify the objectives of the different pricing policies/strategies and the factors necessary to build positive social relationships and marketing ethics.
  3. Analyze the different marketing environments.
  4. Analyze the similarities/differences between consumer and business markets, service marketing, and the distribution channels available to marketers.
  5. Explain the product life cycle and how each element of the marketing mix changes with the changes in the product life cycle.

Grading

Grading Scale
Grade Points Percent
A 450-500 90-100%
B 400-449 80-89%
C 350-399 70-79%
D 300-349 60-69%
F 0-299 0-59%
Grade Weights
Assignment Category Points Percent
Discussions 64 13%
Research Paper 100 20%
New Product Paper 51 10%
Quizzes 285 57%
Total 500 100%


Schedule of Due Dates

Week 1
Assignment Points Due
Discussion Introductions 0 Wednesday
Discussion 1 8 Wednesday/Friday
Plagiarism Quiz 0 Sunday
Quiz 1 45
Week 2
Assignment Points Due
Discussion 2 8 Wednesday/Friday
Quiz 2 30 Sunday
Week 3
Assignment Points Due
Discussion 3 8 Wednesday/Friday
Quiz 3 45 Sunday
Week 4
Assignment Points Due
Discussion 4 8 Wednesday/Friday
Quiz 4 30 Sunday
Week 5
Assignment Points Due
Discussion 5 8 Wednesday/Friday
Dropbox 1: Research Paper 100 Sunday
Quiz 5 30
Week 6
Assignment Points Due
Discussion 6 8 Wednesday/Friday
Quiz 6 30 Sunday
Week 7
Assignment Points Due
Discussion 7 8 Wednesday/Friday
Business Administration Assessment Exam 0 Before Dropbox 2
Dropbox 2: New Product Paper 51 Sunday
Quiz 7 45
Week 8
Assignment Points Due
Discussion 8 8 Wednesday/Friday
Quiz 8 30 Saturday
Total Points 500

Assignment Overview

Assignment Preparation

In general, the rule of thumb for college classes is two hours of preparation for every hour of class work. When offered as a land-based course, this course includes 40 in-class sessions of 50 minutes. Because this class is taught online, you should plan to spend approximately ten to fifteen hours per week on this course.


Discussions

Our weekly class discussions are in the Discussions area of our D2L course. There are eight discussions worth 8 points each. You can participate in the Week 1 discussions as soon as the course opens Monday morning of Week 1. Starting in Week 2, all discussions open Saturday morning at 12:00 am. This gives you time to work on the weekend for the upcoming week.
Your initial post is due by Wednesday at 11:59 pm CT each week. You must respond to your classmates with at least three substantive responses on three different days by Friday at 11:59 pm CT each week. I strongly encourage you to post early so your classmates can read and benefit from your experiences/ideas. Late assignments are not accepted.

Selecting Your Questions

For each discussion, you must select a question from the list provided. Please make sure that you select a question that has not been picked. You may only pick a duplicate question once all questions in the list are selected.
If you do not have time early in the week to answer a question, you can reserve a question. To reserve a question, put the chapter number, along with the question number, in the subject line of your post. You may leave the body of your message blank, or add a short note. Make sure to post your reservation, don’t save it as a draft. Once you are ready to participate, edit your post and add your answer.  If you pick a question that is not eligible for selection, you will receive a “0” for the assignment.

Discussion Format

In the subject line of your post, please include the chapter and number of the question you are answering. If a brand, product or industry example is part of your answer, please include the name in the subject line as well. A brand, product, or industry may be used only one time for each question. If you use a “duplicate brand, product, or industry,” you will receive a “0” for the assignment.
In the body of your post, you must include both the question and your answer.

Example: Chap1 Q1: Define marketing. How does this definition differ from one you would have given before reading the chapter?
Marketing is… (Your answer)

Please note: You must include the text of your discussion in the body of your post. Please do not attach it as a word document. Discussions submitted as attachment will earn a “0” for the assignment.

Responses

Each week, you must post at least 3 substantive responses on 3 different days to the questions answered by your classmates to earn full credit. A substantive post is a post that engages with another student’s ideas, rather than merely affirming their post (“great post,” I agree”, et cetera). To fully engage in the discussion, you must post throughout the week. You may respond to multiple posts on the same day. However, these will only count as one response for grading purposes. All responses are due Friday at 11:59 pm CT. I do not accept late response posts.
For specific discussion grading criteria, please refer to the discussion grade rubric in the course.


Dropbox

You will have two papers for this class, Dropbox 1: Research Paper, and Dropbox 2: New Product Paper. There are templates for these papers in the course.  You must submit each paper to the appropriate folder in the Dropbox area of the course by 11:59 pm CT Sunday of the week they are assigned.
Plagiarism Quiz: During Week 1, you must complete the plagiarism quiz located in the Quizzes area of our course before you will be able to upload your papers. The dropbox folders will not appear until after you have completed the quiz.

Paper Format

Your papers must include the following information in either the upper right hand or upper left-hand corner of the first page of your paper:
•    Your name
•    Class Reference Number (MKTG 310)
•    Date of the Paper
•    Paper Title

Additional guidelines:
•    You must include each question (heading) before your answer.
•    Papers may be single or double-spaced.
•    A bibliography is required.
If your paper is not formatted correctly, you will automatically lose 10% of your grade for the paper.

Note: Work submitted for this class must not have been previously submitted by you or another individual for any course. Any student who submits previously used work will be reported to Columbia College Student Life and Academic Affairs administrators and a 0 will be given for the assignment.


Quizzes

Each week you will take a timed multiple-choice quiz that covers the assigned chapters for that week. Week 1, 3 and 7 quizzes will be over 3 chapters with 15 questions per chapter for a total of 45 questions for each quiz. Week 2, 4-6, 8 quizzes each cover 2 chapters with 15 questions per chapter for a total of 30 questions.

I have selected multiple-choice questions that address the major learning objectives for each of the assigned chapters. You will have 1 attempt and 1.5 minutes per question allowed for each quiz. Please review the description of each quiz for exact details.

Note: The quizzes will open on Friday at noon and must be submitted by 11:59 pm CT on Sunday, except for Week 8. In Week 8 the quiz will open Thursday at noon and close Saturday at 11:59 pm CT.



Course Outline

Click on each week to view details about the activities scheduled for that week.

Week 1: Introduction to the World of Marketing
Readings
  • Chapter 1: Overview of Marketing
  • Chapter 2: Strategic Planning for Competitive Advantage
  • Chapter 3: Ethics and Social Responsibility
Discussion Introductions

Introduce yourself to the class, this will be our virtual classroom for the next eight weeks. Start by telling us how you would like to be addressed throughout the session by putting "Call me by ... " in the subject line of your post.

To help us get to know you better, in the body of your post please share more than just your name. Include your location, profession, degree, hobbies, interest in marketing, and any other information you would like to share.

Discussion 1
Questions will cover the readings for this week. The list of questions to respond to is available in the Content area of the course. Your initial post is due by Wednesday at 11:59 pm CT. You must also respond to your classmates with at least three substantive responses on three different days by Friday at 11:59 pm CT. I strongly encourage you to post early so your classmates can read and benefit from your experiences/ideas.
Plagiarism Quiz

Review the plagiarism tutorial in the Content area of the course and then take the Plagiarism Quiz in the Quizzes area. You must take the quiz before the dropbox folders will be visible in the Dropbox Area.

Quiz 1

There are 45 multiple-choice questions pulled from this week's chapter readings. The quiz is only available from noon on Friday until 11:59 pm CT on Sunday. You will have 68 minutes to complete the quiz.

Note: You should save your answers periodically in case your internet connection drops.

Week 2: Marketing Environment and Consumer Decision Making
Readings
  • Chapter 4: The Marketing Environment
  • Chapter 5: Developing a Global Vision
Discussion 2

Questions will cover the readings for this week. The list of questions to respond to is available in the Content area of the course. Your initial post is due by Wednesday at 11:59 pm CT. You must also respond to your classmates with at least three substantive responses on three different days by Friday at 11:59 pm CT. I strongly encourage you to post early so your classmates can read and benefit from your experiences/ideas.

Quiz 2

There are 30 multiple-choice questions pulled from this week's chapter readings. The quiz is only available from noon on Friday until 11:59 pm CT on Sunday. You will have 45 minutes to complete the quiz.

Note: You should save your answers periodically in case your internet connection drops.
Week 3: Analyzing Market Opportunities
Readings
  • Chapter 6: Consumer Decision Making
  • Chapter 7: Business Marketing
  • Chapter 8: Segmenting and Targeting Markets
Discussion 3

Questions will cover the readings for this week. The list of questions to respond to is available in the Content area of the course. Your initial post is due by Wednesday at 11:59 pm CT. You must also respond to your classmates with at least three substantive responses on three different days by Friday at 11:59 pm CT. I strongly encourage you to post early so your classmates can read and benefit from your experiences/ideas.

Quiz 3

There are 45 multiple-choice questions pulled from this week's chapter readings. The quiz is only available from noon on Friday until 11:59 pm CT on Sunday. You will have 68 minutes to complete the quiz.

Note: You should save your answers periodically in case your internet connection drops.
Week 4: Marketing and Product Concepts
Readings
  • Chapter 9: Marketing Research
  • Chapter 10: Product Concepts
Discussion 4

Questions will cover the readings for this week. The list of questions to respond to is available in the Content area of the course. Your initial post is due by Wednesday at 11:59 pm CT. You must also respond to your classmates with at least three substantive responses on three different days by Friday at 11:59 pm CT. I strongly encourage you to post early so your classmates can read and benefit from your experiences/ideas.

Dropbox 1: Research Paper

You must prepare a report on the size, location, purchasing power, and market potential for the three largest minority target markets in the country—Hispanic Americans, African Americans, and Asian Americans. Use the library to access to a wide variety of sources for your paper. There is a template in the Content area of the course that includes all of the information you should collect. Keep in mind that not all information on each market will come from just one source. You must cite all information that is not common knowledge and provide a bibliography at the end of the paper.  The Research Paper is introduced in Week 4 but is not due until Week 5.

Note: The dropbox folder for this paper will not appear until after you have reviewed the Plagiarism tutorial and earned above 90% on the quiz. The tutorial is located in the Content Section and the quiz is in the Quiz Section of the class.

Quiz 4

There are 30 multiple-choice questions pulled from this week's chapter readings. The quiz is only available from noon on Friday until 11:59 pm CT on Sunday. You will have 45 minutes to complete the quiz.

Note: You should save your answers periodically in case your internet connection drops.
Week 5: Managing Products and Services
Readings
  • Chapter 11: Developing and Managing Products
  • Chapter 12: Services and Nonprofit Organization Marketing
Discussion 5

Questions will cover the readings for this week. The list of questions to respond to is available in the Content area of the course. Your initial post is due by Wednesday at 11:59 pm CT. You must also respond to your classmates with at least three substantive responses on three different days by Friday at 11:59 pm CT. I strongly encourage you to post early so your classmates can read and benefit from your experiences/ideas.

Dropbox 1: Research Paper

You must prepare a report on the size, location, purchasing power, and market potential for the three largest minority target markets in the country—Hispanic Americans, African Americans, and Asian Americans. Use the library to access to a wide variety of sources for your paper. There is a template in the Content area of the course that includes all of the information you should collect. Keep in mind that not all information on each market will come from just one source. You must cite all information that is not common knowledge and provide a bibliography at the end of the paper.   The Research Paper is assigned in Week 4 but is due in Week 5.

Note: The dropbox folder for this paper will not appear until after you have reviewed the Plagiarism tutorial and earned above 90% on the quiz. The tutorial is located in the Content Section and the quiz is in the Quiz Section of the class.

Quiz 5

There are 30 multiple-choice questions pulled from this week's chapter readings. The quiz is only available from noon on Friday until 11:59 pm CT on Sunday. You will have 45 minutes to complete the quiz.

Note: You should save your answers periodically in case your internet connection drops.
Week 6: Distribution
Readings
  • Chapter 13: Supply Chain Management and Marketing Channels
  • Chapter 14: Retailing
Discussion 6

Questions will cover the readings for this week. The list of questions to respond to is available in the Content area of the course. Your initial post is due by Wednesday at 11:59 pm CT. You must also respond to your classmates with at least three substantive responses on three different days by Friday at 11:59 pm CT. I strongly encourage you to post early so your classmates can read and benefit from your experiences/ideas.

Quiz 6

There are 30 multiple-choice questions pulled from this week's chapter readings. The quiz is only available from noon on Friday until 11:59 pm CT on Sunday. You will have 45 minutes to complete the quiz.

Note: You should save your answers periodically in case your internet connection drops.
Course Evaluation
Please evaluate the course. You will have an opportunity to evaluate the course near the end of the session. A link sent to your CougarMail will allow you to access the evaluation. Please note that these evaluations are provided so that I can improve the course, find out what students perceive to be its strengths and weaknesses, and in general assess the success of the course. Please do take the time to fill this out.
Week 7: Communication, Promotion, and Sales Management
Readings
  • Chapter 15: Marketing Communications
  • Chapter 16: Advertising, Public Relations, and Sales Promotion
  • Chapter 17: Personal Selling and Sales Management
Discussion 7

Questions will cover the readings for this week. The list of questions to respond to is available in the Content area of the course. Your initial post is due by Wednesday at 11:59 pm CT. You must also respond to your classmates with at least three substantive responses on three different days by Friday at 11:59 pm CT. I strongly encourage you to post early so your classmates can read and benefit from your experiences/ideas.

Business Administration Assessment Exam

The Business Administration Basic Exam is one of the ways in which the Business Administration Department assesses student learning outcomes. The exam given at the beginning, the middle, and the end of the program is designed to measure the proficiency of Business Administration students as they move through the program.

Completion of the exam is a mandatory activity in MGMT 150, MKTG 310, and MGMT 479. Only in MGMT 479 is the exam a graded activity. The exam does not count toward the final course grade in MGMT 150 and MKTG 310.

The exam contains 75 multiple choice questions. You will have 90 minutes to complete it. The exam is not proctored. You will likely need a calculator. The exam is located under the Quizzes tab and is to be taken during Week 7 of the course. The Dropbox for Week 7 will open once the exam has been completed.

There is no need to study for the exam. We do ask that students make a thoughtful effort as exam results will used to fine-tune the program curriculum.

I encourage you to make taking the exam one of the first things you do at the beginning of Week 7. Although you will not see which questions you answered correctly or incorrectly, you will see your final score.

The exam is located under the Quizzes area.  It does not affect your course grade.

Note: You must submit the assessment exam before the folder for Dropbox 2: New Product Paper will appear.  You will find the assessment exam in the Quizzes area of the course.

Dropbox 2: New Product Paper

Identify a new product you think could be successful on the market and set an introductory price for it. Use the template provided in the Content area of the course to structure your written analysis.

Your paper should be a minimum of 2 pages in length, single-spaced, or four pages, double-spaced. Please post the assignment in the dropbox no later than 11:59 pm CT Sunday.

Note: You must submit the Business Administration Assessment exam before the dropbox folder for this paper will open. The assessment exam is available in the Quizzes are of the course.

Quiz 7

There are 45 multiple-choice questions pulled from this week's chapter readings. The quiz is only available from noon on Friday until 11:59 pm CT on Sunday. You will have 68 minutes to complete the quiz.

Note: You should save your answers periodically in case your internet connection drops.
Week 8: Social Media and Pricing Concepts
Readings
  • Chapter 18: Social Media and Marketing
  • Chapter 19: Pricing Concepts
Discussion 8

Questions will cover the readings for this week. The list of questions to respond to is available in the Content area of the course. Your initial post is due by Wednesday at 11:59 pm CT. You must also respond to your classmates with at least three substantive responses on three different days by Friday at 11:59 pm CT. I strongly encourage you to post early so your classmates can read and benefit from your experiences/ideas.

Quiz 8

There are 30 multiple-choice questions pulled from this week's chapter readings. The quiz is only available from noon on Friday until 11:59 pm CT on Sunday. You will have 45 minutes to complete the quiz.

Note: You should save your answers periodically in case your internet connection drops.


Course Policies

Student Conduct

All Columbia College students, whether enrolled in a land-based or online course, are responsible for behaving in a manner consistent with Columbia College's Student Conduct Code and Acceptable Use Policy. Students violating these policies will be referred to the office of Student Affairs and/or the office of Academic Affairs for possible disciplinary action. The Student Code of Conduct and the Computer Use Policy for students can be found in the Columbia College Student Handbook. The Handbook is available online; you can also obtain a copy by calling the Student Affairs office (Campus Life) at 573-875-7400. The teacher maintains the right to manage a positive learning environment, and all students must adhere to the conventions of online etiquette.

Plagiarism

Your grade will be based in large part on the originality of your ideas and your written presentation of these ideas. Presenting the words, ideas, or expression of another in any form as your own is plagiarism. Students who fail to properly give credit for information contained in their written work (papers, journals, exams, etc.) are violating the intellectual property rights of the original author. For proper citation of the original authors, you should reference the appropriate publication manual for your degree program or course (APA, MLA, etc.). Violations are taken seriously in higher education and may result in a failing grade on the assignment, a grade of "F" for the course, or dismissal from the College.

Collaboration conducted between students without prior permission from the instructor is considered plagiarism and will be treated as such. Spouses and roommates taking the same course should be particularly careful.

All required papers may be submitted for textual similarity review to Turnitin.com for the detection of plagiarism. All submitted papers may be included in the Turnitin.com reference database for the purpose of detecting plagiarism. This service is subject to the Terms and Conditions of Use posted on the Turnitin.com site.

Non-Discrimination

There will be no discrimination on the basis of sex, race, color, national origin, sexual orientation, religion, ideology, political affiliation, veteran status, age, physical handicap, or marital status.

Student Accessibility Resources

Students with documented disabilities who may need academic services for this course are required to register with the office of Student Accessibility Resources. Until the student has been cleared through this office, accommodations do not have to be granted. If you are a student who has a documented disability, it is important for you to read the entire syllabus as soon as possible. The structure or the content of the course may make an accommodation not feasible. Student Accessibility Resources is located in Student Affairs in AHSC 215 and can be reached by phone at (573) 875-7626 or email at sar@ccis.edu.

Online Participation

You are expected to read the assigned texts and participate in the discussions and other course activities each week. Assignments should be posted by the due dates stated on the grading schedule in your syllabus. If an emergency arises that prevents you from participating in class, please let your instructor know as soon as possible.

Attendance Policy

Attendance for a week will be counted as having submitted any assigned activity for which points are earned. Attendance for the week is based upon the date work is submitted. A class week is defined as the period of time between Monday and Sunday (except for week 8, when the work and the course will end on Saturday at midnight.) The course and system deadlines are based on the Central Time Zone.

Cougar Email

All students are provided a CougarMail account when they enroll in classes at Columbia College. You are responsible for monitoring email from that account for important messages from the College and from your instructor. You may forward your Cougar email account to another account; however, the College cannot be held responsible for breaches in security or service interruptions with other email providers.

Students should use email for private messages to the instructor and other students. The class discussions are for public messages so the class members can each see what others have to say about any given topic and respond.

Late Assignment Policy

An online class requires regular participation and a commitment to your instructor and your classmates to regularly engage in the reading, discussion and writing assignments. Although most of the online communication for this course is asynchronous, you must be able to commit to the schedule of work for the class for the next eight weeks. You must keep up with the schedule of reading and writing to successfully complete the class.

No late discussion posts will be accepted.

I do not accept any late assignments (papers, quizzes), unless you have notified me of extenuating circumstances prior to the due date. It is your responsibility to contact me if you are unable to complete an assignment by the due date.

Late assignments, if accepted, will be graded on a time available basis; this may be after the class has ended.

Course Evaluation

You will have an opportunity to evaluate the course near the end of the session. A link will be sent to your CougarMail that will allow you to access the evaluation. Be assured that the evaluations are anonymous and that your instructor will not be able to see them until after final grades are submitted.


Additional Resources

Orientation for New Students

This course is offered online, using course management software provided by Desire2Learn and Columbia College. The course user guide provides details about taking an online course at Columbia College. You may also want to visit the course demonstration to view a sample course before this one opens.

Technical Support

If you have problems accessing the course or posting your assignments, contact your instructor, the Columbia College Helpdesk, or the D2L Helpdesk for assistance. Contact information is also available within the online course environment.

Online Tutoring

Smarthinking is a free online tutoring service available to all Columbia College students. Smarthinking provides real-time online tutoring and homework help for Math, English, and Writing. Smarthinking also provides access to live tutorials in writing and math, as well as a full range of study resources, including writing manuals, sample problems, and study skills manuals. You can access the service from wherever you have a connection to the Internet. I encourage you to take advantage of this free service provided by the college.

Access Smarthinking through CougarTrack under Students -> Academics -> Academic Resources.


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