Course Syllabus

SCHOOL OF BUSINESS
Course Number and Title: MKT 113-12120 Introduction to
Marketing
Term/Year: Fall 2015 09/02-12/18/2015
Days/Time: Wednesday and Friday 3:30-3:45 PM in ACC 204
CENTER: Manchester
Faculty Name: Professor Dennis Hill
Email address: d.hill4@snhu.edu
Phone: N/A
Office Hours: By Appt
Office Location: Webster
Hall 202A Walk-In Tutoring Tuesday 12:30-1:30 LC 206
Blackboard Workspace Address: http://snhu.blackboard.com
Required TEXTBOOK(s) and Supplemental Materials (include
Title, author, publisher, edition, ISBN#):
Principles of Marketing, Version 2.0 by John F. Tanner, Jr. and Mary Anne
Raymond eISBN 978-1-4533-4499-6
http://students.flatworldknowledge.com/course?cid=2435507&bid=687922

MKT 113 Introduction to Marketing Research Guide (Recommend

Bookmarking This Link)
http://libguides.snhu.edu/Introduction_to_Marketing
Link to Marketing plan guidelines:

http://libguides.uwb.edu/content.php?pid=140232&sid=1197610

COURSE PREREQUISITES:
N/A

Technology Resources Required

The class will be set up on Blackboard, and study notes, power point
slides and assignments will be available there. All written
assignments will be turned in as MS Word docs, and all presentations
will be done in Power Point.

ELECTRONIC DEVICES POLICY

Appropriate classroom conduct promotes an environment conducive to
student success. For this reason, the use of personal electronic devices
in the classroom will be for instructor-sanctioned activities only. These
instructor-sanctioned activities will be discussed in the course
COURSE DESCRIPTION:
This course examines the organizations functions for creating,
communicating, and delivering value to customers. These functions,
designed to meet customers needs and organizational goals, include
marketing research, environmental monitoring, target market
selection, product selection, promotion, distribution and pricing.
Students must demonstrate proficiency in each of the following learner
outcomes (at the end of the course, each student must be able to:
1. Describe marketing as a philosophy of business to
meet the needs and wants of the customer as well as the
goals of the organization
2. Identify the basic strategies of marketing especially in the
areas of the 4 Ps (i.e. product/service, price, promotion and
place/distribution). Understand marketing as a process of
creating, exchanging, delivering and communicating value to
consumers.
3. Identify the necessity of marketing research and the
environmental factors affecting marketing decision making
4. Identify the consumer influences on marketing strategy decision
making
5. Identify the ethical elements in marketing strategy decision
making
6. Present marketing concepts and analysis via individual and/or
collaborative communication assessments
7. Identify the common basic terminology used in the marketing
field

COURSE COMPETENCIES | EXPERIENCE | LEARNING

OUTCOME
Competency #1: Communication
1

Students will demonstrate effective written and oral communication

skills through at least one of a variety of assessment methods:
assignments, exams and projects.
2 Students will develop their interpersonal communication skills.

Competency #2: Problem Solving

Students will effectively use library and additional internet resources to

identify and analyze content to complete assignments.
2 Students will demonstrate an ability to identify and analyze the
environmental factors affecting a marketer.
3 Students will demonstrate an ability to formulate marketing mix
decisions to achieve the organizations objectives.

Competency #3: Global Orientation

1

Students will demonstrate an understanding of the marketing mix

implications for a marketer choosing to target an international market.

Competency #4: Legal and Ethical Practices

1

Students will demonstrate a basic understanding of the legal

boundaries affecting marketing activities.
2 Students will demonstrate a basic understanding of some of the ethical
issues in marketing today.

Competency #5: Personal and Social Responsibility

Login into Blackboard course site daily to stay updated on course
content and activities.
Meet as needed to effectively contribute to the completion of team
assignments.
Submit each assignment by the established deadline.

Competency #6: Technology

Select and utilize the appropriate software (i.e. Microsoft Office Suite) to
complete assignments.

DESCRIPTION OF COURSE REQUIREMENTS & METHODOLOGY

Each student is expected and needs to be prepared to actively
contribute in class discussions and assigned activities by studying
all required lesson readings listed in the course outline. Changes
in the course outline will be sent via Blackboard course
announcements by your instructor to give students the
opportunity to review any additional course content.
Effective communication is essential in the business world.
Grades earned for formal written papers and presentation
activities will be based on quality of content, support for that
content and overall presentation of content. Details for how both
written and oral presentation activities will be assessed are
provided to you via your Blackboard course site and will be
discussed when individual activities are assigned.
Students who are concerned about their writing skills should contact
the SNHU Learning Center (http://www.snhu.edu/614.asp) as writing
support is available to all students. Students concerned about oral
presentation skills should contact the professor to discuss expectations
and preparations for delivering a presentation.

GRADING FORMULA
Compliance, Content and Communication will be used in the grading of
ALL written and oral assignments. Missed deadlines will result in a 0%
with the exception of emergency situations which will be reviewed on a
case-by-case basis.
Assignment Categories | Each assignment area is weighted and
calculated proportionally in Blackboard. For example, you may have
multiple items assigned for your Marketing Plan, and each item may be
worth a different number of points possible but all items for the
Marketing Plan will be counted proportionally to account for that
assignment category percentage
1%Class Commitment & Accountability
10% Current Event Analysis
%Marketing Activities
20% General Education Assignment
20% Quizzes
20% Marketing Plan

All grades will be computed numerically until a final course grade is

determined and translated into a letter grade according to the
following scale:

COURSE OBJECTIVES:

Detailed assignment instructions and examples will be reviewed in class and be

made available via your Blackboard course site throughout the semester.
General Education Assignment (20% of Course Grade)| Your
General Education Assignment is a 3-5 page research paper that
addresses marketing from a global perspective. Three General
Education Learner Outcomes will be assessed in this assignment: 1.)
Knowledge; 2.) Critical and Creative Thinking, and 3.) Communication.
The assessment rubric for this assignment is included at the end of this
syllabus for your review. Your completed assignment will be uploaded
as a Chalk and Wire ePortfolio item. Chalk and Wire training will be
available before the assignment deadline and it is the responsibility of
each student to complete this training prior to the assignment
deadline. Additional instructions regarding this assignment will be
provided by your instructor.
Current Events Analysis (10% of Course Grade) | Each student
will pick an assigned module of content to base their current events
analysis upon. This topic must clearly address two out of these three
course competencies (Problem Solving; Global Orientation; Legal and
Ethical Issues) and be a current topic that is supported by at least
three secondary sources that were published since August 1, 2012 in
addition to your textbook. The final analysis should clearly address
these items.
What is your topic?
What interested you most about the topic from a marketing perspective?
What secondary sources were used to complete your analysis?
In what way(s) does this topic relate to your assigned module marketing?
1. How does this marketing topic link to at least two out of these
three course competencies (Problem Solving; Global
Orientation; Legal and Ethical Issues)?
Topics must be approved in class at least one week prior to your
scheduled presentation date. The report will be at least 2, but no more
than 3 double-spaced, typed pages excluding the title and reference
pages. Include all headings (each of the five points listed above serve
as your headings) in the structure of your written analysis. A formal 5-7
minute presentation (5-7 slides can capture your written analysis quite
well) is required and should be printed and submitted with the written
analysis. Both items must be uploaded to the appropriate place on
Blackboard by each students assigned presentation date. Additional
instructions regarding this assignment will be provided by your
instructor.
Marketing Activities (15% of Course Grade) |Through out the
semester, students will complete Marketing activities which will

demonstrate their ability to apply what they are learning. Details of

these activities will be posted to Blackboard throughout the semester.
Module Quizzes (20% of Course Grade) | Module quizzes will be
given at the beginning of a number of class periods and via your
Blackboard course site to assess student knowledge and ability to
apply key terms and concepts. Quizzes can include true/false, multiple
choice, short answer and essay items. Additional details regarding the
module quizzes will be provided in class and be posted to Blackboard
in the appropriate areas.
Marketing Plan (20% of Course Grade) | Teams of 3-5 students will
develop a simple marketing plan based on an existing product group
members are familiar with. While there are many formats for a
marketing plan, you will be provided with a suggested
format/presentation for your marketing plan and presentation. At the
end of the syllabus is the rubric that will be employed in the grading of
the groups Marketing Plan. The report will be at least 5, but no more
than 8 double-spaced, typed pages excluding the title and reference
pages. Groups will be assigned later in the term when the class roster
has stabilized and individual in-class performance has been assessed.
In-class performance will impact the selection of teams. A persuasive
presentation that does not exceed 10 minutes highlighting your
marketing plan will be given during the regularly scheduled final time
for this course. Marketing plan grades will be based on individual
performance, team performance, and evaluation of both your peers
and instructor.

SNHU Policies/Statements
Academic Honesty Policy: Southern New Hampshire University requires all students to adhere
to high standards of integrity in their academic work. Activities such as plagiarism and cheating are not
condoned by the university. Students involved in such activities are subject to serious disciplinary action.
Plagiarism is defined as the use, either by paraphrase or direct quotation, of the published or unpublished
work of another without full and clear acknowledgement. Cheating includes the giving or receiving of
unauthorized assistance on quizzes, examinations or written assignments from any source not approved by
the instructor. *For a full definition of academic dishonesty please refer

to the undergraduate catalog, graduate catalog or CE bulletin.

Copyright Policy: Southern New Hampshire University abides by the provisions of United States
Copyright Act (Title 17 of the United States Code). Any person who infringes the copyright law is liable.
The Copyright Policy can be secured from the Library Director and is accessible (under Guides/Tutorials)
on the Shapiro Library web pages.

ADA/504 Compliance Statement: Southern New Hampshire University is committed to

and concerned with meeting the needs of students challenged by physical, sensory, psychiatric and/or

learning disabilities with regard to the Americans with Disabilities Act (ADA) and Section 504 of the 1973
Rehabilitation Act. At the beginning of each term, or as soon as you become aware of a disability, we
encourage you to contact the Office of Disability Services to discuss accommodations for which you may
be qualified.
For questions concerning ADA/504 related compliance matters, grievance or legal
issues:
adacompliance@snhu.edu
(603) 645-9623 phone
(603) 546-9717 fax
For questions concerning support services, documentation guidelines, or general
disability issues:
Hyla Jaffe, Director of Disability Services, Exeter Hall Suite 59
603.626.9100, ext.2386 h.jaffe@snhu.edu

Library Resources Statement: In addition to the intellectual resources available on site and
online (http://www.snhu.edu/library.htm), Shapiro Library makes available group and one-on-one
instruction in information literacy, enabling students to define and articulate what knowledge-based
resources are relevant to their research interests. Library staff are available to assist students in effectively
and efficiently accessing information from credible sources, to compare new knowledge with prior beliefs,
and to consider the related ethical, legal, and socio-economic issues that are inherent in scholarly
investigation.

Attendance Policy Statement(s)

UNDERGRADUATE: The major responsibility for education belongs to the student. An assumption
of responsibility is at the center of learning and accomplishment. Each student is expected to arrange a
class schedule in such a way that conflicting employment or personal activities are held to a minimum.
Attendance is required in all courses. Excessive absences may result in failure or dismissal. More than
three absences may be considered excessive. Each student is responsible for all assignments and class
work regardless of attendance requirements. Faculty office hours have been established to provide extra
class assistance for students. These faculty office hours are not intended to make up missed class time.

x YES

NO

The use of BlackboardTM is required in this course.

Course Schedule

LEARNING MODULE 1 | WEDNESDAY, 9/2 - WEDNESDAY, 9/16

AssignedContent

Syllabus&CourseExpectations
Chapter 1 | What is Marketing?
Chapter 2 | Strategic Planning
Chapter 10 | Gathering and Using Information: Marketing Research and Market
Intelligence

Activities and Assessments

Research Guides Training& Exercise

LEARNING MODULE 2 | FRIDAY, 9/18 WEDNESDAY, 9/30

AssignedContent
Chapter 3 | Consumer Behavior: How People Make Buying Decisions
Chapter 4 | Business Buying Behavior

Activities and Assessments

Module 1 Quiz
Scheduled Current Event Analyses
Marketing Activity 1 (9/16)
LEARNING MODULE 3 | FRIDAY, 10/2 WEDNESDAY, 10/14

AssignedContent
Chapter 5 | Market Segmenting, Targeting, and Positioning
Chapter 6 | Create Offerings
Chapter 7 | Developing and Managing Offerings

Activities and Assessments

Module 2 Quiz
Scheduled Current Event Analyses
Marketing Activity 2 (10/7)
LEARNING MODULE 4 | FRIDAY, 10/16 WEDNESDAY, 10/28

Assigned Content
Chapter 8 | Using Marketing Channels to Create Value for Customers
Chapter 9 | Using Supply Chains to Create Value for Customers
Chapter 15 | Price, the Only Revenue Generator

Activities and Assessments

Module 3 Quiz
Scheduled Current Event Analyses
Marketing Activity 3 (10/28)
LEARNING MODULE 5 | FRIDAY, 10/30 FRIDAY, 11/20


Assigned Content
Chapter 11 | Integrated Marketing Communications and the Changing Media Landscape
Chapter 12 | Public Relations, Social Media and Sponsorships
Chapter 13 | Professional Selling
Chapter 14 | Customer Satisfaction, Loyalty, and Empowerment

Activities and Assessments

Module 4 Quiz
Scheduled Current Event Analyses
Marketing Activity 4 (11/18)
NOTE: THANKSGIVING BREAK NOVEMBER 25-27
LEARNING MODULE 6 | WEDNESDAY, 12/2 FRIDAY 12/18

Assigned Content
Chapter 16 | The Marketing Plan
General Education Assignment Rubric

Activities and Assessments

Scheduled Current Event Analyses
General Education Assignment (TBD)
Chalk & Wire Training

FINAL EXAM WEEK DEC 14th- DEC 18TH

GENERAL EDUCATION ASSIGNMENT RUBRIC

0
Not
Evident
Benchmark
100
Limited/
Baseline
Benchmark
200
Developing
Benchmark
300
Competent
Benchmark
400
Accomplished/
Capstone
Knowledge of Human Cultures and the Physical and Natural World
Global Marketing
Perspective
Distinguishes
the similarities and differences between a domestic marketing strategy and a global
marketing strategy.
Illustrates his/her knowledge of global marketing mix.
Recognizes the complexity of global markets based on marketing environmental
factors.
Integrates marketing environmental factors into a global marketing strategy.
Analysis of Evidence
CCT 2

Information is taken from primary and secondary source(s) without any

interpretation/evaluation. Viewpoints of experts are taken as fact, without question.
Information is taken from primary and secondary source(s) with some
interpretation/evaluation, but not enough to develop a coherent analysis or synthesis.
Viewpoints of experts are taken as mostly fact, with little questioning.
Information is taken from primary and secondary source(s) with enough
interpretation/ evaluation to develop a coherent analysis or synthesis. Viewpoints of
experts are subject to questioning.
Information is taken from primary and secondary source(s) with enough
interpretation/evaluation to develop a comprehensive analysis or synthesis.
Viewpoints of experts are questioned thoroughly.
Content Development
COM 4
Presents simple ideas with basic reasoning and organization and includes modest use of details to explain or
support ideas.
Presents ideas of some complexity, using adequate reasoning, and offers details to explain and begin to
expand ideas. Organization generally supports the development of ideas.

Uses appropriate, relevant, and compelling content to explore ideas within the context of the discipline and
shape the whole work.
Uses appropriate, relevant, and compelling content to illustrate mastery of the subject, conveying the
writer's understanding, and shaping the whole work.

MARKETING PLAN RUBRIC

MKT 113 | INTRODUCTION TO MARKETING
CONVENTIONS/OVER
ALL APPEARANCE
CONTENT
90 - 100
PROVIDED
COMPLETE
UNDERSTANDING
OF MARKETING
TERMINOLOGY

80 - 89
PROVIDED SOME
UNDERSTANDING
OF MARKETING
TERMINOLOGY

70 - 79
PROVIDED
INSUFFICIENT
UNDERSTANDING
OF MARKETING
TERMINOLOGY

0 - 69
PROVIDED LITTLE
OR NO
UNDERSTANDING
OF MARKETING
TERMINOLOGY

ORGANIZATION COHESIVENESS
90 - 100
90 -100

90 - 100

PROJECT
INCLUDES ALL
USES CORRECT
DEMONSTRATES COMPONENTS OF GRAMMAR, SPELLING,
STRONG
A COHESIVE
PUNCTUATION AND
CREATIVE
MARKETING PLAN OVERALL APPEARANCE
TALENTS
AND FOLLOWS
IS OUTSTANDING (0 2
RESULTING IN
PRESCRIBED
ERRORS)
ABILITY TO SOLVE FORMAT
BUSINESS
PROBLEMS
80 - 89
80 - 89
80 - 89
PROJECT
INCLUDES MOST INCLUDES SOME
DEMONSTRATES COMPONENTS OF GRAMMATICAL,
ADEQUATE
A COHESIVE
SPELLING,
CREATIVE
MARKETING PLAN PUNCTUATION ERRORS
TALENTS
AND FOLLOWS
AND OVERALL
RESULTING IN
PRESCRIBED
APPEARANCE IS
ABILITY TO SOLVE FORMAT
ADEQUATE (3 4
BUSINESS
ERRORS)
PROBLEMS
70 - 79

70 - 79

70 - 75

PROJECT
INCLUDES MOST INCLUDES MANY
DEMONSTRATES COMPONENTS OF GRAMMATICAL,
INADEQUATE
A COHESIVE
SPELLING,
CREATIVE
MARKETING PLAN PUNCTUATION ERRORS
TALENTS
BUT DOES NOT AND OVERALL
RESULTING IN
FOLLOW
APPEARANCE IS
ABILITY TO SOLVE PRESCRIBED
INADEQUATE (5 6
BUSINESS
FORMAT
ERRORS)
PROBLEMS
0 - 69
0 - 69
0 - 69
PROJECT
DOES NOT
GRAMMAR, SPELLING
DEMONSTRATES INCLUDE KEY
PUNCTUATION AND
LITTLE OR NO
COMPONENTS OF APPEARANCE IS
CREATIVE TALENS A COHESIVE
GROSSLY INADEQUATE
RESULTING
MARKETING PLAN (7+ ERRORS)
INABILITY TO
AND DOES NOT
SOLVE BUSINESS FOLLOW
PROBLEMS
PRESCRIBED
FORMAT