SYLLABUS – Principles of Marketing
Course Number PMGT 617Semester Fall 2014
Instructor: ... Tiffany Espinosa
Welcome to the Course!
The purpose of this course is to look at marketing as a broad concept, beyond the usual functions of selling and advertising. Students will explore the principles of marketing management and the tactics for achieving strategic marketing goals.
Students will develop competency in marketing analysis and strategy, applying the concepts in the course to produce a professional quality marketing plan. The plan should include an analysis of the industry, market and client/customer; a clear and compelling value proposition; incorporate the 4 P’s of the marketing mix (product, price, place, and promotion) and in appropriate ways, and utilize the tools of target marketing segmentation and SWOT analyses to guide strategic marketing decision making.
The readings are for you to use as references and to help you with the core concepts of class. On
GoucherLearn there are also videos available to walk you through the key ideas and concepts in the class.
Though many of these readings and resources frame marketing in the context of a for-‐profit organization, we will be discussing in equal depth in class how this applies in non-‐profits and in public contexts. We will also investigate relevant social and ethical issues related to marketing.
Main Course Topics
1. Marketing as a broad concept, beyond the usual functions of selling and advertising
2. Conducting Industry, competitor, and client analysis in order to develop marketing strategies
3. Developing marketing tactics that are well aligned with your marketing goals and strategies and sensitive to budgetary constraints
4. Investigating relevant social and ethical issues related to marketing, including how marketing can be used in support of social and environmental causes, non-‐profits, and public outreach
Course Learning Objectives
At the conclusion of this course, you will be able to do the following:
1. Articulate what marketing is, and how it is applied differently across the for-‐profit, non-‐profit, and government sectors;
2. Identify and apply marketing concepts, frameworks, and analytical tools in the context of marketing analysis and planning;
3. Develop a marketing strategy and plan that is sensitive to organizational goals and resources; and 4. Demonstrate awareness of and responsiveness to your audience and stakeholders in appropriate
Program Learning Objectives
This course is a required course in the Management Program and reflects the following Program Learning Objectives. At the conclusion of the program students will be able to demonstrate:
Program Objective 1: a strategic understanding of the key functions of business—marketing, finance and accounting, and operations;
Program Objective 2: the ability to identify and assess the internal and external factors that can impact on the organization; and
Program Objective 6: the ability to effectively communicate ideas and concepts orally and in writing.
Course Format
• Lectures and Discussions • Readings and Video References • Peer Review and Group Exercises • Check-‐ins and Progress Reports • Papers and a presentation
Required Readings
Books (available through the bookstore)
1. Analysis for Marketing Planning by Donald Lehmann and Russell Winer (McGraw-‐Hill/Irwin, 7th Edition) ISBN: 0073529842
2. Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation by Nirmalya Kumar (Harvard Business Press, 1st Edition) ISBN: 1591392101
Chapters (posted on GoucherLearn)
1. A Framework for Marketing Management By Philip Kotler and Kevin Lane Keller (Prentice Hall, Fifth Edition) ISBN: 0132539306 Excerpt: Chapter 1 and Excerpt from Chapter 2 [On Core Marketing Concepts] (p. 1-‐20)
Articles (posted on GoucherLearn)
1. Lehmnn & Winer Analysis for Marketing Planning Chapter 5 (p. 137-‐203) 2. Adzerk Demographics Explain Who, Psychographics Explain Why File (p. 1-‐2) 3. Yankelovich & Meer Rediscovering Market Segmentation (p. 1-‐11)
4. SRI Business Intelligence VALS Framework (p. 1-‐4)
5. Lehmnn & Winer Analysis for Marketing Planning Chapter 7 (p.253-‐292)
6. Lee & Kotler Social Marketing Quick Reference Guide: Influencing Behavior for Good (p. 1-‐2) 7. McKenzie-‐Mohr Promoting Sustainable Behavior: An Introduction to Community-‐Based Social
Marketing (p. 543-‐554)
8. Sundar Cause Related Marketing: Tactic or Strategy? (p. 207-‐214) 9. Start-‐up Blender A List of Marketing Communication Tactics available at:
http://www.startupblender.com/customer-‐acquisition/a-‐list-‐of-‐marketing-‐communication-‐tactics 10. Spelman The Ultimate List of Content Marketing Tactics available at:
Resource Websites
1. Statista database (http://www.statista.com/) accessible through the Goucher Library at: http://www.goucher.edu/the-‐library
2. The MA in Management Library Guide available through the Goucher Library at: http://libraryguides.goucher.edu/content.php?pid=547174&sid=4502842 3. Census Bureau’s Business, Industry and Economic Statistics available at:
http://www.census.gov/econ/
Grading
Course Elements Points
Course Preparation and Participation
Readings and Course Lectures Required
Participation (In-‐class and via WebEx) 40%
Residency Assignments
Draft Marketing Plan, Proposal, and Progress report 15%
On-‐Line Session Assignments
Final Marketing Plan Paper 30%
Final Marketing Plan Pitch Presentation 10%
Reflection Paper 5%
TOTAL 100%
Grade Scale
A 93 or more points A-‐ 90 -‐ 92 points B+ 87 -‐ 89 points B 83 -‐ 86 points B-‐ 80 -‐ 82 points C+ 77 -‐ 79 points C 73 -‐ 76 points C-‐ 70 -‐ 72 points D 60 -‐ 69 points F 59 points and below
Course Policies
CommunicationThe faculty member will be via email or phone and will respond to queries within 24-‐48 hours.
Course participants are responsible for maintaining continuous involvement with faculty, fellow students and student groups. In particular, participation in all online discussions is required. Ongoing communication allows you to gain deeper insights into the content, activities and assignments in the course. Please give notice of any obstacle that prevents this.
You are encouraged to ask questions whenever information needs clarifying.
For questions pertaining to your assignments: send an email directly to the instructor.
For problems with technical aspects of the website: contact helpdesk@goucher.edu (feel free to cc the instructor).
Missed Work
You are responsible for material covered in the course. It is your sole responsibility to obtain any materials missed.
Late Policy
For proper graduate student learning to occur, pacing of content mastery is critical. Therefore, assignments are to be completed on time. If extreme circumstances prevent an assignment to be completed in a timely fashion, please notify me before the assignment is due so a new date can be negotiated. Only follow-‐ups completed by the due date can be redone. Late assignments without such notification will be docked.
Academic Integrity
All final work products are to be the independent work of each student and stored in the electronic portfolio. Suspected violations of the Honor Code will be referred to the Academic Honor Board. For a full description of the code and what constitutes a violation of the code, refer to the Goucher Handbook or online at
http://www.goucher.edu/academics/academic-‐honor-‐code.
CLASS PARTICIPATION
Worth: 40% of your final grade
Due: In-‐Class and online via WebEx -‐ Fri 7/25 to Sat 8/3, and Sat 8/9, Sat 8/16, Wed 8/20 (as needed) Marketing Pitch Presentation Evaluation -‐ Sun 8/17
MARKETING PLAN
Worth: 45% of your final grade
Due: Draft Versions of the Marketing Plan -‐ Done in Residency Marketing Plan Proposal -‐ Wed 7/30
Marketing Plan Progress Report -‐ Sun 8/10 Final Marketing Plan -‐ Sat 8/23
FINAL MARKETING PLAN PITCH PRESENTATION Worth: 10% of your final grade
Due: Presentation Videos -‐ Wed 8/13, posted on YouTube Evaluations -‐ Sun 8/17
Reflection Paper
Worth: 5% of your final grade Due: Sun 8/24
