Course Description: An introduction to the process of marketing products, services in an organizational setting which meets the needs and wants of domestic and global customers. Segmentation, product, service, price, distribution and marketing communication strategies are explored. Factors affecting purchase behavior, new product/service development, marketing research and customer satisfaction will also be discussed.

Prerequisites: Must be registered in the Organization Management Program

Textbooks: Marketing, An Introduction, 8^th edition, 2006, Gary Armstrong and Phillip Kotler

Statement of Plagiarism:

If an instructor or other Calumet College of St. Joseph personnel find that a student has plagiarized or been involved in another form of academic dishonesty, the instructor or other personnel may elect to bring the matter up for judicial review. The maximum penalty for any form of academic dishonesty is dismissal from the College. The procedures for judicial review are listed under the section of CCSJ handbook that addresses student grievances.

Calumet College of St. Joseph adheres to citation guidelines as prescribed by the particular discipline (i.e., MLA, APA, Chicago Manual of Style or Turabian.). All of these guidelines are available in the Calumet College of St. Joseph library or bookstore. These texts outline how to cite references from a variety of sources, including electronic media. Please be aware that your paper may be submitted for examination for plagiarism to Turnitin.com, a plagiarism-check Internet Company with which the college has contracted.

Please Note: Modifications to this syllabus may be made to meet the needs of this specific class.

Withdrawal from Classes Policy:

Degree Completion Division (DCD) students should consult the DCD Student Handbook for information on DCD withdrawals.

An official withdrawal is recorded as a "W" grade on the student's transcript. Dropping a

Course without written permission automatically incurs an "F" grade for the course (see

Refund Schedule).

Class Policy for Assignments: Late work will only be accepted with prior approval. An I grade will only be given with prior approval, otherwise a failing grade will be assigned. Grades for accepted late work may be lowered at the instructor’s discretion.

Class Policy on Attendance: Students are expected to attend all class sessions. If a student must miss a class session they are expected to contact the instructor prior to the class session. If a student misses more than one four-hour class session they will be administratively withdrawn from that class.

Attendance at all class sessions is required. Meaningful class participation is a core feature of the program. Students function as instructors by bringing their experience and insights to class discussion. If you are not present, you cannot benefit from fellow students, and you deny fellow students the benefit of your knowledge and experience. Attendance also is a major element of your participation grade.

Course Objectives / Learning Outcomes:

Students will have an understanding of basic marketing concepts and be able to relate them to an Organizational setting.

Students will know the four components of the marketing mix: product, price, promotion and place or distribution.

Students will understand the importance of market research and have a basic understanding of research techniques and the use of primary and secondary data sources.

Students will understand the move toward relationship marketing and the emphasis on customer satisfaction and value.

Students will understand the role of the marketing function in an organization

Skill Outcomes:

Students will know how to conduct basic market research

Students will know how to conduct SWOT analysis

Students will be able to develop a basic marketing plan.

Students will be able to critically assess marketing programs in their own and other organizations.

Assessment:

45% Class participation, including:

Attendance
Class discussion of selected portions of reading assignments.
Constructive participation in the individual and group excises.
Research Paper presentation

45% - Research Paper due the last session. The paper should be 5 to 7 pages, double spaced and typed. You should cite at least three published or internet sources. There should be a cover page and bibliography.

10 % - Key terms due the third session.

Grading Scale:

A= 92 % to 100 %

B= 82% to 91.9 %

C= 72 % to 81.9 %

D= 62 % to 71.9 %

F= 61.0 % or less

Format for Written Assignments:

Students will adhere to the American Psychological Association Guidelines (APA) style for all papers.

Class Assignments:

Please read all chapters before they are discussed in class

Session Topic-Assignment

Week #1 Chapters 1, 2, 3 and 4

Assignment #1 due, see below.

Week #2 Chapters 5, 6, 7, and 8

Research topic due

Week # 3 Chapters 9, 10, 11, and 12

Key words due

Week #4 Chapter 13, 14, 15 and 16

Week #5 The Research Paper and Class presentation due.

Assignment #1 – due first night of class

Please read chapters 1, 2, & 3 from your marketing textbook. The following assignment utilizes concepts you will read about in these chapters.

1. Bring a copy to class of the mission statement for the organization where you are employed. Be prepared to discuss how well you think the statement describes and reflects the organization today and how it currently conducts its business. If your organization does not have a written mission statement, prepare a draft of what you think the mission statement should be. Be prepared to discuss why you believe your draft reflects the organization’s current mission.

2. Describe the primary product or service(s) your department within your organization delivers.

3. Who is the primary target audience for the product or service(s) your department provides (could be and external audience, an internal audience, or both)?

4. Develop two marketing objectives for your department. Try to be specific and make them measurable.

5. Are there any external environmental factors (legal or governmental regulation, economic trends, political, social considerations, etc.) that impact or affect what services your department delivers and how they are delivered?

Key Terms Handout

Define the following terms which appear in the text. You may type the definition or they may be hand written, if you hand writing is legible. Use your text to find the appropriate definition. Due the third session.

Customer satisfaction

Demands

Market

Marketing

Marketing concepts

Marketing management

Need

Product

Service

Want

Business portfolio

Diversification

Market development

Market penetration

Market position

Market segment

Market segmentation

E-business

E-marketing

E-commerce

Marketing web site

Online advertising

Cultural environment

Demography

Economic environment

Generation X

Generation Y

Macro environment

Marketing environment

Marketing intermediaries

Microenvironment

Natural environment

Political environment

Technological environment

Descriptive research

Experimental research

Exploratory research

Focus group interviewing

Marketing intelligence

Marketing research