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Instructor T. J. Olney
Class meetings T-TH
10:00-11:50 and 12:00 -1:50
Office 431 Parks Hall Phone 650-4818 (The phone can take messages anytime.)
Preferred contact: email market@cc.wwu.edu
(Please include your name in any email.)
Office Hours Tu 2-4PM Th 2-4PM or by appointment (office hours subject to change)
Course Objectives
This business core course is required for all business majors and for several other non-business majors. It is designed to meet the needs of two groups of students:
1) The non-marketing major who wishes to (or is required to) obtain an overview of marketing and how it fits into the organization and society.
2) The marketing major who needs to understand the basic concepts and problem domains of marketing in a global context as a foundation for more advanced and/or more specialized marketing courses.
The student enrolled in this course can expect to leave with a broad understanding of the functional area of marketing, what forms it actually takes, and what it really should be in an ideally conceived business. This conceptual understanding will be accompanied by a strong working vocabulary of the marketing field. This understanding of concepts and knowledge of the vocabulary will be assessed by objective exams and by evaluation of students' participation.
With this in mind, the course will look at the various problems that are encountered in both domestic and international marketing, and at the tools at a marketer's disposal to deal with these problems. Basic underlying theory will be used whenever possible to form a foundation for the proposed solutions to marketing problems.
Assumptions about the nature of our consumption based economy, and the social,
environmental, technological roles of an ethically managed company will be
examined. In addition, the roles of people acting as consumers in that
context will be examined and challenged throughout the course. Discussions
of the ethics of various marketing activities will be an integral part of
the entire course as every aspect of marketing faces ethical issues.
Assement of student learning of the concepts and vocabulary of the
marketing system will be accomplished by very difficult multiple choice
exams that challenge your ability to apply your knowledge of marketing
principles.
- Prerequisites
- Introductory Micro-Economics (Econ 206)
- Law and the Business Environment (Mgmt 271)
- Accounting (Acct 240)
- Course Requirements
- Textbooks
- Kotler and Armstrong Principles of Marketing 9th Edition
Prentice Hall, 2000>(REQUIRED)
- Readings
- Additional required readings will be available online. Most of them will
be accessed through my electronic reserve at Wilson Library. They have
taken the time and trouble to place direct links to the readings rather than
having you have to chase down all the individual articles in our fantastic
database of periodicals.
- Links to readings at,
http://voyager.cbe.wwu.edu/courses/380 or in this document.
- Many readings are from American Demographics Magazine These
readings are available through the Western library using ProQuest/ ABI Inform.
Some of these are indicated in this syllabus, others will be assigned as the quarter progresses.
Note that the course is frontloaded with online readings.
- Cases and Study Questions and Internet Exercises
- Cases and study questions and internet exercises will be assigned in class for class discussion and students
will be evaluated on class participation. Email submission of internet exercise results will also be required.
You are expected to join and participate in my mktg380a listproc email conference.
Instructions on how to do this are available on line here.
Occasional in-class short written assignments on the readings for the day may be given.
(To the degree that you can't participate if not present, attendance counts). Use of the internet as a resource and learning tool will be an integral part of this course.
- Class Participation
- Much of the learning in this course will come as a result of participation in class discussions that relate the material in the text to your past and present experiences as a consumer and an employee in the consumer based economy. Please keep your eyes and ears open for real world events and practices that illustrate the concepts from the text and those introduced in class, and be prepared to talk about what you have observed in class. You are strongly encouraged to bring in videotapes of ads, ads from magazines and direct mail, and any other relevant examples to class. In particular, any ads for diamonds, fragrances and jeans are especially welcome.
- Additionally, as you use the internet to find course readings, you will probably come across things that are relevant
to this class, or to other classes. Please share the URL's with the rest of us by posting to the mktg380a email list
server at mktg380a@cc.wwu.edu Three things keep subscribing from working. 1)trying to subscribe with a MSWORD or HTML document 2)Trying to subscribe from your browser when the browser is not set up properly for your email address 3) Trying to subscribe to the list by sending mail to the list address instead of the listprocessor.
See the main course web page for information on how to subscribe to the
list or click here.
- Examinations
- Assessment of your having learned the basic concepts of marketing and how they interrelate with our legal, physical and ethical enviroments will be done through multiple choice exams.
There will be three exams. They will test the degree to which you understand how the decisions of business must deal with a multitude of issues. Two mid-terms and one final exam. All will be multiple choice and cumulative. Note that this a potential problem for people who are accustomed to more frequent exams and do not keep up with the course readings as the quarter progresses. There will be no make-up exams. Please schedule your December family trips to Hawaii etc. to be after the exam period. If there is a death in the family or if you are too ill to take an exam, I will need to see hard evidence before I can consider a make-up. All material in readings up to the date of the exam is fair game for exam questions. Especially learn key terms so you can understand questions written using those key terms. Not all key terms will be taught in class. Much material that will be included on exams will have only been presented in class. If you don't understand something, ask questions! The only stupid question is: "Will this be on the test?"
- Research Participation
- Each student will be required to participate in a consumer research study. This participation will require approximately one hour and will contribute to the student's understanding of marketing data collection. This may be part of a class session.
- Use of modern technology Electronic Mail and the Internet:
- This will be an integral part of the course. Many of the class required readings will be on-line documents found by using a World Wide Web browser such as Netscape, Internet Explorer, or Lynx. There will be little instruction in using these tools, as you should have had significant computer experience before this course and be able to learn by doing with a minimum of introduction. Please help one another with this, sometimes frustrating learning experience. Note that printing articles defeats the time and paper saving attributes of using electronic readings. You can always store the readings on a floppy, and read them later. (File Save As)
- Grading
- Course grades will be determined from the following weighting scheme.
| 1st Mid-term exam | 20% |
| 2nd Mid-term exam | 30% |
| Class Participation | 5% |
| Final Exam | 45% |
- Exams will be drawn from the reading material for the course and from lectures. There will be considerable material presented in class that is not contained in the class readings. Each exam will be cumulative. Your grade will be based on the best possible combination of grades from the exams. The final will always count, and the mid-terms can only help your final grade, as they will be dropped if your final exam is better that they are. In any case, the exams contribute 95% of your grade. The relative weight of the final will never be less than indicated in the schedule above, and could be 95% of your grade if you do better on the final than on either of the midterm exams. of dropping the grades on one or both midterms. For borderline grades, CLASS PARTICIPATION will be the factor that either raises or lowers a grade. Each student starts the class with a grade of ZERO for class participation. In class participation, quality not quantity counts. Talking in class is valued only if it contributes to the discussion in a meaningful way. If you normally have trouble speaking up in class, please plan for your participation, a little more preparation may be necessary to give you the confidence to volunteer. Especially valued are contributions that relate course material to current events and to your own life experiences. You can contribute easily and meaningfully by keeping up with the business press and reporting on things that you have noticed which relate to the material being covered in class. Mere attendance is NOT participation.
- General
- The material in the highlight boxes in the text is just as important as the body of the text. Please read them. Only cases specifically assigned need be read. At the end of each chapter is a list of key terms. You must know and understand these terms to do well on the exams.
There are no major papers in the course and therefore no reason to carry forward an incomplete.
Students who are disruptive in class will be required to leave.
- Communications
- for the class will be posted to the mktg380a email list..
You must subscribe to the mktg380a email list. You may also communicate with me via email at
market@cc.wwu.edu
If your messages to me or to the list are frivolous or vitriolic, I will share them with the class.
- Tentative course outline with firm dates for exams. Refer to the calendar
for actual dates.
Session Topic and Assignments Note: All American Demographics Readings can be found on the WWU library
ABI/INFORM Global
Online database. That's
http://balder.lis.wwu.edu:2048/login?url=http://www.umi.com/pqdauto?RQT=314&COPT=REJTPTM
You will be required to log in using
your WWU ID number.
Search for the title of the article in the appropriate
range of years with the additional word demographics and the author's name.The librarian is in the process of putting them on my Library
Electronic Reserve
Readings for Olney -- MKTG 380. Not all readings that are on reserve
are required, and not all readings are on reserve yet.
- Session #1 Overview of the course, The Marketing Concept The Marketing System
Get your books and readings. Register. (Drop if you are not taking the course!)
- Read:
- Chapter 1 Kotler & Armstrong
- WWW:
The End of Leisure? By Alison Stein Wellner
If marketers want to reach consumers during the majority of their waking hours, they may now have to contend
with a new gatekeeper: the boss. American Demographics, July 2000
- WWW:
American Demographics:
The Master Trend", Cheryl Russel October 1993 (A very
important reading!)
- WWW:
Who's The Boss? American Demographics, September 2000
- WWW:
Life's a Beach 101 By Nancy Shepherdson
The Class of 2000--the leading edge of the huge Echo Boom-- is about to graduate from college. Can they teach
marketers a few lessons about e-commerce?
- WWW:
Notes on systems
-
Session #2 What marketers do.
Planning for an uncertain environment. (2 Sessions)
Examining environmental context: political, social, legal, regulatory, environmental, global, demographic, and ethical issues..
- Read:
- Kotler & Armstrong Chapter 2
- WWW:
Notes on Aackoff's formulation for planning.
- WWW:
American Demographics: "The Next Baby Boom, September 1995 "
- WWW:
American Demographics: "
The Next Baby Boom, October 1995 "
- WWW:
American Demographics:
The Baby Boom Turns 50, December1995 "
How Is
America Changing?
-
Session #3 What marketers do. Planning for an uncertain environment. Continued...
- Read:
- Kotler & Armstrong Chapter 3
- WWW:
American Demographics: "
The Emerging Culture, February 1997, American Demographics
- WWW:
Family Futures, August 1996, American Demographics
- WWW:
American Demographics:
"Growing the Green Market", August 1997
- WWW:
American Demographics, April 1999
Green Attitude By Lisa E. Phillips
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Session #4 What marketers do. Marketing Research.
- Read:
- Kotler & Armstrong Chapter 4
- WWW:
American Demographics: "
Getting Inside Kid's Heads ", January 1997
- WWW:
American Demographics:
Using Values to Study Customers, February 1997
- WWW:
ToTest or Not to Test . . ., June 1998, American Demographics
- WWW:
What Your Customers Can't Say, February 1998, American Demographics
- WWW:
The Breakfast of Everyone, February 1998, American Demographics
- WWW:
Careful What You Ask For, July 1998, American Demographics
- WWW:
You Go Girl
-
Session #5-6 Focusing on diverse Consumers
- Models of Consumer Behavior -- Influences on consumers' behavior
- Read:
- Kotler & Armstrong Chapter 5
- Web Exercise:
Find SRI's VALS survey. Take the survey. Email your reactions to the mktg380a list.
- WWW:
Selling A Man's World To Women, April 1996, American Demographics
- WWW:
For Richer and For Poorer
Joan Raymond with Robbie Woliver, American Demographics, July 2000
- WWW:
Why Women Pay More, April 1996, American Demographics
- WWW:
The Power of Cohorts, December 1994, American Demographics
- WWW:
He Shops, She Shops, March 1998, American Demographics
Finish readings from
Session #3 and
Session #4
-
Session #6 Focusing on Consumers Making Consuming Decisions.
-
Why and how does the Consumer Consume?
- Read:
- Kotler & Armstrong Chapter 5
- WWW:
Notes on O'Shaughnessey "Why People Buy, How People Choose
and What Influences Them "
- WWW:
American Demographics: "You Can Buy a Thrill: Chasing the Ultimate Rush," June 97
-
Session #7
Mid-term Exam Chapters 1,2,4,5, Lectures, and Readings to date
-
Session #8
Review of Mid-term... Attendance taken.
What have we done so far? Prepare case handed out last time..
-
Session #8
Organizational Buying, How is it different?
- Read:
- Kotler & Armstrong Chapter 6
-
Session #9 Demand Forecasting, Marketing Math
- Read:
- Kotler & Armstrong Appendix 1
- WWW:
Class notes on forecasting methods
- WWW:
American Demographics, October 1997,
" Why Forecasts Fail"
- WWW
:
How to Think about The Future AD February 1998
by Dan Fost
- WWW:
From Luxury to Necessity, August 1998, American Demographics
- WWW:
American Demographics, October 1999
Do the Math by Brad Edmondson
-
Session #10 The many bases of Segmentation
Diversity in the Marketplace: Defining and Reaching markets
- Read:
- Kotler & Armstrong Chapter 7
- WWW:
Am Demographics Feb '95
Birds of a Feather "
- WWW:
American Demographics, September 1999
Plunge Into Prime Time by Deirdre Dolan
- WWW:
The Frontiers of Psychographics, July 1996, American Demographics
- WWW:
Targets Big Enough to Miss, October 1996, American Demographics
-
Session #10 continued Positioning:
Market and Psychological positioning
- WWW:
Closing the Romance Gap, February 1997, American Demographics
- WWW:
Notes on
Positioning
There are 4 copies of "Marketing:Annual Editions" on reserve at the library. Although from different years, they all contain the famous DiMingo article on positioning. If the class discussion has not cleared this up for you, go read the article "The Fine Art of Positioning".
-
Session #11 International Marketing: The Global Marketplace
- Read:
- Kotler & Armstrong Chapter 19 (out of order)
- WWW:
"Tomorrow the World " American Demographics Aug '95
-
Session #12-13 The Marketing Mix; Product
- Read:
- Kotler & Armstrong Chapter 8
- WWW:
Am Demographics May '93 "What's in A Brand "
- WWW:
Women at the Cosmetics Counter, March 1997, American Demographics
- WWW:
Power Brands, March 1998, American Demographics
- WWW:
Review notes on the offering
-
Session #13 The Marketing Mix; Products, Services, & Product Life cycle
- Read:
- Kotler & Armstrong Chapter 9
- WWW:
Satellite Dishes: Attack From Above!, June 1995, American Demographics
-
Session #14 Second Mid-term exam
(cumulative through chapter 11 (including Chapter 19, Appendix 1, and all WWW readings to date.)
-
Session #15
-
Go over exams... Attendance taken.
The Marketing Mix; Price
- Read:
- Kotler & Armstrong Chapter 10-11 (out of order)
- WWW:
White Men Get Cars Cheapest by Patricia Braus, June 1993, American Demographics
-
Nine Cents of Separation, May 1998, American Demographics
- WWW:
American Demographics, April 1999
Those With More Buy for Less
-
Session #16 -17 The Marketing Mix; Place
Retailing, Wholesaling, and Physical Distribution
- Read:
- Kotler & Armstrong Chapter 12 & 13
-
Session #17 Retailing, Wholesaling, and Physical Distribution
- Read:
Kotler & Armstrong Chapter 13
Keep up with the reading! There is a lot to do!
-
Session #18-19 The Marketing Mix: Promotion and the Integrated Marketing Communications Mix
- Read:
Kotler & Armstrong Chapter 14
- WWW web exercise privacy and marketing:Read
Candy for Cookies, American Demographics, August 2000 by John Fetto.
Email your reactions to the mktg380a list.
- WWW:
Am Demographics July '95 "
Word of Mouth "
- WWW:
American Demographics, July 2000
I'll Have What He's Having
By Rebecca Gardyn
- WWW:
Coping With Channel Surfers, December 1995, American Demographics
- WWW:
Visit
Adcritic.com and choose what you think is the best TV commercial, be prepared to defend your choice.
-
Session #19 Promotion continued, influence methods;
- Skim:
- Kotler & Armstrong Chapter 15 &17 -- Sales
Promotionns, Public Relations, and Direct Marketing using the Internet and
other forms of direct communication.
- WWW
:
Selling Drugs AD January 1998
Special sales promotions.
The salesforce as a promotional tool.
- WWW:
Principles of Influence
Summary
-
Session #20 Bringing it all together, Customer Value and further ethical considerations.
- WWW:
American Demographics: "
Money Can't Buy Well-Being, "May 1997
-
WWW: Atlantic Monthly * (Prepare for class discussion)
"
-
Have you ever tried to Sell A Diamond (part 1)
-
Have you ever tried to Sell A Diamond (part 2)
-
Have you ever tried to Sell A Diamond (part 3)
"
-
-
Check out these diamond prices!
-
PR for "Guys Only" to Read (You'd better read both!)
-
PR for "Gals Only" to Read
-
Not Forever
- WWW:
search and find anything you can about
DeBeers.
In particular, find out what happened in July 2000
Has
it made any difference in the past 2 years?
Industry news site.
A rich internet Diamond showroom
Course summary, the marketing concept revisited.
Final Exam
The final will be held according to the
2001-2002 revised schedule on the back of the Timetable of Classes.
RP: Indicates that this is a xerographic reading.
WWW: Indicates that this is an Internet World Wide Web document available through the 380 home page
http://voyager.cbe.wwu.edu/courses/380.
Please read the assigned readings before the day they are assigned. We may get slightly off this schedule during the quarter, but it should be pretty close.
The Final Examination will be a multiple choice cumulative exam covering all readings and class lectures. (There will be significant course content which does not appear in readings.)
If you are having trouble with this course...
If you have extreme difficulties making the translation from conceptual knowledge to the verbal factual knowledge required on a multiple choice exam, you should come talk to me about campus resources available to deal with this problem. Many students discover about this time that they have been struggling for years with recognized learning disabilities that have gone undiagnosed. The most common of these are forms of dyslexia (difficulty reading), and attention deficit disorder (difficulty directing and maintaining attentional focus).
Help is available from the office of student services.
If English is a second or third language for you, be sure to work especially hard at learning the new vocabulary that goes with this course.
For
other WWU student related services click here.
Extra Credit
If at some point in the term, at least three weeks before finals, you feel that due to some unusual circumstance, you have not come close to performing up to your own personal potential, come to me with an offer to do an extra credit paper. Extra credit papers will consist of the analysis of a personal consumption experience and must be begun on before the day grades are received for the second mid-term.
If you wish to do an extra credit project, see me for an outline of how it should be done.
The maximum extra credit that you could obtain is 5 points on the same scale as the course total.
There is no guarantee that the work that you turn will merit any extra credit points.
Extra credit papers will be evaluated based on the thoroughness of the research, the understanding of the material demonstrated, the relevance of the topic to the course, and the quality of the writing.
Extra credit papers must be completed and handed in before noon on the Wednesday of Finals week.
Please also bring to class any ads that you see for Diamonds or Nike and any other ads that you think stand out for any reason.
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