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Steve TomsSyllabus & course objectives

Course objectives: The primary focus of this class is to provide
a foundation of and appreciation for the major marketing principles.

During and after completion of the course, you will be able to analyze marketing problems, discuss strategic approaches that organizations take to achieve goals, and appreciate the role of the marketing manager.


Though Steve does not lecture from the textbook, it's required
as a research tool for your prescriptive analysis assignment
(see assignment page).

Marketing Strategy | by Ferrell/Hartline | 3rd edition, Thompson-Southwestern
ISBN - 0324201400 | Available at on-line retailers. Google "College textbooks"
for vendors. Cheapesttextbooks.com has copies starting at less than $5 plus shipping. The examples are dated, but the concepts remain valid.

or...

Marketing Strategy | by Ferrell/Hartline | 4th edition, Thompson-Southwestern
ISBN -
0324362722 | This is the newer edition. Available from numerous websites
for about $45/used with free shipping. Google "college textbooks."
The concepts are identical, but with newer examples.

You will also be required to source various marketing references for your project analysis.
This will be explained at your first lecture. (You can find excerpts on the Internet, or in most college
and public libraries.)


What we'll cover:

Lecture 1   Macro Marketing Environment

Business concepts, uncontrollable variables, research, defining markets

Associated textbook chapters: 1 and 3 (3rd edition); 1 and 4 (4th edition) (PPT slides)


Lecture 2  Micro Marketing Environment

Marketing segmentation, consumer behavior, product and place strategies

Associated textbook chapters: 5, 6 , 7, 9 (PPT slides)


Lecture 3  |  Planning, Implementing, and Control

Pricing and promotional strategies, planning ("truth about resumes" module)

Associated textbook chapters: 2, 8, 10 (PPT slides)


What's expected: To merit an "A", you should attend all 3 class meetings, participate
in class discussions, submit your final project on time, and meet the criteria for an "A" or "B"
as detailed on the assignment page reference table.

A word about attendance: As there are only 3 class meetings you should not expect
an "A" if you miss any part of any lecture. This may result in at least one grade reduction
at the discretion of the instructor.

Talk with your employer to re-arrange your travel/meeting schedule.
Do not schedule this class if you have must-attend functions that conflict
with lecture dates. There will be no make-up sessions or Incompletes.

Also, we're honored to include any guests who may wish to attend class with you,
but please do not bring anyone under the age of 15.


How you'll earn your grade:

There are no examinations. You will demonstrate proficiency of the material presented in class
through a prescriptive analysis of real-world business organizations.

Category

% of grade

Prescriptive marketing analysis (see Assignments page)
Final project due dates:
> 5133.60 -- Saturday, 3/06 (midnight)
  See notation below Qs 9-12 for draft due date

> 5133.61 -- Saturday, 5/15 (midnight) < subject to change

 90%

Self-Evaluation, to be submitted with your prescriptive analysis
(responses pasted below the reference table in the project file)

10%

Total >

100%

 

Have a back-up Internet source in case your service provider or computer encounters problems.

Equipment or service interruptions are not acceptable
excuses for missing due dates.
Submit assignments
at least 24 hours BEFORE a deadline.

If you don't get a "RECEIVED" or "FEEDBACK" confirmation
within 24 hours, resubmit. Save confirmations as proof
of delivery. (
Steve replies to the same email address
used in your communications, unless advised otherwise.)

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Academic honesty: Though it is virtually impossible to cheat in this course, you should be aware of the guidelines for academic honesty as outlined in the Texas Woman's University Student Guidebook.

Dishonesty, including but not limited to cheating and plagiarism, is taken seriously and will be investigated.  Such behavior will result in a referral to the Dean of Students for disciplinary action.

Disabilities: It is the policy of Texas Woman's University to provide reasonable accommodations
for qualified individuals who are students with disabilities. This University will adhere to all applicable Federal, State, and local laws, regulations and guidelines with respect to providing reasonable accommodations as required, to afford equal educational opportunity.  It is your responsibility
to contact the Services for the Students with Disabilities in a timely manner to arrange
for appropriate accommodations.


Report errors and mistakes: Your instructor asks for your assistance in spotting errors
on this course website. Advise Steve immediately so he can correct them. You are his proofreader,
and he rewards those who take the time to keep this site error-free.

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Copyright 2009 | Steve Toms
All materials posted on the webpage are for educational purposes
and for the expressed use of those enrolled in this class