Marketing Concepts

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Required Reading Materials

Principles of Marketing, 15th Ed. By Kotler & Armstrong (regular or e-text, access to online quizzes/activities)

HBS Case Studies (Online Course Pack)

The Marketing Plan Handbook, 5th E by Marion Wood (regular or e-text can be purchased at Amazon.com)

Important Class Web Links

1. Online Access to CSULB Beachboard – Online Class Materials

- This is our class web site. All information about the class can be found here. The class Beachboard web site is updated often. Please bookmark the link and check the site at least once a week.

- PowerPoint slides with and without audio of class lecture notes are available here.

- Please view class lectures notes that are online prior to coming to class.

- Links to video and audio materials are available here.

- Please view/review all links that are online prior to coming to class.

- Dropbox will be used for uploading electronic copies of papers, reports, etc.

- Discussion rooms will used for online discussion, review and online office hours.

- Online class rooms will be made available for group/team activities.

- Chapter quizzes can be taken at the class Beachboard site.

2. Online Lab Site with Study Aids, etc.

- www.mymktlab.com – course code flexo30926

- Please use this link, book access code and the course code to register at this site ASAP.

- Instructions on how to register at the lab site are at Beachboard

- At this site are learning activities, study aids, practice exams, videos that you can use to help when you study the materials, etc.

3. HBS Case Studies (Course Pack): Click the link to access the online case page.

- https://cb.hbsp.harvard.edu/cbmp/access/38434554

- This site contains the case studies used in the class.

- Please click this link and register at this site. You can then purchase and download case study materials.

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Course Assignments

The course consists of readings and lectures, Harvard Business School cases, selected learning activities and a team project. Please complete weekly readings and review class lecture notes that are online every week before attending class.

1. Online Quizzes: This assignment consists of weekly online quizzes that test materials covered during that week’s online lectures and readings. These quizzes are conducted online at Beachboard and should be attempted after viewing the lectures and reading the chapters. PLEASE NOTE: These are time sensitive quizzes meaning you must take the quiz within the time period specified. These are individual quizzes and should not be done as a collaborative discussion or group project.

2. Online Lectures/Links/Learning Activities: Class lectures and links are online. These MUST be reviewed prior to coming to class on the assigned day. There will be assigned learning activities to be completed online during the semester. PLEASE NOTE: These are time sensitive learning activities meaning you must complete the learning activity within the time specified. These are individual learning activities and should not be done as a collaborative discussion or group project.

3. Cases Studies: During the semester you will be asked to read 3 case studies and discuss each case and answer questions about the case. You will do this in your small team of 4-5 students. Each team will be given specific unique questions about the case. Teams can collaborate online in assigned online rooms or offline in order to produce a PowerPoint report AND a 15-20 minute presentation that answers the case questions assigned to the team. This presentation will be delivered in class to students and the professor at the assigned date/time. A course pack containing Harvard Business School case studies is available online for download. Please do this as soon as possible. More about this assignment will be supplied with team questions. Stay tuned!

5. Group Project – Marketing Plan: In their small teams of 4-5 students will develop a professional marketing plan for a real business of the team’s or professor’s choice. More information on the marketing plan project can be found in the Marketing Plan Project document online at Beachboard.

6. Examinations: There will be three examinations during the semester. Exams will be given in class. Each covers about one-third of the course content including textbook readings from both books, lectures, learning activities and case studies. They are composed of fill-in the blank terms/concept questions and several applied essays. You can study for the exams by reviewing the terms/concepts presented at the end of each chapter, by understanding the learning outcomes for each chapter (presented at the start and end of each chapter and online at the class web site), preparing for questions about the case studies, and preparing answers to the discussion questions at the end of each chapter.

7. Online Attendance and Participation: You will be assigned points for attendance/in class learning activities. You will also be assigned points for participation on periodic online discussion forums. In terms of the online discussion forums, you will need to supply one comment (discussion thread) AND one reply to another student’s comment in order to receive full points. Grades are based on the following assignments and “weighted” point distributions. Class points are regularly updated and posted to Beachboard. A=100-90%, B=89-80%, C=79-70%, D=69-60%, F=>59%

Online Quizzes and Learning Activities 10%

Team Case Write Ups and Presentations (3 cases) 10%

Examinations (3 exams) 60%

Team Project: Marketing Plan and Presentation 15%

Attendance

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