BUS 3100-01 Principles of Marketing (4 credits)

Hamline University
Fall, Sept. 315 to Dec. 2014
MWF 9:10-10:10 AM
Giddens 106 W
HSB Mission Statement
The Hamline School of Business is an inclusive community dedicated to the
professional and personal development of our students, faculty and staff and to
the advancement of the common good. We achieve our mission through
teaching excellence, the integration of theory and practice, and the engagement
of our stakeholders to address complex issues facing the business, government
and non-profit sectors. We see our mission firmly rooted within the values of the
Hamline University.
Contact Information
Instructor: Dr. Karen Tangen
Email: ktangen03@hamline.edu
Office Hours: Immediately after class or by
Appointment
Textbook
Marketing, 11th Edition or latest, by Kerin, Hartley, Rudelius. MacGraw-Hill Inc. Burr Ridge, IL
Course Description
BUS. 3100 is a study of the structure, function, and behavior of marketing systems. Focus is placed
upon the marketing mix, along with the environments within which marketing decisions are made.
One hour class time equals 3 hours preparation time.
Overview:

To gain factual knowledge, fundamental principles and appropriately apply basic marketing
functions, concepts, methods, and terms.
To analyze situations relative to marketing opportunities and problems.
To conduct marketing research using current technology.

To appreciate the ethical framework within which marketers make decisions and the subsequent
consequences of these actions.
To identify some of the complexities of marketing across cultures and marketing in a global
environment.
To acquire skills in working with others as a member of a team.
To apply course material through creative class presentations, cases, projects, professional writing
and speaking appropriate to the business world.
To analyze and critically evaluate ideas, arguments and points of view.

Format:
It is essential that you come to class having read the assigned passages and be prepared to summarize
and comment on those readings. Attendance is expected. Unexcused absences or disruptive behavior
may result in serious grade reduction. Never assume an absence is excused just because you have
left a voice mail or e-mail. Make sure it is excused by speaking with the professor in person after
class or by appointment and providing a validated note of explanation. The only excused absences
are: validated illness, validated family emergency, validated University sponsored mandatory event.
Most class meetings will consist of a brief lecture regarding a particular topic followed by
discussions, cases and/or small group application activities. Student presentations are designed to
include a marketing flair, and assist in analyzing and applying concepts to real world situations.
Active class participation is required and will be a part of your grade. You are responsible for all
textbook material including concepts, terms, cases, and applications.
Student Learning Outcomes
As part of an ongoing process, the Hamline School of Business is assessing
various aspects of student learning to help improve our undergraduate majors,
concentrations and minors. If the outcomes for this class are assessed during
this semester, this assessment may be done by the course instructor and/or
guest faculty. This assessment will not impact your grade for the course. Your
grade is calculated based on the grading structure contained in the course
syllabus. HSB will not be looking at your individual performance but will instead
be analyzing the overall performance of its students, to identify potential
program improvements.
Your instructor will provide you with the assessment rubric that will be used to
evaluate student work so that you are aware of what is being assessed.
A Hamline graduate will be able to:
serve, collaborate, and lead in a community
solve problems in an innovative, integrative, analytical, and ethical way
work and create understanding across cultural differences locally,
nationally, and internationally

use information and technology competently and responsibly

communicate effectively in writing and in speaking

apply theories and methods of a field of expertise

engage independently and reflectively in lifelong learning

An HSB BBA undergraduate will be able to:

write professional documents

deliver professional formal presentations
understand core concepts and demonstrate knowledge in accounting,
business law, economics, finance, management, marketing and
quantitative business analysis
demonstrate proficiency in using analytical software tools
use appropriate methodology to analyze and synthesize data

Attendance Policy
Attendance is expected and rewarded. More than three unexcused
missed classes will result in zero points for class participation. Six
unexcused missed classes will result in class failure.
Course Evaluation
As a research and learning community, Hamline School of Business is committed
to continuous improvement. The faculty strongly encourages students to provide
complete and honest feedback for this course. Please take this activity seriously
because we depend on your feedback to help us improve so you and your
colleagues will benefit. Information on how to complete the evaluation will be
provided towards the end of the course.
Disability Services
Students who have documented disabilities that may affect their work in the
course and are registered with HU Disability Services should inform the
instructor by no later than the end of the second week of the course so that
appropriate course adjustments can be made. The sooner you inform your
instructor(s) about the need for accommodations the easier it is to make
appropriate adjustments in course materials. Please note that appropriate
accommodations begin once the instructor(s) have received official notification
and will not necessarily be applied retroactively. For more information about
university policies and services regarding students with disabilities, please
visit http://www.hamline.edu/disabilities/.
The course learning outcomes connect to the learning outcomes of our school
and university:
Hamline School
of Business
graduates will:
Possess strong
critical thinking
and problem-

A Hamline
graduate
will be able
to:
Solve
problems in
an innovative,

The learning
outcomes for this
course are to help
you:
To be filled in with
class

Applications and
Assessment

To be filled in with class

solving skills.
Specifically,
students will use
appropriate
methodology to
analyze and
synthesize data.
Have the ability
to use state of the
art technology
within their
professions.
Specifically,
students will
demonstrate
proficiency in
using analytical
software tools.
Be effective
communicators in
professional
settings (both in
writing and
presentational
speaking).
Understand
concepts and
demonstrate
knowledge in core
areas of their field
of study.

integrative,
analytical,
and ethical
ways.

Use of
information
and
technology
competently
and
responsibly.

Communicate
effectively in
writing and in
speaking.

Apply theories
and methods
of a field of
expertise.

Important Academic Policies and Services

Honor Code
Statement of Diversity and Inclusion
Undergraduate Tutoring
Writing Center
Inclement Weather Policy
Students are strongly encouraged to consult Hamline University Policies at
http://www.hamline.edu/policies/, the Academic Bulletin at
http://bulletin.hamline.edu/ and the Center for Academic Services at

http://www.hamline.edu/offices/academic-services/ for detailed information

regarding the above items.

Conduct In The Classroom

Mission of Hamline University

To create a diverse and collaborative community of learners dedicated to the development of
students' knowledge, values and skills for successful lives of leadership, scholarship, and
service.

Values
Hamline University recognizes its roots in the traditions and values of the United Methodist
Church. Through our personal and collective effort, we will make a lasting difference in the
world as we aspire to the highest standards for:
o

Creation, dissemination, and practical application of knowledge

Rigor, creativity, and innovation in teaching, learning, and research

Multicultural competencies in local and global contexts

The development and education of the whole person

An individual and community ethic of social justice, civic responsibility, and inclusive
leadership and service

To honor this mission and these values, we must have an attitude of mutual respect for all individuals
in our business classroom. Please do not talk in the classroom while your professor or your
classmates are presenting. In class, you will participate in group activities which will require a
respectful and professional business atmosphere. If you participate, in any way, in disruptive
behavior, impacting anyone in the class (phones, not approved computer use, inappropriate visual or
verbal noise, etc.) you may be asked to leave the classroom. You may not return to the classroom
without gaining permission (after class or by appointment) from your professor. Class participation
points will be added or subtracted from your grade depending on the value added you contribute
to class! The class should be better because of you. Cooperation, enthusiasm, positive behavior, and
valuable contributions are greatly respected and generously rewarded!
Assignment Notebook:
Students are to keep track of their assignments in a soft cover notebook. This notebook is due as
indicated on the assignment sheet. All assignments should be typed and include: name, date, chapter,
assignment #, and PO Box. Individual assignments are due and may be collected at the beginning of
each class. Keep on file copies of all assignments. Late notebooks are penalized 20% for each day
they are lateno excuses.
Integrity:

The school Policy on Academic Dishonesty is the minimal standard. All work you present must be
your own. All answers on tests must be your own.

Grading Criteria:
Midterm (multiple choice & essay)
Final (multiple choice & essay)
Team Project (oral=50%, written=50%, peer review=up to 1
grade level influence) Must include proj. mgt. chart. &
attendance record. Must use journals, bus. articles, interviews,
site visits, etc.
Quizzes (add 1 point to quiz for awarded value added)
Class participation, attendance, speaker (must sign up with me
and get date approved by midterm)
Marketing Assignment Notebook (keep track of additional
assignments) Business Networking Book
Total

200 points (ch. 1-10)

200 points (ch. 1-20)
200 points

200 points
100 points
100 points
1,000
points

Determination of Final Grade:

Grades will be determined by point count and assigned according to the following scale:
Total Score %
94100 %
9093 %
8689 %
8385 %
8082 %
7679 %

A
A
B+
B
B
C+

7375 %
7072 %
6669 %
6365 %
6062 %

C
C
D+
D
D

Exams and Quizzes:

Exams and quizzes will consist of multiplechoice and essay questions. (See practice tests on
textbook website). Exams will be closedbook and without notes. You are expected to take tests when
scheduled. Taking a test at other than the scheduled time will result in a 15% penalty. To be fair to all,
exceptions to this policy may be granted for a validated illness, validated family emergency, or
participation in a validated University sponsored activity where your attendance is mandatory. If you
are not able to take a test when scheduled, due to an illness, emergency, or participation in a school-

sponsored activity, you must contact me, in person, with a validated note, to arrange a make-up time.
Missed quizzes will result in zero points and cannot be made up. If you miss a class and one quiz
is corrected and another handed out, you will miss two quizzes. One quiz, however, may be dropped
by your professor in tabulating your final grade.
Since we cannot completely cover every chapter and include all application exercises during a class
period, it is highly recommended that you regularly visit the textbook website and go through
practice exams in addition to reviewing class notes, all concepts, and key terms.
Appeals Procedure:
Any concerns that you have either about the course, your grades, or the instructor should be handled
in the following manner:
1. Communicate your concern, clearly and in person (privately after class or by appointment) to
Professor Tangen as a first step.
2. If you are not satisfied with the instructors resolution of your concern, communicate this to Dr.
Tangen and then you may choose to talk to the department chairperson.
If this procedure is not followed, the rights and freedom of both the instructor and student are
potentially violated.
Professionalism:
Please think about your actions as if you were in the business world. We will be discussing points of
view; you will be presenting chapter information and participating in group projects, etc. Your active
participation is critical to your learning. This is not a lecture class where information is spoon fed.
You will learn a tremendous amount if you actively participate, take responsibility for chapter
information, and contribute to your student groups. Be respectful, on time, and well-prepared.
Remember, each and every day, you are building your reputation as a man or woman of admirable
character.
Instructor:
Dr. Tangen holds a Ph.D. from the University of Chicago, MA from Tufts University, BS from the
University of Minnesota, and completed the Harvard Business School/School of Government Senior
Management Program. She has held key management positions in Fortune 100 companies and has
also worked for both the State and Federal Government in the fields of health and education.
Perspective:
To encourage the development of our character for successful living, scholarship and service; and
recognizing Hamlines roots, the following universal values will provide a guide for our attitude of
mutual respect and care: whatever is true, whatever is honorable, whatever is just, whatever is
pure, whatever is pleasing, whatever is commendable, if there is any excellence and if there is
anything worthy of praise, think about these things. (Philip. 4:8)

Tentative Course Calendar*

*The instructors reserve the right to alter course content and/or adjust the pace

to accommodate class progress. Students are responsible for keeping up with all
adjustments to the course calendar.
Marketing PrinciplesHamline'14 F
Due: Learning Review due for every Ch. + Bus.
Network Book!.
Mktg. Plan for every Ch. include in Mktg. Plan
Project!
Quizes on each Ch. (no make-up); be flexible
assignments will
change (speakers, class characteristics, etc.); you are in a
professional,
ethical, respectful, business settingperform
accordingly!

Date
3
Sept.

Day

Chapter

1 Intro.

Name, pre-test, men and women of character/integrity

1
5

Customer Relationships
Bus. Network Book; Learning Review; Outline Ch; Mktg.
Plan

8**

Interview 5 students:"Find a Need and Fill It"; Teams

meet***

10

2
2

12

Apdx A

15

17

Scanning the Environment

Own Trademark; team pick Co. where you want to work
know CERTS & PPPP/ADS-PIP

19

22

22

Strategic Mktg. Process

Develop Gnatt Chart for team
Case, Ch. 22 (quest. 1-5) Due at the start of class!

Mktg. and Org. Strategies

Team pick Co. (Fortune 500) where you want to work
SWOT analysis of Dept.---interview customers! (half
page)
U. mission; your mission; your benchmark & why
Half Pg. Exec. Summary--building character/mktg. your
reputation

Ethical and Social Responsibility

Who benefits from a free market? (half page) ref. Ch.1

24

26

29

Oct. 1
Oct. 3

W
F

5
6

Oct. 6
8

M
W

6
7

10

Mktg. Research
Develop a research Question regarding the consumer
market in
China. How would you conduct the research? (half
page)

13

Mkt. Segmentation
Segmentation handout

15

17

Case Ch. 4, 1-4 + fig. 1.include state of polution in

China & India
(1 pg.) May do in pairs. Be ready to defend position with
facts.
Due at the start of class!
Consumer Behavior
Using the terms in Ch. 5, describe how you decided on
this
particular University? Use as many terms as possible.
Organizations as Customers
Bid process.TBA
Global Consumers and Mkts.
TBA

TBA + Business Card (due Nov. 27)

10

Developing New Products and Services

Develop new product or modification of an existing one
(1para+pict.)
*Assignment Notebook due start of class!
Network Book half done!

20

Pre-proj. presentations (note time and prof. instructions)

22

Midterm.multiple choice + essay

24

BREAK! ENJOY! You have worked hard!

27

11

Products and Brands

Brand Essence assignment/You as a Brand

29

12

Service Marketing
Schedule site visits for your mktg. plan

31

13

Price Foundation
Develop a "break-even" problem for the class to solve
The Final Price + Financial Aspects of Marketing
(App. B)

Nov. 3

14

15

Managing Mktg. Channels and Supply Chains

Sketch and label all channels and intermediaries for
Apple Orchard
distribution to stores (note instructions)

15

TBA

10

16

Retailing and Wholesaling

TBA

12

16

TBA
Integrated Marketing Communications and Dir.
Mktg.
Carefully review with team all elements of your Mktg.
Plan

14

17

17

18

Advertising, Sales Promotion, and P. R.

Bring example of sales promo. to share with class

19

19

Using Social Media to Connect with Consumers

TBA

21

20

Personal Selling and Sales Mgt.

*Assignment Notebooks + Bus. Network Book due
at start of class!

24

21

Interactive and Multichannel Marketing

Envelopes TBA

26

W
28

*Bus. Cards due

Nov. 28 Thanksgiving Break! Interview!

Dec. 1

Speaker

3
5
8
10

W
F
M
W

Presentation
Presentation
Presentation
Presentation

12

Last Class.Appendix C
Fig. C-8 answer 5 questions
Review for final

Dec.
15

Mon
.

10:00 Final Exam

AM essay

1!
2 & 3!
4 & 5!
6&7

10:AM-12:00!!

Multiple Choice and