MKTG 301W PRINCIPLES OF MARKETING (3): This course's objectives include providing an overview and introduction to marketing; demonstrating the relationship of marketing to other functions and processes in a business organization on an integrated basis; providing real world examples of challenges and issues related to marketing; and explaining and discussing important concepts and analytical tools in marketing. Major themes embedded in the foundation of MKTG 301W include domestic and global economic factors influencing current marketing environments; how consumer, business, and organizational customers are segmented and targeted; how marketing research and information systems are used to create and guide marketing strategies; how products are developed to serve customers, businesses, and organizations; how service products are developed and managed to meet customer needs; how customers are reached through various conventional and technological channels and how these sales management processes are managed; how people in the United States and other nations are influenced by marketing in the nonprofit sector; how products and services are marketed to other businesses and organizational customers; how marketing communications programs, which include advertising, publicity, sales promotions, and web sites, are designed to reach domestic and international customers; how pricing strategies support corporate objectives in various economic climates; and how marketing programs adapt to shifts toward global markets.
Prerequisite: ENGL 015 or ENGL 030; ECON 102 or ECON 104; MATH 021 or higher or satisfactory score on the mathematics FTCAP examination
Overview | Objectives | Materials | Library Resources | Technical Requirements | Course Requirements | Course Schedule | Grading | Course Policies | Academic Integrity | Accommodating Disabilities | Additional Policies
Overview
The course is designed to introduce students to the basic framework, marketing techniques, terminology, and concepts as part of the core knowledge in business. Important marketing concepts and processes will be identified and discussed. Students will gain an understanding of how the marketing function interrelates with other business functions/disciplines. Students will explore the entire marketing field including in-depth introduction to the topics of (4Ps) product, promotion (including sales, advertising, direct marketing, and sales promotion), place (channels of distribution including wholesaling and retailing), and pricing as well as be introduced to the marketing process, consumer behavior, organizational marketing, segmentation, targeting and positioning.
Course Objectives
The most basic objective of the course is to provide you with a broad introduction to marketing concepts, the role of marketing in society and in the firm, and the various factors that influence marketing decision making. When you successfully complete this course, you will be able to (explain, demonstrate, discuss)
- marketing in a firm and the relationship between marketing and other functional areas of business (e.g., production, finance, MIS, and management)
- the roles of marketing in society and in the economic system; ethics and social responsibility
- characteristics of consumer and business-to-business markets
- marketing orientation, definition of marketing mix variables, and marketing functions; learn to apply those concepts in practical situations
- marketing strategy and planning (role of external and internal factors influencing a marketing strategy (e.g., environment, customer behavior, value chain, etc.)
- market segmentation, target marketing, differentiation, and positioning
- developing a written marketing plan
- group decision making and teamwork
Required Course Materials
The following textbooks are required and may be purchased from MBS Direct:
- Perreault, Jr., W. D., Cannon, J.P., and McCarthy E.J. 2011. Basic Marketing: A Marketing Strategy Planning Approach, 18th ed. Irwin/McGraw Hill. ISBN: 978-0073529950.
- Perreault, Jr., W.D., and Mason, C.H. 2002. The Marketing Game! 3rd edition. McGraw-Hill/Irwin. ISBN: 978-0256139884.
For pricing and ordering information, please see the Barnes & Noble College website.
Materials will be available at Barnes & Noble College approximately three weeks before the course begins. It is very important that you purchase the correct materials. If your course requires one or more textbooks, you must have exactly the correct text required (edition and year).
One or more of your textbooks may also be available for purchase in electronic format from CourseSmart.
Once at the CourseSmart site, click on "for Students" and use the ISBN search option to ensure you purchase the correct edition. You have two purchase options: online or downloadable. Be sure to review the purchase options in detail by clicking on the "Compare Online & Downloadable" link on the CourseSmart site before finalizing your purchase.
*The following material can be purchased from the HBR Web site.
To Access Harvard Business Review Articles: Go to the HBR Web site and make sure to register so you can access your course readings. (You will need to register, but you do NOT need to subscribe.) You will need to purchase your HBR readings using your credit card. To read pdf articles, make sure you have the Adobe Reader, which you can download for free at http://www.adobe.com. For technical assistance contact Harvard Business School Publishing at 1-800-810-8858. They are open 8am-6pm Eastern Time.
Library Resources
Many of the University Libraries resources can be utilized from a distance. Through the Libraries website, you can
- access magazine, journal, and newspaper articles online using library databases;
- borrow materials and have them delivered to your doorstep—or even your desktop;
- get research help via email, chat, or phone using the Ask a Librarian service; and
- much more.
You can view the Online Students' Library Guide for more information.
You must have an active Penn State Access Account to take full advantage of the Libraries' resources and services. Once you have a Penn State account, you will automatically be registered with the library within 24–48 hours. If you would like to determine whether your registration has been completed, visit the Libraries home page and select My Account.
Technical Specifications
| Operating System | Windows Vista, Windows 7, Windows 8*; Mac OS X 10.5 or higher *Windows 8 support excludes the tablet only RT version |
|---|---|
| Processor | 2 GHz or higher |
| Memory | 1 GB of RAM |
| Hard Drive Space | 20 GB free disk space |
| Browser | We recommend the latest ANGEL-supported version of Firefox or
Internet Explorer. To determine if your browser fits this criterion,
and for advice on downloading a supported version,
please refer to the following ITS knowledge base article: Supported Browsers and Recommended Computers.
Note: Cookies, Java, and JavaScript must be enabled. Pop-up blockers should be configured to permit new windows from Penn State websites. Due to nonstandard handling of CSS, JavaScript and caching, older versions of Internet Explorer (such as IE 6 or earlier) do not work with our courses. |
| Plug-ins | Adobe Reader [Download from Adobe]
Flash Player (v7.0 or later) [Download from Adobe] |
| Additional Software | Microsoft Office (2007 or later) |
| Internet Connection | Broadband (cable or DSL) connection required |
| Printer | Access to graphics-capable printer |
| DVD-ROM | Required |
| Sound Card, Microphone, and Speakers | Required |
| Monitor | Capable of at least 1024 x 768 resolution |
If you need technical assistance at any point during the course, please contact the Service Desk.
For registration, advising, disability services, help with materials, exams, general problem solving, visit World Campus Student Services!
Course Requirements
| Midterm Exam | 100 points | 16.7% |
| Final Exam | 100 points | 16.7% |
| Marketing Simulation (Group) | 100 points | 16.7% |
| Marketing Plan (Group) | 100 points | 16.7% |
| First Written Marketing Plan Draft (Group) | 20 points | 3.3% |
| Second Written Marketing Plan Draft (Group) | 20 points | 3.3% |
| Lesson 7 Assignment (Group) | 25 points | 4.2% |
| Lesson 9 Assignments (Individual) | 25 points | 4.2% |
| Lesson 10 Assignments (Group) | 25 points | 4.2% |
| Lesson 11 Assignments (Individual) | 25 points | 4.2% |
| Participation in Discussions (5 points per lesson) | 60 points | 10% |
| TOTAL | 600 points | 100% |
Exams are designed to assess your understanding, ability to apply, and communicate the important marketing concepts. These exams will consist of multiple-choice and essay questions. You will be asked to pick the best answer from among the choices presented. Essay questions will assess your understanding of important concepts covered in the lessons/readings and you are expected to provide comprehensive answers to each question.
These are non-proctored exams, but they will be timed (90 minutes maximum). There will be 30 multiple choice questions which will be related to the topics covered in the lessons and the textbook. There will be an article posted for the four essay questions. However, we expect you to complete these exams in an environment with no distractions. For the multiple choice questions, once you select your answer, you will not be able to go back and make any changes. For the essay questions, provide comprehensive answers to each question based on your understanding of the marketing principles and the ideas presented in the articles.
Lesson Assignments are intended to encourage you to think about the content of this course within the context of the workplace. These assignments will give you an opportunity to apply what you have been studying to specific marketing situations. Two of these assignments are done in groups and the other two are completed individually.
The Marketing Game - In this simulation game approximately three or four people will form a simulated company. Your company will be making group simulation decisions weekly and analyzing the outcome to improve company performance for the next decision. Your company’s performance will be evaluated by the cumulative profits over the course of the semester. Points will be allocated based on the ranking of your company’s cumulative profits in comparison to the other companies in your industry. However, if your company ends up with negative cumulative profits (loss) for the semester, NO points will be earned for this component of the course. Company members will get the same simulation grade for the class, but this grade will be modified according to the peer evaluations. As the term progresses, remember that the decisions you will be making each class in the computer simulation are, in a sense, part of an on-going examination, too. You will be able to judge your relative position on a regular basis through your company's performance each period. In order for me to provide some feedback to you on your written paper, you are asked to turn in two preliminary reports during the semester. Although members of a company will get the same grade for simulation decision, you will evaluate (peer evaluation) members of your company in terms of their contribution to the simulation and to the term paper. This evaluation will affect their simulation and class participation grades. Group members are expected to share responsibilities in simulation decisions. If a group member is not completing his/her assigned tasks, you have to inform the instructor as early as possible in the semester so that necessary changes can be made. If this member continues to not to participate in the simulation decision making, the team has authority to fire the person from the company.
Marketing Plan—This is a writing intensive (W) course. The term paper will be used to evaluate your writing skills. In this group term paper, you will be developing a Marketing Plan for your simulated company. In order for me to provide feedback to you on your group written paper, your group is asked to turn in two preliminary (Draft) reports during the semester. These reports also have to be typed and there is no minimum page limitation. At the end of semester, you have to prepare and turn in the complete report on the marketing plan that you've used during the semester when setting your company's marketing strategies.
Draft Submissions—The purpose of the draft reports is to provide feedback to you on your writing. You are encouraged to use the marketing plan template provided as a guide to organize your marketing plan. These drafts will be submitted on their due date. Late submissions will not be accepted. In general, these reports should not be less than 12 pages given all the required sections. This report will summarize the marketing plan that you've used during the semester when setting your company's marketing strategies. Once you submit the first draft, the instructor will provide feedback for improvements. You then incorporate those suggested changes and submit the second draft. Once you receive instructor’s feedback on your second draft, your plan should be very close to completion and final submission.
Participation—Students are expected to participate in online activities and discussions. Because of the importance of discussion to meet the objectives of the course, students also will be evaluated on the frequency and quality of their participation. This evaluation will be based on the level of preparation for class discussion and student analysis and integration of the assigned materials. Students are expected to communicate their ideas clearly and persuasively. To earn the maximum points, regular logons; prompt responses; timely contributions to class message boards/threaded discussion; and in-depth understanding of course materials and/or stimulation of additional relevant discussion are needed.
[printer-friendly version]MKTG 301W Course Schedule
- Fall/Spring session: 16 weeks
- Summer session: 12 weeks
Note: If you are planning to graduate this semester, please communicate your intent to graduate to your instructor. This will alert your instructor to the need to submit your final grade in time to meet the published graduation deadlines. For more information about graduation policies and deadlines, please refer to Graduation at the Chaiken Center for Student Success.
| Lesson | Activity |
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Course Orientation |
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| Lesson 1: General Marketing Concepts |
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| Lesson 2: Segmentation, Differentiation and Positioning |
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| Lesson 3: Marketing Environment |
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| Lesson 4: Marketing Research Concepts |
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| Lesson 5: Consumer Behavior |
All assignments due by 11:59 p.m. Eastern Time (ET) on Sunday. |
| Midterm Exam |
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| Lesson 6: Organizational Buyers |
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| Lesson 7: Marketing Mix--Elements of Product Planning |
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| Lesson 8: Marketing Mix--Elements of Distribution Planning |
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| Lesson 9: Retailers, Wholesalers and their Strategy |
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| Lesson 10: Marketing Mix--Integrated Communication |
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| Lesson 11: Marketing Mix--Pricing Concepts |
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| Lesson 12: Ethical Decision Making in Marketing |
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| Final Exam | >
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Formal instruction will end on the last day of class. Provided that you have an active Penn State Access Account user ID and password, you will continue to be able to access the course materials for one year, starting from the end date of the academic semester in which the course was offered (with the exception of library reserves and other external resources that may have a shorter archival period). After one year, you might be able to access the course based on the policies of the program or department offering the course material, up to a maximum of three years from the end date of the academic semester in which the course was offered. For more information, please review the University Course Archival Policy.
Course Policies
Assignment Policies
You will complete three multimedia assignments for each unit. These activities will ask you to go to a Web site, complete an interactive exercise, and then answer brief essay questions about the experience. You will submit these to your instructor electronically. We recommend that you prepare your answers in a word processing program first, then cut and paste them into the form provided. Please keep a copy of all your work. We cannot assume responsibility for lost items.
Late Policy
The course schedule is strictly adhered to. Late assignments/discussion participation, and exams will be accepted ONLY if the instructor is notified prior to the due date of a special circumstance that cannot be avoided. Students will receive a zero for late work without an acceptable reason.
Academic Integrity
According to Penn State policy G-9: Academic Integrity (for undergraduate students in undergraduate courses) and policy GCAC-805 Academic Integrity (for graduate students and undergraduate students in graduate courses), an academic integrity violation is “an intentional, unintentional, or attempted violation of course or assessment policies to gain an academic advantage or to advantage or disadvantage another student academically.” Unless your instructor tells you otherwise, you must complete all course work entirely on your own, using only sources that have been permitted by your instructor, and you may not assist other students with papers, quizzes, exams, or other assessments. If your instructor allows you to use ideas, images, or word phrases created by another person (e.g., from Course Hero or Chegg) or by generative technology, such as ChatGPT, you must identify their source. You may not submit false or fabricated information, use the same academic work for credit in multiple courses, or share instructional content. Students with questions about academic integrity should ask their instructor before submitting work.
Students facing allegations of academic misconduct may not drop/withdraw from the affected course unless they are cleared of wrongdoing (see G-9: Academic Integrity or GCAC-805 Academic Integrity as appropriate). Attempted drops will be prevented or reversed, and students will be expected to complete course work and meet course deadlines. Students who are found responsible for academic integrity violations face academic outcomes, which can be severe, and put themselves at jeopardy for other outcomes which may include ineligibility for Dean’s List, pass/fail elections, and grade forgiveness. Students may also face consequences from their home/major program and/or The Schreyer Honors College.
How Academic Integrity Violations Are Handled
World Campus students are expected to act with civility and personal
integrity; respect other students' dignity, rights, and property; and help
create and maintain an environment in which all can succeed through the
fruits of their own efforts. An environment of academic integrity is
requisite to respect for oneself and others, as well as a civil community.
In cases where academic integrity is questioned, procedures allow a student to accept or contest/appeal the allegation. If a student chooses to contest/appeal the allegation, the case will then be managed by the respective school, college or campus Academic Integrity Committee. Review procedures may vary by college, campus, or school, but all follow the aforementioned policies.
All academic integrity violations are referred to the Office of Student Accountability and Conflict Response, which may assign an educational intervention and/or apply a Formal Warning, Conduct Probation, Suspension, or Expulsion.
Information about Penn State's academic integrity policy is included in the information that students receive upon enrolling in a course. To obtain that information in advance of enrolling in a course, please contact us by going to the Contacts & Help page.
Accommodating Disabilities
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Additional Policies
For information about additional policies regarding Penn State Access Accounts; credit by examination; course tuition, fees, and refund schedules; and drops and withdrawals, please see the World Campus Student Center website.
Disclaimer: Please note that the specifics of this Course Syllabus are subject to change, and you will be responsible for abiding by any such changes. Your instructor will notify you of any changes.
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