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Syllabus
MKTG 301W Principles of Marketing
MKTG 301W Principles of Marketing (3) Focuses on customer behavior, product, channels of distribution, promotion, and pricing with emphasis on a culturally diverse environment. Not available to students who have taken BA 303
Overview | Course Objectives | Materials | Library | Tutor.com | Technical Requirements | Course Schedule | Course Requirements | Grading | Academic Integrity | 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, public relations, social media, 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, segmentation, targeting and positioning.
Course Objectives
MKTG 301W, Principles of Marketing is a three credit course writing intensive course. The course covers terminology and important concepts related to marketing in the business environment. Domestic and international environments that impact marketing are included, with particular emphasis on the marketing environment, segmentation, positioning and targeting. MKTG 301W course 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. As a University writing intensive course, students will be practicing professional writing throughout the course.
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 marketing communications programs, which include advertising, publicity, sales promotion, personal selling, direct marketing and social media are designed to reach customers; and how pricing strategies support corporate objectives in various economic climates.
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)
- 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.
- To simultaneously assist you in acquiring a firm foundation in marketing theory and marketing terminology, plus the ability to apply marketing concepts to business situations and your individual lives.
- To encourage you to extend your learning horizons beyond the classroom through the discussion of current events, handouts, use of the internet, drawing on your experiences to date, plus the expertise of your acquaintances.
- To help you prepare a marketing plan, something that you may have to do in your future job in terms of professional writing.
- To help you work in a group: define the scope and goals of your project, assign tasks and coordinate group work.
- To help you to be interested in marketing as a career in such areas as sales, retailing, advertising, marketing research, wholesaling, packaging, and physical distribution.
- To have fun learning together.
Course Materials
Required Materials
Most World Campus courses require that students purchase materials (e.g., textbooks, specific software, etc.). To learn about how to order materials, please see the Course Materials page. You should check LionPATH approximately 3–4 weeks before the course begins for a list of required materials.
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.
Tutor.com
Overview: Tutor.com is a 24/7 tutoring service that provides students with assistance in coursework, test preparation, research, writing, and more for various subjects. The tutors are subject-matter experts, and each student will have personalized one-on-one sessions with them. Students can schedule their own tutoring appointments to engage in interactive sessions that include a whiteboard and chat feature. The service can be utilized on any device that has Internet access. Students are encouraged to use the service throughout the semester.
Reminder: Please keep in mind that you can use the free Tutor.com services to assist you in preparing for your assignments and understanding key concepts. You may NOT use this service during graded assignments, quizzes, or exams. Students AND instructors have access to transcripts from tutoring sessions.
Getting Started with Tutor.com:
- Launch Tutor.com by clicking the Tutor.com link in the Course Navigation Menu.
- Select the topic you are studying from the drop-down menu.
- From the subject drop-down menu, select your course.
- Ask your tutor a question in the text box. If you're working with a document, such as a rough draft of a writing assignment, you can upload the file here as well.
- Once you have made these selections, click Get a Tutor, and a tutor will be assigned to you within two minutes.
- You will then enter a virtual classroom with your tutor. Here, the interactive whiteboard and chat feature will be available. You will be able to talk with your tutor and use the tools. File sharing will be available for you and your tutor to review a document at the same time.
- After your session, please fill out the post-session survey to offer feedback on your experience.
- For a more detailed overview of Tutor.com, please view the How It Works video or read the How It Works guide. If you have any questions or need additional help logging in, please contact studentsupport@tutor.com
Technical Requirements
| Operating System | Canvas, Penn State's Learning Management System (LMS), supports most recent versions of Microsoft Windows and Apple Mac operating systems. To determine if your operating system is supported, please review Canvas' computer specifications. |
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| Browser | Canvas supports the last two versions of every major browser release. It is highly recommended that you update to the newest version of whatever browser you are using. Note: Cookies must be enabled, and pop-up blockers should be configured to permit new windows from Penn State websites. |
| Additional Canvas Requirements | For a list of software, hardware, and computer settings specifically required by the Canvas LMS, please review Canvas' computer specifications. |
| Additional Software | All Penn State students have access to Microsoft Office 365, including Microsoft Office applications such as Word, Excel, and PowerPoint. |
| Hardware | Monitor: Monitor capable of at least 1024 x 768 resolution |
| Mobile Device (optional) | The Canvas mobile app is available for versions of iOS and Android. To determine if your device is capable of using the Canvas Mobile App, please review the Canvas Mobile App Requirements. |
Student Education Experience Questionnaire (SEEQ)
During the semester you will receive information for completing the Student Education Experience Questionnaire (SEEQ). Your participation is an opportunity to provide anonymous feedback on your learning experience. Your feedback is important because it allows us to understand your experience in this course and make changes to improve the learning experiences of future students. Please monitor email and course communications for links and availability dates.
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 Schedule
Note: All due dates reflect North American eastern time (ET).
Note that all dates reflect North American eastern time (ET). This ensures that all students have the same deadlines regardless of where they live. All lesson assignments must be submitted by 11:59 PM (ET) on the last day of the timeframe indicated below for the lesson unless otherwise stated. Discussion forum first posts are due Wednesday of the lesson week assigned.
Lesson 1: Introduction to Marketing / Ethics
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Lesson 2: Strategic Planning
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Lesson 3: Marketing Environment
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Lesson 4: Consumer Behavior
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Lesson 5: Marketing Research Concepts
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Lesson 6: Market Segmentation, Targeting, and Positioning
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Lesson 7: Product - Developing New Products and Services
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Lesson 8: Product - Managing Products, Services and Brands
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Semester Break
| Timeframe: | Week 9 |
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Lesson 9: Price - Pricing Concepts
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Lesson 10: Place - Marketing Channels and Supply Chains
| Timeframe: | Week 11 |
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Lesson 11: Place - Retailing and Wholesaling
| Timeframe: | Week 12 |
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Lesson 12: Promotion - Integrated Marketing Communications
| Timeframe: | Week 13 |
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Lesson 13: Promotion - Advertising, Sales Promotion and Public Relations
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Lesson 14: Promotion - Personal Selling and Direct Marketing
| Timeframe: | Week 15 |
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Lesson 15:
| Timeframe: | Week 16 |
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Other Readings
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Final Exam
| Timeframe: | Final Week |
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None |
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Course Requirements and Grading
Method of Instruction
If this is the first online course you are taking, you will find it is very different than the traditional face to face classroom environment. The anxiety that you may feel at the beginning is normal. It will become less stressful once you are comfortable with the technology and the rhythm of the course.
The key to successful completion of this online course is organization. This syllabus and schedule outlines my expectations of students, including grading policies, assignments, and projects, and a schedule of due dates.
This is not a self-paced course. Deadlines exist because of the short amount of time in which you must complete each and every task. You may work ahead on the reading and assignments but not in the discussion assignments.
Students are expected to engage in participation and citizenship behaviors similar to that which is expected in the professional community. While participation, and citizenship will not play a direct role in the accumulation of points used in the determination of grades, these behaviors will play an indirect, but by no means insignificant role, through any rounding-up or close-call grading decisions.
See the Course Schedule located for a summary of the lessons, reading assignments, discussion assignments, activities and assessments.
Project Breakdown
There are 990 possible total points to be earned in this course. The following provides a breakdown of the projects and areas on which grades will be based:
Projects and Rubrics
What is a rubric?
A rubric is a scoring tool that lists criteria on which grades will be based. Rubrics are provided so you are aware of how you will be evaluated. The next section describes in more detail the projects and rubrics that will be used in this course.
"Critical Thinking" and "Pause to Reflect"
Throughout the online lessons, you will encounter both Critical Thinking and Pause to Reflect activities. Neither of these are graded, but in the case of Critical Thinking activities, you are not able to proceed with the lesson's content until you complete them.
Even though these activities are not graded, I cannot stress enough that it is in your best interest to read and reflect upon the question being asked. If after reading the question, you don't know the answer, I would strongly encourage you to research it in the textbook, within the online lecture, or find the answer on the web. It is my job to prepare you to be critical thinkers. This is your education and I encourage you to make the most of it (especially if you have an interest in pursuing a career in marketing, advertising, public relations, or sales).
Analysis Paper
The marketing profession is fast paced and often times, it is fly by your seat reactionary. You must be able to think critically if you ever hope to be successful in this profession. As Penn Staters, I expect a lot from you. Your grade will be based upon content. It is important to relate concepts/terminology from class to the analysis. Grammar and spelling will also be taken into consideration for your grade.
Guidleines for paper format:
Your analysis paper should be a minimum of two pages in length (500 words minimum). The paper can be single or double spaced (your preference). The margins should be no greater than 1.25”. Type font should be no larger than 12 pt. font. Use your best discretion on which font to use (In other words, don’t use Comic Sans!).
When appropriate, use APA format for citations.
Unless otherwise noted, analysis papers are due Sunday, 11:59 p.m. (ET) of the week assigned.
Note: There is a grading rubric available for Analysis assignments.
Tip: To save you time and frustration, as you finish each lesson, write your analysis while it’s clear in your mind! If you wait until the end, you may forget what occurred and have to go back to review everything.
Discussion Forum
Quality discussion possesses one or more of the following properties:
- Thoughtful application of assigned reading (past and present) to the current discussion
- Contribute to moving the discussion and analysis forward
- Collaboration - Build upon the comments of your classmates (demonstrating your understanding of these comments as well as your own analytical skills)
- Include some evidence or logic
- Tie relevant current events or personal experience to the discussion
Please be courteous. Don't flame (i.e., post insults, or other personally disrespectful comments) or post flamebait (i.e., deliberately provocative or manipulative material intended or likely to elicit flames). Also be careful in the use of sarcasm and irony. Online communication lacks the subtle nonverbal cues that help us interpret such rhetorical flourishes in face-to-face settings, so that it is easy to miss the point or misunderstand. More importantly, it is easy to give or take offense where none is intended. Accordingly, give people the benefit of the doubt, and if you are misunderstood, don't get defensive. You might also consider using such rhetorical devices somewhat less in this medium than you would in ordinary conversation, since they are generally less effective here.
The above guidelines were adapted from online discussion guidelines and Netiquette.
Note: There is a grading rubric available for discussion forum assignments.
Unless otherwise noted, the initial response to the discussion question should be posted by Thursday, 11:59 p.m. (ET) to get the maximum points in this area (see rubric). Then you have until Sunday, 11:59 p.m. (ET) to respond to two other students' posts. If you forget to participate you will receive a zero.
Note: In most cases, the discussion forum is set to "Post-First," which means you will not see any of your classmates' contributions until you have posted first.
Lesson Quiz
At the end of each lesson, there will be a timed (15 minute) quiz. The quiz will consist of ten (10) multiple choice / true or false questions. Quiz questions are drawn from a question pool. To assist with academic integrity, questions will be randomly assigned to each student from the question pool. You will be given a two minute warning before the 15 minutes expire. The quiz will automatically be submitted at the end of 15 minutes. Any unanswered questions will not receive any points.
Each quiz is due Sunday, 11:59 p.m. (ET) of the week assigned unless otherwise noted.
Marketing Plan
Your final project will be a team assignment in which you will develop a comprehensive marketing plan. Each team represents a backpack manufacturer. Throughout the course, each team will identify a need within the market (market research) and develop a backpack that meets this need (product development). Once developed, your team will be required implement a variety of marketing strategies to promote, distribute and eventually sell your product.
Don't worry! The course has been designed to introduce you to each component of marketing. Once introduced, you will have a number of hands-on activities to apply what you have learned. Each activity serves as a building block towards the development of you final project—your company's strategic marketing plan introducing your new backpack product. These activities include Marketing Planning Documents, Marketing Group Activities, a Marketing Simulation, and will conclude with the Marketing Plan.
Note: The following content is presented in a carousel. Once you have completed the current slide, please click on the subsequent sphere (or the right-side arrow) at the top of the carousel to proceed to the next topic.
Reflection Journal
This journal is a place for your to reflect upon all that you have learned in the current lesson (and build upon what you have learned in prior lessons) and to critically assess and discuss the topic posted by the instructor. Journal entries are private. Only the instructor and the author (student) can read what has been posted in the journal.
Although (in most cases) there is truly no right or wrong answer, your grade will be based upon content. It is important to relate concepts/terminology from class to the analysis. Grammar and spelling will also be taken into consideration for your grade.
Note: There is a grading rubric for the Reflection Journal.
Unless otherwise noted, reflective journal assignments are due Sunday, 11:59 p.m. (ET) of the lesson assigned.
Grading Scale
| A | 93-100% |
| A- | 90-92% |
| B+ | 87-89% |
| B | 83-86% |
| B- | 80-82% |
| C+ | 77-79% |
| C | 70-76% |
| D | 60-69% |
| F | Below 60% |
Academic Integrity
According to Penn State policy G-9: Academic Integrity , 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 ). 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, the Policy on Academic Integrity indicates that procedure requires an instructor to inform the student of the allegation. Procedures allow a student to accept or contest a charge. If a student chooses to contest a charge, the case will then be managed by the respective college or campus Academic Integrity Committee. If that committee recommends an administrative sanction (Formal Warning, Conduct Probation, Suspension, Expulsion), the claim will be referred to the Office of Student Accountability and Conflict Response.
All Penn State colleges abide by this Penn State policy, but review procedures may vary by college when academic dishonesty is suspected. Information about Penn State's academic integrity policy and college review procedures 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 .
Additional Academic Integrity Violations
Please note: Various tutoring websites claim to offer you the opportunity to download answers to everything from accounting problems to quiz questions for little to no cost. Full papers can also be downloaded to submit in place of your own work. Use of these materials, or “ghosting,” is considered cheating and an academic integrity violation. Similarly, uploading exams, course materials, or your work to one of these sites is considered an academic integrity violation.
Using online services that complete assignments for you is considered an academic integrity violation.
Giving your Penn State Access ID and password to someone else to do your work is against University policy AD95/AD96 and an academic integrity violation; sanctions will be given for these violations.
Student Responsibilities and Conduct
- Students are responsible for online course content, taking notes, obtaining other materials provided by the instructor, taking tests (if applicable), and completing assignments as scheduled by the instructor. As a general rule, students should plan on logging into the course at least three times per week and spending at least three hours per course credit per week on the course, e.g., if the course is three credits, the student should plan on spending at least 9-12 hours per week on the course, just as they would in a residence course.
- Students are responsible for keeping track of changes in the course syllabus made by the instructor throughout the semester.
- Students are responsible for monitoring their grades.
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Students must contact their instructor (and teammates when working on any collaborative learning assignments) as soon as possible if they anticipate missing long periods of online time due to events such as chronic illnesses, death in the family, business travel, or other appropriate events. The instructor will determine the minimal log on time and participation required in order to meet course responsibilities. In the event of other unforeseen conflicts, the instructor and student will arrive at a solution together.
- Requests for taking exams or submitting assignments after the due dates require documentation of events such as illness, family emergency, or a business-sanctioned activity.
- Conflicts with dates on which examinations or assignments are scheduled must be discussed with the instructor or TA prior to the date of the examination or assignment.
- Students are responsible for following appropriate netiquette (network etiquette) when communicating with their instructor and classmates. For reference, see the Academic Success Kit.
- Behaviors that disrupt other students’ learning are not acceptable and will be addressed by the instructor.
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For severe and chronic problems with student disruptive behavior, the following will be applied for resolution:
- Senate Committee on Student Life policy on managing classroom disruptions: Office of Student Accountability and Conflict Response.
- Penn State Principles
Policies
Late Policy
Late Assignments will not be accepted. It is your responsibility to contact the instructor prior to the due date of an assignment if you are aware of extenuating circumstances that will impact your ability to meet a deadline. The instructor will determine if alternative arrangements may be made.
Blank or Erroneous Assignment Submissions
It is your responsibility to ensure that you have uploaded the correct document to each assignment prior to the assignment due date. Please check your assignment submission immediately after uploading a file in Canvas to ensure that it contains content and is the correct file. If you notice an error, such as a blank or incorrect file, you must resubmit the assignment before the assignment due date. Similarly, you are responsible for ensuring that discussion forum initial posts are not blank and that any website URL submissions (such as links to documents, video recordings, etc.) have the correct sharing settings enabled so that they can be viewed by recipients. Any blank or erroneous submissions that you have not resubmitted by the assignment due date will receive a zero for the assignment.
Accommodating Disabilities
Penn State welcomes students with disabilities into the University's educational programs. Every Penn State campus has resources for students with disabilities. The Student Disability Resources (SDR) website provides contacts for disability services at every Penn State campus. For further information, please visit the SDR website.
In order to apply for reasonable accommodations, you must contact the appropriate disability resources office at the campus where you are officially enrolled, participate in an intake interview, and provide documentation based on the documentation guidelines. If the documentation supports your request for reasonable accommodations, your campus's disability resources office will provide you with an accommodation letter. Please share this letter with your instructors and discuss the accommodations with them as early in your courses as possible. You must follow this process for every semester that you request accommodations.
Veterans and Military Personnel
Veterans and currently serving military personnel and/or dependents with unique circumstances (e.g., upcoming deployments, drill/duty requirements, VA appointments, etc.) are welcome and encouraged to communicate these, in advance if possible, to the instructor in the case that special arrangements need to be made.
Privacy Notice
In order to protect your privacy, course access is limited to those individuals who have direct responsibility for the quality of your educational experience. In addition to the instructor, a teaching assistant or college administrator may be provided access in order to ensure optimal faculty availability and access. World Campus technical staff may also be given access in order to resolve technical support issues.
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.