1.
POINT PARK UNIVERSITY - PITTSBURGH, PA 15222
SYLLABUS for BMGT 205
Principles of Marketing - Spring 2014 W
!
A. GENERAL COURSE INFORMATION
Credits:
3
Prerequisite:
None
Instructor:
Chris Lovett
Department:
School of Business
Office Location: Point Park University, The West Penn Building, 804
E-mail:
clovett@pointpark.edu, chris.lovett@pnc.com
Phone:
412.680.7739
Twitter:
@burghdaddy, #ppumarketing
Office Hours:
Before/After Class
Class Meeting:
Wednesdays; 6:00PM – 9:00PM
!
!
Course Description
This course is an introductory study of marketing through the practical exercise of
building a marketing plan.
!
!
!
Course Objectives
Upon successful completion of the course, students will be able to:
(1) Observe social and ethical responsibilities of marketing in our economy
(2) Conduct market research any business using journals, the library, and internet to
become as conversant on the business as anyone working in it
(3) Understand, evaluate and implement conclusions from marketing research
(4) Effectively evaluate the price, product, place and promotion perspectives of a
given product or service
(5) Dissect markets into justifiable segments served by any given business
(6) Select out of multiple segments the best target market(s) and justify the choice
with research
(7) Implement an effective SWOT analysis resulting in strategic marketing mix
direction
(8) Develop effective market positioning
(9) Critique and discuss advertising and its effectiveness and efficiency
(10) Identify good and bad examples of marketing in action
(11) Analyze markets and identify appropriate criteria to discover promising market
niches
(12) Create and present a marketing plan
!
!
!
!
!
!
!
!
!
!
!
!
1

2.
!
B. REQUIRED TEXTBOOK
Title:
Author:
Publisher Information:
Marketing, 4/e
Dhruv Grewal, Ph.D., Babson College, Michael Levy Ph.D., Babson College
McGraw-Hill/Irwin; 4 edition, 2014, ISBN- 0078029007
C. TEACHING METHODS
This course demands your involvement and interaction. All reading assignments should be completed prior
to class to ensure to full participation, understanding and retention of course materials. Your success will
depend heavily on your level of enthusiastic and active involvement.
!
!
!
D. POLICY ON ATTENDANCE AND LATENESS
Attendance is required because the course is structured to emphasize class interaction. You must
complete your reading assignments prior to class to be prepared to participate in class and be
tested. Absences must be excused, and special arrangements made.
!
! !
E. COURSE REQUIREMENTS
I. Bi-Weekly Case Studies
50 points
II. Marketing Plan
75 points
V. Tests: 25 points each
!
!
75 Points
VI. CLASS ATTENDANCE AND PARTICIPATION:
25 points
TOTAL:
225 points
!
G. EQUIVALENT INSTRUCTIONAL ACTIVITIES (NA)
!
!
H. GRADING PROCEDURES
Points will be translated to letter grades in the following manner:
A = 4.0 A- = 3.75 B+ = 3.25 B= 3.00 B- = 2.75 C+ = 2.25
D = 1.00
!
!
!
!
!
F = Failure
C =2.00
C- = 1.75
I = Incomplete N = No Credit
NOTE: Please visit www.pghmarketing.wordpress.com for complete course details, notes, and
interaction.
I. COURSE SCHEDULE AND ASSIGNMENTS
Week 1: 1/15/2014:
!
!
!
!
!
!
•
•
•
•
Class Introduction
Review Syllabus
Review Marketing Project and Deliverables
Read Chapters 1 and 2
2

3.
Week 2: 1/22/14
!
!
•
•
•
•
Review Chapter 1: Overview of Marketing
Review Chapter 2: Developing Marketing Strategies and a Marketing Plan
Assign Case Study #1: Amazon and Amazon Fresh, Due next week
Read Chapters 3 and 4 and 5
Week 3: 1/29/14
• Class to present case study number 1 in class
• Review Chapter 3: Social and Mobile Marketing
• Review Chapter 4: Marketing Ethics
• Review Chapter 5: Analyzing the Marketing Environment
• Discuss Case Study #2: Online Twitter Chat Using Hashtag #ppumarketing (Topic TBD)
• Read Chapters 6 and 7
!
!
Week 4: 2.5.14
• Discuss Twitter Chat
• Review Chapter 6: Consumer Behavior
• Review Chapter 7: Business-to-Business Marketing
• Prepare for Test #1: Chapters 1-7
• Read Chapter 8 and Chapter 9
!
!
Week 5: 2.12.14
• Test Number 1: Chapters 1-7
• Review Chapter 8: Global Marketing
• Read Chapters 9 and 10
!
!
Week 6: 2.19.14
• Review Test 1 Results
• Review Chapter 9: Segmentation, Targeting, and Positioning
• Review Chapter 10: Marketing Research
• Discuss Case Study #3: STP for 4MOMS
• Read Chapters 11-12
!
!
Week 7: 2.26.14
• Present Case Study #3 - STP for 4 Moms
• Review Chapter 11: Product, Branding, and Packaging Decisions
• Review Chapter 12: Developing New Products
• Review Chapters 13 and 14
• Enjoy your time off
!
!
!
!
Week 8: 3.5.14 (SPRING BREAK WEEK)
Week 9: 3.12.14
• Review Chapter 13: Services: The Intangible Product
• Review Chapter 14: Pricing Concepts for Establishing Value
• Prepare for Test #2 - Chapters 8 - 14
• Read Chapters 15
!
Week 10: 3.19.14
• Test #2 - Chapters 8-14
• Review Chapter 15: Strategic Pricing Methods
• Discuss Case Study #4: Pricing Strategies
• Read Chapter 16
!
!
3

4.
!
Week 11: 3.26.14
• Review Test #2 Results
• Review Chapter 16: Supply Chain and Channel Management
• Read Chapters 17 and 18
!
!
Week 11: 4.2.14
• No Class - Time to work on projects
Week 12: 4.9.14
• Review Chapter 17: Retailing and Multichannel Marketing
• Review Chapter 18: Integrated Marketing Communications
• Discuss Case Study Number 5: Integrated Marketing Plans
• Read Chapters 19 and 20
!
Week 13: 4.16.14
• Present Case Study #5: Integrated Marketing Plans
• Review Chapter 19: Advertising, Public Relations, and Sales Promotions
• Review Chapter 20: Personal Selling and Sales Management
!
Week 14: 4.23.14
• Final Projects Due
• Final Presentations Due
• Prepare for Final Exam
!
!
!
!
Week 15: 4.30.14 (FINAL EXAM)
• Final Exam - Chapters 15-20 (And Key topics from Chapters 1-20)
J. GUIDELINES FOR FORMAT OF ASSIGNMENTS (ADJUSTED PER, BUT GENERALLY)
1. Papers should always be typed and stapled.
2. Papers should always have title pages listing assignment, date, course and instructor.
3. All pages should be numbered correctly.
4. Spell words correctly (use spell check, proofread papers!)
5. Assignments should be TURNED IN ON TIME. Papers may not be accepted late, and in the
case when they are accepted, one letter grade per day late will be deducted.
6. Double space when appropriate
7. As necessary: Include Table of Contents
8. As necessary: Label different sections of the paper
9. (Indicate other expectations or guidelines)
!
!
These guidelines will help your work become more professional. These skills are expected in the
work environment for reports, projects, etc. Unprofessional appearance of work will be graded
accordingly.
K. WITHDRAWAL POLICY
The grade of “W” (Withdrawal) is awarded in cases where unusual circumstances render the
successful completion of course work an impossibility for an indefinite period.
!
!
!
!
The schedule for course changes, including withdrawal, is listed on the University website
and published by the Office of the Registrar. Courses may be added or dropped from a
student’s academic schedule online or by completing a Schedule Change form.
After the period specified, the faculty member has the option to give a grade of “W” or “F,”
up to and including the last day to withdraw. Schedule Change forms may be obtained from
the Office of the Registrar. Should a “W” or “F” be placed on a student’s record, it remains a
permanent part of that record.
International students must contact the University’s International Student Office before
initiating a course withdrawal.
4

5.
!
!
Because current and future financial aid may be jeopardized by processing a “W” or “F,”
students are advised to consult the Office of Financial Aid prior to completing the transaction.
L. “I” GRADE POLICY
Students who do not complete a course by the end of the term may request and may be granted,
at the instructor’s discretion, an "I" (Incomplete). The "I" in a given course must be completed
within a period of time set by the instructor. This time period should not exceed one year from the
end of the semester in which the course was taken. Circumstances may dictate policy exceptions.
!
!
An Incomplete Grade Request form detailing the conditions under which the "I" is permitted must
be signed by both the student and the instructor. If the agreed upon conditions are not fulfilled, the
"I" grade will be changed to the grade stipulated in section V of the Incomplete Grade Request
form. The student is responsible for contacting the instructor and ensuring that all expectations in
regard to removal of an "I" grade and the completion of a change of grade form are met. The
instructor will complete the change of grade form when all expectations are met.
M. POINT PARK UNIVERSITY POLICY ON PLAGIARISM
Any student found guilty of a breach of ethics will be subject to dismissal from the University.
Breach of ethics includes, but is not limited to plagiarism (the copying of other’s ideas and passing
them off as one’s own); copying or other forms of cheating on examinations, papers, and reports;
the sale, purchase, or distribution of term papers. It is within an instructor’s discretion to impose a
lesser penalty, e.g., “zero” grade on a given assignment. Instructors should take care to document
incidents precisely and notify their department chairperson without delay.
!
N. POINT PARK UNIVERSITY LIBRARY RESOURCES AND COMPUTER LABS
The Library is located in the University Center at 414 Wood Street. Many resources are available
24/7 through the Library’s web page and if you’re off campus, you can access the databases and
e-books by using your Point Park University e-mail password and log-in. Librarians are available
to help you find the resources you need for your research. Contact the Library at 412-392-3171, in
person, by e-mail at library@pointpark.edu, through IM or by texting to 66746 and starting
question with pointlib.
!
O. SMOKING POLICY
According to the Smoking Pollution Control Ordinance passed b y the Pittsburgh City Council in
November 1987, no smoking is permitted in the classrooms, hallways, or lobbies, or any other
public area at Point Park University.
!
P. FIRE DRILLS
Should a fire alarm occur during the class hours, please leave the classroom in an orderly manner
and evacuate the building through the appropriate exit.
!
Q. STUDENTS WITH DISABILITIES
It is the intention of Point Park University to provide appropriate, reasonable accommodations for
students who are disabled in accordance with the Americans with Disabilities Act (ADA) of 1990.
All campus accommodations are coordinated through the Program for Academic Success (PAS),
located on the 7th floor of Lawrence Hall. Students are responsible for contacting PAS for specific
information on the University’s ADA policy and the procedures for verifying disabilities and
requesting reasonable accommodations. For more detailed information on requesting reasonable
accommodations, please consult the PAS website at www.pointpark.edu/pas.
R. DISCLAIMER: The instructor reserves the right to modify/change syllabus provisions.
5