Professor:  Dr. W.A. Kelly Huff

E-mail:  huffwak@peachnet.campuscwix.net

Web Page URL:  http://www.students.armstrong.edu/~huffwill/

Textbook:  Perreault, W.D., Jr. & McCarthy, E.J.  (1999).  Basic Marketing:  A Global-Managerial Approach
        (13th Ed.).  Boston:  Irwin McGraw-Hill.

Catalog Course Description:  “Marketing fundamentals -- products and services, distribution, pricing, and
        promotion -- and the planning and implementation of marketing strategies.  Prerequisites:  BUS 220 or 221.”

Course Objectives:

    1. Provide a broad introduction to marketing concepts and principles.
    2. Expose students to related areas of advertising and public relations.
    3. Review the role of marketing in society and in the firm.
    4. Understand the various functions that influence marketing activities.
    5. Expose students to the terms and language of marketing, advertising, and public relations.
    6. Develop an understanding and appreciation of the major decision areas under marketing responsibility.
    7. Understand the tools used by marketing managers to analyze customers, competition, and marketing strengths
        and weaknesses.
    8. Understand the selection of target markets, decisions related to product, price, promotion and place to meet the
        needs to target markets.

Grading:  Three examinations account for 100% of the grade.  Each counts equal value.  Although examinations are
         detailed and rigorous, they are scheduled and previewed.

         Examination I (Chapters 1-7)             33.3 percent
         Examination II (Chapters 7-14)          33.3 percent
         Examination III (Chapters 15-22)       33.3 percent

Grade Scale:  90-100=A, 80-89=B, 70-79=C, 60-69=D, Below 60=F.

Attendance Policy:  The course meets just eight times.  Each absence after one will be penalized one letter on the
        final grade.  Certainly, we all have obligations, but this class is one of those obligations.  There are some situations
        that cannot be avoided, but missed examinations are difficult to make up. You will be given examination times in
        advance.  DO NOT miss an exam.  If you know in advance that you will be taking your allowable absence
        for an important reason, then inform the professor right away in person and in writing and arrangements can be
        made. You will be allowed to make up just one missed test -- with a valid excuse as determined by the professor.
        Makeup tests will cover the same material, but will take a more difficult form.  It is the student’s responsibility to
        notify the instructor of any attendance problems.

Classroom courtesy:

        Arrive on time and leave on time.

        No private conversations during class.  We will have polite class discussions with no rude arguing.

        No one will go to anyone else about a problem with the class, instructor, or other students without first meeting
        with the instructor.  Failure to follow the first or any other step in the hierarchy will result in forfeiture of any rights
        to an appeal.

Tuesday, April 4:

        Course Overview; Orientation; Introduction to Principles of Marketing
        Read:     Chapter 1:  Marketing’s Role in the Global Economy.
                      Chapter 2:  Marketing’s Role within the Firm or Nonprofit Organization.
                      Chapter 3:  Focusing Marketing Strategy with Segmentation and Positioning.

Thursday, April 6:

        Read:     Chapter 4:  Evaluating Oportunities in the Changing Marketing Environment.
                      Chapter 5:  Demographic Dimensions of Global Consumer Markets.
                      Chapter 6:  Behavioral Dimensions of the Consumer Market.
                      Chapter 7:  Business and Organizational Customers and their Buying Behavior.
        Preview Examination I

Tuesday, April 11:

        Examination I
        Read:     Chapter 8:   Improving Decisions with Marketing Information.
                      Chapter 9:  Elements of Product Planning for Goods and Services.
                      Chapter 10:  Product Management and New-Product Development.

Thursday, April 13:

        Read:     Chapter 11:  Place and Development of Channel Systems.
                      Chapter 12:  Distribution Customer Service and Logistics.
                      Chapter 13:  Retailers, Wholesalers, and Their Strategy.
                      Chapter 14:  Promotion-Introduction to Integrated Marketing Communications.
        Preview Examination II

 Tuesday, April 18:

        Read:     Chapter 15:  Personal Selling.
                      Chapter 16:  Advertising and Sales Promotion.
                      Chapter 17:  Pricing Objectives and Policies.
                      Chapter 18:  Price Setting in the Business World.

Thursday, April 20:

        Examination II

Tuesday, April 25:

        Read:     Chapter 19:  Implementing and Controlling Marketing Plans:  Evolution and Revolution.
                      Chapter 20:  Managing Marketing’s Link with Other Functional Areas.
                      Chapter 21:  Developing Innovative Marketing Plans.
                      Chapter 22:  Ethical Marketing in a Consumer-Oriented World.
        Preview Examination III

Thursday, April 27:

         Examination III
         Conclusion of Course