BA 316U: Essentials of Marketing
Course Information:
Year/Term: Fall 2019 CRN: 10318 Classroom Location: Online via D2L Day/Time: Online via D2L Instructor Name: Dan Heinig Instructor Email: dheinig@pdx.edu Office Hours: Wednesday 6:30PM-7:30PM or by appointment

Communication:
· The best way to contact me is by using the email address above. You can use D2L mail but it is slower and I don’t always get notified of new messages.

· If you have a question, don’t hesitate to post it in the General Q&A Discussion forum on D2L. You may get a quick response from another student and I’m sure other students will benefit from the answers.

· I will do my best to respond to email within 24 hours, and will let you know if I will be “offline” for any extended period during the term.

Course Catalog Description & Prerequisites:
Note: This course is required for the 28 credit Business Minor. It is also included in the University Studies (UNST) Design Thinking/Innovation/Entrepreneurship Cluster for all non-business majors.
Course Description: Essential topics in marketing for business minors and non-business majors. Students will be introduced to the basic concepts of marketing and customer satisfaction. Students will explore primary considerations of the market environment and marketing practices including price, promotion, distribution, and product in an applied setting.

Section Notes: Business Minor courses do not count toward the Business Major. Non-business students may take this class to count for both the business minor and for the Design Thinking, Innovation & Entrepreneurship cluster. Online courses have an additional cost per credit. These courses are delivered via Desire2Learn and any assigned supplemental platforms. Enrollment in this section serves as acknowledgement that you may be required to participate in live video conferences, collaborate digitally with classmates, and/or be remotely proctored during exams. These components are essential for creating an online learning environment that works with students’ schedules while maintaining high academic rigor. This course is Fully Online and requires you to have an ODIN account. To create an ODIN account and get instruction for its activation, go to http://oam.pdx.edu. You must be enrolled in the class before you can access the course in D2L. You should be able to access the course online no later than the first day of the term. Fully online courses are assessed an online learning fee of $35 per credit.

Course Objectives:
This course provides an overview of the fundamentals of the marketing discipline. Upon completing this course, students should be able to:

· Explain the role of marketing in execution of the firm’s business strategy

· Utilize environmental scanning and market research tools to analyze markets and recognize market opportunities

· Apply the marketing plan framework to develop segmentation, targeting and positioning strategies that create competitive advantage

· Compare and contrast contemporary marketing mix strategies in consumer, business and global markets

Required Text & Materials:
Grewal & Levy, M: Marketing 6th Edition (we will not use McGraw Hill Connect). There are a number of format options for this book, but I’d recommend the following:

· eBook Rental (180 days): this requires use of the McGrawHill reader app, but it gives you offline reading and works on smartphones too. It should be available through the bookstore.

· Price: $45

· ISBN: 9781260916102

If you prefer a printed text, it’s available for about $100.

There are a number of online components to this course. To be successful in this course, you will need the following:

· Reliable, consistent access to an internet-connected computer

· Reliable, stable internet access

· The ability to submit Microsoft Office compatible documents

· Access to a webcam and microphone for the purposes or online meetups and proctored activities

Some of these items may be available from the PSU Library.

If you have technical questions/problems related to D2L or Odin accounts, please contact the OIT Help Desk at help@pdx.edu or by calling (503) 725-4357.

Class Structure:
Each week there are typically multiple readings, videos, discussions, quizzes, assignments, and other activities that must be completed by the specified due date. For purposes of this class schedule, our weeks begin on Mondays at 12:01 AM and end on Sundays at 11:59 PM. This generally means that items are assigned on Monday mornings and due on Sunday evenings, unless otherwise specified. Some assignments can be submitted past the due date for late consideration. These dates are listed on D2L within the Course Schedule and Calendar tools , as well as within the weekly Content modules.

Course Activities & Graded Components:
Lecture & Attendance: This course can be completed entirely online. “Lecture” will be delivered in the form of course materials (chapter readings, PowerPoints, and videos) and “attendance” is considered material participation in online discussions. You will find weekly content modules on D2L that contain the recommended reading & additional resources that are relevant to the topics we will be covering. It is your responsibility to sign in to D2L AT LEAST ONCE A WEEK in order to understand and complete the weekly expectations.

Reading: Our textbook has 19 chapters. We will be covering key concepts from all 19 chapters. Our activities will focus on the most important topics, but you should be prepared to read the entire text in order to gain a broader context of the marketing management landscape. You will have an opportunity to demonstrate your newfound knowledge through online discussion, quizzes, and assignments.

Videos: I will provide a variety of publisher, supplemental, and original videos throughout the term. These are intended to help supplement your reading. In other words, if you are struggling to understand a concept in the text, I’d suggest you check out the videos.

Discussion: You will find weekly discussion topics (typically 1 per chapter) on D2L. You are expected to submit a material contribution to the discussion topic and respond to at least one other student. Discussion participation is not graded, but it is required in order to access the chapter quizzes.

Online Quizzes: You will typically complete one online quiz per chapter. Quizzes typically cover material directly from the chapter readings and are made up of approximately 10 random questions per chapter covered.

Individual Assignments: Throughout the term, you will take on the role of a marketing consultant who has been hired to apply key marketing principles and concepts to a specific company’s product. You will evaluate the assigned company/product (picked by the instructor) and perform market, industry, competitive, and consumer research to evaluate the company’s marketing effectiveness and make strategic recommendations. These weekly assignments will ask you to apply the core concepts covered in the course, and typically consist of 2-3 multi-part questions.

Exams: The weekly assignments are essentially “mini exams”, so there are no midterm/final exams in this class.

Group Assignments: You will have plenty of opportunity to communicate and collaborate with your classmates. However, in an effort to accurately assess your performance based on your individual contribution, there are no group assignments in this class.

EXTRA CREDIT: Students who complete their online course evaluations (you should received an email invitation ~week 10) will gain access to an extra credit quiz. The quiz will consist of 20 random question from the material we covered during the term and will be worth up to 2 points. This can raise your grade by 2%, so don’t squander the opportunity!

Late Policy: All activities are due by the posted due date. Late submissions may incur a 10% penalty (of the total possible score). For example, if you submit a weekly assignment past the due date, it may incur a .8 point penalty (10% of the total possible grade). This means you can technically still earn an “A’ on late assignments, so don’t give up if you get behind! Also consider taking an extra day or two if it will improve your submission (or alleviate some stress). The final submission date for ALL activities this term is 11:59PM on December 11th, 2019.

Assignments & Grading
Individual Assessments

Description

Points

Quantity

Total Points

Quizzes

1

1 per chapter (19)

19

Weekly Assignments

8

10

80

Current Event Article

1

1

1

Extra Credit (Bonus)

2

1

2

Total

100

Grades and feedback will generally be posted in D2L within 7 calendar days of the due date. Late submissions will be graded as soon as I have time.

Grading Criteria & Ranges: Grading criteria is typically outlined in the individual activities (i.e. Quiz Descriptions, Assignment Descriptions, etc…). Generally, you will get at least partial credit for an intelligent attempt. For final class grades, I always round to the nearest whole number. For example an 89.49% would be an 89% while an 89.50% would be a 90%. Final grade ranges are as follows:

Final Class %

Grade

93+

A

90-92

A-

87-89

B+

83-86

B

80-82

B- and so on…

Procedure for questioning a grade: I try to make the grading in this class as objective as possible (not open to interpretation) and I will do my best to clearly outline the grading criteria for you. That being said, if you ever want to question a grade, a quiz question, or anything else in the class, please let me know so that we can discuss during an appropriate time (i.e. not during class). There is no guarantee that a grade will be changed, but everyone makes mistakes so it doesn’t hurt to ask. If you feel you have been graded unfairly, you are always welcome to submit a query in writing to the Faculty Services office. Queries must be received within two weeks of final grades being posted online. Grade queries are not discussed informally during office hours and I do not negotiate with students about their grades. Rather, upon reviewing your written document, I will contact you.

Other Class Policies
Professionalism: Process measures like active class participation and faithful attendance speak to your level of professionalism and serve as useful predictors of your likely effectiveness on the job. Other indicators of your professionalism are also subject to assessment in this class. Among other things, deductions may be taken from a student’s class participation score for unprofessional behavior. This includes any behavior that disrupts the class or otherwise causes the instructor and/or other students to invest time and effort in activities that do not add value to the overall learning process. Examples of unprofessional behavior include:

· arriving late to class or leaving class early

· allowing your cell phone to ring during class session

· using a personal laptop or cell phone at a time, or in a manner, that causes distraction to others or fosters your own inattention

· any attempt to cheat on assignments and/or exams

· failure to pay careful attention to instructions

· failure to cancel an ‘office hour’ appointment that you are unable to attend

· failure to adhere to other class policies as outlined below:

As our face-to-face meetings are few in number, I will need help in putting faces with names. Accordingly, please display a “name tent” during every class session.

Submission of work: Details about submitting work for grading is detailed in the course schedule as well as in each individual assignment document. It is your responsibility to check the submission details and follow the appropriate protocol. For every assignment you are required to keep an electronic copy of all assignments in case work is misplaced. You also need to keep all assigned readings and supplemental material until the end of the term.

Academic Integrity: All students enrolled in this course are responsible for abiding by the guidelines outlined in the University’s Student Conduct. You can find the Code related to academic integrity here:

· http://www.pdx.edu/dos/codeofconduct#AcademicDishonesty

· This Code prohibits cheating, fraud and dishonesty including, but not limited to, plagiarism, buying and selling of assignments, performing academic assignments for others, unauthorized disclosure and receipt of academic information, and other practices commonly understood to be academically dishonest. If you are uncertain about any of these issues, it is best to speak with me prior to engaging in questionable conduct (e.g. failing to use quotations when cutting and pasting the work of others). Please keep in mind that acting with integrity is central to the teaching approach in this course.

Portland State is committed to providing an environment free of all forms of prohibited discrimination and sexual harassment (sexual assault, domestic and dating violence, and gender or sex-based harassment and stalking). If you have experienced any form of gender or sex-based discrimination or sexual harassment, know that help and support are available. PSU has staff members trained to support survivors in navigating campus life, accessing health and counseling services, providing academic and on-housing accommodations, helping with legal protective orders, and more. Information about PSU’s support services on campus, including confidential services and reporting options, can be found on PSU’s Sexual Misconduct Prevention and Response website at: http://www.pdx.edu/sexualassault/get-help or you may call a confidential IPV Advocate at 503-725-5672. You may report any incident of discrimination or discriminatory harassment, including sexual harassment, to either the Office of Equity and Compliance or the Office of the Dean of Student Life.

Please be aware that all PSU faculty members and instructors are required to report information of an incident that may constitute prohibited discrimination, including sexual harassment and sexual violence. This means that if you tell me about a situation of sexual harassment or sexual violence that may have violated university policy or student code of conduct, I have to share the information with my supervisor, the University’s Title IX Coordinator or the Office of the Dean of Student Life. For more information about Title IX please complete the required student module Creating a Safe Campus in your D2L.

Furthermore, if you are struggling because of personal issues please know that I have an open door policy and enjoy getting to know my students. Feel free to come and talk with me confidentially at any point in the term. Obviously, I am able to be more helpful if you speak with me before you find your grades suffering for any reason.

Accommodations for Learning Differences:
If you have, or think you may have, a disability that may affect your work in this class, register your needs with the Disability Resource Center (DRC) to initiate an accommodations support process. The DRC can be reached at (503) 725-4150 or drc@pdx.edu. Once you have coordinated with the DRC, please contact me to make sure that I have received a faculty notification letter and we can discuss your needs for the term.

PSU values diversity and inclusion; we are committed to fostering mutual respect and full participation for all students. My goal is to create a learning environment that is equitable, usable, inclusive, and welcoming. If any aspects of instruction or course design result in barriers to your inclusion or learning, please notify me.

Title IX Reporting Policy:
As an instructor, one of my responsibilities is to help create a safe learning environment for my students and for the campus as a whole. We expect a culture of professionalism and mutual respect in our department and class. You may report any incident of discrimination or discriminatory harassment, including sexual harassment, to either the Office of Equity and Compliance or the Office of the Dean of Student Life.

Please be aware that as a faculty member, I have the responsibility to report any instances of sexual harassment, sexual violence and/or other forms of prohibited discrimination. If preferred, you can instead share information about sexual harassment or sexual violence with a confidential employee who does not have this reporting responsibility. For more information about Title IX, please complete the required student module Creating a Safe Campus in D2L.

Course Schedule:
Week #

Weekly Agenda

Weekly Activities

Week 1

· Overview of Marketing

Content:

· Syllabus

· Chapter 1

Activities & assignments:

· Weekly Discussions

· Weekly Quizzes

· Weekly Assignment

Week 2

· Developing Marketing Strategies and a Marketing Plan

· Social and Mobile Marketing

Content:

· Chapter 2

· Chapter 3

Activities & assignments:

· Weekly Discussions

· Weekly Quizzes

· Weekly Assignment

Week 3

· Conscious Marketing, Corporate Social Responsibility, and Ethics

· Analyzing the Marketing Environment

Content:

· Chapter 4

· Chapter 5

Activities & assignments:

· Weekly Discussions

· Weekly Quizzes

· Weekly Assignment

Week 4

· Consumer Behavior

· Business-to-Business Marketing

Content:

· Chapter 6

· Chapter 7

Activities & assignments:

· Weekly Discussions

· Weekly Quizzes

· Weekly Assignment

Week 5

· Global Marketing

· Segmentation, Targeting, and Positioning

Content:

· Chapter 8

· Chapter 9

Activities & assignments:

· Weekly Discussions

· Weekly Quizzes

· Weekly Assignment

Week 6

· Marketing Research

· Product, Branding, and Packaging Decisions

Content:

· Chapter 10

· Chapter 11

Activities & assignments:

· Weekly Discussions

· Weekly Quizzes

· Weekly Assignment

Week 7

· Developing New Products

· Services: The Intangible Product

Content:

· Chapter 12

· Chapter 13

Activities & assignments:

· Weekly Discussions

· Weekly Quizzes

· Weekly Assignment

Week 8

· Pricing Concepts for Establishing Value

· Supply Chain and Channel Management

Content:

· Chapter 14

· Chapter 15

Activities & assignments:

· Weekly Discussions

· Weekly Quizzes

· Weekly Assignment

Week 9

· Retailing and Omnichannel Marketing

· Integrated Marketing Communications

Content:

· Chapter 16

· Chapter 17

Activities & assignments:

· Weekly Discussions

· Weekly Quizzes

· Weekly Assignment

Week 10

· Advertising, Public Relations, and Sales Promotions

· Personal Selling and Sales Management

Content:

· Chapter 18

· Chapter 19

Activities & assignments:

· Weekly Discussions

· Weekly Quizzes

· Weekly Assignment

· Extra Credit Opportunity

Week 11

· Final Assignment

· Makeup Late Work

· Extra Credit

· All Work Due by 11:59PM on December 11th.

Content:

· N/A

Activities & assignments:

· Makeup Discussions

· Makeup Quizzes

· Makeup Assignments

· Current Event Assignment

· Extra Credit Opportunity

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