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Frederick
Community College BU225
Section ONL-1 Index 3044 SPRING 2012
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Class begins: Jan. 30, 2012 |
Class ends: May. 18, 2012 |
Last Day to
Withdraw: Apr. 16, 2012 |
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Instructor
Information: |
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Name: Stephen P. Lloyd |
Office: N/A |
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E-mail: slloyd@frederick.edu |
Phone
Number: 301-662-7302 |
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Contact
Hours: email
and by appointment for in-person
meeting |
Campus
Mail Box #: 744 |
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Course
Information: |
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Credits: 3 |
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On-campus
Meetings: ONLINE |
On-campus
Exams: Exam One at FCC Testing Center. Exam 2 is online. |
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Prerequisites: EN50A
and EN52 Or
ESL95 and ESL99 |
Corequisites: NONE |
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Course
Description: |
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Problems and organization of systems
of distributing goods and services in the business world. Promotion through retail and wholesale
parallels, consumer-buying habits, pricing, budgeting, transportation and
warehousing, sources and uses of marketing information are given attention. |
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Core
Learning Outcomes: |
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1. Recognize
the relationship of the customer-centric approach to the four components of the
Marketing Mix: Product, Price, Place and Promotion. 2. Recognize
the methodologies and disciplines required in Marketing Research and its data analysis. 3. Describe
the various forms and purposes of Market Segmentation. 4. Explain
the role of Channels of Distribution in a customer-centric approach to
marketing. 5. Analyze
and differentiate between the forms of promotion and their appropriate and effective application. 6. Discuss
how pricing reflects the business’ long-term goals and strategies. 7. Explain
how Marketing integrates into the business’ operation. |
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Instructional
Methods: |
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Textbook/Assigned readings Case study analysis/exercises Videos Discussion of current
business-related events |
How is this Course Organized?
This is not a self-paced course.
Students are to read text chapters, readings, etc. as assigned and meet all
deadlines. The Topical Outline details the chronology of the class.
Text and Course Materials:
Marketing:
An Introduction 10th edition, by Armstrong/Kotler Prentice Hall
ISBN 13: 978-0-13-610220-5 ISBN
10: 0-13-610220-4 textbook is required. Additional readings/media as assigned.
Students will receive an assessment of
their progress during the sixth week of class. The student will have the
opportunity to make any adjustments (additional study, tutoring, conference with
instructor) to assure success in this course.
Tests / Papers / Projects
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Point or Percentage Value
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Final Grade Scale |
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Exams
(2) |
2 X 20 pts. Each = 40 points |
90 to 100 = A |
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Written/Discussion cases (up to 10) |
40 points |
80 to 89 = B |
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Term Paper |
20 points |
70 to 79 = C |
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60 to 69 = D |
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Below 60 = F |
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Total |
100 points |
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Academic Integrity:
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Student Services
A variety of services are available to
assist students in succeeding at FCC. Students can learn more about these
services by visiting the Student Services web page: http://www.frederick.edu/student_services/index.aspx
Students
with disabilities who are in need of accommodations or who have questions related
to disabilities services should contact the Services for Students with
Disabilities (SSD) office at 301-846-2408. Students can learn more about these services
by visiting the Services for Students with Disabilities web page: http://www.frederick.edu/student_services/disability.aspx .
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It is the student’s sole responsibility to acquire and
maintain Internet access and e-mail capability. The student
should check for e-mails and announcements at least three times each week.
This is not to say there will be new information every time the student
checks, but it will assure the student is aware of upcoming assignments,
tests, etc. in a timely fashion. Failure to check the course e-mails and
announcements is not a valid excuse for missing deadlines. Written cases are
sometimes team projects. Students may contact one another via FCC e-mail
and/or Blackboard. |
Email Communication
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With
the exception of MOL students, all FCC students will receive and are expected
to use their FCC email address for correspondence with faculty and staff at
the college. Students can establish and access their FCC email accounts at https://myfcc.frederick.edu.
Email is an instructional tool essential to student-instructor and student-student
communication. In the Blackboard environment by default, your email address
is available to all students in this course. However,
students are permitted to use email addresses of other students in this
course only for the purpose and the duration of this course. The instructor can be expected to respond
to regular student email inquiries (grades, posted assignments, and tests
excluded) within the time frame of 24 to 48 hours |
Cases
may be individual or team assignments and will be announced in Blackboard. The
cases cover material discussed in the textbook and other reading, current
events or videos. In the cases the student may answer questions, analyze an
issue and/or recommend a course of action. The cases are short and capable of
completion well within an hour. Cases are graded on how well the student(s)
demonstrate an understanding of the concept at hand, thoughtful and appropriate
application of the terms and concepts, and providing compelling rationale based
on sound Marketing principles. It is NOT necessary to provide research
sources for these cases.
Students
will have a choice of up to four topics for their Marketing term paper. In a
typed, double-spaced paper with standard margins and no larger than 12-point
type, the student will analyze an issue in Marketing. The length of the paper
must be no fewer than six pages, not
counting the Title Page and Work Cited. The paper is to be written and
documented in MLA style. A minimum of five sources are required, not counting Wikipedia, or the textbook.
The paper should be free from spelling and grammatical errors.
1. Frederick County now has a Wegmans
Grocery Store in the triangle between Routes 15 and 26. Wegmans is a renowned
for their variety, service, employee satisfaction and store atmosphere. The
student will conduct research to explain why the Frederick location will be
successful (or not). This research will include, but is not limited to: a demographic/psychographic profile of
Frederick County, MD and its environs; the local competition; and those
societal, economic, competitive and other factors that may affect the success
(or failure) of this grocery location.
2. In 2010 H.H. Gregg opened their
consumer electronics/appliance store in Frederick County —
literally within 100 yards from the industry leader in that field, BestBuy. The
student will write a well-researched term paper that explains how this decision
— to place a H.H. Gregg store almost “next-door” to a BestBuy
— will be a success (or failure). This research will
include, but is not limited to: a
demographic/psychographic profile of Frederick County, MD and its environs; the
local competition; and those societal, economic, competitive and other factors
that may affect the success (or failure) of this consumer-electronics/appliance
store. The student’s research should include, but not be limited to: location
analysis; demographic/psychographic profile of the area served by the two
stores (including implications for the Internet); product/brand variety,
pricing and promotion.
3. The student will analyze an ethical
situation in Marketing, and comment on how this illustrates (positively or
negatively) the business’ ethics and social responsibility. The
student MUST get approval from the instructor on his/her choice of the business
to analyze. The business must be
one that deals with conventional consumers, and the ethical issue must deal
directly with the consumer. The ethical issues the student shall analyze MUST
be related to the Marketing Mix (product, price, place, promotion) as opposed
to operations, employment policies, compensation/benefits, etc. unless the
student can make a compelling argument for how those practices affect the
business’ Marketing strategy. [As an example,
this past holiday season, a local retailer offered for sale a Toshiba laptop
computer at an extremely low price. However, each store had only a very few of
these units available and told customers — once they were in the store and
ready to make the purchase — that the customer could not purchase them
anywhere, including the Internet, until well after the holidays. There was no
mention in the advertising of the very limited supply of these laptops. Was
this a deliberate attempt at “bait & switch” to get the holiday-panicked
customer to buy a more expensive unit that was in stock? Or is it possible
there truly was an unexpected popularity of the unit? Perhaps the retailer
could have avoided the controversy by advertising that there would only be a
very few units at each store. ]
4. The student may choose an area of
Marketing that appeals to them providing it has
been approved by the instructor no later than March 15, 2012.
10 points Well-developed and
researched reporting and analyses that demonstrate an understanding of the
issue and providing a logical rationale for the student’s arguments based on
the appropriate concepts and terminology from the textbook, research sources,
and readings.
5
points Logical flow of the reporting and
analysis
5
points Proper MLA style spelling/grammar/proper
term paper format
The
student must cite at least five
sources for the term paper chosen. Non-internet sources will be worth one
additional extra-credit point each on this paper. (However, these non-Internet sources
may not be merely online versions of
print sources; they must be original books, journals, magazine articles, etc.)
For
each source cited that is NOT an Internet-based source, the student may earn
one extra point. Wikipedia and the textbook are NOT
acceptable sources for any of the citations. Students who have trouble in
writing research papers or are unfamiliar with MLA style are encouraged to
contact FCC’s Writing Center in L106 for assistance. The phone number is (301)
846-2619. Students are advised that the Writing Center has an excellent
reputation for producing exemplary results with dedicated students.
Assignment
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Due Date |
Possible Score |
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Written/Discussion Cases (The topics will be
made available at least one week prior to due date.) |
Case 1 due 1/10/12 Case 2 due 1/17/12 Case 3 due 1/27/12 Case 4 due 2/10/12 Case 5 due 2/17/12 Case 6 due 4/6/12 Case 7 due 4/13/12 Case 8 due 4/20/12 Case 9 due 5/4/2012 Case 10 due 5/18/12 |
40 points (10 cases X 4 points each) |
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Exam 1 |
Week of March 5, 2012 |
20 points |
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Exam 2 |
Due May 18, 2012 |
20 points |
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Term Paper |
Due May 7, 2012 |
20 points |
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TOTAL |
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100 points |
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NOTE: Date are
subject to change by the instructor! |
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a) It is assumed the student is solely
responsible for his/her e-mail and Internet connectivity.
b) Students are expected to express
themselves with the proper Marketing terminology in case papers, term paper and
certainly exams.
c) Things happen. Students would probably
not take an online class unless they are otherwise occupied with employment
and/or care of family. If these factors and/or other emergencies begin to
impact the student’s ability to maintain normal progress in the class, it is
the student’s responsibility to contact the instructor as soon as possible.
Vacations are not a valid excuse for missing deadlines. However, if the student
has a vacation or other activity planned, it is the student’s responsibility to
work out the course details with the instructor well before the vacation
begins. It is possible that amenable alternate plans may prove impossible.
d) All deadlines are considered firm. If
circumstances prevent a student from meeting a deadline, advise the instructor
ahead of time.
e) Keep in mind that the instructor
typically does not see you personally in an online setting. Hence, the ONLY way
the instructor is able to assess a student’s understanding and progress is in
what the students writes or communicates in discussions, e-mails, case papers,
etc. This is why using the proper terminology and concepts from the course is
necessary. It is unreasonable to assume the instructor “knows what you mean”
when proper terminology is not used.
f) Marketing is perceived by some as a
controversial and sometimes provocative subject. The student may disagree with
some Marketing concepts or practices, but is still expected to discuss and
analyze the topic objectively, without personal bias. The instructor is not
asking any student to change their personal ethics, morals or philosophies;
only to keep an open mind and discuss the issues objectively. Disagreement can
be valid part of the process of learning, as long as it is backed up with
facts, logic and objectivity.
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Week |
Week of |
Subject |
Content/Assignment |
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1 |
1/30 |
Introduction/Orientation
Marketing: Creating and Capturing Customer Value |
Chapter 1 |
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2 |
2/6 |
Company and
Marketing Strategy: Partnering to Build Customer Relationships |
Chapter 2 |
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3 |
2/13 |
Analyzing the
Marketing |
Chapter 3 |
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4 |
2/20 |
Managing
Marketing Information to Gain Customer Insights |
Chapter 4 |
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5 |
2/27 |
Understanding
Consumer and Business Buyer Behavior |
Chapter 5 |
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6 |
3/5 |
Customer-Driven
Marketing Strategy: Creating Value for Target Customers |
Chapter 6 |
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7 |
3/12 |
Review; Exam 1 |
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3/19 to 3/25 |
SPRING BREAK |
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8 |
3/26 |
Products,
Services, and Brands Developing New
Products |
Chapter 7, 8 |
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9 |
4/2 |
Pricing Marketing Channels |
Chapter 9 Chapter 10 |
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10 |
4/9 |
Retailing/Wholesaling |
Chapter 11 |
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11 |
4/16 |
Communications |
Chapter 12 |
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April 16, 2012 |
Last Day to
Withdraw from Class |
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12 |
4/23 |
Personal Selling
and Sales Promotion |
Chapter 13 |
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4/30 |
Direct and
Online Marketing |
Chapter 14 |
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13 |
5/7 |
The Global
Marketplace Term Paper Due |
Chapter 15 |
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14 |
5/14 |
Sustainable
Marketing: Social Responsibility and Ethics REVIEW |
Chapter 16 |
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15 |
5-14 to 5/18 |
Exam 2 |
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NOTE: Dates are subject to
change by the instructor!