BA 320 Assign

Syllabus Page 1 of 20

Syllabus
Course:

BA 320 – Principles of

Marketing

Credit Hours: 3

Current Semester information:
See Introduction to Professor and

Course

Location:

Online

Professor & Contact Information:
See Introduction to Professor and Course

Textbook information:
See Introduction to Professor and Course

Course Description:
This course is a study of marketing within the context of the whole business system. Emphasis
will be placed on the distribution of goods and services from producer to consumer as well as
the identification of markets, environmental factors, product, price and promotion

Learning Outcomes:
Upon completion of the course, students will be able to:

At the end of the course, students are expected to be able to:
• Relate the organization of the marketing function within the organization
• Explain the key concepts of the 4 P’s of marketing: product, place (distribution), product, and
promotion.
• Analyze financial factors, consumer behavior, market segments,
• Prepare a marketing plan that includes: executive summary, company description,
organizational mission and goals, core competencies, a situation analysis, target market,
marketing mix, plan budget, time schedule, and monitoring plan.
• Discuss ethics and social responsibility as it relates to marketing.
• Explain significant issues relating to marketing in a global economy.

Course Alignment to Standards:
The objectives and learning outcomes of this course are consistent with and aligned to the
standards of Midway College.

Course

Syllabus Page 2 of 20

Evaluation Methods/Grade Computation/Grading Scale:

Week Quiz Assignment Discussion

Questions

Marketing

Plan

Total

1 3 5 6 14
2 3 5 6 14

3 3 5 6 14

4 3 5 6 14

5 3 5 6 14

6 3 5 6 14

7 3 5 6 14
8

23 23

Total 21 35 42 23 121

90% – 100% = A

80% – 89% = B
70% – 79% = C
60% – 69% = D
Below 60% = F

Class Attendance and Work Policy:

a. Study after study has linked successful academic performance with good class
attendance. Those who assume positions of responsibility (that is, who become
leaders) must “show up” in order to be effective. Therefore, all candidates are
expected to attend all class sessions. Furthermore, only the candidate can make
contributions to the class and all candidates suffer when viewpoints of colleagues
are missed in discussions.

b. Candidate’s Responsibility: Candidates are responsible for obtaining
assignments for each class and keeping track of any changes throughout the
course. If the candidate is unsure about any assignment or assistance is
needed, the instructor should be the first contact.

Syllabus Page 3 of 20

c. Late Work: Assignments, including postings on discussion threads in online
courses, are to be completed on time according to the timeline posted by the
instructor. It is important to keep up and complete work on time. Late
assignments will NOT receive full credit.

d. All students are expected to check their Midway College email address daily for
updates or course information. Online candidates are expected to resolve any
online issues in order to participate. Candidates are expected to actively
participate in class discussions or (threaded) on the online discussion board by
sharing ideas and experiences. Ideas and experiences should relate to readings,
activities and experiences. Postings to the discussion board at the end or after
the weekly timeline is equivalent to missing a face-to-face class.

Writing Policy:

a. Written assignments must be typed, double-spaced, with one-inch margins and
11 or 12-point font.

b. Academic writing should be in edited standard written English. Colloquial
language and dialect are appropriate in other contexts, but edited standard
written English is the norm for academic work. Avoid the use of the first person
(I, we) and the second person (you) in prepared writing (i.e. papers) in this
course. Even when you are asked to state your opinion, your reader will assume
the ideas are yours unless you specifically say that they belong to someone else.

c. The professor expects that candidates have knowledge of appropriate forms of
documentation and use it where appropriate. Use the APA format and style of
notation to credit all sources, not your own.

d. Academic Honesty Policy: Please review the policies in the Midway College
Catalog. Academic dishonesty, including cheating, fabrication and plagiarism is
regarded as an act of fraud and will be reported to the appropriate Dean. Proper
documentation is necessary for maintaining standards regarding academic
honesty. Any candidate needing assistance in understanding appropriate
documentation should consult with the professor and/or seek other help.

e. There is a craft to writing. Spelling, grammar, punctuation and diction (word
usage) are all tools of that craft. Writing at the collegiate level will show careful
attention to these elements of craft. Work that does not exhibit care with regard
to these elements will be considered as inadequate for college writing and
graded accordingly. The following website may be a helpful writing resource.
http://www.grammarly.com/edu

Weekly Schedule:

Week/

Lesson

Topic Chapters Week Class Activities Component of Marketing

Plan to be completed
1 Designing Customer- 1, 2, 3, 4  Discussion Questions  Inform your instructor

http://www.grammarly.com/edu

Syllabus Page 4 of 20

Oriented Marketing

Strategies

Appendix

 Quiz

 Assignment 1: Prepare a
750 to 1,000 word essay in

APA style (abstract not

required) on: What a

marketing plan is and the

steps involved in

developing and executing it

are. Also explain the

benefits of making a

marketing plan.

by Sunday what

organization and

product you are going

to focus your

marketing plan on.

2 Understanding Buyers

and Markets

5, 6 & 7  Discussion Questions

 Quiz
 Assignment 2: Prepare

and submit a draft of

your marketing plan’s

sections:

 Company
description

 Mission and goals
3 Target Market Selection 8. 9 & 10  Discussion Questions



Quiz

 Assignment 3: Prepare

and submit a draft of
your marketing plan’s

sections on:

 Target market

 SWOT analysis
4 Product Decisions 11 & 12  Discussion Questions

 Quiz
 Assignment 4: Prepare

and submit a draft of
your marketing plan’s

section on product

strategy
5 Distribution Decisions 13 & 14  Discussion Questions

 Quiz
 Assignment 5: Prepare

and submit a draft of
your marketing plan’s

section on your

distribution strategy
6 Promotional Decisions 15, 16 &

17
 Discussion Questions

 Quiz
 Assignment 6: Prepare

and submit a draft of
your marketing plan’s

section on

promotional strategy
7 Pricing Decisions 18 & 19  Discussion Questions

 Quiz
 Assignment 7: Prepare

and submit a draft of
your marketing plan’s

section on pricing

strategy
8 Finalize Marketing Plan  No Discussion Questions

 No Quiz
 Finalize Marketing

Plan

ASSIGNMENT BY WEEKS/LESSONS

Lesson One – Week One

Syllabus Page 5 of 20

Objectives:

 Relate the concepts of the arts and science of customer satisfaction.

 Explain strategic planning in the marketing process including preparing a marketing plan.

 Discuss ecommerce and its role in the marketing process.

 Describe the marketing environment, ethics, and social responsibility.

DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES

Read:

 Text Chapters: 1, 2, 3, 4 & Appendix B

Respond to

Discussions Questions:

 In order to achieve the highest score for discussion questions, you must post at least two substantive
posts per question – first post your response to the question and then respond to another student’s

posting to that question

 A substantive response is one in which you are helping to further your own and your classmates’
understanding of a discussion topic that pertains to one of our course objectives.

words. Substantive replies in a discussion thread should be at least 75 words long. Note: Please limit

discussions of topics to subjects directly related to course objectives.

Week One – Discussion Question One, please respond by Thursday

How does your organization create a customer? What role does you position play in that process? Would you

say your organization is or isn’t successful at this? If it is not successful suggest how your company can

improve? Be sure to explain your answer in full.

Week One – Discussion Question Two, please respond by Sunday

What is the difference between a firm’s mission and its objectives? What is your organization’s (or one you

know of) mission and goals?

Lesson One Assignment – submit by Sunday at 11:59 pm

 Prepare a 750 to 1,000 word essay in APA style (abstract not required) on:

 What a marketing plan is and the steps involved in developing and executing it are. Also explain the
benefits of making a marketing plan.

Grading Rubric for Lesson One Assignment

Assignment Points

Possible

Actual Points

Earned

Content

 Explained the purpose of a marketing plan

 Identified and described the key components of
a marketing plan

 Discussed the process of developing a
marketing plan

The paper develops a central theme or idea, directed

toward the appropriate audience.

Major points are stated clearly; are supported by

specific details, examples, or analysis; and are organized

Syllabus Page 6 of 20

logically.

The introduction provides sufficient background on the

topic and previews major points.

The conclusion is logical, flows from the body of the

paper, and reviews the major points.

Readability and Style .5

Paragraph transitions are present and logical and

maintain the flow throughout the paper.

The tone is appropriate to the content and assignment.

Sentences are complete, clear, and concise.

Sentences are well-constructed, with consistently strong,

varied sentences.

Sentence transitions are present and maintain the flow

of thought.

Mechanics .5

The paper, including the title page, reference page,

tables, and appendices,

follow APA style guidelines.

Citations of original works within the body of the paper

follow APA style guidelines.

The paper is laid out with effective use of headings, font

styles, and white space.

Rules of grammar, usage, and punctuation are followed.

Spelling is correct.

Total 5

Quiz

 Complete Quiz On-Line by Sunday at 11:59 pm

Week One Marketing Plan Component this week:

 Inform your instructor by Sunday what organization and product you are going to focus your marketing plan
on.

Lesson Two – Week Two

PRODUCT

Read:

 Text Chapters: 5, 8, & 7

 A substantive message is one in which you are helping to further your own and your classmates’
understanding of a discussion topic that pertains to one of our course objectives.

Syllabus Page 7 of 20

words. Substantive reply messages in a discussion thread will be at least 75 words long. Note: Please

limit discussions of topics directly related to course objectives.

Week Two – Discussion Question Two please respond by Thursday

Describe the three categories of problem solving behavior and provide an example for each

Week Two – Discussion Question Two, please respond by Sunday

What are the three alternatives for first-time exporters to reach foreign customers? Consider a strategy for the

product in your marketing plan and identify what alternative you would use and why.

Lesson Two Assignment – submit by Sunday at 11:59 pm

 Prepare a 700 to 1,000 word essay in APA style (abstract not required) on:

Grading Rubric for Lesson Two Assignment

Assignment Points
Possible
Actual Points
Earned

Content

Company description

 Described the company history. A few paragraphs
about how and why the company was created as

well as previous goals met, entity type and

ownership.

Mission Statement & Goals

 Mission Statement: Many companies have a brief
mission statement, usually in thirty words or less,

explaining their reason for being and their guiding

principles.

 Company goals and objectives: Goals are
destinations — where you want your business to be.

Objectives are progress markers along the way to

goal achievement. For example, a goal might be to

have a healthy, successful company that is a leader

in customer service and has a loyal customer

following. Objectives might be annual sales targets

and some specific measures of customer satisfaction

The paper develops a central theme or idea, directed
toward the appropriate audience.

Major points are stated clearly; are supported by
specific details, examples, or analysis; and are organized
logically.

The introduction provides sufficient background on the
topic and previews major points.

The conclusion is logical, flows from the body of the
paper, and reviews the major points.

Syllabus Page 8 of 20

Readability and Style .5

Paragraph transitions are present and logical and
maintain the flow throughout the paper.

The tone is appropriate to the content and assignment.
Sentences are complete, clear, and concise.
Sentences are well-constructed, with consistently strong,

varied sentences.

Sentence transitions are present and maintain the flow
of thought.

Mechanics .5
The paper, including the title page, reference page,

tables, and appendices, follow APA style guidelines.

Citations of original works within the body of the paper
follow APA style guidelines.

The paper is laid out with effective use of headings, font
styles, and white space.

Rules of grammar, usage, and punctuation are followed.
Spelling is correct.

Total 5

Quiz
 Complete Quiz On-Line by Sunday at 11:59 pm

Lesson Three – Week Three

Target Market Selection

Read:

 Text Chapters: 8, 9, & 10

 A substantive message is one in which you are helping to further your own and your classmates’
understanding of a discussion topic that pertains to one of our course objectives.

 Though word count alone is not a measure of quality, for the purposes of evaluating participation in
this beginning course, initial discussion question responses and weekly summaries should be 150 – 250
words. Substantive reply messages in a discussion thread will be at least 75 words long. Note: Please
limit discussions of topics directly related to course objectives.

Week Three – Discussion Question One please respond by Thursday

List and explain the steps in the marketing research process. Trace a hypothetical study through the stages in

this process.

Week Three – Discussion Question Two, please respond by Sunday

Identify a branded product to which you are loyal, and explain why you are loyal to the product. What factors

might cause your loyalty to change?

Syllabus Page 9 of 20

Lesson Three Assignment – submit by Sunday at 11:59 pm

 Assignment 3: Prepare and submit a draft of your marketing plan’s sections on:

 Target market

 SWOT Analysis

Grading Rubric for Lesson Three Assignment

Assignment Points
Possible
Actual Points
Earned

Content

 Described your target market: what geographic
area(s) would/does your business serve? What are

the demographics of the customers you intend to

reach? What are the psychographics of your target

customers? (Psychographic characteristics include

purchasing motivations, lifestyles and values.)

 SWOT Analysis: Provided an overview of the four
factors (Strengths, Weaknesses, Opportunities and

Threats)

 Strengths- Strengths are the qualities that
enable you to accomplish the organization’s

mission. These are the basis on which

continued success can be made and

continued/sustained. Strengths can be either

tangible or intangible. These are what you are

well-versed in or what you have expertise in,

the traits and qualities your employees

possess (individually and as a team) and the

distinct features that give your organization

its consistency. Strengths are the beneficial

aspects of the organization or the capabilities

of an organization, which includes human

competencies, process capabilities, financial

resources, products and services, customer

goodwill and brand loyalty. Examples of

organizational strengths are huge financial

resources, broad product line, no debt,

committed employees, etc.

 Weaknesses- Weaknesses are the qualities
that prevent you from accomplishing your

mission and achieving full potential. These

weaknesses deteriorate influences on the

organizational success and growth.

Weaknesses are the factors which do not meet

the standards you feel they should meet.

 Opportunities- Opportunities are presented

http://www.investopedia.com/terms/t/target-market.asp

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by the environment within which your

organization operates or will operate in.

These arise when an organization can take

benefit of conditions in its environment to

plan and execute strategies that enable it to

become more profitable. Organizations can

gain competitive advantage by making use of

opportunities.

 Threats- Threats arise when conditions in the
external environment jeopardize the

reliability and profitability of the

organization’s business. They compound the

vulnerability when they relate to the

weaknesses. Threats are uncontrollable.

When a threat comes, the stability and

survival can be at stake.

.
The paper develops a central theme or idea, directed
toward the appropriate audience.

Major points are stated clearly; are supported by
specific details, examples, or analysis; and are organized
logically.

The introduction provides sufficient background on the
topic and previews major points.

The conclusion is logical, flows from the body of the
paper, and reviews the major points.

Readability and Style .5
Paragraph transitions are present and logical and
maintain the flow throughout the paper.

The tone is appropriate to the content and assignment.
Sentences are complete, clear, and concise.
Sentences are well-constructed, with consistently strong,
varied sentences.

Sentence transitions are present and maintain the flow
of thought.

Mechanics .5
The paper, including the title page, reference page,
tables, and appendices, follow APA style guidelines.

Citations of original works within the body of the paper
follow APA style guidelines.

The paper is laid out with effective use of headings, font
styles, and white space.

Rules of grammar, usage, and punctuation are followed.
Spelling is correct.

Total 5
Quiz

 Complete Quiz On-Line by Sunday at 11:59 pm

Lesson Four – Week Four

Syllabus Page 11 of 20

Product Decisions

Read:

 Text Chapters: 11 & 12

Respond to Discussions Questions:
 In order to achieve the highest score for discussion questions, you must post at least two substantive
posts per question – first post your response to the question and then respond to another student’s
posting to that question
 A substantive message is one in which you are helping to further your own and your classmates’
understanding of a discussion topic that pertains to one of our course objectives.
 Though word count alone is not a measure of quality, for the purposes of evaluating participation in
this beginning course, initial discussion question responses and weekly summaries should be 150 – 250
words. Substantive reply messages in a discussion thread will be at least 75 words long. Note: Please
limit discussions of topics directly related to course objectives.

Week Four – Discussion Question One please respond by Thursday

What steps do marketers take to make the introductory stage of the product lifecycle successful enough to reach

the growth stage? What are some of the challenges they face? On the products for your plan what stage of the

life cycle are they in and what determines that?

Week Four – Discussion Question Two, please respond by Sunday

Identify and briefly describe the different types of brands. Explain how branding will fit (or not fit) into your

marketing Plan and why.

Lesson Four Assignment – submit by Sunday at 11:59 pm

 Assignment 3: Prepare and submit a draft of your marketing plan’s sections on:

 Product Strategy

Grading Rubric for Lesson Three Assignment

Assignment Points
Possible
Actual Points
Earned

Content

 Identified and described product or services
including product line

 Product development strategy/process

 Packaging

 Discussed product(s) life-cycle

 Discussed how you will differentiate your product
from competitors

 Explained branding strategy

 Discussed any brand expansion

 Discussed product safety and liability

4
The paper develops a central theme or idea, directed
toward the appropriate audience.

Major points are stated clearly; are supported by

Syllabus Page 12 of 20

specific details, examples, or analysis; and are organized
logically.
The introduction provides sufficient background on the
topic and previews major points.