Syllabus
Principles of Marketing

Principles of Marketing

MRKG-1311

Credit Spring 2020
01/21/2020 - 05/17/2020

Course Information

Section 001
Distance Learning
ONL DIL
Ina Midkiff

Office Hours

  • M T W Th
    9:30am - 12:00noon
    Cypress
    Cypress Creek Campus, Office 2204.8
    Monday, Tuesday, Wednesday, and Thursday 9:30am-Noon at Cypress Creek Campus

Course Requirements

PRINCIPLES OF MARKETING, MRKG 1311, 16 WEEK DIL

COURSE INFORMATION

SPRING 2020
PRINCIPLES OF MARKETING MRKG 1311 
16 week session
Section 96875 DIL 001 (16 week).
Mandatory Online orientation in Blackboard, January 21, 2020.

Professor of Marketing
Department Chair Marketing, Fashion Marketing, Financial Management, and Real Estate
Ina's Vita

Austin Community College  
Cypress Creek Campus
1555 Cypress Creek Road
Cedar Park, Texas 78613

Office: 2204.8, Office Hours
Phone: 512.223.2072
Email: ina@austincc.edu

My Web Site
https://sites.google.com/a/austincc.edu/ina

My Linkedin Page
https://www.linkedin.com/in/ina-midkiff-6259ab70?trk=hp-identity-name


Departmental Web Sites
Marketing - http://sites.austincc.edu/mkt/
Real Estate - http://sites.austincc.edu/rele/
Finance - http://sites.austincc.edu/rele/finance/
 
Departmental Facebook Pages
Marketing -  https://www.facebook.com/MRKGatACC
Real Estate - https://www.facebook.com/RELEatACC

PLEASE NOTE: Complete course information is in Blackboard.  This is not all the information you need in order to be successful in this course.  This is only the course syllabus.  You must be officially enrolled in the course to access Blackboard.  Blackboard access is at Go to http://acconline.austincc.edu for entry into Blackboard. You will need your student ID and password to log into Blackboard. 

GENERAL INFORMATION FOR THE PRINCIPLES OF MARKETING DIL STUDENT

ONLINE COURSE INFORMATION

Online courses are designed for anyone, who has scheduling problems, work-schedules that conflict with normal class times, or any reason they may have. Some students are concerned about the transferability or status of ONL courses. The course content, college credit and transferability are equivalent to those offered in the classroom.  The first step to success is your Distance Learning MANDATORY course orientation on January 21, 2020.

Marketing 1311 is an interactive training system that combines electronic learning materials with online instructor guidance and expertise. It is accessed via the Internet from the student's computer at home or work or in an ACC lab, any time. Concepts are presented through the textbook, the Publishers Web site, information on the instructor's Web site, and Blackboard.

You will cover the same material as in a regular class. You must have access to the Internet and an email account. The primary framework for instruction is the Internet. The Interactive capabilities such as email and listserv, access to library on-line, office hours, discussion forums, facilitate student to instructor communication. This asynchronous learning allows students who have other responsibilities to participate in course offerings. Being able to send a message to the instructor at any time, instead of traveling to the campus during the instructor's posted office hours, makes it possible for those who have limited or no time beyond the normal class time to talk to the instructor.

Course content is delivered in Blackboard. This syllabus, assignments, core course information, announcements, structured student activities, and discussion information are all located in Blackboard. You will view web pages, send and receive email, download files, and upload files you have created using ACC’s Blackboard system. If you do not have an ACCeID you will need to activate it by going to the “First-time login” link at http://www.austincc.edu/acceid/step1.htm.  Go to http://acconline.austincc.edu for student entry into Blackboard.  You will need your student ID and password to log into Blackboard.  Blackboard access is available the first day of the semester. You must complete your MANDATORY course orientation in Blackboard.

You must be able to communicate with the instructor by email.  You need an individual account, which is not shared with anyone else.  In EVERY email message you send me, the subject line must include MK 1311, DIL.  Also your first and last name must be included somewhere in the message.

Tests will be taken on-campus in the Testing Centers. Testing center information is at http://www.austincc.edu/testctr/.  You must have your ACC ID in order to take a test in an ACC testing center.  Additional information about testing will be available in Blackboard.

As the online instructor I will monitor your progress and advise you as appropriate via email, telephone, or chat room discussions. You will be evaluated by means of tests, assignments, and projects.

Distance Learning Student Information is available at http://dl.austincc.edu/students/#Resources

Distance Learning Help Line, 1-512-223-8026, Toll free 1-888-223-8026 or dl@austincc.edu. Distance Learning Help Line is open 8am to 5pm Monday-Friday.

TIME REQUIRED

I believe that you can expect to spend between 3 to 4 hours per chapter of reading, doing assignments, and preparing for the exam. Of course this may vary from student to student. The more time and effort you put into your class, the more you will derive from it. I hope you approach this course as a learning adventure and that it is both informative and a great opportunity for you.

COURSE CATALOG DESCRIPTION

MRKG 1311 PRINCIPLES OF MARKETING (3-3-0).  Introduction to basic marketing functions; identification of consumer and organizational needs; explanation of economic, psychological, sociological, and global issues; and description and analysis of the importance of marketing research. Skills: R (MKT 1013)

REQUIRED TEXT/MATERIALS

Required Materials for: MRKG 1311

The required textbook for this course is a custom version of Marketing, 14th edition, by Kerin, Hartley, and Rudelius, McGraw-Hill.  The book has been customized to meet the needs of this course and save you money.  During the course, you will also be required to complete a variety of assignments that will be delivered via ConnectPlus, an innovative online learning system that is integrated with the Kerin text and proven to help students achieve greater success. Assignments completed in ConnectPlus will make up a significant portion of your total grade in this course so you should arrange access immediately. PURCHASE CONNECT AND BOOK TOGETHER.

Purchasing course materials

This course is part of a new program at ACC called First Day Access (FDA.)   When students register for the course, they are automatically charged a fee for course materials.    There are two advantages to this. 

  1. The cost of the materials in this program is substantially less than the cost through the bookstore and also substantially less than the publisher would charge for the materials directly from their website.
  2. The materials are available to the student on the first day, so students are less likely to get behind. 

Students can opt out of this program, which means they will get a refund of what they paid for materials.   But then they will be responsible for purchasing the materials in another way and other ways are more expensive.   This is available for a short period of time after the first day of class (at least a week in any session and two weeks in the 16-week session.) 

Required materials

  • Digital access to the McGraw-Hill Connect materials for this textbook:  Marketing, 14th edition, Kerin, Roger, McGraw-Hill, 2018.    (This includes the e-book, but only for the term of the subscription to Connect, and only Internet access, not a downloadable e-book.)
     

Optional materials:

  • Downloadable e-book for the textbook
  • Looseleaf version of the textbook
  • Bound version of the textbook

There are three ways to purchase the materials.

  1. ACC’s Opt-In program

Electronic access to Connect for this text and downloadable e-book through Yuzu.  Paid through ACC tuition & fees, with the same rules and deadlines for refunds as ACC tuition and fees. 
(A full refund if done by the day before classes begin, and a 70% refund if done after then but before  the “census date” - about 2 weeks in  during a 16-week semester.)  

Students using this option can separately purchase a Looseleaf copy of the textbook from the bookstore for $26.00 plus tax.    (This is not visible on the ACC bookstore site at this time, but the McGraw-Hill customer representative says it will be available.)

  1. From the publisher directly:  (Information from https://www.mheducation.com/highered/product/M1259924041.html   

Digital access to Connect with the integrated e-book: $125 plus any applicable tax.   Can request a refund within 14 days, with receipt, as described on this web page:    https://www.mheducation.com/return-policy.html  (At that link, go down to part 2 for discussion of individual returns.)  

 

  1. From ACC Bookstore
    1. Electronic access to Connect and Looseleaf version of text.  No refunds after the  package is opened.
    2. DO NOT PURCHASE THIS:  E-book access only through Yuzu (so this does not fully meet the requirement because it does not include Connect.)   $170.75 plus tax.   No refunds after the package is opened.

       SUPPORT:

 If you need any Technical Support, please contact McGraw-Hill Customer Experience at (800) 331-5094                                                                  

Please be sure to get your case number for future reference when you call the CXG line.

 FAQs:  http://www.connectstudentsuccess.com/

COURSE RATIONALE

The purpose of this course is to prepare the student to identify the marketing mix components in relation to market segmentation; explain the economic, psychological, sociological, and global factors, which influence consumer and organizational decision-making processes; and interpret market research data to forecast industry trends and meet customer demands. This course will help students develop the understanding and skills necessary to become successful marketers.  This course integrates the IMC approach, and places an emphasis on decision-making. Seven perspectives of marketing: global, relationship, ethics, customer value, productivity, technology, entrepreneurship, is included in this course. Principles of Marketing is not just about textbook learning: it challenges students to use their critical/creative skills in all aspects of Marketing, not just those covered in this course.

 COMMON COURSE LEARNING OBJECTIVES/OUTCOMES

 

1.      Understand how marketing is related to other business functions and its importance to the success of the business entity.

2.      Understand the importance of consumer behavior as it relates to buying behavior.

3.      Be able to identify, analyze, and use sources of marketing research information.

4.      Be able to identify, understand, and apply basic marketing concepts to solving marketing challenges.

5.      Understand good marketing practices and techniques and how to apply them.

6.      Be able to develop a sound Integrated Marketing Communications plan.

TESTING/GRADING

IMPORTANT DATES FOR SPRING 2020
16 Week Online Session

Exam One, February 17, 2020
Exam Two, March 25, 2020
Exam Three, April 22, 2020
Final, May 13, 2020
April 27. 2020 is the last day to drop for the 16 week session.

You must complete 4 exams this semester.  The exams will be taken in the testing centers here at ACC.  Each exam will be 50 multiple choice questions.  Additional information about the exams will be available in blackboard. If you miss an exam, with my permission you will be allowed to take a make-up exam in the testing center.  Testing center information is at http://www.austincc.edu/testctr/

If you have not taken a test in the centers you need to know the rules, especially about cell phones - they are not allowed in the testing center. I use Respondus which means you take the test in blackboard on the computer.  A word of caution - Only click on Exam One, if you click on any of the other exams the system will assume you took it and give you a grade of 0 and you won't be able to take that exam when it is due so read carefully and click on the correct exam.  If you have any questions ask the testing center people for help.

You may take one page of notes to the testing center when you take the exam.  It can be both front and back. 

IN ORDER TO TAKE AN EXAM AT A TESTING CENTER YOU MUST SHOW YOUR STUDENT ID AND A CURRENT PHOTO ID.

Exams may be taken at the testing center nearest you.

Northridge,  512.223.4735
Riverside, 512.223.6242
Rio Grande, 512.223.3164 (closed)
Cypress Creek,  512.223.2075
Round Rock,  512.223.0142
Eastview, 512.223.5145
South Austin Campus, 512.223.9240
Elgin, 512.223.9420
Hays, 512.223.6896
Highland, 512.223.7400
San Gabriel, 512.223.2570


The testing center requires that you begin the exam at least one hour before closing. If the testing center finds that you cheated on exam you will be dropped from this course.

Please see specific information about the policies and procedures of your Testing Center at their Web site or pick up a guide from the Testing Center.
http://www.austincc.edu/testctr/

Exam reviews are in Blackboard.  I encourage you to use this as a study review.

Grades will be based on the following areas of performance.
Tests consist of 50 multiple choice questions and each question has a value of 3 points.

Exams

Exam One 150 points - Chapters 1,2,3,4, 5, 6
Exam Two 150 points - Chapters 7,8,9,10,11
Exam Three 150 points - Chapters 12,13,14,15,16,17
Final 150 points - Chapters 18,19,20,21,22
Exams Total 600 points

Video Assignments

Chapter 4 Toyota Video Case has a value of 40 points.
Chapter 15 Amazon Video Case has a value of 40 points.
Video Cases Total 80

Marketing Plan Assignment

Marketing Plan Analysis has a value of 80 points.
Total points is 80

Discussion Board

Email Instructor has a value of 10 points
Biography has a value of 20 points
Discussion Board One has a value of 25 points
Discussion Board Two has a value of 25 points
Discussion Board Three has a value of 25 points
Discussion Board four has a value of 25 points

All Discussion Board Total 130 points

In order to earn the full 130 points you must participate in all bulletin board discussions and orientation.  Discussion topics will be established throughout the class.  To earn points you must participate by either stating your comments to the topic (that I provide) or responding to your classmates’ posts.  Comments should be well thought out and in complete sentences.  You should check the bulletin board at least twice a week for any bulletin boards that may be established in order to discuss a topic.  More information about bulletin board discussions will be provided in Blackboard.

Learn Smart Assignments are 5 points per chapter (22 chapters) for a total of 110 points.

Learn Smart Total 110 points

All assignments plus Discussion Board will total 400 points.
You are expected to complete the assignments without collaboration or assistance.

Exams plus assignments equal 1000

A=900-1000points// B=800-899 points// C=700-799 points// D=600-699 points F Below 600 points.

Notice that it is possible to earn quite a lot of credit in this course for work other than tests.   For instance, a student who is struggling in this class might only make a 90 on a test.  This is a fairly low grade, since it is 90/150 = 60%, which is equivalent to a D on that test.   Suppose this student made that grade on each of the four tests, so his total points for the tests was 4*90 = 360.    If he also did all the non-test work in the course perfectly, he could earn 400 points, and so his point total is 760, which is a grade of C. 
 


PRINCIPLES OF MARKETING ASSIGNMENT/EXAM FLOW CHART

16 Week Session

You must complete the following assignments.

 

 Assignments

Due Date (16 week)

Type

Point Value

FIRST CLASS DAY

January 21

Orientation and Bios

10 + 20 = 30 points

Chapter 1

January 22

Learn Smart

5 points

Chapter 2

January 27

Learn Smart

5 points

Chapter 3

January 29

Learn Smart

5 points

Discussion Board One

February 1

Discussion Board

25 points

Chapter 4

February 3

Learn Smart

5 points

Chapter 4

February 5

Toyota Video Case

40 points

Chapter 5

February 10

Learn Smart

5 points

Chapter 6

February 12

Learn Smart

5 points

EXAM 1

February 17

Exam 1

150 points

Chapter 7

February 24

Learn Smart

5 points

Chapter 8

February 26

Learn Smart

5 points

Chapter 9

March 2

Learn Smart

5 points

Discussion Board Two

March 3

Discussion Board

25 points

Chapter 10

March 4

Learn Smart

5 points

Chapter 11

March 22

Learn Smart

5 points

EXAM 2

March 25

Exam 2

150 points

Chapter 12

March 30

Learn Smart

5 points

Chapter 13

April 1

Learn Smart

5 points

Discussion Board Three

April 3

Discussion Board

25 points

Chapter 14

April 6

Learn Smart

5 points

Chapter 15

April 7

Amazon Video Case

40 points

Chapter 15

April 13

Learn Smart

5 points

Chapter 16

April 15

Learn Smart

5 points

Chapter 17

April 20

Learn smart

5 points

EXAM 3

April 22

Exam Three

150 points

Chapter 18

April 29

Learn Smart

5 points

Discussion Board  Four

May 2

Discussion Board

25 points

Chapter 19

May 4

Learn Smart

5 points

Chapter 20

May 6

Learn Smart

5 points

Chapter 21

May 8

Learn Smart

5 points

Appendix A

May 9

Marketing Plan

100 points

Chapter 22

May 11

Learn Smart

5 points

EXAM 4

May 13

EXAM 4

150 points


ASSIGNMENTS MAY BE TURNED IN EARLY! Assignments are due before midnight on assigned day.

MARKETING PLAN ASSIGNMENT (80 points)

Read Appendix A – Building An Effective Marketing Plan, Page 56 – 69

(Learning Objective Outline a Marketing Plan – one of the main LO’s for the course)

After you read Appendix A answer the following questions. Please give complete, thoughtful answers

A marketing plan is a road map for the marketing activities of an organization for a specified future period of time, such as one year or five years.
A business plan is a road map for the entire organization for a specified future period of time, such as one year or five years.
There is no generic structure for a marketing or business plan.

An external audience, particularly prospective lenders and investors, is probably the toughest audience to satisfy.  Here are the question you must answer after reading the Marketing Plan in Appendix A:  Your answers must be clear and concise.  I have answered question 1 as an example of what type of response I am expecting to read on each question.

  1. Give a complete description of the company. (SAMPLE ANSWER)

 

Paradise Kitchens was:

Started by co-founders Randall F. Peters and Leah E. Peters to develop and market Howlin’ Coyote® Chili. A unique line of single serve and microwavable Southwestern/Mexican style frozen chili products. First introduced into the Minneapolis-St. Paul market and expanded to Denver two years later and Phoenix two years after that.

To the Company’s knowledge, Howlin’ Coyote:

Was the only premium-quality, authentic Southwestern/Mexican style, frozen chili sold in U.S. grocery stores. Gained fast, widespread acceptance in its targeted markets due to its high quality.

Same-store sales doubled in the last year for which data are available. The Company believes the Howlin’ Coyote brand can be extended to other categories of Southwestern/Mexican food products, such as tacos, enchiladas, and burritos.

  1. Is the business plan or marketing plan valid

 

  1. Is there something unique or distinctive about the product or service that separates it from substitutes and competitors?

 

  1. Is there a clear market for the product or service?

 

  1. Are the financial projections realistic and healthy?

 

  1. Are the key management and technical personnel capable, and do they have a track record in the industry within which they must compete?

 

  1. Does the plan clearly describe how those providing capital will get their money back and make a profit?
     

EXTRA CREDIT

When you take your exam you may earn an additional 10 points per exam by completing the following assignment. (One article for each exam)

Read an article concerning some aspect of Marketing.  http://www.adage.com has great articles. The article must relate to a topic that is covered in the text.  Summarize the article in 1-2 pages, state which chapter and topic it relates to, and attach a copy of the article to your summary.  This will be due on the day you take your exam. 

The best place to find articles is on our Marketing Facebook page located at: https://www.facebook.com/MRKGatACC and if you use an article on our Facebook page I will double the value.  Please tell me if it’s off the Marketing Facebook page so I will remember to double your points to 20.

PRINCIPLES OF MARKETING

16 week Class Schedule

This is the schedule for this MW class.

Spring Break is March 16-20, 2020

 

April 27, 2020 is last day to receive a W

 

 

Month/Day Schedule

Assignment

January 21

First class day

January 22

Chapter 1 – Creating customer relationships and value through marketing

January 27

Chapter 2 – Developing successful marketing and organizational strategies

January 29

Chapter 3 – Scanning the marketing environment

February 3

Chapter 3, 4 – Ethical and social responsibility in marketing

February 5

Chapter 4 – Ethical and social responsibility

February 10

Chapter 5 – Understanding consumer behavior

February 12

Chapter 6 – Understanding organizations as customers

February 17

Exam One

February 19

Chapter  7 – Understanding and reaching global consumers and markets

February 24

Chapter 7

February 26

Chapter 8 – Marketing research from customers insights to actions

March 2

Chapter 9 – Market segmentation, targeting and positioning

March 4

Chapter 10 – Developing new products and services

March 23

Chapter 11 – Managing successful products and brands

March 25

Exam Two

March 30

Chapter 12 – Services marketing

April 1

Chapter 13 – Building the price foundation

April 6

Chapter 14 – Arriving at the final price

April 8

Chapter 15, 16 - Managing marketing channels and supply chain

April 13

Chapter 16 – Retailing and wholesaling

April 15

Chapter 16, 17 – Integrated marketing communications and direct marketing

April 20

Chapter 17 – integrated marketing communications and direct marketing

April 22

Exam Three

April 27

Chapter 18 – Advertising, sales promotion, and public relations

April 29

Chapter 18, 19 Using social media to connect with consumers

May 4

Chapter 19 – Using social media to connect with consumers

May 6

Chapter 19, 20 – Personal selling and sales management

May 8

Chapter 21, 22 – Implementing interactive and multichannel marketing

May 11

Chapter 22 – Pulling it all together: the strategic marketing process

May 13

Final

 

 

INSTRUCTOR CLASS POLICIES

  • Missed Exams – If you miss an exam you have 48 hours to contact me and arrange to take the exam as soon as possible.  You will then have 5 days to take a make-up exam.  The final must be taken at the scheduled time.  There is no make-up for the final.
  • Student Withdrawal Policy – If you do not make progress in the course or have excess absences I reserve the right to withdraw you from this course.  If you are unable to complete this course due to illness, moving, etc., please officially drop or you will receive an F.  Remember April 27, 2020 is the last day to officially drop.
  • Assignments will not be accepted late.  Academic work submitted will be your thought, research, or self-expression.  Absolutely no Plagiarism.
  • Counseling services are available to help you with a variety of needs, if you need more information please don’t hesitate to ask.
  • Office hours are posted outside my door and on my web page at http://www.austincc.edu/ina.  Ask if you need help.  I am here to help you!
  • All students must take the final, no exceptions.

Departmental policies for Incompletes, Attendance, and Withdrawal are as follows:

Incomplete Policy:  An incomplete (I) will be granted to a student in rare circumstances. Generally, to receive a grade of I, a student must have completed all examinations and assignments to date, be passing, and have personal circumstances that prevent course completion that occur after the deadline to withdraw with a grade of W.

Attendance Policy:  All students are expected to attend classes.  (Online students attendance is based on assignment completion as scheduled) Non-attendance will have an impact on the student’s grade.

Withdrawal Policy:  If you do not make progress in the course or have excess absences I reserve the right to withdraw you from this course.  If you are unable to complete this course due to illness, moving, etc., please officially drop or you will receive an F.  Remember April 27, 2020 is the last day to officially drop.

COLLEGE POLICIES

Statement on Academic Integrity

Austin Community College values academic integrity in the educational process.  Acts of academic dishonesty/misconduct undermine the learning process, present a disadvantage to students who earn credit honestly, and subvert the academic mission of the institution. The potential consequences of fraudulent credentials raise additional concerns for individuals and communities beyond campus who rely on institutions of higher learning to certify students' academic achievements, and expect to benefit from the claimed knowledge and skills of their graduates. Students must follow all instructions given by faculty or designated college representatives when taking examinations, placement assessments, tests, quizzes, and evaluations.  Actions constituting scholastic dishonesty include, but are not limited to, plagiarism, cheating, fabrication, collusion, falsifying documents, or the inappropriate use of the college’s information technology resources.  Further information is available at https://www.austincc.edu/about-acc/academic-integrity-and-disciplinary-process

 


Student Rights & Responsibilities

Academic freedom is a foundation and hallmark of higher education.  In the context of college-level courses, it specifically refers to the rights of free expression and respect for others with differing opinions.  Students at the college have the rights accorded by the U.S. Constitution to freedom of speech, peaceful assembly, petition, and association. This concept is accompanied by an equally demanding concept of responsibility on the part of the student.  Just as you are expected to exercise these rights with respect for state and federal law in the larger world, you are expected to exercise these rights as a student with respect for the college’s standards of conduct.  These rights carry with them the responsibility to accord the same rights to others in the college community and not to interfere with or disrupt the educational process.  Students and faculty alike should enable a climate of mutual respect and civility while fostering the freedom to debate and discuss the merits of competing ideas.

 

Enrollment in the college indicates acceptance of the rules set forth in the student standards of conduct policy, which is administered through the office of the campus dean of student services. Due process, through an investigation and appeal process, is assured to any student involved in disciplinary action.


Student Complaints

A defined process applies to complaints about an instructor or other college employee. You are encouraged to discuss concerns and complaints with college personnel and should expect a timely and appropriate response. When possible, students should first address their concerns through informal conferences with those immediately involved; formal due process is available when informal resolution cannot be achieved.

 

Student complaints may include (but are not limited to) issues regarding classroom instruction, college services and offices on the basis of actual or perceived race, color, national origin, religion, age, gender, gender identity, sexual orientation, political affiliation, or disability.

 

Further information about the complaints process, including the form used to submit complaints, is available at: http://www.austincc.edu/students/students-rights-and-responsibilities/student-complaint-procedures

Statement on Privacy

The Family Educational Rights and Privacy Act (FERPA) protects confidentiality of students’ educational records. Grades cannot be provided by faculty over the phone, by e-mail, or to a fellow student.

Safety Statement

Health and safety are of paramount importance in classrooms, laboratories, and field activities. Students are expected to learn and comply with ACC environmental, health and safety procedures and agree to follow ACC safety policies.  Emergency Procedures posters and Campus Safety Plans are posted in each classroom and should be reviewed at the beginning of each semester.  All incidents (injuries/illness/fire/property damage/near miss) should be immediately reported to the course instructor. Additional information about safety procedures and how to sign up to be notified in case of an emergency can be found at http://www.austincc.edu/emergency

 

Everyone is expected to conduct themselves professionally with respect and courtesy to all. Anyone who thoughtlessly or intentionally jeopardizes the health or safety of another individual may be immediately dismissed from the day’s activity and will be referred to the Dean of Student Services for disciplinary action.

 

In the event of disruption of normal classroom activities due to an emergency situation or an illness outbreak, the format for this course may be modified to enable completion of the course. In that event, students will be provided an addendum to the class syllabus that will supersede the original version.

 

 

 

Campus Carry

The Austin Community College District concealed handgun policy ensures compliance with Section 411.2031 of the Texas Government Code (also known as the Campus Carry Law), while maintaining ACC’s commitment to provide a safe environment for its students, faculty, staff, and visitors.  Beginning August 1, 2017, individuals who are licensed to carry (LTC) may do so on campus premises except in locations and at activities prohibited by state or federal law, or the college’s concealed handgun policy.  In addition, concealed weapons are not allowed on ACC-sponsored field trips where the school owns or has chartered or leased vehicles for transportation.

   

It is the responsibility of license holders to conceal their handguns at all times.  Persons who see a handgun on campus are asked to contact the ACC Police Department by dialing 222 from a campus phone or 512-223-7999.   Please refer to the concealed handgun policy online at http://austincc.edu/campuscarry

Discrimination Prohibited

The College seeks to maintain an educational environment free from any form of discrimination or harassment including but not limited to discrimination or harassment on the basis of race, color, national origin, religion, age, sex, gender, sexual orientation, gender identity, or disability.

 

Faculty at the College are required to report concerns regarding sexual misconduct (including all forms of sexual harassment and sex and gender-based discrimination) to the Manager of Title IX/Title VI/ADA Compliance.  Licensed clinical counselors are available across the District and serve as confidential resources for students.

 

Additional information about Title VI, Title IX, and ADA compliance can be found in the ACC Compliance Resource Guide available at: https://drive.google.com/file/d/1o55xINAWNvTYgI-fs-JbDyuaMFDNvAjz/view

 

Use of ACC email

All College e-mail communication to students will be sent solely to the student’s ACCmail account, with the expectation that such communications will be read in a timely fashion. ACC will send important information and will notify students of any college- related emergencies using this account. Students should only expect to receive email communication from their instructor using this account.  Likewise, students should use their ACCmail account when communicating with instructors and staff.  Information about ACC email accounts, including instructions for accessing it, are available at:  http://www.austincc.edu/help/accmail/questions-and-answers

 

Use of the Testing Center

Under certain circumstances, examinations may have to be taken in a testing center. The ACC Testing Centers follow standard procedures so students know what to expect when they arrive to take their tests. Students should familiarize themselves with the student guidelines.

 

Students must present an ACC student ID card or government issued ID and know their ACC ID number before they can test.

 

It is necessary to check in at the Testing Center kiosk before taking a test. To check in, one must know the following information:

  • Student ID number
  • Course prefix and number
  • Course synonym
  • Course section number
  • Test number
  • Instructor’s name

 

Personal belongings such as backpacks, books, and electronic devices (including, but not limited to, cell phones and smart watches) are not allowed in the Testing Center. Possession of prohibited items or accessing unapproved resources in the testing room will result in the immediate termination of the exam and possible disciplinary action.

 

For additional information on using the Testing Center, please go to: http://www.austincc.edu/students/testing-services/instructional-testing

STUDENT SUPPORT SERVICES

The success of our students is paramount, and ACC offers a variety of support services to help, as well as providing numerous opportunities for community engagement and personal growth.

Student Support

ACC strives to provide exemplary support to its students and offers a broad variety of opportunities and services.  Information on these campus services and resources is available at  http://www.austincc.edu/students.

 

Student Accessibility Services

Students with documented disabilities who need classroom, academic, or other accommodations must request them through the office Student Accessibility Services (SAS).   SAS offices are located at each major campus.  Students are encouraged to request accommodations when they register for courses or at least three weeks before the start of the semester; otherwise, the provision of accommodations may be delayed.  Students who have received approval for accommodations from SAS for this course must provide the instructor with the document titled “Notice of Approved Accommodations” from SAS before accommodations will be provided. Accommodations will not be provided retroactively.  Arrangements by the instructor for academic accommodations can only be made after he or she receives the “Notice of Approved Accommodations” from the student.

 

Additional information about Student Accessibility Services is available at https://www.austincc.edu/offices/student-accessibility-services-and-assistive-technology

Academic Support

ACC offers academic support services on all of its campuses. These services, which include face-to-face and online tutoring, academic coaching, and supplemental instruction, are free to enrolled ACC students. Tutors are available in a variety of subjects ranging from accounting to pharmacology. Students may receive these services on both a drop-in and referral basis. Tutoring schedules can be found at:  https://www.austincc.edu/students/tutoring/tutoring-schedules

Library Services

ACC has a full-service library at each of its campuses to support ACC courses and programs and to provide students with research and assignment assistance from expert faculty librarians, computers, course reserves, laptop and tablet check out, study spaces, and copying, printing, and scanning services.  In addition, ACC students have full rights and privileges to access Library Services online 24/7 via the ACC Library website and students can use their ACCeID logins to access all online materials, including ebooks, articles from library databases, and streaming videos.   ACC Libraries also provide an “Ask a Librarian” service, which allows  students to reach a librarian 24/7 through online chat.  Faculty librarians are also available via email, phone, and in person seven days a week during hours of operation. Visit:

 

 

In partnership with ACC’s Student Support Center, ACC Libraries also maintain a limited collection of textbooks for students to borrow. Priority access to the textbook collection is given to students receiving assistance. More information is available on the ACC website by searching “Student Support Center Textbook Collection.”

 

Student Organizations

ACC has over seventy student organizations, offering a variety of cultural, academic, vocational, and social opportunities.  They provide a chance to meet with other students who have the same interests, engage in service-learning, participate in intramural sports, gain valuable field experience related to career goals, and much else.  Student Life coordinates many of these activities, and additional information is available at http://sites.austincc.edu/sl/.

 

Personal Support

Resources to support students are available at every campus. To learn more, ask your professor or visit the campus Support Center. All resources and services are free and confidential. Some examples include, among others:

 

 

Clinical Counseling services are available throughout the ACC Student Services District to address personal and or mental health concerns: http://www.austincc.edu/students/counseling .

If an emergency occurs during operational hours, please come to the Student Services Office and let the front intake staff know that you are experiencing a crisis. They will alert appropriate personnel. You may also contact the ACC District Police at 222 (on campus) or 223-7999 (off campus or cell phone).

 

After Hours:

If you are struggling with a mental health or personal crisis, call one of the following numbers to connect with resources for help. However if you are afraid that you might hurt yourself or someone else, call 911 immediately.

 

Free Crisis Hotline Numbers:

  • Austin / Travis County 24 hour Crisis & Suicide hotline: 512-472-HELP (4357)
  • The Williamson County 24 hour Crisis hotline: 1-800-841-1255
  • Bastrop County Family Crisis Center hotline: 1-888-311-7755
  • Hays County 24 Hour Crisis Hotline: 1-877-466-0660
  • National Suicide Prevention Lifeline: 1-800-273-TALK (8255)
  • Crisis Text Line: Text “home” to 741741
    • Substance Abuse and Mental Health Services Administration (SAMHSA) National Helpline:   1-800-662-HELP (4357)
  • National Alliance on Mental Illness (NAMI) Helpline:1-800-950-NAMI (6264)

 

 LINKS FOR MARKETING

ADVERTISING AND MARKETING WEB SITES

My LinkedIn – If you want to be connected.

https://www.linkedin.com/in/ina-midkiff-6259ab70?trk=hp-identity-name

Marketing Facebook Page – This is the site to use to receive double credit on extra credit assignments, look for scholarship information and other relevant Marketing information.

https://www.facebook.com/MRKGatACC

http://www.adage.com
This is the web site for Advertising Age magazine. It is an excellent site, one of my personal favorites. It has lots of articles and research material and is updated frequently. I highly recommend this site. (Read it daily)

http://adage.com/century/index.html

http://www.mashable.com
Mashable is a leading source for news, information & resources for the Connected Generation. Mashable reports on the importance of digital innovation and how it empowers and inspires people around the world. Mashable's 20 million monthly unique visitors and 6 million social media followers have become one of the most engaged online news communities. Founded in 2005, Mashable is headquartered in New York City with an office in San Francisco. (Read it daily)

http://www.beloit.edu/mindset/
Great list about college freshmen, a must read for anyone in college.

http://www.archive.org/web/web.php
Way Back Machine, you can view old webpages of companies. 

http://www.pantone.com
http://www.pantone.com/pages/fcr.aspx?pg=21005&ca=4
A great site for all color trends.
http://www.pantone.com/pages/Pantone/Pantone.aspx?pg=19758&ca=1
40 years of color, I love this because I remember harvest gold and avocado green!

http://www.faithpopcorn.com
Faith Popcorn’s Brain Reserve is an excellent site for looking at what’s trending.

http://www.jwt.com
JWTIntelligence is a center for provocative thinking that is a part of JWT, the world’s best-known marketing communications brand. We make s


http://www.jwtintelligence.com/2013-and-beyond/#axzz2UoBuzeHb
100Things to watch in 2013 – a must read.

http://www.interbrand.com/en/Default.aspx
Creating and Managing Brands

http://www.ogilvy.com
Ogilvy and Mathers Advertising Agency

http://www.clioawards.com
Annual awards honoring creative advertising in package design, print, radio and television. Includes past award archive.

http://www.fastcompany.com
Fast Company inspires a new breed of innovative and creative thought leaders who are actively inventing the future of business.

http://www.martinlindstrom.com
Speaker and author of Clicks, Bricks and Brands, and Brand Building on the Internet. Provides free brand building advice.

Bob Garfield
http://www.onthemedia.org/people/bob-garfield/
http://www.mediapost.com/publications/garfield-at-large/#axzz2EOd5Bbp4
http://www.npr.org/people/2100511/bob-garfield

Paco Underhill
http://www.pacounderhill.com/
http://www.envirosell.com/who-we-are/paco-underhill

http://www.adweek.com
Adweek is a magazine and website that covers media news, including print, technology, advertising, branding and television.

http://www.tvweek.com/
TV information about ratings.

http://www.wired.com
Tech magazine

http://www.buzzfeed.com/
BuzzFeed has the hottest, most social content on the web. We feature breaking buzz and the kinds of things you'd want to pass along to your friends.

http://www.pinterest
Popular site

http://www.houzz.com
Another personal favorite of mine.

http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html
Malcolm Gladwell on Choice, Happiness, and Spaghetti Sauce.  A must watch for the Marketing 1311 class.

http://www.ted.com/talks/rory_sutherland_sweat_the_small_stuff.html
Rory Sutherland has several Ted talks but this is my favorite about advertising.
I especially like his discussion about Shreddies
http://www.youtube.com/watch?v=hF_2yHXD_CU
This is the Shreddies ad that is so spot on. 

http://www.webmonkey.com
Resources for web site developers including how-to guides, code libraries, server technologies and authoring resources.

http://www.nielsen.com/
ACNielsen is an excellent site for Web measurements. A must visit. Check out their various sites.

http://www.ntia.doc.gov/
National Telecommunications and Information Administration (NTIA), U.S. Department of Commerce

http://www.stat-usa.gov/
US Department of Commerce

FASHION SITES

http://www.tomandlorenzo.com/
Love their review of Mad Men’s fashions

http://fashionista.com/

http://mashable.com/2007/11/13/25-fashion-sites/

http://www.awwwards.com/50-fashion-websites.html

LOCAL ADVERTISING/MARKETING SITES

http://www.gsdm.com/
GSD&M

http://www.latinworks.com
Latin Works

http://www.sherrymatthews.com/dynamic/latest.php
Sherry Matthews Agency

SOME LOCAL SITES I LIKE

http://sxsw.com/
South by Southwest

http://www.texastribune.org/
Texas Tribune is one of my favorites especially for the salary function below.

http://www.texastribune.org/library/data/government-employee-salaries/
Find the annual base salaries of more than 674,000 public employees, including those working at the largest state agencies as well as individual universities, public schools, cities and mass-transit operators. Find salaries by searching for names, or by browsing for a specific agency or job title. Read more about this data, and send us any questions, comments or corrections.

http://www.bizjournals.com/austin/
Austin Business Journal

http://www.austinchronicle.com/
Austin Chronicle

http://www.city-data.com/city/Austin-Texas.html6Statistics on Austin

http://quickfacts.census.gov/qfd/states/48/4805000.html
More stats on Austin from the Government

http://austin.eater.com/
Guide to food and bars at Austin

http://www.edibleaustin.com/content/
Central Texas Food Culture

http://www.tribeza.com/
Tribeza

http://www.tribeza.com/sitepage/tribeza-magazine-archive
Tribeza monthly magazine

 

Readings

REQUIRED TEXT/MATERIALS

Required Materials for: MRKG 1311

The required textbook for this course is a custom version of Marketing, 14th edition, by Kerin, Hartley, and Rudelius, McGraw-Hill.  The book has been customized to meet the needs of this course and save you money.  During the course, you will also be required to complete a variety of assignments that will be delivered via ConnectPlus, an innovative online learning system that is integrated with the Kerin text and proven to help students achieve greater success. Assignments completed in ConnectPlus will make up a significant portion of your total grade in this course so you should arrange access immediately. PURCHASE CONNECT AND BOOK TOGETHER.

Purchasing course materials

This course is part of a new program at ACC called First Day Access (FDA.)   When students register for the course, they are automatically charged a fee for course materials.    There are two advantages to this. 

  1. The cost of the materials in this program is substantially less than the cost through the bookstore and also substantially less than the publisher would charge for the materials directly from their website.
  2. The materials are available to the student on the first day, so students are less likely to get behind. 

Students can opt out of this program, which means they will get a refund of what they paid for materials.   But then they will be responsible for purchasing the materials in another way and other ways are more expensive.   This is available for a short period of time after the first day of class (at least a week in any session and two weeks in the 16-week session.) 

Required materials

  • Digital access to the McGraw-Hill Connect materials for this textbook:  Marketing, 14th edition, Kerin, Roger, McGraw-Hill, 2018.    (This includes the e-book, but only for the term of the subscription to Connect, and only Internet access, not a downloadable e-book.)
     

Optional materials:

  • Downloadable e-book for the textbook
  • Looseleaf version of the textbook
  • Bound version of the textbook

There are three ways to purchase the materials.

  1. ACC’s Opt-In program

Electronic access to Connect for this text and downloadable e-book through Yuzu.  Paid through ACC tuition & fees, with the same rules and deadlines for refunds as ACC tuition and fees. 
(A full refund if done by the day before classes begin, and a 70% refund if done after then but before  the “census date” - about 2 weeks in  during a 16-week semester.)  

Students using this option can separately purchase a Looseleaf copy of the textbook from the bookstore for $26.00 plus tax.    (This is not visible on the ACC bookstore site at this time, but the McGraw-Hill customer representative says it will be available.)

  1. From the publisher directly:  (Information from https://www.mheducation.com/highered/product/M1259924041.html   

Digital access to Connect with the integrated e-book: $125 plus any applicable tax.   Can request a refund within 14 days, with receipt, as described on this web page:    https://www.mheducation.com/return-policy.html  (At that link, go down to part 2 for discussion of individual returns.)  

 

  1. From ACC Bookstore
    1. Electronic access to Connect and Looseleaf version of text.  No refunds after the  package is opened.
    2. DO NOT PURCHASE THIS:  E-book access only through Yuzu (so this does not fully meet the requirement because it does not include Connect.)   $170.75 plus tax.   No refunds after the package is opened.

       SUPPORT:

 If you need any Technical Support, please contact McGraw-Hill Customer Experience at (800) 331-5094                                                                  

Please be sure to get your case number for future reference when you call the CXG line.

 FAQs:  http://www.connectstudentsuccess.com/

 

Course Subjects

PRINCIPLES OF MARKETING

16 week Class Schedule

This is the schedule for this MW class.

Spring Break is March 16-20, 2020

 

April 27, 2020 is last day to receive a W

 

 

Month/Day Schedule

Assignment

January 21

First class day

January 22

Chapter 1 – Creating customer relationships and value through marketing

January 27

Chapter 2 – Developing successful marketing and organizational strategies

January 29

Chapter 3 – Scanning the marketing environment

February 3

Chapter 3, 4 – Ethical and social responsibility in marketing

February 5

Chapter 4 – Ethical and social responsibility

February 10

Chapter 5 – Understanding consumer behavior

February 12

Chapter 6 – Understanding organizations as customers

February 17

Exam One

February 19

Chapter  7 – Understanding and reaching global consumers and markets

February 24

Chapter 7

February 26

Chapter 8 – Marketing research from customers insights to actions

March 2

Chapter 9 – Market segmentation, targeting and positioning

March 4

Chapter 10 – Developing new products and services

March 23

Chapter 11 – Managing successful products and brands

March 25

Exam Two

March 30

Chapter 12 – Services marketing

April 1

Chapter 13 – Building the price foundation

April 6

Chapter 14 – Arriving at the final price

April 8

Chapter 15, 16 - Managing marketing channels and supply chain

April 13

Chapter 16 – Retailing and wholesaling

April 15

Chapter 16, 17 – Integrated marketing communications and direct marketing

April 20

Chapter 17 – integrated marketing communications and direct marketing

April 22

Exam Three

April 27

Chapter 18 – Advertising, sales promotion, and public relations

April 29

Chapter 18, 19 Using social media to connect with consumers

May 4

Chapter 19 – Using social media to connect with consumers

May 6

Chapter 19, 20 – Personal selling and sales management

May 8

Chapter 21, 22 – Implementing interactive and multichannel marketing

May 11

Chapter 22 – Pulling it all together: the strategic marketing process

May 13

Final

 

 

Student Learning Outcomes/Learning Objectives

 COMMON COURSE LEARNING OBJECTIVES/OUTCOMES

 

1.      Understand how marketing is related to other business functions and its importance to the success of the business entity.

2.      Understand the importance of consumer behavior as it relates to buying behavior.

3.      Be able to identify, analyze, and use sources of marketing research information.

4.      Be able to identify, understand, and apply basic marketing concepts to solving marketing challenges.

5.      Understand good marketing practices and techniques and how to apply them.

6.      Be able to develop a sound Integrated Marketing Communications plan.