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University of Notre Dame - Mendoza College of Business

MARK 20100-07: Principles of Marketing

Syllabus — Spring 2011

Professor: Mark Bottita

E-Mail:

Office: L014D Mendoza

Office Hours: By appointment

Department Secretary: (574) 631-6419

24-Hour Phone: (800) 428-0552

Additional Contact Information and Bio : Faculty Directory listing

Class Schedule: Monday and Wednesday: 1:30 – 2:45 p.m.

Class Location: DeBartolo Hall, Room 210

 

Introduction

 

This course will place high demands on you for focus and hard work. Attendance and thoughtful participation are essential to your success. As Professor Desrochers so aptly pointed out, this course will "prepare you for further study in marketing, or simply foster an appreciation for the role marketing plays in the success of most endeavors—from getting a job, running a political campaign, to charity fundraising…" And so we see, ultimately, that whether you go on to become a successful attorney, doctor, businessperson, entrepreneur, priest, athlete...anything...you are in the business of marketing and selling products (beer, diapers), services (dry cleaning, sports), or ideas (politics, religion, mythology, news).

Notre Dame and the Mendoza College of Business place a high value on ethics (as should we all), and we will not avoid the critical component of marketing strategy and planning that examines the social, political and and economic underpinnings of the marketing process. I believe it was Habermas (or one of his contemporaries in critical theory) who stated that 'the logic of capitalism…requires the production and commodification of new needs and desires.' For some, this might bring to mind Facebook or YouTube. Others may argue that these ‘needs and desires’ as they relate to such social spaces predate the advent of products like Facebook and YouTube, and merely re-emerge in these new forms and new venues. This occasional dialogue on process-and-effect and critical awareness will serve to strengthen and sharpen your ethical awareness as you explore and apply marketing strategies and plans.

Take risks and risk mistakes as often as possible in the classroom. Force yourself to confront the fear of being wrong...this is where it should happen; the world is far less forgiving. Above all, ask questions. Push yourself to ask questions: questions in class; questions of yourself and of the world around you. The answers you arrive at should never equal the complexity of your questions.

 

Course Materials

 

·       Textbook: Marketing: An Introduction, Armstrong & Kotler, 10th Ed., Prentice Hall, 2011

·       Online Calendar and Schedule: http://elderforestpublishing.com/pm.html

·       The professor will occasionally make additional articles or materials available to you.




Course Objectives

 

·       Describe the key elements of a marketing analysis.

·       Develop a significant knowledge of marketing vocabulary, concepts, and activities,

including the process of planning and developing a marketing plan.

·       Understand and be able to identify the marketing concept, the marketing mix, target markets, niche markets, viral/social network marketing, consumer behavior, and ethical implications.

·       Recognize the interplay of economic, social, psychological, and political components in marketing.

·       We will aim for general breadth (over depth) of material.

 

 

Course Evaluation & Grading Formula (1000-point Scale)

 

• Attendance & Thoughtful Participation: 250
    Completing the readings and attending class will serve you well: You will be prepared to participate thoughtfully. There is no difference between an ‘excused’ or ‘unexcused’ absence; therefore, there is no need to inform me of any absence. Missed classes or assignments cannot be made up. This is liberating: You will always be working on the current assignment and will never be behind.

• Writing Assignments: 250

    Most of these assignments are based on the readings and our in-class discussions. Assignments are due at the start of class and are not accepted late under any circumstances. There are no make-up assignments nor extra credit; no exceptions.

• Exams (Midterm & Final): 250

    Based on assigned readings. Exams must be taken at the date and time scheduled. There will be no make-up exams; no exceptions.

• Group Project: 250

    Grade Scale (1000 Point Scale):
    A   90.0 - 100%
    A-  86.8 - 89.9%
    B+  83.4 - 86.7%
    B   80.0 - 83.3%
    B-  76.8 - 79.9%
    C+  73.4 - 76.7%
    C   70.0 - 73.3%
    C-  66.8 - 69.9%
    D+  63.4 - 66.7%
    D   60.0 - 63.3%
    D-  56.8 - 59.9%
    F   00.0 - 56.7%