MKTG 3803

Principles of Marketing

Fall 2014



Instructor: Cheryl O’Meara Brown, MBA                                                            

Office: Miller Hall, Marketing & Real Estate Dept, Office 2304                    

Office Hours*: Monday & Wednesday 1:50-4:30 p.m. and by appointment           

*Note: office hours above do not pertain to holidays or finals week

E-mail (recommended): (or use mail in CourseDen)
Phone (last resort): 678-839-5022
Web Page:

Class Hours: Section 01 – MW 9:30-10:50 (Miller 2213); Section 02 – MW 12:30-1:50 (RCOB 2214)


I.          Required Text


MKTG 8 – Text with CourseMate-D2L Access Card.
Lamb/Hair/McDaniel. ISBN 1-2857-1437-7. Cengage.

This text must be purchased new in order to receive a valid CourseMate access code.
It is a soft-cover book that costs half of what a traditional textbook costs (and even costs less than most used traditional marketing textbooks).  You will automatically have access to the e-book as well.


You may purchase the book either through our bookstore ( or directly from Cengage (


II.        Introduction


This course serves as an introduction to the fundamental principles of marketing for undergraduate students who have no previous background in marketing.  The topics covered include market analysis, product development, channels of distribution, promotion and pricing.  You will study the basic concepts of marketing, the interrelationships of these basic concepts, and how they can be used to facilitate the process of value exchange.


III.       Pre-requisites


Enrollment in this course requires a GPA of 2.00 or above and College of Business Maj-Minor status.


IV.       Learning Goals


The primary goal of this course is to introduce students to the field of marketing, and to help them gain an understanding of the analytical techniques required to develop successful marketing strategies.  Theoretical and conceptual issues in marketing will be discussed, along with their implications in formulating marketing strategies.


Upon successfully completing the course, the student should be able to:

1.         Critically evaluate the role that Marketing plays in the domestic and global economy and in the individual firm.  (LG 5)

2.         Have basic knowledge of the marketing concept and the elements of a marketing plan like marketing research, market segmentation, consumer behavior, marketing mix, and positioning. (LG 4)

3.                  Understand how these effect strategic planning.  (LG 6)

4.         Have basic knowledge of how social, political, legal, economic, and technological environments affect marketing.  (LG 4)

5.         Recognize how diversity, ethical decision-making and leadership, social responsibility, globalization, and multicultural considerations affect marketing strategies and decisions. (LG 5)

6.         Recognize the pervasive application of marketing principles to goods, services, ideas, people and places, as well as to B2B and consumer marketing, and to non-profit organizations.  (LG 4)


V.        Course Format and Expectations


·         Lecture Time: Lectures will cover specific topics in marketing.  The course schedule lists specific topics covered on each class date along with referenced textbook chapters.


Please be on time and be prepared to ask and answer questions relating to the material under discussion.  You are encouraged to interject at any time with relevant comments or pertinent questions. 


The door to the classroom will be locked at the beginning of class. This is both for your safety and to avoid interruptions in class.  Please do not knock if the door has been locked.


·         Course materials (syllabus, course schedule, outlines for class presentations, etc.) are available in CourseDen.  You should print the outlines before class and bring them to class (or have them downloaded and readily available on a laptop/tablet) for taking notes. 


IMPORTANT NOTE: The outlines that you’ll print from CourseDen only provide a skeleton for topics to be covered in class; my presentations (the ones you’ll see in class) will have more information on them.  I will NOT share these with you individually --- Only those who are in class are able to copy down the information.  Anything that is covered and/or discussed in class may be on the exams.  In general, the students who come to class AND TAKE GOOD NOTES do better on my exams than those who don’t.


·         “CourseDen Day” Assignments: Throughout the semester, in lieu of in-class meetings, you will have online assignments to complete.  See Course Schedule for dates. 


The assignments that you are to complete will be specified inside the CourseDen Day Assignments folder, located under Content Browser on the class home page in CourseDen (D2L). 

The idea is that these assignments TAKE THE PLACE OF CLASS, meaning that you complete them on the class day in which they’re due and during the normal class time.  This means that the assignments may take up to 80 minutes of your time.  Although you’re expected to complete them during class time, they are not technically due until 10:00 p.m. on the day that they are assigned.


o   You Have Two Options for CourseDen Day Assignments:


OPTION 1 (easiest, preferred) – Complete specified CourseMate activities (via the book’s resource site, Cengage).


Within the CourseDen Day Assignments folder, you’ll be given a checklist of activities to complete within CourseMate.  For example, you may be told to take the Chapter 1 Quiz; play the Chapter 2 game; and watch the Chapter 3 video.  These are graded for COMPLETION and the amount of time spent on them, NOT for accuracy.  Therefore, don’t worry if you don’t make the best possible scores; instead, re-take the quizzes, re-play the games, etc. so that you understand the material.  You are encouraged to complete additional activities within CourseMate as well (other quizzes, games, etc.) to help reinforce the class material (and do better on the exams!).

Note: Some of the CourseMate activities may include questions about material not covered in class; however, these can be found in the book.

Important: You will need to use the following Course Key to successfully register for this class in CourseMate:


The course key can be registered by signing in to your CengageBrain account (create one if you don’t already have one; read the access card info that came with your new book) and selecting the Open option next to CourseMate. Once CourseMate is open, there will be a prompt in the center of the screen to enroll in a course.


If you do not enter the Course Key, I will not be able to “see” you in CourseMate, and you will receive a zero (0) on the CourseDen Day Assignments.


OPTION 2 (more difficult, not recommended) – Complete specified written (essay) assignments.


Within the CourseDen Day Assignments folder, you’ll be given a list of discussion/essay questions to complete, covering chapters/materials from class.  Each essay question’s response should be 2-3 pages in length.  These are graded for ACCURACY, spelling/grammar, and effort.  A Dropbox will be provided within CourseDen for turning these in.


o   CourseDen Day Assignments may or may not appear in CourseDen early (before their scheduled dates), however they will always appear by the beginning of class time on the date shown on the Course Schedule, and are due by 10:00 PM that night.


o   Please be sure to visit the UWG Online Student Help website ( to make sure you’re up to speed with Desire2Learn (D2L), also known as CourseDen.  This site also includes accessibility information for disabled students as well as the CourseDen maintenance schedule (when it will be inaccessible).


·         Class Participation: During most of our class meetings, we will do some sort of class activity in which you will turn something in that will make up your class participation/attendance grade.


·         Exams: Four exams will be given throughout the semester (see Course Schedule for dates).  Bring a #2 pencil (with an eraser) to each exam; ScanTrons will be provided for you.  All personal items (including cell phones, ear buds, bags, drinks/cups/bottles, etc.) will need to be left at home OR placed at the front of the room during the exams.


·         Optional Comprehensive Final Exam: An optional, comprehensive final exam will be offered at the end of the semester (see Course Schedule for dates). If you decide to take the exam, you must add yourself to the Optional Final Exam Sign-Up sheet (under the Groups tab) by the date indicated in the Course Schedule, otherwise an exam will not be printed for you. This exam grade will REPLACE your lowest regular exam grade, if and only if you score higher on it than any of the regular exams.


·         Make-up exams:  Make-up exams will be given only if there is a legitimate reason for missing the exam, as judged by the instructor.  The instructor needs to be notified at least one week in advance and documented proof needs to be provided.  Missing a scheduled exam without notifying the instructor in advance will result in a zero for that exam.  (If this happens, plan to take the optional final.)

Note: The comprehensive final exam must be taken on the date and time indicated on the course schedule (there will be no reschedules under any circumstances).


VI.       Course Correspondence and Conduct


·         Announcements:  Any important course announcements from your instructor (e.g. changes to the course schedule, class cancellations, etc.) will be sent via the “News” tool in CourseDen.  It is recommended that you check the News items daily. 


·         Contacting the Instructor: 

Firstly, I welcome you to stop by my office during my office hours (see first page for hours).  


Any other time, the most effective way to reach me is via e-mail (either using (better for a quick reply since messages come to my phone), or CourseDen e-mail). 

If you ask a question that can be answered by reviewing the syllabus, I will not respond to your question!

If you do not receive a reply from me within two business days (M-F), you can assume one of two things: (1) You have asked a question that is on the syllabus, or (2) I did not receive your e-mail and you should re-send your message.


Please free to contact me if you have a problem.  Do not wait until the end of the semester to discuss any difficulties that you might be having.  I will be happy to schedule a meeting with you at any point during the semester.


When e-mailing/messaging your instructor and fellow classmates, professional behavior and grammar are expected.  No foul language, offensive posts/pictures, etc. are allowed.  Please be respectful of others. 


·         Academic Honesty: Students are expected to recognize and uphold standards of intellectual and academic integrity.  UWG, the RCOB and the Department of Marketing and Real Estate assume as a basic and minimum standard of conduct in academic matters that students be honest and that they present for credit only the results of their own efforts.  Acts of academic dishonesty will result in a grade of zero for the assignment/quiz/exam and could result in dismissal from the College of Business.



VII.     Grading and Policies


Your final grade will be weighted according to the following scheme:


Exams (4)                                                                                80% (20% per exam)

“CourseDen Day” Assignments                                               10%

Class Participation (In-Class Assignments)                              10%    


A=  90.0% or more

B=  80.0% to 89.9%

C=  70.0% to 79.9%

D=  60.0% to 69.9%

F=   less than 60.0%


I encourage you to be responsible for yourself and keep up with your own grades in the class (including what you’re currently making in the class).  I do not keep running averages of each student’s grade throughout the semester, and I am unable to respond to all students asking, for example, what they need to make on Exam Four to get an A in the class.  

If you need help calculating your grade, there are easily accessible tools that can help, such as YouTube videos (like this one: and online grade calculators (like this one: