MKTG 3803

Principles of Marketing

Fall 2015



Instructor: Cheryl O’Meara Brown, MBA                                                            

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

Office Hours*: Monday & Wednesday 8:30-9:30am, 12:00-2:00pm and by appointment 

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

E-mail: (best for faster reply) or use mail in CourseDen
Phone (last resort): 678-839-5022
Web Page:

Class Hours: Section 01 – MW 9:30-10:50 (Miller 2202); Section 02 – MW 2:00-3:20 (Miller 2213)


I.          Textbook


MKTG 9, Lamb/Hair/McDaniel. ISBN-10: 1-285-86016-0  |  ISBN-13: 978-1-285-86016-9  Cengage.


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

Note: if you order the book through another source, you risk purchasing one that does not include an access code (to access the online resources that come with the book).


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 the chapters that are to be covered on each class date.


Arrive to class 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 lectures, 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 use/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. 


o   Please be sure to visit the UWG Online Student Help website ( to make sure you’re up to speed with 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 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.


·         Opportunity for Extra Credit: Every semester, I am asked about extra credit.  Here is your opportunity to earn some extra points! 
You have two ways that you can earn extra credit this semester:
Option 1: Complete work via the MKTG9 “Online” portion of our text.
This requires purchase of a new book with an access code.  Log in
to and follow the prompts to register your access code OR purchase the book.  Once you’ve registered the access code, let me know by sending me an email so that I can verify that I can “see” you in the course.
To earn extra credit, collect “StudyBits” while you read, make flashcards, generate personalized practice quizzes, AND take the quizzes that I have created for you within MKTG9 Online.  The more you do, and the better “grades” you make on the quizzes, the more extra credit points you will earn.
Option 2: Attend guest speaker presentations.
Throughout the semester, there will be opportunities to hear visiting lecturers speak about their profession and/or other areas of business (usually in the evenings, on weekdays).  As I am made aware of these, I will announce them to the class via the News tool in CourseDen.  After you attend the presentation, write a description of the lecture (who he/she was, what he/she does, what he/she talked about), discuss what surprised you and what you learned, and discuss the question & answer portion that typically takes place at the end of the lecture.  Each write-up should be 1-2 pages in length (typical font and spacing!), and you’ll submit them to the Extra Credit Lectures dropbox in CourseDen.  The more of the lectures you attend, the more extra credit points you’ll earn.  If you are unable to attend a lecture because of work or another obligation, you will not have an alternate assignment given to you.
How the points will help:  The maximum extra credit points that you can earn will be 20 percentage points onto your lowest exam grade.  These will be added in AFTER Exam Four has been taken.  You can earn anywhere from 1 to 20 points, depending on the amount of work that you do and level of effort that you put in to your assignments.
(If you choose to do both options, I will only use your work in MKTG9 Online (Option 1) for your extra credit points.)


·         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 in CourseDen (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.  Per Marketing Department guidelines, make-up exams are only given on Fridays at 11:00am.  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 (1) via the “News” tool in CourseDen (you should check the News items daily), and (2) via Remind texts (optional; text “@mktg3803” to 81010 to join the class).


·         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). 

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. 


·         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)

Class Participation (In-Class Assignments)                              20%    


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 this one and online grade calculators (like this one: