Principles of Marketing
Professor: Dr. Scott Anderson
Office: School of Business; 749-2411
This course views marketing from a manager’s perspective. Topics covered include the
external marketing environment, consumer buying behavior, and marketing communications.
Attention will be focused on understanding the role of marketing in business and in society,
strategic marketing planning, and applying strategic marketing to the real world. Students will
better understand topics by examining textbook material, case discussions, videos and current
marketing issues from publications including the Wall Street Journal. Students will develop a
complete marketing communications plan to enhance their understanding of the subject matter.
Integrated Marketing Communications Project
The culmination of good marketing is long-term profit. And, this profit comes from on-
going sales to satisfied customers. One of the most important strategic ingredients for
capturing sales and long-term profit is an effective marketing communication program. As
you will see from chapter 18 of your text, an understanding of marketing communications
includes many facets. Successful firms today communicate effectively to customers using
something called Integrated Marketing Communications (IMC). A separate sheet will be
provided showing the details of this project.
There will be three multiple-choice exams worth 100 points each. Permission to miss or
delay an exam must be gained at least 24 hours beforehand. If permission is not gained
before the day of the exam, your test score will be dropped two letter grades.
Attendance is required. If a student is to be absent from class, the student must notify the
professor prior to class. Students may call ext. 2411 anytime to leave a message for the
Participation is essential and will contribute to your final grade.
Homework will consist of three article reviews from the Wall Street Journal, Sales and
Marketing Management Review, and Advertising Age. These assignments are geared to
give students a better understanding of “real world” corporate marketing. The assignments
will be discussed at greater length during the semester. Late homework assignments will
be penalized 30% and must be handed in the following class period, otherwise a zero will
Final grades will be based upon the following schedule:
Exams (3 * 100) = 300
IMC project (150) = 150
Homework (3 * 50) = 150
Attendance/Participation (2 * 50) = 100
Total 700 points possible
Grading, based on percentage of total points, will be as follows:
A (H) 90%+ (NC) 60%+ D
B F (P) 80%+ (NC) Below 60%
C (P) 70%+
Cheating of any type will not be tolerated and will result in an automatic F for the course.
In-Class Computer Use: You are expected to participate fully in the class discussion, actively listening at all
times and speaking as appropriate. For this reason, in-class use of personal computers is discouraged. When necessary,
you may refer to notes taken for this course or you may make brief notations to a computer file. Other uses, especially
work on other projects, e-mail, MSN, etc., are considered to be a violation of your responsibility to the class. Computer
screens should remain closed except for brief reference to class notes.
Accommodations: Buena Vista University provides reasonable appropriate accommodations through an organized
process. Students are responsible to advocate for themselves and to provide adequate documentation. Students desiring
accommodations must follow this process. You may contact Donna Musel, Chairperson of the Student Accommodation
Committee (SAC) or go to http://www.bvu.edu/departments/academicaffairs/cae/equalopportunity.asp to download
Academic services: Buena Vista University provides academic services through the Center for Academic
Excellence which serves as the university's academic support unit. Students may access tutors by logging on to
http://www.bvu.edu/departments/academicaffairs/cae/ and making an appointment with the appropriate tutor.