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    BUAA 263 Principles of Marketing

    The University of Maine at Augusta

    Spring, 2009

    Instructor: Brenda McAleer, Ph.D., CM


    Phone: (207) 621-3483 or 1-877-UMA-1234 x3483

    UNET’s HELP line for technical problems: 1-800-696-HELP

    UNET’s Teleservice(General Student Help Line): 1-800-868-7000

    UMA Bookstore: 1-800-621-0083


    This course focuses on basic marketing principles and concepts. It will

    emphasize the development of a broad marketing plan and discuss the relationship

    between marketing and other functions within a business organization. Also covered will

    be problems of distribution for representative industrial and consumer goods including

    merchandise policies, selection of distribution channels, pricing policies, and advertising

    and sale promotion methods.


    At the end of the course, the student will:

    a. have an understanding of how to apply basic marketing principles and


    b. be able to identify marketing problems and their solutions,

    c. understand ethical concerns involved in marketing decisions,

    d. understand the role of e-commerce in marketing,

    e. understand the key elements of a marketing plan, and

    f. have the basic skills for preparing a marketing plan.


     thArmstrong, G., & Kotler, P. (2009). Marketing. An Introduction. (9 ed).

    Upper Saddle River, NJ: Prentice Hall.


    The course will be conducted by class lecture and group discussion

    V. Course Outline:

Date Topic Chapter

Jan 12 Introduction

     Marketing: Creating and Capturing Customer Value 1

    Jan 19 No Class Martin Luther King Jr Holiday

Jan 26 Company and Marketing Strategy:

     Partnering to Build Customer Relationships 2

Feb 2 Understanding the Marketplace and Consumers

     Analyzing the Marketing Environment 3

     Managing Marketing Information to Gain

     Customer Insights 4

Feb 9 Understanding Consumer and Business Buying Behavior 5

    Feb 16 No class Winter Break

Feb 23 Customer Driven Marketing Strategy: Creating Value 6

     For Target Customers

Mar 2 Products, Services and Brands: Building Customer Value 7

     New-Product Development and Product Life-Cycle 8


Mar 9 Pricing: Understanding and Capturing Customer Value 9


    Mar 23 No Class Spring Break

Mar 30 Marketing Channels: Delivering Customer Value 10

     Retailing and Wholesaling 11

Apr 6 Communicating Customer Value: Advertising and 12

     Public Relations

     Personal Selling and Sales Promotion 13

Apr 13 Direct and Online Marketing 14

Apr 20 Individual Marketing Plans Due

     The Global Marketplace 15

Apr 27 Marketing Ethics and Social Responsibility 16



    The student is expected to attend each class prepared for that day’s lecture and

    discussion. There will be 2 exams, a midterm and a final. The student will also submit

    an individual marketing plan due April 20. This plan will contain the elements of a marketing plan; its purpose is to market the student to potential employers.

    Topics to be discussed in the report are:

     1. Describe the product (student’s experience, skills, abilities, etc)

    3. Who is the target market?

    4. Discuss appropriate market positioning

    5. Develop a promotional strategy

    6. Discuss a pricing strategy

    7. Describe the placement strategy

    8. Include a critique on the factors which would be critical to the success of the


The report should be a minimum of 6-10 pages, typed, double spaced. The students will

    include all seven items listed above.


     The student will be graded as follows:

     Test 1 30%

     Final Exam 30%

     Marketing Plan 25%

    Class Participation 15% (input in class or the Discussion Board)

     Final grade values are as follows:

     87-89 B+ 77-79 C+ 67-69 D+

    94-100 A 84-86 B 74-76 C 64-66 D

    90-93 A- 80-83 B- 70-73 C- 60-63 D-

     >60 F

Grades will be posted on the Blackboard site so students will always be able to know

    their progress.

An incomplete grade (I) is awarded under special circumstances only. The student must

    contact me BEFORE the end of the semester. One semester will be allowed for completion of an “I” grade. If the work is not completed at the end of the granted

    semester, the “I” grade will be changed to an “F” and computed in the GPA as 0.00.


    The student is expected to participate in each week’s discussion either the in-class

    discussion or the discussion topic posted on Blackboard. The class participation grade

    will be based on that individual’s contribution to class discussions.

    The University of Maine at Augusta provides reasonable accommodations to

    qualified individuals with disabilities upon request. It is your responsibility to inform

    each instructor of any disability which you believe requires reasonable accommodation

    and to document the disability you claim. You should also contact the

    Counselor/Coordinator of Services for Students with Disabilities at your campus.


     The tests will be administered during the class sessions on March 16 and May 4.


    Cheating will NOT be tolerated. Any violation will adversely affect the student’s

    final grade. Students should familiarize themselves with UMA's policies and procedures

    regarding Academic Honesty, which are part of the Student Conduct Code articulated in

    the UMA Student Handbook


    The instructor is available as follows:

    - Augusta campus, Jewett Hall, Room 140:

     Mon 4-7

     Wed 4-7

    - Before or after class

    - By appointment


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