BUAA 263 Principles of Marketing
The University of Maine at Augusta
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
I. COURSE DESCRIPTION:
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.
II. COURSE OBJECTIVES:
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.
III. INSTRUCTIONAL MATERIALS:
thArmstrong, G., & Kotler, P. (2009). Marketing. An Introduction. (9 ed).
Upper Saddle River, NJ: Prentice Hall.
IV. TEACHING STRATEGIES:
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 16 TEST ONE
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
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
May 4 FINAL EXAM
VI: COURSE REQUIREMENTS:
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.
VII. COURSE EVALUATION:
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-
Grades will be posted on the Blackboard site so students will always be able to know
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.
IX. TEST MAKE-UP POLICY
The tests will be administered during the class sessions on March 16 and May 4.
X. ACADEMIC HONESTY
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
XI. OFFICE HOURS
The instructor is available as follows:
- Augusta campus, Jewett Hall, Room 140:
- Before or after class
- By appointment
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