Marketing 240 -- Marketing

Spring, 2017

M/W/F - View Schedule







Instructor: Dr Steve Williams

Office: Mabee 215

Office Hours:

M-W-F: 10:30 AM to 1:00 PM (less chapel

T/TH: 8:30 AM to 11:30 AM (less chapel)

Class Hours:

Marketing: M/W/F ( 1:00-1:50 PM)
Personal Finance: Tue/Thu (11:30AM-12:45 PM & 1:00-2:15 PM)

Office Phone: (501) 279-4095

Send E-Mail to Steve Williams

Web Address for Course:

IMPORTANT NOTE:  You will always get a quicker response from me by sending your note HERE IN CANVAS.  While I check my email a couple of times a week…I check my CANVAS INBOX daily

Classroom: MAB 101



[There are expanded guideline links throughout this syllabus]

It is each student's responsibility to


If you have any questions, ask your instructor for clarification.


Required Textbooks:

·        Lamb, Hair & McDaniel (2016-2017 edition); MKTG 10, ISBN: 1305631823 or (978-1305631823)    Cengage (South-Western College) Publishing. 

·        Link to Book on Amazon:

·        NOTE:  This book cannot be resold at the end of the semester due to the computer access code. 


Marketing 240--Marketing


Course DescriptionAn introductory course.  Choosing target markets, assessing their needs, developing products and services, and delivering them at a value to the customer and a profit to the company.  Developing a managerial point of view in planning and evaluating marketing decisions.


[More Information About The Course]


Course Outcomes:

Learning Domain Category  (LDC)

Student Learning Outcome (SLO)

Aligns with Course Objective

Aligns with Department Learning Outcome




HSLO-1: Students will understand the importance of marketing research as it relates to the business functions of the firm 

Examine the marketing concepts involved to develop a comprehensive marketing plan


HPLO-1 Students will be able to work in a group to construct and present a cohesive and comprehensive marketing plan




HSLO-2: Students will identify a product or service, then analyze how cultural differences might affect the marketing plan of the organization, as well as the ethical overview of the organization in a Christian World view.





Students will identify a product or service, then analyze how cultural and ethical differences which might affect the marketing plan.

HPLO-4 Graduates with a degree in marketing will be trusted employees who consistently demonstrate a high level of ethical awareness and behavior




HSLO-3:  Students will identify a promotional program, research it, then analyze its effectiveness as a team effort, then present the team’s findings to the group. 

Evaluate a promotional program that integrates several promotional methods using the information in this principles course as a basis for their efforts.


HPLO-2 Marketing students will be able to work in a group to construct and present a comprehensive and high quality marketing research project.





HSLO-4: Students will demonstrate an understanding of the marketing process, individually and be able to show that understanding while working with others

Prepare a video demonstrating and understanding of the marketing concepts covered in the course. 

HPLO-1 Students will be able to work in a group to construct and present a cohesive and comprehensive marketing plan




HSLO-2: Students will introduce a product extension or a new or existing product, and prepare a video to inform, persuade, or remind (utilizing the concepts of promotion)

Students will identify a product or service, then analyze how cultural and ethical differences which might affect the marketing plan.

HPLO-4 Graduates with a degree in marketing will be trusted employees who consistently demonstrate a high level of ethical awareness and behavior



The general objectives of the course are to:

  • Provide you with an integrated view and appreciation of the marketing process from a Christian World-View perspective.  Assessment: In-class discussion, In-class video presentations, assignments, exams, and the team presentations.
  • Develop an understanding and appreciation of marketing's role in business and society. Assessment: In-class discussion, In-class video presentations, assignments, exams, and the team presentations.
  • Build a vocabulary of marketing terminology, principles, key terms and concepts. Assessment: Examinations covering course content.
  • Learn skills and competencies needed by marketing professionals. Assessment: In-class discussions, In-class video presentations, assignments, and the team presentations.
  • Introduce you to the basic practices and problems in marketing and to the skills involved in marketing management.  Assessment: In-class discussions, In-class video presentations, assignments, and the team presentations.
  • Familiarize students with various marketing theories and practices used in modern business practice.  Assessment: In-class discussions, In-class video presentations, and examinations.
  • Emphasize the importance of consumer behavior and the interdisciplinary approach to the solution of marketing problems.  Assessment: In-class discussions, In-class video presentations, assignments, and the team presentations.
  • Promote student interest in marketing as a career in such areas as sales, retailing, advertising, marketing research, wholesaling, packaging, and physical distribution. Assessment: In-class discussions, In-class video presentations, assignments, and the team presentations.
  • Improve students' problem solving and decision making skills. Assessment: In-class discussion, In-class video presentations, assignments, exams, the team presentations, and examinations.
  • NOTE:  Though the first bullet above specifically addresses the idea of Christian World-View, please note that all the objectives of this course will be delivered from a Christian perspective, including how a marketing professional can be successful in a marketing career without compromising his/her Christianity.

Specific goals include (but are not limited to):

    • Define and analyze Consumer Behavior. 
    • Identify the Strategies for New Products and the Product Life Cycle.
    • Describe the importance of Information Technology and Marketing Research.
    • Identify the differences between Retailing, Direct Marketing, and Wholesaling.
    • Define and discuss the importance of advertising in an e-commerce world.
    • Analyze and describe Pricing Strategies and Tactics.
    • Define marketing and be able to discuss the reasons for studying marketing.
    • Define and explain the marketing concept.
    • Define utility, identify the four basic kinds of utility.
    • Define the 4 P's of marketing and how they work in harmony to form the marketing mix.
    • Identify and discuss the factors in the external environment
    • Define marketing research, its various forms, and the organized steps in the marketing research process.
    • Define market segmentation.
    • Define the various types of market segmentation, including demographic and psychographic.
    • Identify the stages of the product life cycle, and explain why each is of importance to the marketer of consumer goods and services.
    • Identify the main components of industrial and consumer markets.
    • Identify the factors which affect consumer behavior.
    • Explain how new products are conceived and developed.
    • List the steps in the product development process.
    • Discuss the importance of “branding” as well as “packaging and labeling”.
    • Identify the major channel alternatives for consumer and industrial goods and the roles played by the facilitating agencies.
    • Identify the various types of retailing institutions as to size, ownership, and types of goods sold.
    • Identify the components of the physical distribution system, including the various types of carriers, warehouses, and methods and channels of physically handling goods.
    • Identify the components of the promotional mix, personal selling, advertising, sales promotion, public relations, and publicity.
    • Explain the strategies of effective pricing.
    • Explain why international marketing is vital to a nation and its economy.
    • Discuss consumer ethics and identify and discuss current ethical dilemmas.
    • Discuss the importance of Social Responsibility and “green marketing”.
    • Discuss the growing opportunities in marketing using the Internet.
    • Discuss the future trends in marketing.



Information and Participation Sheets:  [MORE]


Teaching Method:  [MORE] 


Classroom Expectations:  [MORE] 



Course Grading Outline

Your final grade will be based upon your performance on the following:

·        Exam 1 - 100 points

  • Exam 2 - 100 points
  • Exam 3 - 100 points
  • Exam 4 - 100 points
  • Quizzes (15 on Canvas at 25 points each)  - 375 points
  • Participation - 225 points
  • Project -100 points

·        Total Points Possible = 1100

Final grades will be assigned using the following scale:

·        A ... 990 - 1100 points (90 - 100%)

  • B ... 880 - 989 points (80 - 89%)
  • C ... 770 - 879 points (70 - 79%)
  • D ... 660 - 769 points (60 - 69%)


**Please note that your grade will be capped at a “C” level (no matter what your points will total) if you do not complete the assessment described later in this syllabus. 

POSTING OF GRADES:  Your grades will be accessible from the Harding Canvas system.  You should be able to access the grade for each of the course assignments and examinations but NOT your current grade in the course.  One weird part of the Canvas grade book is that it is not right on the final grade until the last assignment has been entered.  Count your points if you need to know your grade before the end.  It is your responsibility to check your grades to ensure correctness on my part.  If you find an error, bring it to my attention and we will get it fixed (or explain why it cannot be changed).  Remember:  Once the grades have been turned in to the registrar upon completion of the course, it is too late to change the grades.  The final day to make any changes to posted grades is Friday before final exams begin.  I will announce this several weeks in advance to ensure you are reminded of this deadline.  Once we pass this deadline, I will not go back and revisit any grades in any area other than the grade on the final exam.  It is your responsibility to review your posted grades on Canvas regularly and advise me of any problems noted. 




Details of Grading Requirements

Examination Procedures:

Regularly scheduled exams (exams 1-4) and weekly quiz assignments may consist of a variety of test questions, including multiple choice and true-false.  While you will complete your weekly quizzes in Canvas (and those are open-book and open-note quizzes that you can take anywhere), your major exams will be taken in the classroom.  You get two chances to take exams 1-3 (because the first exam administered is a practice exam)…the best score counts if you take both the practice exam and the actual exam.  You do not have a practice examination for the final exam during finals week.  Students missing the practice exam (for whatever reason) can take a copy of that practice exam from the boxes outside my office to help you study for the actual examination.  More about this when you get to class.   

Make-Up and Final Exams

If you miss your opportunity to take your examination, you may use the next test grade as a substitute for the exam you missed (this does not apply to your final examination), you may elect to take the “0” for that exam, or you may wish to write a 10-page research paper on a topic taken from any topic covered by the examination you missed.  In addition, if you miss the second or third exam, you may take an average of all exams previously taken as your grade for the missed examination.  You must remind me when you opt for this approach as I will not know to change the missed grade.  Regarding a paper as a replacement for an exam, the topic should be on a topic that was covered on the exam itself.  There is no need to ask the instructor for approval on the subject of the paper.  In all cases, any paper submitted as a make-up exam must be completed and turned in within one week of the exam date.  Make-up research papers must be 8-10 pages (text) in length...and have at least 5 references.  No references can be from a textbook.   Papers should be written properly formatted, and they will be submitted to a national database ( for a check for plagiarism  It is expected that any paper submitted will include appropriate citations to outside sources, at least 50% of those citations from academic and/or “refereed” publications. 

If two exams are missed and no make-up research paper is received, a failing grade will be awarded for the second examination (0 points). IMPORTANT: No student may complete more than one make-up paper and no student may substitute a paper for the final examination.

The final exam will be given during the week of December 12-16, 2013.  Because the final exam is also administered in the main classroom…you must take the exam at the scheduled time (see your specific course schedule for the day and time).   

Chapter Quizzes

There is one quiz for every week of class.  These quizzes will be available for you on the Canvas site.  Here are the details of the grading process for these quizzes:

Weekly Quizzes

Quizzes are given over each week of the class except mid-term exam week.   We all know how easy it is to let reading assignments build up.  By having quizzes over the chapters on a weekly basis, this helps you to keep up with your readings, making cramming the day or two before the test less necessary.  In addition, you have learned in your psychology course that learning is facilitated by spaced rather than massed practice.  My job, as your instructor is to help you learn this material, so helping you space out your studying over the course of the semester will help us accomplish this goal.  In addition,  although the lectures will sometimes review material from the text, often lectures and class presentations will supplement the readings.  Since these lectures and class activities will assume you have some familiarity with the concepts in the textbook, you will find that you get more out of them if you have read the chapter.

Policies for quizzes:  There are a few important procedural matters regarding the quizzes.  One is that, since the quizzes are available for one week prior to the deadline for taking the quiz.  It goes away at 11:59 PM on Sunday of the week that chapter will be discussed in the classroom.  Once it goes away, you lose that credit and may not take the quiz.   IMPORTANT: THERE ARE NO OPPORTUNITIES TO MAKE UP ANY MISSED QUIZZES. 

Additionally, students like to have the answers to the quizzes provided after completing them.  Your computer program will give you immediate feedback on your quiz grade and record your grade as soon as you complete your quiz each week.  Additionally, you should be aware that these weekly quizzes are taken from the same database that your major exams come from—so there may be duplications of some of the quiz questions on the scheduled exams.

Violation of Academic Integrity:  It shall be considered a violation of Harding’s Academic Integrity policy if a student copies any personal quiz in Canvas, for any purpose.  Quizzes are not to be copied or distributed, either to other members of the course, or for other purposes (such as study for the exams).  For grading purposes, a first violation of this policy will be grounds to award a failing grade for the quiz.  A second violation will be forwarded to the Dean of the college. 

Note:  Once you open an quiz, you must complete it.  Once opened, you are considered to have taken it.


Remember:  You must understand that there are NO opportunities for make-up of these quizzes.  If you miss a quiz opportunity, you will not be able to submit it later.  All quizzes should be completed "on your own"--without the aid of friends, classmates, or anyone else--unless instructed otherwise.  You're on your honor here.  Note:  You may use your textbook if you desire while completing your quizzes, but you are strictly timed and you cannot look up the answers to all the questions and complete it on time, so be careful. 

Course Project:  Each member of the class will be required to do one of the following (either as an individual project, or, if you prefer, in a team up with colleagues).  Any of the four options chosen (other than a video) must be in properly formatted paper form.  You may submit a PowerPoint presentation as an adjunct to your paper, but not as a substitute for your paper.  Choose from one of these three options:

OPTION 1:  Create a new product or service for an existing company or a new company you wish to start.  Then create a marketing plan for the new product.  This must be a written paper, not an outline or a PowerPoint presentation (though you may submit a PowerPoint to augment your paper).  The length of the plan should reflect a critical analysis of all aspects of the marketing plan and be no shorter than ten (10) typewritten pages.  Any project must have a cover page when submitted.

OPTION 2:  Create a commercial or video on any topic to be shown to the class near the end of the course.  It must be at least one minute in length and must be either an advocacy commercial, or display one of the vehicles we will discuss in the advertising chapter (for example, slice of life, humorous, etc.).  Submit the commercial/video on a DVD, not a thumb drive (unless you do not want the thumb drive returned).  The preferred format for your video file is either WMV or FLV.  Videos should be no larger than 720p so that the University projectors can accommodate it through the computer. 

OPTION 3:  Prepare an infomercial no longer than 5 minutes.

OPTION 4:  You (or your group) present an acceptable idea to the instructor for approval. 

Projects are due FRIDAY, APRIL 7, 2017).  Projects which are not videos must be submitted only in hard-copy form (a DVD or CD for video projects/a printed version of other reports).  No project will be accepted via email.  If you elect to do your project in a team, there can be no more than 5 people on the team and you must clearly identify each member of the team in the video. 



My Learning Contract With You[MORE]


Participation (not Attendance) Policy

Attendance will be taken at most class sessions, but attendance is not what you are graded on.  You are graded on participation—were you available to participate in active discussion (or able to submit an acceptable substitute listed in this paragraph).  You will lose 5 points for each class in which you do not participate -- thus you begin with a total count of 200 points for participation, and we subtract 5 points if you miss.  You are the ONLY person who may excuse yourself from any missed class.  This can be done in one of two ways:  (1) by submitting an outline of the chapter discussed in the lecture for the class missed on the first day you return after the missed class; or (2) by submitting a skip card (these were provided for your use at the beginning of the course).  This applies to all class misses, excused or not.  AN EXCUSED ABSENCE (say from the nurse or the provost) excuses your absence (attendance) (which is not graded in this course)—but not your participation.  Put another way—nobody can excuse you from any class participation credit except yourself.  Since our primary reason for being here is to learn about marketing concepts, you need to be exposed to all the materials covered by lecture.  You are responsible for making up what you miss when you miss a lecture class period.  Note that participation credit (not ATTENDANCE) is determined by your initials on the sign-in sheet on the day of class.  That means you were there and able to participate if called upon to do so.  NOTE:  Not all classes will be checked—so if you miss a day in which participation initials were not taken—then you will receive credit for participation on that day.  In addition, early in the course, I will give you four skip cards—you may use those as you wish at any time you wish.  Please be aware that if you’re planning activities that will take you away from the classroom—things such as field trips for other classes, mission trips, etc., those four skips are what you should use to get your credit back (if you chose to NOT submit a chapter outline).  NOTE:  After you have four or more classroom absences without excuse or skip cards, you will be warned of your pending removal with a WF grade from the classroom via your registered Harding email address.  After the warning, you must reduce the number of absences to a level BELOW the maximum skips allowed and any additional unexcused absence will result in your removal with a WF grade without any additional contact.  This is important because if you receive such a warning, it is critical that you immediately submit any skip cards or chapter outlines to move you away from that drop zone.    IMPORTANT:  If you have free skip cards remaining at the end of the semester, you may turn each one in for 5 bonus points each.

  • Bonus Point OpportunityStudents may obtain bonus points by attending ASI speaker presentations, by getting involved in community service (see the [MORE] tab which follows this paragraph, and through any number of other opportunities.  Discuss any planned community service with me for guidance and get involved as much as you can.  Students may also request a face-to-face interview with the instructor at some point during the course.  This 10-15 minute session would be for the purposes of getting acquainted and talking in a more personal way than in the classroom.  This visit must take place before the end of week 12 and is worth 10 bonus points. 
  • During this course, you have yet one additional opportunity to earn bonus points.  From time to time, I will ask you a trivia question or two.  Some will be difficult, some will be "not so difficult."  Trivia will be any number of topics, from music to movies to general trivia knowledge.  Don't expect to get them all, but for each you get correct, you earn one bonus point.  I will provide an appropriate method of responding.  Trivia points can be traded for bonus points at a rate of 4 trivia corrects for one bonus point.  IMPORTANT NOTE:  If you share an answer with any other class member, I will revoke all your bonus points and you will no longer be eligible to participate in the games.  This is an academic integrity issue in my book, and if you fail to demonstrate such integrity, I will treat it as such.  This is meant to be fun--play along and get a few bonus points along the way. 
  • Click on this tab to find more information on extra/bonus point credit in this course:  [MORE]




Miscellaneous Stuff

University and COBA Assessment:  Harding University, since its charter in 1924, has been strongly committed to providing the best resources and environment for the teaching-learning process. The board, administration, faculty, and staff are wholeheartedly committed to full compliance with all criteria of the Higher Learning Commission of the North Central Association of Colleges and Schools. The university values continuous, rigorous assessment at every level for its potential to improve student learning and achievement and for its centrality in fulfilling the stated mission of Harding. Thus, a comprehensive assessment program has been developed that includes both the Academic units and the Administrative and Educational Support (AES) units. Specifically, all academic units will be assessed in reference to the following Expanded Statement of Institutional Purpose: The University provides programs that enable students to acquire essential knowledge, skills, and dispositions in their academic disciplines for successful careers, advanced studies, and servant leadership.

IMPORTANT NOTE:  This course requires all participating students to complete an overall business/marketing assessment.  This assessment will be offered four times during the semester.  Your instructor will provide a copy of the dates.  You must schedule a time in the computer lab to take this assessment under supervision.  You cannot receive a grade higher than a “C” in this course if you do not complete this assessment sometime during the semester.  Since most students put this off until the last moment, failure to schedule and take the assessment will not be a reason to ignore this requirement.  I recommend you take the assessment early and be finished with it.  Scores for this assessment will be reported to the assessment office and that office will provide me with a list of students who choose not to complete the assessment.  Again, failure to complete this assessment will cap your grade at the “C” level for the course. 

Students with Disabilities: It is the policy for Harding University to accommodate students with disabilities, pursuant to federal and state law. Therefore, any student with a documented disability condition (e.g. physical, learning, or psychological) who needs to arrange reasonable accommodations, must contact the Disabilities Office at the beginning of each semester. (If the diagnosis of the disability occurs during the academic year, the student must self-identify with the Disabilities Office as soon as possible in order to get academic accommodations in place for the remainder of the semester.) The Disabilities Office is located in Room 205 of the Student Center, telephone, (501) 279-4019.

Academic DishonestyHonesty and integrity are characteristics that should describe each one of us as servants of Jesus Christ.  As your instructor, I pledge that I will strive for honesty and integrity in how I handle the content of this course and in how I interact with each of you.  I ask that you join me in pledging to do the same.  Academic dishonesty will result in penalties up to and including dismissal from the class with a failing grade and will be reported to the Assistant Vice President for Academic Affairs. All instances of dishonesty will be handled according to the procedures delineated in the Harding University catalog.

Honor CodeMy personal honor code is "I will not lie, cheat, or steal--nor tolerate those among us who do such things."  Copying the work of another student is cheating and will result in your dismissal from the course with a failing grade.  Additionally, knowingly permitting your work to be copied may also result in your dismissal from the course.  The online quizzes and classroom exams are your primary test mechanisms in this course.  I expect them to be your own personal work, without consultation with--or help from--any other student.  Persons submitting a "get out of jail free" card at the end of the semester will be asked if they have lived up to this code during the semester as a condition for receiving the extra bonus points.  Note:  Possession of an operating cell phone, pager, text-messaging device, IPOD, calculator, or other computer-type device during an exam will be the basis revoking your test privileges and the award of a zero (0) for that test grade.  Talk to me if you have questions about this. 

Laptop Computers, texting devices and Cell Phones are ProhibitedBecause they are seriously distracting to the group (and to me), I do not allow the use of laptop computers or operational cell phones in the classroom.  This would include any kind of text messaging device and any kind of audio player (IPOD, etc).  Individuals identified as texting or on their cell phone will be asked politely to leave the classroom.  They will not be permitted to return to class until they make an appointment with me to discuss this rule in person.  NOTE:  Persons with a bonafide reason for using a laptop (with approval of the University) will be asked to sit on the front row of the classroom so that they will be less distracting for everyone else in the room.

Academic Grievance ProceduresAs with any job you will take in the future, they will probably have procedures for you to follow if you feel you have been overlooked, mistreated, or given an unfair evaluation.  Any company with several employees should have an employee handbook stating how to handle these situations.  Going straight to the corporate president or venting your case before the fellow employees resulting in division between employees and administration are quick methods of losing your job whether you were right or not.  This is an important lesson to learn before you join the full-time work force.  Harding University also has academic grievance procedures if you feel you have been overlooked, mistreated, or given an unfair evaluation.  This process begins with talking to your professor first about the issue at hand and providing a written complaint within 7 days of the alleged incident.  Please refer to the current HU catalog for further steps regarding this grievance policy.  We are committed to fairness in regards to our students.  We hope you will never need these procedures, but they are available at your initiation and discretion.

Time Management ExpectationsFor every course credit hour, the typical student should expect to spend at least three clock hours per week of concentrated attention on course-related work, including but not limited to time attending class, as well as out-of-class time spent reading, problem solving,  reviewing, organizing notes, preparing for upcoming quizzes/exams, developing and completing projects, and other activities that enhance learning.  Thus, for a three-hour course, a typical student should expect to spend at least nine hours per week dedicated to the course.

[Additional Miscellaneous Stuff]


View Schedule for Course


Canvas Information:  Canvas Is an internet based program we will be using in this course to:

·    Participation in any discussions using the Canvas Discussion Board is not required for this course.

·    Take online chapter quizzes.   All quizzes (weekly homework assignments) for this course are given online through Canvas.  There is a 30-minute time limit for each quiz.  Sharing of quiz questions or consulting any fellow student or teacher will be considered cheating.  You may use your book and notes during the quiz.

·    Check your Point totals in this course using Canvas Grade Book.  Once your assignments have been graded by the instructor, your point totals will be posted in this area.

Remember:  All Assignments and due dates for the entire semester can be found on the course homepage ( also on the Canvas classroom page.  Follow the appropriate link to find out what each assignment consists of and when it is due.  Assignments will not be accepted late, so make sure you are aware of each assignment and when it is due.

If you have any questions or concerns please contact me. I will be available beginning the first official day of classes. My office phone number is 279-4095 and my E-mail address is:  Note:  It is always a good idea to follow-up any conversation about grades or problems with an email.  I might forget our discussion, but I always clear my emails and that will remind me. 



Summary of Common Professional Component Topics Covered in this Course

[This course covers the following business topics in these estimated amounts]

    • Production or Operations Management (.5 hours)
    • Marketing (35 hours)
    • Business Finance (1 hour)
    • Legal Environment of Business (1 hour)
    • Economics (1 hour)
    • Business Ethics (3 hours)
    • Accounting (0 hours)
    • Management Information Systems (.5 hours)
    • Quantitative Techniques & Statistics (.5 hours)
    • Management (3 hours)
    • Organization Behavior (3 hours)
    • Human Resource Management (0 hours)
    • Policy or Strategy (2 hours)
    • Comprehensive or Integrating Experience (0 hours)
    • Global Dimension of Business (2.5 hours)

NOTE:  CPC topics taught in courses are not mutually exclusive.  The hours shown in this summary may add to more than 45 contact hours because certain topics may include more than one CPC.  For example, a lecture on international marketing would include both "marketing" and "global dimension of business."  Thanks to Dr Daniel Graybill for the "get out of jail free" idea.  :-)



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This page last updated December 5, 2016