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Course Description and Objectives:

This course covers all of the major content areas within Marketing, as well as a variety of current special-interest areas that are affecting the profession. The course requires a moderate level of web proficiency in that students are expected to visit the many web links provided in each lecture. These web sites serve as illustrations of the lecture material, and are as much a part of the lecture as the words themselves.

A quick review in the first lecture will set the stage and recap what I consider to be base knowledge. From there we will explore over a dozen more issues affecting Marketers in the 21st century.

Specific objectives for the course:

1. Students will be able to demonstrate mastery of content, as measured on two exams.
2. Students will illustrate their understanding of Marketing concepts and strategy as well as their applications in a comprehensive project.

Required Texts:

The Fall of Advertising and the Rise of PR, by Al Ries and Laura Ries.

Grade Policy:

Your grade will be determined in the following manner:

Grades will NOT be curved at the end of the term, nor at any other time. The grade you will receive is the direct result of your efforts and outputs in this class. ALL students must read the Policy Statement regarding grades, cheating, and other classroom procedures.

Teaching Philosophy:

My teaching style is very informal. I have found that the best learning occurs in a classroom free from the encumbrances of rigid and formal guidelines. Although final authority and accountability lay with your professor, do not be surprised when class sessions evolve into a dialog between the professor and students. We can learn something from every individual in the class, be it from my lectures, or your work, travel, or personal experiences. Be prepared to give as much as you will receive.

Exams:

There will be two exams given during the term. These exams will both be provided online, and are thus open-resource. You will have at minimum 48 hours to complete these exams. The exam will consist of challenging essay exams, with the expectation that the student will rely heavily on the internet as a research tool. It is also expected that the student will be able to prepare cogent responses that are grammatically correct.

Homework:

There are 15 homework assignments, each corresponding to a particular lecture topic. These are worth 10 points each, and are accessed by following the web links listed in the table below. They are due on the date listed by 11:59pm Central Time. It is expected that students will prepare well-reasoned replies to the questions that reflect sufficient consideration of the issue at hand. These homeworks MUST be submitted using the online forms accessed through the web links. No other method of transmission is allowed.

Group Project:

You will form your own groups of 3-5 individuals. Your purpose is to develop a comprehensive Marketing plan for West Texas A&M University. You must select your appropriate target market(s), and decide how you should allocate your resources across the Marketing Program Variables. More information about the project is available here.

Bonus Exercises:

Students are allowed to do one or two bonus exercises, each worth up to 10 points. You are to write a critique of one or both of the following web sites. They are located at:
Bonus 1 Form: DataPlay, or visit DataPlay.com. Deadline: 11:59pm Friday 05 December 2003.
Bonus 2 Form: ThinkGeek, or visit ThinkGeek.com. Deadline: 11:59pm Friday 05 December 2003.

Other:

I require all students to have an e-mail account, either at work or through an independent ISP. You must provide your professor with your e-mail address during the first class session.

Disabilities:

West Texas A&M University seeks to provide reasonable accommodations for all qualified persons with disabilities. This University will adhere to all applicable federal, state, and local laws, regulations, and guidelines with respect to providing reasonable accommodations as required to afford equal educational opportunity. It is the student's responsibility to register with Disability Support Services and to contact the faculty member in a timely fashion to arrange for suitable accommodations.