Principles of Marketing

Principles of Marketing

Instructor: Dr. Randall S. Hansen
Office (LBC 414D) Phone: 822-7495
Office Hours: Th, 12:30-3:00; F, 11:00-2:00; and by appointment


To establish a basic understanding and appreciation of the theories and practices of marketing, and how marketing interacts with the entire business process. The ethics and social responsibility of marketing will also be considered.

Furthermore, because communications skills -- both oral and written -- are required of successful businesspeople, another of the purposes of the course is to sensitize you to the importance of good communication skills. As part of the course, therefore, you will do a variety of written (and one oral) communication exercises, which are discussed in more detail below.

A final goal is to begin to prepare you for careers beyond graduation -- and have you learn how valuable marketing skills are in relation to a job-search. For this reason, a major project in this course is the Marketing Career Journal, which is discussed in more detail below.



Principles of Marketing, Kotler and Armstrong, Prentice Hall.

Also, in an effort to better follow marketing trends, it is required that you subscribe to Fortune Magazine or some other instructor-approved business publication.



Grading will be done on a numerical scale during the semester, with a final letter grade determined at the end of the course. Each graded item has been given a point value, and the percentage of points to total points will determine grade. E.g., 630 points (out of total 700) is an 90-- an 'A-.'

Plus/Minus grading will apply: 93-100 A; 90-92 = A-; 87-89 = B+; 83-86 = B; 80-82 = B-; 77-79 = C+; 73-76 = C; 70-72 = C-; 67-69 = D+; 63-66 = D; 60-62 = D-; under 60 = F.

  • Tests (4 scheduled @ 100 pts.) -- 400 pts.
  • Consumer Marketing Assignment -- 100 pts.
  • Career Journal -- 200 pts.
  • Oral Presentation of Journal -- 50 pts.
  • Attendance & Participation -- 50 pts.
  • Total Possible Points -- 700 pts.

See the Principles Calendar for class assignments, readings, and due dates.



There are four scheduled tests this semester. Tests will usually include both multiple choice and short-answer essay questions, but instructor reserves the right to also give essay exams. Tests will generally only cover the material since the previous test, but the final exam may cover material from the entire semester. Prior to each test, students will be given a review of key elements to study.


Consumer Marketing Assignment:

This assignment has two parts -- and will be completed entirely outside of regular class time. Part 1 will be completed in the first half of the semester, while Part 2 will be completed during the second half.

Part 1: Brand Analysis. Think about a product you love, that you use all the time. In this first part of the assignment, your goal is to uncover as much research about the brand and it competitors as possible.

You'll want to know the history of the brand, the characteristics of the people who buy/use the brand, and everything else possible about it. But don't forget to look into the competition. What are they doing right? What are they doing wrong?

Your goal is a detailed look at all aspects of the brand, not more than 7 pages in length.

Grading will be based on the quality of your research and writing.

Part 2: Brand Development. In this part of the assignment, now that you are an expert on the brand, your goal is to use your budding marketing skills to redesign the brand for a major relaunch. What would you change about the product, package, pricing, advertising, distribution, etc.? What would you add? What would you delete? How do you beat the competition?

Your goal is showcasing your vision of the new brand -- while following the rules of marketing you learned throughout the semester.

Grading will be based on the creativity and professionalism of this assignment, not more than 5 pages in length.

You will receive one grade, based on the combined grades of both parts. Research should include traditional sources (journals, trade data) as well as online sources (including company/brand Websites).


Career Journal:

The Marketing Career Journal is an extremely challenging, time-consuming, and potentially rewarding semester-long project. Through 12 different assignments, you will research, develop, and complete numerous career-related assignments that bring together proven marketing strategies with career-development exercises. You must be committed to completing this project during the semester.

Journal-writing has many benefits, which you'll learn about in the first assignment. Complete details of this project, including requirements, grading policies, and due dates, can be found by following the link below.

Get all the scoop on this project.

What's the connection between marketing and career management? Read what one marketing experts says about the connection.


Oral Presentation:

A short (10 minute), formal oral presentation based on your career journal is required. You will be graded on the degree of professionalism and quality of your presentation, thus your focus should be on the quality and professionalism of your presentation.

Content of your presentation should include, but not be limited to:

  • Focus of your Career Journal (major, internship, career, etc.);
  • Specific journals you found most helpful;
  • Specific journals that could be improved;
  • Specific resources (Websites, magazines, books, etc.) that you found useful.


Attendance & Participation:

It is expected. You can lose points for being absent from any class, especially if you miss any projects, quizzes, etc.

Your participation is essential to the success of the class.

Nothing can be made up unless arranged with the instructor prior to class.


Classroom Etiquette:

No food or beverage other than water allowed in the classroom.

Professionalism is required in all aspects of your classroom behavior. Academic honesty is essential in all aspects of this class -- and is expected from all students.

Please do not hold conversations with classmates whenever the professor or another student is speaking. Your undivided attention in class is a must. An atmosphere of mutual respect is in order.

Please have cell phones off or silent... and please refrain from texting during class time.

Please note: The professor reserves the right to request a student to leave if his or her behavior seems inappropriate and disrespectful.

Class will begin and end as directed by the professor. Please do not shuffle papers, close books, or offer other hints as to the time.



Times and dates are subject to change -- check the MKT315 Calendar for the most current due dates. Be prepared.

It is expected that all work you submit for a grade in this class be original and prepared for this class only. You are also expected to abide by all aspects of the Stetson University Honor System.

Please do not ever utter these words when trying to make a valid point: "I saw it on Fox News." Fox News is an oxymoron -- and certainly not news but opinion; and if you watch it, you should supplement it with one or more real news programs, such as CNN, BBC News, MSNBC, or the Newshour with Jim Lehrer (PBS).

I am always willing to see my students and will go out of my way to schedule meetings. Please make sure that if you make an appointment, that you keep it.

Finally, as will quickly become apparent, email is by far the easiest and most reliable method to reach me.

Please always do your best work.

Go back to Dr. Randall Hansen's Courses Page.