Marketing Seminar

Marketing Seminar

Instructor: Dr. Randall S. Hansen
Office (LBC 414D) Phone: 822-7495
Office Hours: T/Th, 4:00-6:00; and by appointment


To read, think, reflect, discuss, reflect, develop, integrate, and enhance your understanding of marketing concepts, strategies, and tactics. This course is designed to refine your understanding of all aspects of marketing. We will accomplish these goals through serious study and contemplation.

The idea behind this course is that we are all scholars of marketing. You are expected to be an active participant in all aspects of this course. You are expected to read all assigned readings, spend time thinking about the topics outside of class, perhaps conduct further research on certain subjects, and take an active role in all class discussions.

You should leave this course with a better understanding of marketing from a practitioner's perspective and you should have a deeper appreciation for the value and importance of marketing in business -- and society.



  • Purple Cow, by Seth Godin.
  • Life After the 30-Second Spot, by Joseph Jaffe.
  • Zag, by Marty Neumeier.
  • Beyond Buzz, by Lois Kelly.
  • Brand Simple, by Allen Adamson.
  • Juicing the Orange, by Pat Fallon and Fred Senn.
  • The New Rules of Marketing & PR, by David Scott.
  • Fortune Magazine, or other business-oriented publications -- either in print or online -- if approved by instructor.



It is my expectation that you are in this class to learn more about marketing. This course is a senior-level marketing course, and grading will reflect that status.

I want and demand lively discussion. If you have a fear of talking, arguing, living, then you should not be in this class. This course should be one you most look forward to attending, a haven for critical thinking and discussing. You must be proactive in getting your voice heard, your questions raised, your opinion known.

You will not pass this course by simply doing the written assignments. You must be an active participant on a daily basis.

One final note: Please read these books from start to finish -- including any introductory and concluding pages. Specific chapter reading assignments can be found on the course calendar.



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. Eg., 756 points (out of total 900) is an 84 -- a 'B.'

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.

  • Marketing Passions Assignment -- 100 pts.
  • Marketing Reflections Journal -- 200 pts.
  • Participation/Thursday Questions -- 400 pts.
  • Enthusiasm/Interest/Passion -- 200 pts.
  • Total Possible Points -- 900 pts.

Please refer to the Marketing Seminar Calendar for due dates and assignments.


Marketing Passions Assignment:

One the first day of class you will be asked to identify one area of marketing that has always interested you, one that you have a passion for -- or at least a passion for learning more about.

You will then conduct some research (using both library databases and online sources), develop some new perspectives on the issue, and write a short research paper (with citations) about the subject. Length is not as important as content, but try to keep the paper to about five pages (not counting cover sheet, bibliography, etc.).

You will also be asked to share your passion in class, taking about ten minutes to describe what you knew before and after the research. If you have not learned anything new, you have not completed the assignment.

Projects will be graded according to the following criteria: thoroughness of secondary research, quality of analysis, depth of understanding, writing clarity and form, and organization of written report.


Marketing Reflections Journal:

You are required to keep a journal as you read the textbooks in this course. The journals will be collected and graded two times during the semester, basically at midterm and at the end.

Your journal should contain your thoughts, reactions, insights, and questions. It should be both a tool of thought and reflection as well as a tool that fosters discussion in class. Take advantage of this tool to learn more about yourself as a marketing professional -- and more about marketing itself.

You are encouraged to push yourself to the limits -- and beyond. Additional research on specific topics or questions that arise from the readings is strongly recommended and encouraged.

You are NOT to write any type of "book report" type papers. This assignment is a journal or your thoughts, reactions, reflections, etc. However, you must show competence and comprehension -- in other words, show that you have completed all the readings.

Journals will be graded on the quality and depth of thought and reflection that shows through your researching and writing. Be sure to keep the journal in a spiral notebook that has pockets (for additional research) or a small (1") three-ring binder with folders/pockets.


Participation/Thursday Questions:

It is expected. You cannot pass this class if you miss more than four class periods -- either physically or mentally. You need not only show up for class, but to be an active participant. To be a participant, you MUST not only do the readings, but also have time for thought and reflection.

You are also required to bring at least one question you need an answer to -- or want to discuss in more depth -- to class on Thursday Marketing Discussion Days. (See calendar for dates.) Please have the questions prepared before class on a 3 x 5 index card. We'll pick five or so of the questions at random and build the class around the discussion of the questions. Your questions -- or the resulting discussion -- may lead you to further research, which you should add to your Marketing Journal.



There is an intangible element to this class that we must all strive for, and for lack of a better phrase, let's call it marketing greatness. This course demands your full participation at all levels at all times. This class is a "thinking and speaking" class more than a "doing" class, so expectations are high.

To get the best grade, please complete all assignments to your highest abilities.


Classroom Etiquette:

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



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

It is expected that all work you do in this class be original and prepared for this class only. You are expected to follow all aspects of the Honor System.

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.

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