Instructor

Robert Braathe
Office: Warner Hall 115
Phone: (518) 255-5693
Email: braathrj@cobleskill.edu

Course Description
Course Name: Principles of Marketing (BADM 134)
Course Schedule: Wednesdays, 6 p.m. - 9 p.m., Room _______

This face to face course is designed to provide an introduction to marketing and its role in
society. The student will learn topics such as the market, retailing, branding, labeling, the
product, and communications.

Course Prerequisites
None

Course Readings
Pride, W. M. (2014). Marketing (17th ed., 2014 ed.). Mason, OH: South-Western,
Cengage Learning. ISBN: 9781133939252

Course Objectives
After this course, the student will be able to:
Define marketing
Implement a marketing strategy
Identify a marketing environment
Define social responsibility and ethics in marketing
Define buying behaviors and global markets
Utilize social media to market
Identify product concepts, branding and packaging
Apply distribution concepts
Promote products
Identify proper product pricing
Grading

Requirements Points
Exams (4 total) 50
Class Participation 50
Homework Assignments 40
Writing Assignment (2) 40
Class Presentation 20
Total Points 200

At the end of the semester grades will be assigned based on the following scale:
A = 184 - 200 Points
AB = 178 - 183 Points
B = 164 - 177 Points
BC = 158 - 163 Points
C = 144 - 157 Points
CD = 136 - 143 Points
D = 120 - 135 Points
F = 119 or less Points

Assignments
The student is expected to complete weekly homework assignments and other assigned writing
assignments. All work is should meet the highest presentation standards and be professional in
appearance. Grammar, punctuation and spelling must be correct in all written submissions. All
homework assignments are due by the next class.
The student will complete two writing assignments with the topic given by professor in class.
The paper is to be no longer than four (4) pages, APA style. Paper is to be supported by peer
reviewed, scholarly written articles. Dates for other written assignments are found on the course
schedule. Papers are to follow the American Psychological Association (APA) style, 6th edition.

Exams
There will be four (4) exams total in the course. Each will be open book and are required to be
completed during regular class time.




Class Presentation
The student will choose a chapter from the book and present his/her interpretation to the class.
The presentation is to go no longer than 30 minutes and should include a visual. In addition to
the book, the student will use 5 peer reviewed, scholarly articles as references.

Class Participation
The student is expected to participate in any and all classroom discussions and activities. The
student may be called upon to lead a class discussion on the days topics. Group activities will
also occur during the class time in which the student is required to participate.

Correspondence Policy
I will make every effort to respond to your emails and calls within 48 hours. You may contact
me via phone or email.

Class Attendance
The student is expected to adhere to all SUNY Cobleskill policies regarding class attendance and
arrive on time ready to participate.

Academic Integrity
At the heart of the universitys educational mission is a belief that education confers a benefit to
the individual and to society as a whole. Within the context of the classroom experience is an
implied agreement, or academic contract, between the students and the teachers. Teachers are
expected to exercise their educational responsibilities in good faith; students are expected to
expend their best efforts to learn course material.

Cheating or any form of academic dishonesty undermines the essence of the universitys
educational mission. It is therefore a serious matter that has substantial implications for all
members of the university community. A list of examples of academic dishonesty can be found
in the SUNY Cobleskill Academic Policy: http://www.cobleskill.edu/academics/academic-
policies.pdf

AccessABILITY Resources
SUNY Cobleskill is committed to providing equal access for all qualified individuals to its
programs and educational opportunities. If a student needs assistance because of a disability,
he/she is asked to go to the AccessABILITY Resources (AR) Center located in Center for
Academic Support & Excellence (CASE) in Van Wagenen Library lower level. The student may
contact Elizabeth (Betsy) Briggs at 518-255-5285 or via email at briggsew@cobleskill.edu for
assistance.



Course Calendar
Week Topic(s) Readings Activity/Assignment
1
August 27
What is Marketing?
-Strategic Marketing
-Planning and
Implementation
Chapters 1 & 2 Read Syllabus
Application Question
2
September 3
The Marketing Environment
Ethics in Marketing
Chapters 3 & 4 Application Question
Exam 1
3
September 10
Marketing Research
-Types and Issues
Targeting Markets
Chapters 5 & 6 Application Question
4
September 17
Consumer Buying Chapter 7 Application Question
5
September 24
Business Markets and Buying
Behavior
Chapter 8 Application Question
6
October 1
Global Markets
Digital Marketing and Social
Networking
Chapters 9 & 10 Application Question
Exam 2
7
October 8
Product Concepts
Developing and Managing
Products
Chapters 11 & 12 Writing Assignment
Due
8
October 15
Services Marketing Chapter 13 Application Question
9
October 22
Branding and Packaging Chapter 14 Application Question
10
October 29
Marketing Channels
-Supply Chain Management
Retailing, Direct Marketing,
Wholesaling
Chapters 15 & 16 Application Question

Exam 3
11
November 5
Integrated Marketing
Communications
Advertising and Public
Relations
Chapters 17 & 18 Application Question
12
November 12
Personal Selling Chapter 19 Application Question
13
November 19
Pricing Concepts
Selling Prices
Chapters 20 & 21 Writing Assignment
Due
Exam 4
14
November 26
NO CLASS Thanksgiving Break
15
December 3
In-Class Presentations

16
December 10
In-Class Presentations