MKT-315: Introduction to Marketing – Supplemental Syllabus
Instructor: Dr. Mrinalini (M) Kale
E-mail:
Telephone: 4805167681
Office Hours: During the COVID-19 pandemic and until further notice, office hours will be by phone,
text, or Zoom. No face-to-face office hours will be available. I will be available for brief individual and
team meetings during class times.
Course Term: Spring 2021 – January 4th to April 16th
Day / Time: Wednesday and Friday
American Marketing Association Lopes Chapter Membership
CCOB students enrolled in marketing as a major or minor are encouraged to join and participate in
the Lopes student chapter of the American Marketing Association. The Lopes student chapter meets
regularly to hear from local marketing professionals and participate in competitions, service projects,
and fun events. Positions as Vice Presidents and Directors in the Lopes student chapter are available
to help you build leadership skills and improve your resume. The Lopes student chapter is supported
by the Phoenix AMA chapter, and students are encouraged to participate in events sponsored by the
local professional chapter. The national AMA dues are $50 per year, and Lopes Chapter dues are
$10 per year. GCU graduates who have been members of the Lopes Chapter are eligible for one
year of FREE AMA professional membership – a $195 value.
For more information about AMA membership, contact Dr. Chuck Jarrell, Professor Mindy Weinstein,
or a current Lopes student chapter officer.
Course Description
This course introduces models and practices used by contemporary marketers in fast-paced, dynamic
domestic and global markets including the marketing concept and processes for developing,
implementing, and assessing the effectiveness of marketing plans. Building from a foundational
understanding of consumer behavior and marketing research, students examine the development
and implementation of marketing mix strategies and tactics with emphasis on integrated marketing
communications that effectively combine traditional advertising and promotion with digital marketing.
Course Objectives
The purpose of this course is to introduce the business student to the principles and practices of
marketing. The course analyzes the methods, policies, and institutions involved in the flow of goods
and services from the producer to the consumer. The course includes an analysis of the economic,
legal and social environment, consumer and organizational buying behavior, product development
and planning, pricing, distribution, and promotion. Students are encouraged to relate course material
to their everyday lives.
Grand Canyon University: Colangelo College of Business Spring 2021 Prof. Weinstein 1
, Textbook
Marketing: An enterprise view. (2018). Retrieved from https://www.gcumedia.com/digital-
resources/grand-canyon-university/2018/marketing_an-enterprise-view_2e.php
How to Access the Textbook
Go to Loud Cloud > This Class > Path > Course Material
How to Access Assignments
Go to Loud Cloud > This Class > Path > Topic > Tasks
Course Competencies
By the end of the course, the student will be able to:
1. Identify marketing concepts.
2. Identify marketing orientations.
3. Define the elements of a marketing plan.
4. Describe the significance of marketing research.
5. Determine the elements of marketing research.
6. Distinguish between segmentation, differentiation, and positioning as applied to marketing
strategy.
7. Differentiate the factors that influence consumer buying behavior.
8. Define the fundamentals of organizational marketing.
9. Identify key elements of branding and brand management.
10. Illustrate the importance of packaging and labeling.
11. Identify key elements of branding and brand management.
12. Explain the advantages of multichannel marketing.
13. Describe the key elements of retailing and wholesaling.
14. Describe key pricing strategies.
15. Demonstrate basic marketing math skills.
16. Describe the importance of integrated marketing communications (IMC) as it applies to the
overall marketing plan.
17. Explain the communication process.
18. Discern the functions of various promotional tools.
19. Define the elements of the promotional mix.
20. Describe the key elements of Internet marketing.
21. Describe the role of digital outlets in marketing strategy.
22. Defend the importance of personal selling.
23. Describe the elements of sales management.
24. Describe global market-entry strategies.
25. Describe international communication considerations.
26. Identify global marketing opportunities.
27. Discuss the role of culture and tradition in global marketing.
28. Describe the concept of societal marketing.
29. Recognize laws that impact marketing.
30. Differentiate between legal and ethical behavior in marketing.
31. Illustrate factors that influence ethical and unethical marketing decisions.
32. Explain the role of ethics in marketing decisions.
COURSE DETAILS
Grand Canyon University: Colangelo College of Business Spring 2021 Prof. Weinstein 2
, Instructor General Expectations
Preparation before class
The classroom is your workplace. In a sense, the instructor is your supervisor. As such, the
supervisor will expect that you are prepared when you come to the workplace. In a real-world
workplace, if you are prepared, the quality of your work will demonstrate it, and your rewards will
include more responsibility, promotions, and more compensation. In the classroom, the quality of
your work will lead to rewards, such as more autonomy to complete assignments and higher grades.
By contrast, if you are not prepared in the workplace, the quality of your work will demonstrate it, and
you will not receive more responsibility, promotions, or compensation. In fact, you will probably be
limited in advancement or terminated. In the classroom, if you are not prepared, the instructor must
spend more time lecturing, giving you less time to work independently. If you are not prepared, you
will submit poor or “average” assignments, have lower test scores, and will earn lower grades in the
course.
Essentially, it’s your choice to be prepared or not prepared. For those students who choose to be
prepared, here are some ways to do it:
Read the chapters in the text before coming to class. The calendar tells you when we will be
discussing the topics in each chapter.
Make notes before coming to class, and ask the instructor about topics, concepts, principles,
and models during class.
Participation in the Classroom
Again, the classroom is your workplace, and your instructor is your supervisor. When you are in class,
you are in a meeting with your supervisor, who expects that you will be prompt, attentive, and
engaged. In the workplace, when you are prompt, attentive, and engaged, you will impress your
supervisor and your co-workers. If you are persistently late, not attentive to your supervisor or co-
workers, and not engaged in the meeting, you will not impress your supervisor or co-workers.
In the workplace, companies and work units have norms of behavior, or rules, for meetings. The rules
are designed to promote efficiency and harmony and to ensure that work gets done. In the classroom,
we also have rules for each class meeting. The rules are designed to promote efficiency and
harmony and ensure that we accomplish the course objectives.
It is your choice as to whether you abide by the classroom rules. If you choose to be prompt,
attentive, and engaged in the class, here are the norms of behavior, or rules:
Be in your seat and ready to begin the class meeting at the appointed time. Do not be
persistently late. If you must be late to class, let the instructor know prior to the class meeting
time.
Plan to stay in the class meeting for the duration. Do not take phone or bathroom or water
breaks during the class. Do not leave early. Again, if you need special consideration or know
that you need to leave early on a particular day, tell the instructor ahead of time.
Put ALL electronic devices (cell phones, pads/notebooks, and laptop computers) away in
pockets, purses, or backpacks. Do not leave them on your desktops. The instructor will tell
you when the use of electronic devices is permitted in the classroom.
Take notes in the classroom with pencils or pens and paper.
Ask the instructor questions during lectures for amplification or clarification.
Participate in classroom discussion – whether the discussion is for the entire class, your
team, or a small group exercise.
Grand Canyon University: Colangelo College of Business Spring 2021 Prof. Weinstein 3
Instructor: Dr. Mrinalini (M) Kale
E-mail:
Telephone: 4805167681
Office Hours: During the COVID-19 pandemic and until further notice, office hours will be by phone,
text, or Zoom. No face-to-face office hours will be available. I will be available for brief individual and
team meetings during class times.
Course Term: Spring 2021 – January 4th to April 16th
Day / Time: Wednesday and Friday
American Marketing Association Lopes Chapter Membership
CCOB students enrolled in marketing as a major or minor are encouraged to join and participate in
the Lopes student chapter of the American Marketing Association. The Lopes student chapter meets
regularly to hear from local marketing professionals and participate in competitions, service projects,
and fun events. Positions as Vice Presidents and Directors in the Lopes student chapter are available
to help you build leadership skills and improve your resume. The Lopes student chapter is supported
by the Phoenix AMA chapter, and students are encouraged to participate in events sponsored by the
local professional chapter. The national AMA dues are $50 per year, and Lopes Chapter dues are
$10 per year. GCU graduates who have been members of the Lopes Chapter are eligible for one
year of FREE AMA professional membership – a $195 value.
For more information about AMA membership, contact Dr. Chuck Jarrell, Professor Mindy Weinstein,
or a current Lopes student chapter officer.
Course Description
This course introduces models and practices used by contemporary marketers in fast-paced, dynamic
domestic and global markets including the marketing concept and processes for developing,
implementing, and assessing the effectiveness of marketing plans. Building from a foundational
understanding of consumer behavior and marketing research, students examine the development
and implementation of marketing mix strategies and tactics with emphasis on integrated marketing
communications that effectively combine traditional advertising and promotion with digital marketing.
Course Objectives
The purpose of this course is to introduce the business student to the principles and practices of
marketing. The course analyzes the methods, policies, and institutions involved in the flow of goods
and services from the producer to the consumer. The course includes an analysis of the economic,
legal and social environment, consumer and organizational buying behavior, product development
and planning, pricing, distribution, and promotion. Students are encouraged to relate course material
to their everyday lives.
Grand Canyon University: Colangelo College of Business Spring 2021 Prof. Weinstein 1
, Textbook
Marketing: An enterprise view. (2018). Retrieved from https://www.gcumedia.com/digital-
resources/grand-canyon-university/2018/marketing_an-enterprise-view_2e.php
How to Access the Textbook
Go to Loud Cloud > This Class > Path > Course Material
How to Access Assignments
Go to Loud Cloud > This Class > Path > Topic > Tasks
Course Competencies
By the end of the course, the student will be able to:
1. Identify marketing concepts.
2. Identify marketing orientations.
3. Define the elements of a marketing plan.
4. Describe the significance of marketing research.
5. Determine the elements of marketing research.
6. Distinguish between segmentation, differentiation, and positioning as applied to marketing
strategy.
7. Differentiate the factors that influence consumer buying behavior.
8. Define the fundamentals of organizational marketing.
9. Identify key elements of branding and brand management.
10. Illustrate the importance of packaging and labeling.
11. Identify key elements of branding and brand management.
12. Explain the advantages of multichannel marketing.
13. Describe the key elements of retailing and wholesaling.
14. Describe key pricing strategies.
15. Demonstrate basic marketing math skills.
16. Describe the importance of integrated marketing communications (IMC) as it applies to the
overall marketing plan.
17. Explain the communication process.
18. Discern the functions of various promotional tools.
19. Define the elements of the promotional mix.
20. Describe the key elements of Internet marketing.
21. Describe the role of digital outlets in marketing strategy.
22. Defend the importance of personal selling.
23. Describe the elements of sales management.
24. Describe global market-entry strategies.
25. Describe international communication considerations.
26. Identify global marketing opportunities.
27. Discuss the role of culture and tradition in global marketing.
28. Describe the concept of societal marketing.
29. Recognize laws that impact marketing.
30. Differentiate between legal and ethical behavior in marketing.
31. Illustrate factors that influence ethical and unethical marketing decisions.
32. Explain the role of ethics in marketing decisions.
COURSE DETAILS
Grand Canyon University: Colangelo College of Business Spring 2021 Prof. Weinstein 2
, Instructor General Expectations
Preparation before class
The classroom is your workplace. In a sense, the instructor is your supervisor. As such, the
supervisor will expect that you are prepared when you come to the workplace. In a real-world
workplace, if you are prepared, the quality of your work will demonstrate it, and your rewards will
include more responsibility, promotions, and more compensation. In the classroom, the quality of
your work will lead to rewards, such as more autonomy to complete assignments and higher grades.
By contrast, if you are not prepared in the workplace, the quality of your work will demonstrate it, and
you will not receive more responsibility, promotions, or compensation. In fact, you will probably be
limited in advancement or terminated. In the classroom, if you are not prepared, the instructor must
spend more time lecturing, giving you less time to work independently. If you are not prepared, you
will submit poor or “average” assignments, have lower test scores, and will earn lower grades in the
course.
Essentially, it’s your choice to be prepared or not prepared. For those students who choose to be
prepared, here are some ways to do it:
Read the chapters in the text before coming to class. The calendar tells you when we will be
discussing the topics in each chapter.
Make notes before coming to class, and ask the instructor about topics, concepts, principles,
and models during class.
Participation in the Classroom
Again, the classroom is your workplace, and your instructor is your supervisor. When you are in class,
you are in a meeting with your supervisor, who expects that you will be prompt, attentive, and
engaged. In the workplace, when you are prompt, attentive, and engaged, you will impress your
supervisor and your co-workers. If you are persistently late, not attentive to your supervisor or co-
workers, and not engaged in the meeting, you will not impress your supervisor or co-workers.
In the workplace, companies and work units have norms of behavior, or rules, for meetings. The rules
are designed to promote efficiency and harmony and to ensure that work gets done. In the classroom,
we also have rules for each class meeting. The rules are designed to promote efficiency and
harmony and ensure that we accomplish the course objectives.
It is your choice as to whether you abide by the classroom rules. If you choose to be prompt,
attentive, and engaged in the class, here are the norms of behavior, or rules:
Be in your seat and ready to begin the class meeting at the appointed time. Do not be
persistently late. If you must be late to class, let the instructor know prior to the class meeting
time.
Plan to stay in the class meeting for the duration. Do not take phone or bathroom or water
breaks during the class. Do not leave early. Again, if you need special consideration or know
that you need to leave early on a particular day, tell the instructor ahead of time.
Put ALL electronic devices (cell phones, pads/notebooks, and laptop computers) away in
pockets, purses, or backpacks. Do not leave them on your desktops. The instructor will tell
you when the use of electronic devices is permitted in the classroom.
Take notes in the classroom with pencils or pens and paper.
Ask the instructor questions during lectures for amplification or clarification.
Participate in classroom discussion – whether the discussion is for the entire class, your
team, or a small group exercise.
Grand Canyon University: Colangelo College of Business Spring 2021 Prof. Weinstein 3
