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Principles of Marketing (MKT105AA) Syllabus – 3 credits

Fall 2015

Instructor Information




Amber Trunzo


General Information


This course will present the basic marketing mix to the students and emphasize the importance of marketing in the 21st century. The domestic and international marketing environment will be explored along with the ethics and social responsibility of marketers. Target markets, consumer buying behavior, product concepts, distribution, promotion, and pricing will be discussed.

Expectations and Goals

Upon successful completion of MKT105, the student should be able to:

  1. Recognize the environment of marketing and decision-making processes of competitive forces.
  2. Identify behaviors of a market after studying the Buyer Behavior and Target Market sections.
  3. Describe the psychology behind branding and packaging.
  4. Identify marketing channels and supply chains and lit the most effective ways of distribution known in an organization.
  5. Identify means of collecting data for promotional ideas.
  6. Produce an advertising campaign as part of a class project.
  7. Recognize the benefits and challenges of a diverse workforce in the marketing field.
  8. Describe E-Marketing and the latest techniques in the field.

In addition, the following institutional learning goals have been established to help students expand their learning from this particular course into the greater world:

  1. Apply logical principles in ways that solve problems effectively through information-seeking and objective evaluation (Critical Thinking).
  2. Express ideas orally/in writing that are clear, correct, and thoughtful (Communication Skills).
  3. Demonstrate sensitivity to the socio-economic, political, cultural, and ecological environment (Diversity/Global Awareness).
  4. Interact with others with an attitude of openness, empathy, and good will (Respect for Others).
  5. Work effectively with others in a common activity to achieve a shared goal (Teamwork).
  6. Demonstrate a willingness to update skills, abilities, and knowledge (Life-long Learning),
  7. Apply theoretical concepts into practical application (Knowledge Application),
  8. Use science & technology effectively within the appropriate setting (Science/Technology Skills),
  9. Determine the information needed, and then locate, evaluate, organize, and properly credit the information for a particular assignment (Information Literacy),

Course Materials


Marketing 2016 , [18th ed.]

ISBN 978-1-305-71861-6


Students will be assessed on comprehending course content via: class participation, oral and written assignments of marketing theories and concepts, quizzes, exercises, projects, and exams.


This course is structured around lectures and class participation. I evaluate your participation based on asking/answering questions. Note taking and attention should be practiced. Preparation is expected for reading, presentations, and homework. The course schedule is subject to change.

Attendance Policy:

Students enrolled in credit-bearing course at Lackawanna College will fail any course(s) in which they accumulate absences beyond the maximum number allowed. Each student is allotted the maximum number of absences identified below; use them at your discretion. One missed class past the maximum number allowed will result in being dropped from the class – with no readmission into the course.

# of Times Class Meets

Maximum # of Absences Allowed

3 times a week


2 times a week

4 (This is your class)

1 time a week


Developmental Classes

DE 010, DE 020, DE 030



Withdrawal Policy:

A student has the privilege of withdrawing from any courses or from the College itself without academic penalty up to and including the final date for withdrawal indicated on the College calendar.

To withdraw officially from a course or from the College, a student must obtain the proper withdrawal form from the Student Affairs Office or from your Center Director, complete this form and submit it to the Registrar’s Office before the final day for withdrawal without academic penalty as indicated on the College calendar. If a student stops attending a course for which he/she is registered after the published census date (end of drop/add) without having officially withdrawn from the course, the student will be assigned an AW (penalty-grade failure) for the class. No exceptions will be made.

Students who violate the College’s Academic Integrity Policy and fail a course in consequence may not exercise the withdrawal privilege in that particular course.

Financial obligations to the College will be determined according to the Refund Policy.

Instructor Policies:

  • My classroom is full of respect and free from judgment. I expect the same from all of my students.
  • Attendance and punctuality is expected. Attendance will be taken at the beginning of class via a sign-in sheet, so please be on time. Absences and tardiness will affect your class participation, which is part of your final grade. Every student is expected to participate in class discussions, be prepared, and be ON TIME.
  • You should have access to the current (online) materials in order to be prepared for class discussions and to complete various exercises throughout the course.
  • TURN OFF ALL CELL PHONES AND ELECTRONIC DEVICES. Unauthorized use in class will result in an attendance record of “absent” for that class. Multiple violations may result in lost privileges on various assignments.


Case Studies (6)                                                                           150 points (25 each)

Writing Assignment                                                                      100 points

Midterm Exam                                                                            100 points

Final Project/Presentation                                                                        100 points (20+80)

Attendance/Class Participation                                                       50 points

Writing Assigments:

  • All assignments must be typed. Please hand in the hardcopy or electronic copy the day it is due.
  • Correct Spelling/Grammar is expected. Use spell-check, grammar-check, and friend-check!
  • Font size cannot exceed 12-point in Times New Roman.
  • Paragraphs must be double-spaced. Paper length will be discussed.
  • Researched material must be cited appropriately and published within the last five years. The bookstore has a Writer’s Reference Manual that will be helpful throughout your college career.
  • Use the Paper Writing Tips handout on the Portal for additional guidance.
  • Any research assignments MUST include resources from the library. You may NOT use only Internet-based resources.

Letter Grade

Numeric Range

Quality Points



































Academic Integrity:

Academic dishonesty in any form, such as plagiarism and cheating, will not be tolerate either in the online or traditional classrooms. Sanctions will include an automatic ‘F’ for plagiarism, but the severity or frequency of the violation may result in dismissal from the College as well.

NOTE: Any student who is caught plagiarizing work to any degree will receive a grade of 0% with no change to re-do the assignment. In addition, I will submit an academic warning on the Portal, which notifies the Dean of Students for consideration of disciplinary action.

The following are among the forms of dishonesty, in a classroom of any type, for which sanctions may be applied:

  • Using books, notes, or other material during an examination, unless expressly permitted;
  • Using purchased essays, term papers, or preparatory research for such papers;
  • Copying others’ work or engaging in unauthorized cooperation during an assignment or examination;
  • Allowing another student to copy from an exam or other assignment intended to be performed independently
  • Borrowing from published works, whether material is taken verbatim or with minor alterations, without proper and/or sufficient acknowledgement;
  • Submitting as one’s work originally done by someone else
  • Submitting the same written report in more than one course without prior approval from the instructor(s) involved;
  • Stealing exams or assignments;
  • Supplying or selling exams or assignments;
  • Misrepresenting statements concerning work submitted;
  • Falsifying or fabricating experimental data or results;
  • Falsifying or fabricating the need for extensions on papers or make-up exams;
  • Misrepresenting identity in an online course.
  • Please see the Student Handbook for more information.

Disability Statement

Lackawanna College is an Affirmative Action, Equal Employment Opportunity institution. Students with disabilities and other needs should feel free to contact the instructor privately if there are services and adaptations which can be made to accommodate specific needs. Students who are having difficulties with class materials are strongly advised to see assistance in the reading and writing lab. If you feel that you have a disability that has not been formally documented, you may meet with Mrs. Christine Kiehart in the Academic Development Office to discuss your options. Please note that disability services do not include exemption from participation requirements in courses considered part of the School of Distance Education, including online and hybrid courses.

Lackawanna College Notice of Nondiscrimination

Lackawanna College will not discriminate in its educational programs, activities, or employment practices based on race, color, national origin, sexual orientation, disability, age, religion, ancestry, union membership, or any other legally protected classification. Announcement of this policy is in accordance with State Law including the Pennsylvania Human Relations Act and with Federal Law including Titles VI and VII of the Civil Rights Ave of 1964, Title IX of the Education Amendments of 1972, Sections 503 and 504 of the Rehabilitation Ave of 1973, the Age Discrimination Act of 1975, and Americans with Disabilities Ave of 1990.

Title IX of the Education Amendment of 1972 is a federal civil rights law that prohibits discrimination on the basis of sex in federally funded education programs and activities. Lackawanna College is committed to providing an educational and work environment that is free from unlawful sexual discrimination including sexual harassment, sexual violence, and gender based harassment.

In accordance with Title IX of the Education Amendment of 1972, Lackawanna College will not tolerate any forms of sexual misconduct including but not limited to: sexual harassment, sexual assault, sexual violence and gender-based harassment by employees, students or third parties. This includes prohibiting discrimination against pregnant and parenting students. The College also prohibits retaliation against any person who makes a claim of discrimination or harassment or who provides information in such an investigation. This policy applies to admissions, employment, treatment and access to all programs and activities that take place either on or off the campus at Lackawanna College.

Lackawanna College will fully and promptly investigate all allegations of sexual misconduct and will take action reasonably designed to resolve the complaint in an equitable manner, end a hostile environment if one has been created, prevent its recurrence, and, when appropriate, take steps to remedy its effects on individuals and the college community.

Lackawanna College complies with Title IX and all other federal laws and regulations that prohibit discrimination in education programs and activities receiving federal financial assistance.

Reports or inquiries regarding nondiscrimination should be made to:

Title IX Coordinator/Executive Director of the Student Wellness Program, Marsha Pigga, Angeli, Hall, Room 102, 501 Vine St, Scranton, PA 18509 (570) 955-1466/(570) 677-7589.

Equal Opportunity and Affirmative Action inquires: Anita Cola, Affirmative Action Office/Dean of Continuing Education, Angeli Hall, Room 300C, Vine Street, Scranton, PA (570) 961-7815, or Dan LaManga, Affirmative Action Office/Dean of Students, Angeli Hall, Room 104, Vine Street, Scranton, PA (570) 504-1579,

Additional information regarding Title IX requirements and how to file a complaint with the Office of Civil Rights: Office of Civil Rights at, 800-421-3481. Philadelphia Office: Office for Civil Rights U.S. Department of Education, The Wanamaker Building, 100 Penn Square East, Suite 514, Philadelphia, PA 19107-3323. Telephone: 215-656-8541, Email:

Equal Opportunity Statement:

Lackawanna College will not discriminate in its educational programs, activities, or employment practices based on race, color, national origin, sexual orientation, disability, age, religion, ancestry, union membership, or any other legally protected classification. Announcement of this policy is in accordance with State Law including the Pennsylvania Human Relations Act and with Federal Law including Titles VI and VII of the Civil Rights Ave of 1964, Title IX of the Education Amendments of 1972, Sections 503 and 504 of the Rehabilitation Ave of 1973, the Age Discrimination Act of 1975, and Americans with Disabilities Ave of 1990. Inquiries should be directed to Anita Cola, Affirmative Action Office, at (570) 961-7815 or OR Dan LaMagna, Affirmative Action Officer, at (570) 504-1579 or

Portfolio and Coursework

Lackawanna College will empower you to experience learning by inspiring your critical thinking, accessing your talents and skills, motivating you toward a career choice, and encouraging you to make a difference. In evidence of this learning, the College requires a graduation portfolio containing Career Documents, including a resume, two letters of recommendation, and a career exploration; Core Coursework, including a research paper from College Writing’ three sample papers or projects from Major Coursework; and a Lackawanna College Reflection Paper.


  1. This course schedule is subject to modification and revision depending on the needs of the class, and at the instructor’s discretion. I will announce any changes to the schedule during class time. You are responsible for noting all changes and adhering to them. If necessary, a revised syllabus will be posted to the Portal.
  2. If class is cancelled for any reason, I will email you as soon as possible. Also, a note will be placed on the classroom door in case you arrive before learning of the cancellation. If class is cancelled, I will post any assignments for next class on the Portal. It is your responsibility to check the Portal for updated information.
  3. If I feel students are not reading the assignments for a particular class or taking appropriate notes, a quiz will be given.
  4. Our ability to work together depends on communication. If you feel lost or confused by a particular lesson, please let me know as soon as possible. I can only try to help when I know there is a concern.
  5. During the first class, a Behavior Contract will be distributed to all students. The contract identifies my expectations of students in the classroom and throughout the course. It includes information about behavior, ethics, attendance, and more. Every student will be expected to read the contract and sign it as documentation that he/she understands my expectations and will be responsible for participating as an invested learner in this course.

The Course Schedule is on the final pages of this syllabus. A hard copy of the schedule will be provided at the beginning of the semester, and the full syllabus can be accessed on the Portal at any time. Course Schedules are subject to change without notice, but the instructor will provide as much notice as possible to allow for thoughtful completion of assignments.


Course Schedule



Course Objective



1 Tues

Welcome and Introductions

Marketing Overview


Behavior Contract

Ch. 1


Planning, Implementing, and Evaluating

Market Strategies


Ch. 2

2 Tues

Marketing Environment


Ch. 3


Social Responsibility and Ethics


Ch. 4, TOMS Shoes Case

3 Tues

Marketing Research


Ch. 5, Threadless case


Classroom Activity


Plan to attend!!

4 Tues

Target Markets


Ch. 6, Mattel


Consumer Buying Behavior


Ch. 7

5 Tues

Business Markets & Buying Behavior


Ch. 8


Reaching Global Markets


Ch. 9, Paper Discussed

6 Tues

Digital Marketing & Social Networking


Paper due, Ch. 10


Product Concepts


Ch. 11

7 Tues

Developing and Managing Products


Ch. 12


Product Development Activity


Plan to attend!

8 Tues

MID-TERM REVIEW, Project discussion






Mid-term exam

9 Tues

Services Marketing


Ch. 13, American Express


Branding and Packaging


Ch. 14

10 Tues

Marketing Channels & Supply-Chain Mgmt


Ch. 15


Marketing Channels & Supply Chain Mgmt


Ch.15, IKEA Case

11 Tues

Retailing, Direct Marketing, and Wholesailing


Ch. 16


Integrated Marketing Communications


Ch. 17

12 Tues

Advertising and Public Relations


Ch. 18


Personal Selling and Sales Promotion


Ch. 19, Ball Game Case

13 Tues

Ad campaign – classroom work day


Plan to attend!!


Happy Thanksgiving!


No Class

14 Tues

Pricing Concepts; Setting Prices


Ch. 20, Ch. 21


Final Projects Due/Presentations



(.docx, 28K)