MKT 105-OM


Matthew Spott, MBA






Office Hours:

Call or email me anytime between 10amET and 10pmET





Mandatory Text: MKTG 12th Edition.  Principles of Marketing.  Lamb, Hair, McDaniel.  ISBN: 978-1-337-40758-8

Description:  Whether you are a new or returning student, welcome to the Online Principles of Marketing course at Lackawanna College.  Before beginning this course, read the information provided below, including course description, required materials, course objectives, and information about lessons, exams, and grading. 

Credit Hours: Three Semester Hours

Learning Objectives:

  • To introduce you to a marketing strategy and to the elements of marketing analysis: customer analysis, company analysis and competitor analysis, allowing you to create a Marketing Plan.
  • To familiarize you with the elements of the marketing mix (product, price, promotion, and distribution strategies)
  • To provide you with a basic understanding of customer behavior
  • To identify advertising and public relations to you
  • To apply the concepts of marketing strategy to analyze business case scenarios, and provide recommendations for the firm
  • To apply the knowledge of a firm’s operations strategy to the marketing mix concepts, and deduce its impact to the community at large




Getting To Know You:

As an introduction to the course, all students should write a blurb about themselves: who they are, where they call home, activities/ hobbies, and future academic/career goals and plans.  Also, include a picture of your liking, it doesn’t have to be you, but it should be something that represents you.   This is an easy way to earn 5%! 



All students will be responsible for putting a resume together by the end of week one.  Each student’s resume should reflect an area of their choosing for his/her future career plans.  If you already have a resume, you’re in luck.  Another easy way to earn 5%! 

Discussion Questions:

There will be 2 questions posted each week.  Students are required to participate in these discussions in order to stimulate critical thinking in the area of Marketing.  Remember to answer both weekly questions and post at least twice on four days throughout the week for a total of EIGHT posts per week.  Remember that your posts should provide detail and examples.  The content should inspire and provoke conversation. 



There will be two exams given throughout the semester.  Each exam will be worth 20% of the students’ final grade.  The exams will NOT be comprehensive.  Exams will consist of both multiple choice and essay questions.  Exams will be timed (3 hours) and academic integrity is expected.  Students will have one attempt to take the exam, retakes will not be given.   


Marketing Plan:

Students will be required to design a Marketing Plan for a product or service of their choice.  You will be developing a plan which includes an executive summary, product description, SWOT analysis, marketing strategy, target market, and marketing mix to promote this product/ service for a company.  At the end of the semester, you have to prepare and turn in the final project. 



Getting to Know Me       5%

Resume                             5%

Participation                    25%

Midterm                           20%

Final                                   20%

Marketing Plan                25%


Online Course Attendance Policy  


Attendance is defined by participating in an academic activity within the online classroom, which includes posting in a graded discussion forum or submitting a written assignment. Postings not related to the aforementioned activities will not count for attendance purposes.


# of Days Required for Discussion in an Online Course

Maximum # of Weeks Allowed without Discussion 


Twice on any four days in a week (8 total)




  • You are required to engage in discussion at least TWICE on FOUR days throughout the week for a total of EIGHT posts in all, minimum (4 times per question). 
  • You should respond to the initial DQs posted AND respond to your classmates.
  • Responses MUST be substantive. See the document titled Good Discussions in your Handouts and Links.
  • Responses that do not move the conversation forward by providing information to which others can respond and build upon will NOT be counted toward your weekly score.
  • Students who miss one week of discussion will be DROPPED from the course.
  • Students who do not log on to the course within the drop/add period for the course will be DROPPED from the course. 


Online Course Discussion Policy

In order to understand, remember, and benefit from what we learn in class, discussion and interaction are critical. Responses such as, “I like what you said.” “I agree.” Or “Good thinking.” are NOT acceptable. Also, you should NOT simply repeat what someone else has already said.

You MUST post no less than 8 times per week – twice on any four days.

Good Discussions in Handouts and Links will help you, but you should also use this rubric to gain all possible points for your contributions and, more importantly, to get the most out of our class discussion!

Online Classroom Discussion and Interaction Rubric

3.13 points per week for a total of 25 points

What Should I Do?

Points Available

Did I do This?


Answer both Discussion Questions directly demonstrating a clear understanding of the material, support your response with research or reading, and promote conversation (2 posts)




Respond to at least two classmates’ posts (2 posts)




Continue both conversations with at least one additional reply to each peer (2 posts)




Respond to at least one of the teacher’s secondary questions, conversing with a classmate who responds to the same question (2 posts)




Be sure all responses are detailed and clear and are posted twice on four separate days.




Be sure that all responses relate to the course reading and notes, your own everyday life, or to both




Provides the class with a response that is non-generic and inspiring – meaning that they learn from what you have contributed and can continue the conversation




Use proper grammar, spelling, and netiquette








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

  • The instructor is not responsible for reminding students of due dates
  • Ask for help, and you shall receive





Letter Grade

Numeric Range

Quality Points


96 – 100



90 – 95



87 – 89



83 – 86



80 – 82



77 – 79



73 – 76



70 – 72



67 – 69



60 – 66



0 – 59



Due Dates and Late Penalties

  • The grace period for late assignments is as follows:
    • 1 day late-10% deduction off of the assignment grade
    • 2 days late-20% off of the assignment grade
    • 3 days late-the assignment will receive a grade of 0%
  • There will be no “extra credit.”


Academic Integrity

Academic dishonesty in any form, such as plagiarism and cheating, will not be tolerated. 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. Please see the Student Handbook for a complete explanation.


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 materials 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 examination 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 acknowledgment;
  • Submitting as one’s own 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 examinations or assignments;
  • Supplying or selling examinations 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 examinations.
  • Misrepresenting identity in an online course


(Please see 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 material are strongly advised to seek 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 Act of 1964, Title IX of the Education Amendments of 1972, Sections 503 and 504 of the Rehabilitation Act of 1973, the Age Discrimination Act of 1975, and Americans with Disabilities Act 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 Amendments 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 or 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 Street, Scranton PA, 18509 (570) 955-1466/ (570) 677-7589,

Equal Opportunity and Affirmative Action inquiries: Georgia Egan, Affirmative Action Officer/Director of Continuing Education, Angeli Hall, Room 300C, Vine Street, Scranton PA (570) 961-7815, or Tony Ferrese, Affirmative Action Officer/Seeley Hall Residence Director, Seeley Hall, First Floor, North Washington Avenue, Scranton PA, (570) 504-1760,

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 515, Philadelphia, PA 19107-3323 Telephone: 215-656-8541, Email:   


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 résumé, 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.




Course Schedule


Topics & Chapters

Course Objective Met

Related Assignment, Assessment, or Learning Activity

Week 1:

Chapters 1-3

• To introduce you to a marketing strategy and to the elements of marketing analysis: customer analysis, company analysis and competitor analysis, allowing you to create a Marketing Plan

1.) Discussions Week 1                                               2.) Getting To Know You                                            3.) Navigation Quiz                      
4.) Syllabus Quiz

Week 2:

Chapters 5 - 7

• To familiarize you with the elements of the marketing mix (product, price, promotion, and distribution strategies)

1.) Discussions Week 2                        
2.) Resume Assignment

Week 3:

Chapters 8 - 9

• To provide you with a basic understanding of customer behavior

1.) Discussions Week 3                                                2.) Marketing Plan- Progress Check                                                         3.) Midterm Exam

Week 4:

Chapter 10 -12

• To identify advertising and public relations to you

1.) Discussions Week 4                                

Week 5:

Chapters 13 - 15                                      

• To apply the concepts of marketing strategy to analyze business case scenarios, and provide recommendations for the firm

1.) Discussion Week 5                                                 2.) Marketing Plan Progress Check                                           

Week 6:

Chapters 16 - 18

• To apply the knowledge of a firm’s operations strategy to the marketing mix concepts, and deduce its impact to the community at large

1.) Discussion Week 6                                                2.) Marketing Plan Progress Check

Week 7

Chapter 19


1.) Discussions Week

2.) Final Exam

3.) Marketing Project Due                                               


Week 3

Week 7



Marketing Plan 25 Points



Did I Do This?

Where                               (i.e. page number)

Points Available

Points Earned

7-10 Pages (Double Space, 12 Pt Font, Calibri)





Table of confidence as demonstrated in examples





Mission Statement





Company Overview





Target Market





Environmental Analysis















Customer Purchasing Decision





Concluding Sales Pitch







Resume Assignment 5 Points



Did I Do This?

Where                               (i.e. page number)

Points Available

Points Earned

Contact Information










Work History (If Applicable)





Professional Appearance