Principles of Marketing


  2. A. Course Title: Principles of Marketing
    B. Course Number: BU 223A - 10296
    C. Semester: Spring 2019
    D. Days/Time: Online
    E. Credit Hours: 3
    F. Instructor: Gill, Kina
    G. Office: none
    H. Email Address:
    I. Office Phone: none
    J. Office Hours: Virtual Monday: 5:00:00 PM-10:00:00 PM (MST);
    Virtual Tuesday: 5:00:00 PM-10:00:00 PM (MST);
    Virtual Wednesday: 5:00:00 PM-10:00:00 PM (MST);
    Virtual Thursday: 5:00:00 PM-10:00:00 PM (MST);
    Virtual Friday: 5:00:00 PM-10:00:00 PM (MST);
    Virtual Saturday: 02:00:00 PM-10:00:00 PM (MST);
    Available by phone, text or email during the following hours.
    K. Time Zone: Mountain Time
    L. Prerequisite(s): none
    M. Corequisite(s):
    N. Class Location: Virtual

    Functions, principles, processes, and methods involved in marketing today are covered. Also, this course includes types of middlemen, marketing channels, and buying motive. This is a three credit hour course.


    The purpose of this course is to introduce the student to the fundamentals of marketing. Student should check with their advisor/counselor to determine whether courses are transferable to other institutions. This course has no guarantee of transferability.



    Marketing: An Introduction, 13th ed.



    Previous edition may be used.

    Microsoft Word

    Note: Students who choose to obtain the required textbook from a vendor other than the NMJC Bookstore are responsible for ensuring they have it by the beginning of class. No extensions will be granted because 'my book hasn't arrived yet.'


    Publication Manual of the American Psychological Association, 6th Edition.

    ISBN: 1-43-380561-8

    You can buy your books online at the NMJC Bookstore.


    Students attending New Mexico Junior College will be evaluated according to the following grading scale:

    						90 - 100%	=	A
    						80 -  89%	=	B
    						70 -  79%	=	C
    						60 -  69%	=	D
    					 	 0 -  59%	=	F
    Grading Policy - Principles of Marketing

    Grading Policy
    Chapter Quizzes 20%
    Assignments 30%
    Marketing Plan 15%
    Exams (5) 35%

    Written Assignment Grading Rubric for Business
      "A" Level Assignment "B" Level Assignment "C' Level Assignment "D" Level Assignment "F" Level Assignment
    Writing Style Demonstrates a clear sense of direction that focuse the writing. Appropriate transitions are evident. Demonstrates a sense of direction that attempts to focus the writing. Transitions are evident. May lack a sense of direction. Attempts transitions throughout the writing. Writing lacks focus. Moves directly from point to point without connections. Writing lacks focus. Piece is apt to lack divisions between ideas.
    Tone/Audience and Rhetorical Goals Document shows a clear understanding of audience and uses appropriate tonefor the rhetorical situation. Document shows and understanding of audienceand generally uses appropriate tone for the rhetorical situation. Document shows an understanding of audience, but may be inconsistent. Tone is generall appropriate. Document does not have a clear sense of audience. Tone is inconsistent and, at times, inappropriate. Document has no sensie of audience. Tone is inappropriate and unprofessional.
    Control of Language Uses mature vocabulary, diction, and syntax. Uses mature vocabulary, diction and syntax but may not be consistent. Uses standard vocabulary, diction, and syntax. Uses standard vocabulary, diction, and syntax with some notable lapses. Uses simplistic vocabulary, diction, and syntax. Sometimes makes up words.
    Grammar Contains few, if any, errors in mechanics or usage and those are of a minor variety. Contains few, if any, errors in mechanics or usage. Contains a pattern of errors which do not seriously interfere with the reader's understanding. Contains numerous errors in basic grammar that interfere with the reader's understanding. Contains errors so severe that they detract from the reading of the paper.
    Format and Structure                 (if applicable) Follows standard structure for the appropriate document with few, if any, errors, and those present are of a minor variety. Follows standard structure for the appropriate document with few, if any, errors. Contains errors in the standard document structure that do no serously interfere with the intended rhetorical goals of the document. May not follow the standard structure for the appropriate document; numerous errors are present. Does not follow the standard structure for the appropriate document.
    Source Integration and Integrity         (if applicable) Writing uses appropriate formal or informal documentation strategy. Source materials used are valid and writer relates source material to the rhetorical goal of the paper. Writing generall uses appropriate formal or informal documenation strategy. Source materials used are valid and are generally related to the rhetorical goal of the paper. Writing may not use appropriate formal or informal documentation strategies. Source materials used are valid, but may not relate to the rhetorical situation. Documentation integration is flawed. Source material is haphazardly incorporated and does not relate to the rhetorical goal of the piece. Source integration is so flawed that academic honesty may be questionable. Source material is non-legitimate (wikipedia,, etc.) and/or haphazardly used to meet research requirements. Failure to cite any resources may result in a ZERO for the assignment.
    These are general grading guidelines. An assignment specific grading rubric will be attached to assignments and will be used for grading.

    Retrieving Grades from T-BirdWeb Portal
    Go to the New Mexico Junior College T-BirdWeb Portal login page. Please enter your User Identification Number (ID), which is your Banner ID, and your Personal Identification Number (PIN). When finished, click Login.

    Tips for Success in Online Courses:
    1. Log in to class regularly.
    2. Pay attention.
    3. Take notes.
    4. Keep up with readings and assignments.
    5. Ask questions when you do not understand something.
    6. Utilize your professor’s office hours and e-mail.
    7. Read the text.
    8. Adhere to the deadlines posted in the course outline.


    New Mexico Junior College’s institutional student learning outcomes represent the knowledge and abilities developed by students attending New Mexico Junior College. Upon completion students should achieve the following learning outcomes along with specific curriculum outcomes for respective areas of study:


    Students in the Business/Computer Science Departments should be able to:
    1) Demonstrate an understanding of industry specific ethics (self & community),
    2) Prepare and interpret documents,
    3) Interpret and characterize data appropriate to the course (critical thinking),
    4) Demonstrate computer skills appropriate to the course, and
    5) Demonstrate the value of professionalism in the workplace.


    Upon completion of this class, students should be able to:


    Student Requirements
    If you have not already received login information for Canvas/T-BirdWeb Portal/E-mail, you will need to contact the Enrollment Management office at (575) 492-2546.

    Check first-time login page for instructions at

    Canvas Assistance

    You must have access, on a regular basis, to a computer that supports the Canvas minimum specifications and has an active connection to the Internet. See the minimum computer specification requirements at


    The instructor will respond to student e-mail by the end of the next business day.

    Assignments will be graded within seven days of the DUE date.

    This course is presented 100% online. Asignments, quizzes, and exams will be submitted through Canvas. Students must have access to a computer with reliable internet access.


    Students will be held responsible for the information on these pages.

    Academic Honesty
    Each student is expected to maintain the highest standards of honesty and integrity in online academic and professional matters. The College reserves the right to take disciplinary action, up to and including dismissal, against any student who is found guilty of academic dishonesty or otherwise fails to meet these standards. Academic dishonesty includes, but is not limited to, dishonesty in quizzes, tests, or assignments; claiming credit for work not done or done by others; and nondisclosure or misrepresentation in filling out applications or other College records. Cheating or gaining illegal information for any type of graded work is considered dishonest and will be dealt with accordingly.

    Americans with Disabilities Act (ADA) Information
    Any student requiring special accommodations should contact the Special Needs Student Services Coordinator at (575) 492-2576 or by e-mail at

    Attendance Policy and Participation Expectations
    It is expected that you regularly log into class at least three times weekly and check your Canvas mail to ensure you have not missed any changes/updates. Students are expected to complete discussions/quizzes/tests/ assignments before deadlines expire.

    Canvas Help
    If you experience difficulty with Canvas you may reach the Canvas Helpdesk at, or by calling the 24 hour helpdesk phone at (575) 399-2199.

    The professor is responsible for monitoring and evaluating student conduct and student behavior within the Canvas course. By registering for this class, the student is assumed to have entered into an agreement with New Mexico Junior College and the professor to log into the class regularly and to behave in an appropriate manner at all times. Disruptive behavior may result in the student being removed from the class and dropped for the semester. For comprehensive information on the common rules of netiquette and other online issues, please review the NMJC Online Student Handbook.

    Online Learning Environment
    By participating in an online class, you undertake responsibility for your own progress and time management.

    Offering the work of another as one’s own, without proper acknowledgment, is plagiarism; therefore, any student who fails to give credit for quotations or essentially identical expression of material taken from books, encyclopedias, magazines and other reference works, or from the themes, reports, or other writings of a fellow student, is guilty of plagiarism. Plagiarism violates the academic honesty policy and is considered cheating.

    Tutoring Assistance
    Free tutoring services are available to all NMJC students through Brainfuse and the Academic Success Center located at the Pannell Library on the 1st floor.

    Withdrawal Policy
    The instructor has the right to drop any student who has failed to log on to Canvas for two weeks or more, but it is not guaranteed that the instructor will drop you. If the student chooses to stop attending a class, he/she should withdraw from the class by accessing your student account in the T-Bird Web Portal at, or submitting the required paperwork to the Registrar’s Office by 5:00 p.m. on Friday, February 22, 2019. Failure to withdraw yourself from a course by this date may result in your receiving an “F” in the course. All students are encouraged to discuss their class status with the professor prior to withdrawing from the class.

    BU 223A  Principles of Marketing
    Module Zero
      Assignment - Learning Styles Inventory
           Syllabus Quiz
    Week One
    Ch  1 Marketing: Creating and Capturing Customer Value
    Ch  2 Company and Marketing Strategy: Partnering to Build Customer Relationshps
    Week Two
    Ch  3 Analyzing the Market Environment
    Ch  4 Managing Marketing Information to Gain Customer Insights
    Ch  5 Understanding Consumer and Business Buyer Behavior
           Exam One (Chs 1 - 5)
    Week Three
    Ch  6 Customer-Driven Marketing Strategy: Creating Value for Target Customers
    Ch  7 Products, Services, and Brands: Building Customer Value
    Week Four
    Ch  8 Developing New Products and Managing Product Life Cycle
    Ch  9 Pricing: Understanding and Capturing Customer Value
    Week Five
    Ch 10 Marketing Channels: Delivering Customer Value
    Ch 11 Retailing and Wholesaling
          Exam Two (Chs 6 - 11)
    Week Six  
    Ch 12 Communicating Customer Value: Advertising and Public Relations
    Ch 13 Personal Selling and Sales Promotion
    Week Seven
    Ch 14 Direct and Online Marketing: Building Direct Customer Relationships
    Ch 15 The Global Marketplace
       Marketing Plan Due
    Week Eight
    Ch 16 Sustainable Marketing: Social Responsibility and Ethics
        Comprehensive Final Exam
    There will be a discussion board assignment each week.
    There will be a chapter quiz for each chapter.