Answer a question about principle of marketing and reply one peer’s post with polite comments. See details in attachment. You can find the rubric in the syllabus.
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What business/industry are the companies such as United, American, Jet Blue,
Southwest airlines in? Think broadly about it, more generically. How might
your broad/generic answer change an airline’s product and service strategy
especially, whom it views as its competitors?
Please post a response to the question(s) below, and remember to post a
reply to one of your fellow student’s posts.
Fellow post: Gary Gore
United airlines, American airlines, Jet Blue, and southwest airlines are all passenger carrier
companies, which operate within the airline industry. While these companies mainly traffic in
passenger flights around the world, a greater focus of this type of business is hospitality. If we
consider this broad definition of what these airlines companies provide, it would be pertinent
for these companies to improve their customer service as a way of separating themselves from
An airline company must make specific, measurable, and achievable improvements to
customer satisfaction. This can be done in many ways such as, providing quality dining
options on board, offer magazines or other reading material at the gate, or crafting an optional
drink package that can be included in the price of the ticket. For an airline to differentiate
their service from the competition, they must look for ways to improve the customer
experience other than improving pricing options or expanding the list of flight locations
Undergraduate Course Syllabus
Term and Year
Principles of Marketing
Summer First Half/2019, Start May 6
3 credit hours
firstname.lastname@example.org or my NEU is linked to same
Email for appointment
Introduces the fundamentals of marketing management, including marketing strategy, consumer decision
making, market segmentation and targeting, product, promotion, distribution, and pricing strategies.
Emphasizes the importance of ethical behavior in marketing in both profit and nonprofit organizations
operating at a domestic or a global level.
Required text – Lamb, Hair, and McDaniel, “MKTG12, Principles of Marketing” 12th edition, ISBN: Student
Edition ISBN: 978—1-337-40758-8, (NOTE: The 12th edition is essentially unchanged from the 11th edition.
You may save some money by seeking out a used 11th edition.)
Student Learning Outcomes
By the end of this course students will be able to:
1. Explain the basic concepts of marketing and the marketing mix.
2. Create and articulate an organization’s marketing strategy and implementation plans.
3. Explain the importance of an organization having a market focus.
4. Be aware of and consider ethical marketing issues when creating/implementing marketing plans
One (1) academic credit requires 50 minutes a week of classroom or faculty instruction and
about two hours of out of class student work for a 15-week course; 100 minutes a week of
classroom or direct faculty instruction and about 3.5 hours of out of class student work for a
For a three-credit course, students should expect 2.5 hours a week of classroom or faculty
instruction and a minimum of 5 hours of out of class student work fora 15-week course
To take part in on-line forum discussions and others as assigned, providing meaningful
feedback and or comments on that week’s topic or assignments.
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There is no requirement to add X number of comments or participate at all but you can be
awarded addition points with: one original posting and two responses to others’ posting per
week. Total possible points overall course: 10 for discussion participation.
Provides 1 – 2 paragraphs
of comments and or
feedback on the topic and
refers to the readings, web
sites, class discussion, and
related additional readings
or web sites provided
during the term. Provides
appropriate. Is within
stated time frame for
comments. Is respectful of
other class members.
Provides 1 paragraph of comments
and or feedback on the topic and
refers to the readings, web sites,
class discussion, and related
additional readings or web sites
provided during the term. Provides
examples when appropriate. Is
within stated time frame for
comments. Is respectful of other
Provides 1 very short
paragraph of comments and
or feedback on the topic and
refers to the readings, web
sites, class discussion, and
related additional readings or
web sites provided during the
term. Provides examples when
appropriate. Is within stated
time frame for comments. Is
respectful of other class
Provides one line statements such
as “good idea or good point”
without follow-up. Does not
provide examples. Is within stated
time frame for comments. Is
respectful of other class members.
Attendance Policy (Required, the following is suggested but may be amended)
As this is an online class, you are required to have all submission by mid-night Sunday for all
work. And post to discussion boards.
Policy on late work
o Late assignments will AUTOMATICALLY receive reduced credit.
o Online classes: Each assignment is due at 11:59 pm EST of the date indicated.
o If you are absent when an assignment is due, the assignment must still meet the deadline or
suffer the penalty of being late.
o No make-up work (homework, discussion board posts, quizzes, etc.) will be permitted.
o Extra credit assignments are not available.
o Each week, you will be expected to:
o Review the week’s learning objectives.
o Complete all assigned readings.
o Complete a review of all lecture materials for the week.
o Complete quizzes and exams and/or submit all assignments by the due dates.
o Join in any on-line discussions as you see fit – Note Rubric for point assessment
o Grading will be an accumulation total of the quizzes, mid-term and final exams, written
assignments and class (on-line) participation.
o The weighting of each quiz, exam and assignment is listed in the “Grade Breakdown” table
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Participating in discussion Boards
2 quizzes, 10 questions each, 10 points each
Perceptual Map & Reposition paper
Promotion campaign position paper
50 questions (Chapters 1 through 10)
50 questions (Chapters 11 through 19)
1. 5/6 – 5/12
– An Overview of
-Ethics & Social
2. 5/13 – 5/19
3. 5/20 – 5/26
Discussion Board due 5/12
Exercises – Assignments
Quiz chapters 1 and 2 due 5/19
Practice Quiz Chapters 3, 4, & 5
-Product Concepts Chapter 10
Short Case study with Perceptual Map
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4. 5/27 – 6/2
Chapters 1- 10
5. 6/3 – 6/9
6. 6/10 – 6/16
Mid Term Exam due 6/2
Discussion Board due 6/9
Practice Quiz chapters 11& 12
Public Relations &
-Social Media &
Promotion Campaign due 6/23
Chapters 1 – 19
Final Exam due Monday midnight
Quiz chapters 13, 14 & 15 due 6/16
7. 6/17 – 6/23
Final exam chapters
1 – 19
6/24 Final Course Grade Due Date Has
Been Accelerated from due the
following week Tuesday 7/2 to DUE:
Thursday 6/27. If you do not complete
the final exam by Monday night 6/24,
your grade may fall into the manual
process and be delayed by 2 or 3
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