Business Ethics and Corporate Governance

Revised: Oct. 9, 2020

Course Number/Section/Name: MKT 4348-01/Marketing Strategy

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Semester/Year: Fall 2020




Class Days/Times/Location or Other Format: M&W, 11:00 am-12:15 pm (in-class), Room: cc 224

Office Location: CC. 213-F

Office Hours: M&W: 10:00 am-11:00 am, 1:00 pm-1:30 pm, 2:45 pm-5:00 pm; TH: 10:30 am-11:30 pm

Social Media: Keep up with the latest happenings of your COB on Facebook and Twitter, connect with us on LinkedIn, and check out COB videos on YouTube.

Other:  Website:




Terms of Use

A student’s continued enrollment in this course signifies acknowledgment of and agreement with the statements, disclaimers, policies, and procedures outlined within this syllabus and elsewhere in the WTClass environment. This Syllabus is a dynamic document. Elements of the course structure (e.g., dates and topics covered, but not policies) may be changed at the discretion of the professor.

WTAMU Paul and Virginia Engler College of Business Mission Statement

The mission of the Paul and Virginia Engler College of Business is to provide high quality undergraduate and graduate business education with a global perspective and ethical awareness. We accomplish this through emphasis on excellence in teaching, which is strengthened by faculty scholarship and supported by professional service.



Learning Objectives of the WTAMU Paul and Virginia Engler College of Business Programs

The Paul and Virginia Engler College of Business (COB) at West Texas A&M University (WTAMU) seeks to prepare students in the Bachelor of Business Administration (BBA), Master of Business Administration (MBA), Master of Professional Accounting (MPA), Master of Science in Computer Information Systems and Business Analytics (MSCISBA) and the Master of Science Finance and Economics (MSFE) degree programs for careers in business and to foster their professional growth and advancement via key learning goals and objectives.


The learning objectives of the Paul and Virginia Engler College of Business are as follows:

  • Leadership
  • Communication
  • Critical Thinking
  • Business Integration
  • Core Business Knowledge
  • Global Business Environment
  • Business Ethics and Corporate Governance




Course Description

MKT 3340 , senior standing. Actual marketing cases and problems: marketing costs, brand policy, channels of distribution, sales promotion, sales policies, price policies and operating control. Capstone course in the marketing curriculum

Course Objectives

Course Objectives

To explain and analyze the issues of 4Ps (product, price, place & promotion) within the areas of marketing strategy in domestic and global markets.

* To discus and analyze various analytical tools of marketing strategy, product management, strategic planning systems and their implementation.

* To learn to work together as a team.

* To explain and demonstrate marketing-related creativity and innovativeness by using the Internet/WWW,

e-business, case studies, up-to-date literature/data, and current issues.

* Developing global, ethical, and critical thinking through writing assignments, class discussions, and case presentations.


Map from COB Learning Objectives to Specific Course Objectives

  • Goal 1: Communication: Graduates of the BBA program will be effective communicators.

Implementation: Group case presentations; in-class discussions.

  • Goal 2: Critical Thinking: Graduates of the BBA program will be critical thinkers.

Implementation: Chapter-specific writing assignments; in-class short assignments on poster sessions; written case study. Readings from The Wall Street Journal and other publications..

  • Goal 3: Business Environment: Graduates of the BBA program will be knowledgeable of ethical, global, and social environmental factors and how they relate to business decisions.


  • Goal 4: Functional Business Analyses and Applications: Graduates of the BBA program will be knowledgeable in the functional areas of business and their integration.

Implementation: Graduates of the BBA program will be knowledgeable of ethical, global, and social environmental factors and how they relate to business decisions.  Implementation: Textbook material; The Wall Street Journal and other publications; in-class and Web-based discussions and analyses that deal with qualitative and quantitative methods.




Course Materials (Including text, calculator, internet connectivity, software, virtual programs, etc.)


* Walker & Mullins. (2014). Marketing Strategy: A Decision-Focused Approach, 8th edition, McGraw Hill.

* The Wall Street Journal (see WTClass/Lessons Section for student subscription rates).


Course Grading Policies

A: 90-100
B: 80-89
C: 70-79
D: 60-69
F: X-59

Course Assignment, Examination, and or Project Policies


  1. Exam I (four essay questions): 34
  2. Exam II (four essay questions): 34
  3. Student Assignments:
  4. Written Company Analysis: 10
  5. Group Case Presentation & Written Analysis: 8
  6. Miscellaneous/short assignments (in-class and Web-based): 10
  7. Active Class Participation: 4

* Please Note: No make-up exams will be allowed; late homework will not be accepted.

Classroom Conduct

  • Disruptive behavior Cell phones/headphones/beepers; abusive language; sleeping during class, inappropriate interruptions, that which unduly disturbs or interrupts the institution’s educational or associated functions, is prohibited. Students will be expected to conduct themselves in a professional manner compatible with the functions and purposes of the university. See WTAMU’s Code of Student Life/Rules & Procedures for Students.  See:
  • Please do not record/video tape classroom lectures and other instructional activities.


Additional Course Policies – If not already addressed above:


Course Topics – Tentative Calendar of Readings, Topics, and Due Dates


Week 1/ Aug. 24&26- An overview of the course contents & policies; case method format; Ch. 1
Week 2/ Aug. 31&Sept. 2, company & industry analysis discussion

Week 3/ Sept. 7 (Labor Day/no classes); Sept. 9, Ch. 2
Week 4/ Sept. 14&16 – Ch. 3; Group 1 (Industry Case*: “Restaurants”, textbook chapter application: ch. #2, Sept. 14)

Week 5/ Sept. 21&23 – Ch. 4; Group 2 (Industry Case*: “Pharmaceuticals” textbook chapter application: ch. #3, Sept. 21)
Week 6/ Sept. 28&30 – Ch. 5; Group 3 (Industry Case: “Retail”, textbook chapter application: ch. #4, Sept. 18)
Week 7/ Oct. 5&7 – Ch. 6; Group 4 (Industry Case*: “Hotels, Gaming & Lodging”, textbook chapter application: ch. #5, , Oct. 5)
Week 8/Oct. 12&14 – Ch. 6
Week 9/Oct. 19&21 – EXAM I/Onlline – Oct. 18-19, Chapters 1-6.

Group 5 – Oct. 21 (Industry Case: “Automobiles”, textbook chapter application: ch. #6, Oct. 19)
Week 10/Oct. 26&Oct. 28 – Ch. 8; Group 6 (Industry Case*: “Communication Equipment”, textbook chapter application: ch. #7, Oct. 26)
Week 11/Nov. 2&4 – Ch. 9; Group 7 (Industry Case*: “Media & Entertainment”, chapter application: textbook ch. #9, Nov. 2)
Week 12/Nov. 9&11 – Ch. 10; Group 8 (Industry Case*: “Interactive Media & Services”, textbook chapter application: Ch. #10, Nov. 9)

Week 13/Nov. 16&18 – Ch. 11
Week 14/Nov. 23&25 – Ch. #12; no classes on Wed/Nov. 25, Thanksgiving Week
Week 15/Nov. 30&Dec. 2 – Ch. 13, review session

Week 16/Dec. 7&9; EXAM II/Online – Dec. 6-7, (Chapters: 7-13); Graduation: Dec. 12


Course-Related Material


Value Line, Standard & Poor’s Net Advantage (industry surveys), Morning Star, Hoover’, The Wall Street Journal, Financial Times, Bloomberg Businessweek, Fortune, Forbes, The Economist, The New York Times, Marketing News, Advertising Age, AdWeek, Marketing Week, Sales & Marketing Management, Progressive Grocer, Brand Republic, Survey of Buying Power & Media Market, American Consumer Satisfaction Index, B2B, eMarketer, Internet Retailer, Logistics Management, Supply Chain Digest, and company reports.



Specialized Portals and Websites

  • *Global Fortune 500 List
  • *HBS Working Knowledge
  • *Knowledge@Wharton
  • *INSEAD Knowledge
  • *
  • *Business Source Complete (see Cornette Library, WTAMU)
  • *Databases A-Z (see Cornette Library, WTAMU)
  • *Publishers’ Indexes (see: Wiley, Science Direct, Taylor & Francis, Springer, SAGE, etc.


  • Selected Academic Journals


Academic Journals (ST Anwar, WTAMU)


Journal of Marketing

Journal of the Academy of Marketing Science

Journal of Advertising

Journal of Advertising Research

Journal of Retailing

Journal of Business & Industrial Marketing

Journal of Consumer Research

Journal of Consumer Marketing

Journal of International Marketing

Journal of Macromarketing

Journal of Product Innovation Management

Strategic Management Journal

Journal of Business Research

Journal of Business Strategy

Corporate Communications

Harvard Business Review

Business Horizons

California Management Review




WTAMU Paul and Virginia Engler COB Student Code of Ethics

Each student enrolled in COB courses accepts personal responsibility to uphold and defend academic integrity and to promote an atmosphere in which all individuals may flourish.  The COB Student Code of Ethics strives to set a standard of honest behavior that reflects well on students, the COB and West Texas A&M University.  All students enrolled in business courses are expected to follow the explicit behaviors detailed in the Student Code of Ethics.



Code of Ethics


  • Do not use notes, texts, solution manuals, or other aids for a quiz or exam without instructor authorization.
  • Do not copy the work of others and/or allow others to view your answers or copy your work during a quiz, exam, or on homework assignments.
  • Do not allow other parties to assist in the completion of your quiz, exam, homework, paper, or project when not permitted.
  • Do not work with other students on projects or assignments without authorization from the course instructor.
  • Properly cite and specifically credit the source of text, graphic, and web

materials in papers, projects, or other assignments.

  • Do not forge the signature of an instructor, advisor, dean, or another student.
  • Provide truthful information for class absences when asking faculty for excused absences or for a make-up for a quiz, exam, or homework.
  • Provide truthful information on your resume including work history, academic performance, leadership activities, and membership in student organizations.
  • Respect the property, personal rights, and learning environment of all members of the academic community. This includes posting, sharing, and otherwise distributing the course materials outside of this course without expressed permission of the faculty, college, university, or system.
  • Live up to the highest ethical standards in all academic and professional endeavors.




Students violating the Student Code of Ethics will be reported to the Dean’s office and are subject to penalties described in the West Texas A&M University Code of Student Life, which may include suspension from the University.  In addition, a violator of the Student Code of Ethics may become ineligible for participation in student organizations sponsored by the COB and for recognition for College academic honors, awards, and scholarships.

COB Student Resources Link

The COB has developed a Student Resources repository (e.g., APA writing style information, business core reviews, facilities, and other helpful supplements), which can be found on the COB Website. Additionally, WTAMU has developed an Academic Study Skills information site to assist students (e.g., study habits, supplemental instruction, tutoring, writing and math skills), which can be found on the WTAMU Website. For WTAMU Writing Center information (for students needing writing assistance, guidance, and feedback), please visit their website.

COB Communications Component

The Paul and Virginia Engler College of Business Communication Component requires students to demonstrate knowledge of communication skills. The COB communications component is a requirement in the following courses:  ACCT 4373 (Accounting Communications), BUSI 1304 (Business Communication), BUSI 3320 (Digital Collaboration and Communication), BUSI 4333 (Cross-Cultural Issues in Business Communications), BUSI 4350 (Current Issues in Management Communications), BUSI 4375 (Healthcare Communication), BUSI 4380 (Conflict Resolution and Negotiation),BUSI 4382 (Emerging Media Law), CIDM 3320 (Digital Collaboration and Communication), ECON 4370 (Economics of Health Care), FIN 3350 (Personal Financial Planning), FIN 4320 (Investments), FIN 4321 (Portfolio Theory), MGT 3335 (Organizational Behavior), MGT 4380 (Conflict Resolution and Negotiation), orMKT 3342 (Consumer Behavior).


Student Travel Opportunities

In multiple business courses, there may be opportunities for student travel supplemented by student fees. If you have an interest in such opportunities as they become available, please notify a faculty member.

Dropping/Repeating the Course

Should a student decide to drop the course, it is the student’s responsibility to be aware of the final drop dates and adhere to the WTAMU Add/Drop policy. Any student participating in the course after the WTAMU posted drop date will be considered active and a grade will be administered at the end of the course for that student. Students are charged a fee for any course attempted for a third or subsequent time at WTAMU other than a non-degree credit developmental course or exempted courses.

Scholastic Dishonesty

It is the responsibility of students and instructors to help maintain scholastic integrity at the University by refusing to participate in or tolerate scholastic dishonesty. Commission of any of the following acts shall constitute scholastic dishonesty. This listing is not exclusive of any other acts that may reasonably be said to constitute scholastic dishonesty: acquiring or providing information for any assigned work or examination from any unauthorized source; informing any person or persons of the contents of any examination prior to the time the examination is given in subsequent sections of the course or as a makeup; plagiarism; submission of a paper or project that is substantially the same for two courses unless expressly authorized by the instructor to do so; submission of a paper or project prepared by another student as your own. You are responsible for being familiar with the University’s Academic Integrity Code, as well as the COB Student Code of Ethics listed in this document.



Academic Integrity

All work must be completed individually unless otherwise stated.  Commission of any of the following acts shall constitute scholastic dishonesty:  acquiring or providing information for any assigned work or examination from any unauthorized source; informing any person or persons of the contents of any examination prior to the time the exam is given in any subsequent sections of the course or as a makeup; plagiarism; submission of a paper or project that is substantially the same for two courses unless expressly authorized by the instructor to do so.  For more information, see the Code of Student Life.

Viewpoints/External Websites Disclaimer

The views expressed in this document, web-based course materials, and/or classroom presentations and discussions are those of the professor and do not necessarily represent the views of West Texas A&M University, its faculty and staff, or its students. Views expressed by students are likewise those of the person making such statements. It is understood and expected that each individual within this course will respect and allow individual difference of opinion.


Neither the professor, the COB, nor WTAMU are responsible for the content of external websites discussed in the classroom and/or linked to via online course materials, emails, message boards, or other means. Referred websites are for illustrative purposes only, and are neither warranted nor endorsed by the professor, COB, or WTAMU. Web pages change frequently, as does domain name ownership. While every effort is made to ensure proper referencing, it is possible that students may on occasion find materials to be objectionable for reasons beyond our control.


Acceptable Student Behavior

Classroom behavior should not interfere with the instructor’s ability to conduct the class or the ability of other students to learn from the instructional program (Code of Student Life).  Unacceptable or disruptive behavior will not be tolerated.  Students engaging in unacceptable behavior may be instructed to leave the classroom.  Inappropriate behavior may result in disciplinary action or referral to the University’s Behavioral Intervention Team.  This prohibition applies to all instructional forums, including electronic, classroom, labs, discussion groups, field trips, etc.


Technology Requirements

All technological requirements for the successful completion of this course are the responsibility of the student, including access to a working computer and/or to a device with secure broadband Internet connection, data storage and retrieval, and state-of-the-art security. The student is responsible for all technological problems not related to WTAMU, including but not limited to equipment failures, power outages, and internet breakdowns. Furthermore, students are responsible for all necessary technical and operational skills for completing this course, and for being familiar with WTClass (the Blackboard Learning Management System) both in a general sense and in a specific sense as pertaining to this course and any materials stored within. The professor is not responsible for any technical matters related to WTClass. Students must contact the IT Service Center at 806-651-4357 or if they have problems accessing and/or using the WTClass environment. Students are also encouraged to consult the Student Technology Support Portal at for help with WTClass.


All original content in this document, all web-based course materials (be they text, audio, and/or video), and/or classroom presentations are subject to copyright provisions. No distribution without the express written consent of the author. Students are prohibited from selling (or being paid for taking) notes during this course to or by any person or commercial firm without the express written permission of the professor.



* Syllabus template approved by COB Curriculum Committee July 2020.  Annual review of the syllabus is a formal part of the COB continuous improvement process. 


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