Fundamentals of marketing: product planning and development; pricing strategies; marketing channels.
Instructor Information: Emily Garbe
Emily Garbe has over 30 years of experience in management, marketing, finance, mergers & acquisitions and engineering in several industries, including telecom, information technology, entertainment, computer manufacturing, and financial services. She has worked with firms that range from small startups to multi-billion dollar companies in the U.S. and overseas. She has worked in various capacities as a CEO, CFO, partner in leading international management consulting firms, director in corporate development and in marketing, and is currently a partner in a venture consulting firm.
Emily loves to teach and help students to understand how to succeed in the business world. She especially enjoys working with students to explore new business ideas and discussing marketing challenges in todayï¿½s business world.
With two teenagers in high school and two very spoiled dogs (a shiba inu and a maltipoo), she manages to squeeze out some time to run races, play video games and gardens. She also loves martial arts and has a second degree black belt in Tae Kwon Do. Needless to say, Emily loves movies with good martial arts fight scenes.
Office Location: Baldwin Building
Office Hours: Friday 12:30-1:30
Be prepared to spend between 8 and 12 hours per week using and studying course materials.
1. All registered and wait-listed students must complete the Online Orientation and submit
the Student Information Form by noon on April 10th. If you are on the wait-list and have
completed the Online Orientation by the deadline you may email me for your add code.
2. The Online Orientation may be found at: http://distance.deanza.fhda.edu/Orientation.html
3. Pre-registered students and wait-listed students who do not complete the online
orientation by the deadline will be dropped to make room for students who want to add
the class. Students who add to the class must also complete the orientation by April 13th.
The last day to add the class (if seats are available): Saturday, April 21st.
4. Read the textbook assignments for each week.
5. Read or listen to the lecture slides for the assigned chapters.
6. Be active online at least 4 days a week. Being active includes taking quizzes, tests,
submitting paper, posting on the Forum or commenting on recent news items relevant to
the class materials, or responding to your colleagues’ postings.
7. Watch the weekly video and take the video quizzes and submit a 1 page paper (single
space, Time New Roman, font size 12).
8. Respond to the weekly case study in the Forum (1 page single space posting). You must
post a well thought out half to 1 page answers to the questions posed and respond to at
least two of your colleagues’ posting with substantive responses. A statement of “I agree”
does not count.
9. Complete two online exercises on Online Consumer Survey using SurveyMonkey.com
and Online Market Segmentation exercise using Facebook’s ad creation feature.
10. Complete the Marketing Plan due week 11. You may work alone or with another student
from this class.
11. Pass three online exams.
12. Students who do not log onto the course during the first week of class will be dropped.
13. Students who decide to drop the class at any point must handle the drop procedure with
the college themselves.
14. Getting help: You may post questions to the Forum asking your colleagues about the
assignments or the chapters in the book, or you may contact the instructor via email. You
are encouraged to come to the office hours if you would like a face-to-face meeting with
The course has its own email facility and you will use it to communicate with the instructor and
other students. It is accessed via the course homepage.
When the user name password dialog boxes appears on the screen, type in your user name and
password. Your user name is your 8-digit De Anza College student ID, NOT your 9-digit social
security number. If you are a returning Catalyst user, your password is the same one you used
last quarter. If you are a new Catalyst user, your password is your 8-digit birthdate using the
format MMDDYYYY. For example, John Smith, a new Catalyst user whose student ID is
10001234 and whose birthdate is January 1, 1980, would log in as:
If you are not on the official class list, you must contact the instructor to be added to the course
system. This process takes 24 hours so you must be in touch with the instructor at
You MUST BE courteous and respectful to your classmates’ postings. No inappropriate
languages allowed even if you disagree with a posting. Any violation will be dropped from the
Textbook: Marketing Principles, Kotler & Armstrong, 14/E ed. Prentice Hall, 2012
1. Weekly reading
2. Weekly video assignments and quizzes on the videos
3. Weekly case study and discussions
4. Online consumer survey using SurveyMonkey, and followup discussions in the Forum
5. Online market segmentation exercise using Facebook ad creation function, with followup
discussions in the Forum
6. Weekly postings and discussions of recent news in marketing and business environment.
7. A Marketing Plan which will require secondary research, primary research, developing a
marketing strategy, and creating an action plan.
8. Online tests (2 midterms and 1 final)
By the end of the course students are expected to:
1. Analyze the effectiveness of the marketing mix (product, price, promotion and distribution)
for a particular organization.
2. Determine appropriate market segments and target markets and explain consumer behavior.
3. Identify global forces external to the organization that affect marketing strategies.
Emphasis in the course is on key terminology, critical analysis, strategic concepts and
managerial decision-making in marketing as it is conducted today in world-class business firms.
Principles of Marketing (14th edition)
Kotler & Armstrong
Publication Date: Feb 6, 2011
Weekly reading and case study discussions
Weekly video quizzes and one page essays
Marketing plan due week 11
online survey development
week 12 weekly essay optional
weekly forum discussion on the chpaters
there will be 3 online open book tests, each with 75 multiple choice and 3 short essays.
Once you are in Catalyst course page, there is a week by week assignment list. Please make sure to do the work well within the week. In most instances, assignment submission window is opened on Sunday midnight at the beginning of the week, and closed Monday 11:55am the following week. Please keep up with the scheduled assignments.
Policy on Copying and Cheating:Students who submit the work of others as their own or cheat on exams or other assignments will receive a failing grade in the course and will be reported to college authorities.
This course utilizes Catalyst, De Anza's Online Learning Community. Please view the Catalyst website at https://catalyst.deanza.edu/
to login. Please note that you will be unable
to login until the first day of class
. Be sure you are using your correct username and password - do not use your social security number or international "99" number. If you need help logging in or finding your
student ID, please view the short instructional video at: https://catalyst.deanza.edu/?pg=mod1
. Additional instructions and assistance can be found on the Catalyst website