COURSE SYLLABUS SHELDON B. LUBAR SCHOOL OF BUSINESS UNIVERSITY OF WISCONSIN MILWAUKEE SUMMER 2015 COURSE INFORMATION Course Title: Principles of Marketing Course No.: BUS ADM 360 Prerequisites: Junior or above Standing; Econ.104 Meeting days/time: Tuesday & Thursday 9:00 am 12:20 pm Room: Lubar Hall S220 INSTRUCTOR INFORMATION Name: Amita Bhadauria Office room number: Lubar Hall N388 Office hours: Tuesday 12:30 pm -2:30 pm and by appointment Office Phone: 414-229-2542 E-mail: bhadaur2@uwm.edu (Best way to contact me) Course Website D2L: http://d2l.uwm.edu for lecture notes and grades Mailbox: 4 th floor, Lubar Hall MATERIALS Required Text Book - Marketing 4 th Edition by Dhruv Grewal and Michael Levy (ISBN 9780077561093). You can buy a 3 rd edition for the course. Also, I do not use McGraw-Hill s online tools, so no need to purchase an access code (it is called ConnectPlus). Please get your text in a timely fashion. You will not get an extension on deadlines because you do not have the book. COURSE CONTENT Course Description (from course catalog): The marketing system is analyzed as the process in our socioeconomic system for anticipating and satisfying consumer needs, adjusting to demand, and selling and procuring products and services. Competition, pricing, product line, distribution systems, promotion, and planning are discussed. LEARNING OBJECTIVES AND OUTCOMES: The purpose of this course is to equip you with a rock-solid foundation in the basic principles, concepts, and practice of marketing. You will find that such knowledge is enormously useful for you in many areas of life, and whatever your major happens to be. We will begin with a bird s eye view of what marketing is and does in organizations and society. From this macro view, we then overview many of marketing s functions in a firm:
Developing a marketing strategy and plan Analyzing the marketing environment Seeking to understand consumers, business consumers, and global consumers in order to better market to them Conducting marketing research to gather useful information for decision-making Segmentation, targeting, and positioning, and We end with a study of how product, pricing, distribution, and promotion strategy decisions are made. Throughout the course, we will consider how the Internet, social media, and mobile devices have influenced these different aspects of marketing, and how it is critically important to figure societal, social, and ethical considerations in these decisions. By the end of this course, you should be able to: Define what marketing is and describe how marketing philosophy has evolved over the last 100 years or so Explain why it is important in society Identify how a marketing strategy and plan are formulated Conduct an analysis of the environment Relate how marketing goes about understanding the marketplace and consumers in a B2C, B2B, or global context Describe how decisions relating to segmentation, targeting, positioning, and other aspects of value creation, value capture, value delivery, and value communication are made Determine how marketing decisions made have ethical and social dimensions and implications and recommend how to balance these aspects against purely business objectives Indicate how the Internet, social media, and mobile devices have impacted marketing, providing concrete examples, and Critically evaluate marketing strategies and actions, by asking questions such as: what was right here? What was wrong? Ethical? Unethical? Beneficial? Detrimental? Myopic? Visionary? COURSE ORGANIZATION Lectures will give you a broad overview of the topic, explaining context, and new, difficult, and challenging concepts and provide examples. Use your lecture notes (print off D2L before class) to follow Next, on your own, please read the assigned text chapter, using your lecture notes as a guide Discussions facilitate your learning by allowing you to use the concepts and knowledge acquired during the course. You are expected to participate in discussion in class with your text and notes, after having read the chapter in your text, to apply what you have learned in discussion with other classmates, ask questions of the professor when something is not clear Quizzes and Exams are designed to test your knowledge of the concepts covered in class. You are expected to study for the quizzes every week which will cover the chapters from the previous week. There will be two exams that will test your knowledge accumulated on the subject.
COURSE REQUIREMENTS Exams (40%) Two exams (about 40-60 multiple choice questions of each). Normally no Make-up Exam accepted considering tight time. Closed Book but students are allowed to take two pages A4 notes (front and back). So start to make your notes earlier! The exams are multiple choice and the overall test has a time limit of 2 hours. Questions will ask you to apply the concepts learned in each chapter to specific situations. The final exam IS NOT cumulative. Absolutely no electronic devices are allowed during a test. If you take out any prohibited device, it will be confiscated and you will receive an F on that test. Discussion Assignments (25%) We will apply concepts through in-class case study done and presented in groups. You will always need to bring your text to the discussion. This means a print copy either of the week s case, the text, or your device (laptop, kindle, etc.) with access to the book. Questions for the case studies will be given in class; ignore the questions in the text. Discussion Assignments are collected in class as hard copies, never by email. Quizzes (30%) Every day, there will be quizzes at the end of the lecture (about 15-20 multiple-choice questions). Completing the quizzes will go a long way in helping you learn the concepts, review what you do not know, and be fully prepared for tests. The quiz is open-book but please do not consult with your neighbors. You must submit it before you leave. Attendance (5%) The attendance will be taken in the beginning of each class. You are expected to be in class on time to get credit. If you are absent or late beyond 10 minutes, you will lose credit for that day unless you notify me ahead of time and let me know the reason for being absent or late. Only pressing reasons or emergencies will be considered. GRADING POLICY All the total points you earn will be converted to percent, using the weights: Exams: 40%, Discussions: 25%, Quizzes 30%, Attendance: 5%. Course grading scale is shown below. You need to allocate at least 6 ¼ hours outside the classroom each week to achieve the learning goals of this course. Incompletes will be dealt as per university policies attached. A grade of F will be given when the university policy on incompletes is not satisfied. Decimal points for all tests/ discussion assignments/ homework/ participation points are carried over and cumulated. To calculate final grades, 0.49 and under are rounded down, and 0.50 and above are rounded up.
COURSE BREAKDOWN: GRADING SCALE: Item Weight Midterm Exam 20% Final Exam 20% Quizzes 30% Discussions 25% Attendance 5% Course Grade % Earned A > = 93% A- > = 90% but <93% B+ > = 87% but <90% B > = 83% but <87% B- > = 80% but <83% C+ > = 77% but <80% C > = 73% but <77% C- > = 70% but <73% D+ > = 67% but <70% D > = 63% but <67% D- > = 60% but <63% F <60% COURSE POLICY ATTENDANCE: Attendance accounts for 5% of the total grade and the students must be in class on time to get credit. Absence or being late beyond 10 minutes will result in loss of attendance for the day. Please notify me beforehand if there is an emergency or health issue. Make-up Policy: In general, late assignments, quizzes, and make-up exams will only be administered under extreme circumstances or situations involving a university approved excused absence with the proper documentation. As this is a condensed online course, we will be covering a lot of material in a short amount of time. It is your responsibility to complete each assignment in a timely manner. Classroom etiquette: Always be considerate of your classmates. If, for example, you want to use a laptop in class please do not distract them. If you come in late, slip into the nearest available seat quietly. If you know you will
need to leave, sit somewhere where you can slip out quietly. Of course, you are aware that using your phone, other electronic devices, texting, and any other activity not related to the class is considered highly unprofessional, as it will disturb your classmates. UWM Athletes/ Sports Team Members: Please keep me informed of your scheduled absences. Missed assignments have to be made up as they take place (within ONE week). You cannot make them all up at the end of the semester. Special Accommodation: If you will need accommodations in order to meet any of the requirements of this course, please contact me immediately; I will need a VISA form from you before I can sign your SAC permission, ASAP, well before the first test. EXPECTATIONS All tests, assignments, and discussions should reflect original effort. I expect the highest levels of honesty and integrity from each of you. Academic dishonesty, including cheating, or facilitating cheating, on tests and exams has serious consequences you will automatically get an F in the class, at the least. See university policies attached. COURSE DROP/WITHDRAWAL DEADLINES This information is available from Undergraduate Student Services (229-5271). HELP! What to do if you have problems with Desire2Learn (D2L) Materials for this course are available on a Desire2Learn (D2L) course web site. You may see these materials there anytime you wish, using a standard web browser. If you have problems with your login (e.g., you forgot your password, or if you just can t get on) or if you run into any other difficulties with D2L, help is available from the UWM Help Desk. You may do one of the following: Send an email to help@uwm.edu Call the UWM Help Desk at 414.229.4040 if you are in Metro Milwaukee (or just dial 4040 on a UWM campus phone). Go to Bolton 225 (this lab is not open all day or on weekends call 414.229.4040 for specific hours) If you are calling from outside the 414 or 262 area codes, but from within the USA, you may call the UWM Help Desk at 1.877.381.3459.
SCHEDULE OF CLASSES Date Lecture Case Study and Quiz Readings 26-May Welcome Introduction to Course Chapter 1 Overview of Marketing Chapter 2 Developing Marketing Strategies and a Marketing Plan 28-May Chapter 2 Developing Marketing Strategies and a Marketing Plan continued Chapter 3 Social and Mobile Marking 2-Jun Chapter 5 Analyzing the Marketing Environment No Quiz No Case Study Discussion Case: The Netflix Rollercoaster at the end of Chapter 2 in text. Bring Text to Discussion. Quiz (Chapter 1 & 2) Discussion Case: A Next Generation Cleaner at the end of Chapter 5 in text. Bring Text to Discussion. Quiz (Chapter 2 & 3) Syllabus Chapter 1 & 2 Read: Chapter 2 & 3 Case study The Netflix Rollercoaster Read: Chapter 5 Case study A Next Generation Cleanser 4-Jun Chapter 6 Consumer Behavior Chapter 7 Business-to- Business Marketing 9-Jun Chapter 8 Global Marketing Chapter 9 Segmentation, Targeting, and Positioning 11-Jun Chapter 10 Marketing Research Discussion Case: Parasites Killing their Host case that you can find on D2L, look under Out-of-text Discussion Cases Quiz (Chapter 5) Discussion Case: Estee Lauder in China case that you can find on D2L; look under Out-of-text Discussion cases Bring case and text Quiz (Chapter 6 & 7) Exam 1 Read: Chapter 6 & 7 Case study Parasites Killing Their Host Read: Chapter 8 & 9 Case study Estee Lauder in China Read: Chapter 10 Prepare for Midterm
16-Jun Chapter 11 Product, Branding, and Packaging Decisions Chapter 12 Developing New Products 18-Jun Chapter 13 Services: The Intangible Product Discussion Case: Coca Cola case at the end of chapter 9 Quiz (Chapter 10) Discussion Case: The Broadmoor Manages Service Quality for a Five Star Rating box (not case) in chapter 14 p.405). Quiz (Chapter 11 & 12) Read: Chapter 11 & 12 Case study Coca Cola Read: Chapter 13 Case study The Broadmoor Manages Service Quality for a Five -Star Rating 23-Jun Chapter 15 Strategic Pricing Methods Discussion Case: Price Wars In The Cellular Market at the end of chapter 15 Quiz (Chapter 13) Read: Chapter 15 Case study Price Wars In The Cellular Market 25-Jun Chapter 17 Retailing and Multichannel Marketing Discussion Case: Target And Its New Generation Of Partnerships at the end of chapter 17 Quiz (Chapter 15) Read: Chapter 17 Case study Target And Its New Generation Of Partnerships 30-Jun Chapter 18 Integrated Marketing Communications Chapter 19 Advertising, PR, and Sales Promotions 2-Jul Discussion case Jay-Z And Bing: The Campaign To Convert Jay-Z Decoders Into Bing Users at the end of chapter 18 Quiz (Chapter 17) Final Exam Read: Chapter 18 & 19 Case study Jay-Z And Bing: The Campaign To Convert Jay-Z Decoders Into Bing Users
SHELDON B. LUBAR SCHOOL OF BUSINESS POLICIES Further information on University policies can be found at http://www4.uwm.edu/secu/syllabuslinks.pdf 1. Students with disabilities. Please check this website for policy details containing special accommodations, so that we can provide these in a timely manner http://www4.uwm.edu/sac/sacltr.pdf 2. Religious observances. Information about accommodations for absences due to religious observance can be found at: http://www4.uwm.edu/secu/docs/other/s1.5.htm 3. Students called to active military duty. Information about accommodations for absences due to call up of reserves to active military duty can be found at: Students: http://www4.uwm.edu/current_students/military_call_up.cfm 4. Incompletes. A notation of "incomplete" may be given in lieu of a final grade to a student who has carried a subject successfully until the end of a semester but who, because of illness or other unusual and substantiated cause beyond the student's control, has been unable to take or complete the final examination or to complete some limited amount of term work. Please see: http://www4.uwm.edu/secu/docs/other/s31.pdf 5. Discriminatory conduct (such as sexual harassment). The University will not tolerate discriminatory conduct. It poisons the work and learning environment of the University and threatens the careers, educational experience, and well-being of students, faculty, and staff. More information about policies at: http://www4.uwm.edu/secu/docs/other/s47.pdf 6. Academic misconduct. Cheating on exams or plagiarism are violations of the academic honor code and carry severe sanctions, including failing a course or even suspension or dismissal from the University. Please see description of academic misconduct and policies at: http://www4.uwm.edu/acad_aff/policy/academicmisconduct.cfm 7. Complaint procedures. Students may direct complaints to the head of the academic unit or department in which the complaint occurs. If the complaint allegedly violates a specific university policy, it may be directed to the head of the department or academic unit in which the complaint occurred or to the appropriate university office responsible for enforcing the policy. See: http://www4.uwm.edu/secu/docs/other/s49.7.htm 8. Grade appeal procedures. A student may appeal a grade on the grounds that it is based on a capricious or arbitrary decision of the course instructor. Such an appeal shall follow the established procedures adopted by the department, college, or school in which the course resides or in the case of graduate students, the Graduate School. These procedures are available in writing from the respective department chairperson or the Academic Dean of the College/School. http://www4.uwm.edu/secu/docs/other/s28.htm 9. Final examination policy. Policies regarding final examinations can be found at the following: http://www.uwm.edu/dept/secu/acad%2badmin_policies/s22.htm