PRINCIPLES OF MARKETING MARK 3300 Section 05 Fall 2016 Thursdays, 7:20-9:50 PM, SABH 2.204 (Brownsville Campus) Instructor: Jakob Braun Office Hours: Brownsville: BMAIN 2.512 T/R 6:00-7:00 PM or by appointment Edinburg: ECOBE 231 T/R 2:00-3:00 PM or by appointment Email: jakob.braun01@utrgv.edu Phone: 956.882.5718 (Brownsville), 956.665.7231 (Edinburg) Fax: 956.665.2085 CRUCIAL NOTES ü The best way to reach me is through email. ü Blackboard will be used to disseminate information and post grades. You will receive, but not send, emails through Blackboard. Check your Blackboard account regularly. COURSE DESCRIPTION This course is an introduction to marketing. By completing this course, you will understand important components of marketing, such as segmentation, targeting, and the marketing mix, and you will be able to develop and evaluate marketing strategies for products and services. Emphasis is also given on ethics and corporate social responsibility in marketing. Prerequisite: Junior Level Standing. REQUIRED MATERIALS Armstrong, Gary and Kotler, Philip (2016). Marketing: An Introduction (13e), Pearson Prentice-Hall. The textbook is required for this course. Although the basic information for this course can be found on the slides I have uploaded to Blackboard, experience shows that it is very difficult to pass the class satisfactorily without consulting the book. The textbook is one of the more popular textbooks for this course and is widely available both on campus and online. Note: For this face-to-face course you will not need to purchase access to Pearson s MyLab, the electronic learning platform from Pearson Prentice-Hall. You will only need the text as either a hardcopy or ebook. TEACHING PHILOSOPHY Teaching is not the combination of passive participation by students and organized presentation by teachers. Teachers are facilitators of students active and purposeful efforts towards a successful learning experience. Students motivation and effort are the most important determinants of their learning experiences and outcomes. Students must not regard class attendance as another daily task that can be easily compromised. Teachers play a secondary role by creating the right atmosphere, providing an expert view of the subject matter, and managing student conduct and progress. Vicarious learning and learning-by-doing complement each other, with the latter being of greater significance. - 1 -
LEARNING GOALS The College of Business Administration has adopted the following learning objectives that each student should achieve while in the degree program. Not all objectives are covered in each course; however, all objectives should be addressed throughout the degree program. College of Business and Entrepreneurship (COBE) Learning Goals This course contributes to the following objectives Assessment Method Critical thinking and problem-solving Class discussion, Harvard Marketing Simulation Professional attitudes Class Discussion An appreciation for the role of business in a free enterprise economy Basic quantitative and analytical skills Written communication skills Marketing Plan Assignment Oral communication skills Class discussion Global awareness Class discussion, Exams Appreciation for cultural diversity Class discussion, Exams Ethical decision-making Harvard Marketing Simulation Functional areas of business (e.g., finance, marketing, accounting) Exams Marketing Department/Major Learning Goals Ability to develop a quality marketing plan Ability to design, implement, and interpret marketing research Ability to segment and target consumer and B2B markets and to develop successful marketing mix strategies Written and oral communication skills This course contributes to the following objectives Assessment Method Marketing Plan Assignment Marketing Plan Assignment Marketing Plan Assignment, Class Discussions Marketing Plan Assignment, Class Discussions POLICIES & PROCEDURES You must manage yourself professionally in this course. You must view this course as an opportunity for practicing the principles of professional conduct. Your attitude, words, and actions must live up to those principles. The following policies will facilitate this challenge. Students with Disabilities: If you have a documented disability (physical, psychological, learning, or other disability which affects your academic performance) and would like to receive academic accommodations, please inform your instructor and contact Student Accessibility Services to schedule an appointment to initiate services. It is recommended that you schedule an appointment with Student Accessibility Services before classes start. However, accommodations can be provided at any time. Brownsville Campus: Student Accessibility Services is located in Cortez Hall Room 129 and can be contacted by phone at (956) 882-7374 (Voice) or via email at ability@utrgv.edu. Edinburg Campus: Student Accessibility Services is located in 108 University Center - 2 -
and can be contacted by phone at (956) 665-7005 (Voice), (956) 665-3840 (Fax), or via email at ability@utrgv.edu. Mandatory Course Evaluation Period: Students are required to complete an ONLINE evaluation of this course, accessed through your UTRGV account (http://my.utrgv.edu); you will be contacted through email with further instructions. Students who complete their evaluations will have priority access to their grades. Online evaluations will be available: Nov 18 Dec 8 for full fall semester courses Scholastic Integrity: As members of a community dedicated to Honesty, Integrity and Respect, students are reminded that those who engage in scholastic dishonesty are subject to disciplinary penalties, including the possibility of failure in the course and expulsion from the University. Scholastic dishonesty includes but is not limited to: cheating, plagiarism, and collusion; submission for credit of any work or materials that are attributable in whole or in part to another person; taking an examination for another person; any act designed to give unfair advantage to a student; or the attempt to commit such acts. Since scholastic dishonesty harms the individual, all students and the integrity of the University, policies on scholastic dishonesty will be strictly enforced (Board of Regents Rules and Regulations and UTRGV Academic Integrity Guidelines). All scholastic dishonesty incidents will be reported to the Dean of Students. Sexual Harassment, Discrimination, and Violence: In accordance with UT System regulations, your instructor is a responsible employee for reporting purposes under Title IX regulations and so must report any instance, occurring during a student s time in college, of sexual assault, stalking, dating violence, domestic violence, or sexual harassment about which she/he becomes aware during this course through writing, discussion, or personal disclosure. More information can be found at www.utrgv.edu/equity, including confidential resources available on campus. The faculty and staff of UTRGV actively strive to provide a learning, working, and living environment that promotes personal integrity, civility, and mutual respect in an environment free from sexual misconduct and discrimination. Course Drops: According to UTRGV policy, students may drop any class without penalty earning a grade of DR until the official drop date. Following that date, students must be assigned a letter grade and can no longer drop the class. Students considering dropping the class should be aware of the 3-peat rule and the 6-drop rule so they can recognize how dropped classes may affect their academic success. The 6-drop rule refers to Texas law that dictates that undergraduate students may not drop more than six courses during their undergraduate career. Courses dropped at other Texas public higher education institutions will count toward the six-course drop limit. The 3-peat rule refers to additional fees charged to students who take the same class for the third time. Attendance: Students are expected to attend all scheduled classes and may be dropped from the course for excessive absences. UTRGV s attendance policy excuses students from attending class if they are participating in officially sponsored university activities, such as athletics; for observance of religious holy days; or for military service. Students should contact the instructor in advance of the excused absence and arrange to make up missed work or examinations. Class attendance is considered very important in this course. Attendance will be taken usually in every class. If you miss four or more classes, you will be encouraged to drop the course. Punctuality: Means being seated and ready to begin class by the appointed start time for the class. Late arrival should be a rare occurrence. Every 3 delays count as 1 absence. If you come in late, sit on the first available seat without disturbing the class. If you fail to come to class in time on the day of your presentation, you will receive a grade of zero for that presentation and will lose all your participation points. Exceptions are in cases of documented medical emergency. Punctuality is part of your grade (see below). - 3 -
Participation: Participation is a must and includes reading the assigned materials before, and providing input during, class. It is part of your final grade. Late Submissions: Due dates for completing various tasks and projects have been indicated in the Tentative Schedule below. Note that these dates are tentative and the instructor can change them contingently. Assignments that you turn in or presentations that you make must meet the deadline. I will not give any credit, even partial, to late assignments and presentations. You must be experiencing extreme, extenuating circumstances documented with the university to complete and present an assignment. The instructor reserves the right to refuse to provide make-up exams based on his own subjective judgment. Responding to Surveys: In case your response to an ongoing survey is sought, I will notify the class and those who agree to participate will receive some bonus grade points. The instructor will determine the number of bonus points. TECHNOLOGY & APPLICATIONS You may use the following technologies and applications: traditional and electronic databases available through the library to obtain pertinent secondary information, and Microsoft Word, Excel, and PowerPoint. Blackboard will be used for this class. I will post most of the course materials, such as syllabus, power point slides, announcements, extra learning materials related to this course. You are responsible for checking your Blackboard account frequently. Your computer must meet certain requirements for Blackboard Learn to function properly. Visit https://en-us.help.blackboard.com/learn/9.1_2014_04/student for further information. The link also contains helpful information on how to use Blackboard. For further assistance, contact COLTT via coltt@utrgv.edu, 956-882-6792 (Brownsville), or 956-665-5327 (Edinburg). - 4 -
ABOUT ASSIGNMENTS You will have two assignments in this course. You will work individually for one of them and in groups for the other. It is imperative that you apply the concepts you learned in class in your assignments. Due dates for assignments are in the class schedule at the end of the syllabus. 1) Individual Assignment: Harvard Marketing Simulation - Managing Segments and Customers In this single-player simulation, students define and execute a business-to-business marketing strategy at a manufacturer for motors used in medical devices. Customers are divided into market segments based on their requirements for two key motor performance features and price. Students must analyze each market segment and decide which new customers they want to acquire while also considering the loyal customers they must retain. The score students obtain at the end of each run is a weighted average of customer satisfaction, market share, cumulative revenue, and cumulative profit. Once you enter the simulation, you will first get to a Prepare Menu where you will find the foreground reading (5-page pdf-file). Please read this document carefully. The six-month license for the simulation costs $15.00 and has to be paid by credit card. Use the following link to create an account: http://cb.hbsp.harvard.edu/cbmp/access/52642759 2) Group Assignment: Marketing Plan Before you do anything, please read Marketing Plan: An Introduction (Appendix 2, pages 551-560) in your textbook and have a thorough look on the sample Marketing plan and the rubrics on Blackboard. Then, imagine that you are planning to sell a new product or service, such as a new energy drink, a cleaning service, vitamin water for dogs and cats, or anything you see market potential for. The product or service can either be new, or it can be something that is already on the market and sold under a new brand and a clear competitive advantage. You may talk to me about your ideas before starting to work on your marketing plan. Part I: Idea, Concept, Business Model For part I, each team will submit a document that contains an explanation of the product or service, the business mission, your competitive advantage, your market strategy, and your target segment. This document should be 6-8 pages long (1.5 or double-spaced), including cover page and references. After reading this document, it should be clear for the reader what your business model is, i.e., how you intend to earn money. Please make sure to have a look at the midterm marketing plan rubric on Blackboard for a more detailed description of the components. Without considering the rubric, you document will most probably remain deficient. Part II: Final Marketing Plan For part II, each team will submit a document that contains the complete marketing plan. It is important to explain the marketing mix and how you will promote your product or service in detail. Although not explicitly shown in the marketing plan outline and the E-Motion Software sample plan in your textbook, a good marketing plan also includes a five-year financial projection of expected revenues, costs, and profits. Please try to estimate these numbers as well as you can. Try to assign promotional costs, for example for flyers, internet advertising, sales promotions, or direct marketing (whatever you use). This final document should be 12-18 pages long (1.5 or double-spaced), including cover page and references. Please make sure to have a look at the final marketing plan rubric on Blackboard for a more detailed description of the components. Without considering the rubric, you document will most probably remain deficient. - 5 -
Part III: Poster Presentation All teams will present their final marketing plan as a poster on the last day of class. Please refer to the rubric on Blackboard for specifics. ABOUT EXAMS AND QUIZZES 1) Exams The instructor will not go through, but students will be responsible for and tested on, all of the assigned readings. The exams will require you to think beyond a cursory knowledge of concepts and principles by showing an ability to synthesize and apply these in a dynamic holistic marketing environment. There will be two exams and each exam will be multiple choice format. The exams will cover the chapters as assigned in the course schedule. Exam dates are set by the instructor for the entire class and are not subject to individual student preferences. Make-ups for the examinations will be given only for the most extraordinary and documented reasons. There are no excused absences from exams other than physician-documented illness and documented personal emergency. 2) Quizzes There are a total of eight text-based quizzes with ten multiple choice questions each. All quizzes are individual and you have to complete them on Blackboard. You can see the deadlines and chapters included from the textbook for quizzes in the course schedule. Once you begin a quiz, you have 20 minutes and only one attempt to complete it. EVALUATION AND GRADING Final Grade 900 or higher 800-899 700-799 600-699 599 or lower A B C D F Participation 130 Harvard Marketing Simulation 100 Marketing Plan Part I 50 Marketing Plan Part II 200 Marketing Plan Part III 50 8 Quizzes @ 15 points each 120 Midterm Exam 150 Final Exam 200 Total 1,000 Peer Evaluation If you work in teams, teams can fire their non-contributing or disruptive members. Those fired must complete the project on their own. Peer evaluation is optional. Normally, I will assign the same grade to each team member. If you feel this is not fair because you or some other team member deserves less/more credit, you and your teammates will need to fill out a Peer Evaluation form. Thus, your project grade will be weighted by peer evaluation using the following table, after averaging the ratings given to you by your teammates. - 6 -
Average of scores your peers assign to you You ll get of your group project grade 90 or higher 100% 70-89 90% 50-69 70% 30-49 50% 10-29 30% 9 or lower 10% Grades are earned, not negotiated. You should consistently perform well for a good grade. If you are having difficulty with the class, come see me early on. I can t help you improve your grade if you wait until the end of the semester. AMENDMENTS TO THE SYLLABUS Please note that this syllabus is a general plan for the course. Changes may be made from time to time, or assignments rearranged at my discretion, based on time considerations and other unforeseen circumstances. If when and any changes occur, I will announce them on BlackBoard or in class. It is your responsibility to attend all sessions, to check your BlackBoard account regularly, and to keep informed of any changes. - 7 -
TENTATIVE COURSE SCHEDULE Week Day Date Topic Deadlines 1 R 9/1 Introduction to Course/Syllabus Chapter 1: Marketing An Introduction 2 R 9/8 Chapter 2: Company and Marketing Strategy Chapter 3: Analyzing the Marketing Environment 3 R 9/15 Chapter 4: Managing Marketing Information to Gain 9/14: Census Day (see below) Customer Insights 4 R 9/22 Chapter 5: Understanding Consumer and Business Buyer Behavior 5 R 9/29 Chapter 6: Customer Value-Driven Marketing Strategy 6 R 10/6 Chapter 7: Products, Services, and Brands Chapter 8: Developing New Products 7 R 10/13 Midterm Exam (Chapters 1-8) 8 R 10/20 Chapter 9: Pricing Chapter 10: Marketing Channels 10/24: Quiz 1 (Chapter 9) 10/24: Quiz 2 (Chapter 10) 9 R 10/27 Chapter 11: Retailing and Wholesaling Chapter 12: Engaging Consumers and Communicating Customer Value 10/27: Marketing Plan Part I 10/31: Quiz 3 (Chapter 11) 10/31: Quiz 4 (Chapter 12) 10 R 11/3 Chapter 13: Personal Selling and Sales Promotion 11/7: Quiz 5 (Chapter 13) 11 R 11/10 Chapter 14: Direct, Online, Social Media, and Mobile Marketing 11/14: Quiz 6 (Chapter 14) 12 R 11/17 Chapter 15: The Global Market Place 11/17: Drop/Withdrawal Deadline (see below) 11/21: Quiz 7 (Chapter 15) 13 R 11/24 NO CLASS: Happy Thanksgiving! 14 R 12/1 Chapter 16: Sustainable Marketing Review for Final Exam Poster Presentations 12/1: Marketing Plan Part II and Part III 12/5: Quiz 8 (Chapter 16) 15 R 12/8 NO CLASS: Study Day! 16 R 12/15 8:00-9:45 PM: Final Exam (Chapters 1-16) 12/16: Last Day for Simulation Census Day: Last day to drop a class before it appears on the transcript and counts toward the 6-drop limit. Last day to receive a 100% refund for dropped classes (other policies apply when a student is withdrawing from all classes). Drop/Withdrawal Deadline: last day for students to drop the course and receive a DR grade. After this date, students will be assigned a letter grade for the course that will count on the GPA. - 8 -
PEER EVALUATION FORM Your last name: Your first name: List the names of your teammates and assign a grade between 0 and 100. Then briefly explain why you believe the person deserves the grade you assign to him/her. Teammate 1 Last name: First name: Grade: Reasons: Teammate 3 Last name: First name: Grade: Reasons: Teammate 2 Last name: First name: Grade: Reasons: Teammate 4 Last name: First name: Grade: Reasons: Sign here: Date: - 9 -