MKTG 3700, Basic Marketing College of Business Administration University of Missouri-St. Louis 2014 Spring Semester Instructor: Dr. Gerald Gao, Associate Professor of Marketing Office: SSB Tower 1303 Office Hours: Wednesday, 2-3 pm or by appointment Phone: 314.516.6276 Email: gaogy@umsl.edu Research areas: Firm Capabilities and Innovation; International Marketing Strategy http://www.umsl.edu/divisions/business/about%20the%20college/faculty/marketing/geraldgao.html Class schedule: 12:30-1:45 pm (Monday/Wednesday), SSB 118 Teaching Assistant: Jinjia Hu (MBA), jh4x5@mail.umsl.edu Course Description Marketing is an organizational function and set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Marketing has become a driving force in the modern global economy and has strong impact on our everyday life. In this course, we will examine how marketing discovers and satisfies consumer needs, and look into the decision process that marketers come up with products and services to reach different groups of consumer segments. The course will help students achieve the following objectives: 1. Students will be exposed to new developments of marketing theories and practices in the area and get knowledge of the marketing strategy and process. 2. Students will be able to analyze and evaluate marketing activities and solve practical problems from the real business world. Learning Method This course emphasizes an active learning process. Participation of students in both in-class discussion and out-of-class project preparation will be critical to the learning outcomes. The course will adopt a variety of teaching approaches, including guest lectures, case/video discussions, and i-clicker questions. Textbook Marketing, Kerin, R.A., Hartley, S.W. and Rudelius, W., 11th edition McGraw-Hill/Irwin, ISBN: 978-0-078-02889-2 1
Course Site: MyGateway --I will post class announcements, grades, and provide PowerPoint slides, etc. Online text: http://www.mhhe.com/kerin --This website contains relevant articles, an interactive marketing workshop, self-study and quizzing resources, and study tips etc. i>clicker2 (ISBN: 1429280476): Every student must buy and bring to every lecture class (after the first class) their own iclicker2. Buy it at the UMSL bookstore. The regular charge is $44. UMSL decided to subsidize half the price and it costs $22. There is no additional activation charge. Student Instructions for Registering i>clicker2 thru MyGateway (course management system) and Using it in Class: To enroll your i>clicker2 pad through MyGateway, follow these directions: 1. Log on to your MyGateway account. 2. Click the Courses tab at the top of the screen. 3. Click the name of the course you want to enroll your response pad in (i.e., MKTG 3700) 4. On the left-hand side of the screen Click Tools. Scroll down to the bottom. 5. Click on i>clicker Remote Registration 6. Enter the 8-character remote clicker ID (on the back of your iclicker2) into the Remote ID box and click on Submit. Grading Grades will be assigned based on the following requirements and corresponding weights: Tests: 4 140 Individual Assignments: 100 Guest lectures: 100 I-clicker questions: 200 Class Participation: 40 Total: 1000 The final grade will be based on the total number of points accumulated during the semester. 2
Here is the breakdown of grade ranges: A = 93% and above; A- = 90-92%; B+ = 87-89%; B = 83-86%; B- = 80-82%; C+ = 77-79%; C = 73-76%; C- = 70-72%; D+ = 67-69%; D = 63-66%; D- = 60-62%; F= Below 60% Academic Integrity The University of Missouri Collected Rules and Regulations, section 200.010 on Standard of Student Conduct states that students are obligated to adhere to high standards of academic honesty in all their work. Academic dishonesty includes, but is not limited to: cheating, plagiarism, fabricating information, copying an individual assignment from another student, and disruption of teaching or other University activity. Drop Policy We will follow the rules of UMSL, please pay attention to the official date of dropping a course. 3
Course Requirements 1. Tests We will divide the chapters into four parts (refer to the course schedule for details). The exams will include multiple choices questions of the text and lectures. Reading the textbook and attending class is strongly recommended. There will be no makeup exams offered unless it is for a legitimate, unavoidable and verifiable reason. 2. I>Clicker Questions There will be 20 sections of i>clicker2 questions. Each question counts for 2 points (as long as a student successfully uses i-clicker). I will also offer performance points randomly (one point for each right answer). Students will be able to check the results on my gateway after each section. 3. Assignments and Guest Lectures There will be two assignments given during classes and students will be required to write reflection papers on guest lectures. Each part will account for 100 points of the final grade. The guest lectures will give students to opportunities to look into latest topics of digital/social media marketing and strategic marketing issues. 4. Class Participation and Contribution. Students are expected to participate actively and contribute to the learning environment. If a student successfully participates 80% of the i-clicker sections (16 out of 20), he/she will get the 40 points. 4
Course Schedule MKTG 3700 Basic Marketing Week Date Topic Textbook Chapter (s) 1 Jan 22 Introduction and Course Administration 2 Jan 27 Jan 29 3 Feb 3 Feb 5 4 Feb 10 Feb 12 5 Feb 17 Feb 19 6 Feb 24 Feb 26 7 March 3 March 5 8 March 10 March 12 9 March 17 March 19 10 March 24 March 26 Introduction to Marketing Marketing & Environment Strategic Planning Consumer Behavior Consumer Behavior Guest Lecture Tutorial section Test 1 (Chapters 1, 2, 3, 5) Global Marketing Marketing Research Segmentation, Targeting, and Positioning Segmentation, Targeting, and Positioning Tutorial section Test 2 (Chapters 7, 8, 9) Products and Brands Products and Brands No Class (break) No Class (break) Ch. 1 Ch. 3 Ch. 2 Ch. 5 Ch. 5 Ch.7 Ch.8 Ch.9 Ch.9 Ch. 10 Ch. 11 11 Mar 31 Pricing Ch. 13 5
April 2 Pricing Ch. 14 12 April 7 April 9 13 April 14 April 16 14 April 21 Advertising Advertising Guest Lecture Tutorial section Test 3 (Chapters 10, 11, 13, 14) Ch. 18 Ch. 18 April, 23 Channels Ch. 15 15 April 28 April 30 16 May 5 May 7 Channels IMC IMC Personal Selling Ch. 15 Ch. 17 Ch. 17 Ch. 20 May 14 Test 4 (Chapters 15, 17, 20) (10:00-12:00 noon) SSB 118 (same room) The information in this syllabus is subject to change and any change will be announced in class. 6