FREEMAN SCHOOL OF BUSINESS
MKTG 3010-03
Marketing Fundamentals, Fall 2015
Instructor: Dr. Charan K Bagga
Office Phone: 504-314-7553
Office: GW1 – 317
E-mail: cbagga@tulane.edu
Office Hours: Mon: 2-4 pm or by appointment
Blackboard Site: myTulane.blackboard.com
Class Meeting Day & Time:
MWF 10:00a-10:50a
Class Location: GWII, Room 2111
Course Description: This course takes an analytical approach to the study of marketing problems of
business firms and other types of organizations. Attention focuses on the influence of consumers, the
marketplace, and the marketing environment on marketing decision making; the determination of the
organization’s products, prices, channels and communication strategies; and the organization’s system
for planning and controlling its marketing effort.
Course Prerequisites:
MATH 1140 or 1230, MATH 1150 & 1160 or 1210, ECON 1010, ECON 1020, PSYC 1000, MCOM
3010 (students admitted fall 2014 and later); Co-requisite: CDMA 1201; sophomore standing or above
Course Goals
This course is designed to teach students the elements of basic marketing, with the aim of providing
students with a sound conceptual and theoretical “tool kit” for analyzing marketing problems faced by
both for-profit and non-profit organizations. In this class, students will be provided with a forum for
presenting and defending their recommendations, and for critically examining and discussing the
recommendations of others. Please note that this is a survey course intended to provide exposure to the
various aspects of marketing. As a result, breadth of coverage will dominate over depth of coverage.
Students interested in pursuing careers in marketing should follow up this course with other electives
offered by the marketing area, many of which focus on more specialized sub-fields.
Student Learning Objectives
As the result of this course students should be able to:
 Understand how to systematically analyze a firm’s strengths and weaknesses, as well as its
relation to other competitors in the marketplace.
 Correctly apply and calculate breakeven analysis and customer lifetime value.
 Using this information, students should be able to identify target markets and create a positioning
statement that reflects the value proposition that best appeals to this market segment.
 Understand how to apply marketing tactics—price, place, position, and product—to carry out
this strategic positioning.
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Course Material
1. Principles of Marketing (16th Edition) by Philip T Kotler and Gary Armstrong; Publisher:
Prentice Hall
2. Case Packet: Purchased online from Harvard Business School:
https://cb.hbsp.harvard.edu/cbmp/access/39291605
Grading
Each student will be evaluated on the following basis:
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Three Quizzes: 40%
Final Exam: 20%
Marketing Plan - Group Project: 25%
Class Contribution: 10%
Research Participation: 5%
Total: 100%
This course follows the faculty approved grading guidelines of a maximum class average GPA in the
range of 2.700 to 3.000 for core classes. Please note the stated average class GPA range is a maximum
average range and the class average GPA range could be lower. This means that “average/meeting
expectations” performance in the class will result in an end-of-semester grade in the B-/B range.
Quizzes
Three quizzes will be administered during the course of the semester. The quizzes are not cumulative
and will be in the form of multiple choice and short answer questions.
Final Examination
The final exam is cumulative (but not exhaustive) covering selected material we discussed throughout
the term. It will be in the format of multiple choice, short answer questions and/or mini cases.
Marketing Plan - Group Project
The objective of the term project (worth 25% of your total grade for this course) is to provide you with
experience in applying the concepts and methods of marketing to a real-world marketing opportunity, in
the form of a marketing plan. A marketing plan is a written statement of a marketing strategy and the
time-related details for carrying out the strategy. The project is to be done in teams (5 members).
Following a thorough analysis of the marketing situation, each team will create a marketing plan for one
of the following options:
Option 1 (Existing organization option): Create a comprehensive, real life marketing plan for an
existing company/organization (this can include a not-for-profit organization). This could be a
marketing plan for a whole new product or service, or a significant revision to an existing plan. Please
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check with me before approaching an existing organization. The idea here is that you would be working
with an existing business to create a real life plan which could actually be implemented by the company.
An example would be a local restaurant or retailer - not IBM.
Option 2 (Entrepreneurial option): Develop a completely new product or service, in an existing
product/service category. Please note that existing brand names cannot be used.
Option 3 (Market development option): Find an existing product or service that is successful in a
foreign country, which is not currently available in the United States. Your task would be to introduce
this product/service to the American market.
Important Dates: Please mark them down in your agendas.
1. Your first task is to form groups of 5 members (deadline: on or before August 31st), one member
from each group must send me an email (cbagga@tulane.edu) containing the names and valid
email addresses of each group member.
2. I will arbitrarily group students not being a member of a group by Sep 4th. Group members are
responsible for exchanging relevant contact information with one another (e.g., telephone
numbers, email addresses, availability, etc.)
3. Each team will email me a 1-page proposal (consisting of a description of, and rationale for
choosing the marketing research topic) by the end of day Sep 25th in order to obtain my approval
and feedback. The more information that you provide, the more feedback I can offer. During the
course of the semester, you are encouraged to meet with me at least once for advice on the
marketing plan.
4. The complete project report is due by end of day on December 2nd. Each group must hand in the
completed assignment by email (cbagga@tulane.edu). Choose one member of the group to
submit the assignment. There are no exceptions to this requirement, and no late submissions will
be accepted.
5. Peer evaluations are due on this day (December 2nd) before midnight.
In-class presentations summarizing the marketing plans will be held on Nov 30th and Dec 2nd. Each
presentation should be around 12 minutes. The presentation will be graded and all team members should
participate.
Evaluation: In grading your project, I will pay close attention to the realism, clarity, thoroughness, and
originality of the written marketing plan. All team members should participate equally; you will have the
opportunity to confidentially evaluate the contributions made (or lack thereof) of fellow team members,
with a peer-evaluation. (Note that this feedback will be incorporated in assigning the grade for each
student in the group. In other words, the grade assigned to the group as a whole may be adjusted
downwards for any team member(s) deemed by their fellow group members as making an insufficient
contribution.)
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Research Participation
All Marketing core classes have a research participation component. Through participating in research,
you will learn how researchers acquire new knowledge that they then convert into the principles that you
read about in your text books. You can participate in a maximum of three studies, each lasting an hour,
during the semester. For each study you participate in, you will receive 1.67 points of credit for your
final grade (total of 5 points). These studies will be conducted outside of class time. Each study will
have many different sessions so that you can attend one that you do not have a time conflict with. The
data you provide will be used purely for academic research and not for any commercial purpose. You
are under no obligation to participate in these studies. If you prefer, you can earn research participation
points for a specific study by reading an assigned research paper and then completing a written
assignment based on this paper. To sign up for a study you will need to go to a web site (you will
receive an e-mail early in the semester with additional details) and find a time slot that you find suitable.
Study # 1: Week of September 14 - 18
Study # 2: Week of October 19 - 23
Study # 3: Week of November 9 - 13
Class Contribution
Class contribution will be evaluated based on a combination of (a) Attendance (absences and tardiness)
[6%], (b) Classroom participation (making positive contributions to the classroom environment through
your comments and preparation) [2%] and (c) Performance on case analysis/questions [2%].
Specifics of classroom attendance are listed below.
My goal is create an environment conducive to learning. This is best achieved when everyone is
engaged and involved. Being found a) using your laptop for non-class purposes
(Internet/email/Facebook), or b) using your Smartphone or other mobile device, will result in a
deduction of points from your class contribution grade.
Class Attendance
Attendance will be taken via a sign-in sheet. If you are absent five times, your class contribution grade
will be reduced by three (3) (percentage) points. In other words, if class contribution is 10 points, then
the maximum class contribution score you could earn with 5 absences would be 7 out of 10 points. Each
additional absence beyond this will result in an additional deduction of 1 point (out of 10).
Tardiness
In order to ensure that the class is dismissed on time, it is important that we start on time. Therefore, it is
very important to be in your seats and ready to learn at the time when the class is scheduled to begin.
Regularly showing up late to class will result in a deduction in your class contribution grade.
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Statement about Academic Integrity
This class will be conducted in full accordance with Tulane’s policies about academic integrity
including, but not limited to, the Code of Academic Integrity and the Code of Student Conduct. These
can be found at: http://tulane.edu/college/code.cfm and
http://tulane.edu/studentaffairs/conduct/code.cfm
Freeman Educational Norms and Expectations
This class will be conducted in full accordance with Freeman’s Educational Norms and Expectations.
Please reread the Norms and Expectations, which can be found at
http://www.freeman.tulane.edu/students/bsm/pdf/Expected%20Behavioral%20Norms.pdf
Learning Disabilities
Under the Americans with Disability Act and the Section 504 of the Rehabilitation Act, if you have a
disability, you may have the right to an accommodation; however, the right is contingent upon you
taking certain steps. You should review the steps that you need to take, as well as Tulane’s policy
concerning accommodations at http://tulane.edu/studentaffairs/disability/accommodations.cfm
Any student with a disability, in need of course or examination accommodation, should request an
accommodation through the University’s Office of Disability Services (ODS) located in the Mechanical
Engineering Building. At the beginning of the semester, please provide me with a copy of your
approved ODS accommodation form. I am committed to working with ODS to ensure that I provide you
with all approved accommodations. If you do not deliver the approved accommodation form to me, I
will not know that ODS approved your accommodation and I will have no basis to provide those
accommodations.
For students with extended time accommodation, they are to take exams at the Freeman School. Please
take your exam request form directly, at least four business days in advance, to Phylicia Richardson in
Suite 200. Once Ms. Richardson receives your request form she will schedule your exam. You must
begin your exam when the class normally would begin. For all other accommodations, please take your
form to ODS and they will schedule your exam.
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FREEMAN SCHOOL OF BUSINESS
MKTG 3010-03
Marketing Fundamentals, Fall 2015
Date
Mon/Wed/Fri
Classes
Monday, Aug 24
Wednesday, Aug 26
Topic
Friday, Aug 28
The Marketing Concept – 2
Marketing
Quantitative Analysis –
Breakeven
Monday, Aug 31
Wednesday, Sep 2
Friday, Sep 4
Monday, Sep 7
Wednesday, Sep 9
Friday, Sep11
Saturday, Sep 12
Monday, Sep 14
Course Overview
The Marketing Concept – 1
Quantitative Analysis – CLV
Case Discussion
Labor Day
Company and Competitive
Analysis – 1
Company and Competitive
Analysis – 2
Make-Up Date*
Consumer Analysis (B2C) – 1
Assigned Reading
Deliverables due on date
K&A – 1
When Marketing is Strategy:
https://hbr.org/2013/12/when-marketing-isstrategy
Case: Customer’s Revenge
Respond to Case Questions
Marketing Analysis – Toolkit
Marketing Plan – Group
Formation
(See page 3)
Case: Tiger Tread
Respond to Case Questions
K&A – 2
K&A – 5
Behavioral economics for Kids
6
http://neilbendle.com/books/BehaviouralEco
nomicsForKidsWeb.pdf
Wednesday, Sep 16
Friday, Sep18
Saturday, Sep 19
Monday, Sep 21
Wednesday, Sep 23
Friday, Sep 25
Consumer Analysis (B2C) – 2
Marketing Plan - Group-work
Make-Up Date*
Quiz 1
Yom Kippur
Marketing Research – 1
Monday, Sep 28
Marketing Research – 2
Wednesday, Sep 30
Friday, Oct 2
Monday, Oct 5
Wednesday, Oct 7
Marketing Research – 3
Case Study
STP – 1
STP – 2
Case Study
Friday, Oct 9
Group-work / Guest Lecture
Saturday, Oct 10
Monday, Oct 12
Wednesday, Oct 14
Thursday, Oct 15 Sunday, Oct 18
Monday, Oct 19
Wednesday, Oct 21
Make-Up Date*
Products & Services – 1
Products & Services – 2
Marketing Plan – One page
proposal (See page 3)
Case: NorEasters
Respond to Case Questions
K&A–7
Case: Pillsbury
K & A 8, 9
Fall Break
Brands – 1
Brands – 2
Friday, Oct 23
Monday, Oct 26
Wednesday, Oct 28
K&A–4
Internal Make-up Class
Quiz 2
Pricing – 1
A better way to map brand strategy
https://hbr.org/2015/06/a-better-way-to-mapbrand-strategy
K & A 10, 11
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Respond to Case Questions
Friday, Oct 30
Monday, Nov 2
Wednesday, Nov 4
Friday, Nov 6
Monday, Nov 9
Wednesday, Nov 11
Friday, Nov 13
Monday, Nov 16
Pricing – 2
Place – 1
Place – 2
Case Study
Promotion – 1
Promotion – 2
Promotion – 3
B2B Marketing – 1 `
Wednesday, Nov 18
B2B Marketing – 2
Friday, Nov 20
Monday, Nov 23
Wednesday, Nov 25
- Sunday, Nov 29
Quiz 3
International Marketing
Thanksgiving Holiday
Monday, Nov 30
Wednesday, Dec 2
Friday, Dec 4
Saturday, Dec 5 Sunday, Dec 6
Monday, Dec 7 Tuesday, Dec 15
K & A 12 & 13
Case: Canada Goose
K & A 14, 15, and 17
Respond to Case Questions
K & A 6 & 16
K & A 19
Group Presentations 1
(Could be swapped to Dec 4 – To
be decided)
Marketing Plan – Final
report and peer evaluation
(See page 3)
Group Presentations 2
Concepts Review
(Last Day of Class)
Study Period
Final Exam Period
IMPORTANT NOTE:
Hurricane Evacuation Make-Up Date(s) *
September 12, September 19, October 10
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