MKT 3013.001 (IBC)
Introduction to Marketing
Fall 2014
Jack Kasulis, Ph.D.
Office: Room 1P Adams Hall
Office Hours: Before and after class
Appointments are welcome at other times
Required Text:
Office Phone: 325-5916
Home Phone: 329-5110
e-mail: jkasulis@ou.edu
M: Marketing with online access to Connect
By Dhruv Grewal and Michael Levy
Irwin McGraw-Hill 2113 (4th edition)
Supplemental
Materials:
Download from Kasulis Web Page (http://faculty-staff.ou.edu/K/Jack.J.Kasulis-1/)
Class Notes:
Download from Kasulis Web Page (http://faculty-staff.ou.edu/K/Jack.J.Kasulis-1/)
Scantron Forms: Four Scantron Forms (Form Number 882-ES) available at the bookstore.
Connect Site:
http://connect.mheducation.com/class/j-kasulis-ibc
McGraw-Hill’s Connect is a web-based assignment and assessment exercises required for this course.
You will be required to register for Connect the first time you access this site. Your new text will have
the registration code included. If you did not purchase a text with the code you will be able to purchase
the code at the website. Accessing the Connect site and materials is NOT optional. You will access
assigned homework from the site and the Connect seb site will play a major role in your exams.
If you have any issues while registering or using Connect, please contact
McGraw-Hill’s CARE team through http://www.mhhe.com/support. To avoid
problems related to unexpected technical issues, you are advised not to wait
until the last moment to complete assignments. Please review your “Student
Quick Tips” for further support.
BIOGRAPHICAL INFORMATION
Dr. Kasulis has a Ph. D. from Northwestern University and a Master of Business Administration
and Bachelor of Science from the University of Connecticut. Kasulis has surveyed over 50,000
consumers and authored or co-authored over 50 articles, management reports, and other
publications. His research has focused on retailing, distribution, and marketing strategy.
Professor Kasulis has had an extensive amount of “real-world” practical experience. His
consultative activities have been in retailing (convenience, gift, restaurant, grocery, furniture,
discount department store, automotive, and hardware), services (weather, banking, utilities), and
media (magazine, newspaper, and radio) industries as well as non-profit organizations.
He served in a wide range of administrative positions at OU. These include four terms as
Associate Dean, Director of the MBA Program, Director of the Division of Management, Director of
the CBA Certificate Program, and Director of Executive Programs for the College of Business
Administration. Currently he is the Director of the Division of Marketing and Supply Chain
Management.
MKT 3013.001 Syllabus - 1
Dr. Kasulis has been active in national management education associations and higher education
groups. He has been Chair of the board of trustees of the Graduate Management Admission Council
and has served that prestigious organization in a variety of other capacities, including being Vice
Chair of the board of trustees and Chair of the Research and Test Development, Educational
Programs, Trusteeship, and Strategic Planning Committees. He has also served on committees of
the American Assembly of Collegiate Schools of Business and the Association of Directors of
Doctoral Programs in Business as well as on the National Advisory Panel on Graduate Management
Education Innovation.
Currently he serves on the Board of the Oklahoma Higher Education Historical Society and
serves on its Higher Education Hall of Fame committee and Finance Committee. On campus he is
serving on the OU Athletics Council, a responsibility he has twice chaired in the past and twice
chaired the Finance Committee. He has also twice chaired the OU Fiscal Integrity Committee for
NCAA certification.
COURSE OBJECTIVE
The objective of Marketing 3013 is to further the professional development of the student by
developing an understanding of the marketing process. Successful managers, whether they are
employed by commercial firms or nonprofit organizations, require an in-depth understanding of
how marketing can help further the organization’s goals. This course exposes the student to the
extensive body of literature on marketing and explores the practical implications of the material for
effective decision-making.
Successful marketing is important for successful businesses and nonprofit organizations. A
fundatmental understanding of marketing is also helpful in the success of your IBC companies.
DISABILITIES
Any student who has a disability that may prevent him or her from fully demonstrating his or
her abilities should contact the instructor personally as soon as possible so that we can discuss
accommodations necessary to ensure full participation and facilitate educational opportunities. The
instructor will work with the student and the Disabled Student Services Office to develop a workable
solution.
GRADES
Focus Group Memo
Marketing Survey Memo
First Exam
Second Exam
Third Exam
Final Exam
10 points
10 points
100 points
100 points
90 points
90 points
>360 points = A
320-359 points = B
280-319 points = C
240-279 points = D
<240 points = F
Scores on the LearnSmart homework assignments will serve as a basis for extra credit in course
grades that are on the BOUNDARY.
Make-up exams will be taken following the final exam during final exams week.
MKT 3013.001 Syllabus - 2
UNETHICAL COURSE BEHAVIOR
Students are encouraged to make appointments with the instructor or use office hours
whenever the student needs help. However, it is considered unethical course behavior to ask to be
treated better than other students, such as:
1.
2.
3.
4.
5.
6.
telling the instructor that you need a certain grade,
asking for extra assignments for the purpose of raising your grade,
asking for your grade to be raised because it is close to the next higher grade,
asking for your grade to be raised because you did very well on one part of the course,
asking for a higher grade because you don’t like the testing approach or grading system, or
asking for any other unfair advantage.
COURSE RESTRICTIONS
The use of computers, cell phones, or texting are not allowed while class
is in session. Failure to comply can result in a course grade reduction.
COURSE OUTLINE
Date
Class Activities
Mon.
Class Activities
9:30-10:45 am
8/18
Fri.
8/22
Class Activities
Discussion Topics:
Discussion Topics:
Overview of Marketing
Focus Group Interview
Read:
Chap. 1, Overview of Marketing, p. 2
Complete:
2 Focus Group Teams Formed for Each Company
Develop Two Product Concepts for each Group
9:30-10:45 am
Homework
Assignments
Discussion Topics
Introduction
Download and read from Kasulis web page:
http://faculty-staff.ou.edu/K/Jack.J.Kasulis-1/
 Presentation #1 (Student Connect Overview)
 Supplemental Materials #1 (Student Quick Tips)
 Supplemental Materials #2 (Focus Group Exercise)
Provide student information to Data Base:
1. Access Kasulis Web Page
2. Click on Marketing 3013
3. Click on personal information icon,
4. Complete the personal information form
5. Click on the submit button
Practice Exercise:
Learn Smart Self Study: Chap 1
MKT 3013.001 Syllabus - 3
Date
Wed.
8/27
Fri.
8/29
Class Activities
Class Activities
Discussion Topics:
9:30 am-10:45 am
Class Activities
Discussion Topics
Lee Symcox visit, First Fidelity Bank
Positioning
Read:
Chap. 9, Segmentation, Targeting, and
Positioning, p. 184
Complete:
Chap. 9, Drag & Drop: Methods for Segmenting
Markets
Chap. 9, Video Case: McDonalds: Segmentation
Practice Exercise:
Learn Smart Self Study: Chap 9
Discussion Topics:
Positioning continued
9:30 am – 10:45 am
Mon.
9/1
Thur.
9/4
No Class
Labor Day Holiday
3:00 pm
Submit:
Focus Group Memorandum via email:
jkasulis@ou.edu
Fri.
9/5
Class Activities
Discussion Topics:
Consusltation with teams about Focus Group
instruments
Marketing Plan
Read:
Chap. 2, Developing Marketing Strategies and a
Marketing Plan, p. 22
Complete:
Chap. 2, Video Case (Staples)
Chap. 2, SWOT -- Dominos Pizza
Download and read from Kasulis web page:
Supplemental Materials #5 (Writing a
Marketing Plan)
Supplemental Materials #6 (Survey Research
Exercise)
Learn Smart Self Study: Chap 2
9:30 am – 12:20 pm
Practice Exercise:
Tues.Sun.
9/5-9/9
Homework
Assignments
Conduct Focus Group Interviews
MKT 3013.001 Syllabus - 4
Date
Mon.
9/8
Class Activities
Class Activities
Discussion Topics:
11:00 am – 12:20 pm
Discussion Topics
Survey Research Discussion
Pricing
Read:
Chap. 14, Pricing Concepts for Establishing Value,
p. 302
Complete:
Chap 14 Click and Drag – 4 Cs of Pricing
Chap 14Pricing Strategy for the Wi-Pho-Fi Phone Decision Generator
Download and read from Kasulis web page:
Supplemental Materials #3 (Survey Research
Exercise)
Thur.
9/11
3:00 pm
Wed.
9/12
Class Activities
Mon.
9/15
Practice Exercise:
Learn Smart Self Study: Chap 14
Submit:
Survey research instrument memo on two
products via email: jkasulis@ou.edu
Discussion Topics:
Consultation with teams about survey instruments
Marketing Research
Read:
Chap. 10, Marketing Research, 208
Discussion Topics:
Web Page Development
Complete
Chap. 10, Drag & Drop: Superior Razor
Practice Exercise:
Learn Smart Self Study: Chap 10
Discussion Topics:
Dry Run Loan Presentations
EXAM I
Chapters 1, 2, 9, 10, & 14
Discussion Topics:
Practicum Loan Presentations
9:30 am-10:45 am
Class Activities
9:30 am-10:45 am
Homework
Assignments
Fri.
9/19
Class Activities
Mon.
9/22
Class Activties
Wed.
9/24
Class Activities
9:30 am – 12:20 pm
9:30 – 10:45 am
9:30 – 12:20 pm
MKT 3013.001 Syllabus - 5
Date
Wed.,
10/1
Class Activities
Class Activities
Read:
Chap. 12, Developing New Products, p. 252
Complete:
Chap. 12 Video Case (Sara Lee)
Chap. 12, Click and Drag, Stages of the Product Life
Cycle
The Product Development process – Sequencing
Practice Exercise:
Learn Smart Self Study: Chap 12
Class Activities
Discussion Topics:
Personal Selling
Read:
Chap. 19, Personal Selling and Sales Management,
p.418
Complete:
Chap. 19, Drag & Drop: Service Quality Dimensions
Chap. 19, Video Case (Sweetwater)
Practice Exercise:
Learn Smart Self Study: Chap 19
11:00 am – 12:20 pm
Homework
Assignments
Wed.,
10/8
Discussion Topics
New Product Development
11:00 am – 12:20 pm
Homework
Assignments
Mon.
10/6
Discussion Topics:
Class Activities
Discussion Topics:
Product Management
Read:
Chap. 11, Product, Branding, and Packaging
Decisions, p. 232
Complete:
Chap. 11, Click and Drag,: Branding Strategies
Chap 11, Click and Drag, Types of Products
Practice Exercise:
Learn Smart Self Study: Chap 11
9:30 am-10:45 am
Homework
Assignments
Fri.
10/10
Wed.
10/15
Fri.
10/17
No Class
Class Activities
Texas Weekend
Discussion Topics:
Consumer Behavior
Read:
Chap. 6, Consumer Behavior, p. 116
Complete:
Chap. 6, Video Case, Netflixs and Consumer
Behavior
Chap. Click and Drag, The Perfect Haircut
Practice Exercise:
Learn Smart Self Study: Chap 6
Exam II
Chapters 6, 11, 12, & 19
9:30 am-10:45 am
Class Activities
9:30 – 10:45 am
MKT 3013.001 Syllabus - 6
Date
Mon.
10/20
Class Activities
Class Activities
Class Activities
Class Activities
Class Activities
Chap. 5, Video Case, Dole Analyzes the Environ.
Practice Exercise:
Learn Smart Self Study: Chap 5
Discussion Topics:
Services
Read:
Chap. 13, Services, p. 280
Complete:
Chap 13, Video Case, Netflix: Service Excellence
Practice Exercise:
Learn Smart Self Study: Chap 13
Discussion Topics:
Business-to-Business Marketing
Read:
Chap. 7, Business-to-Business Marketing, p. 142
Complete:
Chap. 7, Click and Drag, B2B Buying Center
Chap 7, Click and Drag, B2B Customers
Practice Exercise:
Learn Smart Self Study: Chap 7
Discussion Topics:
Supply Chain Management
Read:
Chap. 15, Supply Chain Management, p. 326
Complete:
Chap. 15, Making Information Flow and Making
Merchandise Flow - Timeline
Practice Exercise:
Learn Smart Self Study: Chap 15
Class Activities
Discussion Topics:
Channel Management
Read:
Chap. 16, Retailing and Multichannel Marketing, p.
348
Complete:
Chap. 16, Choosing the Right Distribution Strategy
Practice Exercise:
Learn Smart Self Study: Chap 16
Exam III
Chapters 5, 7, 13, 15 & 16
11:00 am – 12:20 pm
Homework
Assignments
Fri.
11/7
Complete:
9:30-10:45 am
Homework
Assignments
Wed.
11/5
Chap. 5, Analyzing the Marketing Environment, p.
94
11:00 am – 12:20 pm
Homework
Assignments
Fri.
10/31
Read:
9:30 – 10:45 am
Homework
Assignments
Mon.
10/27
Discussion Topics
Marketing Environment
11:00 am – 12:20 pm
Homework
Assignments
Fri.
10/24
Discussion Topics:
Class Activities
9:30-10:45 am
MKT 3013.001 Syllabus - 7
Date
Mon.
11/10
Wed.
11/12
Mon.
11/17
Class Activities
Class Activities
Class Activities
Read:
Chap. 17, Integrated Marketing, p. 370
Chap. 3, Social and Mobile Marketing, p. 47
Complete:
Chap. 17, Video Case, Frito Lay: IMC
Practice Exercise:
Learn Smart Self Study: Chap 17
Discussion Topics:
Integrated Marketing Communications continued
Complete
Chap 3, Social Media Jobs for Marketers
Chap 3, Video, GE Healthyumagination
Discussion Topics:
Promotion Management
Read:
Chap. 18, Adv’t, PR, and Sales Promotions, p. 392
Complete:
Chap. 18, Video Case, Advertising: Ford
Practice Exercise:
Learn Smart Self Study: Chap 18
Discussion Topics:
Global Marketing
Read:
Chap. 8, Global Marketing, p. 158
Complete:
Chap. 8, Global Marketing Strategy Timeline
Practice Exercise:
Learn Smart Self Study: Chap 8
11:00 am - 12:20 pm
Homework
Assignments
Class Activities
9:30 – 10:45 am
Homework
Assignments
Fri.
11/21
Discussion Topics:
9:30 – 10:45 am
Discussion Topics
Integrated Marketing Communications
Social and Mobile Marketing
Class Activities
11:00 am - 12:20 pm
Homework
Assignments
Tues-Sun
11/26-30
No Class
Mon.
12/1
Wed.
12/3
Class Activities
Thanksgiving Holiday
Dry Run Company Final Presentation
9:30 am – 12:20 pm
Class Activities
Discussion Topics:
Ethics
Read:
Chap. 4, Marketing Ethics, p. 74
Complete:
Chap. 4, Video Case, Newman’s Own Organics
Practice Exercise:
Learn Smart Self Study: Chap 4
11:00 am - 12:20 pm
Homework
Assignments
Fri.
12/5
Class Activities
Fri.,
12/12
Class Activites
Company Final Presentations
9:30 am – 12:20 pm
Final Exam
Chapters 3, 4, 8, 17, & 18
8:00-10:00 am
MKT 3013.001 Syllabus - 8