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THE UNIVERSITY OF NORTH CAROLINA AT GREENSBORO
Bryan School of Business & Economics
Department of Marketing, Entrepreneurship, Hospitality and Tourism
MKT 320.02 – Principles of Marketing
Spring 2016
Instructor: Dr. Nicholas C. Williamson
Contact by email only: ncwillia@uncg.edu
Class meeting times: 2:00 PM – 3:15 PM Tuesdays and Thursdays
Room 122 Bryan
Office hours: 3:15 PM – 3:30 PM Tuesdays and Thursdays
Office: 371Bryan
COURSE DESCRIPTION: Introduction to marketing, dealing comprehensively with the 4 Ps in
marketing: product, price, promotion and place (channel of distribution)
TEXT: Grewal and Levy, Marketing – 4th Edition only (There are two editions available at the
bookstore: 3rd edition and 4th edition.) We will use only the 4th Edition.
COURSE PRE-REQUISITES: ISM 110, ECO 201, ACC 201 or ACC 218, CST 105, and any
one of the following: MAT 115, 120, 150, 151, 191, 292; and major in any of the following:
ACCT, BADM, CARS, ENTR, FINC, INTB, ISSC, MKTG, or STHP
Students must complete all of the above courses prior to taking MKT 320. You cannot take any
pre-requisites for MKT 320 concurrently while taking MKT 320.
FOR WHOM PLANNED: This is an elective course for juniors and seniors in Marketing, other
Bryan School majors, or UNCG students.
CLASSROOM POLICIES:
HONOR CODE: The Academic Honor Code will be adhered to. Violations will be dealt
with accordingly. Any student who is caught cheating on an examination will receive an
automatic zero (0) on the examination, and is subject to receiving a final grade of F on the
course.
Food and beverages (other than bottled water) are not to be consumed in the classroom.
Use of cellphones is not allowed during class. DO NOT text or IM or engage in any such
activities during class. The use of cell phones in any manner can be interpreted as
“disruptive behavior” on the part of the student. (See “Disruptive Behavior” below.)
No make-up exams unless due to illness. In that case, a note from a physician or infirmary
(on letterhead, with signature) is required before a make-up exam can be given.
DISRUPTIVE BEHAVIOR IN THE CLASSROOM POLICY – University of North
Carolina at Greensboro
“Disruptive is behavior which the UNCG regards as speech or action which 1) is
disrespectful, offensive, and/or threatening, 2) impedes or interferes with the learning
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activities of other students, 3) impedes the delivery of University services, and/or 4) has a
negative impact on any learning environment.”
“Disruptive behavior includes physically, verbally or psychologically harassing,
threatening, or acting abusively toward an instructor, staff member, or toward other
students in any activity authorized by the University. Disruptive behavior also includes
any other behavior covered by the Student Conduct Code.”
“The instructor may withdraw a student from a course for behavior that is deemed by the
instructor to be disruptive to the class. The grade assigned will be “W” if the behavior
occurs before the deadline for dropping a course without academic penalty, and the
instructor has the option of giving a “W” or “WF” if the behavior occurs after the
deadline.” (emphasis added)
One example of disruptive behavior: I approach a student in class and ask for that student
to print on a blank sheet of paper his (her): full name, email address and contact telephone
number, and the student fails to do so correctly, completely and immediately.
Another example of disruptive behavior: On the days when we discuss the results of any
given mid-term examination, the rule is that when you are finished with looking at your
exam results and want to leave the classroom, I will come to your seat and pick up (a) your
scantron answer sheet and (b) your copy of the sheets containing the 50 questions that you
answered on the exam. ANYONE WHO UNILATERALLY JUST GETS UP AND
LEAVES THE CLASSROOM WITHOUT FOLLOWING THIS PROCEDURE WILL BE
DEEMED TO HAVE EXHIBITED DISRUPTIVE BEHAVIOR, WITH A GRADE OF
ZERO (0) BEING ASSIGNED TO THE MID-TERM EXAMINATION THAT WAS
DISCUSSED ON THAT DAY.
Contact information for MEHT administration:
Terri Sparks: (336) 334-3797 ;
http://bae.uncg.edu/meht/
Diana Brandt: (336) 334-4547 ; djbrandt@uncg.edu
ITEMS SHAPING EACH STUDENT’S GRADE:
First mid term examination
Second mid term examination
Third mid term examination
Final examination
Group-based case presentation
TOTAL
21%
21%
21%
21%
16%
100%
Characteristics of the mid term and final examinations:
1. Each examination will consist of 50 questions.
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2. Each question will be multiple choice in format.
3. Approximately 50% of the questions will be taken from the textbook, and 50% will be
taken from a combination of the lecture and the case presentations.
4. The questions that come from the text will, in all likelihood, not be covered directly in
class. Similarly, material covered in class will frequently not be found in the textbook.
Therefore, you must read, comprehend, and retain the contents of the assigned chapters
and cases in the textbook. Else, you will likely not achieve a grade of above “F”.
5. Make certain that you TAKE VERY GOOD NOTES DURING CLASS.
6. The Final examination will not be cumulative.
7. It is likely that the grades for each exam will be “curved”. An example of a frequently
used curve is: 40-50 – A; 35-39 – B; 30-34 – C; 25-29 – D; and below 25 – F .
CASE PRESENTATIONS:
1.
2.
3.
4.
Most students will be a member of a 5- person team.
Each team will make one and only one presentation during the semester.
Teams will be assigned during the first class period.
Each team member will know, as of the end of the first class period, the name of the case
to be analyzed and presented and the date on which the presentation will take place.
5. Basic methodology for performing and presenting case analyses:
a. The team has a MAXIMUM of 10 minutes for making the entire presentation.
b. In the first minute or so of the presentation, a single team member will very
briefly introduce the content of the case to the class (and to the instructor).
c. After that, the team members will just answer directly (both verbally and in the
contents of the Power Point screens) the questions that are at the end of the case.
d. After that, the instructor has as many as 5 minutes to ask questions concerning the
presentation.
e. Each team member MUST have some verbal role in the presentation. (That is, no
one can “hide” behind the computer podium and avoid public presentation.)
f. The presentation must be accompanied by a 4-6 screen Power Point presentation.
g. ONLY BULLETS can be used in the Power Point screens. (When students use
complete sentences in the Power Point screens, that detracts from the students’
oral presentation. The bullet points provide for other members of the class and
the instructor a basic guide for the oral presentation of the team members.)
h. The instructor will, more than 90% of the time, have one or more questions for
the presenting team members. (If the instructor has several questions, then,
usually, that is a good (positive) indication of the quality of the presentation.)
i. The case presentations will almost invariably take place from 3:00 PM to 3:15
PM during the class period (during the last 15 minutes of the class).
j. Use “business casual” attire.
k. The contents of each presentation are made by the GROUP, not by individuals
acting alone.
l. When the instructor asks a question, then
i. The team members will confer amongst themselves briefly before
ii. appointing a spokesperson to present the answer.
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iii. In the team members’ responses, DO NOT BEGIN THE SENTENCE
WITH “I”. BEGIN IT WITH “WE”. Again, the presentation is a product
(generated democratically) by the members of the group.
m. At the end of the semester, the instructor will solicit from each member of each
team WRITTEN EVALUATIONS (with numerical scores) OF THE
PERFORMANCE OF EACH MEMBER OF THE TEAM (other than the
evaluator him/herself.) These evaluations will be used in establishing each
student’s net score on the assigned case presentation. Essentially, while the
TEAM’S GRADE on the presentation will be assigned solely by the instructor,
each team member’s net grade on the case presentation will be affected
(sometimes very materially) by that team member’s team mates’ evaluations of
that person.
DATE
ACTIVITY
PRSNTG TEAM
1/12
Course introduction; assign teams
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1/14
Ch. 1; “The Yogurt Wars: Pinkberry vs Red Mango”
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1/19
Ch. 2; “The Netflix Rollercoaster”
2
1/21
Ch. 3; “Social Media give Dell a Direct Connection”
3
1/26
Ch. 4; “Whose Side are You on?
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1/28
Ch. 5; “A Next Generation Cleanser”
5
2/2
FIRST MID TERM EXAMINATION
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2/4
Ch. 6; “The Diet Battle: Weight Watchers, Jenny Craig…” 6
2/9
FIRST MID TERM EXAM RESULTS & DISCUSSION
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2/11
Ch. 7; “UPS: From Shipping to Supply Chain
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2/16
Ch. 8; “Racing to Capture China’s Luxury Car Market”
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2/18
Ch. 9; “Coca-Cola”
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2/23
Ch. 10; “AutoTrader.com: How Research Separates…”
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2/25
SECOND MID TERM EXAMINATION
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3/1
Ch. 11; “Oprah Winfrey: A Brand Unto Herself”
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3/3
SECOND MID TERM EXAM RESULTS & DISCUS.
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3/15
Ch. 12; “Apple Further Transforms the User…”
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3/17
Ch. 13; “Zipcar: Delivering only as much Driving…”
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3/22
Ch. 14; “Paying for all those Pinstripes”
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3/24
Ch. 15; “Price Wars in the Cellular Market”
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3/29
THIRD MID TERM EXAMINATION
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3/31
Ch. 16; “Zara Delivers Fast Fashion”
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4/5
THIRD MID TERM EXAM RESULTS & DISCUS.
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4/7
Ch. 17; “Target and its New Generation of …”
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4/12
Ch. 18; “Jay-Z and Bing: The Campaign to…”
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4/14
Ch. 19; “Making Mastercard Priceless”
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4/19
Ch. 20; “Alta Delta Solutions: Making the Sale”
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4/21
Catch-up
4/26
Catch-up
FINAL EXAMINATION: TO BE ANNOUNCED