MKT 320 Principles in Marketing Fall 2013 Traditional T/TH 2:00 – 3:15 Bryan 122 Professor Harper Roehm Office 376 Bryan Building E-­‐mail: haroehm@uncg.edu 1. Contact information: 1.1. Email – haroehm@uncg.edu 1.1.1. All emails should contain a SUBJECT line that identifies which class, meeting time and group along with summary of inquiry (e.g., MKT320F14T 2:00 Group ? question about assn. 1). The “T” is important it indicates that this is the traditional/face to face class. 1.1.2. Note: If it is urgent please feel free to email as frequently as deemed necessary – I understand. In normal situations, if you do not get a response in 24 hours consider re-­‐
sending your message. 1.2. Office Hours: Tuesday-­‐Thursday 12:00-­‐1:30, or by appointment. 1.2.1. You can stop by anytime I'm in my office. 1.2.2. You can also make appointments. 1.2.3. Please knock because I keep the door closed. 1.2.4. Unless I send notification, I am in the building during office hours. You can wait around and/or leave a message with contact information. 1.3. Contact information for MEHT Administration: Terri L. Sparks (336) 334-­‐3797 http://bae.uncg.edu/meht/ Diana Brandt: (336) 334-­‐4547 djbrandt@uncg.edu The University of North Carolina at Greensboro Bryan School of Business and Economics 441 Bryan Building Greensboro, NC 27408 Fax 336-­‐334-­‐5580 2. BADM (BS) Marketing CBK Learning Objectives (MKT 320): In every business class, we have learning objectives. These indicate what you should be learning from each course. At the end of the semester, you will be asked to evaluate how well this class met the learning objectives. In addition to the learning objectives below, you will find that there are specific learning objectives for each class. 1. The marketing student will be able to prepare a research survey project 1.1. Produce descriptive statistics from a research data set 1.2. Interpret statistical information 1 2. The student will be able to develop a marketing strategy 2.1. Critique a marketing strategy 2.2. Develop a marketing plan 3. The marketing student will understand the consumer perspective 3.1. Identify the steps in the consumer decision-­‐making process 3.2. Plan actions based on target market data Additional Course Learning Objectives: 4. Acquire and evaluate marketing research. Additionally, utilize marketing research in the marketing planning process. 5. Employ the concepts of segmentation, targeting and positioning to develop and/or analyze marketing strategies in terms of achieving company and consumer goals, considering competition. 6. Understand the 4P’s; product, price, promotion and place strategies, and the relationship with positioning and branding. 3. Student expectations of Faculty 3.1. Students can refer to Bryan School Faculty and Student Expectations Guidelines (http://bae.uncg.edu/wp-­‐content/uploads/2012/08/faculty_student_guidelines.pdf) to see the guidelines of faculty performance and behavior. 3.2. Additionally, I have two very important goals: 3.2.1. Provide students with the marketing concepts that assist them in becoming productive contributors in the community (see Course Learning Objectives below). 3.2.2. Create a learning environment where students feel fairly treated. 4. Faculty Expectations of Students Students are expected to know and abide by the Bryan School Faculty and Student Expectations Guidelines (http://bae.uncg.edu/wp-­‐content/uploads/2012/08/faculty_student_guidelines.pdf) in all matters pertaining to this course. Violations will be pursued in accordance with the guidelines. Please do not get into trouble by violating the guides. If you find yourself behind or in a difficult situation, please come see me. When in doubt about whether something is or is not a violation please see me. 5. MKT 320 Honor Code Honor Code Please refer to the Bryan School Faculty and Student Expectations Guidelines (http://bae.uncg.edu/wp-­‐content/uploads/2012/08/faculty_student_guidelines.pdf). I should also like to add, please do not get into trouble by violating the guidelines. If you find yourself behind or in a difficult situation, please contact me. When in doubt about whether something is or is not a violation please contact me. You will notice that the points are spread out pretty well to minimize the impact from some bad grades. 2 6. Course Requirements 6.1. Course Pre-­‐requisites. 6.1.1. ISM 110, ECO 201, ACC 201 or 218, CST 105, and any one of the following: MAT 115, 120, 150, 151, 191, 292. 6.1.2. Students complete all of these courses before taking this course. You cannot take any pre-­‐requisites concurrently with MKT 320. In other words, the same semester you are taking MKT 320. 6.1.3. If you believe you have an exception, please contact the Bryan advisors in Bryan 301. 6.2. Course Materials: 6.2.1. Book: Students can use either the 3rd or 4th editions of Marketing, Grewal & Levy. Marketing, 3rd Edition (NO connect or connectplus)
Dhruv Grewal, BABSON COLLEGE Michael Levy, BABSON COLLEGE Hardcover, 720 pages ©2012, ISBN-­‐13 9780078028830 MHID 0078028833 OR Marketing, 4th Edition (NO connect or connectplus)
Dhruv Grewal, BABSON COLLEGE Michael Levy, BABSON COLLEGE Hardcover, 768 pages @2014, ISBN-13 9780078029004
MHID 0078029007 6.2.2. Role of the book it to provide theories, models and frameworks that are commonly accepted in marketing. Thus, in this course it will be necessary for you to have some knowledge of the language and system of concepts inherent to marketing. We may not talk about the certain information contained a textbook reading unless you have specific questions about it. I welcome any questions, so feel free to contact me. 6.2.3.
There are copies the books at Libraries closed reserves. 6.2.4.
Electronic versions of the book found at www.coursesmart.com 6.2.5.
The book website is: 3rdhttp://catalogs.mhhe.com/mhhe/viewProductDetails.do?isbn=0078028833 4th http://catalogs.mhhe.com/mhhe/viewProductDetails.do?isbn=0078029007 3 6.3.
iClicker>1 or iClicker>2 will be used for class participation and activities. iClicker>1 iClicker>2 6.3.1. First Class the clickers will be used in Class 4. 6.3.2. You have to register the clicker. Those directions will be provided. 6.3.3. Acquiring iClickers: 6.3.3.1. iclicker 1 or iclicker 2: The class is set up for either 1 or 2. 6.3.3.2. iClicker 1’s are sold at the on-­‐campus bookstore and have been known to buy them back. 6.3.3.3. There is also a large second-­‐hand market and you can find reasonable offers on the eBay, Amazon or Craigslist. About 2,000 of iClickers are sold to UNCG students every semester, mainly to biology and physics students, so your friends may have one for you. 6.3.3.4. The newer iclicker 2 is more flexible, which might be helpful in other classes, but new is 5 dollars more expensive and there might be a smaller number of the cheaper used units available since it is so new. They can be purchased at the bookstore or online. http://www.iclicker.com/ 6.4.
Marketing simulation will be run in the last third of the semester. MarketPlaceLive – Introduction to Marketing. We will go over that information later in the semester there is no need to spend time on that now. We will play in groups and playing against the computer. The cost to participate is 25 dollars. http://gm.marketplace-­‐live.com/?moveTo=1 6.5.
In-­‐class Attendance and Participation: There is an attendance and participation grade because of the integrative and participative nature of this class. It includes attendance and participation, such as iclicker answers. Attendance of, and behavior in, class meetings follows those standards of a professionally run meeting: 4 6.5.1. Be on time consistently. Absenteeism and/or lateness will impact your participation grade 6.5.2. Laptops will NOT be open during class unless otherwise directed. Exceptions will be considered in case of ODS confirmed learning considerations. 6.5.3. No phones, irrelevant reading material, or conversations. Laptops, tablets PC's in the lab, phones, PDA's etc. should be properly used. Not meeting any of these standards will result in significant loss of participation points. 6.5.4. No recording of class is allowed. Exceptions will be considered in case of ODS confirmed learning considerations. 6.5.5. If you miss a class it is your responsibility to manage the situation. Therefore, you are responsible for any information and/or material from a missed class. 6.5.6. In the cases when you know in advance of potential MULTIPLE time conflicts, resulting in absences, late arrivals and/or early departures, you should consider taking the course another time because this situation would result in significant loss in participation and the possible failing grade. 6.5.7. Iclicker participation is 15 percent of the course grade is based on your effort and participation. Because it is impossible to give every student a chance to speak in a large class like MKT 320, we will use iClickers to enable accurate monitoring of individual participation. 6.5.7.1. iClickers are NOT quizzes! To ensure that there is no unneeded pressure, the participation requirements are very lenient. 6.5.7.2. Every session I will ask 5 questions (one every 10 minutes or so) pertaining to the course material that has just been covered. As long as you answer correctly 4 out of the 5 questions, you will receive 1 participation points for the session. You will receive 0.75 points if you answer 3 questions currently, 0.5 points if you answer two questions and 0.25 points if you answer only one question correctly. There are a number of lectures where participation points are attainable. So if you attend enough lectures and answer enough questions correctly you can earn 100 percent of the 15 participation points. 6.5.7.3. Important: you cannot receive more than 1 participation point per lecture and more than 15 participation points per semester. Even if you attend all sessions and answer every single question correctly, your participation grade will be limited to 15 points total. 6.5.8. Absents due to Religious Observance: 6.5.8.1. If you have any religious holidays that might result in an absence you must contact me at least two weeks before the holiday. I prefer to be contacted in the first two weeks of class when possible. 6.5.8.2. There are a limited number of such absences, so please read the UNCG policy for that answer and the answers of any other questions, which can be found at under 5 the Heading of “Religious Observance” at link http://web.uncg.edu/reg/Bulletin/Current/AcaRegs/ClassAttendance.aspx 6.6.
Assignments: 6.6.1. The due dates for these assignments are included in the class schedule at the end of this document. 6.6.2. These are assignments due throughout the course. The assignments will be graded based on promptness, completeness and professionalism which includes; grammar, writing style, spelling and format. 6.6.3. The values of these assignments are listed below in the Grade Break Down section. 6.6.4. There are no late assignments, but there is an extra credit assignment posted at the end of the semester and it is worth one assignment. 6.7.
Marketing Plan Project: There will be a group marketing plan project that is submitted by each individual. The goal of the project is to develop learn the steps in creating a marketing plan/strategy for an assigned company. Details for the project will be provided when students are assigned to their groups. 6.8.
Group Peer Evaluations: The group Peer Evaluation is an extremely important tool to manage your group experience. Peer evaluations are based on the performance of your group. This is because in the business world, performance is the main benchmark. Consequently, promotions, raises, etc… are typically based on outcome as opposed to effort. So in this class, outcome/performance will be the basis for your group grades. 6.8.1. For many groups, all members participate equally. In those cases, the peer evaluation will be the same percentage as your group earned from all of the group activities. For instance, if your group earned a 91 percent on all of your group activities your peer evaluation would be 91. 6.8.2. If, however, you have well performing member, you can indicate that by providing that individual with high peer evaluation. In these cases, their peer evaluation will be higher than the group’s average outcome. In the example earlier, this person’s evaluation will be higher than 91 percent. 6.8.3. The peer evaluation can also be used in those unfortunate situations when a member is not performing to expectations. In such cases, you can communicate to those individuals that their peer evaluation will be negatively affected unless there are improvements. Do this as early as possible. Also, when doing this please inquire what you as a group can do to help this member. This often times can remedy the situation. If it does not help and the member does not participate as expected, their grade will be SIGNIFICANTLY LOWER THAN THE GROUP’S. IT SHOULD BE NOTED THAT CASES OF EXTREME NEGLECT OF GROUP RESPONSIBILITIES CAN RESULT IN EARNING A ZERO FOR ALL GROUP WORK. 6.8.4. If a student cannot meet, it is the student’s responsibility to contact the group and inform them immediately. 6 6.8.5. If a student cannot meet, the group and the student should agree on a deliverable the student must produce as a replacement of the missed meeting. 6.8.6. You should feel free to contact me about participation issues. 6.9.
EXAMS: 6.9.1. There will be three exams in this course. Two mid-­‐terms which are not cumulative and final that is cumulative. A study guide and exam instructions will be provided for each exam. The date, times and locations of final exam can be found in the schedule below or on the schedule link in the learning area of Canvas (C). 6.9.2. I want to make sure students are fairly treating with regards to testing. Students with learning challenges that require testing adjustments such as a quite setting and/or additional time need to provide me with the appropriate documentation from Office of Disability Services, ODS at least one week before a test. Ideally the student will do so at the beginning of the semester. Those students with said challenges but are not registered are encouraged to contact OARS/ODS. OARS/ODS Contact Information: web site: http://ods.uncg.edu Suite 215 EUC, PO Box 26170 Greensboro, NC 27402-­‐6170 VOICE/TTY 336-­‐334-­‐5440 FAX 336-­‐334-­‐4412 EMAIL oars@uncg.edu 6.9.3. Generally there are no make-­‐up exams except in the case of serious emergencies or official school related activities. In such situations, the student must contact me as soon as possible and must provide written evidence of the emergency/activity which includes verification of the time and date as well as a contact number of an individual that confirm the emergency/activity. I do not want to know personal and/or sensitive information just the general nature of the emergency/activity. It should be noted that the requirement of written documentation of the issue is part of my effort to ensure that all students in the course feel fairly treated. 6.9.4. With regard to the final exam time, students with more than two examinations within 24 hours may apply to the University Registrar's Office, 180 Mossman Building, for permission to change their exam schedules. The usual policy is to change the middle examination in a sequence of three. Requests must be filed by 5:00 P.M., December 1st, 2014. 6.9.5. If you have any questions, please contact me immediately. The online exams are timed, so if you are having problems, please contact me as soon as possible. 7. Grading policy: 7.1.
No assignments are accepted late. 7.2.
Assignments are always graded for grammar, spelling, organization, completeness and overall professionalism. 7 7.3.
Students who are concerned about their writing can work with the UNCG writing center (http://www.uncg.edu/eng/writingcenter/default.php). It should be noted that Writing center well in advance of the due date of the assignment. 7.4.
The due dates for these assignments are included in the syllabus schedule section. 7.5.
Although All information submitted, including computer disks and attached files to emails, should be labeled (see below): LAST Name, FIRST name Assignment name or number (e.g., Intro Class Assignment) MKT320 F14_T Professor Roehm Pledge “name(s)”* *All work submitted should include the word “Pledged” followed by the student’s signature or typed name in the case of computer files. This is in accordance to the MKT 320 Student Honor Code seen below. 7.6.
FAILURE TO MEET THESE INSTRUCTIONS COULD RESULT IN LOSS OF UP TO 5 PERCENT ON AN ASSIGNMENT. NOTE: SAVE ELECTRONIC BACKUP COPIES OF YOUR ASSIGNMENTS. Note: Files saved on the disks or sent via email attachment should have the label same information. 8. Grade Scale 9. Grade Break-­‐down A+ 98 to 100 A 92 to 97.99 Class assignments 10 A-­‐ 90 to 91.99 Participation & Attendance 15 B+ 88 to 89.99 Exam 1 15 B 82 to 87.99 Exam 2 15 B-­‐ 80 to 81.99 Exam 3 20 C+ 78 to 79.99 Marketing Simulation 10 C 70 to 77.99 Peer Evaluation 10 D 60 to 69.99 Marketing Plan Project 05 F Below 60 TOTAL POINTS 100 8 10. SCHEDULE NOTE THERE ARE TWO VERSIONS 3RD EDITION AND 4TH EDITION 3rd edition of book CLASS 1 2 3 4 5 6 DATE T 8/19/14 TH T T TH T TH 10 11 12 13 TH T TH T 14 15 16 17 18 19 21 22 23 24 8/21/14 8/26/14 TH 8/28/14 7 8 9 20 9/2/14 9/4/14 TOPICS & ACTIVITIES (3rd Edition of Book) INTRODUCTION TO CLASS & MARKETING COMPANY'S GOALS, MISSION & MARKETING PLAN MARKETING RESEARCH MARKETING RESEARCH & CONSUMER BEHAVIOR 1st Day iclicker CONSUMER BEHAVIOR & MARKETING STRATEGIES MARKETING STRATEGIES-­‐CONSUMER ORIENTATION & SEGMENTATION ACTIVITIES & DUE DATES Read Chapter 1 Read Chapter 2 Due: Assn 1 (11:59pm 1 minute before midnight) Read Chapter 4 and 9 Due: Assn 2 (1:30 pm before class) Read Chapter 5 Due: Assn 3 (1:30 pm before class) TARGETING & POSITIONING EXAM 1 EXAM 1 REVIEW & VALUE PROPOSITIONS vs POSITIONING 4PS -­‐ PROMOTION TYPES & IMC – Integrated Marketing Communications SOCIAL MARKETING 4Ps -­‐ PRODUCT 4Ps – PRODUCT & INTRODUCTION TO MARKETING SIMULATION Read Chapter 8 Skim Chapter 4, 5 and 8 Due: Assn 4 (1:30 pm before class) Skim Chapter 9 TH 10/2/14 T 10/7/14 TH 10/9/14 4PS -­‐ PRICE 4PS -­‐ PRICE 4Ps -­‐ PLACE Read Chapter 13 & 14 Skim Chapter 13 & 14 Read Chapter 15 & 16 Due: Assn 8 (1:30 pm before class) F T W TH T FALL BREAK BEGINS NO CLASS FALL BREAK ENDS 4Ps -­‐ PLACE EXAM 2 EXAM 2 REVIEW & MARKETING SIMULATION WORK TIME INTRO MKT SIM & MKT PLAN WORK TIME Skim Chapter 15 & 16 Due: Assn 9 (1:30 pm before class) T TH T 9/9/14 9/11/14 9/16/14 9/18/14 9/22/14 9/25/14 9/30/14 10/10/14 10/14/14 10/15/14 10/16/14 10/21/14 10/23/14 10/28/14 TH 10/30/14 T 11/4/14 TH 11/6/14 T 11/11/14 MARKETING SIMULATION (MS) Work Day MS WORK DAY MS WORK DAY MS WORK DAY Due: Assn 5 (1:30 pm before class) Read Chapter 17 Due: Assn 6 (1:30 pm before class) Read Chapters 18 & 19 Due: Assn 7 (1:30 pm before class) Read Chapter 11, 12 & service part of 13 Due: Marketing Plan Project Part 1 of 2 & MS DECISION 1 2:30pm Due: MS DECISION 2 2:30 pm Inclass activity Due: MS DECISION 3 2:30 pm Due: MS DECISION 4 2:30 pm 9 25 26 27 TH 11/14/14 T 11/18/14 11/20/14 TH MS WORK DAY MS WORK DAY ETHICS, B2B & INTERNATIONAL MARKETING Due: MS DECISION 5 2:30 pm Due: MS DECISION 6 3:00 pm Read Chapter 4 F 11/21/14 S 11/22/14 BB&T BRYAN MARKETING CHALLENGE (inviation only extra credit activity) 28 T W S T W 11/25/14 11/26/14 11/30/14 12/2/14 12/3/14 CLASS WRAP UP THANKSGIVING BREAK BEGINS THANKSGIVING BREAK ENDS READING DAY FINAL EXAM WEEK -­‐ OFFICE HOURS ONLY BY APPOINTMENT S 12/6/14 TH 12/11/14 FINAL EXAM 3:30-­‐6:30 COMMENCEMENT Due (11:59pm 1 minute before midnight): 1) Assn 10 extra credit 2) Marketing Project Plan Part 2 of 2 3) Peer evaluations 4) COURSE EVALUATIONS 10 SCHEDULE 4th edition of book CLASS 1 2 DATE 3 T 4 TH 8/28/14 5 T 6 TH 9/4/14 7 8 9 T TH T 9/9/14 9/11/14 9/16/14 10 11 12 13 TH T TH T 9/18/14 9/22/14 9/25/14 9/30/14 14 15 16 T 8/19/14 TH 8/21/14 8/26/14 9/2/14 TOPICS & ACTIVITIES (4th Edition of Book) INTRODUCTION TO CLASS & MARKETING COMPANY'S GOALS, MISSION & MARKETING PLAN MARKETING RESEARCH MARKETING RESEARCH & CONSUMER BEHAVIOR 1st Day iclicker CONSUMER BEHAVIOR & MARKETING STRATEGIES MARKETING STRATEGIES-­‐CONSUMER ORIENTATION & SEGMENTATION ACTIVITIES & DUE DATES Read Chapter 1 Read Chapter 2 Due: Assn 1 (11:59pm 1 minute before midnight) Read Chapter 5 and 10 Due: Assn 2 (1:30 pm before class) Read Chapter 6 Due: Assn 3 (1:30 pm before class) TARGETING & POSITIONING EXAM 1 EXAM 1 REVIEW & VALUE PROPOSITIONS vs POSITIONING 4PS -­‐ PROMOTION TYPES & IMC – Integrated Marketing Communications SOCIAL MARKETING 4Ps -­‐ PRODUCT 4Ps – PRODUCT & INTRODUCTION TO MARKETING SIMULATION Read Chapter 9 Skim Chapter 5, 6 and 10 Due: Assn 4 (1:30 pm before class) Skim Chapter 9 TH 10/2/14 T 10/7/14 TH 10/9/14 4PS -­‐ PRICE 4PS -­‐ PRICE 4Ps -­‐ PLACE Read Chapter 14 & 15 Skim Chapter 14 & 15 Read Chapter 16 & 17 Due: Assn 8 (1:30 pm before class) 17 18 19 F T W TH T TH 10/10/14 10/14/14 10/15/14 10/16/14 10/21/14 10/23/14 Skim Chapter 16 & 17 Due: Assn 9 (1:30 pm before class) 20 T 10/28/14 FALL BREAK BEGINS NO CLASS FALL BREAK ENDS 4Ps -­‐ PLACE EXAM 2 EXAM 2 REVIEW & MARKETING SIMULATION WORK TIME INTRO MKT SIM & MKT PLAN WORK TIME 21 22 23 24 TH T TH T 10/30/14 11/4/14 11/6/14 11/11/14 MARKETING SIMULATION (MS) Work Day MS WORK DAY MS WORK DAY MS WORK DAY Due: Assn 5 (1:30 pm before class) Read Chapter 18 Due: Assn 6 (1:30 pm before class) Read Chapters 19 & 20 Due: Assn 7 (1:30 pm before class) Read Chapter 11, 12 & service part of 13 Due: Marketing Plan Project Part 1 of 2 & MS DECISION 1 2:30pm Due: MS DECISION 2 2:30 pm Inclass activity Due: MS DECISION 3 2:30 pm Due: MS DECISION 4 2:30 pm 11 25 26 27 TH T TH F 11/14/14 11/18/14 11/20/14 11/21/14 MS WORK DAY MS WORK DAY ETHICS, B2B & INTERNATIONAL MARKETING Due: MS DECISION 5 2:30 pm Due: MS DECISION 6 3:00 pm Read Chapter 4 Due (11:59pm 1 minute before midnight): 1) Assn 10 extra credit 2) Marketing Project Plan Part 2 of 2 3) Peer evaluations 4) COURSE EVALUATIONS S 11/22/14 BB&T BRYAN MARKETING CHALLENGE (invitation only extra credit activity) 28 T W S T W 11/25/14 11/26/14 11/30/14 12/2/14 12/3/14 CLASS WRAP UP THANKSGIVING BREAK BEGINS THANKSGIVING BREAK ENDS READING DAY FINAL EXAM WEEK -­‐ OFFICE HOURS ONLY BY APPOINTMENT S 12/6/14 TH 12/11/14 FINAL EXAM 3:30-­‐6:30 COMMENCEMENT 12