Marketing Fundamentals - BUAD 307
Syllabus – Fall 2008 – Monday Lecture Class
Professor:
Rex Kovacevich
Office:
Accounting Building 234B
Office Phone: (213)740-5045
E-mail:
rex.kovacevich@marshall.usc.edu
Class Times/ Locations:
Lecture Sessions > Mondays 12:00 - 1:50 (Edison Auditorium)
Discussion Classes > Mondays 4:00 – 5:50 (HOH 422),
Tuesdays 12:00 – 1:50 (HOH 303), 4:00 – 5:50 (BRI 5)
Wednesdays 8:00 – 9:50 (HOH 305), 12:00 – 1:50 (WPH 207)
Office Hours:
Tuesdays 2:00 – 3:00 and Wednesdays 10:00 – 11:00, or by appointment
Why take this course? Marketing involves a relatively simple process - assessing the market,
establishing a plan, implementing the plan, and assessing the results. However, the process
is loaded with challenging and complex elements such as competitive actions, buyer behavior,
company capabilities, and other environmental influences – most over which managers have little
direct control.
Among business disciplines, marketing is the primary contact point between an organization and its
customers. This class will help you learn how marketing enhances an organization’s ability to
evaluate market opportunities, understand buyers’ needs, attract purchasers, and build customer
relationships. Business majors and non-business majors will benefit by taking this course because
nearly everybody uses some form of marketing during their career.
Course Description: BUAD 307 is a fundamentals course. Emphasis is placed on providing a
solid grounding in basic marketing terms and concepts. The course also begins to develop a
general management viewpoint in the analysis, development, and evaluation of marketing
decisions.
Prerequisites: None
Course Objectives: The objectives for this course are to develop your ability to contribute to
general marketing management decision-making. This course will help you develop the following:
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Essential Objective…understanding of fundamental marketing terms, concepts, principals,
and theories.
Important Objective…understanding the close relationship between marketing and other
functions within an organization.
Important Objective…critical thinking and communication skills relating to marketing.
Important Objective…ability to work with others in developing a marketing strategy.
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Required Materials:
MKTG, by Lamb, Hair, and McDaniel, Thomson/Southwestern 2008
Course pack containing six marketing book summaries, Fall 2008
Differentiate or Die
by Jack Trout and Steve Rivkin
The Discipline of Market Leaders
by Michael Treacy / Fred Wiersema
Practical Marketing Research
by Jeffrey L. Pope
The New Positioning
by Jack Trout / Steve Rivkin
Relentless
by Johny K. Johansson
and Ikujiro Nonaka
Scoring Points
by Clive Humby and Terry Hunt
with Tim Phillips
Course Notes: Copies of the lecture slides, and other class information are available through your
Blackboard account.
GRADING
Assignments
Points
% of Grade
80
120
22.8%
34.3%
MARKET RESEARCH PARTICIPATION
10
2.9%
CLASS PARTICIPATION
40
11.4%
100
28.6%
350
100.0%
TESTS
Test 1
Final
STRATEGY GROUP PROJECT - Marketing Mix Development
TOTAL
Final grades represent how you perform in the class relative to other students. Your grade will not
be based on a mandated target, but on your performance. The average grade for this class last
semester was about a B. Three items are considered when assigning final grades:
1. Your average weighted score as a percentage of the available points for all assignments (the
points you receive divided by the number of points possible).
2. The overall average percentage score within the class.
3. Your ranking among all students in the class.
Academic Integrity
Please ensure that all of your work is done with the utmost integrity. Based on the Marshall Instructional
Guide & Procedures Handbook, the following represent behavior that would be judged academically
dishonest. This list is not intended to be exclusive or exhaustive.
1. Examination Behavior – Any use of external assistance during an examination, including, but not
limited to the following:
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 Communicating with another student.
 Copying material from another student’s examination.
 Allowing another student too copy from your examination.
 Using unauthorized notes or aids.
2. Fabrication - Any intentional falsification or invention of data or other information
3. Plagiarism – is the appropriation and subsequent use of another’s ideas or words as your own.
If another’s ideas or words are used, acknowledgement of the original source must be made.
4. Other Types of Academic Dishonesty include the following
 Submitting a paper written by or obtained from another.
 Using a paper or essay in more than one class, without the teacher’s express permission.
 Obtaining a copy of an examination in advance, without the knowledge or consent of the teacher.
 Using another person to complete class assignments, without the knowledge or consent of the
teacher.
Academic Accommodations for Students with Disabilities
Any student requesting academic accommodation based on a disability is required to register with
Disability Services and Programs (DSP) each semester. A letter of verification for approved
accommodations can be obtained from DSP. Please be sure the letter is delivered to me (or your lab
instructor) by February 1. DSP is located in STU 301 and is open 8:30 a.m. – 5:00 p.m., Monday through
Friday. Their phone number is (213) 740-0776.
Please note that it is the student’s responsibility to manage the scheduling process with the DSP. Failure
to meet any DSP scheduling deadlines will likely mean you will not have special accommodations.
GRADING DETAIL
2 Exams
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The first test (80 points) will include 25 multiple-choice questions (2 points each), and 5 T/F
questions (2 points each), 5 fill-in the blank questions (2 points each), and a short essay
question (10 points).
The final exam (120 points) will be 50 multiple-choice questions (2 points each), and 10 T/F
questions (2 points each). The final will emphasize material covered after the second exam,
but will include 10 questions based on material covered prior to test 2.
Notes, books, calculators, electronic dictionaries, regular dictionaries, cell phones or any other
aids are not allowed during exams. I will be happy to answer questions regarding the meaning
of non-marketing words or phrases.
For both exams, bring a #2 pencil. I will provide the Scantrons.
Make-up test times must be approved and scheduled at least 48 hours before the exam. If a last
minute emergency precludes you from taking the test, proper documentation must be provided.
Make-up tests that are not pre-arranged will be penalized 10%. Students will be required to
provide documentation to support make-up requests. A student will be regarded as taking a
“late” exam anytime after the first member of their scheduled lecture submits a completed test.
Any challenges to exam scoring must be raised with me by 4:00 p.m. on the Thursday
following the return of exam results.
You may be asked to show proper identification before, during, or after the test. Please bring
your USC ID with you.
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Attendance
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I may give up to five unannounced attendance quizzes during the semester. The attendance
quizzes don’t figure directly into your grade, but alert me to your commitment to the class.
Attendance will also be taken intermittently during discussion sections for the same reason.
Participation (40 points)
 Most of your participation grade will be based on the contributions you make during
discussions about the six book summaries included in your course pack.
 Other class material may also be discussed.
 Prior to discussion, I will post questions to assist your preparation.
 Bring 3 X 5 index cards to every class with your name listed on each. You will hand one of
these cards to me following each comment that you contribute.
 During discussions, I will evaluate student comments using criteria similar to what is listed
below. These points aren’t meant to add up to your final score, but will be used to compare
your overall performance to the performance of other students in your lab, and converted to a 0
to 40 point scale.
-2 Disruptive behavior
0 Student was present, but did not participate and cannot be evaluated.
1 Fair to poor contribution in which the student uses general information rather than
information covered in class or the reading, or is merely reacting to others, or repeats
what has just been said, or repeats wording in the reading without building on the point.
2 Good contribution, showing preparation and relevance to the class. Ideas are fairly well
substantiated and somewhat persuasive.
3 Excellent contribution. This type of contribution shows special insight and helps raise the
awareness level and/or discussion level of the class. Ideas are important and relevant, and
provide a meaningful direction for the class. Ideas are substantiated and persuasively
presented.
Market Research Exercise (10 points)
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All students will be asked to participate as a respondent in two research studies sponsored by
Marketing Department faculty.
Each market research session will not last more than 50 minutes.
Different studies covering different marketing topics will occur throughout the semester.
Students may select the session that fits their schedule.
Available times and dates will be communicated via e-mail.
Sign-up procedures will be explained in class.
Students not honoring their reserved seat for a research study will not be penalized for their
first “no-show.” Each subsequent “no-show” earns a 5 point deduction. A “no-show” occurs
when a student cancels less than 24 hours before the study or simply does not attend.
Should you object to participating in research studies, let me know by September 20
(end of week 4), and I will provide you with topics for which you can write two papers
(2 to 3 pages each) in lieu of participating in the studies. Each paper is graded and is
worth up to 5 points.
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Group Marketing Project (100 points)
Group Project Objectives:
 To develop a mini-marketing plan for a new product, service, or line of products with an
emphasis on the development of an original marketing mix.
 To develop an understanding of the synergistic effects of the marketing mix.
 To resolve issues and develop a plan within a group.
 To develop presentation experience.
Assignment:
For an existing company of your choosing, develop a new product or different version of an
existing product. Services are OK too. Create and explain the marketing plan for that product.
Project will be done in a group of 5 people (there may be a few groups with 4 or 6 people). The
assignment is completed with a 16 minute class presentation (plus 3 minutes for questions).
Consider your audience to be an investor group or a senior management group. You are trying to
sell your strategy as a smart business move.
Paper Components
Format: 2 pages - - single-spaced - - 12 point font - - OK to use bullet points - - identify any
outside sources used (if any) on an attached third page
The components of the paper are the following:
Major Headings:
Key question to address:
Product Idea
In 2 to 4 lines, what is your product or service idea?
Company
What does your company do well that indicates it has
needed competencies to pursue this opportunity?
Customers
What are your targeted customers’ characteristics?
What targeted customer need are you addressing?
How do these customers make buying decisions?
How many potential customers exist?
Competition
Who do you see as your competition and why?
Context
What is happening (has happened) in the marketing
environment to lead to this opportunity?
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Basic Presentation Components (16 minutes not including follow-up questions and answers):
 Product - Describe your product. What is it? What are its traits and attributes? What benefits
will your product provide to the target audience, and why should they care?
 Need – Highlight key information from your paper that establishes the opportunity. Describe
your target audience. Describe significant competitors.
 Introduction – Introduce your company and the opportunity you are looking to fill. Describe
the target audience. Provide highlights from your environmental analysis.
 Distribution - How do you plan to distribute your product? Why? Why is your distribution
plan appropriate for the target market?
 Price - What are your pricing objectives? Relative to other choices your target audience has,
why will your targeted group see value in the price you have set?
 Marketing Communications - Describe and support your promotion plans. Describe your
promotion strategy and show executions of the strategy. Describe how your strategy fits with
the target market, and how the strategy enhances the positioning you are after in the market.
 Questions (3 additional minutes)
Deliverables
Paper and a hard copy of your PowerPoint slides (six to a page, pure black and white) are due one
week before the first presentations scheduled for your discussion section.
Peer Evaluation:
Following the completion of your presentation, group members will be asked to assess each of their
team member’s contributions. This assessment will be used to determine what percentage of the
group’s score each person will receive. To accomplish this, I will give each member points to
allocate among all of the team members (including themselves).
For example, each student within a 5 person team will be given 500 points to allocate among all the
members. If the student judged that all the members made equal contributions, then she would
allocate 100 points to each, including herself. However, if she judged that four of the members had
to continually compensate for the poor performance of a fifth member, then maybe the four
students would be allocated 106 points each, and the fifth member only 76.
Not every group member is going to be a star, and not every group member is going to have the
same talents, but every member is expected to attend group meetings and make regular
contributions to enhance their group’s chances of success.
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Ground Rules:
 The project may be based either on a totally new product concept, or around a line or brand
extension.
 No science fiction products. No illegal products. No alcohol related products. No
washer/dryer combinations, or tooth brushes with toothpaste in the handle.
 Target market must have a minimum of 10 potential customers.
 Tone of the presentation should be as if you are presenting to a group that can fund your idea
(i.e. senior managers, investors, venture capitalists, etc.).
 Time limit is 16 minutes. 16 ½ minutes is OK, but beginning at 17 minutes, you’ll lose 2
points for each additional 30-second block the group uses.
Project Grading:
The project is worth 100 points. The paper is worth 10 points and will be graded by me. The
presentation grade is worth 90 points and will have two parts, a student evaluation of the
presentation (50 points) and a professor evaluation of the presentation (40 points).
I will score presentations using criteria listed on the attached “Evaluation Sheet for Marketing
Strategy Presentations.” A blended score will be developed and then used to rank and score each
team out of 40 points.
Students will evaluate each presentation using the same sheet, and then rank the 7 other
presentations they watch. Only the rankings will be used for determining scores from students.
The highest ranked team among all the discussion sessions will earn 50 points. For all other teams,
a point scale will be developed within each discussion class based on the top ranked team earning
48 points and the fourth ranked team earning 42 points. No team completing the entire assignment
will earn less than 36 points based on the student rakings. The following example will help
illustrate:
Rank
1.
2.
3.
4.
5.
6.
7.
8.
Group
Group #5
Group #2
Group #6
Group #1
Group #4
Group #8
Group #7
Group #3
Blended Rank
1.4
1.9
2.6
3.6
4.2
4.6
5.1
6.1
Points
48
47
45
42
41
39
38
36
In this example, the difference between
the blended ranking of the 1st ranked
team and the 4th ranked team is 2.2.
This also aligns with a 6 point score
difference. Therefore, each tenth of
a point ranking difference is worth
.27 points. Scores are tabulated off the
4th ranked team. Rounding is applied.
Your group is required to submit a 1 to 3 sentence description of your
product idea during your discussion session on October 21st, 22nd or 23rd.
Failure to do so will result in a 5 point penalty.
******************************************************************************
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Evaluation Sheet for Marketing Strategy Presentations
Your Name:___________________________ Group Evaluated:____________________ Rank:_______
Completeness (20%)
 The market opportunity, target segment, positioning, and marketing mix were complete and
adequately covered.
Strongly
Disagree
1
│
Disagree
2
│
Agree
4
│
3
│
Strongly
Agree
5
│
Logic (20%)
 There was a clear and logical relationship among the identified opportunity, the target market, the
positioning and the recommended marketing mix.
 The synergy among the marketing mix elements was clear.
1
│
2
│
3
│
4
│
5
│
Creativity (20%)
 The marketing recommendations were unique.
 The strategy did not seem fairly obvious or common for a product like this.
 Imagination was evident
1
│
2
│
3
│
4
│
5
│
Presentation Quality (20%)
 Well planned and conducted.
 All members had active parts and made a significant contribution.
 The presentation was clear, and held my interest.
 The group appeared to really believe in their plan.
 Audio/visual elements were appropriate
1
│
2
│
3
│
4
│
5
│
4
│
5
│
Overall (20%)
 The group convinced me that this strategy will be a success
1
│
2
│
3
│
Comments: ______________________________________________________________
________________________________________________________________________
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CLASS SCHEDULE
Week
1
Day
Monday
Date Topic
8/25
Discussion
2
Monday
Introduction – Why Marketing?
Marketing Overview
Chapter 1, pages 2 - 12
9/1
Labor Day Holiday
9/8
Marketing Environment / Marketing Ethics
Chapter 3, pages 28 - 45
Chapter 2, pages 14 - 27
9/15
Strategic Marketing Planning
Discussion – “Differentiate or Die”
Understanding Buyer Behavior - Consumers
Discussion
3
Monday
Discussion
4
Monday
Discussion
5
Monday
9/29
Competitors and Collaborators
Discussion – “The Discipline of Market Leaders”
Understanding Buyer Behavior - Businesses
Group Project Assignment Introduction
Decision Systems and Marketing Research
Discussion - “Practical Market Research”
Segmenting, Targeting, and Positioning
Chapter 7, pages 96 - 111
10/6
Segmenting, Targeting, and Positioning /
Project Teams Formed
Test 1 (80 points)
10/13
Product
Discussion – “The New Positioning”
Product
Chapter 9, pages 130 – 135
Chapter 11, pages 160 - 169
Chapter 10, pages 146 - 159
10/20
Discussion – “Relentless”
Test 2 Results
Product
Chapter 9, pages 135 – 144
9/22
Discussion
6
Monday
Discussion
7
Monday
Discussion
8
Monday
Discussion
9
Monday
Discussion
10
Monday
Monday
Monday
Monday
Discussion
Chapter 7, pages 96 - 111
Marketing Communications
11/3
Pricing
Chapter 17, pages 262 - 277
Chapter 18, pages 278 - 293
11/10
Pricing
Discussion – “Scoring Points”
Channels of Distribution
Discussion
13
Chapter 8, pages 112 - 129
Chapter 14, pages 212 – 227
Chapter 15, pages 242 - 244
Chapter 16, pages 246 - 253
Chapter 15, pages 228 - 242
10/27
Discussion
12
Chapter 6, pages 82 - 95
Group Project Work Session
Discussion
11
Chapter 5, pages 62 - 81
Marketing Communications
Chapter 12, pages 174 - 193
Presentations (100 points)
11/17
Personal Selling
Chapter 16, pages 253 - 261
Thanksgiving Holiday
9
14
Monday
11/24
Discussion
15
Monday
Retailing
Chapter 13, pages 194 - 211
Presentations (100 points)
12/1
Discussion
Class Summation
Return of Project Evaluations
12/12
FINAL EXAM…11:00 – 1:00 (120 points)
* * NOTE THE FINAL EXAM TIME. IF YOU ENROLL IN THE CLASS, MAKE SURE
YOU ARE AVAILABLE DEC. 12…TAKING THE FINAL EXAM EARLY WILL NOT BE
AN OPTION* * *
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