MKT 337 Principles of Marketing ZHANG (05405, 05420)

Marketing 337
Principles of Marketing
Spring 2014
Instructor: Professor Ying Zhang
Office Hours: By appointment
Office Phone:
[email protected]
Office Hours: by appointment
Textbook (Required)
Principles of Marketing, 15th edition, by Philip Kotler and Gary Armstrong. Prentice Hall
Course Goals
Explain Theory: Knowledge of marketing principles, concepts, and terminology
Implement Theory: Train you in analyzing complex business situations
Communicate ideas: Improve presentation and writing skills
Work in Teams: learn to work with others
Class Format and Policies
Class sessions will include lectures, discussions and other activities as well as occasional guest
speakers and videos. The keys to having a successful experience in this class include:
1. Read. Read the assigned chapter of the textbook and the business articles in the course
packet (selected from Wall Street Journal, Financial Times, Business Week, etc.) prior to
the class in which it will be discussed. This will help you become familiar with the
language we will use in our class discussions and provide you with an overview of the
concepts that you will apply during class activities.
2. Participate. The class discussions and activities are intended to give you a chance to
apply the information discussed in the text. This practice will help you apply you
knowledge on the tests and the Marketing Project.
3. Apply. Apply the marketing principles we discuss in class in your everyday life. Read
business articles and think about the marketing implications for you, other consumers, the
firm, the industry, the economy, and society. Think about the reasons why you buy a
certain brand of jeans, soda or car. Consider why the products you buy are priced the way
they are. Observe how many forms of advertising you encounter every day. And bring
these thoughts to the classroom.
4. Professionalism: I expect you to conduct yourself with the professionalism that is
standard among students in the business school. This includes arriving to class on time,
refraining from conducting personal conversations during class, and generally being
respectful to your classmates and your instructor. If you must miss a class, please contact
a classmate for missed notes or other announcements.
Make sure that your preferred email is on file with UT. I will be contacting you through this
email via blackboard (you can check it at and/or change it via
UT Direct).
For questions regarding grading and class participation, please email the teaching assistant. Feel
free to CC me (the instructor) if needed.
You will be evaluated on the basis of two tests (multiple-choice and essay), class assignments,
and the Marketing Project. You are responsible for all of the material in each text chapter
included on a test, even if we do not have a chance to discuss it in class.
I. Exams
Grades will be calculated as follows:
Test 1
50 points
Test 2
50 points
Test 3
50 points
The two highest scores in these three tests will be entered in the calculation of your final grade
Final Marketing Project
Class assignments
Class participation
60 points
20 points
20 points
200 points
Each of the three tests given during the semester will consist of multiple choice questions and
open ended questions. THERE WILL BE NO MAKE UP TESTS.
Exams will be multiple choice questions and short essays. I will be looking for application of
what we have learned and not recitation of the book. Again, do not miss a test – there are no
Once the final course grading scale is set, it is set in stone. There will be no additional extracredit work, outside papers, etc. I do not change grades. I do not argue or debate grades either,
because it is unfair for students who are not good at arguing and debating but are actually good at
marketing. Thus, it is very important that you convey your point clearly on the tests/assignments,
which is essential for a successful career in business.
Of course, I would be happy to correct any mathematical error in grading.
More about Tests:
Evening Tests:
The two tests will be given from 7:00 to 8:30 pm. Arrive 10 minutes early for the test so that
there is time to check your ID before you enter the test room. Tentative test dates and
locations are:
Thursday, Feb 20th
Thursday, March 20th
Thursday, Apr 17th
Types of Questions:
The tests that will be given during the semester are made up of multiple-choice questions and
open ended questions.
What to Bring to Tests:
You must bring a photo ID and a soft lead (#2) pencil (two pencils just in case) to the tests.
You MAY NOT use any books, notes, or electronic devices during the tests. No cell phones!
If the proctors find you are using any books, other written materials or electronic devices, they
will take your test and you will receive a zero on the test.
Posting Grades:
Grades will be posted on Blackboard ( within a week after the test.
II. Short assignments & presentations
There are two short assignments that reinforce the material we discuss in class. The complete
instructions for each assignment will be given in class.
The short assignments are opportunities for you to reflect on the ideas covered in the lectures and
groups are expected to give presentations for their solutions.
III. Class Membership
Membership will have three components.
1. Show up in class. Lectures will cover materials beyond the textbook, so you will need to
be in class to complete the learning experience.
2. Active in class. Being prepared for class, participating in activities, etc. TAs will be in
class every session to monitor the class participation and this will be reflected in your
final grade. See notes below for elaboration.
3. Peer feedback. Within 24 hours of handing in your final project write-up, submit a peer
evaluation form rating the contribution of each team member in the Marketing Project.
Your points will be based on how your team evaluates you. To receive any points you
MUST submit an evaluation form for your team.
More about Class Participation
1. Content contributions:
Content contributions illustrate important concepts from the text, link issues in the
business press article to concepts in the text, separate facts from opinions, provide an
insight not previously identified. In essence, this kind of contribution adds breadth, depth
and understanding to the discussion.
2. Process contributions
Process contributions include comments that add clarity; suggestions that a certain area of
the business press article should be explored; a linkage of points raised earlier; or call to
order if the discussion has gone off topic. These contributions positively affect the flow
and structure of the discussion. They are based on good listening and reflecting skills, as
well as your understanding of the articles and text.
3. The Right and the Wrong Answer
Effective participation does not mean that you have an answer to every question and that
you are right every time. It is acceptable to admit that you don’t know at times.
Nevertheless, you are encouraged to experiment and take risks; there is certainly no
punishment for giving the wrong answer.
4. Quality versus quantity
It is not how much you say that counts, but the relevance of what you say to the
discussion at hand (i.e., the extent to which you add to the overall wisdom of the class).
5. Undesirable behaviors
Generally, here are some behaviors to avoid in class discussion: simply repeating
someone else’s comments, inconsequential interjections (“I agree” statements that don’t
explain why), digressions (irrelevant, off-topic or out-of-place comments), monopolizing
the discussion, or being uncivil.
III. Marketing Plan Project
The project will help you apply marketing principles to real complex business situations. The
team presentation will improve your professional skills of presentation and give you experience
working in a team. In this semester-long project, your team will complete a marketing plan for an
existing company of your choice. Teams will present their work in addition to submitting written
reports at the end of the semester. You will form groups of 5-7 after the first week of class
(depending on the class size). Once you join a group, you are with it throughout the semester –
no transfer will be allowed.
“Free Rider” Problem. In the business world you live and die by the results of your team as a
whole. I prefer to give a single grade to all members of a group, but understand that there may be
substantial “outlier” behavior by particular group members. I expect that 90 percent of these will
not lead to major changes in grades. However, if there appears to be consensus that one group
member did not pull his or her weight (or alternatively, that one member was crucial to the
team’s success) I will adjust an individual’s project grade up or down according to the peer
evaluation form. Please be fair in rating others.
Please see the guidelines for the Marketing Project for more details.
V. Experiments:
Extra Credit Opportunity: Participate in Marketing Department Research Studies
You can earn extra credit points in this course by participating in research studies through the
Marketing Department Subject Pool. You can earn one point for each study you participate in,
up to a maximum of two (2) points. For example, to earn two points, you must participate in
two different studies. You may not participate in the same study twice. You will receive this
credit for any Research Studies offered via the Marketing Department Subject Pool website at:
You may go to the website and register and you will be notified by email when the first studies
are posted online. For more information on the Subject Pool, see the Marketing Department
You are strongly encouraged to participate in these studies. It is a good way to get exposed to
marketing research and it is valuable to understanding marketing and consumer behavior. These
opportunities are offered throughout the semester, but will end on November 30th at the latest, so
plan ahead. Those not interested in participating in a research study may choose a research paper
option (see the above website for details).
Academic Dishonesty
Marketing 337 will operate in full compliance with the Policy Statement on Scholastic
Dishonesty for the College of Business Administration, which is described in detail at By enrolling in this class
you have agreed to observe all student responsibilities described in that document. If the
application of that Policy Statement to this class and its assignments is unclear in any way, it is
your responsibility to ask me for clarification.
Students who violate University rules on scholastic dishonesty are subject to disciplinary
penalties, including the possibility of failure in the course and/or dismissal from the University.
You should refer to the Student Judicial Services Web site at or the General Information Catalog to access the official
University Policies and procedures on scholastic dishonesty.
I take the academic dishonesty very seriously. Students are often confused about academic
dishonesty when it comes to projects/papers. The most common confusion is with plagiarism.
The basic rule to avoid plagiarism is to simply cite your sources: If it’s not your idea, than cite
the source. You can use APA style (or any other style) to cite references as long as you are
Plagiarism. n 1: a piece of writing that has been copied from someone else and is presented as
being your own work 2: the act of plagiarizing; taking someone's words or ideas as if they were
your own, WordNet 2.0 (2003), Princeton University, from
Students with Disabilities
The University of Texas at Austin provides upon request appropriate academic accommodations
for qualified students with disabilities. For more information, contact the Office of the Dean of
Students at 471-6259, 471-4641 TTY. Please also contact me early in the semester regarding
any special assistance I may provide.