Marketing 337 Principles of Marketing Spring 2014 Instructor: Professor Ying Zhang Office Hours: By appointment Office Phone: 232-3747 Email: [email protected] TA: Office Hours: by appointment Textbook (Required) Principles of Marketing, 15th edition, by Philip Kotler and Gary Armstrong. Prentice Hall Course Goals 1. 2. 3. 4. 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. Email 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 http://www.utexas.edu/directory/ 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. Grading 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 Total 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 make-ups. 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: Evening Thursday, Feb 20th Thursday, March 20th Thursday, Apr 17th Location TBA 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 (http://courses.utexas.edu) 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: http://mccombs.sona-systems.com 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 website: http://www.mccombs.utexas.edu/dept/marketing/undergrad/subjectpool.asp 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 http://www.mccombs.utexas.edu/udean/Scholastic_Responsibility.asp. 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 http://deanofstudents.utexas.edu/sjs/ 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 consistent. 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 www.dictionary.com. 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.