MARKETING MANAGEMENT 30153
Spring 2004
2:00 - 3:20 Monday & Wednesday
DRH 234
Professor:
Office:
Office Hours:
Office Phone:
E-Mail:
Dr. William C. Moncrief
Tandy Hall 300 (Dean's Suite)
by appointment
257-7225
B.MONCRIEF@TCU.EDU
TEXT: Lamb/Hair/McDaniel, Marketing, 7th edition, South-Western Publishing Co., 2003
Optional: Study Guide to accompany Marketing, 6th edition.
PREREQUISITES:
All business students, or students who wish to become business majors, must
complete the lower division business sequence stated in the Undergraduate
Bulletin before they may take 3000- or 4000-level business courses for
application to the BBA degree. If you have questions about this policy, you
should contact the Neeley Student Resource Center (DRH 130) immediately.
COURSE DESCRIPTION:
Fundamental concepts and problems of marketing within present economic,
legal, and social environments; consumer analysis, functional analysis, marketing
institutions. Prerequisite to all other marketing courses.
COURSE OBJECTIVE:
(1)
To meet the needs of different student groups, the general goals of this course
are:
to furnish the student who will not take any more marketing courses with a sufficient knowledge of the
marketing system so he or she will understand something of the role and operation of this system within the
total American and global economies and also within an individual firm; and
(2)
to supply a solid foundation in marketing for the student who intends to take further courses in the field.
GRADING:
Three (3) required exams
300 points
Six (6) quizzes (drop 1)
50 points
Final
100 points
Group Marketing Plan Presentation 100 points
Attendance and Participation
30 points
TOTAL
580 points
This syllabus and the grade allocations represent my intentions prior to the beginning of the semester.
Changes can and do occur. You will be responsible for keeping up with these changes.
EXAMS AND QUIZZES
All exams and quizzes will be multiple choice. Questions will cover assigned textbook material and
lectures. Exams and quizzes MAY NOT be taken from the classroom. A violation of this rule will be considered
cheating. Any student caught cheating in any way will be subject to the TCU Academic Conduct Policy stated later
in this outline. All notebooks, purses, backpacks, or any other personal items must be left against the inside walls of
the classroom during exams. The only items you may have on your desk is a pencil and a Scantron form. During the
exam, no one can leave the room after the exam begins. If, for any reason, you must miss an exam, you MUST tell
me in advance. Otherwise, any student who misses an exam (that is not excused) will receive a zero.
Marketing Management 30153
Spring 2004 - Dr. Moncrief
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TEST MATERIALS
During the first week of class, each student must purchase one (1) package of SCANTRON sheets #815
and one (1) package of SCANTRON sheets #882 from the TCU bookstore. Deliver these testing materials to the
secretary in the Marketing Suite, Room 340, Dan Rogers Hall. These answer sheets will be provided for your use
during quizzes and exams.
Quizzes will be unannounced and will cover the reading material assigned the day the quiz is given. You
MUST be on time to take your quiz. Except for university excused absences, if a student misses a quiz, he or she
will receive a zero. Note – all students get to drop one quiz.
THE MARKETING PLAN PRESENTATION
Our syllabus has three days scheduled for "Group Presentations." The format for these presentations is
outlined below. They will be conducted by groups of five people. You may define your own group, but it must be
composed of at least five students and no more than six. After you read the requirements for the presentations, pick
your colleagues. For Wednesday, September 3, write a business memo addressed to me that reports the names of
the members of your group.
Overview To better prepare students for subsequent courses, which typically include presentations to real-world
clients, a graded group presentation is an important part of this course. The presentation achieves objectives such as
team building, leadership, computer, and oral presentation skills.
Scenario/Roles You are a team of marketing consultants. Select a new or existing product that a real or imaginary
company plans to introduce, or has just recently introduced (based on your own experience/knowledge or on articles
you have read), and recommend a marketing plan for that product. The audience consists of the marketing vicepresident (me), and the board of directors (other class members) of the company. Plan your presentation format and
content accordingly.
Guidelines Begin by briefly introducing your team members, the company, and the new product. Present a brief
SWOT analysis or summary of environmental factors directly relevant to your new product (review Chapter 2 and 3).
Focus on only the most important key variables that affect your marketing plan. Describe your recommended target
market segment(s) and justify your recommendation. Present the marketing mix (4 Ps) you are recommending; focus
on creative insights, suggestions, and implications. Summarize your presentation by stating the strengths of your
recommended plan and how these will help your product succeed. Ask if the audience has any questions, respond to
these, and then close your presentation by thanking the audience and turning the floor back to me.
All team members must participate in the presentation itself with approximately equal time per member. Maximum
presentation time is 12 minutes. Practice to make sure you are able to finish within the 12-minute time period. You
may use visual aids such as computer generated slide shows, overhead transparencies, slides, videos, cards, etc. If
you use a slide show, make sure you bring overhead transparencies in case of technical difficulties with the computer
or projection system. The equipment will be provided, but software is your responsibility. You must provide the
instructor a copy of all slides or overheads used.
Standard business attire is strongly recommended. You may not use note cards or read from a paper. You must base
your speaking parts on what you have rehearsed, using the visuals to help cue you. I strongly advise that you
schedule a consultation session with the CPC to review your presentation and visual aids.
Grading Grades will be based upon professionalism of presentation and content. All group members will receive
the same grade but will have the opportunity to evaluate each other which could result in a lower or higher grade for
each individual.
Schedule Groups should be in class and ready to begin PROMPTLY at 2:00 p.m. Please have your presentation
materials and software ready so that set-up time between presentations is minimized.
Marketing Management 30153
Spring 2004 - Dr. Moncrief
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ABSENCES
The roll will be taken every class period. Therefore, the seat you are in on the second day of classes will be
your permanent seat for the remainder of the semester. You will be allowed three absences with no penalty. On the
fourth and subsequent absences, points will be deducted. You are also expected to be on time to class. Should you
arrive late, it is your responsibility to notify me of your late arrival in order to be counted present for the class
period. If you do not inform me of your late arrival, you will be considered absent.
INSTRUCTIONAL ATTENDANCE POLICY
The university attendance policy is that regular and punctual class attendance is essential and no
assigned work is excused because of absence, no matter what the cause. Records of class
attendance are kept by faculty. When an accumulation of absences reaches the point of
endangering a student's academic status, the faculty member should report this situation to the
Campus Life Office. An instructor should not assume that continued absence from class indicates
an official withdrawal until notified by the Registrar.
When a student is absent to represent the University (as in athletics, chorus, band, national or state
meetings of organizations represented at TCU), then official University absence may be granted by
the Campus Life Office. Faculty/staff who wish to have an activity sanctioned for official
University absence status must submit the names of all students, including date and hours absent
from campus, to the Campus Life Office no later than one week prior to the date of the activity.
The Dean of Campus Life reviews and approves the request as appropriate and forwards the names
for publication and distribution to all faculty through the TCU Weekly Bulletin. Faculty are
required to permit students to make up work missed because of official university absences.
Serious illness or family emergencies may be verified by the Campus Life Office but are not
considered official absences. Illnesses that will be verified are those involving hospitalization, or
catastrophic accidents or illness. When a serious illness or emergency has been verified, each
instructor should assist the student to make up any missed work. Time lost through such absences
should NOT prejudice class standing. Faculty members should specify the appropriate time frame
for making up missed work.
Students who miss an instructional experience are expected to meet with faculty to discuss their
absence as soon as possible. Faculty may permit a student to make up missed work or assess a
penalty for class absence.
ACADEMIC CONDUCT POLICY
In order to encourage and preserve the honor and integrity of the academic community, TCU expects its
students to maintain high standards of personal and scholarly conduct.
In instances of cheating during an exam, quiz or other assignments, the instructor shall have the right to
suspend the student(s) who is (are) cheating from further work on the exam, quiz or assignment, and deny the
student(s) credit for the exam, quiz or exercise.
All instructors or proctors shall have the right to examine materials in the student's possession during
quizzes and exams.
Marketing Management 30153
Spring 2004 - Dr. Moncrief
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ACADEMIC MISCONDUCT
CHEATING is defined as:
1.
Copying from another student's test paper, quiz, report, abstract, or any other application exercise.
2.
Using, during a test or quiz, material and/or devices not authorized by the instructor.
3.
Collaborating with or seeking aid from another student during a test, quiz or abstract without
permission.
4.
Knowingly using, buying, selling, stealing, transporting, or soliciting, in its entirety or in part, the
contents of a test or other assignment unauthorized for release. Any test that leaves the classroom
may result in consequences including immediate expulsion from the Neeley School.
5.
Substituting for another student, or permitting another student to substitute for oneself, to take a
test or other assignment or to make a presentation.
PLAGIARISM is defined as the appropriation, theft, purchase or obtaining by any means another's work, and the
unacknowledged submission or incorporation of that work as one's own offered for credit.
COLLUSION is defined as the unauthorized collaboration with another in preparing work offered for credit.
 PENALTY for academic misconduct shall be an "F" in the course. The Dean of the M. J. Neeley
School of Business will also be notified.
NOTE: Disabilities Statement: Texas Christian University complies with the Americans with Disabilities Act
and Section 504 of the Rehabilitation Act of 1973 regarding students with Disabilities. If you require
accommodations for a disability, please contact the Coordinator for Students with Disabilities in the
Center for Academic Services, located in Sadler Hall 11, or at 817-257-7586.
Adequate time must be allowed to arrange accommodations and accommodations are not
retroactive; therefore students should contact the Coordinator as soon as possible in the academic
term for which they are seeking accommodations. Each eligible student is responsible for presenting
relevant, verifiable, professional documentation and or assessment reports to the Coordinator.
Guidelines for documentation may be found at http://www.acs.tcu.edu/DISABILITY.HTM.
Students with emergency medical information or needing special arrangements in case a building
must be evacuated should discuss this information with their instructor/professor as soon as possible.
Marketing Management 30153
Spring 2004 - Dr. Moncrief
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TENTATIVE COURSE SCHEDULE
MARKETING 30153 - Spring 2004 - DR. WM. MONCRIEF
DATE
January
12
14
19
21
26
28
Feb 2
4
9
11
16
18
23
25
March 1
3
8
10
15
17
22
24
29
31
April 5
7
12
14
19
21
26
28
TOPIC
Overview
Introduction
Martin Luther King Holiday
Strategic Planning for Competitive Advantage
Marketing Environment and Marketing Ethics
Developing a Global Vision
Developing a Global Vision
Consumer Decision Making
Consumer Decision Making
Business Marketing
Career Game
EXAM I (Chapters 1-6)
Segmenting and Targeting Markets
Decision Support Systems and Market Research
Product Concepts
Product Concepts
Developing and Managing Products
Supply Chain Management
Spring Break
Spring Break
Retailing
EXAM II (Chapters 7-10, 12-13)
Integrated Marketing Communications
Advertising and Public Relations
Advertising and Public Relations
Sales Promotion and Personal Selling
Pricing Concepts
Setting the Right Price
EXAM III (Chapters 14-18)
PRESENTATIONS
PRESENTATIONS
PRESENTATIONS
FINAL
READING
ASSIGNMENT
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Chapter 17
Chapter 18