MKT 320 SYLLABUS http://www.uncg.edu/bae/people/roehm/mkt320/MKT320F08SYLLAB...
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Class MKT 320 Principles in Marketing
Meeting time &
Room
2:00 - 3:15 Tuesday-Thursday Bryan 212
3:30 - 4:45 Tuesday-Thursday Bryan 128
Professor Harper Roehm
Office 376 Bryan Building
Office Hours Tuesday & Thursday 12:30PM - 2:00PM, and by appointment.
E-mail haroehm@uncg.edu. All emails should contain a SUBJECT line that identifies
which class and section (time of class) and group if necessary. Note: if you do
not get a response in two days please re-send your message.
Phone Whenever you do not need to meet, or you can not meet, in person use e-mail
when possible.
If you do use the phone, my Office Number is 336-334-4538.
When leaving a voicemail, include a phone number that has automated
answering (e.g., answering machine or voice mail). Also, speak slowly and
clearly. Make sure to identify yourself (including last name), your class,
meeting time and your phone number. Please repeat your phone number.
Web Site http://www.uncg.edu/bae/people/roehm/mkt320/MKT320FALL08.HTM
BADM
Assistant
Lynn Southard, (336) 334-5694 and Glenda Lloyd, (336) 334-5691
Mailing
Address
Attn: Harper Roehm
Business Administration
366 Bryan Building
Greensboro, NC 27408
Texts 1) Principles of Marketing, ed. 12, Philip Kotler and Gary Armstrong, Person Prentice
Hall (ISBN: 0-13-239002-7).
Text Book Web Site
2) The Marketing Game!, 3rd edition, Charlotte Mason and William Perreault Jr.,
McGraw-Hill Irwin, 0-256-13988-1 as part 0-07-251380-2). (The book should include a
CD for The Marketing Game!).
MKT 320 SYLLABUS http://www.uncg.edu/bae/people/roehm/mkt320/MKT320F08SYLLAB...
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NOTE: Some students might find it beneficial to have a general communications
textbook like the one from MGT 309. The purpose of this book is to serve as a more
in-depth reference. This is an optional book.
Role of textbooks:
The text book serves as a reference, providing terminology, 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 Internet marketing. The Kotler and Armstrong book provides a good introduction
of marketing. We may not talk about the certain information contained a textbook
reading unless you have specific questions about it. We will spend much our time in the
classroom applying the text’s concepts to problem-solving. I welcome any questions, so
feel free to participate.
The Marketing Game book provides all of the information to perform the marketing
simulation.
Course
Learning
Objectives
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.
Learning objectives for the Course:
Acquire and evaluate marketing research. Additionally, utilize marketing
research in the marketing planning process. This objective will be measured by
performance on in-class assignments, exams and your performance on the The
Marketing Game (TMG) group work and assignment 3,4 and 5.
1.
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. This objective will be measured by
performance class assignments, exams and performance on the TMG group
work.
2.
Understand the 4P's; product, price, promotion and place strategies, and the
relationship with positioning and branding. This objective will be measured by
performance on exams and your performance on TMG group work,
3.
Communicate in both written and oral form about marketing strategy. This
objective will be measured by performance class assignments, exams and your
performance on the TMG Final Report. Oral communication is measured in
terms class participation by the professor and small group participation
evaluated by peers (i.e., group peer evaluations).
4.
Course
Requirements
Class Assignments:
The due dates for these assignments are included in the class schedule web page. Also,
the value of these assignments are below in the Grade Break Down section. There will be
a variety of assignments in the course:
Assignments: These are assignments due at the beginning of class and will be
graded based on promptness, completeness and professionalism. Professionalism
includes grammar, writing style, spelling and format. If you are going to miss a
class, I require the assignment by the beginning of class. I do not accept
emailed assignments unless stated in the specific assignment.
In-class Activities:
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The due dates for these assignments are due at the end of class. Some will be individual
and many will be group.
Quizzes:
At the beginning of many of the classes there will be a short quiz.
The quiz will have approximately 3 to 10 very short answer questions.
The quizzes begin precisely at the start of class and last approximately 3 to 4
minutes.
Once the quizzes are collected there will be no late quizzes taken or turned-in.
There will be no make-up quizzes.
The students must in present at the beginning of class to take the
quiz.
The questions will be based on the subject matter of the current class and
possibly previous class(es).
The questions will be provided in advance of the class.
The 4 lowest quizzes will be dropped.
The Marketing Game (TMG) Outcome:
TMG is a marketing simulation game. It is a group assignment that involves analyzing
marketing data and developing a marketing strategy. Each group turns in their marketing
strategies and the marketing simulation software determines the results of all of the each
group's strategy. There are six strategy decisions each group makes. The group's graded
on their performance in terms of total net contribution earned, as well as their strategy
which is reported in a group paper the Marketing Game Final Report.
The Marketing Game Final Report: Groups will be responsible for describing the
strategy behind their decisions using the proper marketing concepts and terms. Details on
this assignment will be provided during the semester.
Group Peer Evaluations:
The group Peer Evaluation is an extremely important tool to manage your group
experience. For many groups, all members participate equally. In those cases, the
peer evaluation will be the same percentage as that your group earned from all of the
group activities. If, however, you have well performing members, you can indicate
that by providing that indvidual(s) with high peer evaluations. The peer evaluation can
also be used in those unfortunate situations, when a member(s) are not performing to
expectations. In such cases, you should communicate to those individuals that their
peer evaluation will be negatively affected unless there are improvements. This often
times can remedy the situation. IT SHOULD BE NOTED THAT CASES OF EXTREME
NEGLECT OF GROUP RESPONSIBILITIES CAN RESULT IN EARNING A ZERO
FOR ALL GROUP WORK. You will be provided the peer evaluation form and
instructions of how to complete the form and how peer evaluations are calculated.
EXAMS:
Generally there are no make-up exams except in the case of serious emergencies.
When a student faces such an emergency the student must contact me as soon as
possible and must provide evidence of the emergency which includes verification of
the time and date as well as a contact number of an individual that can confirm the
emergency. Note, I do not want to know personal and/or sensitive information. If you
have any questions, please contact me immediately.
Exam 1: It will take one class period and will be have a variety of question formats. See
class schedule web page for date. A study guide and exam instructions will be provided
during the semester.
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Exam ll: It will take one class period and is NOT intended to be comprehensive. There will
be have a variety of question formats. See class schedule web page for date. A study
quide and exam instructions will be provided during the semester.
Final Exam:
It will take one final exam period and is comprehensive.
It scheduled during finals week. You can find your assigned date and time of final
by looking at the class schedule web page (scroll down to the bottom of the page).
A study quide and exam instructions will be provided during the semester.
There are no make-ups for final examinations, so check your schedule
in terms of travel plans at the beginning of the semester.
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. All requests for changes in examinations
must be filed with the University Registrar's Office, 180 Mossman, by 5:00
P.M. December 9th, 2008. This is the stated policy of the registrar. If
the final for this class is selected by the registrar to be rescheduled you
have to provide the documentation from the registrar and done so by the
designated deadlines.
If you have any questions about your exam schedule, here is a
copy of the official schedule the registrar has posted Fall 08
Academic & Final Schedule.
Participation:
There is a participation grade because of the integrative and participative nature of
this class.
For a student who does not participate but has acted professionally, the
student's participation grade will be equal to the student's percentage earned
from the student's performance on all the other class activities, assignments
and exams. This means your participation grade will not hurt or help your final
percentage in the class. In the case a student has be very participative, the
student's participation grade will be positively affected. Conversely, if a student
has not acted professionally, their participation grade will be negatively affected.
Participation is measured in terms of consistently relevant (combination of quality
and quantity) contributions to class discussions. This can include asking questions.
Additionally, there will be discussion questions for a majority of the class
meetings. These questions relate to the topic of that day's lecture including any
current event assigned. Groups might be assigned to certain questions for
specific class and the individuals in these groups will be responsible for
answering the assigned discussion questions as well as follow-up questions. I
suggest the group work together on answering these questions. It should be
noted, however, that although the questions are assigned to a group,
ONLY the individual selected by the professor to answer a specific
question or follow-up question is evaluated on their answer. In other
words, the group is not evaluated as a whole on an individual group member's
answer.
Attendance of, and behavior in, class meetings follows those standards of a
professionally run meeting:
Be on time consistently.
Absenteeism and/or lateness will impact your participation grade
MKT 320 SYLLABUS http://www.uncg.edu/bae/people/roehm/mkt320/MKT320F08SYLLAB...
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Preparation during class is expected.
No phones, irrelevant reading material, or conversations.
Laptops, PC's in the lab, PDA's etc. should be properly used.
Not meeting any of these standards will result in significant lost of
participation points.
If you miss a class I do NOT want to be notified by email. It's not that I don't care, it
is the difficulty in managing all of the emails during a semester.
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.
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 removal from the class.
Protect yourself from being dropped from the course by coming to every class
the first two weeks. Due to the high demand for this class, any absence from
any class the first two weeks could result in a student being dropped from the
class to make room for students interested in adding the course.
No student will be able to add this course if they have missed a class in
the first two weeks.
The professor reserves the right to drop a student if at any time during the
semester a student has missed more than 25% of the classes.
Grading policy Completed Assignments:
All assignments, besides in-class assignments, are due at the beginning of
class -- NO EXCEPTIONS - unless I state otherwise.
No papers are excepted late.
Assignments are always graded for grammar, spelling, organization, completeness
and overall professionalism.
Unless stated in the assignment, I DO NOT accept emailed assignments.
All assignments are to be typed and stapled.
The due dates for these assignments are included in the syllabus schedule section
below. There will be a variety of assignments in the course:
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)
Group ID (if a group assignment)
MKT320 F07 Class 12:30 or 2:00
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 Honor Code.
Note: Files saved on the disks or sent via email attachment should have
the label same information.
FAILURE TO MEET THESE INSTRUCTIONS COULD RESULT IN LOSS
OF UP TO 5 PERCENT ON AN ASSIGNMENT.
MKT 320 SYLLABUS http://www.uncg.edu/bae/people/roehm/mkt320/MKT320F08SYLLAB...
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NOTE: SAVE ELECTRONIC BACKUP COPIES OF YOUR
ASSIGNMENTS. WITH GROUP PROJECTS MAKE SURE ALL OF YOUR
GROUP MEMBERS HAVE ELECTRONIC FILES OF ALL ASSIGNMENTS.
Marketing 320
Honor Code
Marketing 320 Honor Code:
Students are expected to know and abide by the Marketing 320 Honor Code in all matters
pertaining to this course. Violations of the Code will be pursued in accordance with the
Code. All written work submitted should include the word "Pledged" followed by
the student's signature, which indicates that the work has been prepared in accordance
with the Honor Code and in accordance with any other specific instructions relevant to that
Assignment.
This pledge will also indicate that the student has not used information (oral or written),
materials (including cases and/or marketing simulations), or briefs prepared by or given by
current or former students in my classes or students in other classes. Please do not get
into trouble by violating the Honor Code. 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.
Grade Curve This is the grade curve used in this class.
A+ 97 to 100
A 92 to 96.99
A- 90 to 91.99
B+ 88 to 89.99
B 82 to 87.99
B- 80 to 81.99
C+ 78 to 79.99
C 70 to 77.99
D 60 to 69.99
F Below 60
Grade
Break-down
INDIVIDUAL WORK:
Class assignments 7.5
Inclass activities 7.5
Quizzes 7.5
Exam l 12.5
Exam II 12.5
Final Exam (cumulative) 25
Participation 5
GROUP WORK:
TMG Results (Group)
7.5
TMG Final Report (Group) 7.5
Group Peer Evaluation (Group) 7.5
MKT 320 SYLLABUS http://www.uncg.edu/bae/people/roehm/mkt320/MKT320F08SYLLAB...
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TOTAL POINTS- 100
SCHEDULE This Web site will be updated each week with lecture notes and other
class material. You should check the syllabus before each class.
Any changes in this schedule will be announced in class and posted on
the web site.
If you notice any problems with the Web site please contact.
MKT 320 SCHEDULE http://www.uncg.edu/bae/people/roehm/mkt320/MKT320F08SCHEDU...
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SCHEDULE This Web site will be updated each
week with lecture notes and other
class material. You should check
the schedule before each class.
Any changes in this schedule will be
announced in class and posted on
the web site.
If you notice any problems with the
Web site please contact me.
CLASS 1 - Tuesday AUG 26:
Professor Notes on lecture 1
Assignments & Due Dates
Topics:
1. Overview of Syllabus
2. Introduction to Marketing
3. Creating Value:
-Consumer
-Company
-Employee
Due: nothing
Assigned: Assignment 01: How to
use the course Web site DUE CLASS 3
Read: nothing
CLASS 2 - Thursday AUG 28: Assignments & Due Dates:
Topics:
Creating Value Example:
eToys print ad
eToys TV ad
eToys ad insert:
page 1
page 2
page 3
page 4
Creating value for a consumer
segment
Answer Questions about course Web
site
Intro to the The Marketing Game
(TMG)
Marketing Challenge
Intro to Marketing (Con't)
Marketing Planning Process
Due: nothing
Assigned:
Assignment 02: Complete
Student Information sheet DUE
CLASS 3
1.
Assn 3: How to gather secondary
information (Online Data Bases &
Internet Portals) DUE CLASS 4
2.
Read:
1. Kotler&Armstrong (K&A),Chapter 1
2. The Marketing Game(TMG), Chapter 1
3. Today's current events
Monday September 1, Labor Day
MKT 320 SCHEDULE http://www.uncg.edu/bae/people/roehm/mkt320/MKT320F08SCHEDU...
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CLASS 3 - Tuesday SEP 2 Assignments & Due Dates:
Topics
Intro to Marketing :
Marketing Planning Process
Marketing plan
Current Event: Portfolio Management
Starbuck's Financials
Current Event: Implementation,
Evaluation & Control(Energizer Bunny)
Sprint - Customers are not always
right
Due:
Assignment 01: How to use the
course Web site
1.
Assignment 02: Complete Student
Information sheet
2.
Read: 1. K&A, Chapter 2
2. Today's current events
Assigned: na
CLASS 4 - Thursday SEP 4: Assignments & Due Dates:
Topics
Marketing Research & Information
Marketing Plan & Planning Process
Marketing Game & BB&T Marketing
Challenge
Portfolio Management Starbuck's
Financials
Current Event: Implementation,
Evaluation & Control (Energizer
Bunny)
Due: Assn 3: How to gather secondary
information (Online Data Bases & Internet
Portals) DUE CLASS 4
Assigned: Assn 4: Environmental
Analysis DUE CLASS 6
Read: 1. K & A, Chapter 3
2. Today's current events
CLASS 5 - Tuesday SEP 9:
Assignments & Due Dates:
Topics
Marketing Research & Information
Group In-class situation analysis
Kleenex
Gap's marketing research - Paralysis via
Analysis?
Assn 4: Environmental Analysis
Due: na
Assigned: na
Read: K&A, Chapter 4
CLASS 6 - Thursday SEP 11: Assignments & Due Dates:
Topics
EXAM 1 STUDY GUIDE
Group Inclass Assignment
Harley Davidson New Target Market
India Beer Culture
Swedish view of America
Sub-culture.htm
Saladworks
Due: Assn 4: Environmental Analysis
Assigned:ASSN 5: SWOT Due Class 7
Read:
Read K & A, chapter 5
MKT 320 SCHEDULE http://www.uncg.edu/bae/people/roehm/mkt320/MKT320F08SCHEDU...
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inclass Situation Analysis
CLASS 7 - Tuesday SEP 16:
Assignments & Due Dates:
EXAM 1 STUDY GUIDE
MARKETING RESEARCH: Consumer
Value revisited
Due: ASSN 5
Read:K & A, chapter 7 and page 210
TMG, Chapter 2
Skim: K & A, chapter 4 (Revisit)
CLASS 8 - Thursday SEP 18: Assignments & Due Dates:
Topics
MARKETING RESEARCH: Segmentation,
Targeting & Positioning (STP)
Due: na
Read: N/A
Skim: K&A, Chapter 7
Assigned: Assn 6
CLASS 9 - Tuesday SEP 23: Assignments & Due Dates:
Topics
Exam I
EXAM 1 STUDY GUIDE
Due: EXAM DAY
CLASS 10 - Thursday SEP 25: Assignments & Due Dates:
Topics
Review Exam I
Due: Inclass activity: exam review TRIPLE POINTS
Read: TMG, Chapter 3 K&A chapter 8
CLASS 11 - Tuesday SEP 30: Assignments & Due Dates:
Topics
Segmentation, Targeting & Positioning
(STP)
MARKETING RESEARCH CON'T
Due: Assn 6 - now due 2/21
Skim: K&A, Chapter 7&8
Read: TMG, Chapter 4
CLASS 12 - Thursday OCT 2:
Assignments & Due Dates:
MKT 320 SCHEDULE http://www.uncg.edu/bae/people/roehm/mkt320/MKT320F08SCHEDU...
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Topics
Marketing Mix (4Ps): Product Basics
Due: TBA
Skim: K&A, Chapter 8
Read: K&A, Chapter 9 Read 267-74
Monday October 6, Founders Day
CLASS 13 - Tuesday OCT 7:
Product Lecture
Price Lecture
Assignments & Due Dates:
Topics
Marketing Mix (4Ps): Pricing Basics
Due: Nothing
Assigned: N/A
Read: K&A, Chapter 10 (p. 282-93) & 11
(p. 306-12)
CLASS 14 - Thursday OCT 9:
Assignments & Due Dates:
Topics
Marketing Mix (4Ps): Place Basics
Due: Assn 8 now do later
Read: K&A, Chapter 12(p.332-46) & 13
(p. 364-80)
CLASS 15 - Tuesday OCT 14:
Assignments & Due Dates:
Topics
Marketing Mix (4Ps): Promotions Basics
Due: nothing
Read:
1. K&A, Chapter 14(p. 396-412),
15(p.426-441), & 16 (p.452-68)
CLASS 16 - Thursday OCT 16:
NO LECTURE - EXAM DAY
Assignments & Due Dates:
Exam II
Exam ll Study Guide
Due:nothing
NO CLASS Tuesday October 21
FALL BREAK
CLASS 17 - Thursday OCT 23: Assignments & Due Dates:
Topics
ATTENDANCE MANDATORY - INCLASS
EXERCISE - THE MARKETING GAME
Due: nothing
Skim: TMG, Chapters 1-4
MKT 320 SCHEDULE http://www.uncg.edu/bae/people/roehm/mkt320/MKT320F08SCHEDU...
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TRIPLE PARTICIPATION POINTS.
Review Exam II
Start working on The Marketing Game
GROUPS SHOULD MEET BRIEFLY TO
ORGANIZE
CLASS 18 - Tuesday OCT 28: Assignments & Due Dates:
Topics
Work on Marketing Game decision 1
TMG Information
Details on submitting decisions
THREE FILES TO EMAIL (file names):
1. Planif.TMG (TMG software creates)
2. Decision Explanation
3. Decision Form
Due:
UPCOMING - TMG Decision 1 Tuesday
Nov 4th 10 pm.
Skim: TMG chapters 1 - 4
Could also review chapter 6 and Appendix
A and/or the tutorial on The Marketing
Game disk.
CLASS 19 - Thursday OCT 30:
Assignments & Due Dates:
Topics
Marketing Mix (4Ps): Promotions Advanced
Work day
Due:
UPCOMING - TMG Decision 1 Tuesday
Nov 4th 10 pm.
Read: K&A, Chapter 14 (p.412-20), 15
(p.441-46), & 16 (p.468-75)
CLASS 20 - Tuesday NOV 4:
LECTURE SLIDES FROM CLASS 19
Assignments & Due Dates:
Topics
Discuss Decision 1
Mix (4Ps): Promotions Advanced
PromotionsDroppingBookAdsinNewspapers
AmericanIdolAdvertising
NeilsenRatingsStudentsLivingAwayfrom
home
Due:
TMG Decision 1 Tuesday Nov 4th 10 pm.
Skim: K&A, Chapter 14 (p.412-20), 15
(p.441-46), & 16 (p.468-75)
CLASS 21- Thursday NOV 6:
Assignments & Due Dates:
MKT 320 SCHEDULE http://www.uncg.edu/bae/people/roehm/mkt320/MKT320F08SCHEDU...
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Topics
Marketing Mix (4Ps): Place Advanced
Due: UPCOMING - TMG Decision 2
Tuesday Nov 11th by 10 pm
Read: K&A chapter 12 (p.346-60) & 13 (p.
385-92)
CLASS 22 -Tuesday NOV 11:
Use slides from class 21
Assignments & Due Dates:
Topics
Marketing Mix (4Ps): Place Advanced
Due:
TMG Decision 2 Tuesday Nov 11th
by 10 pm
1.
UPCOMING - TMG Decision 3
Saturday Nov 14th th by 8pm
2.
Skim: K&A chapter 12 (p.346-60) & 13 (p.
385-92)
CLASS 23 - Thursday NOV 13: Assignments & Due Dates:
Topics
Marketing Mix (4Ps): Price Advanced
Due:
UPCOMING TMG Decision 4 Wednesday
Nov 19th by 8pm
Read: K&A chapter 10 (p.293-02) &
11(p.312-28)
CLASS 24 - Tuesday NOV 18:
Assignments & Due Dates:
Topics
Marketing Mix (4Ps): Price Advanced
Due:
UPCOMING - TMG Decision 5 Friday Nov
21st by 8pm
Skim: K&A chapter 10 (p.293-302) &
11(p.312-28)
CLASS 25 - Thursday NOV 20: Assignments & Due Dates:
Topics
Marketing Mix (4Ps): Product Advanced
Nokia - Product & Marketing strategy
RJR Nabisco
Due:
UPCOMING - TMG Decision 5
Friday Nov 21st by 8pm
1.
UPCOMING - TMG Decision 6
Monday Nov 25th by 10 pm
2.
Read: K&A chapter 9 (p.267-78)
Skim: K&A chapter 8
MKT 320 SCHEDULE http://www.uncg.edu/bae/people/roehm/mkt320/MKT320F08SCHEDU...
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CLASS 26 - Tuesday NOV 25: Assignments & Due Dates:
Topics
INCLASS GROUP WORK - WORTH 3
assignment POINTS
Final EXAM Guide
Marketing Mix (4Ps): Product Advanced
Due: Inclass product
Skim: K&A chapter 8 & 9 (p.267-78)
NO CLASS Tuesday November 27
Thanksgiving break
CLASS 27 - Tuesday DEC 2:
Assignments & Due Dates:
Topics
INCLASS GROUP WORK - WORTH 3
assignment POINTS
Marketing Challenge Information
Group Peer Evaluation (Group)
Due: INCLASS GROUP WORK WORTH POINTS
Read: nothing
CLASS 28 - Thursday DEC 4: Assignments & Due Dates:
Topics
Discuss Ethics
Ethics Scenario
Class Wrap-up
Group Peer Evaluation (Group) ARE DUE TODAY
Final EXAM Guide
Due:TBA
Read: K&A, Chapter 20
REVIEW EXAM DAY: Friday, Dec 5th, 2008STUDENTS CAN REVIEW YOUR EXAMS FROM
FROM 11 to 3 BRYAN 360
READING DAY: Wednesday, Dec 9th, 2008
FINAL EXAM Date and TimeFinal Exam Instructions
2:00 Class (MKT 320.01):
Friday Dec 12th 3:30 to 6:30 Bryan 212
3:30 Class (MKT 320.02):
Thursday Dec 11th 3:30 to 6:30 Bryan 128
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