MKT 337 - PRINCIPLES OF MARKETING
- SPRING 2014 Instructor
Professor Deepa Chandrasekaran
Office
CBA 7.252
Office Hours
Mondays and Wednesdays, 2 - 3 pm or by appointment (Office hours may vary
periodically, check announcements in class)
E-Mail
Deepa.Chandrasekaran@mccombs.utexas.edu
Webpage
via Blackboard
TA
Lan Liang (lan.liang@utexas.edu), CBA 3.332X
TA Office Hours
TBA
Required Materials
1. Marketing 11/e, Roger Kerin, Steven Hartley and William Rudelius.
(Mc Graw Hill/Irwin publisher),
2. Additional readings may be made available on Blackboard or handed out in class
Meeting Times
Day
Time
Location
MW
3:30-5 pm
UTC 1.144
Course Objectives
This course is an introductory course in marketing, designed to provide you with a comprehensive and
contemporary overview of the field of marketing. We will explore the functional marketing operations
of organizations and examine the key elements of a marketing manager’s decision making process. The
emphasis of this course will be on gaining an understanding of the core concepts of marketing and its
linkages with other business functions within the organization.
The overall goal of this course is to provide you with a set of approaches and concepts to draw
upon, when faced with a marketing problem and to help you develop the ability to formulate
an effective marketing strategy.
At the end of the course, you can expect to:
MKT 337
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Professor Deepa Chandrasekaran
Spring 2014
Familiarize yourself with the concepts and theories that drive marketing management as well as
learning how to apply these concepts in developing effective marketing strategies.
Acquire analytical skills and learn the method to use them in solving marketing problems.
Develop management skills required to work successfully in a marketing function. This includes
processing and synthesizing information and present ideas effectively both in oral and written
communication.
Acquire a foundation for other courses across the other business departments and advanced
electives in marketing.
Understand how the different components in the course are aligned with the major marketing
career tracks within an organization.
Develop a professional and business-like attitude and cultivate a sense of responsibility for one’s
own behavior and learning.
Grading
The percentage of points will be translated into a letter grade as follows:
93-100 A
90-93 A87-90 B+
83-87 B
80-83 B77-80 C+
73-77 C
70-73 C67-70 D+
63-67 D
60-63 DBelow 60 = F.
Evaluation Components
1.
2.
Tests
Attendance and class participation
75%
25%
1. Tests – 75 % (3 Tests)
Three tests will be administered during the course of the semester. Each test will cover a subsection
of the course material.
Test 1: 25%
Test 2: 25%
Test 3: 25%
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The tests will cover assigned chapters, assigned business press articles, class exercises, class discussions,
and material covered by guest speakers.
Each of the three tests given during the semester will consist of multiple choice questions and open
ended questions.
Please note - THERE WILL BE NO MAKE UP TESTS. I will communicate the schedule of the three
tests so please plan in advance to be present in class on those days.
2. Attendance and Class Participation – 25%
Your on-time presence in class is critical to your ability to understand and apply the course material.
Due to the nature of the course, a missed class can mean not catching up on a considerable amount of
information.
Your overall class participation grade will be based on THREE components: (1) In-class
participation (discussion), (2) In-class and take-home assignments and (3) Class attendance.
Your specific in-class participation points depend on both the quality and the quantity of your inclass participation (e.g. providing thoughtful insights, participating in-class activities and proactive
contribution such as role-play, bringing in examples or videos, volunteering etc). Points will be
deducted for disruptive participation. Please note - Just attending class DOES NOT earn you class
participation points!
In-class and take-home assignments provide you with the opportunity to enhance your practical
understanding of the principles of marketing. It is your responsibility to keep track of these
assignments. One assignment with the lowest score will be dropped at the end of the semester
(including assignments missed due to class absences). There will be no make-up assignments.
Your class attendance will be tracked by the class TA. To facilitate this process, you should sit in the
same seat in every class session. A seating chart will be finalized during the third class session,
Wednesday 01/22/14. The seat you select for that class session will be your assigned seat for the rest of
the semester.
At the beginning of each of the 20 class sessions beginning 1/27/14 the TA will note whether you are
in your assigned seat (this does not include review or exam days). If you are not in your assigned seat
when class begins, you will not get credit for attending class. Each class you attend will result in 1 point
added to your attendance score. There is a maximum of 20 points for your attendance grade. However,
I will allow each student to have a maximum of two excused absences. If you come to class late or have
to leave early and have a legitimate reason, see the TA to receive half of the possible points for that day
(0.5). Please note, attendance will also be taken for guest lectures but will not be taken on exam days or
on exam review days.
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Extra Course Credit
You can earn extra credit points in this course by participating in research studies through the
Marketing Department Subject Pool. You can have one point added to your overall grade for each
study you participate in. You can complete a maximum of 2 studies to earn 2 points to your overall
grade (note 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 any time. 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/Departments/Marketing/Courses.aspx .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 May 1st (or earlier), so please plan ahead. Those who are not
interested in participating in a research study may choose a research paper option (see the above
website for details).
Questions regarding extra credit? Email Sean Jang, the Subject Pool Coordinator, at
hyunkyu.jang@phd.mccombs.utexas.edu
Additional Information:
1. Course Website:
I will use Blackboard to post all relevant materials. Schedules, class notes, team projects,
assignments, and all other information will be made available at the time they are needed. Please
check Blackboard regularly for updates.
Blackboard activities could include exchanging e-mail and files. In addition, class e-mail rosters will
be a component of the sites. Students who do not want their names included in these electronic
class rosters must restrict their directory information in the Office of the Registrar, Main Building,
Room 1. For information see: http://www.utexas.edu/student/registrar/catalogs/gi0203/app/appc09.html.
2. Class Policies:
a. E-Mail: Outside of the office hours, email is the best way to reach me. When sending me an
email, please include MKT 337 in the subject line. I will also send emails individually and to
the class. Please check your email regularly. Most of the time I will answer your emails within
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24 hours; however, do not wait until the night before an assignment/test is due to ask for
help.
b. Communication: I have an open door policy. If you have problems with any aspect of the
course and/or want to discuss anything including material covered in the course, career
opportunities in marketing, etc., please feel free to schedule time with me. Do not wait until
the end of semester to discuss any issues.
c. No laptop/cell phones: Please turn off your cell/smart phones and laptops during class.
Conducting sidebar conversations, working on other course assignments, etc. during this
class will not be tolerated.
d. Grades: The tests will not be handed back in class, per department policy. Please come to
review tests during office hours. Any concerns about grading must be raised with the TA or
me within one week of assigning the grade. After that, all grades will be treated as final.
3. Students with Disabilities
Students with disabilities may request appropriate academic accommodations from the Division of
Diversity and Community Engagement, Services for Students with Disabilities, 512-471-6259,
http://www.utexas.edu/diversity/ddce/ssd/.
4. Religious Holy Days
By UT Austin policy, you must notify me of your pending absence at least fourteen days prior to the
date of observance of a religious holy day. If you must miss a class, an examination, a work
assignment, or a project in order to observe a religious holy day, you will be given an opportunity to
complete the missed work within a reasonable time after the absence.
5. Policy on Scholastic Dishonesty
The McCombs School of Business has no tolerance for acts of scholastic dishonesty. The
responsibilities of both students and faculty with regard to scholastic dishonesty are described in
detail in the BBA Program’s Statement on Scholastic Dishonesty at
http://www.mccombs.utexas.edu/BBA/Code-of-Ethics.aspx.
By teaching this course, I have agreed to observe all faculty responsibilities described in that
document. By enrolling in this class, you have agreed to observe all student responsibilities
described in that document. If the application of the Statement on Scholastic Dishonesty to this
class or 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. Since
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dishonesty harms the individual, all students, the integrity of the University, and the value of our
academic brand, policies on scholastic dishonesty will be strictly enforced. You should refer to the
Student Judicial Services website at http://deanofstudents.utexas.edu/sjs/ to access the official
University policies and procedures on scholastic dishonesty as well as further elaboration on what
constitutes scholastic dishonesty.
6. Campus Safety
Please note the following recommendations regarding emergency evacuation from the Office of
Campus Safety and Security, 512-471-5767, http://www.utexas.edu/safety:
 Occupants of buildings on The University of Texas at Austin campus are required to
evacuate buildings when a fire alarm is activated. Alarm activation or announcement
requires exiting and assembling outside.
 Familiarize yourself with all exit doors of each classroom and building you may occupy.
Remember that the nearest exit door may not be the one you used when entering the
building.
 Students requiring assistance in evacuation should inform the instructor in writing during
the first week of class.
 In the event of an evacuation, follow the instruction of faculty or class instructors.
 Do not re-enter a building unless given instructions by the following: Austin Fire
Department, The University of Texas at Austin Police Department, or Fire Prevention
Services office.
 Behavior Concerns Advice Line (BCAL): 512-232-5050
 Further information regarding emergency evacuation routes and emergency procedures can be
found at: http://www.utexas.edu/emergency.
SESSION PLAN
NOTE: THIS PLAN IS SUBJECT TO CHANGE
Session
Date
1
01/13 M
Introduction to the Course
2
01/15 W
Creating Customer Relationships And Value Through
Marketing
01/20 M
NO CLASS; MARTIN LUTHER KING JR. DAY
HOLIDAY
3
01/22 W
Developing Successful Marketing And Organizational
Strategies
Chapter 2
4
01/27 M
Scanning The Marketing Environment
Chapter 3
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Topics
Readings
Chapter 1
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5
01/29 W
Understanding Consumer Behavior
Chapter 5
6
02/03 M
Understanding Consumer Behavior
Chapter 5
7
02/05 W
Reaching Global Markets
Chapter 7
8
02/10 M
Marketing Research: From Customer Insights To
Actions
Chapter 8
9
02/12 W
Review For Test 1
10
02/17 M
TEST 1
Chapters.1,2,3,5,7
11
02/19 W
Market Segmentation, Targeting And Positioning
Chapter 9
12
02/24 M
Developing New Products And Services
Chapter 10
13
02/26 W
Developing New Products And Services
Chapter 10
14
03/03 M
Managing Successful Products And Brands
Chapter 11
15
03/05 W
Guest Speaker
03/10 M03/12 W
NO CLASSES- SPRING BREAK. ENJOY!
16
03/17 M
Building The Price Foundation
Chapter 13
17
03/19 W
Arriving At The Final Price
Chapter 14
18
03/24 M
Review For Test 2
19
03/26 W
TEST 2
Chapters 8, 9, 10,
11, 13, 14
20
03/31 M
Managing Marketing Channels And Supply Chain
Chapter 15
21
04/02 W
Wholesaling And Retailing
Chapter 16
22
04/07 M
Integrated Marketing Communications
Chapter 17
23
04/09 W
Advertising, Sales Promotion And Public Relations
Chapter 18
24
04/14 M
Guest Speaker
25
04/16 W
Personal Selling And Sales Management
Chapter 20
26
04/21 M
Using Social Media To Connect With Consumers
Chapter 19
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04/23 W
Guest Speaker
28
04/28 M
Review For Test 3 And Course Wrap-Up
29
04/30 W
TEST 3
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Chapters 15, 16,
17,18,19, 20