Marketing 337
Principles of Marketing
Spring 2014
Instructor: Professor Jacob Suher
Office Hours:
Office:
E-mail:
TBD
CBA 5.324E
jacob.suher@phd.mccombs.utexas.edu
Class:
Location:
Time:
MKT 337 05720
UTC 4.122
T/Th 12:30 – 1:45 pm
TEXTBOOK (REQUIRED)
Marketing, 10th Edition; by Kerin, Hartley, and Rudelius; published by Irwin/McGraw Hill (ISBN = 9780073529936). Do not try to get by with the 9th edition. A copy of the 10th edition is on reserve in the
Perry-Castaneda Library. There is also the e-Textbook option (http://www.coursesmart.com/).
The required business press readings will be made available on Canvas, http://canvas.utexas.edu. In
general, these readings will offer real-world examples of the concepts presented in the textbook.
COURSE OBJECTIVES
The objective of this course is to introduce business students to the fundamental aspects of marketing:
how firms discover and translate customers’ needs and wants into strategies for providing products and
services. Over the course of the semester you will:
1. Learn to understand the role of marketing within society and in the business world.
2. Learn and apply the key marketing principles and terminology. Because this is a survey course,
there is an emphasis on basic terminology and concepts.
3. Have fun and appreciate how a marketing perspective is important in your own personal and
professional development!
For students majoring in marketing, this course will provide you with a foundation on which to build
subsequent marketing courses and work experiences.
For students majoring in other business disciplines, this course will help you understand the objectives
of marketers with whom you will interact professionally.
For all students; the course will enhance your appreciation of the different marketing activities that we
encounter everyday as consumers. We will develop tools to understand questions like why milk is at the
back of a grocery store, what goes in to developing the new iPhone, and why Google and Facebook are
two of the largest companies in the world.
CLASS FORMAT AND POLICIES
Class sessions will be divided about evenly between lecture, class discussion, and in-class exercises.
Students are encouraged to ask questions and actively participate in the lecture and we will usually have
a class discussion of the business press articles. The in-class exercises will bring the concepts discussed
in lecture to life and will usually be group activities. The class sessions will be based on content from the
textbook and on business press articles. Class participation and attendance will account for an
important part of a student’s grade. Please see the contribution and attendance sections to learn more.
I expect you to conduct yourselves professionally. This includes arriving to class on time; staying off of
computers and cell phones during the class sessions; refraining from conducting personal conversations
during class and generally being respectful to your classmates and your instructor. If you must miss a
class, you are still responsible for everything covered in that class. It will be your responsibility to
contact a classmate for missed notes or announcements.
GRADING
You will be evaluated based on three tests, an optional final, class attendance, class contribution, and inclass exercises in the following manner:
Exam 1
Exam 2
Exam 3
Attendance
Contribution
In-class exercises
Total
25%
25%
25%
10%
10%
5%
100%
The percentage of points will be translated into a letter grade as follows:
92-100
90-91.9
88-89.9
82-87.9
80-91.9
78-79.9
=A
= A= B+
=B
= B= C+
72-77.9
70-71.9
68-69.9
62-67.9
60-61.9
Below 60
=C
= C= D+
=D
= D=F
Once the final course grading scale is set, it is set in stone. There will be no extra credit work outside of
the opportunities available via the Marketing Department Subject Pool (described below). If you miss
the next highest grade by one point you will have my sympathy but I will not change your grade!
Exams
The tests will cover assigned chapters, assigned business press articles, class exercises, class discussions,
and guest speakers.
Each of the three tests given during the semester will consist of multiple choice questions and open
ended questions. The tests will consist of about 30 multiple choice questions and 5 short answer
questions. The multiple choice questions will count for 2 points each and the short answer questions
will count for 40 points total. The short answer questions will be graded on the quality and
completeness of your response.
You will have the opportunity to take an optional comprehensive final exam. The optional final will
consist of all multiple choice questions. If you take the optional final it will replace your lowest test
score – you cannot lower your grade by taking the final. Therefore, your exams will be counted as
follows: the grades on test 1, test 2, and test 3 OR your grade on the optional final, and your highest two
grades on tests 1, 2, and 3.
THERE WILL BE NO MAKE UP TESTS. If you miss a scheduled test for any reason, you can take the
optional final to substitute for that missed test. If you should find that you will have to miss more than
one of the scheduled tests, you should drop this course as there will be no way for you to make up more
than one missed test.
Class Attendance
Your class attendance will be recorded for every class period, except for exam days and review days.
Each class you will fill out and turn in a note card with your name, a record of your class contribution,
and questions or comments for your professor. The note cards will be handed out at the beginning of
each class period. If you are late to class, you will not get credit for your class attendance.
Each class you attend will result in 1 point added to your attendance score. There is a maximum of 18
points for your attendance grade, which allows for each student to have two excused absences. If you
come to class late or have to leave early and have a legitimate reason, email the professor to receive
half of the possible points for that day (0.5).
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 as opportunity to complete the missed
work within a reasonable time after the absence.
Class Contribution
Your class contribution will be tracked for every class period, except for exam days and review days.
Class contribution will be recorded on the attendance note cards and handed in after class each day.
You will write a short summary, one line or less, of your comment on the note card. The notecards will
be collected at the end of class each day. Each instance of class participation will result in 1 point added
to your class contribution score. Only meaningful contribution to class will be recorded. Examples of
meaningful contribution include:
1. Sharing relevant personal experience or insight from other readings that related to specific
contexts from the text, this includes answering questions posed to the students by Professor
Suher or a guest lecturer.
2. Contributing an insightful comment that links the assigned business press articles to specific
concepts from the text.
3. Presenting a correct or well-done in-class exercise (the individual who participates receives this
credit, not the entire group).
Please note that you can only receive a maximum of 18 points for class contribution throughout the
semester. This means that you need to contribute a meaningful point to class discussion on average
once every lecture to receive full credit for class contribution. Your contribution cards will be checked
between classes and contribution will be recorded. You will receive a mark on your contribution card
when the comment was counted towards your contribution score.
Class contribution points can also be subtracted for behavior that detracts from an optimal learning
environment. Such behaviors include using your phone during class, unprofessional classroom behavior,
not being prepared for class, or failure to actively participate in in-class exercises.
In-Class Exercises
During the last 20-40 minutes of class time there will often be an in-class exercise that allows you to
apply the concepts from that day’s lecture. The in-class exercises will be done in small groups and the
group will turn in one response at the end of class. Exercises will be score on a 0-5 scale and all
members of the team will receive the same score. Your semester score for in-class exercises will be your
average score across all in-class exercises. Note that being absent from class does not excuse you from
completing an in-class exercise. If you plan to be absent from class, you must alert you professor ahead
of time and you can complete the in-class exercise on your own time and turn it in before the scheduled
class. It is your responsibility to contact the professor before the class period that you miss. You will not
be able to make up in-class exercise for classes that you did not previously contact the professor. A
missing in-class exercise will count as a score of 0. Your two lowest exercise grades will be dropped at
the end of the semester.
MORE ABOUT EXAMS
Day of the Exam:
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


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You must bring a soft lead (#2) pencil (two pencils just in case) to the exam
You MAY NOT use any books, notes, or electronics devices during the exams.
No cell phones!
Ball caps must have bills turned to the back of your head.
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.
Except in the case of an emergency, you may not leave the exam room until your test is turned
in. This includes bathroom breaks, so please plan ahead.
Exam Feedback:
Exam grades will be posted on Canvas as soon as possible after you have completed the exam. The
graded tests will be available for viewing during Professor Suher’s office hours. During this time, you can
review your exam and ask about specific questions on the test. Please respect Professor Suher’s office
hours. If you cannot meet during scheduled office horus, contacts Professor Suher to schedule an
appointment.
Check Your Test Scores and Attendance/Contribution Points:
If you think there may have been a mistake in your posted test grade or your posted attendance or
contribution points, you must submit a request by e-mail for reevaluation within 10 days of the grade
being posted on Canvas. The request for reevaluation must specify the mistake in the grading and
explain the reason for a change. If you do not do this, your score, even if it should have been changed,
will not be modified.
Final Exam Day and Time:
The optional final exam for this class will be administered on the date/time as posted on the registrar’s
web site:
TBD Date/Time of Final Exam
EXTRA CREDIT OPPORTUNITY
You can earn extra credit points in this course by participating in research studies through the Marketing
Department Subject Pool. You can earn 0.25% added to you overall grade for each study you participate
in. You can complete a maximum of 4 studies to earn 1% on your overall grade (note you must
participate in four different studies). You may not participate in the same study twice. In order to see
the available research studies and sign up for them, you need to create a new web account at the
following website (use you UT EID as your id when creating an account): http://mccombs.sonasystems.com.
You may go to the website and register today 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/Departments/Marketing/Courses.aspx. Click ‘Course Descriptions’
tab and click the first link for ‘Subject Pool: Extra Credit for MKT 337 and MKT 320F.’
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 DATE TBD (or earlier). The
reservation tends to fill up fast, and many studies have restrictions that prevent you from signing up, so
plan ahead. Those 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 TBD, the Subject Pool Coordinator, at TBD.
HOW YOU CAN HAVE A SUCCESFUL EXPERIENCE IN THIS CLASS
Complete the Readings
Read the assigned business press articles as well as the assigned chapters from the textbook prior to
attending the class. This will help you become familiar with the language we will use in our class
discussions and provide you an overview of the concepts you will apply during class activities. Being
prepared for class will earn you a high participation score as you will have more to say.
Attend Class
The class discussions and activities are intended to give you a chance to apply the information discussed
in the text. This application will help you understand the information more intuitively and recall the
information for tests.
Participate and Ask Questions
Marketing is a complex subject. During class take advantage of the opportunity to ask questions and
participate in the class discussion. After class, review the notes and if you have any questions see
Professor Suher. It is best for you to get your answers before you take a test, not after.
Apply What You Learned
The class discussions and activities will require you to apply the marketing concepts that you learned in
class. Always look for links between the concepts and frameworks you learned in class and what you
see in the world. Such application is the most important part of this course.
CLASS E-MAIL LIST AND CANVAS
E-mails with important class-related information will occasionally be sent via Canvas. To be sure that
you receive those important messages, make sure that the official UT email address for you is correct.
ACADEMIC DISHONESTY
The McCombs School of Business has no tolerance for acts of scholastic dishonesty. The responsibility of
both students and faculty with regard to scholastic dishonesty are described in detail in the Statement
on Scholastic Dishonesty for McCombs School of Business:
http://www.mccombs.utexas.edu/BBA/Code-of-Ethics
By teaching this course, I have agreed to observe all of the faculty responsibilities described in that
document.
By enrolling in this class, you have agreed to observe all of the student responsibilities described in that
document. If the application of that 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. Since dishonesty harms the individual, all students, and the integrity of
the University, 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.
Because of the large size of the group with whom you will be taking tests, some students may be
tempted to cheat. DON’T. I will refer students to Student Judicial Services when necessary.
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/.
SCHEDULE OF CLASS SESSIONS
(The schedule below is subject to change)
T
1/14
Course Introduction
Ch. 1
TH
1/16
Creating Customer Relationships and Value Through Marketing;
Developing Successful Marketing and Corporate Strategies
1/16/14: Last day of the official add/drop period; after this date,
changes in registration require the approval of the department chair
and usually the student’s dean.
Ch. 1 & 2
T
1/21
Scanning the Marketing Environment
Ch. 3
TH
1/23
Consumer Behavior: Part 1
Ch. 5
T
1/28
Consumer Behavior: Part 2
Ch. 5
TH
1/30
Organizations as Customers
Ch. 6
T
2/4
Special Class: Super Bowl Advertisements
TH
2/6
Understanding and Reaching Global Consumers
T
2/11
In-Class Review for Exam 1
TH
2/13
EXAM 1 (CH 1-3, 5-7)
T
2/18
Marketing Research
TH
2/20
Guest Speaker 1: “Marketing at Dell”
T
2/25
Market Segmentation, Targeting, and Positioning
Ch. 9
TH
2/27
Developing New Products and Services
Ch. 10
T
3/4
Managing Products and Brands
Ch. 11
TH
3/6
Guest Speaker 2: TBD
T
3/11
NO CLASS - Spring Break
TH
3/13
NO CLASS - Spring Break
T
3/18
Services Marketing
Ch. 12
TH
3/20
Building the Price Foundation; Arriving at the Final Price
Ch. 13 & 14
T
3/25
In-Class Review for Exam 2
TH
3/29
EXAM 2 (CH 8-14)
3/31/14: Last day an undergraduate student may, with the dean’s
approval, withdraw from the University or drop a class except for
urgent and substantiated, nonacademic reasons.
T
4/1
Guest Speaker 3: “Ethics and Social Responsibility in Marketing”
Ch.4
TH
4/3
Managing Marketing Channels and Wholesaling
Ch. 15
Ch. 7
Ch. 8
T
4/8
Retailing: Part 1
Ch. 17
TH
4/10
Retailing: Part 2
Ch. 17
T
4/15
Integrated Marketing Communications and Direct Marketing
Ch. 18
TH
4/17
Advertising, Sales Promotion, and Public Relations
Ch. 19
T
4/22
Personal Selling and Sales Management
Ch. 20
TH
4/24
Guest Speaker 4: “The Future of Online Advertising”
T
4/29
In-Class Review for Exam 3
TH
5/1
EXAM 3 (CH 4, 15, 17-20)
TBD
COMPREHENSIVE FINAL EXAM (OPTIONAL)