MKT 320.04
Principles of Marketing
UNC-GREENSBORO
PLACE: Joseph M Bryan School of Business – Room 212
TIME: Mondays, 6:00 – 8:50pm
INSTRUCTOR: Matt Mitchell
OFFICE HOURS: If you need to meet with me feel free to e-mail or call to arrange a time to meet.
e-mail: jmmitche@uncg.edu (please also CC all e-mails to matt.mitchell@paceco.com). I may also be
reached via cell @ 336-324-3056. You may call anytime 7 days a week up to 10:00 pm.
DESCRIPTION OF THE COURSE:
Great products and services are the foundation of any truly successful organization. Yet, without an
effective strategy to get your offerings in front of the consumer, priced appropriately, and supported by
delivering the right message at the right time to the right audience, great products and services alone
will not ensure success. This course will introduce you to the major principles and practices that should
guide all marketers. We will explore marketing strategy and how to analyze marketing problems and
develop appropriate solutions. To help us understand this marketing strategy we will study branding,
customer relationships, competitive positioning, product life cycles, pricing strategies, marketing
communications, selling strategies, and marketing ethics. . . to name a few.
COURSE MATERIALS:
1) Kotler and Armstrong, Principles of Marketing, 12th edition, 2007, Prentice-Hall.
2) The Marketing Game!, 3rd edition, Charlotte Mason and William Perreault Jr., McGraw-Hill Irwin
Recommended Reading:
Advertising Age, AdWeek, BrandWeek
COURSE PREREQUISITES:
ISM 110, MAT 115, ECO 201, ACC 201, and CST 105; 2.0 GPA; or admission to Bryan School approved
program.
COURSE FORMAT:
The course will be conducted using the following learning tools: lectures of the text material, case
analysis (video and written), in-class discussions, The Marketing Game, and in-class group presentations.
Class discussions will center around the assigned textbook readings, assigned cases, video cases
presented in-class, and from real-world marketing examples that you will bring in. The group
presentations will be based upon your team’s results in The Marketing Game and supported by what you
have learned throughout the course.
COURSE OBJECTIVES:
1. Acquire and analyze Internet marketing research. This objective will be measured by performance
on in-class assignments, exams and your performance on The Marketing Game (TMG) group work.
2. 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 your performance on in-class assignments, exams, and your
performance on the TMG group work and the TMG Final Report.
3. Understand the 4P's; product, price, promotion and place strategies, and the relationship with
positioning and branding. This objective will be measured by your performance on exams and
your performance on TMG group work, TMG final report.
4. 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).
5. Apply appropriate marketing strategy to identify critical marketing problems as they exist in
business situations. This objective will be measured by your contribution to in-class discussions
and your performance on The Marketing Game (TMG) group work.
6. Apply appropriate marketing strategy to develop specific recommendations to solve those
problems. This objective will be measured by your contribution to in-class discussions and your
performance on The Marketing Game (TMG) group work.
ASSIGNMENTS & GRADING:
Grading Scale
A
AB+
B
BC+
C
CD
F
-
93 and above
90 – 92
88 – 89
83 – 87
80 – 82
78 – 79
73 – 77
70 – 72
60 – 69
59 and below
Assignments:
Individual Marketing Analysis (in-class presentation) 10%
In class mid-term exam (night 7)
15%
In class final exam (night 15)
15%
Quizzes (unannounced)
15%
The Marketing Game & TMG Group Presentation
30%
Class Participation
5%
Peer Evaluation
10%
TOTAL
100%
Individual Analysis – Individual Verbal Presentation: (Night 2 thru Night 12)
You will be required to prepare an individual analysis of a real world marketing example encountered in
your everyday life. Each student will be assigned a particular night on which he/she is to deliver a brief
(no more than 5 minutes) presentation illustrating a particular marketing example. The example you
present will be determined by the Kotler & Armstrong text and in-class lecture for the preceding week.
For example, if we discuss consumer behavior on night 5 and you are assigned to deliver an IVP on night
6, you would be expected to present a real-world marketing example which you think illustrates how a
marketer is using an understanding of consumer behavior to impact their business.
In addition to adding a little variety to the course format, these presentations will also provide a very
useful means of reviewing earlier content before we begin our discussions of each week’s new content.
The IVP (individual verbal presentations) schedule will be developed on night 1. In addition to you
presentation, you will be required to submit a very short (no more than 2 pages, please) write up of your
particular marketing example. This write up should be clear, well-written, and to the point. We’ll
discuss the IVP expectations more in class.
In Class Exams (Night 7 & Night 15) –
On night 7 we will have a 50-100 question in-class midterm exam. The mid-term exam will be limted to
the content covered up to and including night 7. This exam will be worth 15% of your grade. Similarly,
we will conclude the course with a 50 – 100 question final exam on night 15 (also worth 15% of your
final grade). The final exam will be cumulative although it will be somewhat weighted toward the
content covered from nights 8 – 14. Both exams will be in a multiple choice format. If there are serious
circumstances that you think will force you to miss an exam you must speak to me as soon as possible
before the exam to discuss the situation.
In Class Quizzes (Unannounced)
To encourage preparedness, we will have multiple quizzes throughout the course. Neither the number of
quizzes nor the date of the quizzes will be announced. The quizzes will include approximately 20
multiple choice questions and MAY include any content covered to date including (especially including)
content to be discussed the day of the quiz. Your quiz scores will be averaged and the resulting grade will
represent 15% of your total grade for the course. POLICY FOR MISSED QUIZZES: If you miss 1 quiz I will
average your remaining quiz scores and assign that average score (less a10 point penalty) to the missed
quiz. If you miss 2 or more quizzes you will receive a score of 0 for the missed quizzes in excess of 1.
The Marketing Game
The Marketing Game is a software marketing simulation exercise/game designed to incorporate the
fundamental marketing concepts learned in the course. The game is organized into companies that
compete within an industry (4 companies to an industry). The class will be divided into teams – each
team representing one company within an industry – all of which sell a voice recognition software
product. The total number of teams, companies, and industries will depend upon the total number of
students but a total of 8 teams and 2 industries is likely.
The game will start with each team submitting a written strategy statement outlining your initial
marketing strategy and positioning. Each team will then make a series of marketing decisions (pricing,
advertising spend, requested reports, etc) and submit those decisions each week for 7 weeks. Each week
is to be considered a year in the life of the company. The overall industry results will depend upon the
decisions each team makes along the way and how the other teams respond to those changes.
We will wrap up the course (with the exception of the final exam) on nights 13 and 14 with presentations
from each group. The group presentations should include a thorough review of your team’s weekly
results, the decisions you made along the way, the rationale for those decisions and what you learned as a
result. You should also make it a point to integrate other course content (especially text and case
discussions) into your presentations drawing parallels wherever possible to your TMG experiences. Each
team will be allowed 30 minutes to deliver their presentation and answer questions from me and the rest
of the class. Your verbal presentation should also be accompanied by a written report summarizing your
TMG experience. More information on the TMG presentations (both verbal and written) will be given in
class.
Your grade for The Marketing Game will be based on a number of factors.
1) Your team’s overall ranking at the end of the game
2) How well your team developed and executed its strategy
3) How well your team identified changes in market conditions (demand for the product, actions
taken by competitors, etc) and how well you responded to them.
4) Your group’s presentation on nights 13 and 14.
Class Participation & Peer Evaluations
Group participation is extremely important to the intended dynamic of the course and for everyone’s
learning benefit. We each bring our own experiences and insights to the table and, when shared, those
experiences enhance the course content for the entire class. Therefore, it is expected that you will not
only contribute to class discussions but also that you contribute with something meaningful. With this in
mind, please make it a point to come to class each night prepared for the night’s lecture topics, ready to
respond if called upon, and fully attentive. Likewise, in order for your team to be successful everyone
must pull his/her own weight. For this reason, a significant portion of your grade is based upon your
teammates’ confidential assessment of your contribution toward the group project.
Academic Integrity:
Your integrity is one of your most valuable possessions. Please do not do anything to damage it. Once
lost, your integrity is VERY hard to recover. You are expected to read and follow the university’s policy
on academic integrity. That policy may be found here:
http://www.uncg.edu/bae/faculty_student_guidelines_sp07.pdf
http://academicintegrity.uncg.edu/complete/
COURSE SCHEDULE:
week 1
8/25/2008
9/1/2008
week 2
9/8/2008
week 3
9/15/2008
Real World
Mktg - IVP's
Labor Day
NO CLASS
IVP - material from IVP - material from IVP - material from IVP - material from IVP - material from IVP - material from
K&A Chapter 1
K&A Chapter 2
K&A Chapter 3
K&A Chapter 4
K&A Chapter 5&6 K&A Chapter 7
2
2
3
2
3
0
Text Lecture
K&A Chapter 1 Labor Day
NO CLASS
TMG
assign teams
Video Cases
video case
discussion
10/20/2008
Labor Day
NO CLASS
week 8
10/27/2008
video case
discuss case
week 9
11/3/2008
Quiz Possible
K&A Ch 4
K&A Ch 5 & 6
K&A Ch 7
K&A Ch 8
Break/TMG
team planning
Break/TMG
team planning
Break/TMG
team planning
Break/TMG
team planning
Break/TMG
team planning
TMG chapt 1&2
TMG chapt 3&4
TMG Round 1
decisions due
TMG Round 2
decisions due
TMG Round 3
decisions due
video case
discuss case
video case
discuss case
video case
discuss case
video case
discuss case
video case
discuss case
week 10
11/10/2008
Quiz Possible
week 11
11/17/2008
Quiz Possible
week 12
11/24/2008
FALL BREAK Quiz Possible
NO CLASS
Real World
Mktg - IVP's
FALL BREAK IVP - material fromIVP - material from IVP - material from IVP - material from IVP - material from
NO CLASS K&A - chap 8
K&A - chap 9
K&A- chap 10 & 11 K&A - chap 14
K&A - chap 15
3
2
3
2
2
Text Lecture
FALL BREAK
NO CLASS K&A Chapter 9
K&A Chapter 10 & 11K&A Chapter 14
K&A Chapter 15
Break/TMG
FALL BREAK team planning
NO CLASS
TMG reading/
TMG Round 4
assignments
decisions due
Break/TMG
team planning
Break/TMG
team planning
Break/TMG
team planning
TMG Round 5
decisions due
TMG Round 6
decisions due
TMG Round 7
decisions due
Video Cases
video case
discuss case
video case
discuss case
video case
discuss case
FALL BREAK video case
NO CLASS discuss case
MIDTERM EXAM
Chap 1-8
K&A Ch 3
Exam/Quiz
TMG
Quiz Possible
week 7
10/13/2008
Quiz Possible
TMG reading/
assignments
Quiz Possible
week 6
10/6/2008
Labor Day
NO CLASS
Labor Day
NO CLASS
Quiz Possible
week 5
9/29/2008
Exam/Quiz
K&A Ch 2
Quiz Possible
week 4
9/22/2008
week 13/week 14
12/1/2008 & 12/8/08
Quiz Possible
week 15
12/15/2008
FINAL EXAM
Chap 8-16
K&A chapter 19 & 20
TMG
Presentations
Wk 13 - teams 1 - 4
Wk 14- teams 5- 8
MKT 320-04: Principles of Marketing
Student Information and Pledge of Academic Integrity
Please submit this form on the first day of class – August 25, 2008.
Your full name: ________________________________________________________________________
The name you preferred to be called: _________________________________________________
Your hometown: ____________________________________________________
Your telephone number: ________________________________________________
Your class standing (Soph., Jr., Sr.): ________________________________________________
Your major: __________________________________________________________
Your educational aspirations: _______________________________________________________________________
Your career aspirations: _____________________________________________________________________________________________
Anything else I should know about you: __________________________________________________________________________
********************************************************************************************************
By signing this form I pledge to maintain my integrity and agree to abide by the University’s Academic
Integrity Policy for ALL assignments and exams in this course.
Signature _______________________________________________________________
Date _____________________________