UT Dallas Syllabus for ba3365.5e1.11f taught by ()

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BA3365 Principles of Marketing Term:

Fall 2011

Professor:

Dr. Elisabeth Honka

Section:

5E1

Email:

TBD

Phone:

TBD

7:00 – 9:45 PM

Office:

TBD

TBD

Office Hours: Wednesdays & Thursdays

Class Hours: Thursdays Location:

2:00 – 3:00 pm (by appointment only)

Recommended Text Marketing, by Roger A. Kerin, Steven W. Hartley and William Rudelius, McGraw Hill-Irwin, 8th / 9th / 10th Edition

Course Description This course provides an introduction to marketing concepts, frameworks and methods that are necessary to create, evaluate or implement marketing and market-oriented strategies in today’s competitive business environment. The course is designed to help develop your market and marketing intuition when tackling business problems as or along with marketing managers.

Student Learning Objectives / Outcomes Upon completion of the course, students will be able to understand / define / apply / implement: 1. 2. 3. 4.

Segmentation-Targeting-Positioning framework Marketing mix using the 4P framework: Product, Price, Promotion, Place. Pricing strategies such as markup pricing and target pricing. Ethical constraints when making marketing decisions.

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Class Schedule (Tentative and subject to change) Week

Date

Topic

Submissions / Deadlines

August 25

Course Overview

August 25

Introduction to Marketing

September 1

Strategic Planning

September 1

Marketing Environment

September 8

Consumer Behavior

Submit Project Group Requests

September 8

Ethical Issues

Project Groups Finalized

September 15

EXAM 1

September 15

NO CLASS

September 22

Marketing Research I

September 22

Marketing Research II

September 29

Segmentation, Targeting, and Positioning I

September 29

Segmentation, Targeting, and Positioning I

October 6

Guest Speaker

October 6

Project Proposal Presentations

October 13

Product Strategy I

October 13

Product Strategy II

October 20

EXAM 2

October 20

Guest Speaker

October 27

Pricing Strategy I

October 27

Pricing Strategy II

November 3

Channel Strategy I

1

2

3

4

5

6

Project Proposals (2 pages)

7

8

9

10 11

2

November 3

Channel Strategy II

November 10

Promotion Strategy I

November 10

Promotion Strategy II

November 17

EXAM 3

November 17

Group Project Presentations

November 24

NO CLASS

November 24

NO CLASS

December 1

Group Project Presentations

December 1

Group Project Presentations

12 Plan Presentation Slides

Marketing Plans, Peer Evaluations

Course Requirements and Grading Policy

Exam 1

20%

Exam 2

25%

Exam 3

25%

Group Project

30%

-

Proposal Marketing Plan Final Presentation

TOTAL

5% 15 % 10 % 100%

Class Attendance Bonus

5%

Class Participation Bonus

5%

Your final grade will be based on your total score (including the class attendance and participation boni). The grading will be based on the relative performance of the class. In previous years, approximately the top 30 – 35% of the class received an A- or higher, the next 40 – 50% received a B- to B+, and the next 20-25% received a C- to C+, and the remaining (up to 10% of the class) received a D+ or lower, including an F. 3

Exams We will have three exams. The exams will be closed-book and will consist of a combination of multiple-choice and short answer type questions. The exams will be non-cumulative and added together will account for 70% of your total grade. The first exam will take place on Thursday, September 15th, the second exam will take place on Thursday, October 20th, and the third exam will take place on Thursday, November 17th. All exams will be at regular class time and in our regular classroom. Important Note: No make-up exams will be allowed. Please plan your schedule accordingly.

Group Marketing Project The Group Marketing Project accounts for thirty percent of your total score. Each group consists of four to six students. You may form these groups yourselves. If you do so, you must inform the instructor about your group by September 8th. Those who have not formed groups and informed the instructor by this date will be randomly assigned into groups by the instructor on September 8th. Your group will choose an organization facing a marketing problem or opportunity. You will do research and develop a marketing plan to address this problem or opportunity. You can choose a business firm, non-profit organization or government organization. Local businesses like restaurants or specialty shops have been a popular choice among previous students. Each group will submit a two-page proposal for their project on October 6th at the end of the class and will also be asked to make a mini-presentation of the proposal on the same day. This proposal will be graded and will account for five percent of your grade. In the proposal, you should include a statement of the problem/opportunity and a situation analysis. You should also give an idea about how you plan to address this problem/opportunity. I will provide you an outline for developing a marketing plan shortly. The proposal presentation aims to inform the instructor and your classmates about your project and your progress. It will also give you a chance to receive valuable feedback. The presentation should last about 5 minutes. Your performance at the proposal presentation will NOT be graded. Each group will formally present their marketing project to the entire class at the end of the semester. The dates for these presentations are November 17th and December 1st. The amount of time permitted for this presentation is 20 minutes / group. Each group must submit the final version of their presentation slides on November 17th no matter when you formally present your marketing project. The final marketing plan write-up is due on December 1st. The presentation will account for ten percent and the write-up for fifteen percent of your grade.

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Group Participation Team work is an important component of the learning process in this class. Your contribution to the group’s work will be assessed by each member of the group at the end of the semester. In order to prevent free riding, your grade for the group project will be weighted by your group contribution score. So you should make every effort to contribute to your group project.

Class Attendance Bonus Regular class attendance facilitates regular learning and gives the opportunity to ask questions and contribute to the class. To encourage attendance, up to five bonus percent will be awarded throughout the term for regular class attendance.

Class Participation Bonus Your participation in class discussions is an important part of your learning. To encourage participation, up to five bonus percent will be awarded throughout the term for effective class participation. There will be ample opportunities to participate in class discussions. There are several ways in which you can participate, such as (but not limited to): - asking questions - sharing your observations - embellishing the class discussion with examples You can participate effectively by a) reading the assigned materials prior to class, b) thinking about the concepts, and c) paying attention to various marketing activities while you are shopping, watching television, reading newspapers and business publications. Your class participation will be evaluated not only on the basis of volume or extent of participation, but also on the basis of quality. Quality will depend primarily on whether your comments are pertinent to the topic or question being discussed in class.

Course & Instructor Policies All deadlines are to be strictly followed throughout the semester. Submissions after the assigned due time will not be accepted. Make-up exams will not be allowed. For other standard UT Dallas syllabus policies, refer to http://go.utdallas.edu/syllabus-policies The course descriptions and timelines are subject to change at the discretion of the instructor. In case you are not sure about any aspect of the syllabus, please contact the instructor without delay.

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