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UT Dallas Syllabus for ba3365.5u1.11u taught by Gonca Soysal (gxs089000)

UT Dallas Syllabus for ba3365.5u1.11u taught by Gonca Soysal (gxs089000)

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UT Dallas syllabus for taught by
UT Dallas syllabus for taught by

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Published by: UT Dallas Provost's Technology Group on May 20, 2011
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 BA3365 Syllabus Page 1
BA3365 Principles of Marketing
Professor
Dr. Gonca P. Soysal
Term
Summer 2011
Section
5U1
 
Class Hours
Mondays 6:00-10:00 p.m.
Class Location
SOM 2.117
Contact Information
Office
SOM 3.622
Phone
972-883-5921
Email
not
use eLearning e-mail)
Office Hours
Wednesdays 4:00
 – 
5:00 p.m. or by appointment
Course Website
Teaching Assistants
Yong Wei,yong.wei@utdallas.edu, FO 1502, 972-883-4821
Textbook
 
Kerin, Hartley and Rudelius,
Marketing
 
(10
th
edition)
 ,
McGraw Hill-Irwin, 2010(9th and 8th editions are OK to use)
Course Description and Objectives
This course is intended to introduce students to the essentials of marketing: the creation of value forcustomers and firms and the strategies and methods marketers use to successfully operate in today'sdynamic business environment. Upon completion of the course, students will be able to:1.
 
Define and understand the marketing concept and the marketing process.2.
 
Conduct situation analysis using the 4C’s (Company
-Customers-Competition-Context)framework.3.
 
Describe and implement marketing strategy setting applying the STP (Segmentation-Targeting-Positioning) framework.4.
 
Describe and implement elements of a company’s marketing mix (4P’s)
: Product, price,promotion/advertising, place/distribution channels.5.
 
Describe and implement different pricing methods such as markup pricing and target pricing.6.
 
Recognize, evaluate and implement ethical constraints when making marketing decisions.
 
 BA3365 Syllabus Page 2
Tentative Class Schedule
Date Topic Reading
May 23Course OverviewIntroduction to Marketing & Strategic Planning Ch. 1,2May 30
NO CLASS
 – 
MEMORIAL DAY
 -June 6 Marketing Environment & Consumer Behavior Ch. 3,5June 13 Marketing Research I & II Ch. 8June 20Exam 1Segmentation, Targeting, and Positioning I&II
 
Ch. 9June 27 Product Strategy Ch. 10,11July 4
NO CLASS
 – 
4th of July
 -July 11 Pricing Strategy Ch. 13,14July 18Exam 2Channel Strategy Ch. 15, 17July 25 Promotion Strategy & Ethical Issues Ch. 18,19,4August 1 Exam 3 -
Course Requirements and Grading Policy
 
Exam 1 30 %Exam 2 30 %Exam 3 30 %Class Participation (Attendance &Contribution ) 5 %Individual Assignments 5 %Individual Mini Presentations (Bonus) 10 %TOTAL 110%
Letter Grade Distribution:
The final grade will be curved and the letter grades will be assigned according to the followingdistribution:A+, A 70 percentile and upB+, B 20
 – 
70 percentileC+, C 5
 – 
20 percentileD / F Bottom 5 %
 
 BA3365 Syllabus Page 3
Exams:
 
We will have three exams. The exams will be closed-book and will consist of a combinationof multiple-choice and short answer type questions. The exams will be non-cumulative and addedtogether will account for 90% of your total grade. The first exam will take place on Monday, June20th, the second exam will take place on Monday, July 18th, and the third exam will take place onMonday, August 1st. All exams will be at regular class time and in our regular classroom, SOM 2.117.
Important Note: No make-up exams will be allowed. Please plan your schedule accordingly.
Class Participation and Assignments:
 
You are expected to come to class on time and not to walk in andout of class. I will check your attendance regularly throughout the semester. Your participation in classdiscussions is an important part of learning. Attendance and class participation accounts for 5% of your totalgrade. You can participate in many ways. Ask questions, share your observations, and contribute to classdiscussion with examples. You can participate effectively by a) reading the text book and other assignedmaterials prior to class, b) thinking about the concepts, and c) paying attention to various marketingactivities while you are shopping, watching television and reading.
We will also have 2-3 shortindividual assignments aimed at enhancing your understanding of key topics. Your performanceon the individual assignments will account for 5% of your total grade.
 This course is primarily built around a discussion format. For this to be successful
 you must read the assignments prior to class
so that the class time can be spent developing and exploring the issues raised inthe readings.
Individual Presentations:
Students will be given opportunity in class to make up to 2 minipresentations to earn up to 10 bonus points. In the first half of the class, the presentation topic will be "MyFavorite Product/Brand". The student will pick a brand or product and tell us why he/she likes that productor brand. The presentation will also include a brief situation analysis (4C's and SWOT). The presentationwill conclude with suggestions about how the student thinks the brand/product will continue to succeed orimprove performance in the future focusing on targeting and positioning. The student is expected to dosome research on the product/brand and the company and provide a 1-2 page write-up and a list of references he/she used for his/her research. These presentations are worth up to 4 bonus points. In thesecond half of the class, the presentation topic will be "A Marketing Problem/Opportunity". The studentwill pick a company/product facing a marketing problem or opportunity. The presentation should include abrief situation analysis (4C's and SWOT). The student should also present STP analysis, how he/shethinks the company should segment its market, which segment the company should target and how shouldthe company position the product. The presentation will conclude with suggestions about how the studentthinks the brand/product should reach the target segment. The student is expected to do research on theproduct/brand and the company and provide a 2-3 page write-up and a list of references he/she used forhis/her research. These presentations are worth up to 6 bonus points. The student should inform theinstructor at least one week before the intended presentation date to schedule the presentation. In case of time limitations, the presentation spots will be distributed on a first come first serve basis.

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