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BUAD 307 – Marketing Fundamentals

Syllabus – Fall 2014 – Monday Lecture

Rex Kovacevich
Accounting Building - ACC 234B

Office Phone: 213-740-5045
Office Hours: Tues. & Wed. 2:00 – 3:00 or by
Lecture Class

12:00 – 1:50 (Edison Auditorium)

Discussion Classes

4:00 – 5:50 (HOH 421)
12:00 – 1:50 (BRI 8), 4:00 – 5:50 (HOH 305), 6:00 – 7:50 (HOH 304)
4:00 – 5:50 (HOH 421)

Course Description
Among business disciplines, marketing is the primary contact point between an organization and its
customers. This class will help you learn how organizations create value by evaluating market
opportunities, understanding buyers’ needs, attracting purchasers, and building customer
relationships. Business majors and non-business majors will benefit by taking this course because
nearly everybody uses some form of marketing during their career. The practice of marketing
involves a relatively simple process - assessing the market, establishing a plan, implementing the
plan, and assessing the results. However, the process is loaded with challenging and complex
elements such as competitive actions, buyer behavior, company capabilities, and other
environmental influences – most over which managers have little direct control. We will explore
all of these topics in our class.

Learning Objectives
Marketing knowledge is a fundamental business discipline and required by the modern business
enterprise. To develop your ability to contribute to general marketing management decisionmaking, the learning objectives for this course are the following:

Apply fundamental marketing terms, concepts, principles, and theories and their
effective applications to real-world situations in a global market.
Describe how the marketing function is organized and fits into an organization,
including the relationships between marketing issues and those of other business
Develop the critical thinking skills necessary to make effective marketing decisions
in real world settings.
Develop effective communication skills as they pertain to marketing.
Develop effective collaboration skills as they relate to marketing.
Identify and make judgments about questionable marketing practices by applying
an ethical decision framework.
BUAD 307 – Marketing Fundamentals – Kovacevich – Fall 2014

tablets.0% MARKETING SIMULATION 50 Students will be able to check and keep track of their attendance throughout the semester. Last semester the average grade for this class was about a B.3% CLASS PARTICIPATION 30 10. contact support@arkaive.Required Materials Book: “M: Marketing – 4th edition” by Grewal and Levy. Your ranking among all students in the class. Your average weighted score as a percentage of the available points for all assignments (the points you receive divided by the number of points possible).7% 300 to sign up and follow our step-by-step instructions. For any questions and troubleshooting issues. Three items are considered when assigning final grades: 1.0% TESTS Mid-Term Final Exam TOTAL Final grades represent how you perform in the class relative to other students. Please visit arkaive. Published by McGraw-Hill ISBN: 978-0077861025 Access to the Wall Street Journal Prerequisites and/or Recommended Preparation: None Course Notes: Copies of lecture slides and other class information are available through LectureTools.7% MARKET RESEARCH PARTICIPATION 10 3. and laptops). 2. Attendance will also be taken intermittently during discussion sections for the same reason. BUAD 307 – Marketing Fundamentals – Kovacevich – Fall 2014 . 3. Grading: Assignments Points % of Grade 100 110 33. Attendance doesn’t figure directly into your grade. but on your performance.3% 36. ASSIGNMENT DETAIL Attendance    Lecture section attendance will be taken through an application named Arkaive Presence. but does communicate something about your commitment to the class. Students will be asked to check in to the course using a mobile device (including smartphones. Your grade will not be based on a mandated target. The overall average percentage score within the class. or through unannounced attendance quizzes.

Make-up test times must be approved and scheduled at least 48 hours before the exam. In most cases. bring a #2 pencil. The final is not cumulative and will test on material covered after the first exam. These points aren’t meant to add up to your final score. analyze. to earn up to the maximum 30 points available. Make-up tests that are not pre-arranged will be penalized 10%. and 5 T/F questions (2 points each).  Relevant and succinct input relating to topic being discussed. Participation (30 points)  Participation will be based mostly on student contributions during discussion sections. I will provide the Scantrons. A student will be regarded as taking a “late” exam any time after the first member of their scheduled lecture submits a completed test.  Ideas are fairly well substantiated and somewhat persuasive. I will alert you about questions or topics that we will be covering in an upcoming discussion class. and 5 T/F questions (2 points each).  Bring 3 X 5 index cards to every discussion class with your name listed on each. regular dictionaries. and converted to a 0 to 30 point scale. electronic dictionaries. 3 2 Excellent contribution  Clarifies points that others may not understand. However. during. Good contribution  Demonstrates preparation. For both exams.  Accurately exhibits knowledge of class content. You will hand one of these cards to me following each comment you contribute. proper documentation must be provided. you will need to speak up and share your ideas when appropriate. Please bring your USC ID with you.2 Exams (210 points)        The first test (100 points) will include 35 multiple-choice questions (2 points each).  Relevant and succinct input relating to topic being discussed. If a last minute emergency precludes you from taking the test. Notes. I will be happy to answer questions regarding the meaning of non-marketing words or phrases.  Builds on facts already stated in reading or made by others. Students will be required to provide documentation to support make-up requests. and 2 short essays (20 points). but will be used to compare your overall performance to the performance of other students in your lab. Demonstrates ability to apply. I will evaluate student comments using criteria similar to what is listed below.  Makes accurate use of course material. or after the test. books. evaluate & synthesize course material. Any challenges to grading must be raised within one week following the return of exam results. cell phones or any other aids are not allowed during exams. You may be asked to show proper identification before. calculators.  Regular participation in any group activities or exercises during discussion sections will earn a student up to 20 out of the 30 points available.  Takes appropriate risks in attempting to answer difficult questions. BUAD 307 – Marketing Fundamentals – Kovacevich – Fall 2014 .  During discussions. The final exam (110 points) will be 50 multiple-choice questions (2 points each).

 Complete successor memo by 12/1. Individual Deliverables  Reflection and evaluation of team’s collaborative efforts by 12/1. Team Deliverables  Complete practice round by 10/20. Marketing Simulation (50 points) Description: Students will be formed into 4 person management teams within each discussion section. Sign-up procedures will be explained in class.3 pages each) in lieu of participating in the studies. Failed contribution  Disruptive behavior. A “no-show” occurs when a student cancels less than 24 hours before the study or simply does not attend. Available times and dates will be communicated via e-mail.  Complete 1 to 3 supplemental rounds of 10 periods each by 11/17. BUAD 307 – Marketing Fundamentals – Kovacevich – Fall 2014 .  Purpose of comment is unclear or very similar to what has already been stated. Market Research Exercise (10 points)        All students will be asked to participate as a respondent in two research studies sponsored by Marketing Department faculty. 0 Non-contribution -1   Student present.  Develop effective collaboration skills as they relate to marketing. Students not honoring their reserved seat for a research study will be penalized 5 points. Students may select the session that fits their schedule. Should you object to participating in research studies. let me know by September 26. teams will analyze market data to make a series of marketing decisions in a very competitive athletic shoe market. Different studies covering different marketing topics will occur throughout the semester. but did not participate and cannot be evaluated or Makes inaccurate use of course material and provides irrelevant input relating to topic being discussed. Each paper is graded and is worth up to 5 points. Using an internet-based simulation.1 Below average contribution  Makes accurate use of course material or provides relevant input relating to topic being discussed. Each market research session will not last more than 50 minutes.  Complete “real” round of 10 periods by 11/3. but can make it up by participating in an additional study.  Drains energy from the class. but not both. Learning Objectives:  Practice evaluating market information and making marketing decisions  Develop critical thinking skills necessary to make effective marketing decisions in real world settings. and I will provide you with topics for which you can write two papers (2 .

please address the following: 1.Calendar  September 22 (noon)  October 20 (noon)  November 3 (noon)  November 17 (noon)  December 1 (noon) Simulation introduction Completion of practice series of 10 decisions Completion of “real” round Completion of supplemental rounds of decisions Completion of successor memo. with the exception being that the memo demonstrates little connection with the results generated. 2. Most students should earn all of these points. Summarize your company’s performance What was your marketing strategy? What analysis or strategic advice would you give? What did you learn about marketing from playing the simulation? Individual Reflection and Team Evaluation: Working in a team will usually provide insights into others and yourself. 4. but it is possible to score less than 30 points should none of the teams’ results generate a cumulative net profit. The 10 teams within each discussion section will be ranked and then graded based on a blended result from the first “real” round of 10 decisions. and the simulation results are worth 40 points The simulation results will be worth 35 points. Were roles and responsibilities clearly understood by you? By all other team members? How did you and your teammates clarify everyone’s specific requirements? BUAD 307 – Marketing Fundamentals – Kovacevich – Fall 2014 . but leave the company in poor health for the long-run). and the best round of 10 decisions. 3. Project Grading: The successor memo is worth 5 points. or if the team uses a destructive end game strategy (when management makes severe decisions in the final couple of periods to boost results. In a 2 to 3 page paper. Write a 2 page memo to your successor that addresses the following: 1. Are you satisfied with your team’s performance? Why or why not? 2. Successor Memo The successor memo is worth 5 points. Assume you will be handing your responsibilities over to a new brand manager. Team rankings will be based on a 60% weighting for cumulative net profit and a 40% for cumulative market share Practice Round …will not count toward results “Real Round” …will count toward results 60% cumulative net profits 40% cumulative market share 1st Supplemental Round 2nd Supplemental Round 3rd Supplemental Round …best of the supplemental rounds will count toward results 60% cumulative net profits 40% cumulative market share Rankings will lead to scores in the 30 – 40 point range. the student refection and evaluation paper is worth 5 points.

Section 11. Technology Policy Laptop and Internet usage is not permitted during academic or professional sessions unless otherwise stated by the respective professor and/or staff. Statement on Academic Integrity USC seeks to maintain an optimal learning environment. What did you learn about your strengths and weaknesses in this project? 7. What actions might be taken to best use everyone’s strengths? 9. Was every member asked to contribute their suggestions to solve the simulation’s challenges? If not. Was the workload distributed equally? If not. Did you contribute to time management? Did all of your team mates? Would you say that your group made the most of the time allotted? If so. what might be changed to accomplish that? 6. if a student judged that all the members made equal contributions. You might also be asked to deposit your devices in a designated area in the classroom. etc.usc. and the fifth member only 82. tablets. but exceptions can be made if you need to get missed material due to an contains the University Student Conduct Code (see University Governance. the book and the notes of other students. you must comply and put your device on the table in off mode and FACE DOWN.usc. and the obligations both to protect one’s own academic work from misuse by others as well as to avoid using another’s work as one’s own. is considered unprofessional and is not permitted during academic or professional sessions.00).3. ( or http://scampus. Videotaping faculty lectures is not permitted due to copyright infringement regulations. Use of any recorded or distributed material is reserved exclusively for the USC students registered in this class. Students will be referred to the Office of Student Judicial Affairs and Community Standards for further review. laptops. You are expected to attend the discussion section to which you are assigned. the expectation that individual work will be submitted unless otherwise allowed by an instructor. General principles of academic honesty include the concept of respect for the intellectual property of others. The Review process can be BUAD 307 – Marketing Fundamentals – Kovacevich – Fall 2014 . I-Phones. should there be any suspicion of academic dishonesty. SCampus. If you’re absent. All students are expected to understand and abide by these principles. what might be changed so everyone benefits from everyone else’s ideas? 5. what might you do differently in the future to achieve that? 4. However. Obtaining Content for Missed Classes Office hours aren’t used to repeat lectures for missed classes. including herself. such as cell phones. Then see me with any questions you still have. Upon request.) must be turned off during class time. then maybe the three students would be allocated 106 points each. Audiotaping may be permitted if approved by the professor. if she judged that three of the members had to continually compensate for the poor performance of a fourth member. the Student Guidebook. ANY e-devices (mobile phones. while the recommended sanctions are located in Appendix A. PDAs. then she would allocate 100 points to each. CLASS GUIDELINES Add/Drop Process Add/drop procedures are consistent with the Marshall School of Business academic calendar. you’ll need to first piece together the information from the posted material. how did you accomplish this? If not. Use of other personal communication devices. How would you allocate 400 points among the members of your team? For example. What did you learn about your team members’ strengths and weaknesses in the project? 8.

teleconferencing. these preparations will be crucial in an emergency. Class Notes Policy Notes or audio recordings made by students based on a university class or lecture may only be made for purposes of individual or group study. BUAD 307 – Marketing Fundamentals – Kovacevich – Fall 2014 . Statement for Students with Disabilities Any student requesting academic accommodations based on a disability is required to register with Disability Services and Programs (DSP) each semester. Actions in violation of this policy constitute a violation of the Student Conduct Code.m.usc. Please be sure the letter is delivered to me (or to your TA) as early in the semester as . class discussion or meeting with me without my prior express written permission.m. Emergency Preparedness/Course Continuity In case of a declared emergency if travel to campus is not feasible. Whether or not you use Blackboard regularly. USC's Blackboard learning management system and support information is available at blackboard. A letter of verification for approved accommodations can be obtained from DSP. No student may record visual images of any .edu.–5:00 p. whether obtained in class. Monday through Friday. and other technologies. DSP is located in STU 301 and is open 8:30 a.found at: http://www. via email or otherwise on the Internet. For more information visit www.. Failure to adhere to the academic conduct standards set forth by these guidelines and our programs will not be tolerated by the USC Marshall community and can lead to dismissal.usc.usc. and may subject an individual or entity to university discipline and/or legal proceedings. USC executive leadership will announce an electronic way for instructors to teach students in their residence halls or homes using a combination of Blackboard. Please activate your course in Blackboard with access to the course syllabus. disseminated or in any way displayed for use in relationship to the class. or for other non-commercial purposes that reasonably arise from the student’s membership in the class or attendance at the university. or via any other medium. This restriction also applies to any information distributed. The phone number for DSP is (213) 740-0776.

157 Monday Segmenting. pages 75 – 83 Monday Marketing Environment Global Marketing Chapter 5. 28 .141 Discussion Marketing Simulation Introduction Understanding Buyer Behavior .CLASS SCHEDULE Week 10 10/27 Week 9 10/20 Week 8 10/13 Week 7 10/6 Week 6 9/29 Week 5 9/22 Week 4 9/15 Week 3 9/8 Week 2 9/1 Week 1 8/25 Day Topic Monday Introduction – Why Marketing? Discussion Overview of Marketing Monday Labor Day Holiday Discussion Marketing Ethics Exercise (only T12. pages 84 . pages 95 – 115 Chapter 8. T4. pages 253 – 279 Chapter 12. pages 75 – 83 Monday Ethics Summary Understanding Buyer Behavior . pages 143 .207 Discussion Decision Systems and Marketing Research Chapter 10. pages 185 . Targeting and Positioning Chapter 9.Businesses Chapter 7. pages 281 – 301 Discussion Completion of simulation practice round of 10 periods Test 1 Results Monday Product: Branding & Packaging Discussion Marketing Simulation Assignment Chapter 11. pages 233 – 239 Chapter 12. pages 209 . T6. pages 240 – 251 BUAD 307 – Marketing Fundamentals – Kovacevich – Fall 2014 . pages 159 – 183 Discussion Strategic Marketing Planning & Forecasting Chapter 2. pages 3 .45 Monday Competitors and Collaborators Chapter 2. W4 will meet at BRI ELC) Chapter 4.231 Monday Test 1 (100 points) Discussion Product Monday Product Discussion Critical Thinking Case Competition in ELC (all discussion sections will meet at BRI ELC) Monday Guest speaker Richard Manoogian: “Critical skills needed for a successful marketing career” Chapter 1.92 Chapter 6.21 Chapter 11. pages 23. pages 25 . pages 253 – 279 Chapter 13.Consumers Chapter 4. pages 117 .28 Discussion Marketing Ethics Exercise (only M4 will meet at JKP 301 ELC) Chapter 4.

325 Monday Integrated Marketing Communications Discussion Integrated Marketing Communications Monday Channels of Distribution /Retailing Discussion Completion of supplemental simulation rounds Personal Selling Chapter 19. – 1:00 p. pages 419 – 437 Monday Personal Selling Chapter 19. IF YOU ENROLL IN THE CLASS.Week 11 11/3 Week 12 11/10 Week 13 11/17 Week 14 11/24 Week 15 12/1 Monday Pricing Chapter 14. pages 303 . pages 327 – 347 Chapter 16. pages 371 – 391 Chapter 18. pages 393 – 417 Chapter 17.m. 12 Chapter 3. pages 371 – 391 Chapter 18. pages 393 – 417 Chapter 15. pages 303 . 12.325 Discussion Completion of simulation “real” round of 10 decisions Pricing Chapter 14. MAKE SURE YOU ARE AVAILABLE DEC. BUAD 307 – Marketing Fundamentals – Kovacevich – Fall 2014 .m. pages 55 – 73 Chapter 17. 11:00 a. pages 419 – 437 Discussion Thanksgiving Holiday Monday Class Summation Discussion Final Exam Prep Friday Dec. pages 349 – 369 FINAL EXAM 11:00 – 1:00 (110 points) * * NOTE THE FINAL EXAM TIME.