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BA-3365-501 Principles of Marketing Spring 2006 M 7:00 – 9:45 p.m. SOM 2.

107 Instructor: Julie Bingham Haworth Office Phone: 214-564-6387 or contact Bonnie Gordon at 972-883-2051 Email addresses: or use webct Office Hours: M/W 12:30 – 1:30 p.m. or by appointment Textbook: “Marketing” 8th Edition by Kerin, Berkowitz, Hartley, Rudelius, McGraw-Hill Irwin, 2006 Course Topics Topics to be discussed include understanding the marketing en vironment, researching the market for opportunities and developing the marketing mix (product, pricing, promotion and distribution plans) as well as reviewing ethical issues pertaining to marketing. Course Learning Goals Students will develop a functional knowledge of marketing, domestically and internationally, and an appreciation of the interrelation of marketing with other business disciplines. Students will develop competency in oral, written and interpersonal communications addressing marketing topi cs. Students will develop skills in analyzing and interpreting numerical data related to marketing functions. Students will develop the ability to think critically and creatively about current marketing issues, ethics and opportunities in a changing environment. Mode of Instruction Lectures, videos, in-class exercises and discussions, exams, a written homework assignment and team presentations will be used to address the above learning goals. Course Format Students will be expected to complete the assigned textbook readings prior to class. A typical class format includes the following: Class Updates Video or in-class exercise introducing the assigned text Discussion of Assigned Text Team Presentation of current marketing news that pertains to the assigned text

Participation Class participation is expected. Participation points will be awarded. The only way to gain participation points is to offer insightful comments during in -class discussions and exercises. A total of 20 participation points are available. In the past, the following evaluation was used to determine a student’s participation points: 20 points = Student leads “in-class exercises”, comments regularly 15 points = Good in-class participant and has commented in class 10 points = Participates in in-class exercises; does not speak in class Exams Two exams will be given throughout the semester. Exam questions will consist of multiplechoice questions and may include a short-answer question based on text, in-class discussions, team presentations and in-class exercises. Make-up exams may be taken under certain circumstances of illness/family death or emergency if students contact me before the scheduled exam and provide written proof of why they cannot take the exam (ie., doctor’s note). Homework Assignments There will be one homework assignments worth 100 points a piece. The work will be assigned several weeks in advance and must be turned in by the start of the class on which it was assigned. Late papers will not be accepted. It is the student’s responsibility to ask the instructor for assignment information if the student has been absent. The homework assignment will focus on researching and recommending a new product and developing its introductory marketing communications plan. Team Presentation Teams of about 5 people will prepare a presentation and written report on a current marketing issue, which specifically pertains to a concept introduced in the assigned textbook reading. This exercise is designed to generate awareness of CURRENT (written in the last year) marketing issues while developing a better understanding of our assigned readings and class discussions. Each student must prepare and present a section of the class presentation. The student’s grade will be based on the average of three evaluations. The first evaluation, given to each team member, is an individual presentation grade, evaluated by the instructor. The second evaluation is a written report score given to the team and the third evaluation is a peer evaluation grade which is score by your teammates. Team presentation topics should originate from a business publication (or business section of a reputable publication) or broadcast. The team written report should include the following topics: Executive Summary (includes an overview of the information, along with references used for the presentation) Background Section

Analysis of the Situation Team’s Recommendation or Opinion regarding the situation Conclusion and how the information relates to the chapter Peer evaluations FOR each team member FROM each team member must be provided on the day of the presentation. Each student must put the peer evaluations that they have filled out in a sealed envelope. All team members are required to participate in the presentation. Presentations should be no longer than 20 minutes. The presentation format and content is determined by the team but following the above written report format is recommend. Grading System Grades will be determined using the following point system: Assignment Exam #1 Exam #2 Team Presentation Assignment #1 Participation Points Total points Maximum Points Available 100 100 100 100 20 420

The grading scale based on total points of 420 is as follows: 416-420 395-415 378-394 365-377 353-364 336-352 323-335 311-322 294-310 281-293 269-280 252-268 (98-100%) (94-97%) (90-93%) (87-89%) (84-86%) (80-83) (77-79%) (74-76%) (70-73) (67-69) (64-66) (60-63) = A+ =A = A= B+ =B = B= C+ =C = C= D+ =D = D-

and below 252 is failing

Tentative Course Schedule Date M 1/9 1 Chapter Topic Course Introduction In-Class Exercise “Developing Customer Relationships and Value through Marketing” University Holiday – MLK Day 2 3 5 8 9 “Linking Marketing and Corporate Strategies Team #1 “Scanning the Marketing Environment” Team #2 “Consumer Behavior” Team #3 “Turning Marketing Information Into Action” Team #4 “Identifying Market Segments and Targets” Team #5 Review Exam #1 (Chapters 1-3, 5, 8, 9) Spring Break 10 11 14 “Developing New Products and Services” Team #6 “Managing Products and Brands” Team #7 “Arriving at the Final Price” Break-Even Analysis section, Chapter 13 Forecasting section, Chapter 8 Team #8 “Integrated Marketing Communications” Team #9 “Advertising, Sales Promot ion and Public Team #10 “Reaching Global Markets” Team #11 Assignment #1 Due

M 1/16 M 1/23 M 1/30 M 2/6 M 2/13 M 2/20

M 2/27 M 3/6 M 3/13 M 3/20 M 3/27

M 4/3 M 4/10 M 4/17

18 19 7

M 4/24


“Ethics and Social Responsibility” Team #12 Review Final Exam (Ch. 10, 11, 14, 18, 19, 4, 7 plus team Presentations)

M 5/1

*The instructor reserves the right to make changes to the schedule as necessary. It is the student responsibility to be aware of these changes.