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BA 3365: PRINCIPLES OF MARKETING Spring 2006 Instructor: Class hours: Class Location: Office: Office Hours: Phone: E-mail

: Teaching Assistant: Textbook: Kerin, Berkowitz, Hartley and Rudelius, Marketing (8th ed.), Irwin McGraw-Hill, 2006 Course Objectives This course teaches you the fundamental concepts involved in marketing products and services to consumers. It will provide students with an overview and understanding of the role of marketing in organizations. Special attention will be given to the way in which consumer wants, needs, perceptions, and attitudes impact firms’ strategies. Topics will include marketing strategy, advertising, product development, new product management, pricing, distribution, and retailing. The ultimate goal of this course is to prepare students for the marketing challenges of 21st century in the face of rapid changes due to globalization and technology. Class Format Lectures and Discussion: This course will be primarily lectures-discussion based. Short lectures and discussion of key marketing concepts and skills will be followed as specified in the class schedule. Articles and issues that are of current interests and of relevance to topics being discussed will be brought to you occasionally in class to reinforce learning. You are encouraged to bring in your materials that are relevant to the topics discussed. Class time will be spent on topics that are especially important, interesting or difficult. Students are responsible for all of the information in the assigned materials whether it is explicitly covered in class or not. Throughout the course of the semester you will be exposed to a variety of informative marketing videos, articles and business cases. All assigned readings should be read by the day they appear on the syllabus, as this is the day the material will be covered in class. We will use the course page on WebCT ( as the major communication medium for the class. You can send/receive course-related emails, download lecture notes, and check your grades. Dr. Fang Wu Wed 4:00 – 6:45pm (Section 007) SM 2.722 SM 3.620 Tuesday 4-6 PM or by Appointment 972-883-4740 Li Zhu (

Grading Exam One Exam Two Exam Three Class Participation: Exams: Three exams will be given in the semester. All exams are non-comprehensive and include assigned readings as well as material covered in class. They will consist of multiple choices and short answer questions. Specifics of the exam will be given during the review session before each exam. Requests for rescheduling an exam will only be considered under special circumstances such as governmental duties or a written medical excuse. Please plan your schedule accordingly. Class Participation: Attendance and active class participation are very important for your learning. Attendance will be taken throughout the semester. Please note that class participation scores will be based upon the quality of each student's input in class. Disruptive behavior in class will affect your class participation grade. There will be small in-class assignments and exercises throughout the semester. These in-class exercises are to ensure class participation and promote interactive learning. Scholastic Dishonesty: Any student who commits an act of scholastic dishonesty is subject to discipline. Scholastic dishonesty includes, but is not limited to, cheating, plagiarizing, colluding, submitting for credit any work or materials that are attributable in part or fully to another party, taking an exam for another person, and engaging in or attempting to engage in any act designed to give unfair advantage to a student. The University of Texas at Dallas has several procedures to deal with students who commit acts of scholastic dishonesty. Refer to for further information on this topic. 30% 30% 30% 10%

TENTATIVE CLASS SCHEDULE Date Jan 11 Jan 18 Jan 25 Feb 1 Feb 8 Feb 15 Feb 22 Mar 1 Mar 6-11 Mar 15 Mar 22 Mar 29 Apr 5 Apr 12 Apr 19 Apr 26 Topic Course Overview Introduction to Marketing Strategic Planning Marketing Environment Consumer Behavior Segmentation and Targeting **Exam One** Advertising and Promotions Spring Break—Have Fun! Product Strategy (I) Product Strategy (II) **Exam Two** Pricing (I) Pricing (II) Distribution Strategy (I) **Exam Three** Chapter 13 Chapter 14 Chapter 15 Chapter 10, 11 Chapter 10, 11 Chapter 19 Ch 18 (480-481) Chapter 1 Chapter 2 Chapter 3 Chapter 5 Chapter 9 Reading