MKTG 201-A: Introduction to Marketing Management

Department of Marketing, Drexel University

Winter 2020-2021

GENERAL INFORMATION

Course Number: MKTG 201 Section A

Meeting Times: T & TH 11:00 AM – 12:20 PM EST
Professor: Dr. Chen Wang
Email: chen.wang635@drexel.edu
Office Hours: Email me whenever you have questions or book an appointment!

Lecture Zoom URL: https://drexel.zoom.us/j/81700336893

Required Tech: A computer is required each class for Zoom lecture and in-class poll.
Lecture Slides: Available for download at Blackboard Learn (https://learn.dcollege.net/).

Recommended Text: Grewal and Levy, M: Marketing, 6th edition, McGraw-Hill,

(not required) ISBN: 9781259924033 (an older version also works)

ONLINE DELIVERY OF THE LECTURE

Due to the COVID-19, this course will be offered remote synchronously (i.e., real-time). To
access lecture, simply go to the Zoom URL during the scheduled class time (i.e., T/TH 11am-
12:20pm EST). A computer is required to access the lecture.

Zoom Setup: I am sure that you all used Zoom in the fall quarter (and might be a pro now!). A
quick checklist to get your winter quarter ready to go:

1) Use your official licensed Drexel Zoom account for the class (especially for those
who have multiple Zoom accounts). Here is how to set up/verify:

https://www.lebow.drexel.edu/resources/technology/knowledge-base/using-your-official-drexel-zoom-license

2) Make sure your name (consistent with your Drexel record) is correctly stated on
Zoom (VERY IMPORTANT for your attendance record – see Attendance points on
p6). If not, log into https://drexel.zoom.us/ and click "Profile" and then "Edit" to change
your name. See screenshot below for instructions:

1
Audio ON/OFF? A microphone attached to your computer is strongly recommended for
answering questions and group discussions in the lecture.

Video ON/OFF? You are NOT required to turn on the video during the lecture. However, it
would be nice if your computer/laptop has a camera, as the professor may ask students to turn on
the video occasionally (optional to students) to connect the class and cheer everyone up. We are
practicing social distancing, but not socially isolated! J

PollEverywhere URL: http://pollev.com/chenwangdrexel

When instructed by the professor, simply go to the link above to do real-time poll questions in class.
An electronic device (e.g., laptop, tablet, smartphone) is required to participate the live poll
questions. More details will be explained in the first lecture.

International Students in A Different Time Zone: I would strongly recommend you attend the
lecture in real time if it's feasible, as this is the best way to learn. However, I understand the
challenge of different time zones. If you are unable to access the lecture in real-time due to a
different time zone, please reach out to me individually (chen.wang635@drexel.edu). I will have an
alternative plan for you to take the class and grade your participation/attendance.

APPROPRIATE USE OF COURSE MATERIALS

It is important to recognize that some or all of the course materials provided to you may be
the intellectual property of Drexel University, the course instructor, or others. Use of this
intellectual property is governed by Drexel University policies, including the policy found here:
https://drexel.edu/it/about/policies/policies/01-Acceptable-Use/

Briefly, this policy states that all course materials, including recordings, provided by the
course instructor may not be copied, reproduced, distributed or re-posted. Doing so may be
considered a breach of this policy and will be investigated and addressed as possible academic
dishonesty, among other potential violations. Improper use of such materials may also constitute a
violation of the University's Code of Conduct found here: https://drexel.edu/cpo/policies/cpo-1/
and will be investigated as such.

COURSE LEARNING OBJECTIVES

The purpose of this course is to provide students with a broad introduction to the principles and
practice of marketing, and to develop students’ analytical thinking and communication skills. We will
explore consumers behave during the consumption process, and how firms develop, price, promote,
and deliver goods and services to buyers and develop an understanding of how buyers acquire,
consume, and dispose of these goods and services. Participants are introduced to the roles of the
major functional areas of marketing as a field and to the interrelationships among them. The course
also discusses marketing’s relationship to other functional areas of the firm. More than specific facts,
marketing is a way of thinking about customer needs and market opportunities and this may be the
most important benefit you will derive from the course. This course emphasizes achieving
organizational objectives with market-oriented strategies and using marketing tactics that are
appropriate for the target segments. No matter what your career plans, however, it will be important
for you to have some understanding of marketing because it is the direct income producing function
of the organization.

Upon successful completion of this course, students will have the knowledge and skills to:
2
 • Define marketing and its role in creating value for consumers, society, and organizations.
• Examine an organization’s strengths and limitations, core competencies, and key success
factors in the context of the analyzed macro-environment.
• Analyze the personal and interpersonal influences on consumer behavior and the steps to
making a purchase decision.
• Differentiate between secondary and primary research, and conduct marketing research
using qualitative and quantitative methods.
• Apply the segmentation, targeting, and positioning (STP) process.
• Differentiate between the four elements of the marketing mix and integrate them in a
balanced, strategic marketing plan for an existing product/organization.

COURSE STRUCTURE

This course consists of a twice-weekly lecture and a once-weekly recitation. The purpose of the
recitation is to apply the principles introduced in the lecture to a realistic business setting through a
computer simulation. The recitation class schedule and grade breakdown will be handed out
separately in your individual recitation sections. Your recitation instructor is responsible for all of
the activities within the recitation. I am responsible for the lecture component of this course, the
overall coordination and management of the course, and assigning final grades.

COURSE GRADING

Below is the breakdown of how you will be assessed and graded in this course.

Recitation 40% Refer to your recitation syllabus

a) Quiz One: 10%
Quizzes 30% b) Quiz Two: 10%
c) Quiz Three: 10%
a) STP Analysis Paper: 8%
Marketing Analysis 20%
b) 4Ps Analysis Paper: 12%
a) Zoom Virtual Background: 1%
Participation 10% b) Survey About You: 1%
c) Attendance & In-Class Participation: 8%
Total 100%

1) Recitation (40%):
The recitation evaluation process will be described in detail in the recitation syllabus provided by
the recitation instructor. Please refer to your recitation syllabus for details.

2) Quizzes (10% each, 30% in total) – take place on Jan 28, Feb 18, Mar 11
Three closed-book quizzes will be given during the class time on Blackboard Learn (see
last page for the schedule). The quizzes will contain multiple-choice questions. The quizzes
are NOT cumulative; hence in a quiz, there will be no direct question(s) on a topic that has
already been covered in a previous quiz. Quizzes will only cover the content taught in the
lecture.
3
 Make-Up Quiz: Make-up quiz is NOT given except in extreme circumstances. If an unusual
circumstance prevents you from taking a quiz, please notify me PRIOR TO the quiz date, and
we can make alternative arrangements. It is your responsibility to provide written proof of your
circumstance. In all other circumstances where you miss the quiz, you will receive 0 point for
that quiz.

3) Marketing Analysis (20%)

You will choose an existing or a future product as the basis for completing two assignments
during the course. I would recommend selecting a very specific product (e.g., iPhone 11) that
you are interested in, instead of a large cooperation (e.g., Apple), for easy analysis.

3.1) STP Analysis Paper (8%) – due on Feb 14 (week 5 Sunday) 11:59pm EST
Analyze your product’s segmentation, targeting, and positioning (STP) strategy.

Outline: You could follow the suggested outline below:

A. Your Chosen Product

Briefly describe the product you choose for analysis.

B. Segmentation
Describe 2-3 potential consumer segments for your chosen product, using different
segmentation variables for each segment. Clearly state what segmentation variable(s) you
have used for each segment, and briefly elaborate the rationale. Write 1 paragraph for
each segment, single-spaced.

C. Targeting
Choose 1 segment from Part B that you would target, and justify your choice.
Maximum 2 paragraphs single-spaced.

D. Positioning
Write a positioning statement for your chosen company/product, targeted to your
chosen segment from Part C. Maximum 1 paragraph single-spaced.

E. Reference
Provide a References List of all secondary sources used in your situation analysis. You
may choose any reference style (e.g. APA, MLA, Chicago), but make sure you are
consistent throughout. No page limit, single-spaced.

Cover Page: Must include assignment title, your name, and your student ID #.

Page Limit: Your paper should not exceed 2 pages, single-spaced, 12pt font size,
excluding reference list and cover page.

Plagiarism Prevention: All assignments will be submitted to TurnItIn.com, Drexel’s plagiarism

prevention system.

3.2) 4Ps Analysis Paper (12%) – due on Mar 16 (exam week Tuesday) 11:59pm EST
Analyze the same product that you choose for your STP analysis and examine the product’s
marketing mix, namely, 4Ps (product, pricing, place, and promotion).
4
 Outline: You could follow the suggested outline below:

A. Product
Describe the product and its relevant product dimensions (e.g., branding, functions,
attributes). Examine the core customer value the product provides and how it satisfies its
target customers’ needs and wants.

B. Pricing
Examine the product’s pricing strategy.

C. Place
Examine the product’s marketing channels and distribution strategy.

D. Promotion
Examine the product’s promotion strategy.

E. Your Evaluation and Recommendation

Linking with your STP analysis, critique the effectiveness of the product’s 4Ps and make
recommendations. For example, is it appropriate for the target customers you identified
in STP? Does it reinforce the company’s/product’s positioning strategy? What is the
company doing well, if anything? What mistakes, if any, is it making with its current
strategy? Recommend improvements and/or additions to the company’s marketing
strategy to make it more effective.

F. Reference
Provide your reference list.

Cover Page: Must include assignment title, your name, and your student ID #.

Page Limit: Your paper should have a minimum of 2 pages and a maximum of 5 pages,
single-spaced, 12pt font size, excluding reference list and cover page.

Plagiarism Prevention: All assignments will be submitted to TurnItIn.com, Drexel’s plagiarism

prevention system.

4) Participation (10%)

4.1) Zoom Virtual Background (1%) – due on Jan 17 (week 1 Sunday) 11:59pm EST
Zoom allows the user to display an image as a virtual background during meeting. This little
assignment aims to increase our social connection during the socially isolated time! You will
submit ONE image (min resolution 1280 x 720), either found on web or created on your
own, that you think would be fun as my Zoom background for display to the class.
Submit it to the “Assignment” folder on Blackboard Learn. You will receive 1 point as
long as you submit it by the deadline! Late/No submission will receive 0 point. I will pick
some good ones as my Zoom virtual background throughout the lectures this term.

4.2) Survey About You (1%) – due on Jan 24 (week 2 Sunday) 11:59pm EST
Although I won’t be able to interact with everyone in the classroom, I really would love to learn
each of you a bit more. Please fill out a 1-page short survey on Blackboard Learn (under
“Assignment” folder). You will receive 1 point as long as you submit it by the deadline!
Late/No submission will receive 0 point.
5
 4.3) Attendance & In-Class Participation (8%)
Your attendance and participation to the class are essential to your ability to understand and
apply the material covered in this course. Attendance will be checked randomly via your
Zoom login records during the term. Given the class size (280 students), it’s very
important for you to have your name (consistent with your Drexel record) correctly
stated on Zoom (see p1 for instructions). Otherwise, even if you attended the lecture, say,
using an account ID (e.g., my iphone) different from your name, I wouldn’t know who that is,
and consequently, you would have no Zoom record under your name and thus no attendance
record. In-class participation (e.g. poll questions, breakout room discussion, asking and
answering questions in class) is also part of the grade.

However, it is understandable that, at times, other commitments (or illness) may prevent you
from attending class. If for some reason you cannot attend a class, please inform me prior to the
missed class session with written proof of your circumstance, and you will be excused. Of
course, absence from class (informed or uninformed) does not exempt you from being
responsible for all the material and any announcements covered in class.

Note: For international students who are unable to access the lecture in real-time due to
a different time zone, please reach out to me individually (chen.wang635@drexel.edu). I
will have a comparable alternative to grade your participation and attendance.

Final Grade: Final grades will be calculated by using the scale below:
A+ 98-100 C+ 77-79
A 94-97 C 73-76
A- 90-93 C- 70-72
B+ 87-89 D+ 67-69
B 83-86 D 60-66
B- 80-82 F 59 and under

COURSE ADD/DROP/WITHDRAWAL POLICIES

Please refer to the following University policies regarding adding, dropping, and withdrawing from
courses:
http://drexel.edu/provost/policies/course-add-drop/
http://drexel.edu/provost/policies/course-withdrawal/

ACADEMIC INTEGRITY, PLAGIARISM, & CHEATING POLICY

Using other’s work (directly or indirectly) without providing proper credit is plagiarism. In this
course the penalty for plagiarism or cheating will depend on the extent of the transgression. The
minimum penalty is a grade of zero for that assignment or exam, while more extensive plagiarism or
cheating will result in a course grade of “F” and the filing of charges of academic misconduct.
http://drexel.edu/provost/policies/academic-integrity/

STUDENTS WITH DISABILITIES STATEMENT:

Student with disabilities requesting accommodations and services at Drexel University need to
present a current Accommodation Verification Letter (AVL) to faculty before accommodations can
be made. AVL's are issued by the Office of Disability Resources (ODR). For additional information,
contact ODR at www.drexel.edu/odr, 3201 Arch St., Street, Suite 210, Philadelphia, PA 19104,
215.895.1401 (V), or 215.895.2299 (TTY). Please follow the link for further information:
http://drexel.edu/oed/disabilityResources/faculty/SyllabusStatement/
6
 TENTATIVE SCHEDULE

WEEK DATE CLASS TOPICS READING NOTE

Jan 12 (Tue) Course Introduction

Week 1 Jan 14 (Thu) Marketing and A Marketing Plan Ch. 1 & 2
Jan 17 (Sun) 11:59pm EST ---------- Zoom Virtual Background Assignment (1%) due
Jan 19 (Tue) Consumer Behavior I Ch. 6
Week 2 Jan 21 (Thu) Consumer Behavior II Ch. 6
Jan 24 (Sun) 11:59pm EST ---------------------- Survey About You Assignment (1%) due

Jan 26 (Tue) Marketing Research Ch. 10

Week 3
Jan 28 (Thu) Class Time: Quiz One (10%)

Feb 02 (Tue) Segmentation, Targeting, Positioning (STP) I Ch. 9

Week 4
Feb 04 (Thu) Segmentation, Targeting, Positioning (STP) II Ch. 9
Feb 09 (Tue) Product Ch. 11-13
Week 5 Feb 11 (Thu) Pricing I Ch. 14
Feb 14 (Sun) 11:59pm EST ---------------------------------- STP Analysis Paper (8%) due
Feb 16 (Tue) Pricing II Ch. 14
Week 6
Feb 18 (Thu) Class Time: Quiz Two (10%)
Feb 23 (Tue) Place Ch. 15 & 16
Week 7
Feb 25 (Thu) Promotion I Ch. 17-19
Mar 02 (Tue) Promotion II Ch. 17-19
Week 8
Mar 04 (Thu) B2B & Global Marketing Ch. 7 & 8

Mar 09 (Tue) Course Review

Week 9
Mar 11 (Thu) Class Time: Quiz Three (10%)
Exam
Mar 16 (Tue) 11:59pm EST ---------------------------------- 4Ps Analysis Paper (12%) due
Week