1 MARKETING MANAGEMENT: SPRING 2014 MKTG 5031-01, Tuesday 7:00pm 9:50pm, Student Services Bldg.

. 3302 Instructor: Professor Jae Lee Phone: (281) 283-3219 Email: lee@uhcl.edu Office: B3121-13 Office Hours: Tuesday 3:00pm 3:50pm and by appointment Required Textbook: Marketing, 3rd edition, by Grewal and Levy, McGraw-Hill/Irwin, ISBN-13 9780078028830 Course Description: This course covers the following topics: an overview of the marketing system; the strategic marketing planning process; the marketing environment, with an emphasis on knowledge of marketing research and buyer behavior for understanding that environment; selection of a target market (targeted customer group) to serve and general positioning (differentiation) strategy for serving it; and product, price, place (distribution), and promotion decisions (the 4 Ps or marketing mix), including international environments. Throughout the course we will also view marketings influence on society and discuss marketing ethics and technologys impact on marketing. Course Objectives: The purpose of this course is to introduce you to the field of marketing as it is currently practiced in both profit and non-profit organizations. This class will provide a foundation for further marketing courses and help you understand what marketing encompasses and how it relates to other business functions, to customers, and to society as a whole. Learning Outcomes: Upon completion of the course, you should be able to: 1. Learn about marketing concepts, functions, and institutions. 2. Identify the nature and scope of the specific tasks and decisions facing marketing managers. 3. Recognize the environmental constraints existing in both domestic and international markets that govern how marketing decisions are made. 4. Understand how to describe, develop, and analyze alternative marketing strategies, i.e., decisions with respect to targeting and positioning, as well as the 4 Ps (all in view of target markets characteristics as well as of the environmental constraints). 5. Become aware of the marketing functions societal, ethical, and legal constraints as well as its technological opportunities.

2 Course Grading Exams 50% Case Analysis 15% Team Project 30% In-Class Exercise and Participation 5% _________________________________________ 100% Grades are based on the following scale: A B C D F 93-100 83-86 73-76 63-66 0-59 ABCD90-92 80-82 70-72 60-62

B+ 87-89 C+ 77-79 D+ 67-69

Course Format: This course will involve a variety of teaching and learning techniques. Much of this time will be devoted to lecture on and discussion of material relating to the assigned reading. I will present the topics in a supplemental (to the textbook) and illustrative manner (using audio-visual presentations), and these presentations will be integrated with classroom discussions and creative as well as analytical exercises to practically apply the material. In order to get ready for active classroom involvement (which is more productive than passive learning), I expect you to read the assigned readings prior to attending class, so that you are better prepared to raise questions, to answer my questions, and to intelligently contribute to class discussions. Also, all grades will be posted on Blackboard. It is your responsibility to check regularly (at least once a week). If you find any errors on your grade points, you must notify me within two weeks from the day that you get informed about your grade points. Exam: There will be three exams, which will cover the assigned readings, class lectures, and class discussions. Exams consist of a combination of multiple-choice, short answer, and True/False questions. The final exam is not comprehensive. Make-up exams will be given only in extraordinary circumstances (hospitalization, childbirth, etc.). Any student expecting to miss an exam or other requirement due to participation in a Universitysponsored activity must bring in written authorization prior to the scheduled date. Individual Case Assignment: There is an individual case to help developing your critical and analytic thinking. Your case is due at the beginning of the class and must be printed out and turned in (Online submission (e.g., email) will not be accepted). No case will be accepted after the due date. Writing each case should be 6-7 double-spaced pages, Times New Roman, 12 point font, and 1 inch margin.

3 Case Write-Up. The structure of your written report is critical. All reports begin with an introduction to the case. In it you outline briefly what the company does, what problems it is experiencing, and how you are going to approach the issues in the case write-up. In the second part of the case write-up, the strategic-analysis section, do the SWOT analysis, analyze and discuss the nature and problems of the companys business-level and corporate strategy, and then analyze its structure and control systems. Make sure you use plenty of headings and subheadings to structure your analysis. In the third part of the case write-up, present your solutions and recommendations. Be comprehensive, and make sure they are in line with the previous analysis so that the recommendations fit together and move logically from one to the next. The recommendations section is very revealing because I will have a good idea of how much work you put into the case from the quality of your recommendations. Following this framework will provide a good structure for most written reports, though obviously it must be shaped to fit the individual case being considered. Some cases are about excellent companies experiencing no problems. In such instances, it is hard to write recommendations. Instead, you can focus on analyzing why the company is doing so well, using that analysis to structure the discussion. Following are some minor suggestions that can help make a good analysis even better. 1. Do not repeat in summary form large pieces of factual information from the case. I read the case and know what is going on. Rather, use the information in the case to illustrate your statements, to defend your arguments, or to make salient points. Beyond the brief introduction to the company, you must avoid being descriptive; instead, you must be analytical. 2. Make sure the sections and subsections of your discussion flow logically and smoothly from one to the next. That is, try to build on what has gone before so that the analysis of the case study moves toward a climax. 3. In some instances, cases dealing with well-known companies do not include up-to-date research because it was not available at the time the case was written. If possible, do an online search for more information on what has happened to the company in subsequent years.

Team Project: Assignment to a Project Team. You are expected to work in groups of 3 or 4 students. You are expected to choose who you want to work with. When a group is complete, please turn in who you are working with. All groups should be formed no later than January 28. Paper Write-Up. After teams have been finalized, you will come up with an original idea and walk it through the 4Ps of marketing (including market analyses potential competitors, customers, etc.). Your team will develop a new product/service, investigate a pricing scheme for the product/service, how the product/service will be distributed and how your team will promote the product/service. Teams will present their ideas at the end of the semester (20 minutes), as well as turn in a written term paper (approximately 10-15 double spaced pages, Times New Roman, 12 points, 1 inch margin). The most important decision is to conceptually create your own unique new product, which may either be a physical good or intangible service, targeted toward either the consumer or business market. The more

4 original your idea, the better (However, simple cost reductions, new-and-improved versions, and line extensions [variations such as new styles, features, flavors, scents, etc.] for existing products/services will not be acceptable). In other words, I want ideas that are truly original and problem basedclearly a contribution to satisfying genuine human needs and wants/solving human problems. To stimulate your thinking, consider watching a TV show Shark Tank and also visiting the Totally Absurd Inventions website at http://totallyabsurd.com/inventions.htm Other good website to check is www.gadgetguru.com Two popular sites detailing the latest in high-tech toys are www.engadget.com and www.gizmodo.com Typing new products, innovations, inventions, and similar terms and phrases into a search engine can also be fruitful. But, this is just a starting point to get you focused your new product idea must be entirely original. Your team grade will be based on how well your team exhibits knowledge of marketing terminology, strategies, and concepts, as well as identifies human needs/wants and solves them. Peer Evaluation Form. Each group member must complete and turn in the peer group evaluation form. It is due the last day of the term. This evaluation form is a required component of the project. In-Class Participation and Attendance: In-class activities are to assess whether you read the assigned reading(s) for each chapter. The in-class activities may include discussion in a group or in a pair and quizzes. Quizzes are unannounced and will be given anytime during the class. These in-class activities will cover essential information that is discussed or lectured. Attendance is required and is necessary to perform well in this course. If you are frequently absent, you will likely miss unannounced quizzes and class discussion, which cannot be made up. I encourage you to attend class on a regular basis as we will have quizzes and class discussion in a group (3 or more) or in a pair. Assessment: The School of Business may use assessment tools in this course and other courses for curriculum evaluation. Educational Assessment is defined as the systematic collection, interpretation, and use of information about student characteristics, educational environments, learning outcomes and client satisfaction to improve program effectiveness, student performance and professional success. This assessment will be related to the learning objectives for each course and individual student performance will be disaggregated relative to these objectives. This disaggregated analysis will not impact student grades, but will provide faculty with detailed information that will be used to improve courses, curriculum, and students performance. 6 Drop Rule: 6 Drop Rule Limitation - Students who entered college for the first time in Fall 2007 or later should be aware of the course drop limitation imposed by the Texas Legislature. Dropping this or any other course between the first day of class and the census date for the semester/session does not affect your 6 drop rule count. Dropping a course between the census date and the last day to drop a class for the semester/session will count as one of your 6 permitted drops. You should take this into consideration before dropping this or any other course. Visit www.uhcl.edu/records for more information on the 6 drop rule and the census date information for the semester/session.

Academic Honesty: The Academic Honesty Policy at UHCL (found on the Dean of Students website, the Faculty Handbook, the Student Handbook, the Senior Vice President and Provosts website, the Graduate Catalog, and the Undergraduate Catalog) states: Academic honesty is the cornerstone of the academic integrity of the university. It is the foundation upon which the student builds personal integrity and establishes a standard of personal behavior. Because honesty and integrity are such important factors in the professional community, you should be aware that failure to perform within the bounds of these ethical standards is sufficient grounds to receive a grade of "F" in this course and be recommended for suspension from UHCL. The Honesty Code of UHCL states "I will be honest in all my academic activities and will not tolerate dishonesty." Special Academic Accommodations: If you will require special academic accommodations under the Americans with Disability Act, Section 504, or other state or federal law, please contact the Disability Services Office at (281) 283-2626. Student Life Policies: The Student Life Policies can be found by going to http://www.uhcl.edu/studentservices and selecting Student Life Policies.

6 Course Schedule Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Final Exam Date 1/14 1/21 1/28 2/4 2/11 2/18 2/25 3/4 3/11 3/18 3/25 4/1 4/8 4/15 4/22 4/29 Topic Introduction & Overview of Marketing Developing Marketing Strategies Marketing Ethics and Analyze the Marketing Environment Consumer Behavior and Global Marketing Test 1:Ch.1, 2, 3, 4, 5, 7 STP strategy & Marketing Research Product, Branding, and Package Decisions and New Products Services Spring Break Test 2: Ch.8, 9, 10, 11, 12 Pricing Concepts & Pricing Methods Retailing and Multichannel Marketing Case Discussion Integrated Marketing Communications Group Project Discussion Advertising, Public Relations, and Sales Management Team Presentation Test 3: Ch.13, 14, 16, 17, 18, 19 Ch.13, 14 Ch.16 and Case Due Ch.17 Ch.18, 19 Peer Evaluation Form and Term Paper Ch.8, 9 Ch.10, 11 Ch.12 Reading & Due Date Ch.1 Ch.1, 2 Ch.3, 4 Team Project Member List Ch.5, 7

Note1: I reserve the right to make changes to the course schedule as needed. Note2: Last day to drop is April 7. This is a university prescribed date and can be found in the semester schedule.

7 Peer Evaluation Form A major part of your grade in this course is determined by the quality of your group work. If some group members did more than others, their grades should reflect those differences. If you did more and better work than others, you should get a better grade. The peer group evaluation allows me to factor in such differences and develop individual grades on the group project. Your Name: _______________________________ =============================================================== Using the criteria given below, evaluate the contributions of each group member. ***DO NOT EVALUATE YOURSELF*** Write in each members name in the boxes in row #1 and then rate them on the subsequent dimensions. The rating scale is from 1 for the lowest to 5 for the highest. This is not a ranking therefore everyone can receive the same scores. These evaluations will be held in the strictest confidential.

Criteria Team Member Name (1) Attendance at meetings (2) Availability when needed (3) Quality of work (4) Reliability (5) Facilitated Project Completion (6)Works well with others (a team player) (7) Overall (Would you work with her or him again?)