THE UNIVERSITY OF TEXAS AT DALLAS

BA 3365.501: Principles of Marketing

Contact Information

Spring
Dr. Norris Bruce TA: Juncai Jiang
2009
W: 7:00PM
Office: SOM 3.220 Phone: 972-883-6359
– 9:45PM
Classroom: E-mail:
Phone: 972-883-6293 jiangjuncaigiant@gmail.com
SOM 1.107
E-mail:
norris.bruce@utdallas.edu
Office Hours: T. 4-7PM, by
appointment

Course Background and Objectives

Marketing is the business function that deals with managing customer value. The
role of Marketing management in organizations is to identify and measure customer
preferences, determine which target Markets the business can serve, decide on the
appropriate products and services to serve these Markets, and determine the optimal
methods of pricing, promoting and distributing the products or services. Successful
organizations are those that integrate the objectives and resources of the organization
with the needs and opportunities in the Marketplace.

Successful implementation of the Marketing concept requires knowledge of key

relationships: the internal (company) and external (competitors and customers)
environments, and how they are influenced by the Marketing mix – product management,
pricing, distribution channels and promotion strategy.

This course is designed to introduce you to the basic principles and concepts in
Marketing. The goal is to expose you to these concepts as they are used in a wide variety
of settings, including consumer goods, manufacturing and service industries. The course
will give you an overview of Marketing strategy issues, elements of a Market – company,
customers and competition – as well as the fundamental elements of the Marketing mix –
product, price, placement (distribution), and promotion. You will be challenged to apply
the principles you learn in class to current and real world Marketing issues. By the end of
the course, you should be able to:
· Apply marketing concepts and theoretical frameworks such as Segmentation-
Targeting-Positioning.
· Demonstrate marketing decision-making skills, e.g., be able to describe and
implement different pricing methods
such as markup pricing and target pricing.
· Recognize, evaluate and implement ethical constraints when relevant to marketing
decisions.

Text and Course Materials

· Textbook: “Marketing” by Berkowitz, Kerin, Hartley and Rudelius 9th edition,

Irwin McGraw-Hill, 2000
· Study Guide: “Marketing” by Berkowitz, Kerin, Hartley and Rudelius 9th edition
(6,7th Eds. On Reserve - My Office)
· Lecture Notes and additional readings distributed in class or via Webct.

Class Format:

Class sessions will consist of a combination of lecture/discussions, video presentations,

cases and discussions of current Marketing issues. The lectures/discussions are designed
only to reinforce and expand on, but not to substitute for, the information in the assigned
readings. This is a highly interactive course in which involvement and participation are
valued. You are expected to come to class ready and able to discuss the assigned readings
and conceptual material; so be prepared to contribute. Keep in mind that there is rarely
one “right” answer. The bulk of your learning will come from discussions of how
each of you would address a problem after careful analysis. The better prepared
you are to participate the more you will learn.

Course Requirements:

Exams and Quizzes: There will be 3 quizzes and a midterm exam. All exams/quizzes will
consist of multiple choice questions. These exams will test your knowledge of the
basic marketing concepts. Any grading disputes must be submitted in writing within
two weeks of the results. Grades will be posted to webct no later one week after exam.

Homework Assignments: There will be 3-5 homework assignments throughout the

semester. These will serve to reinforce concepts covered in class and in the assigned
readings, and will determine 8% of your final grade.

Final Group Project: For this assignment students will be organized into teams of 3-
4. You will be asked to design a Marketing Communication Plan for a product or
service of your choice. The project consists of two parts: the first is a 10 (single-spaced)
page report and the second is an in-class presentation. I will hand out specific project
requirements (including report content) just before the mid-term. The purpose of this
exercise is to make you comfortable with applying marketing concepts as well as
preparing executive presentations. Unless otherwise specified, the presentations will be
an average of 15 minutes and you are encouraged to use audio-visual materials as you
see fit. You will have access to Powerpoint presentation software (etc) and laptops. The
group project will determine 35% of your final grade.

Class Attendance/Participation: Constructive contribution to the class discussion and

genuine listening to others are crucial elements of this course. The discussion forum
provides an opportunity to present your position and to learn from others by listening to
their comments and criticisms. Keep in mind that quality, not quantity, is the goal when
it comes to class participation (i.e. it’s not how much you talk but what you say that
counts!).

I will sometimes call upon students who raise their hands wishing to participate, and at
other times I will ask students who have not volunteered to contribute. An additional way
to participate in class is to e-mail comments/questions to me before the class
session. This e-mail participation must be received no later than 5:00pm the day before
the class. 7% of your final grade will be based on constructive participation in the
discussions.

Attendance is not mandatory, but will be reflected in your class participation

evaluation (if you’re not there, you can’t participate). If you miss a class, you will be
responsible for making up material that you miss and for making arrangements to get any
handouts that may have been distributed that day.

Grading and Course Requirements

The following table summarizes how your grades will be determined. Note, 50% of your
final grade is derived from Quiz I-III, and the mid-term. The other 50% is derived from
Class Participation/Assignments and the Final Group Project.

Grading Element Weight Format

Quiz I and II 10% Each Quiz: 15 Questions - Multiple Choice

Quiz III 20% 35 Questions. - Multiple Choice

Mid-term 20% 35 Questions. - Multiple Choice
HW Assignments and Class
15% See Above
Participation
Final Group Project 35% 10 (1-spaced) Page report + Presentation
Letter grades will be assigned as follows: (A+ = 95-100%; A = 90-94%; A-=85-89%; B+=80-
84%; B=75-79%; B-=70-74%; C+=65-69%; C=60-64%; C-=55-59%; D+=50-54%)

Course Schedule

Date Activity Reading

 Introductions
1 Jan. 14 Ch. 1
Lecture: Introduction to Marketing Management.

Lecture: Marketing Strategy I - External Environment

http://www.walmart.com/
Group Exercise: Walmart
2 Jan. 21 Ch. 2, 3
Lecture: Marketing Strategy II - Internal Environment.
Video: The Strategic Marketing Process: Yoplait
http://www.generalmills.com/corporate/businesses/yoplait/
(new: wellbeing, Keller Case Video)
Quiz I (Ch. 1, 2 , 3)

3 Jan. 28 Lecture: Buyer Behavior I Ch. 5

Group Exercise: An Observational Study of Buyer Behavior
(New: P&G Focus on Customer, Keller Case Video)

Lecture: Buyer Behavior II

Buying Center Role-Play
http://www.sprint.com/fonpromotions
4 Feb. 4 Ch. 6, 9
Lecture: Segmentation, Targeting and Positioning
Group Exercise: Identifying Target Markets and Positioning
Video: Marriot International: Targeting The Business
Traveler.

Lecture: Communication
5 Feb. 11 Ch. 18
Video: Airwalk Inc.
Group Exercise: An IMC for the Toro iMOW Robotic Mower
Lecture: Advertising
6 Feb. 18 Ch. 19
Mid-Term Exam Review
7 Feb. 25 Mid-Term Exam (Ch. 5,6,9,18,19)
Lecture: Products and Brands: Class Activity: Act II
Microwave Popcorn
8 Mar. 4 Ch. 10, 11
Lecture: Managing New Products: Corning Glass: Pyrex
Portables

Lecture: Services
9 Mar. 11 Ch. 12
Quiz II (Ch. 10, 11, 12)
 Spring Beak - March 16-20th, 2009
Lecture: Pricing
10 Mar. 25 Video: Second Chance Body Armor Ch.13

Lecture: Pricing II
Lecture: Distribution Ch.14,15
11 Apr. 1
Video: Next Door Store

Lecture: Retailing
12 Apr. 8 Ch.17
Quiz III Review
13 Apr. 15 Quiz III (Ch. 13, 14, 15,17)
14 Apr. 22 Group Presentations
15 Apr. 29 Group Presentations
W, May. 13 Group Presentations - Project Report Due (7 PM- SOM 1.107)
Grades Available to students online: May 20th