University of Texas at Dallas

School of Management

BA 3365 PRINCIPLES OF MARKETING

Honor Section

Professor Andrei Strijnev

Spring 2010
TR 10:00-11:15 SOM 2.102

Office Phone (972) 883 4825

Office SOM3.610 Office Hours TW 3:00 – 4:00 p.m.
E-mail strijnev@utdallas.edu [and by appointment]

Course Overview and Objectives

This introductory course in marketing will expose students to the fundamental concepts and applications of
modern marketing management. Students will gain an understanding of marketing’s strategic role in the
organization. Topics we will cover include marketing strategy, ethics, advertising, consumer behavior, product
development and management, pricing, e-commerce, segmentation, and retailing.

Course Material

Textbook: Kerin, Hartley, and Rudelius (2009), Marketing (Ninth Edition), Irwin McGraw-Hill

Course Format

Lectures, class discussions, project assignments, homework, quizzes and text reading will form the major learning
vehicle. The lectures are designed to reinforce and expand upon the material in the text. Discussions are aimed at
bringing new perspectives to the material in the text and fostering the application of text and lecture content to
marketing management situations. Each student is expected to prepare the assigned material, to attend class and to
actively participate in class discussions.

Grading

The grades for the course will be computed from the following components:

Three Exams 60%

Group Project 20%
--- Proposal (5%)
--- Final Report (8%)
--- Presentation (7%)
Homework and quizzes 10%
Class Participation 10%
Total 100%

The final grade is calculated on the weighted value of all the components.

Each of these components is described below.

Exams: There will be three exams consisting of multiple choice and short answer questions. They will
cover all material discussed in class. The exams are closed book and closed notes. The midterm
 exam in which you score higher will contribute 20% to your final grade and the other midterm
exam will contribute 15% to your final grade. The final exam will contribute 25% to you final
grade. The total contribution of the exams to your final grade is 60%.

Group Project: Your product development team (group of 2 to 3 people) is responsible for creating a marketing
plan for a real or imaginary new product or service. The audience for your marketing plan is a
group of venture capitalists (the class) and your goal is to get all of their investment. Each product
development team will have 15 – 20 minutes to present the marketing plan to the class. Groups
will rate each other’s plans and the best marketing plan will win a prize at the end of the semester
(see Appendix A for general guidelines).

Every member of the group should speak in the presentation. As the first step, each group will
prepare a proposal. The proposal should include a thorough analysis of the marketing environment
of your industry, and the current situation of your company to identify problems and opportunities.
You should give the problem statement and your proposed solution for the problem in the
proposal. A written marketing plan will be turned in from each group (one plan per group) on the
final day of presentations. The written presentation should be 8 - 10 pages in length, double-
spaced, 12 point font.

Use the first weeks of the semester to choose an exciting product (or service) for which you can
develop a creative marketing plan. You must turn in (in writing) your product/service selection on
February 11th. Review Appendix A of Chapter 2 in your textbook to become familiar with the
layout and purpose of a marketing plan. Keep in mind that you want a product with a distinctive
point of difference that will satisfy the needs of your potential customer.

At the end of the semester, each group member will rate the performance of him/herself and every
other group member on both the time (i.e., effort) and the quality of the work put into the project
(see Appendix B – Peer Evaluation Form).

Note that all relevant deadlines for group project are indicated in the course schedule.

Homework There will be up to ten homework assignments and quizzes consisting of short answer questions
and quizzes: or problems. They will cover all material discussed in class. Two of the lowest scoring
assignments will be dropped from the final grade calculation.

Class Each one of you is expected to contribute to class discussions. Please do your assigned readings
Participation: for the scheduled lecture days so that you are in a better position to ask questions and comment on
the material covered in class. This will make the learning process much more enjoyable for both
you and me! Attendance is a necessary but not sufficient condition for a good participation grade.
Credit will be given more on the basis of quality than quantity. Another opportunity to earn good
class participation score is “Show & Tell,” which consists of identifying real-world examples of
topics discussed in class, and providing a five minute discussion. Suggested topics include 1)
Recent newspaper articles that relate to topics discussed in class, 2) Advertising, 3) New product
introductions, 4) Product placement, 5) Product samples. The only strict requirement is that these
topics include an example from real life, so other topics can be suggested in class. The discussion
should cover issues most relevant to the chosen topic, and can include marketing mix, advertising
appeals, market segmentation, media selection, SWOT, market-product grid, etc.

Class Policy

You are expected to:

• be prepared: if you for some reason failed to prepare yourself for class, please notify me before the
beginning of the class period. This avoids embarrassment as I will be cold-calling students.
• attend regularly: try to attend each class as absences will lower your class participation grade. Also, if
changes in exam procedure, exam date, exam coverage, assignments, etc. are announced in class you are
responsible for knowing this information.
 • arrive on time: late-comers are very disturbing. Tardiness will have a significant negative impact on your
participation grade.
• respect assignment deadlines: assignments have to be submitted at the beginning of a class period on the
due date. If you do not submit on time, you forfeit a grade on the assignments.
• be honest: cheating and plagiarism will result in a grade of "F" for the assignment/test for all parties
involved. The University of Texas at Dallas has several procedures to deal with students who commit acts
of scholastic dishonesty. Refer to http://www.utdallas.edu/student/slife/TitleV.html for further information
on this topic.

Feedback

If you have any question or concerns about the course content, teaching, grading; or if you have any suggestions
for improvement in the above area, please do not hesitate to discuss them with me.

Tentative Course Schedule

Week Date Topic Readings/Deadlines

1 1/12 Tue Overview

1/14 Thu Introduction to Marketing Ch. 1

2 1/19 Tue Strategic Marketing Ch. 2

1/21 Thu Strategic Marketing Ch. 3

3 1/26 Tue Strategic Marketing Ch. 3

Project goals and objectives Group Lists Due

1/28 Thu Consumer Behavior Ch. 5

4 2/02 Tue Consumer Behavior Ch. 5

2/04 Thu Review for Midterm Exam

5 2/09 Tue First Midterm Exam Ch. 1, 2, 3, 5

2/11 Thu Marketing Research Ch. 8

Group Project Product/Service Selection Due
6 2/16 Tue Marketing Research Ch. 8

2/18 Thu Segmentation and Targeting Ch. 9

7 2/23 Tue Positioning Ch. 9

2/25 Thu New Products and Services Ch. 10

8 3/02 Tue New Products and Services Ch. 10

3/04 Thu Managing Products and Brands Ch. 11

9 3/09 Tue Review for Midterm Exam

3/11 Thu Second Midterm Exam Ch. 8, 9, 10, 11

Group Project Proposals Due
10 3/16 Tue *** University Closing for Spring Break ***

3/18 Thu *** University Closing for Spring Break ***

11 3/23 Tue Pricing Ch. 13

3/25 Thu Pricing Ch. 14

12 3/30 Tue Pricing Ch. 14

4/01 Thu Marketing Channels Ch. 15 and 17

13 4/06 Tue Marketing Channels Ch. 15 and 17

4/08 Thu Marketing Channels Ch. 15 and 17

14 4/13 Tue Marketing Promotions Ch. 18 and 19

4/15 Thu Marketing Promotions Ch. 18 and 19

15 4/20 Tue Ethics Ch. 4

4/22 Thu Team Presentations

16 4/27 Tue Team Presentations Group Project Final Report Due

4/29 Thu Final Exam Review

17 5/04 *** Reading Day ***

5/06 Thu Final Exam Ch. 4, 13, 14, 15, 17, 18, 19
Note that the exam starts at 8:00 am (subject to change)
 Appendix A

Your written marketing plan should cover (but is not limited to) the following. Bold indicates most
important areas.

1 Executive Summary “Sell” your idea. 1 page maximum length.

2 Situation Analysis
success factors in the industry? Competitors? SWOT
3 Market-product focus
4 Marketing program,
strategy, and tactics
5 Financial projections
6 Organizational structure
7 Implementation plan
Where is the industry now? What are the critical
Analysis
One-year product and marketing objectives. Target
markets. Product/market grid. Differentiating
attributes. Positioning strategy.
4 P’s.
Projected sales, revenues, expenses.
How is your company structured?
How does your plan translate into results?

You will evaluate each other’s presentations with a form similar to the following:

Potential points Points earned

Product – does it creatively satisfy a consumer need? 10
Situation – SWOT analysis clear, competition well 10
identified
Target market & positioning well defined 10
Marketing program – 4 P’s 10
Overall presentation style 10
 Appendix B

Peer Evaluation Form

Please fill out the following form to determine each person’s contribution. Rate yourself and each of your group
members on the following parameters:

• the time and effort spent on the project

• the quality of inputs

Use the following 5-point scale for this purpose. Enter the number from this scale that you think most appropriately
describes each person’s contribution on the two parameters.

1 2 3 4 5

_________________________________________________
Poor Excellent

Effort Quality of inputs

Your name: ________________________ ______ ______

Member #1: ________________________ ______ ______

Member #2: ________________________ ______ ______

Member #3: ________________________ ______ ______

Please make any comments that you have regarding this group on the back of this sheet. This is due with your final
exam.