Syllabus
University of Texas at Dallas
School of Management
PRINCIPLES OF MARKETING BA 3365
(Section 022)
Summer 2006
Instructor: VIGNESH (Vigneswar Chockalingam)
Class hours: Tuesdays & Thursdays, 10:00 – 11:50 AM
Classroom: 2.115
Office: SM 3.617
Phone: 972-883-4422
E-mail: vxc054000@utdallas.edu
Office hours: Fridays 12:00 – 1:00 PM
Course Objectives
This course is designed to teach you the fundamental concepts involved in the marketing function of modern organizations. The focus is on surveying the breadth of concepts and issues in the marketing of products and services to consumers. This is done in two steps: first, you are taught how to understand the marketing environment (MARKET ANALYSIS), and then you are taught how to implement successful marketing strategies in such an environment (MARKETING STRATEGY). Student will also have an hands-on approach in applying the concepts learned by developing a complete marketing plan for a new product of their choice.
Textbook
Kerin, Berkowitz, Hartley and Rudelius, Marketing (8th ed.), Irwin McGraw-Hill, 2006
Class Format
Throughout the course of the semester you will be exposed to a variety of informative marketing videos, articles and business cases. Most class gatherings will be comprised of instruction on the relevant material for the day and class discussion regarding an assigned topic. 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 at http://ba3365.wordpress.com as the major communication medium for the class. You can send/receive course-related emails, download lecture notes, read marketing news and participate in course-related discussions on this site. Power Point lecture notes for each class will be available in advance of classes. I recommend you bring the print-out of the notes when you attend the class. Self-Assessment Tests and Midterm tests and Grades will be available online through UTD’s WebCT system at http://webct.utdallas.edu . Help on WebCT access can be found on the web site: <http://www.utdallas.edu/ distlearn/students/index.htm>, or from UTD IT help desk (Tel: 972-883-2911, Email: assist@utdallas.edu).
Grading
Midterm Exam – I 15%
Midterm Exam – II 15%
Final Exam 30%
Group Project 25%
Split:
Proposal (5%)
Presentation (10%)
Split: Instructor (5%)
Class (5%)
Written Report (10%)
Class Participation 15%
Split: Attendance (5%)
Self-Assessment Tests (5%)
Bonus Points (5%)
(discussions, AMA speaker series, etc.)
Homework
There will be weekly self-assessment tests available online through WebCT. However, these will not be graded. You are strongly encouraged to try out the self-assessment tests every week to keep you prepared for the exams. Students’ performance on the midterm and final exams are strongly correlated to their regularity in taking these self-assessment tests. They are an invaluable guide to score well on the exams.
Exams:
Midterm and final exams will consist of multiple choices and short answer questions. Specifics of the exam will be given during the review session before each exam. The two midterm tests will be administered online through WebCT. The final will be an in-class test for 2 hours. There will be no make-up exams offered.
Students are expected to work individually on the Homework and Midterms. No team work is allowed on the exams and tests. Grades will be made available through WebCT.
Group Project:
Each group should consist of 4-6 students.
The group project has two objectives.
- First, it will help you to gain hands-on experience in applying what you learn in class to a realistic marketing situation.
- Second, it will give you experience working as part of a team. Briefly, the project will consist of identifying an unfulfilled market need and designing a new product to address and fulfill that need.
Your group will then be responsible for developing a marketing plan for the introduction of the new product. A class lecture will be devoted to introduce and discuss the project in more detail.
You can change your group membership until one week after the submission of your group project proposal, as long as you reach consent with your old and new groups and no more than six students in any group. After the deadline, any group break-up will result one point of total grade deduction for all members in that group.
Proposal:
The proposal should include a thorough analysis of 1) the marketing environment of the industry of interest and 2) the current situation of your company to identify the problems and opportunities. You also should give the problem statement and your proposed solution for the problem in the proposal. Moreover, the proposal should include the divided work between group members and time lines for the completion of the project.
Project Presentation:
Each group will also be required to give a formal presentation (approx. 15-20 minutes). After each presentation the class will ask questions or make comments, and then give an evaluation. Every member of the group is required to present.
Written Report:
Upon completion of this project your group will be required to submit an executive report (approximately 5-6 pages plus tables and figures) summarizing the problem you have identified and the marketing plan your group has developed to address and solve this problem. You can refer to the Appendix A in Chapter Two for the write-up.
Peer Evaluation:
Each group member will have an opportunity to give the evaluations of the participation of other group member at the end of the project. All members of the group typically receive the same grade for group project. However, in the case of "free-riding" this policy will be relaxed.
Bonus Points:
Students are encouraged to not only attend the class sessions but also actively participate in the discussions in class. Based on my judgment, up to 5 bonus points can be given to students with outstanding performance in class participation.
Class Attendance:
Class Attendance accounts for 5% of the grade. Students can miss upto 2 classes, after which the attendance grade will start decreasing 1% for every 2 classes missed. Students who miss more than 8 classes will drop one letter grade (i.e. from A to B or B to C), regardless of their performance in their tests. Similarly, a student missing more than 12 classes will drop 2 letter grades.
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 http://www.utdallas.edu/student/slife/TitleV.html for further information on this topic.
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