BA3365 Principles of Marketing

Term: Fall 2011 Professor: Dr. Elisabeth Honka

Section: 007 Email: TBD
Class Hours: Mondays & Wednesdays Phone: TBD
4:00 – 5:15 PM Office: TBD
Location: SM 1.110 Office Hours: Wednesdays & Thursdays
2:00 – 3:00 pm
(by appointment only)

Recommended Text
Marketing, by Roger A. Kerin, Steven W. Hartley and William Rudelius, McGraw Hill-Irwin, 8th
/ 9th / 10th Edition

Course Description
This course provides an introduction to marketing concepts, frameworks and methods that are
necessary to create, evaluate or implement marketing and market-oriented strategies in today’s
competitive business environment. The course is designed to help develop your market and
marketing intuition when tackling business problems as or along with marketing managers.

Student Learning Objectives / Outcomes

Upon completion of the course, students will be able to understand / define / apply / implement:

1. Segmentation-Targeting-Positioning framework
2. Marketing mix using the 4P framework: Product, Price, Promotion, Place.
3. Pricing strategies such as markup pricing and target pricing.
4. Ethical constraints when making marketing decisions.

1
Class Schedule (Tentative and subject to change)

Week Date Topic Submissions / Deadlines

August 24 Course Overview

1
August 29 Introduction to Marketing

August 31 Strategic Planning

2
September 5 NO CLASS

September 7 Marketing Environment Submit Project Group Requests

3
September 12 Consumer Behavior Project Groups Finalized

September 14 EXAM 1
4
September 19 NO CLASS

September 21 Marketing Research I

5
September 26 Marketing Research II

September 28 Segmentation, Targeting, and

Positioning I
6
October 3 Segmentation, Targeting, and
Positioning I

October 5 Guest Speaker

7
October 10 Project Proposal Presentations Project Proposals (2 pages)

October 12 Product Strategy I

8
October 17 Product Strategy II

October 19 EXAM 2
9
October 24 Guest Speaker

October 26 Pricing Strategy I

10
October 31 Pricing Strategy II

11 November 2 Channel Strategy I

2
 November 7 Channel Strategy II

November 9 Promotion Strategy I

12
November 14 Promotion Strategy II

November 16 Ethical Issues

November 21 EXAM 3

November 23 Group Project Presentations Plan Presentation Slides

November 28 Group Project Presentations

November 30 Group Project Presentations

December 5 Group Project Presentations Marketing Plans, Peer Evaluations

Course Requirements and Grading Policy

Exam 1 20%
Exam 2 25%
Exam 3 25%
Group Project 30%
- Proposal 5%
- Marketing Plan 15 %
- Final Presentation 10 %
TOTAL 100%

Class Attendance Bonus 5%

Class Participation Bonus 5%

Your final grade will be based on your total score (including the class attendance and
participation boni). The grading will be based on the relative performance of the class. In
previous years, approximately the top 30 – 35% of the class received an A- or higher, the next 40
– 50% received a B- to B+, and the next 20-25% received a C- to C+, and the remaining (up to
10% of the class) received a D+ or lower, including an F.

3
Exams

We will have three exams. The exams will be closed-book and will consist of a combination of
multiple-choice and short answer type questions. The exams will be non-cumulative and added
together will account for 70% of your total grade. The first exam will take place on Wednesday,
September 14th, the second exam will take place on Wednesday, October 19th, and the third
exam will take place on Monday, November 23rd. All exams will be at regular class time and in
our regular classroom, SM 1.110.

Important Note: No make-up exams will be allowed. Please plan your schedule accordingly.

Group Marketing Project

The Group Marketing Project accounts for thirty percent of your total score. Each group consists
of four to six students. You may form these groups yourselves. If you do so, you must inform the
instructor about your group by September 7th. Those who have not formed groups and informed
the instructor by this date will be randomly assigned into groups by the instructor on September
12th.

Your group will choose an organization facing a marketing problem or opportunity. You will do
research and develop a marketing plan to address this problem or opportunity. You can choose a
business firm, non-profit organization or government organization. Local businesses like
restaurants or specialty shops have been a popular choice among previous students.

Each group will submit a two-page proposal for their project on October 10th at the end of the
class and will also be asked to make a mini-presentation of the proposal on the same day. This
proposal will be graded and will account for five percent of your grade. In the proposal, you
should include a statement of the problem/opportunity and a situation analysis. You should also
give an idea about how you plan to address this problem/opportunity. I will provide you an
outline for developing a marketing plan shortly. The proposal presentation aims to inform the
instructor and your classmates about your project and your progress. It will also give you a
chance to receive valuable feedback. The presentation should last about 5 minutes. Your
performance at the proposal presentation will NOT be graded.

Each group will formally present their marketing project to the entire class at the end of the
semester. The dates for these presentations are November 23rd, November 28th, November
30th, and December 5th. The amount of time permitted for this presentation is 20 minutes /
group. Each group must submit the final version of their presentation slides on November 23rd
no matter when you formally present your marketing project. The final marketing plan write-up
is due on December 5th. The presentation will account for ten percent and the write-up for
fifteen percent of your grade.

4
Group Participation

Team work is an important component of the learning process in this class. Your contribution to
the group’s work will be assessed by each member of the group at the end of the semester. In
order to prevent free riding, your grade for the group project will be weighted by your group
contribution score. So you should make every effort to contribute to your group project.

Class Attendance Bonus

Regular class attendance facilitates regular learning and gives the opportunity to ask questions
and contribute to the class. To encourage attendance, up to five bonus percent will be awarded
throughout the term for regular class attendance.

Class Participation Bonus

Your participation in class discussions is an important part of your learning. To encourage

participation, up to five bonus percent will be awarded throughout the term for effective class
participation. There will be ample opportunities to participate in class discussions.

There are several ways in which you can participate, such as (but not limited to):
- asking questions
- sharing your observations
- embellishing the class discussion with examples
You can participate effectively by a) reading the assigned materials prior to class, b) thinking
about the concepts, and c) paying attention to various marketing activities while you are
shopping, watching television, reading newspapers and business publications.

Your class participation will be evaluated not only on the basis of volume or extent of
participation, but also on the basis of quality. Quality will depend primarily on whether your
comments are pertinent to the topic or question being discussed in class.

Course & Instructor Policies

All deadlines are to be strictly followed throughout the semester. Submissions after the
assigned due time will not be accepted. Make-up exams will not be allowed.
For other standard UT Dallas syllabus policies, refer to http://go.utdallas.edu/syllabus-policies
The course descriptions and timelines are subject to change at the discretion of the instructor.
In case you are not sure about any aspect of the syllabus, please contact the instructor without
delay.