BA 3365.

010 82627
PRINCIPLES OF MARKETING
Fall 2011
Tues & Thurs : 2:30pm-3:45pm
SOM 2.801

Dr. Ernan Haruvy Office: SOM 3.434

Office Hours: Wed. 6-7 pm and by appointment Email: eharuvy@utdallas.edu
Phone: 972-883-4865
Web: http://www.utdallas.edu/~eharuvy

Text: “Marketing” by Kerin, Hartley, and Rudelius, 10th ed., McGraw-Hill

COURSE OBJECTIVES: This core course in marketing management will provide

students with an overview and understanding of the role of marketing in organizations.
Special attention will be given to the way in which consumer wants, needs, perceptions,
and attitudes impact firms’ strategies. Topics will include marketing strategy, advertising,
product development, new product management, pricing, distribution, and retailing. The
ultimate goal of this course is to prepare students for the marketing challenges of 21st
century in the face of rapid changes due to globalization and technology.

Participation and exams

Though the topics are arranged in the order suggested by the book, a lecture is not a
review of the corresponding chapter, but rather goes hand in hand with the material in the
book. Accordingly, students are expected to attend all classes and read the assigned
chapters prior to each class.

Participation. Participation is not the same as attendance (which is a separate grade).

Participation means active participation in class discussion and will count towards 10%
of your grade. Participation will consist of active discussion and contribution in class, and
on official class forums organized on Facebook and Twitter. If you are shy and reluctant
to talk in class, documented participation in the official class forums will be counted
towards that grade. This grade is competitive and will be assigned conservatively and
relative to others in the class.

Show & Tell: You will need to bring to class one of the following and provide a five
minute discussion. Additional topics and ideas will be invited during lectures. (1) Five
minutes of advertisements on ANY medium. Topics you can discuss include the
marketing mix, advertising appeals, market segmentation, media selection and
appropriateness, relevant psychological influences, and other topics from the lecture.
(2) A new product. You will need to discuss segment, SWOT, market-product grid,
relevant newness definition, potential for market failure, and other topics from the
lectures. (3) An example of product placement. This could be on any medium. (4) Recent
newspaper articles that relate to topics discussed in class. (5) Product samples. These
have to be genuine samples provided by the manufacturer for the purpose of promotion—
not some product that you bought to satisfy the requirement. Be prepared to discuss the
motive behind the sample—trial, etc.

Group Project: I will divide you into groups of 4-5 people. Each group will have to
come up with a marketing plan for a website providing proofreading, research support
and curriculum vitae support services for UT-Dallas students. There will be two group
projects. Both projects involve creating a short 4 minute video (which you may post on
Youtube). Project 1: The video should be an online advertisement to potential UT-Dallas
customers explaining the benefits of your service. The ad should incorporate elements
from the four P’s, the customer decision step process, segmentation, environmental
scanning, communication and advertising (all the lectures prior to the presentations).
However, the ad should be appealing to consumers in that it must be entertaining,
effective and persuasive. Project 2: The video should be an online ad appealing to
investors. It should explain to investors the revenue model, the product line, pricing and
distribution. As with project 1, it should be entertaining, effective and persuasive. There
are no written projects.

There are two exams, which are weighted equally. Exams will consist of multiple choice
questions and short answers.

GRADING:

Attendance: 5%
Show & Tell 5%
Class Participation: 10%
Group Projects 30%
Exam 1: 25%
Exam 2: 25%
SCHEDULE

Date Topic Reading

Aug 25 Introduction Ch. 1
Aug 30 “
Sept 1 Marketing Strategy Ch. 2
Sept 6 “
Sept 8 Environmental Scanning Ch.3
Sept 13 Marketing Ethics Ch. 4
Sept 15 Consumer Behavior Ch. 5
Sept 20 “
Sept 22 Firm Behavior Ch. 6
Sept 27 Segmentation, Targeting Ch. 9
Sept 29 Communication Ch. 18
Oct 4 MIDTERM
Oct 6 Advertising Ch. 19
Oct 11 “
Oct 13 Group Project 1 presentations
Oct 18 Group Project 1 presentations
Oct 20 New Products Ch. 10
Oct 25 “
Oct 27 Products & Brands Ch. 11
Nov 1 “
Nov 3 Pricing I Ch. 13
Nov 8 “
Nov 10 Pricing II Ch. 14
Nov 15 “
Nov 17 Distribution I Ch. 15
Nov 22 Distribution II
Nov 24 Thanksgiving Holiday Break
Nov 29 Final Exam
Dec 1 Group Project 2 Presentations
Dec 6 Group Project 2 Presentations