BA-3365-501 Principles of Marketing

Spring 2006
M 7:00 – 9:45 p.m.
SOM 2.107

Instructor: Julie Bingham Haworth

Office Phone: 214-564-6387 or contact Bonnie Gordon at 972-883-2051
Email addresses: Haworth@utdallas.edu or use webct
Office Hours: M/W 12:30 – 1:30 p.m. or by appointment
Textbook: “Marketing” 8th Edition by Kerin, Berkowitz, Hartley, Rudelius, McGraw-Hill Irwin,
2006

Course Topics

Topics to be discussed include understanding the marketing environment, researching

the market for opportunities and developing the marketing mix (product, pricing,
promotion and distribution plans) as well as reviewing ethical issues pertaining to
marketing.

Course Learning Goals

Students will develop a functional knowledge of marketing, domestically and

internationally, and an appreciation of the interrelation of marketing with other business
disciplines.

Students will develop competency in oral, written and interpersonal communications

addressing marketing topi cs.

Students will develop skills in analyzing and interpreting numerical data related to
marketing functions.

Students will develop the ability to think critically and creatively about current marketing
issues, ethics and opportunities in a changing environment.

Mode of Instruction

Lectures, videos, in-class exercises and discussions, exams, a written homework

assignment and team presentations will be used to address the above learning goals.

Course Format

Students will be expected to complete the assigned textbook readings prior to class.

A typical class format includes the following:

Class Updates
Video or in-class exercise introducing the assigned text
Discussion of Assigned Text
Team Presentation of current marketing news that pertains to the assigned text
Participation

Class participation is expected. Participation points will be awarded. The only way to
gain participation points is to offer insightful comments during in-class discussions and
exercises. A total of 20 participation points are available. In the past, the following
evaluation was used to determine a student’s participation points:

20 points = Student leads “in-class exercises”, comments regularly

15 points = Good in-class participant and has commented in class
10 points = Participates in in-class exercises; does not speak in class

Exams

Two exams will be given throughout the semester. Exam questions will consist of multiple-
choice questions and may include a short-answer question based on text, in-class
discussions, team presentations and in-class exercises. Make-up exams may be taken
under certain circumstances of illness/family death or emergency if students contact me
before the scheduled exam and provide written proof of why they cannot take the
exam (ie., doctor’s note).

Homework Assignments

There will be one homework assignments worth 100 points a piece. The work will be
assigned several weeks in advance and must be turned in by the start of the class on
which it was assigned. Late papers will not be accepted. It is the student’s responsibility
to ask the instructor for assignment information if the student has been absent. The
homework assignment will focus on researching and recommending a new product and
developing its introductory marketing communications plan.

Team Presentation

Teams of about 5 people will prepare a presentation and written report on a current
marketing issue, which specifically pertains to a concept introduced in the assigned
textbook reading. This exercise is designed to generate awareness of CURRENT (written
in the last year) marketing issues while developing a better understanding of our
assigned readings and class discussions.

Each student must prepare and present a section of the class presentation. The
student’s grade will be based on the average of three evaluations. The first evaluation,
given to each team member, is an individual presentation grade, evaluated by the
instructor. The second evaluation is a written report score given to the team and the
third evaluation is a peer evaluation grade which is score by your teammates.

Team presentation topics should originate from a business publication (or business
section of a reputable publication) or broadcast.

The team written report should include the following topics:

Executive Summary (includes an overview of the information, along with references used
for the presentation)
Background Section
Analysis of the Situation
Team’s Recommendation or Opinion regarding the situation
Conclusion and how the information relates to the chapter

Peer evaluations FOR each team member FROM each team member must be provided
on the day of the presentation. Each student must put the peer evaluations that they
have filled out in a sealed envelope.

All team members are required to participate in the presentation. Presentations should
be no longer than 20 minutes. The presentation format and content is determined by
the team but following the above written report format is recommend.

Grading System

Grades will be determined using the following point system:

Assignment Maximum Points Available

Exam #1 100
Exam #2 100
Team Presentation 100
Assignment #1 100
Participation Points 20

Total points 420

The grading scale based on total points of 420 is as follows:

416-420 (98-100%) = A+
395-415 (94-97%) =A
378-394 (90-93%) = A-

365-377 (87-89%) = B+
353-364 (84-86%) =B
336-352 (80-83) = B-

323-335 (77-79%) = C+
311-322 (74-76%) =C
294-310 (70-73) = C-

281-293 (67-69) = D+
269-280 (64-66) =D
252-268 (60-63) = D-

and below 252 is failing

Tentative Course Schedule

Date Chapter Topic

M 1/9 Course Introduction

In-Class Exercise
1 “Developing Customer Relationships and Value
through Marketing”

M 1/16 University Holiday – MLK Day

M 1/23 2 “Linking Marketing and Corporate Strategies

Team #1

M 1/30 3 “Scanning the Marketing Environment”

Team #2

M 2/6 5 “Consumer Behavior”

Team #3

M 2/13 8 “Turning Marketing Information Into Action”

Team #4

M 2/20 9 “Identifying Market Segments and Targets”

Team #5
Review

M 2/27 Exam #1 (Chapters 1-3, 5, 8, 9)

M 3/6 Spring Break

M 3/13 10 “Developing New Products and Services”

Team #6

M 3/20 11 “Managing Products and Brands”

Team #7

M 3/27 14 “Arriving at the Final Price”

Break-Even Analysis section, Chapter 13
Forecasting section, Chapter 8
Team #8

M 4/3 18 “Integrated Marketing Communications”

Team #9

M 4/10 19 “Advertising, Sales Promot ion and Public

Team #10

M 4/17 7 “Reaching Global Markets”

Team #11
Assignment #1 Due
M 4/24 4 “Ethics and Social Responsibility”
Team #12
Review

M 5/1 Final Exam (Ch. 10, 11, 14, 18, 19, 4, 7 plus team
Presentations)

*The instructor reserves the right to make changes to the schedule as necessary. It is the
student responsibility to be aware of these changes.