Professional Documents
Culture Documents
Cunningham, Principal, Cunningham Research Associates Office hours: Phone: 972-984-2926 or 214-641-8066 (mobile) or by appointment Email: craresearch@att.net; mwc091000@utdallas.edu; mark.cunningham@utdallas.edu Class meetings: Friday, 4:00 to 6:45 p.m.
Course Materials
Required Text: Marketing 10th Edition by Kerin, Hartley, and Rudelius; McGraw-Hill Irwin Suggested materials also include exposure to business publications such as The Wall Street Journal, the textbook website (www.mhhe.com/kerin ) for supplemental reading, and other materials that may be distributed in class.
Course Methodology
Lectures and classroom discussion are the primary instructional methods to which you will be exposed. You are expected to read the assigned materials before coming to class. Your contributions during class will be a factor in your class participation grade. The lectures will follow the schedule shown below, subject to change at the instructors discretion. Articles and issues of current interest and relevance to lecture topics may be introduced to reinforce your learning and to stimulate discussion.
Grading
Description Exam #1 Exam #2 Exam #3 (final exam) Team report and presentation Class Participation; peer evaluation Total Course grades based on this scale are the following: Point Totals 378-420 336-377 294-335 252-293 Below 252 Course Grade A B C D Failing Maximum Points 100 100 100 100 20 420
Executive Summary: A concise overview of your work Background: A history of the subject brand and the company behind the brand Brand Diagnosis: o Primary market segment(s) targeted by the brand; targeting rationale o Brand positioning statement o Distribution and marketing communications strategies (summarized) o Evolution of the brandhow the brand (positioning, targeting, etc. may have changed over time) o Competitive threats; current status of the brand (i.e., health or vitality) Conclusions, recommendations, opinions regarding the company and the brand Sources cited
The teams written report should be submitted in a labeled folder or binder. Be sure to use appropriate citations and footnoting throughout your report. The report length should not exceed six double-spaced pages, plus optional appendices.
Class Participation
Active class participation is important to your learning. Class participation contributions will be based on the creativity, frequency, and quality of your input. Your instructor will cue discussion topics of current interest in marketing for you to consider (for discussion) in advance of each class.
Professionalism
Professionalism means several things: 1. Making active, serious, positive contributions to the team assignment 2. Maintaining a positive attitude in class 3. Arriving to class on time and turning assignments (the team presentation) in on time 4. Advising the instructor in advance (by voice mail or e-mail) if you are unable to attend class. (Written medical proofs are required to be excused from the class.)
Handbook of Operating Procedures. Copies of these rules and regulations are available to students in the Office of the Dean of Students, where staff members are available to assist students in interpreting the rules and regulations. A student at the university neither loses the rights nor escapes the responsibilities of citizenship. He or she is expected to obey federal, state, and local laws as well as the Regents Rules, university regulations, and administrative rules. Students are subject to discipline for violating the standards of conduct whether such conduct takes place on or off campus, or whether civil or criminal penalties are also imposed for such conduct.
Academic Integrity
The faculty expects from its students a high level of responsibility and academic honesty. Because the value of an academic degree depends upon the absolute integrity of the work done by the student for that degree, it is imperative that a student demonstrate a high standard of individual honor in his or her scholastic work. Scholastic dishonesty includes, but is not limited to, statements, acts or omissions related to applications for enrollment or the award of a degree, and/or the submission as ones own work or material that is not ones own. As a general rule, scholastic dishonesty involves one of the following acts: cheating, plagiarism, collusion and/or falsifying academic records. Students suspected of academic dishonesty are subject to disciplinary proceedings. Plagiarism, especially from the web, from portions of papers for other classes, and from any other source is unacceptable and will be dealt with under the universitys policy on plagiarism (see general catalog for details).
Email Use
The University of Texas at Dallas recognizes the value and efficiency of communication between faculty/staff and students through electronic mail. At the same time, email raises issues concerning security and the identity of each individual in an email exchange. The university encourages all official student email correspondence be sent only to a students U.T. Dallas email address and that faculty and staff consider email from students official only if it originates from a UTD student account. This allows the university to maintain a high degree of confidence in the identity of all individual corresponding and the security of the transmitted information. UTD furnishes each student with a free email account that is to be used in all communication with university personnel. The Department of Information Resources at U.T. Dallas provides a method for students to have their U.T. Dallas mail forwarded to other accounts.
Disability Services
The goal of Disability Services is to provide students with disabilities educational opportunities equal to those of their non-disabled peers. Disability Services is located in room 1.610 in the Student Union. Office hours are Monday and Thursday, 8:30 a.m. to 6:30 p.m.; Tuesday and Wednesday, 8:30 a.m. to 7:30 p.m.; and Friday, 8:30 a.m. to 5:30 p.m. The contact information for the Office of Disability Services is: The University of Texas at Dallas, SU 22 PO Box 830688 Richardson, Texas 75083-0688 (972) 883-2098 (voice or TTY) Essentially, the law requires that colleges and universities make reasonable adjustments necessary to eliminate discrimination on the basis of disability. For example, it may be necessary to remove classroom prohibitions against tape recorders or animals (in the case of dog guides) for students who are blind. Occasionally an assignment requirement may be substituted (for example, a research paper versus an oral presentation for a student who is hearing impaired). Classes with enrolled students with mobility impairments may have to be rescheduled in accessible facilities. The college or university may need to provide special services such as registration, note-taking, or mobility assistance. It is the students responsibility to notify his or her professors of the need for such accommodations. Disability Services provides students with letters to present to faculty members to verify that the student has a disability and needs accommodations. Individuals requiring special accommodation should contact the professor after class or during office hours.
If a student or an instructor disagrees about the nature of the absence [i.e., for the purpose of observing a religious holy day] or if there is similar disagreement about whether the student has been given a reasonable time to complete any missed assignments or examinations, either the student or the instructor may request a ruling from the chief executive officer of the institution, or his or her designee. The chief executive officer or designee must take into account the legislative intent of TEC 51.911(b), and the student and instructor will abide by the decision of the chief executive officer or designee.
Week
Friday, August 26
2 3 4
Friday, September 23
Friday, September 30
Coverage/Assignment Course introduction Creating Customer Relationships and Value through Marketing Developing Successful Marketing and Organizational Strategies FORM STUDENT TEAMS Scanning the Marketing Environment Ethical and Social Responsibility in Marketing FINALIZE STUDENT TEAMS Understanding Consumer Behavior Review: Chapters 1-5 TEAM 1 PRESENTATION Understanding Organizations as Customers Exam #1 (Chapters 1-5) TEAM 2 PRESENTATION Understanding and Reaching Global Consumers and Markets Marketing Research: From Customer Insights to Actions TEAM 3 PRESENTATION Market Segmentation, Targeting, and Positioning
Reading
Chapters 1 & 2
Chapters 7 & 8
Chapter 9
7 8 9 10 11
Friday, October 7 Friday, October 14 Friday, October 21 Friday, October 28 Friday, November 4
12
Friday, November 11
13 14 15 16
TEAM 4 PRESENTATION Developing New Products and Services Review: Chapters 6-10 TEAM 5 PRESENTATION Exam #2 (Chapters 6-10) TEAM 6 PRESENTATION TEAM 7 PRESENTATION Managing Successful Products and Brands TEAM 8 PRESENTATION Services Marketing TEAM 9 PRESENTATION Building the Price Foundation Arriving at the Final Price TEAM 10 PRESENTATION Managing Marketing Channels and Wholesaling TEAM 11 PRESENTATION Advertising, Sales Promotion, and Public Relations
Chapter 10
Chapter 15
Chapter 19 NO CLASSES
THANKSGIVING HOLIDAYS
TEAM 12 PRESENTATION Review: Chapters 11-15, 19 Final Exam (Chapters 11-15, 19)
*This schedule is tentative and your instructor reserves the right to change it when he feels it is needed. Changes will be posted on WEBCT. Students are responsible to catch up with the changes.