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MKTG 361-002 Introduction to Marketing Professor:

Kim Nelson, Ph.D. Department of Marketing 320V McClelland Hall knelson@eller.arizona.edu

Office Hours:

Monday 2:00-3:00 Tuesday 10:00-12:00 and 1:00-2:00 Wednesday 9:30-11:00 Or by appointment.

Fall 2010

Class Time and Location: Monday/Wednesday 3:30pm – 4:45pm McClelland #207 (Berger Auditorium)

Graduate Teaching Assistants: Office hours for GTA assistance and viewing of completed exams will be posted on Blackboard under Course Information. You can email administrative or grade recording questions to the GTA at mktg3611@email.arizona.edu. This is the email address for your section. The GTA office is McClelland 328 (in the hallway outside of and to the right of the Marketing Department main entrance).

Course Description and Objectives Marketing involves identifying customer needs and then satisfying those needs with the right product, priced at the right level, promoted in ways to motivate purchases, and made available through the right distribution channels. This course is a general introduction to the principles and practices of marketing.

It provides an overview for students who will take only one marketing course and essential foundations for those planning to continue with more advanced marketing courses. The objectives are: 1.

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Introduce the concepts, analyses and activities that comprise marketing management.

Increase awareness and sensitivity to ethical issues in business and marketing practice.

Provide methodology and exercises in assessing and solving quantitative marketing problems.

Developing critical thinking skills for solving marketing problems.

Enhance the awareness of global and cultural issues related to marketing.

Understand the relationships between the practice of marketing and the other business disciplines in an organization.

Encourage the appreciation of current business events as a lifelong learning resource.

Methods of Instruction 1. Lectures and Discussions will be used to present the concepts, tools and analyses that provide the basis for sound marketing plans. Students are expected to carefully review the assigned material before each session. I strongly encourage you to actively process the information and make connections in your mind during lectures to make your later studying easier. Coming to class and actively processing the information is the most efficient and easiest way to study.

2. Small Group Activities in class will help students gain experience and skills in working with peers on short exercises that require critical thinking and practicing concepts covered in the readings and lectures. These groups will be informally created from students sitting together and the activities will not be graded. The subject matter or content used in the activities is covered in exams.

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3. Individual Homework Assignments will be required. One will focus on Marketing Math and the others will require online research and manipulation of data to familiarize you with certain marketing resources and marketing metrics. These assignments are to be completed independently.

Seeking and providing answers from other students is a violation of the Code of Academic Integrity.

4. Currents Events from Major Business Media will be discussed in class throughout the semester to enhance your awareness of current events and to provide the opportunity for critical thinking.

Content from these readings or presentations can be included on exams.

Required Material 1. MKTG4 (2010-2011 Edition) by Lamb, Hair and McDaniel. Publisher: South-Western, Cengage Learning. This is a required text and can be purchased from the bookstore or online. Purchase of a new book also provides password-protected access to various study aids and supplemental material on the publisher’s website (MKTG 4 “with Printed Access Card”). This textbook was specifically chosen because it is comprehensive but concise, updated annually, includes online learning tools, and is much less expensive than a traditional textbook (MSRP $59.95). You can purchase the book at the bookstore, from the publisher (discounted and free shipping) at www.cengagebrain.com, or through other online booksellers. See Section on Online Learning below.

2. Other Readings: Chapters and readings from other sources will be posted on Blackboard. These materials can be accessed without charge based on Fair Usage Guidelines. Included on exams.

3. You have online access to major business publications through the several databases at the University of Arizona library. For example, the Wall Street Journal is available through ABI/Inform.

Many news articles and reports can also be read on the publishers’ websites. Some articles or links for current events mentioned in class will be posted on Blackboard. In addition, student subscriptions are typically available at low cost.

Grading Policy Midterm Exams (4) Exam 1: Exam 2: Exam 3: Exam 4: Final Exam (Marketing Plan & Creativity in Business) Individual Learning Assignments 1 - Internet Marketing Resources (I) 2 - Marketing Arithmetic Assignment (individual) 3 – Internet Marketing Resources (II) 4 - Balanced Scorecard Marketing Department Research Participation Total Points:

150 points 200 200 200 100 30 40 30 30 20 1000 points

Final letter grades will be assigned based on an evaluation of the quality of your work. You are guaranteed an A if you have 900 points, a B if you have 800 points, a C if you have 700 points, and a D if you have 600 points. An “A” represents exceptional work in comparison to the class. A “B” is good solid Fall 2010 Syllabus

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work in the course. A “C� means that your work is satisfactory but many students achieved higher scores. Depending on the final distribution of points after all work is completed, the letter grade cutoffs might be individually adjusted slightly lower. You should not depend on or expect an easing of the above cutoff criteria. All students will be graded using the same criteria and cutoff points.

Grade responsibility With the large number of students in MKTG 361, it is critical that you are aware of the point accumulations of any and all graded exams and assignments. It is your responsibility to ensure that you receive credit for work performed. Once grading is finished by the professor or the GTAs, grades will be posted on the Blackboard website. Receiving emails asking when grades will be posted simply slows down the grading. Review your grades in a timely manner to ensure that you receive the points that you have worked diligently to earn. You can view individual exam results with the TAs during their office hours. If there is any discrepancy, notify your GTA immediately to have it checked. No changes can be made after two weeks after the grades are posted on Blackboard.

COURSE OUTPUT A wide variety of learning opportunities and outputs will be assigned and evaluated in this course to provide more validity for your final grade. Assignments incorporate these aspects: individual/small group, objective/subjective, open-book/closed book, and academic/applied. Please note that individual effort and ability are the primary determinant of your grade in this course.

Exams Midterm Exams. The four midterm exams are one hour each and will be multiple-choice in nature. They will cover material from the text, lectures, and assigned readings. The number of exams is higher than average in order to reduce the content covered on each exam. Questions are designed at different levels of difficulty. Easy questions require attending the classes and reading the text. The questions then increase in difficulty as marketing concepts are applied to the business situations described. The most difficult questions require you to select the better answer – the one that the student/business person with the deeper understanding of the subject would choose. The responses and response patterns for each exam are carefully analyzed for errors in an answer key, fairness of the most missed questions, and the possibility of multiple answers before grades are posted. The second midterm exam will contain some math problems that are not multiple-choice.

You can use the class notes and emphasis placed on concepts in class to guide your study for exams. A separate review sheet is not provided because the notes can be used and because the midterm exams are not cumulative (they cover only material between exams). Use the class sessions to study the important concepts by actively listening and thinking during class and by adding your own ideas on the notes. In-class activities and questions typically highlight important or complex concepts.

Final Exam. The University requires a final exam. The final exam will include material that we will cover in the last four classes. These four classes are designed to cover creativity in business (where do we get innovative ideas in marketing) and the development of a marketing plan (how do we implement innovation in marketing). The first part (creativity) will be based on readings about creativity that are new material. The second part (marketing plan) will be based on sample marketing plans posted on Blackboard and material that we have already studied in the course. So most of this final exam is comprehensive because creating a marketing plan draws from concepts and strategies that are Fall 2010 Syllabus

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contained in the textbook (e.g., characteristics of a good marketing objective, possible pricing strategies, market segmentation, distribution channel options). As we go through the marketing plan content during two of the classes you will be able to identify what knowledge is needed to create a marketing plan so you can find the relevant sections of the textbook. It should be obvious that class attendance and mental participation is especially important during this module. You will be given a review sheet on the comprehensive section that contains the topics and textbook locations to make your studying more more focused and efficient.

General Exam Information. All exams are closed book and must be taken on the scheduled dates. The Morning Cohort students will not be allowed to take exams with the Afternoon Cohort and vice versa.

Doing so will result in a score of zero. To ensure fairness to all students, the exam taken by the Morning Cohort students will have different questions from the exam taken by the Afternoon Cohort students.

IMPORTANT: Be on time for the exams. Specific instructions on seating (assigned seats) and expected behavior during the exams will be provided. With the large number of students in the class, student cooperation is needed in order for timely and secure administration of the exams. No exams will be given to students entering the room after the first 15 minutes. Students must bring their UA Cat Card ID to all of the exams (driver’s license or credit card is not enough). If you come to the exam without your Cat Card, you will be sent home to bring it before an exam is given to you. You still have to finish the exam with the rest of the class in the allotted time.

Class Attendance As with any course, you are expected to attend all classes. You are responsible for all announcements and course content delivered in class regardless of your attendance. If you miss a class, you should get notes from another student. It is never wise to ask any instructor, “Did we do anything important in class (fill in the day)� because that communicates nothing important is usually mentioned (even if you think that). Attendance will not be directly calculated into your grade, but absence from class increases the likelihood that you will lose points on graded assignments and on exams. You should plan to come to class on time and to stay until the end. Late and early departures are distracting to the instructor and to other students.

Team Projects You will be involved in several formal team projects in your other first semester cohort courses. In this course, your team involvement will only be with informally formed groups in certain class sessions.

These short activities will be used to reinforce concepts that we are studying at that time. Not participating or not attending that particular class will indirectly impact your grade via your performance on the related questions on subsequent exams. In other words, a student will not be able to enhance his or her grade in this course by simply being on a good team with other students who do the majority of the work.

Individual Homework Assignments There are four individual homework assignments. One homework assignment is based on the class session covering Financial Analysis of Marketing Decisions. It is very important to provide step-by-step details of your calculations to provide credible evidence of your work. In general, the final answer will be the only thing graded on the simpler questions, but showing your work might lead to partial credit in multiple step problem situations only. You will be provided an answer sheet to record the final answers, Fall 2010 Syllabus

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and you will attach legible copies of your work (you can use word processing software or handwritten responses). The Marketing Math Assignment should be done individually and copying answers is a violation of academic integrity. You must complete the questions you are given (data sets and questions will vary for students). Turning in answers to questions delivered to other students will be considered evidence of cheating for both parties.

There will be three other homework assignments to help you practice some marketing concepts and to expose you to various marketing-related information resources that marketers use in the real world.

There might be some simple quantitative applications in these assignments in addition to finding and analyzing the information sought. These assignments should also be done individually and independently. It is not acceptable to ask the professor or TAs to check your work before submission because that is not fair to other students. All homework assignments are due at the beginning of class on the due date. Any papers turned in after the initial collection until the noon on the following day will receive one-half of the points earned. No assignments will be accepted after noon on the second day. If you are too sick to attend class, you can email your assignment to the class email address before the deadline (mktg3611@email.arizona.edu).

Marketing Department Research Participation Students in MKTG 361 are required to complete 2 hours of marketing research participation over the course of the semester, each hour contributing 10 points to your grade. There are two alternative ways you can fulfill this requirement. The first is to participate as subjects in two 1-hour academic research studies provided by the Marketing Department. This is a valuable way for you to receive first-hand experience with marketing research. In addition, your involvement in research will help faculty and graduate students at Eller continue to develop state-of-the-art marketing thoughts, which are eventually brought back into the classroom. You can sign up to participate in these studies online. Go to http://uamktg.sona-systems.com to create your own personal account for marketing studies. Once you have created an account you will be able to sign up for studies as soon as they are offered. Be very careful to use the correct course and section number. More specific information will be provided during the semester. The studies are offered throughout the semester until about three weeks before the end of regular classes. You should try to do them as they come available so that large numbers of students are not all trying to complete the requirement in the last week when limited seats are available. You will be able to monitor your progress and accumulation of research credit on the reservation system. You should allow a reasonable amount of time for the researchers to record participation, and there is an email contact for the research program director for questions about receiving your credits. Your points will not appear on Blackboard until the end of the semester when they submit the final participation points, but you will be able see the study credits on the Sona-System throughout the semester.

The second way to fulfill your research participation requirement is to write a 2-page summary and critique of an academic research article for each hour of credit you need. Each review counts for one hour of research participation so you can combine participation in a marketing study with an article review in order to fulfill the two hour (credit) research requirement. You can summarize any research article published in the past 2 years in the following academic journals: Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, or Marketing Science. Your summary needs to make it very clear that you have read the entire article or partial credit can be issued. You will need to supply appropriate citation material so that the article can be referenced when grading you paper. You are not expected to understand all of the statistical analysis that appears in most of the articles. Key ideas are usually presented in the introduction and analysis (or marketing implications) sections. The last day to turn in the optional research papers is Monday, November 29, 2010.

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Lecture Notes There are lecture notes provided for each class lecture. These notes (Word documents) are available for download from the Blackboard website at least one day before the class. In class, I will use PowerPoint interactively to further develop the concepts and provide relevant examples and cases. As a result, the lecture notes will provide key topics and issues (good for exam review sheets), but you should take notes of the class discussion and examples in order to learn the concepts better. While not required, students are encouraged to download the lecture notes and bring to class. The PowerPoint slides will not be posted on Blackboard. Note: Powerpoint slides prepared by the textbook authors are available on the publisher’s website but they are not the same as the class lectures (but they obviously will cover the same textbook materials).

The class time and lecture notes will be devoted to the most critical and difficult subjects. The exams will primarily cover concepts that are emphasized in the lectures and that are covered in the textbook because those are obviously the most important ideas. However, the exams can also cover other content in the textbook, outside readings, and (most importantly) lecture materials not in the book.

Class attendance and active mental participation is the best way to succeed in the course.

Extra Credit In fairness to all students, there will be no extra credit work available for late or incomplete assignments or for poor grades on exams. Consequently, you should plan your study time well in advance, ask questions about anything you do not understand, and arrange other events in your life so you can attend class regularly and complete assignments on time.

Make-up Exams Only in cases of emergencies or severe medical problems will you be allowed to make up an exam. A Dean’s Excuse for out-of-town travel or University event is also an acceptable excuse. These are the only acceptable reasons because these are beyond the control of the student. You must have permission from the professor before the scheduled exam is given (you can email if you are sick), and you should provide acceptable third party documentation after the fact. Do not email or call either the professor or the GTA once an exam has begun to ask for approval to miss an exam. No make-up exams will be given unless pre-approved by the instructor. The make-up session for exams one through three will be held on Friday, November 5, 2010 at 1:00 p.m. The make-up session for exam four will be Monday, November 29, 2010 at 5:00 p.m. Each make-up exam will cover the same material as the missed exam and will be one hour long (it will not be comprehensive and cover the entire course).

If you have a different reason than the two official excuses above for wanting to miss an exam, you can petition to take a similar objective make-up exam on the missed material plus essay questions that cover that same material. This make-up exam will be necessarily longer (approximately two hours), but will be given on the same date as the regularly excused make-up exams. You must meet with the professor well in advance of the scheduled exam to defend your reason and to agree to the comprehensive exam conditions. This is not a last minute option when you don’t feel prepared to take an exam. The reason should be very important for you to make this choice. Last semester there were only two students out of over 400 who chose this option.

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Online Learning Resources When you purchase a new textbook (printed or e-book version), it comes with a password to access many online learning resources from Cengage, the publisher. This semester, you are not required to complete any of the online activities or quizzes for credit. However, the students who do have access to the various resources might find them valuable as ways to learn the material better. There is also a sample marketing plan that will be useful for one of the assignments. I did not create the online materials and obviously could not check all quiz questions or activities; however, they are based on the textbook materials created by the publisher. The student website contains preparation cards (summaries), audio download summaries of key chapter points, flashcards, interactive quizzing, games, videos, narrated publisher slides, and a sample marketing plan. There is no option to purchase access to the website separately (if you see an online option related to Web-Tutor on a website, that will not work on this campus). Students who used the online quizzes and resources found them to be a good way to discover if there were terms and concepts that needed further study. In general, they found the online questions to be slightly easier than the more difficult application questions I asked on an exam, but going into the exam with all the major concepts and vocabulary known made the harder questions easier for them. Use of the online learning resources should have a positive effect on student exam performance, but the degree of help will depend on each individual’s learning style. There are earlier versions of the textbook that cover similar (but not identical) material, and they are not organized in the same way. Obviously, you must assume there is some risk in using a different textbook, and you will be less efficient in studying as you waste time trying to find the relevant material in different places. A new version of this textbook with printed access code is highly recommended, and the cost is minimal compared to many courses (under $60 compared to $130 for a traditional marketing textbook).

Explore the Cengage Student Website at: http://4ltrpress.cengage.com then choose Business & Computers and click “Intro to Marketing.” You will see the textbook and price. Click “Students: Access Free Companion Content” and then the green bar “Access Now” to see some of the features available online. You can buy the text on this website, in the ASUA bookstore, or from other booksellers.

Ethics Academic Dishonesty Academic Dishonesty occurs whenever any action or attempted action is pursued that creates an unfair academic advantage or disadvantage for you and/or any member or members of the academic community. All forms of academic dishonesty are subject to sanctions under the Code of Academic Integrity. Sanctions include: written warning, reduction in grade for work involved, disciplinary probation, loss of credit for work involved, failing grade in the course, suspension, and/or expulsion.

Various forms of academic dishonesty include, but are not limited to cheating, fabrication, facilitating academic dishonesty, and/or plagiarism.

Cheating can include these types of behaviors: (a) the unauthorized granting or receiving of aid during the prescribed period of a course-graded exercise; students may not consult written materials such as notes or books, may not look at the paper of another student, nor consult orally with any other student taking the same test; (b) asking another person to take an examination in his or her place, or taking an examination for or in place of another student; (c) stealing, borrowing, buying, or disseminating tests, answer keys, or other examination material; (d) stealing or copying research papers, creative papers, speeches, drawings, diagrams, musical scores, graphs, maps, computer programs, etc. and presenting them as one's own; and (e) copying answers for graded homework assignments. Any student who violates or assists in violating these standards will be pursued through the proper academic

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and disciplinary channels. Viewing a cell phone or other programmable electronic device during an exam will be considered cheating. Additional information can be found at these University websites: Code of Conduct

http://deanofstudents.arizona.edu/policiesandcodes/studentcodeofconduct

Code of Academic Integrity

http://deanofstudents.arizona.edu/codeofacademicintegrity

The Marketing Department Guidelines contain additional information related to academic integrity.

For example, all papers, projects, and other out-of-class assignments are to be the original work of the individual student (or group of students, if the faculty member has specified that the assignment is to be completed by a student team). Individual assignments are to be completed alone, while group assignments are to be completed by only those students assigned to the team. The work must be original, that is, it must be completed specifically for the assignment at hand. It should not be based on or derived from any coursework that was completed or is in progress for another class, unless explicitly approved, in advance, by the faculty members conducting the courses. The Marketing Department Guidelines are available on the Marketing Department website below: http://marketing.eller.arizona.edu/undergraduate/policies.asp Academic Misconduct Academic Misconduct is defined as any behaviors not conforming to prevailing standards or rules within the academic community. All forms of academic misconduct are subject to sanctions under the Code of Conduct. Various forms of academic misconduct include, but are not limited to disruptive behavior, threatening behavior, and/or the theft or damage of University property.

The presence and use of laptops and cell phones in the classroom present additional problems.

Misuse of either disrupts the classroom learning environment. Surfing the internet and viewing email during class is not allowed because it is distracting to both the instructor and nearby students. Laptops can be used to take notes or to view course-related materials from Blackboard. All cell phones should be turned off and not visible during class. Sending or reading text messages can result in being asked to leave the classroom. Your viewing of the cell phone screen is sufficient proof for the instructor. Leaving the classroom to use your cell phone is inappropriate classroom behavior. Similar behavior in business situations and meetings can also be inappropriate and lead to loss of customers or loss of position.

More Information on Academic Misconduct can be found in the following websites: Policy on Disruptive Behavior in an Instructional Setting (http://web.arizona.edu/~policy/disruptive.pdf) Policy on Threatening Behavior by Students (http://web.arizona.edu/~policy/threatening.pdf) I assume that you are responsible adults, that you are taking the class to learn something that will help you to be successful in a job, and that you will avoid unethical and disruptive behavior. If you have any questions about any of this, or the difference between “cheating” and “getting help”, please see me or the Undergraduate Office advisors. The Eller College has positioned itself as an organization that highly values individual integrity (see various mentions on the college website, several integrity and ethics programs, case competitions, etc.). Student disregard for the policies or ignoring the unethical behaviors of others weakens this mission of our College. Further Eller College advice on ethical and integrity issues can be found at: http://ethics.eller.arizona.edu/

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Students with Disabilities: Students who need special accommodation or services should contact the Disability Resources Center, 1224 East Lowell Street, Tucson, AZ 85721, (520) 621-3268, FAX (520) 621-9423, email: uadrc@email.arizona.edu, http://drc.arizona.edu. You must register and request the Center or DRC to send me official notification of your accommodation needs as soon as possible. Please plan to meet with me by appointment or during office hours to discuss accommodations and how my course requirements and activities may impact your ability to fully participate. The need for accommodations must be documented by the appropriate office. The most common accommodation is taking the exams in the DRC with extended time, fewer distractions, and visual or auditory aids. Taking exams in the DRC must be scheduled in advance, and this is the student’s responsibility. It is highly recommended that you take all of your exams in the DRC due to the testing atmosphere in Berger Auditorium and the inability to schedule extra time there on exam days for individuals.

Subject to Change Statement: Information contained in the course syllabus, other than the grade and absence policy, may be subject to change with advance notice, as deemed appropriate by the instructor.

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MKTG 361 – Fall 2010 SCHEDULE

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

DATE M 8/23 W 8/25 M 8/30 W 9/1 M 9/6 W 9/8 M 9/13 W 9/15 M 9/20 W 9/22 M 9/27 W 9/29 M 10/4 W 10/6 M 10/11 W 10/13 M 10/18 W 10/20 M 10/25 W 10/27 M 11/1 W 11/3 M 11/8 W 11/10 M 11/15 W 11/17 M 11/22 W 11/24 M 11/29 W 12/1 M 12/6 W 12/8

TOPICS Introduction and Course Policy An Overview of Marketing Strategic Planning for Competitive Advantage Social Responsibility, Ethics & Mktg Environment LABOR DAY Developing a Global Vision MIDTERM EXAM 1 Consumer Decision Making Guest Speaker Business Marketing (B2B Marketing) Financial Analysis in Marketing Segmenting and Targeting Markets Decision Support Systems & Marketing Research MIDTERM EXAM 2 Product Concepts Developing and Managing Products Services and Nonprofit Organization Marketing Marketing Channels & Supply Chain Mgmt.

Retailing MIDTERM EXAM 3 Integrated Marketing Communications Advertising and Public Relations Sales Promotion and Personal Selling Pricing Concepts Setting the Right Price Customer Relationship Management (CRM) MIDTERM EXAM 4 Online Class – No Class Meeting What is Creativity, Video - Why Man Creates Applied Creativity, Video – The Launch Marketing Plans – Integration of course concepts Marketing Plans – Integration of course concepts

ASSIGNMENTS Syllabus online Chapter 1 Chapter 2 Chapter 3, Chapter 4 NO CLASS Chapter 5, HW #1 due 8/23-9/8 material Chapter 6

W 12/15

FINAL EXAM 2:00 p.m.

11/29 – 12/8 material *

Chapter 7 Reading: Marketing Metrics Chapter 8, HW #2 due Chapter 9 9/15-10/4 material Chapter 10 Chapter 11 Chapter 12 Chapter 13, Chapter 14 Chapter 15 10/11 – 10/25 material Chapter 16 Chapter 17 Chapter 18 Chapter 19, HW #3 due Chapter 20 Chapter 21 11/1 – 11/17 material Reading: Balanced Scorecard Reading: Creativity, HW #4 due Reading: Innovation Applications Online examples, in-class review Online examples, in-class review

Make-Up Exam Date for Midterm Exams 1-3: Friday, November 5, 2010 at 1:00 pm Make-Up Exam Date for Midterm Exam 4: Monday, November 29, 2010 at 5:00 pm * Please the read the section on the final exam to understand the comprehensive nature of the marketing plan portion of the final exam.

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