337: Marketing Principles of Marketing Unique #04370 Spring 2002 MW 12:30 2:00 PM UTC 4.134 Instructor: Dr. Mark I. Alpert, Marketing Department CBA 7.244, 471-5417 (O); 453-5365 (H: please call during business hours) Office Hours: MW 2:00-3:15, or any mutually convenient time e-mail: [e-mail]; [e-mail] Prerequisites: Admission to a Business major, Credit or Registration for ACC 312, MIS 324, and STA 309 This course is intended to convey the key elements of marketing and their importance to organizations and to society. Both the "how" and the "why" of marketing activities are presented, so that the student can understand how marketing managers "see the world." The intent is to introduce concepts which may provide a stepping-stone to further coursework and experience in marketing. We also seek to provide insights and understanding for those who will interact with marketing activities and people in their professional and personal lives. Further, as many marketing actions play a salient role in society, this course seeks to challenge the social value and efficiency of marketing. Students are urged to examine the extent to which marketing activities are (and can be made) relevant to our society, as well as the managerial and organizational implications (good and bad) of marketing's social impact. Students are encouraged to read the business and popular press, critically view advertising and other marketing activities, and consider these marketing examples in the context of this course. Although class size calls for teaching in primarily a lecture format, we shall encourage class discussion and questions about course concepts and their application. Texts and Materials: A. Required Text: Philip Kotler and Gary Armstrong, Principles of Marketing (Ninth Edition), Prentice-Hall, 2001 (text) B. Reserve Materials: PCL Library under Alpert, MKT 337. Copies may be ordered at IT Copy (MLK and Lavaca). Performance Evaluation: Students will be evaluated on the basis of three in-class examinations, each of which covers approximately one-third of the course material. Exam format will be objective, consisting of multiple choice questions testing a combination of concept recognition and applications to marketing management decision-making. In addition, there will be a comprehensive final examination given during the university final examination period. The final exam is optional. It may be used to replace the lowest of the three in-class examination grades (if doing so would
improve a student's average). It may also be used to substitute for an in-class examination that has been missed because of illness or any other acceptable reason. [Please note: because of class size considerations, no make-up examinations will be provided for missed in-class exams; the final examination will in such instances be substituted for a missed in-class exam].
Explicit weights:
Exam 1 Exam 2 Exam 3 Total
35% 35% 30% 100%
Optional Final: 30% or 35%, replacing lowest or missed exam. Extra Credit: You will have the opportunity to participate in research studies sponsored by the Department of Marketing. These research studies are conducted outside of class and generally take 20 - 40 minutes each. If you choose to participate in these studies, you will receive 1 point extra credit for each study in which you participate up to a maximum of two studies (2 extra credit points). The research studies are the only options available for earning extra credit. You will receive further information on the procedure for participating in the research studies in class. DATE January 14 16 TOPIC & ASSIGNMENT Introduction to Course Innovation and the Marketing Concept Text, Chapters 1 and 2. Theodore Levitt, "Marketing Myopia," Havard Business Review, 53 (SeptemberOctober 1975) The Marketing Environment Text, "Givens" Chapters 3 and 19. Marketing Environment, continued Text, Chapters 3 and 19. Market Grid Analysis and Segmentation Text, Chapter 7.. Market Segmentation, continued Marketing Research and Decision Support Systems Text, Chapter 4
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30
Feb. Feb.
4 6
Feb.
11
Introduction to Buyer Motivation Text, Chapters 5 and 6. Discerning Buying Motives James H. Myers and Mark I. Alpert, "Determinant Buying Attitudes: Meaning and Measurment," Marketing Management, (Summer 1997), 50-56. First Exam Review and Catch-Up Session: First Exam Product and Services Marketing Policies Text, Chapters 8 and 6 (note: business product/service buying, as contrasted with consumer buying). New-Product Introduction Text Chapter 9. Introduction to Pricing Decisions Text, Chapters 10-11. Pricing Techniques and Models Text, Chapter 10 (pp. 318-319). SPRING BREAK Psychological Pricing Text, Chapter 11 (pp. 331-337). Channels of Distribution Objectives Text, Chapter 12 Distribution Policies and Physical Distribution Strategy Text, Chapter 12. Retailing and Wholesaling in a Changing Era Text, Chapter 13. Second Exam Review and Catch-Up Session Second Exam Promotion Decisions-Overview Text, Chapters 14 and 15 (pp. 560-571).
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13
18 Feb. Feb. 20 25
Feb.
27
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4
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6
Mar. 9-17 Mar. 18
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20
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25
Mar.
27
Apr. Apr. Apr.
1 3 8
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10
Advertising Decisions Text, Chapter 15. Sales Force Management and On-Line Marketing Text, Chapters 16&17. Market Forecasting and Demand Estimation Text, Appendix 1 (back of book): Measuring and Forecasting Demand Building Customer Satisfaction and Lasting Relationships Text, Chapter 18. James H. Myers and Mark I. Alpert, "Determinant Buying Attitudes: Meaning and Measurment," Marketing Management, (Summer 1997), 50-56. (review) Roland T. Rust, Anthony J. Zahorik and Timothy L. Keiningham, "Return on Quality (ROQ): Making Service Quality Financially Accountable," Journal of Marketing, 59 (April 1995), pp. 58-70 (skim mathematical details). Marketing's Role in Society: An Evaluation Text, Chapter 20. Third Exam Review and Catch-Up Session Third Exam
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15
April 17
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22
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24
Apr May
29 1
May 14 (Tuesday) Comprehensive Final Examination (9:00 AM Noon) The Final Exam may be optional if a...