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BA 3365-004 10206
HONORS: PRINCIPLES OF MARKETING
Fall 2005
Tuesday, Thursday 11:00-12:15
SOM 2.106
Dr. Ernan Haruvy
Office Hours: Wed. 6-7 pm and by appointment
Phone: 972-883-4865
Web: http://www.utdallas.edu/~eharuvy
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Office: SOM 3.434
Email: [email protected]
Text: “Marketing” by Berkowitz, Kerin, Hartley, and Rudelius, 7th ed., McGraw-Hill
Two copies of the textbook and two copies of the study guide are on reserve (2hour and one-day) at the UTD library.
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 will count towards 10% of your grade. Participation will consist of
attendance as well as active discussion and contribution. If you are shy and reluctant to
talk in class, come and talk to me during office hours to satisfy this requirement.
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. Follow closely the structure of Appendix A of Chapter 2 (pp.
55-71), but you need to provide a lot more content and a lot more research than the
sample. Make sure to correctly cite your sources. Plagiarism will not be tolerated and
made-up facts will also not be tolerated. Research carefully your target segments, your
products, your competitors, your industry, demand, etc. You will need some additional
sections I will announce in class like social responsibility and some additional figures
like a resource plan and an egg diagram for the consumer decision process and
marketspace offering.
Each week, a portion of your project is due with the topic to be announced. At the end of
the semester, the complete papers are due and your group will present its topic.
Constraints: You have initial capital of $10,000 and no manufacturing facilities.
Pay specific attention to (1) mission, goals, the value proposition, competencies, target
segments, and competitive advantage (ch. 2). (2) The strategic marketing process
(planning, implementation, control). This will include SWOT analysis, market-product
grid, marketing mix, and projections for budget, revenues, costs and profits (ch. 2) (3)
social responsibility (ch. 3), (4) promotion strategy, ch. 18, 19, 20 (5) pricing strategy,
chs. 13 and 14 (6) segmentation (Ch. 9), and (7) the marketspace offering (Ch. 5).
There are two exams, which are weighted equally. Exams will consist of multiple choice
questions and short essays.
The last component (2%) is optional participation in marketing studies. Marketing studies
will be conducted outside of class hours but will be discussed in class and used to
introduce students to actual marketing research. An individual may participate in two
hours of marketing studies. Alternatively, an individual may write a 5-page essay on a
marketing topic to be agreed upon.
GRADING:
Participation:
Show & Tell
Group Project
Exam 1:
Exam 2:
Extra Credit: Study Participation
10%
10%
30%
25%
25%
2%
SCHEDULE
Date
Aug 18
Aug 23
Aug 25
Aug 30
Sept 1
Sept 6
Sept 8
Sept 13
Sept 15
Sept 20
Sept 22
Sept 27
Sept 29
Oct 4
Oct 6
Oct 11
Oct 13
Oct 18
Oct 20
Oct 25
Oct 27
Nov 1
Nov 3
Nov 8
Nov 10
Nov 15
Nov 17
Nov 22
Nov 24
Nov 29
Topic
Reading
Introduction
Ch. 1
“
Marketing Strategy
Ch. 2
“
Environmental Scanning
Ch.3
Marketing Ethics
Ch. 4
Consumer Behavior
Ch. 5
“
Firm Behavior
Ch. 6
“
Segmentation, Targeting
Ch. 9
“
Communication
Ch. 18
MIDTERM
Advertising
Ch. 19
“
New Products
Ch. 10
“
Products & Brands
Ch. 11
“
Pricing I
Ch. 13
“
Pricing II
Ch. 14
“
Distribution I
Ch. 15
Class Presentations, Group Project is due
Class Presentations
Class Presentations
Thanksgiving Holiday Break
Final Exam