Download MKT 337 Principles of Marketing GOLDEN

MARKETING 337 (Course Information)
PRINCIPLES OF MARKETING, SPRING 2012 (Unique 04835)
MONDAY & WEDNESDAY 8:00a – 9:15a, UTC 1.144
Dr. Linda L. Golden, Professor of Marketing
Marlene and Morton Meyerson Centennial
Professor in Business
Professor e-mail: [email protected]:
Teaching Assistant: Eunjoo Han
Office Hours: Before Class and by Appointment
Blackboard Website: http://courses.utexas.edu
Please always copy the TA when emailing the professor
and always copy the professor when emailing the TA
TA email: Enjoo.HanWphd.mccombs.utexas.edu:
Course Goals and Relevance
The primary goal of Marketing 337 is to introduce business majors to the basic concepts, practices, and
analytical methods of marketing. The course is comprehensive in scope, contemporary in outlook, and
managerial in orientation.
Many students in this course will not be marketing majors. However, most, if not all, of the students
enrolled in Marketing 337 this semester will benefit from taking the course in at least one of the following
ways.

First, it is important to be an informed consumer. Most people in our society will spend the vast
majority of their yearly income in the marketplace. They need to be aware of marketing practices
if they are to spend their money in a thoughtful, considered manner.

Second, there are many public policy questions facing society that deal with the relationship
between government, businesses and consumers. If an individual is to play an active role in the
great drama of economics and politics, he or she must have a clear understanding of marketing
practices.

Third, many people will eventually work or provide voluntary services for non-profit/“for social
profit” or government agencies. These individuals will quickly come to realize that public service
agencies face many of the same marketing problems that businesses face. If a non-profit/ “for
social profit” organization does not provide services that are needed at a competitive price, society
will not value its services, and it will be forced to terminate its programs regardless of how useful
they may be to some people or sectors of society.

Fourth, non-marketing majors who are not initially involved in the marketing activities of their
employer will come to realize that “nothing happens until a sale is made”. As a result, it is
critically important for everyone in the firm to have a basic understanding of the marketing
function of the organization. Likewise, it is important for marketing professionals to have a
working knowledge of other parts of the firm. The basic disciplines (e.g., finance, accounting,
management, marketing, etc.) must work in tandem, as a functioning unit, to further the goals of
business and all sectors of societies in the world.

Fifth, as individuals are promoted in their organization, they will have less to do with the specialty
that they studied in college, and they will have more to do with the overall management of the
firm. All corporate officers must understand, and even appreciate, the importance of satisfying the
needs of the customers who purchase their products and/or services. It has been reported that
more CEOs come from marketing than any other individual discipline.
Page Two, Dr. Golden MKT 337 (Spring 2012)

Sixth, every marketing decision has financial consequences. This point cannot be understated. A
firm spends money to develop its marketing, and that marketing is designed to generate customers,
who ultimately help generate revenue. Marketing decisions define profits and losses. Again,
every marketing decision has financial consequences, both in terms of what it generates, and what
it costs. This is true before the marketing decision is made (costs to make the decision), and after
it is made (costs of having made the marketing decision). Your marketing decisions will drive
your revenue stream and your losses. It is worthwhile to be “in charge” of your informed and
educated marketing decision-making. Marketing by chance or opportunity is not an advisable
business strategy. To increase its effectiveness, your marketing needs to be reasoned and
deliberate. If it is not, it will cost you in multiple ways.
Marketing is everywhere from your resume to the clothes you wear to your Presidential candidate
preferences for 2012. Marketing is a way of thinking, analyzing, and approaching demand stimulation, so
please pay attention to the marketing world around you as we go through this course. You are the future.
This course seeks to provide you with basic information that will contribute to your knowledge base and
empower you to make your future, and that of others, stronger.
Required Textbook
Marketing 10e by Roger Kerin (ISBN 0077405382--This is the loose leaf version so it is less expensive for you.)
Course Format
While Marketing 337 is a business core course, taught in a lecture and discussion format. You are
encouraged to participate in class discussions, and you will be presented with opportunities to do so. You
are encouraged to ask questions during lectures and/or add examples or relate the course to other
disciplines.
So that you are apprised on all course information easily and can monitor your test results quickly, this
class will use a Blackboard Website (via Blackboard.com). To access the site, go to
http://courses.utexas.edu. You will be asked to enter your UTEID to enter the site. Alternatively, enter
UTDirect and follow the links for Academic Services and Course Web sites.
Blackboard is used extensively throughout the course to provide you with important information,
announcements, and your test results. E-mails will also be sent to you through Blackboard to update any
class information, including guest speakers. Therefore, it is very important that you maintain correct,
current e-mail information with the University. It is your responsibility to check your e-mails in a timely
manner and check Blackboard for new postings. Your professors cannot update your UT e-mail address.
You must do that directly with UT, and if your e-mail address is not current, you will not receive
information timely on this (or any other) course. The following link provides the complete University
policy on the use of e-mail. http://www.utexas.edu/its/policies/emailnotify.html
Since we will be using Blackboard, please be advised of the following information from The University.
Password-protected class sites will be available for all accredited courses taught at The University. Syllabi, handouts,
assignments and other resources are types of information that may be available within these sites. Site activities could
include exchanging e-mail, engaging in class discussions and chats, and exchanging files. In addition, class e-mail
rosters will be a component of the sites. Students who do not want their names included in these electronic class rosters
must restrict their directory information in the Office of the Registrar, Main Building, Room 1. For information on
restricting directory information see: http://www.utexas.edu/student/registrar/catalogs/gi02-03/app/appc09.html.
Page Three, Dr. Golden MKT 337 (Spring 2012)
Grading
Your grade in this course will be based on three fifty question multiple-choice examinations and an
optional cumulative final examination. The optional final will automatically replace the lowest of your
three exams if it is higher. The final can only help you; it will never hurt you. Some example test
questions will be posted on Blackboard under “Information,” so you can be familiar with the format before
the first test. Thus, your grade will be based on 150 points:
●
●
●
●
Exam I—60 questions for 60 points
Exam 2—60 questions for 60 points
Exam 3—60 questions for 60 points
Optional Cumulative Final, if taken can replace the lowest of Exam 1, 2, or 3 for 60 points.
Multiple-Choice Examinations. These tests will cover material that is presented in class lectures and in the
assigned text chapters. You will need to come to class at least ten minutes early on test days and bring your
student ID card. At any point during the exam process, you may be required to show your student ID. All
backpacks, briefcases, reading materials, caps, etc. must be left on the perimeter of the room prior to being
seated for the exam. All cell phones, blackberries, any form of text messaging device, etc. must be turned
off and left in backpacks, briefcases, etc. prior to the beginning of the exam. The exam will not be handed
out to anyone until these requirements are met. Exams may include questions requiring mathematical
calculations. In addition to providing your own #2 pencils, you are expected to provide your own
calculator. Phone calculators will not be allowed. COME PREPARED. You do not want to be the person
everyone is waiting for to begin the exam, so please be on time and leave everything, other than your #2
pencils and calculator, on the side or back of the room. There will be NO make-up examinations given
under any circumstances. A student who misses an examination will be required to take the optional final
examination in order to replace a grade of zero on that test. The optional final exam is the only make-up
opportunity you will have, if you miss one of the three non-final exams.
Final Examination. The final examination will be comprehensive and optional. It will be given during the
University’s regularly scheduled examination period for this class. The final examination will replace your
lowest regular in-class examination only if it is higher. Otherwise, it will not be included in the calculation
of your final grade. If you have not taken one of the regularly scheduled examinations, then you must take
the final examination to not receive a zero (0) for that test. Thus, the final examination will be the make-up
exam for any exams not taken. It is your only make-up opportunity if you miss a test for any reason. You
cannot lower your grade by taking the final examination, and it will automatically replace only one test
grade—your lowest test grade. You may check your grade at any time via Blackboard, as we will post your
results there when each test is graded. Blackboard is designed for each student to see only their own
grades, and is a Provost-approved method of posting grades.
Computation of Final Letter Grade. Your final letter grade will be determined by the sum of your grades
on your three highest tests for a maximum of 180 points. The distribution of letter grades is shown below.
A
B
C
D
F
180-162 points
161-144 points
143-126 points
125-108 points
107 points and below
Ethics, Legal Considerations, and The Increasing Cross-Functional Nature of Business
Three major considerations in today’s dynamic business environment involve ethics, legal considerations,
and cross-functional influences. We will be discussing these issues throughout the course, as ethics, the
legal environment, and cross-functional influences are relevant to all of the topics we discuss.
Academic Dishonesty
Marketing 337 will operate in full compliance with the Policy Statement on Scholastic Dishonesty for the
College of Business Administration, which is described in detail at
http://bevo2.bus.utexas.edu/udean/students/handbook/dishonest.html. By enrolling in this class, you have
agreed to observe all the student responsibilities described in that document. If the application of that
Policy Statement to this class and its assignments is unclear in any way, it is your responsibility to ask for
clarification.
Students who violate University rules on scholastic dishonesty are subject to disciplinary penalties,
including the possibility of failure in the course and/or dismissal from The University. Since dishonesty
harms the individual, all students, and the integrity of The University, policies on scholastic dishonesty will
be strictly enforced. You should refer to the Student Judicial Services website at
http://www.utexas.edu/depts/dos/sis/ or the General Information Catalog to access the official University
policies and procedures on scholastic dishonesty. The site also provides further elaboration on what
constitutes scholastic dishonesty.
Daily Assignments and Test Dates
Please refer to your “Daily Class Schedule and Assigned Readings” to be prepared for each class meeting.
You are expected to have read the assignments prior to coming to class.
Your test dates are:
 Test I: TBA
 Test II: TBA
 Test III: TBA
 Cumulative Final Examination: TBA
Please check the University’s final exam schedule for the location of your final exam.