1 Austin Community College Marketing Research Marketing Fall 2009 Distance Learning Professor: Allan W. Hanson, MBA Office: CYP # Office Telephone: ext Cell Number: Fax: address: Web Site Address: Department Web Site Address: Office Hours: Wednesday 3:00-5:00 Or by appointment Textbook: Marketing Research within a changing information environment; third edition by Hair/Bush/Ortinau ISBN: Marketing Publisher s Web Site: Description: This course is designed to enhance student understanding of the marketing, environment and the dynamic interrelationships of the functions of marketing price, channels of distribution, promotion, and product responsibility. Provides a simulated marketing environment for experience in marketing decision-making and provides practical experiences in analyzing market cases for the students. Skills: S Prerequisites: MATH 1332 or MATH ( ) Course Type: W Course Objectives and Activities: Complete course information is on Blackboard. This is not all of the information you will need in order to be successful in this course. This is only the course syllabus. You must be officially enrolled in the course to access Blackboard. Blackboard access is at Go to for entry into Blackboard. You will need your student ID and password to log into Blackboard. The primary objective to this survey course is to familiarize students with the basic concepts and principles of MARKETING RESEARCH. It is an advanced course in MARKETING, and a supplemental course for students majoring in marketing, advertising, and communications studies. At the end of this course, students will have attained knowledge and understanding of the following key concepts: The role and functions of marketing research in the management decision making process The marketing research process
2 An overview of marketing research activity in such diverse areas as corporations, counseling firms, social agencies, trade organizations, governments, education, sports and entertainment. The basic process of marketing research, ethics, collecting data, understanding data, questionnaire design, communicating research results, and opportunities in the marketing field. Concepts of public opinion, audience analysis, and persuasive communication techniques. Practical guidelines for utilizing written, spoken and visual techniques to reach selected audiences. Examples, in-class blog discussions and exercises, and independent homework assignments are designed to expose students to a wide array of common market research scenarios. Students are welcome and expected to incorporate their own marketing/product-related interests into class discussions. The theme of marketing ethics will be present throughout the course. PCM courses are designed for anyone, who has a scheduling problem, work-schedules that conflict with normal class times, or any reason he/she may have. Some students are concerned about transferability or status of PCM courses. The course content, college credit and transferability are equivalent to those offered in the classroom. You will cover the same material as in a regular class. You must have access to the Internet and an account. The primary framework for instruction is the Internet. The Interactive capabilities such as and listserv, access to library on-line, office hours, discussion forums, facilitate student to instructor communication. This asynchronous learning allows students who have other responsibilities to participate in course offerings. Being able to send a message to the instructor at any time, instead of traveling to the campus during the instructor s posted office hours, makes it possible for hose who have limited or no time beyond the normal class time to talk to the instructor. Course content is delivered on the Web and includes this course syllabus, core course information and announcements and structured student activities. Tests will be taken oncampus in the Testing Centers. Marketing is an interactive training system that combines electronic learning materials with online instructor guidance and expertise. It is accessed via the Internet from the student s computer at home or work or in an ACC lab, anytime. Concepts are presented through the textbook, the Publisher s Web site, and information on the instructor s Web site. As the online instructor, I will monitor your progress and advise you as appropriate via , telephone, or chat room discussions. You will be evaluated by means of tests, assignments, blog discussions and projects. Time Required
3 I believe you can expect to spend between 3 to 4 hours per chapter of reading, doing assignments, and preparing for exams. Of course this may vary from student to student. The more time and effort you put into your class, the more you will derive from it. I hope you approach this course as a learning adventure and that it is both informative and fun for you. Electronic Resources: All students are expected to take full advantage of the electronic resources available to them. These include: Checking daily Using BlackBoard for class and group communications Knowing how to access on-line resources, including library resources Being able to use word processing and presentation software to prepare class assignments Class Procedures: All assignments will be posted on Blackboard with assignment dates and times listed. Any assignment may be done in advance, but will NOT be accepted late. A student wishing to move forward faster in the class may do so, but the chat room discussion must be done along with your classmates and will be a part of your final grade. Preparation of assignments and readings are expected and will determine your success in this class. Special Circumstances: If you have a medical, psychiatric, or learning disability and require accommodations in this class, please let me know early in the semester or as soon as you are eligible for accommodations. Instructional Methodology This course is an Internet PCM course. Course Rational The purpose of this course is to introduce student to the concepts and practices that make up the marketing research field-to show how marketing information research tools, skills and understanding can be applied in solving marketing problems and creating business opportunities in our ever more rapidly changing information environment. With the growing availability, acceptance, and use of 1) the Internet and its related advanced technologies and communications systems and 2) gatekeeper technologies such as caller ID, electronic answering devices, and voice messengers to protect people s privacy; and in the context of 3) continuously changing internal organizational structures to improve the cross-functional sharing of information and 4) the movement of both large and small businesses toward globalization of marketing practices, tomorrow s information requirements will be more challenging than those of yesterday.
4 Common Course Learning Objectives/Outcomes 1. The Role and Value of Marketing Research Information 2. Technology in the Research Process 3. Designing the Marketing Research Project 4. Gathering and Collecting Accurate Data 5. Data Preparation, Analysis, and Reporting the Results 6. Legal Aspects of Marketing Research 7. Ethics in Marketing Research 8. Chapter objectives that appear in the text. Evaluation and Grading: Your efforts in the class will determine your grade. Points are earned as follows: Five (5) exams, worth 100 points each (500) Assignments will total 150 points. Discussion Boards 100 points Total of exams, assignments and discussion board equals 750 points. Exams: These five (5) exams will consist of multiple choices. Each exam will be worth 100 points. Students are REQUIRED to show up and complete each exam at the Testing Center at any of ACC s campuses. THERE WILL BE NO MAKEUP EXAMS. If you are not available to take the exam on the scheduled date please arrange to take the exam early, not late. In the event you miss an Exam for any reason, you can take the OPTIONAL COMPREHENSIVE FINAL to replace the test you missed or to take the place of any low grade you wish to retake. The OPTIONAL FINAL cannot hurt your grade; only help you. You may take one page of notes to the testing center when you take the exam. It can be both front and back. In order to take an exam at a testing center, you must show your student ID and a current photo ID. Student ID s should be mailed to you or you can pick them up in the Bursar s office on any campus. The testing center requires that all tests begin at least one hour before closing. Exams may be taken at the testing center nearest you. Some testing centers are not open full hours, so please contact the testing center to insure you know hours and dates available. Northridge, RM 1123, Riverside, RM 1132, Rio Grande, RM 130, Cypress Creek, RM, Pinnacle, RM, Round Rock, RM 103, Fredericksburg, San Marcos,
5 Eastview, South Austin Campus, Homework Assignments: There are fifteen (15) homework assignments worth 10 points each. Extra work from homework will be taken into consideration for final grade. All questions must be answered thoroughly. Answers will be based on readings, in-class discussions, and supporting materials from additional resources. Homework assignments must be typed and put in Digital Drop Box on Blackboard before the date in which they are due in order to receive full credit. Homework should be proofread. Homework riddled with typos, etc. will not receive full credit. Turn on Spell check and Grammar Check Please. The format for homework assignments will be posted on BlackBoard and discussed prior to the time the first exercise is assigned. NO EXCUSES, PLEASE! Plan to complete and turn in your assignments ahead of time. I will not make any exceptions for computer malfunctions, disk problems, or I did it, but forgot to attach it. If it is not here, it does not count. ASSIGNMENTS WILL NOT BE ACCEPTED LATE. Each assignment is worth a maximum of 10 points, for a total of 150 points. Please note, there are 18 assignments and only 15 are required. If you do not complete one, you have an opportunity to do another assignment. If you do all of the assignments, extra credit will be given. (LEFT BLANK INTENTIONALLY)
6 SCHEDULE OF WORK MRKG Week Class Schedule August 24 - December 13 Thanksgiving Holiday November 25 - November 29 CHAPTERS ASSIGNMENTS DUE DATE (16 WEEK) PART 1 Chapter 1 Page 29, Question 3 28-Aug Chapter 2 Page 76, Question 4 4-Sep Chapter 3 Page 107, Question 1 11-Sep EXAM 1 CHAPTERS Sep PART 2 Chapter 4 Page 143, Question 1 18-Sep Chapter 5 Page 166, Question 4 25-Sep EXAM 2 CHAPTERS Sep PART 3 Chapter 6 Page 215, Question 1 2-Oct Chapter 7 Page 259, Question 2 2-Oct Chapter 8 Page 301, Question 1 9-Oct EXAM 3 CHAPTERS Oct PART 4 Chapter 9 Page 327, Question 1 16-Oct Chapter 10 Page 349, Question 2 16-Oct Chapter 11 Page 385, Question 4 23-Oct Chapter 12 Page 414, Question 1 30-Oct Chapter 13 Page 473, Question 1 6-Nov EXAM 4 CHAPTERS Nov PART 5 Chapter 14 Page 503, Question 2 13-Nov Chapter 15 Page 539, Question 2 20-Nov Chapter 16 Page 578, Question 1 24-Nov Thanksgiving Holiday Classes Closed Nov 25-Nov 29 Chapter 17 Page 621, Question 1 4-Dec Chapter 18 Page 645, Question 1 11-Dec EXAM 5 CHAPTERS Dec OPTIONAL FINAL CHAPTERS Dec Assignments may be turned in early! Late Assignments: No assignments will be accepted late. If an assignment comes in after the designated time or date, it will get 0 points. NO EXCUSES!
7 Discussion Boards: Each student is expected to participate in discussions regarding the topic we are covering. Discussion boards give each student an opportunity to express his/her opinion based on the content of the topic and will cover a topic of current events or a case historically important to the subject of Marketing Research. Discussion Board participation will represent 100 points on your final grade. Participation is required and will provide you an opportunity to express yourself to your fellow students and to the professor. Discussion Board assignments will be posted on Blackboard and each student s participation is expected. There will be ten (10) discussion boards for a total of 100 points. Grade Determination: There are 750 possible points more if extra credit is offered. Letter grades will be determined as follows: A = 675 or more points B = points C = points D = points F = 449 points or less Important Grading Information: Grades will be posted on BlackBoard as they are earned throughout the semester. It is the student s responsibility to ensure the grades are entered accurately as they are posted. Do Not Wait until the end of the semester to attempt to resolve grading issues. Please Note: Your grade is not determined by calculating a percentage. It is determined solely by adding up the number of points you have earned throughout the semester. If extra credit is offered during the semester it will not affect the number of points required to receive a grade. In other words, if you earn 700 points, will receive an A, even if their ends up being 800 points available. If you want to know how you are doing in this class, count up the number of points you have earned. Academic Integrity: The Austin Community College Student Handbook states a student who is dishonest in any work may range from a lowering of a grade on one assignment to receiving a mark of F for that course and/or expulsion from this institution depending upon the nature of the violation. Students caught committing academic dishonesty in this course will be subject of the full range of penalties as described in the Student Handbook.
8 Marketing Fall 2009 Tentative Schedule 16 Week Class September 21 December 13, 2009 CLASS OUTLINE/CALENDAR FOR FALL Week Class Schedule August 24 - December 13 Thanksgiving Holiday November 25 - November 29 CHAPTERS ASSIGNMENTS DUE DATE (16 WEEK) PART 1 Chapter 1 Page 29, Question 3 28-Aug Chapter 2 Page 76, Question 4 4-Sep Chapter 3 Page 107, Question 1 11-Sep EXAM 1 CHAPTERS Sep PART 2 Chapter 4 Page 143, Question 1 18-Sep Chapter 5 Page 166, Question 4 25-Sep EXAM 2 CHAPTERS Sep PART 3 Chapter 6 Page 215, Question 1 2-Oct Chapter 7 Page 259, Question 2 2-Oct Chapter 8 Page 301, Question 1 9-Oct EXAM 3 CHAPTERS Oct PART 4 Chapter 9 Page 327, Question 1 16-Oct Chapter 10 Page 349, Question 2 16-Oct Chapter 11 Page 385, Question 4 23-Oct Chapter 12 Page 414, Question 1 30-Oct Chapter 13 Page 473, Question 1 6-Nov EXAM 4 CHAPTERS Nov PART 5 Chapter 14 Page 503, Question 2 13-Nov Chapter 15 Page 539, Question 2 20-Nov Chapter 16 Page 578, Question 1 24-Nov Thanksgiving Holiday Classes Closed Nov 25-Nov 29 Chapter 17 Page 621, Question 1 4-Dec Chapter 18 Page 645, Question 1 11-Dec EXAM 5 CHAPTERS Dec OPTIONAL FINAL CHAPTERS Dec
9 COURSE/CLASS POLICIES Departmental policies for Incompletes, Attendance, and Withdrawal are as follows: Incomplete Policy: An incomplete (I) will be granted to a student in rare circumstances. Generally to receive a grade of I, a student must have completed all examinations and assignments to date, be passing, and have personal circumstances that prevent course completion that occur after the deadline to withdraw a grade of W. Attendance Policy: All students are expected to attend class, whether on-line or in person. Non-attendance will have an impact on the student s grade. Withdrawal Policy: It is the student s responsibility to withdraw from a course. Instructors are allowed to withdraw students but students must not rely on their instructor to withdraw them if they wish to withdraw. Austin Community College policies for Academic Freedom, Scholastic Dishonesty, Student Discipline, and Students with Disabilities are as follows: Academic Freedom Statement: Each student is strongly encouraged to participate in class. In any classroom situation that includes discussion and critical thinking, there are bound to be many different viewpoints. These differences enhance the learning experience and create an atmosphere where students and instructors alike will be encouraged to think and learn. On sensitive and volatile topics, students may sometimes disagree not only with each other but also with the instructor. It is expected that faculty and students will respect the views of others when expressed in classroom discussions. Scholastic Dishonesty Statement: Acts prohibited by the College for which discipline may be administered include scholastic dishonesty, including but not limited to cheating on an exam or quiz, plagiarizing and unauthorized collaboration with another in preparing outside work. Academic work submitted by students shall be the result of their thought, research or self-expression. Academic work is defined as, but not limited to tests, quizzes, whether taken electronically or on paper; projects, either individual or group; classroom presentations and homework (Student Handbook, , p. 32). Penalties for scholastic dishonesty will depend upon the nature of the violation and may range from lowering a grade on one assignment, to an F in the course, and/or expulsion from this institution. Student Discipline Statement: Classroom behavior should support and enhance learning. Behavior that disrupts the learning process will be dealt with appropriately, which may include having the student leave the class for the rest of that day. In serious cases, disruptive behavior may lead to a student being withdrawn from the class. ACC s policy on student discipline can be found in the Student Handbook, , p. 32.
10 Students with Disabilities Statement: Each ACC campus offers support services for students with documented physical or psychological disabilities. Students with disabilities must request reasonable accommodations through the Office for Students with Disabilities on the campus where they expect to take the majority of their classes. Students are encouraged to do this three weeks before the start of the semester (Student Handbook, , p. 14). RULE OF THREE: Per state law, effective spring 2006 any student taking a class for the third time or more may be charged an additional $60 per credit hour unless exempted. We call it the Rule of Three. The Texas Higher Education Coordinating Board has mandated that all publicly funded higher-education institutions will not receive funding for courses a student takes for the third time or more. Without the State funding for these affected classes, ACC will charge additional tuition to pay the cost of the class. The new Rule of Three tuition costs will not apply to developmental courses, Continuing Education courses, special-studies courses in which the content changes each time, or other select courses. For additional information go to Students affected by this new policy should note the following: This policy affects class enrollments beginning with the fall 2002 semester (Aug. 2002) Financial aid may be used to cover the additional tuition charge. If you are taking a class for the second time are considering a third attempt in the future, consult with your instructor and/or advisor. ACC is here to help you succeed. The relevant Dean of Student Services at each campus will review appeals for waivers on a case-by-case basis. Serious Consequences for Receiving a W in a Course: The Texas Legislature has now, for the second session in a row, instituted some substantial consequences for students who withdraw from courses. Students have traditionally thought of a W as a non-penalty grade, thus it is very important that students understand the direction that the State is going about withdrawals so that they can avoid substantial negative consequences later. The consequences instituted by the State in 2005 are that, for most courses, if a student enrolls for the course for the third time, the student will have to pay substantially more tuition for the course. In 2007, the state declared that, for the incoming freshmen in Fall 2007 and later, there will be a limit of six W s overall in the student s college career.
11 ADDITIONAL INFORMATION: Office hours are posted on my website at Student Withdrawal Policy It is the responsibility of the student to withdraw from this class. If you are unable to complete this coarse due to illness, moving etc., please officially drop or you will receive an F. The last day to drop is April 27, Links for Marketing: Other Resources: Open Campus Home Page Learning Resource Center Home Page Jump To Book List Jump to Web Links Student Handbook, Academic Testing Center Website, Distance Learning Help Line, , Toll free or Distance Learning Help Line is open 8 am to 5 pm Monday-Friday. A link to the course Master Syllabus with SCANS competencies is at Return to Allan s Main page at