University of Wisconsin- Madison MARKETING MANAGEMENT- MKT 300

Transcription

1 University of Wisconsin- Madison MARKETING MANAGEMENT- MKT 300 Fall 2012: Lec. 001: M/W 1:20-2:10 p.m. Morgridge Auditorium (1100 Grainger) Lec. 002: M/W 2:25-3:15 p.m. Instructor: Laurie M. Brachman Office: Grainger 4275 Phone: (I am almost never in this office outside of scheduled office hours. The best way to reach me is via . Please indicate your lecture time in the subject line). Mailbox: 4 th floor Office Hours: Monday/Wednesday 9:30-11:30, 3:30 4:30 p.m. Please for an appointment. Dis. # Time Day Grainger rm # TA :25 F 1180 Claire Gray cgray3@wisc.edu 302 7:45 am F 2167 Eric Dodge erdodge@wisc.edu 303 3:30 F 2195 Justin Eaton jreaton@wisc.edu 304 3:30 F 1140 Hannah Reynolds hcreynolds@wisc.edu :05 F 1175 Claire Gray cgray3@wisc.edu 306 2:25 F 2167 Hannah Reynolds hcreynolds@wisc.edu :00 F 1175 Justin Eaton jreaton@wisc.edu 308 1:20 F 2190 Claire Gray cgray3@wisc.edu 309 9:55 F 1280 Andrea Jedlicki jedlicki@wisc.edu 310 9:55 F 1270 Jennifer Rooke rooke@wisc.edu :00 F 1280 Jennifer Rooke rooke@wisc.edu :00 F 1270 Andrea Jedlicki jedlicki@wisc.edu :05 F 1270 Andrea Jedlicki jedlicki@wisc.edu :05 F 2280 Jennifer Rooke rooke@wisc.edu 315 1:20 F 2180 Hannah Reynolds hcreynolds@wisc.edu 316 1:20 F 1190 Justin Eaton jreaton@wisc.edu 317 3:30 F 2167 Eric Dodge erdodge@wisc.edu 318 2:25 TH 2167 Eric Dodge erdodge@wisc.edu 1

2 Prerequisite: Econ. 101 Class Materials: Textbook: Essentials of Marketing Thirteenth edition, William D. Perrault, Jr., Joseph P. Cannon & E. Jerome McCarthy. Publisher: McGraw-Hill Irwin. You will be receiving FREE access to "Essentials of Marketing" as part of an etext pilot. You will also have the option of purchasing a hard copy (black and white) version of the text at a reduced cost through an etext link. This textbook is an important resource for this course. The etext version provides additional capabilities for bookmarking, making notes in the text, and sharing these notes within the class. Access the etextbook from within your Learn@UW course ( Click on the materials tab and select etext pilot. On the upper right hand side select the help button for instructions on the etext features and benefits. iclicker: An iclicker is required for lecture. Its purpose is to determine class understanding of key concepts as they are presented in lecture. I will also use them to track attendance in lectures. The iclickers can be purchased at the campus bookstore: ISBN If you have already purchased this clicker for another business class, be sure to register it for this class as well, follow the directions on this link: I consider bringing a fellow student s iclicker to class to be cheating and a violation of the University Honor Code. If you are caught with a remote other than your own or have votes in a class that you did not attend, you will forfeit all clicker points and may face additional disciplinary action. Please realize that we will be using iclicker in almost every class. Please remember that it is your responsibility to come prepared to participate with a functioning remote every day. However, I do realize that difficult circumstances do arise, and for this reason I will drop the lowest 2 iclicker sessions from your total participation grade. DO NOT if you have attended lecture without a functioning remote- I cannot give you credit. If you have lost or broken your iclicker remote, you will have to purchase another one. Please me with your new Remote ID so that I can manually register your new remote. Resources: Practice quizzes for exam prep: The text website at offers additional learning materials including practice quizzes. Click on the picture of your text. On the left hand side, under Online Learning Center click on Student Edition. On the left hand side, under Course Wide Content click the arrow by choose one and select a chapter You will be able to access Quizzes (these are good practice for the actual quizzes or exams) and More Resources. 2

3 Topical Articles: Blog: or Facebook for current articles on lecture and discussion topics. Course Description: This survey course will help you to develop insight into the strategic planning involved in discovering marketing opportunities and developing products and services to address customer needs. Discussion will include how to select target markets and make decisions related to product, price, promotion and place (i.e. the marketing mix) to profitably meet the needs of the target market. Grading: Learning is proactive. To succeed you must: read the chapter before lecture, review discussion material prior to class, contribute to your group and participate in the discussion. Grades are based on the following criteria: Assignment Exam 1 Final Exam Homework Iclicker Discussion Group Project Steps 1-5 Steps 6-9 Presentation Total Points This is a required foundation business course. Policy states that the average grade in the class cannot be higher than a B (3.00). Therefore the final grade distribution will not be determined until the after the final exam. Remember to periodically print and save a record of your grades from Learn@UW. Access to the course Learn@UW site will end when the grading period ends. Exams: There will be two multiple choice exams that cover material from the book, lectures and discussions. An exam review will be conducted in discussion however students are expected to actively participate and bring questions to discussion. The final is cumulative, with an emphasis on the last two thirds of the course. All make-up exams will be given at the discretion of the instructor. Make-up exams are not guaranteed and will only be given if prior arrangements are made with the instructor or in the event of a documented medical emergency. Religious exception must be arranged with your Ta two weeks prior to the exam. Athletes should check their game schedules and clear any conflict with exams with their TA s immediately. Athletes must present official paperwork documenting the conflict at least two weeks prior to an exam. Military service and/or job interviews must present paperwork ASAP. Special accommodations for learning or physical disabilities will be accommodated, but must be arranged at least two weeks in advance. your TA and cc. your instructor and provide your paperwork to your TA no later than the third discussion. NO EXCEPTIONS FOR MULTIPLE EXAMS WILL BE MADE FOR THE FINAL. You know your final exam schedule at this time. If you have 3 exams in a 24 hour period, you 3

4 must make arrangements now to change another exam or take them as scheduled. I will not make an exception at the end of the year. If you stay in the class you have agreed to the final exam date and time. Last minute demands for the multiple exam exemption are subject to a 20 point score deduction. THE FINAL EXAM IS SCHEDULED FOR SUNDAY DECEMBER 16 at 7:25 p.m. Check your calendars. You must take this exam in the assigned time period. If you arrive late, you will not be allowed extra time and may be denied access. Please note: you will be required to show your student ID s at all exams. You will not be permitted to submit an exam if we cannot verify your identity. Failure to return your exam at the end of the test will be treated as academic misconduct. You must attend the exam for the lecture period for which you are enrolled. You may be turned away if you try to take an exam in an alternate lecture period. DISCUSSION SESSION The purpose of the discussion session is to reinforce and apply the theory from lecture. Your discussion grade will consist of both in class participation and attendance. Please note that attendance at discussion is worth 5 points. Two absences = 3 points. More than 2 absences = 0 pts. The remaining 5 points are based on your Ta s assessment of your class participation. There are topics assigned for discussion. Students are expected to review the topics on Learn@UW and come prepared discuss. Please notify your TA in advance of class if you must leave your discussion early. Late arrivals and early departures will affect your discussion grade. There are two (2) written homework assignments. See the schedule below for due dates. A hard copy of the homework is due in discussion on the day indicated. No late assignments will be accepted. See Learn@UW for assignment details. Consult your TA for questions regarding your homework. Group Project: Teams of 4 to 5 will be formed in each discussion session. No more than 6 groups per discussion. Project details will be explained in your discussion section and in handouts on Learn@UW. OTHER INFORMATION: Extra Credit: There will be an opportunity to earn extra credit. This extra credit is not intended to replace an exam score, but rather to offset the rare occasion when your brain blipped! Extra credit will be worth up to 6 points (three 2-point opportunities) and added to your total grade points accumulated after the grade distribution has been determined. Course Communication: I will post course updates on the course homepage at Learn@UW. I will note when exam scores have been posted so that you can keep track of your exam grades. Homework and project grades should be posted within one week of submission unless your TA indicates otherwise noted. You have one week after an announcement to your TA of any missing grade or a grade discrepancy. After that time, you forfeit the right to change your grade. Check your syllabus for grade submission deadlines. You should check your and the home page for this course on Learn@UW at least once every weekday. You are responsible for getting updates from the course and from your 4

5 . You will not be excused from any requirements/assignments for not getting the info from the course site, class announcement or . In the event of a class cancellation, check the homepage at for further instructions. In the event of a school closure on exam day, the exam would be given during the next lecture period unless otherwise noted. Class Notes: Class PowerPoint notes are available on Learn@UW. The intent of these notes is to provide some assistance when taking notes in lecture. They do not replace a lecture. If you miss class, please make arrangements with a classmate to borrow their notes. Additional material will be pushed through etext notes. I would prefer that you hand write your notes and not use a laptop in class. Sound carries easily in the lecture hall and key strokes can be distracting to other students. If you must use a laptop for notes, that is fine. However, please note that if I catch you using your laptop for something other than taking notes during this class, I will make a point to call on you and request that you leave the lecture and I will not allow you to bring your laptop to subsequent lectures. Grades and class handouts are posted on Learn@UW. You will need to have a UW Net ID and password to access that system. If you have problems with access call HELP between 6 AM and 1 AM. Last day to drop classes: Friday Nov. 2, 2012 Responsibilities and Expectations: Check Learn@UW for updates and grades a minimum of once per weekday. Remember, you have one week to challenge a grade discrepancy. You forfeit that right beyond that timeframe. Attendance at lecture and discussion is mandatory. Students are expected to arrive on time and stay for the entire period unless cleared in advance by the instructor or TA. Be considerate of others. Cell phones, IPODS and other devices should be turned off for the duration of the class. Laptops should be used for note taking only. Side conversations, texting, meetings and other distractions will not be tolerated, and you may be asked to leave. If side conversations occur during an exam, you will forfeit the exam. Group etiquette: You will work with your discussion group to create a conduct policy. At minimum, you will be expected to keep your group members informed of your progress. All group members will complete peer evaluations. Be advised that a consensus of poor evaluations may result in a minimum of a 2 grade drop in your project score to a maximum of a 0 score for both projects. In the event of inclement weather, access or the UW homepage at to determine the status of classes. Help Help: If a concept is not clear, ask a question in class chances are you are not the only one who is confused. If you need further clarification the instructor at the address provided and we can set up a time to talk. If you encounter a problem with your discussion group address it with your TA as soon as possible. It is up to you to take action. Do not wait until the end of the semester to address a problem, by then it will be too late. In most cases, situations can be worked out if there is enough time, but last minute fixes generally do not work. 5

6 Academic Integrity: The work you submit must be your own. This includes all course assignments, projects and exams. Plagiarism and cases of copying/cheating may be reported for disciplinary actions on accordance with University policies: As stated in the University of Wisconsin policy: Academic honesty requires that the course work (drafts, reports, examinations, papers) a student presents to an instructor honestly and accurately indicates the student's own academic efforts. UWS 14 is the chapter of the University of Wisconsin System Administrative code that regulates academic misconduct. UW-Madison implements the rules defined in UWS 14 through our own "Student Academic Misconduct Campus Procedures." UWS defines academic misconduct as follows: Academic misconduct is an act in which a student: seeks to claim credit for the work or efforts of another without authorization or citation; uses unauthorized materials or fabricated data in any academic exercise; forges or falsifies academic documents or records; intentionally impedes or damages the academic work of others; engages in conduct aimed at making false representation of a student's academic performance; assists other students in any of these acts. Examples include but are not limited to: cutting and pasting text from the web without quotation marks or proper citation; paraphrasing from the web without crediting the source; using notes or a programmable calculator in an exam when such use is not allowed; using another person's ideas, words, or research and presenting it as one's own by not properly crediting the originator; stealing examinations or course materials; changing or creating data in a lab experiment; altering a transcript; signing another person's name to an attendance sheet; hiding a book knowing that another student needs it to prepare an assignment; collaboration that is contrary to the stated rules of the course, or tampering with a lab experiment or computer program of another student. 6

7 MARKETING MANAGEMENT MKT 300 DATE LECTURE. REQ. READ DISCUSSION TOPICS & ASSIGNMENTS (Thursday and Friday) Week 1 9/5/12 Course Overview & Requirements Week 2 9/10/12 Topics: Discussion expectations, Project overview, group policy. Prep: download the project description and group policy template on Learn@UW for this week s discussion. Marketing s Value to Customers CH. 1 Prep: Review Ch. 2 and group policy. Topics: Discuss Ch. 2. Q. 10a target, product, needs. 9/12/12 Marketing Strategy Planning CH. 2 Select groups- begin developing group policy Week 3 9/1712 Marketing Strategy Planning cont d CH. 2/3 Guest spkr: Drew Kozlak 9/19/12 Procter & Gamble Week 4 9/24/12 Evaluating Mkt. cont d CH. 3 Prep: Review Section 1 of your project description before class, down load HMWK #1 from Learn@UW. Topics: Establishing criteria for new products, review questions on HMWK assignment due next week. Submit in discussion: Signed group policy, finalize project product selection. Prep: Review Sec. 3 and 4 of your project. Topic: Resources for determining market size and segment characteristics. 9/26/12 Segmentation and Positioning CH. 4 Homework #1 due in discussion. Week 5 10/1/12 Segmentation and Positioning cont d CH. 4 10/3/12 Guest speaker: Kevin Mansell Chairman of the Board, CEO and President of Kohl s Corporation. No discussion: Group project work session. 7

8 DATE LECTURE. REQ. READ DISCUSSION (Thursday and Friday) Week 6 10/8/12 Consumer Behavior CH. 5 Prep: Review chapter vocabulary lists (see lecture slides) and objectives. Take chapter practice quizzes online (see link on syllabus). 10/10/12 Business-to-Business marketing B to B CH. 6 Exam review: Come prepared with questions. Week 7 10/15/12 Exam 1 CH. 1-6 Prep: Review and be prepared to discuss: DQ Ch. 7 Q. 13, /17/12 CH. 7 Topic: Why do consumers buy? An exercise in qualitative and Marketing Research quantitative research. Week 8 10/22/12 Product Planning CH. 8 Prep: Review Section 5 of your project. Topic: How positioning affects branding. 10/24/12 Product Planning cont d CH. 8 Be prepared to discuss the positioning and naming of your project brand. Week 9 10/29/12 Product Management CH. 9 Prep: Review and be prepared to discuss: DQ Ch. 9 Q. 2 Topic: Product life cycles - How the PLC affects marketing strategy. Product Management and New Product 10/31/12 Development cont d CH. 9 Due in discussion: Submit Project Sections 1-5. Week 10 11/5/12 Channel Systems CH. 10 No discussion- continue working on your project 11/7/12 Distribution and Logistics CH. 11 8

9 DATE LECTURE. REQ. READ DISCUSSION (Thursday and Friday) Week 11 11/12/12 Retailing/Wholesaling CH. 12 Prep: Read Ch. 17 and complete homework Topic: How channels affect pricing- the mark-up chain. How does this affect your brand viability? 11/14/12 Pricing objectives CH. 16 HMWK #2 due: Submit in discussion DQ Ch 17 #2, 4, 6. Week 12 11/1912 Price setting CH. 17 No discussion- Thanksgiving break 11/21/12 Project day- no lecture No Lecture Week 13 11/26/12 Price Setting/Promotion CH. 13 Project Due: All groups presentation materials due in discussion. 11/28/12 Promotion/IMC CH. 13 Groups present Week 14 12/3/12 Personal Selling CH. 14 Groups present 12/5/12 Advertising and Sales promotion CH. 15 Week 15 12/10/12 Advertising and Sales promotion CH. 15 Prep: Follow process for Exam 1. Topic: Exam Review- Come prepared with questions. 12/12/12 Developing Plans CH. 18 All grades except the final exam are posted on by 10:00 p.m. on Friday Dec.14. No changes made after 12/17/12. Week 16 5/17/12 Final Exam: Sunday Dec. 9:25 p.m. Reminder: print and save a copy of your grade record 9

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