MAR 301: Essentials of Marketing Course Syllabus Spring 2015 Mondays and Wednesdays 3:45-5:05 pm in Room 007 (Lender Auditorium)

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1 MAR 301: Essentials of Marketing Course Syllabus Spring 2015 days and nesdays 3:45-5:05 pm in Room 007 (Lender Auditorium) Professor: Scott Lathrop MBA MS PhD Office /Contact: Whitman School of Management, Room 606 / Admin. Assistant: Mary Jo Chase, Whitman Suite 500 Blackboard site: Course Description MAR 301 provides a broad introduction to the Marketing business function, and focuses on fundamental principles and major concepts. The purpose of the course is to develop an understanding of how companies use basic marketing frameworks and methods to create value for their customers. Fundamental marketing concepts and principles, as well as key marketing terms, will be presented, enabling you to better understand how marketing decisions are implemented in practice. Upon completion of this course, you should: understand the marketing function and what marketers do in organizations understand and be able to use common marketing terms in business discussions have a command of fundamental marketing principles and frameworks, and be able to give examples of how to apply them in business situations gain an appreciation for the Marketing concept, and its impact on business and society be able to make an informed decision whether to pursue marketing as a career option Major topics of the course include: The Marketing Concept and market orientation Marketing strategy frameworks like the BCG matrix and the Product Life Cycle The 3 C s : Customer, Competition, Company competencies The Marketing Mix (the 4 P s ): Price, Product, Place, Promotion STP: Segmenting, Targeting, and Positioning Brands and Branding Market Research fundamentals Consumer Buying Behavior Product Management and New Product Development Class Format and Expectations The class uses a lecture and discussion format, and student participation in class is encouraged. Class sessions consist of a mix of lecture and discussion. Your active participation is required because at the Whitman School you are training to be a competent manager. One of the most

2 important management skills is the ability to participate and make valuable contributions in meetings and work-related discussions. To truly succeed in the class, you should read the assigned materials, listen carefully in class, and contribute to class discussions. Due to limited class time, discussions will focus only on selected topics in Marketing. We cannot cover all of the material in the text. You are required to study the rest of the assigned material on your own, and some of the questions on the homework assignments may not be specifically addressed in class. However, all topics and concepts reviewed in class and assigned in the reading materials may potentially appear on exams. Assignments, announcements, and some of the most important concepts explained on slides used in class will be posted on Blackboard. You should check the Blackboard site regularly for possible schedule changes and class-wide announcements. MAR 301, unlike many of your other business courses, does not require a great deal of mathematical computation. However, the course will require you to analyze and synthesize a great deal of information. A large amount of reading will be required, and you are expected to come to class fully prepared for each discussion. In particular, the Harvard Business cases which are part of the syllabus are challenging. However, they will help you learn how to apply what you ve read in the text book. Your grade will reflect how well you understand and use marketing concepts, ideas, and terminology. For many students, Marketing may be their most difficult subject, because it is less clear-cut, more strategic, and sometimes more ambiguous than more quantitative subjects. As you know, the real world itself does not come with clear and straightforward instructions. You will have to grapple with real world marketing issues, learn from the textbook, and decide for yourself how to apply frameworks to get a handle on tough situations and make logical, pragmatic marketing decisions. REQUIRED MATERIALS Text: MKTG 7 th edition (with Cengage Access Code) by Lamb, Hair, and McDaniel published by South-Western Cengage Learning. ISBN number This contains the text book and an access code to the Cengage online website. You can buy the text and access code at Value= Other article readings will be posted on Blackboard as they are assigned COURSE GROUNDRULES Class Attendance and Participation: Students are expected to attend all classes, on time and fully prepared. Class preparation includes reading assigned textbook chapters, case studies, and other assigned readings prior to the class sessions. Students are expected to actively participate in class discussions and exercises. You may be called upon at any time during any

3 class session to answer a question or explain your analysis of either a case study or other assigned readings. Preparation for Class: You should expect to allocate at least 6-8 hours each week for the readings and assignment in order to be prepared for the class, to contribute to the discussions, and provide insights. Professional Conduct: Whitman is a learning community, and as part of that, of course, you are expected to exhibit a high level of professionalism, which includes respect for colleagues and the instructor. Your full participation in the learning process requires: Please pay attention to the class discussion, no side conversations. This is basic business courtesy. Mobile phones, laptops and electronic materials must be turned off and stored away during the class. If you receive an urgent call, text or , and need to take it during class, step out of the room and return when done. This is good etiquette in the workplace not to mention common courtesy, not only to me, but to your fellow students. I encourage debate, when conducted in a professional and courteous manner. COURSE REQUIREMENTS & GRADING You will receive a final letter grade for the course, on a scale from A (4.0) through F (0.0). The grade will be determined by your relative performance, based on the following: 1. Attendance and Participation (5% of the total course grade) You should do your best to attend every class session. I will from time to time (without prior notice) circulate class attendance sheets, or have a short pop quiz. These will form part of your participation grade. You are allowed 2 absences without notifying me. If you are going to be absent more than 2 times, please let me know why by , and send me an official SU excuse of absence letter. Participation in class discussions is highly encouraged, and consistent participation will improve your grade. In addition to contributing to class discussions, you may also have opportunities to enhance your participation score by (a) attending Marketing speaker events at Whitman, or (b) volunteering to take part as a subject in consumer research studies (details will be provided during the semester). 2. Online Homework Quizzes (20% of the total course grade) Starting the third week of class (the week of January 26) for each chapter we read in the textbook, there will be an online Chapter Quiz. These online quizzes will be worth 20% of your course grade. You will need the CengageNow access code you bought with your textbook to create your account and complete these homework assignments. You ll also need the course ID number, which I ll give you in class. Detailed instructions for how to sign up and complete the online quizzes will be available on the Blackboard site.

4 Beginning on January 19, you will have access to ALL of the online Chapter Quizzes for the semester, arranged by textbook chapter. You can complete these quizzes early if you wish, but there will be a deadline for each. If you do not meet the deadline, you will score zero for that quiz. At the end of the semester, your two lowest online quiz scores will be discarded and not included in calculating your overall percentage for these quizzes. Each Chapter Quiz will consist of 10 True/False and Multiple Choice questions, 10 points each, for a total of 100 points for each assignment. The questions are drawn randomly from a pool of questions, for each student and each time the assignment is attempted. Each student is to complete quizzes independently (not in groups and not working with anyone else). You re allowed 3 attempts at answering the quiz questions by the due date. The highest score of those attempts will count as your score for that Chapter Quiz. Below is a table showing the due dates and times for all online quizzes: HW Quiz for: Due Date Time due Chapter 6 nesday January 28 11:59 pm Chapter 7 day February 9 11:59 pm Chapter 8 nesday February 11 11:59 pm Chapter 9 day February 23 11:59 pm Chapter 10 day March 2 11:59 pm Chapter 11 day March 16 11:59 pm Chapter 12 nesday March 18 11:59 pm Chapter 14 day March 30 11:59 pm Chapter 19 day April 13 11:59 pm Chapter 20 nesday April 15 11:59 pm Chapters 15 and 16 nesday April 22 11:59 pm Chapter 17 day April 27 11:59 pm 3. Exams (Each Exam counts for 25% of the total course grade) There will be three exams during MAR 301, each covering a specific set of topics and text chapters. The dates for each are indicated on the course schedule (below). The exams are designed to gauge students achievement in (1) mastering the key marketing terms, frameworks, concepts and principles covered in the textbook, cases, articles, classroom discussions, and lectures; and (2) ability to analyze real-world marketing problems using appropriate marketing concepts and principles. Exams will be closed book and closed notes, and may include any of the following: Multiple Choice questions, True-False questions, Fill-in-the-Blank exercises, Matching tasks, Short- Essay questions, Scenario Analysis and Write-Ups. More information on the content and format of each exam will be provided in class in the week before the exam. Exams will be given during regularly scheduled class times and will last 80 minutes. There will be no make-up exams. The only exception to this policy is an extreme condition with 1 week prior notification to the instructor asking for an approved absence (example:

5 university-sanctioned sports event) or acceptable documentation of serious illness, death in family, or an emergency situation. Other Issues Not all lecture notes with be distributed, however, important graphs and diagrams presented during class during case discussions will be distributed upon request via Blackboard. All Course Announcements will be posted at Students should check the course Blackboard site every day, to keep up with announcements and assignments. No make-up assignments will be given, and no additional assignments will be given to provide opportunities to improve grades. Students are responsible to book their travel so that it does not conflict with the class or exam schedule. Previously booked travel will not be accepted as an excuse. Other unavoidable conflicts with exam times or assignment deadlines should be communicated to the Professor as soon as the student becomes aware of them. Although under no obligation, if the situation is deemed credible/unavoidable, the Professor may arrange an alternative, within reason. Academic Integrity Any instance of cheating or academic dishonesty on homework assignments, quizzes, exams, course project, or in any other form during the course as defined in Syracuse University Code of Conduct and The Whitman School Code of Conduct - will result in an automatic grade of zero for the immediate task, and possible course failure and further investigation and academic penalties as outlined in Syracuse University s official Academic Integrity policies and procedures. Syracuse University sets high standards for academic integrity. Those standards are supported and enforced by students, including those who serve as academic integrity hearing panel members and hearing officers. The presumptive sanction for a first offense is course failure, accompanied by the transcript notation Violation of the Academic Integrity Policy. The standard sanction for a first offense by students is suspension or expulsion. Students should review the Office of Academic Integrity online resource Twenty Questions and Answers About the Syracuse University Academic Integrity Policy and confer with instructors about course-specific citation methods, permitted collaboration (if any), and rules for examinations. The Policy also governs the veracity of signatures on attendance sheets and other verification of participation in class activities. Additional guidance for students can be found in the Office of Academic Integrity resource: What does academic integrity mean?

6 Academic Integrity Policy Certification Requirement: The faculty of the Whitman School of Management has adopted an Academic Integrity Policy emphasizing that honesty, integrity, and respect for others are fundamental expectations in our school. The policy requires all students who take SOM courses to certify in writing that they have read, understand, and agree to comply with the Academic Integrity Policy. SOM students should have already completed a certification statement. All non-som students enrolled in this course, including SOM minors, are also required to complete a certification statement available in the Undergraduate Office. Completed statements will be kept on file in the Undergraduate Office. If you are unsure about how the academic integrity policy applies to specific elements of this course, please ask me for clarification. Use of Turnitin System: This class will be using Turnitin, a plagiarism prevention system. The ease of using the Internet has made it very easy for students to cut and paste material into papers that they are writing without proper citation. I will submit all/some/ papers that you write in this class to Turnitin, a service that identifies matched text. I will then interpret the originality report, based on your writing capability and writing style. In this class, you will also be given the opportunity to submit your own papers to Turnitin to check that all sources you have used are properly acknowledged and cited. Note that all submitted papers will be included as source documents in the Turnitin.com reference database, solely for the purpose of detecting plagiarism of such papers. SU s religious observances policy, found at recognizes the diversity of faiths represented among the campus community and protects the rights of students, faculty, and staff to observe religious holy days according to their tradition. Under the policy, students are provided an opportunity to make up any examination, study, or work requirements that may be missed due to a religious observance provided they notify their instructors before the end of the second week of classes. For fall and spring semesters, an online notification process is available through MySlice/Student Services/Enrollment/My Religious Observances from the first day of class until the end of the second week of class. If a homework, exam, or other assignment falls on a day which you observe as a religious holiday or holy day, I will extend the due date for you individually, or make other accommodation to ensure that class work does not conflict or interfere with your religious obligations. Undergraduate Grading Policy: The faculty at the Whitman School of Management developed and approved a uniform grading policy for our undergraduate program. The policy has three goals: (1) to ensure that grading is fair and consistent across courses; (2) to encourage excellence in student scholarship; and (3) to ensure faculty deliver a challenging academic experience All instructors who teach undergraduate courses are required to follow this grading policy. For all undergraduate courses taken at the Whitman School of Management with 15 or more

7 students enrolled, the mean grade shall be no higher than 3.30 and the maximum percentage of A/A-s is 33%. TENTATIVE COURSE SCHEDULE MAR 301 Spring 2015 (Any changes announced on Blackboard) Date Main Focus Topics Assigned Reading / TO DO 1/12 Course Intro What is Marketing? misconception & reality The Marketing Concept Product, Sales, Market, Societal orientations Marketing as a function Course Syllabus Marketing Myopia 1/14 1/19 1/22 1/26 1/28 and 2/2 Strategy and Planning Tools The Marketing Planning process 3 C s and 4 P s BCG matrix and GE matrix Ansoff s strategic growth matrix The Product Life Cycle Text Chapters 1 and 2 No class Dr. Martin Luther King Jr. holiday catch up on readings The Market Environment The Market Environment Marketing to Consumers Building competitive advantage Market growth and evolution Niche vs. Mass Marketing Push vs. Pull Marketing Global competition Building competitive advantage Market growth and evolution Niche vs. Mass Marketing Global competition Consumer behavior Societal and Psychological influences on consumer buying The consumer decision making process Text Chapter 4 Harley Davidson short case study Text Chapter 4 (continued) Message and Muscle: An Interview with Nicholas Hayek Text Chapter 6 Cengage online HW for Chapter 6 due 11:59 pm 2/4 Consumer Decision Behavior Behavioral Decision Theory Mental Accounting Prospect Theory Heuristics and Biases Mental Accounting The Tyranny of Choice Feature Presentation The Urge to Splurge 2/9 Business-to- Business Marketing Types of B2B firms and products Key differences between B2C and B2B The B2B buying process Text Chapter 7

8 2/11 Segmenting, Targeting, and Positioning Market segmentation frameworks Selecting target markets Perceptual Maps Product positioning and differentiation Text Chapter 8 2/16 2/18 2/23 2/25 3/2 3/4 3/9-3/15 3/16 EXAM 1 In-class, 80 minutes Chapters 1, 2, 4, 6, 7, 8 Market Research Market Research Product Strategy Branding New Product Development Qualitative and Quantitative research Primary and Secondary data Market research project process Methodologies to Collect Primary Data o Surveys, Experiments, Ethnographic o Nielsen, IRI, scanner-based research o Conjoint analysis o Questionnaire design Common research terminology Sampling methods, Research errors Dynamics of focus groups The internet and future of market research Product mix and product Lines Product Life Cycle Product management What do Marketing Managers actually do? Commoditization Brand Image and Brand Equity Branded House vs. House of Brands Brand extensions Development Funnel, Stage-Gate Process Aggregate Project Planning Product Line Architecture Text Chapter 9 Text Chapter 9 (continued) Text Chapter 10 Text Chapter 10 (continued) Text Chapter 11 No class SPRING BREAK Opportunity to catch up on readings and homeworks New Product Dynamics First and Second Mover Advantages Product adoption and diffusion Developing the 4Ps for a new product Text Chapter 11 (continued) Levi Strauss video case (in class) 3/18 3/23 Services Marketing Services Marketing Products and services: key differences Service Profit Chain; Service Gap model Customer satisfaction Customer Lifetime Value (CLV) Text Chapter 12 Starbucks case study

9 3/25 3/30 4/1 4/6 4/8 4/13 4/15 4/20 4/22 4/27 Tues 5/5 Distribution Channels Distribution and Retailing Marketing arithmetic Marketing arithmetic Pricing Strategy Pricing Strategy Price Setting for a new product Promotions and Advertising Sales Management And Review Session 10:15 am - 12:15 pm Distribution channels; channel efficiency Channel member roles and responsibilities Disintermediation Channel Power Managing Channel Conflict Text Chapter 14 US Pioneer case study Text Chapter 14 (continued) EXAM 2 Chapters 9, 10, 11, 12, 14 Margins and Mark-ups Market share and growth calculations Fixed cost, Variable costs, Contribution/unit Break-even analysis Margins and Mark-ups Market share and growth calculations Fixed cost, Variable costs, Contribution/unit Break-even analysis Pricing objectives and approaches Feasible price range Perceived value and true economic value Skimming and penetration strategies Competition, cost, and value-based pricing Other factors influencing pricing Elasticity of demand with respect to price Legal constraints on pricing Pricing Tactics; Product Line pricing Variable costs, fixed costs, contribution, and profit Cumberland Metals case The promotional mix Goals of promotion and AIDA The 6 M s of Marketing Communication Types and effects of advertising Media Decisions Managing Advertising agencies Developing creative campaigns Integrated marketing communications Consumer vs. corporate sales The Selling Process Managing of the Sales Force Note on Marketing Arithmetic and Related Marketing Terms Note on Marketing Arithmetic and Related Marketing Terms Text Chapter 19 Text Chapter 20 Cumberland Metals case study Be ready to explain your price Text Chapters 15 and 16 Cengage online HW for Chapters 15 and 16 both due at 11:59 pm Text Chapter 17 EXAM 3 in Lender Auditorium Chapters 15, 16, 17, 19, 20

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