BA 3365: PRINCIPLES OF MARKETING

Spring 2006
Instructor: Dr. Fang Wu
Class hours: Wed 4:00 – 6:45pm (Section 007)
Class Location: SM 2.722
Office: SM 3.620
Office Hours: Tuesday 4-6 PM or by Appointment
Phone: 972-883-4740
E-mail: fangwu@utdallas.edu
Teaching Assistant: Li Zhu (lzhu1976@hotmail.com)

Textbook:
Kerin, Berkowitz, Hartley and Rudelius, Marketing (8th ed.), Irwin McGraw-Hill, 2006

Course Objectives
This course teaches you the fundamental concepts involved in marketing products and
services to consumers. It 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.

Class Format
Lectures and Discussion: This course will be primarily lectures-discussion based. Short
lectures and discussion of key marketing concepts and skills will be followed as specified in
the class schedule. Articles and issues that are of current interests and of relevance to topics
being discussed will be brought to you occasionally in class to reinforce learning. You are
encouraged to bring in your materials that are relevant to the topics discussed. Class time will
be spent on topics that are especially important, interesting or difficult. Students are
responsible for all of the information in the assigned materials whether it is explicitly covered
in class or not.

Throughout the course of the semester you will be exposed to a variety of informative
marketing videos, articles and business cases. All assigned readings should be read by
the day they appear on the syllabus, as this is the day the material will be covered in
class. We will use the course page on WebCT (http://webct.utdallas.edu) as the major
communication medium for the class. You can send/receive course-related emails,
download lecture notes, and check your grades.
Grading
Exam One 30%
Exam Two 30%
Exam Three 30%
Class Participation: 10%

Exams:
Three exams will be given in the semester. All exams are non-comprehensive and include
assigned readings as well as material covered in class. They will consist of multiple
choices and short answer questions. Specifics of the exam will be given during the review
session before each exam.
Requests for rescheduling an exam will only be considered under special circumstances
such as governmental duties or a written medical excuse. Please plan your schedule
accordingly.

Class Participation:
Attendance and active class participation are very important for your learning.
Attendance will be taken throughout the semester. Please note that class participation
scores will be based upon the quality of each student's input in class. Disruptive behavior
in class will affect your class participation grade. There will be small in-class
assignments and exercises throughout the semester. These in-class exercises are to ensure
class participation and promote interactive learning.

Scholastic Dishonesty:
Any student who commits an act of scholastic dishonesty is subject to discipline.
Scholastic dishonesty includes, but is not limited to, cheating, plagiarizing, colluding,
submitting for credit any work or materials that are attributable in part or fully to another
party, taking an exam for another person, and engaging in or attempting to engage in any
act designed to give unfair advantage to a student. The University of Texas at Dallas has
several procedures to deal with students who commit acts of scholastic dishonesty. Refer
to http://www.utdallas.edu/student/slife/TitleV.html for further information on this topic.
 TENTATIVE CLASS SCHEDULE
Date Topic Reading

Jan 11 Course Overview

Jan 18 Introduction to Marketing Chapter 1

Jan 25 Strategic Planning Chapter 2

Feb 1 Marketing Environment Chapter 3

Feb 8 Consumer Behavior Chapter 5

Feb 15 Segmentation and Targeting Chapter 9

Feb 22 **Exam One**

Mar 1 Advertising and Promotions Chapter 19

Ch 18 (480-481)
Mar 6-11 Spring Break—Have Fun!

Mar 15 Product Strategy (I) Chapter 10, 11

Mar 22 Product Strategy (II) Chapter 10, 11

Mar 29 **Exam Two**

Apr 5 Pricing (I) Chapter 13

Apr 12 Pricing (II) Chapter 14

Apr 19 Distribution Strategy (I) Chapter 15

Apr 26 **Exam Three**