University of Texas at Dallas

School of Management

PRINCIPLES OF MARKETING BA 3365.003

Spring 2005
MW 10:45AM-12:15PM, SM 2.714
Instructor: Professor Qin Zhang
Office: SM 3.706
Phone: 972-883-6525
E-mail: zhangq@utdallas.edu
Office hours: Wednesday 3:00 – 4:00PM
Teaching Assistant: Seungwon Jeon (sjeon@student.utdallas.edu)

Course Objectives

This course teaches you the fundamental concepts involved in marketing products and services to
consumers. This is done in two steps: first, you are taught how to understand the marketing
environment (MARKET ANALYSIS), and then you are taught how to implement successful
marketing strategies in such an environment (MARKETING STRATEGY).

Textbook

Kerin, Berkowitz, Hartley and Rudelius, Marketing (7th ed.), Irwin McGraw-Hill, 2002

Class Format

Throughout the course of the semester you will be exposed to a variety of informative marketing
videos, articles and business cases. Most class gatherings will be comprised of instruction on the
relevant material for the day and class discussion regarding an in-class video or assigned topic.
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, check your grades, and participate in
course-related discussions on this site. Power Point lecture notes for each class will be available
for downloading before the class (by 4pm on Tuesdays and Sundays). I recommend you bring the
print-out of the notes when you attend the class. Help on WebCT access can be found on the web

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site:http://www.utdallas.edu/distlearn/students/index.htm, or from UTD IT help desk (Tel: 972-
883-2911, Email: assist@utdallas.edu).

Grading

Homework (2) 10%

Quizzes (2) 10%
Midterm Exam 25%
Final Exam 25%
Group Project
Proposal 5%
Presentation 10%
Final Report 10%
Peer Evaluation 5%

Homework:
There will be two individual homework sets during the semester. They will be available for
downloading on WebCT after the class on the day specified, and should be turned in before the
beginning of the next class. Please note that all homework should be typed.

Quizzes:
There will be two quizzes during the semester. Each will be given at the end of a class. The date
will not be announced until the class when the quiz will be given.

Exams:
Midterm and final exams will consist of multiple choices and essay questions. Specifics of the
exams will be discussed in further detail later in the semester.

Group Project:
Each group should consist of 5-6 students. The group project has two objectives. First, it will
help you to gain hands-on experience in applying what you learn in class to a realistic marketing
situation. Second, it will give you experience working as part of a team. Briefly, the project will
consist of identifying an unfulfilled market need and designing a new product to address and
fulfill that need. Your group will then be responsible for developing a marketing plan for the

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introduction of the new product. One class lecture will be devoted to introduce and discuss the
project in more detail.
Proposal:
The proposal should include a thorough analysis of 1) the marketing environment of the industry
of interest and 2) the current situation of your company to identify the problems and
opportunities. You also should give the problem statement of your project in the proposal and
briefly introduce the new product that you will focus on.
Project Presentation:
Each group will also be required to give a formal presentation (approx. 15 minutes). After each
presentation the class will ask questions or make comments, and then give an evaluation.
Final Reports:
Upon completion of this project your group will be required to submit an executive report
(approximately 5-6 pages plus tables and figures) summarizing the problem you have identified
and the marketing plan your group has developed to address and solve this problem.
Peer Evaluation:
To ensure that each group member performs responsibly, 5% of the total grade will be based on a
peer evaluation conducted at the end of the semester.

Bonus Points:
Students are encouraged to not only attend the class sessions but also actively participate in the
discussions in class. Based on my judgment, up to 5 bonus points can be given to students with
outstanding performance in class participation.

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.

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 TENTATIVE CLASS SCHEDULE
______________________________________________________________________________________
Date Topic Reading
Jan 10 Course Overview
Jan 12 Introduction to Marketing Chapter 1
Jan 17 No Class (MLK holiday)
Jan 19 Strategic Planning Chapter 2
Jan 24 Marketing Environment Chapter 3
**Group sign-up sheets due **
Jan 26 Consumer Behavior Chapter 5
Jan 31 Discussion of Group Projects
**Homework I due **
Feb 2 Marketing Research Chapter 8
Feb 7 Segmentation and Targeting Chapter 9
Feb 9 Positioning Chapter 9
Feb 14 Midterm Review
Feb 16 Product Strategy Chapter 11
Feb 21 In-Class Midterm Exam
Feb 23 New Product Development Chapter 10
Feb 28 Pricing (I) Chapter 13
Mar 2 Pricing (II) Chapter 14
**Group Project Proposal Due**
Mar 14 Channel Strategy (I) Chapter 15
Mar 16 Channel Strategy (II) Chapter 15
Mar 21 Promotion Strategy (I) Chapter 19
Mar 23 Promotion Strategy (II) Chapter 19
**Homework II due **
Mar 28 Guest Speaker (tentative)
Mar 30 Final Exam Review
Apr 4 Meeting w/ Individual Groups for Project
Apr 6 Meeting w/ Individual Groups for Project
Apr 11 In Class Final Exam
Apr 13 Group Presentation
Apr 18 Group Presentation
Apr 20 Group Presentation
Apr 25 Final Report Due