BA 3365.010 82627 PRINCIPLES OF MARKETING Fall 2011 Tues & Thurs : 2:30pm-3:45pm SOM 2.801 Dr.

Ernan Haruvy Office Hours: T 6-7 pm and by appointment Phone: 972-883-4865 Web: http://www.utdallas.edu/~eharuvy Office: SOM 3.434 Email: eharuvy@utdallas.edu

Text: Marketing by Kerin, Hartley, and Rudelius, 10th ed., McGraw-Hill, $132.00 COURSE OBJECTIVES: This core course in marketing management 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. Participation and exams Though the topics are arranged in the order suggested by the book, a lecture is not a review of the corresponding chapter, but rather goes hand in hand with the material in the book. Accordingly, students are expected to attend all classes and read the assigned chapters prior to each class. Participation. Participation is not the same as attendance (which is a separate grade). Participation means active participation in class discussion and will count towards 10% of your grade. Participation will consist of active discussion and contribution in class, and on official class forums organized on Facebook and Twitter. If you are shy and reluctant to talk in class, documented participation in the official class forums will be counted towards that grade. This grade is competitive and will be assigned conservatively and relative to others in the class. Show & Tell: You will need to bring to class one of the following and provide a five minute discussion. Additional topics and ideas will be invited during lectures. (1) Five minutes of advertisements on ANY medium. Topics you can discuss include the marketing mix, advertising appeals, market segmentation, media selection and appropriateness, relevant psychological influences, and other topics from the lecture. (2) A new product. You will need to discuss segment, SWOT, market-product grid, relevant newness definition, potential for market failure, and other topics from the lectures. (3) An example of product placement. This could be on any medium. (4) Recent newspaper articles that relate to topics discussed in class. (5) Product samples. These have to be genuine samples provided by the manufacturer for the purpose of promotion

not some product that you bought to satisfy the requirement. Be prepared to discuss the motive behind the sampletrial, etc. Group Project: I will divide you into groups of 4-5 people. Each group will have to come up with a marketing plan for a website providing proofreading, research support and curriculum vitae support services for UT-Dallas students. There will be two group projects. Both projects involve creating a short 4 minute video (which you may post on Youtube). Project 1: The video should be an online advertisement to potential UTDallas customers explaining the benefits of your service. The ad should incorporate elements from the four Ps, the customer decision step process, segmentation, environmental scanning, communication and advertising (all the lectures prior to the presentations). The ad should appeal to at least two segments of consumers which should be easily identified in the video. However, the ad should be appealing to consumers in that it must be entertaining, effective and persuasive. Project 2: The video should be an online ad appealing to investors. It should explain to investors the revenue model, the product line, pricing, channel and distribution. As with project 1, it should be entertaining, effective and persuasive. There are two exams, which are weighted equally. Exams will consist of multiple choice questions and short answers.

GRADING: Attendance: Show & Tell Class Participation: Group Projects Exam 1: Exam 2: 5% 5% 10% 30% 25% 25%

SCHEDULE Date Aug 25 Aug 30 Sept 1 Sept 6 Sept 8 Sept 13 Sept 15 Sept 20 Sept 22 Sept 27 Sept 29 Oct 4 Oct 6 Oct 11 Oct 13 Oct 18 Oct 20 Oct 25 Oct 27 Nov 1 Nov 3 Nov 8 Nov 10 Nov 15 Nov 17 Nov 22 Nov 24 Nov 29 Dec 1 Dec 6 Topic Reading Introduction Ch. 1 Marketing Strategy Ch. 2 Environmental Scanning Ch.3 Marketing Ethics Ch. 4 Consumer Behavior Ch. 5 Firm Behavior Ch. 6 Segmentation, Targeting Ch. 9 Communication Ch. 18 Exam 1 Advertising Ch. 19 Group Project 1 presentations Group Project 1 presentations New Products Ch. 10 Products & Brands Ch. 11 Pricing I Ch. 13 Pricing II Ch. 14 Distribution I Ch. 15 Distribution II Thanksgiving Holiday Break Exam 2 Group Project 2 Presentations Group Project 2 Presentations