MGMT 323 Syllabus S19 PDF

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ANALYTICAL INSIGHT, GLOBAL LEADERS

Management 323 – Principles of Marketing Instructor:

Dr. Laura Downey

Teaching Assistants:

Sukanta Sarbabidya Josie Andrews

Office Kran 468

[email protected]

[email protected] [email protected]

Classroom: Rawls 1086 Websites:

Blackboard Learn

https://mycourses.purdue.edu/

McGraw-Hill Connect

Access through Blackboard Learn

MarketShare

http://www.interpretive.com/marketshare

Office Hours: Most Tues & Thur 2:30-3 pm by appointment. You may also contact me via e-mail to set a mutually agreeable time to meet outside of these hours. Phone numbers:

(765) 714-2291 (Dr. Downey cell)

Required Course Materials (both much be purchased separately online) 1. Access to Connect Online Learning Center for Grewal, D and Levy, M. M: Marketing (6e) McGraw-Hill ISBN-13: 9781260817591 2. MarketShare website access - www.interpretive.com/marketshare Optional: Hardcopy of textbook: M: Marketing (6e), Grewal/Levy, McGraw-

Hill

Contents Required Course Materials ........................................................................................................................ 1 Course Content ......................................................................................................................................... 2 Course Objectives ..................................................................................................................................... 2 Learning Format ........................................................................................................................................ 2 Teams ....................................................................................................................................................... 2 Attendance and Course Option (Participation vs. Self-Study Option) ......................................................... 2 Assigned Seating....................................................................................................................................... 3 Grades ...................................................................................................................................................... 3 Exams ....................................................................................................................................................... 4 Assignments – Connect and Discussion Posts .......................................................................................... 4 Written Case Analyses and Case Presentation.......................................................................................... 4 MarketShare ………………………………………………………………………………………………………….4 Participation and Peer Evaluations ............................................................................................................ 5 Expectations .............................................................................................................................................. 5 Emergency Preparedness ......................................................................................................................... 7 MORE INFORMATION .............................................................................................................................. 7 Technology Issues and Tips for Success ................................................................................................... 7 General Comments ................................................................................................................................... 9 Appendix A- Connect Registration Instructions for Mgmt 323 Students ................................................... 10 Appendix B - Case Presentations…………………………………………………………………………………13

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Course Content People often define "marketing" as advertising. While advertising is a highly visible activity by which organizations provide information and try to persuade customers to buy, marketing is much more than just advertising. Even the most skillful advertising cannot make people buy things that they don't want. Rather, marketing involves identifying customer needs, then satisfying those needs by offering the right product and/or service at an acceptable price, making it available to customers through appropriate distribution channels, and promoting it in ways that motivate purchase as much as possible. These decisions – product, price, distribution, and promotion – comprise what is known as the “Marketing Mix.” Together with rigorous and complete analysis of the environment, customers, and competitors, they are the key activities of marketing management, and they are crucial ones: failure to find the right combination of the “mix” may result in product (or service) failure. Course Objectives The objectives of this course are to a) introduce students to the concepts, analyses, and activities that comprise marketing, b) to provide practice in assessing and solving marketing problems, and c) to serve as a foundation for marketing knowledge in general. This course will provide a broad understanding of marketing concepts that will be useful to managers in a variety of disciplines. Particular attention will be given to vocabulary. By the end of the course, each student should have an understanding of the framework from which marketing strategies can be developed and be able to make decisions in a simulated environment. As the course instructor, I want to help each of you take away a valuable educational experience from this course. Learning Format This is structured as a hybrid course with a combination of online and in-class activities. Class time will mostly consist of activities and discussion to engage your thinking about textbook material; online activities and team assignments will also be an important part of the learning experience. Students are expected to take full responsibility for their own learning by reading the text and completing chapter assignments ahead of other scheduled assignments. The textbook chapters explain and demonstrate marketing principles and fundamentals. LearnSmart activities may supplement understanding of the text. Participation in discussion boards provides students an opportunity to think more deeply about the specific marketing concepts, demonstrate participation in the course, and learn from and help fellow classmates learn. Other activities offer practice with the concepts and a more applied understanding of the material. Marketing is a practical skill that is learned through study and application in a cumulative fashion. Experience suggests that the value of the course is greatly diminished when students substitute pre-exam cramming for regular preparation and participation. The instructor and TA are available to facilitate your learning experience by organizing material, guiding your progress, and providing feedback on your assignments. Please be proactive and contact me or your TA if you have questions about the assigned material, need clarification about any part of the course, or find yourself unable to complete the assignments on time. Teams Students will form teams of 4-6 members and complete some of the course activities as group assignments. Some examples of online tools students can use to facilitate this work are available in the Resources and Links menu on Blackboard Learn. Sign up for a team through the link in Blackboard. Teams are designated with the section number (1 = 3:00; 2 = 4:30), and the team number (1-25). Students in section 1 should sign up for a team designated 1-x. Please only sign up for one team. If you accidently sign up for more than one team please contact the TA to remove you from the extra team. Attendance and Course Option (Full Participation vs. Limited Participation Options) Attendance will be taken during each class and included in the semester’s participation score. All students are encouraged to attend every class. Experience shows that students who attend and actively participate in class are more likely to achieve a high grade. Also the course is not set up to be an independent study Page 2

course, so students who choose not to attend class may miss reminders, announcements, and extra credit opportunities discussed there. No make-ups or excused absences for missed classes will be given. Students may miss up to 2 class periods during the semester for any reason without penalty. Attendance lapses over the allowed 2 classes will lower the participation score. Students rarely miss class without reason, however discussion and participation cannot be made up. Late registration, job interviews, athletic events, club and class trips, and even illness are all logical reasons for absences. But it seems inappropriate for an instructor to judge the worthiness of every reason a student may miss class, so providing roughly equitable consequences seems a fair way of dealing with this issue. Assigned Seating Students will be assigned a seat with their group for the semester. Many of the course activities require group work. Assigned seating in groups will facilitate group discussion and attendance records. Students are expected to sit in assigned seats for each class. Students not in their assigned seat will be marked as absent. Grades A traditional scale will be in place but may be curved slightly at the end of the semester only. Letter grades are not assigned to any single assignment or assessment. All individual scores will be converted to a percentage. 90-100 80-90 70-80 60-70 Below 60

A B C D F

Scores in each category will be weighted based on the following table at the end of the semester. Do not rely on the total points shown in Blackboard as a means of evaluating your grade during the semester. Category

Percent of Grade

Assignments - Connect assignments and chapter discussion boards (top 25 scores weighted equally)

15%

Exams (Exams 1, 2, and 3 weighted equally)

45%

Marketing Simulation (MarketShare) - Simulation Weighted Score (Team) - MarketShare Team Paper

15%

Case Analysis - Case Presentation - Case Analysis 1-4

5% 10%

5% 10%

Participation ( peer evaluations, attendance, completion of required and optional assignments, class discussions, etc) Total

15%

10% 100%

Exams There will be three exams during the semester. Exams will be objective in nature, typically composed of 50 multiple choice and true/false questions. The purpose is to provide a means of evaluating the student’s comprehension and understanding of the course material. All exams scores will be converted to a percentage and weight equally toward the exam category of the course grade. Make-up exams must be requested in writing prior to the exam date; they must be accompanied by a profound reason as to why you cannot take the exam during its scheduled time. All make-up exams will be in essay/short answer format. Any student requesting to take an exam outside of the scheduled date/time will be required to arrange for a suitable proctor. Page 3

Assignments – Connect and Chapter Discussions Boards See instructions for registering for Connect in Appendix A. Assignments for each chapter are offered in Connect and through Blackboard discussion boards to help you master chapter material. The best 25 scores of these assignments will be counted toward the Assignments grade category; a small amount of extra credit will be given for additional completed assignments. All scores in this category will be converted to a percentage. Purpose:

1. Practice with key concepts and terms from assigned reading. 2. Think more deeply about select marketing issues. 3. Provide a vehicle for individual student evaluation on a frequent basis.

For chapter discussion board assignments, students should create a new thread and post a response to the issue, then respond to at least one other post. Students must post at least one original response and reply to at least one other post to receive full credit for each discussion assignment. Practice activities are also available in Connect to help you prepare for exams. These are optional and will not count toward the course grade. Case Presentations and Case Analysis assignments Each team will work together to create a video presentation about the case assigned (see appendix B in the syllabus). In the presentation, students must identify the company’s marketing mix, then choose the two most relevant concepts from the corresponding textbook chapter, define them, and discuss how each is relevant to the case. Finally answer the other questions included in Appendix B for your case. Presentations should include material about the company not found in the case description (use library resources and get help from Krannert librarians if needed). Examples might be advertisements, statistics about the company, or information from other publications. The relevance of the material to the chapter concepts must be explained in the presentation. Include a slide with references for your work and note citations in the presentation where material is included from outside the case. The presentation should be a cohesive team effort, not a summation of individual parts. Be sure to practice together before the class presentation. Also, you must find ways to be engaging in your presentation – be creative to include discussion, activities, or other active processes to engage your audience. You are expected to teach your classmates about the chapter concepts from the case and relate the content to your own experiences where possible. Submit the assignment the due date for your team presentation (see the course schedule) in the following two ways: 1. attach a .ppt or .pdf file of your presentation to this assignment, and 2. create a thread on the Case Presentations discussion board and attaching the same file there Grades will be assigned based on the following components:  30 points - answers to case questions from syllabus (quality of answers)  30 points - outside material added to content of case (amount and quality of material about the company, relevance to learning objectives for case, etc)  40 points - presentation quality (quality of slides and verbal presentation, engagement of class with material, engaging presentation style, etc.) Students will also be required to submit assignments relevant to several cases throughout the semester. See the assignments titled Case Analysis I-IV in the Case Study folder for instructions. MarketShare Simulation (http://www.interpretive.com/marketshare) MarketShare gives students the opportunity to act as marketing managers in a simulated environment to better understand how all the components of the marketing mix are utilized to achieve success in business. Instructions concerning the simulation will be provided prior to the first MarketShare unit, but students are encouraged to read the student manual and explore the information available on the MarketShare website

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ahead of time. All MarketShare decisions will be submitted electronically via the MarketShare site. The due dates for decisions are listed on the course schedule. Evaluation of the MarketShare experience consists of 2 parts, a weighted score and a group paper. 

 

The weighted score result is a score calculated by the MarketShare simulation that reflects success with cumulative net income, unit sales, and company stock price during the marketing simulation. Only the team weighted score at the end of the simulation will count toward the course grade. Failure to submit MarketShare decisions on time in ether the individual or team decisions will likely cause a downward adjustment to this score. The group paper describing MarketShare learning is due on Blackboard at the end of the semester. Peer evaluations will also be due at this time. An individual’s overall score for the MarketShare category may be adjusted down if they are poorly engaged with their group (i.e. not contributing meaningfully to the group’s decisions) as evidenced by peer evaluations or other factors.

Participation and Peer Evaluations No formula for calculating a student’s individual participation score will be provided. Although participation is a subjective score, it may be optimized with regular attendance in class, presence in the course online environment, active participation in discussion forums and team work, completion of all required and optional course work, showing leadership in your team and facilitating your teammates learning (this does not mean doing all work yourself), and solid peer evaluation scores. Typically, students who participate more fully perform better in other aspects of the course. With this in mind, a strong level of participation may be beneficial if your final score in the course rests on the border between two grade levels. Expectations At a minimum students are expected to:    

  

be present as evidenced by attendance in class, participation in discussion boards, submission of assignments, and completion of other activities. read, study, and understand the assigned material; seek help from classmates, the TA, and the instructor when necessary. complete all assignments and exams on schedule (as per the schedule posted in Blackboard). participate in class discussions and discussion forums by offering insightful comments, asking questions, and helping classmates learn the material. Posts to discussion forums in Blackboard should include one original post and at least one reply per topic. play a role in team discussions and decisions. honestly evaluate yourself and teammates in the course through Peer Evaluations. uphold academic integrity in all work.

Purdue University Code of Honor The purpose of the Purdue University academic community is to search for truth and to endeavor to communicate with each other. Self-discipline and a sense of social obligation within each individual are necessary for the fulfillment of these goals. It is the responsibility of all Purdue students to live by this code, not out of fear of the consequences of its violation, but out of personal self-respect. As human beings we are obliged to conduct ourselves with high integrity. As members of the civil community we have to conduct ourselves as responsible citizens in accordance with the rules and regulations governing all residents of the state of Indiana and of the local community. As members of the Purdue University community, we have the responsibility to observe all University regulations. To foster a climate of trust and high standards of academic achievement, Purdue University is committed to cultivating academic integrity and expects students to exhibit the highest standards of honor in their scholastic endeavors. Academic integrity is essential to the success of Purdue University’s mission. As members of the academic community, our foremost interest is toward achieving noble educational goals and our foremost responsibility is to ensure that academic honesty prevails.

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I urge you to conduct yourselves honestly and honorably in this course and all others you take at this University. You are expected to comply with Purdue University’s Student Code of Conduct (http://www.purdue.edu/usp/acad_policies/student_code.shtml) and the University’s stated expectations regarding Academic Integrity (http://www.purdue.edu/ODOS/osrr/integrity.htm). With this in mind, I ask that you contact me if you find yourself in a situation where you are having difficulty coping with the demands of student life or the teamwork involved in this course. My goal is to serve you in the best manner that I can – please do not hesitate to contact me if you need help. A new phone number and email address have been established to facilitate the reporting of student academic integrity issues. Individuals can email a concern to [email protected] or call 7...