FOUNDATIONS Of MARKETING

PRACTICE
MKTG 3650.003
Fall Semester, 2010

Lyceum
9:30 – 10:50 TTh Office: BusAdmin Rm 238f
Hours: 1:30 – 3:30pm TTh & by
appointment
Dr. Kenneth N. Thompson Phone: 565-3137 (do not leave voice
mail)
Required Text: Roger Kerin, Steven Hartley, and William Rudelius (2011), Marketing 10/e.
(Boston: McGraw-Hill Irwin).
COURSE OUTLINE

Topics
PART I -- INTRODUCTION TO MARKETING
Introduction to Marketing
Introduction to Marketing Management & Marketing Strategy
Marketing Information Management
PART II -- UNDERSTANDING MARKETS & CUSTOMER BEHAVIOR
Consumer Behavior & Decision Making
Organizational Markets & Buying Behavior
Market Segmentation & Target Marketing
Positioning Concepts
PART III -- PRODUCT & SERVICE PLANNING
Basic Product Concepts
Branding Concepts
New Product Development & The Diffusion of Innovations
Product Life Cycles
PART IV -- PRICE PLANNING & MANAGEMENT
Pricing Concepts and Strategies
Setting & Adjusting Prices
PART V -- DISTRIBUTION PLANNING & MANAGEMENT
Introduction To Channels of Distribution
Wholesaling & Retailing
Physical Distribution & Logistics
PART VI -- PROMOTION PLANNING & MANAGEMENT
Introduction to Promotion

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 Advertising & Sales Promotion

Topic & Examination Time Line

Lecture Topics &

“Marketing 10/e” Examination & Quiz
Week Date Associated Power Point
Chapters Deadlines
HOs
1 – Creating Customer
Relationships
1 Aug 26 Introduction to Course

2 – Developing Successful 1 -- Introduction to Marketing

Marketing Strategies
Aug 31 2 -- Introduction to Marketing
2
Sep 2 Management & Strategy
22 – The Strategic Marketing
Process

3 – Scanning the Marketing 3 -- Marketing Information

Environment Management
3
Sep 7, 9
8 – Marketing Research: From
Customer Insights to Actions

5 – Understanding Consumer
Behavior. Online Quizzes 1 – 3, 22
Sep 14, 4 -- Consumer Behavior &
4
16 Decision Making, cont. Completion Deadline
6 – Understanding Organizations Sunday Sep 19 11:59 PM
as Customers

5 -- Market Segmentation
Sep 21, 9 – Market Segmentation,
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23 Targeting, and Positioning
6– Product Positioning

7 - Basic Product Concepts Online Quizzes 8, 5, 6

Sep 28, 11 – Managing Successful
6
30 Products and Brands Completion Deadline
8 - Product Life Cycles Sunday Oct 3 at 11:59 PM

12 – Services Marketing Online Quizzes 9, 11, 12

Completion Deadline
7 Oct 5, 7 9 - Branding Concepts
4 – Ethics and Social Sunday Oct 10 at 11:59
Responsibility PM
10 - New Product Oct 12 – In Class Exam 1
Oct 12, 10 -- Developing New Products
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14 & Services
Development & The Diffusion Lecture Topics 1 – 7
of Innovations (Topics Tentative)

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 11 – Pricing Concepts &
Oct 19, 13 – Building the Price
9 Strategies Post Exam Review
21 Foundation

Oct 26,
9 14 -- Arriving at the Final Price
28

Appendix B – Financial Aspects 12 – Setting and Adjusting

of Marketing Prices
10 Nov 2, 4
7 – Understanding & Reaching
Global Markets
Online Quizzes 4, 10, 13, 14
13 -- Introduction To Channels
15 – Managing Marketing Completion Deadline
11 Nov 9, 11 of Distribution, Wholesaling &
Channels and Wholesaling Sunday Nov 14 at 11:59
Retailing
PM
16 -- Supply Chain & Logisitics
Nov 16, Management 14 – Logistics & Physical
12
18 Distribution
17 -- Retailing
18 – Integrated Marketing Online Quizzes 7, 15, 16,
Communications
17 Completion Deadline
13 Nov 23 15 - Introduction to Promotion
19 – Advertising, Sales Sunday Nov 28 at 11:59
Promotion, and Public Relations PM
20 – Personal Selling & Sales
Management Dec 2 -- Exam 2 Lecture
Nov 30,
14
Dec 2
Catch-Up Topics 8 - 15 (Topics
21 – Interactive & Multichannel Tentative)
Marketing
Online Quizzes 18, 19, 20,
15 Dec 7, 9 Dead Week Review 21 Completion Deadline
Friday Dec 10 at 11:59 PM
Dec 14, OPTIONAL FINAL
16
16 EXAM TBA

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 IMPORTANT STUDENT INFORMATION

Course objectives
My objectives for this course are typical of many 'survey courses' in which students obtain
their initial exposure to an academic discipline. Specifically, I want to:

Provide you with an understanding of what Marketing is about and its role in the firm.
Provide you with an understanding of the scope of the job faced by marketing managers in
today's complex, competitive business environment.
Provide you with a working knowledge of basic marketing terminology and concepts.
Exams are geared to ensuring that you know the "language of marketing" and have a
basic working knowledge of the principle concepts.
Introduce you to the "Marketing Concept" as a basic philosophy of conducting business.

Required text
Roger Kerin, Steven Hartley, and William Rudelius (2011), Marketing 10/e. (Boston:
McGraw-Hill Irwin).

This book is available in hard copy and soft copy from the UNT bookstore, and from various
online resources. The text is also available in electronic format from McGraw-Hill
(www.coursesmart.com). The ebook is well done and seems to work well on most
computers. I‟ve been using the ebook on both several Window‟s-based notebook
computers, desktop computers, and my IPad. I haven‟t tried to access the ebook on the
Iphone, Blackberry, or Droid. The ebook can only be read on-line and you only have access
for one year. However, since the book resides on the internet, you should be able to access
your copy from any computer, Iphone, Ipad, or similar compatible device.

Grading
Grading consists of two in-class exams each worth 500 point (total 1,000 points), 22 online
quizzes worth 30 points each covering chapters from the text (total 660 points), and 4 case
assignments worth 50 points each (200 points). Your grade in this course is based on the
percentage of points you earn out of the 1,860 points that are possible in the course as
follows:

A: => 90%
B: => 80% & < 90%
C: => 70% & < 80%

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 D: => 60% & < 70%
F: < 60%

Specific grading opportunities follow.

In-Class Exams
There are two exams scheduled for the semester to be given in class at the times identified
below. Each exam is worth 500 points for a total of 1,000 points. The examination schedule
is as follows:

Exam 1 – Tuesday October 12

Exam 2 – Thursday December 2

An optional comprehensive final exam is offered for those students wishing to improve their
grade. This final exam can be used to replace your lowest grade from Exams 1 and 2.
Should you choose to attempt the optional final exam and your grade is lower on the final
than your grades on any of the midterm exams, I simply will ignore your grade on the final
i.e. it will not count.

Classroom presentations are intended to augment and supplement material contained in the
text. In most cases, presentations will parallel information in the text and will offer my
perspective on a given subject. I will also use class time for a number of „guest
presentations delivered by industry practitioners and other faculty from within the
Department of Marketing and Logistics. In-class exam questions will be drawn from this
material.

As indicated above, in-class exams test your comprehension of material presented in class.
Material from the textbook is tested via the online quizzes. In order to help you study for the
in-class exams, I will provide a series of sample on-line „self-tests‟ referred to as „concept
checks.‟

Quizzes Over Chapters from the Text

There are 22 quizzes over the chapters assigned from Kerin et al. text. Each quiz is worth
30 points for a total of 660 points. All quizzes are delivered via Blackboad (BB). Each quiz
consists of 30 multiple choice questions. Grades for these quizzes are posted directly to
your grade book in BB. Each quiz will be available for 45 minutes. Quizzes will be opened
as the semester progresses and will close at the times indicated on the syllabus. Pay close

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attention to the closing dates and times. If you wait until the last minute to get them done
it is highly likely that you will encounter technical problems with BB. I‟m generally not
sympathetic because most of these problems can be circumvented with better planning and
less procrastination. I will not reset aborted quizzes that occur on Friday, Saturday, or
Sunday the weekend of the submission deadline.

The best way to approach these quizzes is to digest the material before attempting the quiz.
Each quiz is only open for 45 minutes, not allowing enough time for „original learning‟ as you
answer questions. I suggest that you read the chapter at least twice prior to starting the quiz
for that chapter. Your first „read‟ should be to gain an overview of the topics contained in the
chapter. You may also want to highlight key terms at this point. Your second read should be
a more detailed inspection in which you highlight major concepts and explanations of key
terms. Familiarity with the material in each chapter is critical to your success on the quizzes.
Even though the quizzes are open book, you cannot simply expect to look up the definition of
a term in the glossary. Many, if not most, of the questions on the quizzes assess your
familiarity with the authors‟ specific explanations and vocabulary. You need to be able to
pinpoint the exact paragraph upon which the question is based.

Assignments
You will also participate in four written assignments (usually case analyses) worth 50 points
each. Some cases may be drawn from those contained in the text. Most case assignments
will have associated videos that will be posted in the case video folder on the course
homepage. Based on each case, I will pose questions for you to address in a short one
page report submitted via Blackboard‟s “assignments” tool ( ). Again, each written case is
worth 50 points toward your overall grade. Your written case will be submitted in Word
format as an attachment via the „assignments‟ tool. Your written paper must not exceed one
typed page using single line spacing (exclusive of any tables or figures). I may provide
additional formatting instructions for assignments. If not, then your submission should
adhere to standard APA guidelines. APA style guidelines are readily available via the
internet.

I normally employ a „grading form‟ for each case. The grading form is divided into sections
identifying the points allocated to:

 Format and organization ;

 Spelling and grammar;
 Relating the case to appropriate concepts drawn from the text; and,
 Quality and clarity of discussion.

I may add or subtract from these areas for specific cases. A sample grading form is shown
in Table 1 at the end of the syllabus.

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Failure to meet the posting deadlines, failure to make the required number of posts, or failure
to use the proper writing style (as described above) will result in a zero grade for that case.
No partial credit is awarded.

Extra Credit Opportunities

I probably will offer a few extra credit opportunities in the course. These usually consist of
discussions of articles I‟ve taken from the Wall Street Journal or other current business
publications. Each extra credit discussion is usually worth 30 points. Don‟t expect any more
than four such opportunities.

The assignments and extra credit opportunities are worth up to (4 x 50) + (4 x 30) = 320
points toward your overall grade. These points are very easy to earn with a little effort. Your
grades on the cases and extra credit opportunities may make a big difference in your final
letter grade. Do not expect me to be lenient with your final letter grade (i.e. „round up‟) if you
failed to meet deadlines on quizzes and case discussions, or fail to take advantage of all
extra credit opportunities. I accept no excuses for missing deadlines since the quizzes,
cases, and extra credit opportunities are open for reasonably long time periods.

OTHER POLICIES
Examination Policies
The following in-class examination policies are rigidly observed:

If you miss a single midterm examination you must take the optional final exam as your
make-up exam. In this sense, the final exam becomes mandatory for those missing a
midterm.
If you miss both the first and second midterm exams, you must provide me with
documentation justifying your absences for both exams. In the event of a medical
emergency, a death in the family, or participation in an official university functions where
your attendance is mandatory, I will grant a make-up exam for only one of the two missed
exams. You must take the optional comprehensive exam as the „make-up‟ for the second
missed exam. Regularly scheduled doctor's appointments do not qualify as medical
emergencies. Any make-up exams that I choose to allow will be essay exams.
“Early” exams may be allowed, depending on the circumstance.
You will not be allowed to take any exam if you arrive more than 15 minutes after exam
start-time or after the first person has finished the exam, which ever is first.

How I Communicate With Students

I make extensive use of the ‘announcements’ tool in BB to disseminate critical information
in the class. You should check for announcements on a daily basis. Generally, any
important administrative information disseminated in class will also be „announced‟ via BB.

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The syllabus in always subject to change and such changes are announced in class and,
usually, via an announcement in BB.

Communicating With Dr Thompson and TAs

All communications with me should be via BB email. I am in my office only during office
hours and will answer phone calls when I am there. However, I rarely check my voice mail.
Hence my admonition earlier in the syllabus against leaving voice mail. You are welcome to
come in at any time during office hours for a „face-to-face.‟

All email communications with me or my TAs must be via BB. Do not use Eagle Mail or any
other email facility. In addition, all email communications should be treated as
professional correspondence. Remember that you are not emailing or texting a peer.

The following email guidelines should be strictly followed:

 Employ a subject line that clearly indicates the content of your email. I should not
see an „RE:‟ in the subject line unless you are definitely responding to a previous
email received from me.
 The body of your email should begin with an appropriate salutation. You may
address me as “Dr. Thompson” or “Professor Thompson.” This may sound
pretentious, but titles do matter. I personally don‟t care, but there are many
professionals who get offended when addressed in a less than formal manner. Do
not begin your salutation with „hi‟ or „hello‟ or „hey.‟ You would be surprised at the
number of „hey dude‟ salutations I receive from undergraduate students each
semester.
 Pay close attention to spelling, punctuation, and grammar. Do not employ email or
„texting‟ abbreviations, or slang. I strongly recommend that you compose your email
in a word processor and then paste the communication into your email. Most word
processing programs have good spelling and grammar checking capabilities. I don‟t
expect anyone‟s writing to be error free. I certainly make my share of errors.
However, you should do your best. International students need to pay particular
attention here. My standards apply equally to all students.
 The „tone‟ of your email should be professional. Carefully proof your email before
hitting the „send‟ button. Ask yourself how you would interpret the tone and content
of the email had you received it from someone else.

Failure to follow these guidelines will result in your unread email being returned with a note
to “edit and resubmit.”

My TA‟s are your first point of contact for most administrative matters. You should contact
them first with all questions about grading, course policies, on-line exams, and assignments.

ACADEMIC MISCONDUCT

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All work performed in this class must be your own. Violation of this policy can result in a
grade of "F" for the course and notification of appropriate university officials for disciplinary
action. Academic misconduct consists of, but is not limited to, the use of notes or other
memory aids during exams, obtaining/passing answers or other information from/to others
during exams, plagiarism, passing copies of exams to others, and obtaining copies of exams
from others. You should familiarize yourself with the University‟s disciplinary rules and
regulations available in the Student Guidebook and the Student Code of Conduct brochure.
Both are available from information desk in the Administration building or the third floor of the
Student Union.

DEPARTMENTAL POLICY ON GRADE APPEALS

Any student who believes a grade has been inequitably awarded should first contact the
instructor who awarded the grade to discuss the issue and attempt to resolve the
differences. Any instructor no longer associated with UNT at the time of the appeal will be
represented in these proceedings by the chair of the department in question. A student not in
residence the semester following the awarding of the grade or a resident student who is
unable to resolve the differences with the instructor has 30 days following the first day of the
succeeding semester to file a written appeal with the chair of the instructor‟s department, or
the equivalent administrative unit. Refer to the Undergraduate Catalogue for further details.

DEPARTMENTAL POLICY ON GRADE CHANGES

No grade except 'I ' may be removed from a student‟s record once properly recorded.
Changes are not permitted after grades have been filed except to correct documented
clerical errors.

Requests for error corrections must be initiated immediately after the close of the semester
for which the grade was recorded.

A faculty member who believes an error has been made in calculating or recording a grade
may submit in person a request with a detailed justification for a grade change to the
department chair and the appropriate dean. The Registrar accepts requests for grade
changes only from the academic deans.

University Policy on Awarding and Removal of Incomplete (I)

The grade of I is a non-punitive grade given only during the last one-fourth of a semester.
This grade can be awarded only if a student:

Is passing the course;

Has reasons beyond the control of the student why the work cannot be completed on
schedule; and
Arranges with the instructor to finish the course at a later date by completing specific

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 requirements that the instructor must list on the grade sheet.

A student may remove a grade of I within one year by completing the stipulated work, paying
a fee at the Bursar‟s Office and returning the permit form to the instructor. Obtain the Student
Request to Remove Grade of I from the departmental secretary. The instructor then files the
permit form in the Registrar‟s Office along with the grade, and the grade point average is
adjusted accordingly. If a student does not complete the stipulated work within the time
specified (not to exceed one year after taking the course), the instructor may change the
grade of I to a grade that carries credit or assign a grade of F if appropriate. The GPA is
adjusted accordingly.

A student who could not complete final examinations because of illness may remove a grade
of I without payment of the fee. The academic dean is authorized to waive the fee upon
certification of illness signed by the attending physician.

DEPARTMENTAL POLICY ON INFORMING STUDENTS

OF FINAL GRADES
Final grades will be posted through the grade book within Vista. Please bear in mind that
departmental staff are not allowed to give out grades. Do not call or stop by the department
office to ask for your grade. Only I can release your grade.

AMERICANS WITH DISABILITIES ACT

The College of Business Administration complies with the Americans With Disabilities Act in
making reasonable accommodation for qualified students with disabilities. If you have an
established disability as defined in the Act and would like to request accommodation, please
see me as soon as possible. My office hours and office number are shown on the first page
of this syllabus. Please note: University policy requires that students notify their instructor
within the first week of class that an accommodation will be needed. Please do not hesitate
to contract me now or in the future if you have a question or if I can be of assistance.

CHANGES TO SYLLABUS
I reserve the right to make changes to this syllabus at any time. Such changes may be
verbal in nature or disseminated via announcements in BB. There may not be a hard copy
revision to this document. It is your responsibility to stay on top of any changes that have
been made, regardless of how the change is disseminated.

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 Table 1. General Case Grading Form1

Objective/Criteria Performance Indicators

Inadequate Serious Errors Needs Meets Expectation Exceptional

Improvement

Format and (0 points) (5.2 points) (6 points) (6.8 points) (8 points)

Organization Failed to follow Limited formatting Followed basic APA Exceptionally well
formatting errors. Problems formatting and organized, logical
requirements. with the clarity of organizational progression organized
Serious problems the discussion. guidelines. under meaningful
with organization of Confusing headings. Excellent use of
the presentation. organization of other organizational cues
Unclear or no discussion. Failure such as bullets and
organizational cues, to employ headers indentation to enhance
disorganized and subheads to clarity and readability.
presentation. organize discussion. Attractive, professional
Limited or no use of layout and design;
other organization "publishable" format in
cues (e.g. bullets, APA style.
indentation).
Unclear transitions
and sequencing

Spelling and (0 points) (5.2 points) (6 points) (6.8 points) (8 points)

Grammar Substantial errors Limited errors with Minimal errors with No discernible errors with
with spelling, spelling, grammar. spelling, grammar, spelling. Exceptional
grammar. Clearly Probable cause is punctuation. grammatical clarity.
failed to proof read failure to employ
prior to submission. electronic checking
resources, carefully
proof.

1
Note that this sample grading form is worth only a total of 40 points. The form employed for this course will be based on 50 points.

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Objective/Criteria Performance Indicators

Inadequate Serious Errors Needs Meets Expectation Exceptional

Improvement

Related Case to (0 points) (10.4 points) (12 points) (13.6 points) (16 points)
Appropriate Failed to identify Correctly identified Correctly identified Correctly identified
Concepts in appropriate appropriate appropriate appropriate concepts
Chapter concepts. Failed to concepts from the concepts from the from the text and
examine the text, however text and incorporated them into
implications for the implications for case incorporated them the discussion.
current case. were not made into the discussion. Exceptional discussion
clear. Adequately related relating concepts to case
concepts to case problem.
problem.

Quality and Clarity (0 points) (5.2 points) (6 points) (6.8 points) (8 points)
of Discussion Presentation of Presentation of Clearly sequenced Previous plus provides
opinion or statement opinion or statement logical discussion added evidentiary support
without evidentiary with limited leading to clear for arguments based on
or logical support. evidentiary or logical conclusion. properly referenced
Illogical argument. support. Illogical literature, personal and /
Arguments argument. No clear or professional
sequenced in an conclusion based on experience.
illogical, haphazard the progression of
manner. No logical arguments. Flow of
flow to the the discussion does
presentation. not directly lead to
the stated
conclusion.

out of 40

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