Not for Distribution - Rady School of Managementrady.ucsd.edu/docs/undergrad/classtrack_MGT103_Ehrich_SP...Marketing 12th Edition, by Kerin, Hartley and Rudelius (McGraw-Hill Publishing)

MGT 103: Product Marketing and Management Section F: Tuesday/Thursday 2:00pm-3:20pm Section G: Tuesday/Thursday 3:30pm-4:50pm

OTRSN 1S114

Spring 2016

PROFESSOR: Dr. Kristine Ehrich EMAIL: [email protected] OFFICE HOURS: Tuesdays 5:00pm-5:30 and by appointment (please email me) 2E109

TEACHING ASSISTANTS/TUTORS: Dani Yin and Min Zhang EMAIL: [email protected] and [email protected]

DESCRIPTION

People often define "marketing" as advertising or as sales/selling. While advertising is a highly visible activity

by which organizations provide information and try to persuade consumers to buy products and services,

marketing is much more than just advertising. It is much more than selling. Even the most skillful advertising

cannot make consumers buy things that they don't want. Rather, marketing involves identifying what

consumers are looking for, and then satisfying these consumers with the right product and/or service,

available through the best distribution channels, promoted in ways that motivate purchase as much as

possible, and priced appropriately.

These decisions – product, distribution, promotion, and price – 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” is likely to result in product (goods or service) failure.

The goals of this course are to a) introduce students to the concepts, analyses, and activities that comprise

marketing management, b) provide practice in assessing and solving marketing problems, and c) serve as a

foundation for marketing knowledge in general.

INSTRUCTIONAL METHODS

Because of the size of our class, some lecturing will be necessary; however, I treasure open discussion and

think of my role as more of a facilitator than lecturer. Please come to class prepared and ready to discuss the

assigned readings and your thoughts on the day’s topics. The course materials will consist of chapters, cases

and occasional outside readings (can be found on TED). Please turn off all laptops, tablets and cell phones

while in class.

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OBJECTIVES

Our course has four main learning objectives: 1) To understand current theories and best practices in

marketing, 2) To apply course content to real-world situations, 3) To gain experience in presentation, to

present effectively and to learn to work well with others in a team, and 4) To practice articulating your own

ideas and thoughts. MATERIALS

Marketing 12th Edition, by Kerin, Hartley and Rudelius (McGraw-Hill Publishing)

Outside readings as assigned on TED

SCHEDULE

Date Chapter Covered Assignment Due

Mar 29 Intro to Course and Chapter 1: Creating Customer Value

Mar 31 Chapter 2 – Marketing and Organizational Strategies

Chapter 3 – Marketing Environment

*Always come ready to discuss the readings*

Apr 5 Chapter 4 – Ethical and Social Responsibility

Fashion or Strategy: Jumping on Sustainability Bandwagon

Reading on TED

Apr 7 Chapter 5 – Consumer Behavior

Chapter 6 – Organizations as Consumers

Social Responsibility HW (turn it in - TED)

Apr 12 Chapter 7 – Global Markets

Chapter 8 – Marketing Research

Apr 14 Chapter 9 – Segmentation, Targeting and Positioning

Chapter 12 – Services Marketing

Apr 19 Chapter 10 – Developing New Products and Services

Chapter 11 – Managing Products, Services and Brands

Apr 21 Review for Exam 1 Branding Homework (turn it in -TED)

Apr 26 *EXAM 1

Apr 28 Public Policy and Marketing Reading on TED

May 3 *Product Presentations (see TED for assigned date) In teams of 2

May 5 *Product Presentations (see TED for assigned date) In teams of 2

May 10 Chapter 13 – Building Price Foundations

Chapter 14 – Arriving at Final Price

May 12 Chapter 15 – Channels and Supply Chain

Chapter 16 - Retailing

May 17 Chapter 17 – IMC and Direct Marketing

Chapter 18 – Advertising, Sales Promotions and Public Relations

May 19 Chapter 19 – Social Media

Chapter 20 – Personal Selling and Sales Management

Mar 24 Chapter 22 – Strategic Marketing Process

Mar 26 *Elevator Pitches Individual Two-Minute Pitch

Mar 31 *Elevator Pitches Individual Two-Minute Pitch

June 2 Exam Review Day

June 6 *FINAL EXAM Section 103-G00 3:00pm – 5:00pm

June 7 *FINAL EXAM Section 103-F00 3:00pm – 5:00pm

*Mandatory attendance on these dates

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ASSIGNMENTS

Reading Assignments

Please do the chapter and other readings ahead of the assigned date. Occasionally I will assign an outside

reading or case. These will be posted on TED.

Team Projects Product Presentations

There will be one “team” project. For this assignment, you will form teams of 2. You will interview your

partner about a product that he or she recently purchased. The product may include anything except

alcoholic beverages – preferably this will be a product that is meaningful to him or her personally. In class,

your partner will bring the product and you will explain how their purchase decision was influenced by

various economic, social, cultural, and psychological factors. Your presentation will be evaluated based on

perceived level of preparation, creativity, and effectiveness of your delivery. Presentations should be well

rehearsed, and will be capped at 2 minutes in length. This is meant to be a fun exercise, so be creative and

have fun selecting the product and developing your presentation. You will either present May 3rd or May

5th. I will announce which date you are assigned by April 21.

Individual Assignments Elevator Pitch (Two Minute assignment)

Each of you will be required to give an “elevator pitch” about yourself. An elevator pitch is a succinct,

carefully prepared and well-practiced marketing message about your professional self. It should be worded

so that your grandmother can understand it (not full of jargon) and it should be able to be completed in the

time it takes to ride an elevator to the top floor (evidently it was created in NYC where elevator rides take 2

minutes, not in San Diego, where they take 30 seconds. I would guess yours will be closer to 60-75 seconds.).

This will be an opportunity for you to practice talking about yourself the way you would at a networking

event or to a potential employer or internship provider. I will provide many more details about how to

prepare this prior to the due date (watch for it on TED).

Social Responsibility Assignment

This is an individual assignment having to do with the topic of corporate social responsibility and business

ethics. It is due at the beginning of class on April 7th. It should not exceed one page, single-spaced. Make sure

to put your name and section on the top of the page. This should be submitted through Turn It In on TED.

This assignment is a combination of four questions from Chapter 4 and the Sustainability reading on TED.

The four questions are presented below – respond to each completely and concisely.

What is social responsibility? Why is it important?

Why is ethics an important consideration in marketing decisions?

What trade-offs might a company have to make to be socially responsible and responsive to market

demands?

Do you believe that sustainability is a true strategy or merely fashionable? Please explain.

Branding Assignment

This individual assignment will address issues involved with branding and will be fully explained prior to

the due date (details on TED). This needs to be turned in by 2pm on April 21st through Turn It In on TED. Copyri

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Quizzes

There will be 3 unannounced quizzes covering any class material (readings, lectures or discussions) up to that

point, administered throughout the course. All quizzes will be administered at the start of class, and you will

not have the opportunity to make up a missed quiz. Quizzes will be multiple-choice and will be graded, but

not returned. Rather, we will go over the answers in class.

Exams

There will be two exams (midterm and final) administered. The first will be on April 22 and the second will

be on June 7th for Section 103-F and June 6th for Section 103-G. The two exams are non-cumulative and will

each cover a similar amount of material. The exams will be multiple choice and short essay questions focused

on the application of principles and concepts covered in the course. Make up exams are given only under

EXTREMELY exceptional circumstances and will be entirely essay exams.

Class Participation

Participation in this class is important. The benefit that you will derive from the course depends in large part

upon the extent to which you share your own viewpoints or conclusions with your fellow classmates. You

should view class participation both as an opportunity to ask questions to enhance your understanding as

well as an opportunity to suggest examples that demonstrate your knowledge of the material. It is expected

that you read all of the course material to be discussed and come to class with a series of comments and/or

questions that you think will be interesting to the class. Please create individual name cards and bring these

to class to facilitate building a conversational tone in the classroom.

If you are shy and have trouble speaking up in class, please talk to me during the first week of class; we will

work on a way for you to feel more at ease in class. Do not wait until the end of the semester to tell me that

you don’t like to talk in class – it is difficult for me to do anything to help you at that point. Remember –

preparation is a great way to reduce nervousness! I also encourage you to bring in news articles, stories,

anecdotes, etc. as they pertain to the topic of the day. Please turn off all laptops, tablets and cell phones while

in class. GRADING

Assignments Points [or percentage]

Exam 1 25 %

Exam 2 25 %

Quizzes – (3 Unannounced) 5% each 15 %

Homework (2) Social Responsibility and Branding 5% each 10 %

Participation and Professionalism (1% for completing CAPE evals) 10 %

Product Presentations 5 %

Elevator Pitches 5 %

Rady School Behavioral Lab Participation 5%

Total 100 %

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COURSE POLICIES

Please make a habit of checking TED daily for announcements and assignments

Your presence in class is expected, though I will not record daily attendance (except on dates noted in

calendar). Frequent missed classes will be detrimental to course performance, however, in the following

ways: 1) missed quizzes, 2) missed in-class exercises, and 3) missed contribution opportunities. None of these

missed opportunities can be made up. In addition, missing class means missing the discussion, and while the

readings can provide a foundation for the course material, the discussion is the true mechanism for learning.

Class contribution is evaluated from the perspective of adding to the group discussion. It is critical to be

present, prepared, and to make insightful comments that either move the discussion forward or help the class

learn – quality is more important than quantity. The course is intended to be interactive in nature, and the

learning environment is optimized with everyone’s participation. The key with class contribution is

engagement with the material and with your fellow classmates – contribution can come in the form of verbal

comments or bringing new and insightful materials to the class for discussion

All course readings should be completed in advance of the class session for which they are assigned. Class

discussion presumes that all participants have read the assigned materials and are prepared to engage in a

meaningful dialogue.

UCSD email and TED will be used as the primary means of communication and material delivery within this

course. Be sure to ensure you have consistent access and regularly check both. If there is an alternate email

address that you prefer to use, be sure to communicate this information directly to the instructor.

Late work will not be accepted. Due dates will be clearly communicated, and once the due date has passed,

no further submissions will be accepted.

There is no extra credit available in the course. Performance evaluation in the course will be based solely on

the assignments outlined within the syllabus. ACADEMIC INTEGRITY

Integrity of scholarship is essential for an academic community. As members of the Rady School, we pledge

ourselves to uphold the highest ethical standards. The University expects that both faculty and students will

honor this principle and in so doing protect the validity of University intellectual work. For students, this

means that all academic work will be done by the individual to whom it is assigned, without unauthorized

aid of any kind.

The complete UCSD Policy on Integrity of Scholarship can be viewed at: http://senate.ucsd.edu/Operating-Procedures/Senate-Manual/Appendices/2

How the Honor Code applies to this course:

This one is easy to understand. Don’t cheat. I work hard in this course, and I expect you to also. On exams,

assignments and papers: 1. Collaboration is permitted only when permitted by the instructor. 2. Don’t Cop

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plagiarize - Copying from the writings or works of others into your academic assignment without attribution,

or submitting such work as if it were one's own is defined as plagiarism. This also includes any submission

of work with authors listed who did not contribute to the submission. If you have any questions on what

plagiarism is, please ask. Punishment for academic dishonesty, to be determined by the instructor, will range

from receiving a zero (0) on the test or assignment to failing the class.

STUDENTS WITH DISABILITIES

A student who has a disability or special need and requires an accommodation in order to have equal access

to the classroom must register with the Office for Students with Disabilities (OSD). The OSD will determine

what accommodations may be made and provide the necessary documentation to present to the faculty

member.

The student must present the OSD letter of certification and OSD accommodation recommendation to the

appropriate faculty member in order to initiate the request for accommodation in classes, examinations, or

other academic program activities. No accommodations can be implemented retroactively.

Please visit the OSD website for further information or contact the Office for Students with Disabilities at

(858) 534-4382 or [email protected].

RADY SCHOOL RESEARCH POOL

5% of your grade is based on participation in two experiments offered by the Rady School Research

Participant Pool. Each experiment will take up to one hour. If new to lab participation, to register for an

account and to receive additional information about upcoming lab studies, visit: http://radyclasscredit.sona-

systems.com/Default.aspx?ReturnUrl=%2f and click “New Participant?” Request an account here.” When you

register, you will be assigned a unique ID – you will need to provide this ID each time you participate in a

study. Make sure to keep track of it! You must enter your correct section (A00 or B00), or you won’t receive

credit. Upload a screen shot of each experiment on TED to get your points. You must resolve credit before the

final exam date.

If you have served as a participant before, you will need to update which classes you are registered for in

order to receive credit. Log in to your account here: http://radyclasscredit.sona-

systems.com/Default.aspx?ReturnUrl=%2f and go to the “My Profile“ page. There is an option near the

bottom of the page to "Change Courses."

Questions about lab studies can be directed to [email protected]. Studies will begin during week 2 or 3 of the

quarter.

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