BA3365 Principles of Marketing

Professor Rob Hughes

Email rhughesutd@yahoo.com
Term Fall 2009
Section 501
Class Hours Wednesdays 7:00 pm – 9:45 pm
Class Location SOM 1.102

Textbook Kerin, Hartley and Rudelius, Marketing (9th edition), McGraw Hill
– Irwin, 2009

Course Description and Outline

This course will introduce marketing principles including consumer behavior, market
research, marketing planning, the decision making environment, market measurement,
product decisions, promotion, pricing and distribution. It will introduce students to the
essentials of marketing: the creation of value for customers and firms and the strategies
and methods marketers use to successfully operate in today's dynamic business
environment.

Course Format

Lectures, class discussions, project assignments, homework, quizzes and text reading will
form the major learning vehicle. The lectures are designed to reinforce and expand upon
the material in the text. Discussions are aimed at bringing new perspectives to the
material in the text and fostering the application of text and lecture content to marketing
management situations. Each student is expected to prepare the assigned material, to
attend class and to actively participate in class discussions.

Feedback

I consider you to be my customers. If you have any question or concerns about the
course content, teaching, grading; or if you have any suggestions for improvement, please
do not hesitate to discuss them with me.

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Grading

Quizzes and/or Homework 15%

Midterm Exam 25%
Group Project 35%
Final Exam 25%
Total 100%

Each of these components is described below.

Quizzes and/or Homework Assignments – Short quizzes and/or homework assignments

will be given most weeks. They will be based on material contained in the text and will
cover the concepts to be discussed in that day’s class. There will be at least 11 quizzes
and/or short homework assignments and possibly more. However, only the scores on
your 10 highest quizzes/assignments will count towards your grade.

Midterm & Final Exams – The exams are closed book and closed notes. The Final Exam
will not include any material included on the Midterm Exam.

Group Projects – Your product development team (group of 4 to 6 people) is responsible

for creating a marketing plan for a real or imaginary new product or service. Individuals
will be assigned to teams by me based on input gathered in class. Each product
development team will prepare a written marketing plan and present it to the class.

Use the first weeks of the semester to choose an exciting product (or service) for which
you can develop a creative marketing plan. Review Appendix A of Chapter 2 in your
textbook to become familiar with the layout and purpose of a marketing plan. Keep in
mind that you want a product with a distinctive point of difference that will satisfy the
needs of your potential customer. More details about the project will be provided in class.

Academic Integrity

The faculty expects from its students a high level of responsibility and academic honesty.
Because the value of an academic degree depends upon the absolute integrity of the work
done by the student for that degree, it is imperative that a student demonstrate a high
standard of individual honor in his or her scholastic work.

Scholastic dishonesty includes, but is not limited to, statements, acts or omissions related
to applications for enrollment or the award of a degree, and/or the submission as one’s
own work or material that is not one’s own. As a general rule, scholastic dishonesty
involves one of the following acts: cheating, plagiarism, collusion and/or falsifying
academic records. Students suspected of academic dishonesty are subject to disciplinary
proceedings.

Plagiarism, especially from the web, from portions of papers for other classes, and from
any other source is unacceptable and will be dealt with under the university’s policy on
plagiarism.

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Class Participation and Preparation

Each one of you is expected to contribute to class discussions. Please read the relevant
sections of the text sections prior to class so that you are in a better position to ask
questions and comment on the material covered in class. This will make the learning
process much more enjoyable for both you and me! Please note that in many cases we
will not be covering the complete chapter. At the end of each class, I will tell you which
pages need to be reviewed for the subsequent class.

Please attend regularly. If changes in exam procedure, exam date, exam coverage,
assignments, etc. are announced in class you are responsible for knowing this
information.

Tentative Class Schedule

Date Chapters Topics

Aug 26 1-3 Creating Customer Relationships
Developing Successful Marketing Strategies
Scanning the Marketing Environment
Sep 2 3 & 22 Scanning the Marketing Environment
The Marketing Process
Sep 9 4&5 Ethical and Social Responsibility in Marketing
Consumer Behavior
Sep 16 6 Organizations as Customers
Sep 23 7 Global Consumers and Markets
Sep 30 8 Marketing Research
Oct 7 9 Segmenting, Positioning & Forecasting
Oct 14 10 & 11 Midterm Exam
Developing New Products and Services
Managing Products & Brands
Oct 21 11 & 12 Managing Products & Brands
Managing Services
Oct 28 13 & 14 Pricing
Nov 4 14 – 17 Pricing
Marketing Channels
Supply Chain and Logistics
Retailing
Nov 11 17 & 21 Retailing
Multichannel Marketing
Nov 18 19 Advertising, Sales Promotion & Public Relations
Nov 25 20 Group Presentations
Selling
Dec 2 20 Group Presentations
Selling
Dec 9 Final Exam

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