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January 12, 2017

Schedule BUSI 7210 and 7216
Spring 2017
Marketing & Consumer Theory

Dr. Danny Butler Office Hours: Tues & Thur 1-2 or by appt.
251 Lowder Business Bldg. Phone: 334.844.2464 when in doubt call me
E-Mail: butledd@auburn.edu

Butler’s Core Value: Treat people as you would like to be treated.

Butler’s Academic Philosophy:

Provide appropriate foundation readings and application assignments allowing students to master
the subject material. Move students past their comfort zone. Provide an experience that will
allow students to be successful in marketing far into the future.

Class Meets in Lowder Room 009; 09:30 - 10:45 Tues and Thurs

Course Overview: This course is designed to provide business tools necessary for developing
and managing marketing initiatives. State-of-the-art tools for managing the marketing function
will be covered. Marketing management issues inclusive of factors motivating consumer
behavior, managing perceived value, market segmentation and differentiation tactics, developing
new products, branding, integrated communication, sales force and supply chain decision will be
covered. This course will build on previous MBA course material from business strategy,
statistics, accounting, and finance.

Course Objectives: Students completing this course will have the foundation tools necessary to
develop and implement integrated marketing plans necessary for competing in today’s global
economy. Students will also have a foundation in segmenting markets, developing sales
forecasts, and implementing marketing strategies that will have a profound effect on stakeholders’
interests.

Required Materials:
Marketing Based Management, Roger J. Best, 6th, Pearson Publishing (2013).
The End of Marketing As We Know It, Sergio Zyman, Harper Business Publishing (1999)
Materials Posted to Canvas (Readings, Homework, Power Point Slides)
MarketplaceLive Simulation - gm.marketplace-live.com

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The Simulation

BUSI 7210 - On Campus Game ID

Your Game ID 04448-00035-89437
1. Form the teams. You will need to know your team number before you sign up. Instructions
will be provided in class. Students will be assigned to teams. Teams will be numbered for the
semester and the simulation – team numbers 1 through 11. Each student will need to know the
number of the team to which he/she was assigned in order to sign up.
2. Sign Up. To sign up for the game, each student will need a License number, the Game ID, and the
team number.
3. Game name: DBut-BUSI 7210 – Sp17
4. The simulation website: gm.marketplace-live.com
5. To create your student simulation account, you will need the Game ID: 04448-00035-89437
6. You will purchase your student license number online while creating your account

7. Technical Support: Email: support@ilsworld.com Phone: +1-865-522-1946

BUSI 7216 – On-Line Class Game ID

Your Game ID: 04448-00034-93117

1. Form the teams. You will need to know your team number before you sign up. Instructions
will be provided in class.
You will select team members on your own. Each team is to have 3 (possibly 4 but it makes it more
difficult for the team to match working times) team members. There are pedagogical reasons for
this. Once I know the names of members in each team, Teams will be numbered from 1 through
42. Each student will need to know the number of the team to which he/she was assigned before
signing up.
2. Sign Up. To sign up for the game, each student will need a License number, the Game ID, and the
team number.
3. Game name: DBut-BUSI 7216. The simulation website: gm.marketplace-live.com
4. To create your student simulation account, you will need the Game ID: 04448-00034-93117
5. You will purchase your student license online while creating your account.

6. Technical Support: Email: support@ilsworld.com Phone: +1-865-522-1946

Communicating with Butler: On all emails to me, you must use your official AU email
account. In the subject line of either emails or Canvas, please include: BUSI 7210 or 7216 your
full name, Team number, general topic. Otherwise, the email will most likely be deleted. I have
four courses with over 220 students this semester. This process will ensure I respond to you in a
timely manner.

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Butler’s Assigned Material and Educational Philosophy:

I employ a Socratic style of education.
Socratic method - A pedagogical technique in which a teacher does not give
information directly but instead asks a series of questions, with the result that the
student comes either to the desired knowledge by answering the questions or to a
deeper awareness of the limits of knowledge.
The American Heritage® Dictionary of the English Language, Fourth Edition
copyright ©2000 by Houghton Mifflin Company.,
http://www.thefreedictionary.com/Socratic+method, Accessed June 1, 2016.

The norm is to have an on-going discussion of concepts, theories, applications, and ideas with
the class. The class will be very interactive and participation is necessary. I understand there
may be age, cultural, and educational differences within the composition of the class and
between the professor and the class. Given that this course is about marketing and culture is
a strong influencer in the marketing domain, together we will figure a way to accomplish the
course objectives taking this into consideration. We live in a global world. You must learn to
work and live with people who think, speak, and act in ways that may be at odds with the
manner in which you were raised. However, marketing and marketing concepts are universal.
Thank you, gracias, obrigada, hvala, dekuji, arigato, danke, grazie, merci, tack, kiitti, 감사합
니다 – kamsahamnida, spasibo – спасибо, 谢谢你-xiè xie, dankie, dannaba, cheers…..

You are expected to be able to discuss issues, material, and applications of the material as we
go along. We will integrate material from other domains you have taken (i.e., Economics,
Finance, Accounting, Strategy, Management, Statistics, etc.) in the context of marketing.
Over the course of the semester, I expect everyone to participate in discussion to provide their
views and inputs regarding the material we cover during our time together. I and class
members, will call on you daily to answer questions providing your thoughts on topics. It is
important to come to class because many items discussed will be a different format than that
provided in your readings.

As this is an MBA course, a higher level of professionalism is expected than that of lower
level students. Because class and individual contact time is scarce, I will do my best to help
you (my customer) meet your needs. At the same time, I will hold the class to a standard
expected in the AU Harbert College of Business – a professional school.

Unlike disciplines such as mathematics and engineering, marketing is (and therefore

consumers are not) a linear process. If you are a linear thinking kind-of-person, this course
may drive you crazy. Although there is order and logic in the current scheduling of sessions,
changes in topic and assignments may arise based on the needs of the class (my customers).
Unlike disciplines wherein being fair to all concerned is valued (everyone is equal), in
business there is only one highest stock value (See Appendix 1). There is only one company
with the highest profits, sales, margins, etc. Although employees at competing firms put their
time in and work hard, many companies fail as do those employees. Those employees just
didn’t do as well as others in their industry in terms of final output. Consequently, everyone
begins this course as an equal, productivity and output will differentiate you in terms of final
grades.

Assigned Readings: I will not lecture or cover each assigned reading or homework. I will do
my best to follow the schedule. I will require on-campus teams to present some homework
problems for discussion purposes. As marketing is not linear, there will be times when we move

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both forward and backward based on the discussion of the day. Therefore, it is in your best
interest to go ahead and download all the posted readings and Power Point slides as they are made
available. Please have them accessible for class discussion. Feedback from previous students
and benchmarking successful firms is the rationale for assigning the material included in this
course. These materials have rendered positive results for these entities.

Teams:
You will compete in teams. Given time and money constraints, we deal with what we are given.
Each team will establish two meeting periods each week. These times will be mutually agreed
upon at the beginning of the course such that everyone in a team will be able to meet at that time.
A master time sheet will be developed and turned in (See Appendix 2). These meetings are like
job meeting times. You are to come prepared with assigned work completed such that it can be
discussed and shared with your team members. Using a project management format, basic notes
will be kept of who attended, what was accomplished, upcoming deliverables by team members
for the next meeting. These “meeting notes” are to be turned at the end of the semester in an
appendix of the last assignment (i.e., Lessons Learned). This is the basis for consultants
allocating billable time to clients. This format will be very helpful to you for the computer
simulation competition.

Homework and assignments:

A number of assignments will be provided that require the use of an on-line marketing tool noted
as homework. These assignments will help you integrate the readings and understanding of the
material assigned. You are welcome to communicate with other students on these assignments. I
highly encourage outreach students to work with their team members on these assignments.
students.

The days listed on the syllabus is the day the homework / assignment is due to be posted to
Canvas. Teams assigned that day MAY be assessed. These are the target dates for distance
students. Students are expected to have read and analyzed the assigned materials before coming
to class. Unless otherwise noted, students are expected to get together outside of class to work on
these assignments in a team format. The team will discuss the issues prior to coming to class.
For homework or assignments to turn in, each team is to write up their team analysis. Please
include any calculations employed in Excel, notes for insight, outside research / data, quantitative
analysis and strategic commentary on the issues presented, as appropriate, and include as
supplements or appendices. Please cite information in the case / homework assignment and
external sources in order to defend your ideas.

In the assigned case – Starnes Brenner - please use external sources to help support your
discussion.

Bringing laptops / Ipads to class with your analysis is perfectly acceptable as long as your
assignment has been posted to Canvas under your team area assignment by 8AM. In addition, all
students are expected to interact with the discussion of any case or homework as it unfolds in
class.

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Assignments and homework:

I will randomly assess homework. As with auditors coming into businesses, auditors do NOT
announce when they are coming. They show up and analyze whatever data / processes are being
worked on during arrival. If all is well, the business receives a clean bill of health. If not, the
business is written up for non-compliance. I will assess at least one assignment for each
person/team. The number of times I assess the homework portion of your grade, will be the total
times for the semester. Some semesters it is more than others. Some students will end up with
more assessments than others. Some companies tend to be audited more than others.

In order to keep all team members engaged per the required weekly team meetings, for each
assignment team members will note their level of contribution to the assignment on the cover
page (See Appendix 2). It is expected that each person will earn 100% participation for their
contribution to the assignments. Historically however, there are times when individuals do not
believe they should, or want to, do the necessary work. This method alerts me to those students
who are not able or willing to operate at a graduate level.

Welcome to Human Resources - Butler: If the team deems a member(s) as a freeloader, that
team member will receive less than 100% participation on any team deliverable. Whatever the
team decides will be the participation grade (the range is from 0 to 100% for each individual).
This will also alert me to issues in the team and a team meeting with me may be called for. It will
alert me to certain individuals who may need to be “fired” early enough in the semester to prevent
them from hindering the team’s collective work.

Being Fired:
Should an individual not be able to work within their team format, the team may fire that
individual. The fired individual will be penalized. All work handed in from that point on will be
conducted by that individual without the benefit of the team’s knowledge base. A fired individual
will receive an automatic overall grade reduction and will be expected to complete the remaining
assignments individually. As this will create more work for Dr. Butler, each assignment turned in
on an individual basis will also be reduced by one grade letter. To be fired, a team must use the
project management information to document what the fired individual has not done. The team
must communicate with the individual giving fair warning the individual is not doing what is
expected. A copy of all these communiques will be sent to Dr. Butler. {This allows you to use
your knowledge and skills acquired in your Organizational Behavior course. In class students are
to utilize the SBI – Situation – Behavior - Impact protocol for providing feedback learned from I-
Lead and the Leadership Seminars. As well as the DAC – Direction – Alignment – Commitment
process relating to team activities}. If the individual is fired from the simulation, a grade of “F”
will be received in the class. The individual will not be allowed to begin another simulation.

Oral Participation – on Campus only - Butler:

Students will be evaluated on their individual oral contribution to the class as well as their team’s
analysis. Quality will be valued to a greater extent than quantity of discussion. There will not be
enough time for everyone to delve into the details of the material given class size. It is important
that you come prepared and ready to participate in the discussion stream. To do otherwise, and
not have your ideas heard, is to jeopardize this portion of your final grade.

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The Classroom Discussion Format - Butler:

Butler will provide an initial starting point. You are then expected to take the lead as you would
if you were briefing senior management and having to defend your ideas and answers. Only one
person is to speak at a time. That person then will call on another person to discuss the issue
(importance of name cards). Therefore, it is important that you place your name card in front of
you each class period. I expect you to have your hand ready to go up as the person speaking
completes their thoughts. Think of this as your opportunity to allow senior management to know
you exist. It will allow senior management to know that you are working hard and should be
considered for advancement in the organization. Should you not be willing, or able, to provide
“valuable input” into the briefing, management will consider you to be a less valuable member
of the organization. Maybe a member that should be let go…your position outsourced to
someone who can contribute to the organization.

You are welcome to use the overhead projector / power point / excel spreadsheets, etc. to explain
and highlight your thoughts and analysis (e.g., excel calculations, copies of industry statistics,
external reference material). At times throughout the discussion Butler will interject ideas,
concepts, or theories which relate to the situation at hand. There will be NO absolute right or
absolute WRONG responses. Your defense of ideas with knowledge, empirical data, and outside
resources provide the foundation for the degree of right or wrong responses to the issues at hand.
(Think of yourselves as attorneys defending your client in a courtroom). Normally, a range of
ideas are presented. As with a management briefing, you are expected to be able to defend your
ideas, make concessions to others (Organizational Behavior class knowledge) given important
other information, and be open to the views of others.

Simulation – Butler: Teams will be composed by Butler for on campus students. Online
students may choose their own teams or I will assign teams for those interested. Purchased online
directly from Marketplacelive.com. Approximate cost $50. Before you register you MUST
know the team number you will be assigned to. Please do not register until I alert the class to do
so.

Exams - Butler
Students will have one exam. A list of questions will be provided in advance emphasizing where
to spend most of your study time.

Student Evaluation Percentages Final Grade

On On
Campus Line

A
Exam #1 30% 48% 90 + = A
80-89 = B
Case B and Homework B and Class Participation B 18% 0% 70-79 = C
Class Contract posted to canvas by 1-19 2% 2%
Simulation Components C 60-69 = D
Market Plan --- 15% 15% 15% Below 60 = F
Lessons Learned --- 10% 10% 10%
Results and Standing - Overall Productivity – Place in 25% 25%
individual market, class ranking, worldwide ranking –
25%
Total 100%

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A
Material on this exam will come from assigned lecture material, text and outside readings as
noted in the syllabus.
B Case
A typed case is due at the beginning of class on the day it is assigned (posted to Canvas by 8
AM). Unless noted otherwise, cases and homework are to be worked on and discussed in teams
before they are written up.
B Homework
Each team will be assigned homework problems to present to the class. Other teams will
be selected randomly to critique the presenting team. Homework problems need to be submitted
to Canvas by the presenting team the morning they are due. This will constitute a major portion
of your homework and participation grade.
B Class Participation
Everyone is expected to be caught up with assigned reading and homework. I will
randomly assess class participation.
C
A marketing simulation is required of all students in a team format. A marketing plan and a
final lessons learned report are components of this is assignment. Your final simulation grade
will be a function of multiple factors. These include where your team ranks overall in the class,
where your team ranks in your respective market, where you rank in percentiles across everyone
who has ever participated in the simulation world-wide; for the components of the Cumulative
Balanced Scorecard.

Note: For all assignments, please make sure you have your Team number, student names, student
ID #, class name (BUSI 7210 or 7216 On Line), and the title of the assignment included on the
first page of your assignment – top right side of page. Please make sure the assignment has page
numbers. When the assignment is a team assignment, please make sure each group members
name, the team number, class name, and date is on the assignment. There will also be a
percentage effort grade next to each name ranging from 0 to 100% for each person. Assignments
that do not meet these requirements will not be accepted and will earn a zero with no chance for a
regrade.

EXAMPLE

Team Number
Student Name % effort
Student Name % effort
Student Name % effort
BUSI 7210
Title of Assignment

Major Due Dates

Case Feb 9
Exam March 1
Marketing Plan April 4
Board Report Lessons Learned April 25

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====================================================================
On-Line Students - Butler
Deliverables:
You are to complete each assignment as it occurs. For grading purposed, there will be a grade for
your contract, one individual exam, team grades for a marketing plan, lessons learned, and
simulation standing.

All deliverables on-line are due within 7 days of the in-class due date. I understand you are a
distance student and will work with you and your team. The Marketing Plan is due April 4. The
completion of the simulation and the Lessons Learned assignment is due April 28 for grades to be
turned by graduation day, May 7.

If you are unable to get all your materials in by April 28, I will most likely not have time to grade
your work in order to get your grade to the registrar’s office. Consequently, you will have an
incomplete (I) noted on your transcript. That is not an unusual occurrence for distance students.
I will take your work until May 16 with no grade penalty. After the due date it will take
approximately one month to grade and return your work. There will be a minimum overall grade
reduction of one grade letter (below your earned average), if all materials are not turned in by
May 16.

Homework:
A number of assignments will be provided that require the use of an on-line marketing tool noted
as Portfolio homework. These assignments will help you integrate the readings and
understanding of the material assigned. I will not collect these homework assignments. The
material will be part of the exam.

Simulation - Outreach:
You will be participating in a computer simulation on-line. Dates are somewhat flexible for your
decision making, given time and distance issues. You will be participating against the computer,
not other on-line teams. The noted due dates correspond with the on-campus due dates. Your
final simulation grade will be based on: 1) how well you do in your individual market (4
competitors); 2) your standing among all teams in the class; 3) your percentile compared to
everyone in the world who has competed in this simulation. You are welcome to get ahead of the
suggested class schedule if you prefer. However, I may go over content, provide insight and
feedback relating to a given quarter. By moving ahead, you may miss this insight -- Caveat
Emptor.

These are target dates for simulation deliverables. One team may be two weeks ahead. Another
team may finish on April 28.

Each team member will evaluate the work of others in the team regarding final simulation grades.
I will explain this in class.

Butler Exams:
The exams will be posted on Canvas. Your exams will be take home exams. No proctors will be
needed.

NOTE: Should you have trouble in this class, have personal or professional issues, please let me
know as soon as possible. It may be tough to fill me in. I understand. However, I need to know
before rather than later. I am flexible. You are in a distance program for a reason. However,
you must communicate with me. My office number is 334-844-2464. Otherwise penalties for late
submission of work will result.

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Schedule as of 1.12.17
Week Topic Deliverables
Tues / Thur
Week 1 Syllabus Readings:
Jan 12 Introduction to Course PPTs Introduction to Marketing Management

The End of Marketing As We Know It (Zyman - Ch. 1 - 6)

Week 2 A Marketing Oriented Company Ch. 1 Foundations of Marketing Management (Kerin)

Jan 17-19
Ch. 1 Customer Focus, Customer Performance (Best)

Reading & Class Discussion # 1 “Marketing Myopia” by Theodore Levitt

Answer this question: Are Levitt’s thoughts applicable in 2016? Why or

why not? Support your position with data. This mean more than “Yes,
they are applicable.” Think of your response as if you were an attorney.
You are to support your client by providing evidence…not just what you
Class Discussion on Thursday- the attorney think…but have your witnesses give their testimony. Your
Levitt evidence needs to have a complete citation…full URL with the title of the
document, date accessed, or title, author, date, of an article or text.

{Distance students may form your own teams. Use Canvas posts if you
like. The deadline for distance teams to be formed by Jan 19. I will be
Form Teams sending a survey out asking if you would like for me to place you in a
team. Teams by Butler will be based on similar time zones. You need
three to four in a team. If you do not respond by noting a team you have
selected by Jan 19, you will be assigned a team by Butler. Butler’s team
will be composed of 3 individuals.

Post Contract under assignment page

Contract Due Reading: Ch. 1 Customer Focus, Customer Performance (Best)

Homework - Thursday
Week 3
Jan 24-26 Marketing Arithmetic
Contribution Analysis
Homework # 1 (1.1, 1.2, 1.3, 1.4) (Best)
Reading: The End of Marketing As We Know It (Zyman – Ch. 7 – 9)
Ch. 2 Financial Aspects of Marketing Management (Kerin)

Homework - Thursday Homework # 2 - Exercises 1, 2, 3, 4, in Kerin Ch.2

Homework # 3 - Exercises 5, 6, 7, 8 in Kerin Ch.2

Marketing Metrics Reading Ch. 2 Marketing Metrics and Marketing Profitability (Best)

Week 4 Market Potential, Market Demand, Reading: Chapter 4: Market Opportunity Analysis for New Products –
Jan 31- Feb and Market Share (Cadotte)
2 Reading Ch. 3 Market Potential, Market Demand, and Market Share
(Best)

Homework - Thursday Ch. 2 Marketing Metrics and Marketing Profitability (Best)

Homework # 4 (2.1, 2.2, 2.3) (Best)

Homework - Thursday Ch. 3 Market Potential, Market Demand, and Market Share (Best)
Homework # 5 (3.1, 3.2, 3.3) (Best)
Week 5

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Feb 7-9 Segmentation Issues Reading Ch. 5 Market Segmentation and Segmentation Strategies (Best)
Homework - Tuesday Homework # 6 (5.1, 5.2, 5.3) (Best)

Read: International Corporate Bribery – Onkvisit & Shaw before reading

the case. This is a team assignment.

Case Discussion Thursday Class Discussion # 2 – Post to Canvas Case Write up all answers, defend
your position, Starnes Brenner Case Discussion – (Thursday – Feb 9)
Week 6 Issues in Consumer Behavior Reading: Consumer Decision Making (Solomon)
Feb 14-16
Consumer Intentions, Attitudes, Reading: Consumer Attitude Formation (Shiffman)
Beliefs & Feelings
Reading: Chapter 5: Understanding Customer Value (Gardial &
Woodruff)
Customer Value Maps Reading: Moving "Customer Satisfaction" from a Slogan to a Science
Week 7 (Gale & Wood)
Feb 21-23
Reading: Ch. 4 The Customer Experience (Best)
Integrated Marketing
Communications Reading: Ch. 6 Competitive Position and Sources of Advantage (Best)

Homework - Thursday Homework # 7 (4.2, 4.3) (Best)

Reading Ch. 10 Marketing Communications (Best)

Ch. 15 The Internet Digital and Social Media (Belch)

Take Home Exam #1 posted Thursday Feb 23 – Due Thursday, March

1 – on campus

Week 8 The Science of Persuasion Reading: Social Influence Principles (Kardes)

Feb 28 - Take the Negotiation Style Profile: Bring your results to class
Mar 2 Exam Due: Thursday March 1

Week 9 International trip for on-campus Outreach students…suggest you work on simulations during this time.
Mar 7-9 students - Butler out – no class the
week of March 7 to 9
Week 10 Spring Break
Mar 14-16

Week11 Q1 Consumer Analysis Simulation Q1 – Tuesday Tiger Lab

Mar 21-23 Q2 Simulation Q2 – Thursday Tiger Lab

New Product Design Quarter 2 Simulation Due Thursday March 24

Week 12 Q3 Market Mix Design – Integrated Read: Ch. 6 Tactical Considerations in Designing Marketing Strategy
Mar 28 –30 Q4 Communication Strategy (Codotte)

Week 13 Market Performance Analysis Simulation –Written Marketing Plans posted to Canvas 4.4.16
April 4-6 Market Plan Development Presentations in class; Online post to Canvas 4.6.

Week 14 Q5 Strategy Formulation Quarter 5 Simulation Due Tuesday April 12

April 11-13 Q6 Quarter 6 Simulation Due Friday April 14

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Week 15 Q7 Strategy Formulation Quarter 7 Simulation Due Tuesday April 18

April 18-20 Q8 Quarter 8 Simulation Due Friday April 20
Week 16 Presentation – Lessons Learned in class – posted by 4.25
April 25-27 On line to Canvas 4.27
*** I reserve the right to alter and amend this schedule and syllabus based on the needs of the class with adequate notice.

Homework Teams and Due Dates

Graded Homework
Due
Team Team Team Team Team
Dates
Post Post Post Post
Assigned Assigned Critque Critque Random
1 8 4 11 HW1: 1.1, 1.2, 1.3, 1.4 (Best) 19-Jan
2 9 5 1 HW2: 1, 2, 3,4 (Kerin) 26-Jan
3 10 6 2 HW3: 2, 5, 6, 7, 8 (Kerin) 26-Jan
4 11 7 3 HW4: 2.1, 2.2, 2.3 (Best) 2-Feb
5 1 8 4 HW5: 3.1, 3.2, 3.3 (Best) 2-Feb
6 2 9 5 HW6: 5.1, 5.2, 5.3 (Best) 7-Feb
7 3 10 6 HW7: 4.2, 4.3 (Best) 23-Feb
All
Teams Case: Starnes Brenner 9-Feb

Simulation Due Dates

Q1 Tuesday March 21 1 week
Q2 Thursday March 23
Q3 Tuesday March 28 1 week
Q4 Thursday March 30
Present Marketing Plan Tues & Thur April 4 & 6 1 week
Q5 Tuesday April 11 1 week
Q6 Thursday April 13
Q7 Tuesday April 18 1 week
Q8 Thursday April 20
Present Lessons Tues & Thur April 25 & 27 1 week
Learned - Final Results

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Reserved TIGER Lab Days

BUSI 7210
9:30 to 10:45 Tuesday and Thursday

Tues March 21
Thursday March 23
Tuesday March 28
Thursday March 30
Tues / Thur April 4 & 6 – MKTG PLAN Presentation
Tuesday April 11
Thursday April 13
Tuesday April 18
Thursday April 20
Tuesday April 25

Tues / Thur Lessons Learned Presentations April 25 & 27

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BUSI 7210 / 7216 – Marketing and Consumer Theory - – Contract - Dr. Danny Butler

Due Thursday January 19. Two percent of your grade. All components of this contract - either
on campus or on-line - must be initialed, agreed to, and handed in on time in order to receive
credit. These are the contract components Dr. Butler will follow in terms of your grades and
classroom policies).

On-line students are to post to Canvas under Contract Assignment

Dr. Butler promised to deliver a class of value.

Contract between Dr. Butler and Jassoud__(Last) Alexandre_(First) Francois Jean_____(Middle)

902538436 (Student Number)
(Print Full Name – does not need to be typed – and student number).

AFJ (initial) I have read the syllabus for BUSI 7210 / 7216 – Spring 2017. Circle appropriate
section)
AFJ (initial) I understand this class is offered in the Harbert College of Business, a professional
applied school with pedagogy that mirrors that of the global business environment.
AFJ (initial) I understand and will follow the specific requirements of class policies (i.e.,
correspondence with the professor, attendance, class etiquette, homework, participation
in class, exam). Dr. Butler has noted in class and in writing. I further agree to follow
procedures expected of a student as outlined in the Student Policy eHandbook.
AFJ (initial) I understand the grading breakdown to be used in this course.
AFJ (initial) I am to use the noted email and physical address provided on the syllabus when
communicating with Dr. Butler. I will note “BUSI 7210” or “BUSI 7216 – Team #, last
name – general topic” in the subject line of any email I send to him. I understand that it
is fine to post emails to Dr. Butler via Canvas. I understand the only email address Dr.
Butler will respond to is the official Auburn University email address assigned to me. Dr.
Butler will not respond to emails not following this format. I know Dr. Butler’s university
phone number, office and email address.
____ (initial) As an on campus student, the assignment is to be posted before class begins for
me to be rewarded with a grade. My team number, full name as noted in the official
registration for the class, class time, class section, assignment title, and due date will be
noted in the top right hand corner of the first page of any assignment. Otherwise, Dr.
Butler will not accept it. It will automatically earn a zero. No exceptions.
____ (initial) As an on campus student, I understand that I am to use electronic devices
appropriately. If I am not using these devices appropriately, Dr. Butler has the right to
share anything on those electronics with everyone. Dr. Butler also has the right to
banish that device from the class environment for the remainder of the semester.
AFJ (initial) As an on-line student, I will post materials to Canvas for grading. I will work with
my team on team assignments. I will follow the process submitted to me by Dr. Butler.
AFJ (initial) As a distance student, I understand I have the opportunity to select my own team
members. If I am unable to do that by Tuesday, January 21, Dr. Butler will assign me to
a team.
AFJ (initial) As on campus student, I understand that if there is an emergency, I will follow the
directives of the Student Policy eHandbook. I will further notify Dr. Butler in writing
(email – butledd@auburn.edu) or via phone messaging as soon as possible (334-844-
2464). Any officially excused assignment will be submitted on the day I return to class
unless other arrangements are made in writing between me and Dr. Butler. I must leave
a written copy of the official excuse with Dr. Butler at the beginning of class on the day I
return. Otherwise, the absence will not be excused. The above is for on campus
students. On-Line students will notify me and all their team members if there are
issues that will be affecting their class performance.

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 14

AFJ (initial) I understand that all homework has an official deadline. This is a professional school
which follows business protocol for contracts with firm due dates. Partial credit will not
be granted if deadlines or formats are not followed without prior approval in writing.
AFJ (initial) For homework items handed in during class, these are due at 8AM on the day they
are due, posted to Canvas.
AFJ (initial) I understand a significant portion of my grade will come from my effectiveness in
the marketing computer simulation. I understand this is a team effort. I understand
there may be different grades for individual team members based on team feedback and
overall final standings in the marketplace. I understand I may be fired from my team
with significant grade penalties.
AFJ (initial) I understand the schedule of assignments and syllabus may change throughout the
course of the semester given the needs of the class. Dr. Butler will make those changes
known during class.
AFJ (initial) I understand the policy relating to appealing grades and grades that are posted on
line. I have one week after the assignment is graded / posted to send Dr. Butler an
appeal (via email) to that grade or posting of that grade. If I miss the deadline, no
changes or appeals will be honored by Dr. Butler. I forfeit my right to appeal.
AFJ (initial) I understand that as a graduate student I will be held to a higher standard of work
effort and productivity than that produced by undergraduates.
AFJ (initial) I understand and agree to the policies noted in the Student Policy eHandbook
relating to academic dishonesty.
AFJ (initial) I understand I will be tested on the content of this syllabus.
AFJ (initial) I have made a copy of this contract for my records. I have not simply handed in the
contract without reading it and without making a copy for my records with which I must
comply. I have read and understand the above contract.
AFJ (initial) By taking this class I agree to follow all policies set forth in the syllabus, if I disagree
with any of these policies I will take a different class.
AFJ (initial) I will submit this electronically to Canvas.

End of Contract

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APPENDIX 1

AU Commencement
By Melissa Brown Herkt
Past President of Process Systems and Solutions, Americas
Construction Manager, Exxon Europe

Sources:
1. http://www.theplainsman.com/article/2015/12/melissa-brown-herkt-will-give-commencement-speech-
at-fall-2015-graduation-ceremony Accessed December 18, 2015.
2. AU Office of Marketing and Communication, Samford, Hall.

President Gogue, Faculty, Graduates, Parents, and Guests, it is my distinct pleasure to be

here today. I was a bit taken aback at being asked and wondered whether I’d have
anything ‘important’ to say.

Then I remembered that, 38 years ago, on Dec 8, I was sitting there where you are now. I
honestly have no memory of walking across the stage OR who spoke or what they said. I
do have a photo of me with my Mom standing in front of the sign at Samford Hall in cap
and gown, so I know I was here and that I graduated. I decided not to worry about what
to say, cause you are unlikely to remember anyway.

I was so looking forward to leaving behind the life of an impoverished student. I

remember being so antsy to get out into the world, not so much to leave Auburn, but for
‘what’s next’. Actually, that brings me to my first ‘saying’ … I love sayings and believe,
rightly or wrongly, that it helps us remember important concepts. So here’s the first one
… As you move through life, strive to run toward your what’s next rather than run away
from the what you have now. I have watched folks make what I thought were mistakes
and those choices often involved being dissatisfied and running away.

I think (perhaps you’ll be glad to know this) that working is easier than being a student.
You’ll likely put in less ‘hours’ and there’s no ‘homework’ per se. In business we do
often put in long hours or work on weekends, but it’s never felt the same to me as
studying. Oh … there are no exams … That’s the good news! BUT there are deadlines,
with others depending on the timeliness and quality of your work.

So as we think about these differences between being a student and being an employee,
I’ll offer you some things to consider (and this is how some of my sayings come in to
play)

+ BUSINESS ISN’T LIKE SCHOOL

+ KNOW WHAT THE MISSION IS
+ WHAT’S MOST VALUABLE?
+ IT’S OFTEN THE LITTLE THINGS

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BUSINESS ISN’T LIKE SCHOOL

In school, your ‘purpose’ was to become educated, to master concepts or tasks, and once
done to move on to the next class, task, or concept.

Businesses exist to make money. Your work must to contribute that, and be assured
should you make a mistake it can detract from that. Work is not graded on a curve.
There is no ‘partial credit’ for using the correct methodology but doing the math
incorrectly. A decimal in the wrong place is deadly. Errors cost companies money.

In business, there are winners and losers … winning is not bad … losing is NOT fun.
Companies who lose too often go out of business. That said, consider this:

- Trophies for participating do exist … that’s called ‘paycheck’.

- Trophies for winning include pay increases, bonuses, more responsibility,

new / different challenges.

- Strive to make yourself ‘indispensable’ in the organization that employs

you … it’ll matter when an economic downturn comes.

- You will make mistakes, we all do. Make sure you learn something … I try
to learn something ever day. I sleep better at night having done so. When
people tell me they have 20 years of experience, I want to know whether
it’s one year 20 times over, or progressive learning and building
knowledge over 20 years. It matters.

- Compete and win with your integrity intact.

- Financial rewards follow accomplishment, not the other way around.

I was looking for some validation of my own thoughts regarding words / phrases
one should not use at work. I found an article from the FEB 2013 issue of
FORBES Magazine. 13 THINGS YOU SHOULD NEVER SAY AT WORK

I’m not going through them all, but one is exactly what I think. Beginning today, I
encourage you to never again say … THAT’S NOT FAIR. That rationale may
have worked at home, maybe in class, perhaps with friends. It has no place in
business. Injustices happen in the world every day, we’ve seen some dramatic
examples of late.

When you are tempted to say ‘that’s not fair’, take a moment to be introspective.
Be honest with yourself. Devise a plan to prevent recurrence of the situation that
caused the thought. Use your energy to take control of your world. My former
company won lots of business by being clever, being creative, having a sharp
pencil on our proposals. I’m quite sure we left the competition thinking ‘that’s not
fair’ regularly. For us, that sweetened the joy of winning.

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KNOW WHAT THE MISSION IS …

It has been said that, during a visit to the NASA space center in 1962, President
Kennedy noticed a janitor carrying a broom. He interrupted his tour, walked over
to the man and said, “Hi, I’m Jack Kennedy. What are you doing?”

The janitor responded, “I’m helping put a man on the moon, Mr. President.”

This is a great story whether it’s true or not. The janitor understood the
importance of his contribution. He felt he was a valuable part of something bigger
than himself, and his attitude created a feeling of self-confidence in his mission.
He wasn’t merely a janitor, he was a member of the 1962 NASA Space Team!

I have my own version of this. In the late 1990s, I was asked to take on a $600M
project that was 2 years late, $200M over budget, and 50% complete in
construction. With challenges in the quality of our engineering, the workers were
getting demotivated … two steps forward, one step back. I gathered the work
force one day for a safety meeting and at the end, explained our mission to them.
The facility, when complete, would make a life changing breast cancer drug
scheduled to come to market in the next months. Without our project, there
wouldn’t be enough product to meet demand. I asked the workers to think about
their family and friends … speculating that most if not all would know someone
touched by this disease. Getting them to buy into the missions, we saw a
noticeable improvement and increased ‘sense of urgency’ on the site.

KNOW WHAT THE MISSION IS … and know how you contribute.

WHAT’S MOST VALUABLE?

One could argue that the most valuable thing you now have is an education. It is
incredibly important, but I offer the idea that the value of your education is significantly
diminished if you lack integrity. Our reputation is something we spend a lifetime earning
but it can be lost in an instant. Once lost, it is very hard to retrieve. One of my early
bosses used to say ‘if you wouldn’t want your mother to read this on the front page of the
NYT, then don’t do it.’

In my industry, engineering / construction, the community of people doing the mega

projects around the world was actually pretty small. You ran into the same folks again
and again. One of the most valued traits these folks have is ‘not being a quitter’. Another
saying, ‘When the going gets tough, the tough get going’. I also highly valued people I
describe as ‘find a void and fill it’ people … they see something needing doing or
correcting and they step in … no ‘phone home’ for these people!

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GUARD YOUR REPUTATION LIKE THE VALUABLE POSSESSION IT IS.

IT’S OFTEN THE LITTLE THINGS

John Quincy Adams, the 6th president of this great nation, said ‘If your actions inspire
others to dream more, learn more, do more, and become more, you are a leader’.

I often talk about the ‘shadow of leadership’. Teams usually exhibit the personality traits
of their leaders. Anyone out there a golfer? On the greens, at certain times of day,
players have to take care of where their shadow falls so as not to be in another player’s
line.

If you are a leader, know that people are watching you all the time. You cast a large
shadow and often you do not see exactly where it falls. You may be influencing people
with your behavior that you’ve not even noticed are there.

Years ago, there was an article in USA Today about the Unwritten Rules of Management’
… 33 rules, many written originally by others, were gathered into one place by the former
Raytheon CEO. I have referred to this article every time I’ve given a talk on leadership.
I like many of the rules:

- You can’t polish a sneaker

- Learn how to say “I don’t know’. If used when appropriate, it will be used
often.

- You remember 1/3 of what you read, 1/2 of what people tell
you, but 100 percent of what you feel.

My favorite, and the focus of the article, is:

- A person who is nice to you but rude to the waiter is not a nice person.
(This rule never fails)
My husband always said ‘you cannot truly enjoy being served unless you know
how to serve yourself’. I think he is right.

I assure you, you will never go wrong valuing every person you encounter,
treating them with respect and kindness. It costs nothing to show respect. It’ll
make you feel good about yourself as you see how others respond.

TELL STORY OF WAITER IN OUTBACK IN HOUSTON

I tell this story, not so you will think better of me, but so you can see that a
random act of kindness can make a world of difference to another person. You
may get the joy of witnessing that difference or perhaps not.

IT’S THE LITTLE THINGS THAT MATTER.

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 19

BUSINESS ISN’T LIKE SCHOOL

KNOW WHAT THE MISSION IS

GUARD YOUR REPUTATION

PAY ATTENTION TO THE LITTLE THINGS

SO AS YOU LEAVE HERE TODAY, A 2015 AUBURN GRADUATE, GO WITH

PRIDE IN WHAT YOU’VE ACCOMPLISHED. GO WITH ANTICIPATION OF A
BRIGHT FUTURE.

TRY TO LIVE UP THE AUBURN CREED EVERY DAY OF YOUR LIFE. IT’S NOT
CORNY, IN FACT, IT WILL SERVE YOU WELL IN THE TOPICS I’VE MENTIONED
TODAY.

IF YOU STRIVE TO BE THE AUBURN MAN OR WOMEN DESCRIBED IN THE

CREED, YOU DON’T REALLY HAVE TO REMEMBER ANYTHING I’VE SAID
TODAY … IT’S ALL IN THERE.

CONGRATULATIONS AND WAR EAGLE.

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 20

APPENDIX 2

Team _____ Master Meeting Schedule Spring 2017

Team Leader_______________________________, email address_________________
Form to be sent in electronically for on campus, Thursday January 26 to the team area of
assignments.
(copy all team members on all emails to Butler that relate to team issues)

Monday Tuesday Wednesda Thursda Friday Saturda Sunday

y y y
6am
7am
8am
9am
10am
11am
Noon
1pm
2 pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10pm
11pm
Midnight

Process: Each person will “X” out those periods for class, work, religious, outside
meeting obligations, etc. Superimpose your time sheet with that of everyone else on your
team. There will be resulting blank spaces. Choose two of those spaces for team
meetings. Ideally, you will want to me at least a day before the Tuesday / Thursday class.
This will allow individuals time to create responses for team case and simulation
discussion. These meeting times become “concrete” such that members of the team for
this class know when and where to meet twice a week without any further discussion
needed. These meeting times are not to be changed unless everyone in the group agrees
to a change.
Team Number ____
Team Member Phone Contact Email Contact

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APPENDIX 3
EXAMPLES - FORMAT FOR TURNING IN ASSIGNMENTS
TYPE I: HOMEWORK / CASES

TOP RIGHT HAND CORNER OF PAGE

COURSE: SECTION
TEAM #
MEMBER NAMES, LAST NAME
FIRST (ALPHABETICAL)
PERCENT INDIVIDUAL
CONTRIBUTIO GRADE
N (NOT TO
EXCEED 100%)
ADAMS, JOHN 100%
CRUNCH, CAPTAIN 80%
DENMARK, VIBORG 100%
HERSHEY, CHOCOLATE 95%
YANGTZE, GORGES 100%
ASSIGNMENT TITLE
DUE DATE:
TEAM GRADE:

TYPE II: MARKETING PLAN / LESSONS LEARNED

TOP RIGHT HAND CORNER OF PAGE

COURSE: SECTION
TEAM #
MEMBER NAMES, LAST NAME
FIRST (ALPHABETICAL)
PERCENT INDIVIDUAL
CONTRIBUTIO GRADE
N (NOT TO
EXCEED 100%)
ADAMS, JOHN 100%
CRUNCH, CAPTAIN 80%
DENMARK, VIBORG 100%
HERSHEY, CHOCOLATE 95%
YANGTZE, GORGES 100%
ASSIGNMENT TITLE
DUE DATE:
TEAM GRADE

PLUS THE REQUIRED EVALUATION FORM

Syllabus 7210 - 7216 Sp2017 1.12.17 pg. 21