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PRINCIPLES OF MARKETING
Fall 2011
Tues & Thurs : 2:30pm-3:45pm
SOM 2.801
Show & Tell: You will need to bring to class one of the following and provide a five
minute discussion. Additional topics and ideas will be invited during lectures. (1) Five
minutes of advertisements on ANY medium. Topics you can discuss include the
marketing mix, advertising appeals, market segmentation, media selection and
appropriateness, relevant psychological influences, and other topics from the lecture.
(2) A new product. You will need to discuss segment, SWOT, market-product grid,
relevant newness definition, potential for market failure, and other topics from the
lectures. (3) An example of product placement. This could be on any medium. (4) Recent
newspaper articles that relate to topics discussed in class. (5) Product samples. These
have to be genuine samples provided by the manufacturer for the purpose of promotion—
not some product that you bought to satisfy the requirement. Be prepared to discuss the
motive behind the sample—trial, etc.
Group Project: I will divide you into groups of 4-5 people. Each group will have to
come up with a marketing plan for a website providing proofreading, research support
and curriculum vitae support services for UT-Dallas students. There will be two group
projects. Both projects involve creating a short 4 minute video (which you may post on
Youtube). Project 1: The video should be an online advertisement to potential UT-Dallas
customers explaining the benefits of your service. The ad should incorporate elements
from the four P’s, the customer decision step process, segmentation, environmental
scanning, communication and advertising (all the lectures prior to the presentations).
However, the ad should be appealing to consumers in that it must be entertaining,
effective and persuasive. Project 2: The video should be an online ad appealing to
investors. It should explain to investors the revenue model, the product line, pricing and
distribution. As with project 1, it should be entertaining, effective and persuasive. There
are no written projects.
There are two exams, which are weighted equally. Exams will consist of multiple choice
questions and short answers.
GRADING:
Attendance: 5%
Show & Tell 5%
Class Participation: 10%
Group Projects 30%
Exam 1: 25%
Exam 2: 25%
SCHEDULE