Syllabus with Calendar_2024-3

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Texas A&M University, Corpus Christi *

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5320

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Marketing

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Jun 26, 2024

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Syllabus for MKTG 5320.W01 - Marketing Management Instructor: Dr. Katherine Smith Summer 1 online mini-term, 2024 E-mail: Katherine.Smith@tamucc.edu Office hours: Email me anytime Required Textbook: You are responsible for acquiring the textbook on your own. A Framework for Marketing Management by Kotler & Keller, 6th Edition. No online access code is needed. Any book format is fine (eBook or hard copy). ISBN: 978-0-13-387131-9 Website Used : Canvas: canvas.tamucc.edu Course Structure: Students independently read the textbook, submit assignments, and take exams. Course Requirements & Grading: Points Grades are posted on Canvas 3 Exams 300 A is 400 - 360 14 Chapter Assignments (4pt each) 56 B is 359 – 320 1 Google Ads Search Certification 44 C is 319 – 280 Total 400 Assignments : Assignments are submitted via Canvas and are due by 11:59pm on Saturdays. Except the last assignment, which is due the last day of classes, Friday. You can submit assignments early. If assignments are submitted after due date, one point is deducted for each day late. There is no required format, but use headings (i.e., Ch.1, Question 1) in a Word document. Most weeks cover multiple chapters, submit each chapter separately . Exams: You may take an exam any time before its due date. Once you start the exam, you have 45 minutes to complete and the exam automatically closes. Exam questions come from material in the assignments. Exams have 33 multiple-choice questions and are taken on Canvas. Exams must be done independently; do NOT give or receive aid. You may use the book. You may request to take an exam late, but 10 points are deducted. Google Ads Search Certification: Certification is obtained by working through Google’s online instructional materials & then taking an exam that is administered by Google. Instruction for getting started is under the “Google Ads” link on Canvas. Schedule: Read the chapter and answer these questions using a Word document. Submit each chapter’s document separately. Module 1 Due by 5/18/24 11:59pm Central US time Get-to-know-you Form You’ll find the form in Canvas, within “Submit Assignments”. Chapter 1 Assignment: 1. Provide a definition for the following terms: Marketing, Marketing management, Market, Value proposition, Distribution channels, Relationship marketing, Internal marketing, and the components of the Marketing mix (Fig. 1.3). These definitions should come from the book. 2. Provide a real-world example using actual companies for 5 of the terms from question 1. 3. List four components of each element of the marketing mix (product, price, promotion, & place). For example, price includes the list price, discounts, payment options, and allowances. 4. Marketing management tasks. Explain the 8 tasks involved in marketing management. (The first task is developing and implementing marketing strategies and plans.)

Module 2 Due by 5/25/24 11:59pm Central US time Chapter 2 Assignment: 1. Provide a definition for the following: Value chain, Market-sensing process, New-offering realization process, Customer acquisition process, Customer relationship management process, Fulfillment management process, Strategic marketing plan, Tactical marketing plan, Mission statement, Marketing opportunity, Marketing plan, Marketing metrics, & Marketing dashboard 2. Provide a real-world example for 5 of the terms from question 1. 3. List and explain the contents of a marketing plan. 4. Write your own “mission statement” about your life or career. Chapter 3 Assignment: 1. Provide a definition for the following terms: Marketing information system, Customer database, Database marketing, Data mining, Marketing intelligence system, Marketing research, Market demand. 2. Provide a real-world example using actual companies for 5 of the terms from question 1. 3. List and explain the 6 steps in the marketing research process. 4. Discuss how these forces affect the company you work for (or a company you like): demographics, economic environment, sociocultural environment, technology, and political- legal environment. NOTE: No assignments or exam questions from Chapter 4. Chapter 5 Assignment: 1. Provide a definition for the following terms: Culture, Reference groups, Opinion leader, Perception, Selective attention, Selective distortion, Framing, Business market. 2. Provide a real-world example using actual companies for 5 of the terms from question 1. 3. Explain how each of these factors have the potential to influence consumer behavior: cultural factors, social factors, and personal factors. Which factor is usually the most influential on your personal buying behavior? 4. List the 5 stages in the consumer buying process. Consider your last expensive purchase, explain how you went through each stage (or why you skipped some). Module 3 Due by 6/1/24 11:59pm Central US time Chapter 6 Assignment: 1. Provide a definition for these terms: Psychographics, Behavioral segmentation, Mass marketing, Differentiated marketing, Product specialization, Market specialization. 2. Provide a real-world example using actual companies for 5 of the terms from question 1. 3. Explain and give examples for the following ways to segment consumer markets (do not use the examples in the book): geographic segmentation, demographic segmentation, psychographic segmentation, and behavioral segmentation. 4. Name 3 products or services for which market segmentation is not necessary, such as paper towels. Name 3 products or services for which market segmentation is helpful. EXAM #1 - over Ch. 1, 2, 3, 5, 6. It is open; once you start, you have 45minutes to complete. *Google Ads SEARCH Certification –Instructions are on Canvas in the ‘Google Ads’ link. Module 4 Due by 6/8/24 Chapter 7 Assignment: 1. Provide a definition for the following terms: Positioning, Category membership, Points-of- difference, Points-of-parity, Competitive advantage, Perceptual maps, Brand mantra. 2. Provide a real-world example using actual companies for 5 of the terms from question 1. 3. Refer to the box on p.113: Positioning and Branding for a small business. You are opening a small business (of your choice). Answer: (A) What is your business? (B) What is your competitive (performance) advantage? (C) Who is your target market and how can you find

11:59pm Central US time Module 4 continued out more about it? (D) How will you encourage people to try out your products? (E) How can you create buzz about your store? (F) What is the store name & logo? Chapter 8 Assignment: 1. Provide a definition for the following terms: Brand, Branding, Brand equity, Brand elements, Integrated marketing, Internal branding, Brand portfolio, Flankers, Cash cows, Low-end entry level, High-end prestige. 2. Provide a real-world example using actual companies for 5 of the terms from question 1. 3. Name a favorite brand of yours. Why do you like it? 4. Building Brand Equity. Identify how your favorite brand builds equity through its brand elements, product/service, and other associations. Chapter 9 Assignment: 1. Provide a definition for these terms: Product, Customer-value hierarchy, Core benefit, Basic product, Expected product, Augmented product, Potential product, Convenience goods, Shopping goods, Specialty goods, Capital items, Product mix, Width, Depth. 2. Provide a real-world example using actual companies for 5 of the terms from question 1. 3. Think of a product sold by Best Buy. For this product, identify its product levels in the customer-value hierarchy: core benefit, basic product, expected product, and augmented product. Describe a “potential product” for the product you selected. 4. Define each stage in the product life cycle: introduction, growth, maturity, and decline. For each stage, explain the marketing strategy used and name a product currently in this stage. Module 5 Due by 6/15/24 11:59pm Central US time Chapter 10 Assignment: 1. Provide a definition for the following terms: Service, Intangibility, Inseparability, Variability, Perishability. 2. Provide a real-world example using actual companies for 5 of the terms from question 1. 3. Assume you are an employee at Best Buy. A consumer has come to you with a complaint regarding a product he purchased. List 4 specific things you can do to turn this dissatisfied customer into a fan of Best Buy (and your boss won’t object to). 4. Explain the 6 strategies used to achieve excellence in services marketing: strategic concept, top-management commitment, high standards, profit tiers, monitoring systems, and satisfying customer complaints. For each strategy, name a company you think is implementing this strategy well. Chapter 11 Assignment: 1. Provide a definition for the following terms: Reference prices, Price-quality inferences, Price endings, Market-penetration pricing, Market -skimming pricing, Markup pricing, Target- return pricing, Perceived-value pricing, EDLP, Going-rate pricing. 2. Provide a real-world example using actual companies for 5 of the terms from question 1. 3. Explain the 6 steps involved in setting a price. 4. Regarding ‘price sensitivity,’ provide 5 reasons why a consumer may be less price sensitive. EXAM #2 - over Ch. 7, 8, 9, 10, 11. It is open; once you start, you have 45minutes to complete. Module 6 Due by 6/22/24 NOTE: No assignments or exam questions from Chapter 12. Chapter 13 Assignment: 1. Provide a definition for the following terms: Retailing, Private-label brand, Generics, Wholesaling, Supply chain management, Market logistics. 2. Provide a real-world example using actual companies for 5 of the terms from question 1. 3. Explain 9 functions that a wholesaler provides.

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11:59pm Central US time Module 6 continued 4. Retailer Marketing Decision. Assume you are opening a new coffee shop in your town. (A) What is your competitive advantage? (from Ch.7); (B) Who is your target market? (C) What activities or experiences can you provide to entice people into your shop? Chapter 14 Assignment: 1. Provide a definition for the following terms: Marketing communications, Marketing communications mix, Advertising, Sales promotion, Event & experiences, Public relations & publicity, Online & social media marketing, Mobile marketing, Direct & database marketing, Personal selling, Creative strategies, Informational appeal, Transformational appeal. 2. Provide a real-world example using actual companies for 5 of the terms from question 1. 3. Select a company and use Google Images to find examples of the company’s print ads and online display ads. (A) State how the ads are consistent, such as common colors, font, tagline, etc. (B) Could you improve upon the consistency of the marketing communications? 4. Using the same company from question 3, list all the possible places consumers interact with the brand, such as employees and packaging. Module 7 Due by 6/29/243 11:59pm Central US time NOTE: No assignments or exam questions from Chapter 15. Chapter 16 Assignment: 1. Provide a definition for the following terms: Paid media, Earned media, Paid search, Display ads or banner ads, Social media, Viral marketing. 2. Provide a real-world example using actual companies for 5 of the terms from question 1. 3. Creating word-of-mouth buzz. Suppose you are the marketing person for a new brand of dog products. Explain the 5 ways you can stimulate buzz about your brand. Be specific in ow you would use each of the 5 ways to create buzz about dog products. For example, provide samples to veterinarians (key people). 4. Think of a marketing campaign that generated buzz. Why do you think it was successful? NOTE: No assignments or exam questions from Chapter 17. Chapter 18 Assignment: 1. Provide a definition for the following terms: Indirect and direct export, Licensing, Joint ventures, Direct investment, Straight extension, Product adaptation, Communication adaptation, Dual adaptation, Price escalation, Gray market, Sustainability, Cause-related marketing. 2. Provide a real-world example using actual companies for 5 of the terms from question 1. 3. Explain the 3 parts of corporate social responsibility: legal, ethical, and social responsibility. Provide real company examples for each part. 4. McDonald’s sponsors and promotes Ronald McDonald House Charities, whose mission is to create, find and support programs that directly improve the health and wellbeing of children. Do you think McDonald’s cause-related marketing has improved the image of McDonald’s? How might consumers be more engaged with McDonald’s as a result of their sponsorship? Module 8 Due by FRIDAY 7/5/24 EXAM #3 - over Ch. 13, 14, 16, 18. It is open; once you start, you have 45minutes to complete. Course Description :

A study of contemporary marketing management concepts, tools of analysis, and implementation of marketing programs. Course Prerequisites : Approval of Graduate Advisor Learning Objectives : By the end of this course, the students will be able to:  Understand the scope of marketing and providing customer value.  Learn the multiple concepts, theories, and frameworks used by successful marketing managers.  Identify internal and external influencers of consumer behavior. Segment a consumer market and position a brand to appeal to the target market.  Apply branding and the different levels of benefit to a product or service.  Understand how to use marketing communications, promotions, and events in order to build a brand locally and globally.  Be certified in Google Ads Display.  Be certified in Google Ads Search Academic Integrity / Plagiarism : University students are expected to conduct themselves in accordance with the highest standards of academic honesty. Academic misconduct for which a student is subject to penalty includes all forms of cheating, such as illicit possession of examinations or examination materials, falsification, forgery, complicity or plagiarism. (Plagiarism is the presentation of the work of another as one’s own work.) In this class, academic misconduct or complicity in an act of academic misconduct on an assignment or test will result in possible failure. Dropping a Class: I hope that you never find it necessary to drop this or any other class. However, events can sometimes occur that make dropping a course necessary or wise. Please consult with your academic advisor, the Financial Aid Office, and me, before you decide to drop this course. Should dropping the course be the best course of action, you must initiate the process to drop the course by going to the Student Services Center and filling out a course drop form. Just stopping attendance and participation WILL NOT automatically result in your being dropped from the class. November 15 is the last day to drop a class with an automatic grade of “W” this term. Grade Appeals: As stated in University Rule 13.02.99.C0.03, Student Grade Appeals, a student who believes that her or his grade reflects academic evaluation which is arbitrary, prejudiced, or inappropriate in view of the standards and practices outlined in the class syllabus, may appeal the final grade given for the course. The appeal must focus on specific departures from grading guidelines listed on the syllabus. Dissatisfaction with a grade is not grounds for a successful appeal. The burden of proof is upon the student to demonstrate the appropriateness of the appeal. A student with a complaint about a grade is encouraged to first discuss the matter with the instructor. For complete details, including the responsibilities of the parties involved in the process and the number of days allowed for completing the steps in the process, see University Rule 13.02.99.C0.03, Student Grade Appeals, and COB-Student Policy 04-STU-03. These documents are accessible through the COB and University Rules Web site at http://cob.tamucc.edu//Students/Student%20Policies%20and%20Forms.html. For assistance and/or guidance in the grade appeal process, students may contact the Office of Student Affairs. Disabilities Accommodations: The Americans with Disabilities Act (ADA) is a federal anti-discrimination statute that provides comprehensive civil rights protection for persons with disabilities. Among other things, this legislation requires that all students with disabilities be guaranteed a learning environment that provides for reasonable accommodation of their disabilities. If you believe you have a disability requiring an accommodation, please call or visit Disability Services at (361) 825-5816 in Corpus Christi Hall 116. If you are a returning veteran and are experiencing cognitive and/or physical access issues in the classroom or on campus, please contact the Disability Services office for assistance at (361) 825-5816.

Statement of Academic Continuity In the event an unforeseen academic disruption, such as a major hurricane, prevents class from being held on the campus; this course would continue via Canvas and/or university email. In addition, the syllabus and class activities may be modified to allow continuation of the course. University email accounts will be the official mode of communication for this course and campus announcements. Students should be checking their university email account and opt into the University Code Blue emergency alert system. Help with Resume and Interview Skills: Quinncia Professional Development Software Quinncia is an artificial intelligence (AI) powered career platform that helps currently enrolled TAMUCC students prepare to enter the job market. By leveraging AI technology, Quinncia provides data-driven insights and feedback to students on their résumés and interviewing skills. Quinncia offers an AI solution to help perfect résumés, practice interviews, and provide helpful resources. Students can upload their résumé for review as many times desired, and Quinncia will analyze the content and formatting, providing detailed feedback. Students can schedule an unlimited number of mock AI interviews to help prepare for the real thing. Quinncia will ask students questions tailored to their major, industry of choice, and experiences on their résumé. Students can also access how-to videos, PDFs, and mock interviews that provide tips and guidance in preparing for applying for jobs. Website: Quinncia.io/access Students can sign into Quinccia using their TAMUCC university login. Civil Rights Reporting: Texas A&M University-Corpus Christi is committed to fostering a culture of caring and respect that is free from discrimination, relationship violence and sexual misconduct, and ensuring that all affected students have access to services. For information on reporting Civil Rights complaints, options and support resources (including pregnancy support accommodations) or university policies and procedures, please contact the University Title IX Coordinator, Sam Ramirez at Samuel.ramirez@tamucc.edu or Deputy Title IX Coordinator, Rosie Ruiz at Rosie.Ruiz@tamucc.edu ext. 5826, or visit website at Title IX/Sexual Assault/Pregnancy. Limits to confidentiality. Essays, journals, and other materials submitted for this class are generally considered confidential pursuant to the University's student record policies. However, students should be aware that University employees, including instructors, are not able to maintain confidentiality when it conflicts with their responsibility to report alleged or suspected civil rights discrimination that is observed by or made known to an employee in the course and scope of their employment. As the instructor, I must report allegations of civil rights discrimination, including sexual assault, relationship violence, stalking, or sexual harassment to the Title IX Coordinator if you share it with me. These reports will trigger contact with you from the Civil Rights/Title IX Compliance office who will inform you of your options and resources regarding the incident that you have shared. If you would like to talk about these incidents in a confidential setting, you are encouraged to make an appointment with counselors in the University Counseling Center.

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