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Course Information
Course Number/Section BA 3365-0U1
Course Title PRINCIPLES OF MARKETING
Room SOM 1.102
Term summer 2009
Days & Times Tuesday and Thursday 10:00 AM to 12:15 PM
Course Description
This course is designed to teach you the fundamental concepts involved in the marketing function
of modern organizations. The focus is on surveying the breadth of concepts and issues involved in
marketing products and services to consumers. This is done in two steps: first, you are taught how
to understand the marketing environment (MARKET ANALYSIS), and then you are taught how
to implement successful marketing strategies in such an environment (MARKETING
STRATEGY). Students will also have an hands-on approach in applying the concepts learned by
developing a complete marketing plan for a new or existing product/service of their choice.
Class Format
Throughout the course of the semester you will be exposed to a variety of informative marketing
videos, articles and business cases. Most class gatherings will be comprised of instruction on the
relevant material for the day and class discussion regarding an assigned topic. All assigned
readings should be read by the day they appear on the syllabus, as this is the day the material will
be covered in class. We will use the webct course page. Power Point lecture notes for each class
will be available on the website. Self-Assessment tests and Grades will be available online
through UTD’s WebCT system. Help on WebCT access can be found on the web site:
http://www.utdallas.edu/ distlearn/students/index.htm, or from UTD IT help desk (Tel: 972-883-
2911, Email: assist@utdallas.edu).
Grading Policy
Exam I 25%
Exam II 25%
Exam III 25%
Group Project Presentation 10%
Peer Evaluation 5%
Assignments, Class Participation, Attendance 10%
Homework
There will be weekly self-assessment tests available online through WebCT. However, these will
not be graded. You are strongly encouraged to try out the self-assessment tests every week to
keep you prepared for the exams. Students’ performance on the midterm and final exams are
strongly correlated to their regularity in taking these self-assessment tests. They are an invaluable
guide to score well on the exams.
Group Project:
Each group should consist of no more than 5 students.
The group project has two objectives.
First, it will help you to gain hands-on experience in applying what you learn in class to a
realistic marketing situation.
Second, it will give you experience working as part of a team. Briefly, the project will
consist of identifying an unfulfilled market need and designing a new product to address
and fulfill that need.
Your group will then be responsible for developing a marketing plan for the introduction of the
new product. A class lecture will be devoted to introduce and discuss the project in more detail.
You can change your group membership until one week after the submission of your group
project proposal, as long as you reach consent with your old and new groups and no more than six
students in any group. After the deadline, any group break-up will result one point of total grade
deduction for all members in that group. There is a group sign up sheet on WebCT.
Proposal:
The proposal should include a thorough analysis of 1) the marketing environment of the industry
of interest and 2) the current situation of your company to identify the problems and
opportunities. You also should give the problem statement and your proposed solution for the
problem in the proposal. Moreover, the proposal should include the divided work between group
members and time lines for the completion of the project.
Project Presentation:
Each group will also be required to give a formal presentation (approx. 15-20 minutes). After
each presentation the class will ask questions or make comments, and then give an evaluation.
Every member of the group is required to present.
Written Report:
Upon completion of this project your group will be required to submit an executive report
(approximately 5-6 pages plus tables and figures) summarizing the problem you have identified
and the marketing plan your group has developed to address and solve this problem. You can
refer to the Appendix A in Chapter Two for the write-up.
Peer Evaluation:
Each group member will have an opportunity to give the evaluations of the participation of other
group member at the end of the project.
Bonus Points:
Students are encouraged to not only attend the class sessions but also actively participate in the
discussions in class. Based on my judgment, up to 5 bonus points can be given to students with
outstanding performance in class participation.
Late Work
Late work will not be accepted or graded
Class Attendance
Class Attendance accounts for 5% of the grade. Students can miss upto 2 classes, after which the
attendance grade will start decreasing. Students who miss more than 8 classes will drop one letter
grade (i.e. from A to B or B to C), regardless of their performance in their tests. Similarly, a
student missing more than 12 classes will drop 2 letter grades.
The University of Texas at Dallas administers student discipline within the procedures of
recognized and established due process. Procedures are defined and described in the Rules and
Regulations, Board of Regents, The University of Texas System, Part 1, Chapter VI, Section 3,
and in Title V, Rules on Student Services and Activities of the university’s Handbook of
Operating Procedures. Copies of these rules and regulations are available to students in the
Office of the Dean of Students, where staff members are available to assist students in
interpreting the rules and regulations (SU 1.602, 972/883-6391).
A student at the university neither loses the rights nor escapes the responsibilities of citizenship.
He or she is expected to obey federal, state, and local laws as well as the Regents’ Rules,
university regulations, and administrative rules. Students are subject to discipline for violating
the standards of conduct whether such conduct takes place on or off campus, or whether civil or
criminal penalties are also imposed for such conduct.
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 (see
general catalog for details). This course will use the resources of turnitin.com, which searches the
web for possible plagiarism and is over 90% effective.
In attempting to resolve any student grievance regarding grades, evaluations, or other fulfillments
of academic responsibility, it is the obligation of the student first to make a serious effort to
resolve the matter with the instructor, supervisor, administrator, or committee with whom the
grievance originates (hereafter called “the respondent”). Individual faculty members retain
primary responsibility for assigning grades and evaluations. If the matter cannot be resolved at
that level, the grievance must be submitted in writing to the respondent with a copy of the
respondent’s School Dean. If the matter is not resolved by the written response provided by the
respondent, the student may submit a written appeal to the School Dean. If the grievance is not
resolved by the School Dean’s decision, the student may make a written appeal to the Dean of
Graduate or Undergraduate Education, and the deal will appoint and convene an Academic
Appeals Panel. The decision of the Academic Appeals Panel is final. The results of the academic
appeals process will be distributed to all involved parties.
Copies of these rules and regulations are available to students in the Office of the Dean of
Students, where staff members are available to assist students in interpreting the rules and
regulations.
Disability Services
The goal of Disability Services is to provide students with disabilities educational opportunities
equal to those of their non-disabled peers. Disability Services is located in room 1.610 in the
Essentially, the law requires that colleges and universities make those reasonable adjustments
necessary to eliminate discrimination on the basis of disability. For example, it may be necessary
to remove classroom prohibitions against tape recorders or animals (in the case of dog guides) for
students who are blind. Occasionally an assignment requirement may be substituted (for
example, a research paper versus an oral presentation for a student who is hearing impaired).
Classes enrolled students with mobility impairments may have to be rescheduled in accessible
facilities. The college or university may need to provide special services such as registration,
note-taking, or mobility assistance.
It is the student’s responsibility to notify his or her professors of the need for such an
accommodation. Disability Services provides students with letters to present to faculty members
to verify that the student has a disability and needs accommodations. Individuals requiring
special accommodation should contact the professor after class or during office hours.
These descriptions and timelines are subject to change at the discretion of the Professor and
will be announced in the class.