7
ML 3150
Foundations of MARKETING
Fall 2017
TR 7:05-8:25PM in HI131
Website: carmen.osu.edu
Marketing consists of principles and practices that aim to manage relationships profitably. These concepts and applications are relevant for organizations, both for profit and not-for-profit, as well as individuals in their professional and personal lives.
PROFESSOR: Terry Paul
356 Fisher Hall
(614) 292-9549
Office Hours: Mondays and Wednesdays 5:00-7:00PM
LEARNING RESOURCES:
Required Text: Marketing, 6th edition, Grewal & Levy
The text is available in two formats:
· Printed book with ebook access card http://shop.mheducation.com/mhshop/productDetails?isbn=9781260243406
$99
· nEbook access http://connect.mheducation.com/class/t-paul-grewal-marketing-6e---ebook
$85
Earlier editions purchased online are reasonable substitutes, but they aren’t perfect substitutes. The fifth edition is about 90% the same as the fourth edition. The fourth edition is about 80% the same. AVOID BUYING THE MCGRAW HILL TEXT: M:Marketing BY THE SAME AUTHORS. It is not the same as our assigned book.
The course powerpoint notes are available from Zip Publishing or can be copied from Carmen. Having these notes is absolutely essential.
COURSE FORMAT:
Lectures on Tuesdays and Thursdays will probe more crucial/complex course concepts, introduce ideas not in the text, and discuss applications of marketing principles. Much learning will result from students’ close reading of the text, as measured by quizzes on each chapter.
This course is organized in the “flipped classroom” format in which students spend less time in the classroom and more time working through course material (text, online quizzes, video guest lectures) on their own. Because of this, a number of scheduled in-class days have been cancelled, as shown on the syllabus. Our usual pattern for the semester will be to meet for three consecutive scheduled days, then to have the fourth day off from lecture to allow students more time for course work on their own.
One possible exception that may arise is if a scheduled class is cancelled, that lecture time will be made up on a day for which class is now (at the beginning of the semester) not scheduled. You’ll be notified by email if such a change is necessary.
GRADE DETERMINATION:
The three midterms, each over a separate part of course material, together account for most of the determination of your grade. These exams together consist of 140 multiple choice questions, each of which is worth 1 point in your course total.
There will be online quizzes for each of the 15 assigned text chapters. You will earn 0.4 of a point for each correct answer on these quizzes. These quizzes can be repeated to attain higher scores.
There are 180 points possible (140 on exams, 30 on chapter quizzes, and 10 points of extra credit) for the entire course.
One recent semester curve was:
A- 149
B- 110
C- 99
D- 90
MORE INFORMATION ABOUT GRADING COMPONENTS:
Exams —The largest single source of the exam questions is the lecture material covered in class. The overall breakdown of the test questions is 60% lecture material, 30% text material, and 10% from videos. Some questions will draw on both lectures and readings. There will be 42 questions on the first and third midterms and 56 questions on the second midterm.
Quizzes —For each of the 15 assigned chapters in the text, you can and should take quizzes on the website to earn points toward your final grade in the course. You should take these quizzes after you have read each chapter. For each chapter there is a test bank of about 40 questions that will randomly generate 5 question quizzes.
Each correct answer on a quiz earns you 0.4 of a point. Five correct answers (a perfect score) on a quiz counts as 2 points. You can take as many quizzes on each chapter as you want—your highest score is the only one that counts. Each quiz you repeat will generally have different questions. You can use your text while you take these quizzes. It is also acceptable for you to complete the quizzes with the help of your classmates. There is a feedback link for each quiz that explains the correct answers.
You can take these quizzes at any time during the semester, but it would be best to take them at about around the same time as we cover each chapter’s material in lecture. That will help you on the exams and enable you to score higher since the material will be fresher in your mind.
Almost all of the exam questions based on the text will be taken from the quizzes test bank. Keep in mind though, that the quizzes you take (especially if you only take one or two from each chapter) only include a fraction of all of the 40 or so questions in the test bank for each chapter. Only a few of the questions on each exam will be the exact same ones you answered on the chapter quizzes. Still, taking the quizzes is very good preparation for the midterms.
Extra Credit —In past semesters, students in this course have earned an average of about 7 points of extra credit. Most of these opportunities take about 30 minutes to complete, for which you‘ll earn 1 grade point (equal to 1 point on an exam). The details of extra credit are outlined on the last two pages of the syllabus. Students can earn a maximum of 10 extra credit points in the course.
Make Up Exams —are given on 12/5 at the regular class time and in our regular room. Students who fail to take the midterms when they are given, FOR WHATEVER REASON, must take an essay make up exam over the same material that the test they missed covered. The make ups are only for students that did not take midterms. There are no opportunities to repeat earlier exams.
Date / Column / Topic / TextT / 8/22 / Intro to Course
R / 8/24 / Intro to Marketing / Chapter 1
T / 8/29 / The Marketing Environment / Chapter 5
R / 8/31 / No Class
T / 9/5 / The Marketing Environment / Chapter 5
R / 9/7 / Consumer Behavior / Chapter 6
T / 9/12 / B2B Marketing / Chapter 7
R / 9/14 / No Class
T / 9/19 / Segmentation & Targeting / Chapter 9
R / 9/21 / FIRST EXAM
T / 9/26 / Product Management / Chapter 11
R / 9/28 / No Class
T / 10/3 / New Product Development / Chapter 12
R / 10/5 / Services Marketing / Chapter 13
T / 10/10 / Advertising / Chapter 19
R / 10/12 / No Class
T / 10/17 / Advertising / Chapter 19
R / 10/19 / Personal Selling / Chapter 20
T / 10/24 / Personal Selling / Chapter 20
R / 10/26 / No Class
T / 10/31 / SECOND EXAM
R / 11/2 / Channels of Distribution / Chapter 16
T / 11/7 / Retail Marketing / Chapter 17
R / 11/9 / No Class
T / 11/14 / Price / Chapter 15
R / 11/16 / Price / Chapter 15
T / 11/21 / Global Marketing / Chapter 8
R / 11/23 / No Class / T
T
T / 11/28 / Research / Chapter 10
R / 11/30 / THIRD EXAM
T / 12/5 / Make Up Exams
ASSIGNED TOPICS AND TEXT CHAPTERS:
SOME WORDS TO THE WISE:
For faster answers to routine questions, go to the course website site first rather than emailing the instructor for an individual reply. Course-related news (special extra credit opportunities, schedule changes, repetition of announcements made in class, etc.) will be prominently displayed on the site. Also see FAQs (Frequently asked questions) on routine inquiries.
There is generally a time delay in posting extra credit points earned both through SONA projects (shown on the SONA site) and other extra credit opportunities (“additional extra credit” column shown under “grades” for individual students) on course Carmen site. This delay can be two weeks or more in some cases. ALL EXTRA CREDIT ACCOUNTING WILL BE UP TO DATE BY THE END OF THE SEMESTER. PLEASE BE PATIENT UNTIL THEN. THANKS!
The material in introductory courses like the Principles of Marketing and Principles of Psychology often seems very familiar (unlike subjects such as physics or chemistry). Unfortunately, this familiarity can give students a false sense of security in a feeling that they have mastered the material with relatively little effort. These students frequently lament that “the test and lecture are just common sense but somehow I failed the exam”. Expect test questions to probe for more depth and detail than you can easily handle with a light skimming of the text and a passive listening to lectures.
Students often tell me that the grading machine has made an error of a point or two in scoring their exams. If this happens to you, you’re welcome to see me during office hours at which time we can re-grade your test together. This kind of mistake very rarely happens, and the other kind (students receive too many points) NEVER has happened before. In my 52 years of teaching no one has ever reported such a case.
The textbook is full of examples which relate to particular organizations and their marketing activities. In general you should concentrate on the basic concepts, the marketing principles these examples illustrate, rather than trying to remember what a specific company did. There will be very few questions on each exam that ask about textbook examples by the name of the organization.
Some suggestions- read assignments carefully, take notes, or underline what you read.
CLASSROOM COURTESY:
Students attending class must be considerate of each other to make the learning experience productive and congenial. Here are the ground rules:
1. In general, do not behave in any way that would be a distraction to other students; for example, loud and animated conversations during class are annoying and inappropriate—refrain from them.
2. Cell phones and other electronic media should not be audible in class.
3. If you must enter the room after the lecture has begun or leave before it is over, do so as quietly and as inconspicuously as possible.
4. If another student acts in a manner than is distracting to you, politely ask him/her to stop it. (He/she might not realize the behavior is bothersome.) If it persists, inform the instructor.
EXAM DAY PROCEDURE:
Given the size of this class it is necessary to establish a set of routine behaviors for the day of the exam - your cooperation here is necessary and appreciated. You must use a #2 (soft-lead) pencil.
Be sure to identify yourself on the exam answer sheet by your exact name (as it is recorded on OSU records) and by your OSU email number - you will be penalized if this information is incorrect or omitted on your answer sheet.
ABSOLUTELY NO SUBSTANTIVE QUESTIONS ABOUT THE EXAM MATERIAL WILL BE ANSWERED DURING THE TESTS - this is the only way to treat all students equally. If an exam question is unclear in some way, answer it as best as you can. If there is a procedural complication (missing questions, typographical errors, etc.) come quietly to the instructor for help.
All books, backpacks, etc. must be left out of sight during the exam. Second language students may bring a translation dictionary (book form, not electronic) during the exam. English language dictionaries will be available for all students.
You'll probably want to record your answers directly on the exam to match them with the key. You must return exam with your name on it at the same time you turn in your blue sheet.
If a student behaves suspiciously during an exam, he or she will receive one warning; if this behavior is repeated, the student's exam will be confiscated and the student will be referred to the OSU Committee on Academic Misconduct. If you see suspicious behavior during an exam, please inform the instructor or a test monitor.
BE SURE TO BRING PHOTO ID to the exams. If you don’t bring photo ID to the exam, you must present photo ID to the instructor after the next class period following the midterm or during the next scheduled office hours.
EXTRA CREDIT OPPORTUNITIES:
Much of the basic research you will learn about in BUS M&L 3150 and 3250 and advanced marketing courses is conducted by faculty members at major universities like Ohio State. In order to carry out research projects, faculty members often ask undergraduate students to volunteer to serve as participants. Typical research projects include viewing and rating advertisements, obtaining student's perceptions and reactions to various marketing phenomena (special promotions, coupons, etc.), and having students use computers to search for information about new products or places to shop.
This semester, you will have the opportunity to earn up to 10 exam points via extra credit that will contribute to your final grade in the introductory marketing class you are taking (either BUS M&L 3150 or 3250).
You may only participate in a given study one time (though some studies may involve two sessions and may thus grant more extra credit than a one-session study). A number of different studies will be conducted during the semester. Each will have a unique name. Some studies will be conducted online (you will be given a URL when you sign up for the study). Others will be conducted in-person in various rooms around Fisher (often in Mason or Schoenbaum). The studies vary in terms of the amount of time they take and the amount of extra credit they grant.
When you sign up for a study, it is very important that you note (1) whether the study takes place in-person or online, (2) the length of time the study will take (and the amount of extra credit it grants), and (3) the date, time, and place you are to attend the study if it is an in-person study. On the day of an in-person study it is very important that you arrive approximately 5 minutes early. Because instructions are given only at the beginning of each session, absolutely no one will be admitted late.