Swot Target

INTRO TO MARKETING (33:630:301:01)

Fall 2006

Class Meetings: Mondays & Thursdays 10:20 am - 11:40 am, BECK 250

Course Web Site: Blackboard: http://blackboard.newark.rutgers.edu

Instructor: Tulikaa Bhatia

Phone: (732) 445 5274

E-mail: tulikaa@rci.rutgers.edu

Office: Levin 226

Office Hours: Monday & Thursday 1:30 pm - 3:00 pm (Or by appointment)

Prerequisites:

33:010:272: Intro Financial Accounting

01:198:170: Comp Apps-Business

01:220:102: Intro Micro Econ; 103:Intro Macro Econ

01:640:135: Calculus I

01:960:285: Intro Stat for Business

Course Description:

This course aims to provide you with the conceptual basis to identify and analyze marketing problems and to understand how creative marketing strategies can be harnessed to create competitive advantages for firms. No background of marketing is assumed for the class.

We will cover analysis of the marketing functions of price, place, promotion, and product; consumer behavior; market research; social and cultural factors affecting marketing; study of overall marketing planning and strategy.

Course Materials:

Required Text:

Roger A. Kerin, Steven W. Hartley, Eric N. Berkowitz and William Rudelius, Marketing, 8th Edition, McGraw Hill/Irwin.

Study Aids on the Web: http://highered.mcgraw-hill.com/sites/0072828803/student_view0/

Try to make the base use of the textbook's Web site. This site contains various study aids including practice quizzes, flash cards of terms, and video clips for the cases. These videos will be used during the case studies.

Course Policy:

Attendance: Class attendance and participation in the discussion will enhance your learning and provide insights beyond the readings. Participation is an important part of the class and is meant to reinforce the readings, cases, projects and homework. You are encouraged to make effective use of discussion time in class, through thoughtful, timely, and constructive participation.

Class Decorum: Students should arrive on time and remain for the entire class. You are welcome to share your thoughts and questions with the class but please do not engage in any cross-conversations during the class. Turn off all cell phones and beepers and no text messaging is allowed during class time.

Academic Honesty: It is expected that each student's work will be the exclusive result of his/ her own efforts, except for the group case presentations. Any violation will be subject to disciplinary action.

Course Format:

The course will consist of a combination of lectures, class discussion, and case studies. Each textbook chapter will be covered in two sessions (see the schedule below). Every alternate session is for a case study. Students groups will present their analysis of the assigned cases, followed by a class discussion. Small ad hoc cases will be discussed from time to time.

The lecture/discussion component will be devoted to presentation and discussion of theories, concepts, analytical techniques, and empirical findings that are helpful for marketing decision making. Sessions are accompanied by assigned reading materials from the text (see the schedule below). The text serves as background information for lecture and casework. Students are expected to read the corresponding chapter before each class. I will post my PowerPoint slides on blackboard after class so that it could be useful for the case preparation.

In particular, it is essential that you read the video case at the end of each chapter, visit all related Web sites, and prepare a 1- or 2-page note that answers the case questions (see Homework section below). This individual note must be handed in as homework at the end of each class. You will need to use your note during the discussion of the case.

The case study component will involve group presentations of case analyses and will require active participation by everyone. The video cases will be assigned to groups. Those students whose groups are assigned to case presentations do not need to submit the individual homework. However, the presenting teams need to prepare PowerPoint slides for class presentation (see below for group projects).

Evaluation:

Case presentation--as the focal firm (1) 20%

Case study--as a competitor(1) 10%

Individual report (HW) (2) 10%

Quizzes 20%

Midterm (3) 20%

Final exam 20%

(1) Within each group, each student will evaluate (anonymously) other group members for contribution level towards the case project.

(2) Each homework is worth about one point

(3) Tests are non-cumulative and the questions are multiple choices--bring #2 pencils.

* Final grade will be based on the curve; Approximate grading: 90+=A, 80+=B, 70+=C, 60+=D

Case Studies -- Individual Homework and Attendance:

For each video case, hand in a brief case report (individually) if your group is not presenting the case (either as the focal firm or as a competitor). The report needs to be brief and neat: maximum two pages, stapled, without cover, name on top, not hand-written, answering the questions in the case. You need to do the homework for class discussion. No email submission or late submission will be accepted.

Class participation is vital for the success of the course. Students should plan to participate in accord with this class requirement. However, the quality of participation is more important than quantity. By definition, you cannot participate in a class you missed. Attendance