Fall 2013 Syl and Schedule-For Students

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MKT-479

Syllabus

Fall 2013

WRITING EMPHASIS

Dr. Stephen Brokaw, CGBP. 339E CWH. 5-6753,[email protected]: TR 11:00 to 2:00, or by Appointment.

Section 1: Tues and Thur 7:45 to 9:10 am, room 137 CWH

Section 2: Tues and Thur 9:25 to 10:50 am, room 137 CWH

It will be important that you attend the section in which you are enrolled.

Materials: The syllabus will be available in the Desire 2 Learn (D2L site) at:https://uwlax.courses.wisconsin.edu/.

Electronic Devices: Over the term you will be asked to do a variety of written assignments.

Some of these will be handed in during the term, some will be handed in at the end. All hand-inswill have a paper based component. You will be expected to have completed the work prior to

the period in which it is due. Therefore, laptops, notebooks, tablets, cell phones will NOT beneeded during the class period itself, until the end for the Team based research project. Until

then do not expect to have them on and operational during class. Once we have gotten to theteam research component you will be both allowed and encouraged to bring and use all

electronic research tools.

Course Description:Marketing Management: The analysis, planning, implementation and control of marketing

programs designed to bring about desired exchanges with target markets within organizationalobjectives. Prerequisites: Mkt-362 and Mkt-367. To be taken concurrently with Mkt-415 in the

students last semester before graduation.

Purpose:Welcome to the capstone semester in the Marketing Major! Congratulations on getting here, and

I hope that you still have some energy left to finish off your degree programbefore you go outto make your fortune in the real world.

This course is designed to help polish your thinking and skills as marketers before you make

the transition between the University world and what we hope will be a solid start on a career forall of you. Specifically, this course includes aspects of each of the five (5) Macro goals of the

CBA Undergraduate Curriculum Statement:

CBA Undergraduate Curriculum Outcomes

1) Communication- the ability to convey information and ideas effectivelyUpon completion of the CBA undergraduate program students will be able to:

Deliver effective oral presentationsCreate well-written business reports
mailto:[email protected]:[email protected]:[email protected]://uwlax.courses.wisconsin.edu/https://uwlax.courses.wisconsin.edu/https://uwlax.courses.wisconsin.edu/mailto:[email protected]


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Use communication to work effectively with others in a business contextUse communication technologies and tools professionally and appropriately

Adapt communication style to diverse audiences.

2) Decision Making and Critical Thinkingthe ability to evaluate alternatives and

understand the ramifications of those alternatives within a given business contextUpon completion of the CBA undergraduate program students will be able to:Identify problems

Acquire appropriate information to frame business decisionsDevelop alternative approaches or solutions

Evaluate the potential impact of alternatives

3) Global Context of Businessthe ability to integrate global perspectives in businessdecisions

Upon completion of the CBA undergraduate program students will be able to:Recognize the role of cultural diversity in business decisions

Analyze the global impact of political, social, economic, and legal issues on businessdecisions

4) Major Competency- proficiency in the primary functional area of studyUpon completion of the CBA undergraduate program students will be able to:

Understand current business practices in the primary functional area

Apply functional area concepts and decision-making techniques and tools appropriatelyIncorporate concepts from other functional business area into the primary area

5) Social Responsibility - the ability to consider the effects of business decisions on theentire social system

Upon completion of the CBA undergraduate program students will be able to:Demonstrate an awareness of social and ethical responsibilities

Recognize the importance of standards of ethical business conductRecognize and analyze the ecological, social, and economic implications of business

decisions

By now you will have taken most of the 300 level marketing courses. This course will be a littledifferent from those in that while there is a great deal of content in the course you will have

heard much of it before. This course should help you to pull together ideas and concepts fromthe other marketing, business and supporting courses, and (hopefully) help you to see the

decision based applicability of those ideas and concepts.

A second difference is that this class will NOT be lecture based. It is a class that will rely on ahigh degree of student input and involvement (if you dont believe me, look and see what

Participation is worth as part of the grade). In other words, you should be prepared tocontribute to class each and every session.


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Writing EmphasisGiven the University requirement that ALL UWL graduates have at least 2 WE courses before

graduation it is fairly easy to see that it is considered to be a critical component of an education.Please also note the role of Communication in the CBA goals.

There are two forms of writing: Formal and Informal. You will be doing some of both this term.The primary difference between the two is the nature of the intended audience. With FORMALwriting the audience is someone other than you. The FINAL paper will be a form of FORMAL

writing. It is to be polished and in proper form to convey information to others. INFORMALwriting is generally for an audience of 1you. That is, you are writing to yourself in such a way

that you are conveying information about something in such a way that you can use theinformation later. Note taking is an example of INFORMAL writing. The Article Briefs will be

someplace in between Formal and Informal writing. There are also two forms of verbalcommunication: formal and informal. You will also be doing some of each of these this term.

There will be 4 (four) different written/visual components to this course. They are:

1) Journal - Article Briefs/assignments/Notes/Thoughts (Semi-formal-As Individuals)2) Research Project (Formal-As Teams)

3) Integrative Final Paper (Formal-As Individuals)4) Assignments-some of each in style (formal/informal) and responsibility (team vs. not)

Journal - Article Brief Component

Having a degree is merely a first step to a successful career. The idea that you have learned

everything you will need to carry you through the next 45 years is not very realistic. One of thestrengths that a degree should convey is the ability to learn new material quickly, and determine

its worth to the greater whole. The ArticleBrief Component of the course is designed to helpyou develop this ability in a variety of information contexts. You will be doing 8 (eight) of

these over the term. The course schedule indicates when they are due. These will be kept in aJOURNAL and will be handed in near the end of the term. Journal entries from FORMAL

ASSIGNMENTS are to be typed. Personal notes may be hand written. The Journal should bekept in a Chronological Order (earliest to latest over the term). It is to be paper based (printed)

for class use and hand-in. A loose-leaf 3-ring binder is recommended.

These materials will come from a variety of sources. You MAY use either PRINTED materials,or the WEB to gather articles. You will NOT need to hand in a copy of the article(s) you use,

but do keep in mind that the written journal entries will form the basis for in-classdiscussionand you may need details to discuss your articles.

Article Brief FormatFor each of the 8 Article Briefs follow the following format:

Upper Left Corner:

Your NameDue Date


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Article Brief #Class Section#

BODY

1) A statement of Where the article was found, and When it was published2) A statement addressing: What was it about? (factual)3) A statement addressing: Why was it written? (from Authors perspective)4) A statement addressing: What was most important about it? (your perspective)5) A statement addressing: How does it apply to Marketing Management? (your perspective

use the chart that followsto be explained more fully in class).

6) A statement explaining courses that you have taken (past or concurrent with 479) thathelped you to understand the article.

NOTE: A statement may be anywhere from 1-3 paragraphs.

TIME

Geographic Environments: World, Region, Country, Local

Human Environments: Political-Regulatory, Competitive, Social, Technology,Economic

Marketing Management:Bringing Supply and Demand

Together

SUPPLY --- What can the firm offer?

P

PRODUCT(P1)

PRICE(P2)

PLACE(P3)

PROMOTION(P4) F

A

DEMAND---What isthe need,and whatdrives it?

Market

Orientation (MO)

U

S TT

Segmentation (S)U

R

Differentiation (D)E

Positioning(POS)

PRESENT

Your notes need to be able to be READ and learned from by ANYONE. Write in paragraph

form, with complete sentences. YES, the process is about conveying information to yourself.But it is also about following a path (see the above) in order to gain new knowledge from

varied sources, fitting that new information into your mental frameworkand learning toconvey that information (this will make more sense when we get into the class) to others

either verbally or in written terms. Overall the process is about: understanding, interpreting,and applying things you have read that pertain to your chosen field of academic and

professional endeavor; being able to share that new information with others; and to introduce


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you to sources of new thinking beyond a text book. It is NOT an answer the questionsprocess.

Sources

The class schedule shows whenthe Article Briefs will be due for discussion (and to be included

in the Journal). It also shows the TYPES of materials we will be using. On the issue of TYPE:

A CITY newspaper is just that. Any city, anywhere. Use the web or the library, your choice.

GENERAL NEWS WEEKLY would be a Time, Newsweek, US News & World Report, etc.BUSINESS NEWS WEEKLY would be Forbes, Fortune, The Economist, WSJ (Yes, it is a

Dailyso what? ), etc.HARVARD BUSINESS REVIEWaccess through Murphy Library PageA practitioner

oriented Monthly, edited and published by Harvard Business School. Can be subscribedto, and is generally available at better newsstands.

MARKETING THEORYaccess through Murphy LibraryAn Academic, Peer Reviewed

Journal with an applied orientation. [Note: This is the Formal Name of journal]

JOURNAL OF MARKETINGaccess through Murphy Library Page - AnAcademic, Peer Reviewed journal. Considered to be a Premier Journal in the

Marketing discipline.

Yes, the materials will become more difficult as we move forward. That is sort of the point. But

the process of reading, to think, to write, to speak will remain the same.

MURPHY LIBRARYGO TO: UWL Home Page, FIND: Murphy Library Page, FIND:Journal/Periodicals, Type JOURNAL NAME into Search Box, Click JOURNAL NAME when it

comes up, click the EbscoHost FULL TEXT link, this SHOULD bring up a screen that gives youan index of past publications. Open one. You SHOULD see the index of articles. FIRST:

Make sure to look for FULL ARTICLES. Some of the journals also include 1-2 page briefs andreplies to past articles. The FULL ARTICLES- new information in THIS edition of the journal-

must be at least 5 pages in length, and as we move up in the materials they will get to an averageof about 10 pages or more. Get used to reading things other than pre-digested text books. It may

become important in your careers.

Beyond the above, this is the ONLY stipulation on what you select (well, that and where itcomes from and when ). The TITLE of the article will give you a hint of the topic area

covered. Clicking the link SHOULD bring up the ABSTRACT. This is basically theExecutive Summary of an article. This will tell you if you want to pursue it furtherbring up

the article. Read it. Is it something that says something about ANY aspect of MarketingtoYOU? Did YOU find it interesting AND/OR important enough to share with others?

In other words, while Im directing the Where From and When aspects of course content, across

of variety of information sources, WHAT you read should be directed by YOUR interests. Youwill all follow the same PROCESS to achieve an end-result. What goes INTO the process will

be directed by you. YES, if you can make THIS process fitwith YOUR 415 project, by allmeans. If you can make it fit with YOUR professional/career goals, by all means. It you can


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make it fit with YOUR own personal life and interests, by all means. Through this process wewill ALL learn something, you will get to know more about the individuality of potential future

network connections, and we will cover a wider variety of materials in a uniform manner alongthe way (efficiency and effectiveness ). Overall, the MAJOR stipulation is that YOU be able

to identify the way(s) in which YOUR article choice has SOMETHING to do with

Marketingand explain those connections.

NOTE: The journals will be collected at the end of the term. Individual Article Briefs will be

included. The Article Briefs will NOT be collected prior to that time. You will be expected tohave READ, THOUGHT and WRITTEN prior to class time. Whether or not you are doing what

is asked for will be a function of how well you prepare and pay attention to what has been askedfor. Listen to your classmates in discussion. Were you as prepared as everyone else? Was it

obvious that NO ONE was truly prepared? Or was there a person (or two, or three) that stoodout as being beyond the rest of the class? Which type of person do you think will be promotable

in his/her career? This process is much like real life. You will not get daily feedback from a

supervisor. You will get reviews on a periodic basis. As about-to-graduate seniors you have a

pretty good idea of what it takes to not just keep-up, but to do well. If you question how you aredoing during the term, then it is time to make an appointment with your supervisor (in this case

Me) and ask for input.

Final Paper

The final paper for this class is designed to help you demonstrate to YOURSELF and to US thatyou have successfully gained knowledge about the area of Marketing while at UWL. The final

paper should be NO MORE than 20 pages (not including the bibliography), double spaced and in12 point type. It should show your BEST writing in terms of flow and structure. For this paper

you will need to draw on ALL courses you have taken in Marketing, and maybe others you havetaken. The bibliography should contain references to any and all materials used in the writing of

the paper (class notes, articles, previous projects). The chart embedded in this syllabus willprovide a guide to the thought process and should be referenced in the paper itself. The

structure of the paper should be as follows:

Title Page: Your Name, Date Due, Class Number (MKT-479) and Section #

Body of Paper: HOW you incorporate the following materials is up to you. The below conceptsand discussion points represent the baseof the discussion. NOTE: This is NOT a question and

response paper. It is designed to show YOUR REFLECTIONS on your major and yourlearning about the major. You may use ANY and ALL materials you have generated over the

course of your time at UWL. The KEY word on this assignment is Integration.

Define marketing and discuss what it entails. Address how MKT impacts Individuals,

Firms, and Society over time. What role(s) does marketing play in the economic

process whereby individuals satisfy their wants and needs?

Identify, describe and explain the environmental factors that affect marketing activities

and vice versa in both domestic and international contexts.


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How will the role of marketing change through YOUR career? What environmental

factors will impact that role?

Describe the factors involved in consumer decision making and how marketing evaluates

consumer need states.

Explain the major differences between and inter-linkages among business and consumer

markets and discuss how Value Chain issues impact the Marketing and Promotional

Mixes.

Discuss how the process of Defining, Developing and Analyzing relevant market

research data may be performed, and the nature of how research changes depending on

the environmental factors involved.

Discuss the process of market segmentation and how developing a profile of target

markets helps to develop an integrated product, price, place and promotion plan.

Bibliographyshould include references to class notes and any/all articles that you include to

support YOUR words and ideas. Citations referencing these materials should appear in thepaper. The due date for the Final Paper is included in the Course Schedule. At that time two

versions of the paper will be submitted. A PAPER copy to be handed in during class, and an

ELECTRONIC copy to be downloaded to the course D2L site.

Recognize the degree of subjectivity of the above. You are DIFFERENT PEOPLE. Yes, you are

all in the same course at the same time getting the same degree. But WHAT and HOW you have

learned varies. This is an opportunity for each of you to reflect of what you have done here, and

what you will be taking with you when you leave. It is NOT about transcribing your notes from

past classes. It IS about showing what YOU have taken from the educational process.

Also recognize that it establishes from Day 1 of the term what will be expected in the final paper.

Throughout the term you will be creating a journal; basically YOUR notes on what YOU will

read, hear and see over the term. You each have access to your own past materials from the class

experiences you all share. But you are NOT the same. Your final paper should reflect YOUR

orientation as a Marketer, using the knowledge base you have created for yourself in your time

here.

The Final Paper will be worth a total of 25 points, and represent 25% of the final grade. It willbe graded according to the following:

1) Depth and Completeness of Discussion = 15

2) Organization of Parts/Flow = 53) Writing/Visual Presentation = 5

25pts


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Marketing Problems and AssignmentsThe PROBLEMS will be found in the D2L site. These problems are designed to help you recall

some of the calculations behind some of the most important decision tools in business andmarketing management. These will be done by TEAMS, and each team should be ready to hand

in one (1) complete set of problem solutions the night they are due.

Other Assignments will be made throughout the course of the term. Some of these will bemade IN CLASS. Others will be made by EMAIL. I will be using your CAMPUS email

address, please be sure to check your limits and keep up to date with deletions, and be sure tocheck it regularly.[Treat this like the real world. On any job there will be those assignments

that you know about daily. And there will be those where your Boss hands it to you on aFridayand tells you she needs it done by Monday. Designed to make you happy? Nope.

Designed to see if you can follow through.]

ProjectYou are going to be doing a team based research oriented project. We will discuss the

parameters of this project as we move into the term. In effect we will lay the ground work forthe project as we move through the term. The parameters of the project will be laid out as we

near the end of the term. The projects will also be done as Teams (see above). The Project willbe worth a total of 49 points representing 15% of final grade.

ALL pre-assignedwork that is to be handed in MUST be printed, in 12 point type, whetherfor journal or immediate hand-in.

Gradingsome points to ponder

There are basically 3 demarcations of success in the Real World. They are as follows:

1) You have done the minimum asked for. You have only concentrated on yourimmediate position, and have not performed to the level expectedof you. We are sorry, but

this Pink Slip is for you. Please clean out your desk and remove yourself from the premises.

2) You have done what has been asked of you. You have concentrated on your job, andhave met the minimum standardfor doing the tasks assigned to you. Congratulations, you get

to keep your jobfor today.

3) You have gone above and beyond what was asked of you. You have learnedYOUR job, and also the jobs of the person you report to, and of the person that THAT person

reports to. You have asked for additional assignments, and taken work home with you on aregular basis. Congratulations! You are being promoted!

Recognize that this is a Segmentation Analysis of current employees. We will go on the

assumption that none of you want to be 1s in your future. Recognize as well that the levels


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would translate to Grades of A(a 3), C(a 2), and F(a 1) in the Real World. Things willbe a little different here. You will still get A point for being a 1. To get a 0 heresimply

dont do it. Having said that

Comparative vs. Expectation Grading

In the grading of subjective materials there are two forms of grading: Expectation and

Comparative.

Expectation: What can be expected from the person being evaluated, given the level of the

course and the motivations of the people taking it?Comparative: In comparison to the others in the class, how has THIS person done?

In a class at this level both are used. The term starts by using EXPECTATIONAL. This is a 400

Level Capstone Course in a Major, in an AACSB Accredited CBA. What should an

EMPLOYER be able to expect from you in four months? What should the Professor of Record

for such a class be able to expect? As I get to know better what the class is capable of it becomesmore COMPARATIVE...you are NOT all the same, and individuals start to stand out over time.

Do YOUR best work. Come prepared to contribute (notice the value of PARTICIPATION) andstay involved. The Journals will, at a MINIMUM, contain 8 Article Brief write-ups. Did you do

them? Did you meet the MINIMUM of what was asked for? Did you exceed the minimum? Didyou show YOUR ability? Did you show effort to extend and make connections? Was YOUR

verbal participation as clear and direct as the rest of the class? Where do you think YOURefforts stand in a COMPETITIVEsense?

Grade CompilationPart Worths by Percent of Final Grade

PARTICIPATION = 15 (includes team effort-Teams will contribute to participation

grade)Exam (Final) = 15

Journals = 20 (handed in night due)Final Paper = 25 (handed in night due)

Research Project = 15 (handed in night due)Marketing Problems & = 10 (handed in night due)

Other assignsTOTAL = 100

Final Grade(The below represent the levels at which a student is guaranteed a certain grade.Final grades may reflect a class curve, but the level for a specific grade will NOT be increased.)

A= 95 to 100% A/B = 89 to 94% B = 83 to 88%

B/C = 79 to 82% C = 70 to 78% D = 60 to 69%F = Less Than 60%


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No late work will be accepted. If you have to miss a class be sure to give me and your groupnotice and send meany deliverables prior to the class, where prior means at least one hour

before class time.

Mkt-479-Course Calendar-Fall 2013

The schedule shows when the Article Briefs, Journals, Final Papers, Presentations andFinal Exam are due. Other assignments and materials will bedeveloped in class.

A day with something filled in is a day when YOU have a responsibility. Days withnothing filled in are days when I have a responsibilityand you are expected to be

here. A MISSED CLASS MAY BE A MISSED ASSIGNMENT.

WEEK Week Of Day

1 Sept 2 TUES Introduction/Discussion of

Expectations/Team assignments.

THUR

2 Sept 9 TUES Marketing Problems Due (From D2L site).Each Teamto do ALL problems for Discussion and

Hand-In.

THUR

3 Sept 16 TUES

THUR Article Brief 1 DueSource: ANY CITYNEWSPAPER (Daily). Must not be more than one week

old at time due.

4 Sept 23 TUES

THUR

5 Sept 30 TUES

THUR Article Brief 2 DueSource: ANY General News

weekly. Must NOT be more than one month old at

time due.


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6 Oct 7 TUESTHUR Article Brief 3 DueSource: ANY Business News

Weekly. Must NOT be more than one month old attime due.

7 Oct 14 TUES

THUR Article Brief 4 DueSource: HARVARD BUSINESS

REVIEW. Must have been published within last year

of when due.

8 Oct 21 TUESTHUR Article Brief 5 DueSource: MARKETING

THEORY. Must have been published within last year of

when due.

9 Oct 28 TUESTHUR Article Brief 6 DueSource: Journal of Marketing.

Must have been published within last year of whendue.

10 Nov 4 TUESTHUR Article Brief 7 DueSource: Any Business News

Weekly. Must have been published with the lastmonth of when due.

11 Nov 11 TUESTHUR Article Brief 8 DueSource: Student Choice.

Follow the conventions above for publication date.

12 Nov 18 TUES

THUR FINAL PAPERS and JOURNALS DUE ALL

INDIVIDUALS

13 Nov 25 TUESTHUR NO CLASSTHANKSGIVING!!!

14 Dec 2 TUES


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THUR Class presentationsTeams A and B, 30 MinuteTarget per presentation. Teams A and B Projects Due.

15 Dec 9 TUES Class presentationsTeams C and D, 30 Minute

Target per presentation. Teams C and D Projects Due.

Final Exam: Section 1: TUES DEC 17, 4:45 to 6:45 pm CWH 137

Section 2: MON DEC 16, 4:45 to 6:45 pm CWH 137

You may attend EITHER SESSION! This exam will contain 100 Objective Style questionsabout marketing and its application. You should bring a calculator to the exam. You will NOT

be able to prepare for this exam, except in the sense that you HAVE been for the past fewyears of your life. Oh, relax!

ACADEMIC MISCONDUCT: Academic misconduct in any form will not be tolerated.

Please familiarize yourself with the Student Honor Code in the undergraduate catalog and theofficial UW-La Crosse policies on academic misconduct and academic discipline at:

http://www.uwlax.edu/StudentLife/uws14.html. Pay close attention to the specific statementsregarding academic misconduct:http://www.uwlax.edu/StudentLife/uws14.html#14.03.

Any student with a documented disability (e.g., physical, learning, psychiatric, vision, or

hearing, etc.) who needs to arrange reasonable accommodations must contact the instructor andthe Disability Resource Services office at the beginning of the semester.

Students who are currently using the Disability Resource Services will have a copy of a contractthat verifies they are qualified students with disabilities who have documentation on file in the

Disability Resource Service office.

This Syllabus is subject to change at the discretion of the instructor (that would be me ).
http://www.uwlax.edu/StudentLife/uws14.htmlhttp://www.uwlax.edu/StudentLife/uws14.htmlhttp://www.uwlax.edu/StudentLife/uws14.html#14.03http://www.uwlax.edu/StudentLife/uws14.html#14.03http://www.uwlax.edu/StudentLife/uws14.html#14.03http://www.uwlax.edu/StudentLife/uws14.html#14.03http://www.uwlax.edu/StudentLife/uws14.html


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APPENDIX --Writing Rubric for Final Papers

Trait Does not meet

expectations 1

Meets expectations 2 More than meets

expectations 3

Purpose and audience Demonstrates Demonstrates an Writing consistently:

is addressed minimal attention to awareness of maintains focus onpurpose and purpose and purpose and

audience: purpose is

not clear to reader,

audience: purpose is

generally clear to

appropriately

addresses audience.

or writing is reader and audience

inappropriate for is addressed in a

audience generally acceptable

manner.

Organization of ideas and Organization of ideas Organization of ideas Organization of ideas

content is logical and content is and content and content clearly

ineffective and/or contributes to create understanding:

unfocused: understanding: Paragraphs contain

paragraphs are not

coherent and/or

transitions are

lacking.

Paragraphs contain

coherent ideas;

transitions are used

between most ideas.

coherent ideas which

are effectively

connected with

transitions. Writing is

very focused and

concise, with clear

introduction and

conclusion.

Content/ideas are

developed

Content is used to

develop only simple

ideas.

Content is used to

explore ideas.

Content is used to

convey depth of ideas.

Sources or evidence Uses minimal Uses evidence to Uses evidence to

support ideas evidence to support support ideas and/or thoroughly support

ideas and/or does cites sources but ideas and consistently

not cite sources. some inconsistencies cites sources

exist appropriately

Genre or disciplinary rules Use of important Demonstrates Demonstrates

are followed conventions is consistent use of most consistent use of all

inconsistent important conventions conventions particularparticular to a specific

discipline and/or

writing task(s)

to a specific discipline

and/or writing task(s)

Grammar, spelling and

syntax is correct

Meaning of language

is impeded due to

errors

Language has few

errors

Language conveys

ideas succinctly and is

nearly error free.


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Fall 2013 Syl and Schedule-For Students

Documents

Transcript of Fall 2013 Syl and Schedule-For Students