MRKT 310 Syllabus Supplement, Spring Term, Session 2, 2008-09, RAF Lakenheath

Grading Information

I prefer to give each student an 'A' in each of my courses. The grade, however, must be earned as I can only reflect the performance I observe. I do understand that students have many other responsibilities, but your own learning is your responsibility. Moreover, I also expect you to assist the learning of others in this class. I will work with every student within reason to help her or him complete this course successfully.

Students concerned with slow progress should seek help before getting into grade trouble. Contact me, your instructor, early. "Incompletes" will not be given unless thoroughly justified and backed up by a contract negotiated with the instructor allowing for completion within four weeks.

Other Information

In this hybrid course, we will spend our classroom time on key concepts from the weekly assignments and relating marketing management concepts to the real world through cases and practical examples. In our Web Tycho (WT) classroom, we will explore marketing concepts by industry and firm.

Be prepared for our face to face (f2f) classes. Study the material assigned for the week (yes, all of it) prior to our face to face sessions and bring your questions to class. Your WT explorations will complement and enrich your understanding of the subject. You will have the opportunity to pose questions as well as respond to them in our weekly class conferences.

When working outside our WT classroom, put your name, course ID and date on every assignment submitted in this course.

E-mail Connection: Send me an email by Thursday of the first week to confirm our email connection. Provide me with both primary and alternate email addresses that you monitor. Please make one of your email addresses a non-military address. Place my email address (par.uk@mac.com) in your address book so I will be a recognized correspondent by your spam filter. (I do the same for you.) Make the subject of your email "MRKT310 09ss2 Initial Contact". I will reply to confirm the connection.

Assignment Policy: Assignments for the week must be completed prior to our face to face (f2f) class so that all students may participate and receive maximum benefit from class attendance.

Attendance Policy: In-class discussion is a vital part of this course. Your active participation and interaction with your classmates is required and your attendance is needed for that to happen. This applies equally to our f2f and WT classrooms. Your lack of participation will lower your grade.

You are responsible for keeping copies of all your work including graded exams and assignments and should be able to produce the same, if needed.

Do not fall behind. Work ahead if possible. Do some work on this course every day or two. Set aside time to do this. If confused, in doubt, or in need of a clarification on any aspect of the course, contact me first.

Further Directions for Textbook Homework Assignments:

•    Respond to the questions in each exercise, case or discussion item at the end of the chapters. Many exercises have multiple questions or issues raised that you need to address so explore your assignment carefully. Research the exercise assigned to find support for your assumptions and assertions. Share that research with us in class or in our WT classroom as appropriate.
•    There is no set length or limit for your response but it should provide enough information to answer the question fully and completely. Often the questions elicit your opinion on a particular facet of the topic. You are expected to provide supporting details for your response. That support generally comes from the points covered in the readings for the current or previous chapters but you should seek additional support via Internet research.
•    See also the supplemental guidance on case analysis and oral presentations on my web site (links later in this syllabus).
•    You will typically lead class discussion for the questions assigned to you but you may also be asked to produce a written report for some of the assignments. Be sure to consult UMUC's Guide to Writing and Research, which offers valuable information on the appropriate style for citing written references, footnotes, and bibliographies as well as proper procedure for citing online references from the Web.

Two "Must's":

•    Attribution:
  
  •    Give credit in your work to those whose ideas and words you use - and use them well. No one is expected to know everything. Indeed, we need to avoid "re-inventing the wheel". So look around and build on the ideas and words of others. Just take care to give them full credit.
  •    Use footnotes or endnotes where needed and construct a proper "References" page to accompany your work.
  •    Plagiarized papers, reports, projects, or exams will receive a grade of 0 (zero) whether copied in whole or in part. This includes "accidental" plagiarism. See the UMUC European Division Catalog policy on academic integrity.
  •    This includes prior works presented or published by you for other purposes or in prior or other classes.


•    Good grammar, punctuation, usage and style:
  
  •    Effective writing is critical to the intellectual life of university students and graduates within the workplace. Effective managers are usually effective communicators. Your work in this course must demonstrate your ability to master and effectively communicate course content.
  •    We must be able to share our ideas with others properly. That means we need to pay constant attention to the way in which we present those ideas. Written and oral work which contains significant errors in English or presentation typically impairs the quality of the message you are trying to communicate.
  •    Use your eyes and brain to check your work -- a mechanical computer can hurt as well as help. Proofread and check your work PRIOR to submission.
  •    Poor English or presentation will reduce my evaluation of your work by one or more letter grades regardless of the brilliance of the ideas therein.

Additional Guidelines for Assignments:

Effective writing

•    Meets the needs of the reader;
•    Covers the subject in a clear, concise, complete, accurate and timely manner;
•    Uses expected conventions of format and organization;
•    Demonstrates use of credible reasoning and evidence;
•    Satisfies standards of style and grammatical correctness; and
•    Requires 100% compliance with UMUC's zero-tolerance policy regarding plagiarism.

Use diagrams, charts, and other graphics to enrich your presentations.

Microsoft Office Software: If your response will be more than 150-200 words, create a document using Microsoft Office^®. For the present, this software package is still the 'industry standard.' Hence, it will serve you well to learn more about using it to fulfill a formal, written requirement. If you do not have access to Microsoft Office, use "Save As" in your usual word processor, spreadsheet or office suite program and select the MS Office 1997-2004 document option (.doc, .xls, .ppt, .mdb, or .pub as appropriate) . (Our UMUC computer lab has MS Office installed.) In MS Word, format your sheet as follows:

•    Use Page Setup in the Printer to configure it.
•    Set page size to A-4.
•    Use 1" margins top, bottom, left and right sides.
•    Use Times New Roman, size 12.
•    Use double spacing.
•    Use appropriate headings and subheadings. Headings and subheadings should be placed at the left margin.
•    The first word of each new paragraph should be indented 1" from the left margin of the paragraph.
•    Create a template with these settings and use it as the basis of your written assignments in this course.
•    Use a header on each page (except the title page) for your name, course ID and date. For chapters or appendices, show the designation.
•    Number each page (except the title page) in the bottom right corner using a footer.

For spreadsheets, graphic presentations or publications, use compatible settings to create A4-size printable documents or suitable electronic presentations. Remember to use the header to identify both you, the course and the content.

I will make comments electronically on your submission. You will be able to view my comments in MS Office software. If you have problems opening the file directly, open the software first, then from the File menu, open the document.

I reserve the right to make minor changes in assignments and schedules. Changes will only be made if there are unforeseeable circumstances. I will not make major changes without first consulting with the class.

Supplemental Information: See my web site for further guidance on

• Class Policy:    http://faculty.ed.umuc.edu/~prichard/crs_guid_gen/class_policy.html
  
• Case Analysis :    http://faculty.ed.umuc.edu/~prichard/crs_guid_gen/case_analysis.html
  
• Oral presentations in class:    http://faculty.ed.umuc.edu/~prichard/crs_guid_gen/speaking_improv.html
  
  

Course Project:

Start reading as much as you can about your topic early in the course and expand your thoughts as you read. Put your thoughts in writing early as well.

You will complete each section of the CIP separately and submit it separately to me on or before the due date in Microsoft Word format. (Create your documents in MS Word where possible; if not possible, you must change your document to MS Word 1997-2004 format by using the "Save As" function. Only MS Word documents are acceptable as discussed above.)

Include a cover page and follow all formatting requirements for each submission except CIP Topic Reservation (see below).

All submissions except CIP Topic Reservation are placed in your assignment folder in our WT classroom (alternatively in your private study group). Files must be virus-checked before posting. If a virus is detected on any communication, it will not be opened or graded. All submissions will be acknowledged so that you know it was received.

CIP Topic Reservation:

Topics are reserved on a first-come, first-served basis in our WT classroom conference for that purpose. I will make a list of possible topics (only a small part of many possible topics) available to you. Please check the topics others have selected before you record yours so you do not duplicate any of them.

Keep in mind that you will be spending the rest of this term researching your selected topic, so make sure you like your topic. If you are uncertain of a specific subject, explore your alternatives more deeply. Narrow any broad topic area so that you can cover your key points in 6-8 pages of critical analysis. Please be specific about the aspects of any topic on which you will be focusing.

Record your selection in the designated conference in our WT classroom no later than 27 Mar. 2009.

CIP-1:

The task in CIP-1 is to explain the special significance of your topic to marketing professional in no more than one page of text.

Submit CIP-1 as a Microsoft Word document in our WT classroom no later than 29 Mar. 2009. See also the title (cover) page requirement below.

CIP-2:

Determine three critically important questions you would like to address regarding your CIP topic. Be aware that "asking the right question" is typically one of the most critical phases of research. Justify your selection of each question.

Hint: Focus on "Why" questions first, then "How". These are commonly much more significant that "What". At times "Who" or "Where" issues are also highly significant. This is an exercise in critical thinking and writing, not mere exposition as important as the latter may be. Questions you pose that can initially be answered by "Yes" or "No" must be followed by "Why?", "Why not?", "How can one make it happen?" or some other probing question. Whatever you do, do not in the end produce a mere listing with minimal explanation or discussion.

Submit CIP-2 as a Microsoft Word document in our WT classroom no later than 5 Apr. 2009. See also the title (cover) page requirement below.

CIP-3:

Begin CIP-3 with a "Preface" (titled and placed on a separate, introductory page) that restates your topic and three key questions (do not repeat CIP 1 or 2 here). (If I asked you to revise one or more of the questions you submitted in CIP-2, please use the revised version of the questions.) Identify the questions with letters A, B, and C. When referring to the questions in the body of CIP-3, you may use "Q.A.", "Q.B." and "Q.C." for brevity.

Provide at least three sources for every question, at least ten separate sources in total; hence at least one question will have four sources and no question will have fewer than three. No more than one source per question can be from an Internet source not listed in the UMUC on-line library database. No textbook sources other than one citation to our text, if needed.

Organize CIP-3 as a modified annotated bibliography. That is, for each source, in one place, complete the following tasks:

•    Identify the source completely and accurately.
•    Include a complete bibliographic reference in APA style guide format. Give the exact source whether it is an article, a book, a newspaper article, or a specific Web page. Include the page number(s) referred to.
•    For sources available electronically, include a complete URL (web address of the exact web page), even to subscription databases such as the UMUC available on-line databases. Include the date of the information as well as, for electronic sources, the date accessed on-line.
•    Summarize the nature of the source [main points, audience, purpose of the author(s)]. Specifically state why it is valid and reliable -- thus acceptable for you to use.
•    Describe how you intend to use this source and why. How will that source specifically help you respond to one or more of your three significant questions?
•    Note any secondary support the source offers for your other two questions.
•    Do not provide a separate consolidated Reference List at this time. That list belongs in CIP-4.

Organize your sources into three groups, by question to which they primarily relate, most useful or important source first, least useful last. (I understand that this assessment may later change and that is OK). Sources that relate to more than one source are to be listed only once, under the first question to which they relate with reference to the other question(s) supported.

Number your sources sequentially (starting with 1 and continuing to 15 or higher). After the number, in parentheses, identify the principle question supported using "Q.A.", "Q.B." or "Q.C.".

Hint: Do not give me a search engine as a reference! For example, http://www.google.com is not a reference. Neither is the home page of a journal or organization the correct citation unless you are using information contained on that exact page.

To summarize, CIP-3 should be a collection of 10-15 references with a paragraph or two for each reference that summarizes the document, describes its significance for this study, provides full bibliographic references, including for Internet references, clickable links (for me to easily access and review them) along with the date the web page was accessed.

NOTE: To make a "clickable link" in Microsoft Word, copy and paste the link from your browser into the Microsoft Word document or type it. If typed, remember to press the Enter key after the last letter or symbol for the link to turn "blue." Alternatively you may activate it as a hyperlink.

Submit CIP-3 as a Microsoft Word document in our WT classroom no later than 19 Apr. 2009. See also the title (cover) page requirement below.

CIP-4:

Explore your topic like a seasoned investigator. Probe and delve. Do not be satisfied with a mere recounting of facts. Address arguments for and, if any, against your tentative view. Now is the time for your "critical writing" to match your "critical thinking".

Begin CIP-4 with a "Preface" (again, titled and on a separate page) that restates your topic and three key questions. (If I asked you to revise one or more of the questions you submitted in CIP-2, please use the revised version of the questions.)

Make sure your thoughts are cohesive and your paragraphs are clear by demonstrating one issue/thought/idea at a time and then moving on to the next.

Since you have had plenty of time to work on your project, please make sure you incorporate all you have learned from this course to date and the skills you have developed throughout the sessions into your CIP-4 assignment.

CIP-4 length: 6-8 pages of text not including figures, diagrams, tables, title page, executive summary, preface, appendices or Reference List (based on CIP-3).

This is your completed "paper". When I grade CIP-4, I will look for critical thinking skills, logical and clear arguments, cohesive writing, proper citations and quoting, quality references, flow of ideas and good transitions between paragraphs, grammatically correct phrasing, and - of course - no spelling or grammar errors.

Submit CIP-4 as a Microsoft Word document in our WT classroom no later than 3 May 2009. See also the title (cover) page requirement below.

ADDITIONAL REQUIREMENTS FOR EACH CIP

1. WRITING QUALITY

Grammar, Verb Tenses, Pronoun Use, Spelling, Punctuation, and Writing Competency. Remember:

•    Spell-check, then proof read your work. Better yet, have a friend or colleague read it before submitting it. Read it out loud to yourself.
•    "There" is not "Their", "your" is not "you're", "its" is not "it's", "too" is not "to" or "two", "site" is not "cite", and "who' should be used after an individual, not "that". For example, "the person WHO made the speech" not "the person THAT made the speech."
•    In a professional paper one does not use contractions (doesn't, don't, etc.) and one does not use the personal "you" or "your". Use the impersonal as I have in the previous sentence. It is more professional than saying, "Also in a professional paper you don't use contractions."

A minimum of one letter grade will be deducted for significant problems related to organization, grammar, verb tenses, pronoun use, spelling, punctuation, and writing competency and other requirements including following directions. This is in addition to any penalty for late submission.

2. REFERENCES

Use the APA format for your references. The CIP-3 assignment will form the basis of your Reference List. (Reference List = same as a Bibliography) If you use MS Office 2007 (or Word) or 2008 for Mac, you have a built in facility for entering your sources in the Toolbox Citations area. Office will then format your citations and references in APA (or MLA) style - very useful for writers. While this is less useful for CIP-3, it will be very handy for CIP-4.

As part of CIP-4 you will need to correctly reference your sources within the body of your paper. Where possible, include a page number. Here are two examples referencing a source within the text of a paper:

Mossman (2001, p. 452) described the research design more clearly, " When developing a marketing proposal, one should always ...... "
" Marketing research is a requirement before any new product is introduced to the market. " (Gomez and Breegle, 1999; pp. 27-28)

3. CIP COVER (TITLE) PAGE

Use a cover page for each CIP submission 1 through 4. Double spaced, centered horizontally & vertically on the page, put the following in the order shown (replace the brackets and bracketed instructions with your report's specific information):

• [ Your Name ]
• MRKT 310
• [ Title of the CIP ]
• [ Your selected topic if not obvious from the Title ]
• CIP - [ 1, 2, 3, or 4 ]
• Spring Term, Session 2, 2008-2009
• UMUC European Dvn., RAF Lakenheath, UK
• [ date ]
• Instructor: Phil Richardson

Nothing else needs to be added to the cover page. Section break to a new page for the start of your preface or report.

4. PROTECTING ACADEMIC INTEGRITY

The University has a license agreement with Turnitin.com, a service that helps prevent plagiarism from Internet resources. I may be using this service in this class by either requiring students to submit their papers electronically to Turnitin.com or by submitting questionable text on behalf of a student. If you or I submit part or all of your paper, it will be stored by Turnitin.com in their database throughout the term of the UniversityÕs contract with Turnitin.com. If you object to this temporary storage of your paper, you must let me know no later than two weeks after the start of this class. Please Note: If you object to the storage of your paper on Turnitin.com, I may utilize other services to check your work for plagiarism.

Note: Using the CIP system, following the above requirements, and getting frequent feedback will help you not only in this course, but in your other courses as well.

See also my instructions regarding written assignments in general in the 'Other Information' section above.

Schedule

Module 1: Intro to Marketing Strategy Planning, Change & Market Economics

** Week 1 **

f2f Meeting: 24 Mar. '09, 1800 - 2100 hours
Marketing's Value to Consumers, Firms & Society
Marketing Strategy Planning
Evaluating Opportunities in the Changing Marketing Environment
Economics Fundamentals
Study Text, Table of Contents, Preface, Chapters 1-3 & Appendix A.
Explore the Companion Web Site for your text.
Assignments: TBD.

CIP Topic Reservation Due NLT 27 Mar. (First come, first served, no duplicates).

CIP-1 due 2400 hrs, 29 Mar. in your WT assignment folder.

Module 2: Market Segmentation, Demographics & Consumer Buying Behavior

** Week 2 **

f2f Meeting: 31 Mar. '09
Focusing Marketing Strategy with Segmentation & Positioning
Demographics of Global Consumer Markets
Final Consumers & Their Buying Behavior
Study Text, Chapters 4-6.
Assignments: TBD.

CIP-2 due 2400 hrs, 5 Apr. in your WT assignment folder.

Module 3: Buyer Behavior & Product Planning

** Week 3 **

f2f Meeting: 7 Apr. '09
Business & Organizational Customers & Their Buying Behavior
Improving Decisions with Marketing Information
Elements of Product Planning for Goods & Services
Study Text, Chapters 7-9.
Assignments: TBD.

Module 3 (concluded) & Module 4: Place

** Week 4 **

f2f Meeting: 14 Apr. '09
Product Management and New Product Development
Place and Development of Channel Systems
Distribution Customer Service and Logistics
Study Text, Chapters 10-12.
Assignments: TBD.

Mid-Term Exam in the final half of the session - short answer & case analysis from Chapters 1-8 & App. A. Bring your own blank paper.

CIP-3 due 2400 hrs, 19 Apr. in your WT assignment folder.

Module 4 (concluded) & Module 5: Promotion

** Week 5 **

f2f Meeting: 21 Apr. '09
Retailers, Wholesalers, & their Strategy Planning
Promotion - Intro. to Integrated Marketing Communications
Personal Selling and Customer Service
Study Text, Chapters 13-15.
Assignments: TBD.

Module 5 (concluded) & Module 6: Price

** Week 6 **

f2f Meeting: 28 Apr. '09
Advertising & Sales Promotion
Pricing Objectives & Policies
Marketing Arithmetic
Study Text, Chapters 16-17 & Appendix B.
Assignments: TBD.

CIP-4 due 2400 hrs, 3 May in your WT assignment folder.

Module 6 (concluded) & Module 7: Integration

** Week 7 **

f2f Meeting: 5 May '09
Pricing Setting in the Business World
Implementing & Controlling Marketing Plans: Evolution & Revolution
Managing Marketing's Link with Other Functional Areas
Ethical Marketing in Consumer-Oriented World
Study Text, Chapters 18-21.
Assignments: TBD.

Final Exam

** Week 8 **

f2f Meeting: 12 May '09
Assignments: Review Text and Notes from both f2f and WT classrooms.

Final Exam, closed book, closed notes, comprehensive test covering entire text, handouts, homework, and f2f and WT class discussions. (Short answer & case analysis - bring your own blank paper.)