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Main Campus · Richards College of Business · Marketing/Real Estate

Marketing Management
MKTG-4870

  • Spring 2021
  • Section 01D
  • 3 Credits
  • 01/09/2021 to 05/11/2021
  • Modified 01/10/2021

Description

The focus of this integrative senior level course is on the analysis, planning, implementation, and control of marketing programs in a competitive environment. Decision making will be emphasized and the case method and/or interactive computer simulations will form the basic learning emphasis in the course.

Requisites

Prerequisites:
MKTG 4864 and MKTG 3803 and (MKTG 3808 or MKTG 4808 ) and Richards Col Upper Division RCUD
Corequisites:

Contact Information

Professor: Dr. David Nickell

The (404) 664-0431 is my cell phone. You may text (within reason) if you need something or have questions.

Office Hours

  • MW 2:00 p.m. - 3:30 p.m.; 4:45 p.m. - 5:30 p.m.
  • 2316 Miller Hall

We may also meet virtually (via Zoom) by appointment.

Meeting Times

1201 Miller Hall (Large Lecture Hall)

  • MW 5:30 p.m. ET - 6:45 p.m. ET
  • 1201 Miller Hall

We will meet in 1201 Miller Hall only on the first day of class. Additionally, you will have the option to take exams in 1201 Miller Hall on the specified dates.

Materials

A Framework for Marketing Management

  • Author: Philip Kotler & Kevin Lane Keller
  • Publisher: Pearson
  • Edition: 6
  • ISBN: 978-0133871319

There are other versions of this text. I have no problem with you using one of these different versions, just realize that the 6th edition is the official text and the one from which I am teaching. If purchasing a different edition or version, just ensure that the chapter topics are the same (may be in different order) and that your readings correspond to the dates in the syllabus.

Online Case Simulations

With the case simulations, you will apply the learnings from the week’s assigned readings by taking control of a virtual business. There are fourteen (14) case simulations in total. Each case will require 1-2 hours of work except for the very last one, entitled Marketing VP – Retail, which will take 4-8 hours to complete.

Instructions and a tutorial are on the Knowledge Matters site. Please take the time to familiarize yourself with the case simulation instructions as soon as possible.

The cases are required.

  • Availability: https://vb.knowledgematters.com
  • Price: $49.95

1. Go to https://vb.knowledgematters.com and click “Register Now.”
2. Enter the course key YM5RS8 and click “Search.”
3. When the course appears, click “Continue Registration.”
4. Fill in the required information and click “Register.”
5. A confirmation email will be sent to the email address you provided during registration. Click on the link provided within the email to confirm enrollment. Click the link the sign in to your account.
6. Click the “Click here to complete payment for this course” link.
7. Click the box to accept terms and conditions.
8. You will then be able to pay via credit card through PayPal. The price per student is $49.95.

Outcomes

Evaluation

Criteria

Types of evaluations and related weights
Type Weight Topic Notes
Exams (4) 52%

Each exam is worth 13% of your final grade.

You will have the option to take the exam in class or online. All exams will be given at the same time, 5:30 p.m. ET, regardless of modality (in class or online).

There will be four (4) exams during the semester. The exams will consist of fifty (50) multiple choice questions and will be based upon the readings from the text. There will be an OPTIONAL comprehensive Final Exam (same format as the other exams – 50 MC questions). The grade from the final exam will replace your lowest test grade.

Online Exams

Online exams will be administered through CourseDen. You can find the exams under ASSESSMENTS then QUIZZES. As such, you will be using the Respondus LockDown Browser and Respondus Monitor (webcam required – the one built into laptops will work). I have included an instruction card in CourseDen to guide you in setting it up. You will have a practice quiz to test the Respondus products. If you have any issues with them, then please contact UWG Online at (678) 839-6248, 1-855-933-UWGO (8946) or [email protected] Their web page is https://www.westga.edu/uwgonline/index.php. Additionally, contact them if you are having issues with accessing a reliable internet connection from where you are planning to work and please let me know as well.

For the exams, you may NOT use any outside sources. You may NOT work or consult with anyone else – you are to take the exams alone.

Make-up exam policy 

  1. Don’t miss an exam.
  2. If you must miss a test for a serious medical reason, you must notify me in writing before the day of the test and provide a written excuse from a medical practitioner – no make-up exam will be offered without these. If you must miss a test for university business (such as presenting a paper or being part of a UWG team which is away on a trip), you must notify me in writing at least a week prior to the test.

You will have one week to reschedule and retake the test unless your illness is one that prevents you from retaking it in that time.

Case Simulations (14) 48%

Each case is 3% of your grade*
* The final case will be weighted 3x more than the other cases

With the case simulations, you will apply the learnings from the week’s assigned readings by taking control of a virtual business. There are fourteen (14) case simulations in total. Each case will require 1-2 hours of work except for the very last one, entitled Marketing VP – Retail, which will take 4-8 hours to complete. You will be allowed three (3) attempts on each case simulation – if you are not pleased with your initial grade, you will have two more chances to improve.

Instructions and a tutorial are on the Knowledge Matters site. Please take the time to familiarize yourself with the case simulation instructions as soon as possible.

Breakdown

Resulting grade and related performance levels
Grade Range Notes
A 90-100
B 80-89
C 70-79
D 60-69
F 0-59

Assignments

Case Simulation: Marketing Ethics

Due 1/27/2021 at 5:30 p.m. ET

Case Simulation: Market Research

Due 2/3/2021 at 5:30 p.m. ET

Case Simulation: Consumer Behavior

Due 2/10/2021 at 5:30 p.m. ET

Case Simulation: Business to Business Marketing

Due 2/17/2021 at 5:30 p.m. ET

Case Simulation: Market Segmentation

Due 2/24/2021 at 5:30 p.m. ET

Case Simulation: Product

Due 3/3/2021 at 5:30 p.m. ET

Case Simulation: Services Marketing

Due 3/10/2021 at 5:30 p.m. ET

Case Simulation: Price - Fundamentals

Due 3/24/2021 at 5:30 p.m. ET

Case Simulation: Price - Yield Management Pricing

Due 3/31/2021 at 5:30 p.m. ET

Case Simulation: Place - Location & Distribution

Due 4/7/2021 at 5:30 p.m. ET

Case Simulation: Promotion - Advertising & Analytics

Due 4/14/2021 at 5:30 p.m. ET

Case Simulation: Promotion - Social Media & Web Marketing

Due 4/21/2021 at 5:30 p.m. ET

Case Simulation: Sales

Due 4/28/2021 at 5:30 p.m. ET

Case Simulation: Marketing VP - Retail

Due 5/5/2021 at 5:30 p.m. ET

Schedule

Course calendar and related activities
When Topic Notes
Exam 1
02/10/2021
5:30 PM - 6:45 PM
Room 1201 Miller Hall or via CourseDen
Chapters 1-5

You may take the exam in class or online. The exams starts at the same time for both modes.

If online -

During the Respondus Environment Scan, I need you to give a complete 360 degree view of your room, your desk/table area, and your lap. Failure to do so WILL result in a zero (0) for the exam. Please do not leave yourself open to scrutiny. Also, if possible, please take the exam on a flat surface with your face fully within the camera frame. We have found that resting a laptop on your lap while taking the exam causes problems.

Exam 2
03/03/2021
5:30 PM - 6:45 PM
Room 1201 Miller Hall or via CourseDen
Chapters 6-9

You may take the exam in class or online. The exams starts at the same time for both modes.

If online -

During the Respondus Environment Scan, I need you to give a complete 360 degree view of your room, your desk/table area, and your lap. Failure to do so WILL result in a zero (0) for the exam. Please do not leave yourself open to scrutiny. Also, if possible, please take the exam on a flat surface with your face fully within the camera frame. We have found that resting a laptop on your lap while taking the exam causes problems.

Exam 3
03/31/2021
5:30 PM - 6:45 PM
Room 1201 Miller Hall or via CourseDen
Chapters 10-13

You may take the exam in class or online. The exams starts at the same time for both modes.

If online -

During the Respondus Environment Scan, I need you to give a complete 360 degree view of your room, your desk/table area, and your lap. Failure to do so WILL result in a zero (0) for the exam. Please do not leave yourself open to scrutiny. Also, if possible, please take the exam on a flat surface with your face fully within the camera frame. We have found that resting a laptop on your lap while taking the exam causes problems.

Exam 4
04/26/2021
5:30 PM - 6:45 PM
Room 1201 Miller Hall or via CourseDen
Chapters 14-18

You may take the exam in class or online. The exams starts at the same time for both modes.

If online -

During the Respondus Environment Scan, I need you to give a complete 360 degree view of your room, your desk/table area, and your lap. Failure to do so WILL result in a zero (0) for the exam. Please do not leave yourself open to scrutiny. Also, if possible, please take the exam on a flat surface with your face fully within the camera frame. We have found that resting a laptop on your lap while taking the exam causes problems.

OPTIONAL Comprehensive Final Exam
05/03/2021
5:30 PM - 6:45 PM
via CourseDen
Chapters 1-18

The OPTIONAL comprehensive Final Exam will be the same format as the other exams – 50 MC questions. The grade from the final exam will replace your lowest test grade.

You may NOT take the OPTIONAL Comprehensive Final Exam if:

  • you have an A in the class as of May 3, 2021;
  • the OPTIONAL Comprehensive Final Exam cannot improve your grade in the class;
  • you received a zero (0) on a previous exam because of academic dishonesty.

During the Respondus Environment Scan, I need you to give a complete 360 degree view of your room, your desk/table area, and your lap. Failure to do so WILL result in a zero (0) for the exam. Please do not leave yourself open to scrutiny. Also, if possible, please take the exam on a flat surface with your face fully within the camera frame. We have found that resting a laptop on your lap while taking the exam causes problems.

Instruction
Each Monday beginning 1/25
https://westga-edu.zoom.us/j/84638534177?pwd=cUpFcU5ncUVTenBSOFVabjJPQ0Rndz09
OPTIONAL assignment review

I will conduct a weekly review session for the upcoming case simulation assignment. I will also address any questions regarding the recorded lectures. These sessions are optional.

College/School Policies

Wolf Pact

Having read the Honor Code for the University of West Georgia, I understand and accept my responsibility to uphold the values described therein and to conduct myself in a manner that will reflect the values of UWG and the Richards College of Business so as to respect the rights of all UWG community members. As a UWG student, I will represent myself truthfully and complete all academic assignments honestly and within the parameters set by my instructor.

I understand and accept that if I am found guilty of violations (through processes due me as a UWG student and outlined in the UWG Student Handbook), penalties will be imposed.

I also recognize that my responsibility includes a willingness to confront members of the UWG community if I feel there has been a violation of the Honor Code.  

Ultimately, I will conduct myself in a manner that promotes UWG as the best place to work, learn, and succeed for my generation, and those to come!

About the Richards College of Business

Vision
To become a globally recognized college of business preparing forward-thinking, responsible leaders.

Mission
We are in the business of transforming lives through education, engagement, and experiences.

Strategic Goals and Values

Student Success
Admit quality students and provide them with an education that is rich in experiences and engagement opportunities to prepare them to be effective and ethical professionals.

Academic Success
Recruit, retain and develop faculty and staff by providing sufficient resources to support dynamic and up-to-date bachelor and master-level curricula, to conduct research and other professional activities, and to support engagement with all stakeholders.

Operational Success
Recruit, retain and develop administrative management and staff personnel to manage, develop and support infrastructure and those activities that build internal and external partnerships while working in an ever-changing environment.

Ethical Values
The Richards College of Business community (administrators, faculty, staff, students, and business partners) share a commitment to the principles of honesty and integrity in interactions and undertakings, accountability for personal behavior, and respect for the rights, differences, and dignity of others. In addition, we strive to continuously improve our abilities to recognize unethical behavior and to make ethical and moral decisions.

Institutional Policies

Academic Support

Accessibility Services: Students with a documented disability may work with UWG Accessibility Services to receive essential services specific to their disability. All entitlements to accommodations are based on documentation and USG Board of Regents standards. If a student needs course adaptations or accommodations because of a disability or chronic illness, or if he/she needs to make special arrangements in case the building must be evacuated, the student should notify his/her instructor in writing and provide a copy of his/her Student Accommodations Report (SAR), which is available only from Accessibility Services. Faculty cannot offer accommodations without timely receipt of the SAR; further, no retroactive accommodations will be given. For more information, please contact Accessibility Services.

Center for Academic Success: The Center for Academic Success provides services, programs, and opportunities to help all undergraduate students succeed academically. For more information, contact them: 678-839-6280 or [email protected]

University Writing Center: The University Writing Center assists students with all areas of the writing process. For more information, contact them: 678-839-6513 or [email protected]

Online Courses

UWG takes students’ privacy concerns seriously: technology-enhanced and partially and fully online courses use sites and entities beyond UWG and students have the right to know the privacy policies of these entities. For more information on privacy and accessibility for the most commonly used sites, as well as technology requirements visit the UWG Online site.

Students enrolled in online courses can find answers to many of their questions in the Online/Off-Campus Student Guide.

If a student is experiencing distress and needs help, please see the resources available at the UWG Cares site. Online counseling is also available for online students.

Honor Code

At the University of West Georgia, we believe that academic and personal integrity are based upon honesty, trust, fairness, respect, and responsibility. Students at West Georgia assume responsibility for upholding the honor code. West Georgia students pledge to refrain from engaging in acts that do not maintain academic and personal integrity. These include, but are not limited to, plagiarism, cheating, fabrication, aid of academic dishonesty, lying, bribery or threats, and stealing. 

The University of West Georgia maintains and monitors a confidential Academic Dishonesty Tracking System. This database collects and reports patterns of repeated student violations across all the Colleges, the Ingram Library, and the School of Nursing. Each incidence of academic dishonesty is subject to review and consideration by the instructor, and is subject to a range of academic penalties including, but not limited to, failing the assignment and/or failing the course. Student conduct sanctions range from verbal warning to suspension or expulsion depending on the magnitude of the offense and/or number of offenses. The incident becomes part of the student’s conduct record at UWG.

Additionally, the student is responsible for safeguarding his/her computer account. The student’s account and network connection are for his/her individual use. A computer account is to be used only by the person to whom it has been issued. The student is responsible for all actions originating through his/her account or network connection. Students must not impersonate others or misrepresent or conceal their identities in electronic messages and actions. For more information on the University of West Georgia Honor Code, please see the Student Handbook.

UWG Email Policy

University of West Georgia students are provided a MyUWG e-mail account. The University considers this account to be an official means of communication between the University and the student. The purpose of the official use of the student e-mail account is to provide an effective means of communicating important university related information to UWG students in a timely manner. It is the student’s responsibility to check his or her email.

Credit Hour Policy

The University of West Georgia grants one semester hour of credit for work equivalent to a minimum of one hour (50 minutes) of in-class or other direct faculty instruction AND two hours of student work outside of class per week for approximately fifteen weeks. For each course, the course syllabus will document the amount of in-class (or other direct faculty instruction) and out-of-class work required to earn the credit hour(s) assigned to the course. Out-of-class work will include all forms of credit-bearing activity, including but not limited to assignments, readings, observations, and musical practice. Where available, the university grants academic credit for students who verify via competency-based testing, that they have accomplished the learning outcomes associated with a course that would normally meet the requirements outlined above (e.g. AP credit, CLEP, and departmental exams).

HB 280 (Campus Carry)

UWG follows University System of Georgia (USG) guidance: http://www.usg.edu/hb280/additional_information#

You may also visit our website for help with USG Guidance: https://www.westga.edu/police/campus-carry.php

Mental Health Support

If you or another student find that you are experiencing a mental health issue, free confidential services are available on campus in the Counseling Center. Students who have experienced sexual or domestic violence may receive confidential medical and advocacy services with the Patient Advocates in Health Services. To report a concern anonymously, please go to UWGcares.

ELL Resources

If you are a student having difficulty with English language skills, and / or U.S. culture is not your home culture, specialized resources are available to help you succeed. Please visit the E.L.L. resource page for more information.

COVID-19

Proctored Exams/Online Instruction: Students should be aware and plan ahead for the possibility of having to complete all courses and/or exams online or in a proctored environment. This means talking with your instructors about what minimum technical requirements (software and hardware) will be required should your class move online or a student's personal needs dictate. This also includes making plans for internet access at whatever location participation may occur.

Virtual or in-person proctored exams, if your instructor should require them, may result in an additional cost to the student. Please discuss these details with your instructor or see the information provided here.

Face Coverings: Effective July 15, 2020, University System of Georgia institutions, including the University of West Georgia, will require all faculty, staff, students, and visitors to wear an appropriate face covering while inside campus facilities/buildings where six feet social distancing may not always be possible. Face covering use will be in addition to and is not a substitute for social distancing.

Face coverings are not required in campus outdoor settings where social distancing requirements are met. Anyone not using a face covering when required will be asked to wear one or must leave the area.

Reasonable accommodations may be made for those who are unable to wear a face covering for documented health reasons.

Student FAQs: For more information about UWG COVID-19 guidance for students visit the Student FAQ webpage

 

Additional Items

Deadlines

The due dates and times are absolute and without exception. Any submissions after the deadline will not be accepted and you will be given a zero for the assignment. PLEASE, do not wait until the last moment to submit an assignment only to discover there is an issue. The deadlines are absolute and without exception.

If you foresee an issue, please let me know beforehand and I will work with you. Contacting me after the due date/time is too late.

I apologize for the bluntness of the deadline policy, but too many students have taken advantage of deadlines and I have found it is better for the class to have clearly defined due dates and consequences. I will make no exceptions.

Also note that all times are Eastern Time (ET), the time zone of Carrollton, GA. If you are in a different time zone, you will need to plan accordingly. For example, if you are in Alabama, then you are on Central Savings Time (CT) and a 5:30 p.m. ET deadline is also 4:30 p.m. CT.

The course syllabus provides a general plan for the course; deviations may be necessary.