MKT337H - Principles of Marketing - Honors - Fall 2024 - Texas McCombs PDF

8-15-24 1 FALL 2024 MKT337H – PRINCIPLES OF MARKETING-HONORS 06230 (MW 11-12:15), 06235 (MW 12:30-1:45), 06240 (MW 2-3:15)...

8-15-24 1 FALL 2024 MKT337H – PRINCIPLES OF MARKETING-HONORS 06230 (MW 11-12:15), 06235 (MW 12:30-1:45), 06240 (MW 2-3:15) CBA 5.330 Instructor Professor Leigh McAlister CBA 7.228 [email protected] Office hours: by appointment Teaching Assistants 11:00 Anima Nivsarkar ([email protected]) 12:15 Marcelino Chavez ([email protected]) 2:00 Ellis Valdez ([email protected]) Office hours: by appointment Required Materials Harvard E Publishing Coursepack https://hbsp.harvard.edu/import/1185291 The Growth Gears by Art Saxby and Pete Hayes (https://www.amazon.com/s?k=The+Growth+Gears&ref=nb_sb_noss_2) Course Objectives: Our textbook, based on experience at over three hundred companies, concludes that most companies don’t fully understand what marketing is or could be. Many think of marketing simply as advertising, brochures, or websites and not much beyond that. If you think about marketing in the right way—not just as some cool, crazy thing the young people down the hall do, but as an integral part of business strategy and core processes—then it can have a real impact on business success. You should approach marketing as a logical, linear set of steps or gears—the Growth Gears—that drive the business. The Growth Gears we will study this semester are: Insight—Gaining and leveraging insights about the company itself, the customer, and the competition—a knowledge base from which you can identify effective strategy. Strategy—Target, Frame of Reference, Point of Difference, Reason to Believe. Execution—Given the right strategy, the final step is executing that strategy with the right resources, tactics and metrics in place. The objective of this course is to have you recognize that the process has to be done in the right order—step by step, without missing a gear—to make it work. More specifically, in this class you will have the opportunity to learn: 1) How to shift from running a company to growing a company 2) Grow by coordinating Insight, Strategy and Execution 3) Where to find opportunities for growth 4) Strategy = Target, Frame of Reference, Point of Difference, Reason to Believe 5) Execute so that promotion programs, sales initiatives, etc. are consistent with Strategy 6) How to avoid the cursed “random acts of marketing” Course Prerequisites: Credit or registration for Accounting 312H, Business Administration 324H, Economics 304K and 304L, and Statistics 309 or 309H. Restricted to students admitted to the McCombs’ Canfield Business Honors Program. Class Format and Policies:  Start on time Leigh McAlister MKT 37H – Spring 2023 Page 2 8/7/24  Class sessions will include interactive lecture (including cold calls), discussion, in-class exercises, cases, quizzes, guest speakers (including Chief Outsiders, of The Growth Gears), and other activities.  This is a rigorous class and students are expected to fully apply themselves and be prepared for each class. Generally, it is expected that students will spend an average of not less than two hours outside of class for each hour in class (i.e. an average of six hours outside of class each week).  Students are expected to actively participate in class discussions. Vibrant interaction in class not only provides a rich learning environment, but also helps to develop one of the most a critical abilities any businessperson can have: verbal persuasion.  Professional conduct is expected in class. This includes arriving to class on time, silencing and putting away your electronic devices, refraining from personal conversations and texting during class, and being respectful of your classmates, guest speakers, the TAs, and instructor.  It is a violation of the Honor Code to give or receive help on any graded aspect of the class including daily quizzes and team exercises.  Quizzes and exercises will be done through our Canvas website. Students should have their computers on and ready to go when class session starts. Between quizzes and exercises computers should be closed. Grading: The components of your semester grade will be: Class Participation 25% Cold Calls 5% Team Exercises 30% Quizzes 40% Class Participation:  As in business (and in life, generally), this class places a heavy emphasis on individual contribution. All students are expected to take an active, insightful, and productive role in class discussions.  In most class sessions students will be “cold called”. Additionally, there will be multiple opportunities for students to volunteer their insight on the discussion topics.  Class participation will be both self-graded and graded by the teaching assistant and instructor for every class session.  Through self-grading, you will have the opportunity to suggest a self-appraisal of your individual contribution. This provides us a real time opportunity to identify and address any discrepancies in the perception of individual contribution. The format for this self-appraisal will be discussed in class.  Students who are late to class or otherwise negatively impact the businesslike environment of the class will be subjected to penalties.  If you miss a class, you are responsible for obtaining the class materials from another student. Team Exercises:  Many class sessions will include an in-class team exercise based on a reading or class discussion. Students will work in teams to complete these assignments on Canvas, and each team will submit a single assignment for all team members.  Students not in class or otherwise not contributing to an assignment will receive a zero for that assignment. Quizzes:  We will begin each class with a 5 minute quiz on Canvas. The quiz will begin at the first scheduled moment of the class period. That means that students should arrive in the classroom in time to power up their computers and open Canvas so that they are ready to begin their quiz at the first moment of class.  For each class period, PowerPoint “Concepts” slides will be posted on Canvas. The topic of any quiz question will come from one of the concepts on the cumulatively covered slides. The answer to the quiz question may require understanding of assigned readings (beyond what is written out on Concepts Leigh McAlister MKT 37H – Spring 2023 Page 3 8/7/24 slides), but no topic that does not appear on “Concepts” slides will become a quiz question unless students are notified that the topic has been added based on speakers’ presentations.  Good Quiz Answers  Answer as if the reader doesn’t know anything (about the class, marketing, The Growth Gears, the articles, anything).  Explain your examples and how they relate to the concept.  Bullet points are acceptable, but present your answers in an organized manner and in complete thoughts.  If connecting to other concepts, make sure the connection is clear.  If linking to examples from business press readings, make sure the connection is clear.  Don’t sacrifice depth for breadth. Grading Scheme: Points Quizzes Cold Call Class Participation Exercise 0 Absent Absent Absent Absent 1-6Answer shows Repeated comment Answers that some insight but made by another student. are not well-written does not fully meet Disruptive or and/or do not fully minimum disrespectful behavior in meet minimum requirement of being class. requirement of being correct. Answer shows correct 7 some insight but Present and not does not fully obviously unprepared. meet minimum 8 Well-written answer Correct comment made Well-written answer requirement of which fully meets in class--added to class which fully meets the being correct the minimum discussion minimum requirement requirement of being of being correct. correct 9 Well-written answer Correct answer. Comment that connects Well-written answer which exceeds the Added to class material from current which exceeds the minimum discussion class (concepts, articles, minimum requirement requirement of being etc.) to material from of being correct. correct (e.g., ties to previous classes another course (concepts mainly) or concept in an insightful outside appropriate way, comments, illustrating provides example of examples from articles an application) readings 10 Well-written answer Correct answer Went above and beyond Well-written answer which is the best that connects class requirements. Did which is the best that that could be material from outside research that the could be imagined for a imagined for an current class professor chose to have team of Honors Honors student. (concepts, you present to the class students. articles, etc.) to as a whole. material from previous classes (concepts mainly) or insightful outside comments, illustrating examples from article readings Excused Absences/Dropping Lowest Grades Leigh McAlister MKT 37H – Spring 2023 Page 4 8/7/24 To allow for Honors students’ active lives, each student will be allowed 2 excused absences. Absences beyond two will only be excused if the student registers her or his situation with UT’s Student Emergency Services. (SES will ask for proof, and if convinced, will email SES approval to the Professor. Note that a student’s first two absences will be counted toward this allowance even if SES approves the absence.) Students who miss no class sessions will benefit from having their lowest scores dropped for three of the categories (Participation, Team Exercise, Quizz grades will be dropped. No cold call grades will be dropped.) Note that students are responsible for all class material (including the material covered on days when class is missed.) Appealing a Grade: If you believe there is a grading error which is cause for review, you may make an appeal. All appeals must be submitted via email to [email protected] and must be received no later than 11:59 pm on the 7th calendar day after the grade is posted on Canvas or otherwise communicated to you. Your appeal must include a typed, detailed, fact-based explanation of why you think the grade is in error (passage from a reading, lecture slide, etc.). Note that an appeal is not an opportunity to provide new information or explain an answer, but instead to correct a grading error on the answer submitted. Also note that your grade may be increased or decreased as a result of the appeal. Finally, appeals for team exercise grades must be agreed to by all team members (and the outcome will apply to all team members). Extra Credit Opportunities: Participate in Marketing Department Research Studies You can earn extra credit points in the course by participating in up to three research studies through the Marketing Department Subject Pool. You can earn one SONA credit for each study you participate in. For instance, to earn two SONA credits, you must participate in two different extra credit opportunities/sessions. Please note, if you participate in more studies than three studies, you will not earn any additional credit. For each extra credit SONA point you accumulate during the semester, one addidional exercise, with a grade of 10 out of 10 will be included when we calculate final course grades. You can find all extra credit opportunities for this course at the Marketing Department Subject Pool website at: http://mccombs.sona-systems.com You are responsible for creating and requesting your SONA Systems account and are expected to request this account within the first week of classes (see step-by-step registration instructions provided by your professor). Once the admin approves your account request, you will receive an email with your login information. If a week has passed since submitting your request, and you have not received your login information, please email the lab coordinator (below). You are strongly encouraged to participate in these studies. It is a great way to get exposed to marketing research, and it is valuable to understanding marketing and consumer behavior. These opportunities are offered throughout the semester but will end before December 5th, 2024 (and each extra credit opportunity only lasts two weeks) so PLAN AHEAD! Extra credit opportunities for this course will be held exclusively IN-PERSON to fulfill your extra credits for your course. Below are instructions on how to access sign-ups for in-person extra credit opportunities for this course: Leigh McAlister MKT 37H – Spring 2023 Page 5 8/7/24 IN PERSON ExC Opportunities – Login with your username (EID) and password. Click “VIEW AVAILABLE STUDIES.” Then click the session you would like to complete. You will be taken to a page with the session description, and you will be prompted to sign up. From there, choose a timeslot that works with your schedule and show up to the lab (CBA 6.402) at the designated time. Questions regarding extra credit? Email Jacqueline McKeown, the Behavioral Lab Coordinator, at [email protected] Final Grades: Once final numerical grades are calculated (from your extra credit work and your history of Participation, Cold Calls, Team Exercises and Quiz grades), letter grades will be assigned in such a way that the course average grade is 3.5, in accordance with the McCombs School’s grading guidelines. Out of fairness to all students, I do not arbitrarily change grades or give additional extra credit opportunities. There will be no exceptions. The way to get the grade that you want is by earning it during the semester, and not by asking for a favor at the end of the semester. Important Policies and Notices Disability and Access The university is committed to creating an accessible and inclusive learning environment consistent with university policy and federal and state law. Please let me know if you experience any barriers to learning so I can work with you to ensure you have equal opportunity to participate fully in this course. If you are a student with a disability, or think you may have a disability, and need accommodations please contact Disability & Access (D&A). Please refer to the D&A website for more information: http://diversity.utexas.edu/disability/. If you are already registered with D&A, please deliver your Accommodation Letter to me as early as possible in the semester so we can discuss your approved accommodations and needs in this course. Policy on Scholastic Dishonesty The McCombs School of Business has no tolerance for acts of scholastic dishonesty. The responsibilities of both students and faculty with regard to scholastic dishonesty are described in detail in the BBA Program’s Statement on Scholastic Dishonesty at http://my.mccombs.utexas.edu/BBA/Code-of-Ethics. By teaching this course, I have agreed to observe all faculty responsibilities described there. By enrolling in this class, you have agreed to observe all student responsibilities described there. If the application of the Statement on Scholastic Dishonesty to this class or its assignments is unclear in any way, it is your responsibility to ask me for clarification. Students who violate University rules on scholastic dishonesty are subject to disciplinary penalties, including the possibility of failure in the course and/or dismissal from the University. Since dishonesty harms the individual, all students, the integrity of the University, and the value of our academic brand, policies on scholastic dishonesty will be strictly enforced. You should refer to the Student Conduct and Academic Integrity website at http://deanofstudents.utexas.edu/conduct/ to access the official University policies and procedures on scholastic dishonesty as well as further elaboration on what constitutes scholastic dishonesty. Class Recording Privacy Class recordings are reserved only for students in this class for educational purposes and are protected under FERPA. The recordings should not be shared outside the class in any form. Violation of this restriction by a student could lead to Student Misconduct proceedings. Statement on Learning Success Your success in this class is important to me. We all learn differently, and everyone struggles sometimes. You are not, ever, the only one having difficulty! If there are aspects of this course that prevent you from learning or exclude you, please let me know as soon as possible. Together we will develop strategies to meet both your needs and the requirements of the course. I also encourage you to reach out to the student resources available through UT and I am happy to connect you with a person or Center if you would like. Leigh McAlister MKT 37H – Spring 2023 Page 6 8/7/24 Diversity, Equity and Inclusion It is my intent that students from all diverse backgrounds and perspectives be well served by this course, that students’ learning needs be addressed, and that the diversity that students bring to this class can be comfortably expressed and be viewed as a resource, strength and benefit to all students. Please come to me at any time with any concerns. Title IX Disclosure Beginning January 1, 2022, Texas Education Code, Section 51.252 (formerly known as Senate Bill 212) requires all employees of Texas universities, including faculty, report any information to the Title IX Office regarding sexual harassment, sexual assault, dating violence, and stalking that is disclosed to them. Texas law requires that all employees who witness or receive any information of this type (including, but not limited to, written forms, applications, one-on-one conversations, class assignments, class discussions, or third-party reports) must report it to the Title IX Coordinator. Before talking with me, or with any faculty or staff member about a Title IX related incident, please remember that I will be required to report this information. Although graduate teaching and research assistants are not subject to Texas Education Code, Section 51.252, they are mandatory reporters under federal Title IX regulations and are required to report a wide range of behaviors we refer to as sexual misconduct, including the types of misconduct covered under Texas Education Code, Section 51.252. Title IX of the Education Amendments of 1972 is a federal civil rights law that prohibits discrimination on the basis of sex – including pregnancy and parental status – in educational programs and activities. The Title IX Office has developed supportive ways and compiled campus resources to support all impacted by a Title IX matter. If you would like to speak with a Case Manager for Support and Resources, who can provide support, resources, or academic accommodations, in the Title IX Office, please email: [email protected]. A Case Manager can also provide support, resources, and accommodations for pregnant, nursing, and parenting students. For more information about reporting options and resources, please visit: https://titleix.utexas.edu, contact the Title IX Office via email at: [email protected], or call 512-471-0419. Student Rights & Responsibilities  You have a right to a learning environment that supports mental and physical wellness.  You have a right to respect.  You have a right to be assessed and graded fairly.  You have a right to freedom of opinion and expression.  You have a right to privacy and confidentiality.  You have a right to meaningful and equal participation, to self-organize groups to improve your learning environment.  You have a right to learn in an environment that is welcoming to all people. No student shall be isolated, excluded or diminished in any way. With these rights come responsibilities:  You are responsible for taking care of yourself, managing your time, and communicating with the teaching team and with others if things start to feel out of control or overwhelming.  You are responsible for acting in a way that is worthy of respect and always respectful of others. Your experience with this course is directly related to the quality of the energy that you bring to it, and your energy shapes the quality of your peers’ experiences.  You are responsible for creating an inclusive environment and for speaking up when someone is excluded.  You are responsible for holding yourself accountable to these standards, holding each other to these standards, and holding the teaching team accountable as well. CONTENT WARNING Our classroom provides an open space for the critical and civil exchange of ideas. Some readings and other content in this course will include topics that some students may find offensive and/or traumatizing. I’ll aim to forewarn students about potentially disturbing content and I ask all students to help to create an atmosphere of mutual respect and sensitivity. University Resources for Students Disability and Access The university is committed to creating an accessible and inclusive learning environment consistent with university policy and federal and state law. Please let me know if you experience any barriers to learning so I can work with you to ensure you have equal opportunity to participate fully in this course. If you are a student with a disability, or think you may have a disability, and need accommodations please contact Disability & Access (D&A). Please refer to the D&A website for more information: http://diversity.utexas.edu/disability/. If you are already registered with D&A, please deliver your Accommodation Letter to me as early as possible in the semester so we can discuss your approved accommodations and needs in this course. Leigh McAlister MKT 37H – Spring 2023 Page 7 8/7/24 Counseling and Mental Health Center Do your best to maintain a healthy lifestyle this semester by eating well, exercising, avoiding drugs and alcohol, getting enough sleep and taking some time to relax. This will help you achieve your goals and cope with stress. All of us benefit from support during times of struggle. You are not alone. There are many helpful resources available on campus and an important part of the college experience is learning how to ask for help. Asking for support sooner rather than later is often helpful. If you or anyone you know experiences any academic stress, difficult life events, or feelings like anxiety or depression, we strongly encourage you to seek support. A Counselors in Academic Residence (CARE) Program is available in each college from the Counseling and Mental Health Center. University Health Services (UHS) Your physical health and wellness are a priority. University Health Services is an on-campus high-quality medical facility providing care to all UT students. Services offered by UHS include general medicine, urgent care, a 24/7 nurse advice line, gynecology, sports medicine, physical therapy, lab and radiology services, COVID-19 testing and vaccinations and much more. For additional information, visit https://healthyhorns.utexas.edu or call 512-471- 4955. Sanger Learning Center Did you know that more than one-third of UT undergraduate students use the Sanger Learning Center each year to improve their academic performance? All students are welcome to take advantage of Sanger Center’s classes and workshops, private learning specialist appointments, peer academic coaching, and tutoring for more than 70 courses in 15 different subject areas. For more information, please visit Sanger Learning Center or call 512-471- 3614 (JES A332). Student Emergency Services UT’s Student Emergency Services provides assistance, intervention, and referrals to support students navigating challenging or unexpected issues that impact their well-being and academic success. If you need to be absent from class due to a family emergency, medical or mental health concern, or academic difficulty due to crisis or an emergency situation, please register with Student Emergency Services. SES will verify your situation and notify your professors. Sharing of Course Materials is Prohibited No materials used in this class, including, but not limited to, lecture hand-outs, videos, assessments (quizzes, exams, papers, projects, homework assignments), in-class materials, review sheets, and additional problem sets, may be shared online or with anyone outside of the class without explicit, written permission of the instructor. Unauthorized sharing of materials promotes cheating. It is a violation of the University’s Student Honor Code and an act of academic dishonesty. The University is well aware of the sites used for sharing materials, and any materials found on such sites that are associated with a specific student, or any suspected unauthorized sharing of materials, will be reported to Student Conduct and Academic Integrity in the Office of the Dean of Students. These reports can result in sanctions, including failure of the course. Religious Holy Days By UT Austin policy, you must notify me of your pending absence as far in advance as possible to the date of observance of a religious holy day. If you must miss a class, an examination, a work assignment, or a project in order to observe a religious holy day, you will be given an opportunity to complete the missed work within a reasonable time after the absence. Names and pronouns Professional courtesy and sensitivity are especially important with respect to individuals and topics dealing with differences of race, culture, religion, politics, sexual orientation, gender identity & expression, and nationalities. Class rosters are provided to the instructor with the student’s legal name, unless they have added a “chosen name” with the registrar’s office, which you can do so here. I will gladly honor your request to address you by a name that is different from what appears on the official roster, and by the pronouns you use (she/he/they/ze, etc). Please advise me of any changes early in the semester so that I may make appropriate updates to my records. For instructions on how to add your pronouns to Canvas, visit this site. More resources are available on the Gender and Sexuality Center’s website, www.utgsc.org. Land Acknowledgement I would like to acknowledge that we are meeting on the Indigenous lands of Turtle Island, the ancestral name for what is now North America. Moreover, I would like to acknowledge that Alabama-Coushatta, Caddo, Carrizo/Comecrudo, Coahuiltecan, Comanche, Kickapoo, Lipan Apache, Tonkawa, Ysleta Del Sur Pueblo, and all the American Indian and Indigenous Peoples who have been or have become a part of these lands and territories in Texas. Carrying of Handguns on Campus  Students in this class who hold a license to carry are asked to review the university policy regarding campus carry.  Individuals who hold a license to carry are eligible to carry a concealed handgun on campus, including in most outdoor areas, buildings and spaces that are accessible to the public, and in classrooms. Leigh McAlister MKT 37H – Spring 2023 Page 8 8/7/24  It is the responsibility of concealed-carry license holders to carry their handguns on or about their person at all times while on campus. Open carry is NOT permitted, meaning that a license holder may not carry a partially or wholly visible handgun on campus premises or on any university driveway, street, sidewalk or walkway, parking lot, parking garage, or other parking area.  Per my right, I prohibit carrying of handguns in my personal office. Note that this information will also be conveyed to all students verbally during the first week of class. This written notice is intended to reinforce the verbal notification, and is not a “legally effective” means of notification in its own right.” Campus Safety The following are recommendations regarding emergency evacuation from the Office of Campus Safety and Security, 512-471-5767,  Occupants of buildings on The University of Texas at Austin campus must evacuate buildings when a fire alarm is activated. Alarm activation or announcement requires exiting and assembling outside.  Familiarize yourself with all exit doors of each classroom and building you may occupy. Remember that the nearest exit door may not be the one you used when entering the building.  Students requiring assistance in evacuation shall inform their instructor in writing during the first week of class.  In the event of an evacuation, follow the instruction of faculty or class instructors. Do not re-enter a building unless given instructions by the following: Austin Fire Department, The University of Texas at Austin Police Department, or Fire Prevention Services office.  For more information, please visit emergency preparedness. Classroom safety and covid-19  For any illness, students should stay home if they are sick or contagious, not only to stop the spread, but also to prioritize their personal well-being.  UHS provides symptomatic COVID-19 testing for students. Schedule your appointment by calling 512- 471-4955 or online within the MyUHS patient portal. Learn more about symptomatic COVID-19 testing here.  Disposable masks are available for students at the William C. Powers, Jr. Student Activity Center and the Texas Union hospitality desks.  The exposure action chart offers guidance on what to do if you have been exposed to someone who has COVID-19 or if you test positive. If you experience symptoms, stay home, isolate, and follow instructions for symptomatic in the chart.  Stay up-to-date on COVID-19 vaccinations by getting all available boosters when eligible. Vaccines are available through University Health Services.  Additionally, UHS maintains up-to-date resources on COVID-19, which can be found here: COVID-19 Information and Resources. Behavior Concerns If you have concerns about the safety or behavior of fellow students, TAs or professors, contact BCCAL (the Behavior Concerns and COVID-19 Advice Line) at https://safety.utexas.edu/behavior-concerns-advice-line or by calling 512-232-5050. Confidentiality will be maintained as much as possible, however the university may be required to release some information to appropriate parties. Recruiting Conflicts Conflicts occasionally arise between classes and the search for employment. We understand how important the job search process is to you, and McCombs provides many resources in support of career exploration and search. However, UT is first and foremost an educational institution and your BBA degree will be the credential that certifies your education. As such, education will take precedent whenever such a conflict arises. All companies that recruit at McCombs are informed of this fact. Should a conflict arise, we recommend the following steps: Use one of your excused absences. If both excused absences have already been used, request an accommodation by the recruiter. If the recruiter will not accommodate, contact BBA Career Services and request their assistance in resolving the situation. Note that while the BBA Career Services Office does have influence with the companies that recruit at McCombs, not all conflicts can be resolved and Career Services have little or no influence with companies that do not recruit through the Recruit McCombs system. Use of Artificial Intelligence in Coursework To ensure all students have an equal opportunity to succeed and to preserve the integrity of the course, students are not permitted to submit the output from artificial intelligence (AI) systems such as ChatGPT or any other automated assistance for any classwork or assessments. This includes using AI to generate answers to Leigh McAlister MKT 37H – Spring 2023 Page 9 8/7/24 assignments, exams, or projects, or using AI to complete any other course-related tasks. Students may use AI as part of their research and preparation for assignments, but text submitted must be written by the student. Violations of this policy will be treated as academic misconduct. If you have any questions about this policy or if you are unsure whether a particular use of AI is acceptable, please do not hesitate to ask for clarification.