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380834: Marketing Principles and Practices
MGMT-X 160

  • Summer 2021
  • Section 1
  • 4 Credits
  • 06/22/2021 to 08/31/2021
  • Modified 07/27/2021

Description

This course surveys marketing methods, practices, and institutions from the perspectives of manufacturers, distributors, and consumers. You examine marketing concepts, functions, operations, and organizations of retail and wholesale enterprises; distribution channels; market research; advertising; marketing costs; pricing; cooperative marketing; marketing legislation and regulations; and trends. Transferable for UC credit.

Objectives

This Marketing Principles and Practices course surveys marketing methods, practices, and institutions from the perspectives of manufacturers, distributors, and consumers. Students examine marketing concepts, functions, operations, and organizations of retail and wholesale enterprises; distribution channels; market research; advertising; marketing costs; pricing strategies; cooperative marketing; marketing legislation and regulations; and current trends.

Outcomes

Upon completion of the course, students will be able to research, identify, and implement numerous marketing functions within their business or perspective business careers. The student will have an understanding of the essential principles of how business is influenced by social, technological, economic, political, legal and globalization. Participants will work in small groups and will prepare a marketing plan together within a team environment while implementing the above marketing principles and concepts. This course will include case studies, small group exercises various guest speakers, and written assignments.

Materials

Textbook Rental / Purchase Option

The textbook is optional. You can consider renting or purchasing. 

Available to rent/buy on amazon.com. 

Essentials of Marketing: A Marketing Strategy Planning Approach

  • Author: Perreault
  • Publisher: McGraw Hill
  • Edition: 17th, 16th or 15th
  • Optional
  • Availability: amazon.com

Trending Marketing News

Below are two sources to read to become conversant in trending news.

General marketing news:

https://www.mediapost.com/publications/marketing-daily/

Product/branding news: 

https://www.mediapost.com/publications/marketing-insider/

Computer or Tablet

Please attend class via a device with a larger screen (a computer or tablet rather than a cell phone), so you can view content that is being shared and see your classmates. In addition to using your laptop or tablet for class lectures, we will have some in-class projects in our breakout rooms, where you will also use your laptop or tablet. When we reconvene after breakout sessions, you may be asked to share the results of your findings from the breakout sessions. 

Also, please refrain from using computers, tablets and cell phones for activities unrelated to the in-class work (in other words, no texting, etc). 

 

Deliverables

Individual Assignments

Team Assignments (written assignments and oral presentations)

2 Quizzes 

Online Discussions (As a hybrid course, some of the course content is asynchronous.)

 

Evaluation

Please reach out to me ahead, either in person or through my Canvas in-box, if there is an unavoidable reason that you must miss class. Let me know before you miss a class. 

Criteria

100% Total = 500 points on CANVAS

Course grades will be based on participation and completion of assignments as follows:

Types of evaluations and related weights
Type Weight Topic Notes
Individual Assignments 35% or 175 points

1 @ 30 pts (purchase journal)

1 @ 45 pts (Super Bowl)

2 @ 50 pts 

Team Assignments 25% or 125 points

1 @ 25 pts 

1 @ 40 pts 

1 @ 60 pts (final project)

Quizzes 20% or 100 points

1 @ 75 pts

1 @ 25 pts

Participation 20% or 100 points
  • 56 points for online discussion: (8 points per online discussion)
  • 44 points for attendance (4 points per class session)

Breakdown

Grade: Range:
A 100 % to 94.0%
A- < 94.0 % to 90.0%
B+ < 90.0 % to 86.0%
B < 86.0 % to 83.0%
B- < 83.0 % to 80.0%
C+ < 80.0 % to 76.0%
C < 76.0 % to 73.0%
C- < 73.0 % to 70.0%
D+ < 70.0 % to 66.0%
D < 66.0 % to 63.0%
D- < 63.0 % to 60.0%
F < 60.0 % to 0.0%

Course Policies

About This Course

Instructor Expectations

Critical thinking: In marketing there are few "right" answers: what works for one company at one time might fail for another company or at another time. All assignments will be evaluated on the quality of the reasoning, and how well they integrate lessons from the reading, class discussions, and supplementary research. You must demonstrate critical thinking that describes "why" and "how," not just "what." Clarity: Clear communications are essential in marketing. Please make sure your writing and class presentations are understandable, professional and free of egregious errors.

Attendance: You are expected to attend all class sessions. Participation is important in a course with synchronous meetings, so more than two absences will result in an incomplete. Also, please arrive on time. 

Plagiarism: The intentional or unintentional borrowing of another person’s ideas,
images, research, or data without citation is a serious breach of academic integrity. Cheating, copying other’s work, and plagiarism is not tolerated and will result in disciplinary action. Students are responsible for being familiar with the information on Student Conduct in the General Information Section of the UCLA Extension Catalog or
on the website at www.uclaextension.edu (http://www.uclaextension.edu).

Respect: Accord all your classmates, guest speakers and your instructor with courtesy. You should certainly question and critique ideas, but please abstain from criticizing the person. You may use a computer for taking notes, but not for email or browsing the web.

Professionalism: Please give every project and assignment your best possible effort; it means living up to your word to your teammates and instructor; it means being on time and meeting all deadlines; and it means conducting yourself in a manner that is appropriate to the policies and culture of a particular environment. 

Creativity: Say "yes" to out-of-the-box thinking. Have fun with the assignments, and keep in mind that your ideas could be the seed of a new business idea.

Assignment Due Dates: Weekly assignment are due when specified. I do not accept late assignments. Please note that the final assignment will not be accepted late—and you must participate in the final presentation and attend the last class meeting as a requirement of this course.  

Zoom Protocol - Computer, Video, Microphone and Headphones or Earbuds: Keeping your camera on helps to create an engaging and distraction-free environment during class time. To prevent background noise, please only turn on your Zoom microphone when speaking, and turn it off when you are done speaking. 

You may want to use headphones or earbuds to prevents audio echo or feedback. Be sure the connection for your headphones or earbuds works with your computer or tablet. Please attend class on a computer or tablet rather than your cell phone, so the content that is shared is at a legible size and so you can see your classmates.

About Adding This Course: If the class is not at maximum enrollment, the last day to add this course is at the end of Week 1, so any student seeking to add the course must be in attendance on Session 2 and the following sessions. 

About Grading: The curriculum is designed as a progression where one assignment builds on the next, so there are no makeup assignments or extra credit, and late assignments are not accepted. Also, since students earn points simply by attending class, I do not round up grades. For more about grading, please review the grading information below in this syllabus. 

About Team Oral Presentations: It is expected that every person on a team speaks when a team is doing an oral presentation. 

Canvas and Enhanced Support

Course Format and Canvas: This course is primarily conducted through in-person course sessions, using Canvas (the learning management system at UCLA Extension) to access materials provided by the instructor. Course materials delivered through Canvas may include:

  • Course announcements and communications
  • Readings, links, videos, and other media
  • Assignment submission areas and grades

Please note that no hard copies of course materials will be made available in class; please print any reference materials necessary in advance of your course session. It is your responsibility to be aware of all assignments, due dates and guidelines.

Note the following points about online course components at UCLA Extension:

Students must have basic computer skills, including the use of word processing software, email, and the ability to use internet browsers such as Firefox, Safari, or Chrome in order to complete activities and assignments in Canvas.

Students should familiarize themselves with Canvas and are responsible for meeting the minimum technical requirements for using Canvas.

For information about the technical requirements for web-enhanced courses, please visit: http://student.uclaextension.edu/support/technical-requirements/ 

UCLA Extension Enhanced Support

The UCLA Extension course management team assists students and instructors with Canvas-related technical support, as well as general administrative questions.

For additional support on using Canvas or addressing a technical issue:
Click on the ''Help'' button on the lower left corner of the screen from within the Canvas system, where you can chat live with a technical support agent or submit a ticket for assistance.

Email: [email protected]om (mailto: [email protected]) Phone: Toll-free at (866) 269-7289 (US only) or (310) 206-4563.
Monday - Friday, 7am to 6pm (Pacific Time).
Website: http://support.uclaextension.edu

Campus Safety Escorts

For students taking classes held on the UCLA campus and in and around Westwood Village, the UCLA Police Department provides a free walking escort service every day of the year from dusk until 1 a.m. Community Service Officers (CSOs) are available to walk students, faculty, staff members and visitors to and from anywhere on campus, in Westwood Village, and in the village apartments. CSOs are uniformed students who have received special training and are employed by the UCLA Police Department.

To obtain an escort, please call (310) 794-9255 and allow 15 to 20 minutes for your escort to arrive.

Institutional Policies

Student Conduct

Students are subject to disciplinary action for several types of misconduct or attempted misconduct, including but not limited to dishonesty, such as cheating, multiple submission, plagiarism, or knowingly furnishing false information to the University; or theft or misuse of the intellectual property of others or violation of others' copyrights. Students are encouraged to familiarize themselves with policy provisions which proscribe these and other forms of misconduct at: https://www.uclaextension.edu/pages/str/studentConduct.jsp

Services for Students with Disabilities

In accordance with the Americans with Disabilities Act of 1990, UCLA Extension provides appropriate accommodations and support services to qualified applicants and students with disabilities. These include, but are not limited to, auxiliary aids/services such as sign language interpreters, assistive listening devices for hearing-impaired individuals, extended time for and proctoring of exams, and registration assistance. Accommodations and types of support services vary and are specifically designed to meet the disability-related needs of each student based on current, verifiable medical documentation. Arrangements for auxiliary aids/services are available only through UCLA Extension’s Service for Students with Disabilities Office at (310) 825-7851 or by email at [email protected]. For complete information see: https://www.uclaextension.edu/pages/str/studentswithDisabilities.jsp

Incompletes

Your instructor may post the interim grade Incomplete/I if at the end of the class your overall work is of passing quality but a portion could not be submitted for understandable reasons (e.g. illness). It is your responsibility to petition your instructor for permission to submit work late and to provide an explanation, and it is his or her sole decision whether to accept the explanation. If permitted, the Incomplete/I grade will be posted and a time frame defined for you to submit the missing work, ranging from one to twelve weeks. Incomplete/I grades that remain unchanged after twelve weeks will lapse to F, NP or U. Receiving an I grade entitles you to submit only the missing work your instructor has agreed to accept late, and does not allow other work to be retaken or oblige UCLA Extension to provide continuing access to course materials via Canvas. The Incomplete/I grade is not an option for courses that do not bear credit, such as 700, 800, or 900-level courses. For complete information, see: https://www.uclaextension.edu/pages/str/grading.jsp

All Grades are Final

No change of grade may be made by anyone other than the instructor, and then, only to correct clerical errors. No term grade except Incomplete may be revised by re-examination. The correction of a clerical error may be authorized only by the instructor of record communicating directly with personnel of Student and Alumni Services.

Sexual Harassment

The University of California is committed to creating and maintaining a community where all individuals who participate in University programs and activities can work and learn together in an atmosphere free of harassment, exploitation, or intimidation. Every member of the community should be aware that the University prohibits sexual harassment and sexual violence, and that such behavior violates both law and University policy. The University will respond promptly and effectively to reports of sexual harassment and sexual violence, and will take appropriate action to prevent, to correct, and when necessary, to discipline behavior that violates our policy.

All Extension students and instructors who believe they have been sexually harassed are encouraged to contact the Department of Student and Alumni Services for complaint resolution: UCLA Extension, Suite 113, 10995 Le Conte Ave., Westwood; Voice/TTY: (310) 825-7031. View the University’s full Policy on Sexual Harassment and Sexual Violence at http://policy.ucop.edu/doc/4000385/SHSV.

Additional Items

Protecting Privacy and Data During Live Instruction

Live meeting sessions for this class, when applicable, are being conducted over Zoom. As the host, the instructor may be recording live sessions. Only the host has the ability to record meetings, no recording by other means is permitted. Recorded sessions will be posted in the Videos area of this class unless otherwise notified. Due to privacy, recordings are not available for download and are only accessible via Canvas for the duration of the class. If you have privacy concerns and do not wish to appear in the recording, do not turn on your video and/or audio. If you also prefer to use a pseudonym instead of your name, please let the instructor know what name you will be using so that the instructor knows who you are during the session. To rename yourself during a Zoom meeting, click on Participants, click on your name, click on More, click on Rename. If you would like to ask a question, you may do so privately through the Zoom chat by addressing your chat question to the instructor only (and not to ""everyone""). Additionally, chat may be used and moderated for live questions, and saving of chats is enabled. If you have questions or concerns about this, please contact the instructor via Canvas Inbox.

Pursuant to the terms of the agreement between Zoom and UCLA Extension, the data is used solely for this purpose and Zoom is prohibited from re-disclosing this information. UCLA Extension also does not use the data for any other purpose. Recordings will be deleted when no longer necessary. However, recordings may become part of an administrative disciplinary record if misconduct occurs during a video conference.

Course and Instructor Evaluation

UCLA Extension values your feedback on course and instructor evaluations. We ask all students to take a few minutes to complete an end-of-course evaluation survey. Updates to the course and instruction are influenced by your feedback. Understanding your student experience is essential to ensure continuing excellence in the online classroom and is appreciated by your instructor and the UCLA Extension academic leadership.

Your participation in a survey is voluntary, and your responses are confidential. After instructors submit grades, they will be given an evaluation report, but this report will not contain your name.

About Your Online Course Materials

Please note the following about online course components at UCLA Extension:

  • Students must have basic computer skills, including the use of word processing software, email, and the ability to use internet browsers, such as Safari, Firefox, or Chrome.
  • Students are responsible for meeting the technical requirements of Canvas and familiarizing themselves with the Canvas Learning Management System.
  • Students are responsible for keeping a copy of all assignments and work submitted, and to be aware of all assignments, due dates, and course guidelines.
  • Students are encouraged to keep and/or download a local copy of their assignment files, as access to the online environment of a specific course is limited to 30 days after the final course date, as listed in the course catalog.

    If you need assistance downloading student materials from your course, please contact Canvas Support or the UCLA Extension Learning Support Team.

UCLA Extension Canvas and Learning Support

For immediate 24/7 Canvas technical support, including holidays, click on Help (located on the menu to the left) where you can call or chat live with a Canvas Support representative.

UCLA Extension Instructional Design and Learning Support
The UCLA Extension Learning Support staff assists both students and instructors with Canvas-related technical support, as well as general and administrative questions.

Learning Support staff is available Monday through Friday, from 8 AM to 5 PM (Pacific Time), except holidays:

Campus Safety Escorts

For students taking classes held on the UCLA campus and in and around Westwood Village, the UCLA Police Department provides a free walking escort service every day of the year from dusk until 1 a.m. Community Service Officers (CSOs) are available to walk students, faculty, staff members and visitors to and from anywhere on campus, in Westwood Village, and in the village apartments. CSOs are uniformed students who have received special training and are employed by the UCLA Police Department. To obtain an escort, please call (310) 794-9255 and allow 15 to 20 minutes for your escort to arrive. For complete information, see: https://www.ucpd.ucla.edu/services/community-service-officers-csos/evening-escorts

Schedule

Classes meet on Tuesdays, 6:30 p.m. - 8:30 p.m.

 

Course calendar and related activities
When Module Title Notes
Session #1
Introductions; Review Syllabus & Ground Rules; Marketing Concept and Planning

READ IN ASSIGNED TEXT (optional):

  • Chapter 1, Marketing's Value to Consumers, Firms and Society
  • Chapter 2, Marketing Strategy Planning
  • Key Concept: 4 P's 

Introduce Individual Assignment #1 - "purchase journal"

  • Purchase journal—grocery store/Target, etc. 10-item journal
  • DUE: Session 2

 Introduce Final Group Project 

  • DUE: Slides -  Monday before Session 10

TOOL OF THE DAY:

  •  4 Ps

If there are students you would like to be on your team of 3 to 4 students for all group assignments, please email your instructor these names through Canvas before Session 2 (no guarantees that the students you requested will be on your team). Otherwise teams will be assigned. 

Session #2
Segmentation and the Competitive Landscape

READ IN ASSIGNED TEXT (optional):

  • Chapters 3, Opportunities in the Changing Market Environment
  • Chapter  4,  Marketing Strategy - Segmentation and Positioning
  • Key Concept: Artificial Intelligence

Introduce Individual Assignment #2 - UCLA Extension - SWOT Analysis

  • UCLA Extension - Market Positioning in the Adult Learning Space
  • DUE: Session 3

TOOL OF THE DAY:  

  • SWOT Analysis

 

 

Session #3
Market Research, Consumer Behavior and Insights

READ IN ASSIGNED TEXT (optional):

  • Chapters 5, Consumer Behavior
  • Chapter 7, Improving Decisions with Marketing Information

IN CLASS:

  • Discuss UCLA Extension SWOT Analysis/Recommendation 

Introduce Individual Assignment #3 - Interview a manager

  • Field research - Case study on a business of your choice and an interview with a manager or an owner.
  • See assignment for specific questions to address in your essay.
  • DUE: Session 4

Introduce Team Assignment  - Choose and Submit Brand and Industry for your Final Project 

  • DUE: Session 5

TOOL OF THE DAY:

  • Survey Monkey
Session #4
Product Development and Product Management

READ IN ASSIGNED TEXT (optional):

  • Chapter 9, Product Management and New Product Development

Introduce Team Assignment #1 - Develop a TV ad/video concept (a fleshed-out idea) & pitch it! 

  • SLIDES DUE: Session 5
  • CLASS PRESENTATION DUE: Session 5

TOOL OF THE DAY:

  • New Product Development Stage Gate System: From a Great Idea to Launching a New Product 
Session #5
Field Research / The Power of Branding

READ IN ASSIGNED TEXT (optional):

  • Chapter 8, Product Planning 

Introduce Individual Assignment #4, Super Bowl Ad Analysis

  • DUE: Session 7

TOOL OF THE DAY: 

  • Brand Positioning Template
  • Brand Strategy Worksheet

Marketing Minute: Marketing in the News Online Discussion and Comment on 2 Posts

  • DUE: Session 6

READ ARTICLE:

Popeye's Chicken Sandwich 

DISCUSSION:

How to brand or rebrand a company or product. What sets the brand apart as distinct from other brands? 

Session #6
Place (Distribution Channels and Location Intelligence) and Pricing

QUIZ #1 - Concepts Covered in Weeks 1-5

READ IN ASSIGNED TEXT (optional):

  • Chapter 10, Place and Development of Channel System
  • Chapter 17, Pricing Objectives and Policies 

ARTICLES (Optional):

 TOOL OF THE DAY:

  • Pricing Strategy Matrix
Session #7
Integrated Marketing Communications and Customer Service

READ IN ASSIGNED TEXT (optional):

  • Chapter 13,  Introduction to Integrated Marketing Communications
  • Chapter 14, Personal Selling and Customer Service 

Marketing In the News Online Discussion and Comment on 2 Posts

  • DUE: Session 8

 Introduce Team Assignment #2 - 3 C's for brand chosen for final project

  • DUE: Session 9 

TOOL OF THE DAY:

  • AIDA: Attention, Interest, Desire, Action
  • Product Adoption Cycle

DISCUSSION:

Content Strategy's role in Integrated Marketing Communications

Session #8
Advertising and Promotion

READ IN ASSIGNED TEXT (optional):

  • Chapter 15, Advertising, Publicity and Sales Promotion

READ ARTICLE:

IN-CLASS:

  • Exercise (time allowing): Create Your Professional Brand 

TOOL OF THE DAY:

  • Creative Brief

DISCUSSION:

Effective advertising and promotion is just the beginning. Now consider how to optimize website flows to nurture those sales leads, turning shoppers into buyers. 

Session #9
Ethics, Reputation Management, Cause Marketing, NonProfit Marketing and Final Presentations

QUIZ #2 - Concepts Covered in Weeks 6-8

READ IN ASSIGNED TEXT (optional):

  • Chapter 19, Ethical Marketing 

READ ARTICLE:

VIEW WEBSITE:

IN CLASS:

In-Class Group Exercise

  • Responding to a Crisis Caused by Unethical Business Practices

TOOL OF THE DAY:

One-Sheet on Corporate Social Responsibility Trends

  • DUE: Slides for Final Group Project -  Monday before Session 10
    In-class presentations of Final Group Projects 
  • Q&A with Classmates (Shark Tank Style)

DUE NEXT MONDAY: Slides for Final Group Project -  Due Monday before Session 10

Session #10
Hands-On Digital Marketing - Social Media and More


READ IN ASSIGNED TEXT
(optional):

  • Chapter 16, Publicity: Promotion using Earned Media, Owned Media and Paid Media

 TOOL OF THE DAY:

  • Blog/Social Media Posts Planner
  • 5:3:2 Rule

CASE STUDY:

  • Dove and #SPEAKBEAUTIFUL

DISCUSSION:

  • Sophisticated digital landscape and social media challenges 

 

Session #11
Last Class Session

IN CLASS:

  • Any remaining In-class presentations of Final Group Projects
  • Q&A with classmates