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383819: Marketing Principles and Practices
MGMT-X 160

  • Winter 2022
  • Section 1
  • 4 Credits
  • 01/03/2022 to 03/14/2022
  • Modified 11/02/2021

Meeting Times

Course is being offered in-person on Mondays, 2pm - 5pm, starting January 3 - March 14, 2022.

Details on accessing Canvas will be emailed to you after completing enrollment. Courses in Canvas are typically accessible 2 days before the course start date. If applicable, instructions for accessing and using Zoom will also be provided in Canvas.

Canvas & Zoom Info

Individuals choosing to study in-person will be subject to UCLA policies including: University of California COVID-19 vaccination requirements, vaccination verification and symptom monitoring, and indoor masking. “


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.


At the end of this term, you will be able...

  • To learn the key concepts outlined in the course description and apply them in analyzing marketing situations and creating appropriate marketing strategies
  • To learn directly from marketing professionals
  • To develop portions of an effective marketing plan for a new or existing product/service
  • To learn how to prepare, present and implement and/or manage marketing communication campaigns
  • To be familiar and comfortable with key marketing nomenclature, preparing you for real world conferences


Essentials of Marketing Beyond the Four P’s

  • Publisher: Prentice Hall Custom Business Resources
  • Edition: 2009
  • ISBN: 0558156266

The textbook is OPTIONAL.

Differentiate or Die

  • Author: Jack Trout
  • Publisher: John Wiley & Sons, Inc.
  • Edition: 2nd
  • ISBN: 978-0-470-22339-0
  • Availability: Amazon
  • Price: varies

This book is available new on Amazon, used at various places. It's the second edition (with a purple cover.) Relevant and persuasive reading. 


The primary methods of instruction are through lectures presented by the instructor during which students can pose questions and engage in discussion sessions relative to their situation. Reading and pondering case studies will also have tremendous impact in your learning process. We plan to have sessions where students will be able to immerse themselves into real world situations and be evaluated by the instructor and their peers. In addition, there will be an in-class group project in which the class will be divided into equal segments and will exercise procedures or techniques that they have been learning in class. Lastly, we will devote classroom time for sample writing and speaking exercises, both vital to effective comprehension of Marketing Practices and Principles.



All grades are final — you may ask for clarification but not dispute any grade. Course grades will be weighted as follows:

Types of evaluations and related weights
Type Weight Topic Notes
Quizzes 40%

Two quizzes covering the lectures will be held on weeks 6 and 11.

Final Team Project 20%

Marketing principles and practices require extensive collaboration with both internal colleagues and external consultants. Your team will create portions of a marketing plan for a selected organization. You will be expected to complete your share and help teammates as needed. At the end of the term, students will anonymously evaluate the contributions of their teammates.

Class Participation 0%

Marketing requires collaborating with others and sharing ideas. For this course, participation takes place in class and potentially online. You will be evaluated on the value of your participation in class and in team projects. Toward this end, please come to class prepared to discuss the readings and ready to respond if called upon. These are the standards for evaluating participation:

  1. Is your contribution relevant to the discussion?
  2. Do you consider ideas offered by the reading and by classmates?
  3. Do you increase everyone's understanding or merely repeat facts?
  4. Are your views supported with data, third-party theories and research?
  5. Do you test new ideas and challenge assumptions, or just "play it safe"?
  6. Are you respectful of others in the discussion?
Differentiate or Die Book Report 20%

I will post metrics and details for this project and it will basically substitute as an assignment for two weeks (likely weeks 7-8). Basically you'll develop a 10-15 slide ppt deck to deliver the most salient concepts from the book, complete with your commentary and examples from real life experiences. 

Class Assignments 20%

The weekly assignments that have each been worth 10 points will make up the scoring for 20% of your final grade. The "class participation" criterion of the syllabus will be blended into the assignments section. I will also peruse copies of each chat box from our virtual sessions to see who has participated the most.

Please note: Because participation is difficult to judge outside of a classroom, it really won't bear much weight for your final grades. Your participation is appreciated nonetheless. 

Course Policies

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." o 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. If an absence is unavoidable, please contact the instructor beforehand. You will receive a make-up assignment for any classes missed. More than two absences (excused or unexcused) will result in an incomplete. Please also arrive on time. Latecomers disrupt the class and miss valuable information.

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

Respect: Accord all your classmates, guest speakers and your instructor with courtesy. You should certainly question and criticize ideas, but never criticize the person. You may use a computer for taking notes, but not for email or browsing the web.

Professionalism: Being a professional does not necessarily mean wearing a suit or checking your personality at the door. For this class (and, hopefully, beyond), professionalism means giving 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. Finally, all of us can improve what we do, even the instructors. Regardless of how marketing savvy we are at the beginning of this class, all of us should strive to become even better.

Creativity: To end this list on a positive note, marketing is the one business discipline where out-of-the-box imagination is allowed and encouraged. Have fun with the assignments, and remember that when it comes to new media marketing, your ideas
are what matter most.

Course Format: Web-Enhanced

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.

Planning Your Study Time

To plan your study time, it is estimated that you will spend 3 hours per week "in class" with the instructor and approximately 7 additional hours per week outside of class studying for exams, reading, and completing assignments. Depending on the extent of your academic preparation and recent college-level coursework in this topic area, the amount of study time needed may vary considerably.

Institutional Policies

Student Conduct

Students are subject to disciplinary action for several types of misconduct or attempted misconduct, including but not limited to academic dishonesty, such as cheating, multiple submission, plagiarism, or knowingly furnishing false information to the University; or behavioral misconduct, such as theft or misuse of the intellectual property of others, harassment, or disruption of the learning environment. Students are encouraged to familiarize themselves with the Student Rights & Responsibilities Policy and to report concerns regarding at:

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:


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:

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, 1145 Gayley Ave., Los Angeles, CA 90024; Voice/TTY: (310) 825-7031. View the University’s full Policy on Sexual Harassment and Sexual Violence at

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:


Course calendar and related activities
When Module Title Notes
Class 1
  • Defining Marketing Principles and Practices
  • Review syllabus, course logistics, classroom policies
  • Discuss the purpose of the class
  • Why are you here?
  • Become comfortable and acquainted with each classmate
  • The “Great Debate” (Harvard Business Review)
  • Intro to nomenclature
  • "Marc's Axioms"
Class 2
The 4Ps of Marketing (and beyond)
  • The “one”
  • Beyond the 4Ps
  • Differences between Sales and Marketing
  • Critical Thinking: “Cash for Clunkers”
Class 3
Developing Marketing Strategies and Plans
  • Market Research methods
  • Segmentation-Targeting-Positioning
  • Developing the Position Statement
  • Critical Thinking: “VIA Ready Brew”
  • Wall Street
Class 4
Analyzing Business Markets
  • Database Marketing
  • Differentiation
  • Elements of a Marketing Plan
  • Critical Thinking: “Apple i-Phone XI”
Class 5
Creating Customer Value, Satisfaction, and Loyalty
  • Core competencies
  • Touch points
  • Introduce class project
Class 6
“It’s not what we say…”
  • Outbound (traditional) marketing tactics
  • Inbound (emerging) marketing tactics
  • Midterm exam
  • Select project groups
  • Jerry Maguire
Class 7
Creating Brand Equity
  • Mar-comm mix
  • Budgeting
  • Perception-Perception-Perception
  • Dual Critical Thinking “The Olympic Games”
  • The Social Network
Class 8: Crafting the Brand Positioning
  • Integrating Social Networks
  • Challenger Brands
  • Social Media Basics
  • Working Girl
Class 9
Designing Integrated Marketing Communications
  • Communication Objectives
  • Message Strategy
  • Promotions
  • MPR
  • Group Project Presentation: “The Pioneers”
Class 10
Managing Mass Communications
  • Advertising Objectives
  • Promotions
  • Media Timing and Evaluations
  • Additional Group Project Presentations
Class 11
Final Exam
  • Balance of Group Project Presentations
  • Wedding Crashers
  • Farewell lecture