MKT 4400
GRADING

 

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"I studied the lives of great men and famous women; and I found that the men and women who got to the top were those who did the jobs they had in hand, with everything they had of energy, enthusiasm, and hard work." - Harry S. Truman

 

Exams (3 exams @ 120 points each) (360 points total)

Exams will be 100 points multiple choice [40 questions @ 2.5 points each, equally distributed across the chapters] and 20 points essay taken from the attached Exam 1-3 Essay Questions page.  Bring a scantron to each exam - any version.  You can have one 8˝ x 11 page (front and back, any font size) of notes per exam.  You are invited to write notes to me on the exam by starring the item on the scantron and then writing your note next to the question in the exam itself.  Depending on the quality of your note, you may receive full, partial, or no credit.  That is, tell me what you know.  Exams will be curved positively if necessary.  If you need to miss an exam, speak with me about it before the exam.  Makeup exams may be difficult and essay.  The successful completion of this assignment will meet learning objectives LO4, M1, and M3.

 

Target Market Analysis -- Oral Presentation with Written Outline and PowerPoint Slides (110 points total)

Basics:  Each student will research a target market group of his or her choice, for example (but not limited to), seniors, teens, children, college students, pre-teens, Baby Boomers, Generation X, males, females, various income classes, various educational groups, blue collar, white collar, sports enthusiasts, snowboarders, heavy brand users, loyal consumers, various groups that listen to music, Maroon 5 fans, Californians, Texans, various geographic groups, Cambodians, Russians, coffee drinkers, various religious groups, Ford drivers, CEOs, animal lovers, physically-challenged individuals, opinion leaders, heart patients, nurses, gardeners, food lovers, movie goers, suppliers, manufacturers, wholesalers, retailers, Macy’s customers, etc., etc., etc.  Choose a target group of interest to you, for which you can find sufficient information, i.e., around 15 references.  Sign up to reserve your choice as it must be cleared with Dr. Williams.  Each target market will be researched by one person only.  So, choose early.  Content and format are according to your choice.  Any of the content noted in Appendix B in our textbook would be excellent.  Content might include items such as a description of the target market, geo-demographic or lifestyle characteristics of the group, the group’s buying behavior, degree of brand loyalty, how to market to the group, stereotyping that marketers need to avoid, what turns the group on or off, dollar purchasing power, media habits, sample ads or websites, trends in their purchasing, trends in the numbers of the group, positive and negative examples of marketing to this group, etc. Here are some references that will help you understand how a target analysis is done:  

·       http://www.inc.com/guides/2010/06/defining-your-target-market.html

·       http://www.sba.gov/content/market-analysis

·       http://acsbdc.org/business-topics/customer-analysis

·       http://yourbusiness.azcentral.com/example-target-market-analysis-11985.html

·       http://makemoneygodsway.com/what-do-you-need-to-know-about-your-customers/

·       http://www.barclays.co.uk/Businessmanagement/HowdoIfindoutmoreaboutmycustomers/P1242571924477

·       http://menwithpens.ca/what-customers-really-want/

·       http://www.fastcodesign.com/1669070/3-ways-to-predict-what-consumers-want-before-they-know-it

The basic purpose of this assignment is to understand the diversity present among individuals.  It is not meant as a tool for stereotyping, but rather as an opportunity to build awareness of and respect for differences, particularly from a marketing perspective. 

 

Proposal:  Turn in a typed project proposal of 1-2 pages on the day listed in the schedule.  The proposal should include:  the target market chosen, an explanation of the target market, why the target market was chosen, where you will gather information regarding the target market (library sources, interviews, Internet, etc.), proposed schedule of activities and due dates, and any anticipated problems.  Please list the references you have found so far, preferably about 15 references.  The target market must be approved by Dr. Williams.

 

Oral presentation:  Each individual will present his/her target market analysis report in class accompanied with a PowerPoint presentation and a detailed approximately 8-10 page outline.  The title page, table of contents, references, and appendix (which includes a copy of the PPT slides and a copy of the proposal at the very least) are not counted in the 8-10 pages, but must be present.  Two copies of the outline and PPT slides (2 copies of each) for the instructor are due at the beginning of the oral presentation – I would request that these be integrated into one unified document/paper, but two copies of that integrated document/paper must be given to me at the beginning of the presentation.  Here are some additional basics:  formal presentation, approximately 20 minutes per person (and we will be as flexible as possible given whatever time constraints), use professional notecards, dress as for a job interview, and review attached Oral Presentation Guidelines.  Please note:  Have multiple sources for your PPT material (6 slides per page, about 15-20 slides is normal, print in “black and white only,” left to right as we read), e.g., flash drive for my computer, burn a CD and then use it in my computer, email a copy to yourself and open it in class, and email a copy to me to use in class.  I would recommend that you do 2-3 of these methods so that you have a fall-back option.  Do not use your own computer for the in-class presentation.  If you have a Mac, go to the computer lab to learn how to save it properly so that it will play on my PC.  Also, your outline may be more detailed than your presentation.  These presentations will be critiqued by the class.  Target market analysis report presentations will run throughout the last one-third of the semester.  Presentation dates for the Target Market Analysis will be chosen on the day listed in the schedule.

 

The successful completion of this assignment will meet learning objectives LO1, LO2a, LO2b, LO3. LO4, M2, M3, and M4.

 

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Employer: "For this job, we need a responsible man."
Applicant:
"I’m your man. In all my other jobs when anything went wrong, I was always held responsible."

Then there’s the rookie who took the sergeant’s advice and put on a clean pair of socks every day. A week passed by. "Where are your shoes?" snarled the sergeant. "I can’t get them on over seven pairs of socks," replied the rookie. - Camp Blanding (Fla.) Para Blasts.

A stranger went up to Gimbel and offered to buy the store. Gimbel decided to play along with the gag and asked millions for it. The man said he would ask his wife.
He showed up the next day with the missus and the two of them were taken all through the store. Then they went into a secret discussion in a corner. When the man emerged he told Gimbel the deal was off.
"Why?" protested the smiling Gimbel.
"Because," said the man, "there's no rooms to live in the back."

 

One Written Roundtable Regarding Consumer or Organizational Buying Behavior (40 points total)

Basics:  Individual effort, approximately 5-7 page typed outline (title page, table of contents, appendix, and references are not included in the 5-7 pages; and, these need to be included as well but not counted in the page count), and oral presentation is required including a PowerPoint presentation and professional notecards.  Schedule the date and topic of the presentation with Dr. Williams (no more than six presentations per class period and must be presented before E3 - so, sign up early).  The day you present, you need to give Dr. Williams two copies of your presentation outline and PPT slides (6 slides per page, print in “black and white only,” left to right as we read) before you speak.  Please note:  Have multiple sources for your PPT material, e.g., flash drive for my computer, burn a CD and then use it in my computer, email a copy to yourself and open it in class, and email a copy to me to use in class.  I would recommend that you do 2-3 of these methods so that you have a fall-back option.  Do not use your own computer for the in-class presentation.  If you have a Mac, go to the computer lab to learn how to save it properly so that it will play on my PC.

 

You will read one popular paperback in consumer or organizational buying behavior that you have not read before.  A list of potential paperbacks is attached - you are not limited to this list.  Books should be dated 2011 or later.  You must make sure that you choose a substantial paperback or you will not have enough to speak and write about.  You cannot use your target market group topic for this assignment.  Sign-up to reserve your book with Dr. Williams.  Prepare a 5-7 page typed outline of the book.  The roundtable may include an outline of the book, what you agree or disagree with in the book, exercises regarding the topic, discussion questions, how the material relates to class material or the textbook, interesting points or examples, special quotes or stories, why you do or do not recommend the book, etc.  An approximately 10 minute oral presentation is required with PPT slides, approximately 10-15.  The final written outline is due before you give your presentation.  Please give two copies of the outline and PPT slides (two copies of each) to Dr. Williams before you begin your oral presentation.   Make sure that you prepare one cohesive and edited-as-a-unit document that includes all of your written and PPT pages, then give me two copies of this unified and complete document. Your outline may be more detailed than your presentation.  The successful completion of this assignment will meet learning objectives LO1, LO4, M1, and M3.  

 

8 Internet Exercises (150 points total)

Your will be doing eight Internet Exercises during the semester. Internet Exercises 1-6 will be done as a group.  Internet Exercises 7-8 will be done individually.  The first Internet Exercise is worth 10 points, Internet Exercises 2-8 are worth 20 points each. The dates, assignment requirements, and when the assignments are due are listed in the syllabus and schedule. Each team member will participate in each Internet Exercise. For Internet Exercises 2-8, you will be working on your own either in your groups (Internet Exercises 1-6) or individually (Internet Exercises 7-8), i.e., no formal class meeting on those days. However, I will be in my office and available online if you need to interact with me. The successful completion of this assignment will meet learning objectives LO1, LO2a, and LO3.

 

Blog Participation (3 blogs @ 5 points each = 15 points total)

As an individual, you will be participating in three blogs.  You will need to post once on each of the three blogs and respond to two other posts per blog (a total of 9 entries).  The last day of class you will hand in three separate papers wherein you have cut and pasted your blogs and the posts you are responding to (a total of 9 entries).  The blogs are posted on Blackboard.  The dates when they become available are listed in the schedule.  The successful completion of this assignment will meet learning objectives LO1 and LO3.

 

Volunteer Nonprofit Activity & Journal (optional - up to 15 points extra credit)

The volunteer nonprofit activity must be done during this semester only.  You must write a journal of your time, activity, assessment of learning, and contemplation of the overall experience of working with a nonprofit organization.  The journal is due the end of the semester.  The successful completion of this assignment will meet learning objectives LO4 and M1.  As a note, a maximum total for extra credit during the entire semester is 25 points.

 

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"It is not the brains that matter most, but that which guides them - character, the heart, generous qualities, progressive ideas." - Dostoevsky

 

Class Attendance and Participation (25 points)

Class attendance will contribute to meeting each of the learning objectives.  Once I have finished taking or collecting roll, the names of late students will not be added to the roll.

 

Overall Grading (Total of 700 points)

630 - 700 points = A (90%+)
560 - 629 points = B (80-90%)
490 - 559 points = C (70-80%)
420 - 489 points = D (60-70%)

 

Late Assignments

Grades on late assignments will be reduced one letter grade for each week that the assignment is late.  

 

Students with Disabilities

Students with disabilities seeking academic accommodations must first register with the Disability Resource Services (DRS) program, located in MSR 210, phone (209) 667-3159.  Students are encouraged to talk with the instructor regarding their accommodation needs after registering with DRS.

 

In-Class Cell Phone and Computer Usage

Cell phones must be turned off and closed during lectures, presentations, and exams. Computers must be turned off during student presentations. During any other time in class, make sure that you do not disturb others in class or pull attention from class activities and learning, e.g., loud clicking due to haste and/or fake fingernails, sounds, screens that are too entertaining and attention grabbing for those sitting around you, and so forth.

 

Taping Policy

Audio or video recording (or any other form of recording) of classes is not permitted unless expressly allowed by the faculty member as indicated in the course syllabus or as a special accommodation for students who are currently registered with the Disability Resource Services Program and are approved for this accommodation.  Recordings allowed as special accommodations are for the personal use of the DRS-approved student, and may only be distributed to other persons who have been approved by the DRS program.  Faculty may require the student sign an Audio/Video Recording Agreement, which they may keep for their records.

 

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