Marketing 353 Syllabus

Office: SGMH 5119
Office Hour:

Tuesday 11:20 to 12:20 p.m.
Wednesday 5:45 to 6:45 p.m.
Thursday 3:50 to 4:50 p.m.
and by appointment

E-mail: catwong@fullerton.edu
Website: http://business.fullerton.edu/marketing/catwong

Phone: (657) 278-2231
(Office and Voice Message)

(657) 278-2223
(Department and Secretary)

Course Description	Day Class Schedule	Evening Class Schedule
Course Objectives	Corequisite	Required Supplies	Teaching Method
Required Text	Assignments	Examinations	Evaluation
Class Participation	Study Buddy	Course Grade	Marketing Portfolio
Contingency Assignment	Professional Demeanor	Peer Advice	Marketing Scholarships
Special Needs	MCBE Assessment	Additional Information

Course Description
This course is designed to provide students with a working knowledge of resources and tools available to marketing professionals. It examines media technology, databases, analytics, metrics, software and techniques applied by marketers to transform data into useful formats for the strategic decision-making process. Contents focus on technology tools for digital media marketing, segmentation, target marketing and positioning, media selection, market share and estimation, break-even analysis, pricing, sales forecasting and profit scenario analysis. It requires extensive use of Excel spreadsheets, the Internet, public and professional database, specialized software and other technology resources.

Corequisite: Marketing 351 and ISDS 361A with a C grade or better.

Course Sequence for Marketing Students
We want you, our students, to get the maximum value out of your education and are able to graduate in a timely manner. As such we strongly recommend that students seeking a Bachelor of Arts in Business Administration with an Emphasis in Marketing consider the following sequence when registering for courses:

Semester 1: M351
Semester 2: M353 and M370
Semester 3: M379 and one Elective Course
Semester 4: M489 and one Elective Course

Following this sequence will ensure that you meet your prerequisites for your other courses, and move smoothly through the program. Please visit the Department of Marketing website for more information: http://business.fullerton.edu/marketing/

Teaching Method
Lectures, hands-on projects, problem analyses and practical exercises, discussions, team work and student presentations.

1. Familiarize you with the kinds of quantitative data and databases used in marketing, such as, Census data, country data, business client data, consumer segmentation data, product and media usage data, Buying Power Index, social media analytics, Google Adwords and Analytics and etc..

2. Show you how this quantitative data may be used in decision making through exposing you to a variety of problems faced by marketing planners and strategists, marketing and advertising managers, sales managers, and marketing analysts.

3. Develop your skills in using social media platforms, computer spreadsheet software (specifically, Excel 2010), mapping software (Business Analyst Online), Camtasia (video making and editing), the Internet (Search Engine Optimization, Adwords) and analytics (Google Analytics, marketing metrics and sales analytics).

4. Create opportunities for you to learn how to create, analyze, interpret, report and present marketing data (i.e., to hone your integrated reasoning skills).

5. Increase your experience in using computers and mobile devices as decision-making tools.

6. Enhance your competency in using information effectively for marketing purposes, such as, identifying market opportunities, developing and evaluating marketing strategy.

7. Hone your articulation in professional communications and multi-media presentation skills.

8. To add to your student portfolio marketing projects that demonstrate your abilities in online marketing and location marketing.

All required reading and reference materials can be assessed via the TITANium.

Required Supplies
Some file storage devices. Have your own access to a personal computer and Microsoft Excel 2010. As the course unfolds, you will need more and more time spent at a computer for assignments and practices. You also need an e-mail address for class-related materials to be sent to you.

Assignments
Assignments and due dates are listed on the TITANium. They are classified into two groups: individual and team. Individual assignments are required to obtain 15% of the course grade (see Method of Evaluation). A team consultant project (20%) is evaluated by a team written report(s), peer evaluation and presentation. In-class exercises prepare you for exams.

Learning in Marketing 353 is cumulative. All in-class exercises are designed to sharpen skills that will be needed in the next class. While exams in the course will not parallel exercises exactly, skills learned in exercises and class discussions should contribute substantially to good performance on exams.

Marketing Portfolio
In the business community, marketing professionals traditionally create a portfolio of accomplishments showcasing their unique abilities and talents. This portfolio enables these professionals to provide tangible evidence of their value to potential employers or customers--especially in a highly competitive marketplace. Please see a student testimonial, instructions and sample portfolio.

At CSUF, students seeking a Bachelor of Arts in Business Administration with an Emphasis in Marketing are required to submit a personal Marketing Portfolio to their MKTG 489 instructor at the conclusion of the semester they take the course.

A complete Marketing Portfolio will consist of a Cover Page, Table of Contents, Generic Cover Letter, Current Resume and 3 Executive Summaries describing an academic (from any course completed), business, or volunteering achievements of your choice. Individual or group work may be used to create an executive summary. NOTE: Consider creating an Executive Summary for an assignment/project for any marketing course you are currently enrolled in to include in your Marketing Portfolio.

Attendance Policy and Class Participation
Class attendance is required. Late arrival is highly discouraged. Students who attend class will be extended full tutorial support; students who miss class for other than documented medical reasons are not eligible for tutoring by the professor.

Students will be called on to discuss assigned materials and completed homework assignments. Absence or lack of preparation will reduce the student's class participation grade.

Professional Demeanor
Part of receiving a university education from the College of Business and Economics is learning the functional content of your chosen field. Another objective is learning to act like a member of that professional field. Professional demeanor will be evaluated as part of your in-class behavior.

Study Buddy
You should keep the phone numbers, address or e-mail address of at least one study buddy in the class. You are encouraged to share your notes, collaborate in assignments, and study for the tests as a team or a group.

Peer Advice
During the first few weeks of the semester, you should find out how this course is different from other courses and prepare yourself accordingly. Before the first exam, you should make at least one attempt to consult students who completed this course in prior semesters. Ask them for advice to do well in this course, and try to avoid their mistakes. Visit the website for this class to find out what previous students said. Student Comments

Policy on Make-up Examinations
At the discretion of the professor, you may make prior arrangements if you know you are going to miss an exam.

Withdrawal Policy
This class is subject to the withdrawal policies of CSUF and the School of Business Administration and Economics.

Academic Dishonesty and Plagiarism
Academic dishonesty, when detected, will result in a lower letter grade for the work at hand, and may result in an F for the course plus additional university level disciplinary action. The instructor will enforce the University policy on academic dishonesty. Please refer to the current catalog. Please report student cheating to Sandra Rhoten, Associate Dean, Judicial Affairs. Please also refer to information about CSUF policies on academic integrity (see UPS 300.021).

Method of Evaluation
All exams and assignments are completed using a computer. The format of the exams includes computer spreadsheets, essays, fill-in-the-blanks, and multiple choices. Please also see the handouts and grading rubrics on written assignments and oral presentations.

Exam 1............................15%
Exam 2............................20%
Final Exam.......................30%
Team Consultant Project...20%
Class participation
and homework ................15%
Total 100%

Professional
Demeanor .............Bonus points

Contingency Assignment
If the instructor cannot meet the class due to unexpected circumstances, students are required to work on the assignment listed on the class schedule and present the finished work in the subsequent class.

The programs offered in Mihaylo College of Business and Economics (MCBE) at Cal State Fullerton are designed to provide every student with the knowledge and skills essential for a successful career in business. Since assessment plays a vital role in Mihaylo College’s drive to offer the best, several assessment tools are implemented to constantly evaluate our program as well as our students’ progress. Students, faculty, and staff should expect to participate in MCBE assessment activities. In doing so, Mihaylo College is able to measure its strengths and weaknesses, and continue to cultivate a climate of excellence in its students and programs.

Students have the right to accommodations for documented special needs via the Disabled Student Service Office, UH 101, (657) 278-3117 or as documented at www.fullerton.edu/disabledservices/

We recommend visiting the Business Librarian website http://users.library.fullerton.edu/rsage/ for detailed information about reference and resource materials. If students wish a personal research consultation, they have the option of dropping by the Tutoring Center (SGMH 2404) on Mondays 11 am – 1 pm and Thursdays 1 pm – 4 pm or making an appointment using our online appointment system: (http://www.library.fullerton.edu/asp/ResearchConsultations.aspx)

The Sales Leadership Center at CSUF is dedicated to providing training and career opportunities for business students planning a career in sales. Please visit http://business.fullerton.edu/centers/sales/ for additional information.

The Center for International Business is dedicated to promoting the internationalization of the Mihaylo CBE and its programs. Specifically, the CIB assists in creating and supporting study abroad programs for business students. Please visit http://business.fullerton.edu/centers/cib/ for more information.

The marketing department offers a number of scholarships to deserving students. We encourage you to apply for these scholarships. Updated information on these scholarships is usually available on the college website at the end of the Fall semester. Details are available at http://www.fullerton.edu/financialaid/scholar/scholarships_default.htm

In addition, for general information and resources on CBE scholarships, you can access the main financial aid website, http://www.fullerton.edu/financialaid.

We encourage our students to take an active role in their own career planning and job search efforts. Please visit the following websites for information and listings of current career opportunities frequently:

CALIFORNIA STATE UNIVERSITY, FULLERTON MIHAYLO COLLEGE OF BUSINESS AND ECONOMICS DEPARTMENT OF MARKETING

CALIFORNIA STATE UNIVERSITY, FULLERTON
MIHAYLO COLLEGE OF BUSINESS AND ECONOMICS
DEPARTMENT OF MARKETING