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BOSTON COLLEGE

Carroll School of Management, Marketing Department


MKTG1021.12:
MARKETING PRINCIPLES
Fall 2016
Instructor:

Dr. Haewon Yoon

Email:

haewon.yoon@bc.edu

Office:

Cushing 206

Office Hour:

Tuesday 5:30 PM ~ 7:00 PM and by appointment.


If these official office hours do not work with your schedule, please send me an email
and I will be glad to set up another mutually convenient appointment.

Class Time:

Tuesday 7:00 PM ~ 9:30 PM

Class Location:

Fulton Hall 230

Course Materials:
Textbook: The textbook for the class is Marketing (5th edition), by Grewal and Levy.
Marketing (M series) 5th edition
Dhruv Grewal and Michael Levy
McGraw Hill
ISBN: 978-1-259-44629-0
You do NOT need to purchase related items such as the Connect Plus package. This book is available
from the BC bookstore or online booksellers such as Amazon. Electronic versions are available from
Amazon, Coursesmart, and Inkling. It is also on reserve at ONeill Library.
Cases:
o You will be purchasing the cases directly from the website
(http://cb.hbsp.harvard.edu/cbmp/access/55595902); you will be able to download each case to
your computer in a pdf format. Eataly is a multimedia case that you have to watch it on the web.
o Fashion Channel: Market Segmentation (10/11)
o Eataly: Reimagining the Grocery Store (10/18)
o Rosewood Hotels and Resorts (11/15)
o Pokemon: Gotta Catch Em All (11/29)
Course materials (syllabus, PowerPoint slides, assignments, handouts) available through Canvas. Please
note that after the first day of class, all handouts will be distributed via Canvas. Please let me know if
there are any problems accessing the material.

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COURSE OVERVIEW
Course Objectives
This course introduces you to marketing concepts and aims to develop your business analysis and decisionmaking skills within the marketing context. The course involves lectures, practical exercises, class discussions,
and case discussions. Case studies are an integrated part of the course. They offer an opportunity for students to
learn marketing decision-making skills in real business contexts and play an important role in the learning
process.
The objective of this course is to equip you with knowledge of marketing and help you:
Learn the language of marketing by introducing you to the core concepts of marketing
Gain an understanding of the elements of the marketing mix and their interaction
Understand the principal concepts and tools of marketing as they apply to marketing decision-making,
as well as current issues in marketing
Learn how to apply a disciplined framework for marketing decision-making
Develop an appreciation of the importance of a market orientation in business decisions to create equity
through providing enhanced customer value and to drive overall performance

Course Requirements and Grading


Exam 1
Exam 2
Exam 3
Case Homework (4 cases, 4% each)
Group Project Proposal
Group Project Report
Group Project Presentation
Group Project Peer Evaluation
Marketing Yourself Project
In-Class Exercises
Class Participation
Marketing Research Experience (2 x 1%)

15%
15%
15%
16%
3%
5%
4%
4%
5%
8%
8%
2%

Methodology
Instructional techniques will include lectures, textbook readings, case study readings, video presentations, class
discussions, in-class exercises, written case analyses, and written examinations. Assignments are both individual
and group-based.
Exam
We will have three exams, which will be closed-book and consist of a combination of multiple-choice, short
answer, essay, and computation questions. The exams will account for 45% of your total grade. No routine
makeups will be given for exams. An exam can be made up only under exceptional circumstances with prior
notification (via email).

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Case Homework
The objective of these assignments is to get you thinking in more depth about the cases, and to have you take a
stand on the key issues, before class begins. Each assignment is worth 4% of your grade. Beginning with an
opinion helps create a more interesting case discussion, even if you change your opinion during class. Details
about these assignments will be provided on Canvas. These assignments should be completed individually or in
pairs.
Marketing Yourself Project
The objective of this project is to allow you to understand the value of marketing by applying to yourself and
your job search the same marketing principles that companies use to market their products.
In this project you will be asked to apply key marketing principles and concepts learned in this class in order to
develop your personal brand and design a marketing mix (4Ps) for your job search. More details about the
project will be available on Canvas.
Group Marketing Project
The Group Marketing Project accounts for 16% of your total grade (12% + 4%). Your group will choose a
company/service/product to research and develop a marketing plan. You can choose: 1) a local business, or 2) a
new product or service developed by a company or 3) a new product or service developed by your group.
The project will consist of three related deliverables (12% total):
(a) Proposal (3%) a proposal meeting with the instructor (approx. 20 minutes).
(b) Report (5%) - a written marketing analysis and plan;
(c) Presentation (4%) - an in-class presentation of the groups project.
In addition, the group project will include (d) peer evaluation (4%). Students will grade other members of their
group based on the individual effort, attitude, and contribution of each student to the group assignments. The
peer evaluation is a subjective grade given by students at the end of the semester, using a confidential process.

In-Class Exercises
On multiple occasions we will have in-class group and individual exercises, which will involve a deliverable
component. Your (groups) performance on these deliverable components will account for 8% of your
total grade.
Class and Case Discussions Participation
Your participation in class and case discussions is an important part of your learning. It accounts for 8% of your
total grade.
In order to earn a perfect participation grade, you are encouraged to participate in both offline and online class
discussions, ask questions, share your observations, and embellish the class discussions with examples.
You can participate effectively by:
a) Reading the textbook, the cases, and other assigned materials prior to class,
b) Thinking about the concepts, and
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c) Paying attention to various marketing activities while you are shopping, watching television, and reading
newspapers and business publications.
Class participation will be judged on the basis of quality and consistency of effort on a regular basis. Attendance
is not participation. Additionally, there is no way to make up missed participation opportunities.
Active participation is essential to the learning experience in this course. You are encouraged to express your
opinions and bring your own experiences to bear on the discussion. Participation in classroom discussions
enables you to learn from your colleagues and them to learn from you. In addition to your own original
contributions to the discussion, good participation requires listening to others, so that you may build
constructively on others contributions.
You should also participate in the case discussions. Case discussions are a big and very important part of the
class. Cases are descriptions of real business situations, which you are likely to face in your career, and they
provide an excellent opportunity to explore, define, and solve problems in real settings. The case method
enables you to apply the concepts you have learned in class and develop decision making capabilities in
complex situations that characterize marketing tasks. You are all expected to read each case thoroughly and
actively participate in the in-class case discussions, which will constitute a substantial part of your class
participation grade.
Finally, each student needs to post at least two articles on the Marketing in the News Discussion Board on
Canvas during the semester. The article should discuss a current marketing issue that relates in some way to any
of the topics discussed in the class. The student needs to be ready to discuss the article and the specific
marketing issue, as well as explain how it relates to the course material in front of their classmates. The
Marketing in the News will be a weekly discussion board (i.e., there will be a new discussion board every
week); therefore, the students need to post their articles by 12 pm on Sunday and we will discuss as many
articles as we can during the following week. Students are also encouraged to comment on the articles posted by
their classmates in the discussion board.
Marketing Research Experience
Marketing data and theories depend upon the research methods used to obtain them. Thus, exposure to cuttingedge topics in marketing that are at the forefront of research in marketing as well as the research methods used
to study them is an experience that is valuable to understanding marketing and consumer behavior. Therefore,
each student is required to earn 2 hours of Marketing Research Experience in order to gain some familiarity with
the aims, methods, and results of marketing research. There are two options for earning the required 2 hours of
marketing research participation credit: (1) the Study Participation Option OR (2) the Research Report Option.
Remember, 2 hours of marketing research participation credit are required (i.e., to receive full credit you
must participate in either two studies, write two reports, or participate in one study and write one report).
To participate in research studies (Option 1), you will join the Consumer Insights Panel at Boston College. In
this role, you will act as a respondent for consumer research projects conducted by marketing faculty members
(typically involving interviews, surveys or experiments). Participation occurs outside the regular class period
and takes about one hour per study. You must participate in two studies (two hours total) during the semester to
fulfill the requirement. Any student who prefers not to participate in the Consumer Insights Panel may fulfill the
requirement by choosing the report alternative, which involves writing two independent research reports (four
pages each). You can also fulfill the requirement by combining the two options and participating in one
study and writing one research report.
Each research experience hour is graded as a pass-fail and is worth 1% of your overall course grade,
amounting to 2% of the final course grade for the 2 research experience hours. Detailed information about
how you can fulfill the Marketing Research Experience requirement is provided on Canvas.
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You are also encouraged to participate in as many research studies during the semester as you can. Any
additional studies that you complete (in addition to the required 2 studies) will give you bonus
participation points. There will be a total of 5-6 opportunities/weeks to participate in research studies
during the semester so plan accordingly.
Grading Policy
A
AB+
B
BC+
C
CD+
D
DF

94%
90% to 93.99%
87% to 89.99%
83% to 86.99%
80% to 82.99%
77% to 79.99%
73% to 76.99%
70% to 72.99%
67% to 69.99%
63% to 66.99%
60% to 62.99%
< 60%

Re-grading Policy
If you think that something was graded incorrectly and would like to have it re-graded, you will need to submit
a written request stating exactly what you consider to be mis-graded and elaborate on why it should be graded
otherwise. You must submit your request no later than one week after I hand back the assignment/exam.
This written request should be submitted with the original assignment/exam via campus mail or handed in to me
in person. Keep in mind that the entire assignment/exam will be re-graded in this case. Therefore, your new
and final grade could be higher or lower than the original grade.
Lecture Notes
PowerPoint slides with the lecture notes will be available for download before class through Canvas. I will also
bring printed copies to each class so you could take notes.
Late Assignments
All assignments are due at the beginning of class on the due date. All assignments should be electronically
submitted. Late assignments will receive 30% penalty, daily. For example, when a case homework without
the penalty will be graded as 90 out of 100, the same homework with the late penalty (submitted 0~24 hours
past due) will be graded as 63 (=90 x 0.7), and will be graded as 44.1 (=90 x 0.7 x 0.7) if submitted 24~48 hours
past due.
Disabilities
If you are a student with a documented disability seeking reasonable accommodations in this course, please
contact Kathy Duggan, 617-552-8093, dugganka@bc.edu, at the Connors Family Learning Center regarding
learning disabilities and ADHD, or Paulette Durrett, 617-552-3470, paulette.durrett@bc.edu, in the Disability
Services Office regarding all other types of disabilities, including temporary disabilities. Advance notice and
appropriate documentation are required for accommodations.

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Academic Integrity
The academic conduct policies published by Boston College (www.bc.edu/integrity) apply to all aspects of this
course (below).
Cheating is the fraudulent or dishonest presentation of work. Cheating includes but is not limited to:
-Copying from another student's work;
-Actions that destroy or alter the work of another student;
-Unauthorized cooperation in completing assignments or during an examination;
-Submission of the same written work in more than one course without prior written approval from the
instructors involved;
-Dishonesty in requests for make-up exams, for extensions of deadlines for submitting papers, and in
any other matter relating to a course.
Plagiarism is the act of taking the words, ideas, data, illustrations, or statements of another person or source, and
presenting them as one's own. Each student is responsible for learning and using proper methods of paraphrasing
and footnoting, quotation, and other forms of citation, to ensure that the original author, speaker, illustrator, or
source of the material used is clearly acknowledged.
Cheating or plagiarism of any degree will not be tolerated. The honor code will be applied to the course in the
following manner:
1. Discussion cases may be prepared either individually or in pairs. You are not allowed to discuss the case
assignments with any other students (except for the student who you have indicated that you will work
with on the case). You are also not allowed to use any information outside the class when completing
your case assignments.
2. In-class written group assignments should be prepared by group members only. They should not be
discussed with anyone who is not a member of the group, regardless of whether he/she is in the class.
3. The exams are closed-book. During examinations, you may NOT use study materials, communicate
with anyone, or glance at the work of other students. You may NOT use computers or tablets. You may
NOT use the calculator function of a mobile phone. You may NOT share calculators.
Violation of these guidelines may result in a grade of zero for the assignment or examination in question, and
referral to the academic integrity process.
Communication
The instructor may send announcements and updates by email, using your official university email address. You
should check this account regularly or engage the automatic forwarding feature that sends such messages to
another address.
Electronic Devices
Students may NOT use laptop computers or tablets even for purposes related to the course. Research has
demonstrated that students who take notes in longhand learn more and perform better on exams than those who
take notes on their laptops. See the article describing this research here:
https://hbr.org/2015/07/what-you-miss-when-you-take-notes-on-yourlaptop?utm_source=Socialflow&utm_medium=Tweet&utm_campaign=Socialflow

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Mobile phones and any other electronic devices should also be turned off and put away. Any students with special
circumstances regarding electronic devices should notify the instructor before class. Violation of this policy will
result in a grade of zero for class participation during the session in question.
During examinations, you may NOT use computers, tablets, or cell phones. You may NOT use the calculator
function of a mobile phone. You are allowed to use a simple calculator, but you may NOT share such devices.
COURSE SCHEDULE *
SESSION
1. Tuesday, 8/31

TOPIC
Course Introduction
Overview of Marketing

2. Tuesday, 9/6

Developing Marketing Strategies and


a Marketing Plan

READINGS
Chapter 1
Chapter 2 , 3

Social and Mobile Marketing

3. Tuesday, 9/13

Analyzing the Marketing


Environment

Chapter 5

Marketing Yourself Introduction

4. Tuesday, 9/20

Consumer Behavior

Chapter 6

Exam 1 Review
5. Tuesday, 9/27

Exam 1

6. Tuesday, 10/4

Segmentation, Targeting, and


Positioning
Marketing Research

7. Tuesday, 10/11

Case 1 HW Due
8. Tuesday, 10/18

Global Marketing
Case 2 HW Due

Chapter 9
Chapter 10
Fashion Channel: Market Segmentation case
Chapter 8
Eataly: Reimagining the Grocery Store case

Marketing Yourself 1 Due


9. Tuesday, 10/25

Product, Branding, and Packaging


Decision 1

Chapter 11

Exam 2 Review
10. Tuesday, 11/1

Exam 2
Product, Branding, and Packaging
Decision 2

11. Tuesday, 11/8

Developing New Products


Marketing Yourself 2 Due

Schedule tentative and subject to change


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Chapter 12

12. Tuesday, 11/15

13. Tuesday, 11/22

Pricing Concepts for Establishing


Value
Case 3 HW Due
Supply Chain and Channel
Management

Chapter 14
Rosewood Hotels and Resorts case
Chapter 15
Chapter 16

Retailing and Omni channel


Marketing
14. Tuesday, 11/29

15. Tuesday, 12/6

Integrated Marketing
Communications
Advertising, Public Relations, and
Sales Promotions
Case 4 HW Due
Marketing Yourself 3 Due

Presentation
Exam 3 Review
Final Report Due

16. Thursday, 12/15


4 PM

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Exam 3

Chapter 17
Chapter 18
Pokemon: Gotta Catch Em All case

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