THE UNIVERSITY OF TEXAS AT TYLER SOULES COLLEGE OF

THE UNIVERSITY OF TEXAS AT TYLER

SOULES COLLEGE OF BUSINESS

Spring 2024

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Course Title: Advanced Marketing Fundamentals (MARK 5320)

Course Type: Online Course

(*Please check Canvas regularly)

Instructor Information

Instructor: Dr. JungHwa (Jenny) Hong

Office: COB 350.45

Email: [email protected]

(*Email is the primary contact.)

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COURSE PHILOSOPHY AND CONTENTS

Marketing is defined as “the activity, set of institutions, and process for creating, communicating, delivering,

and exchanging offerings that have value for consumers, clients, partners, and society at large” (American

Marketing Association, 2007). The discipline of marketing starts with the consumer and recognizes that how

effectively a company can meet the consumers’ needs is the key to profitability.

In MARK 5320, you will learn the Fundamental key elements of marketing, including strategy, segmentation,

targeting positioning, consumer behavior, marketing research, distribution, promotion, pricing, international

marketing, and customer satisfaction.

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COURSE OBJECTIVES

The primary goal of this course is to develop functional competency in marketing, and the desired outcome is

that students, after taking this course, are able to apply knowledge of marketing to make effective business

decisions.

The learning objectives are to be able to:

(a) Define the 4P’s.

(b) Implement the 4P’s

(d) Make strategic marketing decisions

(e) Improve critical thinking by identifying marketing problems and providing solutions/managerial

implications

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TEXT BOOK & COURSE MATERIAL

REQUIRED Textbook: Principles of Marketing Version 3.0 (or 4.0), Jeff F. Tanner, Jr. and Mary Anne

Raymond, Flatworld Knowledge (978-1-4533-7449-8). You can order through the university bookstore or from

Flatworld Knowledge https://students.flatworldknowledge.com/course/2557331. Either an E-book or paperback

book is acceptable. A used textbook is acceptable because there are no publisher homework assignments or

activities.

PowerPoint Slides: Download my lecture outline slides for each topic from the Canvas

** Please check Canvas announcements and updates regularly and get a notification of class

announcements via email as well.

REQUIRED EQUIPMENT: Our class discussions will require a web camera with a microphone to submit

these assignments. If you do not have a web camera built into your laptop or desktop, you will need to purchase

an inexpensive one. I found one on Amazon for $9.99 Amazon Web Camera

METHOD OF INSTRUCTION

It will involve readings, instructor powerpoint presentations, video discussions, and distinct types of

assignments so that you can understand the key elements of marketing, and how they are interlinked with each

other.

COMMUNICATION

You are expected to check Canvas and your email regularly for any updates regarding this course. Email is my

primary contact and the fastest way that you get a response from me. You can communicate with me to clarify

any problems regarding class materials and/or assignments. Please make sure that you send an email to this

address: [email protected]. (NO patriots email: I DO NOT use patriots email address). I will do my best to

respond to emails within 24 hours during the weekdays and 48 hours on the weekends.

** For students who enrolled in face-to-face MARK 5320 classes (e.g. international students) :

You are required to meet me or TA in person for three times during this entire semester. Otherthan this

appointment, you can work on online for the class materials.

Please email me before you plan to visit me or TA.

These are three time slots that you can visit.

1/23-1:30-3 pm

2/13- 12:30-3 pm

3/4 12:30-3 pm

EVALUATION

Your course grade will be determined as follows:

Method

Points

Quizzes (20 pts * 10 quizzes)

200

Final Project (Marketing Plan)

Discussions:

1. Viral Ads. via Flipgrid (50)

2. Current topic in MKTG (50)

3. Social Media Marketing/ Digital Marketing (50)

200

150

Total

550

** Please note that poor performance in any one or more of the above components of your grade cannot

be made-up by any extra assignment or report.

COURSE GRADE

Each of the course requirements will be graded by assigning numerical points. Your final letter grade for this

class will be assigned only at the end of the course based on the points accumulated by the student. The final

letter grade will be determined as follows:

A =

Above 450 points (90%)

B =

400 - 449 (80%)

C =

350 - 399 (70%)

D =

300 - 349 (60%)

F =

Below 300

*Please note the following:

1) I will definitely fail a student for dishonest behavior e.g., cheating or plagiarism in exams or assignments

2) This class may seem easy but that does not automatically imply that you will earn an A in the class

3) Also, just because you worked hard for this class does not automatically entitle you to an A in this class.

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(A) PPT LECTURE

PPT Lecture: Please read the textbook and take my power point slide lecture before taking the quiz.

I recorded my voice into the ppt slides to help you understand the important fundamentals of marketing. Please

click the audio button to listen to my explanations about the concepts in the slide. My ppt slides focus only the

most important concepts that you have to takeaways from each chapter. My goal is to help you understand the

concepts clearly and critically think about them to apply to the real world problems. If you have any questions or

need for elaboration or clarification about the topics or concepts, please feel free to contact me.

(B) ASSIGNMENTS

1. QUIZ (200 pts)

There is NO EXAM. Instead, you will have 10 quizzes and each quiz covers 1 or 2 chapter(s). (20 points for

one quiz * 10 quizzes). In order to have a good grade on the quiz, please 1) read the textbook of the chapter, 2)

take my video lecture to understand the important concepts clearly and take away, and 3) review the important

concepts and theories in the Power Point slides. The questions will be based on the contents you learned. Quiz

includes all multiple-choice questions and it will be posted on Canvas. Please make sure that you submit on

time. You will have 2 attempts to make sure you understand the concepts clearly and take away useful

knowledge. No Late Submission!

2. DISCUSSIONS (total 150 pts)

1) Viral Ads. (50 pts)

What Makes an Ad Go Viral?

The assignment is based on 6 Sticky Principles articulated by Chip and Dan Heath in their book, Made to Stick.

The 6 Sticky Principles will be summarized and explained. For this assignment, you will have to find an ad that

you believe has gone viral. Please write a short summary of how the ad embodies the principles. You will

present the ads and your reflection based on sticky principles. You will use Flipgrid application on Canvas to

work on this assignment. It is required to record your presentation and upload the video. More detailed

information will be on canvas.

2) Social Media Marketing (50 pts)

Students will choose 1 social media platform and discuss its effectiveness for marketing. This task will allow

students to think critically about the issues, concerns, and benefits of social media as a marketing tool. More

detailed information will be on canvas.

3) Current Topic in Marketing (50 pts)

The objective of this task allows students to think critically about the current issues. For example, covid-19 is still

an issue that influences consumer’s daily life, and marketers develop strategies accordingly. You will present how

marketers and consumers react to covid-19. You may write a short reflective essay or make ppt slides including the

analysis of the situation, and your reflection. You may present and lead the discussion with classmates. More

detailed information will be provided.

3. FINAL PROJECT PRESENTATION- MARKETING PLAN (100 pts)

The objective of the final project is to enable students to understand and apply the concepts learned in this class

to real-life marketing problems. The project is worth 100 points. For the purpose of this project, you will have

to present a business plan and provide an analysis of how your company utilizes various marketing activities to

create value for its customers. You will find a brand/company and analyze its marketing strategy and develop

marketing plan. You will make your presentation on powerpoint by inserting your voice into each slide to explain.

More detailed information will be provided on canvas. NO LATE SUBMISSION!

You may have the opportunity to earn up to extra credit points by participating in surveys conducted by

faculty as part of their research. Your participation is voluntary, your responses are completely confidential, and

the extra points are added after the grade cutoffs are established.

COLLEGE OF BUSINESS STATEMENT OF ETHICS

The ethical problems facing local, national and global business communities are an ever-increasing challenge. It

is essential the College of Business and Technology help student s prepare for lives of personal integrity,

responsible citizenship, and public service. In order to accomplish these goals, both student s and faculty of the

College of Business and Technology at The University of Texas at Tyler will:

• Ensure honesty in all behavior, never cheating or knowingly giving false information.

• Create an atmosphere of mutual respect for all students and faculty regardless of race, creed, gender, age

or religion.

• Develop any environment conductive to learning.

• Encourage and support student organizations and activities.

• Protect property and personal information from theft, damage and misuse.

• Conduct yourself in a professional manner both on and off campus

ACADEMIC DISHONESTY STATEMENT

The faculty expects from its students a high level of responsibility and academic honesty. Because the value of

an academic degree depends upon the absolute integrity of the work done by the student for that degree, it is

imperative that a student demonstrates a high standard of individual honor in his or her scholastic work.

Scholastic dishonesty includes, but is not limited to, statements, acts or omissions related to applications for

enrollment of the award of a degree, and/or the submission, as one’s own work of material that is not one’s own.

As a general rule, scholastic dishonesty involves one of the following acts: cheating, plagiarism, collusion and/or

falsifying academic records. Students suspected of academic dishonesty are subject to disciplinary proceedings.

University regulations require the instructor to report all suspected cases of academic dishonesty to the Dean of

Students for disciplinary action. In the event disciplinary measures are imposed on the student, it becomes part of

the students’ official school records. Also, please note that the handbook obligates you to report all observed cases

of academic dishonesty to the instructor.

GRADE REPLACEMENT/FORGIVENESS AND CENSUS DATE POLICIES

Students repeating a course for grade forgiveness (grade replacement) must file a Grade Replacement Contract

with the Enrollment Services Center (ADM 230) on or before the Census Date of the semester in which the course

will be repeated. Grade Replacement Contracts are available in the Enrollment Services Center or at

http://www.uttyler.edu/registrar.

Each semester’s Census Date can be found on the Contract itself, on the Academic Calendar, or in the information

pamphlets published each semester by the Office of the Registrar. Failure to file a Grade Replacement Contract

will result in both the original and repeated grade being used to calculate your overall grade point average.

Undergraduates are eligible to exercise grade replacement for only three course repeats during their career at UT

Tyler; graduates are eligible for two grade replacements. Full policy details are printed on each Grade

Replacement Contract.

The Census Date is the deadline for many forms and enrollment actions that students need to be aware of. These

include:

• Submitting Grade Replacement Contracts, Transient Forms, requests to withhold directory information,

approvals for taking courses as Audit, Pass/Fail or Credit/No Credit.

• Receiving 100% refunds for partial withdrawals. (There is no refund for these after the Census Date)

• Schedule adjustments (section changes, adding a new class, dropping without a “W” grade)

• Being reinstated or re-enrolled in classes after being dropped for non-payment

• Completing the process for tuition exemptions or waivers through Financial Aid

STATE-MANDATED COURSE DROP POLICY

Texas law prohibits a student who began college for the first time in Fall 2007 or thereafter from dropping more

than six courses during their entire undergraduate career. This includes courses dropped at another 2-year or 4-

year Texas public college or university. For purposes of this rule, a dropped course is any course that is dropped

after the census date (See Academic Calendar for the specific date).

Exceptions to the 6-drop rule may be found in the catalog. Petitions for exemptions must be submitted to the

Enrollment Services Center and must be accompanied by documentation of the extenuating circumstance. Please

contact the Enrollment Services Center if you have any questions.

DISABILITY ACCOMODATION

Any student who feels their performance in this class may be impacted by a disability, in accordance with federal

law, must provide documentation of his/her disability. It is university policy to evaluate the need for an

accommodation on a case by case basis. In accordance with Section 504 of the Rehabilitation Act, Americans

with Disabilities Act (ADA) and the ADA Amendments Act (ADAAA) the University offers accommodations to

students with learning, physical and/or psychiatric disabilities. If you have a disability, including non-visible

disabilities such as chronic diseases, learning disabilities, head injury, PTSD or ADHD, or you have a history of

modifications or accommodations in a previous educational environment you are encouraged to contact the

Student Accessibility and Resources office and schedule an interview with the Accessibility Case Manager/ADA

Coordinator, Cynthia Lowery Staples. If you are unsure if the above criteria applies to you, but have questions or

concerns please contact the SAR office. For more information or to set up an appointment please visit the SAR

office located in the University Center, Room 3150 or call 903.566.7079. You may also send an email to

[email protected]

SOCIAL SECURITY AND FERPA STATEMENT

It is the policy of The University of Texas at Tyler to protect the confidential nature of social security numbers.

The university issues a unique identifying ID number to all students. The electronic transmission of grades (e.g.,

email) risks violation of the Family Educational Rights and Privacy Act (FERPA) and therefore will not be

transmitted electronically. Further, in accordance with FERPA, any information regarding assignments and

grading will be discussed between the instructor and the student only. All requests made to the instructor, which

are initiated by someone other than the student, regarding information about a student’s activity, will be advised

by the instructor to seek that information from the student.

Emergency Exits and Evacuation:

Everyone is required to exit the building when a fire alarm goes off. Follow your instructor’s directions regarding

the appropriate exit. If you require assistance during an evacuation, inform your instructor in the first week of

class. Do not re-enter the building unless given permission by University Police, Fire department, or Fire

Prevention Services.

CONCEALED HANDGUNS ON CAMPUS

Per the Handbook of Operating Procedures a/k/a “HOP,” Section 2.10.1 Concealed Handguns on Campus; C (7)

specifically states: We respect the right and privacy of students who are duly licensed to carry concealed weapons

in this class. License holders are expected to behave responsibly and keep a handgun secure and concealed. More

information is available at http://www.uttyler.edu/about/campus-carry/index.php.

UT TYLER TABACCO- FREE UNIVERSITY

• All forms of tobacco will not be permitted on the UT Tyler main campus, branch campuses, and any

property owned by UT Tyler. This applies to all members of the University community, including

students, faculty, staff, University affiliates, contractors, and visitors.

• Forms of tobacco not permitted include cigarettes, cigars, pipes, water pipes (hookah), bidis, kreteks,

electronic cigarettes, smokeless tobacco, snuff, chewing tobacco, and all other tobacco products.

• There are several cessation programs available to students looking to quit smoking, including

counseling, quitlines, and group support. For more information on cessation programs please

visit www.uttyler.edu/tobacco-free.

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YOU ARE RESPONSIBLE FOR ALL OF THE INFORMATION PROVIDED IN THIS DOCUMENT.

TENTATIVE COURSE SCHEDULE

* The course schedule is subject to change.

Week

Topic

Book

Chs.

Assignments/ Project

(1/16-)

Introduction/Overview of Marketing

Introduction Module

Personal data sheet

(1/22-)

Strategic planning & Environmental Analysis

Marketing Plan

Quiz 1&2 (Strategic

planning & Marketing

plan)

(1/29-)

Consumer Behavior & Decision Making

Quiz 3 CB

(2/5-)

Marketing Research

Quiz 4 Marketing research

(2/12-)

Discussion 1: Viral Ads. presentation

Module 1 by 2/18

(2/19-)

STP:

Segmentation/Targeting/Positioning

Quiz 5 STP

(2/26-)

Product Strategy:

New Product Development

Quiz 6 New product

development

(3/4-)

Promotion Strategy:

IMC/ Digital Marketing

Quiz 7 Promotion

Strategy

(3/11-)

Spring break

(3/18-)

Discussion 2: Social Media Marketing

Module 2 by 3/24

(3/25-)

Place Strategy:

Supply Chain Management

Quiz 8 Place strategy

(4/1-)

Price Strategy

Quiz 9 Price strategy

(4/8-)

Branding

ppt

Quiz 10 Branding

(4/15-)

Discussion 3: Current topic in MKTG

Module 3 by 4/30

14,15

(4/22-)

Final Project Presentation: Marketing Plan

Marketing plan

(by 4/30)

* Class materials will be uploaded on Canvas. Please complete the modules step by step and it is

recommended follow the suggested schedule of the coursework above.