Back to School

1
Back to School

• Already?

2
Welcome to MAR 3023H4 credit hour course!
3
Introductions
4
Raj Echambadi

• Ph.D. Marketing
• Area of specialization
• Strategy especially technology management and
  loyalty issues
• Marketing research especially quantitative
• econometric techniques
• Research
• Why do technology firms fail?
• What are the factors affecting survival of firms?
• What is the best way to grow share?

5
Teaching Philosophy

• I take my job very seriously!
• I think of myself as a coach. Ill aim to
  facilitate your learning. Hopefully, you will
  learn how to do marketing?
• Bring an outside perspective to the subject
  instead of just rehashing material.
• Slides may not contain all the material.

6
What Will We Cover Today?

• Why is marketing important?
• Overview of the course
• What is marketing?

7
Importance of Marketing

• 40 of all CEOs in high-tech companies in 2003
  started off in Marketing (Fortune 2004)
• Marketing could be a good career Good minor
  area Academic careers.
• Marketing could be very important to you in your
  day-to-day lives
• Can you be a better consumer?

8
Why Study Marketing?

• Could marketing be important to you?

9
Fast Forward to the Future..
Me-too product or Commodity?
Brand?
10
Establish your own micro equivalent of the Nike
swoosh or Coca Cola or Starbucks. Be
distinctive! Stand out! Be a brand!
11
Ten Common Terms in Real-Estate Ads

• Fantastic
• Granite
• Spacious
• State-of-the-Art
• Corian
• Charming
• Maple
• Great Neighborhood
• Gourmet
• !

12
Terms Correlated with Lower Sales Price

• Spacious Is it decrepit or impractical?
• Charming ambiguous
• Fantastic Vague
• Great Neighborhood Is this a bad house in a
  great neighborhood?
• ! Connotes false enthusiasm

Does not have specific attributes worth
mentioning!
13
Terms Correlated with Higher Sales Price

• Granite
• State-of-the-Art
• Corian
• Maple
• Gourmet

Specific straightforward terms work!
14
General Info

• Instructor Raj Echambadi
• Office Orlando campus, BA2 308R
• Course web site http//www.bus.ucf.edu/echambadi
  /mar3023
• My presentation slides will also be available in
  the class web site at least 2 days before the
  class session.

15
Required Materials

• TEXTBOOK Marketing by Lamb, Hair, and McDaniel
  (Custom Edition, ISBN 0324603037)
• READINGS Five (5) Harvard Business Review (HBR)
  readings. The links are provided in the class
  website.
• CASES Two (2) Harvard Business School (HBS)
  cases. Will be provided to you in due course.

16
Grading Components
17
(i) Exams

• 3 exams in the course
• Exams 1 and 2 during regular semester and Exam 3
  will be held in the finals week.
• Exams 1 2 worth 200 points Exam 3 worth 150
  points.
• Exams 1 and 2 will include both multiple choice
  and short answers.
• Exam III will be purely multiple choice.

18
Exam Dates

• Exam 1 will be on Sep 23rd.
• Exam 2 will be on Oct 28th.
• Exam 3 will be on Dec 9th.
• Emergencies?

19
(ii) In-class Exercises

• Logic for these in-class exercises?
• Based on the 5 HBR articles.
• The schedule is provided in the class website.
• Exercises last 15-20 minutes.
• Open book, open notes.
• Best four (4) would be used in the final
  computation.
• Worth 100 points or 10 of the grade.

20
What does the HBR readings do for you?

• The objective of this component for this course
  is to have students realize the real world
  applications of marketing concepts as they apply
  to contemporary companies.
• Hopefully, this component would translate this
  practical knowledge into better marketing
  decision making for you.

21
(iii) Group Assignments

• Three assignments given in the syllabus. You need
  to write two of these three.
• If you turn in all three, the best two will be
  counted for the grade.

22
(iv) Case Reports

• On Oct 21st and Dec 2nd, as a class, we will
  analyze and discuss two Harvard Business School
  (HBS) cases.
• You need to turn in two 4-page case reports. Plus
  exhibits.
• Primary focus will be on the analysis and
  recommendations.
• Each report is worth 75 points or 7.5.

23
Why cases?

• I view cases as simulations of real-life
  scenarios!
• The case situations have been developed by
  careful research on actual situations in real
  companies.
• Read the case and case alone! Dont do any
  outside research on the case! Prepare thoroughly!

24
Why cases? (contd.,)

• Decisions are almost always made in imperfect
  information conditions.
• Do not be surprised if you feel that the case
  lacks some facts that you would like to have to
  make possible a better decision.
• Remember that the ability to make effective
  decisions without all of the facts is an
  essential executive skill!

25
Why cases? (contd.,)

• Not all roads lead to Rome!
• Don't look for "the subject" of a case or expect
  to get "the answer" in class. There is NO one
  correct answer!

26
How will I grade Contribution to In-Class
Discussion?

• A Outstanding aha! I never thought of this
  angle before!
• B Above average wow! A good thought!
• C Average what I would expect from a smart UCF
  student.
• D Below Average Not a sufficient grasp of the
  subject! Trivial!

27
Grading Scale

• Over 90 A
• 80 89.9 B
• 70 79.9 C
• 60 69.9 D
• Below 60 F
• Plus / Minus system will be used.
• Grades will not be rounded.

28
Performance Evaluation

• Best 4 out of 5 in-class assignments 100 points
• Contribution to Class Discussion 100 points
• Exam I 200 points
• Exam II 200 points
• Exam III 150 points
• Two Case Reports 150 points
• Best 2 of 3 Group Assignments 100 points

29
Is Attendance mandatory?

• Nope.
• However, it is in your best interests to attend
  my classes.
• Material in exams WILL closely follow my
  lectures.
• Remember, this is not a self-paced course. You
  control your own destiny.

30
Some Norms

• Class participation is a MUST!
• Leaving early constitutes as absence!
• Multiple absences will hurt your participation
  grade.
• Encourage professionalism in every aspect of the
  course - reports, discussions, courtesy to other
  students.
• Learn to be assertive. Ask a lot of questions.
• Unprofessional e-mail.