Marketing Special Topics (YELLOW)

Marketing Special Topics (YELLOW)

Marketing and Society

MKTG 493A

Fall 2002

Instructor: Dr. Paula Fitzgerald Bone

Office: 202 B&E

Office Hours: MWF 10:30-11:30, W 1:30-3:30 and by appointment

Phone: 293-7959

E-mail: Pbone@wvu.edu

Class time: MWF 9:30-10:20

Classroom: 349 B&E

REQUIRED MATERIALS:

Packets made available periodically at the B&E Copy Center.

OTHER MATERIALS:

Access to current periodicals such as the Wall Street Journal, BusinessWeek, Fortune, etc.

Access to the Internet

COURSE OBJECTIVES AND LEARNING OUTCOMES:

Upon completing this course, the students will be able to:

Explain several ways that managers can evaluate the ethics of a particular marketing decision.
Conduct legal and governmental research regarding marketing activities.
Describe the impact that major governmental bodies (FDA, FTC, EPA, Department of Justice, State Attorney Generals) have on marketing actions.
Develop social marketing strategies.
Discuss how relevant international political groups and alliances (WTO, NAFTA, EU, UN) affect international marketing activities.
Identify the ways in which governmental agencies, political organizations, law & political interest groups affect marketing activities.
Assess the strength of arguments used by businesses, governmental agencies, political organizations, law & political interest groups.

Additionally, the student will have practiced communications skills and completed critical thinking exercises.

NOTICE:

This course follows an inquiry-based paradigm. This means that the students often help determine the assignments and direction of the course to follow their interests. The professor acts as a "Coach" rather than an "Expert" on the topic. Students will help determine how to go about exploring the topics of interest.

I have provided a loose structure to the class. Please note that your assignments will often be "loose" (i. e., there will not be a detailed list of things to do for each assignment.)

Assignments, topics, projects, etc., are subject to change. I will make sure that changes are announced in class. This syllabus is posted on the web at:

Details regarding assignments and some web links will also be available on the web.

It is your responsibility to check the web a minimum of once a WEEK.

SOCIAL JUSTICE:

West Virginia University is committed to social justice. I concur with that commitment and expect to foster a nurturing learning environment based upon open communication, mutual respect and non-discrimination. WVU does not discriminate on the basis of race, sex, age, disability, veteran status, religion, sexual orientation, color or national origin. Any suggestions as to how to further such a positive and open environment in this class will be appreciated and given serious consideration.

If you are a person with a disability and anticipate needing any type of accommodation in order to participate in this class, please advise me and also make appropriate arrangements with Disability Services (293-6700).

ACADEMIC DISHONESTY:

Academic dishonesty will not be tolerated. Please refer to the West Virginia University Student Handbook, The Mountie, for more information about academic dishonesty. Note that a student can receive a failing grade in this course for cheating.

ATTENDANCE:

Daily attendance is expected. Role will be taken daily. Students are allowed two (2) absences, after which, one point will be deducted from the final average for every day missed. This policy will be waived only under extenuating circumstances.

GRADES:

Two Exams: 50%

Class Preparation/Participation: 25%

Topic Projects 25%

Final grades:

90.00% and above = A

80.00% -89.99% = B

70.00%- 79.99%= C

60.00%--69.99% = D

59.99% and below = F

EXAMS:

Exams will be combinations of true/false, multiple choice, fill-in-the blank, and short-answer questions. Essay questions will be take home and are to be worked on independently. It will be considered cheating if students work together on the short answer component of the exam.

The last exam of the semester will not be comprehensive.

CUSTOMER SERVICE:

If you feel that your test/project was graded inaccurately or that your answer is correct, then you must provided a typed re-grade request the class day immediately following the day the tests were returned. In this request, you must provide concrete evidence (notes or book material) that supports your argument. The results of this process will lead to one of the following point adjustments to your test grade:

-1= the request is poorly justified

0 credit = the request is an honest college try, but is still incorrect

½ credit = the request has a good point, but is not quite right

full credit = the request has a persuasive and correct argument.

MAKE-UP EXAMS:

If you miss a test during the semester, a comprehensive exam will be given the Friday of Dead Week as a make-up.

EXTRA CREDIT:

Students may take advantage of one opportunity for extra credit during this course. Extra Credit will be added to a test grade.

CLASS PREPARATION/PARTICIPATION:

Class preparation scores will be a composite score of out-of-class assignments, in-class projects, and participation in classroom discussion and activities. Each preparation grade will be scored as:

0= assignment not completed/ absent during class discussion

½ credit= present and/or completed project

Full credit= strong contribution to class, good job on preparation assignment, etc.

Students will know how many points are available at the time the assignment is made.

All outside assignments must be completed by the beginning of the class in which they are due.

Each student will maintain a folder throughout the semester in which class preparation and participation papers are maintained

At the end of the semester, the student’s preparation/participation grade will be the number of points he/she has earned divided by the total number of points available.

Topic Preparation: 10 points

Students will have a topic preparation due early in our discussions of certain topics. The student is to find a recent (within the last year or so), relevant and important news article (from the Wall Street Journal, BusinessWeek, Fortune, etc.) or detailed topical information (a minimum of 5 pages) from a governmental, business or political group’s website. The student is to turn in the article along with 4-6 PowerPoint slides to use to present his/her article.

PowerPoint slides should:

-overview the topic/issue

-identify the relevant points of controversy

-identify the relevant parties and their interest

-identify logical fallacies and logic strengths

-indicate why this issue is important/matters--- give the "So What?"

Please only choose topics that are interesting to you!

Preparation for Role Play Case discussion (10 points):

For Role Play Cases, each student will be assigned a role about one week prior to the role-play case discussion. There are several roles possible:

Public Recorders: record the stakeholder and the major issues on board

Clarifiers: ask questions of the presenters

Jurors: decide an appropriate solution to the issue and justify

Consumer groups

Individual firms

Lobbying groups

Congressional Representatives

Not-for-profit organizations

These cases will run much like hearings and public meetings. Each student (except the jury members, recorders, and clarifiers) will have three minutes to state who he/she is or represents, his/her position on the case, justify the position on the case and identify issues which need to be resolved. After all presentations, the presenters can ask questions of each other. There is a limit: 1 minute for the question and 3 minutes for the answer.

After this period, the clarifiers will have a chance to question any presenters.

Finally, the jurors will have the opportunity to ask questions. The jury will return to class the following day with its decision and rationale.

You should do whatever you feel is needed to prepare for your 3-minute presentation and to give yourself confidence to defend your position during the questioning periods. Remember, you must identify the facts, premises and conclusions. You should avoid fallacies—someone will call you on them!.

Additionally, on the day that the role-play is to begin, each student will n the class will turn in a 3x5 card which identifies four (4) major issues in the debate.

At the end of the role-play, students will identify the issue that is left as unknown. As a class, we will then attempt to find the answer to these unknowns.

TOPIC PROJECTS:

Students will choose a specific issue under the current topic being discussed. These projects may be completed in groups of up to four (4) people (exceptions may occur, but need to be made with professor approval.) The students will have a variety of methods by which they can address the topic. This includes (but is not limited to):

-class presentation

-debate from multiple perspectives

-case development / role play

-research paper

-outside speaker (discussion to be lead by the group and speaker notes to be prepared by the group

members)

- relevant videos (discussion to be lead by the group and speaker notes to be prepared by the group

members)

In each case, there must be a way for students to provide their information to other students in the class. Additionally, students are to provide three (3) "good" multiple choice questions for their project.

Students DO NOT need to work in the same group for each project. You can change groups.

Grading criteria will be based on evidence of critical thinking:

-asking good questions

-clearly identifying issues

- identifying stakeholders and their viewpoints

- using theory bases and models presented in class

-examining stakeholder positions based on use of logic and fallacies

- examining solutions

-identifying what is not known

AND communication skills

-clarity

-organization

-appropriate use of language/ grammar

-presentation style

The following are to be turned in the day that your topic project is due.

1) Outline of important information (enough copies for each student in the class).

2) Test questions (enough copies for each student in the class.)

3) Bibliography of sources. You must have at least five (5) different sources. Only one copy of this is needed.

Tentative Course Outline

As was stated early on, the course is flexible. Major assignments and exams will be announced in class at least 1 week in advance.

Printing in ORANGE is Tentative.

DATE	TOPIC	ASSIGNMENT DUE

Week one Aug 19-23	Intro To Class Into To Inquiry-Based Learning & Critical Thinking Intro to Marketing & Society Elements of Logic and Arguing
Week 2 Aug 26-30	Regulation, Legislation and Stakeholders FDA, DSHEA, & First Amendment	Bring an OTC drug label/package, food package and a dietary supplement package—Wed Aug 28
Aug 30		In Lab, Topic project preparation
Sept 2	Labor Day, No Class
Sept 4	FDA Topic Prep	Topic Prep Due
Sept 6	Genetically Modified Food	Role Play Case: See syllabus for non-role assignments—you will need to be prepared regardless of whether you are in the “audience” or on a panel or have some other formal role.
Sep 9- 13	Genetically Modified Food	Role Play Case
Sept 16-20	Not For Profit/Social Marketing	1) Examine one of Anti-smoking campaigns by one cigarette firm OR an anti-drinking campaign by one of the alcohol firms. This can be a group (up to or 4) or individual project. Bring in a poster presentation that addresses the following: (10 points—graded as 0, 5 or 10) DUE Sept. 20 1) goals and target market for the campaign 2) elements of the campaign 3) why the firm engages in this campaign 4) what are the goals of the campaign and how one would know whether the campaign is effective
September 25	Round Robin	You are to develop a news presentation (10 points—graded 0, 5, 10) The presentation can be live, videotaped, newspaper, magazine or internet in format. You will be allowed to choose which of the following you and your group want to do: 1) Interview a NPO leader and discuss NPO marketing (use notes for guidance). 2) Investigate and/or develop a Social Marketing Campaign for one of the following (or get approval of one of your own). Recycling, littering, voting, use less water, anti-drug, anti-violence 3) Examine how the terrorists attacks of 9/11/01 influenced the following aspects/industries of marketing: travel, retailing, clothing, consumer buying, distribution, religion, insurance, finance & investing, home entertainment, communication, promotions, pricing, product design, media or anything else with professor approval Assignment will be made on a completed on a first-come, first serve basis.
Week 6 Sept 23-27	Consumer Protection www.ftc.gov www.naag.org www.cpsc.gov	Bring an Advertisement you think is Deceptive Firestone in-class case?
Week 7 Sept 30-Oct 2	Topic Projects Workshop Deception in the Marketplace
OCT 4	No Class	Topical out of class assignment to be made
Week 8 Oct 7-11	Topic Projects	Essay questions are to be typed and turned in with the objective part of the exam.
October 11	EXAM 1
OCT 16	Topic Projects Corporate Responsibility Guest Speaker—Glenn Hiner—Ethics and Pricing
October 21	NPO Guest Lecturer	Sandra Brock—Kaleidoscope After School Program

OCTOBER 24	5-6PM room 458 B&E	Accordia/Royal & Sun Alliance Lecture
October 25	No Class
October 23- November 1	Ethics Corporate Responsibility	Marketing Violence to Children October 30: 10 point Ethics Assignment Due This is an INDIVIDUAL project worth 10 points. On Wednesday, October 30, you are to: 1) bring copies of three different articles from either the WSJ and/or Businessweek regarding the person or company you have selected (sign-up sheet on the door of my office) 2)For each article list the three most important points. 3)You are also to bring in the answers to the following questions. a) what does/did the business do? b) what is/ are the major legal issues? c) what is/are the major ethical issues? The above should be typed and have the articles stapled to it. This website will get you started but does not count as one of your 3 sources: http://money.cnn.com/news/specials/corruption/
November 4-8	International Regulations Globalization, WTO, UN, Harmonization, Transparency Codex case China and the WTO International Issues/Globalization
Week 13 Nov 11-17		Monday Nov 11. What’s the deal with Steel Debate—3 people will be assigned to argue the pros for the US steel tariffs, 3 will argue the cons. The class will judge. This is a 10-point project for the debaters. Wednesday, Nov 13 China and the WTO—3 people will argue that the WTO did the right thing by allowing China to become a member, Three people will argue that the WTO did the wrong thing. The class will judge. This is a 10-point project for the debaters. For the debates, each side will make a short opening statement. Then each group will have the opportunity to elaborate on the major arguments (pro or con). After a 5-minute break, each group will have the opportunity to rebuttal the other group’s comments. Finally, there will be a brief summary statement. For both days, each person in the class must bring an index card with 3 issues regarding the debate—worth 2 points. Each person in the class can receive one 2-point sticker for asking a question during that 2-day period.
Week 14 Nov 18-22	Anti-trust	Antitrust topic preparation (6 PowerPoint slides) due Monday, Nov 18 Wednesday Nov 20 and Friday Nov 22 MicroSoft Role-play case


Nov 25-29	Thanksgiving Break No Class
Week 15 Dec. 2-4	Topic projects	In lab on Monday Projects by lottery (drawn on Monday) on Wed and Friday.
		Final Exam covers p. 52-89; 136-170, 182-201 in your notes, plus guest speakers, Accordia Lecture and topic project questions.