Course Syllabus
Contact Information
Course Details
For a list of course activities, scroll to the bottom of this page.
Course Prerequisites
This course covers marketing topics relevant to MBAs but is appropriate for students with backgrounds from diverse majors. From an organizational perspective, marketing managers develop and implement marketing strategies, but managers in other functional areas (e.g., accounting, finance, H.R., supply chain, I.T., operations, etc.) need to understand how marketing strategies impact their own operations. Organizations need to generate sufficient revenues to cover costs and generate profits. Revenues are generated through sales to customers. Sales are generated by satisfying customer needs and wants. Satisfaction of customer needs and wants is the primary focus of marketing strategies. Managers from all functional areas need to understand how their efforts contribute to the generation of revenues by facilitating the effective and efficient implementation of marketing strategies.
Course Materials
- Required textbook (via Pearson Access): Marketing Management, 16e, By Philip Kotler, Kevin Lane Keller, Alexander Chernev
- ISBN-13: 9780137344154
- If you need help, check out these Revel student resources
Grades
Breakdown
| Activity | Description | Percentage | Points |
|---|---|---|---|
| Quizzes | 12-chapter quizzes, individual-based homework assignments | 23.0% | 240 |
| Case Studies (Group-base) | 4 case studies, group-based homework assignments | 38.5% | 400 |
| Exams (Individual-base) | 2 exams, individual-based, one in week 4 and one in week 8 | 38.5% | 400 |
| Total | 100% | 1040 |
PEER EVALUATION & GRADE ADJUSTMENTS
For group projects (Harvard Business Publishing case reports), each group member is expected to make an equitable contribution to the group effort. Towards the end of the semester, each group member will have an opportunity to evaluate his/her own as well as other group members' contributions to the project. The evaluation forms for this purpose will be supplied to you by me. Every student is required to complete and submit the evaluation forms back to the professor. If you decide not to complete the peer evaluation forms, your evaluations will not be blanks and instead will be replaced by the averages of all the rest team members’ evaluations for each team member. In brief, peer evaluations will influence the individual grades as follows:
- Highest rated individual(s) in the team will receive the grade given to the report grade.
- The same grade will also be given to those who score within 10% points of the highest score. For the rest, the grading scheme will be as follows:
- If you score 70%-89% of the highest score, your grade will be 90% of the report grade.
- If you score 50%-69% of the highest score, your grade will be 75% of the report grade.
- If you score 30%-49% of the highest score, your grade will be 60% of the report grade.
- If you score 00%-29% of the highest score, your grade will be 40% of the report grade.
Scale
| Percentage | Points | Letter Grade |
|---|---|---|
| 90–100% | Equal or more than 936 | A |
| 80–89% | 832-935 | B |
| 70–79% | 728-831 | C |
| 60–69% | 624-727 | D |
| Below 60% | Less than 624 | F |
Course Components
Course Readings
- There will be 12 chapters assigned Marketing Management, 16e, by Philip Kotler, Kevin Lane Keller, and Alexander Chernev, throughout the semester except for Week 4 and Week 8. Please download Pearson Access to access the textbook. The textbook I chose reflects the best and most recent marketing theory and practice. It uses a managerial orientation, analytical approach, multidisciplinary perspective, universal applications, and balanced coverage to distinguish it from similar texts out there.
Required Case Studies
- I prepared 4 Harvard Business cases for you to work on this semester. You will be working in groups to prepare reports for these 4 Harvard business cases bi-weekly. Please check the Fall 2022 - MKT5402-999 course pack for more details.
Quizzes
- There will be six weekly self-directed quizzes assigned throughout the semester except for Week 4 and Week 8.
Exams
- There will be a mid-term exam and a final exam for this course.
- Each exam is worth 200 points.
- You will have 120 minutes to work on the 50 multiple-choice questions and 5 short-answer questions per exam.
- Exams will be open-book and open-note. The multiple-choice questions and the essay questions will come from the content related to the textbook.
- The exam reviews will be published one week before each exam's due date.
Course Policies
Communication
- Please feel free to email me directly at qiongwang@ou.edu should you have any questions. I usually respond within 24 hours Monday - Friday. I do check emails over the weekends and will try to respond as soon as possible over the weekend.
Late Policy
- Late submission is allowed, but you will lose 10% of your scored points every day it is late.
University Academic Policies and Student Support
Land Acknowledgement
Long before the University of Oklahoma was established, the land on which the University now resides was the traditional home of the “Hasinais” Caddo Nation and “Kirikirʔi:s” Wichita & Affiliated Tribes.
We acknowledge this territory once also served as a hunting ground, trade exchange point, and migration route for the Apache, Comanche, Kiowa, and Osage nations. Today, 39 tribal nations dwell in the state of Oklahoma as a result of settler and colonial policies that were designed to assimilate Native people.
The University of Oklahoma recognizes the historical connection our university has with its indigenous community. We acknowledge, honor and respect the diverse Indigenous peoples connected to this land. We fully recognize, support, and advocate for the sovereign rights of all of Oklahoma’s 39 tribal nations. This acknowledgment is aligned with our university’s core value of creating a diverse and inclusive community. It is an institutional responsibility to recognize and acknowledge the people, culture, and history that make up our entire OU Community.
Course Catalog
Search the OU Course Catalog.
Student Handbook
Please familiarize yourself with the OU Student Handbook.
Online Library
Access digital materials and other resources at OU Libraries.
Copyright Statement
Sessions of this course may be recorded or live-streamed. These recordings are the intellectual property of the individual faculty member and may not be shared or reproduced without the explicit written consent of the faculty member. In addition, the privacy rights of others, such as students, guest lecturers, and providers of copyrighted material displayed in the recording, may be of concern. Students may not share any course recordings with individuals not enrolled in the class or upload them to any other online environment.
Academic Integrity
As a member of the OU community, it is your responsibility to protect your educational investment by knowing and following the rules. The Student Code is available from the Office of the Vice President for Student Affairs and is contained in the Student's Guide to Academic Integrity.
Academic honesty is incredibly important in this course. Cheating is strictly prohibited at the University of Oklahoma because it devalues the degree you are working hard to get. Should you know of someone else engaging in academic misconduct, please report it to your instructor or directly to the Office of Academic Integrity. Your instructor has a professional obligation to report academic misconduct.
In addition to the course conduct policies outlined by your professor in the Course Syllabus in the online classroom, please review the Graduate Student Handbook.
Religious Observance
It is the policy of the University to excuse the absences of students that result from religious observances and to reschedule examinations and additional required classwork that may fall on religious holidays without penalty. [See Faculty Handbook 3.15.2].
Reasonable Accommodation for Disabilities
The Accessibility and Disability Resource Center (ADRC) is committed to supporting students with disabilities to ensure that they can enjoy equal access to all components of their education. This includes your academics, housing, and community events.
If you are experiencing a disability, or a mental/medical health condition that has a significant impact on one or more life functions, you can receive accommodations to provide equal access. Possible disabilities include but are not limited to learning disabilities, AD(H)D, mental health, and chronic health. Additionally, we support students with temporary medical conditions (broken wrist, shoulder surgery, etc.) and pregnancy.
To discuss potential accommodations, please contact the ADRC at 730 College Avenue, (phone) 405-325-3852, or adrc@ou.edu.
Title IX Resources
Anyone who has been impacted by gender-based violence, including dating violence, domestic violence, stalking, harassment, and sexual assault, deserves access to resources so that they are supported personally and academically.
The University of Oklahoma is committed to offering resources to those impacted, including speaking with someone confidentially about your options, medical attention, counseling, reporting, academic support, and safety plans. If you would like to speak with someone confidentially, please contact OU Advocates (available 24/7 at 405-615-0013) or another confidential resource (see "Can I make an anonymous report?").
You may also choose to report gender-based violence and discrimination through other means, including by contacting the Institutional Equity Office (ieo@ou.edu, 405-325-3546) or the police (911).
Because the University of Oklahoma is committed to the safety of you and other students, I, as well as other faculty, Graduate Assistants, and Teaching Assistants, are mandatory reporters. This means that we are obligated to report gender-based violence that has been disclosed to us to the Institutional Equity Office. This includes disclosures that occur in class discussions, writing assignments, discussion boards, emails, and during Student/Office Hours.
For more information, please visit the Institutional Equity Office.
Adjustments for Pregnancy/Childbirth Related Issues
Should you need modifications or adjustments to your course requirements because of documented pregnancy-related or childbirth-related issues, please contact me as soon as possible to discuss your options. Generally, modifications will be made where medically necessary and similar in scope to accommodations based on temporary disability. Learn more about the rights of pregnant and parenting students by consulting the FAQ sheets provided by the Institutional Equity Office.
Mental Health Support Services
If you are experiencing any mental health issues that are impacting your academic performance, counseling is available at the University Counseling Center (UCC). The Center is located on the second floor of the Goddard Health Center at 620 Elm Rm. 201, Norman, OK 73019. To schedule an appointment, call 405-325-2911. For more information, please visit the University Counseling Center.
Final Exam Preparation Period
The pre-finals week will be defined as the seven calendar days before the first day of finals. Faculty may cover new course material throughout this week. For specific provisions of the policy, please refer to OU's Final Exam Preparation Period policy.
A Policy about AI and chatGPT
I expect you to use AI (e.g., ChatGPT and image generation tools) in this class. In fact, some assignments may benefit from using it. Learning to use AI is an emerging skill, and I provide tutorials about how to use it (like this one on using generative AI). I am happy to meet and help you with these tools during office hours or after class.
However, please be aware of the limits of ChatGPT:
- If you provide minimum-effort prompts, you will get low-quality results. You will need to refine your prompts in order to get good outcomes. This will take work.
- Don’t trust anything it says. If it gives you a number or fact, assume it’s wrong unless you either know the answer or can check with another source. You will be responsible for any errors or omissions provided by the tool. It works best for topics you understand.
- AI is a tool, but one that you need to acknowledge using. Please include a paragraph at the end of any assignment that uses AI explaining what you used the AI for and what prompts you used to get the results. Failure to do so is in violation of academic honesty policies.
Be thoughtful about when this tool is useful. Don’t use it if it isn’t appropriate for the case or circumstance.
Required Policies for Students On Campus
Emergency Protocol
During an emergency, there are official university procedures that will maximize your safety.
Severe Weather: If you receive an OU Alert to seek refuge or hear a tornado siren that signals severe weather:
- Look for severe weather refuge location maps located inside most OU buildings near the entrances
- Seek refuge inside a building. Do not leave one building to seek shelter in another building that you deem safer. If outside, get into the nearest building.
- Go to the building’s severe weather refuge location. If you do not know where that is, go to the lowest level possible and seek refuge in the innermost room. Avoid outside doors and windows.
- Get in, Get Down, Cover Up.
- Wait for official notice to resume normal activities.
Additional Weather Safety Information is available through the Department of Campus Safety.
Severe Weather Preparedness Video
Armed Subject/Campus Intruder
If you receive an OU Alert to shelter-in-place due to an active shooter or armed intruder situation or you hear what you perceive to be gunshots:
- Avoid: If you believe you can get out of the area without encountering the armed individual, move quickly towards the nearest building exit, move away from the building, and call 911.
- Deny: If you cannot flee, move to an area that can be locked or barricaded, turn off lights, silence devices, spread out, and formulate a plan of attack if the shooter enters the room.
- Defend: As a last resort fight to defend yourself. For more information, visit:
OU's Emergency Preparedness site
Shots Fire on Campus Procedure
Fire Alarm/General Emergency
If you receive an OU Alert that there is danger inside or near the building, or the fire alarm inside the building activates:
- Leave the building. Do not use the elevators.
- Know at least two building exits
- Assist those that may need help
- Proceed to the emergency assembly area
- Once safely outside, Notify first responders of anyone that may still be inside the building due to mobility issues.
- Wait for official notice before attempting to re-enter the building.
Course Summary:
| Date | Details | Due |
|---|---|---|