Unfortunately, homework is often viewed as mere “busy work.” Homework assigned this semester, however, is specifically intended to reinforce learning that results from reading the textbook and participating in the classroom. In addition, these assignments will help enhance your skills in areas that the Fox School of Business has determined are essential for a successful career in business: Critical Thinking and Business Communication.
There are two types of Homework assignments with different requirements and grading: (1) Quizzes and Mini Simulations; and (2) Written Essays. Fifteen (15) of the 20 points allocated to Homework will come from completing and passing Quizzes and Mini Sims; five (5) points will come from completing your choice of two Written Essays.
Quizzes & Mini Simulations
Each assigned Quiz or Mini Sim relates to a particular chapter of the textbook. These assignments are scored on a PASS/FAIL basis; each assignment is worth 0.5 point.
To receive a PASS you must: (1) COMPLETE the Quiz or Mini Sim BEFORE its deadline, which is the start of the first class in which that chapter’s content is presented (due dates are noted on the Course Schedule, MML, and at the beginning of each class); (2) FINISH the Quiz or Mini Sim within the specified time limit of 60 minutes or less; and (3) EARN a minimum passing score of 70 percent or more.
For Quizzes, this means correctly answering 14 of 20 questions presented; for Mini Sims, your final score is a percentage provided at the end of the exercise (see notes at the end of this document for an explanation of Mini Sim grading). You will have two (2) attempts to pass each Quiz or Mini Sim; if you do not pass on your first try, you may take the Quiz or Mini Sim again. (Note that quiz questions will be scrambled and different on your 2nd attempt as they are randomly drawn from a pool of applicable questions.)
A total of 13 Quizzes and 22 Mini Sims are assigned this semester. If you skip, forget, or do not pass a particular Quiz or Mini Sim, additional opportunities are available so that you can still earn full credit for the Homework portion of your grade.
A “Practice” Quiz and two “Practice” Mini Sims are provided. The Practice Quiz and Mini Sims do NOT have deadlines and do NOT earn points. These assignments enable you to become familiar with what is expected from MML homework.
You are responsible for ensuring that you have completed the required 15 points worth of Homework from these Quizzes and Mini Sims. Even though extra Quizzes and Mini Sims are assigned, the MAXIMUM you can earn from this portion of the syllabus is 15 points; completing more than 15 points worth of Homework WILL NOT result in you receiving additional credit.
These Homework assignments are assigned and scored differently. You are responsible for completing your choice of two (2) marketing-related essays during the semester; each essay is worth 2.5 points.
You will be able to pick from among four (4) available essay questions posted on MyMarketingLab (and listed below). You may write these essays at any time during the semester – in parallel with our discussion of the topic related to the essay question in class – or at another time of your choosing, as long as they are both completed before the last teaching day in class, April 27. Your essays will be automatically submitted to turnitin for a check of similarity and/or plagiarism, either of which will result in significant point reductions to your essay score.
You may choose to write more than the minimum of two (2) essay questions; however, only the best two (2) essay scores will count toward your final grade (i.e., writing a 3rd or 4th essay will NOT be considered extra credit). The MAXIMUM you can earn from the Essays portion of the Homework component of the syllabus is 5 points. Completing more than 5 points worth of essays WILL NOT result in you receiving additional points.
Listed below are the Names, Chapters they relate to, and Prompts (questions) for each of the four Written Essays from which you may choose.
ü MKTG 01: Segmentation, Targeting, and Positioning
Put yourself in the position of an entrepreneur who is developing a new self-propelled, robotic lawn mower, similar to the Roomba robotic vacuum cleaner, to introduce into the market.
Develop the targeting strategy for marketing the new product. Be sure to discuss:
1. Characteristics of the segment(s) you might choose as the target market
2. Why the target market(s) is/are attractive.
ü MKTG 06: Technology
Successful organizations find ways to apply advances in technology in innovative ways. Consider the new capabilities that technology offers and how those capabilities are being used in the world of marketing. Write an essay explaining how marketers are using new technology to achieve their goals. Identify some important advances in technology. Explain what these technological advances do and why they are an improvement over what was previously available. Describe innovative and effective ways that marketers are using these advances to help their organizations. Provide examples to support your conclusions.
ü MKTG 08: Sales Management
Sales plays an important role in allowing a business to maintain long-term relationships with customers. Sales force structures can be critical in allowing companies to distribute their products to their customers effectively. Typical sales force structures include territorial, customer, or product structures. Each structure has pros and cons. In addition, a sales force should be routinely evaluated to determine how effective it is in reaching company sales goals. The choice of how to compensate a sales force, whether through incentives, bonuses, or even contests, may also impact how effective a sales force is.
Imagine that you are the sales manager for a company that makes cabinet hardware, which it has traditionally sold to large contractors who build homes and offices. Your company has built a solid reputation and grown its business regionally, and it is now looking to sell its products to end consumers through national retailers such as Home Depot and Lowes. Your challenge is to create a sales force structure that will meet the expanding role of sales in your company.
In an essay, explain how you would:
1. Structure the sales force. Explain why the structure you recommend is better than alternative approaches.
2. Compensate the sales force. Explain why the approach you recommend would provide the right incentives for the sales force.
ü MKTG 13: Market Research
Imagine that you are a member of management at a successful high-end adult clothing and accessories retailer that is considering launching an exclusive line of high-end children’s clothing. This is a new venture for your company, which has until now been focused completely on the adult market. Before committing resources to fully developing a marketing plan for the proposed children’s clothing line, you have called for research that will help you better understand customers’ wants and needs as well as the competitive environment.
In an essay:
1. Describe the issues that the market research should explore. What would you want to know?
2. Explain why this information would be needed to help develop a marketing plan for the proposed line of high-end children’s clothing. How would this information be used to make better decisions?
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How Mini Sims Are Graded
Following is a synopsis of Pearson’s explanation of the Mini Sim grading process:
Decisions made within the Mini Simulation earn students points. The number of points possible depends on which path the student chooses throughout the simulation. The percentage score they earn from the simulation equals the percentage of assignment points that were earned.
ü Within the simulation, each decision has a point value of 5 points (best choice), 3 points (an ok choice), 1 point (not the best choice), or 0 points (incorrect–usually for quantitative or ethically based questions), based on the level of correctness of each decision made by the student.
ü Each decision point contributes to the percentage that has been designated by you as the assignment’s worth. The number of points the student receives for each decision (0 to 5 points), is reflected in the final results page.
ü Keep in mind that the maximum number of points for each decision do not equal 100 points, but instead, is only reflective of the level of correctness for each decision. It is important for students to understand that the maximum number of “in-simulation” points (5 points for each decision) will NOT add up to 100 points total.
ü For example, if a student selects all of the best choices for each decision, he or she will receive all possible points for that simulation, resulting in the student achieving 100% of the assignment points available.