- Fall 2016: MKT 3300 – Principles of Marketing (UTEP)
- SYLLABUS (Read the linked file!)
- Course Schedule – IMPORTANT, use or download one of the following calendars formats. They’re all the same, just different formats for your convenience. This is where you find important due dates!
- Google Calendar HTML format
- iCal format (this will add the calendar to your calendar app)
- Excel Spreadsheet
- Printout PDF
- MyMarketingLab (You need this to do homework and quizzes!!!)
- Project Assignment
- Teams
- Project Guidelines
- A note on “group IQ”
- Survey to rate your team members.
- Helpful Data Sources
- Google Trends (search trend indices)
- US Census
- City of El Paso Data & Statistics
- Public Government Databases
- Texas Transparency Data (tax returns and all sorts of business data)
- General Social Survey (annual survey of Americans on various socially relevant topics)
- Demographics Now (census tract level consumer demographics)
- Library databases
- Lecture Slides
- Ch. 1 (Intro)
- Ch. 2 (International Marketing and Ethics)
- Ch. 3 (Strategic Planning)
- The “why, not what” video
- Dan Ariely’s talk on decoy/attraction effect
- Long talk by JP Dube on big data / pricing,
- Excel reference sheet – may be useful for your projects
- Ch. 4 (Marketing Research)
- Web scraping code for TripAdvisor reviews from in class demo
- QuantEcon is a good website for you to learn python/ data analytics.
- Example of Research Report (Las Vegas Visitor Profile Study)
- Spurious correlations
- Example of measurement error on dependent variable and bias
- Ch. 5 (Big Data and Analytics)
- Perceptual Mapping of Scotch data from subreddit r/scotch. Used text clustering algorithms to determine positioning on 2 dimensions: smokiness and sweetness.
- Stats Review Slides
- Formula Cheat Sheet for Excel
- Guess the Correlation Game (be warned, it’s addicting)
- Learn how to use Google AdWords
- Ch. 6 (Consumer Behavior)
- Daniel Kahneman related stuffs
- paper on bounded rationality (discussed in class)
- If you read one book this year, make it this one.
- Kahneman’s Talk at Google
- Prospect theory – the Econometrica paper, read his examples.
- The chocolate cake vs. fruit experiment (discussed in class)
- Festinger & Carlsmith cognitive dissonance experiment (discussed in class)
- Daniel Kahneman related stuffs
- Ch. 7 (Targeting & Segmentation)
- VALS (Values, Attitudes, Life Styles survey)
- Ch. 8 (New Product Development)
- Sawtooth the conjoint software company.
- Conjoint analysis
- Bass Diffusion Model
- Ch. 9 (Product Management)
- Product is king (NSFW-language)
- Re-branding a product (NSFW-language)
- Ch. 10 (pricing)
- Pricing math 1 This material is guaranteed to be on the final – please try to solve the problems at the end for Thursday (10/13). If the math is not rendering inside of Dropbox, download the html file and open it with a browser.
- Pricing part 2 + Solutions for Part 1 This part goes over fundamentals of calculus in order to derive principles of price-elasticity of demand. We derive the demand function for constant elasticity goods. Introduce demand estimation, and show how to choose the right price.
- Solutions for part 2 problems
- Derivatives (Calculus) It’s not hard, you can and should learn it!
- Derivatives of polynomials (like ax^2+bx+c or ax^3+bx^2+cx+d)
- Derivatives of exponential and log functions
- How to run a regression in Excel
- Ch. 11 (Delivering the goods)
- For those who may be interested, a game theoretic paper on optimal channel length that demonstrates supply chains that sell substitutable goods prefer more levels of intermediaries between the producer and the consumer.
- Economic Order Quantity (the final will include a question on this)
- Ch. 12 (Retailing)
- Ch. 13 (Promotions & Advertising)
- AdAge’s Top Creative Ad Firms 2016
- Ads shown in class
- Thai Life Insurance (Corporate Advertising Example)
- NoKidHungry.org (PSA example)
- BP Oil Spill Ad (Corporate/ Advocacy Example)
- HEB JJ Watt Houston Spot (Retail/Local Ad)
- Dorito’s Time Machine (User generated ad)
- Miracle Mattress 9/11 ad (Don’t do this)
- Holden Commodore/Chevy SS (Rational appeal)
- Budweiser Best Buds Don’t Drink and Drive (Appeal to emotion, reminder ad)
- Nissan Leaf (teaser)
- Mercedes Chicken /Jaguar eats the chicken (Rational appeal/emotional appeal, demonstration/comparison execution, use of humor)
- Ch. 14 Social Media/Personal Selling
- Presentation Schedule
- Note that you have to all submit your presentation slides by 11/10. Also, depending on the timing of presentations, be prepared to present one class before or after your scheduled time slot.
- 11/10 – Groups 1,3,4
- 11/15 – Groups 2,5,6
- 11/17 – Groups 7&8
- 11/22 – Groups 9&10
- Presentation Photos!
- Special Topic Lecture (11/29) – Intro to Programming with Python
- If you want to follow along, you can download a prepackaged version of Python with most of the libraries you need from Anaconda, I use the 2.7 version of Python since not all libraries have been converted to support 3.x yet.
- Download Anaconda here
- There’s a 32 bit and 64 bit version available for Windows/Mac/Linux
- If you don’t know what bit-type your processor is, if you bought your computer recently, it’s probably 64bit. You can also follow these instructions on Windows to find out.
- If you don’t want to download Anaconda, you can also create an account on Wakari.io. Wakari is a Jupyter Notebook hosting service that allows you to write and test code online.
- The notebook file for the lecture
- The data file used for this lecture
- Final Review (12/1)
- Final
-
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Dr. Yang Wang 