Spring 2017: MKT 3300 – Principles of Marketing (UTEP) 
- SYLLABUS (Read the linked file!)
- FINAL EXAM
- COMPLETE THIS SURVEY DURING THE FIRST WEEK!!
- 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
- If you’re having trouble logging in, try the alternate login on this page.
- MyMarketingLab (You need this to do homework and quizzes!!!)
- Project Assignment
- Project Guidelines
- Project Teams
- Submit Midterms HERE
- Submit Final Reports/Slides HERE
- Rate Your Teammates Here (survey expires 5/1 12:05 AM)
- Sample Projects
- How to use Word’s Citation Manager
- You can use any of the citation format built into Word (APA, MLA, etc.)
- For every fact that is not common knowledge, cite a source!
- “www.google.com” is not a source, I will give you a 0 if you use this as a citation.
- ditto to wikipedia
- A note on “group IQ”
- 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)
- Generational Differences Chart
- VALS (Values, Attitudes, Life Styles survey)
- Ch. 8 (New Product Development)
- Sawtooth the conjoint software company.
- Conjoint analysis
- Bass Diffusion Model
- Shareable Design (Snapchat Example)
- Ch. 9 (Product Management)
- Product is king (NSFW-language)
- Re-branding a product (NSFW-language)
- Ch. 10 (pricing – I promise this stuff will be on your final)
- Pricing math 1 This material is guaranteed to be on the final – please try to solve the problems at the end of notes before the next lecture. If the math is not rendering inside of Dropbox, download the html file and open it with a browser.
- What is a derivative?
- Derivatives of polynomials (like ax^2+bx+c or ax^3+bx^2+cx+d)
- Derivatives of exponential and log functions
- What is regression ?
- How to run a regression analysis in Excel
- What is a derivative?
- 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.
- Taking logs in Excel: Formula is =LN(number)
- Solutions for part 2
- Pricing math 1 This material is guaranteed to be on the final – please try to solve the problems at the end of notes before the next lecture. If the math is not rendering inside of Dropbox, download the html file and open it with a browser.
- 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
Dr. Yang Wang 