Marketing 353: Marketing Analysis

Marketing Information Technology 
Dr. Catherine Atwong

Overview: Core Competencies and Objectives, Course Contents and TopicsOpens in new window Opens in new window

Office: SGMH 5119

Office Hour:  Monday 7-8 p.m. Wednesday 5:45-6:45 p.m.

Mobile Messaging: C.Atwong on Kik

Google Hangouts o n weekdays

E-mail:  catwong@fullerton.edu
Website:  http://mihaylofaculty.fullerton.edu/FacultyWebsites/CatherineAtwong/

Phone: (657) 278-2231 
(Office and Voice Message)

(657) 278-2223 
(Department and Secretary)

»  Course Description

Catalog Description  This course is designed to provide students with a working knowledge of resources and tools available to marketing professionals. It examines media technology, databases, analytics, metrics, software and techniques applied by marketers to transform data into useful formats for the strategic decision-making process. Contents focus on technology tools for digital media marketing, segmentation, target marketing and positioning, media selection, market share and estimation, break-even analysis, pricing, sales forecasting and profit scenario analysis. It requires extensive use of Excel spreadsheets, the Internet, public and professional database, specialized software and other technology resources.

Content Description  MKTG353 offers activity-based learning modules in which students:

1. Search for and use information from databases used in marketing, such as, Google analytics, social media analytics, census data, country data, business client data, geographic mapping data, consumer spending and market potential indices, product and media usage data.

2. Identify how this quantitative data may be used in decision makings by marketing planners, analysts, strategists, sales managers, marketing managers, and advertising managers (marketing financials).

3. Apply technological resources, such as computer spreadsheet software, geographic segmentation tool (Business Analyst Online), customer segmentation tool (Esri), video making and editing tool (Camtasia), social networking tool (Google Hangout), and various social media platforms and analytics tools.

4. Create, analyze, interpret, report and present marketing data (i.e., GMAC integrated reasoning skills).

5. Use computers and mobile devices as research, decision-making and marketing tools.

6. Generate information effectively for marketing purposes, such as, identifying market opportunity and target market, estimating market potential and sales forecast, developing and evaluating marketing strategy.

7. Conduct professional communications and create digital presentations.

8. Produce a record of business consulting project(s) that demonstrate abilities in digital marketing:  Search Engine Marketing (SEM), Adwords, and Google analytics , or Social media content creation, social analytics and campaign management.

Pre-requisite :  Marketing 351 and  ISDS 361A with a C grade or higher.

Course Sequence for Marketing Students
We want you, our students, to get the maximum value out of your education and are able to graduate in a timely manner. As such we strongly recommend that students seeking a Bachelor of Arts in Business Administration with an Emphasis in Marketing  consider the following sequence when registering for courses:

Semester 1: M351
Semester 2: M353 and M370
Semester 3: M379 and one Elective Course
Semester 4: M489 and one Elective Course

Following this sequence will ensure that you meet your prerequisites for your other courses, and move smoothly through the program. Please visit the Department of Marketing website for more information:  http://business.fullerton.edu/marketing/

»  Teaching Method
Class demonstrations, hands-on projects, problem analyses and practical exercises, discussions, team work and student presentations.

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»  Course Objectives  and Learning Goals

1. Familiarize you with the kinds of quantitative data and databases used in marketing, such as, social media analytics, digital content management, census data, country data, business client data, geographic segmentation data, product and media usage data, buying power estimation, and etc...

2. Show you how this quantitative data may be used in decision making through exposing you to a variety of problems faced by marketing planners and strategists, marketing and advertising managers, sales managers, and marketing analysts.

3. Develop your skills in

  • social media platforms, web design and promotion (LinkedIn, Facebook, Twitter, Youtube, Instagram, Pinterest, Wix, Mobile)

  • computer spreadsheet software (specifically, Excel 2013)

  • using product and media usage database (Mediamark)

  • geographic research and segmentation (Census, Business Analyst Online)

  • video making and editing (Youtube, Camtasia)

  • data visualization software (Google Public Data,Tableau and infographics)

  • digital marketing campaign (Search Engine Marketing, Adwords) and analytics (Google Analytics)

  • social media marketing campaign and social media metrics (personas, editorial calendar, Facebook Insights, Youtube analytics, Hootsuite)

  • working with marketing financials (break-even, channel pricing, pro-forma income statement and scenario analysis)

4. Create opportunities for you to learn how to create, analyze, interpret, report and present marketing data (i.e., to hone your integrated reasoning skills).

5.  Increase your experience in using computers and mobile devices as decision-making tools.

6. Enhance your competency in using information effectively for marketing purposes, such as, identifying market opportunities, developing and evaluating marketing strategy.

7. Hone your articulation in professional communications and multi-media presentation skills.

8. To add to your student portfolio marketing projects that demonstrate your abilities and experience in digital and social media marketing.

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»  Required Text  All required reading and reference materials can be assessed via the TITANium.

»  Technical Requirements
Students are expected to

1. Have basic computer competency which includes:

a. the ability to use a personal computer to locate, create, move, copy, delete, name, rename, and save files and folders on hard drives, secondary storage devices such as USB drives, and cloud such as Google Drive (Titan Aps) and Dropbox;

b. the ability to use a word processing program to create, edit, format, store, retrieve, and print documents;

c. the ability to use their CSUF email accounts to receive, create, edit, print, save, and send an e-mail message with and without an attached file; and

d. the ability to use an Internet browser such as Chrome, Safari, Firefox, or Internet Explorer to search and access web sites in the World Wide Web.

2. Have ongoing reliable access to a computer with Internet connectivity for regular course assignments

3. Utilize Microsoft® Office 2013 (for P.C.) or 2011 (for Mac) including Word, PowerPoint, and Excel to learn content and communicate with colleagues and faculty; have the ability to regularly print assignments

4. Maintain and access three times weekly their CSUF student email account

5. Use Internet search and retrieval skills to complete assignment

6. Apply his/her educational technology skills to complete expected competencies

7. Utilize other software applications as course requirements dictate

8. Utilize Titanium to access course materials and complete assignments

Software for Students

Students can get FREE and low-cost software. Software downloads and request forms can be found on the CSUF Student Software website.

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»  Assignments
Assignment instructions and due dates are listed on the TITANium where assignments are submitted. They are classified into two groups: individual and team. Individual assignments are required to obtain 20% of the course grade (see Method of Evaluation). A team project (20%) is evaluated by a team written report(s), peer evaluation and presentation. Class exercises prepare you for exams.

Learning in Marketing 353 is cumulative. All in-class exercises are designed to sharpen skills that will be needed in the next class. While exams in the course will not parallel exercises exactly, skills learned in exercises and class discussions should contribute substantially to good performance on exams.

Policy on Retention of Student Work Assignbments submitted through the Titanium course site and shall be retained on the course website for a reasonable time after the semester is completed.

Extra credit Policy Instructor will announce extra credit details according to schedule.

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Marketing Portfolio  
In the business community, marketing professionals traditionally create a portfolio of accomplishments showcasing their unique abilities and talents. This portfolio enables these professionals to provide tangible evidence of their value to potential employers or customers--especially in a highly competitive marketplace.Please see a student testimonial, instructions and sample portfolioOpens in new window Opens in new window .

At CSUF, students seeking a Bachelor of Arts in Business Administration with an Emphasis in Marketing are required to submit a personal Marketing Portfolio to their MKTG 489 instructor at the conclusion of the semester they take the course.

A complete Marketing Portfolio will consist of a Cover Page, Table of Contents, Generic Cover Letter, Current Resume and 3 Executive Summaries describing an academic (from any course completed), business, or volunteering achievements of your choice. Individual or group work may be used to create an executive summary. NOTE: Consider creating an Executive Summary for an assignment/project for any marketing course you are currently enrolled in to include in your Marketing Portfolio.

Please visit the CSUF Mihaylo Marketing Department Marketing Portfolio website to view directions for completing a marketing portfolio and examples of actual student marketing portfolios: Marketing Portfolio


Attendance Policy and  »  Class Participation  
Class attendance is required. Late arrival is highly discouraged. Students who attend class will be extended full tutorial support; students who miss class for other than documented medical reasons are not eligible for tutoring by the professor.

Students will be called on to discuss assigned materials and completed homework assignments. Absence or lack of preparation will reduce the student's class participation grade.

First day of class  It is especially important that students attend the first meeting of a class.  Students absent from the first meeting without notification to the instructor or departmental office within 24 hours after class may be denied admission to the class. Instructors may deny admission to absentees to admit persons on waiting lists in their places. A student who registers for a class and whose name appears on the first-day-of-class list should attend all class meetings the first week (five class days). If a student decides not to continue enrollment in a class, either before or after instruction begins, it is a student’s responsibility to follow the appropriate procedures for dropping the class; however,  if a student is absent without notifying the instructor or departmental office within 24 hours after any meeting missed during the first week,  the student may be dropped administratively from the class by the instructor. Students should not assume that this will be done for them and should take the responsibility to ensure that they have been dropped by following the appropriate procedures for dropping classes. An instructor may also administratively drop a student who does not meet prerequisites for the course. These administrative withdrawals shall be without penalty.

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Professional Demeanor
Part of receiving a university education from the College of Business and Economics is learning the functional content of your chosen field. Another objective is learning to act like a member of that professional field. Professional demeanorOpens in new window  will be evaluated as part of your in-class behavior.

»  Study Buddy
You should keep the phone numbers, address or e-mail address of at least one study buddy in the class. You are encouraged to share your notes, collaborate in assignments, and study for the tests as a team or a group. 

»  Peer Advice  

During the first few weeks of the semester, you should find out how this course is different from other courses and prepare yourself accordingly. Before the first exam, you should make at least one attempt to consult students who completed this course in prior semesters. Ask them for advice to do well in this course, and try to avoid their mistakes. Visit the website for this class to find out what previous students said.Student Comments

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Policy on Make-up  »  Examinations
At the discretion of the professor, you may make prior arrangements if you know you are going to miss an exam.

Withdrawal Policy
This class is subject to the withdrawal policies of CSUF and the School of Business Administration and Economics. 

Academic Dishonesty
 and Plagiarism
Academic dishonesty includes such things cheating, inventing false information or citations, plagiarism, and helping someone else commit an act of academic dishonesty. It usually involves an attempt by a student to show a possession of a level of knowledge or skill, which he/she in fact does not possess. Cheating is defined as the act of obtaining or attempting to obtain credit for work by the use of any dishonest, deceptive, fraudulent, or unauthorized means. Plagiarism is defined as the act of taking the work of another and offering it as one’s own without giving credit to that source. An instructor who believes that an act of academic dishonesty has occurred (1) is obligated to discuss the matter with the student(s) involved; (2) should possess reasonable evidence such as documents or personal observation; and (3) may take whatever action (subject to student appeal) he/she deems appropriate, ranging from an oral reprimand to an F in the course. Additional information on this policy is available from University Policy Statement 300.021PDF File PDF File

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Method of  »  Evaluation
All exams and assignments are completed using a computer. The format of the exams includes computer spreadsheets, essays, fill-in-the-blanks, and multiple choices. Please also see the handouts and grading rubrics on written assignments and oral presentations.

Exam 1........................................15%
Exam 2........................................15%
Final Exam..................................30%
Online Marketing Team Project..20%
Digital Marketing Skills Training...6%
Class participation
and individual assignments.........14%
Total 100%

Professional DemeanorOpens in new window  .............Bonus points

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»  Course Grade   Grade Point  Total Score   Expected Quality and GPA Equivalent

A+ 4.0 98 - 100% Excellent work on exams, assignments and participation.

A 4.0 93 - 97% Outstanding performance

A - 3.7 90 - 92%

B+ 3.3 87 - 89% Very good work on the above.

B 3.0 83 - 86% Good performance

B - 2.7 80 - 82%

C+ 2.3 77 - 79% Average work. Acceptable level of knowledge competency.

C 2.0 73 - 76% Acceptable performance

C - 1.7 70 - 72%

D+ 1.3 67 - 69% Need more study and learning on the subject.

D 1.0 63 - 66% Poor performance

D - 0.7 60 - 62%

F 0.0 0 - 59% Unsatisfactory in the areas of exams and assignments.

Marketing majors must earn a grade of C or higher in this course to receive credit. Marketing majors earning grades of C- or lower must repeat the course. Please keep copies of all assignments submitted and check posted grade so that any discrepancies can be easily and fairly straightened out.


Course Communication and Response Time

Instructor responds to mobile messaging to C.Atwong on Kik within hours, phone calls and emails as soon as possible. Please contact instructor to set up virtual meetings if needed. All course announcements and individual email are sent through Titanium, which only uses CSUF email accounts. Therefore, you MUST check your CSUF email on a regular basis (several times a week) for the duration of the course.

»  Contingency Assignment
If the instructor cannot meet the class due to unexpected circumstances, students are required to work on the assignment listed on the class schedule and present the finished work in the subsequent class.

»  Assessment Statement

The programs offered in Mihaylo College of Business and Economics (MCBE) at Cal State Fullerton are designed to provide every student with the knowledge and skills essential for a successful career in business. Since assessment plays a vital role in Mihaylo College’s drive to offer the best, several assessment tools are implemented to constantly evaluate our program as well as our students’ progress. Students, faculty, and staff should expect to participate in MCBE assessment activities. In doing so, Mihaylo College is able to measure its strengths and weaknesses, and continue to cultivate a climate of excellence in its students and programs.

Assurance of Learning

Learning (AoL) is an integral part of both our AACSB and WASC accreditation and this statement helps keep students aware of this process.  For more information on our College-based assurance of learning efforts, please visit the Assessment and Instructional Support website at: http://business.fullerton.edu/centers/CollegeAssessmentCenter/Opens in new window Opens in new window .

Please also see this link to  University Assessment.

»  Special Needs

Please inform the instructor during the first week of classes about any disability or special needs that you may have that may require specific arrangements related to attending class sessions, carrying out class assignments, or writing papers or examinations. According to California State University policy, students with disabilities must document their disabilities at the Disability Support Services (DSS) Office in order to be accommodated in their courses. Additional information can be found at the DSS website , by calling 657-278-3112 or email dsservices@fullerton.edu.

Campus Emergency

To be able to respond effectively in an emergency, be sure to note (a) fire alarm pull station locations, (b) evacuation map including the class’s outside meeting area, (c) emergency procedures for fire, medical emergency, hazardous materials release, earthquake and dangerous situations, and (d) location of nearest emergency phone. Any person with special needs is encouraged to speak with the instructor privately. All campus personnel are required to participate in all campus-wide drills. More emergency preparedness information can be found at the Classroom Preparedness website. The emergency procedures (c above) that you need to follow in our class are detailed in the classroom guide at the end of this syllabus.

If an emergency disrupts normal campus operations or causes the University to close for a prolonged period of time (more than three days), students are expected to complete the course assignments listed on the syllabus as soon as it is reasonably possible to do so.

»  Additional Information

Library Resources – Robert Sage, Business Librarian

We recommend visiting the Business Librarian website  http://users.library.fullerton.edu/rsage/  for detailed information about reference and resource materials. If students wish a personal research consultation, they have the option of dropping by the Tutoring Center (SGMH 2404) on Mondays 11 am – 1 pm and Thursdays 1 pm – 4 pm or making an appointment using our online appointment system: (http://www.library.fullerton.edu/asp/ResearchConsultations.aspx)

University Learning Center

The goal of the University Learning Center is to provide all CSUF students with academic support in an inviting and contemporary environment. The staff of the University Learning Center will assist students with their academic assignments, general study skills, and computer user needs. The ULC staff work with all students from diverse backgrounds in most undergraduate general education courses including those in science and math; humanities and social sciences; as well as other subjects. They offer one-to-one peer tutoring, online writing review, and many more services. More information can be found on the University Learning Center website.

Writing Center»

The Writing Center offers 30-minute, one-on-one peer tutoring sessions and workshops, aimed at providing assistance for all written assignments and student writing concerns. Writing Center services are available to students from all disciplines. Registration and appointment schedules are available at the Writing Center Appointment Scheduling System. Walk-in appointments are also available on a first come, first served basis, to students who have registered online. More information can be found at the  Writing Center webpage. The Writing Center is located on the first floor of the Pollak Library their phone number is (657) 278-3650.

Business Student Clubs and Organizations

We recommend that during your degree program you become involved in one or more of our business student organizations  http://business.fullerton.edu/StudentServices/clubs.htm

We encourage all students and, in particular, marketing students, to join the CSUF chapter of the American Marketing Association (AMA)  http://business.fullerton.edu/marketing/ama/index.htm 

The Sales Leadership Center (SLC)

The Sales Leadership Center at CSUF is dedicated to providing training and career opportunities for business students planning a career in sales. Please visit  http://business.fullerton.edu/centers/sales/  for additional information.

The Center for International Business (CIB)

The Center for International Business is dedicated to promoting the internationalization of the Mihaylo CBE and its programs. Specifically, the CIB assists in creating and supporting study abroad programs for business students. Please visit  http://business.fullerton.edu/centers/cib/  for more information.

»  Scholarships

The marketing department offers a number of scholarships to deserving students. We encourage you to apply for these scholarships. Updated information on these scholarships is usually available on the college website at the end of the Fall semester. Details are available at  http://www.fullerton.edu/financialaid/scholar/scholarships_default.htm 

In addition, for general information and resources on CBE scholarships, you can access the main financial aid website,  http://www.fullerton.edu/financialaid.

Career Planning

We encourage our students to take an active role in their own career planning and job search efforts. Please visit the following websites for information and listings of current career opportunities frequently:

Mihaylo College of Business Career Planning:

http://business.fullerton.edu/Undergraduate/careerservices/Default.htm

CSUF Career Planning and Placement Center:  http://campusapps.fullerton.edu/career/

Marketing Career Information and Internships:

http://business.fullerton.edu/marketing/careers/index.htm

http://business.fullerton.edu/marketing/internship/

http://www.fullerton.edu/cice/students/internships.php

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