Retail & Service Marketing
MARK 4303-001
Summer 2009
Monday – Thursday, 10:30 A.M. – 12:30 P.M.
Instructor: Linda Wilson Office: COBA 234
Phone: 817-272-2876 Email:
Office Hours: By appointment
Course Description: (3-0) 3 hours credit - The role of retailing and services in our economic system. Retail management functions such as inventory management, pricing, merchandising, advertising and sales promotion. Understanding the unique characteristics of services. Creating service marketing strategies and solving service marketing problems. Prerequisite: MARK 3321.
Course Objectives: Develop an appreciation for the importance of the retailing and service industry. Understand the basics of key decisions in the retail and service industries.
Textbook (Required): Levy and Weitz, Retailing Management, McGraw-Hill Irwin, 7th Edition 2009
Classroom Method: Several teaching methods including, but not limited to, lecture, class discussion, videos, case studies, and group activities are combined to achieve the course objective of providing students with a workable understanding of retail and service marketing.
What Students Are Expected To Do: Active participation is critical for an optimum learning experience. Prior to coming to class, students will be expected to know the subject and content of scheduled material in order to participate in class discussions/activities. Preparation for class includes a thorough reading of the scheduled material and completed assignments. I will endeavor to cover the major areas from the assigned readings for class, but ultimately it is your responsibility to read the material. Class lectures will also cover information that is supplemental to that found in the text. Any material covered in assigned readings, lectures, or videos shown in class may be included on exams. Make sure you bring your textbook to each class since it will be used in class activities.
Student Classroom Behavior: Each class session is a formal meeting. Students are not to engage in any behavior that interferes with the right of other students to learn. Behaviors such as, but not limited to, personal conversations, reading newspapers, and preparing for other courses are not acceptable and shall not be permitted. Students engaging in such behaviors may be asked to leave class and will not be allowed to return until the next class session. No cell phone use, or other personal electronic devices use, will be permitted in ANY manner. This includes talking on the phone and text messaging. Turn off your cell phone, put it away and don’t take it out/look at it during class. Laptop use is permitted for MARK 4303 purposes only.
Attendance: Each student is expected to attend each class session, be punctual, remain for the entire class session, and be prepared to actively participate in class discussion. Class starts at 10:30 A.M. Tardiness is NOT acceptable behavior and if you are tardy (not in your seat when sign-in sheet is passed around) you will miss out on OPEC points – so be sure you are on time for class. Your attendance is crucial to your getting the most out of this class, including your grade. Your ideas, thoughts and viewpoints will be missed if you are not in class. Students should contact the instructor prior to the class time if they will be absent from class. Class attendance is strongly encouraged, as material covered in class may not necessarily be found in your textbook and some assignments and class exercises will take place during class. Students are responsible for all the material presented during their absence. Please note that videos shown in class will not be available for later viewing.
EXAMS (300 POINTS – 100 POINTS PER EXAM): There will be three exams during the semester. Exams might be multiple choice, short answer and/or essay question format and may include some case study or video scenario questions in addition to any material covered in the chapters and/or class discussions. Students entering an exam period after any student has completed the exam will not be allowed to take the exam. No make up exams will be administered without complete documentation of a university approved excuse AND prior permission from instructor. Make-up exams will be given only after University approved excuses are documented and provided on the day the student returns to class. Missing a scheduled exam for an unexcused reason will result in a zero recorded for that exam. No exceptions. If permission is given for a make-up exam it will be administered during the final exam period.
ASSIGNMENTS/ACTIVITIES (150 POINTS): There are four case studies due throughout the semester. Each case study is worth 25 points (100 points total). These assignments are to be type written and answered as thoroughly and completely as possible. First type out the case study question and then type your answer to that question. Check the class schedule for the due dates of each case study. If you cannot be in class the day the assignment is due, you may email me your assignment but it must be sent before the start of class (10:30 A.M.) If you choose to email me your case study, send it in Microsoft WORD. If I am unable to open your case study it will be counted as late and receive a zero. No late case studies will be accepted.
The remaining points (50) will be earned in class. Occasional Points Earned in Class (OPEC) are points earned in class at the discretion of the instructor and may include quizzes, class activities, and/or chapter analysis. You must be on time for class and in class to earn these points. If you are tardy to class but present when OPEC is given, you may take the OPEC but will receive no points.
Retail & Service Marketing
MARK 4303
Summer 2009
Date Discussion Assignment
June 3 Introductions/General Course Outline
Chap. 1 – The World of Retailing
June 4 Chap. 2 – Types of Retailers
June 8 Chap. 3 – Multichannel Retailing Case Study 6
(page 105- Multiattribute Model explained) Mall Away pg. 581
Video – Wal-Mart
June 9 Chap. 4 – Consumer Buyer Behavior Case Study 7
Sanchez Family
Pg. 582 (read only)
June 10 Chap. 5 -- Retail Market Strategy Case Study 10, pg.
586. Save-A-Lot
(read only)
June 11 Exam #1 – Chapters 1 - 5
June 15 Chap. 7 – Retail Locations Case Study 14, pg. 591, Stephanie’s
Chap. 8 Site Selection Boutique
June 16 Chap. 9 Human Resource Management Case Study 15
Hutch, pg. 591
(read only)
June 17 Chap. 10 – Information Systems
Video - JCPenney
June 18 Chap. 11 – Customer Relationship Case Study 18,
Management pg. 599 Nordstrom Revamps (Read only)
June 22 Exam #2 – Chapters 7 - 11
June 23 Chap. 14 – Buying Merchandise Case Study 22 Chap. 15 – Pricing pg. 604 Selling to
Walmart (read only)
June 24 Chap. 16 -- Retail Communication Case Study 24
Pg. 574, Promoting
A Sale
Date Discussion Assignment
June 25 Chap. 17 – Managing the Store
June 29 Video – Neiman Marcus Case Study 30
Pg. 611 Sephora
(Read only)
June 30 Chap. 18 – Store Layout, Design,
And Merchandising
July 1 Chap. 18 – continued Case Study 31, pg. 612,
Chap. 19 – Customer Service Discmart and Case #32, pg. 613, Nordstrom Customer
Service (Read only)
July 2 Chap. 19 – continued Case Study 28, pg.
610, Diamond in the Rough (read only)
July 6 Catch up day/Case Study Case Study 35
Pg. 618, Starbucks
July 7 Final Exam 10:30 A.M. (Chapters 14 - 19)
* The instructor reserves the right to change this syllabus. It is each student’s responsibility to be aware of any and all changes that may occur.
Final Grades: Grade information cannot be given via telephone, mail, or email. Final grade information will be provided by the Registrar’s Office. The following grading scale will be utilized for determining each student’s total points earned.
GRADING
Exam #1……………………….100 Points
Exam #2……………………….100 Points
Exam #3……………………….100 Points
Case Studies…………………100 Points
OPEC………………………….. 50 Points
Total Points…………………..450 Points
EVALUATION
A = 405 - 450 points (90 – 100%)
B = 360 - 403 points (80 – 89%)
C = 315 – 359 points (70 – 79%)
D = 270 – 314 points (60 – 69%)
F = Below 270 points (0 – 59%)
College of Business Administration / University General Policies
Drop Policy
Students will not be dropped by the instructor for non-attendance. It is the student's responsibility to complete the course or withdraw from the course in accordance with new University Regulations which are effective Fall 2006. Under the new policy, there is only one drop date at the two-thirds point in the semester. A student dropping on or before that date will receive a “W” grade. Students are strongly encouraged to verify their grade status with the instructor before dropping a course and to see their advisor if there is any question about the consequences for dropping a course under the new guidelines. Please refer to the on-line Undergraduate and Graduate catalogs and the Schedule of Classes for specific university policies and dates.
Americans With Disabilities Act
The University of Texas at Arlington is on record as being committed to both the spirit and letter of federal equal opportunity legislation; reference Public Law 93112--The Rehabilitation Act of 1973 as amended. With the passage of new federal legislation entitled Americans with Disabilities Act--(ADA), pursuant to section 504 of The Rehabilitation Act, there is renewed focus on providing this population with the same opportunities enjoyed by all citizens.
As a faculty member, I am required by law to provide "reasonable accommodation" to students with disabilities, so as not to discriminate on the basis of that disability. Your responsibility is to inform me of the disability at the beginning of the semester and provide me with documentation authorizing the specific accommodation. Student services at UTA include the Office for Students with Disabilities (located in the lower level of the University Center) which is responsible for verifying and implementing accommodations to ensure equal opportunity in all programs and activities.
Academic Integrity
Academic dishonesty is a completely unacceptable mode of conduct and will not be tolerated in any form at The University of Texas at Arlington. All persons involved in academic dishonesty will be disciplined in accordance with University regulations and procedures. Discipline may include suspension or expulsion from the University.
"Academic dishonesty includes, but is not limited to, cheating, plagiarism, collusion, the submission for credit of any work or materials that are attributable in whole or in part to another person, taking an examination for another person, any act designed to give unfair advantage to a student or the attempt to commit such acts." (Regents' Rules and Regulations, Part One, Chapter VI, Section 3, Subsection 3.2, Subdivision 3.22).
Student Support Services Available
The University of Texas at Arlington supports a variety of student success programs to help you connect with the University and achieve academic success. They include learning assistance, developmental education, advising and mentoring, admission and transition, and federally funded programs. Students requiring assistance academically, personally, or socially should contact the Office of Student Success Programs at 817-272-6107 for more information and appropriate referrals.
Policy on Nonpayment Cancellations
Students who have not paid by the census date and are dropped for non-payment cannot receive a grade for the course in any circumstances. Therefore, a student dropped for non-payment who continues to attend the course will not receive a grade for the course. Emergency loans are available to help students pay tuition and fees. Students can apply for emergency loans by going to the Emergency Tuition Loan Distribution Center at E. H. Hereford University Center.
Textbook Purchases
Textbooks should be purchased by Census Date. The bookstore policy is to return any unsold textbooks to the publisher after this date.
COBA Policy on Bomb Threats
Section 22.07 of the Texas Criminal Law states that a Class A misdemeanor is punishable by (1) a fine not to exceed $4,000, (2) a jail term of not more than one year, or (3) both such a fine and confinement. If anyone is tempted to call in a bomb threat, be aware that UTA has the technology to trace phone calls. Every effort will be made to avoid cancellation of presentation/ tests caused by bomb threats to the Business Building. Unannounced alternate sites will be available for these classes. If a student who has a class with a scheduled test or presentation arrives and the building has been closed due to a bomb threat, the student should immediately check for the alternate class site notice which will be posted on/near the main doors on the south side of the Business building. If the bomb threat is received while class is in session, your instructor will ask you to leave the building and reconvene at another location. Students who provide information leading to the successful prosecution of anyone making a bomb threat will receive one semester's free parking in the Maverick Garage across from the Business Building. UTA's Crimestoppers may provide a reward to anyone providing information leading to an arrest. To make an anonymous report, call 817-272-5245.