Ugba 106 Syllabus

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Instructors

Marketing
UGBA 106

Prof. Ming Hsu
Email: mhsu@haas.berkeley.edu
Shubhranshu Singh
Email: shubhranshu_singh@haas.berkeley.edu
Scott Roeder
Email: scott_roeder@haas.berkeley.edu

Overview

Course Materials

This is the core marketing course for the Haas Undergraduate Program and it also appeals to non-majors who have had at least one previous business course. The aim of the course is to provide a rigorous and comprehensive introduction to contemporary marketing practice.

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This course is taught in an unusual format—a large lecture on Mondays and a Case Class on Wednesday. The smaller Wednesday session is not an optional review section led by a TA but is an integral part of the course, taught by a member of the instructional team. To motivate your learning this semester, we have two broad aims for you as students: (1) thinking like a manager to assess all possible options in a situation and not be afraid to make choices, (2) focus on implementation and ask what would a manager actually do to achieve results given the strategy you propose?

To achieve these two aims, we will teach you to: (1) understand marketing management, (2) generate insights from analysis and research, and (3) communicate these insights and work in teams to implement these insights.

Goals
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Understanding Marketing Management: Understand key concepts and terminology of modern marketing management. Analyze complex business situations in real time and to teach you the tools used by marketing managers.

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Generating Insights: Improve your skills in problem identification including the ability to determine what is most important. Introduce you to the techniques of marketing research. Teach you to make immediate decisions under conditions of uncertainty or incomplete knowledge.

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Communication and Teamwork: This is aimed to improve your
professional skills of oral presentation and concise writing. In addition, you will be asked to present a case with your group members, as well as to write a case brief together, in order to give you experience working in a team.

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Marketing: An Introduction 11th Edition,
G. Armstrong and P. Kotler, PrenticeHall, 2011 ISBN 0-13-274403-1 Course Reader from Study.Net

Assessments & Grading
Exams
Midterm
Final

10%
25%

Group Presentation…………… 20%
Written Briefs

30%

Class Participation

10%

Research Participation

5%

Assessments

Instruction Team

There is a reasonably demanding work-load in this course, consistent with the campus standards: in addition to the class hours, you should expect to put in two hours of reading, study, group meetings and preparation for each unit of credit. For this 3-unit course, that means an expectation of an average of additional six hours of work outside the classroom each week.

Instructors
Prof. Ming Hsu
Email: mhsu@haas.berkeley.edu
Office Hours: Thu 1:10 – 3:00 PM (F692)

Exams
There will be a midterm and a final. The midterm will cover material assigned and taught to date, and will consist of a mix of medium-length answers and multiple-choice. The final will be multiple-choice and will cover materials from the whole semester. It will be heavily weighted to lecture material including examples discussed in class and guest speakers. The exams will not ask specific questions about the cases but the firms from the cases may be used as examples for broader concepts. There will be no Alternate Final and you must be available to take the Final Exam as scheduled.

Group Presentation
For each section, we will form groups of about 5 team members. You can choose whom you will work with but the specific case (and hence the date of presentation) is assigned by random drawing. Your team will present one of the cases appropriately marked in the timetable at the end of the syllabus. Written Briefs

There are three written products: One individual brief, one partnership brief and one group brief. See sidebar...
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