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Syllabus: MKTG 3740, Spring 2018Marketing AnalysisAbout the InstructorContact information:Ho Kim314-516-6298kimho@umsl.eduAnheuser-Busch Hall 222In-Person Office Hours: by email appointmentWelcomeWelcome to the exciting world of Marketing Analysis! I am so glad to teach Marketing Analysis because it is mypassion to understand consumers by use of scientific methods of data collection and analysis. Marketing is ablend of art and science. Marketing Analysis is the science part of Marketing, which is why some people call itleft-brain marketing. In this course, you will learn various methods of data collection and analysis for marketingdecision making.To briefly introduce myself, I am an Assistant Professor of Digital and Social Media Marketing at the University ofMissouri-St. Louis. I am a marketing scientist who is interested in analyzing big data to learn insights formarketing management. I am especially interested in online consumer behavior such as online word-of-mouthand online search. I am an active researcher, co-working with many professors from diverse universitiesincluding UCLA, UT Dallas, UT Arlington, Kansas State University, California State University-Long Beach, KoreaUniversity and Pusan National University in South Korea. I am a native Korean who moved to the U.S. in 2008 todo a Ph.D. I completed my Ph.D. degree at UCLA in 2013. Since Fall 2015, I have been teaching marketingcourses at UMSL. If you want to know more about my professional activities, please visit my home page he%20College/Faculty/Marketing/kim.htmlAbout this course:Recommended texts: There is a NO required textbook. Lecture slides will be provided on Canvas. However, youmay benefit from reading the following textbooks together with the lecture slides: Iacobucci, Dawn and Gilbert A. Churchill (2009). Marketing Research: Methodological Foundation, 10thed. ISBN-10: 1439081018.Other course materials: For statistical computations, we will use Data Analysis Toolpak of Microsoft Excel. DataAnalysis Toolpak is an Excel add-in that performs statistical analyses with an Excel worksheet. It is user-friendlyas it works in the Excel environment. It performs various statistical analyses including descriptive statistics,frequency distributions, and probability calculations as well as hypothesis testing, ANOVA, regression analysis,and more. The Data Analysis Toolpak is free and comes with any versions of Microsoft Excel that runs onWindows PC. Those who use an Apple PC will need to use a third-party software if the Microsoft Excel in theirPCs is not Office 2016. This is because Microsoft disabled the Data Analysis Toolpak in the Excel versions 2008and 2011 in Apple PCs. (Check this for availability of the Data Analysis Toolpak for your PC:Page 1 of 8
Syllabus: MKTG 3740, Spring 2018Marketing 1349.) For those who use Excel version 2008 or 2011 in their ApplePCs, use Statplus acle/), which is a free alternative to theData Analysis Toolpak. In Week 10, I will explain the necessary steps to acquire the Data Analysis Toolpak orStatplusTime Requirements:If this course were offered on campus, you would be in class 2.5 hours/week plus travel time. The online versionis no different in terms of expectations for your involvement. This is an active online course that requires 6hours of your time each week in addition to the time it takes you to read the required materials, watch thevideos, and complete the assignments. This means that you need to plan to spend a minimum of 6 hours everyweek (up to 9-10 hours a week) on activities related to this course. If you are worried about your preparedness,consider taking the Online Readiness Survey to help decide if an online course is right for you.Technology Requirements:As a student in an online course, you are expected to have reliable internet access almost every day. If you havecomputing problems, it is your responsibility to address these or to use campus computing labs. Problems withyour computer or other technology issues are not an excuse for delays in meeting expectations and misseddeadlines for the course. If you have a problem, get help in solving it immediately. At a minimum, you will needthe following software/hardware to participate in this course:1.2.3.4.5.6.7.Computer with an updated operating system (e.g. Windows, Mac)Updated Internet browsers (Apple Safari, Internet Explorer, Google Chrome, Mozilla Firefox)Ability to navigate MyGateway and CanvasDSL or Cable Internet connection or a connection speed no less than 6 Mbps.Media player such as VLC Media Player.Adobe Reader or alternative PDF reader (free): http://get.adobe.com/reader/?promoid HRZACMicrosoft Word, Excel, and PowerPointCourse Description in the Catalog:Prerequisites: INFSYS 1800, MKTG 3700, LOG OM 3300 and a 2.0 campus GPA. An investigation of theacquisition, presentation, and application of marketing information for management. Particular problemsconsidered are defining information requirements, evaluating research findings, and utilizing information.Statistical methods, models, and/or cases are employed to illustrate approaches to marketing intelligenceproblems, such as sales forecasts, market delineation, buyer motives, store location, and performance ofmarketing functions.Goals of the Course:Upon completion of this course, students will be able to: Transform managerial questions into specific marketing research questionsPage 2 of 8
Syllabus: MKTG 3740, Spring 2018Marketing Analysis Know the appropriate marketing research design and data collection method for a specific marketingresearch questionUnderstand various statistical analysis methods for marketing researchHow This Course Works:This course is divided into 16 weekly sessions. The activities you need to complete will be inside each weeklyfolder with a clear outline of deadlines for each activity. Please plan to complete assignments as early as you canto allow for any complications you may encounter submitting your work.This course is delivered using an asynchronous model. This means that the weekly sessions offer you someflexibility to finish. There are deadlines, however, and this is not a self-paced course.Instructional methods used in this course include weekly lectures and quizzes, two individual assignments, amid-term exam, and the final exam.If this is your first online course, it is recommended that you complete the Online Course Orientation listed inyour MyGateway course list. If you’ve already completed the orientation, you do not have to retake it but youcan refer to it for helpful videos and tutorials about the technologies used in this course.Assessment/GradingGrade Composition: The course grade will be based on weekly quizzes, two assignments, and two exams. Theyadd up to 100 points. Weekly Quizzes (30%)a. There will be 13 weekly quizzes. The purpose of the quizzes is to test whether you watched theweekly lecture videos. As such, they will be short and simple with mostly less than 10 questions.Most of the questions will be multiple choice or True/False questions. But in some weeks, you willhave short-answer/essay questions as well. The weekly quizzes will account for 30% of your finalgrade.b. Here are important things you need to know:i. Multiple attempts: You can take each week’s quiz up to twice.ii. Forced completion: You will be expected to complete the quiz once you start.iii. Time limit: You will be given 60 minutes once you start the quiz. If you do not finish within60 minutes, the Canvas system will automatically stop the quiz and submit.Assignments (20%)a. Assignment 1: 10 %i. Assignment 1 covers Week 1 through Week 7. You can start the assignment anytime andshould submit during Week 7.Page 3 of 8
Syllabus: MKTG 3740, Spring 2018Marketing Analysisii. Download the assignment file on Canvas. It is an MS Word file. Write your answer in the fileand submit it by attaching to your answer document. (Note: Do NOT use text submission.)iii. I recommend that you download the assignment file in the first week, work on theassignment every week as the course unfolds, and submit before the due. This way, you canavoid doing the assignment at the last minute.b. Assignments 2: 10 %i. Assignment 2 covers regression analysis.ii. Download the assignment file on Canvas. It is an MS Word file. Write your answer in the fileand submit it by attaching to your answer document. (Note: Do NOT use text submission.) Exams (50%)a. The Midterm Exam: 25 %i. The midterm exam will be given in Week 9. You will be given 180 minutes to complete theexam. If you do not finish within the time limit, the Canvas system will automatically stopthe exam and submit. No multiple attempts.b. The Final Exam: 25 %i. The final exam will be given during Week 16. You will be given 180 minutes to complete theexam. If you do not finish within the time limit, the Canvas system will automatically stopthe exam and submit. No multiple attempts.Feedback Plan: Weekly Quizzes: Unless announced otherwise, the feedback and score will be provided by the end ofWednesday of the following week. Assignment 1: The feedback and score will be provided by Sunday, March 11. Assignment 2: The feedback and score will be provided by Wednesday, May 2. Midterm Exam: The feedback and score will be provided by Sunday, March 25. Final Exam: The feedback and score will be provided by Wednesday, May 9.Grading Scale: The grading scale is as follows.A : above 92B- : 80 - 81A-: 90 - 92C : 78 - 79B : 88 - 91C : 72 - 77B : 82 - 87C- : 70 - 71D : 68 - 69D : 62 - 67D- : 60 - 61F : below 60EX ExcusedDL DelayedFN Failure/NonParticipationPage 4 of 8
Syllabus: MKTG 3740, Spring 2018Marketing AnalysisCourse ScheduleModule #/NameModule 1: Introduction toMarketing AnalysisModule 2: Research DesignModule 3: Data CollectionMidterm ExamModule 4: Introduction toData AnalysisModule 5: HypothesisTestingModule 6: LinearRegressionWeekLecturesTests and AssignmentsWeek 1(1/15)Week 2(1/22)Week 3(1/29)Week 4(2/5)Week 5(2/12)Week 6(2/19)Week 7(2/26)Week 8(3/5)Week 9(3/12)Week 10(3/19)Week 11(3/26)Week 12(4/2)Week 13(4/9)Week 14(4/16)Week 15(4/23)Week 16(4/30)Introduction to Marketing AnalysisQuiz1Exploratory Design,Descriptive DesignCausal DesignQuiz2ValidityQuiz4Primary and Secondary Source ofDataMeasurement ScalesQuiz5Questionnaire DesignQuiz7Assignment 1 (Due: 3/4)Quiz8SamplingQuiz3Quiz6Midterm Exam(Due: Sunday 3/18)Summarizing DataQuiz9Spring BreakConfidence IntervalQuiz10Chi-Sq. TestQuiz11A/B Tests, ANOVAQuiz12Linear RegressionQuiz13Assignment 2 (Due: 4/29)Final Exam(Due: Sunday 5/6)Page 5 of 8
Syllabus: MKTG 3740, Spring 2018Marketing AnalysisCourse PoliciesParticipationo Required activity: Your success in this course will heavily depend on your ability to communicate,engage and participate in all course activities. Successful completion of this course requires that astudent keep up with all assignments that include weekly quizzes, two homework assignments, and twoexams. You are expected to complete the required activities in a timely manner. Delayed submission willbe accepted only in a dire situation. In such a case, a written proof should be provided.o If you are unable to participate in the scheduled class activity, you must notify the instructor within theweek of that class module or discussion. An unexcused failure to engage or participate in the class willbe counted as an absence; unexcused absences may result in failure. The instructor reserves the rightto make a judgment to accept and/or make–up assignments missed because of failed participation inthe course activities.Academic Dishonestyo You are responsible for being attentive to and observant of University policies about academic honestyas stated in the University’s Student Conduct Code.o Academic dishonesty is a serious offense that may lead to probation, suspension, or dismissal from theUniversity. One form of academic dishonesty is plagiarism—the use of an author's ideas, statements, orapproaches without crediting the source. Academic dishonesty also includes such acts as cheating bycopying information from another student.o Plagiarism and cheating will not be tolerated and may lead to failure on an assignment, in the class, anddismissal from the University. The campus process regarding academic dishonesty is described in the“Policies” section of the Academic Affairswebsite: mic-dishonesty.html.Student ResourcesAccess, Disability, and CommunicationStudents who have a health condition or disability, which may require accommodations in order to participateeffectively in this course, should contact the Disability Access Services Office. Information about your disabilityis confidential.oooo144 Millennium Student CenterPhone: (314) 516-6554Email: linder@umsl.eduWeb: http://www.umsl.edu/services/disabilityIf you have difficulty communicating in English with the instructor of this course, contact theOffice of International Students and Scholar Services:oPhone: (314) 516-5229Page 6 of 8
Syllabus: MKTG 3740, Spring 2018Marketing AnalysisooEmail: iss@umsl.eduWeb: http://www.umsl.edu/ intelstu/contact.htmlTechnical SupportGOAL Office: The GOAL was created to provide centralized direction and support to online and reentering adultstudents seeking degree completion at the University of Missouri-St. Louis (UMSL). Whether you are returningto school to complete an undergraduate degree started long ago or you desire to earn a Ph.D., we are here toguide you to completion. The GOAL staff will support and guide you, providing access to valuable resources.You may choose to continue your education in an online environment, traditional courses or blendedopportunities. We are here to see you achieve academic success.oooPhone: (314) 516-4211Email: wilkek@umsl.eduWeb: http://www.umsl.edu/goalMy Gateway (Canvas): If you have problems logging into your online course, or an issue with the course site,please contact the Technology Support Center:oooPhone: (314) 516-6034Email: helpdesk@umsl.eduWeb: http://www.umsl.edu/technology/tsc/If you are having difficulty with a technology tool in MyGateway (wiki, voicethread, Kaltura, etc.) considervisiting the Online Course Orientation in your MyGateway course list. The orientation has overviews of eachtool and tutorials on how to use them.Academic SupportThe Online Writing Center: At our My Gateway site, students can send their papers to our tutors, who will readthem and send them back with suggestions. Students can also access Turnitin, which identifies quoted materialin their essays.ooVisit the online Writing Lab page on MyGateway to submit drafts online.We try to respond within 48 hours, but it may take longer, so allow ample time.NetTutor: Online tutoring in many subjects is now available through NetTutor. In your courses on Canvas, clickon Tools and select NetTutor to log in.GOAL Mentors: This course may be assigned a GOAL Mentor who will be able to assist with technology issuesand answer non-content questions regarding online courses.Page 7 of 8
Syllabus: MKTG 3740, Spring 2018Marketing AnalysisStudent Retention Services offers assistance tailored to specific student needs.oooo225 Millennium Student CenterPhone: (314) 516-5300Email: umslsrs@umsl.eduWeb: http://www.umsl.edu/ umslsrs/Page 8 of 8
Analysis Toolpak is an Excel add-in that performs statistical analyses with an Excel worksheet. It is user-friendly as it works in the Excel environment. It performs various statistical analyses including descriptive statistics, . Statplus Time Requirements: If this course were offered
