MKT 201 Syllabus - Fall 2025
UNIVERSITY
OF MIAMI
MIAMI
HERBERT BUSINESS SCHOOL
SYLLABUS
FOR MKT 201
FOUNDATIONS
OF MARKETING
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Semester:
Fall 2025 |
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Dates:
August 18-December 2, 2025 |
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Class:
MKT 201 C - 2 |
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Classroom:
Mahoney-Pearson Commons 118 |
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Days:
Mondays, Wednesdays, Fridays |
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Time:
10:10 AM – 11:00 AM |
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Instructor:
Carlos Erban |
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Phone: 305-284-6153 |
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Office
Location: Kosar Epstein Building, KE515 (Aresty
Elevators 5th floor, Marketing Department, 3rd office
on the right side) |
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Office Hours (by appointment): · Mondays & Wednesday: 9:00-10:00AM,
11:15AM-12:00PM · Tuesdays & Thursdays: 11:00AM-12:00PM · Fridays: 11:15AM–12:00 PM |
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e-Mail:
cerban@miami.edu LinkedIn: https://www.linkedin.com/in/carloserban/ |
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Appointment Booking Link: |
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Textbook:
Principles of Marketing, 19th edition Kotler and Armstrong (Mandatory)
Pearson, ISBN-13 978-0137864898. Please
do not purchase the
international version. This
version is different.
Email: Blackboard
Message is the best way to get in touch with me. If you send
an email, please make sure you state which class section and time you are
registered. Please feel free to ask any queries you may have at any time.
However, please examine the syllabus before contacting me. The curriculum will
most likely answer most of your questions.
COURSE
DESCRIPTION
This course is devoted to the
study of marketing and the marketing system involved with the task of marketing
products and services. To survive in the contemporary business world,
organizations must continually bring new ideas and products to the market. In
addition, existing products must be managed in a dynamic competitive
environment. The overall purpose of this course is to acquaint you with the
application, analysis, synthesis, and evaluation of the theories and practices
of marketing. This course will serve to allow you to develop marketing plans
based on an understanding of issues associated with pricing and costing, buying
behavior, market segmentation, channel management, and other marketing topics
as they are applied to marketing goods and services. Methods of instruction
will include lectures, discussion, analytical problem-solving, experiential
(involvement) learning, and case analysis.
LEARNING
OBJECTIVES
The primary objective of this course is to introduce the
fundamental concepts of marketing. This course is designed to provide both
marketing and non-marketing majors with a solid overview of marketing in
general. Consequently, a variety of marketing topics and a vast amount of
material will be covered. Regardless of the student's major, it is expected
that the student should develop the ability to approach/understand corporate decision-making
from a marketing perspective. The course will also heighten our awareness of
ethical, social, environmental, and global issues regarding marketing
activities and make us consumers more knowledgeable. Specific objectives
include:
1.
Introduce the fundamental concepts
in marketing by providing students with a solid overview of marketing theories
and practices in general
2.
Provide students with the ability
to understand and implement corporate decision-making from a marketing
perspective and how marketing relates to other functional areas
3.
Provide students with an awareness
of ethical, social, environmental, and global issues as they relate to
marketing activities
4.
Provide students with the ability
to understand marketing situations and analyze problems with the use of case
studies, popular press articles, and current corporate examples
5.
Provide students with the
information and skills needed to develop a marketing plan
- Describe the strategic
marketing process and its three key phases: planning, implementation, and
control
- Collect useful data for
marketing plans (environmental scan, secondary data, etc.)
- Define the product market by
focusing marketing efforts on market segmentation
i.
Go over the steps involved in
segmenting and targeting markets
ii.
Recognize the different factors
used to segment consumer and organizational markets
iii.
Use the market-product grid to
identify a target market and forecast company sales
iv.
Examine how marketing managers
position products in the marketplace
- Distinguishing different
marketing channels
- Develop branding and
packaging strategies, if appropriate, for your offering
- Recognize the major factors
considered in deriving a final list price and mathematically evaluate the
effectiveness of pricing strategies.
- Develop a promotional
strategy that is appropriate to your market
- Develop measurement and evaluation of the marketing plan for
effectiveness and improvement
REQUIRED
MATERIAL
Textbook:
Principles of Marketing, 19th edition Kotler and Armstrong (Mandatory)
Pearson, ISBN-13 978-0137864898. You must read the assigned reading before the
class in which it will be discussed. Please do not purchase the international
version. This version is different.
’CANES COURSE PACK PROGRAM INFORMATION THOUGH FOLLETT HIGHER EDUCATION
All the required course materials for
your classes are being delivered through ’Canes Course Pack, the campus-wide
course materials program. Your student
account will be charged automatically, and you will not need
to make a separate purchase.
·
For this course we will be using a
digital eBook accessed through BryteWave, powered by
RedShelf. You will receive an email directly from BryteWave donotreply@redshelf.com, with a link to access your account. Please follow
the directions in the email to access your virtual bookshelf. The first time
you access the eBook you will see a screen prompting you to “View Course
Materials”.
Students
are able to opt-out by visiting miami.edu/canescoursepack no later than September 3rd, 2025.
2)
Create an account using your student email address.
3)
Select Opt-Out to opt-out of the entire
program. You will have an opportunity to
opt back in if you choose to do so.
4)
You can also Opt-Out from the student-specific link
provided in the email from noreply@follett.com.
Important: If you Opt-Out, you will no longer have access to your digital
materials and will need to purchase materials on your own. If you have physical
(print) materials that you have already picked up from the campus store, please
return the physical material(s) before opting out.
If you have any questions about ’Canes
Course Pack or
the charge to your
student account, please contact
the Office of
Auxiliary Services at aux@miami.edu or you may also visit miami.edu/canescoursepack.
STUDY CASES PART OF THE ’Canes Course Pack”
For this course, we will be using a Coursepack by Harvard Business
Impact. You will receive an email directly from the Campus Store (0475mgr@follett.com), with a
link to access the required Coursepack. Please follow the directions in the
email to access your Harvard Coursepack.
RECOMMENDED
MATERIAL
The course website is on Blackboard (https://www.courses.miami.edu).
Please register, as documents and suggestions will be available on the site.
Please download and print materials available for this course on the site for
classes.
ACADEMIC INTEGRITY
Academic
dishonesty in any form is not tolerated. This policy is required to encourage
consistent ethical behavior among students and to foster a climate of fair
competition. Personal integrity is a quality that is expected and respected at
the University of Miami. Consequently, the Undergraduate Student Honor Code is always
enforced. Students are responsible for reading, understanding, and upholding
the Honor Code, which is available at
https://doso.studentaffairs.miami.edu/units/undergraduate-honor-council/honor-code/index.html A student’s academic conduct must be beyond
reproach at all times.
Assignments will be turned in
through SafeAssign. This program
checks for plagiarism. Always give
credit (cite) when using other people's ideas and findings, and NEVER copy the
work of others word-for-word.
If I
have reason to believe you were dishonest in the way you represented your work
– either by not citing a source or copying work from a source, including
another student, peer, internet source, or otherwise, you will get a 0 on the
assignment. Depending on the situation, I reserve the right to report the case
to the Honor Council.
ACCESSIBILITY
RESOURCES
The Camner Center for Academic Resources at the University of
Miami offers a multitude of resources for every constituent of the University
of Miami community: students, parents, faculty, staff, and administrators. Our
goal is to provide resources to help manage success and advance potential. The
Camner Academic Resource Center assists University students by providing
recognized procedures for assuring that students with disabilities have equal
access to university courses and programs. The Academic Resource Center is at
1307 Stanford Drive in the Student Services Building, https://camnercenter.miami.edu/.
All
students seeking accommodations for a disability must register with the Office
of Disability Services (ODS). Students should register as soon as possible so
that the office has sufficient time to receive and review the necessary
documentation and coordinate reasonable accommodation. Accommodation will not
be for students who are not registered or who do not present this letter. The
accommodations letter must be presented to the instructor at the beginning of
the semester, during office hours, and a minimum of two weeks prior to the
desired use of the accommodation. It is the responsibility of the student to
contact the instructor to coordinate the details of all accommodation. The
instructor will then work with ODS to determine the best way to accommodate the
student for that course. Students should not assume that they will be
accommodated in the same manner for every course.
Students
may speak with the instructor or contact Accessibility Resources at (305)
284-2374 or https://camnercenter.miami.edu/disability-services/index.html for
more information about receiving classroom accommodations. Service Dogs are
allowed on campus and in classrooms; however, Emotional Support Animals (ESA)
are not allowed in classroom settings.
CLASS
ATTENDANCE AND ABSENCES
All students are
responsible for the material covered during their absence. However, the
instructor must allow each student who is absent for a university-approved
reason either the opportunity to make up or to be excused from work missed,
without any reduction in the student’s final course grade as a direct result of
such absence. Verification that an absence was approved by the University
shall be issued by the appropriate University official, as indicated below.
Faculty members in
undergraduate programs must allow students absent for university-approved
reasons the opportunity either to make up or be excused from the work missed
without penalty. Approved absences and the means of verification are:
1.
Participation in an
activity approved by the Academic Deans Policy Council, such as musical and
debate activity, R.O.T.C. function, or varsity athletic trip; participation in
a special academic activity, such as a field trip or other special event
connected with academic coursework. Verification of a student’s participation
shall be issued by the sponsor when authorized by the Office of the Executive
Vice President and Provost.
2.
Observance of a
religious holy day as described in the Religious Holy Day Policy below.
3.
A student has a
verifiable medical excuse which consists of written documentation from a
medical provider such as the Student Health Center or a physician confirming
the absence was due to illness or hospitalization
WELL-BEING RESOURCES AND SUPPORT
As you
complete your coursework, consider how you can maintain your health and
well-being as a top priority. To help
you become familiar with the many programs and services available on campus,
review the information collected on the Division of Student Affairs Student
Well-Being and Resiliency website at https://www.studentaffairs.miami.edu/well-being/index.html.
Please reach
out to any of the resources listed on that site if you need assistance or
support throughout the semester.
Faculty
may submit a concern by contacting the Dean of Students Office (doso@miami.edu
or phone at 305 284 5353).
MENTAL HEALTH
Mental health
concerns or stressful events (e.g., a global pandemic) may lead to diminished
academic performance or reduce your student’s ability to participate in daily
activities. Free, easily accessible, confidential mental health services are
available to assist the student with addressing these and other concerns they
may be experiencing. You can learn more about the broad range of mental health
services available on campus at the Counseling Center website: https://counseling.studentaffairs.miami.edu/.
PHONE
POLICY
Use of a phone or other mobile device is prohibited in the
classroom. Please turn your phone off or in airplane mode (so it does not ring
or beep) and put it away before you enter the classroom. If you need to be in touch
because of a family emergency. Let the instructor know before class and keep
your phone on vibrating mode. Students should wait until they are outside of
the classroom before accessing their phones. Please place your phones face down
on desk before the class begins. The professor reserves
the right to ask you to leave class if your phone goes off in class.
EXCUSED
ABSENCES, INCLUDING RELIGIOUS HOLY DAYS:
Observance of religious holy days
will be respected. It is the student’s obligation to provide the professor
with written notice (e-mail) of dates he or she will be absent due to
observance of religious days. Notice from the student should be provided no
later than the end of the third meeting day of the course. If proper
notification is received on a timely basis, students will not be penalized for
missing classes during the period of absence for religious holy days. Note that
the make-up policy described in the previous section applies to any missed
exams or quizzes.
Absences due to the observance of religious Holy Days that are not
notified to me during the first three-class meeting days will be considered
unexcused. If absences
are properly identified, students absent from class in observance of a
religious Holy Day shall not be penalized in any way for an examination or
assignment missed during the period of absence. Such students shall be offered
a reasonable opportunity to make up the work without penalty. Other excused absences include (1) civic
responsibility (jury duty, etc.) with documentation, (2) official university
activities (athletic team events, etc.) with notification, and (3) illness with
documentation, including a diagnosis.
(Claims of food poisoning the night before an exam are viewed
skeptically. Note to self, do not eat sushi the night before an exam. Family matters/emergencies are not
covered. If you have a family emergency,
the proper procedure is to contact your academic advisor and explain the
situation. If the advisor concurs, they
will send out a blast email to all your professors asking for
consideration. Weddings are not family
emergencies.
OFFICIAL CLASS SCHEDULE
|
Week |
Dates |
Topics, Assignments & Exams |
Reading, Preparation, Due Date (prior to class) |
|
Week 1 |
8/18 |
·
Welcome ·
Blackboard Review ·
Syllabus Review · Class Calendar · Case Studies · Group Project
|
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8/20 |
· Marketing Introduction: 5 Cs, STP, 4 Ps · Creating Customer Value and Engagement
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· Chapter 1 · BB
Discussion Intro |
|
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8/22 |
· Case Study: The Walt Disney World Resort: Making Magical Moments
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· Chapter 1: Walt Disney Study Discussion Questions
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STEP 1: Marketing Lab August 25 – 29
Access your SONA account. https://um-marketing.sona-systems.com All Previous semester accounts have been deleted. Verify that you have
the proper access Refer
to email from the Marketing Lab with your new login information. |
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Consumer
& Customer |
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Week 2 |
8/25-8/27 |
· Access your SONA account
(Marketing Behavioral Lab)*
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8/25 |
· Group Project Explanation
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· Group Project Sign-up and review Scorecard and Rubric
|
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8/27 |
· Understanding the Customer
Habits to Gain Insights
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· Chapters 4
|
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8/29 |
· Consumer Markets and Behavior · Business Markets and Business
Buyer Behavior
|
· Chapter 5 · Chapter 6
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Week
3 |
|
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9/1 |
LABOR DAY
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Context |
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9/3 |
· Analyzing the External and
Marketing Environment · PESTLE
|
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9/5 |
· Case Study – Harley Davidson:
Selling Freedom, Independence, Power, and Authenticity |
· Chapter 5: Harley Davidson Case
Study Answer Discussion Questions on BB
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Company |
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STEP 2: Phase 1 Marketing Lab You have two options to complete phase 1 You can
ONLY participate in one of the two options Option 1 September
8-12: In-person. Complete surveys in MKT
Behavioral Lab Option 2 September
18, 19: In-Person: Read a scientific research
article + answer questions (*You MUST complete option 2 if you are
under 18 y/o) |
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Week 4 |
9/8 |
·
Porter’s
Competitive Forces
|
· Chapter 2 · Chapter 3
|
|
|
9/10 |
· Company and Marketing Strategy: Partnering to Build Customer
Engagement · SWOT Analysis
|
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9/12 |
·
Case
Study: GoPro
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· Chapter 3: GoPro Case Study on
page 95 Answer Discussion Questions on BB
|
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Competition |
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Week 5 |
9/15 |
· Creating Competitive Advantage · Michael Porter video on Strategy · Competitive Analysis ·
Superbowl Ads
|
· Chapter 18 · Superbowl
Assignment |
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9/17 |
·
Guest Lecturer |
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Segmentation,
Target, Positioning (STP) |
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9/19 |
· Customer Value-Driven Marketing Strategy: Creating Customer
Value for Target Customers
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· Chapter 7 |
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Week 6 |
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9/22 |
· Exam Review ·
Case Study: Old Spice · |
·
Old Spice Case study
and questions on BB |
|
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9/24 |
· Exam 1 – 5 Cs, STP
|
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9/26 |
· Group Project Work Session
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Product |
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STEP 3: Phase 2 Marketing Lab You have two options to complete phase 2 You can
ONLY participate in one of the two options Option 1 September 29
– October 3: In-person. Complete surveys in MKT
Behavioral Lab Option 2 October 9,
October 10: In-Person. Read a scientific research
article + answer questions (*You MUST complete option 2 if you are
under 18 y/o) |
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Week 7 |
9/29 |
· Products,
Services, and Brands: Building Customer Value · Branding
Valuation
|
· Chapter 8 |
|
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10/1 |
· Branding –
Apple, Coke, Bose
|
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10/3 |
· Developing
New Products and Managing the Product Life Cycle - McDs
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· Chapter 9 |
|
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Promotion |
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Week 8 |
10/6 |
· Engaging Consumers and
Communicating Customer Value: Integrated Marketing Communications Strategy · 6 Ms Framework
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· Chapter 14
|
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10/8 |
· Engaging Consumers and Communicating Customer Value: Integrated
Marketing Communications Strategy · 6 Ms Framework · Personal Branding
|
Chapter 14 |
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10/10 |
·
Advertising
and Public Relations ·
Personal
Selling and Sales Promotions · Case Study: Dove Sketches
|
· Chapter 15 · Chapter 16
|
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Week 9 |
10/13 |
FALL RECESS
|
|
|
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10/15 |
· Digital Marketing Introduction |
· Digital Marketing Presentation
|
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10/17 |
· Digital Marketing – Search & Display · Workshop |
· Digital Marketing Presentation · Digital Marketing Tutorial
videos · Social Media Ad assignment on
Discussion Board
|
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Week
10 |
10/20 |
· Social Media & Influencer
Marketing · Workshop
|
· Digital Marketing Presentation · Digital Marketing Tutorial
videos
|
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10/22 |
· Exam 2 Review
|
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10/24 |
·
Exam 2
– Product, Branding, Promotions, Digital Marketing
|
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Place |
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STEP 4: Phase 3 Marketing Lab You have two options to complete phase 3 You can
ONLY participate in one of the two options Option 1 October 27
– October 31: In-person. Complete surveys in MKT
Behavioral Lab Option 2 November 6,
November 7: In-Person. Read a scientific research
article + answer questions (*You MUST complete option 2 if you are
under 18 y/o) |
|||
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Week 11 |
10/27 |
· Retailing Wholesaling · Case Study: Showrooming at Best
Buy (3)
|
· Chapter 12 · Chapter 13
|
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|
10/29 |
·
Case
Study: Best Buy
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· Best Buy Case Study Discussion
Questions (3) due 4/2
|
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PRICING |
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10/31 |
· Pricing: Understanding and
Capturing Customer Value
|
· Chapter 10, 11
|
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Week 12 |
11/3 |
· Pricing: Understanding and
Capturing Customer Value
|
· Chapter 10, 11
|
|
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11/5 |
· Individual Feedback Session · Group Project work session
|
·
Uber
Case Study (2) Discussion Questions
|
|
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11/7 |
· Guest Lecturer
|
· Chapter 19 |
|
Week
13 |
11/10 |
· Pricing · Case Study: Uber
|
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INTERNATIONAL |
|
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|
11/12 |
·
The
Global Marketplace |
|
|
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11/14 |
·
P&G Case Study: Playing to Win
|
· HBR Walmart China Case Study
Discussion Questions
|
|
Week
14 |
11/17 |
· Case Study: Walmart China
|
|
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SUSTAINABILITY
& ETHICS |
|
|
|
|
11/19 |
· Sustainable Marketing: Social
Responsibility and Ethics
· Case Study Abercrombie &
Fitch Case
|
· Chapter 20
· HBR Abercrombie & Fitch Case
Study Discussion questions
|
|
|
11/21 |
· Oral Presentations |
|
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Week 15 |
11/24 |
· Oral Presentations |
|
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|
11/26 |
THANKSGIVING
|
|
|
|
11/28 |
THANKSGIVING
|
|
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Week
16 |
12/1 |
· Final Review |
|
|
|
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12/10 |
FINAL EXAM (11:00AM-1:30PM) |
|
(*) All Case Study Discussion Questions are due on Blackboard prior to
class on the due date at 8:00 AM. Any assignments late will be deducted 25% the
first 24 hours and 50% thereafter.
The instructor Reserves the Right to Make Any Changes to this
Schedule and Syllabus with notice to the students.
GRADING
The following
grading weights will be used to determine your grade at the end of the
semester:
While the MKT Behavioral does not
count as part of your course grade, it is a segment of your course that needs
to be completed.
EXAMS
Exams may be
a combination of definitions, matching, multiple-choice and short answer/essay
questions. From exam to exam, the
structure may vary, however, they will all include some essay/short answer
questions. Material for the exams will
come from lectures, in-class discussions, articles read in class, cases
covered, films/videos, and the text. Exams
will NOT be cumulative. The scores for the first 2 exams and assignments
will be posted on myUM /Blackboard. Any final project and/or exam 3 will NOT
be posted due to time constraints. Students are welcome to review their
exams with me during my office hours ALL emails regarding Exam 3, final projects,
presentation grades, feedback, and final course grade reconciliation will be
answered AFTER grades are posted by the instructor.
MAKE-UP
POLICY:
There is no makeup for missed exams. If you are going to
miss an exam, you must contact the instructor prior to the exam. If the
instructor determines that you have a valid reason (documented illness, major
family emergency, etc.) for missing the exam, at the instructor’s discretion,
your final exam may have extra problems and be weighted more to compensate for
the missed exam. You need to contact the instructor in advance and in
writing (by e-mail) regarding examination difficulties. Do not assume that
speaking to the instructor during class constitutes proper notification.
Instructors have the discretion to handle this as they see fit.
GROUP
PROJECTS
In groups of 4-5 students, you will work on two group projects.
1.
Group Project Part 1: Marketing
Mix Assessment with Survey Results, Findings
2.
Group Project Part 2: New
Product Concept with Omnichannel Marketing Campaign
Group project detailed instructions and rubric will be provided
separately.
GROUP DYNAMICS:
Part
of these assignments is learning to work successfully in a group. Your name
will be on every group assignment you turn in. Given that, you are responsible
for the entire product. If an error or part of the assignment is not well done,
that reflects badly on the entire group. If the group is facing any issues
between group members, it is your responsibility to bring it to my attention at
the right time. A group project report will be due listing the members of the
group and how you plan to split up the work which must be approved by the
instructor prior to any work commencing
PEER
EVALUATIONS:
After both assignments, you will submit peer
evaluations for your group members. These peer evaluations are confidential.
Please note that an individual's assignment grade will be a function of my
evaluation of the group and the other group members' evaluations of the
individual. Negative evaluations will affect your grades.
CLASS
PREPARATION & CONTRIBUTION
It is very important and necessary to read the material and
contribute to classroom discussions. Class
preparation and contribution will be evaluated in a variety of manners.
Active participation in-class activities are desired. To supplement class
participation, prior to every class, I
will select 1-3 students to be "on-call" for that day. On the day that you are on call, I will be
asking you questions about the reading and particularly the case in the
textbook at the end of the chapter. These questions will require you to not
only have done the reading and thought through the case questions but also be
able to think on your feet and offer examples or deeper explanations of some of
the concepts covered. If you are not in class (in person or virtually) the day
you are "on-call," you will receive a zero for that portion of the
participation grade. If you are in class but have not done the reading, you
will perform very poorly. it is not simply the quantity that matters, but
quality. Comments that show me you have completed the reading and thought about
the material will earn you the most credit.
Arriving
on time to class, paying attention, and not distracting the professor or your
classmates will count for 10% of your grade. It is expected that you will
attend every class unless it falls under the categories listed on the paragraph
about EXCUSE
ABSENCES, INCLUDING RELIGIOUS HOLY DAYS.
CASES
In addition to the readings from the text, you will be responsible
for four business case studies, as listed on the syllabus. For each case, you
will be expected to come to class having read and carefully analyzed the case
in preparation for class discussion. In class, we will discuss the case,
including:
-
A SWOT analysis of the company
discussed
-
The 4 P's of the company
-
Identifying the STP used by the
company
-
The issues relevant to the case.
The cases will be covered in the exams. The four cases are as
follows:
1. Chapter
10/11: Uber Pricing Strategies
and Marketing Communications
2. Chapters
12/13: Showrooming at Best Buy
3. Chapter
19: Wal-Mart in China
4. Chapter
20: Abercrombie & Fitch: Is It
Unethical To Be Exclusive?
MARKETING RESEARCH * COURSE COMPONENT
As part of your learning
experience, you will discover that market research forms the foundation of most
marketing decisions. One effective way to comprehend the research process is to
engage in it actively. By completing the Research Study portion of the course,
you will gain exposure to academic research and develop a deeper understanding
and familiarity with marketing research practices.
Note: This part of the course is
entirely your responsibility. If you have any questions, please contact the
marketing lab directly at marketinglab@mbs.miami.edu
MARKETING BEHAVIORAL LAB SEMESTER
CALENDAR*
|
|
Task |
Description |
Due Date |
|
Step 1 |
Access your SONA account. |
All Previous semester accounts have been
deleted. Verify that you have the proper access |
August 25 - 29 |
|
Step 2 |
In - person Phase 1 |
You have two options to complete phase 1 Option 1: In-person: Complete surveys in MKT
Behavioral Lab Option 2: In-Person: Read a scientific research article +
answer questions (*You MUST complete option 2 if you are under 18 y/o) |
Option 1
In person computer surveys: You can ONLY participate in one of the two
options |
|
Step 3 |
In - person Phase 2 |
You have two options to complete phase 2 Option 1: In-person: Complete surveys in MKT Behavioral Lab Option 2: In-Person: Read a scientific research article +
answer questions (*You MUST complete option 2 if you are under 18 y/o) |
Option 1
In person computer surveys: You can ONLY participate in one of the two
options |
|
Step 4 |
In – person Phase 3 |
You have two options to complete phase 3 Option 1: In-person: Complete surveys in MKT Behavioral Lab Option 2: In-Person: Read a scientific research article +
answer questions (*You MUST complete option 2 if you are under 18 y/o) |
Option 1
In person computer surveys: You can ONLY participate in one of the two
options |
All the above
steps are a segment of your class; therefore, they need to be completed!
STEP 1 - Access your new account
in SONA.
SONA is an online system that
serves as the platform for signing up for all Marketing Behavioral Lab sessions
throughout the semester. It also acts as the primary channel of communication
between you and the Lab Administration Team.
Your new account will be created for you by
the Marketing Lab, so please do not request an account.
Your new login credentials have
been emailed to you. To get into your new account, follow the instructions
below.
- Find the email from the Marketing Lab
with your new login information. An email was sent to your @miami.edu
account on August 25th. Look in your inbox
and spam folder for an email from um-marketing admin@sona-systems.net Your log-in information looks like this:
●
User ID: Your@miami.edu email without the @miami.edu
(e.g., if your email is
abc123@miami.edu, your User ID will be abc123)
●
Password: You received a randomly generated password
in our email.
- Return
to the SONA Systems website (UM-Marketing SONA) and
select “change password” to create a unique password to protect your
account.
**Please
be sure to use a valid email and un-spam the Marketing Lab so that you can
receive vital information from the Marketing Lab throughout the semester, such
as participation reminders and dates. Failure to receive emails is not a
valid excuse for missed participation.
For Phases 1, 2, and 3: You have
two options for completing them. However, all three steps must be completed,
and each step earns you one credit.
· OPTION 1: In-Person Lab studies
The
lab studies option is recommended as it provides the best opportunity to
understand the market research process and experience the research conducted at
the Miami Herbert Business School. The studies conducted will cover topics like
product usage, social media, and marketing campaigns, and there may be
opportunities for compensation or prizes.
Each in- person lab studies will last up to 1 hour each, and you will
complete a series of studies conducted by the Marketing Department Faculty and
Graduate Students.
To
sign up for these sessions, you will receive an email announcement one week
prior to the start of each phase. The sessions for each phase are scheduled in
1-hour blocks between 9 am and 5:30 pm.
Sign
up for a session via SONA System at UM-Marketing SONA.
· OPTION 2: In-Person Alternative Assignment
If you are under the age of 18, you must
complete option 2, the alternative assignment. You may not participate in
option 1, the marketing research studies.
Additionally,
if you choose not to participate in the lab studies for any reason, you have
the option to complete the alternative assignments. These will also take place
in the Marketing Behavioral Lab – AGB537 and the lab policies are observed (see
below).
As
with the lab studies option, the alternative assignment will also require that
you register for the available sessions. We advise registering promptly once
the session becomes available.
All three in-person Alternative Assignment phases require you to read one MKT research
articles authored by marketing faculty members and respond to a set of
questions related to each article.
Each
alternative assignment is expected to take approximately one hour to complete.
You
can sign up for the alternative assignment at SONA System at UM-Marketing SONA.
LAB POLICIES:
To ensure a productive
and respectful environment, please adhere to the following guidelines:
1.
Timely Arrival: Arrive at least 5 minutes before your scheduled session and wait
outside AGB 537 until a lab administrator invites you in.
2.
Your Responsibilities:
· Regularly check your email for
updates related to the Lab.
· Sign up for and attend your
scheduled lab sessions.
· Be familiar with the Lab location:
Aresty (AGB) 537.
3.
No Late Entry: Late entry into the lab is not
permitted, so please be on time.
4.
Cell Phone Use: Personal cell phone use is not allowed. Unless the use of a cell
phone is part of one of the studies. If you fail to comply, a lab administrator
may ask you to leave, and credit will not be provided.
5.
Food and Drink: Outside food and beverages are not permitted in the lab.
6.
Respectful Atmosphere: Keep noise to a minimum and avoid any disruptive
behavior to maintain a focused environment for everyone.
7.
Mandatory Attendance: You must stay in the lab for the full 60-minute
session.
8.
Sign-In Requirement: Upon entry, please sign the attendance roster at the
front of the room. Failure to sign in will result in no credit being awarded for the
session.
What happens if you do not
complete the marketing research portion of your course?
At the end of the semester, your
professor will receive a comprehensive report of student participation in the
marketing research activities. If you have not completed these parts, you will
receive an incomplete grade for the course. After the semester is over you
will receive instructions regarding how to complete the course requirement.
Upon completing the requirement (or an alternative assignment), the incomplete
grade (I) will be lifted, and your course grade will be released.
Incomplete Policy
What is an INCOMPLETE grade (I)?
The Incomplete will act as a placeholder for the grade you received in your
course and will have no bearing on your enrollment status, GPA, or total credit
hours for the semester. You can read more about the incomplete UM policy via
the ‘Undergraduate Policies and Procedures: UM Bulletin.
MARKETING BEHAVIORAL LAB MAKE-UP SESSION
This
option may or may not be scheduled at the end of the semester. If offered, it
will be exclusively for students who are missing only 1 credit. Qualifying
students will receive an email notification with a password key, which they can
use to register for one of several in-person sessions.
AMA
CHAPTER:
The
University of Miami chapter of the American Marketing Association (AMA) is the
official campus representative of the most important marketing organization in
the world. AMA is a group of students who love talking about the latest trends
in branding, advertising, and social media. At weekly meetings, AMA members
work on real projects with local and national companies such as Vitamin Water,
Ice Breakers, Mary Kay Cosmetics, and many others. AMA organizes marketing
events throughout the year and brings well-known marketing professionals and
entrepreneurs to campus to connect with members, giving them a multitude of
opportunities, including internships.
For more information on getting involved in the
University of Miami AMA, visit us on Facebook and Instagram (@UMiamiAMA) or
email us at umama.communication@gmail.com.
LUXURY AND FASHION CLUB:
https://miami.campuslabs.com/engage/organization/lux
Instagram @umiamilux
The Luxury and Fashion Club, LUX, aims to educate students about
various luxury brands and their importance to the market. We also plan to
expose students to internship and job opportunities within the luxury sector,
connect students of all majors who are passionate about fashion and luxury,
inform students about the many different areas of luxury, and make students
aware of what sets the luxury business apart from mass-marketed products. The
Luxury and Fashion Club, LUX, will provide networking opportunities with luxury
companies for students and host speakers from luxury brands to discuss their
experiences working in the luxury sector. and will plan interactive activities
to get students familiarized with the concept of luxury through the
establishment of committees and attend store visits to experience first-hand
how they operate.
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