Syllabus: MKTG 3740, Spring 2017
Marketing Analysis
About the Instructor
Contact information:
Ho Kim
314-516-6298
[email protected]
Tower 1310
In-Person Office Hours: by email appointment
Welcome
Welcome to the exciting world of Marketing Analysis! I am so glad to teach Marketing Analysis because it is my
passion to understand consumers by use of scientific methods of data collection and analysis. Marketing is a
blend of art and science. Marketing Analysis is the science part of Marketing, which is why some people call it
left-brain marketing. In this course, you will learn various methods of data collection and analysis for marketing
decision making.
To briefly introduce myself, I am an Assistant Professor of Digital and Social Media Marketing at the University of
Missouri-St. Louis. I am a marketing scientist who is interested in analyzing big data to learn insights for
marketing management. I am especially interested in online consumer behavior such as online word-of-mouth
and online search. I am an active researcher, co-working with many professors from diverse universities
including UCLA, UT Dallas, UT Arlington, Kansas State University, California State University-Long Beach, Korea
University and Pusan National University in South Korea. I am a native Korean who moved to the U.S. in 2008 to
do a Ph.D. I completed my Ph.D. degree at UCLA in 2013. Since Fall 2015, I have been teaching marketing
courses at UMSL. If you want to know more about my professional activities, please visit my home page at
http://www.umsl.edu/divisions/business/About%20the%20College/Faculty/Marketing/kim.html
About this course:
Recommended texts: There is a NO required textbook. Lecture slides will be provided at MyGateWay. However,
you may benefit from reading the following textbooks together with the lecture slides:
 Iacobucci, Don & Churchill, Gilbert A. (2009). Marketing Research: Methodological Foundation, 10th ed.
ISBN-10: 1439081018: This is the main textbook that the lecture slides refer to.
 Burns, Alvin C. & Bush, Ronald F. (2013). Marketing Research, 7th ed. ISBN-10: 0133074676.
 Malhotra, Maresh K. (2014), Essentials of Marketing Research: A Hands-On Orientation, 1st ed. ISBN-10:
0137066732
Other course materials: For statistical computations, we will use Data Analysis Toolpak of Microsoft Excel. Data
Analysis Toolpak is an Excel add-in that performs statistical analyses with an Excel workbook. It is user-friendly
as it works in the Excel workbook 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
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Syllabus: MKTG 3740, Spring 2017
Marketing Analysis
on Windows PC. Those who use an Apple PC will need to use a third-party software if the Microsoft Excel in their
PCs is not Office 2016. This is because Microsoft disabled the Data Analysis Toolpak in the Excel versions 2008
and 2011 in Apple PCs. (Check this for availability of the Data Analysis Toolpak for your PC:
https://support.microsoft.com/en-us/kb/2431349.) For those who use Excel version 2008 or 2011 in their Apple
PCs, use Statplus (https://www.analystsoft.com/en/products/statplusmacle/), which is a free alternative to the
Data Analysis Toolpak. In Week 10, I will explain the necessary steps to acquire the Data Analysis Toolpak or
Statplus
Time Requirements:
If this course were offered on campus, you would be in class 2.5 hours/week plus travel time. The online version
is no different in terms of expectations for your involvement. This is an active online course that requires 6
hours of your time each week in addition to the time it takes you to read the required materials, watch the
videos, and complete the assignments. This means that you need to plan to spend a minimum of 6 hours every
week (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 have
computing problems, it is your responsibility to address these or to use campus computing labs. Problems with
your computer or other technology issues are not an excuse for delays in meeting expectations and missed
deadlines for the course. If you have a problem, get help in solving it immediately. At a minimum, you will need
the 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
DSL 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=HRZAC
Microsoft Word, Excel, and PowerPoint
Course Description in the Catalog:
Prerequisites: INFSYS 1800, MKTG 3700, LOM 3300 and a 2.0 campus GPA. An investigation of the acquisition,
presentation, and application of marketing information for management. Particular problems considered are
defining information requirements, evaluating research findings, and utilizing information. Statistical methods,
models, and/or cases are employed to illustrate approaches to marketing intelligence problems, such as sales
forecasts, market delineation, buyer motives, store location, and performance of marketing functions.
Goals of the Course:
Upon completion of this course, students will be able to:
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Syllabus: MKTG 3740, Spring 2017
Marketing Analysis


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Transform managerial questions into specific marketing research questions
Know the appropriate marketing research design and data collection method for a specific marketing
research question
Understand various statistical analysis methods for marketing research
How This Course Works:
This course is divided into six modules that last sixteen weeks. The activities you need to complete will be inside
each module folder with a clear outline of deadlines for each activity. Please plan to complete assignments as
early as you can to allow for any complications you may encounter submitting your work.
This course is delivered using an asynchronous model. This means that each module offers you some flexibility
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, a
mid-term exam, and the final exam.
If this is your first online course, it is recommended that you complete the Online Course Orientation listed in
your MyGateway course list. If you’ve already completed the orientation, you do not have to retake it but you
can refer to it for helpful videos and tutorials about the technologies used in this course.
Assessment/Grading
Grade Composition: The course grade will be based on weekly quizzes, two assignments, and two exams. They
add up to 100 points.
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
Weekly Quizzes (30%)
a. There will be 14 weekly quizzes. The purpose of the quizzes is to test whether you watched the
weekly lecture videos. As such, they will be short and simple with mostly less than 10 questions.
Most of the questions will be multiple choice of True/False questions. But in some weeks, you will
have short-answer/essay questions as well. The weekly quizzes will account for 30% of your final
grade.
b. Here are important things you need to be aware of.
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 within
60 minutes, the Blackboard system will automatically stop the quiz and submit.
Assignments (20%)
a. Assignment 1: 10 %
i. Assignment 1 covers Modules 1 through 3. You can start the assignment anytime and should
submit during Week 7.
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Syllabus: MKTG 3740, Spring 2017
Marketing Analysis
ii. Download the assignment file in MyGateWay. It is an MS Word file. Write your answer in
the file and 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 the
assignment every week as the lecture progresses, and submit before the due. This way, you
can avoid doing the assignment at the last minute.
b. Assignments 2: 10 %
i. Assignment 2 covers Modules 4 through 6. You can start the assignment anytime and should
submit during Week 15.
ii. Download the assignment file in the Blackboard. It is an MS Word file. Write your answer in
the file and submit it by attaching to your answer document. (Note: Do NOT use text
submission.)
iii. I recommend that you download the assignment file in week 10, work on the assignment
every week as the lecture progresses, and submit before the due.

Exams (50%)
a. The Midterm Exam: 25 %
i. The midterm exam will be given in Week 9. You will be given 180 minutes once you start the
exam. If you do not finish within the time limit, MyGateWay system will automatically stop
the exam and submit. No multiple attempts.
b. The Final Exam: 25 %
i. The final exam will be given during the final exam week (week 17). You will be given 180
minutes once you start the exam. If you do not finish within the time limit, MyGateWay
system will automatically stop the exam and submit. No multiple attempts.
Feedback Plan:
 Weekly Quizzes: Unless announced otherwise, the feedback and score will be provided on Wednesday of
the following week by 11:59 PM.
 Assignment 1: The feedback and score will be provided by Sunday, March 12.
 Assignment 2: The feedback and score will be provided by Sunday, May 7.
 Midterm Exam: The feedback and score will be provided by Monday, March 20.
 Final Exam: The feedback and score will be provided by Thursday, May 11.
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Syllabus: MKTG 3740, Spring 2017
Marketing Analysis
Grading Scale: The grading scale is as follows.
A : above 92
B- : 80 - 81
A-: 90 - 92
C+: 78 - 79
B+: 88 - 91
C : 72 - 77
B : 82 - 87
C- : 70 - 71
D+: 68 - 69
D : 62 - 67
D- : 60 - 61
F : below 60
EX = Excused
DL = Delayed
FN = Failure/Non
Participation
Course Schedule
Module #/Name
Module 1: Introduction to
Marketing Analysis
Module 2: Research Design
Module 3: Data Collection
Midterm Exam
Module 4: Introduction to
Data Analysis
Module 5: Hypothesis
Testing
Module 6: Linear
Regression
Final Exam
Week
Lectures
Tests and Assignments
Week 1
(1/17)
Week 2
(1/23)
Week 3
(1/30)
Week 4
(2/6)
Week 5
(2/13)
Week 6
(2/20)
Week 7
(2/27)
Week 8
(3/6)
Week 9
(3/13)
Week 10
(3/20)
Week 11
(3/27)
Week 12
(4/3)
Week 13
(4/10)
Week 14
(4/17)
Week 15
(4/24)
Week 16
(5/1)
Week 17
(5/8)
Introduction to Marketing Analysis
Quiz1
Exploratory Design,
Descriptive Design
Causal Design
Quiz2
Validity
Quiz4
Primary and Secondary Source of
Data
Measurement Scales
Quiz5
Questionnaire Design
Quiz7
Assignment 1 (Due: 3/5)
Quiz8
Sampling
Quiz3
Quiz6
Midterm Exam
(Due: Sunday 3/19)
Summarizing Data
Quiz9
Spring Break
Confidence Interval
Quiz10
Chi-Sq. Test
Quiz11
A/B Tests, ANOVA
Quiz12
Simple Linear Regression
Quiz13
Assignment 2 (Due: 4/30)
Quiz14
Multiple Linear Regression
Final Exam
(Due: Tuesday 5/9)
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Syllabus: MKTG 3740, Spring 2017
Marketing Analysis
Course Policies
Participation
o 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 a
student keep up with all assignments, including the ice breaking activity (in Start Here menu), weekly
quizzes, two homework assignments, and two exams. You are expected to complete the required
activities in a timely manner. Delayed submission will be accepted only in a dire situation. In such a case,
a written proof should be provided.
o Recommended activity: A multi-purpose weekly discussion board can be found at the bottom of each
week’s module. Feel free to use this board to ask questions and post materials related to this week's
lessons. Such materials may include but not limited to newspaper/magazine articles. Students are
welcome to respond to other students' postings. I may not respond to each post but will be monitoring
each discussion and participate in the discussion as need be.
o If you are unable to participate in the scheduled class activity, you must notify the instructor within the
week of that class module or discussion. An unexcused failure to engage or participate in the class will
be counted as an absence; unexcused absences may result in failure. The instructor reserves the right
to make a judgment to accept and/or make–up assignments missed because of failed participation in
the course activities.
Netiquette/Civility
Participation in the course should maintain a positive work and learning environment, as outlined in the UMSL
Student Planner: http://www.umsl.edu/~studentplanner/Policies%20and%20Procedures/positive.html
Academic Dishonesty
o You are responsible for being attentive to and observant of University policies about academic honesty
as stated in the University’s Student Conduct Code.
o Academic dishonesty is a serious offense that may lead to probation, suspension, or dismissal from the
University. One form of academic dishonesty is plagiarism—the use of an author's ideas, statements, or
approaches without crediting the source. Academic dishonesty also includes such acts as cheating by
copying information from another student.
o Plagiarism and cheating will not be tolerated and may lead to failure on an assignment, in the class, and
dismissal from the University. The campus process regarding academic dishonesty is described in the
“Policies” section of the Academic Affairs
website: http://www.umsl.edu/services/academic/policy/academic-dishonesty.html.
o (IMPORTANT) To avoid accusations of academic dishonesty, please submit all written work to the
Turnitin System before finalizing what you submit for evaluation. Check information about The Writing
Center @UMSL that is linked to MyGateway Home.
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Syllabus: MKTG 3740, Spring 2017
Marketing Analysis
Student Resources
Access, Disability, and Communication
Students who have a health condition or disability, which may require accommodations in order to participate
effectively in this course, should contact the Disability Access Services Office. Information about your disability
is confidential.
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o
144 Millennium Student Center
Phone: (314) 516-6554
Email: [email protected]
Web: http://www.umsl.edu/services/disability
If you have difficulty communicating in English with the instructor of this course, contact the
Office of International Students and Scholar Services:
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o
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Phone: (314) 516-5229
Email: [email protected]
Web: http://www.umsl.edu/~intelstu/contact.html
Technical Support
GOAL Office: The GOAL was created to provide centralized direction and support to online and reentering adult
students seeking degree completion at the University of Missouri-St. Louis (UMSL). Whether you are returning
to school to complete an undergraduate degree started long ago or you desire to earn a Ph.D., we are here to
guide 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 blended
opportunities. We are here to see you achieve academic success.
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o
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Phone: (314) 516-4211
Email: [email protected]
Web: http://www.umsl.edu/goal
My Gateway (Blackboard): If you have problems logging into your online course, or an issue with the course
site, please contact the Technology Support Center:
o
o
o
Phone: (314) 516-6034
Email: [email protected]
Web: http://www.umsl.edu/technology/tsc/
If you are having difficulty with a technology tool in MyGateway (wiki, voicethread, Kaltura, etc.) consider
visiting the Online Course Orientation in your MyGateway course list. The orientation has overviews of each
tool and tutorials on how to use them.
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Syllabus: MKTG 3740, Spring 2017
Marketing Analysis
Blackboard Collaborate: If you have any questions regarding Collaborate, contact the Faculty Resource Center:
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Phone: (314) 516-6704
Email: [email protected]
Web: http://www.umsl.edu/technology/frc/
Outside normal office hours, you may also contact Collaborate for 24/7 assistance:
o
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Phone: (877) 382-2293
Chat: http://support.blackboardcollaborate.com
VoiceThread
o
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Online Form: https://voicethread.com/support/contact/
Web: https://voicethread.com/support/howto/Basics/
Academic Support
The Online Writing Center: At our My Gateway site, students can send their papers to our tutors, who will read
them and send them back with suggestions. Students can also access Turnitin, which identifies quoted material
in their essays.
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Visit 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 MyGateway,
click on 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 issues
and answer non-content questions regarding online courses.
Student Retention Services offers assistance tailored to specific student needs.
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225 Millennium Student Center
Phone: (314) 516-5300
Email: [email protected]
Web: http://www.umsl.edu/~umslsrs/
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