MKTG 4780: MARKETING MANAGEMENT

Syllabus Table of Contents

I. Specifics

II. Description & Goals

III. Schedule

IV. Format, Policies, Evaluation

VI. Readings

I. Specifics

Instructor	Angeline Grace Close, Assistant Professor, Business Administration	Website	http://radar.ngcsu.edu/~agclose/mktg4780.htm
Class Time/ Location	T,R 2-3:15 (Section A) Newton Oakes 011 & Reserved Computer Labs: NOC 3:15-5 (T,R) NHS 2-3:15 (T,R) for group project days	Offices	NGCSU (N): 116 Newton Oakes (T, R) (706) 864-1616 Athens (A): 124 Brooks Hall (M,W,F) (706) 542-3764 Gainesville (G): 158 Dunlap Mathis (770) 718-3875 (T after 5)
Session	Spring 2006	Office Hours	T: 1-2 (N) & by appointment

II. Description and Goals

Marketing management is about managing the four Ps for a company or organization. We will reintroduce product, place, pricing, and promotional decisions facing a firm. The key to making sound marketing decisions involves careful analysis of the situation, intelligent use of research, and marketing principles. We will put what we have learned into the real-world.

Course Objectives are:

· to investigate case studies which include strategic decisions on products, promotions, distribution, and pricing

· to understand the complexities of decisions in marketing management

· to understand frameworks for analyzing markets, customers, and competitors

· to demonstrate how information technology and global economy relate to marketing management

· to integrate concepts with an original marketing plan

To achieve these objectives, we will employ discussion, cases, and a real-world project with a client.

Prerequisites: MKTG 3700, MKTG 3720, MKTG 3730

Course Materials: Text: Winer, Russell S.; Marketing Management, 2^nd edition, ISBN # 0-13-140547-0

Case Book (optional) Ferrell and Hartline, Marketing Strategy, 3^rd Edition

Course Website: http://radar.ngcsu.edu/~agclose/mktg4780.htm

The site has: 1) This syllabus with schedule, 2) Lecture slides, and 3) any additional class information. Please check the site weekly. 

III. Schedule

WEEK	DATE	TOPIC	READING
1	R Jan 5	What is Marketing Management? What is a Marketing Plan? Formulating a strategy; Corporate Marketing Strategy	Ch 1
2	T Jan 10 R Jan 12	Strategy & Marketing Plan Overview Marketing and Market Research: Quantitative and Qualitative Research Methods; Examples of Marketing Research: selected companies	Ch 2 Ch 3
3	T Jan 17  R Jan 19	Focus on the Customer Classtime: Marketing Plan	Ch 4
4	T Jan 24 R Jan 26	Organizational Buying Behavior Case 1: Napster* www.napster.com (* includes examples for marketing plan)	Ch 5 Case
5	T Jan 31 R Feb 2	QUIZ 1 (Ch. 1-5) Classtime: Marketing Plan	QUIZ 1
6	T Feb 7 R Feb 9	Competitive Strategies and Market Structure Analysis Case 2: Saturn* (owned by GM) www.saturn.com (* includes examples for marketing plan)	Ch 6
7	T Feb 14 R Feb 16	Product: Branding, Positioning, Line Decisions Classtime: Marketing Plan	Ch 7
8	T Feb 21 R Feb 23	New Product Development Case 3: USA Today www.usatoday.com	Ch 8
9	T Feb 28 R Mar 2	Advertising & IMC Management Classtime: Marketing Plan	Ch 9
10	T Mar 7 R Mar 9	Market Plan Updates Due From Each Group Member Channels of Distribution: Dynamics, Functions, Factors Quiz 2 (Ch. 6-10)	Ch 10 Quiz 2
11	T Mar 14 R Mar 16	Happy Spring Break! Get Serious on Those Marketing Plans! Midpoint Review due Next Week!	No Class-Spring Break
12	T Mar 21 R Mar 23	Direct Marketing Midpoint Marketing Plan Due in Class Case 4: Bass Pro Shops and Outdoor World www.basspro.com	Ch 11
13	T Mar 28 R Mar 30	Pricing Classtime: Marketing Plan	Ch 12
14	T Apr 4 R Apr 6	Sales Promotion Case 5: Yum Brands: the Global Fast Food Industry www.yum.com	Ch 13
15	T Apr 11 R Apr 13	Service Marketing Marketing Plan Update Due From Each Group Member Classtime: Marketing Plan	Ch 15
16	T Apr 18 R Apr 20	Classtime: Marketing Plan  Classtime: Marketing Plan
17	T Apr 25	Marketing Plans Due in BADM office by Noon Make 2 Binded Copies (One for the client; one for the professor)

IV. Format, Policies & Evaluation

Discussions:

The lecture notes are posted at, http://radar.ngcsu.edu/~agclose/mktg4780.htm. It will help to print out the notes (3 slides per page) of each chapter before class, and take notes on the print out in order to be prepared for discussion. Please contribute with insightful questions or comments, with regard to how to integrate the topic at hand into your marketing plan. You are encouraged to participate in class discussion and insightful participation is essential during our case discussions.

Policies:

• NO EMAIL ASSIGNMENTS ARE ACCEPTED
• Please see me with individual matters during office hours, in lieu of in the classroom or via email.
• This syllabus may be updated or modified accordingly.
• NGCSU is committed to equal access to its programs, services, and activities for people with disabilities. Any student who feels s/he may need an accommodation based on the impact of a disability should contact me privately to discuss your specific needs and the Office of Student Disability Resources at 706-867-2782, in 221 Barnes Hall, to coordinate reasonable accommodations for students with documented disabilities.
• If either NGCSU or Gainesville College is closed (see websites), no class.

Class:

1. We will begin and end on time.
2. Please turn off cell phones.
3. Act Professional.
4. Honor code at all times; see NGCSU’s website for any ?’s on the honor code. I am authorized to use a plagiarism scanning program.
5. Please utilize office hours for concerns. Email is not the best way to communicate quickly, as I am better able to talk to you in person. I am more than happy to take time and help during office hours or by appt.

Attendance & Participation:

This class is for you to discuss marketing management issues-please speak up! Comments should reflect the reading. Meaningful participation will be considered with borderline final grades. Hence, attendance and insightful participation in discussion is required. I will check attendance. In the event an assignment is missed due to absence, it cannot be made up, unless arrangements are made prior to the absence.

No make-up exams will be given for exams missed without prior approval of the instructor. Materials (cases, papers, presentations) will not be accepted late. You should read assigned material and come to class prepared to discuss the subjects to be covered. Class attendance is an important factor in learning and an indicator of course grades.

Please note NGCSU’s Attendance policy: if you miss more than 14% of classes, you will be dropped with either a W (before midpoint &passing) or a WF (not passing &/or after midpoint). Unless receiving notice from Academic Affairs reflecting an extenuating circumstance, this policy remains in addition to the course policy stated above. Please see the Undergraduate Bulletin for NGCSU's class attendance policy.

Evaluation:

• Case (5) participation is worth 50 points total.
• Quizzes (2) are worth 100 points each, 200 points total.
• The team marketing plan is worth 200 points.

Total points for the course = 450.

Grading Scale (Out of 450 Points):

Grade:	A	B	C	D	F
Points:	405+	360-404	324-359	271-323	270-

A = 90-100% ; B = 80-89% ; C = 70-79% ; D = 60-69% ; F=< 60%

CASES/CASE PARTICIPATION QUIZZES: 5 @ 10 points each

The case method is a method that challenges us by bringing issues as close as possible to the business situations of the real world. Case studies will have us thinking from the marketing manager’s viewpoint. I will guide discussions on different cases; you will do the discussions/debates. Be prepared to discuss/debate these cases in class. Your grades for the cases will also incorporate your in-class discussion and participation about the cases. Specific cases will be assigned and handed out in class. READ EACH CASE BEFORE CLASS. YOU ARE EXPECTED TO BE VERY FAMILIAR WITH THE CASE BEFORE THE SESSION. Bring notes on the case and key points for discussion (e.g., what you find interesting, your opinions based on case information, answers to any questions at the end of the case) to class to help you in the case session. In class, facilitate discussion about the case, present your view, and justify your view. An absence, nonparticipation, or coming to class unprepared on a case session= 0 points earned.

QUIZZES: (2) @ 100 points each

1. The quizzes are multiple choice and some T/F. Case questions are essay-based.
2. The quizzes cover assigned readings and in class material and may also cover key concepts from the case studies.
3. It is crucial to be in class and to read to do well on the quizzes. If you miss class, you are responsible for exam material assigned/discussed.
4. Quizzes cannot be taken after the sanctioned date. Please see me about any problems. If a test is missed, a 0 grade is earned.
5. Students are not permitted to enter once the quiz begins, nor be excused.

MARKETING PLAN: 200 points

You, in a group of 4, will each complete an original marketing plan for a local company of your choi