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, 2nd edition, ISBN # 0-13-140547-0

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

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)

Saturn Logo

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:

 

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:

 

            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 choice.  The marketing plan lays out actions that a company needs to implement the marketing program.  It is the means of communication to top executives and to managers. Specifically, it presents the organization’s: current present and future situations, expected outcomes, specific actions that to occur and responsibility parties, identifies needed resources, and monitoring of each action and its results.

Each group will contact a local business and conduct a marketing plan for them.  A representative from that organization or company must agree to cooperate and be in touch with the group account executive thru the semester. They must be willing to meet with the entire group at a time you arrange in early January. The organization may provide you with any materials and information they are willing to share; however, this must be disclosed to me that it is secondary data.  I will give you generous class time and lab space to arrange group meetings, visits with the client, and to complete writing your marketing plan; however, you should begin selecting a local business or organization during the first weeks of class.  This is a semester-long project.

 

I expect you to incorporate the elements of a marketing plan, which I will go over and can be found in chapter 15. Some concepts you will include are the content of our class discussion and quizzes (i.e., Strategic Marketing Framework, Marketing Research, Consumer Behavior and Analysis, Organizational Buying Behavior, Market Structure and Competitive Analysis, Product Decisions, New Product Development, Communications and Advertising Strategy, Channels of Distribution, Personal Selling, Pricing, Sales Promotion, Service).  This is a way to apply all that you have learned and give you experience writing a marketing management plan and working in a team environment like many marketing careers entail.

 

The grade is assigned to each team; as in the real world, the team wins the account or is not successful.  Thus, work together on decisions. You are responsible for what is turned in; your name is on the project.  Also, as in the real world, people get fired for not showing up, not contributing, or contributing junk. Keep me informed of non-contributors.  Each member will turn in updates to me at specified times to inform me specifically of what they have contributed to this point.  I expect a thorough plan, which incorporates each element, and the managerial-type thinking that you have had practice with your cases.  These will also be turned into the client, so be serious and treat this group project in a professional manner.

  

VI. Readings, Close

 

                                    Chapt.1      Introduction to Marketing Management

                                     Chapt.2     A Strategic Marketing Framework

                                    Chapt.3     Marketing Research

                                    Chapt.4     Consumer Behavior and Analysis

                                    Chapt.5     Organizational Buying Behavior

                                    Chapt.6     Market Structure and Competitive Analysis

                                    Chapt.7     Product Decisions

                                    Chapt.8     New Product Development                                             

Chapt.9     Communications and Advertising Strategy

Chapt.10   Channels of Distribution

                                     Chapt.11    Personal Selling

                                    Chapt.12    Pricing

                                    Chapt.13    Sales Promotion

                                    Chapt.14   Customer Relationship Management

                                    Chapt.15   Strategies for Service Markets

      Topic Strategies for Technology-Based Markets

      Topic Global Marketing Strategies

                                                      Develop the Marketing Plan

 

 

*To be successful in this class, please come prepared (e.g., read the chapters assigned above, have outline from power point printed, ready to participate) to each class session. By reading, attending class, and thinking strategically on the cases, you will gain knowledge of marketing management. Good luck! This will be a fun and stimulating course!