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 |
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*
(*
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)
(* 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
|
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
|
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
|
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:
- We
will begin and end on time.
- Please
turn off cell phones.
- Act
Professional.
- 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.
- 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.
- 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
- The
quizzes are multiple choice and some T/F. Case questions are essay-based.
- The quizzes
cover assigned readings and in class material and may also cover key
concepts from the case studies.
- 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.
- Quizzes
cannot be taken after the sanctioned date.
Please see me about any problems. If a test is missed, a 0 grade is
earned.
- 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!