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:
Class:
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.
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
MARKETING
PLAN: 200 points
You, in a group of 4, will each complete an original marketing plan for a local company of your choi