Marketing Competition

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					                                              MKT 361
                                        Marketing Competition
                                          Spring Semester, 2009
                                          Professor Aspy P. Palia

              Course Website:

Professor:    Dr. Aspy P. Palia
Telephone:    956-8642 (Office); 947-5144 (Home)
Office:       Bus Ad C402e
Office Hrs:   W,F 3:00 – 4:00 pm & by appointment


Marketing Competition (MKT 361) is an elective course for all majors. Students should possess a knowledge
of Marketing principles and consumer behavior.

This course begins the process of integrating the curriculum of study for the BBA degree, which is completed
in Strategic Management - BUS 345. The course draws on the rich body of literature in the field of Marketing
Strategy and Strategic Market Planning. The concepts, theories and ideas are given practical application in
case studies and the dynamic marketing simulation COMPETE. Emphasis is placed on problem solving and
use of analytical tools in the solution of marketing problems.


1.     to develop an understanding of the strategic market planning process.
2.     to develop skill in the application of strategic market planning to solve business problems.
3.     to improve skills and abilities in strategic thinking.
4.     to develop and enhance written and oral communication skills.

To achieve the above mission, participants will:
1.     learn strategic marketing concepts,
2.     analyze marketing cases,
3.     use strategic marketing tools to analyze marketing opportunities and performance in the marketing
       simulation 'COMPETE',
4.     submit written reports, and
5.     present group objectives, strategies, and performance, using the marketing tool kit assembled at the
       end of the semester.


       A.J. Faria,(2006) COMPETE, 5th ed. (available online via CODES).
       David A. Aaker, (2008) Strategic Market Management, 8th ed. New York: Wiley.


There will be a quiz covering the marketing simulation COMPETE, and a comprehensive final exam.


There will be no make-up for the final exam.

                                              MKT 361
                                        Marketing Competition
                                             Spring Semester, 2009
                                             Professor Aspy P. Palia


Students will earn their grades on a point system as follows:

Performance Criteria                                               Maximum Points

                                                            Individual     Team           Total
COMPETE Quiz (January 30, 2009)                             100                           100
Strategic Market Plan (TMP) Report (due April 17, 2009)     200                           200
Peer Evaluation (due on May 6, 2009)                        100                           100
Class Participation                                         100                           100
Final Exam                                                  200                           200

Team Presentation (on & after April 24, 2009)                              100            100
Team Presentation Handout (on May 1, 2009)                                 100            100
Team Performance (feedback on May 6, 2009)                  .              100            100

                              Total Points                  700            300          1000

Course grades will be based on the percentage earned of 1000 points.

Grade     Percentage needed           Score needed
A+            97 or above             967 or above
A             94 to 96                934 to 966
A-            90 to 93                900 to 933
B+            87 to 89                867 to 899
B             84 to 86                834 to 866
B-            80 to 83                800 to 833
C+            77 to 79                767 to 799
C             74 to 76                734 to 766
C-            70 to 73                700 to 733
D+            67 to 69                667 to 699
D             64 to 66                634 to 666
D-            60 to 63                600 to 633
F             59 or below             599 or below

Class Participation (100 pts): The activity of verbal engagement related to the assigned topic within the
context of the class is defined as class participation. There are several methods of receiving class
participation credit: 1) asking questions about text or case material; 2) making observations about text or case
material; 3) making insightful comments or asking penetrating questions during lectures or at appropriate
times during case presentations; and 4) relating assigned material to other areas of study or current events in
the business environment. Class participation is the student's responsibility. Class attendance is necessary
but not a sufficient condition to receive satisfactory credit for class participation.
Absence from team presentations will lower the class participation score.

Individual Strategic Market Plan (SMP) Report (200 pts): The Individual Strategic Market Plan (SMP) Report
should be word processed, spell checked, proof read and corrected before it is submitted. The SMP Report

                                               MKT 361
                                         Marketing Competition
                                            Spring Semester, 2009
                                            Professor Aspy P. Palia

must include a report title, company name, logo, and slogan, industry letter (C or E), company (1,2,3,4, or 5),
course number and title, name of author, date submitted, paginated Table of Contents and Detailed Outline.
No late reports will be accepted.

Team Presentation (100 pts): Develop a strategic plan for your company. Following the general model in the
text, develop a detailed strategic marketing plan. A presentation handout, a list of references, and an appendix
containing all material referred to, will be submitted to the professor at the beginning of the class for which it is
due. This team submisssion must have a title page, table of contents and appropriate headings and
subheadings. All sources are to properly referenced.

Team presentations will include all team members. No oral presentation is to be read (notes cards will be
permitted as reference guides only). Student presentations are to be made in a relaxed, confident and
professional demeanor. Levity and lightheartedness can enhance the presentation with appropriate timing
and style. However, nervous giggling suggests immaturity and detracts from professional style. Presentations
are to be carefully practiced and are not to exceed SIXTY minutes in length. All team members will actively
engage in the presentation and discussion that follows the presentation. A computer presentation program or
overhead slides are to be used for visual aids. Other types of visual aids may also be used.

Team presentations will demonstrate the knowledge and application of market planning concepts and
techniques. Content must demonstrate the use, application and understanding of strategic market planning
tools, techniques and concepts. Solid data analysis will be a fundamental foundation for decision making and
recommendations. Vague generalizations, sloppy or inaccurate analysis and glib solutions will detract from
your presentation and therefore should be eliminated. Appropriate presentation of data in graphs or tables is


All students must submit team presentation grades for other teams at the end of the semester (on
Wednesday, May 6, 2009). Every student must submit an Excel version (available online via CODES) of the
team presentation form via e-mail for all other team members.


All students must submit peer evaluations of team members at the end of the semester (on Wednesday, May
6, 2009). Every student must submit an Excel version (available online via CODES) of the peer rating form
(pp. 91-92 of the COMPETE Student Manual) via e-mail for all other team members.


Students with disabilities are encouraged to contact the KOKUA Program for information and services.
Services are confidential and students are not charged for them. Contact KOKUA at 956-7511 (voice/text),, or Student Services Center, Room 13.

                                                          MKT 361
                                                    Marketing Competition
                                                       Spring Semester, 2009
                                                       Professor Aspy P. Palia

                                                          COURSE SCHEDULE

Week Session Date    Day                                Topic                           Dec   Date   Day     Time          Report         Read
 1      1   14-Jan    W    Course Introduction / Website Demo                                                                            Handout
        2   16-Jan    F    Overview of COMPETE / CODES Demo                                                                               C 1-21
 2      3   21-Jan    W    Decisions / Markets / Products                               TD1   21-Jan   W   4:00 pm                       C 22-51
        4   23-Jan    F    Financial Statements                                         TD2   23-Jan   F   4:00 pm                       C 52-57
 3      5   28-Jan    W    Strategic Market Management                                  TD3   27-Jan   T   12:00 noon                    Handout
        6   30-Jan    F    Printout Analysis [Company & Product Names] Quiz (100)       TD4   30-Jan   F   4:00 pm                       C 58-77
 4      7    4-Feb    W    Hands On (HO) - CAP Disk Demo [E102 Microlab]                 D1   3-Feb    T   12:00 noon                    Handout
        8    6-Feb    F    HO - Marketing DSS Demo [E102 Microlab]                       D2   6-Feb    F   4:00 pm                       Handout
 5      9   11-Feb    W    Market Segmentation Analysis & Positioning                   D3    10-Feb   T   12:00 noon                    Handout
       10   13-Feb    F    VALS & VALS 2                                                 D4   13-Feb   F   4:00 pm                       Handout
 6     11   18-Feb    W    Sales Forecasting                                            D5    17-Feb   T   12:00 noon                    Handout
       12   20-Feb    F    Strategic Market Planning                                    D6    20-Feb   F   4:00 pm                       Handout
 7     13   25-Feb    W    PPA Analysis - GSM                                            D7   24-Feb   T   12:00 noon                    Handout
       14   27-Feb    F    PPA Analysis - GGM                                            D8   27-Feb   F   4:00 pm                       Handout
 8     15    4-Mar    W    PPA - Generic Strategies                                     D9    3-Mar    T   12:00 noon                    Handout
       16    6-Mar    F    PPA - Normative Position of Brands                           D10   6-Mar    F   4:00 pm                       Handout
 9     17   11-Mar    W    Sales Forecast Model Building                                D11   10-Mar   T   12:00 noon                    Handout
       18   13-Mar    F    HO - Sales Forecast Model Building [E102 Microlab]
 10    19   18-Mar    W    Marketing Strategy                                           D12   16-Mar   M 12:00 noon
       20   20-Mar    F    Marketing Strategy
 11         25-Mar    W    HOLIDAY - SPRING RECESS
            27-Mar    F    HOLIDAY - SPRING RECESS
 12    21    1-Apr    W    Strategic Market Planning Process
       22    3-Apr    F    HO - Internal Balance + Trends [E102 Microlab]
 13    23    8-Apr    W    HO - Competitor Evaluation + Other Factors [E102 Microlab]
            10-Apr    F    HOLIDAY - GOOD FRIDAY
 14    24   15-Apr    W    HO - Develop Target Portfolio + Cash Flow [E102 Microlab]
       25   17-Apr    F    HO - Positioning [E102 Microlab]                                                             SMP Rept (200)
 15    26   22-Apr    W    GE Matrix & PIMS
       27   24-Apr    F    Team Presentation - C1 / E1 (100)
 16    28   29-Apr    W    Team Presentation - C2 / E2
       29    1-May    F    Team Presentation - C3 / E3
 17    30    6-May    W    Team Performance (100) & Wrap Up
            15-May    F    Comprehensive Final Exam (200) [12:00 noon - 2:00 pm]


       Each team must submit a company name (less than 28 spaces), three brand names (less than
       12 spaces each), a company slogan, and a set of company and product / regional goals via the
       web-based “Co. / Brand Names & Goals” form by Friday January 30, 2009. Justification for
       the names selected must be given (together with the company objectives and strategies) in the
       Team Presentation and Team Executive Summary Report. The company and product /
       regional goals must be specific (profitability by company; market share by SBU; quality by
       product; and cost by product), measurable and quantifiable (to enable you to monitor your
       performance), time-bound (by year), challenging yet realistic, and consistent.


       Overall game summary should include:
       1. Outcome of the game--performance ratios relative to objectives set, competitors, & time,
       2. Reasons for trends in performance ratios and operating ratios,
       3. Errors made and lessons learned,
       4. Future objectives and strategies (specific and measurable), and
       5. Comments and suggestions.

                                          MKT 361
                                    Marketing Competition
                                       Spring Semester, 2009
                                       Professor Aspy P. Palia


     Marketing research reports provide invaluable information about your competitors. Data on
     sales volume (in both units and dollars), market share, pricing, advertising, sales force, and
     quality, by region and by product, for each competitor will be used in regression analysis and
     product portfolio analysis. A 100 percent surcharge will be levied for any marketing research
     reports required for earlier periods.


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