1 MARKETING MANAGEMENT 130:263 - Section 1 Module II 2007 - 2008 Prerequisites: Consent of MBA Director. Professor: K.N.Rajendran Classroom: 131 CBB. Office: 342 CBB Time/Days: 5:30-9:00 PM (M) Phone: 273-6011 Office Hours: 1:00 – 3:00 PM (MW), and by appointment. I. COURSE DESCRIPTION AND OBJECTIVES: Integrated approach to marketing from managerial viewpoint using economic, quantitative, and behavioral concepts in analyzing and developing framework for decision making and implementing a marketing program. Our focus will be on what marketing really does from the organizational perspective in order to fully appreciate the key role marketing plays in the organization. The emphasis will be on customer value and profitability throughout. You will have an opportunity to develop marketing planning, analysis, and problem-solving skills through class discussions, assigned and in-class exercises, and the marketing plan group assignment. II. TEXTBOOK: "Market-Based Management: Strategies for Growing Customer Value and Profitability", 4th Edition, Roger J. Best, Prentice Hall, 2005 bundled with Marketing Plan Pro software and handbook, and Market Thinker software. A web site (www.prenhallcom/best) supports the textbook. Students will have online access (with a password that will be provided in class or by e-mail) to the PowerPoint slides accompanying the text through the CBA website (www.cba.uni.edu/slides/). The textbook package is available from University Book and Supply. Author developed online exercises, which serve to illustrate concepts and as templates, are available at www.RogerJBest.com but may be accessed through the textbook website also. READINGS: Supplemental readings that complement the textual coverage will be required. I will endeavor to ensure that these will be accessible through the online databases at the Rod library – Business Source Elite (EBSCO) in particular. In addition, some simple notes on key concepts are optionally available from Copy Works. Further details will be furnished in class, and reminders sent by e-mail, at the appropriate times. III. COURSE STRATEGIES: A. The text and the readings will be the basic tools to impart necessary understanding of terms, concepts and processes. Lectures will be designed to supplement the text, providing clarification or elaboration when necessary, and to stimulate discussions. 2 B. Your active participation in class discussions, exercises and the group project will be the main tools in developing process application skills. It is essential that all students come to class prepared. Assignments should be read before class since discussion cannot be productive if familiarity with the material is lacking Attendance is required: We will be covering additional material in class that is not included in the textbook. Therefore, to gain an understanding of that material, you must attend class sessions. If a class absence is necessary, let your professor know in advance -- where possible -- with a written request that the absence be excused. In general, there will be no make-ups without an excused absence. Excused absences: • University/Employer sponsored activities: have request for excused absence from faculty member or employer in advance. • Illness: have request for excused absence from health center or family doctor and present to professor upon return. • Death in family: have request for excused absence from parent or family member. IV. LEARNING ACTIVITIES: A. Examinations: There will be three non-cumulative examinations given during the semester, over the material indicated in the tentative schedule attached. Each exam will comprise several multiple-choice and short-answer questions, and is designed to be completed without use of the text or notes in about an hour. The questions will be drawn from the text, class discussions, group assignment and readings. As a general rule, students may expect about 50% of the points to come from multiple-choice questions based on the text, and about 50% from short- answer/essay questions based on lectures, class discussions, and readings. At the earliest opportunity exams will be reviewed in class. Students are strongly encouraged to meet with me outside of class (say, during my office hours) and go over the exam thoroughly if the general exam review is inadequate. Each exam carries 60 points. B. Group Assignment: A group assignment in three parts is planned. This assignment requires student groups to develop a marketing plan for a real or an imaginary product for a real company. Usually, students develop marketing plans for products that their companies are planning to introduce to market. 3 The first part of this assignment requires groups to turn in the Situation Analysis (including SWOT analysis). This is due Dec 1 and is worth 20 points. The suggested length of report is 4-6 pages exclusive of cover page, references, and appendices. The second part requires groups to furnish description of Target Markets and Objectives (including segmentation and targeting particulars). This is due Jan 14 and is worth 30 points. The groups should turn in the first part (revised) along with the second part of the assignment. The suggested length of the report for both parts together is 7-10 pages exclusive of cover page, table of contents, references, and appendices. The final submission for this assignment is due on Feb. 4 and covers the entire marketing plan including Executive Summary. Groups should turn in revised (if necessary) versions of parts one and two along with Strategy (Overall Positioning and broad guidelines for the Marketing Mix), Action Programs (for each element of the Marketing Mix), Anticipated Results, and Contingency Plans. The final part is worth 50 points. The suggested length for the final submission is 10-14 pages excluding cover page, table of contents, executive summary, references and appendices. The executive summary should not exceed two pages in length. To help you stay on task and get feedback, I will have each group submit/present three mini-reports related to the marketing plan being developed. In addition, each group will make an oral presentation of their final marketing plan to the rest of the class. This presentation is scheduled for Feb. 11 after the final exam. The presentation should be handled in a professional manner with suitable business attire and visual aids. Using PowerPoint is strongly recommended. The duration of each presentation should be about 20 minutes and the presentation is worth 30 points. I may invite other faculty to attend and help evaluate the presentations. C. Class Discussion/Activities: This course is primarily a discussion-based and project-based course. Liberal discussion of exercises, readings, assignments and the group project are integral to the course and are key to crystallizing our understanding of the material. Adequate and early preparation is required and analytical comments encouraged. Please express your point of view as all of us have something to gain. As a further incentive, 100 points are earmarked for class participation based on a variety of group activities and quizzes. As a general rule, when a chapter is assigned, students should come to class prepared for discussion questions, application problems, and quizzes related to the chapter. . General Comment: All written reports must be submitted on time. They should be neatly word-processed, double-spaced, with a cover page, provide citations or references as needed, be free of grammatical errors, and must not exceed the upper limit for report length suggested. Please use a 12-point font for uniformity. Non-compliance with the rules will be treated as non-submission of the report. 4 V. GRADING POLICY: The final grades will be based on a curve of the total points for the course. The details of the grading policy will be provided in class. In general, a student will need to perform substantially better (e.g., more than a standard deviation better) than the mean for the class to get an A. Similarly, if a student performs substantially worse than the mean for the class, he/she will likely earn a C+ grade. VI. EXAM SCHEDULE AND POINT DISTRIBUTION: It is the responsibility of the student to keep track of the points they have earned in class. From time to time, there will be a comprehensive reporting of all previous work completed. If you have any questions, you should contact me. Discrepancies should be brought to my attention as soon as possible. Total Points Date/Coverage possible EXAM #1 Dec 3/Chapters 1-4, 14, 60 Notes/Discussions, Readings EXAM #2 Jan 22/Chapters 5-9, 60 Notes/ Discussions, Readings EXAM #3 Feb 11/Chapters 10-13, 15-16 60 Notes/Discussions, Readings Group Assignment Report Due: Dec 1/Jan 14/Feb 4 100 Group Asst. Presentation Feb 11 30 Mini-Reports (Related to GA) 30 Exercises (Market Thinker) 60 In-Class Exercises/Quizzes 100 TOTAL 500 Slightly less than half of the points for the course are individual-based while the remaining is based on group work. In order that individuals are rewarded fairly for the group work, I may use confidential peer evaluation forms to adjust the points earned on group work if felt necessary. Further details will be provided in class. 5 TENTATIVE SCHEDULE Nov 5 Introduction; Forming Groups; Distributing Syllabus; Explaining Course Customer Focus and Managing Customer Loyalty (Chapter 1) Introduction to Marketing Planning (Handbook Chapter 1) Class Discussions/Exercises 12 Project related discussions Building a Marketing Plan (Chapter 14) Analyzing the Current Situation (Handbook Chapter 2) Class Discussions/Exercises 26 Marketing Performance and Marketing Profitability (Chapter 2) Market Potential, Market Demand, and Market Share (Chapter 3) Class Discussions/Exercises/Mini-Report 1 Dec 1* Customer Analysis and Value Creation (Chapter 4) Due: Group Assignment Part 1 Class Discussions/Exercises Project related discussions 3 Exam 1 [Chapters 1-4, 14 + Notes + Readings] Market Segmentation and Customer Relationship Marketing (Chapter 5) Class Discussions/Exercises 10 Competitor Analysis and Sources of Advantage (Chapter 6) Product Positioning, Branding, and Product-Line Strategies (Chapter 7) Class Discussions/Exercises/Mini-Report 2 SEMESTER BREAK Note: * This class meets on Saturday, December 1 between 1:00 – 4:30 p.m. 6 Jan 14 Market-Based Pricing and Pricing Strategies (Chapter 8) Marketing Channels and E-Marketing (Chapter 9) Due: Group Assignment Part 2 Class Discussions/Exercises 22+ Exam 2 [Chapters 5-9, + Notes + Readings] Marketing Communications and Customer Response (Chapter 10) Class Discussions/Exercises 26* Strategic Market Planning (Chapter 11) Class Discussions/Exercises/Mini-Report 3 28 Offensive Marketing Strategies (Chapter 12) Defensive Marketing Strategies (Chapter 13) Class Discussions/Exercises Feb 4 Performance Metrics and Strategy Implementation (Chapter 15) Market-Based Management and Financial Performance (Chapter 16) Due: Group Assignment Part 3 Class Discussions/Exercises 11 Exam 3 [Chapters 10-13, 15-16, + Notes + Readings] Marketing Plan Presentations Note: + This class meets on Tuesday, January 22 between 5:30 – 9 p.m. * This class meets on Saturday, January 26 between 1:00 – 4:30 p.m. 7 "Marketing Management" 130:263:01 Module II 2007-2008 Student Name______________________ UNI I.D ______________ Tel/Cell _______________________ E-Mail: ________________ Undergraduate Major: Current Employment: What do you want to get out of this course? What Business/Marketing experiences do you bring to this course? Do you have a company product in mind for which you would like to develop a marketing plan? ___ Yes ___ No Brief Product Description (if ‘Yes’): Test and assignment grades will be posted/e-mailed using your UNI Student I.D. number ONLY if you give your permission to do so below. I authorize the posting/e-mailing of my grades by my UNI Student I.D. number. I DO NOT wish my grades to be posted/e-mailed by my UNI Student I.D. number. I prefer to contact the Professor to receive my grades. Signature of Student Date: Thank you!!