kotler mm14e im syllabus projectpl

8/11/2019 Kotler Mm14e Im Syllabus Projectpl

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Project-Oriented Syllabus

Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 93

COURSE BACKGROUND AND SYLLABUS FOR A PROJECT-ORIENTED COURSE

Background: Project/Company/Product Analysis Assignments

Each student and/or team willselect/create a fictional product or service that they wouldlike to bring to market.The students then become the class experts on the product, thecompany, and the industry in which it operates. Students should be encouraged to look uparticles about that industry in Business Week, Forbes, Fortune, the Wall Street Journal,Marketing Communications, Media-Scope, and/orAdvertising Age. The students shoulduse the Kotler text as guides for the project and the program Marketing Plan Pro toformulate the full marketing plan. The Marketing Plan Pro will provide the basis foreither presentations and/or a paper that analyzes and evaluates the marketing program ofthe product chosen. You could grade the effort based on the following criteria:

Use of analytical marketing concepts to analyze the company and its products.

Degree to which information was sought and attained.

Quality of critique of companys marketing program.

Quality of suggestions for future marketing.

Quality of writing.


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MARKETING MANAGEMENT

FALL SEMESTER

Instructor:

Email: Web Site:

Campus:

OFFICE HOURS

Or by Appointment at Either Location

Course Credits: 3 (Three)

Class:

REQUIRED MATERIALS

Marketing Management, 14th

edition, by Kotler/Keller, Prentice-Hall 2009, ISBN 0-13-600998-0 and The Marketing Plan Handbook, 3rd edition with Marketing PlanPro, by Marian Burk Wood, Prentice-Hall 2008, 0-13-513628-8.

COURSE PREREQUISITES:

COURSE DESCRIPTION

The characteristics and management of markets are described in topics that include themarketing environment, components of the marketing mix, market segmentation, andplanning.

COURSE PERSPECTIVE

The coursefocuses on formulating and implementing marketing management strategiesand policies, a task undertaken in most companies at the strategic business unit level. Themarketing management process is important at all levels of the organization, regardless ofthe title applied to the activity. Typically, it is called corporate marketing, strategicmarketing, or marketing management. For our purposes they all involve essentially thesame process, even though the actors and activities may differ. The course will provideyou with a systematic framework for understanding marketing management and strategy.


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Accordingly, the course emphasizes the following:

Primary and changing perspectives on marketing management in the NewEconomy.

The impact of interactive media on marketing management.

Applied marketing management and strategy, domestic and global.

An international focus in developing marketing management and strategy.

The course is intended for:

Marketing concentration students who wish to deepen their understanding ofmarketing management in a strategy-planning context.

Non-marketing concentration students who desire a course in marketing strategy,with a management and planning orientation.

COURSE GOALS

To further disseminate and develop the knowledge and skills in the essential aspects ofmarketing management, marketing strategy, and emerging New Economy marketingapplications, with a focus on the development and execution of programs, audits, andplans.

COURSE OBJECTIVES

This course is concerned with the development, evaluation, and implementation ofmarketing management in complex environments. The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques,and models. The course addresses strategic issues such as:

What business should we be in?

What are our long-term objectives?

What is our sustainable marketing competitive advantage? Should we diversify?

How should marketing resources be allocated?

What marketing opportunities and threats do we face?

What are our marketing organizational strengths and weaknesses?

What are our marketing strategic alternatives?

To ensure that students have a solid foundation of the fundamental marketing decision-making tools and management of all of the elements of the marketing plan.


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Through this in-depth semester-long project, students will be provided the opportunity toapply those marketing planning and decision-making skills. We will be building uponthese principles throughout this course especially those principles that you have learned

in Marketing MAR XXX.

LEARNING OBJECTIVES

To become familiar with the range of decisions implicit in strategic marketingmanagement and planning. In addition, to develop skill in using a variety of analyticalframeworks for making such decisions. To develop an understanding of how marketscontrast in terms of:

Their enduring characteristics. Their stage of development and how the nature of competition in such markets is

impacted.

To develop skills in planning a variety of marketing management tools, ranging from newproduct entry strategy to international market product life cycle management andstrategy.

To develop skill in organizing for effective strategic marketing and in implementing themarket planning process.

COURSE STRUCTURE

Semester-Long Marketing Plan ProjectAn effective way to help students learn about marketing management is the actualcreation of a marketing plan for a product or service. This project is designed toaccomplish such a task.

The class will be divided into groups (five students maximum per group), each group willdecide on a fictional consumer product or service they wish to bring to market. Duringthe course of the semester each of the elements of the marketing plan, coordinating withthe text chapter, will be due for my review. See the attached schedule for when thespecific information is due to me.

I will review each submission and suggest areas for improvement, for more detailedstudy, or if acceptable, allow the students to proceed to the next phase in development.

Students can use the computer program Marketing Plan Proin creating their proposalsand submissions and in their final presentation(s). At the end of the semester, each groupis to present their entire marketing plan to the class.


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Chapter MaterialExamsIn addition to the semester long marketing plan project, we will have two exams (seeschedule). Students are responsible for all of the material covered from the textbook,

lectures, outside speakers, and any videos/DVDs shown.

METHOD OF INSTRUCTION

The course is highly interactive between the class and the instructor. Through casestudies/presentations, problems, and specific company client activities, students will havethe opportunity to use the concepts, ideas, and strategies presented in class. Problem-solving sessions occur in both individual (primarily) and team (occasionally) settings.

This upper level undergraduate course will incorporate a lecture and project-basedapproach to marketing management. The textbook used in this course will be used as areference point for the discussion(s) of the marketing management project. Students areencouraged to read and inculcate the major principles found in the textbook.

To ensure compliance with the Universitys policy on academic performance, duringexamination periods, once one student completes his/her exam, no additional student(s)will be allowed to enter the classroom to take the exam.

Cell phones, calculator watches, and/or PDAs cannot be used ascalculators during exams. Students must have a separate businesscalculator.

Note that occasionally, changes in the schedule of the course, or in the assignments, areannounced during class. It is your responsibility to ensure that you have received all ofthe changes and you will still be responsible for this information.

The University is committed to a policy of honesty in academics. Conduct, whichcompromises a breach of this policy, may result in academic and/or disciplinary action.Cheating is a violation of student academic behavior standards. Any student who violatesor knowingly helps another student violate academic behavior standards will be pursuedthrough the Office of the Dean of the College of Business Administration and through theDean of Students at ____________. Please note that the sharing of information with other

class members or with other sections of the course is considered cheating.

I will make all the necessary accommodations for class members with disabilities. Thosestudents who require or who wish to request special accommodations are encouraged tocontact the instructor after the first class of the semester and Student Disability Servicesimmediately.


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EVALUATION

Evaluation will be based on two examinations, the submission of all of the marketingplan material and your final group oral and written presentation. Exams # 2 and # 3 (thefinal exam) will consist of:50-75 multiple choice, true/false, and short-answer questions.You will need a Brown Scantron and a University ID card or drivers license.

The weightings for the individual components are as follows:1) Exam # 2 @ 100 points 100 points2) Exam # 3 @ 100 points 100 points3) Submitted marketing plan projects

(due at time stated in schedule) 150 points

4) Oral marketing plan presentations 100 points5) Written marketing plan submission 150 points

Total: 600 points

Grading for this course is as follows:

Numerical Grade Letter Equivalent

540 600 points A

450 539 points B

360 449 points C

270 359 points D

Below 270 points F

NOTE: Grades of C- or lower do not count toward a Business Degree.


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MARKETING PLAN PRESENTATIONS WRITTEN FORMAT

Your marketing plan is to be submitted using Marketing Plan Pros format and allexhibits and spreadsheet reports, double-spaced, with 1-inch margins on all sides of thepaper, using 12 point Times New Roman font. This written report is worth 150 points.

Page # 1: Executive Cover Memo Pages # 24: Situation Assessment and Analysis Pages # 36: Market Summary Pages # 79: Marketing Strategy Pages # 1013: Financials Page # 14: Controls

There is no limit as to the number of pages to be submitted; completeness of yourmarketing plan is what is important for your overall grade.

Some hints to use in writing an Executive Cover Memo:

Do not use terms such as increase, decrease, implement as soon as possible,and other non-specific and non-analytical language; use very specific languagewhen preparing your case analyses.

Do not use transitory phrases in your report.

Cite numbers ($ or % increase; market share growth) and attach all pertinentdocuments to your report.

Do not just state, Exhibit A shows our growth rate without first stating thegrowth rate in your paragraph.

Before submitting your document, ask yourself the question, Does this memocontain all of the information my boss needs to make a decision in my favor? Ifnot, revise your memo.

See the example of an Executive Cover Memo in this syllabus for the format to be

used.


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Executive Cover Memo Format (1 Page Limit)

To:From: (list your name and/or the names of all members of your student group. Initial in

pen)Subject: (list the case name)Date: (class date)

(Your wording for each of these sections will vary according to the case but you mustuse these headings and a limit of one page.)

This is to recommend the immediate construction of two additional campus-parkinggarages that will benefit from very fast economic paybacks to the University.

BACKGROUNDCurrently, the University campus has an enrollment of 32,000 with an annual growth rateof approximately 30 percent. Projected university-wide enrollment in the 2004-2005academic year could approach 48,000+ students. With only three parking garages now at100 percent capacity and only yyyyyy total parking spaces currently available, there is animmediate need for additional parking facilities at the main campus. Undeveloped landexists in relative abundance throughout the grounds for this use.

RECOMMENDATIONA fourth and fifth parking garage should be constructed in sufficient time to be online forthe 2004-2005 academic years. At a completed, turnkey cost of $3.5 million and with acapacity of 2,500 vehicles each, the facilities will have a payback period of 6 years basedupon the current student decal rate of $111.00/year. This payback timeline is sufficientlyshort for obtaining the highest safety rating possible for the revenue bonds that wouldfinance the recommended construction.

NEXT STEPSThe same engineering/architecture plans will be employed as were used with the firstthree garage facilities. Serial revenue bonds will be issued as soon as approved. Site

locations will be finalized by November 2001. Construction will commence in January2005 with fast-track completion achieved by August 2005. Management (President andBoard of Trustees) approval is needed by September 28, 2004.

EXAMPLE ONLY


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CASE PRESENTATIONS ORAL PRESENTATION RUBRIC

Individual presentations will be graded based upon the following set of criteria:

Content (45 possible points)Included here is whether the student has substantially and fully examined all of theissues, problems, and understands all aspects of the facts of the case. Does the studentfully understand the dynamics of the case and have they presented realisticalternatives, realistic objectives, and sound implementation strategies.

Presentation itself (30 possible points)Included here are the layout, content, and readability of the slides or other forms forelectronically presenting the material. Encompasses the applicable Excel slides, asituation analysis, problem definitions, alternatives, and recommendations. And takesinto account the professionalism of the presenters.

Completeness (25 possible points)Includes the correctness of answering questions from the instructor and/or audiencemembers, as well as preparation by the student member to all of the relevant facts,figures, assumptions, recommendations, and strategies of the student.


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TENTATIVE COURSE SCHEDULE

MARKETING MANAGEMENT

FALL SEMESTER

ClassPeriod/Date

ReadChapter

Chapter Topic Assignment DueBeginning of Class

1 1 Defining Marketing for the 21st

CenturyGroup formation and begin theprocess of selecting theproduct or service.

2 2 Developing Marketing Strategies andPlans

Formation of groups; firstpresentation of product for

approval.

3 3 Collecting Information andForecasting Demand

Competitive information andenvironmental scanningproject(s) completed andpresented.

4 4 Conducting Marketing Research Initial marketing researchparameters completed; demandforecasted and target marketselections defined due.

5 5 Creating Long-Term LoyaltyRelationships

Value proposition for thefictional product, defined howthey will deliver satisfactionand maintain customer loyaltydue.

6 6 Analyzing Consumer Markets Definitive data on theconsumer for the product/service including alldemographic and other

pertinent information obtaineddue.

7 7 Analyzing Business MarketsExam # 1

No report due for this chapter.Exam # 1 covers chapters 17 inclusive.

8 8 Identifying Market Segments andTargets

Specific market segmentation,targeting, and positioningstatements due.


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9 9 Creating Brand Equity Branding strategy developeddue.

10 10 Crafting the Brand Positioning Student projects should becompleted to include thefictional product or servicesbrand positioning.

11 11 Competitive Dynamics Competitive analysis due.

12 12 Setting Product Strategy The groups project product orservice strategy due.

13 13 Designing and Managing Services Those students who haveselected a service idea forthe marketing plan mustsubmit their offering. Studentswhose project is a productbased component do not haveanything to submit for thischapter.

14 14 Developing Pricing Strategies and

Programs

Pricing strategy decisions for

the fictional product/servicedue.

15 15 Designing and Managing IntegratedMarketing Channels

The channel decisions forgetting their product or serviceto the consumer due.

16 16 Managing Retailing, Wholesaling, andLogistics

The retailing, wholesaling, andlogistical marketing plans forthe product or service due.Those students who are acting

in the role of providing a newservice should include heretheir plans for locations, hoursof operations, and how theirservice plan is managingdemand and capacity issues.


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17 17 Designing and Managing IntegratedMarketing Communications

Integrated marketingcommunications matrix due.

18 18 Managing Mass Communications:Advertising, Sales Promotions, Eventsand Experiences, and Public Relations

The groups advertisingprogram complete withobjectives, budget, advertisingmessage, creative strategy,media decisions, sales, andpromotional materials is due.

19 19 Managing Personal Communications:Direct and Interactive Marketing,

Word of Mouth, and Personal Selling

Direct market channelsanalysis due. All other groups

must decide at this point ifthey will use a direct salesforce and if so they need tooutline the specifics (includingfinancials) for this option.

20 20 Introducing New Market Offerings A brief write up by thestudents as to the consumer-adoption process for their newproduct is due.

21 21 Tapping into Global Markets If the project is to be exportedto another country, thenstudents submissionsregarding how the product is tobe distributed should beincluded here, otherwise thisbegins the presentation phaseof the project. Student groupsshould begin theirpresentations to the class.

22 22 Managing a Holistic MarketingOrganizationFinal Exam

Second phase of thepresentations of the project.Students should ensure thattheir marketing plans contain aholistic view of the marketingprocess.

Final exam chapters 822inclusive.

kotler mm14e im syllabus projectpl

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