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Winter 2005 Instructor:
Stephen K. Kim
Marketing Policy
(BA499) Office: Bexell 402
Phone:737-6060(o)754-3386
(h)
737-4890
(fax)
email:
kim@bus.orst.edu
Class
meets: 8-9:50 Tu, Th
Office hours:
10:00 – 11:00 Tu; 4:00 – 5:00 Th; 2:00-3:00 Friday and by appointment
Course
Description
This capstone
course is an integration of all the marketing courses you have taken so far.
The course examines every step of marketing plan development and you will
develop a marketing plan for the firm of your choice. It is designed to be a hands-on course
embodying lecture, class discussion, and a term project presentation.
Required
Course Materials:
Lehmann and Winer, Analysis
for Marketing Planning, (6th edition, McGraw-Hill, 2005).
Brandenburger and Nalebuff, Coopetition
(Currency Doubleday, 1996).
Sheff, Game Over (Cyber Active Publishing, 1999): Need to buy it yourself
Hartley, Marketing
Mistakes and Successes (Wiley, 2004)
Suggested
Readings: Wall Street Journal, Economist, Financial Times.
Course Guidelines:
1) Come to class and participate.
2) Be courteous when someone else is speaking; avoid
"side" conversations as much as possible.
3) The syllabus is intended to provide a loose outline of
what to expect. So be prepared for deviations. We will need to move certain
topics around depending on your preferences and course requirements.
4) No handwritten or late submission will be accepted. No makeup exams will be given unless the student
has a reason to justify the absence on the exam time such as serious illness.
Course
Elements:
I. Class
Lectures and Participation:
It is highly recommended that you attend all scheduled class
sessions because the course lends itself to a high level of discussion. PARTICIPATION IS IMPORTANT. Students are
expected to participate in everyday class discussion. Students must be prepared to discuss the
assigned chapter readings, articles, and cases at all times.
II. Readings
and Presentations
The texts
and readings are important and should be read before class. The text will provide you with much more
detailed information than you will get from the lectures. This will make everything easier to
understand and will help you with to be better prepared for the classes and
examinations. The readings will give you realistic understanding of a marketing
strategy.
It will be
done on a group basis (2 students for each team). Each group will choose (a)
one section of Module 2 reading and (b) one chapter from Marketing Mistakes
and Successes (MMS). You will read and write
a short report (prepare 40 copies) and present what you have learned from the
reading to class.
III. Examinations and Quizzes
There
will be a midterm and a final exam. They
will include questions over subject matter covered in the textbook, lectures,
and reading assignments. The exams will emphasize the material covered in the
lectures; however, assigned materials from the book will be included in the
exams, even if it were not discussed in class.
The examination format will draw from the following types of questions.
1.
Multiple
choice questions designed to test knowledge of marketing strategy concepts and
terms.
2.
Short-answer
questions designed to assess students' knowledge and depth of understanding of
material covered in the course.
During the quarter, there will be two quizzes. There will be
ten multiple choice questions in each quiz.
Make-up exams or quizzes will not be given. Missed exam or
quiz will be scored as zero. Always try
to inform me in advance if you have a legitimate reason to miss the exam or
quiz.
IV. Term Project (Annual Marketing Plan Development)
The term
project will be done on a group basis and each group will consist of 2 students. The product and market
will be chosen by the group. The
structure and content of the marketing plan will roughly resemble the outline
provided in Lehmann and Winer, pp. 23-24, with necessary modifications.
Ideally, the planning project will emerge from the current
situation of an existing company, and reflect marketing issues and
opportunities that are strategically significant. The product or service can be either entirely
new, or involve some improvement to an existing offering. Also, all marketing
sectors are open for your project: consumer, industrial, non-profit, domestic, and
international.
Your group will hand in a written report of your project as
well as present your plan to the class. Use of visual support
materials is highly recommended for your presentation.
Course Grading*
Points Notes
Team Component
Reading
Presentations
Coopetition or Game Over 30 Prepare one-page
report
Marketing Mistakes and Successes 30
Prepare two-page
report
Term Project 100
Individual Components
Quizzes 40 20
x 2
Midterm Exam 100
Final Exam 50
_________________________________________________________________________________
TOTAL 350
Grading
System (cutoff scores)
A = 93% (325 points) C = 73% (255 points)
A- = 90% (315
points) C - = 70% (245 points)
B+ = 87% (304
points) D+ = 67% (234 points)
B = 83% (290
points) D
= 64% (224 points)
B- = 80% (280
points) D- = 60% (210 points)
C+ = 77% (270
points) F = < 60% (209
points)
An
important note: The above scores apply to all students and points can only be
obtained from exams, quizzes, and reading presentations. There are no other opportunities for
"extra credit" or other projects that can increase your point
score. For this reason, if a student
wants an 'A' or "B," he/she cannot afford to let more than one quiz
slip.
* Total
point scores will be used to determine the student's course grade.
Unsolicited
Advice:
You have
paid for the class and this is the last marketing class for you. Take advantage
of it by attending every class. Understanding of the concepts/issues will be
greatly enhanced by reading the assigned chapter before the class and ask the
questions you might have during the class.
As you see, the class schedule is quite busy, but none of the
assignments are either very difficult, undoable, or unclear. It simply needs
your motivation and commitment of time.
My goal is to make sure each of you are ready for a marketing job by integrating
your marketing learning so far.
Class Schedule
Chapters are from textbook
and readings (L&W: Lehmann and Winer; B&N: Brandenburger and Nalebuff; S:
Sheff). All reading should be prepared
before the relevant class. We will not
hold to this schedule exactly so you will be informed of any changes as the
class proceeds.
Module 1:
Marketing Plan Development; Module 2: Marketing Strategy Execution
MMS:
Marketing Mistakes and Successes
Week
of Topic Module 1 Module 2 MMS
Notes
Jan 4 Class Orientation and Introduction L&W 1
Jan 6 Defining the Competitive Set L&W
2 B&N 1,2 Ch. 2 (Dell)
Jan 11 Industry
Analysis L&W 3 B&N 3 Ch. 2 (Gateway)
Week
of Topic Module 1 Module 2 MAS Notes
Jan
13
Competitor Analysis L&W 4 B&N 4 Ch. 3 (Boeing) Quiz 1
Jan 18 Customer
Analysis L&W 5 B&N 5 Ch. 3 (Airbus) Proposal Due
Jan 20 Market
Potential & Sales Forecasting L&W
6 B&N 6 Ch. 6 (Continental)
Jan 25 Developing
Marketing Strategy L&W 7
B&N 7 Ch. 7
(IBM)
Jan 27 Review
and Integration B&N
8&9 Ch. 7
(HP)* Quiz 2
Feb 1 Mid-term
examination
Feb 3 Marketing Plan Presentation &
Discussion (+6) Sheff 1,2 Ch. 8 (Harley-Davidson)
Feb 8 Marketing Plan Presentation & Discussion (+4) Sheff 3,4
Ch. 10 (Firestone/Ford)
Feb 10
Marketing Plan Presentation & Discussion (+2) Sheff 5,6 Ch. 11
(Perrier)
Feb 15 Marketing Plan Presentation &
Discussion Sheff 7,8 Ch. 19 (Vanguard)
Feb 17 Marketing Plan Presentation &
Discussion Sheff 9,10 Ch. 20 (Southwest)
Feb 22 Marketing Plan Presentation &
Discussion Sheff
11,12 Ch. 21 (Wal-Mart)
Feb 24 Marketing Plan Presentation &
Discussion Sheff
13,14 Ch.
22 (MetLife)
Mar 1 Marketing Plan Presentation & Discussion Sheff 15,16 Ch. 23 (ADM)
Mar 3
Project Day (No class, but I will be available all day for consultation
purpose)
Mar 8 Review and Conclusion Term Project Due (5:00 P.M.)
Mar
10 Final Exam
-END-