Winter 2006 Instructor:
Stephen K. Kim
Marketing
Policy (BA499) Office:
Bexell 402
Phone:737-6060(o)754-3386
(h)
737-4890
(fax)
email:
Class meets:
10-11:50 Tu, Th
Office
hours: 1:00 – 2:00 Mo; 2:00 – 3:00 We; 3:00-4:00 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 (10th edition, Wiley, 2006)
Suggested
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
20 Prepare one-page
report
Marketing
Mistakes and Successes 20 Prepare
two-page report
Term Project 100 20 - 40 pages
Individual
Components
Quizzes 40 20
x 2
Midterm Exam 100
Final Exam 50
_________________________________________________________________________________
TOTAL 330
Grading
System (cutoff scores)
A = 93% (306 points) C = 73% (241 points)
A- = 90%
(297 points) C - = 70% (231
points)
B+ = 87%
(287 points) D+ = 67% (221
points)
B = 83%
(274 points) D
= 64% (211 points)
B- = 80%
(264 points) D- = 60% (198 points)
C+ = 77%
(254 points) F = < 60% (197
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.
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 10
Class Orientation and Introduction L&W 1
Jan 12
Defining the Competitive Set L&W 2 B&N 1,2
Jan 17 Industry Analysis L&W
3 B&N 3
Week of Topic Module
1 Module 2 MMS Notes
Jan 19 Competitor Analysis L&W 4
B&N 4
Jan 24 Customer Analysis L&W 5
B&N 5
Jan 26 Market Potential & Sales Forecasting L&W 6 B&N 6
Jan 31 Developing Marketing Strategy L&W
7 B&N 7
Feb 2 Review and Integration Review B&N 8&9
Feb 7 Mid-term examination
Feb 9 Marketing Plan Presentation &
Discussion (+6) Sheff 1,2
Feb 14
Marketing Plan Presentation & Discussion (+4) Sheff 3,4
Feb 16
Marketing Plan Presentation & Discussion (+2) Sheff 5,6
Feb 21
Marketing Plan Presentation & Discussion Sheff 7,8
Feb 23 Marketing Plan Presentation &
Discussion Sheff 9,10
Feb 28 Marketing Plan Presentation &
Discussion Sheff
11,12
Mar 2
Marketing Plan Presentation & Discussion Sheff 13,14
Mar 7
Marketing Plan Presentation & Discussion Sheff 15,16
Mar 9 Project Day (No class, but I will be
available all day for consultation purpose)
Mar 14
Review and Conclusion
Review material Term Project Due (6:00 P.M.)
-END-