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Winter 2007 Instructor: Dave Persohn
Marketing Policy (BA499) Office: Bexell 315
Class Time:
Office hours:
and by appointment
Course Description
This capstone course integrates 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, in class presentations and a term project presentation.
Required Course
Materials
Lehmann and Winer, Analysis for Marketing Planning (6th edition, McGraw-Hill, 2005)
Hartley, Marketing Mistakes and Successes (10th edition, Wiley, 2006)
Suggested
Course Guidelines
1) Read assigned readings prior to class and participate in class.
2) Be courteous when someone else is speaking and use constructive criticism when comments on someone else’s work, comments or presentation.
3) The syllabus is intended as a loose outline on what we will be covering. Some deviations may occur. We may move certain topics around depending on your preferences and course requirements.
4) No handwritten or late submissions will be accepted. No make up exams will be given unless the student has a substantial reason to miss the exam (e.g. serious illness).
Course Elements
I. Class Lectures and Participation: It is 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 discussions. Students must be prepared to discuss the assigned chapter readings, articles and cases at all times.
II.
Presentations will be done on a group basis (2 students per team). Each group will choose one assigned chapter from Marketing Mistakes and Successes and write a short report (prepare 41 copies) and present what you have learned from the reading to the class (you may want to have a few slides to augment your discussion). In picking a teammate, you may want to consider similar meeting time availability (days, weekends and/or nights).
III. Exams and Quiz: Their will be one quiz, a midterm exam and a final. They will cover the subject matter in lectures, discussions in class, materials in the text books and readings. Subject matter not covered in class but covered in the reading will be included. Questions will take one of two formats: 1. multiple choice questions to test knowledge of concepts and terms. 2. Essays to assess the students’ knowledge and depth of understanding the material cover in the course. Make-up exams and quizzes will not be given (i.e. you will receive a zero) unless you have a legitimate reason to miss the exam or quiz.
IV. Term Project: Marketing Plan Development. The term project will be done on a group basis and each group will consist of 2 students. The product or service will be chosen by the group. Since you will be extensively researching the service or product, and company, pick a service or product, and a company you are interested in researching (maybe a company you’d like to interview with). 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 marketing plan will emerge from the current situation of an existing company, and reflect the 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 (line extension). All market sectors are open for your project: consumer, industrial, non-profit, domestic, international, etc.
Your group will hand in a written report on your project, as well as present your plan to the class (sign up soon for a day). Use of the in class media (visual support) is highly recommended for your presentation.
Grading
Your total points will be derived from five elements: quiz (1), exams (2), presentations - MMS case (1) and term project (1).
Points will be assigned as follows:
|
Element |
Points |
Notes |
|
Quiz |
20 |
|
|
Mid-term Exam |
90 |
|
|
Final Exam |
50 |
|
|
MMS case |
20 |
Prepare 2 page report |
|
Term Project |
120 |
20-40 pages |
|
Total |
300 |
|
Grading system (cutoff scores):
|
A = 93% |
B = 83% |
C = 73% |
D = 63% |
|
A- = 90% |
B- = 80% |
C- = 70% |
D- = 60% |
|
B+ = 87% |
C+ = 77% |
D+ = 67% |
F = <60% |
Note: there are no extra credit points or other projects that can be done to increase a student’s points i.e. do not skip any opportunity to earn the above possible points.
Class
Schedule
Chapters are from the text books: L&W (Lehmann and Winer) and MMS (Marketing Mistakes and Successes). Any changes to the below schedule will be announced in class.
L&W MMS Notes
Jan 8 Class Orientation and Introduction 1 1
Jan 10 Defining the Competitive Set 2 3 (Pepsi) [Sign up sheets]
Jan 15 MLK
Jan 17 Industry Analysis 3 3 (Coke)
Jan 22 Competitor Analysis 4 4 (Boeing)
Jan 24 Customer Analysis 5 4 (Airbus) Quiz [Quiz Answer Key]
Jan 29 Market Potential & Sales Fcst 6 7 (Ford/FS) Proposal due [Term project proposal description]
Jan 31 Developing Marketing Strategy 7 10 (HP)
Feb 5 Review and Integration 12 (Gateway)
Feb 7 MID-TERM EXAM [Mid-term Answer Key]
Feb 12 Marketing Plan Presentation & Discussion 14 (Merck) [Pricing]
(+6)
Feb 14 Marketing Plan Presentation & Discussion 15 (Snapple) [Presentation Grading]
(+4)
Feb 19 Marketing Plan Presentation & Discussion 16 (Rubbermaid)
(+2)
Feb 21 Marketing Plan Presentation & Discussion 17 (Euro Disney)
Feb 26 Marketing Plan Presentation & Discussion 18 (Harley-Davidson)
Feb 28 Marketing Plan Presentation & Discussion 19 (Vanguard) [Term Project Written Report]
Mar 5 Marketing Plan Presentation & Discussion 20 (Southwest)
Mar 7 Marketing Plan Presentation & Discussion 21 (Wal-Mart)
Mar 12 Marketing Plan Presentation & Discussion
Mar 14 Marketing Plan Presentation & Discussion; review and conclusion
Mar 19 ALL PROJECTS DUE AT 5PM Team surveys due [Team Survey]
Mar
20 9:30am FINAL
EXAM