SELECTED TOPICS IN MARKETING
MKT 4495 TEWA
Fall Semester 2010
Instructor:
Dr. David K. Amponsah
Course
Prerequisites:
MKT 3361 Principles of Marketing
Office Hours
2:00 - 4:30 p.m., MWF
10:30 - 11:30 a.m.; 1:00 – 4:00 p.m. TH
Office Location:
114 McCartha Hall
Office Telephone:
334-670-3422
334-670-3459 Secretary
334-670-3599 FAX
Email:
damponsa@troy.edu
Time of Class:
11:00 - 11:50 a.m. MWF
Class Location:
303 Gen Academic Building
SCOB Vision and
Mission
Statements:
SORRELL COLLEGE OF BUSINESS VISION STATEMENT
Sorrell College of Business will be the first choice for higher business
education students in their quest to succeed in a dynamic and global
economy. Sorrell College of Business will create the model for 21st
century business education and community service.
SORRELL COLLEGE OF BUSINESS MISSION STATEMENT
Through operations that span the State of Alabama, the United States,
and the world, Sorrell College of Business equips our students with the
knowledge, skills, abilities and competencies to become organizational
and community leaders who make a difference in the global village
and global economy. Through this endeavor, we serve students,
employers, faculty, and Troy University at large as well as the local
and global communities
Course
Description:
An in-depth study of a broad range of marketing topics. Individual investigations and
reporting emphasized in seminar fashion. Focuses on a topic of a timely nature
and/or special interest..
Course Objectives:
Upon completion of this course the student should be able to:
1. Discuss a selected topic in depth in the area of marketing.
2. Demonstrate conversance in the selected topic through
appropriate application.
3. Discuss how the selected topic may inform strategies to
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support business objectives.
Purpose
To select and focus on marketing topics of a timely nature or special interest. The
special marketing topics covered in this course are determined as deemed
appropriate and are not necessarily the same from term to term. BABA/BSBA
Marketing major specified elective.
Text(s):
Strategic Marketing Problems, Roger A. Kerin and Robert A. Peterson
Prentice Hall Inc., 2010. ISBN 13: 978-0-13-610706-4
Other Materials:
Articles from Journal of Marketing
Grading Methods:
1st Unit Examination
2nd Unit Examination
30 % of final grade
30% of final grade
Individual and Group Case Analyses
Quizzes and Exercises
30% of final grade
5% of final grade
Class Attendance & Participation
5% of final grade
Grading Scale
12 th ed.,
A
90-100%
B
80-89%
C
70-79%
D
60-69%
F
0-59%
A student’s final grade in this course is based on all course requirement activities.
The midterm grade will be calculated using the same grade formula as stated above.
It will be based on the student’s test and exercise scores up to the cut-off date. A
MIDTERM GRADE IS NOT A GUARANTEED FINAL GRADE.
HOMEWORK (ASSIGNMENT) POLICY:
1. Each assignment will be taken up for a grade. Assignments should be
handed in during the class roll call.
2. A late assignment will be graded one letter grade lower than the grade
earned.
3. Someone other than the student may hand in the assignment of a student
who is absent.
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Class Procedure
and Requirements:
Teaching Methods
The methods of instruction in this course include class lectures, class discussions,
video shows, exercises, and student case analysis.
Course Requirements:
1. Students should complete scheduled reading assignments and exercises
before class time.
2. There will be two unit examinations, case analysis reports, and quizzes in
this course.
3. Students, working in small groups, will be assigned case problems. Each
group will present to the class the analyses and solutions to the assigned
cases. Case analysis reports will be taken for grades.
CLASSROOM ADMINISTRATION
Students are expected to:
1. Punctually attend all scheduled classes. See attendance policy.
2. Be responsible for all instructions and assignments given in class as well as for
the supporting textbook content.
3. Read the textbook material before the lecture. This leads to a better
understanding of the lecture, as well as the opportunity to ask questions about
material(s) in the text that were unclear or that the student did not understand.
4. Exams, except the final, will be temporarily returned and reviewed. If the
student needs to spend more time reviewing or questioning the grading the exam
he/she may see the professor during office hours.
5. THERE WILL BE NO LATE EXAMINATION IN THIS COURSE. Makeup exams will be administered only to students who have received approval
from the professor prior to the test date.
6. Regular class attendance and participation is required in this course. See
the Grading Method section.
7. NOTE: The Instructor reserves the right to make necessary changes in this
Syllabus and to inform Students accordingly.
General Supports:
The College of Business computer labs will be available to students for secondary
data search.
Daily Assignments:
Date
Aug 11, 13
& 16
Chapter
1
Assignment
Introduction
Foundations of Strategic Marketing
Management
- Business Definition, Mission and Goals
- Business Internal Analysis
- Business External Analysis
- Product-Market Strategies
- Marketing Plan
- Marketing Ethics and Social
Responsibility, p. 15
- Case: Dr. Pepper/7Up, p. 172
4
Aug 18, 20
& 23
2
Aug 25,
27 & 30
3
Financial Aspects of Marketing Management
- Marketing Cost Analysis
- Variable and Fixed Costs
- Gross Margin, Trade Margin
- Contribution Analysis
- Customer Lifetime Value
- Case: Frito-Lay, Inc.: Sun Chips, p. 203
Marketing Decision Making and Case Analysis
-
-
Sept 1 & 3
4
Marketing Opportunity Analysis, Segmentation
and Market Targeting
-
Sept 6
Sept 8, 10,
13, 15 &
17
Marketing Problem Solving Process
Problem Definition, Information
Gathering, Evaluation of Alternatives,
Identifying the Best Alternative, Program
Implementation and Control
Case Analysis Worksheet
Case: Perpetual Mercy Hospital , p. 228
Opportunity Analysis
Market Segmentation and Target
Marketing Selection
Competitive Strategy
Marketing Ethics and Social Responsibility
Case: Dr. Pepper Snapple Group, Inc.,
p. 80
Labor Day Holiday
5
Product and Service Strategy and Brand
Management
-
Offering (Product) Concept
Product Offering Mix
Product Positioning
Brand Equity and Brand Management
Marketing Ethics and Social Responsibility
Case: Kraft Foods: The Coffee Pod
Launch (A), p. 155
1st Unit Examination
Sept 20
5
Sept 22,
24, 27 &
29
6
Integrated Marketing communication Strategy
- Integrated Marketing Communication
- Communication Objectives
- Push Versus Pull Communication
Strategies
- The Communication Mix: Advertising,
Direct/Personal Selling, Sales Promotion
and Promotional Web Sites
- Communication Mix Budgeting
- Marketing Ethics and Social Responsibility
- Case: Bates Manor Furniture, Inc., (A),
p. 301
Oct 1, 4, 6
&8
7
Marketing Channel Management Strategy
-
Oct 11, 13,
15 & 18
Oct 20 &
22
8
The Design of Marketing Channels
Direct Versus Indirect Distribution
Electronic Marketing Channels
Target Market Coverage
Channel Intermediaries
Channel Power and Conflict
Channel Modification
Case: Hawaiian Punch., p. 379
Pricing Strategy
-
Pricing Considerations
Price Elasticity of Demand
Product-line Pricing
Full-cost Pricing
Variable-Cost Pricing
New-Offering Pricing Strategies
Pricing and Competitive Interaction
Case: Superior Supermarkets, p. 484
6
Oct 25, 27,
29, Nov 1
9
Marketing Strategy: Control Process
-
-
Strategic Change: Threat or Opportunity?
Operational Control: Product-Service Mix
Analysis, Sales Analysis, Marketing
Channel Analysis, Customer Profitability
Analysis
Marketing Ethics and Social Responsibility
Case: Goodyear Tire and Rubber
Company, p. 589
Global Marketing Strategy
Nov 3, 5, 8
& 10
10
-
-
The Decision to Go Global
Country Screening Criteria
Marketing Alternatives
Market Entry Alternatives: Exporting,
Licensing, Joint Venture/Strategic
Alliances, Direct Investment
Global Marketing Mix
Case: Baxton Technology, p. 610
Nov 11
Veterans Day Holiday
Nov 15,
17, & 19
Nov 22
& 23
Group Case Discussions
Fall Break
Nov 24 –
28
--
Thanksgiving Holidays
Dec 1
--
Dead Day
Dec 7
--
Final Examination – Time: 8:00 – 10:00 a.m.
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Additional
Services:
AMERICANS WITH DISABILITIES ACT STATEMENT:
Troy University supports Section 504 of the Rehabilitation
Act of 1973 and the Americans with Disabilities Act of
1990, which insure that postsecondary students with
disabilities have equal access to all academic programs,
physical access to all buildings, facilities and events, and
are not discriminated against on the basis of disability.
Eligible students, with appropriate documentation, will be
provided equal opportunity to demonstrate their
academic skills and potential through the provision of
academic adaptations and reasonable accommodations.
Further information, including appropriate contact
information, can be found at the link for Troy University’s
Office of Human Resources at
http://www.troy.edu/humanresources/ADAPolicy2003.htm
Cell Phone and
Other Electronic
Device Statement:
Use of any electronic devise by students in the
instructional environment is prohibited unless explicitly
approved on a case-by-case basis by the instructor of
record or by the Office of Disability Services in
collaboration with the instructor. Cellular phones, pagers,
and other communication devices may be used for
emergencies, however, but sending or receiving nonemergency messages is forbidden by the University.
Particularly, use of a communication device to violate the
Troy University “Standards of Conduct” will result in
appropriate disciplinary action (See the Oracle.)
In order to receive emergency messages from the
University or family members, the call receipt indicator on
devices must be in the vibration mode or other
unobtrusive mode of indication. Students receiving calls
that they believe to be emergency calls must answer
quietly without disturbing the teaching environment. If the
call is an emergency, they must move unobtrusively and
quietly from the instructional area and notify the instructor
as soon as reasonably possible. Students who are
expecting an emergency call should inform the instructor
before the start of the instructional period.
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Attendance Policy:
1.
2.
3.
Class Roll: Class roll will be taken at the beginning of the class session.
Students who arrive after their names have been called are responsible for
making sure that they are marked present.
Attendance is mandatory. If a student misses a class it is his/her responsibility
to obtain all information and materials presented (including materials covered,
handouts, skills learned, and homework assignments) during his/her absence.
Excused absences: Excused absences have the following characteristics:
a. Professor was informed prior to the absence.
b. Professor determines that the absence is excused.
c. Absence is of the following type:
1. Participation in a documented official university function that does not
permit the student’s class attendance (e.g., participation in athletic
events, field trips, etc.)
2. Severe illness (this does not include scheduled medical appointments nor
driving someone else to doctor), a hospital stay, or a doctor's excuse
saying that it is impossible for student to attend class(es)
3. Death of immediate family member (grandparent, parent, sibling, or child)
4. Appearance in court
5. Personal situations that are approved by the professor in advance of the
time the student is to be absent.
d. Written documentation (on letterhead) must be provided.
Incomplete Work
Policy:
Any incomplete work at the end of the term will not be accepted unless the student
can provide acceptable and clear documentation prior to grades being submitted to
the Registrar.
Cheating Policy:
PENALTY FOR CLASSROOM DISHONESTY: AN “F” GRADE FOR THE
COURSE.