PROPOSAL FOR NEW COURSES
Department ______Marketing_________________________________
Course No. 346 Course Name Marketing Plans
Date ___2/16/05__________
Credits 03
This proposal is for a(n) ___X__ Undergraduate Course
Applies to: ___X__ Major
__X__ Required
___X__ Minor
__X___ Required
______ Graduate Course
___X___ University Studies*
_____ Elective _____ Elective
Prerequisites Grade of "C" or better in Marketing Communications, Market Analysis and Marketing Research (MKTG 322, 332 & 334).
______ Grade and P/NC Option Grading method __X__ Grade only ______ P/NC only
Frequency of offering _2 sections each semester_________
*For University Studies Program course approval, the form Proposal for University Studies Courses must also be completed. submitted according to the instructions on that form.
Provide the following information (attach materials to this proposal):
A. Course Description
1. Catalog description.
2. Course outline of the major topics and subtopics (minimum of two-level outline).
3. Basic instructional plan and methods.
4. Course requirements (papers, lab work, projects, etc.) and means of evaluation.
5. Course materials (textbook(s), articles, etc.).
6. List of references.
B. Rationale
1. Statement of the major focus and objectives of the course.
2. Specify how this new course contributes to the departmental curriculum.
3. Indicate any course(s) which may be dropped if this course is approved.
C. Impact of this Course on other Departments, Programs, Majors, or Minors
1. Does this course increase or decrease the total credits required by a major or minor of any other department? If so, which department(s)?
2. List the departments, if any, which have been consulted about this proposal.
D. University Studies Course Proposals
The form Proposal for University Studies Course must also be completed and submitted according to the instructions on that form.
Attach a Financial and Staffing Data Sheet .
Attach an Approval Form .
Department Contact Person for this Proposal:
____Bill Murphy____________________
Name (please print)
___457-5698_____
Phone
___jmurphy@winona.edu__________ e-mail address

A.
Course Description for Marketing Plans
1. Catalog Description
346 - Marketing Plans – 3S.H.
Marketing Plans takes a strategic perspective to examine the nature and scope of utilizing market analysis outcomes to plan the implementation of a marketing mix. Course implementation will involve detailed analysis of product development and management activities, such as, research and development, and brand and product line management; promotional activities, such as, advertising, personal selling, public relations, and sales and trade promotions; distribution activities, such as, retailing and wholesaling; and pricing activities, such as, new product pricing, pricing strategies and price adjustments. The course includes substantial experiential learning with written communications skills, including the creation and communication of a marketing plan. Marketing Plans must be taken simultaneously with Buyer Behavior (MKTG 344). This course fulfills 3 S. H. of the University Studies written flag requirement. Prerequisite: Grade of "C" or better in Marketing Communications, Market
Analysis and Marketing Research (MKTG 322, 332 & 334).
2. Course Outline:

Positioning and Differentiating the Market Offering through the Product Life Cycle. (light emphasis) o Developing and communicating a positioning strategy o Differentation tools o Product life-cycle marketing strategies o Market evolution

Developing New Market Offerings. (moderate emphasis) o Challenges in new-product development o Organizational arrangements o Managing the development process: ideas o Managing the development process: concept to strategy o Managing the development process: development to commercialization o The consumer-adoption process

Designing Global Market Offerings. (moderate emphasis) o Competing on a global basis o Deciding whether to go abroad o Deciding which market to enter o Deciding how to enter the market o Deciding on the marketing program o Deciding on the marketing organization

Setting the Product and Branding Strategy. (light emphasis) o The product and the product mix o Product-line decisions o Brand decisions o Packaging and labeling


Designing and Managing Services. (moderate emphasis) o The nature of services o Marketing strategies for service firms o Managing product support services

Developing Price Strategies and Programs. (heavy emphasis) o Setting the price o Adapting the price o Initiating and responding to price changes

Designing and Managing Value Networks and Marketing Channels. (heavy emphasis) o What is a value network and marketing-channel system o What work is performed by marketing channels
 Channel functions and flows

Channel levels

Service sector channels

Information highway channels

Channel-design decisions
 Analyze customers’ desired service output levels

Establish objectives and constraints

Identify major channel alternatives

Evaluate major alternatives

Channel-management decisions

Selecting channel members

Training channel members

Motivating channel members

Evaluating channel members

Modifying channel arrangements
 Channel dynamics

Vertical marketing systems

Horizontal marketing systems

Multichannel marketing systems

Conflict, cooperation and competition

Legal and ethical issues in channel relations

Managing Retailing, Wholesaling, and Market Logistics. (heavy emphasis) o Retailing o Wholesaling o Marketing logistics

Market-logistics objectives

Market-logistics decisions

Organizational lessons

Managing Integrated Marketing Communications. (heavy emphasis) o The communications process o Developing effective communications o Deciding on the marketing communications mix o Managing the integrated marketing communications process

Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing. (heavy emphasis) o Developing and managing an advertising program o Deciding on media and measuring effectiveness o Sales promotion o Public relations o Direct marketing


Managing the Sales Force. (moderate emphasis) o Designing the sales force o Managing the sales force o Principles of personal selling

Managing the Total Marketing Effort. (light emphasis) o Trends in company organization o Marketing organization

Budgeting o Marketing implementation o Evaluation and control
 Cash flow analysis
3. Basic Instructional Plan and Methods:
The course will be taught using a combination of readings, lecture, discussion, hands-on instruction, and in-class exercises. The course will make great use of communication, information and research technology tools such as laptops.
4. Course Requirements:
Active class participation: e-mail correspondence, responses to readings-based questions, news reports, homework assignments, quizzes, and contribution to and leadership of class discussions.
Examinations and Assignments: numerous individual grading points (exams, quizzes, assignments, papers, and presentations) will be utilized to measure the comprehension of theories and concepts and their application to marketing management.
Written Communications: Substantial written reports, including a marketing plan, utilizing content from projects, cases and other exercises will be assigned throughout the course. Critique of such activities will utilize constructive criticism and peer evaluations to improve written communications.
5. Course Materials:

Kotler, P. Marketing Management , Prentice Hall

Schiffman, L. and L. Kanuk, Consumer Behavior , Prentice Hall

Software: SPSS and Excel
6. List of References:
Biggadike, E.R. (1979), Corporate Diversification: Entry, Strategy and Performance, Cambridge,
MA: Harvard University press.
Bowman, D. and Gatignon, H. (1995), “Determinants of Competitor Response Time to a New
Product Introduction,” Journal of Marketing Research, 32 (February), pp. 42-53.
Chen, M.J., Smith, K.G., and Grimm, C.M. (1992), “Action Characteristics as Predictors of
Competitive Responses,” Management Science, 38, 3, pp. 439-455.
Christensen, C.M. 1997. The Innovator’s Dilemma, HBS Press: Cambridge, MA.
Christensen, C.M. 1998. Why Great Companies Lose Their Way. Across the Board, October, 36-
41.

Cooper, A.C. and Smith, C.G. (1992), “How Established Firms Respond to Threatening
Technologies,” Academy of Management Executive, 6, 2, pp. 55-70.
Deshpande, R. and Gatignon, H. (1994), “Competitive Analysis,” Marketing Letters, 5, 271-
283.
Gannon, M.J., K.G. Smith and C.M. Grimm (1992). ‘An Organizational Information Processing
Profile of First Movers’, Journal of Business Research, 25, pp. 231-241.
Galbraith, J.R. and Kazanjian, R.K. (1986), Strategy Implementation: Structure, Systems and
Process, St. Paul, MN: West Publishing.
Hauser, J.R. and Shugan, S.M. (1983), “Defensive Marketing Strategies,” Marketing Science, 2,
4, 319-360.
James, B.G. (1984), Business Wargames. Penguin Books: Harnodsworth, Middlesex.
Karakaya, F. and Stahl, M.J. (1989), “Barriers to Entry and Market Entry Decisions in Consumer and Industrial Goods Market, “ Journal of Marketing, 53 (April), 80-91.
March, J.G. and H.A. Simon (1958). Organizations, Wiley, New York.
Payne, J.W., Bettman, J.R., and Johnson, E.J. (1993), The Adaptive Decision-maker. Cambridge:
New York.
Petty, R.E., and Cacioppo, J.T. (1986), "The Elaboration Likelihood Model of Persuasion,”
Advances in Experimental Social Psychology, 19. pp. 123-205.
Porac, J. and H. Thomas (1990), "Taxonomic mental models in competitor definition," Academy of Management Review, 15, pp. 224-240.
Porter, M.E. (1980). Competitive Strategy, Free Press, New York.
Porter, M.E. (1985). Competitive Advantage, Free Press, New York.
Robinson, W.T. (1988), “Marketing Mix Reactions to Entry,” Marketing Science, 7, 4, 368-385.
Smith, K.G. Grimm, C.M., Gannon, M.J. and Chen, M.J. (1991), “Organizational Information
Processing, Competitive Responses, and Performance in the U.S. Domestic Airline Industry,”
Academy of Management Journal, 34, 1, pp. 60-85.
Urbany, J.E. and Montgomery, D.B. (1998), "Rational Strategic Reasoning: An Unnatural
Attack?,” Marketing Letters, 9, pp. 285-299.
Yip, G.S. (1982), Barriers to Entry: A Corporate-Strategy Perspective, Lexington, MA: D.C.
Health and Co.

B.
Rationale: a.
Marketing Plans is a key element in applying marketing strategy and theory. Marketing Plans examines the scope of analysis through plan implementation of the marketing mix. Key topics included in the plan are: product development and management activities; promotional activities; distribution activities; and pricing activities. Marketers must understand the differential influences of these mix activities to effectively manage a business’ success.
C.
Notification: a.
This course and the one it replaces are required courses in the Marketing Curriculum for both majors and minors. Since only majors and minors are affected, and the course load for the faculty will stay the same, it does not appear to affect any other departments.
D.
University Studies Course Proposals: a.
Written Flag