SAIGONTECH
Course Syllabus
Marketing Case Studies
MRKG 2374
1. Semester: Spring 2014
2. CRN (Course Reference Number):
3. Instructor Name: Nguyen Quoc Cuong
4. Instructor Contact Information: cuongnguyen.phd@live.com/ 012856 88808
5. Instructor Scheduled Office Hours: N/A
6. Campus and Room Location with Days and Times
Quang Trung Tower, Room 203
Thursday: 10:50 - 12:20
Fridays: 10:50 - 12:20
7. Course Semester Credit Hours (SCH) (Lecture, Lab) if applicable:
a) Credit Hours: 3
b) Lecture Hours: 3
c) Laboratory Hours:
8. Total Course Contact Hours: 48
9. Type of Instruction: Lecture
10. Course Description: the purpose of the case study is to let you apply the concepts you've learned
when you analyze the issues facing a specific company. To analyze a case study, therefore, you
must examine closely the issues with which the company is confronted. Most often you will need to
read the case several times - once to grasp the overall picture of what is happening to the company
and then several times more to discover and grasp the specific problems.
11. Course Prerequisite(s): Principles of Marketing (PMRK)
12. Program Student Learning Outcomes
1. Identify the marketing mix components in relation to market segmentation.
2. Explain the environmental factors which influence consumer and organizational decisionmaking process.
3. Outline a marketing plan.
4. Identify the elements of the communication process between buyers and sellers in business.
5. Utilize marketing research techniques to implement competitive marketing decisions.
13. Course Student Learning Outcomes:
SLO1. Analyze the company's history, development, and growth.
SLO2. Identify the company's internal strengths and weaknesses.
SLO3. Analyze the external environment.
SLO4. Evaluate the SWOT analysis.
SLO5. Analyze corporate-level strategy.
SLO6. Analyze business-level strategy.
SLO7. Analyze structure and control systems.
SLO8. Make recommendations.
14. Learning Objectives (LO):
15. Instructional Methods
a) Web-enhanced (49% or less)
b) Hybrid (50% or more)
c) Distance (100%)
d) Face to Face
16. Textbook: Strategic Marketing Problems, Kerin and Peterson, Pearson, 13th Edition, ISBN 13: 978-0-13-274725-7
17. Other Required Materials
18. Course Policies on Make-up Exams, Late Assignments, Tardiness
19. Instructor’s Requirements (such as tardiness policy, plagiarism policy, …)
20. Grading scheme (How the Final Grade is Calculated) and passing grade
Example:
1 Class participation:
10%
2 Group case studies analysis: 30%
3 Marketing Project:
30%
5 Final test:
30%
The final grade will be evaluated based on the final score as below:
Grade
A
B
C
D
F
Final Score
90-100
80-89
70-79
60-69
0-59
The passing grade of this course is D.
21. Course Calendar
Week
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
Date
16&17/01/2014
23&24/2014
13&14/02/2014
20&21/02/2014
27&28/02/2014
06&07/03/2014
13&14/03/2014
20&21/03/2014
27&28/03/2014
03&04/04/2014
10&11/04/2014
17&18/04/2014
24&25/04/2014
01&02/05/2014
08//05/2014
15&16/05/2014
Topics
Course Introduction
Project introduction
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Project consulting
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Project review
Final Exam
Project Presentation
Reading Assignment
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Project ideas
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Draft project
Chapters review
Final project
22. Exam Format
a) Final test
Exam
Exam Type
Open/Close
book
Essay
(on Paper)
Close
Number
of
Questions
2
Duration
(minutes)
75
Points Chapters
70
All
b) Marketing project:
Final Project: Case Analysis, Survey and Marketing Plan for Coleman Art Museum Case
Case Study : Coleman Art Museum Case, Strategic Marketing Problems, Kerin and Peterson,
Pearson, 13th Edition, ISBN -13: 978-0-13-274725-7 (pgs 594-603)
.
Requirements: Prepare (at least) 12 paged double spaced Marketing Plan (including survey), 1” margins, 12
pt. font. Cite sources.
1) Read the case and analyze the case using the Case Study Method (attached); Answer all questions in
the actual case in the book.
2) Prepare a 10 question survey about consumer’s expectations of an art museum. Survey 10 people;
Tally and analyze results using percentages and Likert scale method.
3) Prepare a marketing plan using the information from the case, and the results of the survey, and your
additional research. Use the following format:
Marketing Plan Project
Using all the information you have researched (in the case itself, through the secondary research required, and
through the primary research survey, develop a full marketing plan for the Coleman Art Museum..
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Cover Sheet
Table of Contents
Executive Summary
Mission Statement
Research on Industry (at least 4 pages of research)
SWOT Analysis
Results of 10 question survey
Objective (s)
Target Market Strategy
Product (1 page)
Place (1 page)
Price (1 page)
Promotion (including advertising, public relations, sales promotion, person al selling, social media,
ecommerce) (2 pages)
14) People (how you would train your people to be great at customer service) (1 page)
15) Implementation
16) Evaluation and control
17) Final Recommendations