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TMP 124 Syllabus Winter 2020 copy

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TMP124 – Fundamentals of Marketing
COURSE INFORMATION
Class: Tues/Thurs 4:00-5:50PM
Location: Phelps 1425
Units: 4.0
CONTACT INFORMATION
Office: Phelps Hall
E-Mail: GuyGabriele@gmail.com
TA: Ted Barthell
Email: barthell@ucsb.edu
All Office Hrs.: By Appointment
Course Description
This course introduces fundamental principles, processes, and tools of marketing which are used to create,
communicate and deliver the value of products and services to customers, clients, partners, and society. This is done
with an array of essential topics, such as the identification of customer needs and wants, assessment of the competitive
environment, selection of the most appropriate target opportunities, development of an integrated marketing strategy,
and disciplined execution. Collectively these topics illustrate how marketing creates, delivers, and communicates
superior customer value and in turn provides value to the firm and its stakeholders.
Course Objectives
TMP 124 provides an introduction to the theory and practice of marketing. We will explore marketing concepts
and their application in consumer and business-to- markets in diverse sectors, industries, and geographies. This
will be achieved through lectures, case discussions, guest speakers, individual assignments, and team projects.
Core course objectives include the development of knowledge and capability so that you can:
• Identify and assess market opportunities by analyzing customers, competitors, collaborators, context, and the
strengths and weaknesses of a company.
• Develop effective marketing strategies to achieve the firm’s objectives.
• Design implementation programs to maximize customer satisfaction, and the firm’s market and financial success.
• Communicate your recommendations while critically considering those from others.
Course Organization
The first part of the course focuses on analyzing markets and identifying opportunities. It introduces
the marketing environment and tools to understand the customer, collaborators, and competition.
It develops familiarity with market research approaches and techniques. The second part focuses on marketing strategy,
including an understanding of segmentation, targeting, positioning and branding. The third part
emphasizes the translation of strategy in to action through the marketing mix (the 4 P’s: Product, Price,
Promotion, and Place). The course provides knowledge and skills needed to define a marketing strategy and
the implementation plan. Marketing courses differ in an important way from most other courses by
emphasizing both quantitative and qualitative analysis. Qualitative analysis provides insights on the behavior
of people including consumers, competitors, sales and distribution partners, etc.… Quantitative analysis
allows us to estimate the expected impact of marketing decisions on customers and company performance.
Class discussions and assignments will use both types of analysis.
Grading
Activities
Percentages
Class Participation
25%
Quizzes
25%
Homework
20%
Team Project
30%
Note: There will be no opportunities for extra credit offered.
TMP124 – Fundamentals of Marketing
Class Participation
A significant portion of the class will be devoted to analyzing assigned cases. The case method sharpens
your critical assessment and decision-making skills. You should read and analyze the cases carefully.
Come to class prepared to articulate your assessment of the situation, outline related recommendations, and
provide arguments for your proposed solution. There will be differences in views and opinions among your
classmates. Learning will occur as you see how others address a problem that you have thoughtfully considered.
The better you prepare, the more you will learn!
When evaluating your class participation, several factors will be considered:
• The quality of class participation is most important. Sheer quantity is insufficient.
• More credit will be given to thoughtful discussion that help moves the class forward. Mere repetition of
case facts will not be considered to be a high-quality contribution.
• Building on previous comments in relevant ways is a sign of critical thinking.
• You will need to be present and on time to receive a strong participation score.
Quizzes& Readings
There will be two in-class quizzes (TBA) to ensure student knowledge and application. Readings topics will be announced in class.
There will be no final exam.
Homework
They must be submitted via the course website prior to class on the date they are due.
Marketing Project
You will be assigned to a team to apply your marketing knowledge. As a team, you will analyze an existing product that is
facing challenges in the marketplace, propose a strategy and develop a marketing program to create additional value for
customers and the firm. There will be three deliverables to this project: A market analysis, a strategy outline, and a
final presentation that includes a proposed marketing program.
TMP 124 Course Materials and Requirements
We will have a required packet of articles and case studies that will be used for classroom
discussion and individual assignments. This course pack is available through Harvard Business Publishing:
Winter 2020 Fundamentals of Marketing
Link to Cases: https://hbsp.harvard.edu/import/693096
Optional Reading
Students may wish to read more about specific aspects of marketing. We will outline suggested (but not required) text
readings: Philip Kotler and Gary Armstrong, Principles of Marketing (16th Edition), 2016.
We will have several copies in the TMP Resource Library in Phelps Hall.
UCSB Student Resources:
Students may feel overwhelmed or depressed with coursework, stress and/or other personal challenges. If you find
yourself, or another student, in need of support, please do not hesitate to reach out to Counseling and Psychological
Services (CAPS), 24/7 at (805) 893-4411(24-hour). http://caps.sa.ucsb.edu/. An additional confidential campus
resources, if you find yourself in need of confidential support, is Campus Advocacy Resources & Education (CARE)
805-893-4613 (24-hour advocacy) 805-893-3778 (general inquiries). http://wgse.sa.ucsb.edu/care/home
TMP124 – Fundamentals of Marketing
Winter 2020 TMP 124 – Fundamentals of Marketing
Calendar: TMP 124 Winter 2020
Date
Session
Topic
Readings/Cases due for
this session (Coursepack)
Assignments
Due
Optional
Reading
Process Steps
A. Analyzing Markets and Identifying Opportunities
1/7/20
1
Course Intro: What
is Marketing?
1/9/20
2
1/14/20
3
Understanding the
Marketing
Environment
Market
Orientation and
Understanding:
Intro to Market
Research
1/16/20
4
1/21/20
5
Chapters
1&2
Exercise:
“Collaboration Skills”
Student
Biography Due
1/14 @ 4pm
Pop Up
Written
Proposal
Submission
due 1/16 @
4pm
Customer
Differences and
Insights Consumer and
Business Buyers
TBD
B. Developing Marketing Strategy
1/23/20
6
Using Customer
Insights for
Innovation
1/28/20
7
Developing
Marketing Strategy
to Create
Customer and
Company Value:
UVP
1/30/20
8
Developing
Marketing Strategy
and Creating
Customer Value:
Targeting,
Positioning
2/4/20
9
Developing
Marketing Strategy
and Creating
Customer Value:
Targeting,
Positioning
Trader Joes Case Study
Case analysis
for Trade Joes
due 1/28 @
4pm
“Pop Up
Business”
PresentationsDescription, Process
- Results
(Team
Submitted &
Presented)
“Pop Up
Business”
PresentationsDescription, Process
- Results
(Team
Submitted &
Presented)
Quiz #1 on 2/6
Chapter
3
Chapter
4
Pop Up
Business
Explorers
Exercise
Assigned
Chapters
5&6
Marketing
Project Teams
Assigned
Chapter
7
Company &
Product Line
Defined
TMP124 – Fundamentals of Marketing
2/6/20
10
Quiz 1 – In Class Activity
C C. Developing Marketing Programs
Date
Session
Topic
Readings/Cases due for
this session (CoursePack)
Airbnb, Etsy, Uber:
Growing from One
Thousand to One Million
Customers Case Study
Case analysis
for Airbnb,
Etsy, Uber due
2/11 @ 4pm
Assignments
Due
Market
Analysis
Outline Due
2/13 @ 4pm
Optional
Reading
Chapter
8
2/11/20
11
4Ps: Products and
Branding
2/13/20
12
Chapter
9
2/18/20
13
4Ps: Products and
Branding
TBD
2/20/20
14
4Ps: Pricing
2/25/20
15
4Ps: Promotion –
Integrated
Communications
Chapters
10 & 11
Chapters
14, 15,
& 16
2/27/20
16
4Ps: Place
(Channels &
Distribution)
Quiz 2
3/3/20
17
Marketing-Based
Competitive
Advantage &
Summary
Snap Inc.: Becoming a
“Camera Company” Case
Study
3/5/20
18
3/10/20
19
Marketing-Based
Competitive
Advantage &
Summary
Marketing Project
Team
Presentations
3/12/19
20
Final Class
Quiz #2 on
2/27
Case analysis
for Snapchat
due 3/3 @
4pm
Process Steps
Chapters
12 & 13
Chapters
17, 18,
19, & 20
Marketing
Project
Team
PowerPoint
Due 3/10
@ 4pm
Market
Strategy Plan
Due 3/12
@ 4pm
Winter 2020 TMP 124 Readings, Cases and Questions
Find the following at:
TMP124 – Fundamentals of Marketing
Note: Every case discussion will start with the question: “What’s going on in the case?”
Due Session
7
9
17
Reading or Case
Trader Joes
Airbnb, Etsy, Uber: Growing
from One Thousand to One
Million Customers
Snap Inc.: Becoming a
“Camera Company”
Reading - Case Study Questions
1. Demonstrate the importance of tradeoffs as a central element
of a successful competitive strategy for Trader Joes.
2. Illustrate how competitive advantage does not derive from a
single core competence, but instead from an integrated, selfreinforcing system of activities.
3. Provide insight regarding the relationship between culture
and strategy for Trader Joes.
4. Provide an analysis examining Trader Joes financial
performance compared to several players in an industry. How
does this financial data reflect different firm strategies?
1. As two-sided markets grew to scale, network effects kicked in
as more consumers bred more suppliers and vice versa. But
how did these platforms ride the second wave of growth?
2. How did they grow from one thousand to one million
customers?
3. How did these marketplaces seek to uniquely reach customer
demand?
1. Assess Snap's method for differentiating itself from its key
competitors.
2. Identify the challenges Snap faces in growing its core user
group.
3. Discuss the network effect and the impact it has on social
media platforms.
4. Explain how advertisers view social media platforms as
vehicles for reaching their target consumers.
Note: The questions provided will be to help guide your response an analysis to the case study. You will want to address these in a
written paragraph format that is 1 full page length (1.5 spacing, 12-point font). You do not need to address all the questions but pick
at least 2 and focus on developing a strong argument.
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