Marketing Management Syllabus
Southern Polytechnic State University
School of Engineering Technology and Management
MGNT 6008 CRN 9158
Fall Semester 2010
Professor:
Class Meeting Time:
Class Location:
Office:
Dr. Joyce A. McGriff
T 6:00 – 8:45 p.m.
J108
J338 (Atrium Building)
Office Hours:
Office Phone:
TR 10:00-1:25 p.m.
T
3:00- 5:55 p.m.
W 10:00-5:00 by appointment
R
3:00-5:55 p.m.
(678) 915-3157
Email:
jmcgriff@spsu.edu
Textbook:
Author:
MM (Marketing Management)
IACOBUCCI
Course Requirements
COURSE OVERVIEW
The purpose of this course is to develop knowledge and skills in the managerial aspects of
marketing. The course provides an understanding of marketing as the basis for general
management decision-making and as a framework for analyzing business situations. The specific
objectives are to:
1.
Learn about the elements of the marketing management process, the basic components of
marketing programs, and the interaction of marketing with other functions of the
organization.
2.
Understand the role of marketing managers and how to apply marketing concepts to a
wide range of management situations.
3.
Acquire analytical skills to define marketing problems, identify opportunities, and interpret
their implications for decision-making.
4.
Apply both qualitative and quantitative tools to marketing problems.
5.
Develop practical communication skills by using persuasive arguments in support of wellgrounded management actions.
Class Procedure
The course will follow a combination lecture, in-class activity format with periodic audio-visual support, guest
lecturers and client interaction. Students are encouraged to ask questions and participate in class. The
instructor will assume that class members have read and attempted to understand the material. I often ask
class members to participate, analyze responses/reactions to discussion issues or questions. Students are
expected to be responsible for their own mastery of the course content. Should you find yourself having
difficulty learning the material or wish to explore more deeply any of the concepts of marketing, you are
encouraged to seek counsel or further discussion with me during my office hours. You are encouraged to
read additional business periodicals such as Fortune, Advertising Age, Brandweek, Wall Street Journal,
Business Week, and the Atlanta Journal
Constitution
To Assist Your Learning
Select a publically traded company with a product portfolio that you would enjoy tracking
through the chapters. Check the business news for information about the company and its
products often times companies are constantly issuing news releases about their business.
Also, if you have questions use the contact link at the company’s website (sometimes you
will get a reply sometimes not, but do not be discouraged if the answer does not come
immediately. I will ask you questions in class about your portfolio and assign extra credit
assignments based on your product or service portfolio.
Course Performance Criteria
Research has proven that students who approach their learning with sincere interest and
willingness to devote time and attention to the process of learning, and can find relevance of the
subject are more likely to excel and gain confidence as a result of knowledge empowerment. Grade
performance is highly correlated to study effort, in-class interaction and commitment to
achievement. Students will be required to successfully complete the following:
Examinations: Examinations will be Multiple choice, essay and problems. An important aspect of
doing essay questions is using very good examples or applications as you explain the concepts.
Examinations will account for 50% of course performance.
Group Marketing Plan: You are to select a product/product line or service/service group that your
group is interested in to do a marketing plan for. Please submit your ideas for your plan to me
before you start working on the plan. Please refer to Appendix 14.1 Sample Marketing Plan as a
guide to your plan; however you are not limited to this format as there are many formats that can be
found in the public domain (textbooks, internet etc.) You are encouraged to select branded
products or services that you really want to know something about. I would prefer that you not
choose a company or organization. The marketing plan will account for 20% of course
performance 30% of course performance.
Group Case Presentation: Group Case Presentation: Your group will need to prepare a case
presentation. Guidelines for how to approach a case solution can be found at the course WebCT
site. In general the presentation will involve the background of the case (in some cases you will
need to update the firm’s background information), the problem statement or scenario, and the
recommended solution. You will need to purchase the case from Harvard Business School
Publishing http://www.hbsp.harvard.edu/hbsp/academic_discipline/marketing.These assignments
will account for 15% of course performance.
Group Presentation/Discussion Marketing Metrics Problems: are from Market-Based
Management Strategies for Growing Customer Value and Profitability (Handout). To do the
problem assigned to the groups go to www.prenhall.com/best and the chapter that corresponds to
where the problem is. You should present the before problem scenario and the solution for the
recommended changes in the problem. The metrics problems will account for 15% of course
performance
There are 3 additional readings articles from which I will make reference to and include on
the examination. Please read them.
Class Participation and Tardiness: I reserve the right to assign participation grades according
to how well I thought you participated in class and attended class time on time. Participation means
that you will have asked pertinent questions related to the discussion, volunteer answers, related
personal and/or work related experiences, constructively critique your classmates. When
participating in class you should be prepared
1.
2.
3.
4.
To participate intelligently you are trying to maximize your experience here
Substantiate your position with facts
Don’t participate to participate, make a contribution by being knowledgeable
Recognize that others will have thought of issues, analyzed facts, and come to different
conclusions
5. Never feel that your ideas are unimportant
6. Recognize that your professor may disagree with you sometimes simply to see if you
can defend your position
7. Try to avoid weak terms such as “I feel,” “It appears”. Use assertive words such as “It
is,” “The facts reveal that…”
8. Try to maintain a manager’s orientation to what is going on in the class room
9. Be prepared to change your mind. Be flexible enough to change if you see that you are
wrong
10. Be willing to take risks. If you make a mistake you just make a mistake the class will
move forward.
The value of class participation can mean the difference between passing and failing.
Grading:
Examinations:
Exam 1
Exam 2
Exam 3
Exam 4
Group Marketing Plan:
Group Case
Metrics Presentation
=
=
=
=
12.5%
12.5%
12.5%
12.5%
A
B
C
D
F
=
=
=
=
=
90+
80+
70+
60+
<60
= 20%
= 15%
= 15%
IMPORTANT NOTES:
Research Studies Participation
You may be asked to participate in an ongoing research project here in the business
school. Your cooperation is required.
Class Rules
1. If you wear a hat to class please remove it upon entering the class.
2. Place your cell phone on silent or vibrate. You may NOT answer it in class for any
reason. If you violate this rule you will be asked to leave the class.
3. Please download the power point lectures
4. You may not email me using a Yahoo or Hotmail email address, you must use your
university assigned email.
I believe that students learn best in an environment that supports human acknowledgement
and respect for your classmates and me, I EXPECT YOUR COOPERATION!
Peer Evaluation
There are three group projects (a case presentation, metrics problem presentation and a marketing
plan) as such it is my expectation that each student will actively participate in the collaboration and
work effort to achieve optimal performance on these assignments. However, there are often times
students who will not carry their fair share of the work load. This causes unfair disadvantage to the
students who work hard to achieve the group grade. There is a peer evaluation form posted at the
course website. Each of you are required to download this document, complete the evaluation of
each member and submit it the last day of class or upon submission of the final project. The
evaluation means that the evaluation of each group member will be an average of every group
member’s assessment.
An example:
Group 1 Received 89 for the case presentation
95 for the marketing plan
Group member A has received the following evaluations from his group members:
Group member B = 70
89 (Case Presentation) X .71 = 63.2 Group member A’s adjusted
grade
Group member C = 75
95 (Market Plan) X .71 = 67.5 Group member A’s adjusted grade
Group member D = 68_
Average
71
As you can see peer evaluations are important and they can harm your performance in the class.
The way to prevent any misunderstanding of how this works you can consult with me and/or make
sure that you are doing your part of the project work.
Once you have submitted the evaluation of your group members you will not have the opportunity to
change the evaluation, there will be no exceptions to this policy
Academic Honesty
This course is governed by the SPSU standards for academic honesty, from the student handbook:
Academic honesty depends on the willingness of the students, individually and collectively, to
maintain and perpetuate standards of academic honesty. Each SPSU student accepts the
responsibility to be honorable in his or her academic affairs and to encourage honesty among
others. Knowledge of a violation without reporting it to the proper official is a violation of academic
honesty.
Punishment for cheating: you will be dropped from the course and you will fail the course.
Late Assignments
Late assignments papers will not be accepted for any reason.
Assignment Presentation
Assignments are to be typed with one-inch margins, a cover page, stapled, no misspelled
words, reasonable composition style (readable), and white bond paper. No plastic covers
with the separate plastic binders. Papers will be penalized five points for violation of each
of these parameters.
Tardiness
If you are late, enter quietly and try to not disturb the class.
Examination Supplements
Please take notes from the videos and any supplemental news articles or discussions
because the essay questions will come from these topics.
It is my desire as your professor to facilitate and support your learning of marketing
planning and management concepts. In order for you to accomplish your goals of
performance and excellence, you must make a conscientious effort and work with me. I
cannot assist you in this process if you make excuses, miss class, fail to prepare your
assignments in a timely fashion and stay anonymous. Your success is in your hands.
GOOD LUCK!
T
Date
8/25
T
8/31
T
9/14
Tentative Schedule
Chapter Assignment
Course Orientation/Group
Cases can be purchased from
hbsp.harvard.edu
Assignment
Read Chapter 15: Marketing
Plans
Excerpt from (Best 2005):
Balancing Financial Performance
and Market Based Performance
Part 1 Marketing Strategy
T
9/7
Read Chapter 1 What is
Marketing
Chapter 2: Marketing
Segmentation
Chapter 3: Targeting
Read: How To Do Segmentation
Right
T
9/21
Group 1 Case Discussion
Rosewood Hotels and Resorts:
Branding to Increase Customer
Profitability and Lifetime Value
By: Chekitan S. Dev, Laure Mougeot Stroock
Product number:2087-PDF-ENG
Source:Harvard Business Publishing
Brief Cases
Chapter 4: Positioning
Read: Customer Profitability and
Lifetime Value
T
9/21
Exam 1 (Chapters 1, 2, 3 & 4) In Class
Part 2 Product Positioning
T
9/28
Read Chapter 5: Products-Goods Group 2 Case Discussion:
and Services
Mountain Man Brewing Company
By: Heide Abelli
Read: The Product Portfolio
Product number: 2069-PDF-ENG
Special Topic: Using Conjoint
Analysis
Source: Harvard Business Publishing
Brief Cases
T
10/5
Chapter 6: Brands
Read:Kevin Keller, “The Brand
Report Card,” Harvard Business
Review (Jan-Feb, 2000),
Group 3 Case Presentation:
Saxonville Sausage
By: Kate Moore
Product number: 2085-PDF-ENG
Guest Speaker TBA
Chapter 7 New Products
(Will not be discussed in class)
Toyota Prius: The Power of
Excellence in Product Innovation
and Marketing 13:37 minutes
T
10/12 Exam 2 (Chapters 5, 6 & 7) In Class
Part 3 Positioning Via Price, Place, and Promotion
T
10/19 Chapter 8: Pricing
Group 4 Case Presentation:
Metabical: Pricing, Packaging, and
Demand Forecasting
Recommendations for a New Weight
Loss Drug
By: John A. Quelch, Heather Beckham
Product number:4183-PDF-ENG
T
10/12
Source:Harvard Business Publishing Brief
Cases
T
10/26
Chapter 9: Channels of
Distribution and Business
Networks and Logistics
Group 5 Case Presentation
Giant Consumer Products: The Sales
Promotion Resource Allocation
Decision
By: Neeraj Bharadwaj, Phillip D. Delurgio
Product number: 4131-PDF-ENG
Source:Harvard Business Publishing Brief
Cases
Metrics (Problems and Discussion)
Group 1: Discuss
Net Marketing Contribution
Marketing Return of Investment
Marketing Return on Sales
Problem: p.58
T
11/2
Chapter 10: Integrated
Marketing Communications: The
Advertising Message
T
11/9
Chapter 11: Advertising Media
and Integrated Marketing
Communications
T
11/2
Exam 3 (Chapters 8, 9, 10, & 11) In Class
Part 4 Positioning: Assessment Through The Customer Lens
T
11/16 Chapter 12: Customer
Group 2: Discuss
Evaluations
Market Share Index
Market Share Potential
Share Development Index
Problem: p.93
T
11/23
Chapter 13: Marketing Research
Tools
p.86
Group 3: Discuss
Profit Impact of Customer
Relationship Marketing
Segment Profitability
p. 166
Group 4: Discuss
Advertising Elasticity
Promotional Price Elasticity
Trade Promotions and Customer
Response p. 314-319
Group 5: Discuss
Product Line Substitution
Problem: p. 223
T
11/30
Chapter 14: Marketing Strategy
T
11/30
Exam 4 (Chapters 12, 13, 14) In Class
T
12/7
(Marketing Plan Due)
Your Group# is _______
Your Group Members Are
Telephone
Email
Cell
Home
Cell
Home
Cell
Home
Cell
Home
Cell
Home
Cell
Home
1. Select a group manager
2. Group Manager must submit a copy of the above group list.
3. Responsibilities of the Group Manager are:
a. schedule group meetings
b. conduct meetings, assign a recorder to keep minutes of the meeting, typist
for all materials
c. make assignments for case and research presentations
d. document all non attendance of group members
e. submit non-attendance report of group members at mid-term and at the
end of the semester