Dr. Jack Schibrowsky’s
MKT 472 Marketing Planning and Analysis
Spring 2015
PROFESSOR:
Dr. Jack Schibrowsky
OFFICE:
432 Beam Hall
PHONE:
Office (702)895-0993
Home (702)263-1400
E-MAIL john.schibrowsky@unlv.edu
OFFICE HOURS: 12:45 – 2:00 pm. Tuesday and Thursday and by appointment.
“One must learn by doing the thing, for though you think you know it – you have no certainty, until you try.” Sophocles.
REQUIRED READINGS
There is not a textbook for this class; instead, we will be using online readings. We will take advantage of the wealth of
information on the topic of marketing planning and analysis that is currently available on the internet. The good news is that
you will save a considerable amount of money. The bad news is that without a textbook you will be responsible for acquiring
and reading the assigned materials. In addition, since the materials will come from a variety of sources, you will need to spend
a little extra time on them to understand how they relate to each other. You are expected to review all handouts and complete
all reading assignments before class. Class meetings will have required online readings and handouts. They will be sent to you
via email and also handed out in class.
RECOMMENDED READINGS
I highly recommend that you read books on competitive strategy and marketing planning. Also you should read the popular
business press, such as Business Week, Fortune, and Forbes. Additionally, Analysis for Marketing Planning, any edition by
Don Lehmann and Russ Winer, Irwin McGraw-Hill: Burr Ridge IL is an excellent book on market opportunity analysis. If you
can find an inexpensive older edition I encourage you to buy it. I went on the Web this week and found a copy for $1.95. I also
recommend that you become familiar with the Las Vegas Perspective 2014. It can be purchased at Applied Analysis | 10100
West Charleston Blvd., Suite 200, Las Vegas, Nevada 89135 | Telephone: 702.967.3333 or on line at
http://www.lvperspective.com/index.htm for $50. It is also available at the Lied Library. Las Vegas Business Press
http://www.lvbusinesspress.com/. This can be viewed online or with a hard copy subscription.
LEARNING OBJECTIVES:
Marketing Planning and Analysis is a professional business course designed to provide the student with the specific skills
needed to perform a market analysis and develop a marketing plan. This is skill development course. As such, the main
objective of the course is to develop the skills associated with preparing a marketing plan. The student will be involved in
activities and a project that are designed to develop these skills. It will require a substantial amount of self-directed work
outside the classroom. Skill areas will include getting organized for the planning process, performing a situation analysis,
developing measurable goals and objectives, creating marketing strategy, determining marketing activities, and budgeting. The
successful student should be able to produce a marketing plan as a consultant or member of an organization.
REQUIREMENTS:
1.
Attendance - Most employers expect the absentee level of salaried employees to be less than 5%. An absentee
level higher than 15% is usually grounds for dismissal. Since this class only meets around 30 times this semester,
attendance at all class meetings is essential. We will cover a substantial amount of information pertaining to
the skill development process. Therefore, poor attendance will probably affect your grade. You are expected to be
prompt for all class meetings
2.
Reading Assignments - The student is expected to review all handouts and complete all reading assignments before class.
Questions about the handouts and readings will be asked and answered in class. The readings are designed to provide
background information and to enhance your understanding of the marketing planning process. Unannounced quizzes will
be used to motivate students to come to class prepared.
3.
Projects/Written Assignments – Each student will be required to write a marketing plan. The project is designed to
develop the skill of producing a marketing plan by actually going through the process. The project is an integral part of
the course. It counts 60% toward your final grade. The marketing plan will be graded based on three criteria: content,
organization, and appearance. In addition, there will be a number of other related activities done either in class or outside
of class. Students are expected to participate in these activities. Written assignments will not be accepted late.
4.
Class Participation - Discussion is an integral part of your education. You are encouraged and expected to take part in all
class and group discussions.
5.
Quizzes - There will be quizzes and in class assignments during some class meetings. Quizzes and in class assignments
cannot be made up. The only exception is the case where the student is representing the University. As a result,
attendance will be an important factor in your grade.
6.
Exam - The examination will be challenging, interesting, and hopefully fun. If you cannot make the scheduled exam,
other arrangements must be made prior to the scheduled test day.
GRADING:
Midterm exam
Internal analysis
Industry analysis
Competitive analysis
Customer analysis
Environmental analysis
SWOT
Strategy
Final Plan
Assignments and quizzes
TOTAL POINTS
around
approximately
Points
100 pts
20 pts
20 pts
20 pts
20 pts
20 pts
20 pts
20 pts
100 pts
100 pts
450 pts
GRADE DISTRIBUTION
100 - 93%
A
92 - 90%
A92 - 90%
A89 - 87%
B+
86 - 83%
B
82 - 80%
B79 - 77%
C+
76 - 73%
C
72 - 70%
C69 - 67%
D+
66 - 63%
D
62 - 60%
D59% or less
F
NOTES:
Academic Misconduct – Academic integrity is a legitimate concern for every member of the campus community; all share in upholding the fundamental
values of honesty, trust, respect, fairness, responsibility and professionalism. By choosing to join the UNLV community, students accept the expectations of
the Academic Misconduct Policy and are encouraged when faced with choices to always take the ethical path. Students enrolling in UNLV assume the
obligation to conduct themselves in a manner compatible with UNLV’s function as an educational institution.
An example of academic misconduct is plagiarism. Plagiarism is using the words or ideas of another, from the Internet or any source, without proper citation of
the sources. See the Student Academic Misconduct Policy (approved December 9, 2005) located at: http://studentconduct.unlv.edu/misconduct/policy.html.
Copyright – The University requires all members of the University Community to familiarize themselves and to follow copyright and fair use requirements.
You are individually and solely responsible for violations of copyright and fair use laws. The university will neither protect nor defend you nor
assume any responsibility for employee or student violations of fair use laws. Violations of copyright laws could subject you to federal and state civil
penalties and criminal liability, as well as disciplinary action under University policies. Additional information can be found at:
http://www.unlv.edu/provost/copyright.
Disability Resource Center (DRC) – The UNLV Disability Resource Center (SSC-A 143, http://drc.unlv.edu/, 702-895-0866) provides resources for
students with disabilities. If you feel that you have a disability, please make an appointment with a Disabilities Specialist at the DRC to discuss what options
may be available to you.
If you are registered with the UNLV Disability Resource Center, bring your Academic Accommodation Plan from the DRC to me during office hours so that
we may work together to develop strategies for implementing the accommodations to meet both your needs and the requirements of the course. Any
information you provide is private and will be treated as such. To maintain the confidentiality of your request, please do not approach me before or after class
to discuss your accommodation needs.
Religious Holidays Policy – Any student missing class quizzes, examinations, or any other class or lab work because of observance of religious holidays shall
be given an opportunity during that semester to make up missed work. The make-up will apply to the religious holiday absence only. It shall be the
responsibility of the student to notify the instructor no later than the end of the first two weeks of classes, January 31, of his or her intention to participate in
religious holidays which do not fall on state holidays or periods of class recess. This policy shall not apply in the event that administering the test or
examination at an alternate time would impose an undue hardship on the instructor or the university that could not have reasonably been avoided. For
additional information, please visit: http://catalog.unlv.edu/content.php?catoid=6&navoid=531.
Incomplete Grades - The grade of I – Incomplete – can be granted when a student has satisfactorily completed all course work up to the withdrawal date of
that semester/session but for reason(s) beyond the student’s control, and acceptable to the instructor, cannot complete the last part of the course, and the
instructor believes that the student can finish the course without repeating it. A student who receives an I is responsible for making up whatever work was
lacking at the end of the semester. If course requirements are not completed within the time indicated, a grade of F will be recorded and the GPA will be
adjusted accordingly. Students who are fulfilling an Incomplete do not register for the course but make individual arrangements with the instructor who
assigned the I grade.
Tutoring – The Academic Success Center (ASC) provides tutoring and academic assistance for all UNLV students taking UNLV courses. Students are
encouraged to stop by the ASC to learn more about subjects offered, tutoring times and other academic resources. The ASC is located across from the Student
Services Complex (SSC). Students may learn more about tutoring services by calling (702) 895-3177 or visiting the tutoring web site at:
http://academicsuccess.unlv.edu/tutoring/.
UNLV Writing Center – One-on-one or small group assistance with writing is available free of charge to UNLV students at the Writing Center, located in
CDC-3-301. Although walk-in consultations are sometimes available, students with appointments will receive priority assistance. Appointments may be made
in person or by calling 895-3908. The student’s Rebel ID Card, a copy of the assignment (if possible), and two copies of any writing to be reviewed are
requested for the consultation. More information can be found at: http://writingcenter.unlv.edu/
Rebelmail – By policy, faculty and staff should e-mail students’ Rebelmail accounts only. Rebelmail is UNLV’s official e-mail system for students. It is one
of the primary ways students receive official university communication such as information about deadlines, major campus events, and announcements. All
UNLV students receive a Rebelmail account after they have been admitted to the university. Students’ e-mail prefixes are listed on class rosters. The suffix is
always @unlv.nevada.edu.
Final Examinations – The University requires that final exams given at the end of a course occur at the time and on the day specified in the final exam
schedule. See the schedule at: http://www.unlv.edu/registrar/calendars.
MKT 472 Spring 2015
Marketing Planning and Analysis
WEEK
1
DATE
1-20
1-22
TOPIC
Course introduction and Information Gathering and Introduction to Marketing Planning
Introduction to Marketing Planning continued
2
1- 27
1-29
The Situation Analysis Data Sources
The Project
3
2-03
2-05
Industry Analysis
A Look Inside the Company  Internal Analysis
4
2-10
2-12
The Macro Environment
Defining the Competitive Set
5
2-17
2-19
Competitor Analysis  Building a product book
Customer Analysis - Market size and description
6
2-24
2-26
Customer Analysis - Segmentation
Forecasting
7
3-03
3-05
SWOT
Analysis and Strategy
8
3-10
3-12
Goals and Objectives
Strategy Basics
9
3-17
3-19
Strategy and positioning alternatives
Target markets
10
3-24
3-26
Midterm Exam
Go over the exam
11
3-31
4-02
SPRING BREAK
SPRING BREAK
4-07
4-09
Product decisions
Product decisions
4-14
4-16
Pricing Decisions
Pricing Decisions
4-21
4-23
Distribution Decisions
Distribution Decisions
12
13
14
4-28
4-30
Communication strategy and tactics
Communication strategy and tactics
5-05
5-07
Tactics Pro Formas
Course wrap up and Wrap up
15
Final Exam May 14 3:10 p.m. – 5:10 p.m.
May 16, Spring Commencement Ceremony 9 a.m. and 2 p.m. at Thomas & Mack Center. Check commencement.unlv.edu for
more information.