MARKETING MANAGEMENT
MKT480 - SPRING 2010
SECTION A – 9:30-10:45 TR, McGowan 223
SECTION B – 2:00-3:15 TR, McGowan 223
3 CREDITS
Instructor: Dr. Sandra Loeb
Office:
MC 318
Phone:
570 208-5900, extension 5695
Office Hours: 12:30 -2:00 MW
1:15-2:00 TH
and by appointment
E-mail:
sandraloeb@kings.edu
Webpage:
http://staff.kings.edu/sandraloeb/index.htm
RECOMMENDED TEXT: About any Marketing Management text would be useful,
though.
REQUIRED: Registration for the Markstrat Online at www.stratxstore.com
SOMETHING YOU MIGHT WANT TO CHECK:
PREREQUISITES: ECON 221, MKT 315, MKT 450 AND MSB 210
COURSE DESCRIPTION:
A study of marketing problems of the firm through case
studies (in the form of simulations). Emphasis is placed on the identification of problems and the
choosing of appropriate alternative solutions. Senior status required.
COURSE OBJECTIVES:
To apply what you have learned in your previous classes in a marketing framework.
To learn to analyze available information and make marketing decisions based on that information
EVALUATION POLICY: Your grade will be based on exams, a project, as well as
attendance, and perhaps participation. The percentage breakdown will be determined in the
first few classes.
GRADING SCALE:
93 ≤
90 ≤
86 ≤
82 ≤
79 ≤
75 ≤
A
AB+
B
BC+
C
= 96 and above
< 96
< 93
< 90
< 86
< 82
< 79
70 ≤ C- < 75
65 ≤ D < 70
F < 65
EXAMS: Exams will comprise multiple choice and essay questions. Questions will be drawn from
material covered in class and the simulation, and will be primarily short answer in nature. Tentative
dates are indicated below, however, these might change(although unlikely). Except in the case of
unexpected school closures changes will be noted at least one week in advance.
Exam 1 will cover primarily the details of the simulation (manual), the practice situation in the
simulation as well as your team’s initial situation. The sections to be covered will be detailed in class.
This exam might be primarily multiple choice.
Exam 2 will primarily deal with your team’s strategy and activities. This will include essay questions
regarding team strategy.
Students are expected to notify the professor at least 15 minutes prior to the exam if they will miss the
exam, or as soon as possible after. Unless you’re in the hospital or jail, there really is no excuse not to
notify me prior. Notification should preferably be made via phone either directly, or to the
departmental secretary. E-mail is considered acceptable though. In either case, your contact
information should be provided. Make-ups will be administered only in the case of verifiable
emergencies. This means a doctor’s excuse must be provided or verification of another cause for
missing the exam. The difficulty of the make-up exam will likely increase with the ‘invalidity’ of the
excuse.
PROJECT: The project for this class will be a marketing simulation. As a matter of fact, this is
pretty much the whole class. You must register for this simulation as soon as possible. If you have
financial constraints, and are unable to register immediately, we can work out a payment plan. We
will determine in class whether to randomly assign teams, or allow teams to form themselves. Teams
will comprise 3 to 4 individuals, with the preference given to 3.
Each team will be expected to turn in a decision by 3:30 on the 11 dates noted (10 real decisions, as
well as one practice). You will be responsible for a ‘practice’ decision on the 27th or 29th of January.
Your first exam will cover basics regarding the simulation and your team’s situation. This will take
place on Feb.24. Preparation of the report on the 19th, as well as examining the student manual
should provide preparation for this exam.
The reports on Feb. 18 and March 23 will include:
1. A corporate mission statement (revised, if necessary, on the 23rd)
2. An environmental analysis for your company – particular emphasis in the second report
should be to the paid to competition
3. A complete SWOT analysis
4. Objectives/Goals for you company for its first year, as well as for years 2 and 3. These
should include competitive goals as well as goals for corporate growth (financial, market,
and other). Revisions, as necessary, for second report.
5. Financial position.
6. An analysis of the Marketing Performance (market share, product leadership, profitability
of products, inventory management, sales productivity, productivity of distributors, etc.)
of your firm
7. More may be added/subtracted as we progress.
With each decision I expect explanations of what you have done. Each member of the team will be
responsible for one portion of the report, with the entire team responsible for an overall explanation.
1. Explanation of Market research results from previous decision, and rationale for
marketing research for next decision. Also, a competitive analysis including major
changes which have taken place in the form of threats and opportunities.
2. Discussion of current Products and new Product Development. Also, the distribution and
communication strategies.
3. Discussion of changes in target market as well as new and potential target market. A
financial analysis for the team.
The team will submit a brief overview of the strategy and any other relevant aspects of the
decision.
During finals week each team will be required to make a professional presentation summarizing what
their firm accomplished. Because of this, a common final with be scheduled. Attendance for the
entire session will be expected.
The first decisions will consume a significant amount of time and effort – if you are to do well.
Individuals will be evaluated the basis of what they turn in with each decision (an individual
component) as well as the performance of the team. The breakdown of team/individual will be
determined by the class.
Team evaluation will comprise:
Final stock price – one fifth of the team evaluation
Team strategy reports – two fifths of the team evaluation (these are the reports due
Feb. 18 and March 23).
I will consider completeness of the support, how logical the decision is (i.e. if
you tell me you are targeting budget conscious consumers with an extremely
expensive car – I will think you are not that logical, unless, perhaps, you
discuss that you are promoting a 20 year warranty, and allowing the
customers to spread payments out over a long period of time (which, I’m not
really sure would be logical)).
Decision summary reports – one fifth of the team evaluation
Final presentation – one fifth of the team evaluation
Individual Evaluation – primarily the reports you turn in. Again, the completeness of the
report, consistency with the decision, timeliness, professionalism, and whether or not there are
any complaints regarding your performance by team members will be considered. A further
‘individual’ component will be exams, as exams are conducted individually, and cover your
knowledge of the simulation.
Schedule for decisions provided below. ALL DECISIONS DUE AT 3:30 on the dates noted.
I will try to give you feedback after each decision. Also, I would like to periodically meet with teams
to discuss their performance.
Presentations will include: What you tried to do; did it work – and why or why not. They are to be
formal in nature. More on these later.
ATTENDANCE POLICY: University policy will be followed in terms of reporting
absences, however, an attendance policy will be determined by the class.
ACCOMODATION FOR LEARNING AND/OR PHYSICALLY
CHALLENGED STUDENTS: Any student who has a learning disability or a physical
handicap should meet with the instructor during the first week of class to discuss accommodations for
the classroom and/or assignments and examinations. Accommodations will be made according to
college policy.
TENTATIVE SCHEDULE for the class:
Week beginning
Tuesday
Activity
January 19
Intro to simulation
January 26
Introduction to simulation, continued – forming teams
Feb. 2
Development of initial team strategy; Practice decision on 4th
Feb. 9
Decision 1 on the 9th and discussion of results
Feb. 16
Decision 2 on the 16th ; major paper on the 18th
Feb. 23
Exam 1
March 2
Decision 3 on the 2nd
March 8
Break – woo hoo
March 16
Decision 4 - Tuesday
March 23
Second major report March 23
March 30
Decision 5 - Tuesday
Easter recess on April 1st
April 6
Decision 6 – Thursday, April 8
April 13
Decision 7 – Thursday April 15
April 21
Decision 8 – Thursday April 22
April 27
Decision 9 – Thursday April 29
May 4
Exam 2 on Tuesday;
Decision 10 – At the beginning of the final exam time – to be
determined.
Finals Week: Common final time, during which team presentations will be made