kotler_im_sonic_pda_syllabus.doc

此文档收集于网络 如有侵权 请联系网站删除 精品文档 COURSE BACKGROUND AND SYLLABUS FOR A SONIC PDA PROJECT ORIENTED COURSE Background Project Company Product Analysis Assignments Each student and or team will select create a fictional product or service that they would like to bring to market The students then become the class experts on the product the company and the industry in which it operates Students should be encouraged to look up articles about that industry in Business Week Forbes Fortune the Wall Street Journal Marketing Communications Media Scope and or Advertising Age The students should use the Kotler text as guides for the project and the program Marketing Plan Pro to formulate the full marketing plan The Marketing Plan Pro will provide the basis for either presentations and or a paper that analyzes and evaluates the marketing program of the chosen product You could grade the effort based on the following criteria Use of analytical marketing concepts to analyze the company and its products Degree to which information was sought and attained Quality of critique of company s marketing program Quality of suggestions for future marketing Quality of writing 此文档收集于网络 如有侵权 请联系网站删除 精品文档 MARKETING MANAGEMENT FALL SEMESTER Instructor E mail Web site Campus OFFICE HOURS Or by Appointment at Either Location Course Credits 3 Three Class REQUIRED MATERIALS Marketing Management 12th edition by Kotler Keller Prentice Hall 2006 ISBN 0 13 145757 8 and The Marketing Plan Handbook with Marketing Plan Pro by Wood Prentice Hall 2005 0 13 164149 2 COURSE PREREQUISITES COURSE DESCRIPTION The characteristics and management of markets are described in topics that include the marketing environment components of the marketing mix market segmentation and planning COURSE PERSPECTIVE The course focuses on formulating and implementing marketing management strategies and policies a task undertaken in most companies at the strategic business unit level The marketing management process is important at all levels of the organization regardless of the title applied to the activity Typically it is called corporate marketing strategic marketing or marketing management For our purposes they all involve essentially the same process even though the actors and activities may differ The course will provide you with a systematic framework for understanding marketing management and strategy 此文档收集于网络 如有侵权 请联系网站删除 精品文档 Accordingly the course emphasizes the following Primary and changing perspectives on marketing management in the New Economy The impact of interactive media on marketing management Applied marketing management and strategy domestic and global An international focus in developing marketing management and strategy The course is intended for Marketing concentration students who wish to deepen their understanding of marketing management in a strategy planning context Non marketing concentration students who desire a course in marketing strategy with a management and planning orientation COURSE GOALS To further disseminate and develop the knowledge and skills in the essential aspects of marketing management marketing strategy and emerging New Economy marketing applications with a focus on the development and execution of programs audits and plans COURSE OBJECTIVES This course is concerned with the development evaluation and implementation of marketing management in complex environments The course deals primarily with an in depth analysis of a variety of concepts theories facts analytical procedures techniques and models The course addresses strategic issues such as What business should we be in What are our long term objectives What is our sustainable marketing competitive advantage Should we diversify How should marketing resources be allocated What marketing opportunities and threats do we face What are our marketing organizational strengths and weaknesses What are our marketing strategic alternatives To ensure that students have a solid foundation of the fundamental marketing decision making tools and management of all of the elements of the marketing plan 此文档收集于网络 如有侵权 请联系网站删除 精品文档 Through this in depth semester long project students will be provided the opportunity to apply those marketing planning and decision making skills We will be building upon these principles throughout this course especially those principles that you have learned in Marketing MAR XXX LEARNING OBJECTIVES To become familiar with the range of decisions implicit in strategic marketing management and planning In addition to develop skill in using a variety of analytical frameworks for making such decisions To develop an understanding of how markets contrast in terms of Their enduring characteristics Their stage of development and how the nature of competition in such markets is impacted To develop skills in planning a variety of marketing management tools ranging from new product entry strategy to international market product life cycle management and strategy To develop skill in organizing for effective strategic marketing and in implementing the market planning process COURSE STRUCTURE 1 Semester Long Marketing Plan Project An effective way to help students learn about marketing management is the actual creation of a marketing plan for a product or service This project is designed to accomplish such a task The class will be divided into groups five student s maximum per group each group will work on a marketing plan for the fictional product a SONIC PDA During the course of the semester each of the elements of the marketing plan coordinating with the text chapter will be due for my review See the attached schedule for when the specific information is due to me I will review each submission and suggest areas for improvement for more detailed study or if acceptable allow the students to proceed to the next phase in development 此文档收集于网络 如有侵权 请联系网站删除 精品文档 Students can use the computer program Marketing Plan Pro in creating their proposals and submissions and in their final presentation s At the end of the semester each group is to present their entire marketing plan to the class 2 Chapter Material Exams In addition to the semester long marketing plan project we will have two exams see schedule Students are responsible for all of the material covered from the textbook lectures outside speakers and any videos DVDs shown Class Periods 1 2 Here we will begin to define marketing for the 21st century and begin the formation of groups and the semester long marketing plan project Students should be prudent in their choice of group members to ensure that all members can contribute equally to the project Students should begin thinking about what the fictional product or service they wish to bring to market will entail Idea submissions are due during class period 2 Class Periods 3 7 We will examine each of the chapters of the textbook and the subsequent materials for the semester long marketing plan project will be due each class period Class Period 7 We will have an examination on the first seven chapters of the textbook and any material from the lectures videos or guest speakers Class Periods 8 20 We will cover the material presented in the textbook primarily through the class lecture format These chapters cover all of the basic marketing concepts and principles and it is necessary for us to review these materials before we begin any case analysis You should prepare for each lecture by reading the assigned chapter and you have the responsibility to question the instructor on all material that you do not fully understand or comprehend Class Periods 21 22 Oral and written presentations of your marketing plan will be conducted All written material is due to me before class begins Oral presentations will be evaluated according to the rubric found in this syllabus We will have our final exam during class period 22 covering chapters 8 through 22 inclusive METHOD OF INSTRUCTION The course is highly interactive between the class and the instructor Through case studies presentations problems and specific company client activities students will have the opportunity to use the concepts ideas and strategies presented in class Problem solving sessions occur in both individual primarily and team occasionally settings This upper level undergraduate course will incorporate a lecture and project based approach to marketing management The textbook used in this course will be used as a 此文档收集于网络 如有侵权 请联系网站删除 精品文档 reference point for the discussion s of the marketing management project Students are encouraged to read and inculcate the major principles found in the textbook STUDENT ROLES AND RESPONSIBILITIES 1 Attend class and prepare for the class by reading the material before the scheduled class period In my classes I do not have an attendance policy My lectures feature numerous practical and real life examples of the course principles in action that show how marketers use these concepts in everyday marketing Missing a lecture may impede your ability to understand fully the concepts and principles covered I suggest that you use a buddy system to ensure that if you miss a class that you get the appropriate notes from the lecture and please do not ask me to repeat a missed lecture for your benefit 2 Understand that all of the material presented during the class lectures may be incorporated into exams quizzes or other forms of evaluating student performance You are responsible to ensure that you take appropriate notes of the class lectures so when and if materials from the lectures appear on an exam you have studied the correct material My policy is that I do not give extra credit assignments You should make every effort to achieve your desired grade by performance on the course grading criteria 3 Understand that all written assignments are due at the time of the class in which they pertain and at no other time I cannot accept late papers and I cannot accept email submission of papers for any reason s All written work is to be printed with double spaced type using Times New Roman 12 point font with 1 inch margins on all four sides and a separate cover page identifying the student and the course and section number 4 In all of my classes subjects there will contain some degree of business math Certain upper level courses involve heavy concentration of marketing math financial analysis and managerial accounting principles depending upon the course If you feel that you are unprepared in these areas you should seek out additional resources before enrolling in one of my classes 5 Your role and responsibility includes a desire to learn and contribute to the learning experience for the group by actively participating in class discussions and exercises I exercise the right to call on any student at any time for class participation and to judge your preparedness for the class 6 You should arrive at class meetings on time to avoid disrupting the class Cell phones pagers or PDAs should be turned off before entering the classroom No unauthorized guests including children are allowed during class Working on 此文档收集于网络 如有侵权 请联系网站删除 精品文档 assignments from other courses or studying for other exams reading outside materials unrelated to the course talking with fellow students during lectures sleeping in class and any other disruptive behavior s is are not permitted 7 I will consider make up exams quizzes or other evaluative material only under extraordinary circumstances e g validated personal or family illness emergencies etc I must be notified promptly within 24 hours if a personal emergency arises Initial notification may be by phone including voice mail messages but must be followed up with written notification including faxes and e mail messages Any request for such must be made in writing The makeup date will be as soon as possible after the original due date Please note that personal trips vacations etc regardless of how long they have been planned do not qualify as extraordinary circumstances This especially applies to your holiday travel plans 8 In the event that the University cancels a class date on which an exam was scheduled the exam will be administered on the class date immediately following the canceled class date 9 On the subject of grading please note that grades are non negotiable and final grades can only be changed to correct calculation or input errors If you have any questions as to the validity of a grade this must be brought to my attention within two 2 weeks of the day date the grade is posted 10 To ensure compliance with the University s policy on academic performance during examination periods once one student completes his her exam no additional student s will be allowed to enter the classroom to take the exam Cell phones calculator watches and or PDAs cannot be used as calculators during exams Students must have a separate business calculator 11 Note that occasionally changes in the schedule of the course or in the assignments are announced during class It is your responsibility to ensure that you have received all of the changes and you will still be responsible for this information 12 The University is committed to a policy of honesty in academics Conduct which compromises a breach of this policy may result in academic and or disciplinary action Cheating is a violation of student academic behavior standards Any student who violates or knowingly helps another student violate academic behavior standards will be pursued through the Office of the Dean of the College of Business Administration and through the Dean of Students at Please note that the sharing of information with other class members or with other sections of the course is considered cheating 此文档收集于网络 如有侵权 请联系网站删除 精品文档 13 I will make all the necessary accommodations for class members with disabilities Those students who require or who wish to request special accommodations are encouraged to contact the instructor after the first class of the semester and Student Disability Services immediately ROLE AND RESPONSIBILITIES OF THE INSTRUCTOR 1 The instructor will present the material in a professional and organized manner using class time effectively in a way that will facilitate learning 2 The instructor will conduct all evaluations of students in a fair and non partial manner 3 The instructor will fully explain the expectations of performance clearly describe the course objectives and clearly communicate all criteria for assignments 4 The instructor will facilitate and maximize each students learning of the course material and will stimulate students interest in learning the material it is my job to ensure that you learn the material to the best of your ability 5 The instructor will be available to answer students concerns issues questions or commentary either in person during office hours via e mail or through appointments 6 The instructor will always demonstrate respect and concern for the students EVALUATION Evaluation will be based on two examinations the submission of all of the marketing plan material and your final group oral and written presentation Exams 2 and 3 the final exam will consist of 50 75 multiple choice true false and short answer questions You will need a Brown Scantron and a University ID card or drivers license The weightings for the individual components are as follows 1 Exam 2 100 points 100 points 2 Exam 3 100 points 100 points 3 Submitted marketing plan projects due at time stated in schedule 150 points 4 Oral marketing plan presentations 100 points 5 Written marketing plan submission 150 points Total 600 points 此文档收集于网络 如有侵权 请联系网站删除 精品文档 Grading for this course is as follows Numerical GradeLetter EquivalentNumerical GradeLetter Equivalent 570 600 points A390 419 points C 540 569 points A 360 389 points C 510 539 points B 330 359 points D 480 509 points B300 329 points D 450 479 points B 270 299 points D 420 449 points C Below 270 pointsF NOTE Grades of C or lower do not count toward a Business Degree MARKETING PLAN PRESENTATION S WRITTEN FORMAT Your marketing plan is to be submitted using Marketing Plan Pro s format and all exhibits and spreadsheet reports double spaced with 1 inch margins on all sides of the paper using 12 point Times New Roman font This written report is worth 150 points Page 1 Executive Cover Memo Pages 2 4 Situation Assessment and Analysis Pages 3 6 Market Summary Pages 7 9 Marketing Strategy Pages 10 13 Financials Page 14 Controls There is no limit as to the number of pages to be submitted completeness of your marketing plan is what is important for your overall grade Some hints to use in writing an Executive Cover Memo Do not use terms such as increase decrease implement as soon as possible and other non specific and non analytical language use very specific language when preparing your case analyses Do not use transitory phrases in your report Cite numbers or increase market share growth and attach all pertinent documents to your report Do not just state Exhibit A shows our growth rate without first stating the growth rate in your paragraph 此文档收集于网络 如有侵权 请联系网站删除 精品文档 Before submitting your document ask yourself the question Does this memo contain all of the information my boss needs to make a decision in my favor If not revise your memo See the example of an Executive Cover Memo of this syllabus for the format to be used 此文档收集于网络 如有侵权 请联系网站删除 精品文档 Executive Cover Memo Format 1 Page Limit To From list your name and or the names of all members of your student groups Initial in pen Subject list the case name Date class date Your wording for each of these sections will vary according to the case but you must use these headings and a limit of one page This is to recommend the immediate construction of two additional campus parking garages that will benefit from very fast economic paybacks to University BACKGROUND Currently the University campus has an enrollment of 32 000 with an annual growth rate of approximately 30 percent Projected universit