COURSE
DESCRIPTION:
This is a capstone course that integrates marketing and business principles
learned in prior courses. Being decision-oriented and analytical,
it sets forth a definite way of surveying current developments in
marketing practice, with the advantage of allowing the student the
freedom, via the case approach, in his or her choice of executive
action.
Objectives:
To provide students sound theory of marketing strategy, and present
an opportunity in integrating theory and practice through case studies.
Special emphasis will be placed on students' developing ability to
solve contemporary marketing problems in a global competitive environment
and develop a marketing plan.
Required
Text: Cravens, David and Piercy, Nigel, Strategic Marketing
(Nineth Edition), Chicago, IL: McGraw-Hill Irwin Co., 2009..
GRADING
SYSTEM
The course grade will be determined by the total of the scores received
from the following items:
| ITEM |
Weight |
| Test 1 |
32.5% |
| Test 2 |
32.5% |
| Case Analysis |
10% |
| Project |
20% |
| Class Participation |
5% |
| TOTAL |
100% |
METHOD
OF INSTRUCTION: This course will be taught using a variety
of techniques. Lectures, class and discussion of assigned cases will
serve as the focus of instruction and learning. Students will be expected
to familiarize themselves with the course materials and be prepared
to respond to questions in class.
Students will also be assigned into teams. Each team will be assigned
an organization. They will be expected to research the firm, identify
its marketing programs, assess it ability to leverage its distinctive
competencies in the market to gain competitive advantage, project
future performance, and develop a marketing plan.
ATTENDANCE POLICY: Students are expected to attend
classes regularly and be prepared to discuss the cases and the chapters.
No make-up exams
will be given unless there has been an extenuation circumstance(s)
supported by proper documentation and prior notice!
EXTRA
CREDIT: Not assigned nor accepted.
LATE ASSIGNMENTS: All assignments are due on the date noted
on the attached course schedule, or when assigned by the professor
in class. Late assignments will be accepted, however, for each period
they are late, they will be marked down one letter grade.
ACADEMIC
HONESTY POLICY:
A high standard of conduct in one's academic experience is expected.
The academic community does not tolerate any form of "cheating",
the dishonest use of assistance in the preparation of outside or in-class
assignments. The principles of academic honesty are violated when
a student gives or accepts aid in any graded work. Any attempt to
present someone else's work as one's own on quizzes, examinations,
reports, or term papers constitutes plagiarism. Plagiarism also includes
verbal, written, or graphic presentation of borrowed material without
citing its source. Any violation of this policy will result in course
failure.
Classroom
Etiquette:
1-Do not be late to class – do not leave the class before it
is finished!
2-Turn off your cell phone
- No texting or reading from cell phone! Students who do not follow
this policy will be dismmissed from class.
3-Do not get up and walk out of the classroom while the class is in
session
4-Do not direct your discussion to individual students and speak only
after you have been recognized
5-All discussion in the class must be in professional manner
E-Mail Etiquette:
All e-mails sent to the professor must include student name and course
title as well as the section number. E-mails must be brief and to
the point. If you have an issue that will take more than a few lines
to explain in an e-mail, I would suggest seeing me in person. I will
respond to all e-mails within 48 hours. You must use your UMass Dartmouth
e-mail account to send me e-mails.
GROUP
RESEARCH PROJECT: During the first class period all students
will be assigned into teams. The size of each team depends on the
number of students enrolled in the course. Each team will be required
to prepare a critical evaluation of the marketing program of their
assigned organization and develop a marketing plan. The evaluation
will include a SWOT analysis of the organization and its marketing
environment. A review of past performance, current performance, and
projections of future performance must be included in the analysis.
Additionally, the analysis will identify significant trends and events
that may impact the organization and its future. Marketing strategies,
including product mix, branding strategy, communications strategies,
supply chain relationships, and positioning will be included in the
evaluation and development of a marketing plan. In assessing future
performance, existing and potential competition must also be evaluated,
especially as they impact the organization's existing and future customers.
Recommendations for marketing programs are to be developed as thought
they were presented to management of the organization in order to
be successful in securing investment. The final report will
be limited to 15-20 double-spaced, typed pages (times roman
12 point font), not including appropriate appendices.
CASE ANALYSIS:
Each student will be assigned to a case analysis team. They will be
required to prepare case analysis and present it to the class. The
team will have thirty minutes to provide the class the salient facts,
their analysis of the situation, and their recommendations for action.
All other students must read the cases and be prepared for discussion.
SOME
GOOD LITERATURE AND DATA SOURCES
- UMass
Dartmouth Electronic library Resources (PROQUEST) !
- Marketing
Research on The Internet http://www.umassd.edu/marketresearch
- Statistical
Abstract of the U.S.
- Survey
of Current Business
- Measuring
Markets: A guide to the Use of Federal and State Statistical Data
- County
and City Data Book
- Randy
McNally Commercial Atlas & Marketing Guide
- Sales
and Marketing Management "Survey of Buying Power" (July
and October issues).
COUSE
SCHEDULE FALL 2009 (TENTATIVE)
MKT 441 - Dr. Fahri Karakaya
DATE |
TOPIC |
ASSIGNMENT |
September |
|
|
8 |
Chapter
1-Imperatives for Market-Driven Strategy |
Group
formation & Assignments |
| 15 |
Ch
2- Markets and Competitive Space |
Case
1-1 Audi 30 |
| 22 |
Ch 3-
Strategic Market Segmentation
|
Case 2-1
Pfizer, Inc.
Due:
Project Proposals
|
29 |
Ch-4
Strategic Customer Relationship Mgt. |
Case
2-3 China and India: Opportunities
|
| October
|
|
|
| 6 |
Ch 5-
Continuous Learning About Markets – Marketing Research
|
|
13 |
Follow
Monday's Schedule |
|
20 |
Ch
6- Target Marketing and Strategic Positioning |
Case
2-4 Johnson & Johnson
Case 6-14
L'Oreal Nederland B.V.
|
27 |
Ch
7- Strategic Relationships |
Case 3-3
McDonald's Corp
Due:Project
Progress Reports - Written Situation Analysis need to be completed
and turned in
|
November |
|
|
| 3 |
Test
1 |
Projects
Discussions |
| 10 |
Ch
8- Innovation and New Product Strategy |
Case
6-10 Blair Water Purifiers India |
17 |
Ch
9- Strategic Brand Management |
|
24 |
Ch 11-
Pricing Strategy and Management
Ch 12-
Promotion, Advertising and Sales Promotion strategies
|
Case 6-17
Procter & Gamble Co.
Project
Discussions
|
December |
|
|
1 |
Ch 12-
Promotion, Advertising and Sales Promotion strategies
Ch 13-
Sales Force, Internet and Direct Marketing Strategies
|
Case 6-4
Slendertone
Case 6-6
Coca-Cola (B)
|
| 8 |
|
All
written reports are due
|
| 15 |
Test
2 |
|
NOTE:
additional assignments may be provided as time permits. The
instructor reserves the right to make modifications to this syllabus.
EVALAUTION
OF CASE ANALYSIS
Problems
1.1
-Case analysis demonstrates full recognition of multiple problems
in the case (5 points)
-Case analysis does not recognize the problems. (0 points)
1.2
-The problems mentioned were based on the facts in the case. (5 points)
-The problems mentioned were not based on the facts in the case or
skewed the facts in the
case in some way. (0 point)
Knowledge
3.1
-The analysis recognizes that there might be more information available
than is present in the case- it raises questions about information
that might be missing or ambiguous. (5 points)
-The analysis does not demonstrate the problem-solver's recognition
that more information might be needed to analyze the case- no questions
are asked about missing information.
(0 point)
3.2
Knowledge from personal experience
Knowledge from empirical research
Knowledge from theoretical research
-The analysis considers adequate information from information sources
(if appropriate).
(5 points)
-The analysis does not consider adequate information from information
sources. (0 point)
3.3
-The analysis uses facts from the case. (5 points)
-The analysis does not use facts from the case. (0 point)
3.4
-The analysis uses facts from outside of the textbook. (5 points)
-The analysis does not use facts from the related case materials.
(0 point)
3.5
-The facts the analysis highlights from the case are used accurately.
(5 points)
-The analysis does not use any knowledge of this kind. (0 point)
3.6
-The knowledge the case uses seems to be related to the problems identified
as most important. (5 points)
-The knowledge the case uses does not seem to be related to the problems
identified as most
Important. (0 point)
Recommendations
4.1
-The analysis proposed recommendations that seemed reasonable. (5
points)
-The analysis proposed recommendations that did not seem reasonable
(0 point)
4.2
-The recommendations proposed seem feasible. (5 points)
-The recommendations proposed do not seem feasible. (0 point)
4.3
-The recommendations proposed seem deal with the problems deemed the
most important. (5 points)
-The recommendations proposed do not seem to deal with the problems
deemed the most important. (0 point)
Total Points: 55=100%
STUDENT
PRESENTATION ASESSMENT
Organization
1.1
-Student presents information in logical, interesting sequence which
audience can follow, provides clear preview of what they will cover
at beginning, and provides strong summary/conclusion of main points
(5 points)
-Audience cannot understand presentation because there is no logical
sequence to the information presented, no preview or summary offered
(0 point)
Subject Knowledge
2.1
-Student demonstrates full knowledge (more than required) by answering
all class questions with explanations and elaboration. (5 points)
-Student does not have grasp of information. (0 point)
Graphics
3.1
-Student's graphics explain and reinforce screen text and presentation,
overall design of slides is simple, clear, and powerful. (5 points)
-Student uses superfluous graphics or no graphics; slides are poorly
designed. (0 point)
Eye Contact
4.1
-Student maintains eye contact with audience, seldom returning to
notes; engages with specific audience members often. (5 points)
-Student reads all of report with no eye contact. (0 point)
Audience Engagement
5.1
-Student uses an original or humorous opening to interest audience,
projects enthusiasm and sincerity, and language is suitable for the
audience. (5 points)
-Language is not suitable for the audience, opening is trite or dull,
and student demonstrates no enthusiasm and/or sincerity. (0 point)
Total
Points: 25=100%
EVALUATION
OF RESEARCH PROJECTS
1.1
-Establishes and maintains clear focus; evidence of distinctive voice
and/or appropriate tone
(20 points)
-Limited awareness of audience and/or purpose (0 point)
1.2
Depth and complexity of ideas supported by rich, engaging, and or
pertinent details; evidence of analysis, reflection and insight (20
points)
Minimal idea development, limited and/or unrelated detail
1.3
Use of references indicate substantial research; references appropriate
to topic and of high quality (10 points)
Few references (0 point)
1.4
Journal of Marketing Referencing style has not been followed. (5 points)
Journal of Marketing Referencing style has not been followed. (0 point)
1.4
Careful and/or suitable organization demonstrating solid logic. (10
points)
Random or weak organization. (0 point)
1.5
-Variety of sentence structure and length; Precise and/or rich language.
(5 points)
Incorrect or lack of topic and/or transition sentences. Incorrect
and/or ineffective wording and/or sentence structure. (0 point)
1.6
No errors in grammar or format (5 points)
Errors in grammar and format (e.g., spelling, punctuation, capitalization,
headings). (0 point)
1.7
Has performed extensive literature review on the topic (20 points)
has not performed extensive literature review on the topic (0 point)
1.8
The paper considers areas related to the topic (5 points)
The paper considers areas related to the topic (0 point)
Total
Points: 100
