Sonic PDA Syllabus

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.

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MARKETING MANAGEMENTFALL SEMESTER

Instructor:

E-mail: Web site:

Campus:

OFFICE HOURS

Or by Appointment at Either Location

Course Credits: 3 (Three)

Class:

REQUIRED MATERIALS

Marketing Management, 13th edition, by Kotler/Keller, Prentice-Hall and The Marketing Plan Handbook with Marketing Plan Pro, by Wood, Prentice-Hall

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.

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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.

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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 Introductory Marketing.

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 ProjectAn 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.

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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

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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

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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.

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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.

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 points2) Exam # 3 @ 100 points 100 points3) Submitted marketing plan projects

(due at time stated in schedule) 150 points4) Oral marketing plan presentations 100 points5) Written marketing plan submission 150 points

Total: 600 points

Grading for this course is as follows:

Numerical Grade Letter Equivalent Numerical Grade Letter Equivalent

570 – 600 points A 390 – 419 points C

540 – 569 points A- 360 – 389 points C-

510 – 539 points B+ 330 – 359 points D+

480 – 509 points B 300 – 329 points D

450 – 479 points B- 270 – 299 points D-

420 – 449 points C+ Below 270 points F

NOTE: Grades of C- or lower do not count toward a Business Degree.

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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. 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.

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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.

BACKGROUNDCurrently, the University campus has an enrollment of 32,000 with an annual growth rate of approximately 30 percent. Projected university-wide enrollment in the 2004–2005 academic year could approach 48,000+ students. With only three parking garages now at 100percent capacity and only yyyyyy total parking spaces currently available, there is an immediate need for additional parking facilities at the main campus. Undeveloped land exists in relative abundance throughout the grounds for this use.

RECOMMENDATIONA fourth and fifth parking garage should be constructed in sufficient time to be online for the 2004–2005 academic years. At a completed, turnkey cost of $3.5 million and with a capacity of 2,500 vehicles each, the facilities will have a payback period of 6 years based upon the current student decal rate of $111.00/year. This payback time line is sufficiently short for obtaining the highest safety rating possible for the revenue bonds that would finance the recommended construction.

NEXT STEPSThe same engineering/architecture plans will be employed as were used with the first three garage facilities. Serial revenue bonds will be issued as soon as approved. Site locations will be finalized by November 2001. Construction will commence in January 2005 with fast-track completion achieved by August 2005. Management (President and Board of Trustees) approval is needed by September 28, 2004.

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EXAMPLE ONLY

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CASE PRESENTATION’S ORAL PRESENTATION RUBIK

Individual presentations will be graded based upon the following set of criteria

Content (45 possible points)Included here is whether the student has substantially and fully examined all of the issues, problems, and understands all aspects of the facts of the case. Does the student fully understand the dynamics of the case and have they presented realistic alternatives, realistic objectives, and sound implementation strategies.

Presentation Itself (30 possible points)Included here are the layout, content, and readability of the slides or other forms for electronically presenting the material. Encompasses the applicable Excel® slides, a situation analysis, problem definitions, alternatives, and recommendations. And takes into account the professionalism of the presenters.

Completeness (25 possible points)Includes the correctness of answering questions from the instructor and/or audience members, as well as preparation by the student member to all of the relevant facts, figures, assumptions, recommendations, and strategies of the student.

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TENTATIVE COURSE SCHEDULEMARKETING MANAGEMENT

FALL SEMESTER

Class Period/ Date

Read Chapter

Chapter Topic Assignment due beginning of class—answers are to be written in the Marketing Plan Pro Software

1 1 Defining Marketing for the 21st

CenturyGroup formation and begin the process of reviewing the SONIC PDA product.

2 2 Developing Marketing Strategies and Plans

Draft a mission statement for Sonic’s senior management to review. Prepare a summary of SWOTs. List the marketing and financial objectives the company has for the new PDA being developed by Sonic.

3 3 Gathering Information and Scanning the Environment

For which sections of the plan will you need secondary data? Primary data? Why do you need information for each section?Where can you find secondary data that will be useful? Identify two Internet sources and two non-Internet sources. Describe what you plan to draw from each source, and indicate how you will use the data in your marketing plan.What primary research will Sonic need to support its marketing strategy, including product management, pricing, distribution, and marketing communication? What questions or issues should Sonic seek to resolve using primary data?What technological, demo-graphic, and/or economic changes can potentially affect

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PDA development, buyer acceptance of PDAs, and development of substitute or enhanced products?

4 4 Conducting Marketing Research and Forecasting Demand

Determine, from available secondary data, estimates of total demand for PDAs for the next two years. She understands you will have to do Internet searches and determine industry trade association sources for such data. Look at the various ways to evaluate marketing effectiveness and recommend to her the best way that Sonic can determine the effectiveness of its marketing efforts.

5 5 Creating Customer Value, Satisfaction, and Loyalty

Recommend how Sonic should measure total customer satisfaction.

6 6 Analyzing Consumer Markets What cultural, social, personal, and psychological factors have the most influence on consumers buying PDAs? What research tools will help you better understand the effect of these factors on buyer attitudes and behavior?What consumer buying roles and buying behaviors are particularly relevant for PDA products?What kind of marketing activities should Sonic plan to coincide with each stage of the consumer buying process?

7 7 Analyzing Business Markets Exam # 1

What specific types of businesses appear to fit the business market definition

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used at Sonic?What needs could Sonic’s PDA address for these businesses? Who would participate in and influence the purchase of PDAs for use in these businesses?Which environmental, interpersonal, and individual influences are likely to be most important to business buyers of PDA products? Why?Exam # 1 covers Chapters 1 –7 inclusive.

8 8 Identifying Market Segments and Targets

Which variables should Sonic use to segment its consumer markets? Which variables should Sonic use to segment its business markets? How can Sonic evaluate the attractive-ness of each identified segment?Should Sonic pursue full market coverage, market specialization, product specialization, selective specialization, or single-segment concentration? Why?

9 9 Creating Brand Equity Suggest what Sonic 1000 with its distinctive yellow thunderbolt might signify for the attributes and benefits levels of meaning. Determine what strategies and action programs should be used to build brand equity for Sonic 1000.

10 10 Crafting the Brand Positioning Which of the differentiation variables related to product, services, personnel, channels, and image are best suited for Sonic’s situation, strategy, and marketing objectives? Why?

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Write the positioning statement for Sonic 1000. Knowing the stage of the product life cycle for Sonic 1000, what are the implications for the marketing mix, product management strategy, service strategy, and R&D strategy?

11 11 Dealing with Competition What is the strategic group for Sonic? Which firm is the market leader, and what are its objectives, strengths, and weaknesses? What additional competitive intelligence is needed to answer the question about the market leader more completely, and how should Sonic go about getting the information? Which competitive strategy should be most effective for Sonic?

12 12 Setting Product Strategy How would you define the core benefit for Sonic 1000?How would you define the augmented product for Sonic 2000, the second product to be launched by Sonic next year?

13 13 Designing and Managing Services What support services do buyers of PDA products want and need? Consider what Sonics’ competitors are doing in this area. How can Sonic identify and manage gaps between expected and perceived service to satisfy customers? What post-sale services must Sonic make available to customers who buy the Sonic PDA? What internal marketing does Sonic need to do to implement its service strategy?

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14 14 Developing Pricing Strategies and Programs

What should Sonic’s primary pricing objective be? Why?Are PDA customers likely to be price-sensitive? Is demand elastic or inelastic? What are the implications of the answers for pricing decisions? What price adaptations such as discounts, allowances, and promotional pricing should Sonic include in its marketing plan?

15 15 Designing and Managing Integrated Marketing Channels

What decisions must Sonic make to develop the five marketing flows (physical product, title, payment, information, and promotion) for Sonic 1000? How many levels would be appropriate for the consumer and business markets you are targeting for Sonic 1000? Should you plan for exclusive, selective, or intensive distribution?What decisions must Sonic make to develop the five service outputs (lot size, waiting time, spatial convenience, product variety, and service back up) for Sonic 1000?

16 16 Managing Retailing, Wholesaling, and Logistics

What types of retailers will be most appropriate for distributing Sonic 1000? What are advantages and disadvantages of selling through these types of retailers? What role should wholesalers play in Sonic’s distribution strategy? Why?What market logistics issues must Sonic consider for the launch of its first PDA?

17 17 Designing and Managing Integrated What audience(s) should Sonic

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Marketing Communications target in its integrated marketing communications plan? What image should Sonic seek to create for its first PDA product? What objectives are appropriate for Sonic’s initial communications campaign? What message design and communication channels are likely to be most effective for the target audience? Which promotional tools would be most effective in Sonic’s promotional mix? Why? How should Sonic decide the amount to allocate to its marketing communications budget?

18 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Should Sonic use advertising to support the PDA introduction? If so, what advertising goals will you set, and how will you measure your results? What message(s) do you want to communicate to your target audience? What media are most appropriate, and why?Should you use consumer or trade promotion or both? Should you use public relations to promote Sonic and its products? If so, what objectives will you set for your public relations program(s)?

19 19 Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Does Sonic need a direct sales force, or can it sell through agents and outside representatives? Toward whom should Sonics’ selling activities be focused? What kinds of sales objectives should Sonic set for its sales personnel? What role should e-

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marketing play in the new PDA launch? What training will sales representatives need to sell the Sonic 1000?

20 20 Introducing New Market Offerings What specific needs of the targeted customer segments should Sonic seek to satisfy with a second PDA product?Working with other students, generate at least four new ideas for new PDA products, and indicate the criteria Sonic should use to screen these ideas. Develop the most promising idea into a product concept and explain how Sonic can test this concept. Assuming the most promising idea tested well, develop a marketing strategy for introducing the new product, including: (1) description of the target market(s), (2) product positioning, (3) objectives for sales, profit, and market share for the first year, (4) channel strategy, and (5) marketing budget for the first year.Into which of the six categories of new products identified by Booz, Allen, and Hamilton does Sonic’s first PDA product fit? Into which of these categories does the suggested second PDA product fit? What are the implications of the answers to this question for Sonic’s marketing plan for the second PDA?

21 21 Tapping into Global Markets Should Sonic use licensing, joint ventures, direct investment, or exporting to enter the Canadian market? To enter other markets? If Sonic wants to start marketing a PDA

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in other countries, which of the five international product strategies (straight extension, communication adaptation, product adaptation, dual adaptation, and product/ forward invention), is most appropriate? Why? Identify one international market that seems most promising for Sonic. Why did you select this international market as most promising?

22 22 Managing a Holistic Marketing Organization Final Exam

What is the most appropriate organization for Sonic’s marketing and sales departments? What control measures should Sonic incorporate into its marketing plan? What can Sonic do to evaluate its marketing?How can Sonic evaluate its level of ethically and socially responsible marketing?Final Exam Chapters 8–22 inclusive

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