Syllabus BA311 Tuesday

7/31/2019 Syllabus BA311 Tuesday

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BA311 MARKETING MANAGEMENT:

FALL, 2012

Instructor: Roger Devine Email: [email protected]

Hours: by appointment Phone: (503) 913 4407

Section 004: Tuesdays 5:40 pm 9:20 pm Room: LH 301

Course Catalog Description and Prerequisites

Basic marketing concepts from the perspective of the marketing manager. Key focus is to examine

the marketing planning and analysis necessary to develop sound marketing plans and strategies.Specific topics include the role of marketing within the firm, analysis of marketing opportunities,

selection of target markets and market segmentation, marketing strategies in a global marketplace,

use of technology in marketing mix decisions. Experiential learning approaches for class

participation will be used. Prerequisites: BA205 and junior standing.

Course Learning Objectives

Analyze markets and recognize market opportunities Develop marketing strategy and tactics in a global market environment Understand market segmentation strategies, target marketing and research Discuss products, distribution, price and promotion in contemporary strategies Understand consumer behavior and business-to-business marketing

Required Text & Web Resource

Grewal / Levy M Marketing Third Edition with Connect Access Code

The Connect website for this class is: http://connect.mcgraw-hill.com/class/rrd_f12_tue - you

should go there ASAP and register. See the last page of this syllabus for more info on registering

with Connect.

Grading Breakdown

Homework (including Review Modules and Connect Assignments): 30% Team Project: Presentation & Report: 20% Team Project: Peer Review: 10% Midterm Exam: 20% Final Exam: 20%


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Homework

For each chapter in the text, I have assigned a review module and 1-2 assignments, using the

Connect website for this class. These are available beginning the week before the reading is due,

and are due by 5:40 pm on the day of class that week. The review module and the assignments are

NOT optional, and ARE graded, and may NOT be turned in late. However, the assignments may beattempted an unlimited number of times, and your highest score is the only one that counts. Your

cumulative grade on these assignments will make up a big part of your course grade.

You should budget 1 hour study timeper chapterfor this work. Most weeks you will have more

than 1 chapter to cover do not let this catch you by surprise.

Exams

There will be two exams this term. The midterm covers the material from chapters 1-9; the final

covers the material from chapters 10-18.

There will be practice quizzes available on Connect beginning a week before each exam; these willbe graded by the system, but the grades will not count toward your final course grade. You may

take them as many times as you like.

Team Project

The class will collectively develop a marketing plan over the course of the term, for a company

product or service selected during the first class session. Students will be divided into ten teams

during the first week. Each team will be responsible for developing a component of the marketing

plan. Team deliverables include:

Team Contract: this is a written agreement between the members of the team as to how youplan to divide the workload, how you plan to communicate with each other, how and whenyou plan to meet outside of class, and what your expectations are of each other. This should

form the basis for the Peer Evaluations you will conduct after the project is completed.

Team Report: 4-8 pages (double-spaced, 12-point font), covering your specific topic indetail, with recommendations for our marketing team. Should include a bibliography; I do

not care what citation style you choose; just be consistent. Clarity, grammar, and spelling

count.

Team Presentation: A presentation to the class, covering your topic, with visual support(PowerPoint, Google Docs presentation, or Prezi.) Each team member should present at least

a portion, although the division does not have to be equal. Be prepared for questions from

the class and instructor. Especially the instructor.

Peer Evaluation: due one week after presentation. Please let me know how, in your opinion,each of your team members held to the terms of your Team Contract. These will be kept

confidential.


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Project Team Assignments

#1 Corporate and Industry Background

Profile our firm, including size, corporate strategy (business, mission, values, and goals)sales revenue, financial performance, and position within the industry it competes in.

Provide a chronological history ofmajorcorporate events. Summarize their relevance. Provide a complete overview and BCG matrix for the primary product lines/divisions. (If

applicable; talk to me before you start on this.)

Define the role our firm plays in its industry (innovator, market leader, technology leader,low-cost provider, etc.) and make recommendations for future growth.

#2 Environmental Scan (except competition) in SWOT Format

Identify significant trends within each of the following six external environmental forces andcategorize them as Opportunities or Threats for our firm: Social Trends, Technology

Developments, Economic Factors, Demographic Shifts, Political/ Regulatory Elements,

Cultural Trends

Discuss the Strengths or Weaknesses of our firms ability to respond to or leverage thesetrends. Support your comments with specific examples.

Summarize key points from the scan and make recommendations for our firm.#3 Competitive Assessment (environmental) in SWOT Format

Provide an overview of the competitive landscape faced by our firm and categorize themusing the "Levels of Competition" analysis. (see class website for supplemental material)

Discuss theprimary competitive issues and the significant trends within this industry.Categorize them as Opportunities or Threats for our firm.

Discuss the Strengths or Weaknesses of our firms ability to respond to or leverage thesetrends. Support your comments with specific examples.

Identify the top two firms that present the largest competitive threats over the next 12months; provide your rationale and make recommendations for our firm.

#4 Market Segment Matrix

Identify the various markets served by our firm's products/services and discuss oursegmentation strategy.

Discuss the relative attractiveness of the markets served using Porters 5 Competitive Forcesand the opportunities to expandusing Ansoffs Strategic Opportunity Matrix. (see class

website for supplemental material)

Recommend one market segment for the class to focus on for the remainder of the plan.Justify your selection based on your research.

Identify the two major competitors associated with that segment.#5 Primary Competitors Overview (within segment)

Profile the two major competitors identified by Teams #3 and #4, including size, strategy,sales revenue, financial performance, market position and corporate history.


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Provide a BCG matrix for the primary product lines, and relative contribution of each line tothe competitive firm's revenue.

Discuss the Strengths and Weaknesses of each competitor, relative to its ability to competeagainst our firm. Make recommendations for our firm.

#6 Target Market, Positioning and Goals

Recommend, define and defend your target market. Discuss demographic, geographic,psychographic, benefits sought, situational and behavioral factors as relevant.

Discuss the market growth characteristics, market size and estimated market share held byour firm and our two major competitors.

Create a Product/Market Target Grid and use it to develop your marketing goals, whichrepresent what needs to be accomplished over the next 12 months with this brand.

#7 Product Management, Branding and the Product Life Cycle

Discuss our firm's market positioning strategy relative to its two primary competitors. Use aperceptual map to reflect thepositioning strategy and your recommendation.

Discuss our brand. Include brand equity, the branding strategy used by our firm and its fit,given our positioning strategy.

Where is the product/service in the Product Life Cycle and Consumer Adoption Cycle? Whatproduct changes should we make to meet our marketing goals?

Critique our firm's packaging strategy, our innovation and service issues as relevant.#8 Pricing Strategy

Describe the pricing strategy our firm uses. Explain your rationale. Discuss the price/quality positioning of our product/service, relative to the top two

competitors. Use a perceptual map to illustrate this positioning.

Discuss assumptions regarding the price elasticity of our target market. Discuss how our pricing strategy serves to meet our marketing goals and how it ties into our

positioning strategy.

#9 Channel Strategy

Diagram our channel strategy. Discuss its length, width, and intensity. Define the intermediary functions provided by our channel participants. Identify the market, product and producer factors that significantly shape our channel strategy and discuss their impact on our channel design. Consider: -Customer/Market Served

-Product/Service Characteristics -Competition -Product Life Cycle -Environmental Scan -

Resource Considerations

Discuss how our distribution strategy serves, or fails to serve our marketing goals. Does itsupport our positioning? Make recommendations for change if needed.

#10 Promotional Strategy

Which of the six promotional mix elements does our firm utilize? Critique the firm's currentpromotional activities within the context of our marketing goals, target market served and

product/service positioning.


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Make recommendations for modifying the promotional mix if needed. Is the promotional plan relying on a "push" or "pull" strategy? Why? Discuss our promotional strategy within the context of AIDA and the PLC.

Team Contract Guidelines

Good communication is key to effective team participation and management. Teams are required to

create a team contract, which is due the second week of class. This contract lays the foundation for

the team expectations, group management, and peer evaluation. Each of these elements should be

included in the contract as noted below. All team members are expected to contribute to the team

project, and will receive a team project score. Project scores for team members rated at less than

70% in the peer evaluation will be reduced accordingly. Your contract should cover:

Team Expectations

Define in writing, your expectations, in terms of group participation as well as grade. Be honest

with each other to ensure you are aligned with a compatible group. Specify:

1. Expectations regarding group attendance, participation and grade2. How the workload will be distributed

Group Management

Define in writing, how the group will manage itself. Specify:

1. Who will be assigned to keep group meeting attendance to hand in at the end of the term2. Primary contributors to various sections (members must sign-off on this for each

section)

3. A designated team leader and contact informationPeer Evaluation

The criteria for reviewing each other's performance must be clearly spelled out and included in

the group contract.


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Class Schedule

Date Reading Lecture Connect? In-Class Task Presentations

9/25 Ch. 1-3 An Overview of Marketing Yes

(due 10/2)

Form Teams;

Choose

Company

10/2 Ch. 4, 9 Marketing Research Yes LibrarySession

10/9 Ch. 7-8 Segmentation, Targeting &

Positioning

Yes Team 1, 2

10/16 Ch. 5-6 B2B vs. B2C Yes Teams 3, 4

10/23 Midterm

Exam

10/30 Ch 10-12 The Marketing Mix: Product

(& Services)

Yes Teams 5, 6

11/6 Ch 13 The Marketing Mix: Price Yes Team 7

11/13 Ch 14-15 The Marketing Mix: Place Yes Team 8

11/20 Ch 16-17 The Marketing Mix:Promotion Yes Team 9

11/27 Ch 18 More on Sales Yes Team 10

12/4,

5:30

p.m.

Final Exam

Syllabus BA311 Tuesday

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