Download Bahrain April 2002 - DePaul University

De Paul University College of Commerce
MKT. 555: Decisions in Marketing Management
Bahrain April 2002
Robert Galka
[email protected]
Course Description
The course will provide the student with insight into the marketing decision process. Effective marketing
decision methodologies will be utilized via case study analysis and presentation, class exercises, discussion and
completion of a Marketing Audit for the student’s own firm or targeted company. A non-inclusive list of topics
covered as part of the marketing decision process are: product planning, price strategy, marketing environment
analysis, consumer versus business-to-marketing, “the market offer”, demand and supply, consumer behavior,
distribution, privatization, product liability, privacy issues, international and national synergy, core competency,
market positioning, relationship marketing, technology influence factors.
This course will provide the student with a dynamic environment in which marketing concepts and ideas can be
tested. Class discussion, case study analysis and presentations will dominate the class periods. The case will
reinforce concepts presented in the text while the text creates sensitivity and awareness for what is critical and
important in the case. Cases call for a decision and very often with less than perfect information available. This
is a challenge to the student. The case approach will nurture the student’s skills while the text diffuses technical
knowledge and perspective. While not intended for grading purposes, in-class exercises and homework
questions (related to the text) may also be used to strengthen the student’s grasp of the marketing concepts.
The class schedule will serve as a general guideline and time periods shown may vary based upon class
discussion. Depending upon class synergy, interest and time parameters, additional case studies may be
incorporated into the schedule. There will be several videos shown across the sessions. The Web will be used on
occasion to supplement class discussion concerning some of the material.
It is advised that the student be prepared as much as possible for each session. The success gained from this
course is directly related to student participation.
It is recommended that the student use the Black Board site for this class before the first session as well as
throughout the sessions for additional information and announcements.
1
Legal Issues and Marketing Ethics
The increased focus on One-to-One Marketing, capsulated by the newest acronym, CRM, creates new ethical as
well as legal challenges to organizations, the community and respective governments. The automatic global
reach made possible by the Internet further complicates the legal and ethical issues. Privacy issues are discussed
relative to both ethical as well as legal constraints. European Union’s SafeHarbor regulation and its affect on
information activity are discussed. Additionally, US based measures that are in place or pending legislation as
well as company self-regulation is also demonstrated via examples and references to specific legislation. (E.g.
E-Mail User Protection Act, the Gramm-Leach-Bliley Act (GLB), The Can Spam Act). Direct Marketing
Association guidelines with respect to suppression of marketing efforts based on specific consumer request are
highlighted. The course material is continually updated with changes to existing or addition of new Privacy
legislation. The students learn specific strategies in “OPT-OUT” and “OPT-IN “ methods for multiple
channels, Privacy statement compliance, design and proper use, ethical use of Banner Ads, Cookie
Management, SPAM control, E-Mail list usage and marketing copy content for different channel efforts.
Telemarketing strategies are also touched upon relative to privacy and ethical use. Primary consumer data
capture and proper use will be discussed and highlighted with current best practices in a variety of vertical
markets. Secondary data acquisition and ethical use will also be discussed. Additionally, legal issues
surrounding product recall strategy and liability will be demonstrated via analysis of a Harvard Business
Review Case study (Parker Brothers (A)) as well as a detailed product recall strategy article from Business
Horizons. The Harvard Case also precipitates an ethical discussion with a focus on legal compliance versus
proactive marketing efforts.
An increase in responsibility and accountability accompanies the marketer’s enhanced one-to-one marketing
capabilities. The subject of legal and ethical issues will be addressed throughout the sessions were applicable.
Additionally, there will be six hours formally dedicated to this subject matter in Session 8. The Parker case
precipitates a discussion of an organization’s legal and ethical responsibility with product use resulting in death.
The case sets up the session for an in-depth discussion of legal and ethical marketing decisions for the majority
of the session. Emerging marketing trends also encompass ethical marketing issues.
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De Paul University College of Commerce
MKT. 555: Decisions in Marketing Management
Bahrain April 2002
Learning and Grading Methodology
The student’s progress will be measured by 1) written completion of a Marketing Audit, 2) Case analysis and
oral presentation, 3) Mid-session exam, 4) Final exam.
Grades will be determined on the following basis:
25%
Marketing Audit paper (Group work and group grade applied to each individual within group)
25%
Case Analysis (Group work and group grade applied to each individual within group)
20%
Mid-session exam
30%
Final exam
The group is strongly urged to select a team member’s organization for the basis of the Marketing Audit.
Sensitive organizational statistics may be modified for the Marketing Audit if necessary. All papers will be
kept strictly confidential. A Marketing Audit outline is attached. Prior student marketing audits will be made
available for review. Each student will be able to apply the concepts presented in the text and discussed in class
by participating in group analysis and presentation of multiple case studies. The quizzes and final exams will
contain a series of multiple-choice and true/false questions, which relate to topics discussed in class and the text
material. Both quizzes and the final exam will be “open-book.” Textbook assigned readings is scheduled by
class session. Readings appearing under a specific session are due to be read by that session. Chapter readings
labeled as ‘skim’ are to be read for background information and will help the student in case analysis as well as
class discussion. These chapters will not be referenced for test questions.
Required Course Material
1.
Article-Case Packet
2.
Philip Kotler, Marketing Management: Analysis, Planning, Implementation & Control,
Prentice Hall Inc., (Millennium Edition)
Items 1 and 2 are mandatory. There may be additional supporting material passed out throughout the session.
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De Paul University College of Commerce
MKT. 555: Decisions in Marketing Management
Bahrain April 2002
Academic Honesty
Plagiarism, cheating and other forms of academic dishonesty are prohibited Plagiarism refers to the use of
materials from books, notes and other sources, in the student’s written work without due credit to the sources
used; it is the presentation of materials as if these are the student’s own. Cheating refers to securing or giving
help in a test, unauthorized copying of tests, assignments, reports term papers, etc. Other forms of dishonesty
would be taking a test in place of another student, etc.
If proven, a charge of plagiarism could result in an automatic F in the course and possible expulsion. If you
have any questions or doubts about what plagiarism entails or how to properly acknowledge source materials
and the work of others, please approach me for consultation.
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De Paul University College of Commerce
MKT. 555: Decisions in Marketing Management
Bahrain April 2002
Session #
1. Friday (4/26)7hrs
Topics:
Readings:
Introduction & course overview (30 minutes)
Student objectives (30 minutes)
Case Methodology (15 minutes)
Marketing Audit Methodology (45 minutes)
Marketing concepts, customer satisfaction, marketing process, marketing planning,
marketing environment, buying behavior (5 hours)
Kotler - Chapters 1, 2,3, 5(skim), 6, 22(skim p.680-692, read p. 708 - 712)
2. Monday (4/29)3hrs
Case:
Topics:
Readings:
Marketing Audit Group Checkpoint (topic and outline defined) (15 minutes)
Laura Ashley Group 1 presentation and class discussion (45 minutes)
Distribution, value-chain, competitive analysis (2 hours)
Kotler - Chapters 8, 12(skim), 17(skim)
3. Wednesday (5/1)3hrs
Topics:
Readings:
Market segmentation and targeting methods and strategies (3 hours)
Kotler - Chapter 9,
4. Friday (5/3)7hrs
Case:
Topics:
Readings:
Mid-session exam review (15 minutes)
Marketing Audit Group Checkpoint (status check) (15 minutes)
Microsoft Group 2 presentation and class discussion (45 minutes)
Positioning, new products, product lifecycles, branding (5.75 hours)
Kotler- Chapters 10, 11, 13
5. Sunday (5/5)7hrs
Mid-session exam (Multiple choice and True/False, Open book and notes) (1.5 hours)
Case:
Topics:
Coca-Cola Group 3 presentation and class discussion (45 minutes)
Hilton Group 4 presentation and class discussion (45 minutes)
Pricing, Strategic decisions in services industry, B2B2C (4 hours)
Kotler- Chapters 14, 15
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De Paul University College of Commerce
MKT. 555: Decisions in Marketing Management
Bahrain April 2002
Session #
6. Monday (5/6)3hrs
Topic:
Readings:
Marketing Audit Group Checkpoint (draft due)
Marketing and Technology, Direct Marketing (3 hours)
Kotler – Chapter 21
7. Wednesday (5/8)3hrs
Case:
Jurassic Park (video), case discussion (30 minutes)
Topics:
Licensing, B2B Marketing (2.5 hours)
Readings:
Kotler – Chapter 7, 12(Pages 375-377)
8. Friday (5/10)7hrs
Case:
Topics:
Readings:
Final exam review (15 minutes)
Marketing Audit Final Instructions (15 minutes)
Parker (A) Group 5 presentation/class discussion legal issues (30 minutes)
Product recalls, Liability, Privacy, Ethical marketing, (5.5 hours)
Emerging marketing trends (30 minutes)
HBSP Article – Planning for the inevitable product recall (case packet BH008)
Post session assignments:
Upon completion of MKT 555, Group Marketing Audits are due 5/17/02. The
audit should be in Microsoft Word format and e-mailed as an attachment to [email protected]. There
will be no exceptions for late audits. One person from each group will be responsible for e-mailing the
audit. If the student does not receive confirmation of receipt from me within 24 hours, the student must
contact me immediately via e-mail. Each individual within a group will receive the same grade for that
group’s audit. Additionally, all students must take a final exam onsite. This is an individual effort.
Format will be the same as the mid-session exam (i.e. multiple choice, true/false and open book and
notes.) Date and time will be determined before the session begins but will be on or before 5/17/02. Any
student failing to take the final exam within the prescribed time will not receive credit for the exam. As
with the mid-session exam, the instructor will conduct a final exam review. Dates for reviews appear in
the preceding schedule.
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De Paul University College of Commerce
MKT. 555: Decisions in Marketing Management
Bahrain April 2002
Case Study Approach
Concepts introduced in the text and class discussion will help create sensitivity for what is critical and important
relative to marketing decisions. The case studies will reinforce these concepts and support the transition to
reality. Beside certain quantitative techniques, the subjects we will be discussing may not always have one
clear and concise explanation. We will not always have perfect information but we will be asking ourselves to
formulate strategies, problem resolutions and improvements to methods undertaken in the respective case
situations.
Case analysis and subsequent presentation will be the responsibility of each group. Initially, each group should
leverage each of its team member’s skills in the analysis of the first few case studies. Thereafter, students
should challenge themselves to take on different roles within the group from an analytical standpoint as well as
group leader, spokesperson, etc. We will discuss specific requirements in class. Certain guidelines and/or
specific questions for a case will be provided in advance to the respective case discussion.
Groups should present with whatever material they feel will support their effort. The presentation method is not
graded (although creativity can enliven the class). The respective group’s ability to verbally defend a position is
important. Overhead projector, PC-PowerPoint, flip chart and blackboard are available mediums.
All groups will hand in a one - two page summary on required cases (per schedule) which specifically
addresses the case questions and/or guide-lines. The challenge in summary creation is to be brief while
still adequately demonstrating your understanding of the issues.
Group grade on case study work will apply to each member in that group.
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De Paul University College of Commerce
MKT. 555: Decisions in Marketing Management
Bahrain April 2002
Group Case Study Assignment
Presentation Assignment
Group 1
Laura Ashley
Group 2
Microsoft
Group 3
Coca-Cola
Group 4
Hilton Hotel
Group 5
Parker (A)
All Groups
Hand in answers to guideline questions for the following cases:
Laura Ashley
Microsoft
Coca-Cola Hilton Hotel
Parker (A)
All Groups (no formal presentation, prepare to discuss questions provided)
Jurassic Park
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The Marketing Audit Paper
The Marketing Audit is an excellent vehicle for students to apply the knowledge gained in the course.
Normally, this is a long and intensive exercise but our approach will be modified in this program to maximize
benefits while adhering to a realistic time frame. An outline of a typical audit follows this discussion. Actual
marketing audits written by former students will be made available to the students for review and to better
understand the format as well as content. These audits will be on reserve and should not be checked-out for
more than 48 hours. This will allow all groups a chance to review different audits. These audits are a wide
breadth of work not all of which received a top grade. The intent is for the student to get a sense of different
approaches and select the best components from each sample. The audits will be available before the start of
the session (i.e. 4/26). The instructor will provide guidance in the first session as to what will be expected, as
time will not permit the groups to complete an exhaustive audit. Grades will be affected by quality and not
quantity. Each group will work closely with the instructor to set specific and measurable objectives for their
audit. This is the intent of “checkpoints’ defined in the schedule.
There is additional information on the
marketing audit in the Kotler text on pages 705 – 712. This is required reading for the first session.
The Marketing Audit Paper Outline Example
1.
Cover page
A Marketing Audit
ABC Inc.
Widget Equipment
Executive Summary
Table of Contents
Date
Group # - Campus
Group Member Names
Body of Report
Appendices
Footnotes
2.
Executive Summary (one - two pages)
Example:
ABC Inc.’s Widget Division
needs to ....
The main findings are…
The main recommendations are…
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The Marketing Audit Paper Outline Example (continued)
3.
Table of Contents (one page)
Executive Summary
Introduction
Company
Product Industry/Market
Marketing Environment
Markets and Consumers
Dealers and Suppliers
Competitors
Macro-environment -- Opportunities and Threats
The Company
Mission and Objectives
Strengths and weaknesses
Business and Marketing Strategies
Marketing Organization
Marketing Information and Research
Marketing Planning
Marketing Control
Marketing Functions
Products
Prices
Distribution/Place
Promotion
Customer Solution
Customer Cost
Convenience
Communication
Findings/Analysis
Recommendations
4.
Body of Report
5.
Appendices
6.
Footnotes
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