Download marketing 118—marketing management

MARKETING 118—MARKETING MANAGEMENT
2014
COURSE DESCRIPTION:
Study and integration of major tasks and decisions confronting tomorrow's manager involved in developing marketing
strategies. Prereq.: MKTG 101, MKTG 113 or ENTRE 101, and an additional Marketing class.
ABOUT THE PROFESSOR:
You can find out about me from the following sources of information:
1) Go to the link above and read my vita (academic resume)
2) Read the bio that I posted on Blackboard
3) Look at the clippings on my bulletin board
4) Check this link: http://www.drake.edu/magazine/?p=2157
SUCCESS IN THIS CLASS:
Someone once said “know everything and learn to think like Professor Miller”. That isn’t essential. However, you should
read the material in the chapters before coming to class. Read the Wall Street Journal every day and ask questions about
stories there as they relate to marketing. Be inquisitive.
Above all, start studying immediately. Get your homework done well ahead of the deadline and ask me to review it
before you turn it in. Put in at least an hour a week of study time on top of the time you spend in class. Use your study
guide as a reference for what to focus on in the chapters. Critical thinking, not just memorization of facts.
OUTCOMES:
This course is designed to allow the student to function in the role of a product manager, planning marketing strategy for
an existing product. Upon completion of the course, the student will be able to create and assemble reports essential to the
creation and execution of a marketing plan.
The College of Business and Public Administration strives to see that you are proficient in marketing, a strategic problem
solver, an effective communicator, an inclusive leader and ethical. These will be addressed in the course as follows:
STRATEGIC PROBLEM SOLVING: You will be challenged daily to respond to questions involving marketing. You
will need to understand the difference between an average answer and a superior one that will enhance your chances for
success and promotion. This cognitive activity will be undertaken in your homework, where you will have the
opportunity to ponder your responses in advance, and immediately, when you answer questions in class or on exams.
Fundamentally, you must do the following:
 define problems
 distinguish between fact and opinion
 identify potential courses of action and their probable consequences
 provide recommendations for action & evaluate alternatives
 defend a conclusion rationally
COMMUNICATING: In-class discussion is a requirement. You must demonstrate in both oral and written form the
ability to develop ideas, explain them to an audience, and defend them against detractors. Communication skill will be
assessed on all written assignments, during class discussion and through oral presentation of your homework. The
following abilities are expected:
 use correct spelling, punctuation, grammar and syntax
 present a well-organized, logical flow of ideas
 answer questions completely
 write concisely; eliminate extraneous material
 ask and answer pertinent questions during class discussion
 risk answering difficult or unpopular questions
 be able to speak well and properly from prepared notes or extemporaneously
ETHICAL UNDERSTANDING: You are expected to develop the ability to distinguish between what is legally and
what is morally acceptable. Vignettes may be discussed that require you to take a stand on what is or is not allowable.
Plagiarism of any sort is considered a gross violation of both ethics and the university honor code. Plagiarism will result
in a zero on the assignment. A second violation will gain you a zero for the entire course. Do your own work.
A violation of academic integrity involves any activity that seeks to gain credit for work one has not done or to
deliberately damage or destroy the work of others. It includes, but is not limited to, the following:

Plagiarism—the misrepresentation, either by intent or negligence, of another’s ideas, phrases, discourse, or works
as one’s own.

Cheating—the act, or attempted act, of giving or obtaining aid and/or information by illicit means in meeting
academic requirements, including examinations.

Fabrication—intentional and unauthorized falsification or invention of any information or citation in an academic
sense in any academic exercise.
Cheating or fabrication will result in a zero for the assignment or exam on the first offense. A second offense will result
in a 0 for the entire course.
This policy applies to all courses offered in the CBPA, regardless of the status of the student involved and the
college/school of the student.
If it is determined by an instructor that a student has violated academic integrity, it is the prerogative of the instructor to
assign a penalty. Possible penalties are a reprimand, a grade reduction (including the possibility of a failing grade), and
dismissal from the course with a failing grade. The penalty for violating academic integrity will vary from incident to
incident depending upon the scope and magnitude of the offense and the circumstances in which it occurred; upon the
prior record of the student being penalized; and upon evidence suggesting the existence or absence of a pattern of
violations in the academic performance of the student committing the offense.
PROFESSIONALISM:
Learning to conduct yourselves as professionals is an essential skill. Professionalism is defined as showing respect for the
professor and making an honest effort to be an active learner by participating in class. The professor strives to
demonstrate this trait by dressing as a professional, keeping abreast of his field, and working diligently to engage all of
you in discussions to enhance your learning. You need to return the courtesy and avoid losing points by following these
guidelines:
 No hats in class—poor etiquette.
 NO texting or cell phone use during class—automatic 50 point deduction.
 Follow the discussion. Don’t doodle or fall asleep. If called upon, demonstrate that you are paying attention
by not asking “what was the question”.
 Put your name tags on the table to aid the professor in learning who you are.
 Do not show up late for class.
 Be courteous to all presenters by paying attention and being ready to ask questions.
PROFICIENT IN MARKETING: Upon completion of this course, you should be able to identify key elements in the
marketing mix and how they interact as well as analyze marketing opportunities and strategic issues related to them.
CORE CONCEPTS: these will be explored through outside research, in-class discussion, and readings.
Marketing Research: Understand the role of marketing research in planning corporate strategy. Be able to analyze data
and use the findings to make strategic marketing decisions.
Segmentation: Grasp how and why segmentation is performed, and how it relates to product management. Be able to
form and quantify segments for a given product.
Product: Learn how products are classified and the marketing mix implications of these designations. Understand how
value assessments vary with the product class. Grasp the utility of brand and product extensions, the pitfalls of new
product launches and the techniques for conducting both extensions.
Price: Understand the factors affecting price, how price varies with product class & life cycle, and how prices are set.
Distribution: Be able to explain the role of channel intermediaries and their roles. Research new developments in
distribution and how these affect more traditional venues.
Promotion: Realize the value of each promotion element, when and where various promotion approaches are employed,
budgeting, how to measure the effectiveness of one’s efforts and the ability to make appropriate media vehicle choices.
International Marketing: Learn why and how firms enter international markets, what the marketing strategies are and
some facts about key markets.
Services: Over 70% of U.S. GDP is produced by services. You will explore the unique nature of services and suggest
ways that a service can enhance an existing product.
E-marketing: The latest frontier—not a choice of clicks or mortar, but the synergy that comes from both.
TEXT: Kotler and Keller, Marketing Management, 14th ed, Prentice-Hall.
COURSE PROCEDURES:
Read the assigned material before class. If there are things in the chapter you don't understand, ASK. My goal is to
enhance and expand upon what you have learned thus far in marketing and have you be able to apply it, doing so through
class exercises and homework. I won't be digesting the material very much for you--I expect you to read on your own.
No make-up work. If you have an excellent, verifiable excuse (e.g. broken leg complete with cast, doctor's note), you
may spread your grade across the remaining graded work. Otherwise, late or missed assignments or tests receive a 0.
Late means you did not turn the assignment in by the beginning of class on the day assigned.
Accommodations for Students
Section 504 of the Rehabilitation Act of 1973, the Americans with Disabilities Act of 1990, and the Americans with
Disabilities Amendments Act of 2008 provide for reasonable accommodations and services to qualified individuals with
disabilities. Student Disability Services coordinates all accommodations through Michelle Laughlin, Director of Disability
Services at 271-1835 or at [email protected].
Homework: 6 assignments, 50 points each.
If you can’t be in class to submit your work, send it via e-mail as a Microsoft Word document before class starts. All
paperwork submitted must be typed or word-processed. No handwritten work will be accepted.
Each student will select an industry, a company from that industry and a single product from that company. All
work will be checked for writing skill and proper English usage. Five mistakes of any sort lose 5 points on that
assignment. ONE mistake from the writing guidelines will cost you 5 points. You will lose an additional 5 points if you
misspell the name of a firm used in the homework.
You will have writing style sheets on Blackboard for spelling errors, punctuation mistakes and citation guidelines of
which you should take advantage.
State EXPLICITLY on homework 1, 3, 4, 5 what your company is and the product that you are researching.
#1: Environment (35 points & 15 points)
 Use the Thomas Register, Hoovers, Manta and annual reports to find information on your company, similar
US firms & major foreign firms in your industry.
o Compare the firms on size, sales volume, product lines, HQ location and other clearly stated criteria.
Place this information in a table. For athletic shoes, soft drinks, cereal or similar items where advertising
is so essential, get the ad expenditures (Advertising Age or elsewhere) and include it.
o Explain in prose beyond the table how you compete against other firms.
o Cite all your sources and explain briefly (in parentheses after each cite) what each source provided.

Identify one important trend that affects your product. What specific marketing actions should your company
take to forestall this trend or exploit it? Be detailed & complete.
#2: Forecasting (10 points & 40 points)
 Complete the D.F. Hardware case. Determine how many sales reps you will need to service the demand and
forecast your sales in Ohio.
#3: Consumer behavior (50 points)
 For your product, develop a consumer profile based on MRI+ or similar databases. SYNTHESIZE the data
in easy-to-read fashion in paragraph and table form, don’t just submit the raw data. This must include who
buys your product and where they live, among other characteristics. Omit unnecessary data from your table.
#4: Positioning (35 points & 15 points)
 Based on your own intuition, store audits and other sources, develop a brand map of your product and its
primary competitors. What is each company’s value proposition (in one sentence each)? Include a table of
product characteristics, price and other pertinent comparisons. Explain in prose your graphs and tables.
 Look up http://www.brandeo.com/positioningstatement. Then write a positioning statement for your product.
#5: Service and Distribution (25 points and 25 points)
 Create a service (not currently offered by your firm) that will enhance the value of your product. Explain the
value your service brings and how you will deliver it to your customer base.

Distribution is a study of bricks and clicks. If your product doesn’t fit, pick a product that is suitable for the
assignment from any company you like.
Identify a single, SPECIFIC product that is sold both in a retail store and through an online vendor. Describe
all the differences between the two channels—price, availability, extended product, service issues, delivery,
target segments and so forth. Be complete! How do you handle potential conflicts between the traditional
retailer and the online retailer?
#6: Communication (50 points)
 Write an executive summary of the report provided, “The Les Baer Super Varmint”. Two pages maximum,
double-spaced. Include all critical information a marketing manager would want to know at a glance so they
don’t have to read the entire report. (Hint: use the table of contents as a starting point for paragraphs)
Bonus 1 (10 points)
 Using a COLA calculator from the web, determine how much more (or less) your wages would need to be in
your favorite SMSA compared to the same job in Des Moines. Show the calculations from the page and cite
your source.
Bonus 2 (10 points)
 Identify the NAICS code for your product.
GRADING:
Exams (3)
Comprehensive final
Homework
Professionalism
300 points
150 points
300 points
negative points, up to 50
No bonus points or bargaining for points after the last day of class.
Grades will likely follow the guidelines shown below, although this may change.
A
89 & above
Outstanding. Mastery of basic course material and perceives most subtleties therein.
B
78-88
Very good. Good knowledge of the basic materials and perceives some subtleties therein.
C
65-77.
Acceptable. Working knowledge of the basic materials.
D
55-65.
Poor. Lacks knowledge of some basic materials.
F
below 55
Unacceptable. Gross deficiencies in knowledge of the basic materials.
Helpful references for your homework include:
Industry Research Using the Economic Census, Boettcher (HC 101.B594)
Annual Survey of Manufactures (by NAICS, at www.census.gov)
Encyclopedia of Associations (on EBSCO in library databases)
Market Share Reporter
Industry, Trade & Technology Review, ITC (online)
MRI+ (online)
Dun & Bradstreet Million Dollar Directory
Census of Retail Trades (govt. docs)
Census of Manufactures (govt. docs)
U.S. Industrial Outlook
Dun’s Business Ranking
Stats by industry group (www.census.gov)
Geographic area stats (www.census.gov)
American Factfinder (http://factfinder.census.gov)
Datamonitor (check EBSCO in the library)
Europa Yearbook
CIA World Factbook
Business Asia
Business Europe
www.stat-usa.gov (best foreign markets for US goods) Brands and their Companies
Hoovers
Yahoo Finance
Around the Net in Brand Marketing
www.mediapost.com
Advertising Age
www.adage.com
Brandweek
www.brandweek.com
The Hartman Group
www.hartman-group.com
SmartBrief on Leadership
www.smartbrief.com