Download St. Catherine University Business Administration Department MKTG

St. Catherine University
Business Administration Department
MKTG 2300: Principles of Marketing
Summer Session One 2013
Monday/Wednesdays 6:00 – 9:30 PM
June 3&5, 10&12, 17&19, 24&26, July 1&3
Room: 101 Mendel
Dr. Al Kotula
Adjunct Instructor
Phone: 952-895-6836
E-mail: [email protected]
Syllabus and Course Outline
Class Time and Location:
Monday & Wednesdays 6:00 to 9:30 PM Room: See online
Instructor:
Dr. Alan Kotula
Office Hours:
By appointment or ahead/after class time
Telephone Number:
Work—962-895-6836 / cell: 612-859-4987
E-Mail:
[email protected]
Classic Description: “Marketing” is the set of behaviors involved in getting a product to customers. The
American Marketing Association defines marketing as: “ the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging offers that have value for customers, clients,
partners, and society at large.“ (AMA, 2008, http://www.marketingpower.com ). Thus a product may
be an idea, a physical entity (a good), or a service, or any combination of the three. It exists for the
purpose of exchange in the satisfaction of individual and organizational objectives (AMA). A product
could be a computer tablet offered for sale to college students, a candidate for public office appealing to
voters, or a drive by the Habitat for Humanity to increase donations and volunteering. All of these
activities involve the development of a product, an exchange base, a distribution method, and
communication about all of these. You have been the target of marketing activities since you were a
toddler; you engage in marketing anytime you try to get fellow students to a campus activity, or try to
“sell” yourself to an employer. In other words, marketing involves a wide range of persuasive activities
necessary to any organization’s survival. Marketing definition of terms can be found at:
http://www.marketingpower.com/_layouts/Dictionary.aspx?source=footer and within the textbook.
This is a foundational course which introduces you to core marketing concepts and practices. The
knowledge gained will be assessed through online quizzes, a final test and two papers. By the end of the
course, you should:
1. Become familiar with basic marketing vocabulary, concepts, and implications in the market.
2. Define and apply knowledge of the following key marketing concepts: the marketing concept,
market segmentation, target marketing, positioning, branding, buying behavior in B2C
consumer markets and B2B business markets, global marketing, product planning, pricing, and
distribution
3. Understand and be able to discuss the various elements of the marketing mix and apply them to
understand effective marketing strategies.
4. Understand basic marketing programs and their inherent cost calculations and understanding of
the basic math in learning how marketing decisions are made.
5. Understand the basics of the buying decision process, behavior, and recent trends.
6. Know product distribution roles of manufacturer, distributor, wholesaler, and retailer.
7. Examine how marketers develop new products, manage demand, and build profitable customer
relationships.
8. Understand the influences of globalization and sustainability.
9. Understand the role of marketing in an organization and learn to communicate marketing
knowledge through presentations and written reports.
Text:
Kotler, P. & Armstrong, G., Principles of Marketing, 14th Edition, Prentice-Hall,
2011. ISBN-10: 0132167123, ISBN-13: 978-0132167123
You are urged to develop the habit of reading the newspaper, online or in hand. While The Wall
Street Journal is regarded as the scripture of world business, useful information is also available in the
business sections of either the Minneapolis Star Tribune or the St. Paul Pioneer Press. Marketing
journals and related publications can be found in the St. Kate’s library or your county library listed under
the several titles noted in this link: http://www.amsweb.org/displaycommon.cfm?an=1&subarticlenbr=10
American Marketing Association: http://www.marketingpower.com/Pages/default.aspx
Advertising Age: http://adage.com/
Internet Retailer: http://www.internetretailer.com/
Direct Marketing Association: http://thedma.org/
Statement Regarding
Disabilities Resources
Request for
Accommodations:
If you require an accommodation for any instructional part of this course,
please discuss this privately with me and a representative from the O’Neill
Center in advance.
Class Participation and Attendance: Required with small % points assigned for class and online
attendance and participation.
Cell phones:
Shut them off while in class. No texting, twittering, photographing, etc.
Computers:
If you use a computer, do not be on any web pages unless required to do so.
Statement of Policy Regarding Academic Integrity: read in Le Guide as it will be followed. Do not copy
web pages and use as content for papers. Use original sources as much as possible and redraft material
in your own words.
Severe Weather
Our class will follow the University policy in the event that class is canceled due to severe weather. To
learn if class is canceled, call SCU weather line at 651.690.8666. If the University is not closed, the class
will meet. However, SAFETY FIRST! Use your own judgment in terms of whether or not to travel in
times of severe weather.
St. Catherine University
The following concepts are sourced from the St. Catherine University website.
Mission Statement
“St. Catherine University educates students to lead and influence. Inspired by its visionary founding in
1905 by the Sisters of St. Joseph of Carondelet, more than a century later the University serves diverse
students, with a baccalaureate college for women at its heart and graduate and associate programs for
women and men.
At all degree levels, St. Catherine integrates liberal arts and professional education within the Catholic
tradition, emphasizing intellectual inquiry and social teaching, and challenging students to
transformational leadership. Committed to excellence and opportunity, St. Catherine University
develops ethical, reflective, and socially responsible leaders, informed by the philosophy of the women’s
college and the spirit of the founders.”
Vision Statement
“To be a leading Catholic university distinguished by its innovative spirit and premier Baccalaureate
College for women.”
Leadership Statement
“St. Catherine University is committed to the development of effective, ethical leaders. Through study,
practice and life experience, individuals have opportunities to enrich the knowledge, refine the skills,
and clarify the attitudes essential for responsible action. In varied roles and settings, St. Catherine
University leader:
1.
2.
3.
4.
5.
6.
7.
8.
Lives a commitment to the values of justice and caring.
Acts from a strong self-concept.
Thinks critically and creatively.
Communicates and interacts effectively with groups.
Takes risks willingly.
Exercises power appropriately.
Articulates a positive sense of direction.
Evokes hope.
Course Schedule
Date 2013
June 3rd
Assignments-complete before class due date
Read Chapters 1-3 Read terms and questions at end of each chapter
Chapter 1: Creating and Capturing Customer Value- see Figure 1.5 page 29
Chapter 2: Company and Marketing Strategy: Partnering to Build Customer
Relationships, -see Figure 2.5 Four P’s page 52 Chapter 3: Analyzing the
Marketing Environment: note chart on macro issues 3.2 on page 71 B2B.
Take practice quizlet.com under http://quizlet.com/akotula
Discussion Board #1/ Attendance throughout
Points
25
June 5th
June 10th
June 12th
June 17th
June 19th
June 24th
Read Chapters 4-6. Chapter 4: Managing Marketing Information: know how
and why data is gathered. Chapter 5: consumer markets- social classes 5.3
pg. 140, and behavior 5.5 pg. 151. Chapter 6: Business markets, B2B selling,
p. 174 major influences on sales.
Interim week Answer Online Discussion Board: participation points
Quizlet- Take online quiz or pdf version and send answers. Case studies and
conceptual theories will be covered in F2F class setting. Discuss written
papers and other course expectations. Select two products to use in papers;
one for each.
Online quizzes /In Class Quizzes throughout
Course Participation throughout
Read Chapters 7-9 under Customer Driven Strategy
Chapter 7: Customer-Driven Marketing Strategy Table 7.1 market
segmentation p. 192. Position map p. 208. Target market p. 201. Chapter 8:
Products, services, & brands: define product p. 224, brand fig. 8.5, Chap. 9:
New Product development: fig. 9.1 development; p. 261, fig. 9.2 Product
lifecycle p/ 273. F2F Online Discussion Board: Quizlet- Take online quiz or
pdf version and send answers. Case studies and conceptual theories will be
covered in F2F class setting. Discuss sources for data to complete target
market segmentation for papers: http://www.census.gov/ ; average
consumption calculations example w/strawberries can apply to many
Discussion Board #2 & Attendance throughout
25
25
Exam #1 Covering Chapters 1-9--- Also insure you have captured all data
including market share for paper #1.
75 pts.
http://ag.arizona.edu/arec/wemc/nichemarkets/02evaluatingmarketsize.pdf
Examples: How many ipads are sold?
http://ipod.about.com/od/ipadmodelsandterms/f/ipad-sales-to-date.htm
Data is available at Reference USA, ProQuest, InfoTrac and many more
through St. Catherine’s Library or Hennepin County Library, etc.
Read Chapters 10-12
Notes on key points; Chapter 10: Pricing: Understanding and Capturing
Customer Value. Know pricing strategies p.291-300, BEP 10.1 p. 299.
Chapter11: Pricing Strategies, new product pricing strategies p. 314315.price adjustment strategies p. 319-325 Chapter 12: Marketing
Channels: Delivering Customer Value, fig. 12.2 p. 343 .
25
Discussion Board #3 & Attendance throughout
Paper #1 Presented
Read Chapters 13-14
Chapter 13: Retailing and wholesaling, retailer types fig. 13.1 p. 375; table
13.3 p. 397 types of wholesalers. Chapter 14: Communicating Customer
Value; Discussion: setting budgets p. 422-427. Chapter 16: Personal selling:
75 pts.
16.1 major steps in sales force management, 16.3 sales processes. P. 478.
June 26th
Read Chapters 16-18
Chapter 17: Direct and Online Marketing: Building Direct Customer
Relationship: read about databases and direct marketing p. 499-500 fig. 17.1
p. 500, online marketing p. 509. Chapter 18 Competitive Advantage: fig. 18.1
analyzing competitors; strategies p. 539, fig. 18.3, p. 545.
Online Quizzes & Attendance throughout
July 1st
July 3rd
Summary
Paper #2
25
100 pts.
Online Discussion Board #4 & Attendance throughout
Quizlet- Take online quiz or pdf version and send answers.
Case studies and conceptual theories will be covered in F2F class setting.
25
Final Exam Chapters 1-18
100
Note: Total points
500
Non-key Chapters:
Most chapters in the text have valuable information and are of primary
importance. The Following chapters can be skim read and briefly reviewed: 15, 19, 20. Case studies and
application of marketing concepts will be discussed in face-to-face sessions in depth.
===============================================================================
Assignments: Note papers are to be done in APA format, double-spaced, title page and reference page
plus written text as designated. A 5 page paper would not count the title and reference pages. Insure
you use spellcheck and read http://owl.english.purdue.edu/owl/resource/560/01/
Marketing Product Analysis Presentation (50 points-5pages plus 1 title page and 1 reference page)
The purpose of this assignment is to consider a product you use from a marketer’s point of view. Bring
the product to class (or provide a visual description of a product or service) and share your insights
regarding how the product is positioned and marketed. Your presentation should be a brief overview
and be completed in approximately 10 minutes.
Grading criteria
1.
2.
3.
4.
5.
6.
Bring product to class and tell us why you picked it (5 points)
Organization or company overview (5 points)
Target Market Description (10 points to include subset of population and quantity)
Product Life Cycle (5 points)
Product Distribution (5 Points)
Current Market Share—this will be difficult to get, but give it a try and explain how you went
about it. If you used an estimated number, how did you get to the number? (5 Points)
7. Future direction (5 Points)
8. Develop 1 question for the class (5 Points)
9. Presentation skills (good eye contact, project your voice, speak clearly) (5 points)
10. Time management (10 min time limit- subtract 5 points for going over limit)
Market Planning Paper (100 points—7 to 10 pages)
Throughout this course you will learn about the key components of marketing planning and research by
analyzing an existing product that is a tangible good. This will be framed in terms of the C’s (Customer
and Competition) and the 4 P’s (Product, Price, Place, and Promotion). This paper should demonstrate
that you understand the concepts presented in class and are prepared to move forward in the marketing
curriculum. This project will culminate in a 7-10 page paper in standard APA format. Note the product
should be different than the product presented in the product analysis paper. Your class presentation
should be less than 10 minutes.
The paper should include:
1. Executive Summary (10 points)
This summarizes the main goals, recommendations, and provides a brief overview of the paper.
2. Part 1, Value Proposition (20 points)
A value proposition is the set of benefits or values it promises to deliver to customers to satisfy
their needs. What is the demand for this product? What are your product/organization’s
distinct capabilities? Why did you pick this product? What need does this product serve?
3. Part2, Situational and Competitor Analysis (20 points)
Consider external environmental factors which may influence the success or failure of your
product and organization including the social/cultural, economic, political, technological
environments. Describe the main competitors, how are their products similar or different in
terms of product, pricing, placement, and/or promotion? How do their organizational resources
(human, financial, intellectual) compare?
4. Part 3, Strategic Planning (20 points)
What are your products/ organization’s greatest strength? How will these strengths help you
create and sustain a competitive advantage over time? What are the biggest challenges/threats
you face over time? How can you address these challenges?
5. Part 4, Marketing Mix and Identification of Target Market (30 Points)
Consider the 4 P’s—product, price, placement, and promotion. Consider who buys, when they
buy, where they buy, how they buy, and why they buy.
Grade Summary
% of 500 Possible Points
Attendance & Online Participation
Online Quizlets, in class quizzes
Midterm
Marketing Product Analysis Paper
50 points
100 points
75 points
75 points
Test Final
Market Planning Paper
Total
100 points
100 points
500 points
GRADING POLICIES FOR MKTG 2300: A => 94%
A- = 91-93%
B+ = 88-90%
B = 84-87%
B- = 81-83%
C+ = 77-79%
C = 74-76%
C- = 71-73%
D = 61-70%
F =< 61%
All assignments/tests are to be completed on the due date. Exceptions will only be made for
extenuating circumstances and these must be approved by prior to the class period in which the
assignment is due. Late assignments will be reduced up to10 points for each academic day late
unless student has prearranged an exception with me. You must attend class. All assignments
must be turned in at the beginning of the class in which they are due. It is expected that
students will come to class prepared to discuss the materials scheduled for that day. Attendance
will include pop-quizzes should it be necessary.