Download course requirements - University of Belize

University of Belize
Faculty of Management & Social Sciences
Course Outline
Semester 2: 2007-2008
Course No. and Title:
PSMG382: Public Sector Marketing
Credit Hours:
3
Date:
January – June, 2007
Lecturer:
Sarita Lambey Garcia
Office:
Library Bdg.:
Telephone:
UB:
E-mail:
[email protected] or [email protected]
Office Hours:
Mondays thru Thursdays:
Class Hours:
Tuesdays and Thursdays:
Room 202
822-3680, 822-3681 _ Extension 136
3:00 – 5:00 p.m.
5:30 – 6:45 p.m.
Required Textbook:
Chapman, David & Cowdell, Theo; New Public Sector Marketing; Pearson Education
Limited; England
Supplementary Resource Books:
Kotler, Philip & Lee, Nancy; Marketing in the Public Sector; 2007 by Pearson
Education, Inc., Wharton School Publishing; New Jersey.
Andreasen, Alan & Kotler, Philip; Strategic Marketing for Non-Profit Organizations, 7th
Edition, 2008 Pearson Education, Inc. Prentice Hall Publishing; New Jersey.
Course Description:
PSMG 382, Public Sector Marketing: The public sector faces increasing challenges in
marketing its products and services, ensuring that these are aimed at the right target
audience, delivered at the right time, with the right support that is responsive to ongoing,
unpredictable client demands. This course will give students an appreciation of the role
and contribution of marketing in the public sector. It will also provide students with an
overview of the effective methods of acquiring and using marketing intelligence with a
limited budget, and the components of integrated marketing communications required to
implement successful marketing strategies with limited resources.
The course will also examine how to develop social marketing campaigns, best practices
and key components of working with the private sector, including partnerships,
sponsorships, strategic alliances and cause-related marketing, and how to “market your
marketing program” internally by promoting the benefits of marketing to key players in
an organization.
Prerequisite:
Students must have successfully completed PSMG 301.
Course Objectives:
PSMG382, Public Sector will also provide students with an overview of the function,
principles and the significant role of public sector marketing in a society.
Upon completion of this course students should be able to:
 Understand the role of marketing in government and the social institutions
 Examine the nature of user behavior and how it is influenced
 Analyze the nature of social rights and user benefits
 Appreciate the necessity of market segmentation
 Understand the importance of meeting user expectations
 Explore the nature of organizational politics and the sources of political power
 Understand the influence of pricing on quantity, quality and user behavior
 Appreciate and consider the need for promotion in the public sector
 Understand the role attitudes play in user perception and user preferences
CLASSROOM MANAGEMENT PRACTICES
Attendance
Refer to UB’s policy on attendance. Attendance will be taken at each session. A
sign up sheet with the names of everyone officially registered for the course will
be circulated at the beginning of each session. You are only to sign up in the
space provided next to your name. NO ONE IS ALLOWED TO SIGN FOR
ANYONE ELSE. IF YOU DO SO, IT WILL BE DEEMED DISHONEST AND
DEALT WITH ACCORDINGLY. It is hard to do well in this course if you do
not attend class on a regular basis.
Students are expected to be on time and to attend all classes. In order to get full
credit for any course taken, a student must attend at least eighty percent (80%) of
the contact hours.
If a student is absent, it is the responsibility of the student to find out what
information was missed and what assignment is due.
2
Tardiness
Tardiness is a distraction to your classmates and to your lecturer. If you must be
late, please enter the room as quietly as possible and take a seat near the door.
Electronic Devices
All electronic devices should be turned off during class sessions.
Cell Phones:
Upon entering the classroom, students with cell phones should make sure that
their cell phones are in the “silent or vibration mode”. When receiving phone
calls, students are asked to do so outside the classroom.
No recording of lectures should be done without the permission of the lecturer.
Classroom Conduct
Students are asked not to eat nor smoke in classrooms. Students should refrain
from talking/reading or doing other things unrelated to class during class sessions.
Communication
Students are expected to use Standard English in both their oral and written
communication.
Academic Dishonesty:
Any student found guilty of academic dishonesty will be referred to the Academic
Affairs Committee for such disciplinary action as is deemed necessary. The
committee reserved the right to require a student's withdrawal from a course, issue
an ‘ F ' for a course, indicate cheating on a student's transcript or recommend the
forced resignation of a student from the university.
Incomplete Grades:
This grade is generally given for the following reasons: illness, personal
emergency or academic demands of either a student or instructor. Students
seeking grades of `I' (incomplete) must provide their instructors with genuine
reasons for their request. If an instructor grants a grade of `I', the course
requirements must be completed by the end of the following semester. This
deadline may not be extended beyond one year from the time of registration for
the course. If course requirements are not completed within the prescribed time,
an incomplete automatically converts to ‘F’.
3
COURSE REQUIREMENTS
Make-up Policy:
Make up tests will be given only at the discretion of the lecturer. Consideration of
a request and approval to sit a make up will be subject to the submission of a
letter of request stating why you had to be absent along with an official,
typewritten document on company or organization letterhead regarding medical
emergency, death in the family, or job-related requirement. This will also apply to
requests to miss a test ahead of the scheduled test date.
Note: please be aware that submission of documentation does not automatically
guarantee that you will be granted permission to sit a make up item.
Tests:
Two (2) tests are scheduled.
Cases:
Be prepared to turn in the cases for evaluation. Cases will be collected at
instructor’s discretion. The cases must be turned in on or before the due date in
order to receive full credit. Late cases will lose 10% of the total points. Late cases
will be accepted only at the next class meeting.
Group Project:
Two projects will be assigned. The projects will be used to expose the students to
ethical practices and issues surrounding selected organizations. The first project
will be based on Belizean companies the second on international companies.
Not more than three students will be allowed per group. Each group will prepare
a written presentation between eight and ten pages long, not including the cover
page, table of contents and bibliography. The written presentation must be
double-spaced and should be in standard form: cover page, table of contents,
introduction, headings, subheadings, conclusion, footnotes and bibliography. An
oral presentation is required of each group.
Equal participation is expected of all members of the groups.
Final Exam
The final examination will be cumulative.
4
Methodology
Lectures, class discussion, group discussion and brainstorming, group projects
and cases; and tests; group presentations, guest speaker.
(Active participation is defined as being in class on time, paying attention to class
lectures, asking questions and making comments, remaining in class and attentive
until dismissed by the instructor, and being respectful of the instructor and fellow
students).
EVALUATION
Cases & Projects
Tests
Final Exam
40%
30%
30%
Grading Scheme
DESCRIPTION
LETTER
QUALITY
RANGE
Excellent
Good
A
AB+
B
C+
C
D+
D
F
4.0
3.75
3.5
3.0
2.5
2.0
1.5
1.0
0.0
100 – 95
94 – 90
89 – 85
84 – 80
79 – 75
74 – 70
69 – 65
64 – 60
59 – 0
Satisfactory
Passing
Failure
Schedule of Course Content:
Chapter
Topics and Activities
1
The Public Sector – origins and environment
 What is public sector
 Development of public sector
2
Marketing perceptions and realities
 The development of marketing
 Relationship between providers and users
 The changing role of marketing in the public sector
 The nature of public sector marketing
 The driving forces of public sector marketing
5
3
Understanding behavior in markets
 The multiple-market model
 Market complexity in the public sector
 Buying behavior or user behavior
 Behavior in consumer markets
 Models behavior
 Sources of influence on consumers
 Organizational buyer behavior
11
Marketing, Attitudes and culture
 The formation of attitudes
 Attitudes and marketing
 Attitudes within and towards the public sector
 Language
 Organizational culture
 Culture and change
 Marketing as a culture
4
Defining demand
 The marketing of services
 Managing the demand for public sector services
 Social marketing
 Implications of marketing in the public sector
TEST 1: Chapters 1, 2, 3, 11 & 4
5
Customers and the fallacy of equality
 Marketing segmentation
 Equality and the public sector market
 The significance of market segmentation to the public sector
 The segmentation process
 Using market segmentation
 Methodologies and the use of models
6
Service, control and equality
 The importance of customers
 Customers and expectations
 Issues of response
 Concepts of control and quality
 Performance measurement
 Positioning and strategy
6
7
The political dimension
 Politics as power
 The political environment
 The general political
 Inter-organizational politics
 Politics as power within the organization
 Defining social need
 Bureaucracy
 Sources of power
8
Price, value and exchange
 Defining price
 Pricing in the public sector
 Impact of changes in activity levels where revenue is allocated
 Methods of pricing on cost
 The determination of full costing
 Using cost data for marketing decisions
 Effect of apportionment of overheads and utilization factors
 Full-costing and compulsory competitive tendering
 Non-monetary price factors in the public sector
 The costs of cost based-pricing.
9
Communication and promotion
 Communication
 Promotion and the media
 Promotion in the public sector
 The regulation of promotion
 Special considerations for public sector promotion
 A public sector marketing mix
 Marketing and communications techniques
TEST 2: Chapters 5, 6, 7, 8 & 9
Review
Final Exam: Date, Time & Room to be announced
7