Download `Vision without Execution is just hallucination` Thomas Edison

ANTALYA INTERNATIONAL UNIVERSITY
Course
BUSI 231 – Introduction To Marketing
Instructor
Burcu Kantarcioglu, MBA
Term
Fall 2016 - 2017
Prerequisite
-
Course Hours
3 hours (Lec 1, Lec 2, Lec 3)
Contact Information
Office A2-60
Email Address [email protected]
Office Hours By appointment
Other Information All announcements will be made in class or via AIU email.
General Course Information
“Marketing is everywhere. Formally or informally, people and
organizations engage in a vast number of activities that could be called
marketing. Good marketing has become increasingly vital ingredient for
business success. And marketing profoundly affects our day-to-day lives. It
is embedded in everything we do-from the clothes we wear, to the Web
sites we click on, to the ads we see…” (Kotler and Keller)
Course Description
Demanding customers, fast-changing technologies, increasing global
competition, deregulation and social changes in global markets have
created new challenges and opportunities for a wide range of businesses
all over the world. These challenges and opportunities require
organizations to develop sound marketing strategies to anticipate and
respond to the constantly changing environment.
The course focuses on providing an introduction to the basic principles of
marketing and covering key marketing concepts and processes such as
managing customer relationships, marketing planning, understanding
1
customers, competitors, and marketplace, developing marketing strategies.
Concepts and issues at the strategic level of marketing as well as specific
analytical approaches and tools needed for marketing decisions will be
covered.
The course will be delivered via a blend of interactive class discussion,
exercises, and case analyses.
The primary objectives of this course is to teach students to
- Identify the marketing mix component
- Explain the environmental factors which influence consumer and
organizational decision-making processes
Course Objectives
- Outline a marketing plan
- Interpret marketing research data to forecast industry trends and
meet customer demands.
Philip Kotler and Gary Armstrong, Principles of Marketing, 15th Ed.,
Required Texts &
Pearson Global Edition, 2015 ISBN-13 978-0-273-78699-3
Materials
Assignment #1: Successful Marketing Campaign (Group Project)
Written assignment and be prepared to discuss in class. Print and turn in
your paper in due date (week 2). See syllabus appendix for details and
questions. Please do not exceed 1 page (single spaced, font Times New
Roman 11-point, 1-inch margin pages).
Assignment #2: Marketing Plan (Group project)
Students will form teams consisting of 4-5 students to work on this
project. Every student must involve in a team.
Groups should turn in their Marketing Plan Report and a copy of their PPT
Assignments overheads at the beginning of the hour in which they present (week 14).
See syllabus appendix for marketing plan project details.
Marketing Plan will cover;
-
Written marketing plan: Your final report must not exceed 15
pages (single spaced, font Times New Roman 11-point, 1-inch
margin pages). Exhibits can be added and are not included in the
page total.
-
PowerPoint presentation: Your PPT presentation should be a topline summary of the key points from your report. Each team will
have 30 minutes to present, with 5 minutes of that time devoted
to classroom Q&A. Each team member has to make the actual
presentation though.
2
Case Studies
There will be 1 case study which will be discussed in the classroom before
final exam. See syllabus appendix for brief introduction and case
questions. Please come prepared and be ready to discuss case questions in
the classroom.
Case 1: Nivea for men (Case is subject to change.)
There will be one midterm and one final exam. All exams will be open
book. Both exams will cover multiple-choice. But final forms of the exam
will be discussed during the lessons.
Mid Term and Final
Midterm:
Exam
- Multiple choice questions covering chapters 1,2,3,4, 5 and 6
Final exam:
- Multiple choice questions covering chapters 7,8,9,12, 14 and 15
A = 93 – 100%
A- = 90 – 92.9%
B+ = 87 – 89.9%
B = 83 – 86.9%
B- = 80 – 82.9%
Grading Policy
C+ = 77 – 79.9%
C = 73 – 76.9%
C - = 70 – 72.9%
D+ = 67 – 69.9%
D = 63 – 66.9%
3
Academic Calendar
Week 1
- Oct 10
Self-Introduction
Overview of the course
Review syllabus
Assignment #1 Overview
Assignment #2 Overview
Case Study Overview
Overview of midterms and final exams
Introduction to Sales, Marketing and Branding
! Group Member List Due
Week 2
Course topics: Chapter 1 Marketing; Creating and Capturing Customer
Value
! Group Member List Due (in case of missing groups)
Week 3
Course topics: Chapter 2 Company and Marketing Strategy; Partnering To
Build Customer Relationships
! Assignment #1 Due Print and turn in paper in class (24.10.2016)
Week 4
Course topics: Chapter 3 Analyzing the Marketing Environment
Week
5
Course topics: Chapter 4 Managing Marketing Information To Gain
Customer Insights
Week 6
Course topics: Chapter 5 Consumer Markets and Consumer Market
Behavior
Course topics: Chapter 6 Business Market and Business Buyer Behavior
Week 7
Midterm 1!!!
Guest Speaker: TBA
Week 8
Course topics: Chapter 7 Customer Driven Marketing Strategy and Creating
Value for Target Customers
4
Week 9
Course topics: Chapter 8 Products, Services and Brands Building Customer
Value
Week
10
Course topics: Chapter 9 New Product Development and Product Life Cycle
Strategies
Week
11
Course topics: Chapter 12 Marketing Channels; Delivering Customer Value
Week
12
Course topics: Chapter 14 Communicating Customer Value; Integrated
Marketing Communications Strategy
Week
13
Course topics: Chapter 15 Advertising and Public Relations
Case Study #1: Nivea For Men
Week
14
Assignment #2: Marketing Plan Group Projects
! Written Report & PowerPoint Due (In Class Presentation)
Week
15
FINAL EXAM!!!
Final exam will be administered during the last class.
5
Course Policies
Assignment #1
Grading Assignment #2
(credit) Criteria presentation 20%)
Midterm exam
Final exam
10% (Group Project - written)
40% (Group Project – written report (20%) and in class
20%
30%
Make-up
No make-up exam will be given.
Exams
Extra Credit None.
Late Work Late submissions will not be graded.
Special
None.
Assignments
Class Class attendance is REQUIRED. If you are absent for more than 30% of the
Attendance classes, you will automatically get an F grade (fail).
Classroom
Good classroom citizenship is expected.
Citizenship
All university, college, and department policies on academic honesty will
be strictly enforced. The usual consequences of academic dishonesty are
failure of the course and referral of the case to the Chair/Dean of the
College for additional disciplinary action.
The prevalence of group work is consistent with the principle that much of
your education here will come from each other, and I encourage you to
discuss all cases and other materials with your group prior to coverage in
class.
Academic
Group work accounts for a great part of your final grade. If your name is
Honesty
one the final product, you must have put significant effort into the
preparation process. Individuals will not receive credit for group work in
which they have not participated, and may receive a lower grade if their
contribution is clearly below expectations. Such procedure is initiated by
the group members who explain the issue to me in writing (email or letter,
signed by a majority of group members). I will make the final decision after
consulting all group members. As defined by the University, “Plagiarism is
defined as the submission or presentation of work in any form that is not a
student’s own, without acknowledgement of the sources.”
The information contained in the following link constitutes the University’s
IAU Syllabus
policies and procedures segment of the course syllabus. The descriptions and
Policies and
timelines contained in this syllabus are subject to change at the discretion of
Procedures
the Instructor.
6
Appendix - Assignments
Assignment #1: Successful Marketing Campaigns (Group project)
Group # and Group Name: ___________________________________ Section ________
Before answering the question, please read the article below.
http://blog.hubspot.com/blog/tabid/6307/bid/32763/The-10-Greatest-Marketing-Campaignsof-All-Time.aspx#sm.01jc8llx133yfr011pu27lqbtpin6
1) What is your favorite marketing campaign? Please select one of the campaigns listed in
the article above. Please only select one campaign.
2) Why?
7
Appendix - Assignment # 2 Marketing Plan (Group Project)
‘Vision without Execution is just hallucination’ Thomas Edison
In this group project, as a team you are required to market and sell a product (tangible) or a
service (intangible) by using a marketing plan where you will find the opportunity to use the
basic marketing concepts and principles (applying a 4P/7P analysis) applied during the courses.
As a group, you are free to pick up any no-name product (a soda beverage, a laminat flooring
(parquet), Turkish coffee (türk kahvesi), a brick, and a child care house next to campus, a vitamin
beer, a pen, or a software application, fitness center for kids suffering from obesity) but the
crucial part of the project will be how you apply marketing principles while selling this product.
At the end of the semester, you will be asked to present your marketing plan to the class. You will
think of other groups and instructor as an investor or executive board of the company and
convince them whether to launch this product to the market or not. This assignment will be a real
hands-on experience for the students.
Below is a marketing template (bonus for the students) ready for your use.
Use every tool, every possible network to make your product marketable and sellable in the
market.
To make it more creative, we will put 1.000.000 USD marketing budget. So you have to use it
wisely.
8
Assignment #2 Marketing Plan Template
BUSI 231/TRM 331 - Marketing Plan Outline
I. Executive Summary
(2 page summary of the market, opportunity, product, pricing, distribution, and
promotional programs including your expected results)
II. Market Analysis.
a. Market Analysis
1. Segmentation approach
2. Needs by segment
3. Segment Potential
b. Analysis of Current and Potential Competitors
c. Environmental Analysis
1.
2.
3.
4.
Technology
Society
Industry
Etc.
III. Marketing Plan (4P Marketing Mix)
a. Description of the market opportunity (based on section II analysis).
1. Description of need.
2. Discussion of market potential.
3. Description of product concept.
b. Product Strategy
1.
2.
3.
4.
5.
6.
7.
Description of product
Objectives for product
Features and Benefits
Product Quality Strategy
Product Service Strategy
Competitive positioning of product
Estimated Costs
9
c. Pricing Strategy
1. Basic Price Strategy
 Skimming vs Penetration
 Cost Plus
 Others?
2. Competitor issues
d. Distribution Strategy
1.
2.
3.
4.
5.
Channels used to distribute the product.
Dealers, etc.
Channel co-marketing and relationships
Costs
Competitor issues
e. Marketing Communication and Promotional Strategy
1. Overall promotional objectives
2. Advertising
3. Personal Selling
 Sales programs
 Incentives
 Sales support
4. Sales Promotions
5. Program Costs
6. Competitor issues
IV. Technological Issues
a. Trends
b. Impact on product offering.
V. Financials
a. Sales Volume Forecast
b. Promotional marketing costs
c. Estimated Income.
10
Appendix - Case Studies
Case Study #1
Nivea for Men: Developing a Marketing Plan
The NIVEA brand is one of the most recognized skin and beauty care brands in the world.
NIVEA crème was first introduced in 1911 and the NIVEA brand now extends to 14 product
ranges worldwide from sun care to facial moisturizers, deodorant and shower products.
In 1980 when Beiersdorf, the international company that owns NIVEA, launched its NIVEA FOR
MEN range internationally; it broke new ground with its aftershave balm product. It was the first
balm on the market that did not contain alcohol, which can irritate the skin. It proved to be very
popular with consumers. Class discussion will revolve around the following questions that should
be considered before class:
1. Describe two pieces of data that NIVEA used when preparing its marketing plan to relaunch
NIVEA FOR MEN.
2. Explain why NIVEA used football sponsorship to help increase its sales of NIVEA FOR MEN
products.
3. Using the case study, put together a SWOT analysis of NIVEA’s position just before the
relaunch of NIVEA FOR MEN.
4. Discuss how effective you think the marketing plan for NIVEA FOR MEN has been.
11