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Online Syllabus MB 545 MARKETING MANAGEMENT 3 Credit Hours Effective: July, 2007 TERM : SPRING 2009 INSTRUCTOR´S NAME : ALAN DYKSTRA EMAIL: [email protected] OFFICE : TRENCIN CAMPUS #410 OFFICE HOURS : TBA REQUIRED RESOURCES Pride, W. M., & Ferrell, O. C. (2006). Marketing (13th ed.). Boston: Houghton Mifflin. Research paper guide. (2004).Trenčín, Slovakia: City University. Available for purchase in the library or online at http://www.vsm.sk/files/sh/rpg2004.pdf Access to a personal computer and the Internet is required. All written assignments must be wordprocessed. Copyright 1988-2007 by City University of Seattle All rights reserved MB 545 MARKETING MANAGEMENT This document provides an overview of the course foundation elements, assignments, schedules, and activities. For information about general City University of Seattle policies, please see the City University of Seattle of Seattle catalog. If you have additional questions about the course, please contact your instructor. Notification to Students with Disabilities If you are a student with a disability and you require certain help, please contact the site administrator as soon as possible. Scholastic Honesty City University of Seattle expects each student to do his/her own work. The University has "zero tolerance" for cheating, plagiarism, unauthorized collaboration on assignments and papers, using "notes" during exams, submitting someone else's work as one's own, submitting work previously submitted for another course, or facilitating acts of academic dishonesty by others. The penalties are severe! A first offense can result in a zero grade for the course and suspension for one quarter; a second offense can result in a zero grade for the course and suspension for two or more quarters; a third offense can result in expulsion from the University. The Policy and Procedures may be found at http://www.vsm.sk/en/students/scholastichonesty/policies-and-procedures/. In addition to providing your work to the instructor for grading, you must also submit an electronic copy for the CU archives (unless the work is specifically exempted by the instructor). You will not receive a grade for particular work until and unless you submit this electronic copy. The procedure for submitting work to the archives is to upload it via the website http://www.vsm.sk/en/students/on-linecenter/uploader/uploader.html. Files should include the cover page of the work with the student name, instructor name, course name and number, and date. File names should indicate the type of assignment, such as “researchpaper.doc”, “casestudy.doc” or “ thesis.doc” (student name should not be a part of the file name because the system adds it). All files received into the archives are submitted to www.TurnItIn.com for plagiarism checking. COURSE DESCRIPTION In this course you will review various applications of marketing concepts based on an organization’s finite resources and continuously changing domestic and global environments. Focusing on customer relationship management, you will explore product/service development, promotional techniques, pricing strategies, distribution alternatives, and marketing on the Internet. MB 545 Online SYL Page 2 Eff. 7/07 LEARNING GOALS Upon the successful completion of this course, you will be able to: 1. Analyze environmental forces that impact marketing strategies domestically and internationally; 2. Critique marketing ethics on a global scale; 3. Appraise the role of information systems in marketing decision making; 4. Integrate use of the Internet in developing marketing strategies; 5. Evaluate methods of influencing consumer and organizational buying behavior; 6. Assess factors that contribute to a firm’s competitive advantage; 7. Develop a marketing plan to capitalize on a business opportunity. CORE CONCEPTS To achieve the goals of this course, you will need to master the following core concepts: 1. Strategic marketing; 2. Environmental forces; 3. Consumer behavior; 4. Ethics in marketing; 5. Global marketing; 6. E-marketing; 7. Marketing research; 8. Target marketing; 9. Product development and management; 10. Marketing channels; 11. Integrated marketing communications; 12. Pricing strategies. MB 545 Online SYL Page 3 Eff. 7/07 RECOMMENDED SUPPLEMENTARY RESOURCES As a City University of Seattle student, you have access to library resources regardless of where and how you are taking this class. To access the resources that are necessary to complete your coursework and assignments, visit the library menu in the My.CityU portal at http://my.cityu.edu. A good place to begin your research is through the program or course resource sections that provide links to relevant journals, books, and Web sites. Search the library's online catalog to locate books and videos, and place requests to have items mailed to you (services vary by location). Search the online databases for journal, magazine, and newspaper articles. Articles that are not available full text in the library's collection can be requested from other libraries and delivered to you electronically. For additional help, submit your question via the Ask a Librarian e-mail service available through the portal or call 800.526.4269 (U.S. or Canada) or 425.709.3444. MB 545 Online SYL Page 4 Eff. 7/07 OVERVIEW OF COURSE ACTIVITIES AND GRADING The grade you receive for the course will be derived using City University of Seattle’s decimal grading system, based on the following: Assignments Student Introductory Assignment Discussion Assignments Case Analysis Marketing Plan Final Examination 0% 20% 20% 30% 30% TOTAL 100% Please see the current City University of Seattle catalog or consult your instructor for guidance in determining your decimal grade. EXPLANATION OF ASSIGNMENTS STUDENT INTRODUCTORY ASSIGNMENT (SIA) City University of Seattle requires that you submit a Student Introductory Assignment (SIA). This SIA must be completed during the first week of your course. The SIA consists of introducing yourself in the Discussion Forum titled: Student Introductory Assignment. It is designed to begin the online class experience by letting us know you are in class and facilitating interaction. It is due at the end of the first week. Your instructor will notify City University of Seattle at the end of the first week as to whether or not you completed your SIA. ONLINE DISCUSSION A discussion question or other task from your instructor appears weekly in the discussion forum. Sometimes these will be questions to discuss based on the readings, sometimes you may be asked to post real-life examples that relate to the course, or sometimes you may post your written work and be required to give feedback on your classmates’ work. You are to post your answer as well as responses to two other students’ answers to the discussion forum by the end of each session. That means you should have at least 3 postings per topic. Please note that you cannot make all your posts on the same day; post in one topic on at least three different days. The forum is to help promote student-to-student discussion. Your instructor will not be responding to individual posts, but may enter the discussions with comments, corrections, and additional questions, and will close each topic. If you have a question or comment that is specifically for your instructor, email your instructor directly or use the Question and Answer forum. After the topic is closed, your participation will be evaluated. Although the tone of your discussion board postings can be informal, your instructor will expect them to be on a MB 545 Online SYL Page 5 Eff. 7/07 professional level. You will be evaluated on participating regularly, being aware of the issues from the reading, expressing your own ideas clearly, supporting your ideas, maintaining a respectful and inoffensive tone, thoughtfully reacting to others' ideas, and using clear and appropriate English. Grading Criteria for Online Discussion Quality of responses (thoughtful, supported, clear) Quantity of responses (3 relevant responses per topic) 50% 50% TOTAL 100% CASE ANALYSIS A case analysis is designed to help you sharpen your analytical skills. The strongest way to analyze a case is to apply a variation of the scientific method. This method of analysis is simply a logical approach that usually includes the seven steps outlined below. Step 1: Problem Definition A case seldom involves one clear-cut problem. Your task is to: determine the symptoms which require immediate attention. identify the fundamental issues and causal factors giving rise to these symptoms. It is important to separate the immediate problems from their more basic sources. For example, the immediate problem may be declining sales, while the more fundamental issue may be changes in the target market. How you define a problem determines how you go about solving it. A short-term solution for declining sales is likely to be different from solutions that attempt to deal with target markets. Be sure to identify both the symptom and, more importantly, its underlying cause. Step 2: Justification for Problem Definition In this step you need to review the information you have about the problem. You may need to make some inferences to fill in gaps. Clearly label what is inference and what is factual. Do not be afraid to assume, but clearly state the assumptions you are making. You should make assumptions on the basis of your knowledge of typical managerial practices, and they should be consistent with the facts about the case, even though your facts may be somewhat limited. Managerial decisions are often based on limited information. In fact, practicing managers find that many of their decisions have to be made quickly on the basis of limited information. Step 3: List Alternative Courses of Action Be creative. Jot down ideas as they come to you. List as many ideas as you can without evaluating them or censoring anything. You can always cross them out later. The point is to let your imagination take over. Step 4: Evaluate Alternatives Look critically at the alternatives you came up with in Step 3. List advantages and disadvantages of each alternative in terms of criteria that seem appropriate. MB 545 Online SYL Page 6 Eff. 7/07 Step 5: Review Reread your notes and think. This may be a good time to let the case sit for a while. Get back to it later when you have a chance to digest all the data. Step 6: Draw Conclusions, Make Recommendations/Decisions Select the alternative you would recommend and explain/justify your choice. Include specifics about the implementation of your recommendation: who should do what, when, and how. Step 7: Follow Up and Evaluate Given the limitations of a classroom setting, you cannot implement your recommendation and evaluate its actual impact. However, in this step you will describe how you would set up an evaluation procedure. Suggest a timetable and methods for the evaluation process. State who should do the evaluating. Source: Myers, T., & Myers, G. (1982). Managing by communication: An organizational approach. New York: McGraw-Hill Book. Grading Criteria for Case Analysis Appropriate format Integration of course concepts Completeness of analysis Logically supported conclusions and recommendations Grammar, spelling, punctuation, and syntax 10% 25% 30% 25% 10% TOTAL 100% MARKETING PLAN The marketing plan is an opportunity for you to integrate all of the marketing concepts you learn in this class. The plan can be written from the perspective of starting your own business, written for the company you work for, or written for a company you are familiar with that could introduce a new product or modify a current product. In week five, a two-three paragraph synopsis of your marketing plan is due to your instructor. Your instructor needs to approve your idea and will stipulate a page limit and the number and types of sources you will be required to consult. Include all components of a marketing plan as described on pages 40-47 in your textbook. A sample marketing plan is in Appendix C of your text. Bibliographic support substantiating your market potential, marketing mix, strategy, and objectives is required. Grading Criteria for Marketing Plan Appropriate format Clear objectives Logical development Depth of research (references must be in APA format) Grammar, spelling, and punctuation 10% 15% 35% 30% 10% TOTAL 100% MB 545 Online SYL Page 7 Eff. 7/07 EXAMINATION You should be prepared to answer a variety of types of questions pertinent to the concepts covered in or suggested by the course materials, assignments and activities. Your instructor may provide you with additional information regarding the content and style of exam in this course. Grading Criteria for Essay Questions on Examination Clear demonstration of grasp of major issues Valid arguments; appropriate supportive detail Appropriate analysis, evaluation and synthesis Demonstrated ability to employ terms, concepts from course Proper organization and logical flow of responses 20% 20% 20% 20% 20% TOTAL 100% PROCTORED EXAMINATIONS This course is offered from the _Trencin______ (Bratislava/Trencin) CU/VŠM site, and all exams will be given by the instructor at this site. If you are a student registered at the other CU/VŠM site and would like to take your exams there, you may use the CU/VŠM Proctor Center. However, you must inform your instructor about your interest in taking exams at the Proctor Center before Friday of Week 3. Students who do not inform their instructor on time cannot use the Proctor Center and must travel to the instructor’s site. If you cannot take the exams in either Bratislava or Trenčín, you must find a proctor (e.g. local library head, local university instructor), fill out the Proposed Proctor Approval Request Form (http://www.vsm.sk/files/studenti/Proctor-Form-CU.pdf), and submit the form to your Associate Dean for approval before Friday, Week 3. Also notify your instructor that you have submitted a proctor form. Proctor forms submitted after the deadline will not be accepted and you will be required to take the exam with your instructor. Missed exams will result in a 0% grade for the exam. ATTENDANCE REQUIREMENT Students must take part in weekly online activities or at least contact their instructors once a week. Failure to report for three consecutive weeks may result in being dropped from the class. PAPER SUBMISSION GUIDELINES All written work must be uploaded by the due date in order to be considered. Late submission will result in a grade reduction of 10% per day. No late work will be accepted after the end of week 10. MB 545 Online SYL Page 8 Eff. 7/07 RECOMMENDED COURSE SCHEDULE AND DUE DATES The schedule for course activities and assignments is below. If you find you are unable to complete the assignments as scheduled, contact your instructor. Your instructor may elect to adjust the outline to meet the unique needs of the class. SESSION TOPICS AND ASSIGNMENTS 1 2 3 READINGS An Overview of Strategic Marketing Planning, Implementing and Controlling Marketing Strategies The Marketing Environment DUE: Student Introductory Assignment (SIA) DUE: Discussion question/topic posting & responses Social Responsibility and Ethics in Marketing Reaching Global Markets Case for analysis identified by instructor DUE: Discussion question/topic posting & responses E-Marketing and Customer Relationship Management Marketing Research and Information Systems Chapters 1, 2, 3 Chapters 4,5 Chapters 6,7 DUE: Discussion question/topic posting & responses *PROCTORING INFORMATION DUE 4 Target Markets: Segmentation, Evaluation and Positioning Consumer Buying Behavior Business Markets and Buying Behavior Chapters 8, 9, 10 DUE: Discussion question/topic posting & responses DUE: Case Analysis 5 Product Concepts Developing and Managing Products Branding and Packaging Chapters 11,12, 13 DUE: Discussion question/topic posting & responses DUE: Marketing Plan Synopsis 6 Services Marketing Retailing and Direct Marketing Chapters 14,17, DUE: Discussion question/topic posting & responses MB 545 Online SYL Page 9 Eff. 7/07 SESSION TOPICS AND ASSIGNMENTS READINGS 7 Integrated Marketing Communications Integrated Marketing Communications DUE: Discussion question/topic posting & responses Chapters 18 8 Advertising and Public Relations Personal Selling and Sales Promotion DUE: Discussion question/topic posting & responses Chapters 19, 20 9 Pricing Concepts Setting Prices DUE: Discussion question/topic posting & responses Chapters 21, 22 10 Final Examination DUE: Discussion question/topic posting & responses DUE: Marketing Plan MB 545 Online SYL Page 10 Eff. 7/07