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1
UNI HK MBA PROGRAM
MARKETING MANAGEMENT
MKTG 6170 60
November-December 2015
Professor: Dr. K N Rajendran
I. COURSE DESCRIPTION AND OBJECTIVES:
Integrated approach to marketing from managerial viewpoint using economic,
quantitative, and behavioral concepts in analyzing and developing framework for
decision making and implementing a marketing program.
Our focus will be on what marketing really does from the organizational perspective in
order to fully appreciate the key role marketing plays in the organization. The emphasis
will be on customer value and profitability throughout. You will have an opportunity to
develop marketing planning, analysis, and problem-solving skills through class
discussions, assigned and in-class exercises, and the marketing plan group assignment.
II. TEXTBOOK: "Market-Based Management: Strategies for Growing Customer Value and
Profitability", 6th Edition, Roger J. Best, Prentice Hall, 2013. A useful website
(www.coursesmart.com) provides additional resources and allows students to purchase an
e-textbook if desired. Students will have access to the PowerPoint slides accompanying
the text (directly from me via e-mail or online through the UNI e-learning website).
Author developed online exercises, which serve to illustrate concepts and serve as
templates, are available at www.RogerJBest.com.
READINGS: Supplemental readings that complement the textual coverage will be
required. I will endeavor to ensure that these will be accessible through the online
databases at the Rod library – Business Source Complete (EBSCO) in particular. Further
details will be furnished in class at the appropriate times.
III. COURSE STRATEGIES:
A. The text and the readings will be the basic tools to impart necessary understanding of
terms, concepts and processes. Lectures will be designed to supplement the text,
providing clarification or elaboration when necessary, and to stimulate discussions.
B. Your active participation in class discussions, exercises and the group project will be
the main tools in developing process application skills. It is essential that all students
come to class prepared. Assignments should be read before class since discussion
cannot be productive if familiarity with the material is lacking
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Attendance is required:
We will be covering additional material in class that is not included in the textbook.
Therefore, to gain an understanding of that material, you must attend class sessions.
If a class absence is necessary, let your professor know in advance -- where possible --
with a written request that the absence be excused. In general, there will be no make-ups
without an excused absence.
IV. LEARNING ACTIVITIES:
A. Examinations: There will be two non-cumulative examinations given during the
course, over the material indicated in the tentative schedule attached. Each exam
will comprise several multiple-choice and short-answer questions, and is designed
to be completed without use of the text or notes in about an hour and a half. The
questions will be drawn from the text, lectures, class discussions, and readings.
As a general rule, students may expect about 50% of the points to come from
multiple-choice questions based on the text, and about 50% from short-
answer/essay questions based on lectures, class discussions, and readings. Each
exam carries 60 points.
B. Group Assignment: This assignment requires student groups to develop a
marketing plan for a real or an imaginary product for a real company. Usually,
students develop marketing plans for products that their companies are planning
to introduce to market.
The final marketing plan report is due Dec 5, 2015 after the class sessions are
over, and covers the entire marketing plan including Executive Summary, and
is worth 50 points. The suggested length for the final submission is about 10
pages excluding cover page, table of contents, executive summary, references and
appendices. The executive summary should not exceed two pages in length.
More details will be provided in class about the format for the report. To help
you stay on task and get feedback, I will have each group submit/present three
mini-reports related to the marketing plan being developed.
The first mini-report requires groups to turn in a SWOT Analysis (including
Strategic Direction). The second mini-report requires groups to furnish
description of Target Markets (including segmentation particulars) and
Objectives. The third mini-report requires groups to communicate the overall
positioning and broad guidelines for the marketing mix. In addition, each group
will make an oral presentation of their mini-report to the rest of the class from
time to time.
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C. Class Discussion/Activities: This course is primarily a discussion-based and
project-based course. Liberal discussion of exercises, readings, assignments and
the group project are integral to the course and are key to crystallizing our
understanding of the material. Adequate and early preparation is required and
analytical comments encouraged. Please express your point of view as all of us
have something to gain. As a further incentive, 50 points are earmarked for class
participation based on a variety of group activities and exercises. As a general
rule, when a chapter is assigned, students should come to class prepared for
discussion questions, application problems, and quizzes related to the chapter.
. General Comment: All written reports must be submitted on time. They should be
neatly word-processed, double-spaced, with a cover page, provide citations or references
as needed, be free of grammatical errors, and must not exceed the upper limit for report
length suggested. Please use a 12-point font for uniformity. Non-compliance with the
rules will be treated as non-submission of the report.
V. GRADING POLICY:
The final grades will be based on a curve of the total points for the course. The details of
the grading policy will be provided in class. In general, a student will need to perform
substantially better (e.g., more than a standard deviation better) than the mean for the
class to get an A. Similarly, if a student performs substantially worse than the mean for
the class, he/she will likely earn a C+ grade.
VI. EXAM SCHEDULE AND POINT DISTRIBUTION:
It is the responsibility of the student to keep track of the points they have earned in class.
From time to time, there will be a comprehensive reporting of all previous work
completed. If you have any questions, you should contact me. Discrepancies should be
brought to my attention as soon as possible.
Total Points
Date/Coverage possible
EXAM #1 Nov 17/Chapters 1-6, 11, 14, 60
Notes/Discussions, Readings
EXAM #2 Nov 22/Chapters 7-10, 12-13, 15-16 60
Notes/ Discussions, Readings
Mini-Report Presentations Nov 15/19/22 30
Mini-Reports Nov 15/19/22 50
In-Class Exercises/Quizzes 50
Final Marketing Plan Report Dec 5 50
TOTAL 300
4
TENTATIVE SCHEDULE
Nov 14 Introduction; Forming Groups; Distributing Syllabus; Explaining Course
Customer Focus, Customer Performance, and Profit Impact (Chapter 1)
Overview of Marketing Planning (Lecture)
Class Discussions/Exercises; Project related discussions
Portfolio Analysis and Strategic Market Planning (Chapter 11)
Building a Marketing Plan (Chapter 14)
Class Discussions/Exercises; Project related discussions
15 Marketing Metrics and Marketing Profitability (Chapter 2)
Market Potential, Market Demand, and Market Share (Chapter 3)
Due: Mini-Report 1 & Brief Presentations
Class Discussions/Exercises
Perspectives on value (Lecture)
The Customer Experience and Value Creation (Chapter 4)
Primer on Segmentation and Targeting (Lecture)
Market Segmentation and Segmentation Strategies (Chapter 5)
Class Discussions/Exercises
Basics of Competitive Advantage (Lecture)
Competitive Position and Sources of Advantage (Chapter 6)
Class Discussions/Exercises/Readings
17 Exam 1 [Chapters 1-6, 11, 14 + Notes + Readings]
Product Positioning, Branding, and Product-Line Strategies (Chapter 7)
Class Discussions/Exercises
19 Market-Based Pricing and Pricing Strategies (Chapter 8)
Marketing Channels and E-Marketing (Chapter 9)
Due: Mini-Report 2 & Brief Presentations
Class Discussions/Exercises
21 Marketing Communications, Social Media, and Customer Response (Chapter 10)
Class Discussions/Exercises/Readings
Offensive Marketing Strategies (Chapter 12)
Defensive Marketing Strategies (Chapter 13)
Class Discussions/Exercises
5
22 Marketing Metrics, Performance, and Strategy Implementation (Chapter 15)
Market-Based Management and Financial Performance (Chapter 16)
Class Discussions/Exercises
Due: Mini Report 3 & Brief Presentations
Project Related Discussions
Exam 3 [Chapters 7-10, 12-13, 15-16, + Notes + Readings]
Dec 5 Final Marketing Plan Report Due
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"Marketing Management"
UNI HK MBA
November-December 2015
Student Name______________________ UNI ID ______________
Tel/Cell _______________________ E-Mail: ________________
Undergraduate Major:
Current Employment:
What do you want to get out of this course?
What Business/Marketing experiences do you bring to this course?
Do you have a company product in mind for which you would like to develop a marketing plan?
___ Yes ___ No
Brief Product Description (if ‘Yes’):
Test and assignment grades will be posted/e-mailed using your UNI Student ID number ONLY if
you give your permission to do so below.
I authorize the posting/e-mailing of my grades by my UNI Student ID number.
I DO NOT wish my grades to be posted/e-mailed by my UNI Student ID number. I prefer to
contact the Professor to receive my grades.
Signature of Student Date:
Thank you!!
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