SUMMER 2000

COURSE DESCRIPTION:

This is designed as a survey course for graduate students with little prior academic work in the field of marketing. Through a series of lectures, class discussions, on-line communications, and projects, this course assists student in understanding the marketing planning process, consumer behavior, macro marketing environment, and marketing mix. Completion of this course will enable students to pursue more advanced and specialized topics in the field of marketing.

TEXT

Marketing (5th ed.), Charles W. Lamb, Joseph F. Hair, Jr., and Carl McDaniel. Cincinnati, OH: South-Western College Publishing.

Marketing Readings, MBA-Online supplement [Elliott, Summer 2000]- note that the readings consist of Classic and Contemporary articles.   The classic articles are required reading and apply to exams.  The contemporary articles are for on-line participation assignments only.

GRADING POLICY

Grades will be based on the following points allocation

The university allows "incremental grading." This means that instead of receiving a B, for example, a student can now receive a B+ (3.3 grade points), B (3.0 grade points), or B- (2.7 grade points). The final grade is based on the total number of points accumulated during the semester. Here is the breakdown of grade ranges:

A = 94% and above; A- = 90-93%; B+ = 87-89%; B = 83-86%; B- = 80-82%; C+ = 75-79%;   C-=65-74%; C- = 60-64%; F = Below 60%

TESTING

There will be mid-term and a final exam during on-campus meetings (July 15 and Sept 15, respectively).  The exams will consist of essay questions that cover the breadth of the course. I will post a study guide prior to the midterm and final exams.  I will create 3 or 4 essay questions from this list for each exam. Each exam is worth 100 points (or 20% of final grade).

CONCEPT APPLICATIONS

To enhance the central issues discussed in the individual chapters, concept questions will be assigned. These concept questions will be assigned to groups (consisting of 1 or more students, depending on class size). Each group is required to answer the questions using a 20-25 minute presentation format. In addition, a written report should accompany the presentation with your solution to the assigned concept applications. Note that given the time constraints, I don’t expect anything spectacular, but that you demonstrate a good knowledge of the topic and present the topic in an interesting, creative manner. Manage your time efficiently. The concept application counts 20% of your final grade.

The presenter(s) should:

(a)     use visual aids (transparacy overheads, Powerpoint presentation, handourt, demonstrations, etc) whenever approapriate to emphasize key points.

(b)    perform industry research, go to a retail store to investigate a product category, or talk with an industry expert if the question requires it.

(c)    be able to handle questions from the class regarding certain aspects of their solution.

Here are the specific concept applications (#1 through #8) that will be presented in class.

MARKETING PLAN

This term project allows you to use your creativity and apply what you’ve learned in this course. Your assignment is to develop a marketing plan for a new brand within an existing product category. This project will count 20% toward your final grade. Only consumer products are appropriate for this project. The product you select can be anything from electric razors to baby food to lawn mowers. Consumer services are acceptable, but check with me first before you proceed.

Specifically, I want you to analyze the opportunities and threats within the industry you choose; segment the market and position your new brand; describe your marketing mix; and develop an advertising strategy. The final report must be typed and prepared in a professional manner. The paper should be 10 pages or less (excluding the Appendix). During the final evaluation period on September 15, your marketing team is required to give a brief 10-15 minute presentation on your new brand. I’m looking forward to some exciting ideas!!.

All group members will receive the same project grade. Absolutely no excuses will be accepted for late work. Failure to make the presentation by the due date will severely lower your grade on this assignment. My one word of advise is to attack this project aggressively, gather all needed external information, and do not wait until the last part of the course to get started.

For more details about the marketing plan, go the following link.

ONLINE PARTICIPATION

One inherent weakness of the online course format is the lack of face-to-face contact.   To facilitate more discussion, I am assigning three critical analysis (one page, single-spaced) of any two of the four assigned readings from the Classic and Contemporary Marketing Readings (i.e., that's a total of six for the course).  Each of the readings highlight specific marketing trends and/or industry practices that should add to your understanding of marketing.   Given the different nature of the various readings, there are several approaches that you may take.   You can certainly use a combination of these.  Note:   Approach #1 is the best; Approach #4 is the weakest.

(1)    Is there any evidence (statistics, other studies, news reports) that supports or contradicts the authors conclusions.  This is the most persuasive and powerful way in which to critique the article. 

(2)    Critique the assumptions and premises in which the author bases his/her conclusions.  Is there evidence of faulty logic?  Are there sufficient facts presented in the article to support the conclusions?

(3)    What unanswered questions were not addressed in the article?

(4)     Briefly summarize the major conclusions of the author.   What aspects of his conclusions do you agree or disagree.  Avoid depending too much on this approach.  It can be very subjective.

The on-line participation is worth 15% of your final grade.  The grades will be based on 75 total points where each group of articles is worth 25 points. The assignment due dates are listed in the class schedule.  Late work will be heavily penalized. I will post the top 2 or 3 reviews of each article on my web site for everyone to enjoy.    

Tentative Class Schedule

Links