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INSTITUTE OF BUSINESS ADMINISTRATION

Marketing Management MKT 501

Fall Semester 2012 MBA

Days: Tuesday 10:00am - 1:10pm Main Campus Wednesday 10:00am - 1:10pm City Campus

Course Facilitator: Jami Moiz Start Date:

September 4, 2012.

COURSE OVERVIEW:

At a core level, the course deals with a fundamental issue – what is marketing? What role should it play in the 21st century

organization? The ambivalence of the marketing task – especially in B2B companies – has often diminished the influence and credibility of the discipline. We will wrestle with this problem by focusing on marketing’s pivotal contribution to the design and delivery of strategies aimed at growing customer value and improving company profitability.

Central to managing a business, marketing provides intelligence about customers, competitors, and the general business

environment, to ensure long-term viability of the enterprise. This course prepares managers to deal with core domestic marketing issues in the consumer/industrial, and private/public/non-profit sectors, by providing a strategic way to think about the firm’s products, services, and markets, including marketing strategy and implementation.

The course will focus specifically on issues such as internal and external analysis, strategy identification and selection, selection of businesses and segments in which to compete, how to allocate resources across businesses and segments, and maintaining a strategic competitive analysis. It will also address other significant strategic issues facing today's managers. Thus, the goals for this course are: to gain deeper understanding of the issues in marketing strategy, to develop skills to define and solve strategic decisions within the context of corporate/business/product marketing challenges and opportunities, and to become able to ask right strategic questions and provide sound strategic alternatives. This course is typically offered in the Fall semesters.

COURSE DYNAMICS:

This – like most MBA courses – will be a highly Socratic experience in which a healthy dialogue between all class members will be

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materials and teaching methods. These include case discussions, break-out exercises, simulations, plenary presentations, guest

speakers, and lectures. As business decisions are often made within groups, we will create a number of small teams (4-6 participants) who will work together on presenting recommendations on one case analysis as well as preparing an end-of-semester marketing

strategy/plan for an actual company.

While students will do a fair amount of reading (cases, articles, etc.) they will not be required to memorize everything. The course has evolved to placing a greater emphasis on "inductive learning" (i.e., in-class discussion of cases and articles).

3 semester hours, 3 credits

COURSE OUTCOMES

1. Understand and be able to apply various marketing models.

2. Apply and integrate material and analytical tools learned throughout the marketing curriculum within a competitive strategy framework.

3. Learn how to analyze marketing situations using case studies and current articles from the business press and to be able to

defend your analysis.

4. To learn how to implement strategic decisions through the marketing mix variables.

5. To identify and discuss current issues confronting the marketing profession.

6. To demonstrate an ability to use writing as a way of learning as well as a way of communicating what was learned within the business environment.

7. To improve writing, verbal presentation, and analytical thinking

skills.

CLASS PROCEDURE:

The instructional format is a mixture of lecture/class discussions, cases and problem sets. Class will meet within the time frame

specified in the IBA schedule. Learning methods will include lecture, written examinations, quizzes, and case analysis and problem

solving. It is expected that the Articles, Chapter(s) or cases under discussion will have been read prior to the class. Follow the "4 P's" of student involvement in class:

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1) Preparation (read the assigned material), 2) Presence (attend class), 3) Promptness (don't be late and thereby disrupt the class), and 4) Participation (get actively involved).

IN CLASS PARTICIPATION AND PROFESSIONALISM:

You have to be in class to earn points!

Full class participation is necessary in order for this class to be successful. It is an interactive class environment. Please come to class prepared to participate in the course! Please read everything outlined in the course schedule prior to class.

Participation encompasses both class attendance and a willingness to take an active part in discussion. Class participation makes the class more enriching and interesting to you. Everyone’s

contribution is important. It is rare that there is only one right

answer to a particular issue. Do not expect one. Rather you should expect to learn by seeing how others address the problem that you have thought seriously about.

As part of your preparation, I recommend you: a) discuss the assigned case in your team, and b) write up a one-page analysis of the case.

Preparing in this way will improve the quality of your contribution and your confidence in speaking in class.

Alternative formats regarding the presentation of the case

discussions may be incorporated during the semester to facilitate group discussions (quantitative analysis for cases, quizzes, etc). Class participation is an opportunity for you to prepare for

participation in business meetings. Take advantage of this opportunity to practice while you are here at Babson! As stated above, I want you to succeed! If you feel uncomfortable speaking in class, please make an appointment to come to see me and we will develop strategies to make it easier for you.

RECOMMENDED READING:

1. Marketing Management 14th Edition Authors: Kotler & Keller ISBN-10: 0132102994 ISBN-13: 9780132102995

2. Marketing Management, 4th Edition Authors: Winer & Dhar ISBN-10: 0136074898 ISBN-13: 9780136074892

3. Harvard Business Essentials: Marketer's Toolkit: The 10 Strategies You Need to Succeed

4. Articles and cases included in the course pack: Note: It is mandatory to buy the course pack

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Students are expected to be punctual, prepared, and positive participants at all class meetings. It is the responsibility of each student to keep up with all assignments, class lecture notes and supplementary materials throughout the semester. Students are expected to obey the HIMS attendance policy and honor code.

GRADES LEGEND & PLAN:

Class Participation: 30%

Reports & Presentation: 25%

Mid Term Exam: 20%

Final Exam: 25%

Total: 100%

CASE PRESENTATION:

Each group will be assigned a case. You will be asked to lead the class in a case discussion and to teach the class about a marketing topic relevant to the case. You and your group will be the instructor for that case. There is a saying that the best way to really learn something is to teach it. This will be your opportunity to be

professor for the day. The goal for the presentation is educate the class. You are to become the ‘expert’ on the case, the company, and the topic(s) considered in the case. The presenters are in

charge of the class. Together, they will perform a case analysis and discuss the topic(s) considered in the case.

The presentations will be for no less than 60 minutes and no longer than 75 minutes. All group members must participate in leading the class.

Submit one copy of the slides you will present to me before class. Print six slides/page, double sides, in black and white or gray scale. The rest of the class MUST read and prepare the case so they can contribute to the discussion. This is NOT a day off!! Your

participation will count towards the In Class Participation and

Professionalism portion of your grade. This is a class like any other; it is simply lead by different instructors.

The presenters should perform an initial discussion to present their case analysis to the class. After that, the presenters are free to do whatever activities they choose to present the case issue(s). These activities can include:

o In-class debates,

o Role playing,

o Question and answer sessions,

o Showing and discussing videos and commercials (print, audio, video, etc.), or

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o Any other activity chosen by the group that is approved by me!

If your activity requires any advance work from the rest of the class, I can disseminate any assignments. Please have this ready at least one week in advance!!

ALL MEMBERS of each case presentation group MUST meet with the professor to discuss the group case analysis and the group class facilitation. This meeting must occur at least one week (two

classes) prior to the presentation. It is MANDATORY that ALL group members attend this meeting. The responsibility for making the appointment with the professor falls squarely on the group!! While this is a serious undertaking and represents part of the

grading of your course grade, I want you enjoy the assignment. Try to be creative as well as educational!

Remember, all participation, both oral and written, will be evaluated as business communications. As a result, both spelling and

grammar will count!

Jami Moiz: September 4, 2012

References

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