Project-Oriented Syllabus

Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 93

COURSE BACKGROUND AND SYLLABUS FOR A PROJECT-ORIENTED COURSE


Background: Project/Company/Product Analysis Assignments

Each student and/or team will select/create a fictional product or service that they would
like to bring to market. The students then become the class experts on the product, the
company, and the industry in which it operates. Students should be encouraged to look up
articles about that industry in Business Week, Forbes, Fortune, the Wall Street Journal,
Marketing Communications, Media-Scope, and/or Advertising Age. The students should
use the Kotler text as guides for the project and the program Marketing Plan Pro to
formulate the full marketing plan. The Marketing Plan Pro will provide the basis for
either presentations and/or a paper that analyzes and evaluates the marketing program of
the product chosen. You could grade the effort based on the following criteria:

Use of analytical marketing concepts to analyze the company and its products.
Degree to which information was sought and attained.
Quality of critique of companys marketing program.
Quality of suggestions for future marketing.
Quality of writing.
Project-Oriented Syllabus
Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 94

MARKETING MANAGEMENT
FALL SEMESTER


Instructor:

Email: Web Site:

Campus:

OFFICE HOURS

Or by Appointment at Either Location

Course Credits: 3 (Three)

Class:

REQUIRED MATERIALS


Marketing Management, 14
th
edition, by Kotler/Keller, Prentice-Hall 2009, ISBN 0-
13-600998-0 and The Marketing Plan Handbook, 3
rd
edition with Marketing Plan
Pro, by Marian Burk Wood, Prentice-Hall 2008, 0-13-513628-8.


COURSE PREREQUISITES:


COURSE DESCRIPTION

The characteristics and management of markets are described in topics that include the
marketing environment, components of the marketing mix, market segmentation, and
planning.


COURSE PERSPECTIVE

The course focuses on formulating and implementing marketing management strategies
and policies, a task undertaken in most companies at the strategic business unit level. The
marketing management process is important at all levels of the organization, regardless of
the title applied to the activity. Typically, it is called corporate marketing, strategic
marketing, or marketing management. For our purposes they all involve essentially the
same process, even though the actors and activities may differ. The course will provide
you with a systematic framework for understanding marketing management and strategy.
Project-Oriented Syllabus
Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 95

Accordingly, the course emphasizes the following:

Primary and changing perspectives on marketing management in the New
Economy.
The impact of interactive media on marketing management.
Applied marketing management and strategy, domestic and global.
An international focus in developing marketing management and strategy.

The course is intended for:

Marketing concentration students who wish to deepen their understanding of
marketing management in a strategy-planning context.
Non-marketing concentration students who desire a course in marketing strategy,
with a management and planning orientation.


COURSE GOALS

To further disseminate and develop the knowledge and skills in the essential aspects of
marketing management, marketing strategy, and emerging New Economy marketing
applications, with a focus on the development and execution of programs, audits, and
plans.


COURSE OBJECTIVES

This course is concerned with the development, evaluation, and implementation of
marketing management in complex environments. The course deals primarily with an in-
depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques,
and models. The course addresses strategic issues such as:

What business should we be in?
What are our long-term objectives?
What is our sustainable marketing competitive advantage?
Should we diversify?
How should marketing resources be allocated?
What marketing opportunities and threats do we face?
What are our marketing organizational strengths and weaknesses?
What are our marketing strategic alternatives?

To ensure that students have a solid foundation of the fundamental marketing decision-
making tools and management of all of the elements of the marketing plan.

Project-Oriented Syllabus
Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 96

Through this in-depth semester-long project, students will be provided the opportunity to
apply those marketing planning and decision-making skills. We will be building upon
these principles throughout this course especially those principles that you have learned
in Marketing MAR XXX.


LEARNING OBJECTIVES

To become familiar with the range of decisions implicit in strategic marketing
management and planning. In addition, to develop skill in using a variety of analytical
frameworks for making such decisions. To develop an understanding of how markets
contrast in terms of:

Their enduring characteristics.
Their stage of development and how the nature of competition in such markets is
impacted.

To develop skills in planning a variety of marketing management tools, ranging from new
product entry strategy to international market product life cycle management and
strategy.

To develop skill in organizing for effective strategic marketing and in implementing the
market planning process.


COURSE STRUCTURE

Semester-Long Marketing Plan Project
An effective way to help students learn about marketing management is the actual
creation of a marketing plan for a product or service. This project is designed to
accomplish such a task.

The class will be divided into groups (five students maximum per group), each group will
decide on a fictional consumer product or service they wish to bring to market. During
the course of the semester each of the elements of the marketing plan, coordinating with
the text chapter, will be due for my review. See the attached schedule for when the
specific information is due to me.

I will review each submission and suggest areas for improvement, for more detailed
study, or if acceptable, allow the students to proceed to the next phase in development.

Students can use the computer program Marketing Plan Pro in creating their proposals
and submissions and in their final presentation(s). At the end of the semester, each group
is to present their entire marketing plan to the class.
Project-Oriented Syllabus
Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 97

Chapter Material Exams
In addition to the semester long marketing plan project, we will have two exams (see
schedule). Students are responsible for all of the material covered from the textbook,
lectures, outside speakers, and any videos/DVDs shown.

METHOD OF INSTRUCTION

The course is highly interactive between the class and the instructor. Through case
studies/presentations, problems, and specific company client activities, students will have
the opportunity to use the concepts, ideas, and strategies presented in class. Problem-
solving sessions occur in both individual (primarily) and team (occasionally) settings.

This upper level undergraduate course will incorporate a lecture and project-based
approach to marketing management. The textbook used in this course will be used as a
reference point for the discussion(s) of the marketing management project. Students are
encouraged to read and inculcate the major principles found in the textbook.


To ensure compliance with the Universitys policy on academic performance, during
examination periods, once one student completes his/her exam, no additional student(s)
will be allowed to enter the classroom to take the exam.

Cell phones, calculator watches, and/or PDAs cannot be used as
calculators during exams. Students must have a separate business
calculator.

Note that occasionally, changes in the schedule of the course, or in the assignments, are
announced during class. It is your responsibility to ensure that you have received all of
the changes and you will still be responsible for this information.

The University is committed to a policy of honesty in academics. Conduct, which
compromises a breach of this policy, may result in academic and/or disciplinary action.
Cheating is a violation of student academic behavior standards. Any student who violates
or knowingly helps another student violate academic behavior standards will be pursued
through the Office of the Dean of the College of Business Administration and through the
Dean of Students at ____________. Please note that the sharing of information with other
class members or with other sections of the course is considered cheating.

I will make all the necessary accommodations for class members with disabilities. Those
students who require or who wish to request special accommodations are encouraged to
contact the instructor after the first class of the semester and Student Disability Services
immediately.


Project-Oriented Syllabus
Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 98

EVALUATION

Evaluation will be based on two examinations, the submission of all of the marketing
plan material and your final group oral and written presentation. Exams #2 and #3 (the
final exam) will consist of: 50-75 multiple choice, true/false, and short-answer questions.
You will need a Brown Scantron and a University ID card or drivers license.

The weightings for the individual components are as follows:
1) Exam # 2 @ 100 points 100 points
2) Exam # 3 @ 100 points 100 points
3) Submitted marketing plan projects
(due at time stated in schedule) 150 points
4) Oral marketing plan presentations 100 points
5) Written marketing plan submission 150 points

Total: 600 points

Grading for this course is as follows:

Numerical Grade Letter Equivalent

540 600 points

A

450 539 points

B

360 449 points

C

270 359 points

D

Below 270 points

F

NOTE: Grades of C- or lower do not count toward a Business Degree.

Project-Oriented Syllabus
Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 99

MARKETING PLAN PRESENTATIONS WRITTEN FORMAT

Your marketing plan is to be submitted using Marketing Plan Pros format and all
exhibits and spreadsheet reports, double-spaced, with 1-inch margins on all sides of the
paper, using 12 point Times New Roman font. This written report is worth 150 points.

Page # 1: Executive Cover Memo
Pages # 24: Situation Assessment and Analysis
Pages # 36: Market Summary
Pages # 79: Marketing Strategy
Pages # 1013: Financials
Page # 14: Controls

There is no limit as to the number of pages to be submitted; completeness of your
marketing plan is what is important for your overall grade.

Some hints to use in writing an Executive Cover Memo:

Do not use terms such as increase, decrease, implement as soon as possible,
and other non-specific and non-analytical language; use very specific language
when preparing your case analyses.
Do not use transitory phrases in your report.
Cite numbers ($ or % increase; market share growth) and attach all pertinent
documents to your report.
Do not just state, Exhibit A shows our growth rate without first stating the
growth rate in your paragraph.
Before submitting your document, ask yourself the question, Does this memo
contain all of the information my boss needs to make a decision in my favor? If
not, revise your memo.

See the example of an Executive Cover Memo in this syllabus for the format to be
used.
Project-Oriented Syllabus
Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 100




Executive Cover Memo Format (1 Page Limit)

To:
From: (list your name and/or the names of all members of your student group. Initial in
pen)
Subject: (list the case name)
Date: (class date)

(Your wording for each of these sections will vary according to the case but you must
use these headings and a limit of one page.)

This is to recommend the immediate construction of two additional campus-parking
garages that will benefit from very fast economic paybacks to the University.

BACKGROUND
Currently, the University campus has an enrollment of 32,000 with an annual growth rate
of approximately 30 percent. Projected university-wide enrollment in the 2004-2005
academic year could approach 48,000+students. With only three parking garages now at
100 percent capacity and only yyyyyy total parking spaces currently available, there is an
immediate need for additional parking facilities at the main campus. Undeveloped land
exists in relative abundance throughout the grounds for this use.

RECOMMENDATION
A fourth and fifth parking garage should be constructed in sufficient time to be online for
the 2004-2005 academic years. At a completed, turnkey cost of $3.5 million and with a
capacity of 2,500 vehicles each, the facilities will have a payback period of 6 years based
upon the current student decal rate of $111.00/year. This payback timeline is sufficiently
short for obtaining the highest safety rating possible for the revenue bonds that would
finance the recommended construction.

NEXT STEPS
The same engineering/architecture plans will be employed as were used with the first
three garage facilities. Serial revenue bonds will be issued as soon as approved. Site
locations will be finalized by November 2001. Construction will commence in J anuary
2005 with fast-track completion achieved by August 2005. Management (President and
Board of Trustees) approval is needed by September 28, 2004.




EXAMPLE ONLY
Project-Oriented Syllabus
Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 101

CASE PRESENTATIONS ORAL PRESENTATION RUBRIC

Individual presentations will be graded based upon the following set of criteria:

Content (45 possible points)
Included here is whether the student has substantially and fully examined all of the
issues, problems, and understands all aspects of the facts of the case. Does the student
fully understand the dynamics of the case and have they presented realistic
alternatives, realistic objectives, and sound implementation strategies.

Presentation itself (30 possible points)
Included here are the layout, content, and readability of the slides or other forms for
electronically presenting the material. Encompasses the applicable Excelslides, a
situation analysis, problem definitions, alternatives, and recommendations. And takes
into account the professionalism of the presenters.

Completeness (25 possible points)
Includes the correctness of answering questions from the instructor and/or audience
members, as well as preparation by the student member to all of the relevant facts,
figures, assumptions, recommendations, and strategies of the student.
Project-Oriented Syllabus
Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 102

TENTATIVE COURSE SCHEDULE
MARKETING MANAGEMENT
FALL SEMESTER

Class
Period/
Date
Read
Chapter
Chapter Topic Assignment Due
Beginning of Class
1 1 Defining Marketing for the 21
st

Century
Group formation and begin the
process of selecting the
product or service.

2 2 Developing Marketing Strategies and
Plans
Formation of groups; first
presentation of product for
approval.

3 3 Collecting Information and
Forecasting Demand
Competitive information and
environmental scanning
project(s) completed and
presented.

4 4 Conducting Marketing Research Initial marketing research
parameters completed; demand
forecasted and target market
selections defined due.
5 5 Creating Long-Term Loyalty
Relationships
Value proposition for the
fictional product, defined how
they will deliver satisfaction
and maintain customer loyalty
due.

6 6 Analyzing Consumer Markets Definitive data on the
consumer for the product/
service including all
demographic and other
pertinent information obtained
due.

7 7 Analyzing Business Markets
Exam # 1
No report due for this chapter.
Exam # 1 covers chapters 1
7 inclusive.

8 8 Identifying Market Segments and
Targets
Specific market segmentation,
targeting, and positioning
statements due.

Project-Oriented Syllabus
Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 103

9 9 Creating Brand Equity Branding strategy developed
due.

10 10 Crafting the Brand Positioning Student projects should be
completed to include the
fictional product or services
brand positioning.

11 11 Competitive Dynamics Competitive analysis due.
12 12 Setting Product Strategy The groups project product or
service strategy due.

13 13 Designing and Managing Services Those students who have
selected a service idea for
the marketing plan must
submit their offering. Students
whose project is a product
based component do not have
anything to submit for this
chapter.

14 14 Developing Pricing Strategies and
Programs
Pricing strategy decisions for
the fictional product/service
due.

15 15 Designing and Managing Integrated
Marketing Channels
The channel decisions for
getting their product or service
to the consumer due.

16 16 Managing Retailing, Wholesaling, and
Logistics
The retailing, wholesaling, and
logistical marketing plans for
the product or service due.
Those students who are acting
in the role of providing a new
service should include here
their plans for locations, hours
of operations, and how their
service plan is managing
demand and capacity issues.

Project-Oriented Syllabus
Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall 104


17 17 Designing and Managing Integrated
Marketing Communications
Integrated marketing
communications matrix due.

18 18 Managing Mass Communications:
Advertising, Sales Promotions, Events
and Experiences, and Public Relations
The groups advertising
program complete with
objectives, budget, advertising
message, creative strategy,
media decisions, sales, and
promotional materials is due.

19 19 Managing Personal Communications:
Direct and Interactive Marketing,
Word of Mouth, and Personal Selling
Direct market channels
analysis due. All other groups
must decide at this point if
they will use a direct sales
force and if so they need to
outline the specifics (including
financials) for this option.

20 20 Introducing New Market Offerings A brief write up by the
students as to the consumer-
adoption process for their new
product is due.
21 21 Tapping into Global Markets If the project is to be exported
to another country, then
students submissions
regarding how the product is to
be distributed should be
included here, otherwise this
begins the presentation phase
of the project. Student groups
should begin their
presentations to the class.

22 22 Managing a Holistic Marketing
Organization
Final Exam
Second phase of the
presentations of the project.
Students should ensure that
their marketing plans contain a
holistic view of the marketing
process.
Final exam chapters 822
inclusive.