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MARKETING 370

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MARKETING 370

    MARKETING 370

    Spring 2006

    Sections 04570

    CBA 4.348

INSTRUCTOR: Mr. Herbert A. Miller, Jr.

    OFFICE: GSB 5.124J TELEPHONE: 471-9806 OFFICE HOURS: T / TH 12:30 1:30 pm

    E-MAIL: millerh@mail.utexas.edu

TEACHING ASSISTANT: TBA

    OFFICE: CBA 4.304A OFFICE HOURS: TBA TELEPHONE: you can leave a message at the mkt dep. 471-1128

    E-MAIL: TBA

    Please state the name of the course you are in, i.e. MKT 370, and the class time, 2:00

    pm, in the subject line of your e-mails.

    Blackboard Web page: http://courses.utexas.edu/?bbatt=Y

REQUIRED TEXTBOOK

Strategic Marketing Problems: Cases and Comments, Tenth Edition by Roger A. Kerin and

    Robert A. Peterson. Prentice Hall. 2003

Course Packet containing Harvard Business School cases will be available at the University

    Coop in about two weeks.

COURSE OBJECTIVES

1. To reinforce marketing management concepts you have learned in other marketing courses.

    2. To expand upon your existing knowledge of strategic marketing concepts and introduce

    new material pertinent to marketing management.

    3. To develop your ability to apply marketing skills to practical business situations.

    4. To develop your problem solving and decision making ability.

    5. To broaden your understanding of operations in the various industries to be studied in case

    analyses.

    6. To enhance your written and oral communication skills.

    7. To improve your ability to work in a group environment.

    8. To increase your skills in business research and information analysis.

COURSE METHODOLOGY

     The primary vehicle for achieving the course objectives will be case analysis. A case is a

    synopsis of a "real world" problem or situation faced by an organization. You will respond to

    the case by analyzing the problem/situation to determine the key issues, objectives, and

    management alternatives, and then determining the best course of action for the organization

    being studied. These cases will be discussed in class, allowing you to develop, exhibit, and

    refine your analytical and problem solving skills. As these cases deal with marketing problems,

    developing your analysis and solution will allow you to reinforce and apply marketing concepts,

tools and techniques. You will also submit written individual and group case analyses and make

    oral presentations of case analyses. In addition to case analysis, the course will contain a limited

    amount of lecture material dealing with significant marketing strategy issues. These "lecturettes"

    are designed to reinforce and expand on marketing management concepts you have learned in

    other courses, as well as to acquaint you with new strategic marketing material.

PERFORMANCE EVALUATION

Your performance in the course will be determined on the basis of the following items:

     1 Homework Assignment 5%

     2 Tests (5% each) 10%

     2 Written Case Briefs (5% each) 10%

     4 Written Case Analyses ( 10% each) 40%

     1 Group Written Case Analysis and Presentation 20%

     Class Discussion/Participation/Attendance 15%

     TOTAL 100%

    Homework

     The one homework assignment deals with financial analysis of business information.

    The assignment is to complete the first four problems at the end of Chapter 2 of your textbook.

Case Briefs

     Case Briefs consists of a maximum of two-pages (double-spaced) on your analysis of a

    specific case. Follow the outline in the handout "Suggested Techniques for Case Analysis."

    Your analysis must be individual work.

Written Case Analysis

     A Written Case analysis is a thorough report of your analysis of a case. Your analysis

    must be individual work. The specific cases for written analysis are noted on the course schedule. The format for written case analysis is covered in the handout "Suggested Techniques

    for Case Analysis." Each analysis should be a maximum of 5 pages double spaced exclusive of

    exhibits and appendices.

Special Accommodations for exams:

Students requiring special accommodations for exams should contact your TA at the beginning

    of the semester to schedule appointments for all examinations in advance.

    ONLY students with VALID EXCUSES and who will contact their TA at least one week before

    the exam date will be allowed to take an exam at a time different from the one scheduled in the

    course syllabus. ALL EXAMS taken at times different from the ones scheduled will be

    administered at the testing center.

GROUP ACTIVITIES

     You will have one group assignment during this semester worth 20% of your grade.

    Group tasks are common in business, so your group assignment in the class will be a useful

learning experience. I will make the group assignments in the first full week of class. Your

    group assignment will be a group case analysis and presentation. After that assignment, you will be asked to provide confidential assessments of each of your group member's performance

    (including your own). You will be provided with the average ratings given you by your group members. Anyone who is consistently evaluated poorly by their group members will be

    penalized.

Group Analysis and Presentation

     The class will be divided into groups of four or five students for the group analysis. Each

    group will be assigned one case. For this case, the group will develop a thorough analysis and

    present this analysis to the rest of the class. You may think of this assignment as a "consulting

    project." The group will play the role of a consultant team hired by corporate management to

    analyze a business problem. The class will assume the role of a team from within the company

    assigned the task of evaluating the consultant's proposal. The group will submit a copy of the analysis in written form. The written analysis should be no more than a maximum of 8 pages

    double spaced, exclusive of exhibits and appendices. Each group will have 20 minutes for the

    oral presentation. Your written analysis will be worth approximately 70% of your grade on the

    case and your presentation 30%. Every member of a group MUST participate in the oral

    presentation. You should wear business casual attire.

CLASS PARTICIPATION

     It is mandatory that you attend that class section in which you are enrolled; failure

    to do so may result in a failing grade in the class participation portion of your grade.

     Because so much of your learning in this course will come from in-class discussions of

    the cases, class participation is an important component in determining your grade. The quality

    of your contribution will be directly related to your preparation for class before each discussion.

    Therefore, it is IMPERATIVE that you prepare thoroughly for each case discussion and prepare

    notes to guide you in class discussion. I will call on you in class and you will be expected to provide relevant and original answers.

     The handout "Suggested Techniques for Case Analysis" contains guidelines for in-class

    discussion. We will review these in class. Remember, quantity of discussion is not a substitute for quality of discussion.

Other Class Information

     The assignments scheduled are the ONLY components of your grade in the course. Other assignments to improve your grade will not be accepted and should not be requested.

LATE ASSIGNMENTS

     No work will be accepted after the end of class on the day the assignment is due unless

    prior arrangements have been made with me. Work submitted late will receive a grade of ZERO.

    ATTENDANCE

     Because class participation is such an important component of your grade, and more

    importantly, your learning in this class, attendance is MANDATORY.

It is also important that you be prompt to class. Being late to class disrupts the other students

    and interrupts the discussion. Please make every effort to be in class and ready to participate

    when class starts. Persistent tardiness (arriving to class late over two times) will constitute a

    missed class on your attendance record. Missing more than two classes will result in a letter

    grade drop in your final grade for the course.

WRITING REQUIREMENT

     Marketing 370 is a university writing requirement course. In keeping with this

    designation, my evaluation of your individual written case analysis will be weighted 50% on

    content and 50% on writing skill. Writing skill refers to spelling, punctuation, and grammar, as

    well as sentence and paragraph construction, tone, quality of verbal expression, organization, and

    development of your ideas. In addition, your writing will be evaluated on layout and form. You

    will be penalized for typographical mistakes, so be sure to proofread your papers. All papers

    should be TYPEWRITTEN (no exceptions) and double-spaced with one-inch margins. You

    should have a cover sheet on all papers over one page. However, your cover sheet should NOT

    have your name on it. Your name should be placed at the top of a blank sheet as the last page of your paper. This requirement also applies to your case briefs, but not your group papers. The

    group paper should have the group number and a list of all group members on the cover page.

    All papers must be turned in stapled together. No exceptions will be made.

     Please be sure to adhere to page limits on the various assignments. Any work that

    exceeds the page limits (except for the completion of a paragraph onto the next page) will not be

    read. Also, please do not try to abuse the spirit of this requirement with exceptionally small type,

    less than double spacing, or infinitesimal margins. All such violations will be penalized. Your

    work should be clear and legible. Guidelines regarding font, points, and margins will be provided

    the first day of class in a handout.

ACADEMIC HONESTY

The McCombs School of Business has no tolerance for acts of scholastic dishonesty. The responsibilities of

    both students and faculty with regard to scholastic dishonesty are described in detail in the Policy Statement

    on Scholastic Dishonesty for the McCombs School of Business:

By teaching this course, I have agreed to observe all of the faculty responsibilities described in that document. By enrolling in this

    class, you have agreed to observe all of the student responsibilities described in that document. If the application of that Policy

    Statement to this class and its assignments is unclear in any way, it is your responsibility to ask me for clarification. Policy on

    Scholastic Dishonesty: Students who violate University rules on scholastic dishonesty are subject to disciplinary penalties,

    including the possibility of failure in the course an/or dismissal from the University. Since dishonesty harms the individual, all

    students, and the integrity of the University, policies on scholastic dishonesty will be strictly enforced. You should refer to the Student Judicial Services website at http://deanofstudents.utexas.edu/sjs/or the General Information Catalog to access the official University policies and procedures on scholastic dishonesty as well as further elaboration on what constitutes scholastic

    dishonesty.

FINAL COMMENTS

     Marketing Policies may be the most difficult, demanding, and frustrating course in the

    marketing curriculum. This is primarily because it requires simultaneous attention to both detail

    and the big picture. You must look at the forest, but analyze the trees as well. It involves an mind set that forces you to integrate, to be imaginative, and to be decisive in situations with

    limited information. Developing a mind set, a way of thinking, is much more difficult than

    learning specific information or techniques. You must learn to think analytically. You will also

    find the course requirements and the evaluation to be demanding. Facing demand is the surest way I know of to learn and grow.

     At the same time the course is difficult, it may also be the most important course to the marketing major. Whether you ultimately work in marketing, another area of business, or some entirely different pursuit, the understanding and skills you gain in strategy formulation, analysis, and problem solving will have application. Whether you rise to the helm of an organization or are involved in specific functional areas, understanding organizational strategy, being able to integrate and analyze information, and being able to formulate and commit to decisions will enhance your performance and your contribution to an organization.

     Lastly, this course can be very enjoyable. Despite some of the formal and stringent rules in this course, much of the class discussion can be spontaneous and creative. More than most other courses you have had in college, your learning will be determined more by what you do than what I as the instructor can teach you. I can simply guide. If you will commit yourself to preparation, apply yourself to the tasks at hand, and then open yourself up to learn what you can from the process and from other students I think you will find this among the most enjoyable and worthwhile courses you will have in your business education.

    REVISED COURSE OUTLINE

    MKT 370

    Spring 2006

Jan 18 W Introduction to Marketing Policy

     Overview of Course Content and Requirements

Jan 23 M Overview of the Case Method of Analysis

     How to Analyze a Case: A “Case Brief” and a “Case Analysis With Examples

Jan 25 W Foundations of Strategic Marketing Management: Lecture Chapter 1

Jan 30 M Financial Aspects of Marketing Management: Lecture Chapter 2

    Feb 1 W Homework Assignment Due (TYPED) (Exercises 1-4 chapter 2)

     Marketing Decision Making and Case Analysis: Lecture Chapter 3

Feb6 M Homework Assignment Review

     Opportunity Analysis and Marketing Targeting: Lecture Chapter 4

    Feb 8 W Class Discussion: Vector Marketing (textbook)

Feb 13 M Written “Case Brief” (5%) Case Brief

     Class Discussion: Camar Automotive Hoist (textbook)

Feb 15 W Test #1 (Chapters 1, 2, 3, 4, Lecturers, Speakers, Articles, Films) TEST

    Feb 20 M Product and Service Strategy and Brand Management: Lecture Chapter 5

    Group Project Assignment Meeting: In Class

Feb 22 W Written “Case Brief” (5%) Case Brief

     Class Discussion: Heineken (course packet)

Feb 27 M Integrated Marketing Communications Chapter 6

     Strategy and Management: Lecture

    Mar 1 W Class Discussion: BMW Z3 Roadster (course packet)

Mar 6 M Written “Case Analysis” Due (10%)

     In Class Discussion: TIVO (course packet)

Mar 8 W NO CLASS (Group Work Day)

Mar 13 M SPRING BREAK

Mar 15 W SPRING BREAK

Mar 20 M Business Ethics: Lecture

     Group Project Update

Mar 22 W In-class case on Ethics

     Case will be distributed in class on the same day.

    Mar 27 M Marketing Channel Strategy and Management: Lecture Chapter 7

Mar 29 W Written “Case Analysis” Due (10%)

     Class Discussion: HP (course packet)

    Apr 3 M Pricing Strategy and Management: Lecture Chapter 8

Apr 5 W NO CLASS (Group Work Day)

Apr 10 M Written “Case Analysis” Due (10%)

     Class Discussion: HEB Own Brands (course packet)

    Apr 12 W Comprehensive Marketing Programs: Lecture Chapter 10

Apr 17 M TEST #2 (Chapters 5, 6, 7, 8, & 10 Lecturers, Speakers, Articles, Films)

Apr 19 W Written “Case Analysis” Due (10%)

     Class Discussion: Dell (course packet)

Apr 24 M NO CLASS (Group Work Day)

Apr 26 W Group Projects Presentations

     Groups 1, 2, and 3 ATTENDENCE MANADATORY

May 1 M Group Projects Presentations

     Groups 4, 5, and 6 ATTENDENCE MANADATORY

May 3 W Group Projects Presentations

     Groups 7, 8, and 9 ATTENDANCE MANDATORY

NO FINAL EXAM

Case Analysis/ Group Project

    Grading Guidelines

Central (Executive Summary) 5%

Issues (Case Specific) 15%

     --Relevant Data

     --Analyze Data

     --Formulate Viable Alternatives

     --Assumptions

     --Special Considerations

     --Competitive Assessment

     --Industry Assessment

Numerical Analysis 15%

     (supporting conclusions)

    Recommendation/Action Plan 15%

    Total Content: 50%

Writing Skills

     -- spelling, punctuation, grammar etc. 20%

Punctuation

     -- sentence and paragraph construction, tone, quality of verbal expression,

    organization, and development of your ideas 15%

Layout

     -- Compliance with guidelines regarding format and layout 10%

Reference

     -- Use of sources and data 5%

    Total Writing Component 50%

    Guidelines Regarding Layout

    ? Length

    Cases should be typewritten 5 pages in length (Font: Times New Roman - Size: 12 - Line

    spacing: 2.0).

    Project should be typewritten 8 pages in length (Font: Times New Roman - Size: 12 - Line

    spacing: 2.0).

    Footnotes: (Font: Times New Roman - Size: 10 - Line spacing: single.) ? The structure

    The paper must have a clear and simple structure. It should be built around three or four major

    issues. The sentences should be short and the paragraphs not more than 8 lines. Put the keywords

    in bold. The presentation should be clear, logical, and easily understandable. Use sub-titles to break up the text and help a speed-reader follow the main point. Footnotes should be numbered

    consecutively throughout the document, and appear in standard Chicago Style form. ? Cover Page

    You should have a cover sheet on all papers over one page that includes your name, your class

    and the name of the case.

ONE FINAL NOTE: More writing tips can be found on page 17 of your textbook.

Class Participation/Attendance Guidelines

MKT 370 is the capstone marketing class, bringing together all your marketing knowledge to

    bear in a real-life case analysis situation. As in your forthcoming job, you will be

    expected to verbally participate in scheduled class discussions and presentations of cases.

    Class participation (CP) is graded and the following guidelines will help you be an effective

    participant:

    (1) If you almost never speak out in class, you will receive a failing grade on CP

    (2) If you speak occasionally, but rarely say anything inspired, your CP grade will be in the

    B- to C+ range (depending on how “occasionally” and how well prepared you are).

    (3) “Inspiration”: the path to an A involves things like:

    ? Applying conceptual material from the book chapters, lectures, and past marketing

    classes to the case at hand.

    ? Applying external business world knowledge to the case at hand

    ? Integrating comments of previous students

    ? Reaching back to something said previously in the discussion that is pertinent at the

    present moment.

    ? Taking issue with a classmate’s analysis (civilly!)

    ? Pulling together material from several places in the case/book

    ? Drawing parallels from previous cases

    ? Tying in briefly an experience you have had that is relevant to the discussion

    ? Be generally demonstrating that you have carefully read the case and associated

    readings, and given them, careful thought.

    (4) While implementing the above guidelines, always try to be as logical as possible.

Grading System for Class Participation

     + = Outstanding Comment

     2 pts. Outstanding Rebuttal

     Outstanding Challenge

     = Good Comment

     1 pt. Good Rebuttal

     - = Poor Comment

     -1 pt. Poor Rebuttal

     Not Prepared to Comment

    ? Disruptive Behavior (See Below)

Attendance

     If you do not attend class you cannot secure a class participation grade. This will

    result in a possible lower letter grade.

     * Disruptive behavior; i.e., talking in class while instructor or fellow student is

    making a point, or coming to class late, thus disrupting class discussions.

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