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Welcome to Marketing Online!

(MGT 661 / MIS 661)

April 2005

SYLLABUS

Gary S. Lynn, Ph.D.

Associate Professor

Office Phone: 201-216-8028

Home Phone: 973-376-0295*

Cell Phone: 201-401-6659*

Fax Phone: 973-376-0399 (home) or 201-216-5385 (office)

E-Mail: glynn@stevens.edu

Wesley J. Howe School of Technology Management

Stevens Institute of Technology

Hoboken, New Jersey 07030

*Feel free to call me at home Monday - Thursday 8:00 AM - 10:00 PM; Friday 8:00 AM - 5:00 PM; and Sunday 10:00 AM - 8:00 PM.

Learning doesn’t have to be painful.

The objective of this course is for you to have a meaningful YET fun learning experience in marketing.

COURSE DESCRIPTION AND OBJECTIVE

Managers that stand out have superior skills in four areas:

1. Ability to size up problems by identifying key success factors,

2. Ability to formulate and implement strategy,

3. Ability to use analytical tools to aid in decision making, and

4. Wisdom to avoid common pitfalls of strategic management.

This course is structured to provide you with skills in the above four areas in an online marketing context.

You will:

• Learn a number of marketing concepts (e.g., Segmenting and Targeting) and be able to use these to help you uncover and assess a variety of market problems and opportunities.

• Learn how to formulate a winning strategy by positioning your product or service better – by manipulating the 4P’s of marketing (Product, Place, Price and Promotion).

• Have an opportunity to apply the concepts and techniques to real cases as well as to an online market-based simulation so you can learn from your (and other’s) mistakes.

COURSE OVERVIEW

This course is structured around an online marketing computer simulation game called SABRE (Strategic Allocation of Business Resources). You will be in charge of your own company with a team of fellow students and you will compete against other student teams during the course of the semester. You will play the game for eight (8) rounds or years. Your goal is to win – in the context of this course, winning is measured by market share and cumulative profits at the end of the game. The first two rounds are practice and do not count. After the first two rounds, we will re-set the game to year one and you will have six rounds to formulate your strategy, implement that strategy and win. A portion of your course grade will be assessed on how well you perform in this simulated marketplace – measured by market share and cumulative profits at the end of the game. There are several components of your grade, other than how you perform in the simulated competition. Your overall course grade will be based on the following:

Grading

Weight

1) CD ROM Mastering Marketing Worksheet [1] 15%

2) SABRE Practice Debrief Presentation [2] 20%

3) Final Team Presentations [2] 30%

4) Final SABRE Team Performance (Cumulative Contribution; Market Share) [2] 20%

o 70% of your performance grade will be based on Cumulative Contribution

o 30% of your performance grade will be based on ending Market Share

5) Team Participation [1 & 2] 10%

6) 1-Page Memo: How to Improve the Class [1] 5%

Key: [1] = Individual Effort [2] = Team Effort

EXPLANATION OF DELIVERABLES

The due date for each deliverable is shown on the page titled, “Course-at-a-Glance.”

1) CD ROM MASTERING MARKETING WORKSHEET (15%)

To help you master the concepts of marketing concepts, you should review the interactive CD called Mastering Marketing. This CD will provide you with a foundation of marketing that will enable you to more effectively complete in the computer simulation game (called SABRE). While you view the CD, you can complete the Exam/Worksheet. This worksheet is “open book” furthermore, you can discuss it with fellow students. However, if you discuss it with others, you need to explain your contribution and their contribution (the last question on the Worksheet). This worksheet is worth 20%

If you have trouble installing or running the CD ROM (or the videos on the CD), please contact Prentice-Hall: 800-677-6337; follow the prompts for CD ROM installation. If you do not get your questions answered, ask to be transferred to Ms. Cheryl Willoughby, Director of Product Support. Please keep me in the loop so I know what problems, if any, you are experiencing. Note: You may need to install QuickTime (included on the CD). Some corporate firewalls may prevent access to running the videos. If this is the case, you might try running the CD from your home.

2) SABRE PRACTICE DEBRIEF TEAM PERSENTATION (20%; 5-7 minutes)

At the completion of your two SABRE Practice Rounds, think about your strategy and resulting performance and reflect/discuss the following questions:

o What are the critical features (Price, Speed, etc.) that customers are looking for in each segment?

o Which segment(s) did you target? Why?

o What did you learn from your two practice rounds?

3) FINAL SABRE TEAM PRESENTATION (30%)

This presentation is to explain the marketing strategy that your team developed and used for SABRE. The presentation should cover the following (also see Final SABRE Presentation Guidelines – in Appendix):

I. Did you present a compelling and well thought out marketing strategy: Segmenting, Targeting, and Positioning (4P’s)? Did you follow your strategy? Why/Why not?

II. What was/will be the result of your strategy – what happened/what will happen next year (net contribution and market share in units for both markets)?

III. What are the five Do’s and five Don’ts for an effective marketing strategy?

Note: I love tables. So, please use tables to illustrate important data and information. Also, I dislike adjectives and adverbs, e.g., Good, High, Low, Better, Worse. Please use actual numbers vs. weak adjectives or adverbs.

4) FINAL SABRE TEAM PERFORMANCE (20%)

Each team will be evaluated based on their market performance weighted as follows: 70% based on your company’s cumulative net profits at the end of the game and 30% based on your ending market share. The top two teams will receive an “A” for this component of their grade; the team that finished last will receive a “C” and the other teams will receive a “B.” The rationale for this grading is that the leading two companies in a market tend to reap economies to scale and scope – making them more profitable for the long-term.

5) FINAL TEAM PARTICIPATION (10%)

It is frustrating and de-motivating to work on a team where a minority of the team members completes a majority of the work. Therefore, in an attempt to be held accountable, at the end of the term, you will be asked again to assess the performance of your team members. Your assessment should be based on their effort and contribution during the entire semester for your team activities and team deliverables. Your Final Team Participation form is located at the end of this document. I will email this form to you in the last week. Please complete it for our last class and email it back to me (glynn@stevens.edu). This assignment is worth 10%.

6) 1-PAGE MEMO: HOW TO IMPROVE THE CLASS (5%)

A 1-page email will be due on the last class. The purpose of this paper is to offer suggestions on how to improve the class for next year. If you complete this on time, you automatically receive an A+, if not, you receive ½ letter grade for each day late.

|Month/ |Class # |Course-At-A-Glance: 661 SP05 |Readings/ Assignment |Deliverable |Grade |

|Day | |Wed. 5:30-7:45 p.m. |(Optional Kotler Readings are shown below) | |% |

|April | |Course Overview | | | |

|13 |1 |Syllabus, Overview of Course, Grading and Deliverables | |Team Selection | |

| | |Tennis Exercise | | | |

| | |Vacation Card Sort (A: 3x5 Cards & Two Forms) | | | |

|April | | |1) Read SABRE Student Guide |CD ROM Mastering Marketing Exam – DUE next class | |

|20 |2 |SABRE Overview & Segmenting, Targeting & Positioning |2) Read SA BRE Pre-Reading | | |

| | |(SABRE Team Disks) |3) Load SABRE.exe (see SABRE folder) | | |

| | | |(Kotler: Ch. 4 & 10 ) | | |

|April | | |NOTE: Order ALL SABRE Marketing Research Reports |CD ROM Mastering Marketing Exam DUE |15% |

|27 |3 |SABRE Practice Round #1 |(Kotler: Ch. 9 & 16) | | |

|May | | |NOTE: Order ALL SABRE Marketing Research Reports | | |

|4 |4 |SABRE Practice Round #2 | | | |

|May | | | |5-7 Min. Team Presentations |20% |

|11 |5 |SABRE Practice Debrief Presentation | | | |

|May | 6 | |SABRE: Student’s Guide | | |

|18 | |SABRE (1) & (2) |SABRE Pre-Reading |Team: Turn in 1 paragraph strategy statement and | |

| | | |Two Rounds of decisions in class. |slogan | |

|May | | Positioning: Services & Portfolio Analysis | Case: Cofidis HBS #9-501-055 |What is your company’s/product’s slogan? | |

|25 |7 |Cofidis, Mayo Clinic, Siegale |(Kotler: Ch. 15) | | |

|June | | SABRE (3) & (4) | Two Rounds of decisions in class. | | |

|1 |8 | | | | |

|June | 9 |Positioning: Advertising, Promotion & Online Promotion |(Kotler: Ch. 19 & 20) | | |

|8 | |Video: Pepsi, Lynn, Koen | | | |

|June |10 |SABRE (5) & (6) |Two Rounds of decisions will be completed in | | |

|15 | | |class. Order ALL SABRE marketing research | | |

| | | |reports in 6 that you did in 5. | | |

|June | |TBD |(Kotler: Ch. 22) | | |

|22 |11 | | | | |

|June |12 |In-Class Team Meetings | |None | |

|27 | | | | | |

|June | | | |Final SABRE Presentations (10 min.+ Q&A) | |

|29 |13 |SABRE Presentations (Team) | |Content |30% |

| | |A: Team Participation Form (email) | |Market Performance |20% |

| | | | |(#1-#2 =A; 3-4=B; #5=C) | |

| | | | |Team Participation |10% |

| | | | |How to improve the class (1-page) |5% |

CLASS OVERVIEW

CLASS #1

This class sets the stage for the course. We will address why marketing is important – even if you never plan to work in marketing. We will discuss the core concepts of marketing: Segmenting, Targeting, and Positioning, as well as the course deliverables and grading.

CLASS #2

In this class, we will discuss Segmenting, Targeting, and Positioning and introduce the SABRE Simulation. The simulation will help you to formulate and implement a winning market strategy.

CLASS #3

In this class, we will run the SABRE Simulation as practice. You will meet in your teams and, by the end of class, each team will turn in their set of decisions for how you plan to compete and win in this marketplace.

CLASS #4

This class allows you to practice with SABRE for one more period.

CLASS #5

For this class, each team will discuss their performance on the first two SABRE practice rounds.

CLASS #6

This class begins your formal SABRE competition. You will be competing with other student -teams to see who can develop and execute the best marketing strategy. In this class, you will complete two periods (known as years) of decisions (1-2).

CLASS #7

During this class, we will discuss positioning strategies as they pertain to services. In addition, we will discuss portfolio strategies for developing product or service offerings.

CLASS #8

This class continues your SABRE experiential exercise. You will complete decisions for two more periods/years (3-4).

CLASS #9

This class covers Positioning and Promotion. Here, we answer: What and when should different advertising/promotion on- and offline tools and techniques be used?

CLASS #10

This class concludes the SABRE exercise. You will complete your final two years of decisions (5-6).

CLASS #11

To be determined

CLASS #12

This class is set aside for team meetings to finalize your thoughts and conclusions on your SABRE strategy and resulting performance.

CLASS #13

During this class, your team will present its SABRE marketing strategy – plan vs. actual and we will summarize the course.

Course Materials and Readings

There are several readings and support materials for this course. They should be on one of your two CDs):

CD #1:

1) Mastering Marketing Interactive CD ROM

CD #2:

1) Course Syllabus/Introduction (Word)

2) Course Slides (PowerPoint)

3) SABRE Readings: 1) SABRE Student Guide and 2) SABRE Pre-Reading

4) Case: Cofidis: HBS #9-501-055

Recommended Readings

Although there is not a formal textbook required in this course, I highly recommend the following book. For those of you who decide to purchase this book, in our course syllabus, I have noted the relevant page numbers to provide additional insights into the course concepts.

1) Kotler, Philip, Marketing Management: Analysis, Planning, Implementation and Control, Eleventh Edition, Prentice Hall (2003).

Other Good Resources:

1) Strauss, Judy and Raymond Frost (2002) E-Marketing 3rd edition, Prentice-Hall.

2) Mello, Sheila (2001) “Right Process, Right Product,” Research-Technology Management (January-February), p. 52-58.

Appendix

Sample SABRE Summary

This assignment is due for Class #6. Your team should complete a one-paragraph summary of you’re strategy for the next six (6) SABRE rounds.

++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++

Here is a sample summary:

Team Name: Andrews

Team Members: ____________________, _______________________, _______________

Date: _____________________

Our company will follow a low-cost provider strategy to gain market share and position aggressively in the Late Majority and General Consumer segments. Our growth will be driven with two types of new product introductions. The first introduction will be based on existing platforms with low unit manufacturing costs and minor attribute changes. The other product introduction will be based on a new platform that will be positioned to serve the Early Majority. We will enter the Star Market in year 3 using a similar strategy.

Our slogan will be: “Building sensors with quality of the future and prices of the past.”

Final SABRE Evaluation Form

Objective: To explain the marketing strategy that your team formulated and implemented for SABRE. Your grade will be based on the following

|Presentation: (30%) | |Out-Standing | | | | |

| |Grade |100% |Good |Fair |Poor |Comments |

| |Weight | |90% |80% |70% | |

|1) |Initial Strategy: | | | | | | |

| |Was your strategy at to well thought out including Segmenting, | | | | | | |

| |Targeting, and Positioning? |20% | | | | | |

|2) |Strategy Adjustments: Were your strategy adjustments explained and | | | | | | |

| |well thought out? |20% | | | | | |

|3) |Result: Were the results of your strategy adequately explained. Why | | | | | | |

| |did what happen – happen? |20% | | | | | |

|4) |Future Potential: Did you accurately forecast your Period 6 results? | | | | | | |

| |Market share |10% | | | | | |

| |Net contribution | | | | | | |

|5) |Five Do’s and five Don’ts: Did you list thoughtful Do’s and Don’ts | | | | | | |

| |and were they well supported? |20% | | | | | |

|6) |Were tables used to illustrate important data and information? | | | | | | |

| |(Note: I love tables but dislike adjectives and adverbs, e.g., Good, |10% | | | | | |

| |High, Low, Better, Worse. Please use actual numbers vs. weak | | | | | | |

| |adjectives or adverbs.) | | | | | | |

| | | | | | | | |

| |Overall Presentation Grade | | | | | | |

| |MARKET PERFORMANCE (20%) | | | | | | |

| | | | | | | | |

| |What was your cumulative net contribution? |70% | | | | | |

| | | | | | | | |

| |What was your final market share? |30% | | | | | |

| | | | | | | | |

| |Overall Performance Grade | | | | | | |

Final SABRE Presentation Guidelines

(Team)

Format

• 10 minutes

• All Team members present

• Show numbers not adjectives in tables

Content

• Initial strategy

-- Did you present a compelling and well thought out marketing strategy: Segmenting, Targeting, and Positioning (4P’s)? What was your strategy at to ?

• What adjustments, if any, did you make to your strategy

• What was the result of your strategy – what happened?

• What are the five Do’s and five Don’ts for an effective marketing strategy (be specific)?

The Future

• Future potential of the company

• Recommendations to the next management team

• Period 6 forecast

- Market share in units for market 1

- Market share in units for market 2

- Net contribution for period 6

Possible Presentation Structure:

• Initial Strategy: What was your strategy at to ?

• Strategy Adjustments: What if any, adjustments did you make to your strategy? Why?

• Result: What was the result of your strategy – what happened?

• Future Potential

- Period 6 forecast (YOU WILL NOT HAVE PERIOD 6 RESULTS UNTIL AFTER YOU PRESENT)

▪ Market share in units for market 1

▪ Market share in units for market 2

▪ Net contribution for period 6

• Five Do’s and five Don’ts for an effective marketing strategy – include 2-3 sentences support for each Do/Don’t.

TEAM PARTICIPATION FORM

Please complete the electronic version of this form and email it to me. It is due for our final class.

Print Your Name:

Date:

In the space below, please grade your team members based on your assessment of their effort and contribution. Also, please grade yourself – however, your self-assessment will not be averaged into your team-participation grade.

Student Name (please list alphabetically); then indicate the grade each should receive for each of the following components:

A) Attendance at team meetings/conference calls

Team Members Grade (A to F)

1)

2)

3)

4)

5) Your Name:

B) Contribution during team meeting/conference calls

Team Members Grade (A to F)

1)

2)

3)

4)

5) Your Name:

C) Overall contribution during the course

Team Members Grade (A to F)

1)

2)

3)

4)

5) Your Name:

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