Marketing Management - Carey Business School



Marketing Management2 CreditsBU.410.620.XX[Start & End Date / ex: 8/24/17–8/12/17][Semester / ex: Spring I, 2018]Location: OnlineInstructor[Full Name]Contact Information[Email Address][Phone Number, (###) ###-#### (Optional)]Office Hours[List the day(s) and times of your virtual office hours. Indicate how you will respond to calls and emails. While faculty are permitted to state “and by appointment,” office hours should not be held exclusively by appointment.]Instructional Teaching Specialist[If this course section has an ITS, list his or her name and contact information here. If there is no ITS, delete this heading.]Teaching Assistant[If this course section has a TA, list his or her name and contact information here. If there is no TA, delete this heading.]Required Texts & Learning Materials9 HBS cases: Please register with Harvard Business Publishing and place your order well in advance, as it may take days to register and receive cases. You need to have all the cases before the first day of class. A coursepack with electronic copies of all cases required for this course has been created and can be accessed via the following link after registration: Management by Kotler and Keller (15th ed.), Prentice HallISBN-13:?978-0133856460, ISBN-10:?0133856461Technology RequirementsDesktop or laptop computerBroadband Internet accessUp-to-date virus protection softwareWebcam (most laptops have built-in webcams) Microphone (most webcams and laptops have built-in microphones)Course DescriptionThis course covers principles of market-driven managerial decision making that determine competitiveness in dynamic consumer and organizational markets. Particular areas of emphasis include industry analyses, dynamics of competition, market segmentation, target marketing, channels of distribution, and product and pricing decisions. In-depth analytical skills are developed through case analyses, class discussions, and applied projects.Prerequisite(s)NoneLearning ObjectivesBy the end of this course, students will be able to: Understand the fundamental concepts of marketing and its role in business.Understand market segmentation, targeting and positioning (STP).Create a marketing plan to develop solutions to marketing problems.Appreciate the ethical and societal aspects of marketing.To view the complete list of Carey Business School’s general learning goals and objectives, visit the Carey website.Course PoliciesSynchronous Online SessionsAttendance of synchronous online sessions is highly recommended and of great value to students. This course will have 3 synchronous online sessions, all of which will be delivered via Adobe Connect. To access the Adobe Connect meeting room for this course, go to [Insert link].ParticipationActive participation is required for students to meet the highest expectations for this course. Students are expected to participate in all assigned online class activities and assessments. This course will also include opportunities for peer municationA Q&A discussion board has been set up as a place for students to submit questions to their peers and the instructor regarding course navigation, course content, course assignments, and other related queries. The online discussion format allows students to see the questions that their classmates have already asked, as well as the answers that have been provided. The [list all that apply: instructor, instructional teaching specialist (ITS), or teaching assistant (TA)] will check the Q&A discussion board daily and respond to student questions, where appropriate and necessary, within 48 hours.Note: Students who have a question that is urgent, or that is regarding a personal matter (such as grades), should contact the instructor directly at [insert email address]. Otherwise, students are encouraged to use the course’s Q&A discussion board as their primary method for asking questions. For technology support questions, please contact the Personal Support Center. Toll-free: 855-270-4436, Ext. 3. Email: carey@Discussion BoardsInteracting with other students via discussion boards is an important part of this course, and will require prompt postings and responses. Discussions will occur during specific timeframes designated by the instructor. (See course calendar for specific information.) Discussion Board RubricTo ensure that all students are contributing in a substantive way to class discussions, the instructor will use rubrics to grade student participation. Those rubrics are posted on Blackboard.Assignments(See appendix for detailed information)Note: Assignments marked with an asterisk (*) are Assurance of Learning items. AssignmentLearning ObjectivesWeightTeam Case Discussion Leader1, 2, 312%Individual Case Write-up* (2% each case x 7 cases = 14%, Modules 2–7) 414%Individual Marketing Problem Set1, 220%Participation in Online ClassSelf-introduction video (3%, Module 1)Hot topics post (3%)Case discussion post (2% x 6 = 12%, Modules 2–7)Marketing plan feedback (2%, Module 8)1, 2, 3, 420%Marketing Plan (Team Project)Team contract (2%)Peer evaluation (3%)Video presentation (8%)Written report (21%)1, 2, 3, 434%Total100%GradingEffective Fall 2017: The grade of A is reserved for those who demonstrate extraordinarily excellent performance as determined by the instructor. The grade of A- is awarded only for excellent performance. The grades of B+, B, and B- are awarded for good performance. The grades of C+, C, and C- are awarded for adequate but substandard performance.?The grades of D+, D, and D- are not awarded at the graduate level (undergraduate only). The grade of F indicates the student’s failure to satisfactorily complete the course work.Please note that for Core and Foundation courses, a maximum of 25% of students may be awarded an A or A-; the grade point average of the class should not exceed 3.3. For Elective courses, a maximum of 35% of students may be awarded an A or A-; the grade point average of the class should not exceed 3.4. (For classes with 15 students or fewer, the class GPA cap is waived.)Tentative Course CalendarThe instructors reserve the right to alter course content and/or adjust the pace to accommodate class progress. Students are responsible for keeping up with all adjustments to the course calendar.Note: All times are listed in Eastern Time (ET).ModuleContentReadingsDiscussionsDue1Marketing’s RoleMajor topics: Holistic marketing, CSR, ethical and societal aspects of marketingChapters 1 and 23 from Marketing Management by Kotler and Keller (15/e)PowerPoint (PPT) supplement to guide students through the textbookHarvard Business School (HBS) Case: Wetherill Associates, Inc., #9-394-113 (The instructor will lead discussion of this case during the first synchronous session.)Self-introduction videosHot topics post: A hot topic related to this module’s major topics (Each one of Team 7’s members needs to post a hot topic.)Synchronous online session 1:[Insert date/time]Self-introduction video due by Wednesday, 11:59 pm Hot topics post due by Saturday, 11:59 pmTeam contract due by Sunday, 11:59 pm2Marketing StrategyMajor topics: Marketing plan, how is marketing related to profitability?Chapter 2PPT supplement HBS Case: “CitiBank,” #9-595-026 (Team 1 will lead.)Individual case write-up question: Why is Citi thinking about launching a new credit card? Case discussion post Case presenters post questions and initial responses by Wednesday, 11:59 pm. Thread summary posted by Sunday, 11:59 pm. All students (non-case presenters) post responses by Saturday, 11:59 pm.Hot topics post: A hot topic related to this module’s major topics (Each one of Team 6’s members needs to post a hot topic.)Individual case write-up due by Wednesday, 11:59 pmCase discussion post and hot topics post due by Saturday, 11:59 pmOne-page project description due by Sunday, 11:59 pm3CustomersMajor topics: Customer relationship management (CRM), customer value, consumer behaviorChapters 5, 6PPT supplement HBS Case: “Starbucks,” #9-504-016 (for understanding how to calculate CLV)Case: “Chick-fil-A: Bird of a Different Feather,” #UV6843 (Team 2 will lead.)Individual case write-up question: What factors contributed the most to the success of CFA? By what measures do you define success? Case discussion post Case presenters post questions and initial responses by Wednesday, 11:59 pm. Thread summary posted by Sunday, 11:59 pm. All students (non-case presenters) post responses by Saturday, 11:59 pm.Hot topics post (Team 5)Individual case write-up due by Wednesday, 11:59 pmCase discussion post and hot topics post due by Saturday, 11:59 pm4STP Major topics: Segmentation, targeting, and positioningChapters 9, 10PPT supplement HBS Case: “Polyphonic HMI: Mixing Music and Math,” #9-506-009 (Team 3 will lead.)Individual case write-up question: How would you react to HMI’s offering if you were a successful producer? Case discussion post Case presenters post questions and initial responses by Wednesday, 11:59 pm. Thread summary posted by Sunday, 11:59 pm. All students (non-case presenters) post responses by Saturday, 11:59 pm.Hot topics post (Team 4)Synchronous online session 2:[Insert date/time]Individual case write-up due by Wednesday, 11:59 pmCase discussion post and hot topics post due by Saturday, 11:59 pm5Marketing ResearchMajor topics: Value of market data, demand forecastChapters 3, 4PPT supplement HBS Case: “Zara: Fast Fashion,” #9-703-497 (Team 4 will lead.)Individual case write-up question: What are sources of Zara’s operating advantage (i.e., sources of efficiencies)? Case discussion post Case presenters post questions and initial responses by Wednesday, 11:59 pm. Thread summary posted by Sunday, 11:59 pm. All students (non-case presenters) post responses by Saturday, 11:59 pm.Hot topics post (Team 3)Individual case write-up due by Wednesday, 11:59 pmCase discussion post and hot topics post due by Saturday, 11:59 pm6Marketing Mix (1)Major topics: Brand equity, consumer adoption of innovations, pricingChapters 11, 15, 16PPT supplement Case: “Heinz Ketchup: Pricing the Product Line,” #UV5142 (Team 5 will lead.)Individual case write-up question: Why do manufacturers offer periodic trade deals to retailers? Case discussion post Case presenters post questions and initial responses by Wednesday, 11:59 pm. Thread summary posted by Sunday, 11:59 pm. All students (non-case presenters) post responses by Saturday, 11:59 pm.Hot topics post (Team 2)Individual case write-up due by Wednesday, 11:59 pmCase discussion post and hot topics post due by Saturday, 11:59 pmIndividual problem set due by Saturday, 11:59 pm7Marketing Mix (2) Major topics: Placement, promotionChapters 17, 19, 21PPT supplement Case: “Canadian Breast Cancer Foundation,” #W11073 (Team 6 will lead.) Individual case write-up question: Do you think cause-related marketing actually works? Case: “Blood Bananas,” TB0245 (Team 7 will lead.)Individual case write-up question: What do you think were the root causes for Chiquita’s actions in Columbia that led to their conviction? Case discussion post Case presenters post questions and initial responses by Wednesday, 11:59 pm. Thread summary posted by Sunday, 11:59 pm. All students (non-case presenters) post responses by Saturday, 11:59 pm.Hot topics post (Team 1)Synchronous online session 3:[Insert date/time] Individual case write-up due by Wednesday, 11:59 pmCase discussion post and hot topics post due by Saturday, 11:59 pm8Applications (presentations of project company’s marketing plan)Present the crux of your marketing plan online in Adobe Connect (details posted on Blackboard). The goal of this session is to understand how the course materials apply to real world marketing problems.Post feedback to marketing plan presentations at the Discussion area.Marketing Plan (team project) presentation web link, slides, and report due by Thursday, 11:59 pmTeam peer evaluation due by Saturday, 11:59 pmFeedback post due by Saturday, 11:59 pmAppendixAssignments should be submitted via Blackboard. All times are listed in Eastern Time (ET).CasesCases allow us to improve our decision-making skills by identifying, defining, and solving complex marketing problems in their organizational setting. Learning from the case takes place in various ways. Some learning comes from the initial preparation, reading, and analysis. Much of the learning comes from the discussion in class when your ideas are shared with your peers. The opportunity to see the variety of ideas expressed by your peers and to be exposed to the challenge of defending your ideas in the face of questions they may ask provides another benefit of case discussions.In preparing cases for class discussion, it is recommended that you read the case at least twice. The first reading should give you a feeling for what the case is about and the types of information contained in the case. The second reading should be more in-depth. The major effort of the second reading should be to understand the issues raised in the case and the factors affecting the decision. Identify the major problems, conceive alternative solutions, and assess the advantages and disadvantages of each solution.As is often the case in actual decision making, the case may not provide all the information you may like to have. Nevertheless, it is crucial that you develop a well-reasoned plan of action on the basis of data available. If you think that a specific piece of information is crucial to the decision, then explain how this information can be obtained and how the decision is contingent on this information.There is no right or wrong answer to case questions. The validity of your view rests on its logic and your ability to integrate diverse bits of information to develop an effective course of action. We can discuss what the company actually did; however, it will not be the focus of our discussion. Furthermore, team preparation enhances learning and leads to more effective class discussion. In summary, do not dwell on details of a case. Try to get a big picture and identify key issues.Team Case Discussion Leader If you are a case discussion leader: Each case has assigned case questions (posted on Blackboard). Your team will (1) divide the questions among members by 11:59 pm Monday of that module. (2) Each member will create a new discussion thread with case question(s) assigned to him/her on Blackboard’s Discussion Board and post his/her initial response to the case question(s) in a reply to the thread by 11:59 pm Wednesday of that module. (3) All students except case leaders will pick a thread of their interest to further address the case question and may ask further questions (every student is required to post only once within 200 words) by 11:59 pm Saturday. (4) Each member will need to (a) identify the most interesting points raised by other students in the class and engage with those points in a way that not only illuminates the insights about a case, but also gives momentum to developing these points further in subsequent responses by your peers, (b) address questions raised by the class at his/her thread. (5) By 11:59 pm Sunday of the module, each member will summarize the discussion within 200 words at his/her thread as a final reply to the thread. Details regarding this assignment will be posted on Blackboard.The instructor will summarize the key issues of each case by 11:59 pm Tuesday of the next module. Individual Case Write-up By 11:59pm on the Wednesday of each module, submit via Blackboard your answer to the case write-up question(s) for the case(s) assigned to each of Modules 2–7. (See the case write-up questions in the Course Calendar table.) The answer should be within one single-spaced page (12-point font) for each case. To answer the question, use only the information that the case provides. As long as you can support your answer logically, you should be fine. Do not include background information in your answer (i.e., the summary of the case, the company’s situation, etc.). We already know it. Individual Marketing Problem SetThe problem set will cover the assigned textbook chapters. It will not cover cases. The problem set will consist of marketing arithmetic and short essay questions. It is due by 11:59 pm Saturday of Module 6.Participation in Online DiscussionsSelf-Introduction Video (Module 1): Record and post a 30-second video as a new thread on the Blackboard discussion board. Your introduction video should include the following information: name, current position/role at work, professional background/skills/industry, something special/interesting/fun about you, anything else you would like us to know. Due: Wednesday of Module 1, 11:59 pmHot topics post (Modules 1–7): In Modules 1–7, there will be a discussion forum on “hot topics in marketing.” Every member of the assigned team(s) will share a recent real-world “hot topic” clearly related to this week’s major topic(s). A hot topic is an interesting, up-to-date, real-world marketing event/practice/issue/controversy. This either will happen in the future or happened within the past 6 months. You will need to read current events in popular business publications, which will provide a rich context that bridges the gap between marketing management concepts and their practical applications. You will incorporate these outside readings in the “hot topic” post. You should not repeat anything posted earlier in this module or previous modules. Each post should be within 100 words. (Include the web links where you read the hot topics. The web links will not be counted within the 100 words limit.) Due: Saturdays of Modules 1–7, 11:59 pmCase discussion post (Modules 2–7): If you are not a case discussion leader: Read the case thoroughly, pick a case question discussion thread, and provide your own thoughts. Be prepared to disagree with others. Due: Saturdays of Modules 2–7, 11:59 pmMarketing plan feedback (Module 8): Pick one team’s marketing plan video presentation and provide your thoughts/additional insights/feedback in Module 8. Due: Saturday of Module 8, 11:59 pmMarketing Plan (Team Project)Your team will choose a company. Identify a current marketing problem facing that company. Throughout the course, we will discuss the key elements of effective marketing plans. By the end of the term, your team will develop a marketing plan that describes how the team would help the company solve the problem. You will need to come up with a new product or a new marketing activity/campaign for the company.You may not choose (1) a company covered in our business cases or (2) Apple or Google.As soon as you choose a company, you will post its name on the discussion board in Blackboard so that other students can see your selection. The company selection will be decided on a first-come first-served basis. The deliverables are: AssignmentDetailsDeadlineWhere to SubmitTeam ContractThe team contract is posted in Blackboard.Sunday, Module 1, 11:59 pmGroups AreaOne-Page Project DescriptionProvide the company name and the marketing challenge the company faces. Explain briefly why the challenge is important to study.Sunday, Module 2, 11:59 pmDiscussionsFinal Team Marketing Plan (report, PPT slides, and the link to an archived synchronous online presentation recorded in Adobe Connect)You will introduce your marketing plan in a team to the class using a recorded Adobe Connect session. Thursday, Module 8, 11:59 pmSubmit report, PPTs, and video link at Groups Area; submit video link at Module 8 Discussions.Team EvaluationYou will have an opportunity to evaluate your team members with respect to their contributions to team work. The peer evaluation form will be posted on Blackboard. A poor peer evaluation score will negatively influence one’s grade.Saturday, Module 8, 11:59 pmModule 8 Assignments FolderYou are strongly encouraged to start working on the project as soon as your team contract is completed. Guideline of Marketing Plan ReportThe marketing plan must be typed (one-inch margins, single-spaced, 12-point font) and follow the format below. Cover (1 page): Team number, members’ legal names, company name Executive Summary (1 page): Overview of the entire planTable of Contents (1 page)Project Description and Industry Definition (0.5 page): Provide: (a) company name; (b) why you selected this company.Situation Analysis: This section consists of the following three sections.Industry Factor (1 page): Summarize marketing activities (pricing, distribution, advertising, and promotion) in your industry and list the 3 industry factors that you think will be most influential in your petitive Set: SWOT (1.5 pages): Focus on strengths and weaknesses of your company, and indicate any significant direct and indirect competition.Industry Forecast (1 page): Using secondary data and your knowledge of the industry, estimate what will likely happen in the industry for the next five years. A simple extrapolation method is sufficient, although you should feel free to use a more sophisticated approach if you have the data.Marketing Strategy: This section consists of the following 3 sections.Market Research (1 page): Try to better understand what your current and/or potential customers would want from your company by collecting information. You may want to run a small study to collect necessary information (e.g. surveys, concept tests, focus groups, in-depth interviews, etc.). If you do a survey, collect data from a minimum of 20 subjects. If you conduct focus groups, run them with at least 5 people. STP (1 page): Provide your benefit segmentation of the market in which you compete and indicate which segment(s) you now serve (if any). Develop positioning strategy. Objectives & Strategy (1 page): State marketing objectives in terms of sales volume, market share, return on investment or any other objectives for your marketing plan. If you are not yet certain of numbers, provide your best estimates. Marketing Mix (2 pages): In this section, you develop a marketing mix (product, price, promotion, and place) to solve the marketing problem and to achieve the objectives.References (maximum 2 pages)Appendix (maximum 4 pages): Attach any information that will support your arguments. For example, you may include an income statement for the product and some promotional material, or you may attach a hypothetical print advertisement. Note: Reference format or style does not matter.If your plan doesn’t involve some elements of marketing mix, you don’t need them in your plan. You can use bullet points and/or tables in the plan.The above guideline is a guideline; you can change the page distribution if you wish. However, items 1–7 should not exceed 12 single-spaced pages.Learning EnvironmentThis course is a masters-level class at the Johns Hopkins Carey Business School. As such, we have a number of rules for you as aspiring managers and as students at an elite university. Among them are the following:You will be prepared for class—having done the assigned reading and case preparation.Most of your learning will take place on your own. We do not explicitly go over all of your reading in our online classroom. Rather, we use online class time to build on assigned readings.We are always open to ideas, suggestions, and criticism regarding our approach to the material. We encourage you to communicate openly and constructively with us on these mattersTeamsThere will be 7 teams in one class section. You will have the opportunity to choose who will be in your team, but you will have a very small window of time to make this selection. If you have a preference for team members, please email them to me by Monday, [date], 6:00 pm. After this time, you will be randomly assigned to a team by Monday, [date], 11:59 pm. You will work with your team members to lead discussion of a case assigned to your team and to write a marketing plan.TextbookYou are expected to read assigned chapters. Videos from the instructor and discussions will not focus on explaining concepts, terms, and examples in the textbook. Instead, we will build on what each chapter covers, utilizing the instructor’s own materials and experience, students’ discussion and case discussion. RubricsThe rubrics of all requirements are posted in a separate file on Blackboard.Carey Business School Policies and General InformationBlackboard SiteA Blackboard course site is set up for this course. Each student is expected to check the site throughout the semester as Blackboard will be the primary venue for outside classroom communications between the instructors and the students. Students can access the course site at . Student Technology ResourcesPersonal Support Center (PSC): Toll-free: 855-270-4436, Ext. 3Local: 410-235-0545, Ext. 3Email: carey@Introduction to Blackboard Introduction to Adobe ConnectCourse EvaluationAs a research and learning community, the Carey Business School is committed to continuous improvement. The faculty strongly encourages students to provide complete and honest feedback for this course. Please take this activity seriously; we depend on your feedback to help us improve. Information on how to complete the evaluation will be provided toward the end of the course.Disability Support ServicesAll students with disabilities who require accommodations for this course should contact Disability Support Services at their earliest convenience to discuss their specific needs. If you have a documented disability, you must be registered with Disability Support Services (carey.disability@jhu.edu or 410-234-9243) to receive accommodations. For more information, please visit the Disability Support Services webpage.Academic Ethics PolicyCarey expects graduates to be innovative business leaders and exemplary global citizens. The Carey community believes that honesty, integrity, and community responsibility are qualities inherent in an exemplary citizen. The objective of the Academic Ethics Policy (AEP) is to create an environment of trust and respect among all members of the Carey academic community and hold Carey students accountable to the highest standards of academic integrity and excellence.It is the responsibility of every Carey student, faculty member, and staff member to familiarize themselves with the AEP and its procedures. Failure to become acquainted with this information will not excuse any student, faculty, or staff from the responsibility to abide by the AEP. Please contact the Student Services office if you have any questions. For the full policy, please visit the Academic Ethics Policy webpage.Student Conduct CodeThe fundamental purpose of the Johns Hopkins University’s regulation of student conduct is to promote and to protect the health, safety, welfare, property, and rights of all members of the University community as well as to promote the orderly operation of the University and to safeguard its property and facilities. As members of the University community, students accept certain responsibilities which support the educational mission and create an environment in which all students are afforded the same opportunity to succeed academically. Please contact the Student Services office if you have any questions. For the full policy, please visit the Student Conduct Code webpage.Student Success CenterThe Student Success Center offers free online and in-person one-on-one and group coaching in writing, presenting, and quantitative courses. The center also offers a variety of workshops, exam study sessions, and instructor-led primer seminars to help prepare students for challenging course content, including statistics and accounting. For more information or to book an appointment, please visit the Student Success Center website.Other Important Academic Policies and ServicesStudents are strongly encouraged to consult the Carey Business School’s Student Handbook and Academic Catalog and Student Resources for information regarding the following items:Statement of Diversity and InclusionInclement Weather PolicyCopyright StatementUnless explicitly allowed by the instructor, course materials, class discussions, and examinations are created for and expected to be used by class participants only.?The recording and rebroadcasting of such material, by any means, is forbidden. Violations are subject to sanctions under the Honor Code. ................
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