Career Development and Lifestyle Planning



Marketing Management2 CreditsBU.410.620.XX[NOTE: Each section must have a separate syllabus.][Day & Time / ex: Monday, 6pm-9pm][Start & End Date / ex: 3/24/15-5/12/15][Semester / ex: Fall 2016][Location / ex: Washington, DC]Instructor[Full Name]Contact Information[Phone Number, (###) ###-####][Email Address]Office Hours[Day(s)/Times]Required Texts & Learning Materials-11 HBS cases (to be purchased at the instructor’s HBS course page)-Marketing Management by Kotler and Keller (15th edition), Prentice HallCourse 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, role playing, 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 Teaching & Learning@Carey website. Attendance We expect you to attend all 8 class sessions. If you choose to miss all or part of a class session, be it for jury duty, illness, a family matter, you will be responsible for all information covered in class. Assignments & Rubrics(See appendix for detailed information)Case Discussion LeaderCase Write-upsMarketing PlanExamAssignmentLearning ObjectivesWeightAttendance and participation in class discussion1, 2, 3, 415%Case Discussion Leader1, 2, 315%Case Write-ups*410%Marketing Plan1, 2, 3, 430%Exam*1, 230%Total100%Note: Assignments marked with “*” are Assurance of Learning items. GradingThe grade of A is reserved for those who demonstrate extraordinarily excellent performance. The grade of A- is awarded only for excellent performance. The grade for good performance in this course is a B+/B. The grades of D+, D, and D- are not awarded at the graduate level. Please refer to the Carey Business School’s Student Handbook for grade appeal information. Tentative Course Calendar**The 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.WeekContentReadingDue1Marketing’s RoleCh 1 & 23Case: CitiBank” HBS #9-595-026 (Instructor will lead)2What Is Marketing Strategy?Major topics: How is marketing related to profitability? Ch 2Cases:-“SWATCH” HBS #9-504-096: Sample discussion Q: “Did Swatch make a mistake in not raising the price?” (Group 1 will lead).-“L’Oreal” HBS #9-805-086: Sample discussion Q: “L’Oreal has bought many companies. What did L’Oreal actually buy?” (Group 2 will lead).3Customer and STPMajor topics: Customer satisfaction, loyalty, customer valueCh 5, 6, 9 & 10Cases:-“Clean Edge Razors” HBS 4249-PDF-ENG:Sample discussion Q: “What changes are happening in the non-disposable razor market? (Group 3 will lead).-“Wal-Mart” HBS #9-704-430: Sample discussion Q: “What are the elements of WM’s competitive edge? (Group 4 will lead).Due: One-page project description4Customer and STP continuedMajor topics: Segmentation, targeting and positioningCh 5, 6, 9 & 10Cases:-“HMI Hit Song Science” HBS #9-506-009:Sample discussion Q: “How would you react to HIM’s offering if you were a successful producer?” (Group 5 will lead).-“Marvel” HBS #9-505-001: Sample discussion Q: “How long can Marvel enjoy the success of Spider-Man?” (Group 6 will lead).5Marketing ResearchBrand EquityMajor topics: Value of market data, demand forecast, brand equityCh 3, 4 & 11Cases:-“Steinway” HBS #9-500-028: Sample discussion Q: “Would you buy Steinway if you were an investment banker?” (Group 7 will lead). -“Heineken” HBS #9-596-015: Sample discussion Q: “Can a beer be a luxury product?” (Group 8 will lead).6Marketing MixMajor topics: Product life cycle, pricing, communicationCh 15, 16, 19 & 21 Cases: -“Blood Bananas” TB0245. Sample discussion Q: “Do you think Chiquita or its managers had a choice?” (Group 9 will lead).-“Canadian Breast Cancer Foundation” W11073. Sample discussion Q: “Do you think cause-related marketing actually works?” (Group 10 will lead). 7ApplicationsYour group will have about 7-10 minutes to present the crux of your marketing plan. A Q&A session will follow.Due: Marketing Plan8Exam The exam will cover the assigned textbook chapters. It will NOT cover cases. The exam will consist of multiple choice questions and short essay questions. 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 . Support for Blackboard is available at 1-866-669-6138.Course 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 ServicesJohns Hopkins University and the Carey Business School are committed to making all academic programs, support services, and facilities accessible. To determine eligibility for accommodations, please contact the Disability Services Office at time of admission and allow at least four weeks prior to the beginning of the first class meeting. Students should contact Priscilla Mint in the Disability Services Office by phone at 410-234-9243, by fax at 443-529-1552, or by email. Honor Code/Code of ConductAll students are expected to view the Carey Business School Honor Code/Code of Conduct tutorial and submit their pledge online.?Students who fail to complete and submit the pledge will have a registrar’s hold on their account. Please contact the student services office via email if you have any questions.Students are not allowed to use any electronic devices during in-class tests. Calculators will be provided if the instructor requires them for test taking. Students must seek permission from the instructor to leave the classroom during an in-class test. Test scripts must not be removed from the classroom during the test.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 InclusionStudent Success CenterInclement 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.AppendixPeer Evaluation-You will have an opportunity to evaluate your team members with respect to their contributions to group work. A poor peer evaluation score will negatively influence one’s grade. Assignments should be submitted on Blackboard except the marketing plan. -Marketing plan HARD COPY at the beginning of the 7th session. Learning EnvironmentThis course is a masters-level class in the Carey Business School at Johns Hopkins University. 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 show up on time and prepared for class—having done the assigned reading and case preparation.Cell phones should be turned off and put away. Businesspeople do not/should not make or accept calls nor should they send or receive text messages during meetings. If we notice your doing these things, we may not say anything in real-time, but your participation grade will reflect it.Likewise, except in limited cases where they are facilitating note-taking or the like, laptop computers/netbooks/iPads should be turned off and put away. A violation of rule 2 & 3 will result in one point deduction of class participation scores. GroupsThere will be 10 groups. You’ll be assigned to a group. You will work with your group members to lead discussion of a case assigned to your group and to write a marketing plan.TextbookYou are expected to read assigned chapters. Class time will not be spent 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. 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, 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 the cases. 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, group preparation enhances learning and leads to more effective classroom discussion. In summary, do not dwell on details of a case. Try to get a big picture and identify key issues.Case DiscussionIf you are not a discussion leader Read the case thoroughly and be prepared to provide your own thoughts. Be prepared to disagree with others. If you are a discussion leader Your group will come up with at least four discussion questions, in addition to the sample question, related to the central issues of the assigned case and lead case discussion in class (i.e., ask questions to students). Your job is to raise critical questions. Typical discussion questions start with “How,” “Why,” “Who,” “What would you.” However, you are encouraged to come up with any question that can lead to serious discussion. Examples of discussion questions: “How is Apple able to charge higher prices than its competitors?” “Why is it difficult for Apple’s competitors to copy Apple?” “What would you do if you were in charge of Apple’s marketing division?” “How long can Apple sustain its competitive edge?” “Who are the ideal customers for Apple?” Examples of non-discussion questions are, “Who is Apple’s CEO?” “How many patents does Apple have?” etc. Once you read a case, you will have no problem generating lots of discussion questions. You’ll have trouble reducing the number of discussion questions!The instructor will come up with his/her own questions as well and summarize the key issues of each case at the end of discussion. To further motivate you to generate discussion questions, each case is accompanied by a sample discussion question in the course calendar.Case Write-upSubmit via Blackboard one single-spaced page summary of your answers to the sample questions for the two cases assigned to each of sessions 2-6 by 10:00PM on the day before each session. This is designed to make sure you read cases and will be graded on a pass/fail basis. Group Project (Marketing Plan)Your team will choose a company. Identify a current marketing problem facing that company. Your team will develop a marketing plan that describes how the team would help the company solve the problem. Obviously, you will have to come up with 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 at Blackboard so that other students can see your choice. The company selection will be decided on a first-come, first-served basis. Guideline of Marketing PlanThe marketing plan must be typed (one inch margin, 1 & ? inch spacing, 12 point font) and follow the below format. Cover: (1 page): Group number and members’ legal names. Executive Summary: (1 page): Overview of the entire plan.Table of Contents (1 page)Project Description and Industry Definition (1 page): Provide: 1) company name; 2) why you selected this company.Situation Analysis: This section consists of the following 3 sections.Industry Factor (1 page): Summarize marketing activity (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 (2 pages): Focus on strengths and weaknesses of your company, and indicate any significant direct and indirect competition.Industry Forecast (1-2 pages): 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 (2 pages): 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 at least with 5 people. STP (2 pages): 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 (2 pages): 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, give me your best estimates. Marketing Mix (2 pages)In this section, you develop a marketing mix (product, price, promotion and place)ReferencesAppendix (maximum 10 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: Writing 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 add more pages to certain sections if you wish. ................
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