Marketing Management: On-site Syllabus



Marketing Management2 CreditsBU.410.620.XX [NOTE: Each section must have a separate syllabus.][Day & Time][Start & End Dates][Semester / ex: Fall 2019][Location / ex: Harbor East]Instructor[Full Name]Contact Information[Email Address][Phone Number, ###- ###-#### (Optional)]Office Hours[Specify the day and time of the 2 hours that will be dedicated to office hours each week. For evening classes, faculty may wish to hold their office hours by phone or email. While faculty are permitted to state “and by appointment,” office hours should not be held exclusively by appointment.]Required Texts & Learning Materials11 HBS cases (to be purchased at the instructor’s HBS course page)Kotler, P. T., & Keller, K. L. Marketing management (15th ed.). Prentice Hall.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 the Carey Business School’s general learning goals and objectives, visit the 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 for Weeks 2–5410%Case Write-up for Week 645%Marketing Plan1, 2, 3, 425%Exam*1, 230%Total100%Note: Assignments marked with asterisk (*) are Assurance of Learning items. GradingThe 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+ and B are awarded for good performance. The grades of B-, 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 CalendarInstructors 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.WeekTopicReadingDue1Marketing’s RoleChapters 1, 23Case: “CitiBank” HBS #9-595-026 (Instructor will lead.)2What Is Marketing Strategy?Major topics: How is marketing related to profitability?Chapter 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 valueChapters 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 (continued)Major topics: Segmentation, targeting and positioningChapters 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 equityChapters 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, communicationChapters 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.Disability ServicesStudents with disabilities who require accommodations for this course should be registered with Disability Support Services and provide a copy of their accommodation letter as soon as possible. If you have not yet registered with Disability Support Services, please contact them to discuss your needs and begin the registration process (carey.disability@jhu.edu or 410-234-9243). 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. For more information on these services and others, or to book an appointment, please visit the Student Success Center website.Other Important Policies and ServicesStudents are encouraged to consult the Student Handbook and Academic Catalog and Student Services and Resources for information regarding other policies and services.Copyright 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 Academic Ethics Policy.AppendixPeer EvaluationYou 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 rules 2 and 3 will result in a 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: “Who is Apple’s CEO?” “How many patents does Apple have?” 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 10:00 p.m. 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 that is 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. Guidelines for Marketing PlanThe marketing plan must be typed (1” inch margin, 1?” 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: Company nameWhy 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 5 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. NOTES: 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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