PUT HANDOUT TITLE HERE - Northwestern University
|Session |Date |Module and Description | |Required Readings: See Homework Assignment Sheet |Objective |Instructor |
|1 |Jan 6 |Introduction, Course Overview. Customer Value and | |Kotler: Chapters 1 & 2 |Understanding customer value and the |Mehrotra/ White |
| | |Strategic Planning | |Case: TrapEase |planning process | |
|2 |Jan 11 |Planning and the Marketing Environment | |Kotler: Chapter 3 |Using the macro and micro environment |White |
| | | | |Case: Motorola Pagers |in the plan | |
|3 |Jan 13 |Consumer and Business Markets and Behavior | |Kotler: Chapters 5 & 6 |Look at the consumer and business |White |
| | | | |Case: Biofoam |buying process | |
|4 |Jan 18 |Market Research and Information Systems | |Kotler: Chapter 4 |How to find and use market information|Mehrotra |
| | | | |Case: Enterprise Rent-A-Car | | |
|5 |Jan 20 |The Business Plan | |Read Resume Service and business |Components of a business plan, role of|Mehrotra |
| | | | |plans on reserve |a business plan | |
|6 |Jan 25 |Fundamentals of Accounting | |Weygandt:Chapter 1,2 |Accounting equation and financial |Mehrotra |
| | | | |Pages 13-27, 46-58 |statements, Double entry system | |
| | | | |Class discussion problems: E1-2,P1-1A, E2-3,E2-5 | | |
|7 |Jan 27 |Revenue recognition and Cost Matching Principles | |Weygandt:Chapter 2,3 |Trial balance, and preparing |Mehrotra |
| | | | |Pages 59-71, 95-106 |adjustment entries | |
| | | | |Class discussion problems: E3-2, P3-1A | | |
|8 |Feb 1 |Completing the Accounting Cycle | |Weygandt:Chapter 3,4 |Close the books and prepare financial |Mehrotra |
| | | | |Pages 110-112, 140-164 |statements | |
| | | | |Class discussion problems: E4-6, P4-2A | | |
|Session |Date |Module and Description | |Required Readings |Objective | |
|9 |Feb 3 |Managerial Accounting and Job Costing | |Weygandt:Chapters 20,21 |Understand different types of costs |Mehrotra |
| | | | |Pages 873-880, 910-927 |and difficulties in accounting for | |
| | | | |Class discussion problems: E20-6, P20-1A, P21-1A |overhead | |
|10 |Feb 8 |Process Costing, Activity Based Costing and Cost | |Weygandt:Chapters 22,23 |Understand inventory costing in |Mehrotra |
| | |Analysis | |Pages 950-973, 1003-1014 |manufacturing and concepts of ABC, CVP| |
| | | | |Class discussion problems: P22-5A, P23-5A |analysis | |
|11 |Feb 10 |Master and Flexible Budgets | |Weygandt:Chapters 24,25 |Understand the budgeting process and |Mehrotra |
| | | | |Pages: 1034-1051, 1072-1080, 1091-94 |prepare simple budgets, Using budgets| |
| | | | |Class discussion problems: P24-6A |as a control mechanism | |
|12 |Feb 15 |Managerial Decisions | |Weygandt:Chapter 27 |Special orders, Make-buy and product |Mehrotra |
| | | | |Pages 1157-1164 |line decisions | |
| | |Midterm Exam | |Class discussion problems: P27-1A | | |
|13 |Feb 17 |Capital Budgeting | |Weygandt:Chapter 27 |Large capital investment decisions |Mehrotra |
| | | | |Pages 1166-1175 | | |
| | | | |Class discussion problems: E27-8, P27-5A | | |
|14 |Feb 22 |Presentations Groups 1-6 | | |Present a pre-final group business |Mehrotra |
| | | | | |plan to receive group feedback | |
|15 |Feb 24 |Presentations Groups 7-11 | | |Present a pre-final group business |Mehrotra |
| | | | | |plan to receive group feedback | |
|16 |Feb 29 |Market Segmentation, Targeting and Positioning | |Kotler: Chapter 7 |Learn to group customers to gain |White |
| | | | |Case: PowerAde |leverage | |
|Session |Date |Module and Description | |Required Readings |Objective | |
|17 |Mar 2 |Products, Brands, Packaging and Services | |Kotler: Chapter 8 |Linking product offerings to customer |White |
| | | | |Case: Swatchmobile |needs | |
|18 |Mar 7 |New Product Development and the Product Life Cycle | |Kotler: Chapter 9 |Understanding the opportunity for |White |
| | | | |Case: Elph Camera |improvement | |
|19 |Mar 9 |Place: Distribution and Logistics | |Kotler: Chapter 12 & 13 |Understand decisions in distribution |White |
| | | | |Case: Icon Acoustics |and the Internet impact | |
| | | | | | | |
Course Information
Instructor: Sanjay Mehrotra Phone: (847) 491-3155
Office: Tech. C140 Fax: (847) 491-8005
Email: mehrotra@iems.nwu.edu
Office Hours: Monday and Wednesday 11:15-1:00
Instructor: William J. White Phone: (847) 491-3680
Office: Tech. D231 Fax: (847) 491-7928
Email: white@iems.nwu.edu
Office Hours: Tuesday and Thursday after class till 12:30. Many more times but call for an appointment.
Teaching Assistant: Bo-Ray Huang Phone: (847) 491-2104
Office: C236
Email: b-huang@nwu.edu
Office Hours: Monday 3:30PM to 5:00PM, Thursday 1:30PM to 3:00PM
Classroom: Tech. L251
Classes: T, Th 9:00-10:20
1. Course Description and Objectives
The goal of the course sequence is to provide the student with an improved idea of how fundamental business concepts and engineering fit into the overall business. This is augmented by the development of basic management techniques. This course helps the student develop the management and personal skills to become a better performer on the job. These skills should allow the individual to serve as a valued team or task force member.
This course should be of primary interest to people aspiring to a career in general management or leading the engineering function in an enterprise. It should be of interest to people who may manage interfaces between operations and other business functions such as marketing, finance, accounting and human resources. A working knowledge of marketing and accounting is indispensable for general managers and entrepreneurs.
We will see how different businesses use unique marketing strategies to gain competitive advantage. We will decompose the marketing plan into four dimensions: product, promotion, price and place. We will understand the steps in the accounting cycle, and learn to use the accounting information for managerial decision making and control. We will connect accounting and marketing through the development of a complete business plan for a product or service selected by the students.
The goal in accounting is for you to:
-Be able to learn the fundamental accounting equation.
-Understand how accounting transactions are recorded.
-Understand how entries are adjusted and books are closed.
-Learn how basic financial statements (Balance sheets, Income statements etc.) are prepared from recorded accounting transaction.
-Learn the concept of Activity Based Costing.
-Understand the budgeting process and using budgets for control.
-Learn to use accounting information for managerial decisions.
Likewise, in marketing we expect you to:
-Learn the principles of strategic planning.
-Be able to use marketing information systems.
-Learn the marketing research and consumer decision process.
-Understand consumer and business buyer behavior.
-Practice market segmentation and selecting target markets.
-Learn the principles of product development and demand forecasting.
-Observe the principles of product packaging.
-Experience product pricing in different environments.
2. Required Texts
Required materials available at the bookstore
• Accounting Principles (5th edition), by Weygandt, Kieso and Kimmel, published by John Wiley (ISBN # 0-471-349-283).
• Principles of Marketing (8th edition), by Kotler and Armstrong, published by Prentice Hall. (ISBN # 0-13-957002-0)
3. Assignments
The course assignments are designed to engage you in the situation, to teach you ways to think about and analyze issues and to prepare you to be effective managers.
We expect that you will be taking four courses and that you will spend approximately ten hours per week in total for this course. Your weekly schedule should plan for:
• three hours in class,
• three hours doing individual reading,
• two and a half hours on homework preparation,
• and one and a half-hours on group project.
We expect you to read all assigned readings before coming to a class. If you find yourself averaging more than ten hours per week, please let us know.
In the accounting segment you are assigned practice problems for each session which will allow you to become familiar with the techniques covered. You should be familiar with the discussion problems prior to coming to class, however, you are not required to turn in a written solution to the discussion problems. Your class participation will depend on your familiarity with the discussion problems. In each session you are required to turn in written solution to one or two problems covering the material studied in the previous lecture.
In the marketing segment of the class you will typically need to prepare a case for each session. Typically, there will be written assignments for each case. Although you will be required to hand in a response to only one question regarding the case you are responsible for preparing answers to all the questions. You should be knowledgeable enough to talk about the issues in the case and your ideas for addressing them if called on in class.
4. Class Contribution
CLASS CONTRIBUTION: Your comments and contributions add to each class’ discussion. Although activity is important, the quality and impact of your comments are much more valuable. Our joint evaluation of your class participation will be based on the substance and insight of your comments. In-class participation will consist mainly of voluntary contributions in class, although we will sometimes call upon students to volunteer. You may also post or email your comments. If you feel uncomfortable with being called on in class please let us know in advance.
CLASS PARTICIPATION: We would like to encourage you to make use of electronic communication tools. Our preferred mode of communication outside of class is e-mail. To encourage shared communication we have set-up a class account using CourseInfo. This software is on the NU Internet: We will either cover in class or post any comments relevant to assignments or the class on the conferencing tool in CourseInfo. Students should also post any items they feel will be of common interest using the conferencing tool. We regularly check our email accounts that are different from CourseInfo; therefore, you should send your question to us using email.
5. Homework
All homework assignments can be done with a study group. We encourage you to discuss the cases and the accounting problems with your group. However, your homework is to be prepared on your own.
You will be required to submit written answers to questions related to problems and cases during the quarter. The written submissions of discussion problems should be no more than one page and generally one half page. They should be done in Word with 12pt font. You are encouraged to do the accounting problems using Excel spreadsheets.
6. Team Project
We will assign you to a team that prepares a business plan to start a new company. Your team will have five members (some may have six or four) sharing responsibilities for the following functions: accounting, operations, marketing, human resources and administration.
The idea for the product or service for the company will be yours. If you find it difficult to identify an idea for a new product or service, we will help you. The process of choosing and obtaining approval of the business idea must be completed by the end of second week of classes.
The final report should be in the form of a business plan you would submit to obtain funding. The maximum length of the plan should be ten pages (exclusive of exhibits). The report is due on Friday March 10, 1999.
Here are some guidelines:
1. Provide a short description of your idea and its competitive differentiation.
2. Describe the business strategy and goals.
3. Describe the strategic issues and challenges using marketing concepts studied in class such as:
- Customer needs
- Customer segmentation
- The four P’s of product, place, price and promotion.
4. A list of transactions your business anticipates to have during the first year.
5. Provide a budget for the first year.
6. Provide a proforma income statement and balance sheet for the first two years.
7. Identify the risks associated with the idea and how you plan to address them.
8. Discuss implementation steps.
In the library you will find copies of “Business Plans for Dummies” as well as copies of two last years’ project reports on reserve.
You are encouraged to use our office hours during week 6 to week 9 of classes to get informal feedback on your team project. In addition we have scheduled two lectures (on Feb 22nd and Feb 24th) to give you formal feedback on your project progress. This will also give you opportunity to know what other groups are doing and receive input from them.
7. Grading
The grade you receive for the course is intended to certify your demonstrated proficiency in the course material. Proficiency will be estimated by measuring your performance on (1) class contribution, (2) homework, (3) exams, (4) the team project. All exams will be open-readings, open class handouts and open class-notes. Your course grade will be based on the following categories:
1. Class contribution 10%
2. Homework 20%
3. Midterm exam 20%
4. Comprehensive team project 25%
5. Final exam 25%
We will be using CourseInfo software to communicate (other than email). It will list your grades and any useful information available about the course and classes. Each of you will select your own PIN at the outset of the course and it will be used with CourseInfo.
8. Class Contribution Evaluation
The following policy is set to evaluate class contributions. Points are assigned to class comments and comments posted on CourseInfo using the following system:
| |Points |
|Insightful Comments/answers on course topics |5 |
|Questions on course topics generating curiosity in class |3 |
|Simple comments, questions, clarifications on course topics |1 |
Using total class contribution points the points towards class grade are computed from the following table:
|Total Contribution points |Points toward class grade |
|10 or above |10 |
|P points in class contribution (P < 10) |P |
We will do our best to track who has contributed in class. However, since it is hard to totally keep track of who has participated in the class, we will follow an honor system. As an option, send us an email when you want to confirm/remind us of your class contribution. Remind us with a few key words from your remarks during that lecture, as well as a self-evaluation of your remark.
Please keep a nameplate so that we can call you by name in the class (an 8.5x11 sheet folded in three will work fine).
Enjoy the class!
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