BAMA 550: MARKETING Master of Management (MM) Course Outline

Transcription

1 COURSE GOALS BAMA 550: MARKETING To develop the knowledge and skills fundamental to marketing, which creates, captures, delivers, and communicates superior value to customers in order to develop and maintain mutually beneficial, long-term relationships. LEARNING OBJECTIVES Upon successful completion of this course, students will have the knowledge and skills to: Define marketing and its role in creating value for consumers, society, and organizations. Examine an organization s strengths and limitations, core competencies, and key success factors in the context of the analyzed micro- and macro-environments. Analyze the personal and interpersonal influences on consumer behaviour and the steps to making a purchase decision. Apply the segmentation, targeting, and positioning (STP) process. Differentiate between the four elements of the marketing mix and integrate them in a balanced, strategic marketing plan for an existing product/organization. ASSESSMENT SUMMARY Individual: Online Pre-tests 10% Individual: Oral Participation 10% Mixed: In-class Activities 10% Mixed: Marketing Plan Project Team: Brand Selection 0% Team: Situation Analysis & SWOT 15% Individual: STP Plan 15% Team: Marketing Strategy Annotated Slide Deck 20% Team: Marketing Strategy Presentation 15% Individual: Peer Presentation Review 5% Individual: Team Evaluation ( * ) - 1 -

2 COURSE INFORMATION BAMA 550: MARKETING Division: Marketing & Behavioural Science Term/period: Term 1, Period 1 Instructor: Kirstin Appelt Class meeting times: Mon & Wed 2:00-4:00pm kirstin.appelt@sauder.ubc.ca Classroom location: HA 337 Office: HA 351, Desk MKTG-5 Office hours: Mon & Wed 1:00-1:30pm or by appt. Course duration: 6 Oct. 15, 2016 Make-up class: Wednesday, 7 8:00-10:00am Course website: Connect and course blog in HA 254 (This is our first session!) BRIEF COURSE DESCRIPTION This course is designed to provide a broad introduction to the field of marketing. Marketing is far more than just selling or advertising within a business setting; it is a major part of everyday life. This course will illustrate the importance of marketing and will help students develop fundamental marketing knowledge and skills applicable to all specializations within business. (Note that, because Marketing Research and Ethics & Sustainability are separate courses in your curriculum, this course will not cover these topics in depth.) COURSE MATERIALS & REQUIREMENTS Reading Materials: Readings should be reviewed before the class for which they are assigned. Where possible, readings will be accessible online at no cost. Other readings will be compiled in a course package which should be purchased in advance of the first class session (purchase instructions forthcoming). Due to UBC and Canadian Intellectual Property regulations, each student must purchase their own course package. Other Learning Resources: The course will be supported in Connect and through a course blog (also embedded in Connect): Technology Requirements: For the marketing plan project, you will need access to word processing software (e.g., Microsoft Word, OpenOffice, or Google Docs), basic computational/analytical/graphing software (e.g., Microsoft Excel, OpenOffice, or Google Docs), presentation software (e.g., Microsoft PowerPoint, OpenOffice, Google Docs, or Keynote), and PDF-conversion software (usually available through Microsoft Office or download free software online). Your team may also wish to use file-sharing software (e.g., Dropbox, Google Docs, etc.). Activity Fees: None ASSESSMENT Developing business professionalism means learning to listen actively, think critically, communicate effectively, and work as a positive, productive contributor; these skills and your developing marketing knowledge and skills will be evaluated through a range of assessments, including online pre-tests, active in-class engagement, and a project. Online pre-tests 10%: With the goal of providing a more active learning experience in the classroom, students will complete regular online reading quizzes to guide their class preparation. This frees up class time for higherlevel application of and interaction with key concepts and tools

3 BAMA 550: MARKETING Oral participation 10%: Participation is highly valued. Attendance is necessary, but not sufficient; to earn these marks, students must actively participate in class by: 1) thoughtfully asking or answering questions about concepts from lectures or readings, 2) drawing connections between concepts, 3) sharing their experiences or points of view, or 4) building on (but not merely repeating) points raised by others. Don t be afraid to express opinions; often in marketing discussions, multiple answers can be appropriate, if they are well-justified! We will use fixed seats and name cards to help students get credit for verbal contributions that add value; no name card, no credit. Poor attendance, consistent tardiness, and/or use of devices will negatively impact participation marks (see below for course and institutional policies). In-class activities 10%: To move from passive learning of course concepts to active application and discussion, many class sessions will include activities with worksheets to be completed individually or in small groups. Each worksheet is graded out of 2 points; feedback may be viewed during office hours. Marketing Plan Project: Students will apply course concepts to marketing analysis and planning for real organizations. Working individually and in assigned teams of 4-6, students will choose a business-to-consumer (B2C) brand (e.g., a company, strategic business unit, product line, or product) as the basis for completing a series of assignments (for details, see Appendix: Marketing Plan Project). Team: Brand Selection: Teams must choose a B2C brand (brands are first-come, first-served). Team: Situation Analysis & SWOT 15%: Effective marketing strategies can only be created after a thorough situation analysis of the current and future internal and external conditions under which a brand will compete. Each team will research and analyze the micro- and macro-environments of their brand and provide a summary SWOT analysis. Individual: STP Plan 15%: Segmentation, targeting, and positioning (STP) form the foundation for marketing plans; because all strategies must align with these components, clearly defining them is critical for success. Each individual will select a unique consumer segment for their team s brand; they will describe and evaluate the segment and position the brand toward the segment. Team: Marketing Strategy Annotated Slide Deck 20%: An effective marketing strategy involves an integrated marketing mix (product, price, place, and promotion the 4 Ps) aimed at developing a long-term, value-oriented relationship with a clearly defined target market. Each team will analyze the existing strategy and develop a series of recommendations to help the brand achieve their chosen positioning in the minds of their chosen consumer segment. Team: Marketing Strategy Presentation 15%: Effective marketing strategies require succinct and effective communication to multiple audiences from management to corporate partners to customers. Each team will craft a 10-minute presentation to communicate their marketing plan. Individual: Peer Presentation Review 5%: Your professional development includes practicing to objectively review the work of your peers and provide constructive feedback. Additionally, this assignment provides a final opportunity to reinforce your understanding of marketing planning. Each individual will evaluate 5 team presentations. Individual: Team Evaluation: At the end of the term, students will complete a mandatory evaluation of each team member s contribution (including their own) to the team s assignments. Individual grades on team assignments may be subject to adjustment based on team evaluations. Reductions can be significant if an individual has contributed little to the team; generally, where team members are reliable and contribute, no adjustments are made. This assignment is not worth any points; however, failure to complete the evaluation will incur at least a 10% deduction on all team assignments

4 COURSE SCHEDULE Subject to change at instructor s discretion. BAMA 550: MARKETING Day Date Class Topic Readings Due Assignments Due Wed. 7 Special make-up class: 8-10am in HA 254 #1: Course Overview & Marketing Big Picture 1. Read course outline 2. Kotler & Keller, Ch. 1: pp NetMBA: 4. NetMBA: Wed. 7 Regular class: 2-4pm in HA 337 #2: Situation Analysis 1. NetMBA: 2. NetMBA: 3. NetMBA: Fri. 9 Team: Brand Selection due by 5pm Mon. 12 #3: Consumer Behaviour 1. Grewal & Levy, Ch. 6: pp (You may skip sidebars.) Wed. 14 #4: Segmentation, Targeting, & Positioning (STP) 1. Kotler & Keller, Ch. 6: pp Grewal & Levy, Ch. 9: pp (You may skip sidebars.) Sun. 18 Team: Situation Analysis & SWOT due by 5pm Mon. 19 #5: Product Strategy, Part I 1. Grewal & Levy, Ch. 11: pp (You may skip sidebars.) 2. Grewal & Levy, Ch. 13: pp (You may skip sidebars.) 3. QuickMBA: Wed. 21 #6: Product Strategy, Part II 1. NetMBA: 2. Grewal & Levy, Ch. 11: pp Sun. 25 Individual: STP Plan due by 5pm - 4 -

5 BAMA 550: MARKETING COURSE SCHEDULE (CONT D) Subject to change at instructor s discretion. Day Date Class Topic Readings Due Assignments Due Mon. 26 #7: Pricing Strategy 1. Wood, Ch. 7: p Wood, Ch. 7: pp Wed. 28 #8: Distribution Strategy 1. Armstrong et al., Ch. 11: pp Armstrong et al., Ch. 11: pp Mon. Oct. 3 #9: Promotion Strategy 1. Armstrong et al., Ch. 13: p Armstrong et al., Ch. 13: pp Wed. Oct. 5 #10: Promotion Strategy, Part II, & Course Wrap-Up n/a n/a TBD TBD Marketing Strategy Presentations Team: Marketing Strategy annotated slide decks & presentations due by time TBD Individual: Peer Presentation Reviews due by time TBD Fri. Oct. 14 Individual: Team Evaluations due by 5pm - 5 -

6 COURSE AND INSTITUTIONAL POLICIES BAMA 550: MARKETING Attendance: As per RHL policy on Professionalism, Attendance and Behaviour, students are expected to attend 100% of their scheduled classes. Students missing more than 20% of scheduled classes for reasons other than illness will be withdrawn from the course. Withdrawals, depending on timing, could result in a W or an F standing on a student s transcript. Students must notify their instructors at the earliest opportunity if they are expected to miss a class due to illness. A medical note from a licensed, local doctor is required if more than 20% of scheduled classes for a course are missed due to illness. Students are required to notify the Student Experience Manager if they are absent from two or more classes due to illness. Tardiness: As per RHL policy on Professionalism, Attendance and Behaviour, students are expected to arrive for classes and activities on time and fully prepared. Late arrivals may be refused entry at the discretion of the instructor or activity lead. Students arriving halfway through a scheduled class, or later, will be treated as absent for that class. Electronic Devices: As per RHL policy on Professionalism, Attendance and Behaviour, laptops and other electronic devices (cellphones, tablets, personal technology, etc.) are not permitted in class unless required by the instructor for specific in-class activities or exercises. Cellphones and other personal electronic devices must be turned off during class and placed away from the desktop. Students who fail to abide by the RHL lids down policy will be asked to leave the room for the remainder of the class. Research has shown that multi-tasking on laptops in class has negative implications for the learning environment, including reducing student academic performance and the performance of those sitting around them. ACADEMIC INTEGRITY All UBC students are expected to behave as honest and responsible members of an academic community. Failure to follow appropriate policies, principles, rules and guidelines with respect to academic honesty at UBC may result in disciplinary action. It is the student s responsibility to review and uphold applicable standards of academic honesty. Instances of academic misconduct, such as cheating, plagiarism, resubmitting the same assignment, impersonating a candidate, or falsifying documents, will be strongly dealt with according to UBC s procedures for Academic Misconduct. In addition to UBC s Academic Misconduct procedures, students are responsible for reviewing and abiding by RHL s policy on Academic Integrity. LATE ASSIGNMENTS Assignment deadlines: Assignments are due by the specified time; Connect uses Pacific time and UBC server time to determine lateness. Late assignments will be subject to penalty as follows: 5% deduction if submitted 5-59 minutes late; 15% deduction if submitted 1-24 hours late; 30% deduction if submitted hours late; and a grade of zero if submitted more than 72 hours late. Missed activities, assignments, and exams: Special accommodations for missed exams, assignments, and classes will only be made for illness, emergency, or compassionate reasons. Such excuses as prior personal travel plans and extra-curricular commitments are not legitimate reasons. All decisions about concessions will be made in consultation with the RHL Graduate Office

7 GRADING POLICIES BAMA 550: MARKETING This course is designed to balance team and individual work: 55%+ of your course grade will come from work you do not produce independently. Although undergraduate degrees and early work experiences often focus on individual achievement, business is not an individual pursuit; even individually-owned and/or - operated businesses depend on relationships. Please reference materials and experiences from MM Immersion, which was designed to enhance teamwork skills. Individual grades on team assignments may be subject to adjustment based on team evaluations. Reductions can be significant if an individual has contributed little to the team; generally, where team members are reliable and contribute, no adjustments are made. Failure to complete the team evaluations will incur a 10% deduction on all team assignments. Marks for all grading events will be posted to Connect. It is each student s responsibility to monitor grade postings. If a grading error is suspected, a request for a re-grade must be made within 7 calendar days; after 7 days, grades are considered final. A re-grade means the entire submission is re-marked and the new grade (whether higher or lower) is final. This course will be marked according to the RHL grading guidelines for MM courses. The expected class mean is a B+/A-, but the letter grading scale anticipates that all letters are utilized in order to fully recognize academic accomplishment. Per UBC policy, the instructor, faculties, departments, and schools reserve the right to scale grades in order to maintain equity among sections and conformity to University, faculty, department or school norms. OTHER INFORMATION Class preparation: All course announcements will be posted to the course blog. This includes guidance on how to prepare for each class, lecture slides, project resources, and additional resources. It is each student s responsibility to understand what is required and to complete necessary readings, pre-tests, and other preparation that is directed. Written Language Requirements: Everything you deliver in this class is to be written in clear, grammatically correct English. Great ideas written poorly receive poor grades, as do poor ideas written well. In a fast-paced business world, the ability to convey your ideas with clarity and conviction is imperative. For team assignments, editing is a team activity to compile separate individual work into a cohesive whole. The editor role is not to correct grammar. If substantial reworking of individual contributions is required to fix grammar, this feedback is encouraged in team evaluations; individual grades may be reduced if language issues are identified because this is additional work your teammates must complete. This means that a great team member who is always on time, contributes ideas, and is pleasant to work with may still receive a grade deduction solely because of the quality of the written content they submit to their team. If you find yourself struggling, please access the many on-campus resources for help. Spoken/Listening Language Requirements: Lectures and discussions are fast-paced and conducted in conversational business English. Some students find that their previous experiences have not prepared them well for the pace and style of classroom discussions. If you find yourself struggling, please access the many oncampus resources for help. Professional Behaviour: Please be respectful and sensitive to the diversity of cultures, backgrounds, perspectives, experiences, etc. present in the classroom. Consider not only your home culture/individual perspective, but also those of others. In business, your words and actions are your credibility. Once tarnished, it is difficult to rebuild

8 BAMA 550: MARKETING Intellectual Property Consideration: Course lectures, in whole or in part, are not to be recorded or broadcast in any fashion. Information from secondary sources must always be cited; any assignments using secondary sources should include references. If you are unsure, it is your responsibility to ask prior to assignment submission. All teammates are equally responsible for joint work. Accommodations for Special Needs: Students requiring additional assistance are urged to see me as soon as possible so that we can plan together to insure a successful course experience

9 BAMA 550: MARKETING APPENDIX: MARKETING PLAN PROJECT Students will apply course concepts to marketing analysis and planning for real organizations. Working individually and in assigned teams of 4-6, students will choose a business-to-consumer (B2C) brand (e.g., a company, strategic business unit, product line, or product) as the basis for completing a series of assignments. ASSIGNMENT SPECIFICATIONS These specifications apply to all assignments. Marks will be deducted for missing these requirements. Readability: Everything you deliver in this class is to be written in clear, grammatically correct English. Proofreading is absolutely required. Penalties will apply for consistent errors and steep penalties will apply for consistent errors that interfere with comprehension. Assignment deadlines: Assignments are due by the specified time; Connect uses Pacific time and UBC server time to determine lateness. Late assignments will be subject to penalty as follows: 5% deduction if submitted 5-59 minutes late; 15% deduction if submitted 1-24 hours late; 30% deduction if submitted hours late; and a grade of zero if submitted more than 72 hours late. These specifications apply to the following assignments: Situation Analysis & SWOT, STP Plan, and Marketing Strategy Annotated Slide Deck. Marks will be deducted for missing these requirements. Electronic Submission: Submit assignments electronically on the course Connect site through the assignment dropboxes. For team assignments, submit one copy per team. File Naming Convention: Save assignments using the following file naming convention: Team##AssignmentName.FileType (e.g., Team01SituationAnalysis.pdf). Assignments not named this way will receive a grade deduction of 10%. Cover Page: Include a cover page (or title slide) that includes course number, team number, team members names, assignment title, and date. Page Limits: Stated page limits do not include the cover page, references list, or appendices. Respect the page limits outlined in each assignment section. Marks will be deducted for surpassing page limits, and work that extends beyond the page limit will not be graded. Formatting: o Margins: Minimum.5 for written reports and as reasonable for slide decks o Line Spacing: Single, but use headings/subheadings and white space for readability! o Font: Times New Roman, Calibri, Arial, or Georgia for written reports and appropriate, readable font for slide decks o Font Size: 11 pt. for written reports and minimum 14 pt. for slide decks (Rule of thumb for slides: If text is too small to be read from across the room, it is too small. 18 pt. is often considered the minimum for slides.) o PDF Format: Submit assignments in PDF format; assignments not submitted in PDF format will receive a grade deduction of 10%. References: All secondary sources must be cited using APA format, both within your writing and in separate References Lists. Penalties will apply for missing citations and inconsistent style. o UBC Guide to Getting Started with APA Citation Style : o APA Style Guide: Plagiarism Prevention: Assignments may be submitted to TurnItIn.com, UBC s plagiarism prevention system. For information on plagiarism and plagiarism prevention, review the Academic Integrity Resource Guide

10 BAMA 550: MARKETING TEAM: BRAND SELECTION (0%) Due Friday, September 9 by 5pm. Each team will select a business-to-consumer (B2C) brand (e.g., a company, strategic business unit, product line, or product) as the basis for completing the marketing plan project. This first assignment is a short survey. 1) Brands are first-come, first-served; please check before submitting to see if your preferred brand is still available. 2) Submit your team s preferences via Google Forms: It is recommended to prepare first and second choices. 3) I will approve brands as they are selected; once your brand is approved, you may begin working on your situation analysis and SWOT! It is highly recommended that you review the requirements for the entire series of assignments before selecting a brand. Good choices are brands that have sufficient information available; for big brands, you will likely want to narrow your scope to a specific geographic area, strategic business unit, product line, or product. Both strong and weak brands work well because marketing planning includes analyzing strengths and weakness and developing recommendations. You may want to look at a few company profiles in the Researching Companies tab on the David Lam Library s COMM 296/COMM 465 Research Guide to get started; these profiles have been created by the reference librarians to jump start student research. Whether or not you choose from the list, independent secondary research is expected. TEAM: SITUATION ANALYSIS & SWOT (15%) Due Sunday, September 18 by 5pm. Effective marketing strategies can only be created after a thorough situation analysis of the current and future internal and external conditions under which a company will compete. Each team will research and analyze the micro- and macro-environments of their brand and provide a summary SWOT analysis. Assignment will be a 2- to 3-page written report. Part A: Introduction: Briefly introduce your brand (i.e., who you are and what you do) and your scope will you focus on the entire company or a specific geographic area, product line, or product? Maximum 3-5 single-spaced, full sentences in either point-form or brief paragraphs. Part B: Situation Analysis: Research and analyze your immediate and macro environments. Maximum 2 pages of single-spaced, full sentences in either point-form or brief paragraphs. The questions below are neither prescriptive nor exhaustive; they are simply examples of the types of questions brands ask to learn about their environment and make better informed marketing decisions. Think for yourselves to ensure you ask the right questions for your brand! Customers/Consumers: Who are our current customers? What is the estimated size of our market? How do customers buy and use our product(s)? What factors do customers consider when choosing between competitors? How loyal are our customers? etc. Company & Corporate Partners: What is our brand s relevant history and background, mission/vision, culture, resources, key success factors, etc.? What are our current key product, pricing, promotion, and distribution strategies? How have we been successful so far? etc. Competitors: What products do customers consider to be competitive (including direct, indirect, and marketplace competitors)? How intense is the competition in our category? Is our category growing or shrinking? Are there barriers to entry? etc

11 BAMA 550: MARKETING TEAM: SITUATION ANALYSIS & SWOT (15%) CONT D Due Sunday, September 18 by 5pm. CDSTEP: What are the characteristics of the macroenvironment in which the brand competes? Specifically, what cultural, demographic, social, technological, economic, and political-legal factors influence the industry, the brand, and consumers? Remember, this is a description of the culture, demographics, etc. of the external environment, not of your current customers. Part C: SWOT: Based on your analysis from Part B, create a SWOT table that summarizes the brand s key Strengths and Weaknesses (internal) and the key Opportunities and Threats (external) it faces. Include six to eight items under each SWOT category. Maximum 1 page of single-spaced, full sentences in either point-form or brief paragraphs. Part E: References: Provide a References List of all secondary sources used in developing your situation analysis and SWOT. Assignments that are inadequately referenced (either lacking detail or improper format) will be subject to penalties. No page limit, single-spaced. INDIVIDUAL: STP PLAN (15%) Due Sunday, September 25 by 5pm. Segmentation, targeting, and positioning (STP) form the foundation for marketing plans; because all strategies must align with these components, clearly defining them is critical for success. Each individual will select a unique consumer segment for their team s brand; they will describe and evaluate the segment and position the brand toward the segment. Assignment will be a 2-page written report. Part A: Segmentation: Using multiple segmentation variables from multiple segmentation bases, describe one worthwhile (existing or new) consumer segment for your team s chosen brand. Although this is an individual assignment, coordinate with your team to ensure each team member uses a different segment for this assignment. Maximum 1 page of single-spaced, full sentences in either point-form or brief paragraphs. Part B: Targeting: Justify your chosen segment using all five segmentation attractiveness criteria. Maximum 1 page of single-spaced, full sentences in either point-form or brief paragraphs. Part C: Positioning and Explanation: Write a positioning statement for your chosen brand, targeted to your chosen segment from Part B. Remember to include your brand name, target segment, frame of reference, point(s) of parity, and point(s) of difference. Briefly explain your point(s) of parity and point(s) of difference. Maximum 3-5 single-spaced, full sentences in either point-form or brief paragraphs. Part D: References: Provide a References List of all secondary sources used in developing your STP plan. Assignments that are inadequately referenced (either lacking detail or improper format) will be subject to penalties. No page limit, single-spaced

12 TEAM: MARKETING STRATEGY BAMA 550: MARKETING Due on presentation day during exam week. An effective marketing strategy involves: (1) creating an integrated marketing mix (product, pricing, distribution, and promotion the 4 Ps) aimed at developing a long-term, value-oriented relationship with a clearly defined target market; and (2) succinctly and effectively communicating the strategy to multiple audiences from management to corporate partners to customers. Each team will select one consumer segment; they will then analyze the existing strategy through this lens and develop a series of recommendations to help the brand achieve their chosen positioning in the minds of their chosen segment. Each team will also craft a presentation to communicate their marketing plan. This assignment will be in two parts: an annotated slide deck plus a 10-minute presentation followed by a few minutes for questions. ANNOTATED SLIDE DECK (20%) For a thorough marketing plan, there is more information in more detail than is appropriate for a short presentation. Your annotated slide deck will include the complete marketing plan as detailed below; the presentation will be a subset of this material. Part A: Introduction: Provide context for your recommendations by including the following: Introduction: Briefly introduce your brand and your scope. SWOT: Summarize key features of the micro- and macro-environments. Segmentation & Targeting: Describe and justify your target segment. Positioning: State and briefly explain your positioning. Marketing Mix: Describe and critique the effectiveness of the brand s current marketing mix (all 4 Ps) in light of your chosen segment and positioning. Is the current strategy appropriate for your chosen target segment? Does it reinforce your chosen positioning? What is the brand doing well? What mistakes is it making with its current strategy? As you evaluate the current strategy, include the following: o Product: Benefits: Translate product features into benefits for your target segment and discuss whether these are hits or misses. Product Life Cycle: Draw a likely Product Life Cycle graph. Indicate the current location of the product category, your brand, and 3 direct or indirect competitors. Diffusion of Innovation: Draw the standard Diffusion of Innovation graph and indicate which user groups have adopted your brand. Evaluate what the brand has done well or poorly to accelerate diffusion of innovation. Branding: What does your brand think their brand means? How is it commonly perceived by consumers? How much brand equity has the brand built discuss at least two of the following: brand awareness, perceived value, brand associations, and brand loyalty? Growth: Which growth strategy (or strategies) is the brand currently using? How well or poorly are they working? o Price: Price Elasticity: Evaluate demand elasticity for the product. (In this case, you can use either words or math to support whether demand is relatively elastic or inelastic.) Strategies: Which (new or existing) product pricing strategy is the brand using? How well or poorly is it performing? o Place: Channel Structure: Draw a common supply chain for the brand. Why does the channel look like this? How well or poorly is this structure performing? How well or poorly does it meet the qualities of an effective channel? o Promotion: Describe and evaluate at least one example from each category below. If the brand does not use one or more types of promotion, evaluate these choices by the brand

13 TEAM: MARKETING STRATEGY CONT D BAMA 550: MARKETING Due on presentation day during exam week. Advertising: Please choose from TV, radio, newspaper/magazine, point-of-purchase, product placement, or outdoor. Please include an image and/or link. PR: Please choose from owned social media (e.g., Facebook, Twitter, Instagram, Snapchat, LinkedIn, etc.). Please include an image and/or link. Sales Promotion: Please choose from sales, coupons, rebates, free trials, contests, sweepstakes, or free trials. Please include an image and/or link. Direct Marketing: Please choose from direct mail, catalogue, infomercial, or e-commerce. Please include an image and/or link. Personal Selling: Please choose from sales reps, product demos, or network marketing. Please include an image, link, and/or description. Part B: Marketing Strategy Recommendations: Make recommendations to improve, add to, delete from, and/or continue the brand s current marketing strategy to make it effective for your chosen target segment and your stated positioning. Describe and justify your recommendations by including the following: You must include at least 4 recommendations and you must make recommendations for each of the 4 Ps. You may find that one recommendation covers multiple Ps and/or that you have multiple recommendations for one or more Ps. That is fine as long as you meet the minimum requirements. Recommendations are marked based on quality rather than quantity; a small, but sufficient number of strong recommendations will earn a better mark than a laundry list of weak recommendations. Your recommendations should build on your analysis of the current strategy and include a mix of new and old ideas. In other words, building on the strengths and weaknesses you identified in Part A, some recommendations should advise continuing or building on current strengths, whereas other recommendations should advise changes (whether improvements, deletions, additions, or substitutions) to address current weaknesses. Your recommendations should work together as an integrated marketing strategy. That is, they should complement one another and fit your brand, target segment, and positioning. Justify your recommendations to make a compelling case for why the brand should adopt your recommendations and what they will gain by doing so. Make it clear how your recommendations are realistic and achievable. Annotation: Use the notes field and the Notes Pages printing option to share your explanation of slide content (i.e., the commentary that would accompany each slide were you to present all slides). References: Include one or more slides containing a References List of all secondary sources (e.g., ideas, facts, content, images, music, video clips, etc.) used in developing and presenting your marketing strategy. Assignments that are inadequately referenced (either lacking detail or improper format) will be subject to penalties. Length Limit: There are no specific length limits for the annotated slide deck; slides are marked based on quality rather than quantity. Part of your training is learning how to analyze and summarize, rather than just list facts. Thus, content that is clear, strong, and concise will earn better marks than content that is unclear, weak, or overly lengthy. PRESENTATION (15%) For a thorough marketing plan, there is more information in more detail than is appropriate for a short presentation. Your presentation should be an engaging summary of your marketing plan. In other words, your presentation will be a subset of your full deck (i.e., the interesting highlights rather than the full set of details)

14 BAMA 550: MARKETING Part A: Introduction: Set the stage for an audience who is not familiar with your previous assignments and may or may not be familiar with your brand. Briefly introduce your brand and scope, summarize key features of the micro- and macro-environments, describe and justify your target segment, state your positioning, and provide an overview of your analysis of the marketing mix components of the current strategy as they relate to your target segment. In other words, provide context for audience members to understand and evaluate your recommendations. Approximately 3-6 minutes Part B: Marketing Strategy Recommendations: Recommend improvements to, additions to, deletions from, and/or continuations of the brand s current marketing strategy to make it effective for your chosen target segment and your stated positioning. What changes should be made to better achieve your stated positioning in the minds of your chosen target segment? What should stay the same? Justify all your recommendations to provide a sense of their strategic payoff. Approximately 4-7 minutes Content Selection: You must make strategic decisions about which slides, content, and commentary to include and exclude in your presentation to create an engaging and informative presentation that clearly sets the stage for, describes, and justifies your recommendations. Presentations will be kept to 10 minutes; I will time all teams and stop presentations at 10:15. To be clear, part of your marks for this assignment are your decisions about which information to present in what level of detail. Communication: Your presentation should flow and be easy for audience members to follow. Material should be presented in a manner that is appropriate for the brand; matching the presentation to the brand may include tailoring presentation style, props, visuals, attire, demeanor, etc. within reason (i.e., in a way that enhances content rather than detracts or distracts from content). Your content and delivery should be engaging, informative, and persuasive. All team members must contribute to the presentation; although not all team members need to contribute equally, each team member must present at least one slide or idea

15 INDVIDUAL: PEER PRESENTATION REVIEW (5%) BAMA 550: MARKETING Due on presentation day during exam week. Your professional development includes practicing to objectively review the work of your peers and provide constructive feedback. Additionally, this assignment provides a final opportunity to reinforce your understanding of marketing planning. Each individual will evaluate a set of team presentations. You will review 5 presentations using a variety of criteria, including depth of analysis, logic and rationale, and effectiveness of communication. For each presentation that you review, you will also provide a brief (~100-word) critique explaining your rubric scores and providing additional feedback. The review questions are below for your reference; reviews will be completed via Google Forms. Situation Analysis: Are the brand and their current immediate and macro environments effectively summarized? Poor Below average Average Above average Outstanding Target Segment & Positioning: Are the target segment and positioning clear and logical? Poor Below average Average Above average Outstanding Analysis of Current Strategy: Is the brand's current strategy for all 4 Ps effectively summarized? Poor Below average Average Above average Outstanding Recommendation Relevance: Are the recommendations appropriate for the brand, the target segment, and the positioning? Poor Below average Average Above average Outstanding Recommendation Strength: Are the recommendations compelling and realistic for the brand? Poor Below average Average Above average Outstanding Clarity: Does the presentation flow effectively so that it is easy to follow? Poor Below average Average Above average Outstanding Creativity: Does the team use a unique approach that fits the brand? Poor Below average Average Above average Outstanding Overall Effectiveness: Is the presentation (delivery and content) engaging and persuasive? Poor Below average Average Above average Outstanding Summary Feedback: What is at least one strength of the presentation? What is one weakness of the presentation? Please also include any additional constructive feedback

16 BAMA 550: MARKETING INDIVIDUAL: TEAM EVALUATIONS Due Friday, October 14 by 5pm. Your professional development includes practicing to objectively review the contributions of yourself and your peers. This assignment is designed to provide an opportunity to critique and comment on how your team functioned. You will use ipeer to evaluate your and your teammates contributions to the team projects. Individual grades on team assignments may be subject to adjustment based on team evaluations. Reductions can be significant if an individual has contributed little; generally, where team members are reliable and contribute, no adjustments are made. This assignment is not worth any points; however, failure to complete the evaluation will incur at least a 10% deduction on all team assignments. The evaluation questions are below for your reference; evaluations will be completed via ipeer. Punctual: Team member was on time for meetings and met agreed-upon deadlines. Never Sometimes Most of the time Always Well-prepared: Team member was ready and well-prepared for team meetings. Never Sometimes Most of the time Always Constructive: Team member contributed constructive ideas and solutions to the assignments. Never Sometimes Most of the time Always Good listener: Team member listened to and expressed appreciation for others perspectives and ideas. Never Sometimes Most of the time Always Respectful: Team member engaged in respectful disagreement if/when disagreements arose. Never Sometimes Most of the time Always Dependable: Team member followed through on commitments to the team. Never Sometimes Most of the time Always Helpful: Team member showed willingness to give extra effort when necessary. Never Sometimes Most of the time Always Overall Contribution: Team member s share of the overall workload can best be described as: Zero did not contribute at all. Less than average did less than what I would expect from a teammate. Average did what I would expect from a teammate. Above average did more than what I would expect from a teammate. Additional Feedback: What made this person a great team member? What (if any) problems did you encounter with this team member? If you encountered a problem, did you bring it to their attention? Please explain the discussion and whether or not the behavior changed afterward