Lewis-Clark State College (LCSC) Business Division Marketing Management BUS 428-01 Syllabus Spring Semester, 2015 Mondays and Wednesdays: Noon 1:15 PM MLH Room 240 Instructor: Jill Thomas-Jorgenson, Assistant Professor, M.A. Phone: 208-792 -2910. E-Mail: jsthomasjorgenson@lcsc.edu (preferred method of communication) I try to get back to students on e-mail within 24 hours. Office: Thomas Jefferson Hall (TJH), Room 211 Office Hours: Mondays: 9:00 10:15 Tuesdays 9:30 10:45 and Noon 1:15 Wednesdays 9:00 10:15 and 1:30 3:00 By appointment Textbook: Marketing Management, Philip Kotler & Kevin Keller. (Prentice Hall 2012, 14/e) ISBN: 978-0-13-210304-6 Course Description: Marketing Management explores the how to best execute the role of a marketing manager by taking a careful look at the best ways to develop, implement, and evaluate a marketing strategy using the four P s of marketing (product, promotion, place, and pricing). Course Objectives: To explore the management aspects of marketing in today s dynamic and ever-changing business environment. To fully understand how marketing decisions impact other aspects of the value chain in a business.
Course Common Professional Components (CPC) in Estimated Contact Hours: Accounting 1 Economics 2 Management (Includes HRM) 10 Quantitative Business Analysis 1 Finance 1 Marketing 20 Legal and Social Environment 6 Information Systems 2 International Issues 2 TOTAL : 45 hours Grading System: Marketing Excellence Case Each student will choose a case listed in the syllabus and prepare a written report about the case using at least four sources: the textbook, the company s website and two academic resources. A PowerPoint or Prezi of about five slides, a hand-out or visual aid is required. The presentations should be about 15 minutes long and the written report should be about five-seven pages long. The report should answer the questions about the case in the book and should go beyond it to recommend that something the company could do to expand its marketing reach. I also expect to see at least five relevant marketing concepts and terms in the paper. The cases will be presented in class on March 9, 11, 16, 18, and 23. Worth Up to 150 Points. Comprehensive Essay Exam -- March 25, Chapters 1-14 in the textbook. Worth Up to 100 Points. Marketing Debates Each student will choose an issue to debate with another student. These debates will occur in class on April 6, 8, 15, 20, 22, 27, 29 and May 6 depending on the student s topic. The debates will be oral only but handouts, visual aids, video clips, PowerPoint/Prezi are encouraged. The student should use at least three academic references beyond the book and hand in a works cited page to be considered in the project grading process. Using the text as a reference and relevant marketing concepts is essential. Each student will have five minutes to present his/her position on the debate. After both students have presented their cases, each will have two minutes to make final comments about his/her topic. Worth Up to 150 Points. Final Exam Wednesday, May 13 from Noon 1:20 PM. Comprehensive Essay Final. Worth up to 100 Points. Total Maximum Points For the Class: 500
Point System -- There are 500 points available in this class. I use a plus/minus grading system. If a student is between two grades, how much the student does or does not participate in class discussion will be considered in determining the final grade for the class. Instructor Policies: Academic Integrity is expected. Academic dishonesty of any type will not be tolerated. I do not accept late assignments. Assignments are due at the beginning of class and must be turned in before class starts. If there are extenuating circumstances that dictate that your work must be late, you need to make arrangements with me before the assignment is due. I do consider whether or not students are regularly absent in my class. More than three absences in the semester will result in the loss of one letter grade which continues to happen for each three classes missed. I believe that learning happens through the exchange of information. When you are absent, you cheat yourself and others out of possible learning opportunities. Please do not be late to my class, leave class for several minutes, send or receive text messages, using a lap top for something other than work for this class as a combination of five of these behaviors will result in the loss of one letter grade for this class, ten or more two letter grades and so on I do not offer extra credit to individual students to help make up for missed assignments or assignments that were poorly executed. If I offer extra credit, it is always offered to all of my students as an additional learning experience that I believe will be beneficial for them should they choose to take advantage of the opportunity. If you need course adaptations or accommodations because of a disability, if you have emergency medical information to share with me, or if you need special arrangements, please make an appointment with me as soon as possible. Tentative Course Outline and Assignments
January 21 Review Syllabus and Course Assignments January 26, 28 -- Understanding Marketing Management Chapter One, Defining Marketing for the 21 st Century Chapter Two, Developing Marketing Strategies And Plans February 2, 4 Capturing Marketing Insights Chapter Three, Collecting Information and Forecasting Demand Chapter Four, Conducting Marketing Research February 9, 11 Connecting With Customers Chapter Five, Creating Long-term Loyalty Relationships Chapter Six, Analyzing Consumer Markets February 18 No Class on February 16 Chapter Seven, Analyzing Business Markets Chapter Eight, Identifying Market Segments and Targets February 23, 25 Building Strong Brands Chapter Nine, Creating Brand Equity Chapter Ten, Crafting The Brand Positioning Chapter Eleven, Competitive Dynamics March 2, 4 Shaping the Market Offerings Chapter Twelve, Setting Project Strategy Chapter Thirteen, Designing And Managing Services Chapter Fourteen, Developing Pricing Strategies and Programs March 9, 11, 16, 18, 23 Individual Cases Written Report/Oral Presentation Worth Up to 150 Points Nike pages 29-30 Google pages 30-31 Cisco pages 57-58 Intel pages 58-59 Microsoft pages 93-94 Walmart pages 94-95 IDEO pages 119-120 Intuit pages 120-121 Nordstrom pages 147-148 Tesco pages 148-149 Disney pages 178-179 IKEA pages 179-180 Accenture page 208 209
GE page 210 211 HSBC pages 237-238 BMW pages 238-239 Procter & Gamble pages 269-270 MacDonald s pages 271-272 Louis Vuitton page 295 American Express pages 296-297 Samsung pages 321-322 IBM pages 322-323 Caterpillar pages 350 351 Toyota pages 352-353 The Ritz-Carlton pages 379 380 Mayo Clinic pages 380 381 ebay pages 411 412 Southwest Airlines pages 412-413 March 25 Comprehensive Essay Exam Over Chapters 1-14. Worth up to 100 Points March 30 April 3 -- SPRING BREAK, NO CLASSES! April 6, 8 Delivering Value Chapter Fifteen, Designing and Managing Integrated Marketing Channels Chapter Sixteen, Managing, Retailing, Wholesaling, and Logistics Marketing Debates: Does it Matter Where You Sell? 1. Channel images do not really affect the brand images of the products they sell that much. 2. Channel images must be consistent with the brand image. Should National-Brand Manufacturers Also Supply Private-Label Brands? 1. Manufacturers should feel free to sell private labels as a source of revenue. 2. National manufacturers should never get involved with private labels. April 13, 15 Communicating Value Chapter Seventeen - Designing and Managing Integrated Marketing Communications Marketing Debate: Has TV Advertising Lost Its Power?
1. TV Advertising has faded in importance. 2. TV advertising is still the most powerful advertising medium. April 20, 22 Chapter Eighteen Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Chapter Nineteen Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling Marketing Debates: Should Marketers Test Advertising? 1. Ad pretesting is often an unnecessary waste of marketing dollars. 2. Ad pretesting provides an important diagnostic for marketers as to the likely success of an ad campaign. Are Great Salespeople Born or Made? 1. The key to developing an effective sales-force is selection. 2. The key to developing an effective sales-force is training. April 27, 29 -- Creating Successful Long-term Growth Chapter Twenty Introducing New Market Offerings Chapter Twenty-One Tapping into Global Markets Marketing Debates: Whom Should You Target with New Products? 1. Consumer research is critical to new-product development. 2. Consumer research may not be all that helpful in new-product development. Is the World Coming Closer Together? 1. People are becoming more and more similar. 2. The differences between people of different cultures far outweigh their similarities. May 4, 6 Chapter Twenty-Two Managing a Holistic Marketing Organization for the Long Run
Marketing Debate: Does Cause Marketing Affect Consumer Behavior? 1. I believe that people buy or don t buy products or services from a company because of its corporate social responsibility practices. 2. I don t believe that people make decisions about whether or not to buy products or services from a company based on its corporate social responsibility practices. May 13 Comprehensive Final Exam: Noon 1:50 Worth Up to 100 Points Syllabus Addendum Consumer Information In 2008, the federal government required all post-secondary institutions offering federal financial aid programs to provide key data to both prospective and current students. To comply with this requirement, Lewis-Clark State College has developed a consumer information page, which may be accessed at http://www.lcsc.edu/student-consumerinformation/ Disability Accommodations Students requiring special accommodations or course adaptations due to a disability and/or a health-related issue should consult their course instructors and the LCSC Student Counseling Center immediately (RCH 111, 792-2211). Official documentation may be required in order to provide an accommodation and/or adaptation. Student Rights and Responsibilities Students have the responsibility for knowing their program requirements, course requirements, and other information associated with their enrollment at LCSC. Students should review the LCSC General Catalog (http://www.lcsc.edu/catalog/) and the LCSC Student Handbook (available at http://www.lcsc.edu/media/1152314/13-14-student- Handbook-Revised.pdf) for more information. Accidents/Student Insurance Students participating in LCSC classes normally must look to their personal health insurance policy (Student Health Insurance Plan or comparable private coverage) should an accident occur. In the event of an accident, please seek medical help, if necessary, and report the incident to LCSC Security (792-2226). Fieldtrips or other special student activities may also require students to submit a signed participation waiver (forms can be obtained from the supporting Division Office). Enrollment Verification/Attendance
Students who are not actively pursuing their classes may have to repay part or all of their financial aid awards depending upon the circumstances. Academic Dishonesty Academic dishonesty, which includes cheating and plagiarism, is not tolerated at LCSC. Individual faculty members will impose their own policies and sanctions regarding academic dishonesty. Students who are accused of being academically dishonest may be referred to the VP for Student Affairs for official disciplinary action. Illegal File Sharing Students using LCSC s computers and/or computer network must comply with the college s appropriate use policies and are prohibited from illegally downloading or sharing data files of any kind. Specific information about the college s technology policies and its protocols for combating illegal file sharing may be found on the VP of Student Affairs web page (http://www.lcsc.edu/student-affairs/student-code-ofconduct/). Diversity Vision Statement Regardless of race, color, age, sex, religion, national origin, disability, veteran status, or sexual orientation, you will be treated and respected as a human being. Disclosures During this course, if you elect to discuss information with me which you consider to be sensitive or personal in nature and not to be shared with others, please state this clearly. Your confidentiality in these circumstances will be respected unless upholding that confidentiality could reasonably put you, other students, other members of the campus community, or me in danger. In those cases or when I am bound by law to report what you have told me, such as incidents involving sexual assault or other violent acts, I will submit a report to appropriate campus authorities.