Marketing for Management and Organizational Studies

Transcription

1 1 Curse Number: MOS320b - Sectin (001) The curse utline and schedule are subject t change at the discretin f the curse instructr. Curse Infrmatin Curse Name: Curse Number: Marketing fr Management and Organizatinal Studies 320b Sectin, Lcatin, Time Sectin 001 Marketing fr Management and Organizatinal Studies Instructr Infrmatin Instructr: Mndays: 3:30 p.m. - 6:30 p.m. (lcatin: HS 11) Rland Kriening, BA, AGDM, MBA Marketing, MOS Prgram Office: SSC-2233 ( d nt leave phne messages r ntes) rkrienin@uw.ca Curse website TBA, n WEB-CT Office Hurs: ½ hur befre and after class in HS 11 Required Text Perreault, McCarthy, Meredith & Ricker (2007), Basic Marketing: A Glbal-Managerial Apprach (12th Canadian editin). McGraw-Hill Ryersn.(PM) ISBN# X (apprx. $105.95)

2 2 Curse Descriptin & Objectives Curse Descriptin: An intrductin t the rle f marketing in the rganizatin and sciety. Prerequisites: Business 257 and enrlment in the BMOS prgram. "Unless yu have either the requisites fr this curse r written special permissin frm yur Dean t enrl in it, yu will be remved frm this curse and it will be deleted frm yur recrd. This decisin may nt be appealed. Yu will receive n adjustment t yur fees in the event that yu are drpped frm a curse fr failing t have the necessary prerequisites." Curse Objectives: This curse is designed t intrduce the field f marketing t the prgram student. The curse takes a glbal perspective and fcuses n the rle f marketing in sciety and n its relevance t the firm, rganizatin, and individual. The curse lectures, class discussins, classrm activities, reading assignments, vide presentatins, and the grup marketing prject will prvide the student with the pprtunity t learn the cncepts and theries f the subject area and t apply this knwledge in a systematic and lgical manner. The cncepts learned are applied t realistic marketing prblems in a hst f business settings, including fr-prfit and nt-fr-prfit firms, as well as small business rganizatins and institutins, within dmestic and internatinal cntexts. The vide presentatins will further expse the student t a variety f cntemprary marketing dilemmas faced by real-life rganizatins, while the grup term prject paper will fster teamwrk, enhance the realism f the learning experience, and sharpen decisin-making skills. Class sessins will be devted t applying and extending the material in the assigned readings. It the respnsibility f each student t be prepared fr each sessin as detailed in the curse utline. Mid-Term & Final Exam There will be a mid-term test and a final exam in the curse, representing 25 and 40 percent f yur final grade fr this curse, respectively. Bth can include multiple-chice, fill-in-the-blank, shrt answer, cases, and/r shrt essay questins. Questins can pertain t any f the material cvered during the curse with respect t the relevant tpic areas, including thse tpics cntained in the text, vide presentatins, and class discussins/activities. The mid-term and final exams are clsed-bk. Althugh the final exam is nt cumulative (i.e., will nt have questins directly based n pre-midterm materials), knwledge in marketing thery is cumulative; therefre students are expected t have a detailed understanding the imprtance and relevance f terms/cncepts, etc. cvered in the first half f the curse. Mid-Term Final Exam Dates f Mid-Term Test, and Final Exam Mnday, Feb 11 in class (90 minutes) Date/Time/Place: / / (3 hurs) T take place smetime during final exam perid (April, 2008)

3 3 Grup Prject: Creating a Marketing Plan (grups f 4-5 members) The bjective f the term prject (wrth 25 percent f yur ttal grade fr this curse) is t prvide yu with experience in applying the cncepts and methds f marketing t a real-wrld marketing pprtunity, in the frm f a marketing plan. Accrding t the text, a marketing plan is a written statement f a marketing strategy and the time-related details fr carrying ut the strategy (Perreault et al., 2007, p. 39). The prject is t be dne in teams (6 members). Marketing the MOS Prgram and its Graduates In its yearly strategic plan, The University f Western Ontari, specifically the Management and Organizatinal Studies Prgram (MOS) has identified marketing f the MOS prgram and its graduates as ne f the key pririties fr the next 2 years. The directr is lking fr a cmprehensive marketing plan t supprt the future grwth and psitining f the MOS prgram and its graduates. Fllwing a thrugh analysis f the marketing situatin, each team will create a marketing plan fr the MOS prgram that will: 1. Psitin MOS, natinally, as the prgram f chice fr students with an interest in business. 2. Prmte the MOS prgram t the business sectr and ther industries, such that MOS graduates are their first chice in hiring decisins. Prject Deadlines: There are three deadlines, s please mark them dwn in yur agendas. 1. Yur first task is t frm teams f 6 members. During the class n Mnday, January 14, 2008, grups will cmplete and submit a grup prfile frm t the instructr. The frm will cntain the names and valid addresses f each grup member. Grups will als elect a cntact persn fr the instructr t cntact regarding the prject. Students nt being a member f a grup by this date will be arbitrarily gruped by the prfessr during this class. Grup members are respnsible fr exchanging relevant cntact infrmatin with ne anther (e.g., telephne numbers, addresses, availabilities, etc.). 2. Each team must then hand in a 1-2 page prject plan cnsisting f: a. The name f yur cnsulting firm, names f team members b. Outline f the prject including specific respnsibilities f each team member what will they cmplete and be respnsible fr c. A timeline indicating meeting dates d. Specific dates when individual elements f the prject will be cmpleted This reprt is due n Mnday, February 4, 2008, in rder t btain the prfessr s apprval. NOTE: N prpsals will be apprved after this date, resulting in a grade f "0" being assigned t this prtin f the curse.

4 4 3. The cmplete prject is due n March 24, 2008 at the beginning f class. Each grup must hand in ne paper cpy and 1 electrnic cpy (n CD-ROM), f the cmplete prject. There are n exceptins t this requirement, and n late submissins will be accepted. An electrnic cpy must als be submitted t ( fr instructins g t n r befre this date. Yu will need t input Class ID: and Passwrd: MOS (case sensitive) Special Instructins: 1. Prjects shuld represent a prfessinal effrt, in cntent, structure, and presentatin. A gd way t think abut this prject is t imagine that yur team will actually be implementing this plan fr real; alternatively yu might imagine that yur team has been hired as cnsultants, in rder t develp a marketing plan (Cnsider this t be a real wrld assignment the reprt will be scred in large part n the prfessr's perceptin f the usefulness and acceptability f the reprt t a real client). 2. Include a cver page, and ensure that each team member s name, and student ID, are n the handed-in prject. Each team must hand in ne hard cpy f the prject, alng with a CD-ROM electrnic cpy cntaining bth the prject and vide advertisement (d nt send as an attachment t prfessr!). 3. Yu are expected t d utside secndary research fr this prject. This wuld include, fr example, finding and analyzing demgraphic infrmatin that is related t the size/lcatin f the target markets fr this prduct r service, infrmatin n the cmpetitin, distributin channels, prmtinal ptins and csts, etc. This may als include relevant academic and/r trade jurnal surces. Yu must prvide prper citatins fr all surces. 4. Assume cnstant (2007) dllars. Clearly state the ratinale (and/r surce) behind any ther assumptins that yu may make. Cite all surces f infrmatin (i.e., prvide references): ALL facts in the reprt must be substantiated except thse that are bviusly cmmn knwledge. Use ftntes/endntes where necessary, and include a bibligraphy. Ensure that all material included is relevant and apprpriate fr the situatin at hand. 5. Ttal length f the prject (nt including Appendices, Exhibits, References, and Cver Page) is nt t exceed 16 typed, duble-spaced pages (nte that bulleted items d nt require duble spacing). Use Arial r Times New Rman nn-cndensed size-12 fnts, with 1-inch margins. Part 1 - Detailed Outline and Frmat fr the Marketing Plan: (in rder) Cver page, Executive summary (1 page), Table f Cntents (1 page). The executive summary, which precedes the table f cntents, presents a brief summary f the main gals and recmmendatins f the plan fr management review, helping tp management t find the plan s majr pints quickly. Intrductin (apprximately 2 pages). All prjects must have sme srt f intrductin that explains the nature, fcus, and bjectives f the reprt t the reader. In additin, if fllwing the market develpment ptin, yu shuld include a brief descriptin f the cmpany and prduct/service that yu are fcusing n (e.g., histry/backgrund, missin statement, majr prducts/divisins, etc.). With respect t the new prduct r service, state the main marketing bjectives that yur team wuld like t attain during the term f the marketing plan, and mentin any key issues (i.e., majr cnstraints) that will affect their attainment. Irrespective f the ptin chsen, yu must cncisely make a cmpelling case fr prpsing this marketing pprtunity. Analysis f the Marketing Situatin (apprximately 6 pages, excluding any assciated appendices). The use f pint-frm is apprpriate here, s lng as each pint listed is clearly

5 5 phrased and interpreted. Please use apprpriate subheadings t rganize yur assessment f the fllwing: Relevant factrs and trends f the demgraphic envirnment, cultural and scial envirnment, the ecnmic envirnment, the technlgical envirnment, the plitical and legal envirnment (if applicable), natural and eclgical envirnments (if applicable), etc. Cmpetitr analysis, such as defining direct and indirect cmpetitrs, what is the likelihd f new cmpetitin, what is the intensity f cmpetitin, what are specific cmpetitrs' advantages and disadvantages, cmpetitive barriers that need t be vercme, areas f ptential cmpetitive advantage, etc. Custmer analysis (rganizatinal and/r final cnsumer), including evaluating pssible segmenting dimensins (custmer needs, cnsumer behavirs, and ther characteristics that frm the bases fr segmentatin), identifying and prfiling pssible target market(s) as relating t the specific prduct-categry under cnsideratin (peratinal characteristics, ptential size, and likely grwth). Cmpany analysis, including cmpany bjectives and verall marketing activities, cmpany resurces (e.g., management skills and cmpetencies, finances, human resurces, and ther resurces, etc.). SWOT analyses: identificatin f the majr strengths, weaknesses, pprtunities, and threats (based n the abve analyses f cmpany resurces, custmers, cmpetitrs, and ther aspects f the external marketing envirnment). Strategy and Recmmendatins (apprximately 6 pages, excluding any assciated appendices). On the basis f yur situatinal analysis, generate a marketing strategy (give yur strategy a descriptive label). This shuld include the fllwing cmpnents (f the three belw subsectins, please nte that the marketing strategy is the mst imprtant): Marketing Strategy. Clearly state the marketing bjectives f yur strategy, the generic and narrw prduct-market(s) that yu will be targeting (include a prfile f yur intended target market[s]), psitining statement, and mst imprtantly, the marketing mix(es) f yur strategy. In crafting yur marketing mix(es), prvide a detailed descriptin and (if necessary, justificatin) fr each element (pint frm is OK here): Prduct (decisins abut everything the target grup receives) Price (decisins abut everything the target grup gives up t receive it) Place (decisins abut everything that is dne t get the prduct t the target grup) Prmtin (decisins abut everything that is dne t cmmunicate the ther three elements t the target grup) Financial Assessment and Budget. Estimate the market ptential fr yur prduct/service, in the shrt-term (1year), and medium-terms (3 years). What is the impact n the bttm line f yur strategy? That is, briefly discuss key figures, including prjected revenues, expenses, prfits (lsses), breakeven analysis, market share, etc. Shw details and calculatins in the appendix sectin but extract and discuss key figures in the main part f yur prject. Yu may als want t assess trends and/r make frecasts ver the lng-term. Prs and Cns. Briefly reiterate the qualities and shrtcmings f yur prpsed strategy (fr example, n the basis f such aspects as impact n the bttm-line, match t cre cmpetencies f the firm, viability [given resurces, skills, etc.], ptential cmpetitrs respnses, etc.). Implementatin and Cntrl (apprximately 2 pages). Implementatin cnsists f yur actin plan it spells ut, accrding t a detailed time frame, hw the marketing strategy will be launched int the marketplace (i.e., what has t be dne, when, hw, hw much, wh is respnsible fr ding it, additinal resurces required, bstacles t vercme, etc.). Are there any special implementatin prblems that need t be vercme? Finally, briefly utline the cntrls that will be used t mnitr prgress f the strategy and allw management t review and/r readjust the strategy.

6 6 Appendices. Put all supprting calculatins, graphs, tables and charts, in this sectin. It is critical that yu extract and discuss key the findings frm yur calculatins int the main bdy f yur prject. Similarly, in the main bdy f yur prject, clearly direct the reader twards the supprting calculatins, where apprpriate. There is n page limit n the number f Appendices, but they must all be relevant t the marketing plan. References. List all surces f infrmatin. Part 2 TV and Radi Advertisement 1. As part f the prmtin and advertising cmpnents f the plan, a 30 secnd TV advertisement must be develped and recrded in a frmat that can be displayed n a cmputer. The ad must be tasteful, prfessinal and G rated. 2. Als, a 30 secnd radi spt must be recrded. Again, the ad must be tasteful, prfessinal and G rated. The radi spt shuld be recrded at the end f the TV ad (within the same file)... ie. Audi nly with a blank screen. Part 3 Presentatin (wrth 10% f the final grade) 1. A 20 minute presentatin f the marketing plan including TV and radi advertisement. It is expected that all grup members participate equally in the presentatin. The gal f the presentatin is t cnvince the client that yur marketing firm shuld get the advertising accunt. Therefre prfessinalism and creativity are f utmst imprtance. Evaluatin: In grading yur prject, I will pay clse attentin t the realism, clarity, thrughness, and riginality f the written marketing plan, advertisement and presentatin. All team members shuld participate equally; yu will have the pprtunity t cnfidentially reprt n grup members whse cntributin were lacking and had a negative impact n the prject. This will be dne using a frmal peer-evaluatin frm (see template n instructr s website accessed thrugh MOS website). Nte that the prfessr may incrprate this feedback in assigning the grade fr individual students. In ther wrds, the grade assigned t the grup as a whle may be adjusted dwnwards fr any team member(s) deemed by their fellw grup members as making an insufficient cntributin. Prjects will be graded based n the fllwing elements: Cntent f marketing plan and presentatin have all relevant cmpnents been addressed Clarity, grammar, spelling Creativity and riginality The weightings will be as fllws: Prject Plan, 10% Written Marketing Plan 70% TV and Radi advertisement 20%

7 7 Grading The fllwing weights will be assigned fr each curse evaluatin cmpnent: Grading Weights fr Evaluatin Cmpnents Mid-Term Exam 25% Final Exam 40% Marketing Plan Grup Prject 25% Grup Presentatin f Marketing Plan 10% Ttal 100% The fllwing are the grade categries fr the curse frm the Academic Calendar: Grade Categries A+ 90%+ A 80-89% B 70-79% C 60-69% D 50-59% F Belw 50% r assigned when curse is drpped with academic penalty N late submissins f any curse material will be accepted, unless there are acceptable (t the curse instructr) extrardinary circumstances. N prjects r wrk fr extra marks will be permitted. Plagiarism: "Students must write their wn essays and assignments in their wn wrds. Whenever students take an idea, r a passage frm anther authr, they must acknwledge their debt bth by using qutatin marks where apprpriate and by prper referencing such as ftntes r citatins. Plagiarism is a majr academic ffence. (see Schlastic Offence Plicy in the Western Academic Calendar)." Plagiarism Checking: "All required papers may be subject fr textual similarity review t the cmmercial plagiarism sftware under license t the University fr the detectin f plagiarism. All papers submitted will be included as surce dcuments in the reference database fr the purpse f detecting plagiarism f papers subsequently submitted t the system. Use f the service is subject t the licensing agreement, currently between the University f Western Ontari and Turnitin.cm ( Academic Cheating: Cmputer-marked multiple-chice tests and/r exams may be subject t submissin review by sftware that will check fr unusual cincidences in answer patterns that may indicate cheating. Other Relevant Academic Plicies/Regulatins: All students are advised t refer t the Academic Calendar and ther relevant dcumentatin fr ther relevant academic plicies and regulatins (e.g., academic cheating, attendance, etc.).

8 8 Cde f Behaviur Students are expected attend all classes, and t remain in attendance thrughut the entire class. It is als expected that students will remain fcussed n the activities during the class. Disruptive talking will nt be tlerated. If yu, as an individual student, find it necessary t leave the classrm during a lecture and/r presentatin, d s quietly (i.e., fr an emergency that cannt wait until the end f the class). If yu return t a class that is still in prgress, d s quietly. Grups f students leaving (and/r returning) tgether while a class is in prgress will nt be tlerated. Research shws that failure t attend class can have a negative impact n ne's grade. All students are respnsible fr all curse material. Laptps are t be used fr nte taking nly. STUDENTS FOUND USING THEIR LAPTOP FOR NON-CLASS RELATED ACTIVITIES (i.e. ing, web-surfing, chatting, etc.) WILL BE ASKED TO LEAVE CLASSROOM. Cell phnes shall nt be used (nr shuld they be left n) during class.

9 9 Curse Outline Schedule Curse Outline Schedule fr Marketing 320a, Sectin 003 Date Tpic Readings Week 1 Jan 7. Week 2 Jan 14 Week 3 Jan Intrductin t curse Review f curse syllabus 2. Discussin f Marketing paper PART 1: MARKETING FUNDAMENTATLS 3. The Nature f Marketing/Why study Marketing? 1. Marketing s Rle in the Firm/Nt-fr-prfit rganizatin 2. Segmentatin and Psitining 3. Vide Presentatin 4. Nte: Grup lists fr term prject due PART 2: THE MARKETING ENVIRONMENT 1. Cnsumer Behaviur (B2C) 2. Vide Presentatin 1 2, 3 4, 5 Week 4 Jan Cnsumer Behaviur (B2C) (cnt.) 2. Organizatinal Buying Behaviur (B2B) 3. Vide Presentatin Nte: 1-pg. summary f marketing plan due 6, 7 Week 5 Feb 4 1. Marketing Research 8 Week 6 Feb 11 Mid-term Exam (Mn. Feb 11, 3:30-5:00) Ch. 1,2,3,4,5,6,7,8 Feb 18 N class Family Day Feb 25 N class Reading Week Week 7 Mar 3 Week 8 Mar 10 Week 9 Mar 17 Week 10 Mar 24 Week 11 Mar 31 Week 12 April 7 PART 3: MARKETING POLICIES AND DECISIONS 1. Prduct and Service Planning 2. Vide Presentatin 1. Prduct Management and New Prduct Develpment 2. Vide Presentatin 1. Distributin Strategy (Place) 2. Retailing/Whlesaling 3. Vide Presentatin 1. Integrated Marketing Cmmunicatin (Prmtin) 2. Persnal Selling 3. Vide Presentatin Nte: Marketing Prject Due 1. Advertising and Sales Prmtin 2. Pricing PART 4: MANAGING THE MARKETING ENVIRONMENT 1. Marketing Plans and Cntrl Grup Presentatins , 12 13, 14 15, 16, 18 TBA Final Exam Ch. 9, 10, 11, 12, 13, 14, 15, 16, 18 The curse utline and schedule are subject t change at the discretin f the curse instructr.