What to Expect During the First Day of Class in Marketing Management
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1 COURSE SYLLABUS EUROPEAN CREDIT TRANSFER SYSTEM (ECTS) PILOT PROGRAMME UNIVERSITIES IN ANDALUSIA, SPAIN ACADEMIC YEAR: 2012/2013 DEGREES: Business Administration and Management (BAM) / Double Degree in Law, and Business Administration and Management (LBAM) BASIC COURSE INFORMATION COURSE: MARKETING MANAGEMENT (Dirección Comercial English group) CODE: 4087 STUDY PLAN: 1998 TYPE (core/obligatory/elective): Core TOTAL CREDITS (LRU/ECTS): 12 THEORY CREDITS: 9 PRAXIS CREDITS: 3 YEAR: 5 th BAM / 6 th LBAM TERM(S): 1 st and 2 nd (Year-long) LEVEL: 2 nd Cycle TEACHING TEAM INFORMATION Course coordinator: NAME: Mª ÁNGELES RAMÓN JERÓNIMO FACULTY/DEPARTMENT: Faculty of Business Administration / Department of Business Management ACADEMIC AREA: Commerce and Marketing Research CATEGORY: Profesor Contratado Doctor POD GROUPS CREDITS TOTAL Large Lecture group Regular Lecture group Seminar Group OFFICE HOURS: To be announced OFFICE No.: maramjer@upo.es TEL.: WEBPAGE: Other teachers: NAME: EMILY GROTT FACULTY/DEPARTMENT: Faculty of Business Administration / Department of Business Management ACADEMIC AREA: Commerce and Marketing Research CATEGORY: Profesor Asociado POD GROUPS CREDITS TOTAL Large Lecture group Regular Lecture group Seminar Group OFFICE HOURS: To be announced OFFICE No.: egrott@upo.es TEL.: WEBPAGE: 1
2 SPECIFIC COURSE INFORMATION 1. COURSE DESCRIPTION. Marketing policy decisions; The market; Applicable techniques; Marketing strategy; Marketing-mix; Prices; Distribution; Advertising; Product policy. (BOE of 19 January, 1995) 2. ACADEMIC CONTEXT PREREQUISITES: No prerequisites exist at this time for this course in Marketing Management. We do recommend, however, that students pass Business Economy (4000) from the 1st-Year of the Double Degree in Law + Business Administration & Management and the 4th-Year course, Strategic Management & Business Policy (4032). These courses will provide students with the knowledge needed to do well in Marketing Management, where we will expound on a series of basic Business Administration concepts as they apply to the world of marketing CONTEXT WITHIN THE DEGREE: Students majoring in Business Administration & Management will have had limited exposure to material covered in Marketing Management (limited to basic concepts covered in Business Economy in the 1 st Year of the Degree). That said, students should be at least somewhat familiar with marketing fundamentals. The reality, however, is that due to the time elapsed since students took in Business Economy (4 full academic years) among other factors students grasp on key marketing concepts is generally feeble by the time they enroll in this course, for all practical purposes making it necessary to start from scratch. This fact generally becomes evident when students take the pretest the first day of class in order to identify their strengths and weaknesses before delving into the course itself. This lack of prior knowledge, however, is compensated for by the fact that Marketing Management is offered in the last year of the degree in Business Administration & Management when students are generally more mature, responsible and interested in the subject. In addition, the relatively small size of learning groups fosters active participation, stimulating an even greater interest in the course RECOMMENDATIONS: Increasingly competitive markets and dynamic environments call for increasingly more effective management. This is true in the case of both non-profit and for profit organizations. Hence, marketing s role in the business arena is more important than ever before. Learning the tricks of the trade involves developing a wide range of skills that enable effective decision-making in business contexts. We recommend that students be familiar with key concepts underpinning Strategic Management and organizational structure. It is also recommended though not required that students have a working command of the English language, as a portion of the material used in this course may be in English. 2
3 3. TARGET APTITUDES GENERAL SKILLS: Students enrolled in this course should work to acquire the following general skill set through autonomous study and class attendance (many target skills listed here are common to other courses in the Degree): - Ability to apply theory to practice - Teamwork, collaborative skills - Research / information management skills - Oral / written communication skills - Interpersonal skills - IT skills - Capacity for synthesis / connecting ideas - Critical thinking skills - Creativity 3.2. SPECIFIC SKILLS: Cognitive (Know ): - Grasp fundamental concepts and become familiar with basic marketing terminology. - Be aware of the impact marketing decisions have on the organizational level. - Identify and gain an understanding of key strategic marketing aspects. - Identify different characteristics of operative marketing (mk-mix). - Make connections between strategic and operative dimensions of marketing. - Foster a motivation to research; develop the ability to analyze new problems with newly acquired tools; encourage rigorous, systematic reasoning habits. Procedural-Instrumental (Know how to ): - Identify relevant sources of information needed for competent marketing decision-making. - Carry out diagnostics and design strategies. - Resolve real cases affecting companies. - Argue a point and present research findings coherently both in writing and orally, in public. Attitudinal (Be ): - Able to communicate effectively both when presenting/expressing ideas in groups / individually, and when understanding the ideas expressed by others. Skilled at listening and valuing the contributions of others. - Equipped to work as part of a team (teamwork/collaborative skills): cooperation, consensus, negotiation, problem-solving. - Skilled at thinking critically / innovating. - Responsible and prepared to deal with problems rigorously and systematically. 3
4 4. OBJECTIVES. Acquire an overview of the set of marketing-related problems faced by profit and non-profit organizations alike. Learn how to apply marketing concepts, principles & strategies. Develop an ability to put theoretical notions into practice and apply knowledge to real business scenarios. Foster an interest in researching and managing information needed for effective marketing decisionmaking. Build effective communication skills both when presenting/expressing ideas in groups / individually, and when understanding the ideas expressed by others. DISTRIBUTION OF THE IN-CLASS LEARNING. Large Lecture Group Regular Lecture Group Seminar Group No. of groups No. of sessions
5 5. METHODOLOGY. TOTAL NUMBER OF STUDENT LEARNING HOURS: 300 FIRST TERM: 150 learning hours No. of Hours: General theory / background (Lecture Group sessions): 8 Practical knowledge-building / Theory-into-practice (Knowledge-Building Group sessions): 28 Guided academic activities / Theory-into-practice (Seminar Group sessions): 4 Specialized tutorials (presential/online): A) Collective B) Individual Autonomous learning: 106 A) Study (theory/background notes & reading for Lecture Group sessions): 20 B) Study/prep (practical-developmental material for Knowledge-Building Group sessions): 56 C) Individual/group work (guided academic activities for Seminar Group sessions): 30 Other activities (visits, field trips, etc.): Exams & quizzes: 4 A) Written exams and/or quizzes: 3 B) Oral exams and/or quizzes (on individual autonomous learning): 1 SECOND TERM: 150 learning hours No. of Hours: General theory / background (Lecture Group sessions): 8 Practical knowledge-building / Theory-into-practice (Knowledge-Building Group sessions): 28 Guided academic activities / Theory-into-practice (Seminar Group sessions): 4 Specialized tutorials (attended/online): A) Collective B) Individual Autonomous learning: 106 A) Study (theory/background notes & reading for Lecture Group sessions): 20 B) Study/prep (practical-developmental material for Knowledge-Building Group sessions): 56 C) Individual/group work (guided academic activities for Seminar Group sessions): 30 Other activities (visits, field trips, etc.): Exams & quizzes: 4 A) Written exams and/or quizzes: 3 B) Oral exams and/or quizzes (on individual autonomous learning): 1 5
6 6. TEACHING TECHNIQUES Academic Theory (general / background): X Presentations / Debates: X Specialized Tutorials: Theory into Practice (practical / developmental): X Visits / Field trips: Required Reading Quizzes: COURSE DESIGN / RATIONALE: In order to reach course objectives, we have developed the following learning environments, which are designed to focus students attention on Marketing Management fundamentals: General theory / background (Lecture Group sessions): Activities carried out in a large group under the guidance of the Professor during 8 two-hour sessions (4 per term). Session dates and content will vary depending on where they land on the Course Calendar (Section 10 of this Syllabus). Practical knowledge-building (Knowledge-Building Group sessions): Twenty-eight 2-hour presential sessions (14 per term). Session dates and content can be found on the Course Calendar (Section 10 of the Syllabus). In these sessions the Professor will lead learning activities aimed at presenting and expounding on the major theoretical currents covered in this course. Please note that we will not always have time cover every theme in-depth. Thus, the methodology we will adhere to is as follows: (1) presentation of theory-based topics, (2) knowledge-building grounded in course bibliography (general/specific) under the guidance of the Professor, and (3) discussion/debate and active student participation. Guided academic activities / theory-into-practice (Seminar Group sessions): Four 2-hour Seminar Sessions (2 per term), lead by the Professor, where the aim is for students to delve into key course topics in small groups. Guided academic activities are designed to empower both students and the learning process itself, while fostering active participation, critical thinking, communication skills and the exchange of ideas among peers. The Professor will serve as guide and moderator throughout. Session dates for each group can be found on the Course Calendar (Section 10 of the Syllabus). Students are expected to make good use of the following in order to successfully complete the course: explanations provided in class, course material available at the Campus Copy Center (Edif. Celestino Mutis) and on the course WebCT site, as well as required and recommended bibliography. In-class presentations on each topic need not be exhaustive; students will have the opportunity to delve into the recommended bibliography and carry out in-depth analysis of cases during specific class sessions. 6
7 7. LEARNING MODULES PART ONE: UNDERSTANDING MARKETING. UNIT 1: MARKETING CONCEPTS AND TOOLS. UNIT 2: DIFFERENT APPROACHES TO MARKETING. PART TWO: ANALYZING MARKETING OPPORTUNITIES. UNIT 3: SCANNING THE MARKETING ENVIRONMENT. UNIT 4: ANALYZING MARKETS AND BUYING BEHAVIOUR. PART THREE: SCANNING AND SELECTING TARGET MARKETS. UNIT 5: DETERMINING DEMAND. UNIT 6: THE COMPONENTS OF A MODERN MARKETING INFORMATION SYSTEM. UNIT 7: IDENTIFYING MARKET SEGMENTS AND SELECTING TARGET MARKETS. PART FOUR. DRAWING UP a MARKETING PLAN UNIT 8: The marketing plan PART V. MARKETING MIX PROGRAM DEVELOPMENT UNIT 9: The product UNIT 10: Pricing UNIT 11: Distribution UNIT 12: The message 7
8 8. BIBLIOGRAPHY 8.1. GENERAL READING: Available at the Campus Copy Center (Edif. Celestino Mutis) and on the course WebCT site. Kotler, P. & Armstrong, G.(2010). Principles of Marketing. Global Edition, 13 th E., Pearson Kotler, P. & Keller, K. L. (2009). Marketing Management. 13 th Edition. Prentice Hall. Malhotra, N. K. (2004). Marketing Research: An Applied Orientation. 3 rd Edition. Prentice Hall Kotler, P. y Lane, K. (2006): Dirección de Marketing. Prentice Hall (12ª edición). Martín Armario, E. (1996): Marketing. Ed. Ariel, Barcelona. Santesmases, M. (2001): Marketing: Conceptos y Estrategias (4ª edición). Ed. Pirámide, Madrid SPECIFIC READING: Class handouts and material available at the Campus Copy Center (Edif. Celestino Mutis) or on the course WebCT site GLOSSARY OF MARKETING TERMS Bennett, P.D. (2004). AMA Dictionary of Marketing Terms. 2 nd Edition. American Marketing Association. AMA Dictionary. 8
9 9. ASSESSMENT & GRADING Students will be assessed on their performance in class sessions, on the final paper/project, and on guided learning activities / assignments. The final mark will be calculated as follows: General theory & practical knowledge-building (70%): written exam (50%); final paper/project (20%). Guided learning activities (30%): a series of individual assignments completed in the time allotted to autonomous learning (10%); group work carried out during presential class time allotted to guided learning activities and aimed at completing the final paper/project (20%). Attendance and active participation will be considered when assessing students and assigning a final mark. Assessment / Grading Criteria: Students will be evaluated for knowledge acquired throughout the duration of the course according to the following criteria: Final Exam during the Official June Evaluation Period: At the end of the term students enrolled in Marketing Management will sit a written exam worth 50% of the final mark which will evaluate knowledge acquired throughout the course in General Theory & Practical Knowledge-building groups. The Final Exam will consist in 20 multiple choice questions and 2 praxis-based cases. A minimum mark of 5 (on a 10-point scale) must be achieved in order to pass this exam. To qualify for averaging of theory and praxis marks, a minimum score of 3.5/10 must be achieved on each part; the average of the two must be greater than or equal to 5/10 in order to pass. A score of 0/10 on either of the praxis case questions (due to leaving it blank or providing an unacceptable solution) will result in a FAIL mark on the Final Exam. Students may pass material tested on the Final Exam by sitting a Term Exam at the end of each term. Both Term Exams must be passed in order to be exempted from sitting the Final Exam in June. When sitting the praxis-based portion of term / final exams, students may consult the appendix Dirección Comercial: colección de ejercicios propuestos y resueltos ( Marketing Management: Selected Exercises with Solutions ) found in Berbel et al. (2005) to resolve praxis cases. By no means will students be allowed to substitute this appendix for photocopies and/or notes. A valid picture ID or other form of official identification is required at all exam dates. Final Paper / Project: In addition, students will be required to prepare, present and defend a MARKETING PLAN worth 20% of the final mark. A minimum score of 5/10 is required to be eligible for averaging with exam and guided activity marks. - The assignment consists in applying skills, tools and concepts learned throughout the term to the preparation, presentation and defense of a marketing plan, according to the guidelines provided in the section of this Syllabus titled Topic 10: the Marketing Plan. A series of related guided learning activities worth 20% of the final mark will be assigned. These activities will be assigned sufficiently in advance by the Professor. There is no minimum score requirement for marketing plan-related assignments in order to qualify to sit term and final exams; the minimum passing mark for the Marketing Plan is 5/10. There will be three calls for the Marketing plan submission, one single call at the end of the second term, the call of September and another in December. The students who do not pass the Marketing plan in June will have to submit it again in September or December. 9
10 IMPORTANT, please note: All students enrolled in the course must turn in a fully completed photo card to the professor within the first two weeks of class (including a valid address). As both guided learning activities exams will be evaluated by the professor officially assigned to each group, students are expected to attend class sessions corresponding to the group in which they are officially enrolled. Group changes will only be allowed if officially authorized by the Registrar (and changes are reflected on the official class list made available to the Professor). Exams will never be scheduled for dates not previously agreed upon with the Student Body except in cases where Art. 18 or Art. 19 (exams scheduled for the same day) of the Academic Guidelines are applicable. In the latter case, students must request an alternative exam date at least 15 days prior to the official scheduled exam date. Please note that a Certificate of Attendance may be required (students who do not present said certificate will be marked as No Show ). Students participating in any of the various official student mobility programs (Socrates-Erasmus, SICUE- Seneca, Atlanticus, etc.) will be provided with opportunities for making up the 30% of the final mark corresponding to the Guided Academic Activities in the manner deemed most appropriate (Acuerdo de la Junta de Facultad de Ciencias Empresariales, of 22 May, 2007). The students that are in this situation should communicate it to the professor before April 30 th. Not complying with this deadline will have to come justified by the corresponding academic coordinator of his/her mobility contract. For students officially enrolled in this course, marks obtained on guided learning activities corresponding to final evaluation periods in February and/or June will be valid through September and/or December evaluation periods, but not for the following academic year. Students who do not attend Seminar Sessions and/or complete all assignments are evaluated out of a maximum of 70% and are not eligible to make up the remaining 30% by any other method. PLEASE NOTE: In compliance with Title II, Chapter II, Articles 12.2 and 14.3 of the Normativa de Régimen Académico y de Evaluación del Alumnado (signed in Consejo de Gobierno de la Universidad Pablo de Olavide de Sevilla on July 18, 2006): With regard to essays or other homework, plagiarism and/or the use of unoriginal material including information obtained from online sources without explicit and proper citing (and, where required, the express permission of the author), may warrant a grade of FAIL for the module, in addition to any other applicable academic sanctions warranted by academic misconduct on the part of students. [ ] After consulting professors, students and any other university bodies deemed necessary, the Director of the Department responsible for the module in question will decide on the need for further measures including an official academic integrity hearing. 10
11 10. WEEKLY COURSE SCHEDULE WEEK General Theory/Background (Large Lecture Group) Theory-intopractice / Knowledgebuilding (Regular Lecture Group) Guided Academic Activities (Seminar/Discussion Group) Visits & Excursions Specialized Tutorials Required Reading Assessment Exams Topics / Praxis 1 st Term 1 st Week 4 Course Intro / Intro to Marketing 2 nd Week 2 (A, B) SEMINAR 1 / ACTIVITY 1 3 rd Week 4 Topic 1 4 th Week SEMINAR 1 5 th Week 2 (C, D, E, F) ACTIVITY 1 6 th Week 4 Topic 2 7 th Week 4 Topic 2 8 th Week 4 Topic 3 9 th Week 2 (A, B) SEMINAR 2 10 th Week 2 (C, D) ACTIVITY 2 11 th Week 4 Topic 4 12 th Week 2 (E, F) SEMINAR 2 / ACTIVITY 2 13 th Week 4 Topic 4 14 th Week 4 Topic 5 15 th Week 4 Topic 5 16 th Week Final Assessment 17 th Week Final Assessment 18 th Week Final Assessment 11
12 WEEK General Theory/Background (Large Lecture Group) Theory-intopractice / Knowledgebuilding (Regular Lecture Group) Guided Academic Activities (Seminar/Discussion Group) Visits & Excursions Specialized Tutorials Required Reading Assessment Exams Topics / Praxis 2 nd Term 1 st Week 4 Topic 6: Plan de Marketing 2 nd Week 4 Topic 6 3 rd Week 4 Topic 7 4 th Week 4 Topic 7 5 th Week 4 Topic 8 6 th Week 4 Topic 8 7 th Week 2 (C, D) SEMINAR 3 8 th Week 2 (E, F) 9 th Week 2 (A, B) ACTIVITY 3 10 th Week 4 Topic 9 11 th Week 4 Topic th Week 4 Topic 10: publicidad 13 th Week 2 (E, F) SEMINAR 4 14 th Week 2 (A, B) 15 th Week 2 (C, D) ACTIVITY 4 16 th Week Final Assessment 17 th Week Final Assessment 18 th Week Final Assessment 12
13 11. COURSE TOPICS The target skills for this course are outlined in Section 3 of the Course Syllabus. PART ONE: UNDERSTANDING MARKETING. UNIT 1: MARKETING CONCEPTS AND TOOLS. 1. Defining Marketing. 2. Core Marketing concepts. 3. Marketing Management and the company. 4. Company orientations toward the Marketplace. UNIT 2: DIFFERENT APPROACHES TO MARKETING. 1. Strategic Marketing vs. Operative Marketing. Strategic Marketing Operative Marketing 2. Relationship Marketing: the key. Service Quality. Customer Value. Customer Satisfaction. Customer Loyalty. PART TWO: ANALYZING MARKETING OPPORTUNITIES. UNIT 3: SCANNING THE MARKETING ENVIRONMENT. 1. Introduction Major macro environment forces The microenvironment Monitoring the environment. 1. Porter five forces analysis. 2. Analyzing competitors. UNIT 4: ANALYZING MARKETS AND BUYING BEHAVIOUR. 1. The Market. 2. Consumer markets. The major factors influencing buyer behaviour. The purchase decision process. The stages of the purchase decision process. 3. Business markets. What is organizational buying? The buying decision process. Participants in the business buying process, the buying center. 13
14 PART THREE: SCANNING AND SELECTING TARGET MARKETS. UNIT 5: DETERMINING DEMAND. 1. Demand concept and its determinants. 2. Factors explaining demand: Sensitivity. 3. Estimating demand curves. UNIT 6: THE COMPONENTS OF A MODERN MARKETING INFORMATION SYSTEM. 1. The Marketing Information System. 2. Marketing Research. Sources and types of information. 3. Types of Marketing Research. 4. Some tools for the primary data collection. 5. Basic data collection: the questionnaire. UNIT 7: IDENTIFYING MARKET SEGMENTS AND SELECTING TARGET MARKETS. 1. Concept of Market Segmentation. 2. Market Segmentation strategies. 3. Market Segmentation procedure. 4. Market Segmentation models. 5. Positioning the market offering. PART FOUR. DRAWING UP a MARKETING PLAN UNIT 8: The MARKETING PLAN 1. The plan 2. Marketing plan pros 3. Phases of the plan: Control 4. Conclusions PART FIVE. MARKETING MIX PROGRAM DEVELOPMENT UNIT 9: The PRODUCT 1. The notion of product 2. Classifying products 3. Product attributes 4. The product life-cycle & the marketing mix 5. Products: line & range UNIT 10: PRICING 1. Price: nature & impact 2. Pricing policy: objectives 3. What determines price? 4. Pricing procedures UNIT 11: DISTRIBUTION 1. The nature of distribution channels 2. Companies & distribution strategy 14
15 3. Logistics: physical distribution UNIT 12: The MARKETING MESSAGE 1. Introduction 2. Advertising 3. Sales & advertising 4. The power of sales 5. Direct marketing 6. Public relations 12. ON-GOING & ASSESSMENT FOLLOW-UP In addition to the evaluation criteria outlined in Section 9 of the present Syllabus the following learning activities will be taken into account when assessing students and assigning the final mark: Attendance & active participation in the different class sessions. Good use of both individual and group tutorials with the Professor during office hours. 15
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