College of Business Administration The University of Rhode Island. MBA Marketing Management Summer 2004

Transcription

1 College of Business Administration The University of Rhode Island MBA Marketing Management Summer 2004 Professor: Deborah Rosen Office: 339 Ballentine Phone: Fax: drosen@uri.edu Text: Philip Kotler (2003), A Framework for Marketing Management, 2/e, Prentice Hall. Course Description: Analysis of marketing problems and determination of marketing policies in product development, promotion, pricing, channel selection, legal and ethical aspects. Course Perspective: This course is concerned with the development, evaluation, and implementation of marketing management in complex environments. The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques, and models. The course addresses strategic issues such as: How does a firm select the business(es) it should be in? What is sustainable marketing competitive advantage? Should a firm diversify? And if so, how? How should marketing resources be allocated? What marketing opportunities and threats do firms face? What are a firm s marketing strategic alternatives? Course Goals: To further develop knowledge and skills in the essential aspects of marketing management, marketing strategy, and emerging New Economy marketing applications, with a focus on the development and execution of programs and plans. Learning Objectives: To become familiar with the range of decisions implicit in strategic marketing management and planning, and to develop skill in using a variety of analytical frameworks for making such decisions. 1

2 Learning Objectives (cont.): To develop an understanding of how markets contrast in terms of:! Their enduring characteristics! Their stage of development and how the nature of competition in such markets is impacted To enhance your understanding of what marketing managers do from new product entry strategy to international market product life cycle management and strategy. To develop skill in organizing for effective strategic marketing and in implementing the market planning process. To enhance your ability to communicate, in both an oral and written format, business analyses and topics. All of the above skills will be assessed through the exam and the Current Case and Product Launch assignments. Course Format: The format of the course will be a mixture of lecture, case analysis, small group exercises, written assignments and oral presentations. Through case studies, presentations, and problems, students will have the opportunity to use the concepts, ideas, and strategies presented in the text and in class. Problem-solving sessions occur in both individual and team settings. Grading/Evaluation Criteria Overview: The final grade will be based on the following: one exam, a product launch analysis, a current case, and class participation. Activity Percent Exam 25 Product Launch Analysis 30 Discussion 10 Paper 20 Current Case 35 Presentation 15 Paper 20 Class Participation 10 Total 100 2

3 Exams: There will be one exam, worth 25 percent of your grade. The exam will be in essay form and will cover all assigned readings and class discussions. Current Case Analysis: Each student will prepare a case analysis on a current marketing related-problem from work (or another organization the student is affiliated with). The current case paper is due on a date of your choosing. More details are supplied in Appendix A. (Worth 35%) Product Launch: Each student will research and analyze a recent product launch (within last months). This assignment is due on June 24 th. More details are supplied in Appendix B. (Worth 30%) Class participation: To ensure that the class is highly interactive, students are expected to come to class prepared to discuss the assigned material each week. I will ask questions, give you discussion points or assign mini cases based on the reading materials. Your participation grade reflects your preparedness for these discussions and your willingness to answer them. The grade is based on both the quality and frequency of your participation. Quality is based on your logic and ability to incorporate course material. Frequency is judged relative to the total discussion. These two components are combined as follows: A = frequent, high-quality participation B = either less frequent, high-quality participation or frequent, lowerquality participation C = less frequent, lower-quality participation D = rare participation F = no participation 3

4 Course Schedule Date Topic Chapters 5/25 Introduction to Course Understanding Marketing Management Marketing in the 21 st Century 1 Pretty Poodle Case 5/27 Adapting Marketing to the New Economy 2 Building Customer Satisfaction, Value, and Retention 3 Select Current Case Presentation Date Analyzing Marketing Opportunities 6/1 Winning Markets through Strategic Planning 4 Understanding Markets, Market Demand, and the Marketing Environment 5 Dealing with Competition 8 6/3 Analyzing Consumer Markets and Buyer Behavior 6 Analyzing Business Markets and Buyer Behavior 7 Identifying Market Segments and Selecting Selecting Target Markets 9 6/8 EXAM Shaping the Market Offering 6/10 Developing, Differentiating and Positioning Products throughout the Life Cycle 10 Managing Product Lines and Brands 11 6/15 Designing and Managing Services 12 Developing Pricing Strategies and Programs 13 6/17 Selecting and Managing Marketing Channels 14 Retailing, Wholesaling, and Market Logistics 15 6/22 Designing and Managing Integrated Marketing Communications 16 Managing the Sales Force 17 6/24 Product Launch Discussions and Paper Due 4

5 Appendix A Current Case Each student is responsible for developing a case based upon a marketing related problem from work or from an organization in which you have a particular interest. This assignment must specifically address issues and analytical tools discussed during the semester or covered in your text. The written case must provide: 1. Background information necessary to understand the current situation. For example: If key personnel are involved in this case, provide enough information about these individuals to understand their role and pre-dispositions to particular solutions. If competitors are involved, provide enough information to understand each firm s market position and likely response strategies. 2. An analysis of the situation and all relevant external environmental issues which might impact an understanding of alternative solutions. 3. A description of alternative solutions; specifically what makes these alternatives attractive. 4. An analysis of the proposed alternatives detailing the pros and cons of each. 5. Your recommendations for adoption and the outcomes you expect to occur as a result of adopting this solution. There is a written and oral component to this assignment. The oral presentation associated with this assignment is not a duplication of the written submission. The oral presentation must be creative and involve the class in a role-playing situation. For example, you may ask the class to represent your chosen organizations new product development screening team and ask that they deliberate the new product opportunity you have identified. The team may come up with a different solution than the one you selected in your write-up and that is fine. The idea is to present the relevant facts for decision making and then guide the class through this process. You will select the date for your presentation by May 27 th. Papers are due the date selected for the presentation. 5

6 Appendix B Product Launch Each student will fully describe and analyze a recent new product launch (one that occurred within the last months). Research is required for this assignment. The components that must be researched and addressed in this assignment include: Brief description of the company issuing this new offering. Including, but not limited to: Current product line(s) and brand(s) company offers. Does this new offering extend current offerings or set company in a new direction? Description of the launch strategy: Target market Unmet need Product Promotion Price Distribution Analysis as to why this launch was or was not a success based upon the material covered in the class. Be sure you discuss how you are measuring success. Any recommendations you have for the company on future launches based upon your analysis. These reports will be discussed in class and turned in to instructor on June 24 h. For the discussion, each student will give a brief description of the launch and analysis of the key launch features that made the launch successful/unsuccessful. 6