MBA MKT OL 01 MARKETING MANAGEMENT

Transcription

1 MBA MKT OL 01 MARKETING MANAGEMENT Spring 2015 Course Syllabus January 26th - May 13th WISER Course ID#: 2187 Two LIVE BbC Lectures Rotating Mondays to Thursdays 8:30 p.m. - 9:30 p.m. (EST) OVERVIEW: This Syllabus is a companion to the recently created Course Navigation Guide and should be viewed as a highly detailed overview of the course. Please be sure to fully READ this document from START to FINISH. It should be used as a resource when questions arise throughout the term, as most likely, the answer you seek, is here. Failure to carefully follow these documents and the detailed instructions found via the Assignments page in Blackboard may lead to frustration and ultimately result in your receiving a poor grade or failure. NOTE: Past peers have found these materials too detailed. Agreed! However, as this is a distance course, all student questions must be anticipated. With 5+ years of on-line teaching experience, assumptions of understanding cannot be made. Due to this, yes, they are comprehensive, yet hopefully, spot-on, without being overwhelming. If you propose a more efficient way of conveying the content, I will welcome and readily incorporate suggestions. REQUIRED COURSE TEXT: Kerin, Roger; Hartley, Steven; Rudelius, William; Steffes, Erin. Marketing: The Core, 3/e, 4/e or 5/e. McGraw-Hill, 2009, 3/e ISBN-13: , 2011, 4/e ISBN or 2013, 5/e ISBN (Recommended) 5/e Text URL: COURSE LINKS: Blackboard: College of Mgt: University College: (administers most of the UMB online program) MBA MKT 670 OL: Textbook: Textbook Resources: Text Author s Blog: Text Twitter Feed: Course or Course LinkedIn: enetworkmkt or Course YouTube: or INSTRUCTOR INFORMATION: Ronald C. Vining: Adjunct Professor; M.A., B.S. Suffolk University, Boston, MA Social media: LinkedIn: Contact info: [email protected]; UMB CM Department Phone: Office location: Somewhere in Cyberspace via Blackboard, Blackboard Collaborate, Twitter, Google+ Office hours: Blackboard Chat, Blackboard Collaborate (BbC); Date/Time by appointment CONTACTING YOUR PROFESSOR: As this is an on-line course via Blackboard, the primary way for students to reach me is via the Messages and Q&A Thread (blog-like preferred method of contact) features within Blackboard. Should one use the address posted above, please include your course section, your name, semester and subject (for example: MBAMKT 670 SP2015 J. Smith Subject) in the subject line, otherwise your message will most likely be filtered out and deleted as junk mail. WARNING: I do not check my UMB regularly, so Blackboard is the fastest way to reach me as I am in it every day. If one needs to contact the College of Management they may do so by the phone number listed above. During the course, I may post dates/time for on-line office hours, while lectures in Blackboard Collaborate (BbC) are already scheduled. When necessary, we can set up one-on-one

2 conferences via Blackboard Chat, Second Life, FaceTime, Hangouts, Gmail, MSN, Skype or Yahoo IM if needed. NOTE: In BlackBoard, please be sure to use clear subject lines in all Messages (Blackboard ), Q & A Thread (preferred contact) and all Weekly Discussions posts. COURSE OVERVIEW & DESCRIPTION: This course focuses on the strategic decisions necessary to match organizational resources with market opportunities. Students learn to analyze market opportunities, to develop marketing plans and marketing mix strategies, and to manage implementation and control of the marketing plan. Marketing Management is an introduction to marketing as a functional area of the organization, and an analytical survey of problems encountered in developing, pricing, promoting, and distributing goods and services. Marketing is a pervasive element in contemporary life. In one form or another, it reaches every person. The Marketing concept (market orientation) should be the driving business philosophy behind today's organizations. The fundamental objectives of most businesses are survival, profit, and growth. Marketing contributes directly to achieving these three objectives. Besides being an integral part of the business philosophy, marketing includes the following important activities, which are vital to businesses: discovering and assessing the needs and wants of present and potential customers, designing and managing product/service offerings, determining prices and pricing policies, developing effective communication and distribution strategies, and evaluating customers' postpurchase satisfaction. Therefore, all business people, regardless of specialization or area of responsibility, need to be familiar with the terminology and fundamentals of marketing. Because today's marketplace is increasingly globalized, diverse and information-oriented, marketing management is taught in the context of cultural, ethical and global issues that influence the organizations such political, social, environmental and technological issues as well as the impact on organizations as a result of demographic diversity in the digital age. NOTE: Due to the recent dominance of search, big data, social media, wearables, smartphones and tablets, our assignments this semester will have a strong focus on content-driven marketing, customer relationship management (CRM), search engaging marketing (SEM) mobile applications (App) and the manufacturers of mobile devices and developers of mobile software. The purpose will be to better understand mobile media, the mobile technology marketplace, the firms in the space, their products and their connected consumers from a marketing management perspective. COURSE CONTENT & SKILLS OBJECTIVES: To develop a working knowledge of marketing concepts; To understand the role of marketing in the economy and the integration of marketing with the other functional areas of management; To investigate in detail the marketing environment and marketing management decisions associated with actual products and services in the context of an increasingly globalized, diverse and information-oriented consumer marketplace and business world and; To develop analytic and communication skills related to marketing concepts. Through Live Lecture Participation: Blackboard Collaborate (BbC), YouTube MarketingKitchen TV Channel, LinkedIn enetworkmkt Group and Feeds, Weekly Discussion Reading Questions & Exercises and the Marketing Plan (except during Summer sessions AND this Spring, where it is offered as a trial Bonus project) students will be required to demonstrate their understanding of the marketing areas stated above. MBA Program Learning Objectives ( 1. Master business communication skills 2. Master relationship building skills 3. Integrate business disciplines to generate innovative solutions 4. Apply critical thinking and analytical competence to complex business problems 5 Incorporate diversity as well as regional and global awareness into business analysis 6. Exercise teamwork and leadership skills 7. Define and defend your own ethical compass

3 ASSESSMENTS* (Participation, Readings, Discussions, Exercises, Assignments): Live Lecture Participation (Interactive YouTube, LinkedIn, Twitter & BbC participation) Weekly Discussions & Exercises (Weekly Reading Initial posts & peer Feedback posts) *NOTE: Assessments can be found via the Coursework tab within Blackboard 400 points 600 points Total: 1000 points GRADING POLICY: Grades assigned according to outlined UMB College Catalog policy. Numeric / letter grade equivalent A A B B B C C No grade lower than that of C may be issued for a graduate student. All grades below a 760 will be issued as F or failing. No I (incomplete) grades will be issued unless agreed upon prior to the end of the semester. FINAL GRADING SCALE: A range = points B range = points C range = points D range = points F range = Sub-600 points NOTE: All work that is not completed by the due date will decrease in point value until completed. All work not completed prior to last day of class will be counted as a zero. Incompletes will not be issued for students who fail to turn in work by semester s end without proper medical documentation. DEADLINES, DUE DATES & QUALITY OF WORK: It is expected that assignments will be completed and turned in within the time frame given. Late work is completely unacceptable unless there is a valid reason as to why it could not be turned in on time. One should assume that all late work will not be accepted and will result in zero points for that particular assignment, exercise, discussion, paper or examination unless you have consulted with me about the reason it was late and I approve an extension. NOTE: All Initial Role Weekly Discussion must be posted when due, no exemptions. All work must be carefully prepared and proofed. One should carefully address both the content and format of each assignment, as they will be graded equally on their critical analysis and understanding of marketing as they will be on their proper mechanics, ie: grammar, punctuation, spelling and citation of sources. Formal academic writing (elevation of language, appropriate use of marketing terminology and proper source citation) is expected. When outside sources are used, they must be cited in the post or paper where necessary and a complete bibliography must be included as specified in the CM Writing Guide and Using Quotations documents found on the College s Web site. With the exception of the section on Passive vs. Active Voice (which I do not concur with), please refer to these guides when producing your written work: APA MLA When quantifying sources, consider internal sources vs. external ones. If one were to use an annual report of a company as well as information found on that same organization s website, though listed separately in a bibliography, they are considered as one source. Though a good place to start, be weary of spin found on selfserving corporate, product or fan Websites. Keep in mind that Wikipedia is never a valid source, corporate spin and wikis are great starting points and an even greater launching pad for ideas and avenues to find, explore other sources; however, they should not be a true source in their own right. Seek out sources, which offer both data and unbiased analysis on the subject to aid you in your own strategic analysis. Consult annual reports,

4 business publications such as The Wall Street Journal, Business Week, Harvard Business School, industry specific publications, case studies, course text, etcetera. RESEARCH SITES: It is recommended that students go straight to the source and refer to our textbook author s resource pages: & Library Resources for Management Students: The library has very useful management databases, including Business Source Premier and Lexus/Nexus available to students. These resources, specifically targeted toward Management, will allow you to obtain greater information and more accessible information than simply performing a Google search. These resources should be available over the Internet, on or off-campus (with your UMB ID) 24 hours a day. View URL: Additionally, please view the on-line resources posted in our course Blackboard site for a recommended list of periodicals and Web sites of interest that may be referenced during the course of the semester and should be utilized for use in assignments. Resources will also be linked through URL: Remember, a research paper without properly researched and properly cited sources is simply no better than a casual conversation on the subject matter. All Weekly Discussion Posts, Exercises and Final Papers should incorporate your own ideas, combined with textbook theory and valid outside sources. ACADEMIC HONESTY & STANDARDS: Academic honesty as it relates to cheating, plagiarism and the documentation of work, is an integral part of education, see: All work that students turn in must be their own. All ideas taken from the work of others must be properly cited. Any assignment that does not conform to these standards will automatically receive an F. Students turning in such work may also fail the course and have the incident attached to their student record or be expelled from the University. The University s policy can also be found in the Student Handbook/Course Catalogue. DISABILITIES: If you have a disability and feel you will need accommodations in order to complete course requirements, please contact the Ross Center for Disability Services (M-1-401) at (617) For more information see: This should not be an issue as students are not put on the spot (timed test or live presentation) to produce material, rather you are given approximately 1 week (or more) to respond to threaded questions and exercises at your own pace. ACADEMIC CALENDAR: SPRING SEMESTER LEGEND - TENTATIVE WEEKLY SCHEDULE: The following page contains your tentative weekly schedule. This color-coded schedule, used in conjunction with the Weekly Discussions & Assignments pages within Blackboard should aid you in keeping up-to-date on live lectures, what should be read and when all work, ie: discussion posts, exercises, bonus projects, is due. This course is governed by the 5/e version of Marketing: The Core, therefore, students using either the 4/e or 3/e editions must pay careful attention to the chapter numbering differences between Chapters Please be certain to shift your weekly reading and responding to the same AMK and VC questions as your 5/e peers. Light Green = Applying Market Knowledge (AMK) & Video Case (VC) chapter questions (5/e version) Light Red = Applying Market Knowledge (AMK) & Video Case (VC) chapter questions (4/e version) Light Blue = Applying Market Knowledge (AMK) & Video Case (VC) chapter questions (3/e version)

5 LEGEND, continued: Black = Chapter / Topic Orange = All Work Due (absolute last date that I will accept bonus or pre-approved late make-up assignments) Red = Due date (absolute latest date one may submit their everyone, initial and feedback post or other work) Dark Red = emarketing Plan (graded individually or as group, due on the last day of classes by all students) Green = Interactive course YouTube, LinkedIn, Twitter & Live BbC Lectures (graded, Live Lecture score) Dark Blue = Threaded Initial / Feedback Reading Discussion Questions (graded as part of Discussions score) Bright Blue = Threaded Everyone Exercises (individually graded as part of Weekly Discussions score) Dark Purple = Optional Bonus Marketing Consultant projects offered, due various dates for additional credit) Typically, all Initial posts are due by Wednesday and all Feedback posts are due by Friday. An exception to this is an Everyone week when all responses are due by Friday or in Summer Sessions when work is doubledup, requiring Initial posts due by Mondays and by Wednesdays with Feedback posts due by Wednesdays and by Fridays. NOTE: Unless otherwise stated on the Syllabus or in Blackboard, all students whose last name begins with A-H will provide Initial posts on EVEN weeks (2, 4, 6, 8, 10, 12, 14, 16) and Feedback posts on ODD weeks (1, 3, 5, 7, 9, 11, 13, 15). Students whose last name begins with I-Z will provide Initial posts on ODD weeks (1, 3, 5, 7, 9, 11, 13, 15) and Feedback posts on EVEN weeks (2, 4, 6, 8, 10, 12, 14, 16). TENTATIVE WEEKLY SCHEDULE: MBA MKT 670, MARKETING MANAGEMENT (Revised 01/20/15) MONTH/WEEK LECTURE / READING TOPIC & ASSIGNMENT CHAPTERS January DUE BY DATE* Week One Week of Jan 25th February Week Two Week of Feb 1st Get Acquainted with Blackboard, Twitter and BbC Read: Blackboard Content, Syllabus, Course Reference Guide and Week 1 Discussion Set-up: BbC & Create: Twitter profile Tweet! [Everyone A-Z] Introduction: Creating Customer Relationships & Value through Marketing Discussion Thread: Customer Relationships & Value [A-H Initial, I-Z 3/e Ch 1, P.17, 7 AMK 5 VC 4/e Ch 1, P.17, 7 AMK 5 VC 5/e Ch 1, P.17, 7 AMK 5 VC Q s Live BbC 1 Lecture via BbC: Monday, 2/02/15, 8:30 pm [Required] Building Your Marketing Plan, P 17 Chapter i-v, Prefix Syllabus+ 1/30 Chapter 1 2/04 Initial 2/06 Feedback Week Three Week of 8th Week Four Week of 15th Developing Successful Marketing and Organizational Strategies Discussion Thread: Marketing Planning & Strategies [I-Z Initial, A-H 3/e Ch 2, P.40, 6 AMK 5 VC s, 4/e Ch 2, P.41, 6 AMK 5 VC 5/e Ch 2, P.41, 6 AMK 5 VC Q s Twitter Initial Tweet Due Twitter & User Name Due via the Assignments page: Monday, 2/11/15 [Required] LinkedIn Initial Post Due via enetworkmkt LinkedIn & User Name Due via the Assignments page: Monday, 2/13/15 [Required] Building Your Marketing Plan, P 42 Start: Marketing Plan via Mkt Plan Step-by-Step forum (individual or group) Building Your Marketing Plan Discussion Thread: Building Your Marketing Plan on P.42, Q2: a, b, c, d [Everyone] Chapter 2 2/11 Initial 2/13 Feedback Appendix A (P.44) 2/20

6 Week Five Week of 22nd March Week Six Week of Mar 1st Week Seven Week of 8th Week Eight Week of 15th Week Off Week of 22nd Week Nine Week of 29th April Week Ten Week of 5th Bonus Project 1 Due via Assignments page 2/21/15 [Optional, Anyone] YouTube post Initial Comment & MarketingKitchen TV Channel Subscription Twitter follow Due Understanding The Marketing Environment, Ethics and Social Responsibility Discussion Thread: Ethics and CSR [I-Z Initial, A-H 3/e Ch 3, P.75, 6 AMK 4 VC 4/e Ch 3, P.75, 6 AMK 4 VC 5/e Ch 3, P.75, 7 AMK 4 VC Q s Building Your Marketing Plan, P 75 Understanding Consumer Behavior Discussion Thread: Understanding Consumer Behavior [A-H Initial, I-Z 3/e Ch 5, P.117, 6 AMK 5 VC 4/e Ch 5, P.115, 4 AMK 5 VC 5/e Ch 4, P.100, 7 AMK 5 VC Q s NOTE: Chapters 4+ are different topics for 3/e & 4/e than 5/e going forward Ethics and Social Responsibility in Marketing Discussion Thread: Ethics & Social Responsibility [A-H Initial, I-Z 3/e Ch 4, P.92, 4 AMK 2 VC 4/e Ch 4, P.91, 4 AMK 2 VC Building Your Marketing Plan, P 101 Bonus Project 2 Due via Assignments page 3/07/15 [Optional, Anyone] Understanding Organizations as Customers Discussion Thread: Organizational & Consumer Behave [I-Z Initial, A-H 3/e, Ch 6, P.135, 4 AMK 3 VC 4/e Ch 6, P.132, 4 AMK 3 VC 5/e Ch 5, P.119, 4 AMK 4 VC Q s Building Your Marketing Plan, P 119 Live BbC 2 Lecture via BbC: Tuesday, 3/10/15, 8:30 pm [Required] Understanding and Reaching Global Consumers and Markets Discussion Thread: Global Marketing [A-H Initial, I-Z 3/e Ch 7, P.158, 4 AMK 5 VC 4/e Ch 7, P.156, 4 AMK 5 VC 5/e Ch 6, P.143, 4 AMK 5 VC Q s Building Your Marketing Plan, P 143 Spring Break Holiday Discussion Thread: Take a much deserved pause from coursework Marketing Research: From Customer Insights to Actions Discussion Thread: Research to Forecasting [I-Z Initial, A-H 3/e Ch 8, P.185, 7 AMK 2 VC 4/e Ch 8, P.183, 7 AMK 2 VC 5/e Ch 7, P.169, 7 AMK 5 VC Q s Building Your Marketing Plan, P 169 Marketing Segmentation, Targeting and Positioning Discussion Thread: Research to Forecasting [I-Z Initial, A-H 3/e Ch 9, P.206, 5 AMK 4 VC 4/e Ch 9, P.205, 6 AMK 5 VC 5/e Ch 8, P.191, 6 AMK 5 VC Q s Building Your Marketing Plan, P 191 Chapter 3 2/25 Initial 2/27 Feedback Chapter 4 3/04 Initial 3/06 Feedback Chapter 5 3/11 Initial 3/13 Feedback Chapter 6 3/18 Initial 3/20 Feedback Vacation Everyone Chapter 7 4/01 Initial 4/03 Feedback Chapter 8 4/08 Initial 4/10 Feedback

7 Week Eleven Week of 12th Week Twelve Week of 19th Week Thirteen Week of 26th May Week Fourteen Week of May 3rd Bonus Project 3 Due via Assignments page 4/11/15 [Optional, Anyone] Developing New Products and Services Discussion Thread: Developing & Managing Products, Services & Brands [A-H Initial, I-Z 3/e Ch 10, P.231, 8 AMK 5 VC 4/e Ch 10, P.229, 8 AMK 5 VC 5/e Ch 9, P.215, 8 AMK 5 VC Q s Building Your Marketing Plan, P 215 Managing Successful Products, Services, and Brands Discussion Thread: Developing & Managing Products, Services & Brands [A-H Initial, I-Z 3/e Ch 11, P.258, 4 AMK 5 VC 4/e Ch 11, P.257, 4 AMK 5 VC 5/e Ch 10, P.242, 4 AMK 4 VC Q s Building Your Marketing Plan, P 242 Pricing, Products and Services Discussion Thread: Product & Service Pricing [I-Z Initial, A-H 3/e Ch 10, P.284, 5 AMK 3 VC 4/e Ch 10, P.282, 5 AMK 5 VC 5/e Ch 11, P.267, 5 AMK 5 VC Q s Building Your Marketing Plan, P 267 Managing Marketing Channels and Supply Chains Discussion Thread: Go-to-Market Strategies [I-Z Initial, A-H 3/e Ch 11, P.309, 5 AMK 4 VC 4/e Ch 11, P.307, 5 AMK 4 VC 5/e Ch 12, P.291, 5 AMK 3 VC Q s Building Your Marketing Plan, P 292 Live BbC 3 [Make-Up 1] Lecture: Wednesday, 4/22/15, 8:30 pm [ONLY If Needed] Retailing and Wholesaling Discussion Thread: From Drawing Board to Home [A-H Initial, I-Z 3/e Ch 12, P.331, 9 AMK 4 VC 4/e Ch 14, P.329, 9 AMK 4 VC 5/e Ch 13, P.313, 9 AMK 4 VC Q s Building Your Marketing Plan, P 313 Integrated Marketing Communications and Direct Marketing Discussion Thread: IMC & DM [A-H Initial, I-Z 3/e Ch 13, P.353, 10 AMK 4 VC 4/e Ch 15, P.351, 10 AMK 3 VC 5/e Ch 14, P.335, 10 AMK 3 VC Q s Building Your Marketing Plan, P 335 If it were the Fall semester, this would be HAPPY THANKSGIVING week! Advertising, Sales Promotion, and Public Relations Discussion Thread: Advertising and PR [I-Z Initial, A-H 3/e Ch 16, P.378, 10 AMK 4 VC 4/e Ch 16, P.376, 10 AMK 4 VC 5/e Ch 15, P.358, 5 AMK 4 VC Q s Building Your Marketing Plan, P 359 Chapter 9 4/13 Initial 4/15 Feedback Chapter 10 4/15 Initial 4/17 Feedback Chapter 11 4/20 Initial 4/22 Feedback Chapter 12 4/22 Initial 4/24 Feedback Chapter 13 4/27 Initial 4/29 Feedback Chapter 14 4/29 Initial 5/01 Feedback Chapter 15 5/04 Initial 5/06 Feedback

8 Using Social Media to Connect with Consumers [A-H Initial, I-Z 5/e Ch 16, P.383, 7 AMK 5 VC Q s NOTE: The content above can not be found in 3/e & 4/e only in 5/e Chapter 16 5/06 Initial 5/08 Feedback Week Fifteen Week of 10th Week Sixteen Week of 17th Building Your Marketing Plan, P 383 Live BbC 4 [Make-Up 2] Lecture: Thursday, 5/07/15, 8:30 pm [ONLY If Needed] Bonus Project 4 Due via Assignments page 5/09/15 [Optional, Anyone] Last Week of Classes: Personal Selling and Sales Management Discussion Thread: Sales [A-H Initial, I-Z 3/e Ch 17, P.405, 5 AMK 4 VC 4/e Ch 17, P.399, 4 AMK 4 VC 5/e Ch 17, P.405, 4 AMK 4 VC Q s NOTE: All versions of the text unite for the final two chapters Building Your Marketing Plan, P 405 NOTE: Initial is DUE by Monday & Feedback by Wednesday this week Twitter Final Tweet Due via Twitter & User Name Due via the Assignments page: Wednesday, 5/11/15 [Required] LinkedIn Final Post Due via LinkedIn & User Name Due via the Assignments page: Wednesday, 5/13/15 [Required] Bonus Project 5 Due via Assignments page 5/14/15 [Optional, Anyone] Final Exam Week: Implementing Interactive & Multichannel Marketing Bonus Discussion Thread: Dynamic Multi-channel Marketing [Optional I-Z Initial, A-H 3/e Ch 18, P.421, 4 AMK 3 VC 4/e Ch 18, P.419, 4 AMK 5 VC 5/e Ch 18, P.425, 4 AMK 3 VC Q s Building Your Marketing Plan, P 425 NOTE: Initial is DUE by Monday & Feedback by Wednesday this week Chapter 17 5/11 Initial 5/13 Feedback Chapter 18 5/16 Initial 5/18 Feedback Marketing - Course Feedback & You Final Discussion Thread: Planning a Career in Marketing (P. 430) [Everyone] Content should be found on P. 424 in 4/e or 3/e editions REMINDER: Please complete the on-line course evaluation Marketing Plan DUE via Assignments page [OPTIONAL, ANYONE] Social B2B Retail Bonus Project 6 Due via Assignments page 5/18/15 [Optional, Anyone] - if done right, worth up to 100 points! Appendix B (P.430) 5/18 Everyone Enjoy the Summer break! Please consult the Assignments, Calendar & Discussion pages in Blackboard for specific due dates *All initial Discussion Thread posts should be made at the start of the week, Due Date is the absolute latest date one should submit by