MKT 300 Marketing Management Spring 2011 Course Syllabus

Transcription

1 MKT 300 Marketing Management Spring 2011 Course Syllabus Course Instructor Noah Lim, Assistant Professor of Marketing Tel: Office: 4182 Grainger Office Hours: I am available to meet with you at any time. Please me for an appointment. Course Materials Required Textbook: Principles of Marketing by Philip Kotler and Gary Armstrong (13 th ed., Prentice Hall) Course Website: Lecture Sections Section 1: MW 1:20pm to 1100 Grainger Section 2: MW 2:25pm to 1100 Grainger Discussion Sections and Teaching Assistants Section Day Time Room TA 301 Friday 07:45-08: Meghan Ludvigsen ludvigsen@wisc.edu 302 Friday 08:50-09: Meghan Ludvigsen ludvigsen@wisc.edu 303 Thursday 16:35-17: Vivian Zheng xzheng5@wisc.edu 304 Thursday 07:45-08: Rosanna Gage regage@wisc.edu 305 Thursday 16:35-17: David Shepherd dshepherd@wisc.edu 306 Thursday 07:45-08: David Shepherd dshepherd@wisc.edu 307 Thursday 14:25-15: Vivian Zheng xzheng5@wisc.edu 308 Thursday 14:25-15: David Shepherd dshepherd@wisc.edu 309 Friday 09:55-10: Jieun Cha jcha5@wisc.edu 310 Thursday 07:45-08: Meghan Ludvigsen ludvigsen@wisc.edu 311 Friday 11:00-11: Jieun Cha jcha5@wisc.edu 312 Friday 11:00-11: Rosanna Gage regage@wisc.edu 313 Friday 12:05-12: Jieun Cha jcha5@wisc.edu 314 Friday 12:05-12: Steve Harris stharris3@wisc.edu 315 Friday 13:20-14: Steve Harris stharris3@wisc.edu 316 Friday 13:20-14: Vivian Zheng xzheng5@wisc.edu 317 Friday 14:25-15: Steve Harris stharris3@wisc.edu 318 Friday 08:50-09: Rosanna Gage regage@wisc.edu 1

2 Course Objective This course will introduce you to the most important tools and concepts in marketing and how you can apply them to maximize profits for your company. We will use a combination of analytical and experiential learning methods to develop insight into how companies should make product, pricing, promotion and channel decisions for their target markets based on their understanding of customer behavior. Grading Your final grade will be based on the following five components. No. Component Points 1 Attendance in Discussion Section 10 (including Class Participation) 2 Two Homework Assignments 10 3 Midterm Exam 30 4 Final Exam 40 5 Group Project 30 Total 120 Note: In addition to the above, I will offer up to 5 bonus points for participation in research experiments and other class activities that will be announced later. The points-to-grade conversion is as follows: Grade Points A 108 A/B 96 to 107 B 86 to 95 B/C 76 to 85 C 71 to 75 D 65 to 70 F Below 64 Details of Assessment Components Attendance in Discussion Sections: You will earn 6 points for attendance in the discussion sections. The other 4 points will be awarded based on the quality of your contribution to the class discussion. Homework Assignments: There will be two graded homework assignments that are designed to help you revise for the midterm and final exams. Each assignment will be a 1-page typed submission, and is worth 5 points each. The deadlines for each assignment are given below. Midterm Exam: This is a 45-minute in-class exam. The exam will consist of multiple choice and shortanswer questions. 2

3 Final Exam: This is scheduled for Sunday, 8 th May 2011 at 10:05am to 12:05pm. The exam will consist of multiple choice questions. No exceptions for Multiple Exams will be made for the Final Exam. If you have 3 exams within a 24 hour period, you must either make arrangements to change another exam or take them as scheduled. By staying in this class, you are agreeing to the date and time of the final exam. Group Project: Please form teams of 4 (recommended) or 5 (exceptions only) in your discussion section. Task: Take an existing product/brand and critically evaluate the marketing strategy (including the current advertisement) for that product/brand using the tools and concepts learnt in the course. Develop a better marketing strategy and provide justifications for your new strategy. Produce a video advertisement (up to 60 seconds) for the product/brand. Make a 20 minute presentation of your analysis and video in your discussion section. Submission: Your project submission should consist of the following four items: 1) PowerPoint slides for your presentation (max 10 slides), 2) Accompanying notes to the PowerPoint slides (2 pages max, Word document, single spaced, font size 12), 3) Video Advertisement, 4) Video Accompaniment (up to 2 minutes of video) that describes the rationale/inspiration/process behind your advertisement. The deadline for submitting all project materials is 1 st May 2011, 11:59pm. Grading: The project is worth 30 points and will be graded by two TAs. The TA for your discussion section will grade the project out of 20 points. Another TA will read your project submission consisting of the four items above (but he or she will not be attending your presentation) and grade your project out of 10 points. Course Expectations Attendance in lectures and discussion sections is necessary in order to obtain a good grade. I will cover a significant amount of material outside of the textbook. There will also be activities and case discussions during these sessions that are designed to enhance your learning experience. I will also provide guidance on the assessment components (assignments, exams and group projects) during the lectures. Academic Integrity and Special Accommodations Please familiarize yourself with the University of Wisconsin-Madison policies on Academic Honesty and Misconduct. Please contact your TAs no later than 15 February 2011 if you require special accommodations (per University policies) for the midterm and final exams. 3

4 Class Schedule Note: All readings and case studies are taken from the required textbook. Date Lecture Discussion (Thurs or Friday) 19 Jan (Wed) Course Overview & Expectations Introductions & Course Overview 24 Jan (Mon) Why is Marketing Important? Reading: Chapter 1 & Appendix 2 26 Jan (Wed) Building a Marketing Strategy Reading: Chapter 2 & Appendix 1 31 Jan (Mon) Marketing Research I Guest Lecture by Vivian Zheng Reading: Chapter 4 2 Feb (Wed) Customers I Guest Lecture by Rosanna Gage & Meghan Ludvigsen Reading: Chapter 5 7 Feb (Mon) Customers II 9 Feb (Wed) Customers III: Business Buyers Reading: Chapter 6 14 Feb (Mon) Segmentation & Targeting Reading: Chapter 7 16 Feb (Wed) Thinking About Competition Reading: Chapter 18 Case Study: Trap-Ease America (Chapter 2) Case Study: Enterprise Rent-A- Car (Chapter 4) Deadline: Finalize Project Teams Case Study: Victoria s Secret Pink (Chapter 5) Project Discussion/Consultation 21 Feb (Mon) Product Management I: Key Concepts Reading: Chapter 8 Case Study: ESPN (Chapter 8) 23 Feb (Wed) Product Management II: Product Development Guest Lecture by Jieun Cha Reading: Chapter 9 Deadline: Assignment 1 due in class 28 Feb (Mon) Product Management III: Key Strategies 2 Mar (Wed) Review for Midterm Exam 7 Mar (Mon) Midterm Exam 9 Mar (Wed) Pricing Strategy I: Key Concepts Midterm Review Case Study: Nintendo (Chapter 9) 14 Mar (Mon) No Classes Spring Break 16 Mar (Wed) 4

5 Class Schedule (Post Spring Break) Date Lecture 21 Mar (Mon) Post Midterm Review 23 Mar (Wed) Pricing Strategy II: Segmentation Pricing Reading: Chapters 10 & Mar (Mon) Pricing Strategy III: Setting Optimal Prices 30 Mar (Wed) Pricing Strategy IV: Nonlinear Pricing Discussion (Thurs or Friday) Project Discussion/Pricing Simulation Project Discussion/Pricing Simulation 4 Apr (Mon) Pricing in Action: In-Class Auction 6 Apr (Wed) Advertising & Promotions I: Key Concepts Reading: Chapters 14 & 15 Project Presentation 1 11 Apr (Mon) Advertising & Promotions II: Key Strategies 13 Apr (Wed) Advertising & Promotions III: Sales Promotion Reading: Chapter 16 (Part II) Project Presentation 2 18 Apr (Mon) Personal Selling & Sales Management Guest Lecture by David Shepherd Reading: Chapter 16 (Part I) Project Presentation 3 Deadline: Assignment 2 due in class 20 Apr (Wed) Channels I: Overview & Key Concepts Guest Lecture by Steve Harris Reading: Chapter Apr (Mon) Channels II: Key Strategies 27 Apr (Wed) Course and Final Exam Review 2 May (Mon) Course Academy Awards 4 May (Wed) Course Admin (No formal lecture) Project Presentation 4 Deadline: Project due by 1 st May, 11:59pm Final Exam Review 5