Licenciatura in Business Administration Semester February 2015 June 2015 MARKETING 2 nd Year

Transcription

1 Licenciatura in Business Administration Semester February 2015 June 2015 MARKETING 2 nd Year MARKETING FACULTY TEAM Main Instructor: Prof. João Borges de Assunção ( jba@ucp.pt) TA Practical Sessions Lecturers: Dr. Nuno Craveiro (NC, ncr@ucp.pt); Dr. Paulo Marcos (PM, pam@ucp.pt); Dra. Margarida Monteiro (MM, mcaceresmonteiro@ucp.pt), Dra. Maria Neves (MN, mariafirminoneves@gmail.com) Lectures: Tuesdays and Thursdays 5 p.m. to 6:20 p.m. (room 512) First Lecture: February 3rd 2015 (Tuesday) Last Lecture: May 19th (Tuesday) TA Practical Sessions: T1 Monday 2:00 p.m. to 3:20 p.m. (room 515) and Friday 12:30 p.m. to 1:50 p.m. (room 516), NC T2 Monday 12:30 p.m. to 1:50 p.m. (room 517) and Friday 2:00 p.m. to 3:20 p.m. (room 518), NC T3 Tuesday 2:00 p.m. to 3:20 p.m. (room 516) and Thursday 6:30 p.m. to 7:50 p.m. (room 515), MM T4 Monday 6:30 p.m. to 7:50 p.m. (room 515) and Wednesday 5:00 p.m. to 6:20 p.m. (room 517), PM T5 Monday 5:00 p.m. to 6:20 p.m. (room 516) and Wednesday 6:30 p.m. to 7:50 p.m. (room 517), PM T6 Tuesday 2:00 p.m. to 3:20 p.m. (room 517) and Thursday 6:30 p.m. to 7:50 p.m. (room 517), MN Office Hours: PM anytime, with previous appointment (send ) NC anytime, with previous appointment (send ) MM anytime, with previous appointment (send ) MN anytime, with previous appointment (send ) Mid-term and Final exams: 1 st Mid-term exam: during March 19 th to March 31 st period 2 nd Mid-term exam: during May 22nd to June 8 th period Final Exam: during June 9 th to June 20th period

2 Instructor s Biographical Note: João Borges de Assunção, Associate Professor at Católica Lisbon School of Business and Economics, received a Licenciatura in Managment from Universidade Católica Portuguesa (1984). He was Dean of Faculdade de Ciências Económicas e Empresarias from 1996 to He completed a Master of Business Administration (MBA) at Universidade Nova de Lisboa and received a Ph.D. in Management from University of California, Los Angeles (UCLA, 1990). He was a Professor at the Graduate School of Business of Columbia University from 1990 to 1994 in the Marketing and International divisions. He worked as a teaching assistant at Universidade Católica Portuguesa ( ) and at UCLA ( ). He was a member of GSPA (Group of Societal Policy Analysis), an advisory body of the European Commission President from 2005 to He published papers in the following magazines: Marketing Science, Management Science, Managerial and Decision Economics and Economia. His research interests include: Marketing Strategy, Pricing, Promotions Marketing Research and Dynamical Models of Consumer Response. He was an Economic Advisor to the Portuguese Prime Minister from 2002 to Since 2006 he is Economic Consultant with the Portuguese President. He is the coordinator of NECEP (Núcleo de Estudos de Conjuntura da Economia Portuguesa). He is also a member of the Supervisory Board of TAP and Chairman of the Supervisory Board of Eurocash (Poland). Biographical Note of the TA Session Lecturers: Paulo Gonçalves Marcos, he is Senior Vice President, BES. He is also a Ph.D. student in Political Science at Universidade Católica Portuguesa. Master in Business Administration, Universidade Nova de Lisboa (1994) where he also received an MBA. Completed the Advanced Marketing Management Program at the Harvard Business School (1995). Received a Licenciatura in Economics from Universidade Católica Portuguesa (1990). He has been a lecturer at Universidade Católica Portuguesa, where he teaches on Executive Programs and in the Undergraduate program courses in Marketing and Business Strategy. He was co-main instructor in the licenciatura Marketing course. He has taught Banking Financial Management at Instituto Superior de Gestão. Regular Columnist in Diário Económico e and co-author of "Marketing Inovador" and Marketing Vencedor. He was Vice president, AMBA ( ) Alumni assocciation MBA, UNL ( ). Received fellowships from JNICT and Fulbright Foundation. Received awards on academic excellence from American Appraisal and MAC Group (Gemini Consulting). Nuno Craveiro, Master in Management (MBA with specialization in Marketing) by UCP (1999). Undergraduate degree in Economics, also by UCP (1990). Assistant lecturer on UCP, on Undergraduate programs and Executive management programs, on the courses of Marketing, Promotion and Communication, and Mathematics and Statistics. The main professional activity has been developed in the automotive sector, as Marketing Manager ( ) and General Manager (2000- ). Margarida Monteiro, Currently at the second semester of IMCs in Business Administration, with major in Marketing, at Católica Lisbon School of Business and Economics (CLSBE; UCP). Business and Administration Undergraduate Degree concluded at Católica (CLSBE, UCP, 2013). Studied at WU (Wirtschaftsuniversität Wien) during her Erasmus semester (2012). Tutoring the Marketing courses in the General Management Program for Executives at CLSBE since September

3 Maria Neves, currently at the 2nd sementer of Double Degree with Master in Business Administration, major entrepreneurship and innovation, at Católica Lisbon School of Business and Economics (CLSBE, UCP) and Master in Economics and Management, major Technology and Innovation, at Università Commerciale Luigi Bocconi. Business and Administration Undergraduate concluded at Católica Lisbon (CLSBE, UCP, 2014). Studied at IE Business School (Madrid) during her Erasmus Semester (2013). COURSE OBJECTIVES Introduce basic marketing concepts to the students. The main objective is to develop comprehension and decision making skills to formulate marketing strategies and programs in complex situations that characterize marketing problems. Subject specific objectives include: i) Comprehension of the principles and fundamental concepts in Marketing; ii) iii) iv) Endow the students with basic concepts and tools related to decisions about Core Strategy ; Prepare the students to develop annual marketing plans in commercial companies; Prepare the students for the use of quantitative tools in marketing; v) Developing decision-making skills through adopting marketing concepts in real life problems; vi) Developing written and oral communication skills; These objectives will be attained through lectures, readings, discussion of case studies, solving practical exercises and elaboration of a Marketing Plan. The approval to the subject requires prior approval and knowledge of Microeconomics and Quantitative Methods. BIBLIOGRAPHICAL REFERENCES AND RESOURCES Mandatory Bibliography and Resources: Philip Kotler, Gary Armstrong, Lloyd Harris, Nigel Piercy (KAHP) Principles of Marketing, Pearson Education Limited: Essex, England, 6 th European edition; Exercises (The exercises are available at the respective link on the UCP website); Cases (The cases from the first half of the semester are available in the textbook. Some cases from the second half can be acquired in the copy centre); Additional readings are available at the site and some at the copy center. Optional Bibliography and Resources: Lehmann and Winer Analysis for Marketing Planning, McGraw Hill-Irwin, 7ª edição. Magazines and Journals Advertising Age Journal of Advertising Marketing and Media Decisions Brandweek Journal of Business Ethics Marketing News Business Week Journal of Business Research Marketing Science Direct Marketing Journal of Consumer Research Newsweek Economist Journal of Marketing New York Times Financial times Journal of Marketing Research Progressive Grocer Forbes Journal of Retailing Publicidade e Marketing (pt) Fortune Marketer (pt) Wall Street Journal Harvard Business Review Marketing (Maclean Hunter) 3

4 EVALUATION AND SCORING: Participation in Lectures and TA Practice Sessions (10%) Homework (20%) Marketing Plan (25%) First mid-term exam (20%) Second mid-term exam (25%) Final Exam (replaces the note of one of the mid-term exams; the students will have access to the final exam only if they have delivered the Marketing Plan, if they have done all the homework and if the grades of the mid-term exams add up at least 16 points.) IMPORTANT NOTES: The above mentioned grade weights assume that students have turned in all of the homework tasks on time and the Marketing Plan. In case students fail to do it, they do not attain a passing grade and are not entitled to write the final exam. Also, students that get less than a sum total of 16 points on the mid-term exams will fail without access to the final exam. Students with a computed final grade of 17 or more are required to defend their grade on an oral examination, otherwise their final grade will be deducted by one point. (1) Class Participation (10%) The TA practical sessions will be fully dedicated to the discussion of marketing case studies, to solving practical exercises and to the presentation of marketing plans. It is therefore necessary that students come well prepared to all sessions. Some students will be called upon by the lecturer to start discussing the cases or presenting their homework. Afterwards, the discussion will be open to the remaining class. The quality of the participation is more important than the number of times a student actually speaks up in class. The ability to present and defend proposals is a central aspect of a good business performance. The ability to adopt those competences is important in the final evaluation of the subject. All students should come prepared for the classes, reading and preparing the respective readings for each session. In particular, students should prepare all the case studies discussed in the practical classes, even those that are not required to turn them in. Marketing is a practical subject learning by the students is directly related to solving and discussing all the tasks assigned throughout the term. (2) Homework (20%) The subject involves the class discussion of 8 practical case studies. The students should come for the TA practical sessions lecturers prepared for discussing all the case studies. Three of those case studies should be delivered as homework (two individuals and one in group). 4

5 The analyses of case studies for individual delivery are: A case study to deliver in the first half of the semester, before the first mid-term exam, among the following titles (the responsible teaching assistant lecturer for the practical classes will decide which students will deliver each case study): o Entreprise Rent-a-Car (course site) o Lego: One More Brick in the Wall (pg ) o Starbucks (pg ) A case study to be delivered in the second half of the semester (the responsible assistant lecturer for the practical classes will decide which students will hand in each case): o Golf Altius (HBS Brief Case) o Knorr (Católica CLSBE Case) o Pingo Doce (Católica CLSBE Case) Apart from the work related to the individual case studies, students should solve the case study Giant Consumer Products in group. All the groups are required to turn in a report on this case. Students should also turn in two more homework assignments that will be discussed in the practical classes: A Break Even exercise. A report of an interview in which students assess the behavior of a real consumer (two pages report). In conclusion, each student will have to turn in 4 individual reports during the semester and one group, as homework. (3) Marketing Plan (25%) Students should form groups of 4 in order to carry out this task. The task consists of developing a feasibility study of the launch of a new product and a brief proposal of a plan of commercial action. Students should make sure that the project reveals new and original strategic thinking developed by the group during the semester in the scope of this subject. The plan must obligatorily include a market research carried out by the students. The outcomes of that market research should be used by the students in the context of their presentation and final report. The students will be responsible for elaborating a plan that consists of the following components: a) Executive summary b) Marketing audit c) SWOT analysis d) Description of the market, product, experience or need e) Analysis of the Environment and the Sector f) Customer Analysis (this obligatorily includes a market research) g) Competitor Analysis 5

6 h) Distribution Channels and internet strategy Analysis i) Defining strategic objectives and goals for the plan j) Marketing strategy (core strategy) a. Defining market and strategic posture b. Segmentation and targeting c. Positioning k) Marketing Mix Objectives and Actions for each element of the marketing mix a. Product, Service, Brand b. Pricing c. Distribution Strategy d. Communication Strategy Plan of Resources e. Promotion Strategy Promotion Plan f. Integration of all of the elements of the plan l) Budgets and Income Statement Forecast m) Contingency Plans n) Future Growth Strategies and Internationalization Plan Tasks: 1. Forming groups (the composition of the group should be decided in the first practical class). 2. Delivering project proposal (description in an executive summary of 1 page, of the work to be carried out in this subject. This should be delivered in the second practical class). 3. In the sixth practical class, students should present the questionnaire that will be administered to the market. 4. In the last two TA sessions (10 th and 11 th ) of the first half of the semester the students should deliver the SWOT analysis, the consumer analysis, the market study, the competitor analysis and the main elements of the STP (segmentation, targeting, positioning) strategy. 5. In the mid of the second half of the semester the students should present the strategic alternatives they are considering as well as their ideas about the use of the various elements of the marketing mix. 6. In the last three TA sessions of the semester, students will have to present their work. 7. The final report (approximately 20 pages) should be turned in by May 10 th (send to the class TA Practical Sessions Lecturer and the Main Professor on a pdf file). Plan Key Dates: Turn in the written report with the marketing plan (May 10th) for all students of all classes; Delivery of the presentation (that will be given in the practical class), until the beginning of the first class of presentations of the respective class; Send the executive summary (which should be sent by to all the students of the TA class, before the date of the first presentation); Classroom presentation (in the last three TA sessions between May 11 th and 19th); Time per presentation: 15 minutes for presentation and 10 minutes for questions and answers. There will be two or three presentations per TA session. 6

7 (4) Mid-term exams and Final Exam The mid-term exams and the final exam will evaluate students skills of comprehending and analyzing complex commercial situations. The subject is designed in such a way that it equips students with the qualities and necessary concepts to solve such situations. Hence, the best way for a student to be prepared for the final exam is coming to all classes well prepared. LECTURES PROGRAM SCHEDULE AND SYLLABUS 1 st session, February 3rd Introduction to the Subject, Break-Even Analysis Creating and Capturing Customer Value "Note on Low-Tech Marketing Math" Kotler, Armstrong, Harris, Piercy (KAHP), chapter 1 and Appendix 2 pg nd session, February 5th Marketing Today Company and Marketing Strategy: Partnering to Build Customer Relationships "Marketing Myopia" KAHP chapter 2 3 rd session, February 10th The Marketing Environment and the Marketing Plan KAHP chapter 3 and Appendix 1 pg th session, February 12th Consumer Markets KAHP chapter 5 5 th session, February 17th Managing Marketing Information Marketing Research KAHP chapter 4 6 th session, February 19th Perceptual Maps KAHP chapter 7 7 th session, February 24th Perceptual Maps KAHP pages th session, February 26th Product Life Cycle KAHP pages

8 9 th session, March 3rd Market Segmentation and Market Targeting KAHP pages th session, March 5th Differentiation and Positioning KAHP pages th session, March 10th Business-to-Business Marketing (B2B) KAHP chapter 6 12 th session, March 12th Competitive Strategy KAHP chapter 18 1 st Mid-Term Exam, 13 th session, April 7th Product and Branding Strategy. Marketing Services. KAHP chapters 8 and 9 14 th session, April 9th Pricing KAHP chapter 10 and th session, April 14th Promotions I KAHP pages th session, April 16th Promotions II 17 th session, April 21st Communication Strategy Advertising KAHP chapter th session, April 23rd Managing Marketing Channels KAHP chapter th session, April 28th Marketing Services KAHP pages th session, April 30th Relationship Marketing KAHP pages

9 21 st session, May 7th Guest Speaker 22 nd session, May 12th Online and Digital Marketing KAHP chapter rd session, May 14th Marketing Strategy and the Business Cycle 24 th session, May 19th Global Marketplace Course Overview KAHP chapter 19 2 nd Mid-Term Exam, Final Exam, 9

10 Marketing - Year 2014/2015 2nd Semester Session Case/Theme Part To Do's Who 1 Presentation Forming the Groups Dividing Pratical Works Choosing the Themes for the Marketing Plan 2 Sony Aibo Solving the Case Study "Sony Aibo" Delivering Marketing Plan Proposals Groups 3 Break-Even 1 Solving Break-Even Exercices 4 Break-Even 2 Delivering Exercice of Break-Even All Solving the Break-Even Exercice 5 Consumer Behavior Delivering Consumer Behavior Exercise All Exercice Solving Consumer Behavior Exercice 6 Enterprise Rent-a-Car Delivering Case Study "Enterprise Rent-a-Car" 10 Solving Case Study "Enterprise Rent-a-Car" Students 7 Marketing Plan Presentation of Market Research Questionnaires Groups 8 Lego Delivering Case Study "Lego" 10 Solving Case Study "Lego" Students 9 Starbucks Delivering Case Study "Starbucks" 10 Solving Case Study "Starbucks" Students 10 Marketing Plan 1 Partial Delivery of the Marketing Plan Groups (Environment Analysis, Clients, Competitors, Market Studies, Core Strategy) Oral Presentation 11 Marketing Plan 2 Partial Delivery of the Marketing Plan Groups (Environment Analysis, Clients, Competitors, Market Studies, Core Strategy) Oral Presentation Session Case/Theme Part To Do's Who 12 Case:Golf Altius 1 Delivering Case Study "Golf Altius" 10 Solving Case Study "Golf Altius" Students 13 Case:Golf Altius 2 Solving Case Study "Golf Altius" 14 Case: Knorr Delivering Case Study "Knorr" 10 Solving Case Study "Knorr" Students 15 Marketing Plan Partial Delivery of Marketing Plan Groups (Strategic Alternatives and 4P s) 16 Case: Pingo Doce 1 Delivering Case Study "Pingo Doce" 10 Solving Case Study "Pingo Doce" Students 17 Case: Pingo Doce 2 Solving Case Study "Pingo Doce" 18 Break-Even Solving Break-Even Exercices 19 Case: Giant Consumer Prod. 1 Delivering Case Study "Giant Consumer Products" Groups Solving Case Study "Giant Consumer Products" 20 Case: Giant Consumer Prod. 2 Solving Case Study "Giant Consumer Products" 21 Marketing Plan 2 Presenting Marketing Plan 2 Groups 22 Marketing Plan 2 Presenting Marketing Plan 2 Groups 23 Marketing Plan 2 Presenting Marketing Plan 2 Groups 10