Summer I 2000
SHSU
College of Business Administration - Department of Management & Marketing
Marketing 473 (Marketing Management)
This
is a Writing Enhanced Class
Section: 01 / M-T(F): 12:00 - 2:00 /
AB1-206
Instructor: Sanjay S. Mehta, Ph.D.
Office No: AB1 212E
Phone No: W:936-294-1312; H:936-295-4730 (10am-10pm); Fax:936-294-3957
E-Mail: MKT_SSM@SHSU.Edu
Office Hr: M - T: 11:00 - 12:00 & 2:00 -
3:00 or by appointment
Any
office hours may be interrupted by Official University business (e.g., committee
meetings)
Required Text: Ferrell,
O.C., Michael D. Hardline, George H. Lucas Jr., and David Luck (1998) Marketing Strategy, Dryden Press.
Web Site: http://www.harcourtcollege.com/marketing/ferrell/student/
Suggested Text: You
may use any other Marketing Management textbook for reference purposes (e.g., Strategic Market Management by Aaker; Marketing Management Strategy by Doyle; Marketing Management by Kotler).
Supplement: Study guides may be available at the bookstore
but they are NOT required.
General Comments and/or
Policies:
Ø
Course
Objectives - The
application of managerial principles in the development and execution of
marketing strategy. This course will
take an analytical approach to strategy formation as it relates to marketing
management activities of business enterprise.
The focus will be on the
development of strategic framework for decision making for both domestic
and global organizations. Students will
learn to use both analytical and logical methods to develop a marketing plan. Marketing cases will be used to provide
real-world decision making situations to understand the dynamics of strategic
planning and implementation. In
addition, the external/uncontrollable (e.g., social, ethical, legal)
environments of marketing are important considerations covered in this course.
Ø
Course
Objectives - To gain an
understanding of the fundamental principles and concepts of strategic
marketing. More specific objectives
include:
·
To review
the essentials of marketing management;
·
To
understand the impact of strategic market decisions on the firm (those
decisions regarding objectives, policies, strategies, and plans and controls);
·
To
concentrate on decision models found in practice and widely applicable by
today's marketing managers;
·
To develop
students' insights into "real world" frustrations/rewards of making
marketing decisions through case analysis;
·
To develop
a marketing plan;
·
To
investigate the social, ethical and legal dimensions of marketing management.
Ø
Course
Format - The primary
forms of material presentation will be lecture, discussion, case analysis, and
marketing plan presentations. Each
student team (up to 4 students) will make a professional case analysis
presentation and work together to develop a formal written marketing plan. Marketing strategy is a subject that is
highly visible in the press and business organizations. You are encouraged to bring relevant issues
from these sources to the attention of the class for discussion. Your participation is strongly encouraged
and required.
·
Class Participation and Attendance (5%) - Each student is required to
participate in class discussions (during student presentations). Attendance is NOT enough for an above average
participation grade. You must talk, make intelligent
comments, and/or ask questions to achieve a "good" grade for
participation. Excessive absences will
significantly reduce your participation grade.
Class participation grade will be assigned on a relative (not absolute) basis.
·
Exams (2 @ 25% = 50%) - There will be 2 exams during the
semester. The first exam will cover chapters 1-5 from the text and class
lectures. The second exam will cover
chapters 6-10 from the text and class lectures. The optional final exam
will be a comprehensive case analysis utilizing concepts acquired in this
course.
·
Case Analysis and Presentation (10% + 10%
= 20%) - A framework for
conducting a case analysis is on the web site.
The case analysis are due on the day of your presentation. Each group will be required to analyze 2
cases from the textbook. The instructor
will randomly assign the cases and presentation dates. Please prepare a professional presentation
with appropriate visual aids that runs less than 10 minutes.
·
Marketing Plan Project and Presentation
(5% + 10%+10% = 25%) -
See Appendix A in your text for marketing plan worksheets or you may download
it from the web site.
vYou
will be working in a team of 1- 4 students during the semester for the purpose
of assessing the marketing strategy of an organization that is an Internet/World Wide Web marketer (e.g.,
ebay, amazon). This project will
require analyzing the organization and its current marketing strategies. In addition, you will develop
recommendations for the organization's marketing strategy including appropriate
product, promotion, distribution, and pricing strategies.
vAt
the end of the semester, each team will make a professional presentation on the
marketing plan project. This is your
opportunity to present your hard work, creative ideas, and marketing knowledge
to your peers. Please prepare a professional presentation with appropriate
visual aids that runs less than 20 minutes.
Every member of your team must play an oral presentation role in the actual
group presentation.
qRough
Draft Due on ___________________
qFinal
manuscript Due on ____________________
qPresentation
Date is _____________________
Ø
Class
Conduct
·
Although
every thing will be covered thoroughly in class, you are still responsible for
reading the text. Do not hesitate to
ask questions in class, because usually another student has the same question.
·
Any type of
scholastic dishonesty (e.g., cheating,
plagiarism, and collusion) will NOT be tolerated at all. If any student(s) is/are found involved in
any act of academic dishonesty, serious action will be taken (see Catalogue).
·
Please
refrain from coming late and/or leaving early, talking to other students during
class, and reading the newspaper.
·
As per university policy, there will be no smoking, drinking, and eating allowed in the
class.
·
Please
refer to the Catalogue, Schedule, and www.SHSU.Edu
for important dates (e.g., drop date,
final exam, holidays, etc.).
·
Every
attempt will be made to make the lecture notes available prior to class on the network drive (i.e.,
t:\mkt\ssm\mkt473\). All files (power
point, word perfect, and word) may be copied through the Windows NT icon “my
computer”.
·
Please turn off your cellular phones and beepers before coming to class.
Ø
Students
with Disabilities Policy - It is the policy of Sam Houston State
University that no otherwise qualified disabled individual shall, solely by
reason of his/her disability, be excluded from the participation in, be denied
the benefits of, or be subjected to discrimination under any academic, Student
Life program or activity. Students with
disabilities may request academic assistance when needed from a Committee for
Continuing Academic Assistance for Disabled Students by visiting the Director
of the Counseling Center, located in the annex of the Lee Drain Building across
the sidewalk from Farrington Building, or call (409) 294-1720 (for additional information see the
University catalogue). For
assistance other than academic, the student with disabilities should contact
the department from which assistance is needed, such as University Police for
parking, the Registrar’s Office for registration, etc. If problems are not resolved on the
departmental level, contact the Interim Coordinator, Americans with
Disabilities Act (Director of Business Services), or call (409) 294-1015. Students with disabilities may benefit by
using CCTV’s and voice-activated reading machines available in the Counseling
Center. Hours of operation are
Monday-Friday, 8:00a.m. to 5:00 p.m.
For further information, contact the Counseling Center staff at (409)
294-1720. CCTV and a voice-activated
reading machine are also available in the library.
Ø
Religious
Holiday Policy -
Students who are absent from class for observance of a religious holy day will
be allowed to take an examination or complete an assignment scheduled for that
day within one week of returning to class.
The student, not later than the 15th calendar day after the
first day of the semester, must notify the instructor of each scheduled class
day that he/she should be absent for a religious holy day.
Ø
Prerequisite - You are required to have taken the
equivalent of Principles of Marketing.
Ø
Attendance - A
record of class attendance will be maintained (with the assistance of a seating
chart). The attendance sheet may be
passed around any time during the
lecture period. It is your
responsibility to make sure that you have signed the attendance sheet.
Ø
Exams - Exams will be conducted at the
completion of certain sections of the textbook (you will be given an advance
notice prior to the exam). Each of the
periodic exams will be “standalone”.
The final exam will be a "comprehensive"
make-up/improvement exam. All exams
will be closed book and notes. All
exams will be some combination of multiple choice, true-false, open-ended
questions, etc. If you come beyond 10 minutes of the scheduled time,
you will not be allowed to take the exam.
Ø
Weight - Grades for the semester will be
assigned on the following basis: Class participation and attendance (5%), Exams
(50%), Case Analyses (2*10%), and Marketing Plan Project and Presentation
(25%).
Ø
Make-up/Improvement
Exam
·
The Final Exam is the ONLY MAKEUP EXAM.
If you miss one of the 2 period exams at the scheduled time, you will have to take the final exam.
·
If you miss
both the periodic exams, then you
will automatically receive an "F" is the course.
·
If you take
both the periodic exams at the scheduled time and would like to improve your
grade, you may take the final exam
(this will be done by replacing your lowest grade on the exams).
Ø
Final
Grade – No grades will be given over the telephone. Final grades will be posted on Sam-Info between 24-48 hours after the scheduled
final exam. Final grades will be
based on the following grading system (%): 90.00-100.00=A; 80.00-89.99=B;
70.00-79.99=C; 60.00-69.99=D;
<60.00=F
Ø
Curve - A curve will be given at the end of each periodic exam only if the
class average is <70% (to bring the exam average to 70%). Also, a curve will be given at the end of the semester (i.e., once all the
grades are in); such that the class
average is 75% for all exams. ANY END OF THE SEMESTER CURVE WILL ONLY
APPLY TO THOSE STUDENTS WHO MISS <= 4
CLASSES DURING THE ENTIRE SEMESTER (irrespective
of the reason). This policy also
applies to students whose grades are on the “border line” (e.g., 89.5, 79.5, . . .).
Ø
Syllabus - This syllabus is a tentative outline
for the semester. It is meant to be a
guide. Several items are subject to
change (e.g., exams may be moved up in time, certain topics may be stressed more
or less than indicated, etc.).
TOPIC & CHAPTERS
IN TEXT
Orientation
and Introduction to Course
Chapter 1 - Strategic Market Planning
Chapter 2 - Developing the Marketing Plan
Chapter 3 - Environmental Analysis
Chapter 4 - SWOT: The Analysis of Strengths, Weaknesses, Opportunities and
Threats
Chapter 5 - Mission, Goals and Objectives
Exam
I
Chapter
6 - Marketing Strategy Decisions
Chapter 7 - Selecting and Developing and Marketing Strategy
Chapter 8 - Marketing Implementation
Chapter 9 - Financial Assessment and Marketing Control
Chapter 10 - Social, Electronic Commerce and Global Considerations in Strategic
Market
Planning
Case
Analysis and Presentations
Marketing
Plan Presentations/Discussion
Final
Exam