syllabus - file · web viewmkt/551 marketing management course start date: 09/07/2010...

Course SyllabusMKT/551Marketing Management

Course Start Date: 09/07/2010Course End Date: 10/18/2010

Please print a copy of this syllabus for handy reference.

Whenever there is a question about what assignments are due, please remember this syllabus is considered the ruling document.

Copyright

Copyright ©2010 by University of Phoenix. All rights reserved.

University of Phoenix© is a registered trademark of Apollo Group, Inc. in the United States and/or other countries.

Microsoft©, Windows©, and Windows NT© are registered trademarks of Microsoft Corporation in the United States and/or other countries. All other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended to imply endorsement, sponsorship, or affiliation.

Edited in accordance with University of Phoenix© editorial standards and practices.

[2]

Facilitator Information

Mike [email protected] (University of Phoenix)[email protected] (Personal)847-297-6024 (CDT) (cell) 847-721-6024

Facilitator Availability

I am generally available during regular business hours (Central Time). I can also be reached evenings if needed. I do not accept calls after 10:00 PM. On weekends, I will try to be available from 10 AM to 2PM.

I want you to know that, should you need to contact me outside these time frames, you should not hesitate to do so.

For emergencies, when you are not able to gain access to messages on the Online Learning System (OLS), please send a message to my personal email address. In the event a third party needs to contact me, please direct them to my contact information listed under "facilitator information." No third party should use your login credentials to gain access to the classroom.

Where to Go to Class

Main: This is the main forum for the class and is where discussion is conducted. It has read-and-write access for everyone.

Chat-Room: This is a read-and-write access forum. It is designed as a place to discuss issues not related to the course content. This is the forum to which we will send our bios.

Course-Materials: This is a read-only forum, which means you can read messages here but cannot send any. This is where I will post the course syllabus and materials.

Learning-Team-A, B, C, D, E and F: These six Learning Team forums will be used as workrooms for the learning teams. You will be assigned to one of these learning teams.

Individual Forum: You will see one forum with your name on it. This is a private forum, shared only by you and me, the facilitator. Your classmates will not have access to this forum. You can ask questions here. However, if you have general questions about instructions of assignments, please post those in the Main forum, since other students may benefit by that exchange as well.

Where to Submit Your Assignments

Assignment Section: This is where you will submit all formal assignments. Navigate to the Assignments link on eCampus. Locate the link to submit your assignment as an attachment.

Policies

For class policies, please see the "Policies" link on the left side of the Materials page for the course on eCampus. Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within that link. University policies are subject to change so please be sure to read them at the beginning of each class as it may have changed since your last class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities it is important you read the policies governing your current class modality.

mailto:[email protected]

mailto:[email protected]

[3]

Late Assignments

Late assignments receive a 10% deduction for each day they are late if assignments are not posted by 11:59 p.m. M.S.T. on the day they are due. Assignments more than 3 days late will not be accepted. Technological issues are not considered valid grounds for late assignment submission. In the event of a University of Phoenix server outage, students should submit assignments to the instructor and when systems are restored, submit those assignments according to syllabus instructions. Unless an Incomplete grade has been granted, learner assignments submitted after the last day of class will not be accepted.

Learning Teams

University of Phoenix students are expected to work effectively in diverse groups and teams to achieve tasks. They must collaborate and function well in team settings as both leaders and followers. They should respect human diversity and behave in a tolerant manner toward colleagues and peers. If you experience difficulties working with your team, you are expected to resolve them within the team if possible. However, please feel free to contact me for guidance if you have concerns in this area. Because Learning Team projects are outcome-based, all members of your Learning Team will generally earn the same grade for Learning Team projects. However, I reserve the right to report different grades for different Learning Team members if I see a substantial imbalance in individual contribution. Learning Teams should provide a brief summary of any communication held outside the forum. Therefore, if you hold conference calls, work in a real-time chat room, or get together outside the OLS (Online Learning System) environment in another way, please post a log, transcript, or summary in the Learning Team forum. Further, do not use any of these supplementary communication tools unless everyone on your Learning Team agrees to the method and to the schedule. If you have any questions, please contact me.

Several of the assignments in this class will be completed in Learning Teams of three to five students. I will set up these teams by the end of Week 1. If you have any requests for teammates, please let me know by Thursday of the first week via your Individual Forum. Learning Team Charters and Peer Evaluation forms are required. Please see the instructions in the weekly sections for more information.

It is expected that you will actively participate with your learning team and contribute to the team discussions by a) contributing original work that is accepted and used by the team with proof of originality b) participating in the project from assignment organizing through meaningful final review of the team project for submission, and c) ensuring to your team that your contributions are your original work and properly quoted, cited, and referenced.

Technical Support

Technical Support is available 24 hours a day, 365 days a year. Call 1-877-832-4867, or use the e-mail support form.Answers to the most common issues are found in the Knowledge Base by clicking Help, found at the top of every student Web site.

Feedback

Each week, I will provide grades or scores and comments on assignments within 6 days of when they were submitted. After I send feedback each week, I will post a notification in the Main forum.

Biographies

Post a biography to our <CHAT> forum by Thursday of Wk 1. You may post it earlier. The biography should be introductory in nature, and should include information both about you, and your work

http://kb.phoenix.edu/display/2/_index1.asp?tab=atr&c=12&cpc=dt2wJiVUQ8s0WMPyKTgX6Jd18xTb14qA40Nfr5EdyY0JfnR2&cid=5&r=0.889126

http://kb.phoenix.edu/display/2/_index1.asp?tab=atr&c=12&cpc=dt2wJiVUQ8s0WMPyKTgX6Jd18xTb14qA40Nfr5EdyY0JfnR2&cid=5&r=0.889126

[4]

experience. It should also indicate your expectations for this class. My biography has already been posted; you may wish to see what I included prior to starting to work on yours.

Expectations for Discussion Question Responses

For discussion question responses (DQ) in the Main forum, please post responses to the threads provided. To respond, highlight the appropriate thread, click on Reply, type your response, and send. Please do not start a new thread for the weekly discussion questions in the Main forum.

Unlike your formal written assignments, I do not require that your discussion question responses adhere to specific formatting requirements. However, please make sure to proofread carefully. Grammar and spelling errors may impact the grading. If you use a source for your response, be sure to cite it properly.

I expect your discussion question responses to reflect critical thought. Whenever possible, please try to relate the course content to real-world applications from your work experience.

Responding to DQ answers posted by others is a great way to earn participation credit. Note that your original answer to a DQ has a point value on its own, and does not count towards participation. Your response to a comment someone makes regarding your original answer does count towards participation.

Class Participation

Per UOPX Policy, to earn full participation credit for a given week, you must have 2 or more substantive posts on at least 4 days that week. I encourage you to review all policies.

Posting of Assignments

Papers are to be submitted as Microsoft Word documents, using APA format. They should be submitted as attachments. Note that assignments or other materials sent to my email will not be given credit. Materials must be posted using the assignments link. If you are not able to access the link, sending a copy to me via email will serve as proof of when the work was completed. I do not grade work sent to my email.

Questions on Assignments

If at any time, an assignment is not clear to you, I encourage you to contact me either in the classroom, via email, or by phone for clarification. Please make sure you read each assignment carefully, in plenty of time to get any clarifications you may need. “I did not understand what you wanted,” is not an acceptable excuse for an off-topic paper. If you have questions, ask them.

Quality of Writing

These are the standards by which all of your written work will be judged. I try to treat each element the way I treat it in the corporate world. Since the MBA program is designed to prepare you for higher achievement in business; that seems to me to be a good standard. I view class discussion like I would view a planning meeting in a conference room. The meeting would be informal, humor and levity would be present, ideas would be presented for consideration, debated, enhanced, and sometimes discarded. People's viewpoints would change as additional insight was offered. I expect you to spell and grammar check your posts, but will not downgrade for small errors

[5]

unless they become excessive. While I never want anyone to be illogical, a conversationally acceptable level of logic is what is required. I view the DQ's as the opening proposition/challenge presented to that planning meeting. It is somewhat more formal than the discussion that follows, but far less formal than the report which will be submitted to management at the end of the meeting. They should also be spell checked and grammar checked, but the occasional error can be made without downgrades. I view the weekly papers as the document that is submitted to management (or the client) following the planning session. Much as you wouldn't want to send a document "up the line" with unclear thinking, grammatical errors, typos, sentence structure errors, you don't want to have those problems in a weekly paper. This is a formal paper, and should not be "chatty," in the way class discussion is. I check carefully for all types of errors, including APA when it is required, and downgrade accordingly. All Assignment papers in this class are to be written in APA Format. Any sources you use, including sources specifically called for in the assignment, need both a parenthetical citation and a Reference Listing. I view the team assignments in a way similar to how I view weekly papers. They are documents going to top management, and errors like the ones mentioned above are not acceptable.

Length of Assignments

Each of you is a graduate student, expected to do thoughtful and complete work. While there are length guidelines for some weekly assignments, I expect to consider them as guidelines only, and evaluate your work on whether you responded to the assignment in a thoughtful and substantive way. If you can successfully complete the assignment in fewer words, feel free to do so. I assure you that each assignment can be successfully completed within the maximum guideline, and I will be deducting for going over length.

Repeating the Same Errors

Each week your graded papers will be returned in plenty of time for you to consider my comments as you prepare the next assignment. You can expect the deductions to increase if the same errors are repeated.

Attachments

Please do not use attachments in the Main forum. Post DQ responses and weekly summaries in the body of OLS messages. Please post formal assignments as attachments–Microsoft® Word documents or PowerPoint® slides. Be sure to post via the assignments link.

A Few Words on Plagiarism

Be sure to read the Policies Section on Academic Honesty. In this class, plagiarism will not be tolerated. If I suspect plagiarism, I will notify you, and ask for an explanation. “I didn’t realize I did it,” is not an acceptable response. If I am convinced you plagiarized, I will give a Zero for the assignment, and file an Academic Dishonesty report. I reserve the right to issue more severe sanctions, including an F for the class, if I feel circumstances warrant it. A second incident of plagiarism will result in an F. If you have any doubts as to what plagiarism is, or have not taken it recently, I strongly recommend completing the Avoiding Plagiarism Tutorial available on the student web site. All papers for this class will be submitted to the plagiarism checker. I suggest you submit your work to the checker prior to posting it.

[6]

Grading Formula

Percentage % Grade

95+ A

90-94 A-

87-89 B+

84-86 B

80-83 B-

77-79 C+

74-76 C

70-73 C-

67-69 D+

64-66 D

60-63 D-

<59 F

[7]

Point Values for Course Assignments

POINTSWEEK 1 1. Participation 322. Discussion Questions 30Points for the week 62WEEK 2 1. Participation 322. Discussion Questions 303. Audit Approach 100Points for the week 162WEEK 3 1. Participation 322. Discussion Questions 303. Assessed DQ 204. Case Study 1 (Team) 150Points for the week 232WEEK 4 1. Participation 322. Discussion Questions 303. Assessed DQ 20Points for the week 82WEEK 5 1. Participation 322. Discussion Questions 303. Assessed DQ 204. Case Study 2 (Team) 150Points for the week 232WEEK 6 1 .Discussion Questions 302. Marketing Audit 200Points for the week 230TOTAL 1000

[8]

Course Description

This course develops the marketing principles by which products and services are designed to meet customer needs, priced, promoted, and distributed to the end user. The focus is on the application of these marketing principles to a wide range of customers, both internal and external. Topics include new product/service introduction and segmentation and positioning strategy.

Course Topics & Objectives

Week One: Environmental Assessment, Planning, and Auditing

Identify elements of the marketing plan and the marketing audit. Assess marketing approaches and orientations across sectors, industries, and marketplaces. Produce situation and SWOTT analyses.

Week Two: Market Research and Forecasting

Outline a market research plan.Forecast market potential and future demand.

Week Three: New Product Development

Evaluate emerging product and service markets from a marketing perspective.Evaluate the product, service, and market development processes.Evaluate alternative approaches for market development.

Week Four: Pricing and Distribution

Evaluate pricing strategies.Evaluate distribution channel options.

Week Five: Positioning and Promotion

Evaluate current and alternative positioning strategies. Evaluate factors influencing the choice of marketing communication alternatives.

Week Six: Effectiveness and Integration

Evaluate metrics used to measure the effectiveness of marketing management.Create a marketing audit.Determine how the role of marketing integrates across business functions.

[9]

Course Materials

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2009). Marketing (9th ed.). New York: McGraw-Hill.

Kerin, R. A., & Peterson, R. A. (2007). Strategic marketing problems: Cases and comments (11th ed.). Upper Saddle River, NJ: Pearson.

All electronic materials are available on your student Web

[10]

Week One

Environmental Assessment, Planning, and Auditing

Identify elements of the marketing plan and the marketing audit.Assess marketing approaches and orientations across sectors, industries, and marketplaces.Produce situation and SWOTT analyses.

Course Assignments

1. Readings

Read Ch. 1–3 & 22 of Marketing.

2. Nongraded Activities and Preparation

Review the University of Phoenix Material: Marketing Audit Overview located on your student Web site.

3. Discussion QuestionsRespond to any 2 of the first three DQs by Thursday. Respond to DQ 4 by Saturday. Post responses in the threads that will be provided in <Main>.

1. Based upon your current perception of marketing, how would you define the function of marketing within your organization or an organization in which you are familiar?

2. Select an organization. You may consider University of Phoenix, Wal-Mart, a sports franchise, or another such organization. What do you think are the strengths, weaknesses, opportunities, threats, and trends to the organization at this time?

3. How may a marketing audit be used to increase the understanding of the internal and external challenges facing an organization? How may this information be used to improve organizational performance, both internally and externally?

4. Some of the most successful marketing companies in history have had some of the most dramatic marketing failures in history. New Coke and The Edsel were both heavily advertised failures. You may be familiar with another product that was heavily advertised and promoted, yet was a marketing failure. Identify a product you consider to have been a marketing failure (You may use one cited here). Were proper marketing principles applied to the launch of that product? Why? Why not?

[11]

Weekly Reminders

Discussion Questions

Discussion question responses will not count towards the class participation requirement and will be evaluated separately.

Only posts in the Main classroom forum will count towards your class participation score.

Participation

All Week: Remember to participate in the class discussions 4 out of 7 days during the week. Keep in mind that two or more substantive posts are required on any given day to earn full participation credit for that day.

Summary of Week 1 Deliverables

Assignment Individual or

Learning Team

Location Due

DQs Individual Main Thursday and Saturday

Participation Individual Main At least 4 days w/ 2 or more substantive posts

Bio Individual Chat By Thursday

[12]

Week Two

Market Research and Forecasting

Outline a market research plan.Forecast market potential and future demand.

Course Assignments

1. Readings

Read Ch. 5 & 8 and the Sales Forecasting Techniques section in Ch. 9 of Marketing. Read Marketing Myopia (Levitt, T. (1975, September/October). Marketing Myopia. Harvard

Business Review, 53(5), 26). You will find the reading in the UOP Library. Ebscohost has HBR for 1975. If you used the Library Search Function, I recommend entering Levitt as the first element, Marketing Myopia as the second, and 1975 as the third.

2. Individual Assignment: Marketing Audit Approach

Resources: University of Phoenix Material: Marketing Audit Overview

Refer to the Marketing Audit Overview as a guide to prepare an action plan that includes key tasks and due dates for the Marketing Audit due in Week Six.

Identify what key tasks you will do and how you will do the key tasks.

Include key resources such as people, data, reports, and articles, among others to be used.

Identify how you will approach the Marketing Audit.

Describe the steps you will take to complete the Marketing Audit.

Discuss the following in each part of the Marketing Audit:

o The types of information and data you plan to reviewo The types of analysis you might perform on the data that you collecto When you plan to do the audito Any challenges that you perceive in completing the part

Present your plan for successfully completing the audit. Be sure to identify the items you will be including. your action plan, your anticipated challenges, and your self imposed due dates.. You may do this in paragraph form if you wish. My experience with this class has shown a grid to be a far more effective way to present your information. I will be posting a sample paper done some time ago by a former student. He has given me permission to show his work as a sample. Note that the content of the Marketing Audit Overview was somewhat different when the sample was prepared. Be sure to use items in the current version only.

Demonstrate the following in your approach:

o In-depth thinking about the assignmento A work plan that allows you to begin work on the project starting in Week Three and due

in Week Six

http://search.epnet.com/Login.aspx?direct=true&authtype=url&an=3867290&db=buh

http://search.epnet.com/Login.aspx?direct=true&authtype=url&an=3867290&db=buh

[13]

3. Learning Team Instructions: Case Study One

Resources: The following case studies available in Strategic Marketing Problems:

o Zenith Pet Foods, Inc. in Ch. 4o Qingdao Haier Ltd. in Ch. 5o Peace Memorial Hospital in Ch. 5o Amber Inn & Suites, Inc. in Ch. 6o AssociationPower.Com in Ch. 9o A.1. Steak Sauce in Ch. 10o Peak Garage Door, Inc. in Ch. 7

Determine, as a team, the case study you are using for the case study due in Week Three.Read the case chosen by your Learning Team.Prepare a situation analysis, as an individual, that incorporates secondary research and includes a SWOTT analysis.

o A situation analysis evaluates the overall market in which your organization operates. It is the first step in the preparation of a strategic marketing plan. It addresses the attractiveness of the market, the potential of the market, and the competitive nature of the marketplace. A situation analysis enables you to determine if you want to remain focused on the market in which you are operating and if you are optimally resourced and positioned to operate in that market.

o To view a sample situation analysis, visit the Mplans.com Web site at http://www.mplans.com/sample_marketing_plans/internet_coffee_shop_marketing_plan/executive_summary_fc.php. Click on the 2.0 Situation Analysis link in the Plan Outline section on the left side of the site. This link shows various elements that were included in the sample situation analysis. Click on each element for more detail.

Submit your individual situation analysis to your Learning Team forum in preparation for the Week Three assignment.


1. What types of market research are utilized or may be utilized within your organization or an organization in which you are familiar? How is this information used to make decisions and affect outcomes?

2. Describe a situation in which market research may be inaccurate or misrepresentative. What may marketers do to avoid this type of situation? What are the risks and fallacies associated with market research?

3. How does your organization or an organization you are familiar with determine the demand for its services? What are some of the advantages and disadvantages of the approach that is used within the organization to forecast demand for its product? How may approach be improved?

4. Consider your company, or one you have worked for previously. Based on the Levitt article, is the company marketing myopic? Why? Why not? Your answer is not complete if you do not respond in terms of Levitt. NOTE: The Levitt article is the last item in the list of readings for this week.

[14]

Week Two

Weekly Reminders




Participation

All Week: Remember to participate in the class discussions 4 out of 7 days during the week.



Learning Team

Location Due


Marketing Audit Approach Individual Assignment

Link Sunday

Participation Individual MainAt least 4 days w/ 2 or more substantive posts

[15]

Week Three

New Product Development

Evaluate emerging product and service markets from a marketing perspective.Evaluate the product, service, and market development processes.Evaluate alternative approaches for market development.

Course Assignments

1. Readings

Read Ch. 6, 7, & 10–12 of Marketing.

2. Learning Team Assignment: Case Study One

Resources: Learning Team members’ situational analysesWrite a 1,050- to 1,400-word analysis of your team’s selected case study. Include the following sections:

o Introduction

A statement of the strategic marketing issue being addressed in the case. Your answer or response to the issue. A brief explanation of how you provide proof to substantiate your answer or

response.

o Body

Use each paragraph to make a specific point relative to your position. Refer each paragraph back to the issue. Do not simply report data. Make each paragraph purposeful. The reader must know at all times what point you are making and how it substantiates the issue or issues you have identified in the case. Provide detailed explanations and clear proof that your position is defensible.

o Conclusion

Summarize how you provided proof to substantiate your answer or response to the strategic marketing issue being addressed in the case.

3. Assessed Discussion QuestionRespond to the AQ by Friday. Post responses to the thread that will be provided in <Main>.

Based on the Forecasting Market Demand simulation, what are three lessons learned relative to the importance and effectiveness of forecasting market demand? What are three lessons learned relative to the importance and effectiveness of market research? As a result of using this simulation, what concepts and analytical tools are you able to use in the development of your marketing audit? How do you plan to apply what you learned?


[16]

1. Describe the current customers of your organization or an organization with which you are familiar. Possible customer descriptors may include age, gender, income, family size, and geographic location. Why do these customers buy from the organization? Some considerations include lifestyles, needs, and attitudes. By comparison, who is the ideal customer? Based on this information, how must the organization segment the customers and position the organization's products and services to them?

2. Describe a product that entered the market during the past 2 to 3 years and succeeded. Why did it succeed? How did the positioning of each product contribute to the resultant success or failure?

3. Studying successful new product introductions shows that there is no formula for new product success. Why is that? Are there mistakes that can be made that virtually guarantee failure?

4. You have recently obtained your MBA, and have been hired by a company other than the one you now work for in a “fast-track to management” program. You are still a relatively junior person. Your education has taught you the value of SWOTT, Marketing Audits, and other analysis techniques. Your analysis shows that it is likely that a competitor will soon introduce a product that will hurt your market position. You have a way to prevent this from happening. You present your case in a highly convincing manner. The Senior Vice President for Marketing & Sales responds, “That’s all very interesting, but I talk to our key customers every day, and they absolutely love our product. There is no reason at all to go to the expense of the changes you suggest.” How would you respond? Would your response be significantly different if you were in a more senior position in the company?

Weekly Reminders




Participation


[17]



Learning Team

Location Due


Case Study 1 Team Assignment Link Monday


Assessed DQ Individual Main Friday

[18]

Week Four

Pricing and Distribution

Evaluate pricing strategies. Evaluate distribution channel options.

Course Assignments

1. Readings

Read Ch. 13–16 & 21 of Marketing.

2. Learning Team Instructions: Case Study Two

Resources: The following cases studies available in Strategic Marketing Problems:

o Zenith Pet Foods, Inc. in Ch. 4o Qingdao Haier Ltd. in Ch. 5o Peace Memorial Hospital in Ch. 5o Amber Inn & Suites, Inc. in Ch. 6o AssociationPower.Com in Ch. 9o A.1. Steak Sauce in Ch. 10o Peak Garage Door, Inc. in Ch. 7

Determine, as a team, the case study you are using for the case study due in Week Five.Read the case chosen by your Learning Team.Prepare a situation analysis, as an individual, that incorporates secondary research and includes a SWOTT analysis.Submit your individual situation analysis to your Learning Team forum in preparation for the Week Five Case Study Two assignment.

3. Assessed Discussion Question Respond to the AQ by Friday. Post responses to the thread that will be provided in <Main>.

Based on the Channel Development and Pricing simulation, what are three lessons learned relative to the importance and effectiveness of various pricing strategies? What are the three lessons learned relative to the importance and effectiveness of distribution channel options? As a result of using this simulation, what concepts and analytic tools are you able to use in the development of your marketing audit? How do you plan to apply what you learned?


1. What is brand image? Why is it important? Briefly describe the brand images you think the following brands have among your coworkers: Apple®, your state government, Audi, and University of Phoenix. In what ways do the brand images you described differ for high school students or for a retired couple?

[19]

2. What effect does the price of a product or service have on the market’s perception of its value? Provide an example from your own experience. How might a company strategically use the concept of value-pricing to its advantage?

3. What are the risks of setting a price too high? Too low? Give examples.

4. How do the distribution channels a company selects affect the end consumer of a product or service? Provide examples that help explain your answer.

Weekly Reminders




Participation




Learning Team

Location Due


Participation Individual Main At least 4 days w/ 2 or more substantive posts

[20]

Week Five

Positioning and Promotion

Evaluate current and alternative positioning strategies. Evaluate factors influencing the choice of marketing communication alternatives.

Course Assignments

1. Readings

Read Ch. 9, 18–20, & Appendix B of Marketing.2. Learning Team Assignment: Case Study Two

Resources: Learning Team members’ situational analyses from Week FourWrite an analysis of your team’s selected case study. Guideline is 1,050-1,400 words.Include the following sections as outlined in Week Three:o Introductiono Bodyo Conclusion

3. Assessed Discussion QuestionRespond to the AQ by Friday. Post responses to the thread that will be provided in <Main>.

Based on the Service Added Based Differentiation simulation, what are three lessons learned relative to the importance and effectiveness of differentiating based on service? As a result of using this simulation, what concepts and analytical tools are you able to use in the development of your marketing audit? How do you plan to apply what you learned?


1. Within your organization or an organization you are familiar with, what element of the promotional mix is used? How may this element be increased to enable a more effective promotional mix? What do you recommend and why?

2. Identify any new entrepreneurial ideas that you thought about as a result of this week's reading relating to product and service promotion. What primary factors might affect the success or failure of this idea?

3. Give an example of a company that does not use integrated marketing communications. Discuss the problems this causes them.

4. Describe an example of an integrated marketing communications campaign that caught your attention. How did the company use the different marketing communications tools to influence your opinion or behavior? Explain why you do or do not believe this was effective.

[21]

Weekly Reminders




Participation




Learning Team

Location Due


Case Study 2 Team Assignment Link Monday


Assessed DQ Individual Main Friday

[22]

Week Six

Effectiveness and Integration

Evaluate metrics used to measure the effectiveness of marketing management. Create a marketing audit. Determine how the role of marketing integrates across business functions.

Course Assignments

1. Readings

Read Ch. 4 and Appendix C of Marketing.

2. Individual Assignment: Marketing Audit

Resources: University of Phoenix Material: Marketing Audit OverviewComplete the Marketing Audit begun in Week Two, using the Marketing Audit Overview as a guide.Write an executive memo, summarizing your findings and recommendations. Guideline is 3,000-4,200 wordsInclude the following in your audit:

o Executive Summaryo Table of Contentso Summary conclusion for each part of the audit, followed by bullet points listing key

findings and supporting evidence, including numerical datao Recommendations to improve the marketing effectiveness of the subject organization


1. What ethical issues might your organization or an organization you are familiar with face from a marketing standpoint? How might you recommend that these issues be approached?

2. Describe an example of what you believe to be unethical marketing. How does this make you feel about the company? How might the company achieve their marketing goals in a more ethical manner?

3. How has marketing as a discipline evolved during the past 20 years? How have your thoughts, perceptions, and ideas about marketing as a discipline evolved during the past 6 weeks?

4. Did this course meet your expectations? What would you have added? Subtracted? Are there any specific suggestions you would make to the facilitator to improve the class in the future?

[23]

Weekly Reminders

Final Week Requirements

Discussion question responses will be required during the final week of the course.

Participation



Assignment Individual or Learning

Team

Location Due


Marketing Audit Individual Assignment

Link Sunday

[24]

CALENDAR

Tuesday Wednesday Thursday Friday Saturday Sunday MondayWeek 1 Sept. 7 8 9 10 11 12 13

1st 2 DQs & Bio Due

3rd DQ Due

Week 2 Sept. 14 15 16 17 18 19 20

1st 2 DQs

Due3rd DQ

Due

Audit Approach

DueWeek 3 Sept. 21 22 23 24 25 26 27

1st 2 DQs

DueADQ Due

3rd DQ Due

OverviewMemoDue

Case Study 1 due

(Team)Week 4Sept. /Oct. 28 29 30 1 2 3 4

1st 2 DQs

DueADQ Due

3rd DQ Due

Week 5 Oct. 5 6 7 8 9 10 11

1st 2 DQs

DueADQ Due

3rd DQ Due

Case Study 2 due

(Team)Week 6 Oct. 12 13 14 15 16 17 18

1st 2 DQs

Due3rd DQ

Due

Final Paper Due

Complete SEOCS and

LT Eval

syllabus - file · web viewmkt/551 marketing management course start date: 09/07/2010...

Documents