Lincoln Memorial University

Semester: Spring 2006

Course: MKTG 430 – MARKETING MANAGEMENT

Time: Thursday 4:00 – 6:50 PM

Room: DBSK 316

Revised: 1/3/06

Instructor: Donald J. McCarren, Ph.D. Office: DB 320

Telephone: 423-869-6450

Fax: 865-458-8029

E-Mail: anoulap65@aol.com

Office Hours: T 10 – 11 AM, 2:30 – 4 PM

TH 10 – 11 AM, 2:30 – 4 PM

MWF 10 – 12 PM By Phone (865) 458-2751

By Appointment

Description: The characteristics and management of markets are described in topics that include the marketing environment, components of the marketing mix, market segmentation, and planning.

Prerequisite: ECON 211 & ECON 212

Text: Marketing Management, 12^th edition, by Kotler/Keller, Prentice-Hall 2006, ISBN 0-13-145757

Course Perspective:

The course focuses on formulating and implementing marketing management strategies and policies, a task undertaken in most companies at the strategic business unit level. The marketing management process is important at all levels of the organization, regardless of the title applied to the activity. Typically, it is called corporate marketing, strategic marketing, or marketing management. For our purposes, they all involve essentially the same process, even though the actors and activities may differ. The course will provide you with a systematic framework for understanding marketing management and strategy.

Accordingly, the course emphasizes the following:

· Primary and changing perspectives on marketing management in the New Economy.

· The impact of interactive media on marketing management.

· Applied marketing management and strategy, domestic and global.

· An international focus in developing marketing management and strategy.

Course Goals:

To further disseminate and develop the knowledge and skills in the essential aspects of marketing management, marketing strategy, and emerging New Economy marketing applications, with a focus on the development and execution of programs, audits, and plans.

Course Objectives:

The course is concerned with the development, evaluation, and implementation of marketing management in complex environments. The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques, and models. The course addresses strategic issues such as:

· What business should we be in?

· What are our long-term objectives?

· What is our sustainable marketing competitive advantage?

· Should we diversify?

· How should marketing resources be allocated?

· What marketing opportunities and threats do we face?

· What are our marketing organizational strengths and weaknesses?

· What are our marketing strategic alternatives?

To ensure that students have a solid foundation of the fundamental marketing decision-making tools and

management of all of the elements of the marketing plan.

Learning Objectives:

To become familiar with the range of decisions implicit to strategic marketing management and planning. In addition, to develop skill in using a variety of analytical frameworks for making such decisions. To develop an understanding of how markets contrast in terms of:

· Their “enduring characteristics.”

· Their stage of development and how the nature of competition in such markets is impacted.

· To develop skills in planning a variety of marketing management tools, ranging from new product entry strategy to international market product life cycle management and strategy.

· To develop skills in organizing for effective strategic marketing and in implementing the market planning process.

Course Structure:

1. Semester-Long Marketing Plan Project

An effective way to help students learn about marketing management is the actual creation of a marketing plan for a product or service. This project is designed to accomplish such a task.

The class will be divided into groups (5 student’s maximum per group), each group will work on a marketing plan for a selected product. During the course of the semester, each of the elements of the marketing plan, coordinating with the text chapter will be due for my review. See the attached schedule for when the specific information is due to me.

I will review each submission and suggest areas for improvement, for more detailed study, or if acceptable, allow the group to proceed to the next phase in development.

At the end of the semester, each group is to present their entire marketing plan to the class.

Through this in-depth semester-long project, students will be provided the opportunity to apply those marketing planning and decision-making skills. We will be building upon these principles throughout the course.

2. Chapter Material Exams

In addition to the semester long marketing plan project, we will have two exams (see schedule). Students are responsible for all of the material covered from the textbook, lectures, outside speakers, and any videos/DVDs shown.

Method of Instruction

The course is highly interactive between the class and the instructor. Through case studies/presentations, problems and specific company client activities, students will have the opportunity to use the concepts, ideas, and strategies presented in class. Problem-solving sessions occur in both individual (primarily) and team (occasionally) settings.

This upper level undergraduate course will incorporate a lecture and project-based approach to marketing management. The textbook used in this course will be used as a reference point for the discussion(s) of the marketing management project. Students are encouraged to read and inculcate the major principles found in the textbook.

Course Requirements:

Attendance Counts – If attending class is a problem for YOU – Don’t take this class. Lack of on-time attendance will count against you. Similarly, if you leave before the class is over, YOU will be counted absent.

Assignments – MUST be turned in on the date assigned. YOU are responsible to get notes, handouts, assignments and other course requirement from your classmates.

Class Participation –One of the goals of this course is to provoke questions, creative thought and to provide a forum for multiple points of view.

Tests – will be given at the Mid-Term and end of the semester and likely be in the form of essay style questions. The goal is to give YOU an opportunity to express your ideas and understanding of the issues involved.

There will be a heavy reliance on case studies to reinforce and expand upon the course work presented.

The Oral Presentation of the term project and the written preparation of the project will represent a significant part of your final grade.

You should arrive at class meetings on time to avoid disrupting the class. Cell phones, pagers, or PDAs should be turned off before entering the classroom. No unauthorized guests, including children, are allowed during class. Working on assignments from other courses or studying for other exams, reading outside materials unrelated to the course, talking with fellow students during lectures, sleeping in class, and any other disruptive behavior(s) is(are) not permitted.

Grading: Grading for this course is as follows:

Attendance & Participation 10%

Mid-Term Exam 15%

Final Exam 15%

Oral Presentation of the Marketing Plan 20%

Written Marketing Plan 30%

Case Studies (4) 10%

NOTE: Any student with a disability requiring accommodation(s) should make an appointment with the Vice President for Student Affairs

(423-869-6393) to discuss specific needs.

NOTE: Academic Integrity (from LMU Undergraduate Catalog 2003-2004)

It is the aim of the faculty of Lincoln Memorial University to foster a spirit of complete honesty and high standard of integrity. The attempt of any student to present as her/his own any work which he/she has not honestly performed is regarded by the faculty and administration as a very serious offense and renders the offender liable to severe consequences and possible suspension.

Cheating: dishonesty of any kind on examinations or written assignments, unauthorized possession of examination questions, the use of unauthorized notes during an examination, obtaining information during an examination from another student, assisting others to cheat, altering grade records, or illegally entering an office are instances of cheating.

Plagiarism: offering the work of another as one’s own without proper acknowledgement is plagiarism; therefore, any student who fails to give credit for quotations or essentially identical material taken from books, magazines, encyclopedias, web sources, or other reference works, or from the themes, reports, or other writing of a fellow student has committed plagiarism.

Instructor Policy on Academic Integrity: Any assignment found to violate the above university policy will be considered an F without the possibility of make-up opportunities. Continued violations will result in an F for the course.

The instructor reserves the right to make adjustments to this syllabus.

Schedule:

Date	Discussion	Assignment
Week 1	Defining Marketing for the 21^st Century	Read Chapter 1 Group formation and begin the process of selecting the product or service.
	Developing Marketing Strategies and Plans	Read Chapter 2 Formation of groups; first presentation of “product” for approval.
Week 2	Gathering Information and Scanning the Environment	Read Chapter 3 Competitive information and environmental scanning project(s) completed and presented.
	Conducting Marketing Research and Forecasting Demand	Read Chapter 4 Initial marketing research parameters completed; demand forecasted and target market selections defined due.
Week 3	Creating Customer Value, Satisfaction, and Loyalty	Read Chapter 5 Value proposition for the fictional product, defined how they will deliver satisfaction and maintain customer loyalty due.
	Analyzing Consumer Markets	Read Chapter 6 Definitive data on the consumer for the product, defined how they will deliver satisfaction and maintain customer loyalty due.
Week 4	Analyzing Business Markets Identifying Market Segments and Targets	Read Chapters 7+8 Specific market segmentation, targeting, and positioning statements due.
	Lecture/Discussion	Prepare for MIDTERM
Week 5	MID-TERM EXAM

Date	Discussion	Assignment
	Creating Brand Equity	Read Chapter 9 “Branding” strategy developed due.
Week 6	Crafting Brand Positioning	Read Chapter 10 Student projects should be completed to include the fictional product or service’s brand positioning
	Dealing with Competition	Read Chapters 11 Competitive analysis due.
Week 7	Setting Product Strategy	The group’s project product or service strategy due.
	Designing and Managing Services	Those students who have selected a “service” idea for the marketing plan must submit their offering. Students whose project is a “product based” component doe not have anything to submit for this chapter.
Week 8	Developing Pricing Strategies and Programs	Read Chapter 14 Pricing Strategy decisions for the fictional product/service due.
	Designing and Managing Value Networks and Channels	Read Chapter 15 The channel decisions for getting their product or service to the consumer due.
Week 9	Managing Retailing, Wholesaling, and Logistics	Read Chapter 16 The retailing, wholesaling, and logistical marketing plan’s for the product of service due. Those students who are acting in the role of providing a new “service” should include here their plans for location, hours of operations, and how their “service” plan is managing demand and capacity issues.
	Designing and Managing Integrated Marketing Communications	Read Chapter 17 Integrated marketing communications matrix due.
Week 10	Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations	Read Chapter 18 The group’s advertising program complete with objectives, budget, advertising message, creative strategy, media decisions, sales, and promotional materials is due.
	Managing Personal Communications: Direct Marketing and Personal Selling	Read Chapter 19 Direct market channels analysis due. All other groups must decide at this point if they will use a direct sales force and if so, they need to outline the specifics (including financials) for this option.

Date	Discussion	Assignment
Week 11	Introducing New Market Offerings	Read Chapter 20 A brief write up by the students as to the consumer-adoption process for their new product is due.
	Tapping into Global Markets	Read Chapter 21 If the project is to be exported to another country, then students’ submissions regarding how the product is to be distributed should be included here, otherwise, this begins the presentation phase of the project. Student groups should begin their presentations to the class
Week 12	Managing a Holistic marketing Organization FINAL EXAM	Second phase of the presentation of the project. Students should ensure that their marketing plans contain a holistic view of the marketing process. FINAL EXAM