Syllabus Electronic Archive Information Chadron State College, Department of Business, Business Academy @ CSC

MKTG 630.0001_Syllabus_Marketing Management Donahue

We Mean @ Chadron State Business College

MKTG 630 Marketing Management

Course Information

Instructor Information

Dr. Timothy D. Donahue

Office: Burk 120 Office Phone: 308-432-6279
E-mail: tdonahue@csc.edu

Sakai Address: www.csc.rsmart.com OR www.csc.edu Campus Office Hours: Mornings until 10 AM MWF Online Office Hours: Mornings, daily
Please send an email/call to schedule an online/in-person appointment when needed.

Course Description

Credit Hours: 3 Business goals, marketing and a strategic business/marketing plan that will match the individual with the business will be the central theme of this course. This course will take the basic concept of strategic marketing and the marketing plan and put it in a management perspective. Focus will be on "fundamental strategies" of a marketing manager to obtain the most effective and efficient use of organizational resources. Particular attention is given to integrating problem formation and solving Ethical concerns for the use and potential abuse of market research data are woven into the course Textbook: less expensive custom book by Peter and Donnelly; Preface of Marketing Management http://www.eaglepridebookstore.com

Required Text

I don't care which addition of the text you get, just get a text. You can adjust chapters to fit the specific text.

Syllabus Electronic Archive Information Chadron State College, Department of Business, Business Academy @ CSC

MKTG 630.0001_Syllabus_Marketing Management Donahue

Student Learning Outcomes

A. B. C. D. E. F. G. H. I.

Upon successful completion of this course, the student will: Be aware of the role of marketing in the global economy. Have an understanding of the marketing process and concept. Be able to identify consumer needs and how to use marketing research as an aid to define these needs and identify markets. Identify the variables of the marketing mix and gain skill in combining them. Recognize pricing objectives and develop pricing strategies. Combine the elements of promotional strategy into the marketing mix to make a comprehensive marketing plan. Use the marketing field in an ethical manner. Explore entre/intrapreneurship as part of the market planning process. Demonstrate competence through completion of comprehensive business/marketing plan.

Method(s) of Instruction

Course readings, collateral readings and reports, market plan with weekly submissions to the instructor, class discussions

Course Requirements

Course readings, collateral readings and reports, market plan with weekly submissions to the instructor, class discussions

Grading Procedures

Method of Evaluation Class discussions 100 points Individual Project 500 points Total 600 points *The most significant determinant of competence in this course will be the marketing plan. Students are encouraged to select projects carefully, to provide a personal benefit as well as academic credit.

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MKTG 630.0001_Syllabus_Marketing Management Donahue

Student Behavior

Academic Honesty - Students are expected to conduct themselves conformity with the highest standards with regard to academic honesty. Violation of college, state, or federal standards with regard to plagiarism, cheating, or falsification of official records will not be tolerated. Students violating such standards will be subject to discipline, as per campus policies articulated in the Student Handbook. Please request a copy of the student handbook from the Vice President for Enrollment Management and Student Services (Crites, Rm. 336, 432-6231). Attendance Policy The College assumes that students will seek to profit from the instructional program and will recognize the importance of attending every class meeting of courses for which credit is expected. Responsibility for notifying faculty of absences, and for arranging potential make-up, rests with the students. (Add course-specific attendance requirements here). Civility Civil behavior enhances the academic setting, and is expected at all times. Courtesy and respect for others are essential elements of the academic culture. The academic environment welcomes a difference of opinion, discourse, and debate within a civil environment.

Nondiscrimination Policy/ Equal Educational Opportunities Policy

Chadron State College is committed to an affirmative action program to encourage admission of minority and female students and to provide procedures which will assure equal treatment of all students. The College is committed to creating an environment for all students that is consistent with nondiscriminatory policy. To that end, it is the policy of Chadron State College to administer its academic employment programs and related supporting services in a manner which does not discriminate on the basis of gender, race, color, national origin, age, religion, disability, or marital status. Student requests for reasonable accommodation based upon documented disabilities should be presented within the first two weeks of the semester, or within two weeks of the diagnosis, to the Disabilities Counselor (Crites, Rm. 108, 432-6461). This syllabus and schedule is articulated as an expectation of class topics, learning activities, and expected student learning. However, the instructor reserves the right to make changes in this schedule that, within the instructor's professional judgment, would result in enhanced or more effective learning on the part of the students. These modifications will not substantially change the intent or objectives of this course and will be done within the policies and procedures of Chadron State College.

Disclaimer

Syllabus Electronic Archive Information Chadron State College, Department of Business, Business Academy @ CSC

MKTG 630.0001_Syllabus_Marketing Management Donahue

Summary of Common Professional Component Topics Covered in Course

Topics Marketing Finance Accounting Management Law Economics Ethics Global Information Systems Statistics Policy/Comprehensive Total Hours

Contact Hours*
20 5 5 5

Accreditation Council for Business Schools and Programs

5 1 4

*Note: The CPC contact hours shown in this summary add to more than 45 because certain topical areas of the CPC are covered along with the primary subject ( list subject here). For example, a lecture on (list lecture topic here) could include contact hours under CPC headings of both (list heading here) and (list heading here).

Dates and Assignments NOTE Additional reading that will help you in your plan (required) can be found in Sakai on the left side of screen under Course Tools, Resources. PLEASE USE THESE. Week 1 Readings: I. The Market - Chapter 1-3 The following tie to your market plan outline below and helps you find some of the information in your text. A. Target market segmentation 1. What are the needs? Consumer or corporate 2. Who are they? " " 3. Where are they? " " 4. Characteristics (Demographics) 5. Attitudes Week 2 Readings II. The Product/Service Ch 4-7 A. Quality B. Models and Sizes C. Attractiveness D. Shape, material, design, color and copy E. Brand - can you differentiate from competition? F. Competition Assignment Due: you will have prepared and typed: I. The Market & II. The Product/Service in your Market Plan Format. Week 3 Readings III. Place Ch 8-12 A. Place/distribution objectives B. Channels of Distribution

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MKTG 630.0001_Syllabus_Marketing Management Donahue 1. Wholesalers - type, location 2. Retailers - type, location 3. Who will be the channel captain? Week 4 Readings IV. Promotion Ch 13-17 C. Promotion blend combinations of: 1. Selling 2. Advertising 3. Sales Promotion 4. Publicity D. Methods 1. Informing, persuading or reminding Assignment Due: you will have made the corrections from Week 2 plus III. Place will be added in the first rough draft form. Week 5 . V. Pricing *Proven through cash flow statements* Ch 18 A. B. C. D. Pricing objectives strategies Does your pricing goal conform to your overall marketing strategy? Factory price Wholesale and retail price 1. Built in profit 2. Discounts, allowances - deals

Week 6 VI. Expectations, summarization and overall coordination A. How does it all tie together? B. Timing - are there any critical dates? C. How will you get feedback for your review and future planning? Assignment Due: you will have made the corrections from Week 4 plus IV. Promotion, and V. Pricing will be added in the first rough draft form. Week 7 Assignment Due: Instructional review of your market plan to help correct and polish before it is turned in for the last time. Week 8

Marketing plans due by 6 PM MST on Tuesday of Week 8

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MKTG 630.0001_Syllabus_Marketing Management Donahue

Formats for Assignments & Explanations Individual Marketing Project

The project will be developed by student and be worth a majority of each student's total grade. Individuals will develop a marketing plan. Individuals will follow the "Marketing Project Outline" provided. The final report will be due on Week 8. You are to select a product/service or business (that is approved by me) and develop it. To help make sure that your plans are realistic, you will interview two businesspersons (from different companies). These individuals can be from any field but must have knowledge of your kind of product/service. Discuss with them your ideas and ask for suggestions or potential problems they see with the plan or product. Make sure you include the Name, Title, Company and phone number in your bibliography. The number of pages isn't as important as the content. Write for quality and make sure you can defend any suggestions you make in the report. This should be a real world plan when it is done. The Process: Beginning in Week 2 you will have prepared and typed: I. The Market & II. The Product/Service from and in your Market Plan Format. You will flesh-in the outline with information obtained from texts, readings, business information, and personal knowledge that can be confirmed. On Week 4 you will have made the corrections plus any additions you have added and present this to me along with III. Place & IV. The process will repeat itself again. Again, at the conclusion you will rework your plan with all the suggestions. This process will continue in the 6 th week in the same manner until the complete plan is reviewed. You will find that after your plan has been reviewed a few times, you will spot problems quickly and find better ways of presenting your material. MARKETING PLAN FORMAT * FOLLOWING THE FORMAT IS CRITICAL. USE THIS OUTLINE EXACTLY AS IT IS. YOU CAN CHANGE LANGUAGE TO FIT YOUR PLAN, BUT YOU WILL WRITE TO FIT THE OUTLINE. DON'T PUT IN REPORT FORM Each project should be typed and double spaced and contain the following: Title page: Term Paper Title by Student's Name Course Instructor Date Due MARKETING PROJECT - OUTLINE INTRODUCTION (Separate Page) I. The Market A. Target market segmentation 1. What are the needs? 2. Who are they? 3. Where are they?

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MKTG 630.0001_Syllabus_Marketing Management Donahue 4. Characteristics 5. Attitudes 6. Class II. The Product/Service A. B. C. D. E. F. G. H. Quality Models and Sizes Attractiveness Shape, material, design, color and copy Brand - can you differentiate from competition? Competition Classification - SIC # and Description Where is your product on the product life cycle?

III. Place A. Place / Distribution objectives B. Channels of Distribution 1. Wholesalers - type, location 2. Retailers - type, location 3. Who will be the channel captain? IV. Promotion A. Who is channel leader (organization that controls the Market Channel) and their role? B. Promotion blend combinations of: 1. Selling 2. Advertising 3. Sales Promotion 4. Publicity C. Methods 1. Informing, persuading or reminding V. Pricing A. B. C. D. Pricing objectives strategies Does your pricing goal conform to your overall marketing strategy? Factory price Wholesale and retail price 1. Built in profit 2. Discounts, allowances - deals

VI. Expectations, summarization and overall coordination A. How does it all tie together? B. Timing - are there any critical dates? C. How will you get feedback for your review and future planning? Footnotes: Author, "Article", Title, pages. Bibliography: * minimum of 15 Author, Title, Publisher's name, place and copyright date. Author, "Article", Title, Publisher's name, place and copyright date or volume and page. Person, "Title or Position", Company Name, and phone number. You will be graded on the following: Creativity and initiative; originality and purpose; organization

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MKTG 630.0001_Syllabus_Marketing Management Donahue and depth of study; content; neatness, ability to follow format.

Marketing Paper Grading

200 Total Points

Term Paper Title by Student's Name Course Instructor Date Due MARKETING PROJECT - OUTLINE Table of Contents INTRODUCTION (Separate Page) 10 points ____ for introduction and Table of Contents I. The Market 50 points _____

II. The Product/Service 30 Points ____ III. Place 25 Points ____ IV. Promotion 25 Points ____ V. Pricing 30 Points ____ VI. Expectations, summarization and overall coordination 10 Points ____ 20 points _____for proper formatting in paper and Footnotes and Bib.

Footnotes: Author, "Article", Title, pages. Bibliography: * minimum of 15 Author, Title, Publisher's name, place and copyright date. Author, "Article", Title, Publisher's name, place and copyright date or volume and page. Person, "Title or Position", Company Name, and phone number.

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MKTG 630.0001_Syllabus_Marketing Management Donahue

You will be graded on the following: Creativity and initiative; originality and purpose; organization and depth of study; content; neatness, ability to follow format.

Additional Student Information

The Marketing Concept a concept for all small business
The marketing concept rests on the importance of customers to a firm and states that: 1. ALL company policies and activities should be aimed at satisfying customer needs, and 2. PROFITABLE sales volume is a better company goal than maximum sales volume. To use the marketing concept, a small business should: * Determine the needs of their customers (Market Research); * Analyze their competitive advantages (Market Strategy); * Select specific markets to serve (Target Marketing); and * Determine how to satisfy those needs (Market Mix). Market Research In order to manage the marketing functions successfully, good information about the market is necessary. Frequently, a small market research program, based on a questionnaire given to present customers and/or prospective customers, can disclose problems and areas of dissatisfaction that can be easily remedied, or new products or services that could be offered successfully. Market research should also encompass identifying trends that may affect sales and profitability levels. Population shifts, legal developments, and the local economic situation should be monitored to enable early identification of problems and opportunities. Competitor activity also should be monitored. Competitors may be entering or leaving the market, for example. It is also very useful to know what your competitors' strategies are (i.e., how they compete). Marketing Strategy Marketing strategy a\encompasses identifying customer groups (Target Markets), which a small business can serve better than its target competitors, and tailoring its product offerings, prices, distribution, promotional efforts and services towards that particular market segment (Managing the Market Mix). Ideally, the strategy should try to address customer needs which currently are not being met in the market place and which represent adequate potential size and profitability. A good strategy implies that a small business cannot be all things to all people and must analyze its market and its own capabilities so as to focus on a target market it can serve best. Target Marketing. Owners of small businesses have limited resources to spend on marketing activities. Concentrating their marketing efforts on one or a few key market segments is the basis of target marketing. The major ways to segment a market are: 1. Geographical segmentation -- specializing in serving the needs of customers in a particular geographical area (for example, a neighborhood convenience store may send advertisements only to people living within one-half mile of the store). 2. Customer segmentation -- identifying and promoting to those groups of people most likely to buy the product. In other words, selling to the heavy users before trying to develop new users. Managing the Market Mix There are four key marketing decision areas is a marketing program. They are * Products and or Services, * Promotion * Place or Distribution and * Pricing.

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MKTG 630.0001_Syllabus_Marketing Management Donahue The marketing mix is used to describe how owner-managers combine these four areas into an overall marketing program. Products and or Services -- Effective product/service strategies for a small business may include concentrating on a narrow product line, developing a highly specialized product or service or providing a product-service package containing an unusual amount of service. Promotion -- This marketing decision area includes advertising, salesmanship and other promotional activities. In general, high quality salesmanship is a must for small businesses because of their limited ability to advertise heavily. Good Yellow Page advertising is a must for small retailers. Direct mail is an effective, low-cost medium of advertising available to small business. Web pages and e-mail will be an absolute must as newspaper and direct mail becomes less effective. Price -- Determining price levels and/or pricing policies (including credit policy) is the major factor affecting total revenue. Generally, higher prices mean lower volume and vice-versa; however, small businesses can often command higher prices because of the personalized service they can offer. Place or Distribution -- The manufacturer and wholesaler must decide how to distribute their products. Working through established distributors or manufacturers' agents generally is most feasible for small manufacturers. Small retailers should consider cost and traffic flow as two major factors in location site selection, especially since advertising and rent can be reciprocal. In other words, low-cost, low-traffic location means you must spend more on advertising to build traffic. The nature of the product/service also is important in locational decisions. If purchases are made largely on impulse (e.g., flavored popcorn), the high traffic and visibility are critical. On the other hand, location is less a concern for products/services that customers are willing to go out of their way to find (e.g. restaurant supplies). The recent availability of highly segmented mailing lists (purchased from list brokers, magazines, or other companies) has enabled small businesses to operate anywhere -- and serve national or international markets. Marketing Performance After marketing program decisions are made, owner-managers need to evaluate how well decisions have turned out. Standards of performance need to be set up so results can be evaluated against them. Sound data on industry norms and past performance provide the basis for comparing against present performance. Owner-managers should audit their company's performance at least quarterly. The key questions to ask are: 1. Is the company doing all it can to be customer-oriented? 2. Do the employees make sure the customer's needs are truly satisfied and leave them with the feeling that they would enjoy coming back? 3. Is it easy for the customer to find what he or she wants and at a competitive price?

Rev: 12/13/2010