Project-Oriented Syllabus

COURSE BACKGROUND AND SYLLABUS FOR A PROJECT-ORIENTED

COURSE

Background: Project/Company/Product Analysis Assignments

Each student and/or team will select/create a fictional product or service that they
would like to bring to market. The students then become the class experts on the product,
the company, and the industry in which it operates. Students should be encouraged to
look up articles about that industry in Business Week, Forbes, Fortune, the Wall Street
Journal, Marketing Communications, Media-Scope, and/or Advertising Age. The students
should use the Kotler text as guides for the project and the program Marketing Plan Pro
to formulate the full marketing plan. The Marketing Plan Pro will provide the basis for
either presentations and/or a paper that analyzes and evaluates the marketing program of
the product chosen. You could grade the effort based on the following criteria:

 Use of analytical marketing concepts to analyze the company and its products.
 Degree to which information was sought and attained.
 Quality of critique of company’s marketing program.
 Quality of suggestions for future marketing.
 Quality of writing.

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Project-Oriented Syllabus

MARKETING MANAGEMENT
FALL SEMESTER

Instructor:

Email: Web Site:

Campus:

OFFICE HOURS

Or by Appointment at Either Location

Course Credits: 3 (Three)

Class:

REQUIRED MATERIALS

Marketing Management, 15th edition, by Kotler/Keller, Prentice-Hall 2016, ISBN 0-13-

385646-1 and The Marketing Plan Handbook, 5th edition with Marketing Plan Pro,
by Marian Burk Wood, Prentice-Hall 2014, 0-13-307835-3.

COURSE PREREQUISITES:

COURSE 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.

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.
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 Project-Oriented Syllabus

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.

The course is intended for:

 Marketing concentration students who wish to deepen their understanding of

marketing management in a strategy-planning context.
 Non-marketing concentration students who desire a course in marketing strategy,
with a management and planning orientation.

COURSE GOALS

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

COURSE OBJECTIVES

This 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, students will
be provided the opportunity to apply marketing planning and decision-making skills
through an in-depth semester-long project. We will be building upon these principles

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Project-Oriented Syllabus

throughout this course especially those principles that you have learned in Marketing
MAR XXX.

LEARNING OBJECTIVES

To become familiar with the range of decisions implicit in 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 skill in organizing for effective strategic marketing and in implementing the
market planning process.

COURSE STRUCTURE

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 (five students maximum per group), each group will
decide on a “fictional” consumer product or service they wish to bring to market. 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 students to proceed to the next phase in development.

Students can use the computer program Marketing Plan Pro in creating their proposals
and submissions and in their final presentation(s). At the end of the semester, each group
is to present their entire marketing plan to the class.

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 Project-Oriented Syllabus

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.

To ensure compliance with the University’s policy on academic performance, during

examination periods, once one student completes his/her exam, no additional student(s)
will be allowed to enter the classroom to take the exam.

 Cell phones, calculator watches, and/or tablets cannot be used as

calculators during exams. Students must have a separate business
calculator.

Note that occasionally, changes in the schedule of the course, or in the assignments, are
announced during class. It is your responsibility to ensure that you have received all of
the changes and you will still be responsible for this information.

The University is committed to a policy of honesty in academics. Conduct, which

compromises a breach of this policy, may result in academic and/or disciplinary action.
Cheating is a violation of student academic behavior standards. Any student who violates
or knowingly helps another student violate academic behavior standards will be pursued
through the Office of the Dean of the College of Business Administration and through the
Dean of Students at ____________. Please note that the sharing of information with other
class members or with other sections of the course is considered cheating.

I will make all the necessary accommodations for class members with disabilities. Those
students who require or who wish to request special accommodations are encouraged to
contact the instructor after the first class of the semester and Student Disability Services
immediately.

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Project-Oriented Syllabus

EVALUATION

Evaluation will be based on two examinations, the submission of all of the marketing
plan material and your final group oral and written presentation. Exams # 1 and # 2 (the
final exam) will consist of: 50-75 multiple choice, true/false, and short-answer questions.
You will need a Brown Scantron and a University ID card or driver’s license.

The weightings for the individual components are as follows:

1) Exam # 1 @ 100 points 100 points
2) Exam # 2 @ 100 points 100 points
3) Submitted marketing plan projects
(due at time stated in schedule) 150 points
4) Oral marketing plan presentations 100 points
5) Written marketing plan submission 150 points

Total: 600 points

Grading for this course is as follows:

Numerical Grade Letter Equivalent

540 – 600 points A

450 – 539 points B

360 – 449 points C

270 – 359 points D

Below 270 points F

NOTE: Grades of C- or lower do not count toward a Business Degree.

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 Project-Oriented Syllabus

MARKETING PLAN PRESENTATION’S WRITTEN FORMAT

Your marketing plan is to be submitted using Marketing Plan Pro’s format and all
exhibits and spreadsheet reports, double-spaced, with 1-inch margins on all sides of the
paper, using 12 point Times New Roman font. This written report is worth 150 points.

 Page # 1: Executive Cover Memo

 Pages # 2–4: Situation Assessment and Analysis
 Pages # 3–6: Market Summary
 Pages # 7–9: Marketing Strategy
 Pages # 10–13: Financials
 Page # 14: Controls

There is no limit as to the number of pages to be submitted; completeness of your

marketing plan is what is important for your overall grade.

Some “hints” to use in writing an Executive Cover Memo:

 Do not use terms such as “increase,” “decrease,” implement as soon as possible,”

and other non-specific and non-analytical language; use very specific language
when preparing your case analyses.
 Do not use transitory phrases in your report.
 Cite numbers ($ or % increase; market share growth) and attach all pertinent
documents to your report.
 Do not just state, “Exhibit A shows our growth rate” without first stating the
growth rate in your paragraph.
 Before submitting your document, ask yourself the question, “Does this memo
contain all of the information my boss needs to make a decision in my favor?” If
not, revise your memo.

See the example of an Executive Cover Memo in this syllabus for the format to be
used.

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 Project-Oriented Syllabus

EXAMPLE ONLY

Executive Cover Memo Format (1 Page Limit)

To:
From: (list your name and/or the names of all members of your student group. Initial in
pen)
Subject: (list the case name)
Date: (class date)

(Your wording for each of these sections will vary according to the case but you must
use these headings and a limit of one page.)

This is to recommend the immediate construction of two additional campus-parking

garages that will benefit from very fast economic paybacks to the University.

BACKGROUND
Currently, the University campus has an enrollment of 32,000 with an annual growth rate
of approximately 30 percent. Projected university-wide enrollment in the 2004-2005
academic year could approach 48,000+ students. With only three parking garages now at
100 percent capacity and only yyyyyy total parking spaces currently available, there is an
immediate need for additional parking facilities at the main campus. Undeveloped land
exists in relative abundance throughout the grounds for this use.

RECOMMENDATION
A fourth and fifth parking garage should be constructed in sufficient time to be online for
the 2004-2005 academic years. At a completed, turnkey cost of $3.5 million and with a
capacity of 2,500 vehicles each, the facilities will have a payback period of 6 years based
upon the current student decal rate of $111.00/year. This payback timeline is sufficiently
short for obtaining the highest safety rating possible for the revenue bonds that would
finance the recommended construction.

NEXT STEPS
The same engineering/architecture plans will be employed as were used with the first
three garage facilities. Serial revenue bonds will be issued as soon as approved. Site
locations will be finalized by November 2001. Construction will commence in January
2005 with fast-track completion achieved by August 2005. Management (President and
Board of Trustees) approval is needed by September 28, 2004.

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 Project-Oriented Syllabus

CASE PRESENTATION’S ORAL PRESENTATION RUBRIC

Individual presentations will be graded based upon the following set of criteria:

 Content (45 possible points)

Included here is whether the student has substantially and fully examined all of the
issues, problems, and understands all aspects of the facts of the case. Does the student
fully understand the dynamics of the case and have they presented realistic
alternatives, realistic objectives, and sound implementation strategies.

 Presentation itself (30 possible points)

Included here are the layout, content, and readability of the slides or other forms for
electronically presenting the material. Encompasses the applicable Excel® slides, a
situation analysis, problem definitions, alternatives, and recommendations. And takes
into account the professionalism of the presenters.

 Completeness (25 possible points)

Includes the correctness of answering questions from the instructor and/or audience
members, as well as preparation by the student member to all of the relevant facts,
figures, assumptions, recommendations, and strategies of the student.

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Project-Oriented Syllabus

TENTATIVE COURSE SCHEDULE

MARKETING MANAGEMENT
FALL SEMESTER

Week Read Chapter Topic Assignment Due

Chapter Beginning of Class
1 1 Defining Marketing for the New Group formation; begin the
Realities process of selecting the
product or service

2 2 Developing Marketing Strategies and Submit groups and product for

Plans approval
2 3 Gathering Information and Competitive information and
Forecasting Demand environmental scanning
projects
3 4 Conducting Marketing Research Initial marketing research
parameters completed; demand
forecasted and target market
selections defined
3 5 Creating Long-Term Loyalty Complete value proposition for
Relationships the fictional product, define
how you will deliver
satisfaction, and maintain
customer loyalty.
4 6 Analyzing Consumer Markets Definitive data on the
consumer for the
product/service including all
demographic and other
pertinent information obtained
4 7 Analyzing Business Markets
5 Exam 1 Exam 1, Chapters 1-7
5 8 Tapping into Global Markets Cultural factors that need to be
considered (if applicable)
6 9 Identifying Market Segments and Market segmentation,
Targets targeting, and positioning
statements
6 10 Crafting the Brand Positioning Brand positioning

7 11 Creating Brand Equity “Branding” strategy: the brand

name, its equity position, and
the decisions in developing the
brand strategy.
7 12 Addressing Competition and Driving Competitive analysis.
Growth

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 Project-Oriented Syllabus

8 13 Setting Product Strategy Product or service strategy

8 14 Designing and Managing Services Service Offerings
9 15 Introducing New Market Offerings Consumer-adoption process for
their new product
9 16 Developing Pricing Strategies and Pricing strategy decisions for
Programs their fictional product/service.
10 17 Designing and Managing Integrated Channel decisions for getting
Marketing Channels their product or service to the
consumer
10 18 Managing Retailing, Wholesaling, and Retailing, wholesaling, and
Logistics logistical marketing plans
(plans for locations, hours of
operations, and how their
“service” plans on managing
demand and capacity issues).
11 19 Designing and Managing Integrated Integrated marketing
Marketing Communications communications matrix
11 20 Managing Mass Communications: Advertising program complete
Advertising, Sales Promotion, Events with objectives, budget,
and Experiences, and Public Relations advertising message, and
creative strategy, media
decisions, and sales and
promotional materials.
12 21 Managing Digital Communications: Digital communications
Online, Social Media, and Mobile
12 22 Managing Personal Communications: Direct marketing
Direct And Database Marketing And
Personal Selling
13 23 Managing a Holistic Marketing Students should ensure that
Organization for the Long Run their marketing plans contains
a holistic view of the
marketing process.
14 n/a Presentations
15 n/a Final Exam (Exam 2) Chapters 8-23 (inclusive)

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