NOVA SOUTHEASTERN UNIVERSITY H.

Wayne Huizenga School of Business and Entrepreneurship Masters Programs MKT 5070 Managerial Marketing Appendix C: Online Format Note # 1: The syllabus for this course consists of 2 parts: (a) this Lead Professor Syllabus, and (b) The Appendix that pertains to the format of your class as follows: Appendix A = Weekend format; Appendix B = Day format; Appendix C = Online; Appendix D = Week night Note # 2: Each class, regardless of format, has a Course Website which can be accessed at www.nova.edu. Click on Shark Link, then Blackboard and use your NSU email credentials to access your class. Note # 3: Due to compatibility issues, it is best to use Mozilla Firefox browser when using Blackboard.
I.

SCHEDULE OF ASSIGNMENTS See more detail below.

Each week you will be viewing the videos assigned. Exam questions and class discussion will include the topics on the videos. Students will prepare a marketing plan for an organization. You will be divided into teams, as this exercise will be a group project. You will be given a group area where you can communicate with your group. Groups will be assigned after the drop/add period. At the end of the term you will submit a 15-20 page paper via the assignment dropbox. There will be an outline for the plan uploaded to BB. In addition, you are required to hand in an analysis of each of the cases assigned. This is also a group exercise. Case analysis guidelines can be found under the Cases Analysis tab on Blackboard. Students are expected to give well-informed, constructive, and relevant comments during discussion boards. FOR ONLINE CLASSES:

Weekly Discussion Board: At the beginning of each week, the Professor will post 2-3 discussion questions on the weekly Discussion Board. A rule of thumb is that each
1.
1

answer should be well thought out and complete. Post your answers to the weeks discussion questions as one post and as a reply to the discussion question thread begun by the instructor. Discussion question answers each week are due by Thursday and students are then expected to critique and comment on each others answers.

Weekly Discussion Board Grade: Discussion Board.: You are expected to respond to bulletin board items with some regularity. This means that you are to post at least four to five times a week.. You do not have to respond to each and every posting every week. 4-5 substantive* postings a week will get you there. I do find the more you participate in the discussion the more likely you are to be less confused and the better grade you earn. Just because you post a response to the discussion board does not give you full points. The post needs to be well researched, and extend on a point or class discussion. A post such as I agree with you, is worth little in the form of participation. Your initial response to the discussion board should be by Thursday by 8am EST each week. * Substantive according to Webster: having substance:involving matters of major or
practical importance to all concerned. A posting that is more then merely agreeing with someone elses comments. It actually expresses your thoughts, observations, or comments.

Note: Weekly participation will not be required during the midterm and final weeks. Week 5 and Week 10 Team Marketing Plan: Group work may, at first, seem unusual in the online environment but the electronic nature of the class makes it quite easy for students to send work back and forth and to collaborate on a final product. By Week 2, each group will pick a team leader who will be the primary liaison with the instructor. This person will coordinate the timeline for project work, clear the topic with the instructor, receive their team members work electronically, consolidate that work and e-mail everyone in the group the final draft paper. Finally, the team leader will be responsible for sending the plan to the Assignment Dropbox in Blackboard. Case Analysis: Each team will submit a Case Analysis when due. Due dates can be found in this Appendix, under the Schedule of Assignments section. The designated Team Leader is responsible for collecting their team members work electronically, consolidating that work, and uploading the final draft of each case to the Assignment Dropbox in Blackboard. Guidelines for this assignment are posted under the Cases tab in Blackboard. VII. GRADE COMPONENTS Deliverable & % of Grade Participation in discussion board Midterm Final Date Due Week 1, 2, 3, 4, 6, 7, 8, & 9 Day 7 Week 5 Day 7 Week 10 Day 7
2

% of Grade 16% 20% 24%

Team Case Analysis Team Marketing Plan Total

End of Week 2, 4, 7, & 9 Day 7 Week 10 Day 7

20% 20% 100%

II.TIMETABLE AND REQURED PREPARATION Week One Assignments

1. Read Chapters 1, 2 and 3 2. Watch video 1 and 2

3. Get familiar with Blackboard and your fellow classmates through discussion and blog. 4. Participate on Discussion Board at least 2 days during the week

5. Read Case #1 for week 2 submission

Learning Objectives Chapter One After reading this chapter, students should be able to: Recognize why marketing is important (cc1) Describe the scope of marketing (cc1) Know some of the fundamental marketing concepts (cc3) Explain how marketing management has changed (cc1) Recognize the necessary tasks for successful marketing management (cc2) Topics-Chapter One This chapter of this textbook introduces the subject and defines marketing and marketing management. It sets the scene for the remainder of the book. 1. 2. 3. 4. 5. What is marketing? What is marketed? Who markets? Core marketing concepts Company orientation towards the marketplace

6. Marketing management tasks

Learning Objectives Chapter Two

After reading this chapter, students should be able to: Describe how marketing affects customer value (cc2) Explain how strategic planning is carried out at different levels of the organization (cc1) Identify what is included in a marketing plan (cc4)

Topics-Chapter Two This chapter presents the key ingredients of the marketing management process. It discusses how to develop marketing strategies and plans 1. 2. 3. 4. Marketing and customer value Corporate and division strategic planning Business unit strategic planning The nature and contents of a marketing plan

Learning Objectives Chapter 3 After reading this chapter, students should be able to: Identify the components of a modern marketing information system (cc4) Recognize what are useful internal records (cc4) Be able to discuss what is involved with a marketing intelligence system (cc4) Explain the key methods for tracking and identifying opportunities in the macroenvironment (cc4) Know what are some important macroenvironment developments (cc4) Topics-Chapter Three This chapter provides information about gathering information and scanning the environment. The marketing environment is constantly presenting new opportunities and threats and therefore marketers have to continuously monitor it. 1. 2. 3. 4. 5. Components of the modern marketing information system Internal records and marketing intelligence Analyzing the macroenvironment The demographic environment Other macroenvironments

Week Two Assignments 1. Read chapters 4 and 5

4

2. Watch video 3 3. Participate on Discussion Board at least 2 days during the week
4. Team Leader - email his/her name and which company the team will study to the

Instructor
5. Team Leader - upload Case #1 to Blackboard

Learning Objectives Chapter 4 After reading this chapter, students should be able to: Explain what constitutes good marketing research (cc2, cc4) Identify good metrics for measuring marketing productivity (cc4) Explain how marketers can assess their returns on investment of marketing expenditures (cc4) Know how companies can more accurately measure and forecast demand (cc4) Topics-Chapter Four This chapter is about conducting marketing research and forecasting demand. Good marketers want insights to help them interpret past performance as well as plan future activities. 1. 2. 3. 4. The marketing research system The marketing research process Measuring marketing productivity Forecasting and demand measurement

Learning Objectives Chapter 5 After reading this chapter, students should be able to: Explain customer value, satisfaction, and loyalty, and identify how companies deliver them (cc1) Know what is the lifetime value of customers and how marketers can maximize it (cc1) Explain how companies can cultivate strong customer relationships (cc1) Illustrate how companies can both attract and retain customers (cc1) Discuss database marketing (cc4) Topics-Chapter Five This chapter shows how marketers can create customer value, satisfaction and loyalty. Marketers must connect with customers-informing, engaging, and maybe even energizing them in the process.

1. 2. 3. 4.

Building customer value, satisfaction and loyalty Maximizing customer lifetime value Cultivating customer relationships Customer databases and database marketing

Week Three Assignments 1.

2.

Read chapters 6,7, and 8 Watch video 4 Participate on Discussion Board at least 2 days during the week Team Leader - submit topic chosen for Marketing Plan Read Case #2 for next weeks submission

3.
4. 5.

Learning Objectives Chapter 6 After reading this chapter, students should be able to: Describe how consumer characteristics influence buying behavior (cc1) Explain the major psychological processes influence consumer responses to the marketing program (cc2) Describe how consumers make purchasing decisions (cc2) Know how marketers analyze consumer decision making (cc2) Topics-Chapter Six Marketers are always looking for emerging customer trends that suggest new marketing opportunities. This chapter deals with consumer behavior. 1. 2. 3. 4. What influences consumer behavior Key psychological processes The buying decision process: The five-stage model Other theories of consumer decision making

Learning Objectives Chapter 7 After reading this chapter, students should be able to: Discuss business markets, and how they differ from consumer markets (cc1) Know the buying situations that organizational buyers face (cc3) Identify the participants in the business-to-business buying process (cc3) Explain how business buyers make their decisions (cc3) Discuss how companies can build strong relationships with business customers (cc1)

Describe how institutional buyers and government agencies do their buying (cc3)

Topics-Chapter Seven This chapter deals with Business-to-Business Markets. To create value, marketers need to understand these organizations needs, resources, policies, and buying procedures. 1. 2. 3. 4. 5. 6. What is organizational buying Participants in the business buying process The purchasing/procurement process Stages in the buying process Managing business-to-business customer relationships Institutional and government markets

Learning Objectives Chapter 8 After reading this chapter, students should be able to: Identify the different levels of market segmentation (cc3) Discuss how a company can divide a market into segments (cc3) Explain how a company should choose the most attractive target markets (cc4) Know what are the requirements for effective segmentation (cc2) Topics-Chapter Eight Identifying market segments and target is discussed in this chapter. To develop good marketing plans, managers need to understand what makes each segment unique and different. 1. 2. 3. 4. Levels of market segmentation Bases for segmenting consumer markets Bases for segmenting business markets Market targeting

Week Four Assignments 1. Read chapters 9 and 10 2. Watch video 5 3. Participate on Discussion Board at least 2 days during the week 4. Marketing Plan outline due 5. Team Leader - upload Case #2 to Blackboard
7

Learning Objectives Chapter 9 After reading this chapter, students should be able to: Express what a brand is and how branding works (cc1) Know what brand equity is (cc1) Explain how brand equity is built, measured, and managed (cc3) Discuss the important decisions in developing a branding strategy (cc2) Topics-Chapter 9 This chapter is about how to build strong brands. Astrong brand commands intense consumer loyalty. At the heart of a successful brand is a great product or service 1. 2. 3. 4. 5. 6. What is brand equity Building brand equity Measuring brand equity Managing brand equity Devising a brand strategy Customer equity

Learning Objectives Chapter 10 After reading this chapter, students should be able to: Express how a firm can choose and communicate an effective positioning in the market (cc3) Explain how brands are differentiated (cc3) Topics-Chapter 10 This chapter discusses the concept of brand positioning. As part of the strategic brand management process, each offering must represent a compelling, distinctive big idea in the mind of the target market. 1. Developing and communicating a positioning strategy 2. Differentiation strategies Week Five Study Week and Midterm Exam, Chapters 1-10 and all related coursework No discussion Board Exam is online. The exam is a multiple choice, timed exam. Give yourself sufficient time to complete it as you cant go back into it once you have left. Submit Midterm Exam by Day 7 end of day.

Week Six Assignments

1. Read Chapters 11,12, and 13 2. Watch Video 6

3. Participate on Discussion Board at least 2 days during the week 4. Read Case #3 for Week 7 submission Learning Objectives Chapter 11 After reading this chapter, students should be able to: Explain how marketers identify primary competitors (cc3) Discuss how we should analyze competitors strategies, objectives, strengths, and weaknesses (cc2) Describe how market leaders can expand the total market and defend market share (cc3) Illustrate how market challengers should attack market leaders (cc3) Identify how market followers or nichers can compete effectively (cc3) The market (cc3) Explain how brands are differentiated (cc3) Topics-Chapter 11 This chapter deals with competitive strategy. Building strong brands requires a keen understanding of competitors, and competition grows more intense every year. 1. 2. 3. 4. 5. 6. Competitive forces Identifying competitors Analyzing competitors Competitive strategies for market leaders Other competitive strategies Balancing customer and competitor orientations

Learning Objectives Chapter 12 After reading this chapter, students should be able to: Describe the characteristics of products and how marketers classify products (cc3) Expalin how companies can differentiate products (cc3) Identify how a company can build and manage its product mix and product lines (cc3) Know how companies can combine products to create strong co-brands or ingredient brands (cc3)
9

Know how companies can use packaging, labeling, warranties, and guarantees as marketing tools (cc3)

Topics-Chapter 12 This chapter deals with how to set a product strategy. The product is a key element in the marketing offering. At the heart of a great brand is a great product. 1. 2. 3. 4. Product characteristics and classifications Product differentiation Product and brand relationships Packaging, labeling, warranties and guarantees

Learning Objectives Chapter 13 After reading this chapter, students should be able to: Explain how services are defined and how they differ from goods (cc3) Discuss how services are marketed (cc3) Discuss how service quality can be improved (cc3) Know how service marketers create strong brands (cc3) Discuss how goods marketers improve customer-support services (cc3) Topics-Chapter 13 This chapter deals with the design and management of services. As product companies find it harder and harder to differentiate their physical products, they turn to service differentiation. 1. 2. 3. 4. 5. The nature of services Marketing strategies for service firms Managing service quality Managing service brands Managing product-support services

Week Seven Assignments

1. Read Chapters 14 and 15 2. Watch Video 7

3. Participate on Discussion Board at least 2 days during the week

10

4. Team leader upload Case #2 to Blackboard Learning Objectives Chapter 14 After reading this chapter, students should be able to: Discuss how consumers process and evaluate prices (cc3) Explain how a company should set prices initially for products or services (cc3) Describe how a company should adapt prices to meet varying circumstances and opportunities (cc3) Know when a company should initiate a price change (cc3) Identify how a company should respond to a competitors price change (cc3) Topics-Chapter 14 This chapter discusses how to develop pricing strategies and programs. Price is the key element of the marketing mix that produces revenue; the other elements produce costs. 1. 2. 3. 4. Understanding pricing Setting the price Adapting the price Initiating and responding to price changes

Learning Objectives Chapter 15

After reading this chapter, students should be able to:

Identify a marketing channel system and a value network (cc1) Know what work marketing channels perform (cc3) Describe how channels should be designed (cc3) Explain what decisions companies face in managing their channels (cc1) Discuss how companies should integrate channels and manage channel conflict (cc1) Discuss what are the key issues with e-commerce (cc3)

Topics-Chapter 15 This chapter shows how to design and manage integrated marketing channels. Successful value creation needs successful value delivery. Marketers must examine the whole value chain. 1. Marketing channels and value networks 2. The role of marketing channels 3. Channel-design decisions
11

4. Channel-management decisions 5. Channel integration and systems 6. Conflict, cooperation and competition
7. E-commerce marketing practices

Week Eight Assignments

1. Read chapters 16,17, and 18 2. Watch Video 8

3. Participate on Discussion Board at least 2 days during the week

4. Read Case #4 for Week 9 submission

Learning Objectives Chapter 16 After reading this chapter, students should be able to: Identify the major types of marketing intermediaries that occupy this sector (cc3) Discuss what marketing decisions these marketing intermediaries make (cc3) Describe what are the major trends with marketing intermediaries (cc4) Topics-Chapter 16 This chapter examines retailers, wholesalers and logistics. The various types of retailers and wholesalers are discussed. 1. 2. 3. 4. Retailing Private labels Wholesaling Market logistics

Learning Objectives Chapter 17 After reading this chapter, students should be able to: Describe the role of marketing communications (cc3) Discuss how marketing communications work (cc3) Know what are the major steps in developing effective communications (cc3) Explain what the communications mix is and how it should be set (cc3) Identify an integrated marketing communications program (cc3) Topics-Chapter 17

12

This chapter shows us how to design and manage integrated marketing communications. To effectively reach and influence target markets, holistic marketers are creatively employing multiple forms of communications. 1. 2. 3. 4. The role of marketing communications Developing effective communications Deciding on the marketing communications mix Managing the integrated marketing communications process

Learning Objectives Chapter 18 After reading this chapter, students should be able to: Describe the steps involved in developing an advertising program (cc3) Understand how sales promotion decisions are made (cc3) Discuss the guidelines for effective brand-building events and experiences (cc3) Explain how companies can exploit the potential of public relations and publicity (cc1) Topics-Chapter 18 This chapter presents mass communications: advertising, sales promotions, events and experiences, and public relations. Mass media is still very important to companies if used correctly. 1. 2. 3. 4. 5. Developing and managing an advertising program Deciding on media and measuring effectiveness Sales Promotion Events and experiences Public relations

Week Nine Assignments

1. Read Chapters 19,20, and 21

2. Participate on Discussion Board at least 2 days during the week

3. Team Leaders upload Case #4 to Blackboard

Learning Objectives Chapter 19 After reading this chapter, students should be able to: Discuss how companies can integrate direct marketing for competitive advantage (cc3) Describe how companies can do effective interactive marketing (cc3)

13

Identify how marketers can best take advantage of the power of word of mouth (cc1) Understand what decisions companies face in designing and managing a sales force (cc3) Know how salespeople can improve selling, negotiating, and relationship marketing skill (cc3)

Topics-Chapter 19 This chapter deals with personal communications: direct and interactive marketing, word of mouth and personal selling. New technologies have encouraged companies to move from mass communication to more targeted, two-way communications. 1. 2. 3. 4. 5. 6. Direct marketing Interactive marketing Word of Mouth and Social Networks Designing the salesforce Managing the salesforce Principles of personal selling

Learning Objectives Chapter 20 After reading this chapter, students should be able to: Discuss what challenges a company faces in developing new products and services (cc1) Explain the organizational structures and processes used to manage new-product development (cc3) Identify the main stages in developing new products and services (cc3) Describe the best way to manage the new product development process (cc3) Know what factors affect the rate of diffusion and consumer adoption of newly launched products (cc1) Topics-Chapter 20 This chapter deals with new product offerings. Companies need to grow their revenue over time by developing new products and services and expanding into new markets. New product development shapes the companys future. 1. 2. 3. 4. 5. New-product options Challenges in new-product development Organizational arrangements Managing the development process The consumer-adoption process

Learning Objectives Chapter 21 After reading this chapter, students should be able to:
14

Identify the factors a company should review before deciding to go abroad (cc3) Examine how companies can evaluate and select specific foreign markets to enter (cc4) Understand the major ways of entering a foreign market (cc3) Know to what extent the company must adapt its products and marketing program to each foreign country (cc3) Describe how the company should manage and organize its international activities (cc1)

Topics-Chapter 21 This chapter deals with global markets. Products and services developed in one country are finding enthusiastic acceptance in others. Companies need to be able to cross boundaries within and outside their country. 1. 2. 3. 4. 5. 6. 7. Competing on a global basis Deciding whether to go abroad Deciding which markets to enter Deciding how to enter the market Deciding on the marketing program Country-of-origin effects Deciding on the marketing organization

Week Ten Assignments

1. Read Chapter 22 2. Team Leaders - upload Marketing Plan to Blackboard

Study Week and Final Exam, Chapters 11-22 and all related coursework.

Submit Final Exam by Day 7 on Blackboard. Learning Objectives Chapter 22 After reading this chapter, students should be able to: Discuss the important trends in marketing practices (cc4) Describe the keys to effective internal marketing (cc1) Explain how companies can be responsible social marketers (cc1) Discuss how a company can improve its marketing skills (cc4)
15

Know what tools are available to help companies monitor and improve their marketing activities (cc7)

Topics-Chapter 22 This final chapter pulls all the concepts together and deals with the management of a holistic marketing organization. Holistic marketers must engage in a host of carefully planned, interconnected marketing activities and satisfy an increasingly broader set of constituents. 1. 2. 3. 4. 5. 6. Trends in marketing practices Internal marketing Socially responsible marketing Marketing implementation Evaluation and control The future of marketing

Note on uploads to BB9 course website: Because of compatibility issues with certain browsers, only upload Word files saved as 2003 .doc or .rtf files.

16