COURSE POLICIES*** UPDATED Class Schedule ***MBA SEMINAR in MARKETING MANAGEMENT[MKTG 600; W2K8; CRN# 12177]Instructor: E. Vincent [“Vince”] Carter, Ph.D. Class Room: BDC 156Office: 107 BPA Class Time: TR 8:10 – 10:15pmPhone: (661) 654 - 6776 Office Hours: TR 4:00 - 5:30pmE-mail: [email protected] Web: http://www.csub.edu/~ecarter2/W%2008%20MBA.M.Management.htm REQUIRED TEXTS- CONCEPTS: The Marketing Plan Handbook, Marian B. Wood, Pearson Prentice Hall [ISBN# 10-0135136288]- CASES: Marketing Power Plays, Business Week, McGraw-Hill [ISBN# 0071475583]LEARNING OUTCOMESThis course explores the application of strategic management to the marketing function. Emphasis is placed on the application of planning, implementation, controlling, and evaluation of marketing strategies as the means for achievingorganizational objectives. Specifically, the following learning outcomes are achieved:1. Understand the strategic role of the marketing function within an organization2. Know strategic marketing concepts, principles, and terminology3. Perform strategic marketing planning as a systematic process of specialized skills, including:a) Marketing situation analysis -- environmental scanning and competitive/market intelligenceb) Understanding markets and customers – value creation, need satisfaction, problem solvingc) Segmentation, target marketing, and positioning – strategic customization and connectiond) Plan market growth direction, objectives, and support – strategic navigatione) Develop marketing strategies and programs – the marketing mix (4Ps)f) Track progress and control implementation – execution management4. Apply the strategic marketing imperative of providing value and building relationships5. Acquire a global perspective for market analysis, strategic planning and marketing program development6. Adapt to dynamic digital technology trends influencing markets and marketing strategies7. Adopt marketing ethics and processes that insure socially responsible strategic planning. 1Dr. Carter [W2K8]MBA SEMINAR in MARKETING MANAGEMENT[MKTG 600; CRN# 12177]COURSE METHODOLOGYThis course is taught in two phases tailored to specific marketing planning skills and applications. The firstphase acquaints students with marketing planning terminology, concepts, and techniques. The Marketing PlanHandbook text serves as the primary guide for this first course phase. In particular, conceptual frameworks fromchapters one through three, in addition to online “marketing ethics” content, are used as basic training criteria formarketing strategy preparation. Interactive lectures and concept conversations instill marketing planning concepts atan intuitive level. An intuitive grasp of strategic marketing concepts enables students to engage in market analysis andplanning discussions in an independent manner during the second phase of the course. A Personal Planning Portfolioassignment worth 25% of the course grade is used to assess each student’s intuitive grasp of marketing planningterminology, concepts, and techniques. The second phase engages students in role-play case analysis to apply marketing planning terminology,concepts, and techniques. These application learning objectives are achieved by combining conceptual frameworks andstrategies from The Marketing Plan Handbook text with the marketing management situations presented in theMarketing Power Plays text. By pairing conceptual theory with company practice, students are allowed to simulatemarketing strategy performance. A series of Marketing Power Plays cases are aligned with pertinent concepts fromThe Marketing Plan Handbook to provide weekly marketing strategy scenarios. Drawing upon their individual interestsand professional expertise, students are assigned management roles within the focal company and required to formulatemarketing strategies to address challenges posed in the case. A separate group of students performs these marketingstrategy roles each class session, with other students functioning as planning analysts. The professor facilitates role-play scenario interaction, and also directs an open class discussion to identify marketing planning lessons in each case.The weekly marketing strategy performance sessions are divided into role-play scenarios during Tuesday classes andmarketing planning lessons during Thursday classes. This parallel method supports both the “real world” decisionsimulation and the required application of concepts for the Marketing Strategy Plan assignment. As a result, theMarketing Strategy Plan assignment should be completed as a cumulative and ongoing assignment activity.Students participating in the marketing strategy scenarios are evaluated based upon the preparation anddecision skills exhibited during the case performance (20%). Marketing strategy skills learned during this second phaseof the course are also assessed by a group Marketing Strategy Plan assignment (30%) which requires students todemonstrate knowledge of the strategic concepts and marketing planning competencies. The Marketing Planassignment can be completed for any profit or non-profit organization, and emphasizes only one strategic conceptspecialty – not the entire marketing plan. Students will also present an “Executive Brief” (15%) of their MarketingStrategy Plan in class using Powerpoint slides.2Dr. Carter [W2K8]MBA SEMINAR in MARKETING MANAGEMENT[MKTG 600; CRN# 12177]GRADE ASSESSMENT1) Marketing Strategy Preparation -- Personal Planning Portfolio [Due by e-mail MON. January 28th] 25 pts.2) Marketing Strategy Scenario Role-Play -- Preparation & Decisions [graded each scheduled session] 20 pts.3) Marketing Strategy Plan – Executive Brief Group Presentation [March 4th & March 6th] 15 pts.4) Marketing Strategy Plan Group Report 30 pts.5) Class Attendance/Participation – includes course learning process tasks and submissions 10 pts._________________________________________________________________________________________________Grading Scale: A = 3.8 – 4.0; A- = 3.7; B+ = 3.3 – 3.6; B = 3.0 -3.3; B- = 2.7 - 3.0; C+ = 2.3 – 2.6;[Total Grade Points / 25] C = 2.0 – 2.2; C- = 1.7 – 1.9; D+ = 1.3 – 1.6; D = 1.0 – 1.2; D- = 0.7 – 0.9; F = Below 0.7