MARKETING PLANNING & PROBLEM SOLVINGMKTG 490; SPRING 2011[CRN# 30033]Instructor: E. Vincent [“Vince”] Carter, Ph.D. Class Room: BDC 165Office: 107 BDC Class Time: T/Th 7:30 – 9:35pmPhone: (661) 654 - 6776 Office Hours: T/Th 2 - 5pmE-mail: [email protected] TEXTS:- Marketing Plan Handbook (3rd Ed.), Marian B. Wood, Pearson-Prentice-Hall, 2010 [ISBN# 10-0135136288]*Note – Marketing Plan Pro CD software application is NOT required or explicitly used in this courseLEARNING OUTCOMES:This course applies strategic planning to the marketing function. As capstone skills for the marketing concentration, marketing planning and problem solving builds upon prior marketing courses to impart strategic scope and skills. Specifically, to:1. Understand the purpose of marketing planning and the practice of marketing problem solving2. Demonstrate practical marketing executive problem solving skills using contemporary market cases3. Synthesize all aspects of marketing into the strategic marketing planning process4. Exhibit critical reasoning in individual and team modes during strategic problem solving discourse5. Present marketing planning rationale using proficient business communication techniques6. Analyze market environment trends with an awareness of global, digital, and ecological influences 7. Apply sound ethical principles in marketing planning that achieve strategic and societal objectives.COURSE METHODOLOGY:This course is taught with an emphasis on training students along two parallel paths, marketing planning (conceptual) andmarketing problem solving (practical). Marketing Planning is a systematic strategic process that requires a precise knowledge ofwhich marketing concepts are appropriate for a given market situation. Marketing Problem Solving completes the process byknowing how the appropriate concepts should be applied to achieve strategic and societal objectives. The methods used in this courseare designed to facilitate the two complementary skills of marketing planning and problem solving. Marketing Planning skills are developed by learning the set of concepts that guide executive decision making, as well ashow to compose them into a marketing strategy. This marketing planning comprehension skill is evaluated by a Midterm Exam and aFinal Exam both worth 25% of the course grade. The exams address concepts from the Marketing Plan Handbook.Marketing Problem Solving skills are developed by learning the set of strategic decisions required for actual marketsituations – depicted in specific cases. The evaluation of market situations presented in each case is based on the students’ readiness,reasoning, and representation. Students are expected to support their strategic reasoning with logical viewpoints. The first half of thecourse requires individual student participation strategic discourse. Four INDIVIDUAL in-class contributions or e-mail descriptionseach account for 5% of the course grade for a total of 20%. However, in the second half of the course, TEAMS OF 4 STUDENTS(selected by the professor) are responsible for a combined presentation and report that accounts for 30% of the course grade.Students must be present and participate to earn points on all assignments.GRADE ASSESSMENT:1) Week 2 Strategic Problem Solving Discourse – Ch.2, Situational Analysis (Individual) 5 pts2) Week 3 Strategic Problem Solving Discourse – Ch.3, Markets & Customers (Individual) 5 pts.3) Week 4 Strategic Problem Solving Discourse – Ch.4, Market Targeting (Individual) 5 pts.4) Week 5 Strategic Problem Solving Discourse – Ch.5, Direction, Objectives, Support (Individual) 5 pts.5) MID-TERM Concept Comprehension Exam #1 [Chs. 1 – 5] … Tuesday May 3rd 25 pts.POINT ALLOCATION FOR WEEK 7 – WEEK 10 “TEAM SESSIONS”6) One Problem Solving Case Analyses for EACH Presenting Team (2 teams present each class session) 30 pts. a) Week 7 Strategic Problem Solving Discourse – Ch.6 Product/Brand (Team) b) Week 8 Strategic Problem Solving Discourse – Ch. 8 Place/Channel (Team) c) Week 9 Strategic Problem Solving Discourse -- Ch.9 Promotion/IMC (Team) 7) FINAL Concept Comprehension Exam #2 [Chs. 6 - 9] … Thursday June 2nd 25 pts.8) ATTENDANCE (Point deductions for absences) ___________TOTAL 100 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 ______________________________________________________________________________________________________1Dr. Carter [Spring 2011]COURSE SYLLABUSMARKETING PLANNING & PROBLEM SOLVING [MKTG 490]COURSE POLICIES:1) ATTENDANCE & PUNCTUALITY IS REQUIRED: ONE (1) point is deducted for absence, lateness, and leaving early. Make up exams and assignments are ONLY provided for University sanctioned events, athletic or musical activities.*NOTE: MORE THAN 5 ABSENCES WILL RESULT IN THE LOSS OF ONE (1) ENTIRE GRADE LEVELMORE THAN 10 ABSENCES WILL RESULT IN THE LOSS OF TWO (2) ENTIRE GRADE LEVELS 2) ASSIGNMENT FORMAT: All course assignments should be typed using Microsoft Office applications ONLY. 3) ADJUSTMENTS & EXTRA-CREDIT: The instructor reserves the right to modify the course schedule and assignment/point requirements based on unforeseen time constraints, student performance, or classroom circumstances. Students will be notified in advance ofany proposed course modifications. Likewise, a range of Extra-Credit point opportunities will be provided in the form of individual or group assignments/activities.4) ACADEMIC INTEGRITY: This course fully complies with the University policy for Academic Integrity and Academic Dishonesty. Sanctions are enforced in accordance with the CSUB Catalog.5) ACCOMMODATIONS FOR PHYSICAL OR LEARNING DISABILITIES: This course fully supports accommodations.COURSE SCHEDULE:• WEEK 1: Introduction to Marketing Planning and Problem Solving Course1) Clarify the course’s contribution to marketing concentration competency2) Read syllabus and discuss course requirements3) “Case Analysis Guide” http://www.mhhe.com/business/management/thompson/11e/case/prepare2.htm 4) Begin INDIVIDUAL MARKET PLAN student