COURSE POLICIESMBA SEMINAR in MARKETING MANAGEMENT[MKTG 600; W2K9]Instructor: E. Vincent [“Vince”] Carter, Ph.D. Class Room: DDH 107KOffice: 107 BPA Class Time: TR 7:30 – 9:25pmPhone: (661) 654 - 6776 Office Hours: TR 2:00 - 5:00pmE-mail: [email protected] REQUIRED TEXTS- CONCEPTS: The Marketing Plan Handbook, Marian B. Wood, Pearson Prentice Hall [ISBN# 10-0135136288]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. 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 phase focusing on marketing strategy planning skills. AMarketing Strategy Planning Exam worth 25% of the course grade assesses basic marketing planning knowledge.The second phase engages students in case study analysis to apply marketing planning concepts, andtechniques. Frameworks and strategies from The Marketing Plan Handbook are applied to real world marketingsituations focusing on Eco/Green Marketing opportunities. By pairing conceptual theory with contemporary practices,students acquire marketing strategy performance skills. Students are assessed based on a group Eco/Green MarketingStrategy presentation worth 25% of the course grade, as well as a supporting Eco/Green Marketing Strategy reportworth 40% of the course grade. 1Dr. Carter [W2K9]MBA SEMINAR in MARKETING MANAGEMENT[MKTG 600]GRADE ASSESSMENT1) Marketing Strategy Planning Exam [Thursday, February 5th] 25 pts.2) Eco/Green Marketing Strategy Group Presentation [March 5th - March 12th] 25 pts.3) Eco/Green Marketing Strategy Group Report (Due by e-mail March 18th) 40 pts.4) Class Attendance/Participation 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 ____________________________________________________________________________________________________Grading Policies:1) Individual test and assignment scores are not curved. However, final course grades will be curved upward if the class average is below 75%.2) Late submission of course assignments and make-up exams are permitted with an official University excuse.COURSE POLICIES1) ATTENDANCE & PUNCTUALITY are required. Students are solely responsible for all information covered andprovided while absent from class. Extra-credit points may be awarded to reward students that demonstrate consistent attendance and punctuality.2) All course assignments are expected to be typed using Microsoft Word application ONLY, and if appropriate Powerpoint presentation graphics and Excel spreadsheet documents may be used to supplement typed documents.Assignments may be submitted electronically via e-mail attachment or in hardcopy form. 3) 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 of any proposed course modifications.4) ACADEMIC INTEGRITY: This course fully complies with the University policy for Academic Integrity and Academic Dishonesty. Sanctions are enforced in accordance with pages 80 & 81 of the CSUB Catalog.5) ACCOMMODATIONS FOR PHYSICAL OR LEARNING DISABILITIES: This course fully supports accommodations for physical and learning disabilities. Eligible students should present themselves to the professor during office hours or before/after class to make appropriate arrangements.2Dr. Carter [W2K9]MBA SEMINAR in MARKETING MANAGEMENT[MKTG 600]COURSE SCHEDULE• WEEKS 1: Orientation to Marketing Planning & Problem Solving – The “Mind” of Business1) Read and discuss syllabus2) Preview marketing strategy concepts (chapter 1) PHASE ONE: MARKETING STRATEGY PLANNING CONCEPTS• WEEKS 2 – 5: Marketing Strategy Planning1) Read Concepts Text chapters 1 - 4 2) Discuss concepts and related experiences in class3) Learn strategic concept frameworks at an intuitive level of understanding4) Review Exam Pool Items*NOTE: Week 3 – No class attendance required. Allocate time for independent study to select a group Eco/Green Marketing Strategy topic.*** Marketing Strategy Planning Exam – Thursday February 5th [25 Points] ***PHASE TWO: MARKETING STRATEGY PERFORMANCE CAPABILITY• WEEK 6A: Strategic Market Navigation – Planning Direction 1) Read Concepts text chapter 52) Discuss marketing strategy lessons 3) Discuss Eco/Green Marketing Strategy applications • WEEK 6B & 7A: Strategic Market Value Creation – Product/Brand Strategy 1) Read Concepts text chapter 62) Discuss marketing strategy lessons 3) Discuss Eco/Green Marketing