COURSE POLICIESUpdates in Red Font & HighlightedMBA SEMINAR in MARKETING MANAGEMENT[MKTG 600; CRN# 10447; WINTER 2011]Instructor: E. Vincent [“Vince”] Carter, Ph.D. Class Room: BDC 156Office: 107 BPA Class Time: TR 5:20 – 7:25pmPhone: (661) 654 - 6776 Office Hours: TR 12 - 3pmE-mail: [email protected] Website: http://www.csub.edu/~ecarter2/W11%20MBA.Mktg.htm REQUIRED TEXTS 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. 1Dr. Carter [WINTER 2011]MBA SEMINAR in MARKETING MANAGEMENT[MKTG 600]COURSE METHODOLOGYThis course is taught in two phases tailored to specific marketing planning skills and applications. Combined,the two phases are designed to establish a solid conceptual foundation for guiding marketing analysis, as well as toengage students in the concrete facts involved in “real world” marketing application.The first phase addresses “Market Analysis” by orienting students to strategic frameworks and functions for“constructing vision intelligence. The Marketing Plan Handbook text serves as the primary guide for this first phase. AMarketing Strategy Planning Exam worth 20% of the course grade assesses basic marketing planning knowledge. a) An introduction to “situational analysis” and “market environment/intelligence scanning” (chapter 2) isprovided by reviewing financial market indicators and trends. These sessions canvas a wide set of datapoints to acquaint students with the connections between macro market dynamics and micro marketingdecisions. Participation in this market scanning activity is ongoing through the course. A library briefingon secondary sources and online information is included to support this intelligence gathering activity.Student view points on market situations are evaluated based on in class and e-mail contributions (15%).b) An orientation to “markets and customers” (chapters 3 and 4) is provided by a review of specificsecondary data sources that profile the U.S. customers and businesses. Student teams of four will identifymarket opportunities and support them with data sources in oral presentations and typed reports (20%).c) An acclamation to marketing “planning direction and objectives” (chapter 5) is provided by an analysis ofactual company annual reports or 10K reports to enable students to translate numerical businessinformation into knowledgeable marketing insights. Non-profit and community organizations may beselected for this activity as well. Student teams of four will select a company and justify reasons forentering the market(s) identified from secondary data sources based on business plans, structure, andfinancial measures in reports ONLY (25%).The second phase addresses “Market Application” in order to provide students with a hands-on “real-worldproject to demonstrate marketing strategy mastery. In partnership with the Bakersfield Downtown Business Association(DBA), the project will pair student teams with DBA planning initiatives to formulate “marketing mix” strategies(chapters 6 – 10) for improving market performance. Although the section 2 project focuses on “marketing mix” plans,a cumulative approach is required that entails aspects of the “market analysis” techniques learned in section 1. Ongoingclass lectures will help students develop their expertise at applying “marketing mix” strategy concepts and techniques.The final “downtown merchant marketing strategy” is graded as a presentation (20%) and typed report (20%). 2Dr. Carter [WINTER 2011]MBA SEMINAR in MARKETING MANAGEMENT[MKTG 600]GRADE ASSESSMENT1) Individual market “situational analysis” contributions – in class comments and e-mail messages 15 pts.2) Team “customers and markets” opportunity analysis presentation & report [February 12th] 20 pts.3) Team “planning direction & objectives” REPORT ONLY [February 16th] 25 pts.4) “Downtown Merchant Marketing Strategy” Team Presentation [March 10th, 15th] 20 pts.5) “Downtown Merchant Marketing Strategy” Team Report [Due by e-mail March 20th @ 5pm] 20 pts.6) Attendance* – Loss of 3 points for each absence and 5 points on presentation days * Prior Notice by e-mail should be given for ALL absences* Work-related absences can be offset by “extra-credit” assignment points, with appropriate documentation* Non-work-related absences will result in permanent point losses, depending on the circumstances _________________________________________________________________________________________________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 Policy:Late submission of course assignments and make-up exams