COURSE SYLLABUS [Continued]Dr. Carter [SUMMER 2006]COURSE SYLLABUS [Continued]COURSE POLICIESCOURSE SCHEDULEDr. Carter [SUMMER 2006]MBA PROGRAM SEMINAR in MARKETING MANAGEMENTMKTG 600; SUMMER 2nd SESSION 2006Instructor: E. Vincent [“Vince”] Carter, Ph.D. Class Room: BDC155Office: 107 BPA Class Time: TR 6:00 - 10pmPhone: (661) 654 - 6776 CRN: 30180E-mail: [email protected] Office Hours: TR 4:30 - 5:30pmREQUIRED TEXTMarketing Management, 12th edition. Philip Kotler & Kevin Lane Keller. 2006 [ISBN# 0131457578] 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 achieving organizational objectives. Specifically, the following learning outcomes are achieved:1. Understand the evolution of the marketing concept and holistic marketing concept2. Grasp the significance of marketing environment forces and the value of environmental scanning3. Demonstrate the capacity to research and profile customer markets, including influencing factors, situations, and buying process stages for individual and organizational customers 4. Perform market segmentation and brand positioning strategies in order to build brand equity5. Analyze competitive strategy forces affecting industry positions and differential advantages6. Conduct marketing planning using marketing mix strategies that deliver a distinct “value proposition”7. Acquire competence with global market analysis and global market entry strategies8. Awareness of emerging digital marketing strategies9. Reverence for marketing ethics and processes that insure socially responsible strategic planning. 1Dr. Carter [SUMMER 2006]COURSE SYLLABUS [Continued]MBA PROGRAM SEMINAR IN MARKETING MANAGEMENT [MKTG 600]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 for three market scanningdomains -- macro, micro, and modal. This opening section of the course uses a conversational lecture style thatencourages professional and personal experience input. This conceptual foundations phase focuses on core marketingtheories and comprehension is evaluated by a marketing fundamentals multiple-choice exam (15% of grade).The second phase of the course uses a role-play case analysis method for to instill proficiency with marketexamining and market planning. The subject of the case analysis is the contemporary United States automotivemarket and its global competitors. Students are divided into four teams corresponding to leading vehiclemanufacturers, General Motors, Ford, Daimler-Chrysler, and Toyota. Critical thinking skills are used to apply relevanttext concepts for evaluating customer segments, formulating strategy, and implementing marketing plans. Current newsarticles are presented to frame the marketing planning context, and each group determines the optimal application oftext concepts to develop effective strategic responses to the market event posed by article(s). Vehicle groups must present a preliminary market scanning outline (5%) that applies marketing fundamentalconcepts to their particular automotive firm and market. After completing this preliminary strategy outline, the marketstanding, news events, and marketing planning decisions are cumulatively charted by the professor, as well as eachvehicle group. Students will collectively assess market situations and the rationale for vehicle group strategies duringeach class session in order to determine whether intended marketing planning competencies have been achieved.Because of the participative approach to the case study, vehicle teams are required to record attendance at both thebeginning and end of class sessions, in a similar manner as for project meetings in the professional workplace.Attendance accounts for 10% of the course grade. Each vehicle group is responsible for a “mid-term” market examining strategy report (25%) about mid waythrough the case analysis process, as well as a “final” market planning strategy report (35%) and in-class presentation(10%). The “mid-term” and “final” reports are graded based on both text concept application proficiency and practicalmarketing planning effectiveness. The in-class presentation is graded based on the ability of vehicle groups to useprofessional business presentation skills, as well as the persuasiveness of their marketing planning decisions.2Dr. Carter [SUMMER 2006]COURSE SYLLABUS [Continued]MBA PROGRAM SEMINAR IN MARKETING MANAGEMENT [MKTG 600]GRADE ASSESSMENT1) Marketing Planning Fundamentals Individual Multiple-Choice Exam [Tuesday, 8/3] 15 pts.2) Preliminary Market Scanning Group Outline [Friday, 8/11] 5 pts.3) Midterm Market Examining Group Report [Wednesday 8/15] 25 pts.4) Final Market Planning Group Presentation [Tuesday 8/29] 10 pts.5) Final Market Planning Group Report [Due Scheduled Final Exam Date] 35 pts.4) Vehicle Group 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 strongly encouraged but not required. However, students are solely responsible for all information covered and provided 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