Marketing Management MKT430

Transcription

1 all Winter Quarter Management MKT430 Prfessr Julie N. Hennessy This curse is intended t intrduce yu t the essentials f marketing: the creatin f value fr custmers and firms and the strategies and methds marketers use t successfully perate in tday's dynamic envirnment. Specifically, the curse gals are: T define the strategic rle f marketing in the firm. T intrduce students t the key elements f marketing analysis. T prvide a sund cnceptual and theretical tl kit fr analyzing marketing prblems. T advance yur understanding f the marketing prcess as a framewrk f lking at the wrld. There are three main cmpnents f this curse: Curse Organizatin Class sessins: Classes will invlve a blend f lectures and case discussins. Students are expected t cntribute t the class discussins based n their wn business experiences and their preparatin f the required readings. Teamwrk: A significant amunt f the wrk fr this curse will be dne in teams. Althugh this wrk is dne entirely utside the classrm, students cntributins t these effrts are cnsidered an integral aspect f the curse. Individual wrk: In additin t preparing fr class sessins and grup activities, students will cmplete several assignments n an individual basis. Grups As nted abve, teamwrk is an essential cmpnent f the curse. Grups f 5 students will be assigned during the first week f class, by the instructr. T ensure equal participatin in grup prjects, team members are requested t evaluate each ther's perfrmance using the Team Evaluatin Frm. This frm is t be submitted n the last day f class. Final Exam The final exam is a case analysis. The case will be distributed in class 3/3 and be due at 5:00 PM n 3/13. This is a take-hme assignment. Details n the final exam frmat and due date will be available later

2 Curse Readings The curse pack is required and may be purchased at the bkstre. In additin, we will use readings frm Kellgg n. Grading Each student's verall curse grade will be based upn the fllwing: Class cntributin 5% Quantitative analysis assignments (individual) 20% (5% each assignment) Datril case write-up (grup) 5% Calyx & Crlla case write-up (grup) 15% TiV case write-up (grup) 10% Unilever case write-up (grup) 15% Final exam (individual) 30% Case write-ups are graded n a scale frm 1 t 15. The grades are interpreted as fllws: 1 3: Serius prblems, prbably structural 4 6: Sme gd insights, but needs mre 7 9: Satisfactry: Sme excellent wrk but sme lapses 10 12: Sustained excellent wrk, n lapses 13 15: Inspired Class participatin grading is based upn attendance, n the quality f the cntributins that yu make t class discussin (nt n the amunt f "air time") and n feedback n yur participatin in grup assignments frm yur team. Please feel free t ask any questins yu want, in r utside f class, t maximize yur understanding f the material. If yu have a questin, chances are that the same questin is n the minds f sme f yur classmates as well. Thus, yu are ding the class a favr by asking it. Final grades usually range frm A t C. The grading is n the curve with the ttal number f A s at abut 40%. Attendance Plicy I want yu in class every sessin; yur learning is cheated by missing class. Hwever, I realize that ther cmmitments smetimes make missing a class unavidable. Yu have ne free miss. Missing mre than ne class sessins may affect yur grade. Hnr Cde In additin t Kellgg's Hnr Cde, the fllwing rules apply t this class: Discussin cases may be prepared in grups r individually

3 Written cases are t be prepared by grup members nly. The cases are nt t be discussed with ut-fgrup members. The final exam and quantitative assignments shuld be dne individually and discussed with n ne. Slutins t cases and assignments shuld never be discussed with students in ther Prfessr s sectins f 430, r with students frm prir r later sectins f the class. I have a n laptp plicy. Laptps may nt be used in class unless yu have specific permissin frm me

4 Preliminary Curse Schedule Winter Date Tpic In-Class Assignments 1/7 Intrductin Math The Cncept hand-ut Math hand-ut (website) Case: Brs Crd and Wire Cmpany Cnsider case discussin questins Supprting Reading Putting the Custmer First Always Shedding the Cmmdity Mindset Financial Aspects f Management 2. 1/14 Market Analysis Market Analysis hand-ut (website) Quant 1: Break- Even Assignment due McDnalds Discussin (n prep) 3. 1/21 Market Analysis Datril Debrief Datril Assignment due KOM: Chapters 2 and 4 Segmentatin, Targeting and Psitining Rediscvering Market Segmentatin - 4 -

5 4. 1/28 Segmentatin, Targeting and Psitining Segmentatin, Targeting and Psitining handut Quant II: Custmer Lifetime Value due 5. 2/4 Research, Cnsumer Behavir Case: USIR Tata Nan Case Cnsider USIR case questins Cnsider Tata Nan case questins Custmer Value Prpsitins in Business Markets 6. 2/11 Analysis Calyx & Crlla Debrief Calyx & Crlla Write-up due KOM: Chapter 18 and 6 TiV Case Discussin Cnsider TiV Case Questins 7. 2/18 Prduct/Service Designing and Branding hand-ut TiV Case Write- Up Due Discvering New Pints f Differentiatin Apple Discussin The New Appeal f Private Label 8. 2/25 Pricing Pricing Strategy Hand-ut (website) Cnsider Penrd and Prentice Case Questins KOM: Chapters 9 and 8 Penrd and Prentice Cases Quant III: Price Elasticity due Setting Value, Nt Price - 5 -

6 9. 3/3 Prmtins Prmtins Strategy Hand-ut (website) Unilever Case Set Up (case packet) Read Unilever Case Final Exam Distributin Quant IV: Cannibalizatin due KOM: Chapters 10, 13, 14 Cmmunicatins and Custmer Respnse Beynd Paid media: s New Vcabulary 10. 3/10 Channels Unilever Brazil Case Debrief Unilever Case Write-Up Due KOM: Chapter 11 Channels f Distributin Hand- Out Tuesday Final Exam Due 3/13 5:00 PM - 6 -