Marketing Management MKT430

Transcription

1 Fall 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. Occasinally, students will be asked t individually answer case questins psted n the Blackbard web-site, as part f preparatin fr the next day s class. Grups As nted abve, teamwrk is an essential cmpnent f the curse. Grups f 4-5 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 12/3 and be due at 5:00 PM n 12/10. This is a take-hme assignment. Details n the final exam frmat and due date will be available later. Page 1

2 Curse s The curse pack and the Kellgg n (Tybut and Calder) bk are bth required and may be purchased at the bkstre. In additin, the fllwing textbk may be a nice additin t yur library f business bks: Philip Ktler & Kevin Lane Keller, A Framewrk fr Management. This bk prvides a cmprehensive general backgrund n marketing and is a gd reference. It is nt, hwever, the explicit fcus f class discussin r assignments and it is nt required fr the curse. Grading Each student's verall curse grade will be based upn the fllwing: Class cntributin 5% Quantitative analysis assignments (individual) 5% each Datril case write-up (grup) 5% Calyx & Crlla case write-up (grup) 15% Synthrid (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. In additin, cmpletin f pre-class discussin assessment questins will be factred int class participatin grades. 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 35%. Attendance Plicy I want yu in class every sessin; yur learning is cheated by missing class. Each student shuld select a seat at the secnd class sessin; this will be yur assigned seat fr the term. Class will start precisely at the bttm f the hur and each student is expected t be prepared t begin at that time. Once class begins, yu may leave the classrm nly in case f an emergency. Page 2

3 Hwever, I realize that ther cmmitments smetimes make missing a class unavidable. Yu have tw free misses. Missing mre than tw class sessins may affect yur grade. Cell phnes shuld nt be used in class, except in emergencies. 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. Written cases are t be prepared by grup members nly. The cases are nt t be discussed with ut-f-grup 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. Page 3

4 Preliminary Curse Schedule Fall Date Tpic In-Class s 9/24 Intrductin The Cncept handut Supprting Putting the Custmer First Always 2. 9/27 Math Math hand-ut Cnsider case discussin questins Shedding the Cmmdity Mindset Financial Aspects f Management Case: Brs Crd and Wire Cmpany 3. 10/1 Analysis Analysis handut Quantitative I: Break-Even due 4. 10/4 Analysis McDnalds Discussin 5. 10/8 Analysis Datril Debrief Datril (website) Write-Up due in class Individual answers due by 10/7 at 5pm Page 4

5 6. Date Tpic In-Class s 10/11 Segmentatin, Psitining Segmentatin, Psitining hand-ut Supprting KOM: Chapters 2 and 4 Rediscvering Segmentatin 7. 10/15 Segmentatin, Psitining Segmentatin, Psitining hand-ut Quantitative II due Custmer Value Prpsitins in Business s 8. 10/18 Segmentatin, Psitining Tata Nan Case Cnsider Tata Case Questins 9. 10/22 Segmentatin, Psitining Calyx & Crlla Debrief Calyx & Crlla Writeup due /25 Research, Cnsumer Behavir TiVO Case KOM: Chapter 18 Research: What is Research Page 5

6 11. Date Tpic In-Class s 10/29 Research, Cnsumer Behavir TIVO Case TiV Individual Answers due 10/28 at 5pm Supprting KOM: Chapter 6 Kellgg n Branding: Chapter 6 (case packet) /1 Prduct/Service Design and Branding Prduct/Service Design Hand- Out Discvering New Pints f Differentiatin /5 Prduct/Service Design and Branding Branding Hand-ut Quantitative III Due The New Appeal f Private Label If Brands are Built ver Years, Why are they Managed ver Quarters? /8 Pricing Pricing Strategy Hand-ut (website) KOM: Chapters 9 and 8 Setting Value, Nt Price /12 Pricing Synthrid Cases Synthrid Write-Up Page 6

7 Date Tpic In-Class s Supprting /15 Prmtins Prmtins Strategy Hand-ut (website) Unilever Brazil Case Set-Up Quantitative IV Due KOM: Chapters 10, 13, and 14 Cmmunicatins and Custmer Respnse /19 Prmtins Prmtins Strategy Hand-ut (cnt.) The Frtune at the Bttm f the Pyramid /22 12/3 Integrated Distributin Unilever in Brazil Unilever in Brazil Write- Up due Invisalign Case Individual Questins due 11/26 at 5pm Final Exam Released KOM: Chapter 11 Make Yur Dealers Yur Partners /6 Applicatin Yurself Interviewing STP Interviewing 12/10 Final Exam Due 5:00 PM Page 7