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  1. 1. TEXAS STATE UNIVERSITY-San Marcos Department of Marketing MKT 5321: Marketing Management M 6:30-9:15pm DH 238 Spring 2005 INSTRUCTOR: Debbie T. McAlister, Ph.D. (Department Chair) TEL: 512-245-7428 (Voice) 512-245-7475 (Fax) OFFICE: DERR 226 OFF. HOURS: Monday, 5:15 pm – 6:15 pm or by appointment (normally in office 8-5 M-F) E-MAIL: WEBSITE: REQUIRED TEXTBOOK: 1. Marketing Strategy, O.C. Ferrell and Michael Hartline, 3rd edition, Thomson/South-Western, 2. E-mail address - I will use e-mail to generally communicate with the class, send reminder messages, and relay answers to questions that you may have between class meetings. 3. To enhance your professionalism and marketing perspective, it is recommended that you read business newspapers and magazines, such as the Wall Street Journal, Business Week, Fortune, and Business 2.0. COURSE DESCRIPTION: This course covers concepts, activities, and techniques related to the planning and coordination of marketing functions, marketing policies, and the analysis of marketing administration. COURSE OBJECTIVES: 1. Develop an understanding of the basic concepts and issues in marketing, including the creation of value through the integrated production and distribution of goods and services and the global, political, economic, legal, and regulatory context for business; 2. Build a working marketing vocabulary such that you are better able to understand and discuss marketing concepts in business setting; 3. Develop an appreciation for the inherently strategic nature of contemporary marketing and for the role marketing plays in business strategy and performance; 4. Enhance your understanding of what marketing managers actually do on a day-to-day basis by taking on the role of marketing manager for an existing product/service; 5. Strengthen your ability to justify and support your decisions through information acquisition and management; 6. Extend your ability to write clearly, listen carefully, and report information in a professional and effective manner; 7. Learn how to effectively work with others with an understanding of individual and group dynamics in organizations; 8. Strengthen your appreciation for how marketing relates to complementary business functions (e.g., human resource management, accounting, production, etc…); and 9. Understand the ethical and social responsibilities of marketing management in organizations and society. SKILLS YOU ARE EXPECTED TO BRING INTO THIS COURSE: 1. Written and oral communication skills necessary for achieving graduate status; 2. General understanding of the business and economic environment, finance, accounting, statistics, and information technology; 1
  2. 2. 3. Ability to analyze and use library materials, reference resources, and research reports; and 4. Teamwork skills. PREREQUISITES: Graduate standing. THIS COURSE IS A PREREQUISITE FOR: N/A POLICIES: INSTRUCTIONAL METHODOLOGY: 1. Professional lectures; 2. Discussion of assigned readings; 3. In-class exercises, both group and individual; 4. Student written and oral presentations; 5. Classroom participation; and 6. Group (peer) evaluation. ATTENDANCE: You are expected to not only attend, but to actively contribute to the learning experience of the class. Poor attendance can significantly hurt your overall class participation grade. EXAMINATIONS: There are two examinations based on the textbook, class lecture material, and the marketing plan project. You are responsible for all assigned reading, even if the instructor does not cover it in class. No make-up exams are given. Exam 1 is a group exam, worth 15 percent of your final grade. Exam 2 is an individual exam, worth 25 percent of your final grade. To prepare for the exams, take an action-oriented and repetitive approach (outline chapters as you read; rewrite major concepts as you study). Exams are graded for level of quality in responses, including the use of appropriate marketing language and relevant practical example MAKE-UP AND LATE WORK POLICY: Be sure to allow adequate time to solve unanticipated problems with respect to deadlines. Submissions turned in late during class or within 24 hours of the deadline will receive half credit. Submissions more than 24 hours late will not be accepted. Exceptions to this policy may be granted for emergencies. ASSIGNMENTS: Marketing Plan Team Project (35%) Action Plan and Group Contract Due: February 7 Rough Draft #1 Due: March 7 Rough Draft #2 Due: April 11 Final Paper Due: May 2 Final Presentations: (15 minutes each): May 2, May 9 Critical Thinking: This project will require that each participant and each team assume the role of “marketing manager” for one real-life product or service. The marketing plan team project is analytically challenging, requires creativity, and facilitates improvements in oral and written communication skills. Most marketing managers are highly skilled MBAs who are responsible for overseeing one product or product line. In this regard, they make a variety of marketing decisions, including those that focus on product issues (e.g., development, extension, and deletion), pricing strategies (e.g., cost-based, demand-based, prestige), integrated marketing communications/promotion programs (e.g., advertising, personal selling, sales promotion, publics relations), and distribution channel/supply chain management matters (e.g., intensity of market coverage, vertical marketing system structure). The marketing manager makes these decisions within the context of ethical, global, political, social, legal and regulatory, environmental, technological and competitive factors. Written and Oral Communication: In small groups, marketing management teams will write a comprehensive marketing plan and prepare professional presentations with MS PowerPoint. Writing and presenting marketing plans provide an opportunity to showcase your hard work, creative ideas, and marketing knowledge to peers and the instructor. The two rough drafts are not graded, but provide valuable insights for developing the final project 2
  3. 3. and final presentation. I will preview your presentation and/or written document for an un-graded analysis and recommendations. Teamwork: The success of your team will greatly depend on the ability of the team members to work together. Working well as a team requires that each member learns to cope with different personalities of the other team members. A strong team does not let differences in schedules, age, gender, or experiences interfere with their performance. If a team member does not carry his or her share of the work, that individual should be warned of the need for improvement. I should be considered an ex officio member of each group and kept apprised of developments, especially when the team is approaching the decision to remove a team member for non- performance. Information Technology & Research: All data sources, including interviews, websites, company reports, magazine articles, and others, must be referenced in the written report. Any material taken directly from another source must be placed in “quotes” or properly reworded and sourced. The failure to give full credit can be grounds for plagiarism. A sufficient amount of secondary research is normally available on the Internet and in the library to complete the project. All students must be proficient in using online databases available through Alkek Library. Personal Marketing Plan: The Brand Called You (15%) You will be developing a written marketing strategy designed to facilitate your reflective thinking, professional development and career strategy. A lecture and worksheets from your professor support this assignment. This project focuses on your professional goals, by developing your own marketing strategy for securing a new position or advancing your career. The plan is due February 14 at the beginning of class. Class Leadership, Participation and Professionalism (10%) A goal for this classroom is to have a positive, courteous, and respectful environment that is conducive to learning. Attendance, participation, daily assignments, and professionalism count toward this grade. Irreverent and off-topic comments can also affect the participation grade. Class participation grades will be assessed using the Participation Continuum at the end of the syllabus. Both you and I will interactively work to finalize this grade. At the end of the term, I will pass out a copy of the participation continuum. You will be asked to evaluate and explain your performance on this form. I will collect, carefully read, and then assess each form. GRADE EVALUATION: Marketing Plan Team Project 35% Personal Marketing Plan 15% Examinations 40% Class Leadership, Participation and Professionalism 10% TOTAL: 100% Final course grades will be based on a straight 90 (A), 80 (B), 70 (C), 60 (D), and, less than 60 (F) continuum. For this reason, you should work to solidify and ensure that you finish the course within the grade range you desire. The emphasis should be on balance, don’t focus on a project at the expense of the exams and vice-versa. Team project scores may be adjusted for peer evaluations, so please ensure your strong commitment, participation, and contribution to all team assignments. You will be providing feedback on team members’ relative contributions and efforts. If an individual member’s contribution averages less than 90 percent, then he or she will receive that percentage of the team’s grade. Members whose overall assessments total 90 percent or higher will receive the team’s grade. All assignments and the marketing plan must be computer generated (double-spaced, 12 pt. font, with one-inch margin on all sides). Correct grammar, spelling, sentence structure, and word selection are required. If you need 3
  4. 4. any assistance, please contact the Writing Center at the Department of English (245-3018 or 245-2169). The center offers a developmental and word processing lab. Faculty and students must retain a record of all graded coursework (projects, quizzes, exams, etc.) for at least one semester. These may be necessary as evidence to resolve any disputes in grades assigned. DROP/WITHDRAWAL: A "W" will be automatically assigned if the drop/withdrawal procedure is completed on or before February 4. If the drop/withdrawal procedure is completed between February 5 and April 21, a "W" will be assigned only if the student is passing the course on the date the registrar processes the drop. Otherwise, an "F" will be recorded. Students should consult the instructor prior to dropping or withdrawal from the class. The instructor will inform student of the grade that will be assigned. HONOR CODE: All students are required to abide by the Texas State University honor code. The pledge for students states: Students at our University recognize that, to insure honest conduct, more is need than an expectation of academic honesty, and we therefore adopt the practice of affixing the following pledge of honesty to the work we submit for evaluation: I pledge to uphold the principles of honesty and responsibility at our University. The complete honor code may be found at under attachment I. ACADEMIC HONESTY: Submission of any work for a grade for which unauthorized help has been received is termed academic dishonesty and will be grounds for a failing grade in the course. "Unauthorized" is a term used here to designate stealing, copying (with or without permission), collaboration with other individuals or sharing programming code outside of sanctioned group activities. Students are strongly encouraged to refer to the Texas State student handbook for policies related to academic dishonesty. These policies may be found at This instructor views any such act as a clear violation of ethical standards and will take appropriate disciplinary and punitive action. CLASSROOM CIVILITY: Classroom professionalism and civility are to be maintained at all times. To create an environment that is conducive for teaching and learning, appropriate social conduct is required. Pagers and cellular phones are to be turned off or set to vibrate. No eating, drinking, sleeping or chatting when class is in session. No walking in and out during exams or when class is in session. Please limit personal and side conversations. For further information, please see Students’ Responsibilities on Advising and Learning found at STUDENTS WITH DISABILITIES: A student with a disability may require an accommodation(s) to participate in the course. They must contact the instructor within the first two weeks of the semester. They will be asked to provide documentation from the Office of Disability Services (ODS) at that time. Failure to contact the instructor in a timely manner will delay any accommodations they may be seeking. Ongoing care by a physician does not automatically qualify you as an ODS special needs student. Students are required to file paperwork for accommodations with ODS each semester. Accommodations granted one semester do not automatically carry forward to the next. See UPPS No. 07.11.01 for additional information. RELIGIOUS HOLY DAYS: Special rules apply to students who are absent for the observance of a holy day (see UPPS 02.06.01). If absences are anticipated for religious holy days, the student must notify the instructor no later than the University’s 15th class day of the semester. Notification forms for planned absences may be obtained from the Dean of Students Office. The instructor must sign the form before it becomes a valid document for the student. 4
  5. 5. PERSONAL MESSAGE FROM DR. DEBBIE T. MCALISTER: Welcome to MKT5321. After teaching MBAs at various universities, I believe graduate students expect and learn most from instructors who are well-organized, focused on creating skills applicable in the workplace, and able to showcase both individual and group work. I have created a class experience founded on the guiding principle of marketing – excellence in product development and a focus on customer orientation and satisfaction. Throughout this syllabus, you will see evidence of this philosophy. I have high expectations for my students - expectations that you value, learn, contribute to, and show respect and interest in this marketing class. From me, you can expect professionalism, preparation, helpfulness, timely responses to your work and questions, and cutting-edge information and thought in marketing. COURSE OUTLINE (Tentative: Subject to Change) DATE CLASS FOCUS & OBJECTIVES LECTURES & ASSIGNMENTS 1/24 Understanding class structure and expectations Lectures - Welcome to MKT 5321, The Brand Called You, Behavioral Style & Team Success Meet with clients and SBDC Representatives Determine team assignments for Marketing Plan Learning about “marketing yourself” REMINDER: Library Exercise due 1/31 Understanding behavioral style – individual and group dynamics in organizations 1/31 Preparing and writing a marketing plan Library Exercise due Setting standards of professionalism Lectures: Strategic Marketing Planning, Professionalism Develop team action plan for marketing plan project Read Chapters 1, 2 REMINDER: Action Plan and Team Contract due 2/7 2/7 Conducting research for information acquisition Action plan and Team Contract due and management —global, regulatory, economic, legal, ethical, competitive, customer, and Lectures: External, Internal, & SWOT Analysis, organizational analysis Customer Analysis, Competitor Analysis Read Chapters 3, 4 REMINDER: Personal Marketing Plan due 2/14 2/14 Constructing marketing goals and objectives Personal Marketing Plan due Lecture: Developing Goals and Objectives 5
  6. 6. 2/21 Developing customer relationships Lectures: Customer Relationships, Developing Marketing Strategy Creating a marketing strategy—creation of value through integrated production and distribution of Read Chapters 5, 6 goods and services Review for Exam #1 2/28 Exam 1 (chapters 1-5) REMINDER: Rough Draft due 3/7 Work on Marketing Plan 03/07 Assessing progress on the marketing plan Rough Draft #1 Due Teams meet with Dr. McAlister 03/13-0 Spring Break 3/20 03/21 Developing the marketing mix Read Chapters 7, 8 & 9 Lectures: Product Strategy, Services Marketing, Pricing Strategies, Supply Chain Management 03/28 Developing the marketing mix, continued Read Chapters 10, 11 Evaluating and controlling the marketing Lectures: Integrated Marketing Communication, program Marketing Implementation and Control 04/04 Experiencing a ethics crisis and understanding Read Chapter 12 responsibilities in organizations and society Lectures: Marketing Ethics and Social Responsibility Role-play Exercise: National Farm and Garden REMINDER: Rough Draft due 4/11 04/11 Assessing progress on the marketing plan Rough Draft #2 due Team meetings with Dr. McAlister 04/18 Presenting information in business settings- Lecture: Effective Presentations information management and reporting for business Team Exercise: Presenting your own marketing plan Review for Exam #2 04/25 Exam #2 (Chapters 6 -12) 6
  7. 7. 05/02 Marketing Plan Reports Final marketing plan due Marketing Plan Presentations Teams present marketing plans (15 minutes each) 05/09 Marketing Plan Presentations Teams present marketing plans (15 minutes each) MARKETING PLAN PROJECT: The course is designed so class topics and discussions are directly tied to the marketing plan project. Sample plans and marketing plan worksheets are available. Students are required to plan and write a marketing management project and present their findings in a formal report. A working understanding of the electronic databases available at Alkek Library is required to successfully complete the project. Part of the project also involves reading and interpreting current business events. The instructor’s website has a link to online research resources. Each marketing plan team will develop a comprehensive marketing plan for a client of the Small Business Development Center: 1. Michael Grish – Architect, 1907 W. 38th Street, Austin, Tx 78731 (512) 452-4489 2. Dr. Cecilia Burnside – Cats Love House calls, 8127 Mesa Dr., Ste B206 Austin, Tx 78759 (512) 343-9200 3. Norman Boyd – The Cleaning Authority 4. Lillian Aaron – Business Accounting Software, 8607 Grandview Dr. Austin, Tx 78645 (512) 267-2277 5. Chris Hunt – Silverado Smokehouse, 612 Lime Rock Dr, Round Rock, Tx 78681 (512) 577-4935 6. Nationwide Sports – Jeff Forster, 1612 Sharon Place, Cedar Park, Tx 78613, (512) 249-2611 7. Power Accessories of the Americas - Adria Tabor, 104 Hunter Ridge, San Marcos, Tx 78666 (512) 392-1990 APPENDIXES: Role-Play Exercises Role-play exercises, also called behavioral simulations, are educational and training tools developed for use in universities and professional training environments. These behavioral simulations enhance traditional approaches to learning experiences because they 1) give participants an opportunity to practice making decisions that have business content and consequences, 2) recreate the power, pressures, and information that affect decision-making at work, 3) provide participants with a team-based experience that enriches their skills and understanding of work group and organizational dynamics, and 4) use a debriefing and feedback period to allow for the exploration of complex and controversial issues in business. Presenting Your Marketing Plan The following outline is a guide for developing the oral presentation for your marketing plan. Please present the information in a succinct, persuasive and enthusiastic manner. 1. Most Relevant External, Internal and SWOT Factors (4-5 points total) 2. Goals and Objectives for Marketing Strategy (use chart for presentation) a. Qualitative Goals b. Quantitative Objectives c. Justification (very important to show integration) 3. Marketing Strategy and Tactics Recommendations a. Describe Customer Group for this Strategy b. Benefits Sought by this Customer Group c. Internal Theme of the Marketing Strategy (helps audience remember key points) 7
  8. 8. 4. Elements of the Marketing Strategy (use a chart) a. Product (new, maintain) b. Pricing (new, maintain) c. Placement and Distribution (new, maintain) d. Promotion and Communication (new, maintain) 5. Integration of Strategy (how 4 Ps work together; reinforce theme; “sell” it to audience). Participation Continuum Scale Description Top - A consistent leader in the work of class is always prepared. Has worked out an analysis of why events in material examined occur as they do as well as how these events relate to the topics under discussion. Responds to the comments of other students. An initiator of activity in the class. Listening is also given a priority. - Reasonably frequent participator in class. Responds to other students as well as the instructor. - Occasionally takes the lead in introducing a new subject. Volunteers illustrations from his or her own experience about the subjects under discussion. - Occasional contributions to the class. Occasional responses to the remarks of other students. - Answers questions from the instructor. Occasionally volunteers illustrations from her or her own experience in response to instructor’s remarks. Rarely responds to other students. - Answers questions from the instructor. Otherwise does not take part in class discussion. - Takes no part in classroom discussion or activities. Bottom ABOUT YOUR PROFESSOR: Debbie T. McAlister is Chair of the Marketing Department and a tenured associate professor of marketing in the McCoy College of Business Administration at Texas State University-San Marcos. The department strives to be nationally recognized for excellence in marketing education and applied research. From 1999-2001, Debbie was on the faculty of the College of Business and Industry at Mississippi State University. Prior to 1999, she was on the business faculty and Director, Center for Ethics at The University of Tampa. During her four years in the center, the organization received a one million dollar endowment, educated over 4500 business people, and garnered media attention. She earned a Ph.D. in Business Administration from The University of Memphis (1993), M.S. in Marketing from Texas A & M University (1990), and B.B.A. in Marketing from Abilene Christian University (1988). She has published many academic articles in journals. In 1998, she published Integrity Management: A Guide to Managing Legal and Ethical Issues in the Workplace, with co-authors O.C. Ferrell and John Fraedrich. Her second book, Business and Society: A Strategic Approach to Social Responsibility is co-authored with Linda Ferrell and O.C. Ferrell. Debbie received the 1999 Houghton Mifflin Pride/Ferrell Innovative Teacher in Marketing Award. In 2004, she received the Gary V. Woods Research Award from the McCoy College of Business Administration at Texas State. Debbie has been elected to professional positions including Vice President, Teaching and Information Dissemination for the American Marketing Association and President of the Society for Marketing Advances. She serves on the Board of Directors for, the Direct Selling Education Foundation, and the McCoy College of Business Administration Foundation. She has taught in prestigious business programs at Queen’s University (Canada), Graduate School of Business Administration-Zurich (Switzerland), Monterrey Tech (Mexico), the Vienna School of Economics and Business Administration (Austria) and Thammasat University (Thailand). Before entering academe, Debbie was in product management with Texas Instruments, where she was part of the team that launched the microLaser printer line. She also interned at the advertising agency handling the Dell and Kia accounts. In her personal time, Debbie enjoys traveling to foreign countries, reading fictional crime, attending college sporting events, and spending time with her family. She is married to Mark McAlister and they are the proud parents of Rebecca and Reed. 8
  9. 9. MKT 5321 Student Profile Name ______________________________________________________________________ Last First Local Mailing Address ________________________________________________________________ _________________________________________________________________ Home/Cell/Work _________________________________________________________________ Email _________________________________________________________________ My top three choices for the SBDC project: 1) _________________________________________________________________ 2) _________________________________________________________________ 3) _________________________________________________________________ In a team setting, my major contributions are: _________________________________________________________________ _________________________________________________________________ What I hope to accomplish this semester in MKT 5321: _________________________________________________________________ _________________________________________________________________ 9