Marketing Planning & Problem Solving

*** UPDATED ***

MBA SEMINAR in MARKETING MANAGEMENT

[MKTG 600; WINTER 2010]

Instructor: E. Vincent [“Vince”] Carter, Ph.D. Class Room:(changed) Science III#107

Office: 107 BPAClass Time: TR 5:20 – 7:25pm

Phone: (661) 654 - 6776 Office Hours: TR 9:30 - 11:30pm

E-mail:

REQUIRED TEXTS

CONCEPTS: The Marketing Plan Handbook, Marian B. Wood, Pearson Prentice Hall [ISBN# 10-0135136288]
CRITICAL THINKING: The Miniature Guide to Critical Thinking. R. Paul & L. Elder [@ CSUB Bookstore]

LEARNING OUTCOMES

This 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:

Understand the strategic role of the marketing function within an organization
Know strategic marketing concepts, principles, and terminology
Perform strategic marketing planning as a systematic process of specialized skills, including:

a)Marketing situation analysis -- environmental scanning and competitive/market intelligence

b)Understanding markets and customers – value creation, need satisfaction, problem solving

c)Segmentation, target marketing, and positioning – strategic customization and connection

d)Plan market growth direction, objectives, and support – strategic navigation

e)Develop marketing strategies and programs – the marketing mix (4Ps)

f)Track progress and control implementation – execution management

Apply the strategic marketing imperative of providing value and building relationships
Acquire a global perspective for market analysis, strategic planning and marketing program development
Adapt to dynamic digital technology trends influencing markets and marketing strategies
Adopt marketing ethics and processes that insure socially responsible strategic planning.

Dr. Carter [WINTER 2010]

MBA SEMINAR in MARKETING MANAGEMENT

[MKTG 600]

COURSE METHODOLOGY

This course is taught in two phases tailored to specific marketing planning skills and applications. The first phaseaddresses“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. A Marketing Strategy Planning Exam worth 20% of the course gradeassessesbasic marketing planning knowledge.

At the onset of the first phase, however, students will participate in a three session “Critical Thinking” module designed to improve systematic reasoning skills for strategic market mapping (macro) and measurement (micro). Critical thinking expert and business law scholar Dr. Donavan Ropp will conduct this opening first phase module, using materials attached to the syllabus, posted to the course website, and contained in the supplemental text listed above. This “Critical Thinking” exercise accounts for 10% of the course grade.

The second phaseaddresses “MarketApplication” in order to provide students with a hands-on “real-world project to demonstrate marketing strategy mastery. This quarter, the project focuses on a unique downtown Bakersfield site that is a hidden treasure for local commerce and community. The mixture of commercial assets and community aesthetics reflects the old world Mediterranean and new world modernity that characterizes this urban “market-villa.” By purposely contrasting this eclectic 2nd phase “Market Application” case with the erudite 1st phase techniques for “Market Analysis” and “Critical Thinking, students should acquire an appreciation for subtle nuance of finding an appropriate marketing strategy fit. Working in project teams of 5 or fewer, students will perform field visits to the site and meet with the proprietor/tenants to help formulate their strategic “market-villa” proposal. The final “market-villa” proposal will be evaluated as an in-class presentation (25%) and as a comprehensive report (40%).

Dr. Carter [WINTER 2010]

MBA SEMINAR in MARKETING MANAGEMENT

[MKTG 600]

GRADE ASSESSMENT

1) Critical Thinking Exercise [January 12th, 14th, 19th]10 pts.

2) “Market Analysis” Strategic Concepts Exam [THURSDAY, FEBRUARY18th]25 pts.

3) “Market-Villa” Strategy Group Presentation [TUESDAY MARCH16th]25 pts.

4) “Market-Villa” Strategy Group Report [Due by e-mail MARCH 20th]40 pts.

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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

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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 POLICIES

1)ATTENDANCE & PUNCTUALITY are required. 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 documents. Assignments may be submitted electronically via e-mail attachment or in hardcopy form.

3)The instructor reserves the right to modify the course schedule and assignment/point requirements based on unforeseen time constraints, student performance, or classroom circumstances. Students will be notified in advance of any proposed course modifications.

4)ACADEMIC INTEGRITY: This course fully complies with the University policy for Academic Integrity and Academic Dishonesty. Sanctions are enforced in accordance with pages 80 & 81 of the CSUB Catalog.

5)ACCOMMODATIONS FOR PHYSICAL OR LEARNING DISABILITIES: This course fully supports accommodations for physical and learning disabilities. Eligible students should present themselves to the professor during office hours or before/after class to make appropriate arrangements.

Dr. Carter [WINTER 2010]

MBA SEMINAR in MARKETING MANAGEMENT

[MKTG 600]

COURSE SCHEDULE

• WEEK 1: Orientation to “Market Analysis” – Mapping & Measuring Macro/Micro Markets

1) Read and discuss syllabus

2)Preview marketing strategy concepts (chapter 1)

PHASE ONE: MARKET ANALYSIS FOR STRATEGIC THINKING

• WEEKS2 & 3: CRITICAL THINKING MODULE

1)Introduction to “Framework Themes” and learning participation

a)Individual “self-examination” of thinking dynamics

b)Collective “group-interaction” with thinking approaches

2)Illustration of “Model Elements” using a common “Market Analysis” goal

a)Macro-marketing analytical reasoning and assumptions

b)Macro-marketing analytical reasoning and assumptions

3)Illumination of “Model Applications” based on macro/micro “Market Analysis” feedback

• WEEKS 3 - 6: Marketing Strategy Concepts for Conducting Market Analysis

1)Read Concepts Text chapters 1 - 4

2)Discuss concepts and related experiences in class

3)Learn strategic concept frameworks at an intuitive level of understanding

4)Review Exam Pool Items

** Marketing Strategy Planning “Essay & M-Choice”Exam – THURS.Feb. 18th [25 Points] **

Dr. Carter [WINTER 2010]

MBA SEMINAR in MARKETING MANAGEMENT

[MKTG 600]

PHASE TWO: MARKET APPLICATION ~ A “MARKET-VILLA” STRATEGY PROPOSAL

• WEEK7A: Orientation to “Market-Villa” Strategy Project & Site Visit

1)Read “Market-Villa Strategy Project Guide”

2)Select Project Teams

3)Select initial marketing strategy theme (needs/wants value/benefit profile)

4)E-mail project team members and marketing strategy theme to Prof. Carter

5)Meet proprietor/tenants and tour the site (Truxtun & N Street – North/East corner)

• WEEK7B: Strategic Market Navigation – Planning Direction

1)Read Concepts text chapter 5