MKT 5360 Marketing Concepts and Strategies
Summer II 2015
Instructor: Dr. Roy Howell / Class Time: M-F 1:00 pm – 3:20 pmOffice: Rawls 337W
Office hours: 12:00-1:00 pm daily, and by appointment / Office Phone: 806-834-1543
Classroom: Rawls 0019 / Email:
DESCRIPTION AND BACKGROUND OF COURSE
This course examines marketing functions, the institutions that perform them, and the study of marketing planning, strategy, and tactics. This includes the organization, execution, and control of the marketing effort.
The focus of this course is on marketing concepts and strategies. Its objective is to provide the student with an understanding of the role of marketing within the business firm. The course centers on marketing decision-making within the organization and the task of adapting creatively and ethically to a changing environment, especially the global environment, in order to achieve the firm’s objectives. Developing the student’s decision-making and analytical ability will be a major thrust of the course.
TEXTBOOKS & READINGS
Kotler & Keller, A Framework for Marketing Management, 5th ed., Pearson-Prentice Hall (2012, ISBN 978-0-13-253930-2).
STUDENT LEARNING OBJECTIVES FOR THIS COURSE
Upon completion of this class, students should be able to understand, interpret, and appropriately use marketing concepts, theories, and models, including the following:
1. Developing strategic marketing plans
a. Understanding the nature of competition
b. Understanding the role of marketing in organizations
c. The concept of strategy in marketing
d. Foundations of strategic market planning
2. Analyzing marketing opportunities
a. Customer analysis
b. Competitor analysis (their resources)
c. Market analysis
d. Environmental analysis
e. Self-analysis (our resources)
3. Determining marketing tasks, tools, and variables
a. Communications: personal and mass
b. Price practices and policies
c. Channels of distribution
d. Product policy
4. Developing marketing strategies
a. Strategic assessment of offerings
b. Sustainable growth
c. Obtaining a sustainable competitive advantage
d. Effectiveness strategies
e. Efficiency strategies
f. Strategies for growth, mature, and declining markets
g. Strategies in a global environment
5. Evaluating, valuing, and implementing strategies
a. Marketing planning, organizing, and budgeting
b. Marketing implementation
c. Marketing performance assessment
CLASS SCHEDULE
(Check this syllabus on-line for changes and updates)
Class
/Date
/ Lecture Topic / Readings / Assignments (on Blackboard)1 / 7/7 / What is marketing? / Ch 1 / Lecture 1
2 / 7/8 / Marketing strategy / Ch 2 / Competitive Rational.
3 / 7/9 / Research / Ch 3 / Macromix, Dunkin’
4 / 7/10 / Customer Value / Ch 4 / Customer Value, ROQ
5 / 7/13 / Customer Behavior / Ch 5-6 / CB
6 / 7/14 / Market Segmentation / Ch 7-8 / Segmentation
7 / 7/15 / Positioning / Ch 9 / Positioning
8 / 7/16 / Brand Equity / Ch 8 / Brand Equity
9 / 7/17 / Exam I / Ch 1-9
10 / 7/20 / Product/Service Strategy / Ch 10-11 / Defender, NBVT, NPr
11 / 7/21 / Pricing Strategy / Ch 12 / Pricing
12 / 7/22 / Channels / Ch 13 / Channels
13 / 7/23 / Retailing & Logistics / Ch 14
14 / 7/24 / Marketing communications / Ch 15-16 / AdvPr., Persuasion
15 / 7/27 / Review
16 / 7/28 / Exam II / Ch 10-16
PowerPoint presentations are also available at http://rhowell.ba.ttu.edu
COURSE POLICY AND PROCEDURES
There will be three exams in the course. Other assignments may be required as needed. In class participation will be evaluated and may be taken into account in “close” cases for the assignment of the final grade. I intend to schedule some guest speakers but have not confirmed their availability. The schedule will change accordingly.
Evaluation and Grading: (Operating Procedure 34.12)
This course has a total of 200 points available, allocated as letter grades according to the following percentages:
90 – 100 = A (Excellent)
80 – 89 = B (Good)
70 – 79 = C (Average)
60 – 69 = D (Inferior)
0 – 59 = F (Failure)
The points you can earn toward the grading scale are outlined in the table below.
ASSESSMENT OF LEARNING OUTCOMES
Assignment Number/Type / Points / GradeGuidelines / Competency
Exam I / 100
Exam II / 100
Late Assignments / Missed Exams Policy: Due dates for assignments are listed on the Class Schedule in the syllabus. Late assignments will not be accepted. Missed exams are not allowed. There are no make-up exams.
Attendance/Tardiness: Class attendance is important to success in this course. If you must miss a class for a valid reason, email the instructor in advance or as soon as reasonably possible to explain the circumstances.
STUDENT COMPETENCIES FOR THE HOM DEGREE
Competency / Description / Taught in classYes / No
I. Communication and Relationship Management / 1. Writing Skills (SLO 6) / Prepare effective business communications / X
2. Presentation Skills
(SLO 6) / Demonstrate effective oral communication and presentation skills / X
II. Leadership / 3. Leading and Managing Others (SLO 4) / Hold self and others accountable for organizational goal attainment / X
4. Ability for Honest Self-assessment / Demonstrate reflection through self-assessment / X
5. Problem-solving and Decision-making (SLO 1) / Apply evidence-based decision making techniques to healthcare questions / X
III. Professionalism / 6. Personal and Professional Ethics (SLO 2) / Adhere to ethical business principles and exhibit ethical behaviors; fulfill one’s commitments / X
7. Working in Teams
(SLO 5) / Create, participate on, and lead teams, including inter-professionalism / X
IV. Knowledge of the Healthcare Environment / 8. Healthcare Issues and Trends (SLO 3) / Explain and discuss important issues in healthcare, including circumstances causing major changes and reform in U.S. health care delivery / X
9. Healthcare Legal Principles (SLO 2) / Discuss and critically analyze health-related legal principles including standards, regulations, and risk management. / X
10. Health Policy (SLO 3) / Articulate the impact of health policies on the delivery of health services / X
V. Business and Analytical Skills / 11. Financial Mgmt (SLO 7) / Ability to compile and analyze financial data / X
12. Human Resources
(SLO 4, 7) / Apply methods and techniques related to the management of health care organizations, employees and professional staff / X
13. Organizational Dynamics & Governance (SLO 4,7) / Articulate and explain the roles, responsibilities, structures, and influence of governing bodies in health care organizations / X
14. Strategic Planning
(SLO 7) / Ability to perform environmental analysis and develop strategic alternatives; discern competitive strategy; formulate business strategy based on evidence / X
15. Marketing (SLO 7) / Analyze and assess markets, market segmentation, strategy, change and innovation / X
16. Info Management/ Understanding & Using Tech Skills (SLO 7) / Apply techniques and methods to plan, design, implement and assess information management and communication / X
17. Quality & Performance Improvement (SLO 7) / Identify relevant problems and apply concepts of process improvement and patient safety / X
18. Quant Skills (SLO 7) / Analyze data and interpret quantitative information / X
19. Planning and Managing Projects (SLO 4, 7) / Design, plan, implement and assess projects and develop appropriate time lines related to performance, structure and outcomes / X
20. Economic Analysis and Application (SLO 7) / Analyze and apply economic theory and concepts to decision making. / X
MBA Student Learning Outcomes
1. MBA graduates should have the ability to identify, analyze, and propose reasonable solutions to problems. (HOM 5)
2. MBA graduates should have the ability to identify and propose solutions to ethical dilemmas, and legal and social issues. (HOM 6, 9)
3. MBA graduates should understand how the various parts of a business and its environments interact. (HOM 8, 10)
4. MBA graduates should have the ability to lead and manage in an organization. (HOM 3, 12, 13, 19)
5. MBA graduates should understand how to work effectively in teams to accomplish organizational goals. (HOM 7)
6. MBA graduates should develop effective communication skills -- oral, written, and listening. (HOM 1, 2)
7. MBA graduates should understand and apply the body of knowledge in business -- accounting, finance, management, marketing, and information systems. (HOM 11-20)
8. MBA graduates should understand the basic interrelationships of cultural and international differences in the business environment.
9. MBA graduates should understand and apply skills for identifying and pursuing job opportunities.
ACADEMIC INTEGRITY / DISHONESTY (Operating Procedure 34. 12)
As stated in the TTU Catalog: “It is the aim of the faculty of Texas Tech University to foster a spirit of complete honesty and a high standard of integrity. The attempt of students to present as their own any work that they have not honestly performed is regarded by the faculty and administration as a serious offense and renders the offenders liable to serious consequences, possibly suspension.”
DISABILITY ACCOMMODATION (Operating Procedure 34.22)
Any student who, because of a disability, may require special arrangements in order to meet the course requirements should contact the instructor as soon as possible to make any necessary arrangements. Students should present appropriate verification from Student Disability Services during the instructor’s office hours. Please note: instructors are not allowed to provide classroom accommodations to a student until appropriate verification from Student Disability Services has been provided. For additional information, please contact Student Disability Services in West Hall or call 806-742-2405.
RELIGIOUS HOLY DAY OBSERVANCE (Operating Procedure 34.19)
A student who intends to observe a religious holy day should make that intention known in writing to the instructor prior to the absence. A student who is absent from classes for the observance of a religious holy day shall be allowed to take an examination or complete an assignment scheduled for that day within a reasonable time after the absence.
GRADE AND COURSE COMMUNICATION: Blackboard
Course announcements, syllabus, handouts, supplemental readings, PowerPoint slides, and grades are made available through Blackboard. All students are required to regularly check the class Blackboard space for announcements. Blackboard is also used to submit class work.
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