Marketing Policy and Strategy

The University Of Mississippi School of Business Administration MKTG 551 Marketing Policy and Strategy Fall 2009-2010 Dr. Robert M. Cosenza
Phone: (662) 342-4765	E-Mail: rcosenza@olemiss.edu
Office: TBA	Office Hours: See Office Hours Link
Time: WED: 6:00-8:45 pm, Desoto, Tupelo	Location: Assigned DE classroom


Prerequisites: Senior Standing; 15 hours of marketing courses, to include 351, 367. If you are taking this class for graduate credit, you will be required to complete an additional project that requires a knowledge of the Marketing Management/ Strategy literature and an application of the concepts and techniques of Marketing Management/ Strategy to solve a managerial marketing problem.
Required Texts ISBN: 9780073381138 Title: MARKETING MANAGEMENT Author: J. Paul Peter, Jr,James Donnelly, Publication information: McGraw-Hill/Irwin Description: 8.0"x10.1"x1.3"; 3.5 lb; 832 pages Hardcover; 2008-10-03 Other recommended texts: A Basic Marketing text, Finance text, and Accounting text. Cases: TO BE ANNOUNCED
*Required Readings:* Daily Reading of the Wall Street Journal and Articles To be Listed at a Later Date. Required Site Readings: Yahoo Finance Google Finance Reuters Finance
REQUIRED LIBRARY RESOURCES	The UM Libraries
Catalog Description: An integrated analytical approach to the study of a company's marketing management program; emphasis on marketing planning and programming for optimum profitability. The course provides a foundation for an understanding and application of the concepts necessary to develop a strategic/tactical marketing plan and manage an enterprise's marketing efforts. The course provides a balance of theory and practice. Managerial decision making (using decision information) is stressed throughout the course. The concepts developed in the course should enable student trained managers to develop, implement, and control ethical marketing decisions for effective marketing strategy.
Course Objectives: (Evaluation Criteria in Parens) After completion of this course you should be able to: Communicate in the language of marketing and use the presentation technology available for effective marketing presentations-the use of "actionable writing", and Power Point. ( Case/Project Presentation)
Apply marketing concepts to the analysis of marketing problems. (Exams, Cases, and Critical Thinking/Application Assignments)
Make critical marketing decisions utilizing a well thought out, individualized, managerial decision style. (Project, Cases, and Critical Thinking Exercises)
Analyze, plan, implement, and control marketing programs. (Cases, Project)
Integrate the marketing concept in a company using the Marketing Management process. (Exams and Cases/Project)
Organize and function as an empowered Marketing decision team. (Team Critical Thinking Exercises)
Analyze the strategic competitive marketplace to optimize competitive advantage. (Cases/Project: Additional Graduate Objective- if applicable)
Develop, write, implement, and control a comprehensive marketing plan. (Project: Graduate Objective - if applicable)
General Information: The instructor will act as a discussion leader and facilitator for learning in the course. You will be responsible for all of the reading/problem/case assignments. Since it will be almost impossible to cover all of the topics during class time, the instructor will focus on certain key topics. HOWEVER, YOU ARE RESPONSIBLE FOR ALL OF THE ASSIGNED MATERIALS. In addition, I strongly suggest that you subscribe/read the WSJ on a daily basis, and as many business publications (BUSINESS WEEK) that you have time for. Articles and cases will also be assigned for reading and classroom discussion. These articles will be available online in the virtual database section of the Library. In class exercises/cases will be used throughout the course. You will be called upon to provide insights/solutions to the problems/cases/exercises in class. Exams could be multiple choice,problems, cases, and essays. Exams will be given on the dates assigned.
Technology Requirements: YOU MUST HAVE ACCESS TO THE VIRTUAL LIBRARY AND LEARN HOW TO USE IT. You must know how to use a word processing program, spreadsheet program, and presentation software preferably Power Point. This software will be used in all of your assignments, preferably in an integrated manner.
Project Links: See: STAT USA LIBRARY: Market Data--some data are surrogate type. Tiger Census: For mapping demographic census data by area...finding your audience and the numbers. Most data is free...look for your market areas. Zapdata: For additional Market Analysis. NAICS: NEW!!! Modified SIC coding. NAICS CENSUS: Go here first for Industry data. ERSYS Demographic, Lifestyle and Economic Data Financial Calculators Here Yahoo Finance Google Finance Reuters Finance Google Blogs The Virtual Library Also see Updates/News on main web page.

Course Requirements: There will be three exams, 1 (one) Major Case Presentation, and one random short presentation of an in class case assignment and/or short in class assignments/problems. Class/case leadership grade will be determined by your participation/leadership (on a random basis) for the assigned case/problem for that class period. ALL, Yes that's ALL assignments are to be turned in on the day required in HARD copy, yes Hard copy ------NO, yes I said NO assignments will be accepted by e-mail, -------for Any, yes I said ANY reason. No hard copy, means no grade for that assignment.
School of Business Administration : Statement of Academic Integrity The School of Business Administration upholds honor and academic integrity in all of its teaching, research, and service activities. All business faculty, staff, and students are charged with the responsibility to behave with personal and professional integrity and to refrain from dishonorable conduct.

Grading:

Exam #1	150 points
Exam #2	150 points
Final Exam	200 points
Individual Case Analysis and Presentation	300 points
Participation, including critical thinking assignments, cases, etc.	300 points
Total Available Points	1100 points
TOTAL Grade Basis	1000 points

A	910 or better
B	801-909
C	701-800
D	600-700
F	<600

MISSED EXAMS: Makeup exams (for in class exams) will be given only if you have an adequate excuse and solely at the instructors discretion. No lates accepted for take home exams.

Attendance: You are required to be in class for all scheduled classes and online whenever we are online. If you miss more than one class (other than tests, and presentations-when you should be present) for any reason, your grade will be lowered one letter grade for each class missed thereafter. No exceptions.

Participation (individual)

I expect you to attend all classes. You are responsible for making your contribution heard and your presence felt in class. Keep your remarks relevant, timely, and constructive. If a medical, professional or personal emergency causes you to miss a session, get the notes and handouts for the class from a colleague or my web site (if available) and consult your syllabus for the next set of assignments. Reading and preparation of the cases assigned are the the keys to understanding any subject matter; but, it is particularly important in your attempt to understand marketing strategy/policy. Since our class time is limited, it is important that we utilize the time we have to discuss those concepts that the majority of the class may find difficult to understand/grasp. By reading the material and preparing the cases before coming to class, you will take away from the class discussions of the information that will aid you in the development of your individual case assignment.

Individual Case Analysis and Presentation

NOTE: Written Case along with PPT Slides in hard copy form must be turned in on the day of your presentation.

PRESENTATION REQUIREMENTS: You will be emphasizing the concepts from the book and the class discussions in answering in critical depth and detail-the questions linked to your case. Your have 30 minutes to present the case and discuss the case with the class. Then we will debrief at the end of class.

Student presenting the case must cover all of the questions linked to the case in critical depth and detail.

ALL students EXCEPT those presenting must type out in detail the following short case analysis form -FOR EACH CASE OF DAY-for use in discussion of the case and turned in (make two copies of each). GO HERE FOR SHORT CASE ANALYSIS FORM. These will be worth up to 25 participation points EACH.

Student Name, (Presentation Number), Case # (Keyed in Schedule Section Below)

ALL, Yes that's ALL assignments are to be turned in on the day required in HARD copy, yes Hard copy ------NO, yes I said NO assignments will be accepted by e-mail, -------for Any, yes I said ANY reason. No hard copy, means no grade for that assignment.

Name	Case	Presentation Date
Bradley	#4 Coach	10/28
Randle	#14 Hips Feel Good	11/11
Scribner	#21 Cowgirl Chocolates	11/11
Ray-Smith	#7 Easy Car	10/28
Steiner	#16 Blockbuster	11/4
West	#9 Playstation	11/4

Critical Thinking/Application Exercises

Critical Thinking/Application exercises will be based upon real business scenarios that require a very well thought out and thorough SOLUTION based upon real facts and numbers-NOT speculation. These will be given to you in advance with enough time for presentation. They will be linked to a file or a set of files within this syllabus.

In Summary:

Students learn more when their interest level is high, teaching is interactive, and learning is reinforced by doing. Business courses must be designed and conducted so students become comfortable learning and using the skills and tools business and government employers want, in addition to the business knowledge base that students need to succeed in their careers.

Also, students learn more through active learning exercises in class. Therefore, class attendance AND informed, enthusiastic class participation will determine a fifth of your semester grade.

Cheating: Please refer to the UM Catalog/ Student Handbook. Students caught cheating (during exams, through plagiarism, or any other form) will receive a grade of zero (0) for the exam or assignment. Appropriate college personnel will be notified to determine if student will receive a grade of "F" in the course.

Withdrawals: See Catalog

Special Services: Are available, See Catalog

Important Coverage of Perspectives

Societal and Ethical	All Best, Readings, Handout Take The Ethics Challenge (Mandatory)
Global	Readings
Political, Legal, Regulatory	Class Discussion, Readings, Antitrust Cases
Technology	GIS, Mapping
Sustainability	Watch this video. A thought provoking critique of the "value system" of Marketing
Diversity	Readings, Exercises

Tentative Schedule for SPRING 2009 (Updated when Assignments are Needed)

DATE	TOPIC
8/26	Chapter 1 Some Basic Concepts, Fundamentals of Virtual Library/ Web Business Research, Strategic Decision Making, Etc. What is a Case?????? (Section II, Section III) SlidesSets Below: Available at intervals throughout the semester, when needed. Brand CVP Decision Making IMC Positioning Segmentation
9/2	Chapter 2-3, 13 Exercise #3 ICC (In Class Case), ALL (TBA)
9/9	Chapter 4-5 Decision Making Continued Exercise #3, Bring solution to class ICC (In Class Case), Mario Case Here Take the VALS survey here Take a Personality test here Build your own brands game
9/16	Chapter 4-5 Decision Making Continued Exercise #3, Bring solution to class ICC (In Class Case), Mario Case Here
9/23	Test #1 All Above Chapter 1-5, 13, Section II, Section lll, In class exercises, videos, materials. Exam could be MC/TF, essay. I will provide paper.
9/30	Chapter 6-7, 12 (Product/Services) and Chapter 8 (IMC) Case #7, (SECTION V1, Black and Decker) Specifically dealing with case reading and critical analysis of the case. ALL students must prepare and develop answers to the LINKED questions. These answers must be typed and turned in 12 pt, Times Roman, 1.5 spacing, 1/2 inch margins - T,B, LS, RS.
10/7	Chapter 9 (Personal Selling) All Prepare Black and Decker 2, in Case Format, Typed.
10/14	Long cases and presentation materials have to be turned in at end of class. Students not presenting, create a packet of materials for hand in at end of class. No hard copy, minus 50 grade. All Prepare #2, South Delaware Coors in Case Format, Typed. Chapter 10 (Distribution)
10/21	Test #2, All Above STUDY GUIDE
10/28	Chapter 11 (Pricing) #7, #4 (Case Presentations) COACH QUESTIONS EASYCAR QUESTIONS ALL students EXCEPT those presenting must type out in detail the following short case analysis form -FOR EACH CASE OF DAY-for use in discussion of the case and turned in (make two copies of each). GO HERE FOR SHORT CASE ANALYSIS FORM. These will be worth up to 25 participation points EACH. PRESENTATION REQUIREMENTS: You will be emphasizing the concepts from the book and the class discussions in answering in critical depth and detail-the questions linked to your case. Your have 30 minutes to present the case and discuss the case with the class. Then we will debrief at the end of class. Long cases and presentation materials have to be turned in at end of class. Students not presenting, create a packet of materials for hand in at end of class. No hard copy, minus 50 grade.
11/4	Sustainability: Watch this video. A thought provoking critique of the "value system" of Marketing Financial Calculators Here-Need Java to Use #9, #16 (Case Presentations) PLAYSTATION BLOCKBUSTER ALL students EXCEPT those presenting must type out in detail the following short case analysis form -FOR EACH CASE OF DAY-for use in discussion of the case and turned in (make two copies of each). GO HERE FOR SHORT CASE ANALYSIS FORM. These will be worth up to 25 participation points EACH. PRESENTATION REQUIREMENTS: You will be emphasizing the concepts from the book and the class discussions in answering in critical depth and detail-the questions linked to your case. Your have 30 minutes to present the case and discuss the case with the class. Then we will debrief at the end of class. Long cases and presentation materials have to be turned in at end of class. Students not presenting, create a packet of materials for hand in at end of class. No hard copy, minus 50 grade.
11/11	#14, #21 (Case Presentations) HIPS FEEL GOOD COWGIRL CHOCOLATES ALL students EXCEPT those presenting must type out in detail the following short case analysis form -FOR EACH CASE OF DAY-for use in discussion of the case and turned in (make two copies of each). GO HERE FOR SHORT CASE ANALYSIS FORM. These will be worth up to 25 participation points EACH. PRESENTATION REQUIREMENTS: You will be emphasizing the concepts from the book and the class discussions in answering in critical depth and detail-the questions linked to your case. Your have 30 minutes to present the case and discuss the case with the class. Then we will debrief at the end of class. Long cases and presentation materials have to be turned in at end of class. Students not presenting, create a packet of materials for hand in at end of class. No hard copy, minus 50 grade.
11/19	Special Topics
11/22-11/27	Thanksgiving Break
12/2	FINAL EXAM PODCAST LINK HERE