IB&M – 240- 01   Fall 2002

 

Marketing

 

 

INSTRUCTOR:

 

PROF. MICHAEL POULTON

Home telephone and fax: 249-5314 - anytime from 10:00am to 10:00 pm. If you get the answering machine, leave a message. My Stern Center (003) office telephone: 245-1058.  E-mail: poultonm@dickinson.edu. Meeting times:. from 10:00 am to 1:00 pm daily or by appointment at other times.  Further discussion, suggestions, constructive criticism, your concerns and, of course, compliments are always welcome;  excuses for not turning in assignments and whining about grades are not. 

 

COURSE PURPOSE:

Through DISCUSSION, LECTURE, PRESENTATIONS AND CONTINUAL REVIEW OF CURRENT PERIODICALS, INTRODUCE STUDENTS TO THE VOCABULARY AND PRINCIPLES OF MARKETING AS AN APPLIED SCIENCE AND ART.

 

COURSE OBJECTIVES:

1. HELP STUDENTS UNDERSTAND THE INTRICACIES OF THE MARKETING PROCESS - FROM NEW PRODUCT DEVELOPMENT TO POST SALES SERVICE

2. INTRODUCE CONCEPTUAL TOOLS TO ANALYZE AND UNDERSTAND THE CUSTOMER BASE, THE TOTAL MARKETING ENVIRONMENT AND A COMPANY’S POTENTIAL FOR REACHING PLAUSIBLE GOALS.

3. SENSITIZE STUDENTS TO THE VALUE OF AN ORGANIZATION WIDE APPROACH TO MARKETING IN CONSUMER GOODS MARKETING AND THE IMPORTANCE OF RELATIONSHIP MARKETING IN B2B.

4. PROVIDE EXPERIENCE DEVELOPING REALISTIC MARKETING STRATEGIES AND PLANS FOR THEIR IMPLEMENTATION.

5. EXPOSE STUDENTS TO SOME OF MARKETING’S ETHICAL CONSIDERATIONS.

 

TEXTBOOK AND REQUIRED READING

 

Kotler, Phillip.

MARKETING MANAGEMENT 11th Edition (Prentice Hall , New Jersey), 2003

 

THE NEW YORK TIMES AND/OR FINANCIAL TIMES, THE INTERNATIONAL HERALD THE INTERNATIONAL HERALD – daily. Please bring articles you find relevant to the session’s topic.

 

RECOMMENDED READING

 

Davidow, William and Bro, Utal

Total Customer Service: The Ultimate Weapon

Harper and Row Publishers, New York, 1989

 

Porter, Michael E.

Competitive Advantage,

The Free Press, New York, 1985

(His Competitive Strategy is also a classic)

 

Champy, James and Nohria, Nitin

Fast Forward: The Best Ideas on Managing Business Change

Harvard Business Review Book, Boston, 1998

 

 

ATTENDANCE

Call me old fashioned, but, unlike some, I do keep attendance sheets.  Your presence is required and will be included in your grade if there is a question of, say, B- or a B.  Even though we will be using a text,  test questions may include things we discuss in class.  The smart attend.  No attendance, no extra wisdom.

 
CHEATING

Despite the fact that at this point in your education we really should not have to discuss this issue, see the Dickinson College Student Code of Conduct.  If you are caught cheating in an exam or quiz, the ramifications are far worse than simply admitting to yourself that you did not study or were in no way prepared to take it.  One quiz or exam is only part of your grade  - cheating may cost you the course or worse.  Same with plagiarism.

 

Please, hand in your own work.  The purpose of home assignments and/or exams is for you to learn.  You may find that studying together or quizzing each other helps, but I expect you to do your own analysis and thinking.   Presentations are, of course, a group affair.

 

GRADING POLICY:

 

FINAL EXAM AND Quizzes     . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .        50%

INDIVIDUAL WRITTEN ASSIGNMENTS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  . .              20%

TEAM WORK ASSIGNMENTS AND PRESENTATIONS        . . . . . . . . . . . . . . . .  . . . . .  .    25%

ATTENDANCE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .              5%

 

The final  (20%) will be made up of essay type questions on general concepts or issues central to this course.   Whatever position you take on an issue, it should be well argued. The quizzes will be worth 10%.  The quiz questions will be essay type on specific definitions or concepts we have covered.

 

Individual written assignments or team written assignments are to be typed, spell checked and grammatically correct on 8 ˝ X 11 paper double spaced with enough margin for my comments and stapled, if necessary. No coffee, pizza or Coke stains. Use the KISS method, that is, keep the schmooze to a minimum.   Please, use a spell checker and proof read your work.  Papers must not be longer than two pages. Sonic team assignments will be given to you the session before they are due. These are review questions for the current chapter and are to be handed in at the beginning of the following class, i.e. assignments from Session 2 are to be handed in at the beginning of the third session.  Occasionally, I will ask you to visit Kotler’s website at www.prenhall.com\kotler. Click on the 11th edition text, go the appropriate chapter, and then click GO, scroll down until you find the assignment.

 

During the course, we will have several formal marketing presentations (25% of your grade) for which you will have to come as prepared and focused members of a team.  Teams will be chosen randomly.  These presentations will be based on the SONIC case which is used throughout the text.  The presentations should be as professional as you can make them - very slick, rehearsed with clean segues, exhibits, transparencies, PowerPoint, whatever.  All assignments concerning the Sonic case are to be submitted by the team and will be graded accordingly.  It is up to you to make sure everyone in the team participates.  Jackets and ties for men and women’s business attire is required for the presentations.  This is a business course, after all.

 

The nature of this course is participatory.  Although I will spend a lot of time lecturing, I expect questions and discussion.  Every reading assignment must be done thoroughly and thoughtfully. You should come prepared to answer all questions required. Marketing is something you encounter virtually every day - from the moment you brush your teeth in the morning to the time you set the alarm at night.  Let’s see how aware of its importance we can make you by the end of this course!

 

 

 

 

 

 

 

 

COURSE OUTLINE: 

 

 

Sept 2               INTRODUCTIONS

 

Sept 4               Chapter 1          What is marketing?  Concepts and Tools

                                                Reading -  1-16

                                                Assignment: Take a position page 29

 

Sept 6               Chapter 1          Reading 16 -29

                                                Assignment: Exercise #2 page 30

                                                Internet exercise – View from Marketing Fringe

 

Sept 9               Chapter 2 -            Adapting to the New Economy

                                                Assignment:  Take a position – NAPSTER

 

 

Sept 11             Chapter 3            Customer Satisfaction

                                                Read: 59-72- Sonic Shelf Stereos Handout

                                                Work assignments: Marketing and Advertising #1 page 86

                       

 

Sept 13             Chapter 3 -            Customer Satisfaction

                                                Read: 72 - 85

                                                Work assignments: Take a position- Online vs Offline Privacy

 

 

Sept 16             Chapter 4             Strategic Planning and Marketing

                                                Read: Chapter

                                                Work assignments:  Presentations

 

Sept 18                                     Sonic Presentations

 

Sept 20             Chapter 5 -            Information Gathering

                                                Read: 122-142

                                                Work assignments: Internet exercise: How Do You Feel? Ques: 1-3                                                               

Sept 23             Chapter 5 -            Forecasting Demand

                                                Reading:142-154

                                                Work assignments: Sonic

 

Sept 25             Chapter 6            Scanning the Macro environment

                                                Assignments: Sonic

                                               

 

Sept 27             Chapter 7 -            Consumer Behavior

                                                Reading: 183-200                                                          

                                                Work assignments: Take a position: Is Target Marketing Ever Bad?

 

Sept 30             Chapter 7            Consumer Behavior

                                                Reading: 200-211

Assignment: Sonic

 

Oct 2                 Chapter 8            Business Markets

Work assignments: Sonic What business applications to you envision for shelf stereo systems?

           

Oct 4                QUIZ CHAPTERS 1- 8

 

Oct 7                Chapter 10 -            Segmentation

                                                Reading: 279-299

                                                Work assignments: p. 303 Marketing and Advertising 1& 2

 

Oct 9                Chapter 10            Targeting

                                                Reading: p. 299-303

                                                Assignment:  Sonic

 

Oct 11              Chapter 11 -       Product Differentiation

                                                Reading: 307-328                      

Work assignments: In the News: Why Do People Drink Jack Daniels?

 

Oct 14               Chapter 11         Product Positioning throughout the  Product Life Cycle

                                                Reading: 328-343

                                                Assignment: Sonic

                    Internet Exercise  Extending the Product’s Life Cycle

 

Oct 16               Chapter 12         New Product Development

                                                Work Assignment : Presentations

                                               

Oct 18                          Presentations

 

Oct 23                                      Presentations

 

Oct 25              Chapter 14         Product Line Marketing and Brand Management

Work assignments: Sonic

                                 In the News: Driving Through China

 

Oct 28              Chapter 15 -       Service Marketing Management

                                                Work assignments: Marketing and Advertising p. 466 # 2

 

Oct 30              Chapter 16-        Pricing

                                                Work assignments: Take a position: Is the Right Price a Fair Price?

 

Nov 1                QUIZ CHAPTERS 10 – 16 (excluding 13)

 

Nov 4                Chapter 17             Distribution - GIANT

                                                Reading Chapter 17

                                                Sonic and Giant questions

 

Nov 6                Chapter 18 -       Retail, Wholesale, Logistics -- GIANT

                                                Reading: Chapter 17

                                                Work assignments: Sonic and Giant Questions

 

Nov 8                Chapter 19-             Integrated Communications

                                                Reading: 550-578,                     

                                                Work assignments:  Sonic

 

Nov 11              Chapter 19-             Integrated Communications

                                                Reading: 578-585                      

                                                Work assignments: Internet Exercise: Evaluating the New iMac Ad

 

 

Nov 13              Chapter 20 -             Advertising

                                                Reading:  589-608         

Work assignments:  Sonic and Study Guide: Marketing Volkswagen

 

Nov 15              Chapter 20 -             Promotions

                                                Reading: 609-616                      

Work assignments: Sonic

 

Nov 18              Chapter 20 -       PR  (in Class PR Assignment)

                                                Reading: 616-620                      

                                                           

Nov 20              Chapter 20-        Direct marketing and On-line marketing

                                                Reading: 650-662 

                                    Work assignments:  Sonic

 

Nov 22                         Quiz  Chapters 17 - 20

 

 

Nov 25               Chapter 12 -            Global Marketing

                                                Reading: 366-378

                                                Work assignments: Internet Exercises: Reaching the Global Marketplace Via the

      Web

 

Dec 2                Chapter 8 -        The Competition and Competitive Strategies

                                                Reading: Chapter 8

Work assignments: Sonic and Marketing Spotlight – Branding Energy

 

Dec 4                Chapter 22 -            Managing the Total Marketing Effort/Evaluation

                                                Reading:  684 - 702

                                                Work assignment: Presentations

 

Dec 6                Sonic Formal Presentations

           

Dec 9                Sonic Formal Presentations

 

Dec 11              Sonic  Formal Presentations

 

Dec 13              Course Summary /Final Review

            A Personal Discussion

 

FINAL EXAM            Monday, December 16, 9:00 am