Professor  Dr. Terence L. Holmes Phone:  270-809-4108 e-mail  terry.holmes@murraystate.edu

Required Textbook
Mullins, Walker, Boyd, & Larreche, Marketing Management 5e, Irwin McGraw-Hill, 2005.  Also, online simulation, Strategic Marketing.

Catalog Description

This course is a study of marketing as the firm's strategic link with its customers in a global competitive environment. Major topics include (1) the development of marketing strategy, (2) the formulation of marketing plans, (3) the selection and implementation of marketing tactics, and (4) ethical considerations in marketing.
 

Purpose

This is the marketing core course in the Murray State University MBA program. It is designed to:  (i) reinforce students' understanding of basic marketing concepts and tools, (ii) help students to synthesize the various marketing concepts and tools, and (iii) help students to apply the course material to "real-world" marketing situations.
 

Objectives

The following general learning objectives are established for this course:

(i)                  To motivate students to absorb, retain, integrate, and apply the basic knowledge that is fundamental to the course.  (This objective will be accomplished through the use of  lectures, assigned readings in the text, tests, video cases, mini-cases, and the use of the Experiencing Marketing marketing simulation, including the development of both a written and oral final report.)

(ii)                To help students synthesize various marketing concepts and tools. (This objective will be accomplished through the use of  lectures, assigned readings in the text, tests, video cases, mini-cases, and the use of the Experiencing Marketing marketing simulation, including the development of both a written and oral final report.)

(iii)               To enhance students' ability to apply various marketing concepts and tools to "real-world" marketing situations.  (This objective will be accomplished through class discussion, tests, the use of the Experiencing Marketing marketing simulation, including the development of both a written and oral final report.)

(iv)              To develop students' ability to engage in market planning. (This objective will be accomplished through the use of the Experiencing Marketing marketing simulation.)

(v)                To enhance students' written communication skills. (This objective will be accomplished by requiring that students complete a written final report related to the Experiencing Marketing marketing simulation.)

 The following specific learning objectives are established for this course: 

(i)                  Students should understand the concepts of market segmentation, target marketing, and product positioning. (This objective will be accomplished through the use of  lectures, assigned readings in the text, tests, video cases, mini-cases, and the use of the Experiencing Marketing marketing simulation, including the development of both a written and oral final report.)

(ii)                Students should understand the marketing mix (commonly called the 4 Ps) and its use as a strategic tool. (This objective will be accomplished through the use of  lectures, assigned readings in the text, tests, video cases, mini-cases, and the use of the Experiencing Marketing marketing simulation, including the development of both a written and oral final report.)

(iii)               Students should know and understand Porter’s generic business-level competitive strategies. (This objective will be accomplished through the use of lectures, assigned readings in the text, and tests.)

(iv)              Students should know and understand Miles and Snow’s four strategic types based on the emphasis placed on new product-market growth. (This objective will be accomplished through the use of lectures, assigned readings in the text, and tests.)

(v)                Students should know and understand the marketing strategies that are relevant to new and growing markets. (This objective will be accomplished through the use of  lectures, assigned readings in the text, tests, video cases, mini-cases, and the use of the Experiencing Marketing marketing simulation, including the development of both a written and oral final report.)

(vi)              Students should know and understand the marketing strategies that are relevant to mature and declining markets. (This objective will be accomplished through the use of lectures, assigned readings in the text, video cases, and tests.)

Course Description
This course addresses issues in marketing management, with an emphasis on the strategic planning process and marketing’s relationship with other functional areas of business.  To accomplish the above objectives, our meetings will feature class discussions of text and other readings, case analyses, and an online simulation.

Participation and Attendance
Class attendance is mandatory.  You should attend class regularly, prepared to discuss assigned material and participate in assigned activities.  In-class performance of all activities and discussion of the attendant issues and information raised by these activities represents an integral part of the learning process.  Missing class will result in loss of participation points.  Disruptive behavior will result in a lower participation grade.

Grading
There will be two exams.  The simulation and in-class exercises/participation will form the remainder of your grade.  Overall grades will be calculated as follows.  A  89.5% and up, B  79.5-89.5%, C 69.5-79.5%.

Weights are as follows:

    Exam 1        25%
    Exam 2        25
    Simulation    25
    In-Class

Exercises/

Participation    25

                     ------ 
    Total          100 %
 

Experiencing Marketing Simulation
Students may work in teams of up to 3.  Details will be provided.

Exercises/Participation
Students will participate in several in-class exercises pertaining to various course topics (e.g., communications, GE Nine-Cell Matrix).  I will provide details preceding each exercise.  Discussions pertaining to these exercises will form part of the participation grade.  For the discussion questions (noted as "DQs" in the schedule), please be prepared to discuss them and work on any problem-oriented questions.  You do not need to have answers ready to turn in, and I will not collect these questions.  However, everyone will get a lot more out of our covering these questions if we all familiarize ourselves with them.

Academic Honesty Policy  You are expected to adhere to the university’s standards of academic honesty.

Special Assistance  Please inform the instructor of any special needs due to disability.
 

Schedule*

             Assessment, introduction, discussion of syllabus, teaching philosophy
              importance of marketing as a field of study, overview of marketing

               Ch 1--the marketing management process

               Ch 2--market-oriented perspectives

               Ch 3--environmental analysis

               Ch 4--industry analysis and competitive advantage

               Ch 5--consumer buying behavior

               Ch 6--organizational markets and buying behavior

               Ch 7--marketing research and forecasting
               Ch 8--market segmentation, target market selection decisions
               Ch 9--positioning decisions

            Review for Exam 1
            "Review for Exam 1" has question set for studying; "Supplemental slides" has slides
              I use to complement those associated with the textbook.  Please note that most if not all of
              the textbook-associated slides are taken from exhibits within the textbook.
             Supplemental slides:  Set 1, Set 2, Set 3

              On the day of EXAM 1, we will have an hour of class, then a 15 minute break, then the exam.

              Ch 10--business strategies and their marketing program implications
              Ch 11--product and service decisions

              Ch 12--pricing decisions
              Ch 13--distribution decisions and channel relationships

              Ch 14--promotion decisions

              Ch 15--marketing strategies for the new economy

              Ch 16--strategic choices for new and growing markets
              Ch 17--strategic choices for mature and declining markets

              Ch 18--organizing and planning for effective implementation
              Ch 19--designing control systems for superior performance
             Simulation work, final class reports and discussion of results, observations, and
             conclusions concerning the case
             EXAM 2, TBA (Click here for the exam review)
 

* Schedule subject to changes as circumstances dictate.  Changes will be announced as early as possible.  Students are responsible for making note of any such changes.