MKT 667-01

Murray State University

Department of Management and Marketing

Dr. Glynn Mangold

MKT 667
MARKETING PLANNING & APPLICATION
Fall 2005
(3 semester hours)

Instructor:       Glynn Mangold
           dept.:       Department of Management & Marketing
          office:       Rm. BB 409E
   telephone:        762-6198
        e-mail:        glynn.mangold@murraystate.edu
office hours:       8:00 - 10:30 MWF; 8:15 – 9:30 TTh

Location & Time: Room 252, Business Building, 9:30-10:45 TTh

Course Prerequisites: MKT 360 and graduate standing

Resources:

Mullins, John W., Orville C. Walker, Jr., Harper W. Boyd Jr., and Jean-Claude Larreche (2005), Marketing Management: A Strategic Decision-Making Approach, 5th edition, New York: McGraw-Hill Irwin (ISBN: 0-07-286370-6)
Larreche, Jean-Claude, Hubert Gatignon, and Remi Triolet (2003), Markstrat Online Student Handbook, Cambridge, Mass.: Minute Man Press (ISBN: 0-9743063-0-4)

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.

Course 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, the use of the Markstrat3 marketing simulation, the development of a written marketing plan, and 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, the development of a written marketing plan, the use of the Markstrat3 marketing simulation, and 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 Markstrat3 marketing simulation, the development of a written marketing plan, and 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 Markstrat3 marketing simulation and the development of a written marketing plan.)

(v) To enhance students' written communication skills. (This objective will be accomplished by requiring that students complete a marketing plan and a written final report related to the Markstrat3 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, the use of the Markstrat3 marketing simulation, the development of a written marketing plan, and 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, the use of the Markstrat3 marketing simulation, the development of a written marketing plan, and 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, the use of the Markstrat3 marketing simulation, and 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 and tests.)

Field and Clinical Experiences: None

Grading Procedures:

Instructional Activities:

The class pedagogy will consist of lectures, class discussion, examinations, written assignments, and team meetings relating to the Markstrat3 marketing simulation.

Examinations:

A total of two examinations will be given during the semester. Examinations may consist of objective questions, problems, essay questions, or mini-cases in any combination. The specific composition of a given examination will be depend on the nature of the material to be covered and the learning objectives established by the instructor.

Markstrat3 assignments:

Students will be divided into teams for the simulation game, called Markstrat3.

· Each team will be responsible for turning in decisions on the due dates.

· Immediately after decision period 3, the team must turn in a detailed one-year plan for period 4. This report should be typed and double-spaced.

· At the end of the simulation, the team will be responsible for developing an assessment report which they will provide to the "incoming management" of their simulation company. Each report will address six things: (1) strategies employed by the team, (2) what worked well, (3) what worked poorly or not at all, (4) where the team finished, (5) what the team learned from it, and (6) what the team recommends that incoming management do.

The point of this report is that you will be leaving the team management to be promoted to a higher position within the company. The incoming management team will now be under your charge and your success will be partially dependent on their success. Therefore, you will be educating the incoming management about how to put the company in the best position for future competition. You do not want them to make the same mistakes you made.

Each team will be asked to present a shortened form of this report, in oral form, to the class at the end of the semester. This presentation should include all members of the team and should be professionally presented using charts and graphs wherever possible. Each team will be given 20 minutes for the presentation, followed by a 5-minute question and answer period. It should be noted that the team will be expected to do detailed quantitative analyses using spreadsheets to have the greatest chance of success.

Participation Scores:

Participation scores will be used for two purposes. First, they will be used to reward those students whose contributions to the team-based learning experience appear to have been substantially above the norm. Second, they will be used to achieve equity when the contribution of one or more individuals is substantially below the norm. That is, students whose contributions are exemplary may have their overall grade increased by the class participation scores. Those whose team-based performance is poor may have their overall grade decreased by the class participation scores.

It is anticipated that the participation scores will not affect most students’ grades. In these cases, participation scores will not be calculated and the students’ overall scores will be determined by the grades received on the two exams, the simulation outcome, the marketing plan, and the written and oral report to incoming management.

Extra work:

Students will not be allowed to perform additional work (beyond the course requirements) for the purpose of improving grades.

Grades:

The course grade will be based on the following:

	Points
Exam 1	130
Exam 2	70
Team Participation (at instructor’s option)	100
Individual Participation (at instructor’s option)	100
Markstrat 3 simulation outcome	200
Markstrat3 assignments:
-- One-year marketing plan	100
-- Oral and written report to incoming management	100
Total Points	800

Grading Scale

A = 90 - 100%
B = 80 - 89.9%
C = 70 - 79.9 %
D = 60 - 69.9%
F = < 60 %

Attendance policy:

Regular classroom attendance is required.

Students in night classes that meet one time per week will lose one letter grade if they miss more than 3 classes in one semester. They will fail the course if they miss more than 6 classes in one semester.

Students in day classes that meet two times per week will lose one letter grade if they miss more than 6 classes in one semester. They will fail the course if they miss more than 12 classes in one semester.

Classroom Behavior:

Behavior that is disruptive to the classroom experience will not be permitted. For example, students will not be allowed to disrupt the lecture by talking among themselves while the teacher is speaking.

Appeals and Grievance Procedure:

The appeals and grievance procedure for the College of Business and Public Affairs at Murray State University can be found at the following URL: <http://www.murraystate.edu/cbpa/PDF/Appeals.pdf>

Code of Ethics:

The code of ethics for the College of Business and Public Affairs at Murray State University can be found at the following URL: <http://www.murraystate.edu/cbpa/PDF/Ethics.pdf>

Academicy Honesty Policy:

The academic honesty policy for the College of Business and Public Affairs at Murray State University can be found at the following URL: <http://www.murraystate.edu/cbpa/PDF/Honesty.pdf>

Special Assistance:

Students requiring special assistance due to a disability should inform the instructor as soon as possible.

Observance of religious holidays:

All religious holidays will be respected to the greatest extent possible. If class assignment due dates, tests, or other requirements of this class conflict with your observation of a religious holiday, you must notify the instructor a minimum of two weeks in advance so that alternate plans/arrangements may be made. Such advance arrangements will insure that you are afforded equal opportunity and treatment with your fellow students.

Changes in the syllabus:

The class requirements, allocation of points, class schedule, or other aspects of the syllabus are subject to change as dictated by the needs of the specific class and any unforeseen circumstances that may arise.

Statement of Affirmative Action and Equal Opportunity:

Murray State University does not discriminate on the basis of race, color, national origin, sex, religion, marital status, age, or disability in employment, admission or the provision of services, educational programs and activities, and provides, upon request, reasonable accommodation including auxiliary aids and services necessary to afford individuals with disabilities an equal opportunity to participate in all programs and activities. For information regarding nondiscrimination policies contact the Office of Equal Opportunity, 270-762-3155 (V) or 270-762-3311 (TDD).

----------------------------------------------------------------------------------------------------------------------

Week Classroom Activity

Th
Aug. 25 Course overview and introduction. Students will be asked to print and fill out a team leader/member

application form from the link below.

Review of MKT 360 materials

Lecture: Chapt. 8 -- Market Segmentation and Target Marketing

PowerPoint Presentations:
http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/Intro.ppt

http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/segmentation.ppt

Team Leader/Member Application Forms:
http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/app.doc

Reminder:
Send an e-mail to me so I can copy and paste your correct
e-mail address into my address book. Send the e-mail to:
glynn.mangold@murraystate.edu

Aug. 30 Lecture: Marketing Ethics

PowerPoint Presentations:
http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/ethics.ppt

Sept. 1 Selection of team leaders

Introduction to Markstrat

PowerPoint Presentation:

http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/MS3INTR1.ppt

Order Markstrat Online Student Handbook (ISBN: 0-9743063-0-4) at:
http://www.markstratonline.com/

Instructions for ordering Markstrat Online Student Handbook:

1. Go to http://www.markstratonline.com/

2. Click on “Public-Enter”

3. Click on “How To Order” on the left side-bar

4. Click “Order Markstrat Online Student Handbooks” under the heading “Markstrat Online for Academics”

· Do not click on “Markstrat Online Participant Handbook” under “Markstrat Online for Executives”!!! If you do, you will wind up with the wrong book.

5. Scroll down the page and make sure the ISBN number at which you are looking matches the one I have given you above. If it does not match, you are ordering the wrong book!

6. Click on “Click here to order”

7. You will need to register with Markstrat. So, click on “FIRST TIME USERS, please click here to register.

8. Follow the instructions on the screen to place your orders.

Sept. 6 Interview process.

Team leaders will interview prospective team members. Team leaders will select team members at the end of the class period.

Listing of team leaders and team members for Fall 2005:

http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/MKT66701Fall05.xls

Sept. 8 Introduction to Markstrat 3 continued.

Handout of period 0 team reports.

Lecture: Chapt. 9 – Differentiation and Positioning

Markstrat decisions are due no later than Tuesday, September 13 at 8:00 A.M.

PowerPoint Presentation:
http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/positioning.ppt

Sept. 13 Instructor will meet with individual teams to clarify areas of confusion regarding the Markstrat simulation.

If teams need to revise their decisions based on the instructor’s feedback, those revised decisions are due no later than Wednesday, September 14 at 1:00 P.M.

Sept. 15 Lecture: Research and development and product design in Markstrat

Results (reports) of Markstrat period 1 decisions will be given to student teams. Instructor will meet with individual teams to assist with interpretation of Markstrat reports and period 2 decisions.

Period 2 decisions are due no later than Wednesday, September 22 at 9:00 A.M.

Sept. 20 Lecture: Research and development and product design in Markstrat

Sept. 22 Results (reports) of Markstrat period 2 decisions will be given to student teams.

Lecture: Chapter 2 – The Marketing Implications of Corporate and Business Strategies

Period 3 decisions are due no later than Wednesday, September 28 at 9:00 A.M.

PowerPoint Presentation:
http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/strategy.ppt

Sept. 27 Lecture: Chapter 2 – The Marketing Implications of Corporate and Business Strategies

Sept. 29 Results (reports) of Markstrat period 3 decisions will be given to student teams.

Lecture: Developing the period 4 marketing plan which is due on October 11

Lecture: Chapter 4 – Industry Analysis and Competitive Advantage

PowerPoint Presentation:

http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/industrydynamics.ppt

Interesting Articles:

http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/videogames.doc

http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/satradio.htm

Oct. 4 Lecture: Chapter 4 – Industry Analysis and Competitive Advantage

Oct. 6 Lecture: Chapt. 10 -- Business Strategies: A Foundation for Marketing Program Decisions

PowerPoint Presentation:
http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/busstrategy.ppt

Oct. 11 Marketing Plan for period 4 due

Lecture: Chapt. 16 -- Strategies for New and Growing Markets

PowerPoint Presentation:

http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/new&growingmkts.ppt

Assignment: Prepare evaluations of team members/leaders for next class period. The evaluations should be turned in to the professor at class time on or before Thursday, October 13. However, they do not necessarily have to be turned in at class time. They can be given to the professor in his office, left with the department secretary (BB451) to be placed in his mailbox, mailed, or e-mailed.

Oct. 13 Evaluations of team members/leaders to be turned in.

Results (reports) of Markstrat period 4 decisions will be given to student teams.

Lecture: Chapt. 16 -- Strategies for New and Growing Markets

Lecture: Chapt. 17 -- Strategic Choices for Mature and Declining Markets

Period 5 decisions are due no later than Wednesday, October 19 at 9:00 A.M.

PowerPoint Presentations:
http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/mature&decliningmkts.ppt

Oct. 18 Lecture: Chapt. 17 -- Strategic Choices for Mature and Declining Markets

Oct.20 ~~Results (reports) of Markstrat period 5 decisions will be given to student teams.~~

Review for mid-term exam.

Period 6 decisions are due no later than Monday, October 31 at 9:00 A.M.

Oct. 25 Markstrat period 4 decisions due at 8:00 A.M.

Lecture: Chapt. 14 – Integrated Promotion Decisions

Lecture: Preparing the Period 5 Marketing Plan

Sample Marketing Plans:
http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/mktplan.doc

http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/mktplan2.doc

Oct. 27 Exam 1 (130 pts.)

Nov. 1 Lecture: Chapt. 14 – Integrated Promotion Decisions

PowerPoint Presentation:
http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/promotion.ppt

Nov. 3 Lecture: Personal Selling (This material is not covered thoroughly in your text. Therefore,

no specific chapter is assigned.)

PowerPoint Presentation:
http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/personalselling.ppt

Nov. 8 Marketing plan for period 5 due at classtime

Markstrat period 5 decisions due at 8:00 A.M.

Evaluation of Team Leaders and Team Members due.

Lecture: Chapt. 5 -- Understanding Consumer Buying Behavior

Evaluation Of Team Leader By Team Members:

http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/evalteamleader.doc

Evaluation Of Team Members By Team Leader:
http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/evalteammembers.doc

PowerPoint Presentation:
http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/consumerbehavior.ppt

Nov. 10 Markstrat period 6 decisions due at 8:00 A.M.

Lecture: Chapt. 5 -- Understanding Consumer Buying Behavior

Nov. 15 Markstrat period 7 decisions due at 8:00 A.M.

Lecture: Preparing reports to incoming management

Lecture: Chapter 6 – Understanding Organizational Markets and Buying Behavior

PowerPoint Presentation:
http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/OrgBuying.ppt

Nov. 17 Markstrat period 8 decisions due at 8:00 A.M.

Lecture: Chapt. 7 – Measuring Market Opportunities: Forecasting and Market Research

PowerPoint Presentation:
http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/marketingresearch.ppt

Nov. 22 Lecture: Chapter 11 – Product Decisions

PowerPoint Presentation:
http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/Product.ppt

Thanksgiving Holiday begins Wednesday, November 23

Nov. 29 Lecture: Chapter 13 – Distribution Channel Decisions

PowerPoint Presentation:
http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/Channels.ppt

Dec. 1 Exam 2 – 70 pts.

Dec. 6 Prepare written reports to incoming management.

Samples of Final Report:

http://campus.murraystate.edu/academic/faculty/glynn.mangold/mkt667/finalreport.doc

Dec. 8 Written reports to incoming management due for all teams.

Oral reports to incoming management due for selected teams.

Dec. 14 Final exam at 8:00 A.M. -- Oral reports to incoming management due for teams that did

not present on December 8.

----------------------------------------------------------------------------------------------------------------------

Contact Information
Dr. Glynn Mangold
Department of Management, Marketing & Business Administration
Murray State University
Murray, KY 42071
Phone: (270) 762-6198

Email: Glynn.Mangold@MurrayState.edu
Last update: July 26, 2005