MGMT 324

MARKETING MANAGEMENT

Spring 2012

Instructor:                      Prof. Liu, Qiang                             

                                    411 Krannert Building                

                                    liu6@purdue.edu

Office hours:                   Thursday 2:00 pm-4:00 pm or by appointment

Website:                         http://www.itap.purdue.edu/tlt/blackboard/

Class times and place:       22542:  MW   9.00 am 每 10:15 am, Krannert Building G020

            22544:  MW 10.30 am 每 11.45 am, Krannert Building G020

            22545:  MW   1.30 pm 每  2.45 pm, Krannert Building G020

READING MATERIALS

Course Packet (Required)

A course packet is available at Boiler Copy Maker, Room 157 of the Purdue Memorial Union (next to the Boiler Express Card Office). The course packet contains eight cases.

Class Notes

The PowerPoint slides will be handed out at the beginning of each class and posted on the Blackboard after class. Note, however, that these slides only represent a detailed outline of the class discussion. You will still need to take additional notes to fully capture the material discussed in class.

Optional Reading

Kolter, Philip, and Kevin L. Keller, A Framework for Marketing Management, 4^thedition, Prentice Hall. ISBN-10: 0136026605; ISBN 13: 978-0-13-602660-0. Other editions also work well.

EVALUATION

Grade Weights Guideline:

1. Midterm & Final, individual                                                 600 points

2. Two case studies, group                                                        125 points

3. Marketing plan, group                                                          125 points

4. Homework, individual                                                          100 points

5. Class attendance, individual                                                    50 points

6. Class and group participation, individual                  Potential grade step (up or down)

Grade Scale Guideline:

The instructor, however, reserve the right to do necessary adjustments based on students＊ overall performance.

Each student is expected to join a group with 5 members. You are free to choose your own groups. The instructor would strongly recommend that you choose group members with similar schedules to facilitate the arranging of meetings outside of class. In total, about 10 groups will need to be created. If more than or less than this number results from your self-selection, I will combine or split groups as necessary. It is expected that all individuals in all teams will be actively engaged in fulfilling their assignments.  Individuals within teams who do not contribute will be penalized accordingly (as evidenced through the peer reviews).

1. Midterm and Final Exams                        600 points

Both the midterm and final are close-book and in-class exams. The exams will be based on all the materials discussed prior to the exam date (lectures, class discussions, case analysis, homework assignment, and guest speakers lecture). 600 points are allocated between the midterm and the final according to the following rule: the exam you score higher will have 350 points for you to make, and the exam you score lower will have 250 points for you to make.  

Re-grade requests have to be submitted in writing explaining why you believe that your answer, as written, was incorrectly graded. The re-grade will consider again the whole exam, so the final grade may be increased as well as decreased. Make-up exams must be requested in writing, prior to the exam date, and must be accompanied by a profound reason as to why you cannot take the exam during its scheduled time.

2. Group Case Presentations and Write-Ups           125 points

(1)   One trial case study: Each group need submit one trial case write-up (either Black & Decker or Callaway, it is up to your choice). The goal of the trial write up is to help you get familiar with case analysis.  The trial case write-up will be graded as pass/fail with detailed instructor comments and suggestions. (5 points)

(2)   One ＆official＊ case study:  Each group will be assigned with one case by the instructor from the following options: Apple Inc., Starbucks, Tivo, Biopure, The New Beetle, and BMW Films. For the assigned case, each group is expected to present their analysis to the class as well as submit a case write-up. The ＆official＊ case study will be graded based on quality. Specifically, the write-up will be evaluated by the instructor (60 points) and the presentation will be graded by the class and the instructor together (60 points).

The write-up has to be submitted as a hard copy at the beginning of the class on the due day. An electronic copy also has to be submitted on Blackboard before the class starts. No late submissions will be accepted.  Each write-up must follow these formatting guidelines: Times New Roman 12, double-spaced, 1§ margins minimum. Remember to number every page of the document consecutively. The pagination and content requirements for the group write-ups are listed below in the appropriate order:

• Cover sheet: includes the name of the assignment, and the student names, Purdue ID numbers, section time, and group no.
• Case analysis: four (4) pages maximum of text. Your case write-up should contain the three parts: (1) overarching problem(s), (2) root causes of the overarching problem or bases for evaluation of solutions, and (3) main recommendations, but you should elaborate them in a more detailed way and emphasize your deep analyses of root causes and rationale behind your recommendation. 

Each group should prepare a PowerPoint presentation or similar means of visual display appropriate to the case presentation (including, but not limited to, posters, web-based presentations, charts, and so on〞be creative). The case presentation should include a summary/introduction of the case, the main problem and main recommendation, but is expected to emphasize your analysis of root causes and rationale behind your recommendation. Presentation time, including Q&A, is limited to 30 minutes. The rest of class listens attentively and provides peer evaluations in the end. 

3. Marketing Plan            125 points

This is a group project. Each group will select a product/service for which they will develop a marketing plan and submit their ideas for approval. Once the idea is approved, students may not change their product/service without approval from the instructor. The project has two assignments: marketing plan document (90 points) and product pitch and presentation (35 points).

Each marketing plan document has two units. Unit 1(50 points) includes the section of introduction, situation analysis (5Cs), and marketing strategy (STP); unit 2 (40 points) includes the section of tactics and conclusion. Document for the first unit will be given a preliminary score by the course grader. Teams may revise and resubmit materials from the first unit to maximize content points. Incomplete assignments are considered late until they have met the minimum unit requirements.  It is unlikely that merely meeting minimum unit requirements will yield full content points. The Comments and Feedback Record at the end of the document should be used to document changes or revisions and to communicate with the grader.  Each marketing plan document must follow these formatting guidelines: Times New Roman 12, double-spaced, 1§ margins minimum, 10 pages maximum for the main text. The document has to be submitted as a hard copy as well as an electronic copy at the beginning of the class on the due day.

The ultimate test of marketing is the ability to connect with the customer and move him or her to action. Students will have an opportunity to do this at the end of the semester.  Each team will pitch their product to the class.  The product pitch and presentation will include an original commercial.  The presentation time, including Q&A, is limited to 12 minutes. The grade for product pitch and presentation will be awarded by classmates and the instructor jointly.

4. Homework                   100 points

Throughout the semester, students are expected to finish 11 homework assignments. Each homework assignment will be posted on BLACKBOARD about one week ahead of the due date.  Students should finish all the homework assignments on BLACKBOARD. No late homework will be accepted.  Students are allowed to have up to three attempts to finish each assignment on Blackboard. The score for each attempt will be released after the submission. The score from the last attempt will be recorded as the final score. Each homework assignment is worth 10 points and the one with the lowest score is not counted.

5. Class Attendance         50 points

The instructor will check attendance of lecture class several times throughout the semester. You won＊t be penalized for missing just one lecture class. However, you will get 8 points deducted from your final score for every additional missing of the lecture class until you lose all lecture attendance points (30 points).  

Throughout the semester, there will be eight presentation sessions (six for case and two for marketing plan). You won＊t be penalized for missing just one presentation session. However, you will get 5 points deducted from your final score for every additional missing of presentation until you lose all presentation attendance score (20 points).

If you have valid reasons for nonattendance, you will have to notify the instructor in advance and provide the instructor with supporting evidence.

6. Class and Group Participation: Potential Grade Step (Up or Down)        

Effective participation in class discussion is a very powerful learning tool 每 those students that tend to participate more perform better in other aspects of the course. With this in mind, a strong level of participation may be beneficial if ones final score in the course rests on the border between two grade levels 每 strong participation may provide the final push to move the grade to a higher level (-/+ on grade will be employed in this case). Thus, participation can only help performance in this course. The instructor will try to monitor and note student participation in class; however students are encouraged to report to the instructor about their participation after class either in person or via email.

Each group member will have the opportunity to rate all other members＊ contribution in the end of the semester. Those group members found to be consistently contributing a significant lower amount from peer evaluation will receive a reduction in their score for the group work. The instructor will also monitor and note exemplary citizenship in group participation throughout the semester.

INSTRUCTOR AVAILABILITY

Besides office hours, I am also available before and after class, or specific appointments can be scheduled with me as needed. I am happy to meet with individuals or groups, and we can easily arrange mutually convenient times or locations as necessary. I might not be available all the time by phone, but you should easily reach me through email.

As a faculty member in the Krannert School of management, I am also available as an advisor in a number of capacities. As such, feel free to use me as a resource for advice, counsel, letters of recommendation, or any other assistance you feel I might be able to provide. If, for some reason, I cannot meet your advisory needs, I will work with you to find the appropriate resource.

HONOR CODE

I urge you to conduct yourselves honestly and honorably in this course, and all others you take at this University. You are expected to comply with Purdue University＊s Student Code of Conduct (http://www.purdue.edu/usp/acad_policies/student_code.shtml) and the University＊s stated expectations regarding Academic Integrity (http://www.purdue.edu/ODOS/osrr/integrity.htm). With this in mind, I ask that you come to me if you find yourself in a situation where you are having difficulty coping with the demands of student life or the teamwork involved in this course. My goal is to serve you in the best manner that I can 每 please do not hesitate to contact me if you need help

CLASS SCHEDULE

This class schedule is tentative and may change as the term proceeds.