BA 491

TENNESSEE WESLEYAN COLLEGE

MARKETING MANAGEMENT

BA 491

ELL 102

MWF: 8:00 – 8:50 a.m.

Class Hours: 3.0 Instructor: Dr. Carol Decker

Credit Hours 3.0 Office Hours: MWF: 9:00–11:00 a.m. Other Hours by Appointment

Course Syllabus Office Location: Lawrence Hall 215

Spring 2014 Phone: 423-746-5270

Revised: 1/6/14 E-mail: cdecker@twcnet.edu

Web Page Address: http://www.twcnet.edu/cdecker

(Check for Syllabi, Assignment, Announcements, & Updates)

Mission Statement

In keeping with the spirit of the liberal arts, Tennessee Wesleyan College seeks within

the framework of the Judeo-Christian tradition to provide for students the highest quality

educational experience, to promote personal integrity, responsibility, and purpose, and to

prepare for a life of leadership and service in an ever changing global community.

FROM THE EXPANDED MISSION STATEMENT

The curriculum is designed to prepare graduates to be knowledgeable, to think critically

and creatively, and to develop a basis for effective judgment. In order that they may take

their places among those who lead and serve, the following goals are expected of

graduates:

1. TWC Graduates will possess effective communications skills

2. TWC Graduates will possess effective skills in global and cultural awareness

3. TWC Graduates will possess effective analytical skills.

The following outcomes are expected of Tennessee Wesleyan College graduates with

regard to general education:

1. Use effectively the skills of reading, writing and speaking

2. Recognize the issues that affect social and political behavior in their historical and

cultural perspective.

3. Recognize and analyze contributions of the arts and literature.

4. Demonstrate mathematical computation skills, and basic computer applications skills

and demonstrate an understanding of the scientific method.

5. Think critically and develop a basis for effective judgment.

6. Access and evaluate information and its sources and use information effectively to

accomplish a purpose.

Mission of the Department:

The Department of Business Administration at Tennessee Wesleyan College strives to develop students intellectually, ethically, and socially in order for them to meet the demands of an ever-changing global society.

CATALOG COURSE DESCRIPTION: This course will extend beyond the basic principles of the marketing mix to extensive marketing plan development founded on marketing research that includes marketing opportunity analysis, demand forecasting, and application/problem solving for both domestic and international markets. Emphasis is on market planning for changing market conditions and competitive advantage.

Prerequisites: BA 351 and Permission of Instructor

COURSE OBJECTIVES:

· To develop and explain marketing planning for new economic application· To research and apply marketing planning and processes for market product development· To develop an awareness of marketing concerns in a new economy· To apply environmental forces to the marketing planning process· To apply customer satisfaction, value and retention initiatives for new economic application· To apply and analyze consumer/buyer markets for strengths, weaknesses, opportunities, and threats for product/service marketing· To develop and apply domestic and global marketing opportunities to marketing planning· To develop product/service marketing strategies for organizational opportunity

COURSE RELATIONSHIP TO BUSINESS PROGRAM/DEPARTMENT AND INSTITUTIONAL PURPOSE:

· This course enables students to: o lead, serve, and graduate with effective communication skills that include reading, writing, speaking.o recognize social and political behavioral issues in a historical and cultural perspective.o demonstrate mathematical computation and computer application skills.o think critically and develop a basis for effective judgment.o access and evaluate information and its sources and use information effectively to accomplish a purpose.· This course is intended to support the Tennessee Wesleyan College Business Administration department by developing students intellectually, ethically, and socially in order for them to meet the demands of an ever-changing global society.o This course is intended to prepare graduates to be knowledgeable, creative, and critical thinkers, and to develop a basis for effective judgment in business settings.

· This course supports Tennessee Wesleyan College-Wide Learning Outcomes and Tennessee Wesleyan College curriculum goals for enhancing academic programs

COURSE RELATIONSHIP TO BUSINESS KNOWLEDGE & SKILLS:

· This course provides business marketing knowledge and the following skills:o Application of marketing planning/strategy in diverse business settingso Application of the marketing planning/strategy in consumer and organizational settings o Critical thinking, and research capabilities in the marketing field

TEXT/REQUIRED RESOURCES:

· A Framework for Marketing Management, 5rd, by Philip Kotler and Kevin Keller. Prentice Hall 2012. · Marketing Simulation Innovative Learning Solutions (Advanced Strategic Marketing)

ADDITIONAL READINGS:

• Principles of Marketing: an Applied, Collaborative Learning Approach, Lexis F. Higgins, Ph.D.

• The United States Small Business Administration has numerous marketing related resources. Once on their web site, it is easiest to use their search engine to locate the specific information for which you are looking. http://www.sba.gov/

• The American Marketing Association one of the largest professional associations for marketers. There are over 38,000 members worldwide in every area of marketing. They are often a vital resource providing relevant marketing information that that may benefit your learning experience.

http://www.marketingpower.com/

• www.marketing.about.com

• www.paintedcows.com

• www.managementhelp.org - marketing

• www.academyofmarketing.info

• www.money.cnn.com - Business 2.0

• www.careers-in-marketing.com

• www.entrepreneur.com - marketing

• www.harvard.edu/hbr

• www.marketingscoop.com

• www.marketingsource.com

• www.marketingprof.com

METHODOLOGY OF INSTRUCTION: This course will consist primarily of virtual-based and Market Plan Pro marketing applications but will be supplemented with lecture, assessment, class/team exercises, case evaluations, and class discussions.

REQUIREMENTS:

Attendance: Class attendance is a reflection of your responsibility, priorities, and the grade you receive in this course. Because the successful completion of this course is tied to daily class material, any absence in this class will result in a substantial loss of information and material for a satisfactory evaluation. Class attendance indicates your enthusiasm toward learning and will reflect on the grade you receive in this course. Class attendance accounts for 5% of the course grade. If a student misses more than 3 of the class sessions during the semester, the points received for attendance will be zero. If the student misses 3 or less of the classes, the points received for attendance will be 4 out of the 5. If you do have to miss class for any reason, it is your responsibility to get notes, assignments, and exam/quiz information from a classmate NOT THE INSTRUCTOR. Absence is not an excuse!

Assignments: Assignments are due at the beginning of class and on the due date or before if you anticipate an absence. Some assignments are intended to support other assignments by giving you feedback for improvement. THERE WILL BE NO MAKEUPS FOR ASSIGNMENTS PERFORMED IN CLASS. All assignments should be typewritten, complete, and professional in order to receive credit. NO LATE ASSIGNMENTS WILL BE ACCEPTED!!!!

Participation: Your participation in this course is critical to the result you and others receive in this class. Participation will be evaluated according to your attendance, assignments, and performance in class/team exercises/ exam/quizzes, and discussions. Class activities may include case discussions, problems, and concepts that will support class material. Participation accounts for 5% of the grade in this course. In other words, these 5 points may be added or deducted from the final grade based on your positive or negative contributions to the course and your attendance at class presentations. ANY ABSENCE DURING CLASS PRESENTATIONS WILL RESULT IN ZERO PARTICIPATION POINTS.

Grading: The following grade scale will be utilized in this course. In order to achieve a certain level on this scale you must obtain the score indicated.

A......... 94-100

A-....... 90-93

B+........ 87-89

B.......... 84-86

B-....... 80-83

C+........ 77-79

C.......... 74-76

C-....... 70-73

D+...... 67-69

D......... 64-66

D-....... 60-63

F...........Below 60

EVALUATION/ASSESSMENT:

Exams (4)...............................................................60%

Marketing Planning Assignments/Simulations/Presentations..30% (20/10)

Attendance/Participation.............................................10%

Exams: There will be (4) exams throughout the course. All four exams will be based on text points and simulation material. Study guides will be provided for text material. NO MAKE UP EXAMS WILL BE GIVEN!!!! If you have to miss an exam for ANY reason, you are eligible for a cumulative "final" exam given during the final exam period.

Marketing Planning Assignments: The Marketing Planning assignments will be completed within the simulation and using MarketingPlanPro as assigned by instructor. A presentation will be required.

Marketing Simulation: The simulation is team based consisting of corresponding text topics and activities. You will be required to participate in Executive Briefing Sessions according to the timeline. This is also tied to your participation and attendance grade. The simulation is intended to give you applied experience in performing marketing decision making and to give you a holistic understanding of a marketing manager's position and work. Your grade for the simulation will be determined by how well you meet the game objectives (provided in the simulation and to be discussed in the game instruction session), your class rank, and the professionalism and timeliness in presenting the decision assignments. Other guidance material will be provided.

Attendance/Participation: Please see attendance and participation guidelines above.

Disability Statement:

Any student who feels she/he may need an accommodation based on the impact of a documented disability should contact the Academic Success Center to discuss specific needs. Please contact Dr. Patsy Ging, Director of Learning Support Service for Students with Disabilities at x5237, or via email at pging@twcnet.edu. It is the students' responsibility to make initial contact with one of the coordinators in the Academic Success Center. Coordinators: Dr. Patsy Ging/pging@twcnet.edu, Dr. Patti pjones@twcnet.edu, or Mr. John Gaston at jgaston@twcnet.edu

ASSESSMENT MEASURES FOR COLLEGE-WIDE LEARNING OUTCOMES

Learning Outcome

Measurement

Assessment

Use effectively the communication skills of reading, writing, and speaking.

Students will read required and assigned class materials, write Marketing plans, prepare short answer/essay exam responses, participate in class discussions and exercises, present Marketing plans, and listen to presentations for the purpose of offering critical questioning. Students will participate in interactive team decision making through a web-based simulation.

Exams worth 60%, Marketing planning assignments worth 15%, simulation competencies worth 15%, attendance and participation worth 10%, will be used to assess student learning and class performance

Recognize social and political behavioral issues in their historical and cultural perspective.

Students will read class materials regarding Ethics and Regulatory Issues and Targeting Markets and apply the impact

This material will be assessed through exams worth 60% and a Marketing planning and simulation competencies worth 30%.

Demonstrate mathematical computation and computer application skills.

Students will apply budgeting methods, forecasting, and pricing strategies and techniques to Marketing planning.

Students will develop a Marketing plan utilizing a variety of computer application skills, particularly Marketing PlanPro 9.0 software, as well as compete in a web-based marketing simulation.

Mathematical, computer, and technology skills will be assessed through exams worth 60%, a written Marketing planning assignments and simulation competencies worth 30%.

Think critically and develop a basis for effective judgment.

Students are expected to respond to short answer/essay exam questions, develop a Marketing plan, prepare Marketing applications, and simulation responses all of which require critical thought and judgment.

Exams, Marketing planning assessments, and Marketing simulation competencies account for 90% of the final grade.

Access and evaluate information and its sources and use information effectively to accomplish a purpose.

Students are expected to prepare materials for the Marketing plan and presentation that are supported by market research. The simulation will require students to assess marketing research.

Marketing planning and simulation decisions assess abilities at a total percentage of 30%.

CLINICAL/LABORATORY/FIELD EXPERIENCES: Students are expected to utilize outside resources (written and verbal) for completing the Marketing Plans and presentations. Assignments may involve discussions with individuals presently working in marketing and other text readings related to marketing that will support any statements made in written work

NOTE: Academic Integrity (from TWC Catalog 2013-2014)

The Tennessee Wesleyan College Honor System promotes academic integrity on the Tennessee Wesleyan College campus and increases awareness among different groups within the College community---students, faculty, staff, and administration—of the importance of academic honesty. Each student has the right and duty to pursue his or her academic experience free of dishonesty. The Honor System establishes the higher level of conduct expected and required of all Tennessee Wesleyan College students. Violation of academic integrity, either by plagiarism or by cheating in the classroom or elsewhere, is inconsistent with the philosophy of education at Tennessee Wesleyan College and the moral and ethical prescriptions of the Christian faith.

Instructor Policy on Academic Integrity: Any assignments found to violate the above will be considered as an F without the possibility of make-up opportunities. Continued violations will result in an F for the course. If violation occurs on a last assignment or last exam for the course, an F for the course will be assigned.

The instructor reserves the right to make adjustments to this schedule.

OUTLINE OF COURSE CONTENT

Week No./

Beginning Date

Class Date and Scheduled Topic

Required Readings & Assignments Due

1. January 8

1/8 Introduction

1/10 Simulation and Market Plan Pro

Marketing Planning; Resumes

2. January 13

1/13 Marketing for the 21st Century

1/15 Developing and Marketing Strategies and Plans/Marketing Strategies

1/17 Developing and Marketing Strategies and Plans/Marketing Strategies

Chapter 1

Chapter 2

Chapter 2

Decision 1 Due 12:00 Noon

3. January 20

1/20 Holiday/Service

1/22 Collecting Information and Forecasting Demand//Marketing Realities

1/24 Collecting Information and Forecasting Demand/Marketing Realities

Chapter 3

Chapter 3

4. January 27

1/27 Collecting Information and Forecasting Demand/Marketing Realities

1/29 Collecting Information and Forecasting Demand/Marketing Realities

1/31 Collecting Information and Forecasting Demand/Marketing Realities

Chapter 3;EB

Chapter 3

Decision 2 Due 12:00 Noon

Chapter 3

5. February 3

2/3 Creating Long-Term Loyalty Relationships/Buyers & Consumers

2/5 Creating Long-Term Loyalty Relationships/Buyers & Consumers

2/7 Exam I

Chapter 4

Chapter 4

Chapters 1- 4

6. February 10

2/10 Analyzing Consumer Markets/Buyers & Consumers

2/12 Analyzing Consumer Markets/Buyers & Consumers

2/14 Analyzing Business Markets/Buyers & Consumers

Chapter 5

Chapter 5;EB

Chapter 6

Decision 3 Due 12:00 Noon

7.February 17

2/17 Identifying Market Segments and Targets/Segmentation

2/19 Identifying Market Segments and Targets/Segmentation

2/21 Identifying Market Segments and Targets/Segmentation

Chapter 7

Chapter 7;EB

Chapter 7

Decision 4 Due 12:00 Noon

8.

February 24

2/24 Creating Brand Equity/Branding & Positioning

2/26 Creating Brand Equity/Branding & Positioning

2/28 Creating Brand Equity/Branding & Positioning

Chapter 8

Chapter 8

Chapter 8;EB

Marketing Plan

9. March 3

3/3-3/7 Spring Break—No Classes

10. March 10

3/10 Crafting the Brand Positioning and Competing Effectively/Branding & Positioning

3/12 Exam II

3/14 Setting Product Strategy and Marketing Through the Life Cycle/Managing Services/Product & Pricing

Chapter 9

Chapters 5-9

Chapters 10 & 11

Decision 5 Due 12:00 Noon

11. March 17

3/17 Setting Product Strategy and Marketing Through the Life Cycle/Managing Services/Product & Pricing

3/19 Setting Product Strategy and Marketing Through the Life Cycle/Managing Services/Product & Pricing

3/21 Designing and Managing Services

Chapters 10 & 11

Chapters 10 & 11

Chapter 11;EB

12. March 24

3/24 Developing Pricing Strategies and Programs/Pricing & Channels

3/26 Designing and Managing Integrated Marketing Channels/Pricing & Channels

3/28 Exam III

Chapter 12

Decision 6 Due 12:00 Noon

Chapter 13

13. March 31

3/31 Managing Retailing, Wholesaling, and Logistics/Pricing & Channels

4/2 Designing and Managing Integrated Marketing Communications

4/4 Managing Mass Communications

Chapter 14;EB

Chapter 15

Decision 7 Due 12:00 Noon

Chapter 16

14. April 7

4/7 Managing Personal Communications

4/9 Simulation

4/11 Managing Marketing in the Global Economy/Marketing Globally

Chapter 17;EB

Chapter 18

Decision 8 Due 12:00 Noon

15. April 14

4/14 Exam IV

4/16 Presentations

4/18 Easter Break—No Classes

16. April 21

4/21 Easter Break---No Classes

4/23 Presentations---Last Day of Classes

4/25 Final Exam Period 8:00 – 10:00 a.m.

Presentations