Tennessee Wesleyan College

BA491

TENNESSEE WESLEYAN COLLEGE

MARKETING MANAGEMENT

BA 491

ELL 310

MW: 2:00 – 3:15 p.m.

Class Hours: 3.0 Instructor: Dr. Carol Decker

Credit Hours 3.0 Office Hours: MWF: 10:00–11:00 a.m.

M: 1:00-2:00 p.m.

TR: 5:00 – 6:00 (Knox/Athens)

Other Hours by Appointment

Course Syllabus Office Location: ELL 205

Spring 2012 Phone: 423-746-5270

Revised: 12/6/11 E-mail: cdecker@twcnet.edu

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

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

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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:
  • lead, serve, and graduate with effective communication skills that include reading, writing, speaking.
  • recognize social and political behavioral issues in a historical and cultural perspective.
  • demonstrate mathematical computation and computer application skills.
  • think critically and develop a basis for effective judgment.
  • 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.
    • 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:
  • Application of marketing planning/strategy in diverse business settings
  • Application of the marketing planning/strategy in consumer and organizational settings
  • Critical thinking, and research capabilities in the marketing field

 

TEXT/REQUIRED RESOURCES:

• A Framework for Marketing Management, 3rd, by Philip Kotler and Kevin Keller. Prentice Hall 2007. eText Print ISBN-10: 0-13-145258-4; Print ISBN-13: 978-0-13-145258-9. Choose an inexpensive print version (used or new) from any bookseller or an electronic version (e-text) from http://www.coursesmart.com/students.

 

• Marketing Simulation VLC

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 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………………20%

Marketing Simulation Competencies…………..10%

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

 

Exams: There will be (4) exams throughout the course. The first two Exams will consist of multiple choice or short answer/essay questions covering the textbook, simulation, and material discussed in class. The third and fourth exams will be simulation based with greater weight. Study guides will be provided. 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. Simulation based exam scoring will be according to simulation guidelines.

 

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

 

Marketing Simulation: The simulation is individually based consisting of corresponding text topics and activities. Simulation competencies will be required at the end of each module in which you must pass before proceeding to the next module. All modules must be completed in order to complete the course. This is tied to your participation 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.

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

 

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 20%, simulation competencies worth 10%, 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 2011-2012)

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 11	1/11 Introduction	Chapter 1; Marketing Planning
2. January 16	1/16 Marketing for the 21st Century/Service 1/18 Developing and Implementing Marketing Strategies and Plans/Marketing Strategies	Chapter 2
3. January 23	1/23 Developing Marketing Strategies and Plans/Marketing Strategies 1/25 Understanding Markets, Market Demand, and the Marketing Environment/Marketing Realities	Chapter 2 Chapter 3
4. January 30	1/30 Understanding Markets, Market Demand, and the Marketing Environment /Marketing Realities 2/1 Understanding Markets, Market Demand, and the Marketing Environment /Marketing Realities	Chapter 3 Chapter 3
5. February 6	2/6 Understanding Markets, Market Demand, and the Marketing Environment/Marketing Realities 2/8 Creating Customer Value, Satisfaction, and Loyalty/Buyers & Consumers	Chapter 3; Simulation   Chapter 4
6. February 13	2/13 Exam I 2/15 Analyzing Consumer Markets/Buyers & Consumers	Chapters 1- 4 Chapter 5
7.February 20	2/20 Analyzing Business Markets/Buyers & Consumers 2/22 Identifying Market Segments and Targets/Segmentation	Chapter 6 Chapter 7
8. February 27	2/27 Identifying Market Segments and Targets/Segmentation 2/29 Creating Brand Equity/Branding & Positioning	Chapter 7 Chapter 8
9. March 5	3/5-3/9 Spring Break—No Classes
10. March 12	3/12 Creating Positioning and Dealing with Competition/Branding & Positioning 3/14 Exam II	Chapter 9   Chapters 5-9
11. March 19	3/19Setting Product Strategy and Marketing Through the Life Cycle/Managing Services/Product & Pricing 3/2119Setting Product Strategy and Marketing Through the Life Cycle/Managing Services/Product & Pricing	Chapters 10 & 11   Chapters 10 & 11
12. March 26	3/26 Developing Pricing Strategies and Programs/Pricing & Channels 3/28 Designing and Managing Value Networks and Channels/Pricing & Channels	Chapter 12   Chapter 13
13. April 2	4/2 Managing Retailing, Wholesaling, and Logistics/Pricing & Channels 4/4 Designing and Managing IMC	Chapter 14   Chapter 15
14. April 9	4/9 Easter Break 4/11 Designing and Managing IMC	Chapter 15
15. April 16	4/16 Managing Mass Communications 4/18 Managing Personal Communications	Chapter 16 Chapter 17
16. April 23	4/23 Managing Marketing in the Global Economy/Marketing Globally 4/25 Exam III—Last Day of Class	Chapter 18
17. April 27	4/27 – 5/2 Final Exam Exam IV