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MARKETING MANAGEMENT
Mon. 4-6:45 PM
SM 2.902
Contact Information:
Required Materials:
COURSE OBJECTIVES:
The objective of this introductory marketing course is to provide a thorough
understanding of marketing and its role in the organization. It will offer insight into the
way in which consumer wants and needs are transformed into a firm’s strategies and
tactics, and prepare students for the marketing challenges of the 21st century presented by
rapid globalization and technology advances. Teamwork is emphasized. Depending upon
class size students will form 8-10 groups at the beginning of the semester and work as a
group to complete a case and a project report and present them.
GRADING:
1
CASE ANALYSIS/REPORT:
Each group will submit one case analysis report and present that analysis to the class. The
report should not exceed 10 double spaced pages not including exhibits, figures, and
tables. Note the following guidelines for case analysis:
1. You should analyze the case as though you were the company.
2. Divide the analysis into 5 main sections:
a. Problem statement (1/2 page)
b. Issues:
i. Consumer and demand analysis
ii. Competitor analysis
iii. Company strengths and weaknesses (SWOT)
c. Alternatives:
i. Economic evaluation
ii. Qualitative evaluation
iii. Marketing implications
d. Recommendations
i. Spell out details
e. Plan of action
Keep in mind that not every case will call for every subheading from the above
list. Also other subheadings may be appropriate in some cases.
Each student is expected to turn in a one page individual report on the other cases.
You may discuss these cases with group members but the report has to be written up
individually.
2
TERM PROJECT:
Each group will select a new product idea and develop a marketing plan for it. The write-
up should not exceed 25 double-spaced pages. Appendices may be attached as necessary.
Late assignments will not be accepted. Each group will present its project on the date
listed in the class schedule. The presentation should not exceed 20 minutes.
PEER EVALUATION:
To ensure that each group member performs responsibly, I request that you
evaluate your group members including yourself on their contribution to the group’s
success. The evaluations will be held strictly confidential. It should be filled out and
returned to the instructor with the final exam.
3
Confidential
Peer Evaluation Form for Group Case and Project
The purpose of this evaluation is to measure the contribution of each member to the group effort.
Each member will rate the relative contribution of all members in the group on a 10-point scale.
The average of these ratings will be used to determine your contribution to the group work. For
example, if you rate your contribution 8, and other members rate you 6, 8 and 10, then your peer
evaluation will be 8.0. You should be honest and impartial in your evaluations. The instructor
reserves the right to correct and/or discard evaluations that are questionable. Please use the scale
shown below:
No contribution Contributed
at all a lot
┌───────┬───────┬──---------─────┬───────┐
0 2 4 8 10
Enter the name of each Rate the member’s Please provide some justification for your rating
group member, yourself contribution on the below. Use back of form if required.
first, below. 1 to 10 scale:
1. Your Name:
2.
3.
4.
5.
6.
PLEASE SEAL AND RETURN THIS FORM WITH YOUR FINAL EXAM.
4
TENTATIVE SCHEDULE:
2 Jan 17 NO CLASS!
3 Jan 24 Market structure Ch. 6 Get project idea
approved
4 Jan 31 Marketing research Ch. 3