5:30p - 8:20p
The basic objectives of this course are to (1) increase students' awareness of, appreciation for, and insight into decision making in marketing management; (2) enhance students' abilities to cope with problems faced by marketing managers; (3) sharpen students' analytical skills; (4) afford students opportunity to read and synthesize literature pertaining to marketing management; and (5) enhance students' oral communication skills.
General Learning Goals:
• Competency in speaking on marketing-related issues. Students will practice their oral communication skills via class participation during each class period. The information that students offer must be made in a professional manner.
• Problem solving and decision-making abilities through critical analysis, evaluation, and interpretation of business information. Students will demonstrate problem-solving and decision-making ability as they identify key issues in each assigned reading, assess the strengths and weaknesses of each reading, and suggest how marketers can make use of each reading.
These general learning goals are among those established by the Dillard College of Business Administration. General learning goals represent the skills that graduates will carry with them into their careers. While assessing student performance in obtaining these general learning goals, the Dillard College is assessing its programs. The assessments will assist us as we improve our curriculum and curriculum delivery.
Course Specific Learning Goals: After completing this course, students should:
• Be familiar with the range of decisions implicit in marketing management and planning and able to develop skills in using a variety of analytical frameworks for making such decisions
• Be able to develop an understanding of how markets contrast in terms of their “enduring characteristics,” and their stage of development and how the nature of competition in such markets is affected
• Be able to develop skills in using a variety of marketing management tools, ranging from product portfolio strategy to competitive strategy
• Have the skills in organizing for effective strategic marketing and in implementing the market planning process
• Be able to communicate effectively with marketing terminology.
COURSE FORMAT: Class meetings will take one of two approaches. Two sessions will entail solely a lecture addressing basic marketing concepts. The balance of the semester’s class meetings will involve in-depth class discussion of assigned readings from the marketing management literature about important issues facing marketing managers. For maximum learning during these sessions, a detailed analysis of assigned readings and thoughtful and active participation during class discussion are necessary. Consequently, thorough preparation for and regular attendance and active participation in all class meetings are expected.
GRADING CRITERIA: Students’ final grades will be based on their (a) performance on two in-class exams, (b) individual participation during discussion of assigned readings, and (c) deportment in and out of the classroom. The nature of these criteria is described below.
EXAMS: Two in-class exams will be administered to students. They will address solely the lecture material that was addressed in the previous class session.
CLASS PARTICIPATION: During class meetings in which assigned readings are to be discussed, the instructor will select students at random to answer questions that pertain to one of the assigned readings. Alternatively, the instructor may ask a student to present the article to the class. The above process will be repeated until all assigned readings for the class meeting have been discussed. All students are expected to be prepared to answer questions posed by the instructor and participate actively in class discussion that focuses on all of the assigned readings. Those not prepared to participate when asked to do so will receive a grade of “0” (zero) for that class meeting.
Occasionally, in lieu of class participation, a class session may be devoted solely to administration of an in-class essay quiz that addresses all three assigned articles. If so, students will be required to (a) record in detail what each of the three articles proposes and (b) indicate the pros and cons of each article relative to marketing managers.
Student Deportment: The nature of students’ behavior (e.g., professionalism, respectfulness, dependability, attitude, perseverance, motivation) toward students and the instructor will be assessed throughout the semester, both in and out of the classroom.
A student’s final grade will be based on the following weighting scheme:
Two Examinations 40%
Assigned Readings Class Participation/Quizzes 50
NOTE: In order to maintain fairness, the following guidelines will be followed: (1) students absent during an exam or participation class session will take an exam that addresses the assignment for that class session—or else will receive a “0”; (2) a student’s final grade will be reduced by 10 percent for each absence from class; and (3) no extra credit will be allowed.
NOTE ABOUT IN-CLASS BEHAVIOR: (1) Any kind of electronic interactive device must be disengaged during class. Failure to do so will result in your removal from the class roll. (2) Late arrival will not be tolerated. You would not be late for a meeting with your boss—well, I am your boss in this course, and we have weekly meetings. (3) You are preparing yourself to become a professional, so act in a professional manner inside and outside of class with your peer students and me. (4) You are to be attentive and focused during class, just as you would be with your boss. Therefore, sleeping in class, reading the newspaper, talking with your neighbor, or engaging in any other kind of disruptive activity is unacceptable and will be sanctioned accordingly.