Professor Mike Bond 241 Syllabus Final Winter 2012

Professor Mike Bond 241 Syllabus Final Winter 2012 -...

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Unformatted text preview: Business Management 241 Marketing Management Tuesday and Thursday Mornings Winter 2012 Professor: Mike Bond Office: 667 TNRB Office hours: Monday & Wednesday, 2:15pm – 3:15pm Phone: 801- 422- 7882 E- mail: bond@byu.edu Note: I am also available outside of office hours. Please e- mail me. I generally respond within 48 hours. Teaching Assistant: TBD Welcome to Marketing Management! Peter Drucker claimed that “any business enterprise has only two basic functions: marketing and innovation.” “all else,” he noted is “detail.” Robert Lewis Stevenson observed, “We all live by selling something.” Jack Welch, former CEO of General Electric proclaimed, “marketing isn’t somebody’s responsibility; marketing is everybody’s responsibility.” Similarly, Regis McKenna argued that “marketing is everything and everything is marketing.” Although all functional areas of the firm are necessary, marketing plays a critical role in creating value for the firm’s chosen customers. If there is no value, customers leave. Without customers, companies fail. Meeting customers’ needs creates value. A portion of the value may be captured through pricing. So, marketing creates value for customers and generates revenue for the firm. Text: Principles of Marketing (13th Edition), (Philip Kotler & Gary Armstrong); ISBN: 780136079415ice (u BYU: New: $121.00; Used: $90.75 Amazon: New: $ 96.96; Used: $40.00 s Learning Objectives The purpose of this course is to introduce students to concepts, issues and decisions that comprise the activities of brand managers. We will focus on the following learning objectives: 1. Measure and evaluate brand performance. 2. Understand how to develop and implement brand strategy. 3. Demonstrate ability to optimize and leverage brand assets. 4. Demonstrate effective team management by producing quality deliverables Assessment The assessment and grading system is intended to reflect student effort, performance, and accomplishment. Grades will be based on the following criteria: Exam 1 25% Exam 2 25% Final Exam (Comprehensive) 25% Assignments 20% Professionalism 5% Total 100% Exams will be offered in the testing center. Four assignments are required for the course: 1. Consumer Exploration: Digging deeper into why consumers do what they do 2. Person- Situation Segmentation Matrix and Unique Selling Proposition 3. Retail Exploration: Evaluating effective retailer “place” practices 4. Advertising: Good versus bad ads Participation and Professionalism This grade will reflect attendance, professionalism (e.g. proper computer use), punctuality, insightful contributions to class, etc. In most job settings, employers are looking for new hires to contribute and express their ideas. They’re looking for future leaders. Let’s practice this in the classroom. I encourage you to express your thoughts and actively participate...we’ll be able to better learn together. Extra Credit – Research Study Participant or Research Article Report You may earn extra credit by participating in market research conducted by the faculty. You will receive 0.25% extra credit for participating in a 30 minute study. You may participate in up to four studies for a total of 1% of your final grade in extra credit. Sign- up details will be e- mailed to you during the first or second week of class. We (the marketing faculty) strongly encourage you to participate in the studies for at least four reasons: 1) they are fun, 2) they will show you how real marketing research is conducted, 3) they will help faculty publish research that will improve the reputation of the Marriott School which in turn will benefit you throughout your career as a graduate from the Marriott School, and 4) these studies further our understanding of consumers and marketing. If you choose not to participate in any studies but still want to get the 1% extra credit, you may select an article that appeared in the last five years in the Journal of Marketing and write a five page paper for each .25% point. . Your paper should 1) summarize the article and 2) suggest one way in which the research could be applied to as a real- life marketing problem. Each paper is worth .25% (you may write up to 4 papers = giving you a maximum potential upside of 1%). Please submit papers to me via e- mail (bond@byu.edu). These papers are due 4/03/12. The extra credit point for these assignments will be added after the other points in the course have been awarded. While the extra credit assignments will help your grade, they are not required. You can earn an “A” in the class without doing any extra credit assignments. Academic Honesty The first injunction of the BYU Honor Code is the call to “be honest.” Students come to the university not only to improve their minds, gain knowledge, and develop skills that will assist them in their life’s work, but also to build character. President David O. McKay taught, “character is the highest aim of education” (The Aims of a BYU Education, p. 6). It is the purpose of the BYU Academic Honesty Policy to assist in fulfilling that aim. BYU students should seek to be totally honest in their dealings with others. They should complete their own work and be evaluated based upon that work. They should avoid academic dishonesty and misconduct in all its forms, including by not limited to plagiarism, fabrication or falsification, cheating, and other academic misconduct. Preventing Sexual Harassment Title IX of the Education Amendments of 1972 prohibits sex discrimination against any participant in an education program or activity that receives federal funds. The act is intended to eliminate sex discrimination in education. Title IX covers discrimination in programs, admissions, activities, and student- to- student sexual harassment. BYU’s policy against sexual harassment extends not only to employees of the university, but to students as well. If you encounter unlawful sexual harassment or gender based discrimination, please talk to your professor; contact the Equal Employment Office at 422- 5895 or 367- 5689 (24- hours); or contact the Honor Code Office at 422- 2847. Students with Disabilities Brigham Young University is committed to providing a working and learning atmosphere, which reasonable accommodates qualified persons with disabilities. If you have any disability that may impair your ability to complete this course successfully, please contact the Services for Students with Disabilities Office (422- 2767). Reasonable academic accommodations are reviewed for all students who have qualified, documented disabilities. Services are coordinated with the student and instructor by the SSD Office.. If you need assistance or if you feel you have been unlawfully discriminated against on the basis of disability, you may seek resolution through established grievance policy and procedures. You should contact the Equal Employment Office at 422- 5895, D- 285 ASB. Diversity I aim to make my classroom similar to the workplace. In the workplace, it is illegal to discriminate based on race, color, religion, sex, national origin, disability, or age. Furthermore, I believe Christ would never belittle anyone based on his or her race, color, religion, sex, national origin, disability, or age. Therefore, I feel strongly that no one in my classroom should be belittled for any reason. If you experience such an offense in my class (caused either by me or a fellow student), I strongly encourage you to contact me. Policy on the Use of Technology in the Classroom Technology is an essential part of today’s learning environment. However, technology, when used inappropriately, can also hinder learning. Most Marriott School students have, at some point, sat next to students who use their laptops in class to check e- mail, talk to friends, instant message, search the internet o r play on- line games. Unfortunately, every person sitting around such students is distracted by this behavior and classroom learning decreases. As a result of the these distractions, the Marriott School has implemented the following policy effective Fall Semester 2006: Using laptops in class to legitimately take notes or work on class projects is allowed, but all other use of laptops in class is prohibited. Please respect your fellow students and professors and abide by this Marriott School policy. Marriott School Cell Phone Policy Students are not allowed to use cell phones in classes in the Marriott School. Please turn them off as you enter the classroom and keep them stored out of sight in your backpack or pocket. Class Schedule: Date 01/05 01/10 01/12 01/17 01/19 01/24 01/26 01/31 02/02 02/07 02/09 02/14 02/16 02/21 02/23 02/28 03/01 03/06 03/08 03/13 03/15 03/20 03/22 03/27 03/29 04/03 04/05 04/10 4/14- 4/18 Topic Final Exam: Testing Center Chapter 1, Part 1: What is Marketing? Chapter 1, Part 2: Customer Relationship Management Chapter 2: Marketing Management Chapter 3: Context (Discussion Only); The Profit and Loss Statement Chapter 4: Marketing Research Chapter 4: Marketing Research Chapter 5: Consumer Behavior Assignment #1 – Consumer Exploration Chapter 5: Consumer Behavior; Chapt 6: Business to Business Marketing Exam #1 Exam #1 Chapter 18: Creating Competitive Advantage Chapter 7, Part 1: Segmentation and Targeting Chapter 7, Part 2: Positioning Assignment #2 – Segmentation / USP Chapter 8, Part 1: Products / Services No Class (Monday Instruction) Chapter 8, Part 2: Branding Chapter 9: Part 1: New Product Development Chapter 9, Part 2: Forecasting, the PLC and Adoption Chapter 10: Pricing Chapter 11: Pricing Strategy Exam #2 Exam #2 Chapter 12: Channel Chapter 12: Channel / Place Chapter 14: Integrated Marketing Communication Assignment #3 – Retail Chapter 15: Advertising Guest Lecture Chapter 16: Part 1: Promotion and Public Relations Assignment #4 - Advertising Chapter 16: Personal Sales My Personal Brand / Final Exam Prep Final Exam (Comprehensive) ...
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