B A 3 1 1 MA R K E T I NG M A N A GE M E N T : F A L L , 2 01 2

Instructor: Roger Devine Hours: by appointment Section 004: Tuesdays 5:40 pm 9:20 pm Course Catalog Description and Prerequisites Basic marketing concepts from the perspective of the marketing manager. Key focus is to examine the marketing planning and analysis necessary to develop sound marketing plans and strategies. Specific topics include the role of marketing within the firm, analysis of marketing opportunities, selection of target markets and market segmentation, marketing strategies in a global marketplace, use of technology in marketing mix decisions. Experiential learning approaches for class participation will be used. Prerequisites: BA205 and junior standing. Course Learning Objectives Analyze markets and recognize market opportunities Develop marketing strategy and tactics in a global market environment Understand market segmentation strategies, target marketing and research Discuss products, distribution, price and promotion in contemporary strategies Understand consumer behavior and business-to-business marketing Email: rdevine@pdx.edu Phone: (503) 913 4407 Room: LH 301

Required Text & Web Resource Grewal / Levy M Marketing Third Edition with Connect Access Code The Connect website for this class is: http://connect.mcgraw-hill.com/class/rrd_f12_tue - you should go there ASAP and register. See the last page of this syllabus for more info on registering with Connect. Grading Breakdown Homework (including Review Modules and Connect Assignments): 30% Team Project: Presentation & Report: 20% Team Project: Peer Review: 10% Midterm Exam: 20% Final Exam: 20%

Homework For each chapter in the text, I have assigned a review module and 1-2 assignments, using the Connect website for this class. These are available beginning the week before the reading is due, and are due by 5:40 pm on the day of class that week. The review module and the assignments are NOT optional, and ARE graded, and may NOT be turned in late. However, the assignments may be attempted an unlimited number of times, and your highest score is the only one that counts. Your cumulative grade on these assignments will make up a big part of your course grade. You should budget 1 hour study time per chapter for this work. Most weeks you will have more than 1 chapter to cover do not let this catch you by surprise. Exams There will be two exams this term. The midterm covers the material from chapters 1-9; the final covers the material from chapters 10-18. There will be practice quizzes available on Connect beginning a week before each exam; these will be graded by the system, but the grades will not count toward your final course grade. You may take them as many times as you like. Team Project The class will collectively develop a marketing plan over the course of the term, for a company product or service selected during the first class session. Students will be divided into ten teams during the first week. Each team will be responsible for developing a component of the marketing plan. Team deliverables include: Team Contract: this is a written agreement between the members of the team as to how you plan to divide the workload, how you plan to communicate with each other, how and when you plan to meet outside of class, and what your expectations are of each other. This should form the basis for the Peer Evaluations you will conduct after the project is completed. Team Report: 4-8 pages (double-spaced, 12-point font), covering your specific topic in detail, with recommendations for our marketing team. Should include a bibliography; I do not care what citation style you choose; just be consistent. Clarity, grammar, and spelling count. Team Presentation: A presentation to the class, covering your topic, with visual support (PowerPoint, Google Docs presentation, or Prezi.) Each team member should present at least a portion, although the division does not have to be equal. Be prepared for questions from the class and instructor. Especially the instructor. Peer Evaluation: due one week after presentation. Please let me know how, in your opinion, each of your team members held to the terms of your Team Contract. These will be kept confidential.

Project Team Assignments #1 Corporate and Industry Background Profile our firm, including size, corporate strategy (business, mission, values, and goals) sales revenue, financial performance, and position within the industry it competes in. Provide a chronological history of major corporate events. Summarize their relevance. Provide a complete overview and BCG matrix for the primary product lines/divisions. (If applicable; talk to me before you start on this.) Define the role our firm plays in its industry (innovator, market leader, technology leader, low-cost provider, etc.) and make recommendations for future growth.

#2 Environmental Scan (except competition) in SWOT Format Identify significant trends within each of the following six external environmental forces and categorize them as Opportunities or Threats for our firm: Social Trends, Technology Developments, Economic Factors, Demographic Shifts, Political/ Regulatory Elements, Cultural Trends Discuss the Strengths or Weaknesses of our firms ability to respond to or leverage these trends. Support your comments with specific examples. Summarize key points from the scan and make recommendations for our firm.

#3 Competitive Assessment (environmental) in SWOT Format Provide an overview of the competitive landscape faced by our firm and categorize them using the "Levels of Competition" analysis. (see class website for supplemental material) Discuss the primary competitive issues and the significant trends within this industry. Categorize them as Opportunities or Threats for our firm. Discuss the Strengths or Weaknesses of our firms ability to respond to or leverage these trends. Support your comments with specific examples. Identify the top two firms that present the largest competitive threats over the next 12 months; provide your rationale and make recommendations for our firm.

#4 Market Segment Matrix Identify the various markets served by our firm's products/services and discuss our segmentation strategy. Discuss the relative attractiveness of the markets served using Porters 5 Competitive Forces and the opportunities to expand using Ansoffs Strategic Opportunity Matrix. (see class website for supplemental material) Recommend one market segment for the class to focus on for the remainder of the plan. Justify your selection based on your research. Identify the two major competitors associated with that segment.

#5 Primary Competitors Overview (within segment) Profile the two major competitors identified by Teams #3 and #4, including size, strategy, sales revenue, financial performance, market position and corporate history.

Provide a BCG matrix for the primary product lines, and relative contribution of each line to the competitive firm's revenue. Discuss the Strengths and Weaknesses of each competitor, relative to its ability to compete against our firm. Make recommendations for our firm.

#6 Target Market, Positioning and Goals Recommend, define and defend your target market. Discuss demographic, geographic, psychographic, benefits sought, situational and behavioral factors as relevant. Discuss the market growth characteristics, market size and estimated market share held by our firm and our two major competitors. Create a Product/Market Target Grid and use it to develop your marketing goals, which represent what needs to be accomplished over the next 12 months with this brand.

#7 Product Management, Branding and the Product Life Cycle Discuss our firm's market positioning strategy relative to its two primary competitors. Use a perceptual map to reflect the positioning strategy and your recommendation. Discuss our brand. Include brand equity, the branding strategy used by our firm and its fit, given our positioning strategy. Where is the product/service in the Product Life Cycle and Consumer Adoption Cycle? What product changes should we make to meet our marketing goals? Critique our firm's packaging strategy, our innovation and service issues as relevant.

#8 Pricing Strategy Describe the pricing strategy our firm uses. Explain your rationale. Discuss the price/quality positioning of our product/service, relative to the top two competitors. Use a perceptual map to illustrate this positioning. Discuss assumptions regarding the price elasticity of our target market. Discuss how our pricing strategy serves to meet our marketing goals and how it ties into our positioning strategy.

#9 Channel Strategy Diagram our channel strategy. Discuss its length, width, and intensity. Define the intermediary functions provided by our channel participants. Identify the market, product and producer factors that significantly shape our channel strategy and discuss their impact on our channel design. Consider: -Customer/Market Served -Product/Service Characteristics -Competition -Product Life Cycle -Environmental Scan Resource Considerations Discuss how our distribution strategy serves, or fails to serve our marketing goals. Does it support our positioning? Make recommendations for change if needed.

#10 Promotional Strategy Which of the six promotional mix elements does our firm utilize? Critique the firm's current promotional activities within the context of our marketing goals, target market served and product/service positioning.

Make recommendations for modifying the promotional mix if needed. Is the promotional plan relying on a "push" or "pull" strategy? Why? Discuss our promotional strategy within the context of AIDA and the PLC.

Team Contract Guidelines Good communication is key to effective team participation and management. Teams are required to create a team contract, which is due the second week of class. This contract lays the foundation for the team expectations, group management, and peer evaluation. Each of these elements should be included in the contract as noted below. All team members are expected to contribute to the team project, and will receive a team project score. Project scores for team members rated at less than 70% in the peer evaluation will be reduced accordingly. Your contract should cover: Team Expectations Define in writing, your expectations, in terms of group participation as well as grade. Be honest with each other to ensure you are aligned with a compatible group. Specify: 1. Expectations regarding group attendance, participation and grade 2. How the workload will be distributed

Group Management Define in writing, how the group will manage itself. Specify: 1. Who will be assigned to keep group meeting attendance to hand in at the end of the term 2. Primary contributors to various sections (members must sign-off on this for each section) 3. A designated team leader and contact information Peer Evaluation The criteria for reviewing each other's performance must be clearly spelled out and included in the group contract.

Class Schedule Date 9/25 10/2 10/9 10/16 10/23 10/30 11/6 11/13 11/20 11/27 12/4, 5:30 p.m. Reading Ch. 1-3 Ch. 4, 9 Ch. 7-8 Ch. 5-6 Ch 10-12 Ch 13 Ch 14-15 Ch 16-17 Ch 18 Lecture An Overview of Marketing Marketing Research Segmentation, Targeting & Positioning B2B vs. B2C The Marketing Mix: Product (& Services) The Marketing Mix: Price The Marketing Mix: Place The Marketing Mix: Promotion More on Sales Connect? In-Class Task Yes Form Teams; (due 10/2) Choose Company Yes Library Session Yes Yes Midterm Exam Yes Yes Yes Yes Yes Final Exam Teams 5, 6 Team 7 Team 8 Team 9 Team 10 Presentations

Team 1, 2 Teams 3, 4