Marketing Seminar GBA 652
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This 4 page Class Notes was uploaded by Presley Miller on Saturday October 3, 2015. The Class Notes belongs to GBA 652 at California State Polytechnic University taught by Frank Bryant in Fall. Since its upload, it has received 57 views. For similar materials see /class/218272/gba-652-california-state-polytechnic-university in Grad Bus Admin All College at California State Polytechnic University.
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Date Created: 10/03/15
GBA 652 01 Marketing Seminar GBA 653 Directed Study in Marketing Seminar Spring Quarter 2011 Mon 6 00 950PM Location 6 204 Instructor Frank K Bryant Phone Number 9098692998 Of ce Room 94247 Em ail ltbgant csupomonaedu Of ce Hours Tuesdays ll00300pm and Wednesdays l22pm or by Appointment Required Textbook Strategic Marketing Problems l2m Edition Roger A Kerin amp Robert A Peterson Prentice Hall Recommended Supplementary Readipg The Marketing Imagination by Theodore Levitt This book is widely available in paperback As a minimum I recommend chapters 2 The Globalization of Markets and Marketing Myopia These chapters are reprints from the Harvard Business Review Course objectives and teaching overview Using case studies and business planning this course aims to teach you the art and science of marketing decision making in a variety of functions such as pricing promotion targeting and positioning segmentation and marketing channel optimization to name a few Upon finishing the course you are expected to understand the overall role of marketing in the global environment and the speci c roles of product development pricing strategy advertising promotion and channel structures Cases will be selected to cover as many marketing functionalities as possible encompassing a wide cross section of organizations including services and nonpro t companies More importantly the student will be able to make avariety of marketing decisions in an assortment of marketing situations and to analyze these decisions In sum you should be able to think like a chief marketing of cer CMO and function like a marketing manager Class time will be allocated to the following activities according to the approximate schedule below Brief lecture 20 Case presentation 60 Discussion period 20 GBA 652 Grading Your grade will be based upon the following criteria further explained in the following sections lVIidterm Exam 25 Final Exam 25 Case lIndiVidual 25 Case Presentations 35 Participation 125 TOTAL 100 Letter grades will be assigned based on the following scale 93 A 73 7 77 C 90 7 92 A 70 7 72 C 88 7 89 B 68 7 69 D 83 7 87 B 63 7 67 D 80 7 82 B 60 7 62 D 78 7 79 C below 60 F Grading The same grade received in GBA 652 will be applied to GBA 653 GBA 652 Exams These will consist of short answer and miniessay questions The exact format and expectations will be discussed as we get closer to the exam dates Case Presentations In each case that we will discuss you or your group will serve as the marketing manager group that must make a decision Cases will be discussed in nearly every class The class will be divided into teams of two or three people Each team will have two cases to prepare and present to the class You should identify yourself with the protagonist or main character in each case and decide on the basis of what you know about marketing what you would do if you were in that person39s shoesand more importantly why you would do it Your audience is top managementand it is top management not me whom you must convince that your decision is the right one In class of course as in real life you must also be prepared to convince your peers that your decision is correct The course therefore is a course in problemsolving thinking and persuasive reasoning Each team will have one case to present to the class A written analysis of no more than ve pages tables and graphs not included plus a copy of your PowerPoint slides should be sent the day before your presentation Sunday to kiko 1quot quot mm The l quot will be 1 l 39 39 30 minutes after which the team will lead the class discussion of the case in detail Besides the case study each team is responsible for giving the class an update on the present condition of the company except for the rst individual case A detailed case preparation g11ide has been downloaded to Blackboard Nonpresenting students are expected to familiarize themselves with the facts of the case and be prepared to ask questions and discuss other possible solutions In essence everyone prepares all the cases regardless of who presents This will be part of your participation grade Questions of Comprehension Prelude to Case Analysis Basically case analysis requires three cognitive skills 1 applicationie using concepts and general principles to solve a specific problem that is new to you 2 analysis and smthesisie breaking down the case problem into its component parts identifying relationships among the parts and putting the parts together in a new way that sheds light on the solution and 3 evaluationie judging the worth of an alternative course of action by comparing it to a standard Knowledge and understanding however both of general marketing principles and of the facts of each specific case are prerequisite to sound case analysis Before examining any given case ask yourselfthe following questions of comprehension 1 What concepts and principles from my basic marketing or marketing management textbooks will I have to call upon to analyze and solve this case M How can these concepts and principles help me define the problem generate alternative courses of action or recommend a solution L What in this case is the most important thatl must consider Next most important Third most 4 What uncertainties exist in the competitive environment What assumptions about these uncertainties will I have to make before I can solve the case 5 What quantitative analysis is required 0 What additional informationif I could get itwouldl want to have in order to help me solve this case Participation I cannot stress enough the importance of coming to class being prepared and taking substantive part in case discussions and other classroom exercises Your participation score will depend on three factors First is the attendance required Second is the substantive commentsquestions contributed during case discussions Third is initiating a discussion on a current event topic which is an ice breaker at the eginning of each class Presenters are exempt from the third grade component Honesty Policy Dishonesty of any form will not be tolerated This includes submission of any work other than your own failing to cite sources cheating on exams plagiarism forging absence excuses and the like Dishonesty results in an F in the class and referral to the university judicial affairs More information can be found m I39I39 at httpwww dsa n Special Needs If you are a student with special needs please notify me as soon as possible so that I can make necessary accommodations Date Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 328 44 411 418 425 52 59 516 523 523 531 66 Course Schedule Tentative Introduction Decision Making and Case Analysis How to Prepare a Case Appendix A 7 A Sample Marketing Plan Financial Aspects of IVIarketing Management Opportunity Analysis Product and Strategy Service Integrated Marketing Communications Midterm 1 Marketing Channel Strategy Pricing Strategy Marketing Strategy Reformulation Global Marketing Strategy Final Exam Chapters Syllabus 1 3 No Class 710 Case Discussion Team and Case Assignment Fe niX del Sur Everyone Rayovac First In Show Pet Foods Inc Dr Pepper Seven UpSquilt Pavaderm Batesmanor Furniture A Kayern Foods Cutco Yorktown Retrovir A1 Steak Sauce Goodyear Tire and Rubber Com an McNeil Museum of Art Chevrolet Europe Qindao Haier Ltd Considering the IVIaytag Acquisition Memorial Day Holiday