Project-Oriented Syllabus
COURSE BACKGROUND AND SYLLABUS FOR A PROJECT–ORIENTED COURSE
Background: Project/Company/Product Analysis Assignments
Each student and/or team will select/create a fictional product or service that they would
like to bring to market. The students then become the class experts on the product, the
company, and the industry in which it operates. Students should be encouraged to look up
articles about that industry in Business Week, Forbes, Fortune, the Wall Street Journal,
Marketing Communications, Media-Scope, and/or Advertising Age. The students should
Project-Oriented Syllabus
MARKETING MANAGEMENT
FALL SEMESTER
Instructor:
Email: Web Site:
Campus:
OFFICE HOURS
Or by Appointment at Either Location
Course Credits: 3 (Three)
Class:
REQUIRED MATERIALS
Marketing Management, 14th edition, by Kotler/Keller, Prentice-Hall 2009, ISBN 0–
COURSE PREREQUISITES:
COURSE DESCRIPTION
The characteristics and management of markets are described in topics that include the
COURSE PERSPECTIVE
The course focuses on formulating and implementing marketing management strategies
and policies, a task undertaken in most companies at the strategic business unit level. The
marketing management process is important at all levels of the organization, regardless of
Project-Oriented Syllabus
Accordingly, the course emphasizes the following:
• Primary and changing perspectives on marketing management in the New
Economy.
The course is intended for:
• Marketing concentration students who wish to deepen their understanding of
COURSE GOALS
To further disseminate and develop the knowledge and skills in the essential aspects of
marketing management, marketing strategy, and emerging New Economy marketing
applications, with a focus on the development and execution of programs, audits, and
plans.
COURSE OBJECTIVES
This course is concerned with the development, evaluation, and implementation of
marketing management in complex environments. The course deals primarily with an in–
depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques,
and models. The course addresses strategic issues such as:
• What business should we be in?
• What are our long-term objectives?
Project-Oriented Syllabus
LEARNING OBJECTIVES
To become familiar with the range of decisions implicit in strategic marketing
management and planning. In addition, to develop skill in using a variety of analytical
frameworks for making such decisions. To develop an understanding of how markets
contrast in terms of:
• Their “enduring characteristics.”
COURSE STRUCTURE
Semester-Long Marketing Plan Project
An effective way to help students learn about marketing management is the actual
creation of a marketing plan for a product or service. This project is designed to
accomplish such a task.
Project-Oriented Syllabus
Chapter Material Exams
In addition to the semester long marketing plan project, we will have two exams (see
schedule). Students are responsible for all of the material covered from the textbook,
lectures, outside speakers, and any videos/DVDs shown.
METHOD OF INSTRUCTION
The course is highly interactive between the class and the instructor. Through case
studies/presentations, problems, and specific company client activities, students will have
the opportunity to use the concepts, ideas, and strategies presented in class. Problem–
solving sessions occur in both individual (primarily) and team (occasionally) settings.
• Cell phones, calculator watches, and/or PDAs cannot be used as
calculators during exams. Students must have a separate business
calculator.
I will make all the necessary accommodations for class members with disabilities. Those
students who require or who wish to request special accommodations are encouraged to
contact the instructor after the first class of the semester and Student Disability Services
immediately.
Project-Oriented Syllabus
EVALUATION
Evaluation will be based on two examinations, the submission of all of the marketing
plan material and your final group oral and written presentation. Exams # 2 and # 3 (the
final exam) will consist of: 50-75 multiple choice, true/false, and short-answer questions.
You will need a Brown Scantron and a University ID card or driver’s license.
The weightings for the individual components are as follows:
1) Exam # 2 @ 100 points 100 points
Total: 600 points
Grading for this course is as follows:
Numerical Grade
Letter Equivalent
540 – 600 points
A
450 – 539 points
B
360 – 449 points
C
270 – 359 points
D
Below 270 points
F
Project-Oriented Syllabus
MARKETING PLAN PRESENTATION’S WRITTEN FORMAT
Your marketing plan is to be submitted using Marketing Plan Pro’s format and all
exhibits and spreadsheet reports, double-spaced, with 1-inch margins on all sides of the
paper, using 12 point Times New Roman font. This written report is worth 150 points.
▪ Page # 1: Executive Cover Memo
There is no limit as to the number of pages to be submitted; completeness of your
marketing plan is what is important for your overall grade.
Some “hints” to use in writing an Executive Cover Memo:
• Do not use terms such as “increase,” “decrease,” implement as soon as possible,”
and other non-specific and non-analytical language; use very specific language
when preparing your case analyses.
See the example of an Executive Cover Memo in this syllabus for the format to be
used.
Project-Oriented Syllabus
Executive Cover Memo Format (1 Page Limit)
To:
From: (list your name and/or the names of all members of your student group. Initial in
pen)
Subject: (list the case name)
Date: (class date)
(Your wording for each of these sections will vary according to the case but you must
use these headings and a limit of one page.)
This is to recommend the immediate construction of two additional campus-parking
garages that will benefit from very fast economic paybacks to the University.
BACKGROUND
Currently, the University campus has an enrollment of 32,000 with an annual growth rate
RECOMMENDATION
A fourth and fifth parking garage should be constructed in sufficient time to be online for
NEXT STEPS
The same engineering/architecture plans will be employed as were used with the first
EXAMPLE ONLY
Project-Oriented Syllabus
CASE PRESENTATION’S ORAL PRESENTATION RUBRIC
Individual presentations will be graded based upon the following set of criteria:
• Content (45 possible points)
Included here is whether the student has substantially and fully examined all of the
issues, problems, and understands all aspects of the facts of the case. Does the student
fully understand the dynamics of the case and have they presented realistic
alternatives, realistic objectives, and sound implementation strategies.
Project-Oriented Syllabus
TENTATIVE COURSE SCHEDULE
MARKETING MANAGEMENT
FALL SEMESTER
Class
Period/
Date
Read
Chapter
Assignment Due
Beginning of Class
1
1
Defining Marketing for the 21st
Century
Group formation and begin the
process of selecting the
product or service.
2
2
Developing Marketing Strategies and
Plans
Formation of groups; first
presentation of “product” for
approval.
3
Collecting Information and
Forecasting Demand
Competitive information and
environmental scanning
project(s) completed and
presented.
5
5
Creating Long-Term Loyalty
Relationships
demographic and other
due.
7
7
Analyzing Business Markets
No report due for this chapter.
statements due.
Value proposition for the
fictional product, defined how
they will deliver satisfaction
and maintain customer loyalty
due.
Project-Oriented Syllabus
9
9
Creating Brand Equity
“Branding” strategy developed
due.
brand positioning.
service strategy due.
13
13
Designing and Managing Services
Those students who have
selected a “service” idea for
the marketing plan must
submit their offering. Students
whose project is a “product
based” component do not have
anything to submit for this
chapter.
Programs
the fictional product/service
Marketing Channels
getting their product or service
to the consumer due.
demand and capacity issues.
Project-Oriented Syllabus
17
Designing and Managing Integrated
Marketing Communications
Integrated marketing
communications matrix due.
18
Managing Mass Communications:
Advertising, Sales Promotions, Events
and Experiences, and Public Relations
program complete with
objectives, budget, advertising
message, creative strategy,
media decisions, sales, and
promotional materials is due.
Direct and Interactive Marketing,
Word of Mouth, and Personal Selling
analysis due. All other groups
must decide at this point if
they will use a direct sales
force and if so they need to
outline the specifics (including
financials) for this option.
20
20
Introducing New Market Offerings
A brief write up by the
students as to the consumer-
adoption process for their new
product is due.
21
21
Tapping into Global Markets
If the project is to be exported
to another country, then
students’ submissions
regarding how the product is to
be distributed should be
included here, otherwise this
begins the presentation phase
of the project. Student groups
should begin their
presentations to the class.
Organization
presentations of the project.
Students should ensure that
their marketing plans contain a
holistic view of the marketing
process.