University of Guam

UNIVERSITY OF GUAM

COLLEGE OF BUSINESS & PUBLIC ADMINISTRATION

Department of Business Administration

FUNDAMENTALS OF MARKETING

Outline, Study, and Assessment Guide

Spring Semester 2014

TERRIE O'BRIEN Associate Professor of Marketing Mailbox: SBPA Office Phone: 735-2533 Office: LG Bldg 124 Office hours as posted BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014

TEXTBOOK

Kotler, Philip and Gary Armstrong, Marketing: An Introduction, 10th/11th Ed, Prentice Hall: Englewood Cliffs, New Jersey, 2010.

Terpening, W., Hegeson, J. and Ursic M., NewShoes, Interpretive: Charlottesville, Virginia, 2010. Available on-line – details will be discussed during class.

COURSE AIMS

This subject is an introductory course in Marketing. It is designed to provide students with an understanding of the key concepts, tools, and theories used in Marketing and to provide an insight into the role of Marketing within a business organization. As a foundation subject it will (a) provide a platform for more advanced study in the discipline of Marketing for those students wishing to undertake further study in this area of business and (b) provide a basic understanding of the key essentials in Marketing for those students not intending to pursue this area of study in further detail.

The subject will examine the role of Marketing in achieving organizational objectives by identifying Marketing opportunities and developing Marketing strategies. The subject is presented within a Marketing planning framework in which Marketing theories, tools, and concepts focus on the practical need of developing and implementing effective Marketing strategies.

Although the subject will focus on consumer product Marketing, however business-to-business, services, Internet marketing, and international Marketing will be reviewed as well.

OBJECTIVES

Upon completion of this course, students should:

Have an awareness and understanding of the concepts and theories of Marketing (BBA Goal 2);

Understand the scope and ramifications of the Marketing management function and its relationship with corporate planning (BBA Goals 2, 3, 6, 9 & 10);

Understand the basic techniques and tools of Marketing as applied to the current and future Guam and global environment (BBA Goals 1, & 4);

Be able to apply these concepts, theories, tools and techniques for Marketing analysis and problem solving (BBA Goals 5, 6 & 7);

Be able to work as a team to solve Marketing management problems and demonstrate the ability to present findings to management, (BBA Goals 5, 6, 7, 8 & 9), and

Be familiar with the legal and ethical issues related to the Marketing function (BBA Goal 3).

BBA Goals

2 BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014 These course objectives align with the following program learning goals established for the Bachelor of Business Administration (2012-13 UOG Undergraduate Catalog, p. 81):

General Knowledge Goals:

BBA 1: Develop an understanding of the business environment of the Western Pacific Region; BBA 2: Develop core business knowledge and competencies in a business field or area of concentration; BBA 3: Recognize how legal, regulatory, political and social environments affect ethical and socially responsible business decisions; BBA 4: Develop and appreciate an understanding of diversity, regional, and global issues in multicultural settings; BBA 5: Demonstrate effective communication abilities; BBA 6: Demonstrate critical thinking and analytical skills; BBA 7: Demonstrate competency in information technology and ability to gather and synthesize information; BBA 8: Demonstrate the ability to interact with the business community, and BBA 9: Demonstrate effective collaboration, teamwork and leadership.

ASSESSMENT

Assessment in this subject will consist of a combination of mid and end-of-semester examinations (3) and coursework as follows:

Group assignment- Case Analysis 30% Group assignment – New Shoes 20 Individual assignments 20 Examinations 30 100%

INDIVIDUAL ASSIGNMENTS

Throughout the term students will be expected to read, prepare, share, and submit assigned exercises, cases, and individual topic reports (see course outline for specific dates and assignments, other exercises/projects will be assigned during class time). These will be due at the beginning of class on the assigned day - therefore, students should keep either a copy or duplicate of the solutions for reference during class discussions. Please note that it is each student’s responsibility to discover what coursework is assigned during class, if a student is absent he/she is still responsible for finding out what they missed. The aim of the Marketing exercises is to allow the students to apply Marketing theory and practice using relevant and interesting classroom activities.

All individual reports will be on topics to be assigned by the instructor. This will typically entail oral and/or written reports to be presented during the term. Further details and date assignments are addressed in the attached course syllabus or will be provided during the term.

NEW SHOES

Students will be assigned to groups of 3 and will work together to run a Marketing firm in a computer simulation. They will be expected to make decisions about pricing, advertising, sales 3 BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014 promotions, distribution, etc. This will require students to analyze Market research, Market demand, environmental dynamics, potential new products and business-to-business decision- making. They will also be expected to understand the dynamics of Market share, return on sales, and breakeven analysis. Students will learn how to manipulate Marketing mix elements to achieve organizational goals. This group work will account for 20% of the students’ grade in this course. Participation in a team is mandatory. Final team grading for this effort will be determined based on final standing relative to other class teams and overall performance. Individual grades will take into account each team members’ contribution and participation. This is a Web-Based simulation and materials will be available through the Internet and discussed before the beginning of the initial review and first decision.

CASE ANALYSIS

Within class, students will be organized into groups of two or three for the case analysis and presentation.

The objectives of the case analysis are to assess students' ability to:

1. Apply Marketing principles;

2. Work as a team to complete an assigned task, and,

3. Communicate effectively orally and in written form.

Students, working in groups of two or three, will develop, present, and submit a case analysis for assessment. Each group will be assigned a case. The group will present a summary of their analysis to the class and provide a written report one week after the presentation. Please note that each group should prepare two (2) copies of the written report – submit one and keep the other. The presentation and the report are worth 30% of your final grade. The same grade will be awarded to each member of the group. However, each group member will have the opportunity to assess their peers’ contribution and effort, which will be factored into the overall individual grade of each student. The cases to be analyzed will be assigned by the instructor during the class. The presentation will assess both communication, analytical, and group work skills. (See Case Analysis Guide attachment.) An assessment sheet for this project is included with this outline

EXAMINATIONS

There will be three examinations - two during the term (see outline for dates), and one at the end of the semester - designed to test students' understanding of Marketing principles, theories, and practices and the students’ ability to apply these. The examinations will cover the basic concepts and other material discussed in the lectures, the prescribed readings, and other course assignments. The examinations will be closed book and will consist of a combination of subjective and objective questions. Details of the actual structure of the examinations will be provided to students in the examination reviews during class.

SUGGESTED READING MATERIAL

Argenti, J., Practical Corporate Planning, London: Allen & Unwin, 1988.

4 BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014 Bradmore, D., Joy, S. and Kimberley, C. (1989), Marketing Visions, Classical and Topical Readings, Prentice Hall, New York, Cowell, D., The Marketing of Services, Heinemann, 1984. Davidson, J.H., Offensive Marketing, Harmondsworth: Penguin Books, 1987. Levinson, Jay Conrad, Guerilla Marketing, (Series), 19--. Ohame, K., The Mind of the Strategist, New York: Penguin, 1983. Ries, A. and Trout, J., Bottom-up Marketing, New York: McGraw-Hill, 1989. Ries, A. and Trout, J., Marketing Warfare, New York: McGraw-Hill, 1987. Ries, A. and Trout, J., The 22 Immutable Laws of Marketing, London: HarperCollins, 1993. Weinstein, A., Market Segmentation: Using Niche Marketing to Exploit New Markets, Chicago, Ill: Probus Publishing, 1987.

JOURNALS AND MAGAZINES

The following journals and magazines provide a useful source of reference material concerning the subject of Marketing:

Ad News Advertising Age American Marketing Association Journal of Marketing American Marketing Association Marketing News Directions Guam Business News Harvard Business Review Journal of Marketing Journal of Marketing Management Newsweek Time

INTERNET RESOURCES

In today’s electronic age the Internet offers a vast array of resources for Marketing reference including the following American Marketing Association website: www.marketingpower.com Please note that the number of other websites available is countless and should be tempered with a bit of common sense and caution as to the credibility of some of these sources. Please ensure that any information obtained from the internet comes from a reputable source (i.e. legitimate organizations or individuals).

5 BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014 Grading

Final grading for projects, assignments, and the examination will be based on the following descriptions, which are provided to indicate the standard expected by the course instructor. These are included as a guide to help students select a standard to aim at for their coursework in this subject.

Approx. Points % Grade Standard Description 90-100 A Substantially better excellent critical conceptual than average analysis/comprehensive survey of relevant issues/ well argued well presented/ supported by additional research evidence 80-89 B Better than average good critical and conceptual analysis/good survey of relevant issues/satisfactory presentation/ additional research but not always effectively used 70-79 C Average/Satisfactory rather more descriptive than critical and conceptual/ analysis lacks clarity in parts/evidence of additional research but not always effectively used 60-69 D Below largely descriptive/ somewhat average/barely disorganized and lacking in acceptable detail/arguments not supported by evidence Below 60 F Unsatisfactory/ perfunctory/almost entirely Unacceptable/Failure descriptive/narrow in conception/poorly argued/ little to no evidence of understanding/little evidence of a serious attempt/not presented

Plagarism

In line with our School’s program intent of developing ethical professionals, students must adhere to honesty and accurate referencing (where applicable) to cited sources on exams and assignments, respectively. Note that when making reference to published works/secondary data, etc. you must provide appropriate credit to your sources. Use the APA manual as a how-to guide for accepted citation format. Absolutely no credit/points will be granted for work where cheating and/or plagiarism are detected. Plagiarism will result in automatic failure of the course.

The UOG Student Handbook p. 47 states, that students should “not plagiarize." Further p. 49 defines plagiarism as follows:

"The term "plagiarism" includes, but is not limited to the use by paraphrase or direct quotation, of the published or unpublished work of another person without full and clear acknowledgment. It also

6 BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014 includes the unacknowledged use of materials prepared by another person or agency engaged in the selling of term papers or other academic materials."

"Plagiarism is the deliberate attempt to deceive the reader through the appropriation and representation as one's own the work and words of others. Academic plagiarism occurs when a writer repeatedly uses more than four words from a printed source without the use of quotation marks and a precise reference to the original source in a work presented as the author's [read plagiarist's] own research and scholarship. Continuous paraphrasing without serious interaction with another person's views, by way or argument or the addition of new material and insights, is a form of plagiarism in academic work."

Additionally, "3.6 Paraphrasing as plagiarism: Paraphrasing without reference to the original source and extensive or continuous paraphrasing, even when the source is mentioned, without the addition of material, that seriously interacts with the paraphrased passages or adds significant new information, is plagiarism. ...

... Legitimate paraphrasing takes place only where the source is acknowledged and where the paraphrasing is limited to material that is then discussed, explained, and argued about. Acceptable paraphrasing takes place when:

1) the paraphrasing does not dominate the writer's work;

2) where the paraphrase is made to allow the author to interact critically with another person's views;

3) when the argument of the original text is re-written in different words."

From the Univ. of Calgary web-page (www.ucalgary.cal~hexham/study/plag.html)

ADA STATEMENT:

If you are a student with a disability who will require an accommodation(s) to participate in this course, please contact me privately of your specific needs. You will need to provide me with documentation concerning your need for accommodation(s) from the University of Guam's EEO/ADA office. If you have not registered with the EEO/ADA Office, you should do so immediately at 735-2243/2244/2971 to coordinate your accommodation request.

7 BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014

CASE ANALYSIS GUIDE

Purpose of Case Analysis

Markets are complex and dynamic. Consumer tastes and competition are constantly changing. The objective of case analysis is to provide students with experience in Marketing management - making decisions under conditions of uncertainty and imperfect information.

The cases selected for the course all describe current Marketing situations experienced by companies in the United States. These cases require students to apply the Marketing concepts discussed in the lectures and the recommended reading to specific situations. The cases provide experience with the process of marketing management. Therefore the cases are exercises in decision-making by a group in the face of uncertainty and imperfect information - the reality of the Marketing manager’s role. As Brown argues the essence of successful case analysis (and Marketing management) is asking the right questions.

Assessment is based on the persuasiveness of the Marketing analysis used to support your recommendations. This requires applying Marketing concepts to critically evaluate information researched on the case. Markets are defined by consumers and the competition (i.e. substitutes). Therefore recommendations should be consistent with the analysis of the Market, that is buyer and competitive behavior.

Framework for Analysis

The case analysis should identify what needs to be done and how it can be accomplished. The situation analysis should identify what is currently occurring both within the company and outside of the company, as well as the critical Marketing issues in the case. The task is to evaluate the current Marketing efforts and strategy. The alternative solutions should present possible ways that the problem can be solved. The recommendations should identify the best solution and how it can be implemented - target Markets, positioning and Marketing mix. Specific questions to be considered are provided with each case. The solution should be supported by logical arguments and evidence. Remember, assertion is not argument; description is not evaluation.

A format for the analysis and report is:

1.Executive Summary (maximum 200 words) 2.Situation Analysis (including Background and Current Situation Analysis) 3.Critical Marketing Issue or Key Problem 4.Alternative Solutions (should offer at least 3 mutually exclusive options) a. Pros for each b. Cons for each 5. Decision Matrix 6. Recommendation a. Target Markets b. Positioning c. Marketing Mix d. Evaluation 7. Conclusion 8. Bibliography 8 BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014

Presentation

The presentation to the class should be no more than 20 minutes long and each member of the group must participate. Evaluation will be based on the areas included in the Assessment Sheet included with this syllabus. Please remember that this is a Marketing Course and solutions to the issues will be Marketing solutions. Also, it is expected that students will use effective audio/visual aids in order to improve and strengthen their presentations.

Case Analysis Reports

The reports should be typed (12 point Times Roman) and bound in one and a half or double spacing with margins no more than 1 inch. All reports must be clearly labeled identifying the case, students' names, course, class time, term and year, and instructor. Each report should have a letter of transmittal addressed to the instructor and signed by each team member. An executive summary should be included at the beginning of the report. This should identify the critical Marketing issues in the case and the recommendations to address these. The report should include a table of contents and pages should be numbered. Tables and Figures should be clearly labeled with appropriate headings and the source of the information. Each group should retain a copy of their report. Points will be deducted for work that is not adequately referenced or does not address the full scope of the assignment. The written report must be submitted to the instructor one week after the presentation. A complete bibliography listing authors in alphabetical order and giving full details of each publication and source should be provided. A late penalty of 10% per day will apply for any late submissions.

This is a group project. As previously mentioned, the same grade will be assigned to each member of the group for both the presentation and the report. However, each individual’s grade can be affected by his/her contributions and efforts that will be factored into the individual grade. If groups are experiencing any problems these must be discussed with the instructor prior to the presentation. Remember, there is recourse for uncooperative group members.

Group Work

Successful group work requires a commitment from each member of the team to the outcome. The choice of a group is important, not least because 30% of your assessment is dependent on the outcome. You should discuss and agree on your objectives and ground rules for working together. Are you all agreed the objective is a “C” or an “A”? Goal conflict will inevitably lead to group conflict. Make sure you agree to a regular meeting (weekly is usually required) and exchange contact numbers and e-mail addresses. If your group does encounter problems that you cannot resolve these must be raised with your instructor prior to your presentation. Remember each member of the group will start with the same grade based on the group's performance. However, this can be adjusted to reflect individual student contribution to the group effort. You will be assessed on your ability to work as a team.

9 BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014

CASE ANALYSIS ASSESSMENT SHEET Written/Oral Report

Year/Semester:______Class Day/Time:______

Student(s): ______

1. Background 2. Situation Analysis 3. Identification of Marketing Issues/Problems 4. Alternative Solutions 5. Analysis of Alternatives 6. Recommendations - Supported by Marketing Tools & Techniques 7. Formulation of Generic Marketing Strategies Including Analysis of Strategic Alternatives 8. Merit of Strategic Choice 9. Marketing Mix (Relevance, Creativity) 10. Thoroughness, Depth, Rigor 11. Clear arguments/convincing 12. Relevance to subject/theory/concepts 13. Understanding 14. Utilization of references 15. Presentation: Style, Creativity, Preparation 16. Structure, Flow, Logic 17. Audio/Visual Aids 18. Question Handling

ORAL:_____ WRITTEN:_____ OVERALL GRADE:_____

COMMENTS:______INSTRUCTOR:______

WEEKLY LECTURE TOPICS*

10 BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014 Spring 2014

Tuesdays and Thursdays – 9:30am – 10:50am

DATE TOPIC

Week 1 Orientation Jan 23 Administrative Matters

Week 2 Marketing: Managing Profitable Customer Relationships and Jan 28 & 30 Company and Marketing Strategy: Partnering to Build Customer Relationships Chapters 1 & 2

Week 3 The Marketing Environment Feb 4 & 6 Chapter 3 Report: The Local Environment

Week 4 The Marketing Planning Process Feb 11 & 13 Developing a Personal Marketing Plan

Week 5 Managing Marketing Information Feb 18 & 20 Consumer and Business Buyer Behavior Chapters 4 & 5 Assign Student Marketing Research Project

Week 6 Student Marketing Research Feb 25 & 27 Midterm Review Introduction to Marketing Simulation – New Shoes Assign Groups & Meet with group Register and Read manual

Week 7 Student Marketing Research Reports Mar 4 & 6 Midterm Examination I Chapter 5

Week 8 HOLIDAY – Charter Day Mar 11 & 13 Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers Reis & Trout Readings Marketing Simulation – New Shoes: Decision 1 Due Chapter 6

Week 9 Positioning – Reis & Trout Mar 18 & 20 Product, Service, and Branding Strategy Marketing Simulation – New Shoes: Decision 2 Due Chapter 7

11 BA260 - FUNDAMENTALS OF MARKETING – SPRING SEMESTER 2014 Week 10 HOLIDAY – Spring Vacation Mar 25 & 27

Week 11 New Product Development and Product Life Cycles Strategies Apr 1 & 3 Pricing: Understanding and Capturing Customer Value Marketing Simulation – New Shoes: Decision 3 Due Chapters 8 & 9

Week 12 Marketing Channels and Supply Chain Management Apr 8 & 10 Webcasts Marketing Simulation – New Shoes: Decision 4 Due Chapter 10

Week 13 Retailing and Wholesaling Apr 15 & 17 Examination Review Marketing Simulation – New Shoes: Decision 5 Due Chapter 11 Case Analysis Outline Due

Week 14 Midterm Examination II Apr 22 & 24 Communicating Customer Value: Advertising, Sales Promotion, Public Relations Marketing Simulation – New Shoes: Decision 6 Due Chapter 12

Week 15 Personal Selling and Direct Marketing Apr 29 & May 1 Marketing in the Digital Age Marketing Simulation – New Shoes: Decision 7 Due Chapters 13 & 14

Week 16 The Global Marketplace May 6 & 8 Marketing Ethics and Social Responsibility Marketing Simulation – New Shoes: Decision 8 Due Chapters 15 & 16

Week 17 Case Analysis Presentations & Examination Review May 13 & 15 Marketing Simulation – New Shoes: Decision 9 Due

The Final Examination will be held on the assigned day and time as stipulated by the administration during finals week scheduled May 19th – 21st. Marketing Simulation – New Shoes: Decision 10 Due by date of final.

*Please note that the instructor reserves the right to alter or change any part of this outline. If changes are made students will be informed during class with ample time to fulfill requirements. ** The instructor reserves the right to deny withdrawals from the course after week 15 of the course without legitimate verified extenuating evidence.