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SYLLABUS: BA330 – Principles of Marketing

SYLLABUS: Winter 2017 BA330 (RN: 4066) – Principles of Marketing

Professor John Kaegi

Welcome! Welcome to Principles of Marketing. This course should significantly expand your understanding and knowledge about the field of marketing in today’s competitive and fast-changing business environment. Students sometimes complain that a particular required course wouldn’t help them later in their careers. Not so with marketing courses. Whatever your career path, what you learn in this course will help you! Perhaps this is your first marketing course, or you’re apprehensive about how much marketing intuition you have, but don’t worry. By the end of this course, you may think of yourself as a marketer!

Please review the course syllabus, which provides you with important information about the course, expectations, assignments and grading. Exploring this syllabus and learning about the PharmaSim marketing simulation game that we will use in this class will set you up for success in the class and in the week 1 orientation quiz.

I am looking forward to learning with you and having a great term!

John Kaegi

This course is offered by Southern Oregon University. Class will be held in Room 209 of the Higher Education Center in Medford. For questions or concerns, contact Enrollment Services Center ([email protected]).

Introduces the establishment of a specific target market and the subsequent development of a product or service, pricing strategies, promotional strategies, and channels of distribution designed to satisfy the needs of the market.

Course Number/Title: BA330 – Principles of Marketing

Course Reference Number: 4066

Classroom: HEC209, Monday, 6:00 - 7:50 p.m.

Number of Credit Hours: 4

Term/Year/Length: Winter/2017/10 weeks

Course prerequisites: Junior level status

Course co-requisites: None

Instructional Materials

• Solomon, Michael R.; Marshall, Greg W.; Stuart, Elnora W. Marketing. Real People. Real Choices. 8th edition. Pearson/Prentice Hall publisher; ISBN-13: 978-0-13-294893-7. (Note: the same 8th edition textbook may be found with different ISBN numbers and may be used in this course.)

• PharmaSim marketing simulation game accessed through interpretive.com. You will receive an email from Interpretive providing registration instructions (or see Appendix C).

Learning Outcomes

Technology Requirements

A reliable computer and fast Internet access is required to successfully participate in and complete this course. Ensure that your computer meets the minimum system requirements noted below. Please use the following checklist to determine your computer readiness.

You should own or have access to:

• An email account

• Computer with high speed access to the Internet (Firefox recommended)

• Access to college computers when needed

• Firefox browser recommended

• Word-processing software

• Software and plug-Ins that may include (click the titles for the free downloads):

PharmaSim Marketing Simulation Description: (PharmaSim played in 3 parts, described below)

A brief description of the course activities follows. Detailed information, instructions and rubrics are available online in the course Moodle.

Students learn in different ways. Dialog and debate about new concepts and ideas helps every student retain what they have learned. The professor will incorporate challenging and often provocative discussion questions in class each week. Student participation is encouraged and highly valued. Class members are expected to contribute original thoughts that reflect that week’s learning.

Students are expected to attend class and to participate. Students may earn up to 135 points through class attendance and participation (15 points per class). Students automatically earn 10 points for attending class and up to 5 additional points for their class participation as follows:

This course will have one orientation quiz (worth 40 points) and five assessment quizzes (worth 60 points each). The assessment quizzes include 20 randomly selected questions worth 3 points each (all together the 6 quizzes represent 34% of your grade). Two attempts are allowed for each assessment quiz, but the score on the last attempt (not necessarily the best attempt) counts.

Superior marketing requires teamwork and cooperation. Therefore, this course relies on teams for assignments and PharmaSim competition. Experiencing collaboration in a competitive team environment is one of the learning outcomes for this course. Students share team grades, but must fully participate in all team assignments and activities in order to earn points. Professor closely monitors student contributions to team assignments in the team’s discussion board and contributions to the team’s simulation decisions by tools provided by PharmaSim.

Teams are primarily selected alphabetically. Volunteer team Leaders are awarded 25 extra credit points for the additional responsibility they accept. (See Appendix D below.)

Team Assignments

This class includes eight (8) written team assignments worth up to 20 points each. Four of the team assignments are to create the 4 parts of the Period 8 Allround Marketing Plan (project) in alternate weeks beginning week 3, each one worth 20 points. Students must fully participate in each team assignment to earn points.

The ability to communicate clearly and effectively is critical to success in the workplace. Writing quality will also factor into the evaluation of your team assignments. Proofread all assignments carefully. Errors in spelling, punctuation, syntax and grammar will result in point deductions. Written assignments should be original writing including citations as described in the APA style guide. Complete instructions and rubrics for each assignment can be found in weekly assignment areas in Moodle.

Instead of a final exam, your team will create a one-year, Period 8 Allround Marketing Plan (project). Your Marketing Plan will be your opportunity to apply the concepts taught in the course in a reality situation. The recommended format for the marketing plan is outlined in Appendix B, below.

The Marketing Plan is worth a total of 140 points, including the oral presentation. Each member of the team who contributes a fair share of the effort (as monitored by the professor using the team’s discussion board) will receive the points awarded the project based on the quality and realism of the plan. (A sample marketing plan and grading rubric are found in the Resources area at the beginning of the course Moodle site.)

Team Peer Evaluation

You will assess and reward or penalize your teammates’ performances in week 10. The peer evaluation, worth 25 points, is found on the PharmaSim home page.

Calendar of Activities

Disclaimer: This schedule may be amended from time to time depending on the pace of the class. You will be notified of any changes to the course syllabus via an announcement in Moodle.

Course Grade

Other Grades

E: Final exam not taken. The E is assigned when a student fails to take a final examination. Unless the instructor changes the grade, it automatically changes to an F at the end of the next regular term.

I: Incomplete. When the quality of work is satisfactory but the course has not been completed for reasons acceptable to the instructor, a report of I is made. The student has a maximum of one calendar year to complete the course requirements. An I grade automatically changes to an F after twelve months.

W: Withdrawn. Appears on the grading register when the student formally withdraws from school during the first four weeks of the term and is not responsible for a grade.

Repeating the Course

Students who fail to perform satisfactory work are required to repeat the course if credit is desired. When a course is repeated, the most recent grade is used for computing the cumulative GPA, regardless of earlier grades.

SOU Cares

SOU has a wide range of resources to help you succeed. Our faculty, staff, and administration are dedicated to providing you with the best possible support. The SOU Cares Report allows us to connect you with staff members who can assist with concerns, including financial, health, mental health, wellbeing, legal concerns, family concerns, harassment, assault, study skills, time management, etc. You are also welcome to use the SOU Cares Report to share concerns about yourself, a friend, or a classmate at http://www.sou.edu/ssi. These concerns can include reports related to academic integrity, harassment, bias, or assault. Reports related to sexual misconduct or sexual assault can be made anonymously or confidentially. Student Support and Intervention provides recourse for students through the Student Code of Conduct, Title IX, Affirmative Action, and other applicable policies, regulations, and laws.

Students are expected to maintain academic integrity and honesty in completion of all work for this class. According to SOU’s Student Code of Conduct: “Acts of academic misconduct involve the use or attempted use of any method that enables a student to misrepresent the quality or integrity of his or her academic work and are prohibited.”

Such acts include, but are not limited to: copying from the work of another, and/or allowing another student to copy from one’s own work; unauthorized use of materials during exams; intentional or unintentional failure to acknowledge the ideas or words of another that have been taken from any published or unpublished source; placing one’s name on papers, reports, or other documents that are the work of another individual; submission of work resulting from inappropriate collaboration or assistance; submission of the same paper or project for separate courses without prior authorization by faculty members; and/or knowingly aiding in or inciting the academic dishonesty of another.

Any incident of academic dishonesty will be subject to disciplinary action(s) as outlined in SOU’s Code of Student Conduct: http://arcweb.sos.state.or.us/pages/rules/oars_500/oar_573/573_076.html In case of loss, theft, destruction or dispute over authorship, always retain a copy of any work you produce and submit for grades. Retain all written work that has been graded and handed back to you.

It is the policy of Southern Oregon University that no otherwise qualified person shall, solely by reason of disability, be denied access to, participation in, or benefits of any service, program, or activity operating by the University. Qualified persons shall receive reasonable accommodation/ modification needed to ensure equal access to employment, educational opportunities, programs and activities in the most appropriate, integrated setting, except when such accommodation creates undue hardship on the part of the provider. These policies are in compliance with Section 504 of the Rehabilitation act of 1974, the Americans with Disabilities Act of 1990, and other applicable federal and state regulations that prohibit discrimination on the basis of disability.

If you are in need of academic support because of a documented disability (whether it is psychiatric, learning, mobility, health related, or sensory), you may be eligible for academic accommodations through disability services for students. Contact the Director, Disability Services for Students, at 552-6213, or schedule an appointment in person at the ACCESS Center, Stevenson Union, Lower Level. DSS services are available to all distance learning (online) students as well as on-campus students. Please see our DSS for Distance Learning page. http://www.sou.edu/access/dss/

Statement on Title IX and Mandatory Reporting

Federal law requires that employees of institutions of higher learning (faculty, staff and

administrators) report to a Title IX officer any time they become aware that a student is a victim or perpetrator of gender-based bias, sexual harassment, sexual assault, domestic violence,or stalking. Further, Oregon law requires a mandatory report to law enforcement of any physical or emotional abuse of a child or other protected person, including elders and people with disabilities, or when a child or other protected person is perceived to be in danger of physical or emotional abuse. If you are the victim of sexual or physical abuse and wish to make a confidential disclosure please contact any of SOU’s confidential advisors

(http://www.sou.edu/ssi/confidential-advisors.html), or use Southern Oregon University's

Anonymous Harassment, Violence, and Interpersonal Misconduct Reporting Form https://jfe.qualtrics.com/form/SV_7R7CCBciGNL473L

SOU Academic Support/Disability Resources:

To support students with disabilities in acquiring accessible books and materials, and in planning their study and time management strategies, SOU requires all professors to include a statement on Academic Support and Disability Resources on course syllabi. It is the policy of Southern Oregon University that no otherwise qualified person shall, solely by reason of disability, be denied access to, participation in, or benefits of any service, program, or activity operated by the University. Qualified persons shall receive reasonable accommodation/modification needed to ensure equal access to employment, educational opportunities, programs, and activities in the most appropriate, integrated setting, except when such accommodation creates undue hardship on the part of the provider. These policies are in compliance with Section 504 of the Rehabilitation Act of 1974, the Americans with Disabilities Act of 1990, and other applicable federal and state regulations that prohibit discrimination on the basis of disability.

Late/Make Up Work

Late or make up work is not accepted and will result in zero credit.

Your team project is to create a marketing plan for period 8 of your PharmaSim Allround product portfolio. A good marketing plan must be achievable based on accurate assumptions and research, approved by management and supported by employees. Your instructor will serve as senior management to determine if your plan is achievable, accurate and inspiring. Your plan should demonstrate critical analysis and presentation clarity. The following marketing plan format is recommended, with extra credit awarded for enhancing the format design (still containing all of the elements). Present plans in the APA format.

The marketing plan format has been divided into four parts, each part due for initial grading every other week (to keep you and your team on task). Grades given to each part are preliminary grades that will be increased for the final marketing plan if you apply the instructor’s recommendations to improve your final plan. Note: The Executive Summary section summarizes the plan in one page or less for the CEO and is always written last. Since it is not included in any of the 4 “parts,” it is due when the final marketing plan is submitted in week 10. Place the Executive Summary at the beginning of the marketing plan (after the Table of Contents).

PART 1:

A. APA Cover Sheet (1 page)

Include team name (e.g. Red Team) and participating team members’ names.

B. Table of Contents (1 page)

C. Company Description (1-2 pages)

• • Company legal name and form (from the case)

  • Brief company history (from the case)

  • Company’s Mission Statement (from the case or create a new one)

  • Management (team members’ hypothetical roles on the Allround marketing team)

  • Products offered (include all products manufactured and marketed by Allstar in final plan)

FINAL VERSION:

D. Executive Summary (1 page)

This part summarizes the most essential elements of the plan on one page. It is specifically provided for the company CEO who doesn’t have time to read the entire plan. It is written last, but placed up front in the plan (after the Table of Contents, before Company Description). This provides an overview of your strategy, goals and plan. It is critical that you state your marketing strategy (such as: “differentiated by high product quality,” or, “pull strategy to strengthen brand preference and product requests”) in the Executive Summary!

PART 2:

E. Situation Assessment and Analysis (2-3 pages)

Contains 3 elements: 1) a SWOT analysis presented as a 2X2 table with at least three items in each box. 2) a 4Ps competitor analysis of your primary (2-3) competitors, describing how they are positioned in the marketplace, identifying each primary competitor’s differentiation strategy (and how Allround is positioned to counter their points of difference) and describing each one using a “4Ps” Perspective. 3) a description of your 3-4 primary target customer segments commenting about each segments’ buying behaviors.

PART 3:

F. Marketing Objectives (place this within the goals and tactics table; see example below)

Show 1 marketing objective within each of 2 separate tables (one for B2C and one for B2B). A marketing objective is more specific than a strategy, but not as detailed as a goal. An objective could be: “become the preferred brand among target segments...”

G. Marketing Goals and Tactics (place this within the goals and tactics table; see example below)

In each of the 2 tables, show 3 marketing goals (a total of 6 goals) written in SMART terminology (Specific, Measurable, Attainable, Realistic and Timed-bound). The 3 goals in each table must be appropriate for the objective. B2B goals reflect marketing to channel partners (e.g. shelf space, promotional allowance, sales force) and B2C goals reflect consumer marketing tactics such as brand awareness, advertising/promotion, loyalty).

The plan should list at least 3 tactics to be used to achieve each of the goals for both B2B and B2C (6 goals and18 tactics in all; do not repeat any). An example of a marketing tactic is: “$24M for consumer advertising.” (Feel free to take reasonable guesses at budget amounts).

PART 4:

H. Financials/Marketing Plan Budget (1-3 pages)

Begin with a brief narrative description how the plan budget will achieve profitability. Gaining approval from the company leadership often depends on the allocation of the marketing plan budget. Show that you know how to spend it wisely.

Show your Period 8 marketing budget in a table (aligned to the budget dollars allocated in the goals and tactics table above). Minimally you may copy the Budget Allocation format provided in the PharmaSim game Decision Analysis area or develop a dashboard including your budget similar to the dashboard in the PharmaSim Company area.

I. Performance Monitoring/Measurement (1 page)

Finally, every marketing plan includes “control metrics” (i.e. how the company will monitor results and measure success). How will senior management know if the plan is working? What key results metrics or performance measures will the company monitor each month in order to determine success or failure? How will the plan measure changes in brand awareness or brand preference, shelf space, pricing relative to competitors, etc.? (The textbook offers many examples of performance measurement metrics.)

FINAL VERSION:

J. Sources (Appendix)

Cite at least five (5) references used to create the plan, which can include PharmaSim-created marketing reports used to generate the marketing plan. There is no limit as to the number of pages, but the longer the Reference area, the less management refers to it. Completeness of your marketing plan and relevance of supporting materials are important for your overall grade.

Writing Hints

• Use very specific details and numbers when referring to goals and tactics. Do not use terms such as “increase,” “decrease,” implement as soon as possible,” and other non-specific and non-analytical language without precise numbers or dates;

• Cite specific numbers ($ or % increase; share growth, etc.).

• Do not just state, “Exhibit A shows our growth rate” without first stating the goal growth rate.

• Before submitting the marketing plan, ask the question, “Does this plan contain all of the information senior management needs to approve this plan?” If not, improve your plan.

In Summary

You will assemble the Period 8 Allround Marketing Plan one part at a time as team assignments, and then ultimately consolidate the parts into your final Period 8 Allround Marketing Plan. Each of the plan parts is worth up to 25 points (see grading rubric in our course Moodle site). Avoid further point deductions in the Period 8 Allround Marketing Plan by taking the time to apply the professor’s recommended changes to the final marketing plan submission.

The Marketing Plan is a team competition. The members of the teams with the 3 highest scoring plans will earn extra credit as shown below. (The marketing plan grading rubric is found in the course Moodle site.) The top two teams on the Period 7 scorecard will earn 20 and 10 additional (extra credit) points respectively for their marketing plans.

The former senior executive with major brands in four different industries, Mr. Kaegi applies 40 years of corporate business experience to his life-long interest in teaching. Kaegi, who was raised in Ashland before working in the Eastern U.S. throughout his career, also instructs online business courses for Florida State College at Jacksonville and previously at Jacksonville University.

In addition to teaching, Kaegi continues his career as chief strategist for Healthstat, a Charlotte, NC health management company. Previously, Kaegi served as chief marketing and strategy officer of Blue Cross and Blue Shield of Florida (Florida Blue) and continues to be deeply involved in shaping health care reform. He also led Florida Blue’s solutions innovation processes.

Kaegi’s background includes senior management experience in management, marketing, communications and strategic planning. Prior to joining Florida Blue, Kaegi held leadership positions in marketing and strategic planning at Vytra Health Plans in New York, LaQuinta Inns, Kindercare Learning Centers and Holiday Inn, Inc. In 1994, he was named to Advertising Age magazine’s “Marketing 100,” recognizing him as one of the top 100 marketers in the nation based on his success rebuilding the market value of LaQuinta Inns. Kaegi was also a member of the prestigious Harvard/Kennedy School Health Care Delivery Policy Program, a Harvard-based think tank intent on reforming health care from 2005-09. Kaegi holds a Bachelor of Science in Journalism from the University of Oregon and a Master of Business Administration from the University of Memphis.

My Commitment

As your instructor, my commitment includes providing you with an exceptional experience in this course, one that will encourage you to use what you learn about marketing in your management careers.  I will provide timely, substantive feedback and all assignments will be graded within 5 days following the submission deadline.  Also, I will engage students in dialog, discussion and debate during class periods in order to ensure that all participants are thinking deeply and using what they have learned.  Finally, I will always reply to your inquiries within 24 hours.  If you have course material questions about which my answer would benefit the others in the class, please ask it on the "Questions for the Professor" link in our course Moodle site.  You may contact me through email at: [email protected] or by phone at (904) 382-6173 (leave a message).

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