BADM 420 Syllabus

BADM 420 Class Syllabus

BADM 420

Advanced Marketing Management

Spring 2012

University of Illinois at Urbana Champaign

Lecturer: Prof. Mark Wolters

Email: mwolter@illinois.edu

Website: www.woltersworld.com follow the “Business Courses” links for BADM 420, or the course Compass website (we are in the new Compass 2), the Simulation website http://sb2.cesim.com

Twitter: www.twitter.com/woltersworld – Please follow for class updates, information and weekly class topics

Facebook: www.facebook.com please “Like” the Wolters World page, Class updates, Summary Videos and class news will be posted via our Facebook page.

Office: Room 10, Wohlers Hall (Floor “G” (basement) via Masters of Science in Technology Management Suite 15 entrance).

Office Hours: 11:30-12:30, Monday and Wednesday in Room 10 Wohlers Hall or by appointment. Please email if you are planning to attend office hours.

Mailbox: 350A Wohlers Hall

Section B: Monday and Wednesday 12:30-1:50pm     Room 2007 1BIF

Section C: Monday and Wednesday 2:00-3:20pm       Room 2007 1BIF

Course Learning Objectives and Description:

Advanced Marketing Management is geared toward preparing you for working in the marketing/management field. The class covers multiple topics such as brand development, strategic analysis, online marketing, marketing plan development and more. We will go more in depth into specific parts of the marketing mix that marketing managers and non-marketing managers will deal with in their jobs.

• To teach students a more business oriented approach to the marketing concepts learned in previous marketing courses.
• Learn how to analyze the industry, market, company, competition, etc. in order to develop more effective marketing strategies.
• Use marketing concepts in a real world setting by analyzing cases and in class discussions.
• Analyze online and social media marketing.
• Prepare students for the challenges that will face them in marketing management positions.

Basically at the end of the course I want you to be able to look at a business and go in depth in explaining the ins and outs of their marketing mix and why they are doing what they are doing.

Course Materials:

Slides: The lecture slides will be available from the Wolters World www.woltersworld.com and compass websites before each class.

Videos: Each major class topic will be accompanied with an additional review video posted on the Wolters World Advanced Marketing Management website as well on our Twitter and Facebook pages. These videos are meant to help students that may have had some difficulties with the topic or were unable to attend the lecture.

Cases: Cases are used in order to give you real world experiences in order to apply the concepts that you have learned during your marketing studies, whether in this course or in others. The individual cases will be assigned during the third week of classes.

Additional Material: As the course is reality based covering many different topics in marketing and management there is no specific text book for the course. In terms of preparing your cases and final projects there are two books I would recommend you look over (though you should not to buy either of them, just go to the library). 1. Market Based Management from Roger Best, published by Prentice Hall, and 2. Principles of Marketing by Kotler and Armstrong.

 

Teaching Method:

The classes will be a mix of lecture from the instructor, case/project analysis from the students and in class discussions. If time and relevancy permits the last 20 minutes of class will be devoted to in class group exercises dealing with the topic covered that lecture.

Class Schedule[1]:

Date	Lecture Topic	Project Due
January 18	Course Introduction – Syllabus
January 23	Go over the Simulation software	Review Companies
January 25	Dealing with Customers –Lottery for picks	Teams Finalized – Company Assigned
January 30	Website Maintenance and Usability Studies for online marketing	Usability Study for Company’s Website
February 1	Alternative Marketing – Viral Marketing	Viral Video assigned
February 6	Practice Round of Simulation: Bring Laptop	Simulation Practice Round
February 8	Strategic Analysis – Industry wide
February 13	Strategic Analysis – Company & Product	Simulation Week 1
February 15	Strategic Analysis – Positioning
February 20	The 4 Ps vs The 4 Cs	Simulation Week 2
February 22	Branding – Consumers and Brands
February 27	Branding – Brand Development	Simulation Week 3
February 29	Pricing – Value vs Cost
March 5	Pricing – Developments and Models	Simulation Week 4
March 7	Case Presentations
March 12	New Product Development	Simulation Week 5
March 14	Case Presentations
March 19	Spring Break
March 21	Spring Break
March 26	No Class Due to Professional Dress Presentation
March 28	Case Presentations	Simulation Week 6 (final)
April 2	Retail and Wholesale – Marketing Channels
April 4	Case Presentations
April 9	Sales Plan
April 11	Sales Strategy	Written Semester Projects Due Hard Copy turned in in class, Email Project to Prof & Company Contact
April 16	Sales Force Management – Possible Presentation Day	Depending on how many groups will determine topic
April 18	Project Presentation With You In Mind ESS Clean	Presentation Dates May Change Due to Companies selected
April 23	Project Presentation Blue Brick Renovation and Construction Bonadies Creative	Presentation Dates May Change Due to Companies selected
April 25	Project Presentation Jeff Day Architecture Winnetka Country Club Scott Flanagan Landscaping	Presentation Dates May Change Due to Companies selected
April 30	Project Presentation Plant Professor MSTM Vision Quest Photography	Presentation Dates May Change Due to Companies selected
May 2	ICES forms, Viral Video/Social Media Winners and Class Wrap Up	Group Team Evaluation Due

 

Performance Evaluation:

Team Work: As in the real world the vast majority of your work done in this course will be done in teams/groups. Therefore it is vital you pick a good team to work with. Each team will consist of 5 students. If you do not have or know anyone with whom you can or would want to work with I will assign you to a team/group. You will work with this group on the Group Marketing Project, the Group Case Study Presentation and the Marketing Simulation Game.

If there is any discord in your teams please deal with it internally, however if the problem is great please inform the instructor and he will deal with the situation.

Additionally, please select a team leader who will schedule your meetings and basically get the group working together. This person will be awarded up to 2% bonus on their final grade as they will have to do more work than the other team members.

Also, at the end of the semester you will grade your teammates on their contributions to the total work done. Therefore if you slack off and your teammates grade you low your individual score on the group projects/cases/simulation will be lower than that of your teammates who fully participated. And for the team leaders if you are graded poorly by your colleagues you will not receive the bonus points.

Group Marketing Project: 45% (25% Written Project – 20% Presentation): Deadlines: Topic Selection January 25, written case turn in April 11.

The written part will be 17-25 pages, 1.5 line spacing, Times New Roman 12 font, spiral bound, due on April 11, 2012 at the beginning of class. The title page should include all team members’ names, the date your team presents, the company you are analyzing, your class section and time, additionally you must attach a copy of the “BADM 420 SEMESTER GROUP PROJECT WRITTEN ASSIGNMENT GRADESHEET” which can be found on both compass and on the Wolters World website. If you do not follow these instructions your project will be docked 5% points.

The presentation: 25 minute presentation of the most important/relevant parts of your project. Formal business attire is mandatory for the presentation, if you do not have formal business attire please notify me before your presentation date. For the presentation you will need to turn in a set of slides at the beginning of the class that you present. Failure of doing so will lead to a lower grade on the project.

The make-up of the project:

• Introduction and company background with product and service description: What is the company? What is their background? Why did you choose this particular company? This will give me a background on the company in order to have an idea of what industry they are in and make it easier for me to research more background on them (1-3 pages).
• The four Ps and four Cs of the company analyzed. Their market segments and sales and distribution strategies used. Promotion and advertising used. This would give a thorough overview of where the company stands, though it will be repetitive for the company reading the project. (5-6 pages)
• Strategic Analysis: Macro-environmental factors that may be affecting the company/industry, trends in the industry/market/society that are relevant to the company’s future success. An industry analysis in terms of Key Success Factors and/or Porter’s five forces analysis. A competitive analysis in terms of who are the main competitors and why, secondary competitors and why, what strategies have competitors used and what has been successful, also relative strengths and weaknesses of competitors. A situational analysis of the company. You cannot do all of these, pick the ones that fit best for your situation. (6-8 pages).
• Overview of company’s online and social media presence. (1-3 pages).
• Recommendations: What should the company do? Identify the main problems facing the company and come up with recommendations for them moving forward. Give marketing focused recommendations. Give at least one recommendation for each of the major issues facing the company. It may help to focus on some of these areas (1. The 4 Ps and 4 Cs, 2. Strategies in segmentation, targeting, and positioning, 3. Market analysis, customer analysis or competitor analysis), or you can use some of the Ansoff Matrix to come up with new recommendations (5-7 pages).
• Appendices: (these do not count in the 17-25 pages, but they are REQUIRED). Your usability studies, copies of your correspondence (emails and minutes of phone calls/meetings), timeline of contacts with company.

Case Studies:

The case analysis should cover:

• A short overview of the case and company.
• Major issues facing the company in the case.
• Key Success Factors for the industry that the company is in.
• Recommendations for 1. Overcoming the issues in the case, 2. Attaining the KSF and 3. Attaining four new opportunities.

I am giving you a lot of leeway in what you want to discuss in the case study. That is why the guidelines are so broad.

Group Case Study Presentation: 20%: 20 Minute presentation of the case plus 5-10 minutes of in class discussion. You will ONLY hand in your presentation slides in a bound packet. YOU DO NOT DO A CASE WRITE UP FOR THE CASE YOUR TEAM PRESENTS.

Marketing Simulation Game: 20%. We will be running a simulation where the teams will compete against each other in a simulated market place. There will be one practice round and six competitive rounds. Over the seven weeks the teams have to input their decisions by 11:59PM on Tuesday.

Class Participation: 10% Please come to class and actively participate. I enjoy engaging my students in discussions during the lecture so please come prepared to answer questions even if you do not have any idea what the questions may be.

Team Member Evaluations 5%: Each team member will turn in on the last day of class their peer evaluations of their team members. Their grades for your participation will directly influence this 5%. If you do not turn in the team member evaluation on the last day you will lose half of your Team Member Evaluation Score.

Grade Scale:

Grade Scale
90% – 100%	A
80% – 89%	B
70% – 79%	C
60% – 69%	D
59% and Below	F

 

Extra Credit: In order to promote social awareness among business students there is an optional individual extra credit project that can count up to 2% extra on your final grade. The student will need to choose a non-profit/not-for-profit/NGO (think saving the world in a local sense) and write a strategic market analysis and plan for the organization. The extra credit project is between 10-15 pages double spaced times new roman font. You will need to analyze the market/industry/NGO and give them recommendations going forward on how they could better market their services to “clients” as well as donors in order to help promote the organization. You have free reign in determining which NGO you would like to write a project for, however please contact me before hand just to make sure it is OK. I prefer these to be local charities (either Champaign/Urbana local or from you hometown). You will be required to submit the write up to me and the organization that you are helping.

Grade Posting: The University prohibits posting grades by student name or SSN. These guidelines prohibit me from e-mailing or telephoning of grades to students. I will use the Compass system to keep up the grade reports as well as speak directly with students to share their grades on assignments/projects etc. If you want to know where your grade stands at any particular point in the semester please write me an email and then we can discuss your grade in office hours.

Course Policies:

Attendance Policy: I truly enjoy teaching, especially when there are students in the classroom. So, please come. You are permitted to miss three (3) classes without any penalties, if you miss more than three you have to bring in an official note stating your reason for your fourth absence. Additionally, please come to class on time.

Mobile Phones: Please set your phone to vibrate or off during the class period (and do not answer them if they do go off). If you have an emergency where you need to be able to answer your phone during class please make me aware of the situation before class, so your slipping out to take the call does not cause any problems.

Laptop/Facebook “updater” devices: I do not have a problem with you using your laptops to take notes. However, updating “Facebook” or “Twitter” on the awesomeness of studying at the University of Illinois is not why you are in this class. I will permit you to use your laptops as note taking devices, however once I have caught two students updating any social media during class I reserve the right to make you take notes the old fashioned way, with pen and paper. In previous semesters this was a problem.

Common Courtesy Policy: Students are expected to show respect towards the other students, faculty and guest speakers in the course. These courtesies include respecting others’ opinions, giving full attention to presenters, acting in a professional manner with respect to external contacts, other students and faculty.

Plagiarism and Academic Dishonesty: Please do your own work. If it is found out that you copied, plagiarised, paid someone to do the work for you, used works from previous semesters you will receive a zero (0) on that assignment as well as a zero (0) in class participation. Also, if the act is severe further university action may be taken.

Special Accommodations: If you have any condition, such as a physical or learning disability, which will make it difficult for you to carry out the work as outlined above please notify myself, Mark Wolters during the first week of the course and I will do my best to accommodate you. Requests for special accommodations will require documentation from the Disability Resources and Educational Services (DRES).

Emergency Procedures: In the case of tornado or other emergencies Wohlers Hall and the Armory both have designated tornado shelters in their basements. BIF is not set up as a tornado shelter; however the basement stairwells can be used in case of immediate emergency. In the case of fire note the stairwells. In the case of a shooter on the campus, lock down the classroom and move to a place of safety within the classroom. If you see a suspicious package please alert campus police immediately.