MKTG A716-Frank Tian Xie-Ferrell_MS_8e_PPT_Ch00 Marketing Management - Syllabus Course Introduction

Marketing A716. Marketing Management. Marketing Management. My name is Frank Tien Hsieh, Dr. Frank Tien Hsieh. Tien is a Chinese name and I'm originally from China. Tien means farmland or field. Hsieh, X-I-E, Hsieh means like thank you or gratitude, gratitude in Chinese. So that's what my name is about. You can call me Frank, Dr. Frank or Professor Hsieh, whatever you want, right, in your email communications with me. Anyway, this is the chapter zero or we can go over the syllabus and introduce you to the course, the course requirements and schedule and everything. Okay, all right, let's move on. Again, Marketing 716, Marketing Management. Our classroom of course is online in Blackboard and my office is a virtual office. You can call me. My office number, my physical office number at USC Aiken is 3242, 803-641-3242. You can call me, you can leave message on my office phone and that phone automatically will forward the message to me, to my email. So I do check my emails at least once or twice a day. So you can leave me or just shoot me an email. My email will be down here. It's frankx, frankx at usca.edu. Easy to remember. My office hours of course is online and you can reach me by my phone, by my cell phone, or by appointment or you can leave me a message on Blackboard or email me. Okay, this class has, this course has three credit hours. It's part of your MBA program. The textbook, hopefully some of you already have it, is by Farrell, Hartline, and Hochstein. It's called Marketing Strategy. It's at least the eighth edition. The latest one is the eighth edition. And if you have a six or seven, you might be okay. Okay, it's by Southwestern Cengage Learning. Here are the ISBN number for ebook or paperback. You should be able to get some, quite some good conditioned used book from online or somewhere, somewhere. Okay, that's textbook. It's required of you for everyone. All right. And I have to state our mission statement of USC Aiken Business School. Our school business, we deliver an engaging business education to prepare you, prepare students for career success and encourages positive community impact. That's our mission. Okay. The course, about the course, this course focuses on the essential marketing skills and concepts needed by successful managers, including consumer behavior, decision-making process, marketing strategies, and marketing research. There's no prerequisite for the course, in part of your MBA program. Okay. Mode of instruction, of course, online through the Blackboard system is our mode of instruction. And this is kind of like a legal statement here. The University of South Carolina Aiken reserves the right to change, adjust, and or cancel any campus operation, including but not limited to mode of instruction, delivery of services, or use of campus facilities. Whenever the campus administration determines in its sole discretion that the circumstances warrant the operational change, this mainly applies to face-to-face, in-house classes. But I have to include that in this disclaimer in the syllabus. Okay. It's mode of instruction. The objectives of this course, the first objective is to expose students to fundamental concepts and basic terminology in marketing strategy. Okay. Fundamental concepts and basic terminology. And second, learn about the elements of the marketing management process, the basic components of marketing programs, and the interaction of marketing with other functions of the organization. Okay. Three, understand the role of marketing managers and how to apply marketing concepts to a wide range of management situations. Okay. And then the fourth one, explore how firms translate their brand objectives into strategic marketing programs designed to attract customers and to gain a competitive advantage in specific markets. Okay. And the first one, acquire analytical skills to define marketing problems, identify opportunities, and interpret their implications for decision-making by managers. Okay. And six, develop practical communication skills by using persuasive arguments in support of well-grounded management actions. Okay. So, that's our objectives of this course. Academic code of conduct. We do have an academic code of conduct for every student. Okay. Academic integrity is the guiding principle of all aspects of the educational process. It's defined as respect for one's own work and the work of others. By becoming a member of the University of South Carolina Aiken community, each individual agrees to abide by this principle. The principle of academic integrity and all procedures supporting it shall be referred to as the academic code of conduct. It is the responsibility of every student at USA Aiken to be familiar with the code, to adhere steadfastly to truthfulness, and to avoid dishonesty, fraud, or deceit of any type in connection with any academic requirements. Any student who violates this principle, attempts to violate it, or who knowingly assists another in violating it, shall be subject to discipline. Okay. As members of the USA Aiken community, it's also the responsibility of every student, faculty, and staff members to report violations of academic integrity to the faculty member in the whole course in whose courses these violations took place, or to another person of authority, such as a department chair or school head, a dean in our school. Okay. But that's the academic code of conduct we all want to abide by. And the principles of academic integrity prohibits all forms of academic dishonesty, including cheating, lying, bribery, and plagiarism. The following examples illustrate conducts that violate academic integrity, but this list is not exhaustive. It's not exhaustive. The first one, the first example, giving or receiving unauthorized assistance or attempting to give or receive such assistance in connection with the performance of any academic work. Another example, unauthorized use of materials or information of any type or the unauthorized use of any electronic mechanical device in connection with the completion of any academic work. Another example, access to the contents of any test or examination or the purchase, sale, or theft of any test or examination prior to its administration. Now, another one, four, use of another person's work without proper acknowledgement of source. That is, you know, plagiarism. Okay. Another example, five, intentional misleading of any person in connection with any academic work, including scheduling, completion, performance, or submission of any such work. Six, offering or giving any favor or things of value for the purpose of influencing improperly grade or other evaluation of a student in an academic program. Seven, conduct intended to interfere with an instructor's ability to evaluate accurately a student's competency or performance in an academic program. Only the appropriate faculty member can authorize assistance and only your faculty member, your teacher, professor can offer assistance, use of materials, etc. Whenever a student is uncertain as to whether conduct would violate academic integrity, it is the responsibility of the student to seek clarification. Clarify that with your faculty member. Okay. Disability, that may not apply too much to online students, but there is disability services. Disability Services Office provides accommodations to ensure that educational programming and services are accessible to students with disabilities. If you have a physical, psychological, and or learning disability that might affect your performance in this class, please contact the Disability Service Office at BNE130. Phone number is 6815. As soon as possible, if you believe you are eligible for accommodations, the Disability Service Office will require appropriate documentation to determine accommodations. Since this is online, you may not come to our campus. Just contact me. I'll direct you. I'll help you. I will accommodate your situation. Mental health concerns or stressful events may lead to diminished academic performance or reduce a student's ability to participate in daily activities. Confidential and free services are available to assist you with addressing these and other concerns you may be experiencing. You can learn more about mental health services available on campus and in the community via the Counseling Center website. It's www.usc.edu slash counseling dash center or by calling 803-641-3609. If you are having a mental health emergency, you may call the Aiken County call plan at 877-648-9900. Okay, that's one disability. Course objectives, course activities to meet our course objectives and activities. Marketing plan. First one is the group marketing plan. Students will be, you will be assigned to groups of say five to six people each and will develop a marketing plan for new or existing products sold by a company of your choice. You choose the company, you choose the product, and we're going to put you in groups, randomly into groups of four, five, or six. Do not form groups on your own. Rather than attempting to develop a marketing plan for an entire company, your plan should be focused on a single product or service targeted to a specific primary target market as well as a secondary target market. The marketing plan must be a minimum of 16 pages of content plus a cover page, a table of contents, an executive summary, and a reference section for a minimum total of 20 pages. The document must be double spaced with one inch margins on all sides in a clear 12 point font that is highly readable. All written documents are due on the assigned days. No exceptions, right? No exceptions. Examinations, examination exams. There will be six exams. Six regular exams will be required on the specified examination days. No makeup will be given without prior approval. Late work and makeup. Late work is not accepted. It's not accepted. In the event of a documented serious physical illness or other mitigating circumstances, students are required to contact the professor prior to any due dates in order to make alternative arrangements. There's examinations and course schedules. You can see that we cover certain chapters and certain topics. On week one, the first week, you need to familiarize yourself with the syllabus and blackboard system. Familiarize yourself with the syllabus and blackboard and connect with your group members. Then on week two, we're going to cover chapter one, marketing in today's economy, and chapter two, strategic marketing planning. Then we have exam one, chapters one and two. The first exam covers only two chapters. You will have about, let's see, you have 20 questions, 20 multiple choice, all the exams. You have 20 multiple choice questions. You have 25 minutes to finish. So we have short exams. We have six of them, six of them, each covering either one or two chapters. There's a week one and a week two. Week three, we cover chapter three, that's collecting and analyzing marketing information. Chapter four, developing competitive advantage and the strategic focus. And exam two, covering chapter three and four. I will have the exams, all six exams open on the first day of the week, first day of the week. And it's due by the end of the first week, by the week. Basically, you can have a week long time to do that, but you have to finish, take and finish the test by the end of the week. So you'll see the data, the exact date in the blackboard, on the blackboard. And in week four, we cover chapter five. All the links to the video, the lecture videos to the chapters will be provided and will be in the syllabus under a clickable link to the video. In week four, we'll cover chapter five, customers, segmentation, and target marketing. And we'll have exam three on chapter five only. Week five, we'll cover chapter six, that's marketing program, the marketing program. And I have exam four covering chapter six only. Week six, chapter seven, branding and positioning. Branding and positioning. And chapter eight, ethics and social responsibility in marketing strategy. And then we'll have exam five covering chapters seven and chapter eight. Then on week seven is chapter nine, marketing implementation and control. Chapter 10, developing and maintaining customer relationships. And that's the final two chapters. On week eight, the last week, work on group marketing plan and study for exam six. Exam six, we'll cover chapters nine and 10. And then your group marketing plan is due before 1159 PM on the last day of class, on the last day of class. And grading. You can see the exam one, two, six through six, each exam is worth 13 points. 13 points. And your group marketing plan is 22 points. Okay. 22, 22%, sorry. 13% each for six exams and 22% for the marketing plan. Altogether 100%, right? 100 points. 90 to 100 get you an A, 88 to 89.99 get you a B plus and et cetera, et cetera, right? B plus B, C plus C, D plus D and F. Yeah. Hopefully nobody will get an F. Okay. No incompletes will be assigned. No incomplete. Okay. Marketing plan. That's the marketing plan. That's the detailed description of your marketing plan. Okay. This is a worksheet for that. This worksheet will assist you in writing a formal marketing plan. Worksheets are useful planning tool because they help you help to ensure that important information is not omitted from the marketing plan. Remember that there is no one best way to organize a marketing plan. Okay. The outline provided here serve as the starting point and is flexible enough to accommodate the unique characteristic of your situation. Also, please note that most plans will include an implementation, control and budget section as well. Your abridged plan assumes the objective and task methods for budgeting, making this section unnecessary. Okay. Your plan must be a minimum, as I said earlier, 16 pages of content, eight pages minimum for each part, plus a cover page, a table of content, executive summary, and a reference section for a minimum of 20 pages, double-spade one-inch margins on all sides, and a clear 12-point font. Okay. For your marketing plan, the first part, part one is your situation analysis. We'll cover that in class, right? Situation analysis and SWOT analysis, a minimum of eight pages of content. In completing the situation analysis session, be sure to be as comprehensive as possible. Feel free to skip over sections for which you have no information or which do not apply to your product. Okay. The viability of your SWOT analysis, SWOT analysis, we'll learn about this in class in the textbook. The SWOT analysis depends on how well you have identified all of the relevant environmental issues. Likewise, as you complete the SWOT analysis, you should be honest about the firm's characteristics. Do not depend on strength that the firm really does not possess. Okay. Honesty is also important for your listing of weaknesses. Remember to label like a figure one SWOT matrix and refer to your SWOT matrix within your paper, for example, as shown in figure one, et cetera. Okay. That's first part. The second part, part two, is marketing objectives and strategies, minimum of eight pages of content. Okay. Marketing goals and objectives must be in the form of a performance matrix that is sales, market share, total number of customers, loyalty, retention, customer satisfaction, brand awareness, complaints, dissatisfaction, relative perceived quality, website traffic, conversion rate, bounce rate, et cetera. Okay. Then you need to outline your marketing strategy. What's your primary target market? Okay. Primary target market. What's your secondary target market? It's optional. Okay. And what's your product strategy? What's your pricing strategy? What's your distribution and supply chain strategy? What's your integrated marketing communication strategy or promotion strategy? Okay. You can outline all of them. Okay.