ࡱ> y NbjbjEE ''D+4 4 wwooo4h cr!:=!=!=!=!444cccccccif icof80j4f8f8cww=!=!q/cBCCCf8Tw=!o=!cCf8cCCQ\sSP_=!W9P]$cqcc]hi <BiHP_P_dio_P465C66444ccL@444cf8f8f8f8i4444444444 =:  SEATTLE PACIFIC UNIVERSITYPRIVATE  School of Business & Economics BUS 6250 Marketing Analysis Professor Gary Karns, Ph.D. Winter 2008 Tuesday 6-8:50pm Office: McKenna Hall 212 Office Hours: T Th 12:30-3p, T 5:15 -6p or by appointment Phone: 206.281.2948 o (FAX 281-2733) 425.778.8568 h e-mail: gkarns@spu.edu Class Web Site: http://learn.spu.edu BIOGRAPHICAL SKETCH This is my 29th year at SPU! My BA in Business and my MBA are from the University of Oklahoma (I grew up in a small Oklahoma town). My Ph.D. in marketing (my dissertation was about sales management) is from the University of Washington. I have done some small business consulting, serve as a director on a non-profits board, and have invested most of my scholarly activity in marketing education issues. I served as President of the Western Marketing Educators Assn. and I serve on several academic journal review boards. I have a reputation as a challenging, fair, and enthusiastic educator. I am very committed to Christian faith and to spiritual growth. I even did some circuit rider preaching in rural Nebraska while I was teaching there. COURSE DESCRIPTION: Provides experience in strategic marketing decision-making and application of tools for evaluating market opportunities and marketing performance. Addresses various marketing contexts, including e-business. (3 cr.) This course is about understanding a strategic decision making perspective on marketing. You will learn about analyzing markets and marketing actions. This is a matter of great importance and is part of the broader set of entrepreneurial knowledge and skills needed for the success of any enterprise. It is requisite knowledge for anyone seeking higher levels of responsibility in contemporary organizations. Being able to think as a marketer will help you have the customer orientation needed to build an effective and competitive organization. The course builds on the content of several other courses. It sets much of the stage for the strategic planning and policy course. It uses learning activities that appeal to experiential learners who are ready to address open-ended, complex decision situations.       COURSE OBJECTIVES & ASSESSMENT*: SBE Program Learning ObjectiveCourse Learning ObjectiveAssessmentCriteriaCompetence SBE graduates will be able to articulate discipline specific knowledge and apply skills essential for service and leadership. Students will demonstrate ability to address complex business issues, gathering information, separating relevant from irrelevant factors, identifying and evaluating a range of options and making thoughtful choices between alternatives, evidencing ability to use technology to enhance information acquisition and analysis where appropriate. Students will demonstrate ability to apply knowledge to a real business situation and to reflectively learn from it. Students will be able to conceptualize a complex issue into a coherent written statement and oral presentation.Students will demonstrate their: knowledge of strategic marketing, especially the concepts and tools of market, customer and competitor analysis, strategic positioning, creating value, and brand equity. ability to apply knowledge through analysis and synthesis in creatively addressing strategic marketing decision situations in various contexts, including e-business, and opportunity recognition for new ventures. ability to think and act strategically under conditions of uncertainty, (applying cross-functional perspectives, integrating marketing with economic environments, accounting, finance and operations) ability to communicate effectively (oral, presentation, and written) in preparing reports for senior executives ability to use information and technology (www, library databases, word processing, presentation tools) Case analyses, live case project In-class & on-line discussions Accuracy Define problems and key issues, draw reasoned conclusions, evaluate implications Written & oral content and style, documentation of sources Range of sources, use of word processing features, use of presentation softwareCommunity SBE graduates will cultivate a life of friendship, civility, and community through responsible discourse and respect for each other. All students will demonstrate an ability to achieve management goals by working effectively in group settings.Students demonstrate interpersonal skills; an ability to manage conflict; respectful and responsible conduct; servant-leadership; sensitivity to diverse others. Students will demonstrate their ability to; work in teams, being respectful of team members, appreciate diversity, handle conflicts that arise, and demonstrate servant-leadership. behave professionallyPeer evaluationContribution to team, effective relationshipsCharacter SBE graduates will embody personal and professional integrity by serving the public good in doing what is right and doing so with an awareness of consequences. All students will demonstrate ability to recognize and respond to ethical problems and social responsibility, in light of Christian faith, values and ethics.Students will demonstrate ethical sensitivity and ability to apply Christian principles by evaluating strategic marketing decisions from a Christian perspective. On-line discussion, case analyses, live case projectIdentification of ethical issues, thoughtfulness in relating Christian worldview and the situation* Assessments of the MBA programs critical thinking, writing and teamwork learning objectives are taken in this course. INSTRUCTIONAL FORMAT/CLASS METHOD: The course is intentionally challenging and will utilize cases, discussion and participation in a live case, field project. You should read the assigned material in advance of class sessions and participate actively. The focus of class time will be on application of knowledge rather than dissemination of information. I will share some mini-lecture presentations, but mostly will act as a facilitator in leading student discussion and guiding experiential learning. I am committed to helping you understand this material because it is centrally important to all who wish to move into higher levels of managerial responsibility. I promise to treat you fairly, to respect you, to interact with you as openly and warmly as possible and to press you to think well. The course is supported by the Blackboard on-line learning system. Course materials, learning concept checks and on-line discussion are provided. Students log-in to the system via the SPU homepage ( HYPERLINK "http://www.spu.edu" www.spu.edu). Click on on-line learning. (Or go directly to: http://learn.spu.edu) REQUIRED TEXTS: Market-Based Management. Roger Best. 4th ed. Prentice-Hall. 2004. BUS 6250 Case Pack (available at:  HYPERLINK "http://www.xanedu.com/login.shtml?PackId=276959" http://www.xanedu.com/login.shtml?PackId=276959) READINGS The following required readings are available in full-text form through the SPU library. Go to the SPU homepage, click on library, click on databases, click on the ABI Inform database, and then search for the articles by title. Limited-potential niche or prospective market foothold? Five tests Ken Hutt, Ruben Gavieres, Betosini Chakraborty. Strategy & Leadership. Chicago:2007. Vol. 35, Iss. 4, p.18-22 Untapped: strategies for success in underserved markets John Weiser. The Journal of Business Strategy. Boston:2007. Vol. 28, Iss. 2, p.30 The strategic corporate intelligence and transformational marketing model Peter R J Trim. Marketing Intelligence & Planning. Bradford:2004. Vol. 22, Iss. 2/3, p.240-256 Research on Innovation: A Review and Agenda for Marketing Science John Hauser, Gerard J Tellis, Abbie Griffin. Marketing Science. Linthicum:Nov/Dec 2006. Vol. 25, Iss. 6, p.687-717(34pp.) Innovate Faster by Melding Design and Strategy Ravi Chhatpar. Harvard Business Review. Boston: Sep 2007. Vol. 85, Iss. 9, p.30-32 WANT NEW PRODUCTS THAT GET NOTICED? CHANGE THE PROCESS Barry Curewitz. Advertising Age. (Midwest Region Edition).Chicago:Oct 1, 2007. Vol. 78, Iss. 39, p.24-25(2pp.) . HYPERLINK "javascript:genAccWindow('%2Fpqdweb%3Findex%3D0%26did%3D1101101%26SrchMode%3D1%26sid%3D1%26Fmt%3D18%26VInst%3DPROD%26VType%3DPQD%26RQT%3D309%26VName%3DPQD%26TS%3D1200436728%26clientId%3D19475');" CLEAR WRITING MEANS CLEAR THINKING MEANS... SWIFT, MARVIN H.. Harvard Business Review. Boston: JAN/FEB 1973. Vol. 51, Iss. 1; p. 59 Other Recommended Readings: A New Brand World, Scott Bedbury; Total Access, Regis McKenna REQUIRED RESOURCES: Background Coursework: BUS 6120, 6150, 6171, 6210. LEARNING ACTIVITIES & EVALUATION/GRADING CRITERIA: Individual: Case Analysis 25 Case Briefs (2; 1@5%;1@10%) 15 Participation 15 Reflection paper 5 Group: New Venture Project Report 35 Project Presentation 5 Total 100% A > 92.9% (Note: B/B+ grades are normal for ) A- > 89.9% (graduate coursework ) B+ > 87.9% (A grades will be awarded only ) B > 82.9% (for clearly outstanding work. ) B- > 79.9% C+ > 77.9% C > 72.9% C- > 70% D < 70% E < 60% CASE ANALYSES: You will submit two case briefs and one detailed case analysis report. The reports are due at the beginning of the class session in which the particular case is discussed. You will sign-up in advance for the case you will be submitting as your detailed analysis (about six students may sign up for any one case). The depth of the thinking is a major consideration in evaluating these reports. The case briefs will take the form of 1 page executive summary reports on the problem and recommended action. High quality detailed case analysis papers will: clearly identify the problem, thoroughly analyze the case situation (especially purchaser and competitor behavior); identify and evaluate decision alternatives, evaluate the research process used to support the decision maker; make specific recommendations for action, including implementation plans; evaluate the financial implications of the decision; use English proficiently in a clear, organized report, not to exceed 5 pages, single-spaced (plus necessary appendices), as if written by a consultant to the decision maker; integrate insights from sources outside the case where appropriate and demonstrate ability to use technology. (This assignment will be used for assessing student achievement of the critical thinking/problem-solving and writing learning objectives for the MBA program.) Detailed assignment descriptions are posted in the course assignments section of the course web site. PARTICIPATION Our class meetings should be characterized by mutual respect and by risk-taking. We will all be asking questions and challenging each others thinking. This involves some personal risk-taking, but our mutual purpose of professional development and our commitment to caring for each other should give us a strong platform for being constructive with each other. Well also try to have a great deal of fun along the way as well! You are expected to take an active part in the in-class discussions of the readings and cases. Regular contributions will receive a B grade and consistent leadership in advancing thoughtful class discussion will receive an A grade. If you must miss class please make appropriate arrangements in advance. Excessive absences will reduce the grade. Be prepared by reading the assigned material in advance of the class session. You may also add to your participation and class leadership through the available on-line discussion forums. The forums will address course content and application issues and faith integration issues. There will be several discussion topics or threads in each forum. The forums are: Marketing Topics Forum Post a review of an article relevant to one of the discussion threads in this forum. Articles should have some meaningful substance to them (not just 1 page in length). You can find articles in the Wall Street Journal, Business Week or by searching the on-line databases (ABI Inform, for example) available through the SPU library homepage. Add your own personal evaluation/commentary of the ideas presented in the articles. Comment on how the articles connect with the text, the cases and the other articles that have been posted. Ethics/Faith Integration Forum Post your personal reflections on the major points of intersection between the practice of marketing and Christian faith and values. Discuss how the major principles of Christian faith and values might be applied to a marketing situation. Project Forum Discuss and post documents for sharing with members of your project group. Q&A Forum Open forum REFLECTION PAPER Each team member will submit a 1-2 page personal reflection on the lessons learned from the course and their application to their career/industry of employment. NEW VENTURE MARKET ASSESSMENT LIVE-CASE PROJECT You will work in groups of 3-4 to provide a consulting report to a client regarding the market opportunity and marketing strategy for a new product or venture. This will be a live case in partnership with a client (i.e. an employer of one of the team members, Batelle Institute - Pacific Northwest National Laboratory, or other organization) with the express purposes of applying the course topics to the real world. A written consulting report will be submitted by the team according to the outline provided. A 15 minute presentation of the analysis and recommendations will be made by the team, as if presented to the client decision-makers. Each member of the team is expected to make a significant contribution to the project report and presentation. A peer assessment of contribution will be used to assign the project grade to team members. A detailed assignment description is posted in the course assignments section of the course web site. ACADEMIC POLICIES: Course Evaluation: It is my expectation that you will participate in an online evaluation of this course in a thoughtful and constructive manner. The evaluation data is used to make improvements in the course, and your feedback is considered when selecting textbooks, designing teaching methods and preparing assignments. Courses are evaluated using the Banner Course Evaluation System. All answers are completely confidential - your name is not stored with your answers in any way. In addition, your instructor(s) will not see any results of the evaluation until after final grades are submitted to the University. The University's policies regarding academic misconduct and grievances will be followed. Plagiarism will result in no credit for the assignment on which the misconduct occurred. Cheating will result in no credit for the assignment. No extra credit work will be offered. Late work will not be accepted, short of an emergency. Students with specific disabilities that qualify for academic accommodations must contact Disabled Student Services in the Center for Learning to make your accommodations request. Once your eligibility has been determined, Disabled Student Services will send a Disability Verification Letter indicating what accommodations have been approved. Please consult the snow closure hotline 281-2800 in case of inclement weather. COURSE TOPICS Key topics addressed in the course:             Youll learn about: Creating a profile of potential customers to be used in designing a marketing strategy Discerning different types of buyers (segments)* Evaluating market opportunities and selecting target markets* Analyzing competitor strengths and weaknesses* Using marketing research Strategically positioning (differentiating) products relative to competitors* Designing new products* Pricing Evaluating the effectiveness of marketing activities (advertising, etc.) Note: * = Related entrepreneurial knowledge and skills BUS 6250 COURSE CALENDAR: DATETOPICREADINGCASEPROJECTJan 8 Introduction - Strategic Marketing Management Case MethodBest 1, 2, 11Project Orientation & Teams 15 Market Orientation & Customer Satisfaction Best 14, 15, 16 AMDPrimary & Secondary Research 22Market Attractiveness Risk Taking Best 3, 11 Limited Potential Niche or Strategies for Success in Underserved Markets FrigidaireDraft Report Due 29 Customer AnalysisBest 4, 5 Genesis 1:1-4:16GolfLogixPrimary & Secondary ResearchFeb 5Competitor Analysis Best 6, 11 Strategic Corporate Intelligence Matthew 5-7PolaroidProject Analysis  12Marketing Strategies Creativity Product Strategy and Management Best 7, 12, 13 Research on Innovation Innovate Faster Want new products that get Noticed West Point MarketDraft Report Due 19Pricing Management Issues Best 8 Genomic HealthAnalysis & Recommendation 26Distribution Management & e-Marketing IssuesBest 9 CiscoDraft Report Due Mar 4Integrated Marketing Communications IssuesBest 10Charles SchwabRecommendation 11 Conclusion   Presentation & Report Due (Note: Readings are listed according to the date that the material will be discussed in class, i.e. Chapters 1, 2 & 11 will be covered during the first class session.)   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