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Arizona State University
W.P. Carey School of Business, Department of Marketing
MKT 302: APPLIED MARKETING MANAGEMENT & LEADERSHIP
SPRING 2020 SYLLABUS
Time: Tuesday & Thursday 3:00pm to 4:15pm Room: BAC209 Class #: 33194
Professor: Jim Palmer
Office: BAC 4th Floor, Department of Marketing
Cell phone: 414.405.8028
E-mail: James.R[email protected]
Office hours: 1:00-2:45 Tuesday and Thursday by appointment
REQUIRED TEXT: Foundations of Marketing, 8th Edition, 2019, Pride Ferrell
ISBN: 9780357033760
Publisher: Cengage Learning
The Undergraduate Program of the W.P. Carey School of Business has established the following learning
goals for its graduates:
1. Critical Thinking
2. Communication
3. Discipline Specific Knowledge
4. Ethical Awareness and Reasoning
5. Global Awareness
Objectives and Approach
The primary objective of this course is to help you learn to think strategically and to better understand
the application of marketing concepts to concerns that are common to marketing managers. As future
managers, you’ll need to know how the marketing function operates. But more than that, you’ll need to
know how marketing managers use marketing tools to work effectively and efficiently with other
business functions to achieve marketing and company goals.
This course includes a broad knowledge of marketing as a business function and “hands on” experience
through a group project that will help you learn to apply that knowledge.
Thus, this course will focus on the following several specific objectives:
o To improve your ability to make marketing decisions.
o To strengthen your ability to apply “critical thinking” to marketing situations.
o To further your understanding of the marketing mix variables (product, price, promotion,
place/physical distribution and positioning) and their business application.
o To improve your verbal, oral & written skills in professional marketing management situations.
o To provide you with more insights into the “real world” of marketing management.
o To enhance your analytical, communication and presentation skills.
o To enhance your leadership skills and your ability to apply them as a part of a team.
o To provide insight into ethical considerations of the decision areas.
o To show you how marketing fits in your daily lives.
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The Text
The text and class content complement each other. However, the chapter reading assignments don’t
always match perfectly with the class discussion. In class, we may talk about things not covered in the
text, expand on things not covered well in the text, or emphasize areas where the text may have
excellent coverage. At exam time, you will want to understand how to apply the concepts from the text
as well as from class discussion.
Grading
Your grade will be based on your three exams scores, your group project, three class presentations and
your attendance and participation in class. The specific breakdown is as follows:
Exam 1 50 points
Exam 2 50 points
Final Exam 50 points
Team assignments 1 (20 pts) and 2 (35 pts) & in-class presentations 55 points
Final team project (assignment 3) submission & presentation 50 points
Class attendance & participation 25 points
TOTAL 280 POINTS
Your grade will then be calculated as a percentage of the total points, based on the following scale:
97% - 100% A+ 80% - 83.99% B-
94% - 96.99% A 76% - 79.99% C+
90% - 93.99% A- 70% - 75.99% C
87% - 89.99% B+ 60% - 69.99% D
84% - 86.99% B Below 60% E
Note: The grading scheme is weighted towards individual performance. You will NOT be permitted to
use the group project work to boost your grade if your individual performance is not adequate. Your
individual performance is therefore paramount to your learning and your grade. I will discuss this in
more detail in class. I also reserve the right to allocate scores differentially within groups. You won’t be
able to have the performance of other team members boost your grade.
Please note that attendance at every class is expected and will be part of your grade (as is participation
in class which we’ll discuss later in the syllabus), with exceptions made for religious holidays, university
sanctioned activities or special circumstances with documentation.
Grade Adjustments
I cannot and will not consider adjusting grades due to factors outside of the course (e.g. GPA trouble, work
conflicts, personal problems, scholarships, etc.). That being said, I will work hard with any student who is
motivated to improve his/her performance in class. I have the utmost respect for students who want to
put in the effort. I have a strong responsibility to treat every student equally and fairly. As a result, I will
NOT adjust grades just because a student is close to a particular grade level. If a student is at 79.9% at the
end of the class, for example, that is a C+ and will NOT be adjusted to a B- just because it is close.
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Exams
The exams will consist of 41 multiple-choice questions and three short-answer essay questions (to focus
on writing skills). There will be three exams, including the final exam. I will guide you on how to study
for the exams. Class policy is no rescheduling of exams other than excused absences.
Extra Credit
There will be two opportunities to obtain extra credit in this class. One will be an essay you have the
opportunity to write towards the end of the semester. If done well, this can give you up to an extra 5
points. The other is the W.P. Carey School of Business Behavioral Lab which will communicate details to
you directly. By participating in 3 labs for our class, you can secure another 6 points towards your grade
(2 points for each lab, a maximum of 3 lab sessions per student).
Ethical Implications
Remember, moving into the business world requires a personal set of values that will reflect positively
not only on you but also the firm you represent. Good ethics is actually good business. Always consider
the ethical implications of your decisions!
Academic Integrity and Ethical Behavior
The W. P. Carey School takes academic integrity very seriously. Therefore, unless otherwise specified, it
is imperative that you do your own work. Any suspected violations of academic integrity including
plagiarism will be taken seriously and result in the following sanctions:
• A minimum of zero on the assignment AND
• A reduced grade in the course OR
• A failure in the course OR
• An XE which denotes failure due to academic dishonesty on the transcript OR
• Removal from the W. P. Carey School of Business or Arizona State University
Additional information on ASU’s academic integrity policy may be found at
http://provost.asu.edu/academicintegrity
Special Needs and Accommodations
If you are requesting accommodation for a disability you must be registered with the Disability Resource
Center (DRC) and submit appropriate documentation from the DRC (480-965-1234).
Tutoring Support
Please note that the W. P. Carey School of Business provides free tutoring in BA 201 for a number of
undergraduate business classes. Assistance with writing is also provided.
More information regarding courses offered and hours are available here:
https://my.wpcarey.asu.edu/undergrad/student-success/success-center.cfm?
In addition to the W. P. Carey Student Success Center, Arizona State University provides writing
assistance through multiple platforms – including in class workshops (within your course!). More
information can be found here: http://studentsuccess.asu.edu/writingcenters
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Threatening Behavior Policy
The university takes threatening behavior very seriously and these situations will be handled in
accordance with the Student Services Manual, SSM 102-02
http://www.asu.edu/aad/manuals/ssm/ssm104-02.html.
Title IX
Title IX is a federal law that provides that no person be excluded on the basis of sex from
participation in, be denied benefits of, or be subjected to discrimination under any education
program or activity. Both Title IX and university policy make clear that sexual violence and
harassment based on sex is prohibited. An individual who believes they have been subjected to
sexual violence or harassed on the basis of sex can seek support, including counseling and
academic support, from the university. If you or someone you know has been harassed on the
basis of sex or sexually assaulted, you can find information and resources
at https://sexualviolenceprevention.asu.edu/faqs.
As a mandated reporter, I am obligated to report any information I become aware of regarding
alleged acts of sexual discrimination, including sexual violence and dating violence. ASU
Counseling Services, https://eoss.asu.edu/counseling, is available if you wish to discuss any
concerns confidentially and privately.
Course Content
Please note that I try to ensure that the content of my lectures, Power Point slides and discussions are
appropriate and not offensive to anyone. However, although unlikely it is possible that some course
content may be deemed offensive by some students. Should that be the case, please bring this to the
attention of the Professor immediately and I will adjust future discussions accordingly.
Please note that students are prohibited from uploading content from a faculty member that is not the
student’s own work unless they comply with copyright laws. ACD 304-10, #13.
Class Lecture Presentations/ Canvas
Chapter slides will be posted on Canvas the morning of each class, by noon if I can. In addition,
announcements will be posted occasionally on Canvas. Also, grades will be posted on the class Canvas
Grade Center site. It is your responsibility to check Canvas regularly. Once points are posted for an exam
or assignment on Canvas you will have one week to notify me of any grade discrepancies.
Final Note
I am here as a resource to you, and I am happy to meet with you outside of class to ensure that you will
be successful in this course. Please contact me for additional clarification or discussion. My goal is to see
every single one of you do well in this course and gain the tools necessary to be successful!
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Group Project Grading (also please see project guidelines in a later section):
The main criteria for grading the group project assignments will be:
1. Quality of the overall presentation – is it well-written? Is it professionally presented? Are there
numerous charts/graphs/illustrations to emphasize the points being made? Does each team
member participate equally? Are you all good presenters? Is it within time limits?
2. Extent to which it answered the questions that apply to your brand – is everything addressed?
Is it thoroughly addressed? Were instructor suggestions incorporated into the final draft?
3. Depth of research – is the bibliography extensive and current? Are there a variety of sources?
4. Treatment of strategy – is the strategy consistent with the analysis? Are recommendations
consistent with the strategy? Is the strategy well-grounded in research and does it reflect
thorough thought development? Is the strategy creative?
5. Peer evaluations – these evaluations by others on your team, as discussed in more detail below,
may change your individual group project grade (up or down) and are mandatory for each
student.
Team/Group Presentations
Your “brand consulting team” will deliver three oral presentations to the balance of the class— who will
represent the firm that employed your consultative expertise – including your final presentation. After
your presentations, I will provide you with feedback and assign a grade to the presentation.
Your team’s first two presentations should be no longer than 12 minutes, plus time for questions, for a
maximum of 15 minutes. Each one should provide a brief overview of your company and product, then
discuss in more detail the specific assignment being presented. Each team member must speak in all
presentations. I would like you to make your presentations via PowerPoint, with a hard copy made
available to me at the beginning of that particular class. As acting managers of the brand being
presented, those students not presenting should be attentive enough of the group presenting to ask
intelligent questions concerning their presentation. Your participation in asking questions of other
groups will be reflected in your class participation grade.
Your team’s final project presentation will fit into the same 15-minute guideline, but your written
presentation will need to be much more in depth, and will include the written parts of the first two
assignments. Your final presentation should include the highlights of your project to date, as well as the
final aspect of your plan, specifically the promotional part of the plan. The purpose of the presentation
is to summarize your team project in a concise and compelling manner, especially your key
recommendations. Again, you are in the role of an outside consultant to your brand, so you should
present an unbiased view. Also, I suggest very limited use of notes and no reading! Remember,
rehearsing is critical!
All presentations will be evaluated on style and creativity in delivery and must be made via PowerPoint,
and should be as creative as possible. Creativity without the use of notes will receive a higher grade.
Find an interesting way to make the presentation. Don’t just read your paper. Your presentation in-
class is graded independently of your written project. Be creative, but always be professional. If there
are ANY questions on what this means for your presentation, please ask me BEFORE presenting. DRESS
PROFESSIONALLY!
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Class Participation & Classroom Environment
Students are expected to attend ALL class meetings and PARTICIPATE in class discussions. A portion of
your class participation grade will come from the quality and quantity of your contributions. So, the idea
is to add intellectually rich comments to the class discussion. Simply showing up for class is not enough
to earn full credit. If you attend class every single day but do not participate in class discussions, you can
expect to earn 15 out of 25 points for participation. If you often participate in class, your grade will be
higher than 15. If you often miss class and do not participate when you are present, your grade will be
lower than 10. During class, there will be no texting or use of phones. In fact, no phones are allowed on
your desks. Also, when using laptops during class, they must display the class PowerPoint presentation.
ASSIGNMENTS
GROUP PROJECT
Summary of Semester Team Project
For this project, you will work as part of a team that will remain intact for the duration of the semester.
Teams for all practical purposes represent a “brand consulting team” for an assigned project—a review
of the marketing program that supports the brand for the marketing managers who are responsible for
managing the brand. Each team is encouraged to maintain a binder containing their research and
assignment efforts (i.e., environmental analysis, product strategy, etc.).
Each of the assignments is due in class on the day shown on the calendar at the end of this syllbus. I will
provide you with written comments and a grade for each assignment along the way. At the end of the
semester, you will turn in a completed and final written report (incorporating my comments and
changes you believe need to be made). Please see the attached sheets that contain details for each of
the assignments. However, the final report should give the appearance of a singular report (integrating
all facets covered during the semester).
I would like the teams to meet initially to discuss issues such as how and when the team will meet, and
how the work will get done. Some groups might even want to draw up a formal set of guidelines that
each team member must sign, but that is up to the group. At the very least, meet with the team and
make sure that everybody understands what is expected of him or her. You should, as a minimum,
establish common objectives concerning the outcomes (e.g. grades) you hope to earn from the project
and how you will get the work done to earn that grade. Go over what might seem like trivial details--like
making sure everybody understands that they must meet on time. The more detailed the expectations,
the better the group usually functions.
Additionally, each team member will be required to complete a peer evaluation which is a critique of the
team members, and rate each team member’s participation and quality of work. Grades assigned to
teams can be individually revised based on these evaluations. These evaluations can affect your final
grade—sometimes very significantly. Some students who earn excellent peer evaluations may earn
more than a full letter grade over the team’s earned grade. On the other hand, students who earn very
poor evaluations may earn more than a full letter grade less than the team’s earned grade. This system
is designed to encourage teams to communicate on a professional level and for individuals to participate
equally in the development of the project. Also, it is very important for teams to see me as soon as
possible if there are problems with members not doing their share of the work. I like to have the group
to attempt to work things out first (as will be the case with most of your managers and peer
relationships in business), but if they cannot, I will certainly intervene and try to get the group back on
track.
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For this project, it is important to take a critical view of what your brand is doing. By taking a critical
view, you can more easily see some of the weaknesses as well as some of the strengths of your brand.
To do this, consider the team to be consultants, not employees of the firm (although if you ever manage
a brand, you’ll want to have the same critical eye of your brand that an external consultant would have).
As consultants, you need to point out not only what the brand is doing well, but also some of its
problems, and the opportunities the brand has to overcome those problems. Your job is not simply to
point out all the good things the brand is doing. It is important to remember that even the most
successful companies in the world seek continuous improvement of their marketing and other work
processes. Your recommendations are made to provide the company a more sustainable future, brand
wise as well as financially.
I think you’ll find this project to be both a challenge as well as something you will enjoy. In the end, you
should feel that you’ve learned a great deal about marketing management and have achieved a major
accomplishment. The experience should be a “feather in your hat” when it comes time for job
interviews or “real world” business projects. During the semester, I will make “time” available in a
number of classes to enhance your communication.
Group Project Guidelines
Administration
There are three assignments that need to be incorporated into the final written project. The due dates
for each of the assignments can be found in the schedule of classes in this syllabus. Keep in mind that I
will evaluate the group’s submitted product and not each individual’s input to that project. Since I will
not observe your contributions to your team’s project, your team peers will evaluate your individual
input and I will factor that into the grade that you receive for the project. Peer evaluations will be
requested after the final project is complete.
It is imperative your group stays on track and turns in each assignment when it is due. This is not a
project that can be put together the last week of class so the due dates are intended to assist you in
successfully completing the project.
Sources
Please do not obtain all or most of your research from the brand’s website. If they have a website, that
is a very nice resource. However, only using it will lead to a weak and biased report, and one that does
not consider a variety of opinions. Please remember to gather your information from a variety of
sources. Gathering information regarding your brand and its competitors may be the most difficult task
you will undertake, except for putting it all together and making substantive, realistic and creative
recommendations.
It is very important to include citations for the key points that you mention in your report. This is so I
can see where the information came from. Without citations, I don’t know if the information is from a
particular source, or your own thoughts.
Please be careful not to plagiarize. Copying and pasting text from the internet and turning it in as your
own work is grounds for a failing grade, per ASU’s academic integrity policy. If you are copying directly
from something (a website, article, etc.), it must be in quotes, with proper citation of your source. All
major sources of information (articles) must be included in an appendix, if possible.
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Length
There is no specified page limit. Strive to be thorough yet concise. Present relevant information and be
sure that all relevant questions that apply to your brand are addressed. A general guideline for the
written portion of each assignment is 10-18 pages. Try not to exceed the maximum of 18 pages. Each of
the sections are due at the time you make that particular presentation.
Font
Use whatever font is most convenient for the group. The font size MUST be 12 point. The project MUST
be double-spaced (NOT 1½) with one-inch margins on all sides. Please number the pages.
Written Communication
An ability to clearly communicate through writing is critical in the business world. Because of this, I will
be grading your group projects on professional presentation, which includes grammar and spelling.
Make sure that writing styles are consistent throughout the paper. If you or someone on your team is
having trouble with writing, consider seeking help from ASU’s Writing Center. This writing evaluation will
apply to all projects submitted to me.
Timeliness
One full grade will be deducted each day the final project is late. The first grade will be deducted if the
assignment is not turned in at the beginning of class on the due date. Please do not email me the
assignments. Please submit a printed copy, in class on the first date of each presentation cycle.
Format of the Final Project
Although you have some flexibility, I strongly encourage you to use the outline shown below when
turning in the final project at the end of the course.
§ Title Page – Should indicate your product, all group member names, and due date
• Executive Summary – Two-page maximum, this should provide a concise overview of the entire
product audit with an emphasis on your recommendations (for final project).
§ Table of Contents – Include major and minor subheadings and page numbers. Use of extensive
headings will help to ensure that you are covering all of the issues!
§ Introduction – Provide a brief description of the product and the company and include a brief
history of the firm (evolution). It is important that everyone know how the firm has developed.
§ Body of the Project (three assignments) – Each of the three assignments, coupled with
additional requirements for the final project, should be integrated as one in the final report. Be
sure to improve preliminary assignments based on instructor feedback
§ Bibliography – Use any widely accepted format and show full references in the bibliography for
all sources used – cite your sources consistently and thorough in the body of the paper
§ Exhibits – Provide whatever you wish to illustrate your points. Examples include graphs, charts,
trends, advertisements, etc. These are HIGHLY recommended!
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Final Group Project Thoughts
Please keep a copy of your team project. I will keep the project that is turned in. Since this project is
something that many students have used in job interviews to display their abilities, you may want to
make sure that every team member has a copy.
Although this is a time-consuming project, try to have some fun! With a good attitude and some hard
work, your team will produce a project that you can be proud of and you’ll develop some friendships
that may form a basis for networking throughout your business careers!
We will have five or six students on every team. During the third class, I will announce the teams and
each team will select their top three brand choices from the list below. Teams will be selected at
random by a class Canvas program, similar to the way companies hire employees. At that time, you will
come up with a team name and based on the selections of all the teams, I will assign the brands to each
team after each team selects their top three choices from the list below. However, if you would prefer
another brand, you need to meet with me to discuss its acceptability.
MKT 302 Fall 2019 Brands
NO.
BRAND
PRODUCTS LINE
TEAM
1.
Hertz
Car Rental
2.
Gymboree
Children’s clothing
3.
The Arizona Republic
Newspaper/Information
4.
Dick’s
Sporting Goods Retailer
5.
Dutch Bros
Coffee & other stuff
6.
American Express
Financial products & services
7.
Arizona Coyotes
National Hockey League Team
8.
J. Crew
Clothing Retailer
9.
Lego
Toy Manufacturer
10.
Sony
Electronics Company
11.
Kohl’s
Department Store
12.
Red Robin
Restaurant Chain
13.
Netflix
Entertainment Company
14.
Tommy Hilfiger
Clothing Manufacturer
15.
Lyft
Transportation Company
16.
BMW
Cars
17.
adidas
Sports Apparel
18.
Gatorade
Sports drinks
19.
Grubhub
Online Food
20.
H&M
Clothing Retailer
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Guide: Team Assignment #1
Analyzing Needs and Trends in the Marketing Environment
A. Demographic Environment
1. What major demographic trends (such as population age mix, growth of ethnic markets, or
household patterns) will pose opportunities or threats for your brand? Hint: Look at
developments that are occurring outside the company that might affect your brand.
2. What actions has the company been taking in response to these developments and trends?
B. Economic Environment
1. What major trends in consumers’ income, employment, savings, debt, and credit availability will
have an impact on your brand? How have recent stock market movements affected the
company?
2. What action has the company been taking in response to these developments and trends?
3. Be aware of the financial factors affecting your firm
C. Natural Environment
1. How have shortages in raw materials, pollution concerns, and/or energy costs affected the
brand, and what steps has the company taken to address these concerns?
D. Technological Environment
1. How have the accelerating pace of change and unlimited opportunities for innovation affected
your industry? What major changes are occurring in the technology of the product category?
2. What is the company’s position in these new technologies? What are the competitors’ positions
in these technologies?
E. Political/Legal Environment
1. What laws now being proposed could affect marketing strategy and tactics for the brand?
2. What federal, state, or local agency actions should be watched? What is happening in the areas
of product safety, advertising, or price control that is relevant to marketing strategy?
3. Has your brand been affected (directly or indirectly) by fears of terrorism, or by the recent
outbreak of corporate bankruptcies and fraud allegations?
4. How is your company responding to these political or environmental trends?
F. Social/Cultural Environment
1. What changes now occurring in consumer and business lifestyles and values have a bearing on
the brand’s marketing strategy?
2. Explain how your company should address these social/cultural trends.
G. Recommendations
Based on your analysis above, what changes would you recommend for your brand to better
respond to the needs and trends you’ve noted in its environment?
Assignment #1 is due February 11.
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Guide: Team Assignment #2
Products, Distribution, Competition, Segmentation and Positioning
A. Company & Products
1. Brief history of company’s evolution and development. What does the corporation do?
2. What products are available? Discuss the width (# of product lines), length (# of brands), depth
(# of versions of our brand) and consistency of your company’s product mix.
3. For your particular brand, describe the different varieties available (sizes, flavors, colors, etc.)
Provide a SWOT analysis of your brand.
B. Diagnostic Product Profile
1. What are the value propositions perceived by your customers? What is the approximate stage
in the product’s life cycle is it? Evaluate this information and discuss how you could use it to
improve your brand’s sales and strategies.
2. Discuss the brand equity held by your product. What brand strategies did they use to get there?
3. Critique the product’s packaging. What is it doing well and what could be improved?
4. What is your brand’s personality? (Why do you think this?)
C. Markets
1. What is happening to market size (in $), growth (in %), and profits in your industry?
2. Identify the current target market segments(s). What is the segmentation scheme (geographic,
demographic, lifestyle, benefits, multi-attribute, etc.)?
3. Identify the positioning that your brand has in the market, relative to competitors. A
requirement of this area is to summarize the targeting and positioning issues of the brand
and/or product. Also, draft a positioning statement and incorporate it into Assignment 2.
C. Competitors and Competitive Rivalry
1. Who are the major competitors? What are the strengths, weaknesses, opportunities and
threats of each major competitor, relative to your brand? Which companies play the role of
market leader, challenger or follower in your industry? What are the trends in market shares?
D. Customers
1. Profile the current target market segment.
2. Identify & profile the other potential market segment(s) that could be targeted by your brand.
3. How do current customers rate the brand and its competitors, particularly with respect to
reputation, product quality, service, and price?
4. How do customers make their buying decisions? Are there multiple decision-makers? Is the
product high-or-low-involvement? Are there major differences between the brands?
5. What major costs and benefits enter the target market’s evaluation of customer value?
E. Channels of Distribution (Retailers and Wholesalers)
1. Where and how is your brand distributed? How does your brand go through the distribution
chain? How is the product made and brought to market? How many levels are in the channel?
2. Does your company use the Internet to distribute your product? If so, how?
F. Recommendations.
1. How can your brand capitalize on opportunities and reduce possible threats? Based on your
analysis above, how would you recommend that the company change to better respond to
these areas?
2. Are there any opportunities in the distribution system?
Assignment #2 is due March 26.
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Guide: Team Assignment #3: Final Report with Full Summary
Promotion Strategies and Pricing Strategies
A. The Marketing Communications Mix
1. Which of the five promotional tools does your brand use (advertising, sales promotion, public
relations, personal selling, and/or direct marketing)? You
2. You could look at TV ads, internet ads, magazine ads, radio ads, and in-store promotions for
examples. Hint: You might want to attach examples of print ads, or show commercials in your
presentation.
3. Which of the five promotional tools do your main competitors primarily use?
B. Diagnostic Advertising Profile – Through review and analysis of several advertisements for our
brand, and through research on advertising strategies, answer the following questions:
1. What are the product’s advertising objectives? Are they sound? Discuss your answer in terms of
the AIDA model. Are your brand’s advertisements effective in achieving these objectives?
2. Does your brand use an advertising agency and if so who? Has your ad agency been doing a
good job? Why or why not?
3. Does your brand’s advertising primarily use rational, emotional, or moral appeals?
4. What are the advertising media vehicles? Are they well chosen? What is the ad budget?
5. How has the advertising strategy changed over time?
6. Focus on one particular ad and critique it. Does your group like the ad or not? Why or why not?
Is the ad memorable? Does the ad catch your attention? Will this ad help to increase sales?
Could you improve the ad?
C. Diagnostic Sales Promotion Profile
1. What sales promotions is your brand currently running? Online? In-store?
2. What are the objectives and strategies for those promotions? Do they make sense? Have these
promotions been successful or not? Why?
3. Choose a sales promotion and explain why you like it, how it might be improved, how it can
stimulate sales, and so on. You could also choose a promotion that your group does not like,
and explain why you don’t like it.
D. Public Relations, Direct Marketing and Internet Promotions
1. What public relations activities is your brand currently engaged in? Have these strategies been
effective?
2. If your brand uses any direct marketing strategies, please describe them in detail. Have these
strategies been effective?
3. Does your brand promote itself on the internet? If so, how (on its own website, banner ads,
etc.)? How does your brand draw more people to its website?
4. Does your brand use or emphasize social media? Is it of growing importance to your brand?
E. Current Pricing
1. What are the different prices charged for the different products in your line at different retail
outlets? Hint: You may need to visit a local retail outlet.
2. If your “brand or business” is online how do they price and generate their revenue?
3. What are the pricing objectives of your brand? To what extent are prices set on cost, customer
value, or competitive criteria?
4. What prices are your competitors charging? Has their brand been more effectively established?
5. Does your brand use strategies such as price discrimination, bundling or psychological pricing?
F. Recommendations*
1. Develop two new communication strategies for your target market. They should fit in with the
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overall mission and the target market of the brand.
2. How could your brand create more differential advantages through its pricing strategy? What
changes would you recommend for the pricing strategy?
*Remember: Include a section in your Final Report on Overall Recommendations.
Overall recommendations need to be supported with a strong rationale. However, each team should
consider one or two very bold recommendations that could change the very nature of the brand’s
current business.
Each team’s full, written presentation & final report is due in class on April 23.
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Group__________ Name
Final Peer Review – Team Project
MKT 302: Marketing Management – Grading Sheet
This is your opportunity to anonymously evaluate your team members on their contribution to
this research project. Even after you graduate, team work will be a part of your work routine.
THIS IS MANDATORY FOR EACH STUDENT, to be submitted to Professor on April 30.
You are Group Member 1
Assign to each group member, including yourself, the percentage of the work that you feel each
contributed to this project.
THE TOTAL MUST EQUAL 100%
Those who do not turn this in will have their grade penalized.
Group Member 1 %
Group Member 2 %
Group Member 3 %
Group Member 4 %
Group Member 5 %
Total %
ADDITIONAL COMMENTS (including above & beyond work done by group members):
15
MKT302 – FALL 2019
Schedule of Classes and Assignments
Date
Topic
Assignment
1.14.19
Welcome & course Introduction
1.16
Customer-Driven Strategic Marketing
Chapter 1
1.21
Groups announced and brands chosen, Picture Day
Assignment #1 Announced
Planning, Implementing and Evaluating Marketing Strategies
Chapter 2
1.23
Planning, Implementing and Evaluating Marketing Strategies
(continued)
Chapter 2 (cont.)
1.28
NO CLASS – FIRST TEAM MEETING FOR ASSIGNMENT 1
1.30
The Marketing Environment
Chapter 3
2.4
Target Markets: Segmentation & Evaluation
Chapter 5
2.6
Target Markets: Segmentation & Evaluation (continued)
Chapter 5 (cont.)
2.11
Group in-class presentations (4 per day)
Assignment 1 due
2.13
Group in-class presentations (4 per day)
2.18
EXAM #1 – Chapters 1, 2, 3, 5
2.20
NO CLASS – Begin work on Assignment #2
2.25
Product, Branding and Packaging Concepts
Chapter 10
2.27
Developing and Managing Goods and Services
Chapter 11
3.3
Consumer Buying Behavior
Chapter 6
3.5
Business (B2B) Markets & Buying Behavior
Chapter 7
3.10
NO CLASS – SPRING BREAK
3.12
NO CLASS – SPRING BREAK
3.17
Marketing Research
Chapter 4
3.19
NO CLASS – STUDY FOR EXAM #2
3.24
EXAM #2 – chapters 4, 6, 7, 10, 11
3.26
Group in-class presentations (4 per day)
Assignment 2 due
3.31
Group in-class presentations (4 per day)
4.2
Pricing
Chapter 12
4.7
Marketing Channels & Supply Chain Management
Chapter 13
4.9
Retailing and Wholesaling
Chapter 14
4.14
Integrated Marketing Communications
Chapter 15
4.16
Digital Marketing & Social Media
Chapter 9
4.21
Advertising & PR
Chapter 16
4.23
Group Final Presentations (4 per day)
Final projects due
4.28
Group Final Presentations (4 per day)
4.30
Campaigns Discussion, Course Overview, Prep for Final
Peer Reviews due
5.3
Final EXAM – Chapters 9, 12, 13, 14, 15, 16, Campaigns
12:10-1:30
*This schedule is subject to change at the professor’s discretion
