marketing

SYLLABUS: Winter 2016 BA330 (RN: 4063) – 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!

Marketing can be viewed as a synonym for the word “business.” Just as business decisions have marketing consequences, marketing decisions impact business success more than any other business discipline. That is why collaboration is key to marketing success. Marketers work in teams, often across functional lines. Therefore, you will work in competitive teams in this course. Your full participation is vital to your team’s results and to your success. I think you’ll find that our class will not only be informative, but it will be fun as well.

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

Table of Contents

Welcome Message 1

Professor Contact Information 2

Campus Information 3

Course Description 3

Course Information and Important Dates 3

Instructional Materials 4

Learning Outcomes 4

PharmaSim Game Description 5

Course Participation 6

Quizzes 6

Team Assignment 7

Team Project Requirements 7

Team Peer Evaluation 7

Calendar of Activities 8

Course Grade ..11

Guidelines/Policies .12

Appendix A: Team roster ……………………………………………………………………………………………. 13

Appendix B: Period 8 Allround Marketing Plan format ………………………………………………………… 14

Appendix C: PharmaSim Registration Instructions 15

Appendix D: Competition & Extra Credit 18

Appendix E: Course Learning Objectives 19

Appendix F: Instructor Profile 20

Professor Contact Information Instructor: R. John Kaegi Office Hours: Monday, 7:50-8:20 p.m. or via telephone, noon-8:00 p.m. daily Office Location: Medford HEC Room 321 Office Phone/email: (904) 382-6173 – [email protected]

Campus Information

This course is offered by Southern Oregon University. Class will be held in Room 321 of the Higher Education Center in Medford. For questions or concerns, contact Enrollment Services Center ( [email protected] ).

Course Description

The Principles of Marketing course introduces the fundamentals of marketing, from the establishment of marketing strategy designed to satisfy the needs of a specific target market, through the development of goods or services, pricing strategies, promotional strategies, and channels of distribution. The textbook highlights the critical principles of marketing which form the foundation of learning. We will build on that foundation by applying what we learn to the marketing decisions we will make in PharmaSim, the marketing simulation game used in this course, as well as creating an annual marketing plan for Allround, the over-the-counter (OTC) cold product used in PharmaSim.

Most people have limited knowledge about the art and science of marketing. They often simply think of marketing as advertising or sales. Advertising and sales are marketing components that can be said to be the art of marketing . Before engaging in the art of marketing, however, you will first learn about the critical role of the science of marketing. You will become familiar with the use of research and inquisitive tools to build a viable, competitive position, and the language and practices of marketing, research and strategy.

Course Information

Course Number/Title: BA330 – Principles of Marketing

Course Reference Number: 4063

Classroom: HEC321, Monday, 6:00 - 7:50 p.m.

Number of Credit Hours: 4

Term/Year/Length: Winter/2016/10 weeks

Course prerequisites: Junior level status

Course co-requisites: None

Important Dates

Quarter begins	Monday, Jan. 4, 2016
Class meets	HEC (Medford) 321, 6:00 – 7:50 p.m.
Last day to Add/Change Schedule without instructor approval	Friday, Jan. 8, 2016
Last day for 100% tuition refund	Sunday, Jan. 17, 2016
Martin Luther King, Jr. Day (no class)	Monday, Jan. 18, 2016
Last day to drop without grade responsibility	Friday, Jan. 29, 2016
Final day of class	Friday, March 18, 2016
Final exam Schedule	Finals week: 3/14-18/2016 (no final; turn in team project during final exam period)

Instructional Materials

· Solomon, Michael R.; Marshall, Greg W.; Stuart, Elnora W. Marketing. Real People. Real Choices . 7th edition. Pearson/Prentice Hall publisher. ISBN-10: 013217684X; ISBN-13: 9780132176842978-0-13-605421-4. (Note: the exact, same 7th 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

Course Learning Outcomes	L.O. *	Assessment Tools
Demonstrate and apply knowledge of the four primary functions of marketing (Product, Price, Place, and Promotion).	1A; 1E; 1I; 1J; 1K	Exams, Marketing Assignments, Group Project, Discussion Forums
Demonstrate knowledge of the external environment and trends, and their applicability to marketing strategy within the corporate environment.	1K; 5C	Exams, Group Project, Discussion Forums
Engage in team collaboration and decision-making to prepare clear and concise assignments and marketing plan.	2B; 3A; 3B; 4A 4B	Marketing Assignments, Group Project, Discussion Forums
Analyze and measure the results of marketing programs.	1A; 1L; 2B; 3B	Exams, Marketing Assignments, Group Project
Distinguish and apply integrated marketing communica- tions (IMC) to achieve promotion purposes.	1I; 4A;	Exams, Marketing Assignments, Group Project
Create and produce a feasible product marketing plan.	1B; 1G; 1I; 1J; 1L; 5C; 5D	Marketing Assignments, Group Project
* Designations keyed to undergraduate learning objectives in Appendix E

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):

· Adobe Acrobat Reader · Flash Player · Java · QuickTime

· RealPlayer · Shockwave Player · Windows Media Player

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

Objectives of PharmaSim: 1) to make weekly improvements to the financial performance of Allround (an over-the-counter cold medicine), and 2) to design a superior Period 8 Marketing Plan for Allround. Register for PharmaSim and obtain a Simulation Access Code at www.interpretive.com . (Access Code is packaged with one specific new edition of the textbook; you must purchase the access code separately if you buy a new edition that is not integrated with PharmaSim or if you buy a used edition of the textbook.) Interpretive Simulations sends an email with registration instructions to all students the week before class begins.
Part 1: PharmaSim Weekly Decision Competition: Teams compete (weeks 3-9) to maximize Allround’s revenue, profits and stock value, using research, information and analysis provided by PharmaSim, and by applying the marketing principles taught in the class. Grading Rubric: weekly PharmaSim decisions grade based on team performance: Team with highest increase in all 3 performance criteria: 1. manufacturer’s sales [revenue], 2. net income [profit] and 3. stock price, compared to the prior period (see weighted scoring, right): Exceptional (20 pts)* Teams increasing all 3 performance criteria compared to the prior period results: Excellent (2nd place team: 19 pts; 3rd place & below earn an automatic 18 pts)* Teams with increases in 2 of 3 performance criteria* Very Good (15-17 pts)* Teams with increases in 1 of 3 performance criteria* Good (14-15 pts)* Teams that have no increases in any of the 3 criteria, but successfully advance to the next period* Below Average (12-14 pts)* Teams that do not advance to the next period Poor (0 pts) * One point is deducted from team’s score for failure to improve prior period results in any of the 3 performance criteria. Example: winning team scores only 19 points if the results of one of the 3 performance criteria are worse than the results of the prior period. Team scores only 17 points if their current period results are worse than the prior period results for all 3 criteria.	Decisions Competition: · Weeks 1-2 for individual practice. Individual students awarded 10 pts. for advancing to period 1 in either or both weeks · Weekly decisions competition (@ 20 pts. X 7 wks. = 140 pts.) HINT: For best results, use your Preliminary Marketing Plan (assignment 2) guide your marketing decision-making based on target customer segments and target distribution channels, and your choice to emphasize EITHER a “push” or a “pull” promotion strategy. · Weekly scorecard weighted grading criteria: 1. Manufacturer’s Sales (30%) 2. Net Income (40%) 3. Stock Price (30%) ·
Part 2: PharmaSim Written Marketing Plan: In weeks 2, 4, 6 & 8, your team will submit a designated part of your Period 8 Marketing Plan. In week 10, you will not enter marketing decisions on PharmaSim. Instead, you will complete and present your team’s Period 8 Marketing Plan, which is your opportunity to apply the concepts taught in this course in a real world simulation to ensure that your product continues its success in period 8. The project is described and a format is provided in Appendix B below.	Period 8 Marketing Plan: · Period 8 Allround Marketing Plan (120 pts.) · NOTE: weeks 1-2 are used for individual practice, worth 10 points each. Team play begins in week 3 and continues through week 9 (each week is called a “period” and each period represents a year). · Final PharmaSim project is a Period 8 Allround Marketing Plan, due at the beginning of the scheduled final exam class period. (There is no final exam in this class, but you have until the scheduled final exam class to turn in your marketing plan.)
The PharmaSim decision periods are as follows: (each period represents one year) · Weeks 1-2: (individual practice rounds) begins in period 0 and advances to period 1 then period 2 (these are the only individual practice rounds. 3 replays permitted.) · Week 3: (game reset to period 0 for team play) begins in period 0, advances to period 1. (1 replay permitted in week 3 only.) · Week 4: advance from period 1 to period 2 (No further replays permitted.) · Week 5: advance from period 2 to period 3. · Week 6: advance from period 3 to period 4. · Week 7: advance from period 4 to period 5. · Week 8: advance from period 5 to period 6. · Week 9: advance from period 6 to period 7. · Week 10: Period 8 Allround Marketing Plan due.
Part 3: PharmaSim Peer Evaluation: (due midnight Sunday, week 10) All students will complete a peer evaluation (found on the PharmaSim home page) to assess the value of the participation of their teammates in the PharmaSim game. Recommended Peer Evaluation Grading Rubric: A-work team contributions: Strong contributions; team leadership or committed team member throughout semester 18-20 pts B-work: Good contributions to team assignments and reliable team player throughout semester 15-17 pts C-work: Completes assignments; reliable team player through most of semester 12-14 pts D-F-work: Often fails to contribute to team assignments or participate as a team member 0-13 pts	Peer Evaluation: · Peer evaluation (20 pts.) Individual team members can reward or penalize teammates for their level of teamwork.

Course Participation

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

Classroom Discussion

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:

15 POINTS	Active participation throughout the class period; student contributes new or profound thoughts, responses or ideas to class discussion
12 POINTS	Active participation throughout the class period
10 POINTS	Attendance without, or with minimal, participation during the class period
0 POINTS	Absent from class

Quizzes

This course will have one orientation quiz (worth 20 points) and five assessment quizzes (worth 60 points each). Five assessment quizzes include 20 randomly selected questions worth 3 points each (all together the 6 quizzes represent 32% of your grade). Two attempts are allowed for each assessment quiz, but the score on the last attempt (not necessarily the best attempt) counts.

Teams

Superior marketing requires teamwork and cooperation. Experiencing team collaboration in a competitive environment is one of the learning outcomes for this course. 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 nine (9) written team assignments (one per week through week 9) worth up to 25 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 2, each one worth 25 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.

Period 8 Allround Marketing Plan Requirements

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 120 points. Each member of the team who contributes a fair share of the effort 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 20 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.

Week	Topic and Reading	Discussions, Assignments and Quizzes	Due Dates
Week 1 1/4-10	Course Orientation:	Review course syllabus and PharmaSim student manual. Complete the orientation quiz (found in Topic 1 in Moodle) covering the syllabus and the PharmaSim case. Introduce yourself and share contact information in your group Discussion Board”	All assignments and discussions are due by midnight Sunday
	Topic 1: Making value decisions Text: Chapters 1-3, (Part 1) Lecture 1	Post questions in the “Questions for the Professor” forum. Complete and upload Team Assignment#1: PharmaSim resources (found in Topic 1 of our course Moodle site). All students individually enter Allround marketing decisions for period 0 and advance to period 1 in PharmaSim marketing simulation game.	Quiz deadline: midnight Sunday
Week 2 1/11-17	Topic 2: Understanding customers Text: Chapters 4-5 (Part 2) Lecture 2	Post questions in the “Questions for the Professor” forum. Complete quiz 1, covering Part 1 of the textbook reading and week 1 lectures and class discussion. Complete and upload Team Assignment 2: part 1 of Period 8 Allround Marketing Plan. All students individually enter Allround marketing decisions for period 1 and advance to period 2 in PharmaSim marketing simulation game.	All assignments and discussions are due by midnight Sunday Quiz deadline: midnight Sunday
Week 3 1/18-24	Topic 3: Stop being all things to all people Text: Chapters 6-7 (Part 2) Lecture 3	Post questions in the “Questions for the Professor” forum. Complete and upload Team Assignment #3: PharmaSim Preliminary Marketing Plan (found in Topic 3). PharmaSim team play begins. Teams enter Allround marketing decisions in period 0 and advance to period 1.	All assignments and discussions are due by midnight Sunday
Week 4 1/25-31	Topic 4: Creating the value proposition Text: Chapters 8-9 (Part 3) Lecture 4	Post questions in the “Questions for the Professor” forum. Complete quiz 2, covering textbook Part 2 and weeks 2-3 lectures and class discussion. Complete and upload Team Assignment 4: part 2 of Period 8 Allround Marketing Plan. Teams enter period 1 Allround marketing decisions in PharmaSim and advance to period 2.	All assignments and discussions are due midnight Sunday Quiz deadline: midnight, Sunday
Week 5 2/1-7	Topic 5: Servicing and pricing Text: Chapters 10-11 (Part 3) Lecture 5	Post questions in the “Questions for the Professor” forum. Complete and upload Team Assignment 5. Teams enter period 2 Allround marketing decisions in PharmaSim and advance to period 3.	All assignments and discussions are due by midnight Sunday
Week 6 2/8-14	Topic 6: Communicating the value proposition Text: Chapter 12 (Part 4) Lecture 6	Post questions in the “Questions for the Professor” forum. Complete quiz 3, covering textbook Part 3 and weeks 4-5 lectures and class discussion. Complete and upload Team Assignment 6: part 3 of Period 8 Allround Marketing Plan. Teams enter period 3 Allround marketing decisions in PharmaSim and advance to period 4.	All assignments and discussions are due midnight Sunday Quiz deadline: midnight, Sunday
Week 7 2/15-21	Topic 7: Changing marketing communications Text: Chapters 13-14 (Part 4) Lecture 7	Post questions in the “Questions for the Professor” forum. Complete and upload Team Assignment 7. Teams enter period 4 Allround marketing decisions in PharmaSim and advance to period 5.	All assignments and discussions are due by midnight Sunday
Week 8 2/22-28	Topic 8: Delivering the value you created Text: Chapter 15 (Part 5) Lecture 8	Post questions in the “Questions for the Professor” forum. Complete quiz 4, covering textbook Part 4 and weeks 6-7 lectures and class discussion. Complete and upload team assignment 8: part 4 of Period 8 Allround Marketing Plan. Teams enter period 5 Allround marketing decisions in PharmaSim and advance to period 6.	All assignments and discussions are due midnight Sunday Quiz deadline: midnight, Sunday
Week 9 2/29-3/6	Topic 9: Retailing’s rapid realm Text: Chapter 16 (Part 5) Lecture 9	Post questions in the “Questions for the Professor” forum. Complete and upload Assignment 9. Teams enter period 6 Allround marketing decisions in PharmaSim and advance to period 7.	All assignments and discussions are due by midnight Sunday
Week 10 3/7-13	Topic 10: Creating the superior marketing plan No reading this week Lecture 10	Post questions in the “Questions for the Professor” forum. Complete quiz 5, covering textbook Part 5 and weeks 8-9 lectures and class discussion.	All assignments and discussions are due midnight Sunday Quiz deadline: midnight, Sunday
Final Exam Week 3-14-18	No final exam	Deadline to submit Period 8 Allround Marketing Plan at the beginning of the course final exam period	Monday, March 14 6:00 p.m.

Course Grade

Your final letter grade will be determined by totaling the points earned on all graded coursework as follows:

COURSE WORK	POINTS
Class participation (9 @ 15 points each)	135
Team assignments (9 @ 25 points each)	225
Individual PharmaSim decisions (2 @ 10 pts. each)	20
Team PharmaSim decision competition (8@20 pts. each)	160
Team marketing plan project (written plan @ 120 points)	120
Orientation quiz (1 @ 20 points)	20
Quizzes (5 @ 60 points each)	300
Team peer evaluation	20
Total Points	1000

GRADE	POINTS	PERCENTAGE
A	900-1000	90-100
B	800-899	80-89
C	700-799	70-79
D	600-699	60-69
F	0-599	59 and below

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.

Guidelines/Policies

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 HYPERLINK "http://www.sou.edu/ssi" \h 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.

Academic Dishonesty

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: HYPERLINK "http://arcweb.sos.state.or.us/pages/rules/oars_500/oar_573/573_076.html" \h 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.

ADA Statement and Support

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.

If you are in need of support because of a documented disability (whether it be learning, mobility, psychiatric, health-related, or sensory) you may be eligible for academic or other accommodations through Disability Resources. Call Academic Support Programs at (541) 552-6213 to schedule an appointment with Disability Resources. The Academic Support Programs office is located in the Stevenson Union, lower level. See the Disability Resources webpage at www.sou.edu/dr for more information. If you are already working with Disability Resources, make sure to request your accommodations through them for this course as quickly as possible so that you have the best possible access.

Attendance Policy

Participation in our hybrid classroom and online course is essential to extend and refine students’ knowledge of what they have read and studied. It is difficult to duplicate in a hybrid online course the learning dynamics that come from classroom participation, dialog and clarification. Therefore, all students are expected to actively participate in classroom dialog and online discussion forums as well as work cooperatively and equally together in teams to contribute to team excellence.

Late/Make Up Work

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

Syllabus Appendix A Team roster

TEAM	STUDENT (Team Leader: name shown in bold type)	STUDENT EMAIL ADDRESS
Black Team	Alsaif, Moath	[email protected]
1	Alsaleh, Mohammed	[email protected]
1	Alshubaili, Abdullah	[email protected]
1	Alshuqayr, Mohammed	[email protected]
1	Campbell, Dusti - LEADER	[email protected]
Blue Team	Alwafi, Yasser	[email protected]
2	Chan, Christopher - LEADER	[email protected]
2	Flores, Anita	[email protected]
2
2
Green Team	Lazette, Thomas	[email protected]
3	Miller, Breanna - LEADER	[email protected]
3	Payne, Joshua	[email protected]
3
3
Orange Team	Stormberg, Alicia	[email protected]
4	Timpanaro, Brian	[email protected]
4	Warner, Amanda - LEADER	[email protected]
4
4

Syllabus Appendix B Recommended Period 8 Allround Marketing Plan Format: (Recommended 10-12 pages in total)

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).

(Example Objectives/Goals/Tactics Table. Note: this example only includes 1 objective and 2 goals) B2C Objective: Become the preferred brand among the following target segments: · Young families · Single adults
Goals:	Tactics:	Budget:	Timetable	Responsible
1) Increase sales within grocery stores by 5% next year.	1. Increase B2C advertising 10% 2. Maintain highest price point by 5% 3. Develop cough syrup product	1. $24M 2. N/A 3. $13.2M	· $2M per month · Ongoing · By 12/31	· John · Susie · Fred
2) Increase brand preference by 10% among target customer segments next year.	1. Periodic brand image advertising 2. Develop social media presence 3. Improve taste	1. $10M 2. $150,000 3. $250,000	· 1-month media flight per quarter · By 2/1/13 · 2/1/13	· Horace · Connie · Cliff

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.

Syllabus Appendix C PharmaSim Registration Instructions

1	Watch for your simulation access information email. You will receive the following simulation access information in an email from Interpretive Simulations: User ID, Password, Site URL ( http://www.interpretive.com )
2	Register and pay for the simulation. Once you have your simulation access information go to www.interpretive.com to register by entering your User ID and Password where promoted to do so. After logging in, pay your individual license fee to access the simulation. Your team will not be able to access PharmaSim until ALL members of your team have paid. At that time, you may also choose to purchase the printed version of the student manual.
3	Access the simulation. After paying the license fee, you will be able to access the simulation and game resources. Early payment and registration is recommended to provide students with access for practice rounds in weeks one and two. Practice rounds are graded. In the first week, simply advancing the game will earn full points.
4	Access code required. The simulation Access Code is required for the first week of class and is included in a new textbook! If you buy a used text, please go to www.interpretive.com to purchase your access code. Interpretive (the simulation company) will email your username and password that you will need to access the site along with the access code.

Syllabus Appendix D Competition and Extra Credit

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.

Decisions Results Extra Credit: First Place Team: 20 points Second Place Team: 20 points	Marketing Plan Extra Credit: First Place Team: 20 points Second Place Team: 20 points Third Place Team: 10 points	Marketing Plan extra credit: Up to 30 extra credit points for each contributing person on the winning team! The top two teams with the highest scorecard ranking in Period 7 will also earn extra credit points (20 and 10 pts.)
Team Leaders: 25 points Team Leaders have extra responsibilities uploading team assignments and organizing the marketing plan, therefore, they automatically receive extra credit points.

Syllabus Appendix E Department of Business Communication and Environment Learning Objectives:

1. PROFESSIONAL - Demonstrate the ability to apply and synthesize the functional areas of business to make sound business decisions.

A. Demonstrate basic knowledge of the principles and concepts of entrepreneurship and management

B. Apply basic understanding of economic principles to complex business issues

C. Apply basic accounting and financial principles to common business problems

D. Understand the fundamentals of tort liabilities and cyber law from both consumer and business viewpoints

E. Distinguish and differentiate all management styles, - domestic and international, public and private, small and large organizations

F. Demonstrate understanding of operations management as an integral component of business organizations

G. Apply information science to business operations

H. Demonstrate understanding of formation and ending of contracts from both consumer and business viewpoints

I. Demonstrate understanding of how the elements of a marketing strategy work together and how the marketing concept fits into organizational planning and development.

J. Demonstrate understanding of markets and market behavior, external market forces, relationship to basic economic concepts, and globalism in satisfying needs and wants

K. Demonstrate understanding of current and emerging trends in marketing, including direct and interactive marketing, technology-based personalization, one-to-one marketing, and e-commerce.

L. Synthesize the fundamental elements of finance, accounting, business law, marketing, economics and management in a manner, which enables them to make effective business decisions.

2. INFORMATION LITERACY - Access, use and evaluate information in business decision-making.

A. Use current spreadsheet, word processing and presentation applications in carrying out normal, day-to-day business tasks

B. Extract information from databases

C. Demonstrate understanding basic computer hardware and software concepts

D. Apply IT in analysis and communication

3. DISCIPLINED INQUIRY - Use quantitative and qualitative analytical and critical thinking skills to evaluate information, solve problems and make sound decisions.

A. Search and use appropriate modes of inquiry to answer business-related research problems. This to include the use of digital resources (Web) and library research material.

B. Synthesize and evaluate relevance of data

C. Apply knowledge of statistics to business decision-making processes and situations.

4. COMMUNICATION SKILLS –Communicate effectively in various forms.

A. Develop well-written reports, memos and letters that explain findings, organize ideas into a coherent train of thought, and justify conclusion or recommendation

B. Make effective oral presentations that explain findings, organize ideas into a coherent train of thought, and justify conclusion or recommendation

C. Use appropriate APA format for scholarly writing.

5. ETHICS - Demonstrate knowledge and application of prescribed ethical codes and behaviors in the workplace.

A. Apply general concepts of ethical behavior in dealing with stakeholders

B. Demonstrate understanding of the importance of diversity in the workplace

C. Understand the impact of globalism and multiculturalism

D. Understand the importance of group dynamics in achieving organizational goals and use the skills needed for effective teamwork

Syllabus Appendix F Instructor Profile: R. John Kaegi

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).