[ Description | Objectives | Text | Requirements | Evaluation | Policies | Schedule ]
|
Instructor: Stern Neill, Ph.D. |
Class Time: M/W 1:45–4:00 & 4:15–6:30 |
|
|
|
|
Office: Dougan 412 |
Office Phone: (253) 692-5684 |
|
|
|
|
E-mail: sneill@u.washington.edu |
Office Hours: M/W 11:30–1:30 |
|
|
and by appointment or email |
|
Website: www.bb.tacoma.washington.edu |
|
Provides a comprehensive framework for the development of competitive marketing strategies that achieve organizational objectives and build competitive advantage. Students develop a marketing plan, including implementation, evaluation, and control of a firm's marketing dynamics. Provides the opportunity to apply marketing knowledge in a real-world setting. Prerequisite: TBUS 320
This course sharpens the core competency goals of integrated business knowledge and strategic thinking. The course seeks to develop your knowledge and skills in the application of marketing frameworks, concepts, and methods as the basis of decision-making and resource deployment in the following areas:
· Identifying and exploring market opportunities
· Employing multiple techniques to focus marketing strategy
· Developing a positioning strategy and marketing objectives
· Formulating an executable marketing plan, and
· Aligning the organization to the market.
Students will accomplish these objectives by participating in class activities and discussions, collaborating with classmates on specific tasks, and completing the readings and exercises.
Required
Ferrell, O.C., Michael D. Hartline, and George H. Lucas (2002), Marketing Strategy, 2e, Fort Worth, TX: Harcourt College Publishers.
Internet access, including a UW NetID account.
Exams. There will be no formal exams. During the final exam period, we will have a debriefing of the course and project.
Projects. The project is a multi-stage assignment, which is to be done in teams. The instructor will determine team membership. Throughout the quarter, students will collaborate on developing an executable marketing plan for a local organization. Specifically, students would work with the client to analyze the overall market situation, select an appropriate target market(s), and develop a marketing strategy that best meets the needs of the market and the organization. Ultimately, the plan should improve the client's strategic positioning. To maintain fairness to all students, no late projects will be accepted.
Exercises. The exercises require students to think critically and apply marketing concepts and methods. Throughout the quarter, students will work towards developing a personal marketing plan that describes how to position themselves to potential employers. The exercises are to be done individually, i.e., must be done on your own. To maintain fairness to all students, no late exercises will be accepted. Each exercise is to be handed in at the beginning of the class in which it is due.
Participation. Participation involves your contribution both within the classroom and in the virtual class that takes place through the Discussion Board. During the course of the quarter, we will engage in a number of online discussions that will complement the class lecture. You will be expected to contribute to this dialogue by reading the preceding comments and then adding your own. Students are also expected to articulate their own ideas during class discussion. Active participation requires a commitment to adding value both in-class and on-line.
|
Project |
40% |
|
Exercises |
30% |
|
Participation |
30% |
Academic Standards. As stated in the UWT catalog, "Students are expected to meet the traditional standards of honesty and truthfulness in all aspects of their academic work at UW Tacoma." While you are encouraged to discuss readings, exercises, and lecture material with each other, all individual work for the course must be completed without assistance from others. Failure to follow these policies on an exercise will result in a zero for that exercise.
Announcements. All students should monitor the Announcements area of the course website. Any information posted to this area becomes an official addition to the class syllabus.
Class Cancellation/Campus Closing Information. Occasionally, weather has required class cancellation or campus closure. For information, you should 1) call 383-INFO, 2) check the UWTBIZ line for a message from the Business office, or 3) check the Announcements section of the course homepage for a message from me.
Late Assignments. To maintain fairness to all students, no late assignments will be accepted.
Disability Services. If you would like to request academic accommodations due to a temporary or permanent disability, contact Lisa Tice, Manager for Disability Support Services (DSS) in the Science Building, Suite 102. An appointment can be made through the front desk of Student Affairs (692-4400), through Student Services (692-4501), by phoning Lisa directly at 692-4493 (voice) or 692-4413 (TTY), or by e-mail (ltice@u.washington.edu). Appropriate accommodations are arranged after you've presented the required documentation of your disability to DSS, and you've conferred with the DSS Manager.
|
Date
|
Topic
|
Chapter
|
Assignment
|
|
3/31 |
Developing
a Marketing Framework |
1 & |
|
|
|
The Strategic Role of Marketing |
Appendix
1 |
|
|
4/02
|
Strategic Marketing Planning |
|
|
|
4/07 |
Meet
with Client |
|
|
|
4/09 |
Analyzing
Market Opportunities |
2-3 |
|
|
|
Situation Analysis |
|
|
|
4/14 |
Workshop 1: Research Techniques |
|
|
|
4/16 |
Project Work Day |
|
Ex
1 |
|
4/21 |
Focusing
Marketing Strategy |
4-9 |
|
|
|
Segmenting and Positioning |
|
|
|
4/23 |
Developing Customer Relationships |
|
Ex
2 |
|
4/28 |
Tailoring the Marketing Mix |
|
|
|
4/30 |
Presentation:
Research
Findings |
|
Stage
1 |
|
5/05 |
Workshop 2: Creativity and Group
Decision Making |
|
|
|
5/07 |
Project Work Day |
|
Ex
3 |
|
5/12 |
Implementing
Marketing Strategy |
10 |
Stage
2 |
|
|
Aligning
the Organization to the Market |
|
|
|
5/14 |
Workshop 3: Developing and Presenting Marketing Plans |
|
|
|
5/19 |
Project Work Day |
|
Ex
4 |
|
5/21 |
Presentation: Marketing Plan |
|
Stage
3 |
|
5/26 |
Memorial
Day Holiday
|
|
|
|
5/28 |
Workshop 4: Consultation with
Professor |
|
|
|
6/02 |
Project Work Day |
|
|
|
6/04 |
Presentation: Final Report to Client |
|
Stage
4 |
|
Final |
Debriefing Marketing Plans |
|
|
This page is maintained by Stern Neill. Last updated March 2003.