Mohr, Jakki J.

English

University of Montana

University of Montana ScholarWorks at University of Montana Syllabi Course Syllabi Spring 1-2016 BMKT 291.02: Special Topics - Introduction to Marketing Jakki J. Mohr University of Montana - Missoula, jakki.mohr@business.umt.edu Follow this and additional works at: https://scholarworks.umt.edu/syllabi Let us know how access to this document benefits you. Recommended Citation Mohr, Jakki J., "BMKT 291.02: Special Topics - Introduction to Marketing" (2016). Syllabi. 3912. https://scholarworks.umt.edu/syllabi/3912 This Syllabus is brought to you for free and open access by the Course Syllabi at ScholarWorks at University of Montana. It has been accepted for inclusion in Syllabi by an authorized administrator of ScholarWorks at University of Montana. For more information, please contact scholarworks@mso.umt.edu. 1  BMKT 291:  Introduction to Marketing  Spring 2016  ____________________________________________________________________________________  Professor Mohr      Classroom:  GBB 122 Phone:  243-2920      Times:  Mondays:   2:10-3:30 Office:  GBB 324 (North wall)          email:  jakki.mohr@business.umt.edu web site:  www.business.umt.edu/faculty/mohr  Office Hours:  Tuesday, 1:30-3:30; Wednesday, 1:30-3:30, or by appointment _______________________________________________________________________________ Required Text:  None.  Useful resource:  http://teachthe4ps.com/  Required Readings:  Will be available on Moodle.  (see list at end of tentative schedule)  Learning Goals:  The purpose of this course is to acquaint students with the field of marketing.  Students will learn about:    how to develop marketing strategies, including understanding customers, competitors, industry trends, setting objectives, formulating and executing marketing strategies, evaluating outcomes—in essence, how the various aspects of marketing are used synergistically to deliver a coherent, successful strategy   trends in marketing   how marketing differs across various industries and contexts (consumer products, professional services, non-profits, business-to-business markets, technology, healthcare, etc.).    how marketing personnel interact with other managers and partners to develop, execute, and evaluate marketing plans   The objective is to ensure that students who select marketing as their major have a solid understanding of how marketing strategies are developed, how they are evaluated, and the necessary skills effective marketers must possess.    Learning Outcomes:  Demonstrate proficiency in the various dimensions of marketing, particularly as they relate to achieving marketing objectives; for example, understand how sales works with marketing communications, and how research is used in strategy development  Exhibit knowledge of key trends in marketing, such as multi-channel marketing, marketing (data) science, mobile/digital marketing platforms and how those affect marketing goals, strategies, and tactics  Demonstrate ability to conduct "due diligence" on a company, competitors, customers, and industry resources  Evaluate common themes related to success in marketing     2  Course Pre-requisites:  The only pre-requisites for this course are (1) a positive attitude and (2) active, engaged behavior.  I expect that you will come to class on time, prepared in advance with the relevant readings/assignments, free from distractions (cell phones put away), ready to interact with your classmates, with me, and with the speakers in a productive fashion.  If you find that you cannot meet these basic expectations, please examine the underlying reasons and your commitment to this course.      Course Requirements:  Course requirements are geared for a one-credit sophomore level course. The expected workload is an average of 1-2 hours outside of class each week.     Attendance       25%   Speaker prep & evaluation    25%  Marketing assignment    25%   Final exam       25%       100%  Professionalism – Students are preparing to become business professionals, and professional behavior is expected at all times.  Students are expected to abide by the SoBA Code of Professional Conduct (found online at http://www.business.umt.edu/Soba/SoBAEthics/CodeofProfessionalConduct.aspx).  Treat class sessions like business meetings.  Please be respectful of our speakers!  Remain in the class for the duration of class time (no in and out or leaving early); do not text or use your phones; be an active listener and participant.    Attendance- 100 points.  The primary class content will come from speaker presentations during class; therefore, you must be present (physically and mentally) in order to gain the relevant knowledge and to have the type of experience that speaker interaction allows.  Attendance will be taken each class period when class starts (i.e., don’t be late—see above course pre-requisites). Also, if you are “distracted” during class, you will be unable to earn the full points for attendance.  More than one class absence will result in this portion of your grade being reduced by 10 points per missed class (100 points/11 periods = 9 points per class).    Final Exam – 100 points.   The exam during finals week will be a graded self-reflection (essay) about what you have learned from the class—what are the major themes that have emerged about success in marketing strategies.  It will be cumulative.  More details will be given at the mid-point of the semester.   Monday, May 9, 3:20-5:20   *  No late exam or make-up exam will be given.  * *    Speaker prep (“due diligence”) and post-speaker reflection/evaluation- 100 points:  In order to be an engaged audience, students will complete two (2) pre-speaker “due diligence” research assignments and two (2) post-speaker analysis/reflection assignments (25 points each).  You must select at least two of these assignments to complete by March 21.  Any mix-and-match combination of speakers pre/post is okay, as long as two are completed by March 21.    If you would like to help “host” a speaker and manage the thank you note (on behalf of Professor Mohr and the class), I would entertain counting that as a post-speaker reflection.  These will be first come/first serve and must be written by Friday noon after the speaker presents.   3  It would also be nice to have students handle  live social media (tweets, etc.) during each speaker.  Please see me.    Pre-speaker “due diligence” assignments (on the person, their company, their competitors, their customers, their marketing strategy, and their industry—about 1-2 pages) are due  one week prior to that speaker (i.e., no later than 2:10 the prior Monday).  Electronic submission (Word document via email) is preferred.  (Please keep a copy of all your work and your emails.) No late work accepted.  These pre-speaker assignments will be shared with your classmates on Moodle and with the speaker.   Expected deliverables include a summary of:    the speaker’s company and its approach to marketing:  customers, competitors, products, advertising/promotional approach, etc.  (33% emphasis in write-up)  the speaker’s industry:  industry trade associations, trade journals, competitors, trends, etc.  (another 33%)  three thoughtful questions for the speaker that reflect this advance preparation.  I will grade your preparation based on how well the questions reflect the advance research you did.  Three “generic” questions that you could ask anyone are not sufficient.  (33%). If time permits, please ask these questions during or after class.    Post-Speaker Reflection:  must be turned in no later than the Monday following the speaker’s presentation (2:00 in class), but preferably by Friday 5:00 p.m. of the week the speaker presented – about 1 page /  Reflect on what you learned from the speaker:    What are the most important traits and tools for a marketing person to be successful in that position and/or for a company’s marketing strategy to be effective?    In addition, please offer two bullet points (2-3 sentences each) about the most significant, interesting, meaningful aspects of the presentation.  Please tell me WHY what you wrote was significant/ interesting/ meaningful to you.    This is a GRADED assignment, so please don’t be superficial or write just anything that comes to mind.  Thank you.    Grading criteria: (1)  Excellent writing skills; (2) Quality of research/quality of questions (thoughtfulness) –or- Quality of insights/elaboration on speaker presentation (reflection, not a description/summary)  Marketing assignment- 100 points:  Students will select a marketing assignment from the attached list to complete during the semester.  There are two possible due dates for these assignments:  either March 21or April 18.  Please select whichever due date works better for your schedule.  I will pass a sign-up sheet the second week of class for you to commit to one of these due dates.  This is a commitment—please demonstrate responsibility and do not sign up for a date that you cannot keep.    Extra Credit (25 points):  Invariably, students ask me at the end of the semester what they can do for extra credit.  You may turn in ONE extra credit opportunity during the semester:  attend an outside speaker presentation on campus and conduct both a pre-speaker research AND post-speaker assessment.  This is the only opportunity for extra credit, so please don’t put yourself in an awkward position by even asking for something else—it is not fair to me or your peers.   4  Code of Conduct:  All students must practice academic honesty.  Academic misconduct is subject to an academic penalty by the course instructor and/or a disciplinary sanction by the University. It is the student’s obligation to be familiar with the Student Conduct Code (found online at http://www.umt.edu/vpsa/policies/student_conduct.php), especially as it pertains to academic misconduct (cheating, plagiarism, etc.).  Please note that it is a form of academic misconduct to submit work that was previously used in another course.     Handling e-mail communication:  Feedback from recruiters and others (including an article in the Wall Street Journal) indicates that students need more practice in writing professional e-mail messages.  As a result (and consistent with policies established in BMIS 270), I expect all of your email correspondence to be professionally appropriate and grammatically correct (including proper punctuation, capitalization, spelling, etc.)  The University requires that we email students at a university email address (no personal accounts). I respond to all email messages I receive during the work week.  If you need a response to an issue faster than I can get to it on email, please feel free to reach me at my office:  243-2920 or stop by.     Final Grades:  Plus/Minus grading will be used for final grades on the following scale.   93 - 100% A     77-79%  C+ 90 - 92%  A-     73-76%  C  87 - 89%  B+     70-72%  C-  83 - 86%  B     67-69%  D+ 80-82%  B-     63-66%  D         60-62%  D-         Below 60%  F  Disability Services for Students --  Students with disabilities will receive reasonable modifications in this course. The student’s responsibilities are to request them from me with sufficient advance notice and to be prepared to provide official verification of disability and its impact from Disability Services for Students. Please speak with me after class or during my office hours to discuss the details. For more information, visit the website for the office of Disability Services for Students (found online at http://www.umt.edu/dss/).    Tentative Course Outline:         Topic/Article  Mon  Jan. 25 Introductions and partnering up    Mon  Feb 1 Discuss assigned readings    Presentation by UM Marketing Club/AMA  Feb 6:  Saturday morning, Optional EC Outside Speaker:  Judy Mohr, Intellectual Property and Patent Rights     See me about times, GBB L13 (Advanced Entrepreneurship Seminar)    5  Mon. Feb 8      Mon  Feb. 15   No class—President’s Day   Optional:  Friday, Feb. 19th, 10:10-11:00 GBB 123:  The Retail Myth:  Teresa Floyd   Mon Feb.  22  Speaker #2: Ronnie Unghire Martin, The World of Market Research,  WE (Seattle)   Mon  Feb 29     Speaker #3:  Philip Churchill, Data Analytics, POSSIBLE Worldwide, Seattle  Mon  Mar 7      Speaker debrief/ reading assignment   Mon  Mar 14  Speaker #4:  Lyndee Kemp, Market Research, Hall & Partners, Seattle   Mon  Mar 21    Speaker #5:  Olivia Shjeflo, Division Sales Manager, HonestTea    First marketing assignment due (for those who signed up for this date)  Mon March 28   Speaker #6: Michelle Huie, Corporate Pharmaceutical Sales to Entrepreneur!    Mon Apr 4  No class - Spring Break  Mon Apr 11  Speaker #7:  Patrick Marzullo, digital marketing, Wieden + Kennedy    Mon Apr 18  Speaker #8:   Alan Adams, sales, Patagonia       Second marketing assignment due (for those who signed up for this date)  Mon Apr 25   Speaker #9:  Stef Strack, Product Management, Nike  Mon  May 2  Speaker de-brief/integrate/synthesize      Get Exam prompt; course evaluations   Final Exam Due:   Monday, May 9, 3:20-5:20   Take-Home essay due today.   No late exams will be accepted.     Networking Receptions: 5:30-7:00 p.m. MUST Sign up.   http://www.business.umt.edu/students/career/events/networking-receptions/spring-networking.php  Tuesday, Feb. 23:  Marketing & Management  Wednesday, March 16th  Accounting and Finance  Tuesday, March 22:  MIS   6   Assigned Readings:   #1:  Overview of Marketing – Jakki Mohr  #2:  The Six Ingredients that Make the Right Marketing Candidate, Marketing News, January 2015.  #3:  So we are all marketers now  https://www.mckinseyquarterly.com/Were_all_marketers_now_2834 #4:  Digital marketing skills gap http://www.nytimes.com/2011/10/31/business/media/ad-companies-face-a-widening-talent-gap.html?_r=3&nl=todaysheadlines&emc=tha26 #5:  Forbes:  best/worst jobs  http://www.forbes.com/sites/stevedenning/2011/08/11/think-your-job-is-bad-try-one-of-these/  School of Business Administration Mission Statement and Assurance of Learning                                                 The University of Montana’s School of Business Administration enhances lives and benefits society by providing a world-class business education in a supportive, collegial environment.     We accomplish this mission by acting on our shared core values of creating significant experiences, building relationships, teaching and researching relevant topics, behaving ethically, and inspiring individuals to thrive.  As part of our assessment process, the School of Business Administration has adopted the following learning goals and objectives for our undergraduate students:    Learning Goal 1:  SoBA graduates will possess fundamental business knowledge. Learning Goal 2:  SoBA graduates will be able to integrate business knowledge from several of the functional areas of business. Learning Goal 3:  SoBA graduates will be effective communicators, with the demonstrated ability to write effectively and to deliver quality oral presentations. Learning Goal 4:  SoBA graduates will possess problem solving skills, leveraging both quantitative tools and qualitative frameworks and logic, as well as use of appropriate metrics to assess success of business strategies. Learning Goal 5:  SoBA graduates will have an ethical awareness, with the ability to recognize potential ethical dilemmas in a business situation and to identify the consequences of different ethical perspectives when applied to an ethical dilemma in a business situation. Learning Goal 6:  SoBA graduates will be proficient users of technology, including understanding the role of technology in creating business innovations and competitive advantage. Learning Goal 7:  SoBA graduates will understand the global business environment in which they operate.  7  Marketing Assignment BMKT 291  This exercise is designed to encourage you to explore the field of marketing in terms of trends, information, resources, etc. My expectation is that you will spend at least one hour minimum doing the project (i.e., conducting research, having an informational interview,) and then spend at least another hour reflecting on the learning you gained from that 1-hour experience in order to write a thoughtful paper.    Then, write up a 3-4 page summary of the insights you gained (which you will turn in for a grade).  Papers should be typewritten, 12-point font, double-spaced; the pages should be numbered, starting page 1 with the first full page of text.  Please allow ample time to complete these assignments; many will require approximately 2-3 weeks of planning to get scheduled.     Possible Due Dates:  Either March 21 or April 18.  I will pass a sign-up sheet in class during the second week, for each student to sign-up for a date.  Once you have committed to that topic/due date, you may not change it.  Please select whichever due date works better for your schedule.   *  *  No late papers will be accepted.  *  *       Options to Choose From:  (Choose one of the following)   1.  Marketing resources:  Research three marketing industry associations by perusing their websites.  Assess what the cutting-edge issues and trends are based on what information they offer.  In your write-up, offer a thoughtful integration of what you have learned about marketing.  Be sure to provide a Source/References page in your write-up.      Here is but a small sampling of these associations to get you started:   American Marketing Association – www.marketingpower.com  Direct Marketing Education Foundation – www.directmarketingworks.org  Marketing Research Association,  Word of Mouth Marketing Association  Services Marketing Association  Interactive (online) Advertising Bureau -  High-Tech Connect,  Find others at:  http://www.knowthis.com/marketing-lists/marketing-groups-and-meetings/trade-and-professional-marketing-associations-and-groups/   2, Marketing opportunities:  Research three possible marketing positions; reflect thoughtfully on the insights you have gained from doing this exercise.  How do these various marketing professionals contribute to successful marketing strategies?  What are the skills and traits necessary for success?  Be sure to provide a Source/References page in your write-up so I know how thorough your research was.    8  3.  Interview a marketing professional:  Find a marketing professional; schedule and responsibly prepare to conduct an interview with this person.  In your write-up, please summarize for me what you did to prepare responsibly for the interview (i.e., do some research on this!) and the questions you designed in advance.  Please provide a thoughtful analysis of what you learned about the development of successful marketing strategy (including challenges, obstacles, and traits for success).    4.  Create your own marketing assignment:   Turn in a 1-paragraph proposal no later than February 4 of what you would like to do for this assignment.  I will approve it and get back to you.  Be sure your proposal includes what you will write-up for me to grade (follow the form/style of the above 4 assignments).   (Ideas:  Attend a marketing Webinar; attend a marketing conference; read an interesting trade book about marketing – see the best marketing books lists online; I like the one at http://themarketingfoundation.org/berry_winners.html; join the student Marketing Club for the semester, take the Campbell Interest and Skill Survey to assess possible careers and job titles, etc.).     Grading Criteria (100 points possible) Conscientiousness in doing the research as conveyed in your write-up Insightfulness in reflecting on what you learned about marketing (KEY!)  Quality of writing skills (professional communication, correct grammar, etc.)   (It’s not an A paper without A writing skills) Appropriate citing of resources     

BMKT 291.02: Special Topics - Introduction to Marketing

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BMKT 291.02: Special Topics - Introduction to Marketing

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