Professor: Dr. Debbie Easterling
Office: Morison 209
Office Phone: 891-2276 Office Hrs: T/Th 2-4pm
Text: Marketing, Keegan, Moriority, and Duncan Prentice Hall, 1st edition Course Explores the role of marketing both within the Description firm and within society. Examines concepts, functions, and institutions involved in the process of developing and distributing products and services to consumer, industrial, institutional and international markets. Course To provide students with an-introduction to Objectives issues related to the management of marketing. Specifically, the course is designed so that students will: 1. learn about the marketing environment; 2. understand the concepts and terminology related to the field of marketing; 3. develop an appreciation for the role of marketing in business and to move from A consumer's understanding of marketing processes to a marketer's understanding of marketing processes; 4. learn about the role of marketing from an international, ethical and societal perspective (societal marketing); 5. enhance communication skills and apply these skills in the marketing project; and 6. develop the ability to work well in teams and apply this skill to the group assignment. Attendance Regular attendance and active participation
Participation, is expected.
In order to facilitate class discussions, students must provide a small photo of them- selves during the 1st week of class. Any person arriving after the scheduled commencement of class will lose a percentage point from their final average. Extra time for quizzes will not be granted-to late arrivals. If I am late to class, one point will be added to final averages of all who are present and waiting on me.
Assignments A primary semester project will consist of the development of a marketing plan for a "not-for- profit" agency. organizations for these projects have been obtained from Bentley's Service Learning department. Students will work in groups (5-6) to complete the project. At the end of the semester, groups will present highlights of their projects in class. (A framework for the Marketing Plan will be provided). Additional details will also be provided.
As part of this assignment, students will maintain a journal detailing their observations and experiences prior to, during, and after their fieldwork. A separate handout for this Journal will be provided:
Exams There will be four quizzes - Quiz formats will consist of multiple choice and short answers. Extra Work Without exception, there will be no extra work allowed to make-up any grade deficiency. Grading Final Grades will consist of the following: Quizzes 40% Journal 20% service Learning Project: Written 30% oral Presentation 10% 100%
Week Topic Assignments 1 (1-20) Th: Introduction to Course 2 (1-24;27) M: The Role of Marketing Ch. 1 Th: Marketing and the org. Ch. 2 3 (1-31;2-3) M: The External Environment Ch. 3 Th: Marketing Strategy Ch. 4 4 (2-7;10) M: Marketing Information Ch. 5 Th: Quiz #1 Chs 1-5 5 (2-14;17) M: Consumer Buying Ch. 6 Th: Organizational Buying Ch. 7 6 (2-21;24) M: Presidents Day Th: Segmentation, Comp. Advantage Chs. 8,9 **Parts II and III due (+ journals)** 7 (2-28;3-3) M: The Product: Goods/Services Chs.10,11 Th: Quiz #2 Chs 6-11 8 (3-7;10) Spring Break 9 (3-14;17) M: New Products Ch. 12 Th: Positioning/Branding. Ch. 13 10 (3-21;24) M: Pricing Considerations Chs.14,15 Th: Marketing Channels Ch. 16 **Parts IV and V due (+ journals)** 11 (3-28;31) M: Retailing/Wholesaling Ch. 17 Th: Quiz #3 Chs 12-17 12 (4-4;7) m: Marketing communications Ch. 18 Th: Personal Selling Ch. 19 13 (4-11;14) M: Advertising Ch. 20 Th: Sales Promotion/Direct Mktg- Chs.21,22
14 (4-18;21) M: Patriots Day Holiday Th: Quiz 14 Chs 18-22 Semester Projects Due 15 (4-25;28) M: Presentations (Groups 1 and 2) Th: Presentations (Groups 3 and 4) 16 (5-2) M: Presentations (Groups 5 and 6) Note: Final Exam Period Thurs. May 5th 2 pm - Journals Due 4
Service Learning Semester Projects
service learning assignments will be utilized as a means of achieving the goals of both Bentley College and this Marketing Principles course. Specifically, this semester project will provide an opportunity for you to obtain hands on experience in using 'newly developed' marketing skills, techniques and methodologies in a not-for-profit setting.
As a class, we will be working with three agencies: the Red Cross, Northern Lights Foundation, and Boston Living Center. As an individual, you will work with a group of students (4 to 5 students per group) on a project for one agency only.
Group One Develop a marketing plan identifying ways to expand the current CPR/First Aid Volunteer Instructor Base. A majority of these courses (above 90%) are taught by volunteers; the Red Cross depends on income generated by courses. Group Two Develop a marketing plan for their annual "Walk-a-thon"; focusing upon increasing walker participation. The walk takes place in April. Group Three Develop a marketing plan for their annual. "Walk-a-thon"; focusing upon increasing donations from corporate sponsors. The walk takes place in April.
Northern Lights Alternatives
Group Four Develop a marketing plan for an existing "AIDS Mastery Workshop" -- but for a new segment - women. Workshops are provided for people with or affected in any way by HIV/AIDS. Group Five Develop a comprehensive marketing plan that will include all possible target markets - for all services currently provided (or anticipated to be provided in the near future).
Boston Living Center
Group Six Design a marketing plan for their existing Monday Night Dinner Program. Currently, meals for this program are provided by Consolidated Foods. It is a goal of the agency to be able to serve meals that were not previously prepared.
There is no single best format to follow in developing marketing plans. Some plans are longer than others, and one organization rarely uses the same format as another. All marketing plans, however, should follow this logical progression: Where Are We Now? Where Do We-Want to Go? How do we Get-There?
There are seven elements to a-marketing plan:
I. Executive Summary II. Current Marketing situation III. -Opportunities and Problems IV. Marketing Objectives V. Marketing Strategies VI. Action Programs Vii. Controls
Each section will be briefly detailed.
This is a 2-3 page synopsis of the marketing plan. Although the Executive Summary appears first, it is actually the LAST part to be written - and sometimes the hardest part to write. The purpose of the summary is to provide executives with a brief overview of the highlights of the plan.
The Executive Summary is an important part of the Marketing Plan. It may be the only document that a top level executive reads, in deciding whether or not to support the plan. Thus, it has to include the major considerations (opportunities, threats, budgets, timetables). Not only executives, but bankers, stockholders, and suppliers generally read the Executive Summary.
Current Marketing Situation
The first step in developing a marketing plan is to analyze the current marketing situation for the service. The purpose of a situation analysis is to determine the firm's current position. The results of this analysis will influence the latter stages of the Marketing Plan. Two aspects of the current situation should be examined: the marketing environment and the consumer/organizational market.
The Marketing Environment
An analysis of the marketing
environment is a major consideration -in strategic marketing planning. The forces in. a marketing environment directly or indirectly influence a firm's marketing activities. In developing a Marketing Plan, all relevant background data should be included.
Analysis of the Marketing Environment
Who are the major competitors? What are their strengths/weaknesses? What are their objectives/strategies? Who are our future competitors? Regulations/Politics What laws exist or are being proposed that may affect our service? What federal, state, local agency actions should be watched? What is the general political tone for our service area? Society What is the attitude of society toward our service? What social trends are occurring that have an impact on our service? Are any special interest groups likely to affect our plan? Economic Conditions What is the buying power of consumers in our current markets? What are the spending patterns of consumers in current markets? What is projected in terms of inflation, recession, recovery how will this affect our service? Technology/Natural What major changes are occurring that will influence our servicing? How are these forces helping us? hurting us?
Where will you get the information to answer these questions? From both internal and external sources. Information will be gathered through observations, through reviews of business/government publications, and marketing research.
Target Market Analysis Another aspect of the current marketing situation that. must be examined is the market. The
Marketing Plan should include a detailed analysis of current target markets, including service usage and customer (sometimes called members) behavior. The purpose, again, is to determine where the firm is NOW.
Target Market Analysis
Demographics Sex Education Age Household Size income Ethnic Background occupation Family Life Cycle Psychographics Personalities Motives Lifestyles Service - Related Usage (heavy versus light) Benefits organizational Markets Type of Organization Location Customer Base size of Market Potential Market Share Projected Growth/Decline Company Forecast
The above is f airly comprehensive; you may not need all the information. Most firms-have demographic and market size data; fewer have psychographic and service-related data.
This element of the Marketing Plan presents a detailed summary of opportunities and problems - both inside and outside the organization - facing the service that the plan deals with. Many of these opportunities/problems will come directly from the situation analysis. other issues may also surface that weren't addressed in the situation analysis.
opportunities are the result of strengths or positive circumstances. A firm's human and financial resources, as well as its unique experiences and expertise can be strengths or opportunities.
Conversely',, problems stem from weaknesses, or negative circumstances. Problems can be the result of personnel limitations, - financial constraints, government regulations, competition, or any other circumstance having a negative impact on the firm's ability to deliver on its'--Marketing -promise.
Each opportunity and problem that is identified should be written in a clear, concise statement, and a rationale for the opportunity or problem should be provided. The purpose of the rational is to provide supporting data.
The identification of opportunities that can be exploited and problems that can be solved is extremely important. Although opportunities and problems do not tell us what to do, they do identify the areas that must be addressed.
It is, also important to note that problems when handled appropriately, become opportunities.
The next component of the Marketing Plan consists of specifying what is to be accomplished through marketing "activities. Marketing objectives identify where the firm wants to go. They state the goals of the firm in terms of services provided (sales volume); market share; or other objectives.
Marketing objectives should be written in clear, concise terms so that everyone involved in implementing strategies knows exactly what is trying to be accomplished. Marketing objectives should also be realistic and attainable. Finally, objectives should be measurable.
Marketing planners must also decide how many objectives to establish and the extent to which they are prioritized. The number of objectives must be limited so that important areas are given adequate attention.
Marketing objectives can be developed for the service, itself, or to any of the other marketing mix elements.
Statement of Objectives
Service Objectives (extension, improvement, deletions) Distribution (outlets, service levels) Communication (personal selling, advertising, promotion) Pricing (contributions, etc.)
in this section of the Marketing Plan, the broad marketing strategy or "game plan" for achieving the objectives is detailed.
Marketing strategy is the logic by which the firm hopes to achieve its objectives. it consists of specific strategies for target markets, positioning, the marketing mix and marketing expenditures. As a minimum, two broad strategies must be developed:
1 - for target markets;.and 2 - for the marketing mix elements.
Remember: The best strategies are those that provide a competitive advantage and are difficult for another firm to copy.
Action programs spell out the directives and responsibilities needed for implementing the marketing strategies. Action programs address several questions: What will be done? Who will do it? When will it be done? How much will it cost?
Marketing objective ___________________________________________________________ ___________________________________________________________ Activities Person Completion Amount Performed Responsible Date Budgeted ____________ _____________ _____________ _____________ ____________ _____________ _____________ _____________ Marketing Objective ___________________________________________________________ ___________________________________________________________ Activities Person Completion Amount Performed Responsible Date Budgeted ____________ _____________ _____________ _____________ ____________ _____________ _____________ _____________ *********** All activities performed should related to one of the firm's marketing objectives. Additionally, activities should be
coordinated, since the completion of one is often dependent upon the completion of another.
The final section of the marketing plan includes the controls used to measure the results of the plan. Controls should be established to evaluate the plan on an ongoing basis and to take action to reduce discrepancies between desired and actual performance. Two major questions are addressed here:
Are we achieving our objectives?, If Not, What is happening? Why is it happening? What should we do about it? MK 160-Marketing Principles Service Learning Projects: Journal Entries
To fulfill this assignment, you must produce DETAILED records of your observations and experiences, prior to, during, and following your fieldwork to the agency that you are scheduled to visit. Your journal notes should be typed.
All entries should be written -in complete sentences; make paragraphs to divide topics of description, events, etc. At the beginning of each entry, note the date, time, day of week, and location of your visit. - it is likely that you will make several visits to the agency over the course of the semester. Therefore - for each visit, you will have two entries (one for prior thoughts and feelings; one for observations and experiences). Additionally, following your final visit -- and the completion of your project -- you should make one final entry which would summarize what you have experienced over the course of the semester.
Prior Thoughts and Feelings
Prior to each visit, make an entry that describes openly, honestly
You should have detailed field notes on each visit that you make to your agency. They should describe your visit in a chronological order - from the point of entry to your departure. You should report what you saw, heard, felt, and thought about while you were there. Describe specific events, conversations, people's appearances, behaviors, etc. An important part of "participant observation" notes is capturing in detail your own experiences -- your thoughts, perceptions, feelings, etc.
Write your field notes as soon after your observation period as possible. You are using your memory and your notes to compose a detailed, chronological account of your observations.
Final Note on Journals
The key word is DETAIL. Your journal entries are expected to be relatively lengthy -- due to the detail you will describe. YOU should also include some thoughts on how your group is working together -- as part of your prior thoughts & f eelings -- and as part of the field notes. It would be expected that these notes would result in about 10-15 pages of typed entries.
MK 160 Marketing Principles Easterling, Spring, 1994 Notes on Keeping a Journal
A journal can serve many functions in a business course. It can be helpfull in the process of discovery and reflection as a place to record ideas, insights, and issues of interest.
A journal should serve as a "logbook" or notebook of your experiences. It can be used to record meetings with your peer group or with your organizational leaders. Keeping accurate accounts of such meetings will help you to stay on track and help to coordinate your work. For this type of journal, it is best to record dates of meetings, those people who were present, delegation of responsibilities/tasks, goals, and finally, summaries of what occurred and how you feel about it.
For this type of journal, IT IS BEST to write an en-Lry after every encounter in the field, or meeting, or working session. Early entries may detail your observations, and descriptions of your project, along with the people you encounter. Include space in the journal to write out your impressions of what you see, whom you deal with, and how you see your experience affecting you -- what issues come up in interactions, in the community, in your peer group?
As a research tool, a journal can help you as you sift through information - and - make sense of-your findings. If you can use such space to develop ideas, amplify thoughts or consider questions and answers, you may find it much easier to select feasible solutions to your "client's" (your organization) problems.
The process of keeping a journal can become a powerful tool in developing critical thinking skills. However, to be helpful to you, the journal must contain detailed information. As a guideline, consider including thoughts on the questions below.