Approved by Faculty Senate.
Winona State University
MKTG 320 - Market Analysis--6 S.H & MKTG 322 - Marketing Communications I
MKTG 340 - Marketing Planning & MKTG 342 - Marketing Communications II
Flagged Courses for Marketing Majors and MinorsMarketing majors and minors are required to complete two 7-credit, 2-course sequences that include substantial written and mathematics/statistics components. The first sequence includes Market Analysis (320) and Marketing Communication I (322). The second sequence includes Marketing Planning (340) and Marketing Communication II (342). Collectively these courses will provide students with 6 credit hours of Written Flag requirements and 3 credit hours of Mathematics/Statistics Flag requirements. These courses are required of all Marketing majors and minors.
320 - Market Analysis--6 S.H.
Market Analysis integrates the disciplines of marketing research with the study of consumer behavior. Market Analysis applies these disciplines to understanding relevant markets, analyzing consumer and business to business buying behavior, and identifying and measuring target markets. The course examines the theory, tools and processes that are utilized to apply marketing research, the study of consumer behavior and market demand analysis to provide information that facilitates decision making in marketing management. Emphasis is placed on the practical issues related to the successful application of these disciplines by an organization under market conditions. Market Analysis provides the student with substantial experience in math and statistical analysis and it meets the University Studies Flag requirements for 3 semester hours of Mathematics and Statistics. This course must be taken simultaneously with Marketing Communications I (MKTG 322). Prerequisites: Completion of the Written and Oral Communications Basic Skills in the University Studies program, a grade of C or better in MKTG 300, and the Mathematics and Statistics requirements of the marketing major or minor.
322- Marketing Communications I: Research Reports--1 S.H.
Marketing Communication I is designed to develop written and oral communication skills in marketing research and analysis including effective format and design and the ethical dimensions of report writing. Marketing Communications I must be taken simultaneously with Market Analysis (MKTG 320).
340 - Marketing Planning--6 S.H.
Marketing Planning takes a strategic perspective to utilize market analysis outcomes to develop and implement strategic marketing plans and annual marketing programs. During this course, students will learn to formulate a framework for analyzing competitive strategies and understand how industry structure impacts strategic leverage. Students will explore generic competitive strategies and methods of analyzing competitive advantages, strengths and weaknesses; use analytical methods for segmenting, targeting and positioning; and learn how to assess the effectiveness of proposed marketing programs. Case study analysis will provide the opportunity to examine real-world marketing strategies and provide scenarios for you to analyze market information, develop market-oriented plans, and write strategic and annual marketing plans. This course involves extensive writing of market analysis reports, strategies, and marketing programs; and it meets the University Studies Flag requirements for 6 semester hours of Written Communications Flag content. This course must be taken simultaneously with Marketing Communications I (MKTG 342). Prerequisites: Completion of the Written and Oral Communications Basic Skills in the University Studies program, a grade of C or better in MKTG 300, a grade of C or better in MKTG 320 and MKTG 322, and the Mathematics and Statistics requirements of the marketing major or minor.
342- Marketing Communications II: Marketing Plans--1 S.H.
Marketing Communication II is designed to develop and refine written and oral communication necessary for authoring a business and marketing plan including effective format and design. Marketing Communications II must be taken simultaneously with Marketing Planning (MKTG 340).
Instructors: Dr. Mark Young Dr. Bob Newberry
Office/Phone: 101 Somsen Hall (457-5671) 101 Somsen Hall (457-5698)
Office hours: T & TH 11 4, W 1-2 M 8:30-11, T 8-11:30, W 8-9:50
Marketing Planning takes a strategic perspective to utilize market analysis outcomes to develop and implement strategic marketing plans and annual marketing programs. During this course, you will learn to formulate a framework for analyzing competitive strategies and understand how industry structure impacts strategic leverage. You will explore generic competitive strategies and methods of analyzing competitive advantages, strengths and weaknesses; use analytical methods for segmenting, targeting and positioning; and learn how to assess the effectiveness of proposed marketing programs. Case study analysis will provide the opportunity to examine real-world marketing strategies and provide scenarios for you to analyze market information, develop market oriented plans, and write strategic and annual marketing plans. This course involves extensive writing of market analysis reports, strategies, and marketing programs; and it meets the University Studies Flag requirements for 6 semester hours of Written Communications Flag content.
Prerequisites: MKTG 320 & 322 (MKTG 300, Math, Stat, written & oral communications)
MKTG 340 must be taken simultaneously with Marketing Communications II
Marketing Department Policies:
In complying with Winona State Universitys Academic Integrity Policy, the Marketing Department requires that students represent themselves and their work honestly. Violations of this policy, which include cheating, fabrication of information, multiple submissions and plagiarism, shall be sanctioned by the individual faculty member through the lowering of the students grade and/or failing them in the course. Serious or second violations may carry the additional sanction of dismissal from the Marketing Program. This policy is enforced in accordance with "due process" as set forth in the University Catalogue.
Marketing courses designated as "laptop required courses" require all enrolled students to either 1) lease a WSU laptop or, 2) provide their own laptop, meeting WSUs minimum specifications and pay WSUs technical support fee (see WSUs Technical Support Center for laptop specifications and fees -http://www.winona.edu/tsc/programlaptop.htm)
If a course is taken prior to the successful completion (C or better grade) of prerequisite courses, then successful completion of an additional marketing course will be required for graduation.
By the end of this course, you should be able to do the following:
Formal Writing Assignments:
The purpose of the formal writing assignments are to encourage strategy development, which involves gathering information, analyzing the strategic content, precipitating strategic decisions, and developing strategic implementation plans. Completion of the written assignments will provide a systematic and comprehensive approach to writing long-term strategic marketing plans and annual marketing plans. (Letters in parenthesis correspond to the USWF outcomes.)
Each of the four required marketing plan assignments (2 strategic marketing plans and 2 annual marketing plans) (a, b, c, d, e) begins with a thorough information research effort involving the internet, public and commercial databases, library reference material, government documents, trade associations, periodicals, trade journals, business directories, annual reports, press releases, personal interviews and primary data collection. A systematic process for acquiring, analyzing, synthesizing and evaluating the information is provided through in-class exercises and discussion (a,d,e).
Creating and maintaining a Data Collection Journal (a, d, e) will document the information search effort and provide the basis for creating an efficient information search strategy for the next reports. After completing this process four times, each student should have a well documented and clearly written marketing information search strategy (a, d, e).
All projects are individually researched and written. Industry standard report and writing formats are provided in report format handouts and in the appendix of the Strategic Market Management text (b, c). Each phase of the project will be assessed with two peer-reviewed/instructor-guided assessments and an optional instructor assessment. The revised sections will be integrated into a final written marketing plan, which is typically 10-20 pages in length with unlimited student-created appendices. The final marketing plan is evaluated/graded by the instructor using a grading rubric that clearly specifies expectations. Completing each section of the project with two different case scenarios will develop report writing proficiencies by allowing feedback, improvement, and practice. Approximately two-thirds of your course grade in this six-credit hour course will be based on these four written marketing plans.
Course Assignment and Exam Calendar:
1. External Analysis Draft Jan. 23rd
2. Internal Analysis Draft Jan. 30th
3. SWOT & Portfolio Matrix Draft Feb. 6th
4. Strategic Market Plan Draft Feb. 7th
5. Case 1 Situation Analysis & Strategic Plan Feb. 11th 150 points
6. Case 2 Draft Feb. 20th
7. Case 2 Situation Analysis & Strategic Plan Feb. 22nd 150 points
8. Midterm Exam Feb. 27th 150 points
9. Segmentation, Product, Price Draft March 27th
10. Positioning, Place & Promotion Draft April 10th
11. Case 3 Situation Analysis & Marketing Plan April 17th 150 points
12. Case 4 Situation Analysis & Marketing Plan April 25th 150 points
13. Final Exam April 29th (
Informal Writing Assignments:
The purpose of informal writing assignments is to help you express and assess your level of understanding of key concepts, initiate a prepared class discussion, and prepare you for the exams.
Students will periodically be given out-of-class assignments that require a short half-page written explanation of major concepts (a, b, c) in their own words using relevant examples that illustrate the concept to a marketing manager.
New course material will be presented with a mini-case study (a, b, c, e) and lecture/discussion format. Students will write (in-class) short essay type answers to the questions in the mini-cases prior to the lecture/discussion.
Results and interpretation of analyses involving SPSS software will be written (in-class) in memo format (a, b, c, d, e) and occur six times during the second half of the semester.
Informal writing assignments will be evaluated by the instructor and recorded as: satisfactory, needs improvement or excellent (v, -, +). Comments on general ways to improve will be provided in-class by the instructor and by comments from peers. Completion of informal writing assignments count in the Course Participation points; in addition the material and format of these assignments form the basis for short essay exam questions (a, b, c, d, e).
Writing support will be provided frequently on the formal writing assignments thorough the use of sequenced assignments, two peer-reviewed/instructor-guided assessments, the reading and critique of two other students papers, and instructor feedback. The marketing plan will under go revisions based on the comments and then be submitted for final instructor evaluation/grading. Students will then complete the same assignment with a second industry and company scenario, providing another opportunity for improvement. Students are also highly encouraged to utilize the WSU Writing Center for assistance http://www.winona.edu/writingcenter/.
A 90%+ A, 80-89% B, 70-79% C, 60-69% D, and <60% F scale will be used for assignments, exams, and for the overall course grade there will be no curve. Therefore, it is theoretically possible for everyone in the class to get an A (or F). Collaborative learning is highly encouraged in this class; however, each assignment is an individuals assignment. Therefore, all writing should be in your own words with sources of information cited in parenthesis; no two reports should be identical!
Each of the four marketing plans is worth a possible 150 points. A grading rubric for assigning points will be distributed prior to submitting your report for instructor grading. A midterm and final exam consisting of short essay questions, problems, and analyses will also be worth 150 points each.
Course participation will be used to adjust final grades up or down. Course participation will be informally tracked; and it consists of attendance, completion of peer assessments, quizzes, preparation of readings, in-class assignments and cases, class discussion and other aspects of the class that enhance learning. If an individual performs at a level that is normal for the class, no adjustment to their final grade will be made. If course participation is above-normal, up to two percentage points may be added to the final grade percent. If participation is below-normal, up to ten percentage points may be subtracted from the final grade percent.
Strategic Market Planning
Situation Analysis Marketing Strategy
Strategic Market Management: Chapters 2-7 Strategic Market Management: Chapters 1, 8-15
Segmentation, Positioning Marketing Programs & Mix Profitability
Marketing Research: Chapters 18, 20, 21 Principles of Marketing: Chapters 11-21