Approved by Faculty Senate.

 

Winona State University

Course Descriptions

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 Minors

Marketing 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.

Catalogue Copy

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).

 

Marketing Planning

(6 credits)

MKTG 340

Instructors: Dr. Mark Young Dr. Bob Newberry

Office/Phone: 101 Somsen Hall (457-5671) 101 Somsen Hall (457-5698)

E-mail: MYOUNG@winona.edu Bnewberry@winona.edu

Office hours: T & TH 11– 4, W 1-2 M 8:30-11, T 8-11:30, W 8-9:50

Required Texts:

bulletStrategic Market Management, 6th edition; by Aaker, Wiley Publishing bulletPrinciples of Marketing, by Berkowitz et al or Kotler & Armstrong bulletMarketing Research, 3rd edition; by Malhotra, Prentice Hall Publishing bulletConsumer Behavior, by Schiffman & Kanuk, Prentice Hall Publishing

Course Description:

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 University’s 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 student’s 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 WSU’s minimum specifications and pay WSU’s technical support fee (see WSU’s 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.

 

Course Objectives:


By the end of this course, you should be able to do the following:

bulletConcept Comprehension – students should be able to describe in his or her own words and provide relevant examples of marketing strategies for growing and declining markets, competitive advantage strategies, and investment strategies. Students should also be able to outline the process for conducting a situation analysis of an industry, explain market segmentation and positioning in terms a manager would understand, and describe the major decisions involved in developing a marketing program. bulletInformation Synthesis – after conducting an efficient and systematic information search, be able to integrate the information into a portfolio matrix using Excel and write a SWOT summary highlighting strategic implications. bulletComputations – students should be able to use SPSS to segment and profile markets and create perceptual maps of competitive brands, and use Excel to calculate cost, sales response and product profitability of proposed changes in the marketing mix. bulletEvaluation of Marketing Decisions – students should be able to choose and justify an appropriate set of marketing strategies and programs given an industry and company situation analysis. bulletWritten Communications – students should be able to research and write an industry and company situation analysis along with a strategic marketing plan and a detailed annual marketing plan. This course will fulfill 6 credits for the University Studies Writing Flag. As such, it seeks to provide students taking this course the opportunity to achieve the following outcomes:
  1. practice the processes and procedures for creating and completing successful writing in their fields;
    1. Write four marketing plans
    2. Written in-class exercises and oral discussion of information collection
    3. Creating a Data Collection Journal
    4. Developing an information search strategy for marketing information
    5. Written case analysis and concept explanation
    6. Electronic memos and written essay exam questions
  2. understand the main features and uses of writing in their fields;
    1. Prepare both strategic and annual marketing plans
    2. Case analysis write-ups
    3. Memos reporting statistical analysis
    4. Explanation of concepts to peers
  3. adapt their writing to the general expectations of readers in their fields;
    1. Industry formats for writing marketing plans
    2. Essay exams and concept explanations written for instructor grading
  4. make use of the technologies commonly used for research and writing in their fields; and
    1. Laptop based course
    2. Heavy use of internet search and information documented with Data Collection Journals
    3. Blackboard software use for communications and some testing
  5. learn the conventions of evidence, format, usage, and documentation in their fields.
    1. Written marketing plans
    2. Data Collection Journals cite sources
    3. Format of performing case analysis and statistical write-ups
    4. Essay exams

 

 

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 (3:30-5:30) 150 points

 

 

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/.

Grading:

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 individual’s 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.

bulletAssignments and exams must be submitted on their due dates or points will be docked for being late. bulletYour points will be posted on Blackboard through out the semester; therefore, do not wait until the end of the course to express concern about your class performance.

 

 

Marketing Planning

 

 

 

Strategic Market Planning

 

Situation Analysis Marketing Strategy

Strategic Market Management: Chapters 2-7 Strategic Market Management: Chapters 1, 8-15

 

Marketing Plans

 

Segmentation, Positioning Marketing Programs & Mix Profitability

              Marketing Research: Chapters 18, 20, 21 Principles of Marketing: Chapters 11-21