MBA Marketing Decision-Making


MBA Marketing Decision-Making


Instructor: Dr. Randall S. Hansen
Office (LBC 414D) Phone: 822-7495
Office Hours: T/Th, 4:00-6:00; and by appointment


Objective:

This course provides students an opportunity to draw upon previous experiences and education to apply various marketing concepts and analytical tools to complex marketing problems and issues. Students address strategic marketing problems and the development of key marketing solutions and plans. All these things are accomplished through a series of lectures, discussions, and individual and group projects.

Furthermore, because of the value placed on good communications skills, there will be a heavy emphasis on quality writing and presenting of material.

 

Texts:

Required: Strategic Marketing Management. Anderson/Vincze (Houghton Mifflin)

Required: Cases in Strategic Marketing Management. Vincze/Anderson (Houghton Mifflin)

Recommended: Business Week, or some other print or Web-based business publication.

 

Internet Materials:

Because so much information about corporations and the environments they operate in is now on the World Wide Web, it is expected students will also be proficient in using the Web as a research tool. To aid students in this process, it is suggested students use:

 

Grading:

Grading will be done on a numerical scale during the semester, with a final letter grade determined at the end of the course. Each graded item has been given a point value, and the percentage of points to total points will determine grade. E.g., 820 points (out of total 950) is a 'B.'

Points Distribution
Personal Mission Statement 50 points
Group Case Assignment/Presentation (3) 50 points (each) -- 150 total
Industry Analysis Report/Presentation 150 points
Annual Report Analysis/Presentation 100 points
Company Case Analysis/Presentation 350 points
Midterm Case Examination 75 points
Final Case Examination 75 points
Maximum Obtainable Points 950 points

Please refer to the Marketing Decision-Making Calendar for due dates and assignments.

 

Personal Mission Statement:

A mission statement is a declaration of an organization's purpose. A clear mission statement is said to act as an "invisible hand" that guides employees of an organization. Mission statements should be:

  1. realistic;
  2. specific;
  3. reflective of the current environment;
  4. based on distinctive core competencies;
  5. motivating.

For more information on mission statements, refer to Chapter 3 in the text.

For this assignment, you are required to develop a personal mission statement. The mission statement can be up to one page in length. Because the mission statement is obviously a personal document, grading will be based on the thoughtfulness, the seriousness with which you treated the assignment, and the absence of serious writing flaws (such as run-on sentences and misspellings/typos).

Read a great article on writing a mission statement. Then follow this link to read a few sample mission statements, including Dr. Hansen's mission statement.

 

Group Case Assignments:

These cases are a team project. The class will be assigned to read six cases from the text and each team will be expected to prepare both a report and lead discussion for three of the cases -- to be assigned.

Case analyses should be no longer than five (5) double-spaced type-written pages. Do not use a cover sheet.

The group case will be evaluated on the following criteria: quality of analysis, strength of alternative solutions, writing clarity, organization, and class discussion and particiation.

Follow this link for an outline for Writing a Strategic Marketing Case. There is also a section of the case text that discusses case analysis.

 

Company Annual Report:

This team project focuses on the strengths of a particular company. The companies and industries have already been chosen. Each team will choose a company within an industry to complete this assignment. This assignment involves examining a company's annual report and presenting the analysis in a short paper (2-4 pages), as well as presenting the group's findings in an informative class presentation.

The details of this assignment can be found in Reviewing an Annual Report.

Presentations shall be informal, but should still be informative and lively.

 

Industry Analysis:

This team project focuses on the opportunities and threats in a particular industry. The industry is based on the company chosen in the Company Annual Report project. This project requires teams to submit both a written report as well as make an informal (10 minute) verbal presentation. This project should involve using one of the several available resources for conducting an industry analysis, as discussed in the Quintessential Careers: Guide to Researching Companies.

The paper and the presentation should identify the key participants in the industry (beyond the companies chosen for this class), past industry performance, future industry potential, critical environmental factors affecting performance, key opportunities and threats, and the top marketing issues. The paper should be concise and is limited to 10 pages in length.

Presentations shall be informal, but should still be informative and lively.

 

Company Case Analysis:

Student teams will submit written comprehensive company analyses and make formal class presentations (lasting no more than 20-25 minutes) on the company chosen in the Company Annual Report assignment.

This project requires a complete strategic marketing analysis of the company and should draw upon the entire set of readings and discussions of the course. Secondary information beyond the company report and industry analysis should be gathered so that you have a full understanding of the strengths and weaknesses of your company and the opportunities and threats within the main industry the company operates in.

The focus of the analysis should be on the critical marketing issues (3-5) currently facing the firm and the group's recommendations intended to address them. There is no page limit on the written analysis, but teams should try and limit papers to 10 pages (not including appendices). The format of the paper should follow this outline: executive summary (key highlights), critical issue #1, team solution for critical issue #1, critical issue #2, team solution for critical issue #2, critical issue #3, team solution for critical issue #3, critical issue #4, team solution for critical issue #4, appendicies (including the anual report and industry analysis papers).

Furthermore, presentations are encouraged to be informative, lively, and complete with "bells and whistles," yet also stick within professional guidelines.

Projects will be graded according to the following criteria: thoroughness of secondary research, appropriate use of analytical tools and techniques, quality of analysis, comprehensiveness of critical issues and recommended solutions, writing clarity and form, presentation clarity and quality, and organization of both written and verbal reports.

 

Midterm Case Exam:

A case will be assigned as the midterm examination. Case analyses should be no longer than five (5) double-spaced type-written pages. Do not use a cover sheet.

The case exam will be evaluated on the following criteria: quality of analysis, adequacy of recommendations, writing clarity, and organization.

Follow this link for an outline for Writing a Strategic Marketing Case.

 

Final Case Exam:

A case will be assigned as the final examination. Case analyses should be no longer than five (5) double-spaced type-written pages. Do not use a cover sheet.

The case exam will be evaluated on the following criteria: quality of analysis, adequacy of recommendations, writing clarity, and organization.

Follow this link for an outline for Writing a Strategic Marketing Case.

 

Attendance:

It is expected. You will not lose points for being absent from a class, however, no projects, quizzes, etc. can be made-up. Nothing can be made up unless arranged with the instructor prior to class.

 

Etc.:

I am always willing to see my students and will go out of my way to schedule meetings. Please make sure that if you make an appointment, that you keep it.

You can email me at anytime -- and it will quickly become apparent that email is the best way to reach me.

Times and dates are subject to change. Please refer to the Marketing Decision-Making Calendar.

IMPORTANT: All work completed in this class is expected to be your own and original for this class.


Go back to Dr. Randall Hansen's Courses Page.