Milligan College
Cases in Marketing
BADM 316

Instructor:  Gina L. Adams
 Email: gadams@kingpharm.com

Term:  Fall 2001
Schedule: 6:15 – 8:55 p.m., Mondays
Location:  Paxson 108

Texts: Strategic Marketing Problems: Cases and Comments, Ninth Edition.  Kerin & Peterson, Prentice-Hall.  Student Software Worksheet Manual, Ninth Edition. Kerin & Peterson, Prentice-Hall.

Class Schedule and Assignments:
**Additional course information available at www.milligan.edu/profbusiness/gadams/index.htm

Week 1 (August 27)

Class Discussion:

SSWM: Introduction and Overview (SSWM = Student Software Worksheet Manual)

Week 2 (September 3)

Prior to Class: Read Chapters 1-3
Class Discussion:
SSWM: Chapter 2 Hasty Tasty Case - due September 10

Week 3 (September 10)

            Prior to Class: Read Chapter 4, Frito-Lay Case and Tyler Pet Foods Case
            Class Discussion:

            SSWM: Chapters 11 & 12 due

Week 4 (September 17)

Prior to Class: Read Chapter 5, Proctor & Gamble Case and Swisher Mower & Machine Case
            Class Discussion:

            SSWM: Chapter 17 due

Week 5 (September 24)

            Prior to Class: Read Chapter 6, Godiva Europe Case
            Class Discussion:

            Guest Speaker: A. Lee Fierbaugh, Director of Public Relations, Milligan College
            SSWM:

Week 6 (October 1)

            Mid-Term Exam (200 Points)

Week 7 (October 8)

            Prior to Class: Throckmorten Furniture (A) and (B) Cases
            Class Discussion:

            SSWM: Chapter 18 due

Week 8 (October 15)

Prior to Class: Read Chapter 7, Dell Computer Case and Amway Japan Case
Class Discussion:

SSWM:

Week 9 (October 22)

            Prior to Class: Read Chapter 8, Southwest Airlines Case and Texas Instruments Case
            Class Discussion:

SSWM: Chapter 20 due

Week 10 (October 29)

            Prior to Class: Read Chapter 9, Amazon Case and Vector Marketing Case
            Class Discussion:

            SSWM:

Week 11 (November 5)

            Prior to Class: Read Chapter 10, Rogaine Case and Circle K Case
            Class Discussion:

            SSWM: Chapters 24 & 25 due

Week 12 (November 12)

            Prior to Class: Marshall Museum of Art Case
            Class Discussion:

            SSWM: Chapter 26 due

Week 13 (November 19)

            Prior to Class: Read Chapter 11, U.S. Census Bureau Case and Biopure Case
            Class Discussion:

            SSWM:

Week 14 (November 26)

            Prior to Class: Frito-Lay Case and CIMA Mountaineering Case
            Class Discussion:

SSWM: Chapter 27 due

Week 15 (December 3)

            Final Exam (200 Points)    

Course Description:
This course is a marketing capstone course designed to examine the components of case analysis and case writing. Case studies from various industries will provide students an opportunity to think strategically, assessing the ‘best options’ in each case scenario. Marketing management strategies are studied with appreciation for internal and external restraints, examining ethical, social, financial, legal and global considerations. Emphasis will be placed on real-world application of the concepts learned in the marketing survey course via case studies and simulation in both the for-profit and not-for-profit sectors.

Objectives:
1.       To acquaint the student with the strategic marketing management arena

2.       To understand the components of the marketing mix and how they affect marketing strategy

3.       To develop and evaluate an effective marketing plan for strategic marketing decision-making

4.       To demonstrate a knowledge of planning and forecasting

5.       To demonstrate a knowledge of market segmentation, targeting and positioning

6.       To understand the vital importance of branding and brand management

7.       To gain an insight into integrated marketing, advertising and public relations for an organization

Course Requirements:
This course involves case examination and analysis, class lectures, assigned readings, in-class activities, video and computer simulations, and class discussion. Class participation is an important component of the course. Students are expected to participate constructively in class activities and discussions. Preparation by READING MATERIALS BEFORE CLASS is required. I will also draw upon your knowledge and experience to illustrate concepts. Participation in class discussions will be graded based on the quantity as well as the quality and relevance of your contribution.

Attendance Policy:
Class attendance is designed to foster student success. Prompt and regular attendance is the responsibility of each student. You are expected to arrive on time for each class session. Although emergencies may cause a student to be late for class, or actually miss an entire session, such situations should be the exception rather than the rule. When an emergency requires tardiness or absence, it is the student’s responsibility to contact the instructor about missed assignments and class content. Making arrangements with a classmate to receive class notes can be useful, but cannot equal attending class.

Class Professional and Academic Integrity:
Work submitted by a student is expected to be original work written by the student. All students are expected to maintain academic honesty and integrity as outlined in the Milligan College Student Handbook. Please refer to the Holt Handbook for a clear definition of plagiarism. All secondary sources used in written submissions by the student must be cited in the text of the paper as well as listed at the end of the paper. Students quoting directly from sources without acknowledging or citing reference will be penalized in their final grade up to and including a failing grade for the class.

Exam Policy:
Although there may be extenuating circumstances, it is my policy that exams are scheduled with enough advanced notice to allow students to adequately prepare. Make-up exams will not be given unless prior arrangements are made with the instructor.

Grading:
The student will be evaluated on the basis of classroom, group and individual performance. Final course grade is based on points accumulated and will be broken down as follows:

150  Class attendance and participation (15%)

300  Case Writing (5 cases to be submitted) (30%)

150  Computer Simulation Worksheets (10 to be submitted) (15%)

200  Mid-Term Exam (20%)

200  Final Exam (20%)

Total: 1000 points

Grading System:
Of the total points available, the following grades will be assigned:

                        92%            A                      78%            C+

                        90%            A-                     72%            C

                        88%            B+                    70%            C-

                        82%            B                      62%            D

                        80%            B-                     <62%            F

Group Projects and Presentations:
Teamwork and the ability to work in group settings are integral parts of the business environment today. Projects are designed to motivate the integration and application of the major concepts of the course. Students will form groups of no more than three individuals to analyze and present findings on assigned cases. Each group will submit a typewritten case analysis and at times be called on to present a thoughtful analysis to the class. No late cases will be accepted.

Case Writing:
The ability to write brief, succinct memos, summaries and email are vital in today’s business activities. Case writing assignments will enhance the student’s professional writing abilities and help formulate thoughts and ideas to contribute to in-class discussions and group presentations. While you are encouraged to form study groups to discuss each case, actual case assignments are to be completed individually, unless designated as a group project by the instructor. No late cases will be accepted.

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