Course Description: Management of marketing functions in their interrelationships with the environment of the firm. Prerequisites: MKT 305 and senior standing.

Text: Marketing Management, Peter and Donnelly.

Class Format: Three formats will be used: Case, lecture, and case presentation.

Case - This format, sometimes known as the Socratic method, will be used for the major portion of the term. If this is your first case course, you will be very uncomfortable with this approach. You will be given a case, which resembles a short story, and be required to analyze it. You will have to determine what the problem is and what the answer is.

Students tend to have four major problems with the Socratic method.

(1) You, not I, are responsible for your learning in the Socratic method. You will not be able to look back and say, "He didn't teach me anything" or "He taught me a lot." You will be able to say, "I learned a lot (or nothing)." My job is to point out what you should learn and facilitate your learning. You are responsible for the outcomes or lack thereof.

(2) You will have to present your analyses to your colleagues, i.e., participate in class. Class participation is an absolute requirement. You have three options if you have a problem with class participation: (a) Drop the class, (b) Overcome your problem with participation, and (c) Accept a poor or failing grade. I suggest option (b).

(3) At times you will be asked direct questions and at other times you will be expected to volunteer. In either case, your contributions will be considered, examined, and critiqued by your classmates and by me. You will probably find the critiques and examinations of your analyses to be, at times, unpleasant. If you are unprepared or if your analysis is shallow or faulty, you can expect someone to point that out. Your powers of analysis and thought may be questioned on a personal level. This may be embarrassing or anger producing; avoid embarrassment and anger by being prepared.

(4) You will probably find the Socratic method to be very unfulfilling, at least until you get used to it. For most of your academic training to date, you have been asked questions for which there are specific answers. There is no "the answer" in a case course, there is not even a "the question." You decide the question(s) here and you decide the answer(s). You will have to present and defend your thoughts and critique your classmates' efforts. Discussions should be vigorous; courtesy is nice and is surely encouraged. It should not, however, get in the way of vigor.

Lecture - Very little lecturing will be done, at least by me. From time to time, however, it may be necessary to lecture on a specific subject. I prefer that lecturing be done by a student but will participate as necessary.

Term paper presentation - You will be given adequate notice of when presentations are due. All presentations should be done in a clear, professional manner and the final presentation should be given in appropriate business attire. The parameters of grading presentations will be given to you in a separate handout.

Presumed Preparation: This is a senior level course. I presume that you have had statistics, economics, and basic management, finance, accounting, and MIS courses. Many of these subjects are reviewed in the first part of your text. Use the text as a reference. Further, I presume that you can apply those tools as needed. I will not waste time teaching basic concepts that you should have gotten elsewhere.

Term Paper: Students will prepare a 20- to 40-page term paper or project. The topic of the paper will be assigned by me as soon as possible. The format, content, etc. will be discussed when it is assigned.

Classroom Behavior: We will use an application 4 Ps: presence, punctuality, politeness, and preparation. You are expected to be there, on time, polite, and ready.

Food and drinks are not permitted in the classroom except if you are giving a presentation. Presenters may have water.

Missed Classes: Class meetings are business appointments. If you are not going to be in class, do your colleagues the courtesy of letting them know ahead of time. Notify me and I will notify them. If you fail to notify us a priori, you will get a score of zero for class participation on that day. If it appears that you missing too many classes, we will meet to find some way of dealing with the situation.

Consultations: I will be available for conferences in my office (Thaxton 316) on Mondays and Wednesdays from 2:30 to 4:00 PM and after class. No appointment is necessary unless you want to meet at some time or place other than those. My office telephone number is 245-2237; at home the number is 245-7936. Don't hesitate to call either place in order to make an appointment or to discuss a problem. If you think you may have a problem, come see me. If you know you have a problem, it is probably too late.

Withdrawal: If you want to withdraw after the first couple of days, I have to assign a "WP" or "WF." My grade decision will be based on my assessment of your class participation. If you have not come to class or if you have refused to prepare and participate you may expect a WF.

Schedule: The cases we will consider will be assigned early enough for you to do the necessary preparation. The cases to be reviewed and the timing of the cases will be decided as the term continues. We will address cases which I think will do you the most good, based on your class discussions and apparent strengths and weaknesses.

Tests: None.

Submission Date: The date for submission of the term paper will be assigned as soon as possible. Term papers are due not later than the beginning of the class session on the as signed date. There is no acceptable excuse for a late submission: the minimum penalty for a late submission will be 50% of the available grade.

Grading:

Grade spread: This is a senior-level course. I feel no need to use a normal curve or any other grade-spreading device. It is possible that everyone will get an "A" (Good for us!) or that everyone will get an "F" (Oh, well!) or any combination in between.



Last Update May 10, 1997
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