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2) Syllabus Supplementary Document

This document outlines the course syllabus for MRKT 621 Marketing Management. It details the assessments and assignments which make up 24% of the final grade, including quizzes and discussions. It also describes a 6% Salesforce assignment where students complete Salesforce Trailhead modules and a report. A 20% Certified Digital Marketing Associate certification is included. The major project makes up 40% and involves developing a marketing plan in groups for a real company using the Riipen platform. The group will submit a proposal (10%), written report (20%) and in-class presentation (10%). Peer evaluations will also be incorporated.

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0% found this document useful (0 votes)
60 views8 pages

2) Syllabus Supplementary Document

This document outlines the course syllabus for MRKT 621 Marketing Management. It details the assessments and assignments which make up 24% of the final grade, including quizzes and discussions. It also describes a 6% Salesforce assignment where students complete Salesforce Trailhead modules and a report. A 20% Certified Digital Marketing Associate certification is included. The major project makes up 40% and involves developing a marketing plan in groups for a real company using the Riipen platform. The group will submit a proposal (10%), written report (20%) and in-class presentation (10%). Peer evaluations will also be incorporated.

Uploaded by

gokhanemrecitak
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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SYLLABUS SUPPLEMENTARY DOCUMENT

MRKT 621 - 3 credits


Course Name: Marketing Management
Term/Year: Summer /2021
Instructor: Dr. M. Yalcin Parmaksiz

Quizzes & Assignments (24%):


Throughout the semester students will be working on a variety of assignments including quizzes and/or discussions.
These will help keep you on track with the course work as well as test your analytical, critical thinking and problem-
solving skills. Students can complete these assignments at any time within the availability period (Quizzes availability
periods are every Friday 1 PM to Saturday 1 PM). Failing to submit an assignment or quiz by the end of the
availability period without a doctor’s note will result in a "0' and the student will not have an opportunity to make
them up. Note also that students will not have an opportunity to make up assignments, quizzes or discussions not
submitted /completed on time due to technical problems that arise on the last day of the availability period. Please
allow ample time to complete course assignments, quizzes and discussions.

Salesforce Assignment (6 %)
The main goal for this component is that students identify and implement emerging marketing technologies and
topics. Each student will create Salesforce Trailhead account and earn at least 1200 points (by completing 3 or more
modules), which will constitute 6 % of your final grade. You need go to https://trailhead.salesforce.com/en/modules
and learn about Salesforce and its certificates. Afterward create a Trailhead account/profile and complete your
desirable three modules to earn at least 1200 points (completing 3 or more modules) for your profile. For example,
below are three suggested optional modules:
¡ Audience Segmentation – 400 points – 1hr 10 mins
¡ Email Marketing Strategies – 500 points - 1hr 20 mins
¡ Email Creation and Sending – 300 points – 1hr 5mins
Next you need to submit your Trailhead profile link and your reports to answer, “What you have learned from this
module? and how it helps your personal development and future career success?” in MyUCW to get the 5 % of your
mark before the due date. You need to submit one file including your profile link in addition to one-page report for
each module that you complete. You will be marked based on both completion of +3 modules (+1200 points) and the
quality of your reports. Purpose of this assignment is directing you to become familiar by Salesforce and obtaining a
very practical tool for your future career. This is just a start; you yourself can become a specialist in your desirable
Salesforce field and have that credential in your CV, LinkedIn, etc.

Certified Digital Marketing Associate (20 %)


As a Certified Digital Marketing Associate, you will be equipped with an understanding of Digital, its meaning, uses,
tools and technologies, how they are applied within business and the opportunities for your own role. You need to
complete the six online modules’ requirements of the program within the assigned deadlines, participate in a
workshop, and pass its assessments by 60%. The assessments are in the form of short quizzes for each module,
including both multi-choice and analytical open-end questions. The quizzes are available in the UCW portal and you
need to complete them in designated period. By completing requirements, you will obtain directly the esteemed
Certified Digital Marketing Associate certification from Digital marketing Institution
(https://.digitalmarketinginstitute.com).

Final Group Project (40 %)


Group project Write-up (20%): In the corporate word, you will often work in groups or teams to work on projects or
reports. In this course you will utilize all that you learned in the course to write a detailed Marketing plan for a real
company that is chosen and negotiated by your instructor through Riipen. A group will comprise a minimum of 4
students and a maximum of 6 students. You are required to pick your own group members and submit your group
preferences by the end of week 2. Submission of group member preferences at MYUCW is mandatory and failure to
submit your preference by the deadline will result in an automatic deduction of 5% of total grade in the course. Then
you need to register on Riipen and follow steps in below link:
https://help.riipen.com/en/articles/4055016-how-do-students-start-projects-on-riipen
Riipen is an online collaboration platform that brings industry and academia together, with real company projects.
Projects are completed by students as remote internships and provide students with the opportunity to work with real
company managers and receive their first hand feedback on their performance. Moreover, this project allows students
not only practice what they are being taught, but also build usable skills like professional communication in the
process. The winner group members will receive recommendation letters from the company that enhance students’
employability after graduation.
Your group project write-up due date is determined in your course syllabus and reflected through a Turnitin drop box
in MYUCW. Below is a suggested outline but a specific outline needs to be approved by the client company based on
its needs through your communication at the time of proposal due date. The paper should be around 3000 words for
body (ideally 10 pages) double-spaced in length (1 inch margins) not including cover page, appendices, and
bibliography. You need to follow APA citation and standard. You are highly suggested to thoroughly read “APA Quick
Reference Guidelines” that is uploaded on MyUCW.

Proposal (10 %): Submit one-file proposal of your project on the determined due date in your syllabus including:
1) A brief explanation of your core brilliant, new idea to respond to the need of your client company. (what is
your new idea to make changes in their current marketing plan. You may suggest new product, reposition the
brand, digital marketing ideas, etc.)
2) Why do you think your idea will be a success and what are your rational?
3) how you would implement UCW library recourses, company resources, and other reliable data bases. what is
your plan?
4) A detailed outline of your project that is approved by your client company.
5) Documents confirming the approval of the outline and your proposal by employers such as screen shot of their
emails etc.

Presentation (10 %): You have 15 min for presenting your work to the client and class and 5 min for answering to the
audience potential questions. Audience may ask questions of clarification during the presentation, but major
substantive questions will be held until the presentation is completed. Group members will be expected to defend
their plan and recommendations. The presentation should be clear, concise, equally shared by team members, and
analytically well defended. The ability to answer questions effectively will be evaluated as well.

Peer Evaluation: Another objective of the group project is to help you to effectively and successfully collaborate with
different work styles and skill sets in order to reach common goals. Part of our project evaluation will include
anonymous peer evaluations by your team members at the end of the term. The peer evaluation report is due at the
time of submitting your written report (details will be announced). Although the marketing plan is group work, each
member’s grade will be adjusted to reflect individual contribution through a confidential peer evaluation at the end of
the term. Failure to submit your evaluation on time will result in an automatic deduction of 5% of total grade in the
course.

2
++++All members of the group will participate equally in the communication with employer, proposal, write-up,
presentation and handling of questions++++

Suggested Marketing Plan Outline and rubrics (total 50 marks; you may revise it based on needs of your assigned
client company):
1. Executive Summary (5 mark):
[You may also include a brief Organizational overview including:
a. Name of organization
b. Mission statement, organization’s basic values and philosophy
c. Geographic location
d. Product mix
- Single product
- Product line(s)]
e. Summary of your new ideas and a good reason to reader to continue reading your report.

2. Situational Analysis (20 marks):


a. Industry analysis
b. Competitor analysis
c. Company analysis
d. Customer analysis
e. SWOT analysis

3. Marketing strategy– product/service focus and goal setting (15 marks)


a. Stage of the product life cycle:
In which phase of its lifecycle is the product? Explain your rationale and identify what strategies they
have adopted or need to adopt to extend their lifecycle or develop a new product.
b. Segmentation:
Outline your segmentation strategy/analysis and selecting best target market(s) and explain related
target market profile(s) (you may create new segments) including demographics, psychographics,
behaviours, and geographical considerations.
c. Differentiation and positioning:
Position the product and review positioning statements to drive marketing mix (you may reposition the
brand).
d. Marketing Objectives:
Objective can be behavioral (e.g., sales, market share, profit etc.) and/or attitudinal (increase in consumer
attitudes, awareness, recall, liking, etc.) and they need to be SMART (Specific, Measurable, Attainable,
Relevant and Timely).
4. Marketing program (30 marks):
Develop your program marketing mix (4 Ps) that helps company to reach its goals and to be successful. You may
use new marketing tools in this stage such as using new communication tools (e.g. social media), CRM systems,
new channels of distributions, and so on. Your marketing program includes:
a. Product strategy
- Type – good, service, idea etc.
- Features – how will it be different from the competitors?
- Branding Strategy
- Identification – brand name, label and packaging
- Production method/delivery of service
- Others

b. Price strategy

3
Which pricing strategies do you believe they are using and/or should be using and why? Please provide
examples to support your point
c. Promotion strategy
- Personal selling
- Advertising
- Internet – website, social media, email etc.
- Television
- Radio
- Magazine and newspaper
- Integrated media
- Outdoor media
- Others
- Sales promotions – sales prices, discounts, coupons, contests, sweepstakes, tradeshows etc.
- Direct Marketing – telemarketing, direct mail etc.
- Public relations
- Digital marketing and website (there are several tactics/channels of DM including SEO plan, PPC
campaign plan, e-mail marketing plan, social media marketing campaign plan, content calendar, etc.
(depending on client's needs) and almost all companies nowadays need to use them- consult it with
your client)
- Other forms of Promotion

d. Place (distribution) strategy


- Channels of distribution – manufacturer, wholesaler, retailer
- Product location availability
- Physical distribution/location of facilities/modes of transportation
- Cost
- Production
- Distribution
- Overhead
- Sales
- Marketing
- Markup
- Suggested selling price
- Profit margin
- Price and quality relationship – perceived value

5. Budget (7 marks):
You need to consult it with your client to figure out a realistic budget and develop your budgeting strategy,
allocations etc.

6. Control/monitor (8 marks)
- Feedback mechanism to monitor progress
- Evaluation process
- Performance objectives (quantifiable elements)
- Profit margin
- Market share
- Promotional effectiveness
- Market penetration

* Writing (15 marks):

4
Grammar, format, citations, APA, words, transitions, readability, cohesiveness, space, headlines, punctuations
etc.

The following assessment criteria will be used for team presentations of marketing plans:

Content & organization


• Did the main topic or problem introduced and clearly defined?
• Did major points have specific details?
• Were all points supported?
• Was information well organized and follows logical sequence?
• Was a proper summary/conclusion done?
• Was everybody knowledgeable (and therefore did not have to read their entire presentation)?

Visuals and materials


• Was Power Point visually pleasing?
• Were slides easy to read (Size and amount of text is excellent)?
• Were visuals appropriate and professional?
• Use of appropriated graphics to explain presentation?

Delivery
• Did members show enthusiasm and make good eye contact?
• Did members uses appropriated voice volume?
• Did group has excellent use of the time

Overall professionalism and teamwork


• Did group members address the audience in a professional manner?
• Was there a proper introduction of group members and topic areas to be covered?
• Were there proper transitions between speakers?
• Did group members present themselves in a professional manner?
• Did the group respond to questions with knowledge and professionalism?

5
The following assessment criteria will be used for written assignments:

Rubric 1:
Written Content/Development - 50%
• Content is comprehensive/accurate/persuasive and demonstrates critical thinking.
• Displays an understanding of client and environmental issues.
• Major points supported by specific details/examples and critical analysis.
• Research is adequate/timely
• Writer has gone beyond textbook for resources

Higher-Order Thinking – 20%


• Suggestions are show a comprehension of market factors as well as client strengths and capabilities.
• Is able to integrate theory and best practices into thoughtful suggestions for client. As such, team has critically
analyzed the various aspects of the market and applied these to the problem at hand.

Organization -- 15%
• Use of template as outlined in text.
• The introduction provides sufficient background on the topic, major points
• Structure is clear, logical, and easy to follow
• Subsequent sections develop/support central theme
• Conclusion/recommendations follow logically from the body of the paper

Style/Mechanics - 15%
• Format
• Citations/reference page follow guidelines
• Properly cites ideas/info from other sources
• Paper is laid out effectively--uses, heading and other reader-friendly tools
• Paper is neat/shows attention to detail
• Grammar/Punctuation/Spelling
• Rules of grammar, usage, punctuation are followed
• Spelling is correct
• Readability/Style
• Sentences are complete, clear, and concise
• Sentences are well-constructed with varied structure
• Transitions between sentences paragraphs and sections help maintain the flow of thought
• Words used are precise and unambiguous
• The tone is appropriate to audience, content, and assignment

6
Rubric 2: The following rubric will be used for written marketing plans
Group project Assessment Rubric

Clear understanding of the project Student’s Poor=1 Fair=2 Good=3-4 Excellent=5


objectives Score

5% Students did not understand the Students fairly understood the Students understood the project/employer objective and Students understood the project/employer objectives and
project/employer objective project/employer objective but did not explained them well in the introduction/executive explained them well from various perspective in the
explain them well in the summary introduction/executive summary
introduction/executive summary

Situation Analysis (I/E Analysis) Poor=4 Fair=8 Good=12-16 Excellent=20

20 %
Identified the business's strengths & Identifies the business's strength, weakness, Somewhat identified the business's strengths, weakness, Clearly identified the business's strengths, weakness,
weakness. opportunity and threat. opportunities and threats external to the business. opportunities and threats external to the business with well-
developed Customer, Company, competitor, and Industry
Poor/fair evaluation and audiation of past Good evaluation and audiation of past marketing plan Analysis; PEST/SWOT.
marketing plan
Excellent evaluation and audiation of past marketing plan

Marketing Strategy (Consumer Poor=3 Fair=6 Good=9-12 Excellent=15


segmentation, targeting and
positioning_ STP) & Objectives
STP are poorly determined. Poor STP are fairly determined. Fair objectives. Determined the target market, used market segmentation, Excellent determined STP including target market, market
15 % objectives, positioning. Good SMART Objectives that aligned by the segmentation, positioning. Add to the current target market.
need of the employer/project as well as STP. Excellent SMART Objectives that well aligned by the need of
the employer/project as well as STP.

Marketing plan (Marketing Mix) Poor=6 Fair=12 Good=18-24 Excellent=30

30 %
Created a very simple marketing Fair Marketing Mix that partly addressed Good Marketing plan that well addressed client's needs Detailed Marketing plan that well addressed client's needs
plan. Employer needs are not client's needs. (including at least 1-2 detailed new ideas such as tactical (including at least 2-3 detailed new ideas and deliverable such
addressed. promotion campaign/plans, DM (e.g., SEO, PPC, e-mail, as tactical promotion campaign/plans, DM (e.g., SEO, PPC,
Student identifies and describes but fails to social media, content calendar, etc.), repositioning, new e-mail, social media, content calendar, etc.), repositioning,
Student failed to evaluate and improve overall marketing strategy and target market, new product, etc.). Each tactic was based on new target market, new product, etc.). Each tactic was based
improve current overall marketing business model. good rationales. on good rationales.
strategy and business model.
Suggestions are show a comprehension of market factors Suggestions are well show a comprehension of market factors
as well as client strengths and capabilities. as well as client strengths and capabilities.

Student identifies and describes and fairly improve overall Student well identifies and describes and thoroughly improve
marketing strategy and business model considering the overall marketing strategy and business model. They are very
current covid-19 situation. well aligned by the current covid-19 situation.

Budgeting, control, and monitoring Poor=3 Fair=6 Good=9-12 Excellent=15

15%
Fair performance evaluation and KPI Good detailed and clear, realistic, relevant budgeting, Excellent detailed and clear, realistic, relevant budgeting,
control, and monitoring plans control, and monitoring plans

Plan is able to integrate theory and best practices into Plan is able to well integrate theory and best practices into
thoughtful suggestions for client. thoughtful realistic suggestions for client.

Good performance evaluation and KPI. Excellent performance evaluation and KPI.

Written Communication and Poor=3 Fair=6 Good=9-12 Excellent=15


presentation

15 % Poorly written plan; did not Satisfactory written plan; demonstrates Demonstrates disciplinary understanding and makes some Demonstrates deep disciplinary understanding and
demonstrate knowledge in business surface knowledge but not inter- interconnections; interconnections;
functions and relationships; no real relationships among functions; logical Provides logical arguments with sound evidence Expertly advances argument with well researched evidence
arguments, decisions made; many arguments but lack of evidence; some and documentation; Effective organization and flow, good and documentation,
organization problems and organizational problems, errors. Fair presentation, good readability. Excellent organization, appropriate tone documentation;
spelling/grammatical errors, Poor presentation. Fair Readability. Excellent organization, Excellent presentation. Excellent
presentation and readability. readability.
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