Prof. M J Xavier

Course Outline

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Contact Address:

Prof. M J Xavier
Sr. Professor
Institute for Financial  
Management and Research
24 - Kothari Raod
Nungambakkam
Chennai - 600 034
India
Phone: 91-44-28273801
Fax: 91-44-28279208
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Welcome to MKT 346
Principles of Marketing
Fall 2003
Dr. M J Xavier

Class meetings

o        346-04 - Tuesday/Thursday, 12:10 p.m. – 2.00 p.m. (Building 3; Room 112)

o        346-03 - Tuesday/Thursday, 2.10 p.m. – 4.00 p.m  (Building 3; Room 111) 

Office location 

o        ___________________

Office hours

o        Tuesday/Thursday, 8.00 a.m.-12:00 noon

o        And by appointment

 Contact information

• Phone:     _________________
• E-mail:    xavier@ifmr.com

Required textbook 

• Kotler, Philip and Gary Armstrong (2003), Principles of Marketing, 10th Edition, Prentice-Hall

Prerequisites

• ECON 222, STAT 252, and junior standing, the equivalent or permission of instructor.  

 Required forms - must be downloaded and turned in

• Student information sheet
  • Download the Student Information Sheet as a Word document and complete it as an individual.
  •  Due at the beginning of class September 30, 2003.
• Team contract
  • Download the Team Contract template as a Word document, and complete it with your Marketing Plan team.  Turn in just one contract for the entire team.  Keep a copy for yourself.
  • Due at the beginning of class October 7, 2003
• Peer evaluation for Marketing Plan project
  • Download the Peer Evaluation form as a Word document and complete it as an individual.  Your evaluation will be kept confidential. A completed form is required as part of your participation grade.
  • Due at the beginning of class December 2, 2003

Course Objectives

This is a Basic course in marketing that examines marketing's role in society and management of the product, promotion, pricing and channel strategies of the firm. Includes discussion of ethical issues in marketing. Specifically, this course will help you to:

1. Understand Marketing and the Marketing Process
2.  Analyze Marketing Opportunities
3.  Select Target Markets
4.  Appeal to targeted markets using the Marketing Mix (4 P's).
5.  Manage the Marketing Effort

Conduct

These objectives would be achieved through lectures, case analysis, videos, and end of chapter questions.  Lectures have been developed from a variety of sources and are designed to help supplement the text.  Students are required to attend classes regularly and prepare any assignments for the day.  On completing this class you should have as very good understanding of marketing functions and decisions.

Class Policies

1. No make-up exams will be given.
2. Written reports must be typed and double-spaced.
3. Materials assigned for each day is to be read before class.
4. Late assignments will not be accepted.

Class Schedule 

Instructional Procedures

A variety of methods and sources such as lectures, discussions, videos, case analysis and experiential exercises may be used to assist the student in reaching the expected outcomes. 

Class Participation

Active participation by all students is essential to the success of this course. The primary emphasis should be on the quality of participation, not quantity. Participation also involves listening. It is particularly important that your comments build on previous comments, so that there is a cumulative learning experience. While the primary emphasis is on quality, one cannot make quality contribution without some quantity and regular punctual attendance in class. Much of the class discussion will center around the analysis of cases. An important requirement for this class is to be fully prepared for case discussion. I will call upon individual students to share their observations about specific issues related to the case in the class.

Course Evaluation

Item	Percent of Final Grade
Group Projects/Assignments	30
Mid-term Examinations (2 Nos.)	20
Final Examination	25
Quizzes	20
Class Participation	5

Academic Dishonesty

All forms of academic dishonesty (cheating, plagiarism, etc.) will result in a grade of “0” for that particular activity.  If some form of academic dishonesty is observed, students who are involved will be reported to academic officials in accordance with the stated policy of the University.

Marketing Plan Project

It is a team exercise, due December 2, 2003. The project paper will be a new product marketing plan/strategy for a company of your choice. Assume your group is one of several new product development teams operating within a firm or a startup company seeking investment capital. You are charged with creating a new good or service of your own design, under a brand name of your own choosing. If your project is funded, you will be asked to introduce that product to market during the coming fiscal year. Your assignment is to prepare a marketing plan for this new product, following the general format presented below.

Your report should address the following:

 Situation Analysis: Description of and history of business and product/service category.

Environment: Describe the business environment in which your firm operates, including environmental trends; how they affect your marketing mix decisions, and their influence on competitive offerings (if any).  

Target Market: Describe the target market in appropriate terms, e.g. size, geographical area, demographics, psychographics, etc.  

Competition: How do you define your competition, and how they are addressing this target market? How many competitive brands are available? Estimate market shares and market segments being served. How are competitive products positioned?  

Sales/Demand Forecast: A sound sales forecast has to be based on trends in the business environment and the size of your target market. Based on your analysis of these elements, what is the demand for your good/service? Can you estimate product sales or service demand for the coming year? Estimate demand for the next five years. Can you estimate product sales or service demand for the next five years? What is your best guess?  

Marketing Mix: Analyze the different marketing mix variables. You may use the following guideline to get you started, but try to go beyond it in terms of your thinking, strategy, tactics, and recommendations:

Product: For whom, and to what use, is the product intended? What do consumers look for in products of this type? What unmet consumer need does your product fulfill?  

Price: What is the pricing strategy? Is there a price-quality relationship for this product? Is it high-priced or low-priced, relative to competition? What does an analysis of a pro forma profit-and-loss statement tell you? Can you make an estimate of price elasticity, and what effect, if any, will pricing changes have on sales, profits, and product formulation?

Promotion: What methods are you proposing to promote this product? What are the promotion objectives? Do competitors engage in similar promotion? Are there other forms of promotion that would be (more) appropriate? What is the selling environment (e.g. mass media vs. personal selling), and are there better ways to present your product to buyers?

Distribution: What kind of distribution system will be used? How are distributors rewarded for their services? Do competitors use the same distribution strategies? Where will the product be available for sale? Are there additional outlets that would be appropriate?

Suggestions: You may wish to interview appropriate persons in industry, or draw on your personal experience and expertise, in completing your report. You may also want to analyze competitors' packaging, advertising, promotions, and distribution outlets to obtain insights into the industry in which your firm operates. Analyze the information you gather, rather than simply reporting it.  

Written Report & Project Presentation

Once you have completed your plan, submit your final report using the format guidelines suggested. The report should be treated as if you are presenting a new product recommendation to the vice president of marketing of your firm. Each group will make an oral presentation of their report/project in class, not to exceed 30 minutes in length. The presentation should cover the highlights of your written report, and take advantage of the opportunity to present visual materials. Your presentation should be interesting, professional, and rehearsed. It is not necessary for every group member to present, although all should be active in the preparation.  

Marketing in the new Millennium

Strategic Marketing

Beyond Competition