BA651 Course Syllabus Outline

BA 651 Course Syllabus

College of Business, Northern Arizona University

Customers, Markets, and Organizations (3 units)

Fall 1997 (Revised: August 27, 1997, 5 p.m.)

Course Coordinator: Casey Donoho, Ph.D.

Office 273, 523-7393, Home: 526-6390

Email: Casey.Donoho@NAU.edu

Office Hours: MW 1:00-1:40 p.m., 3:15-4:05 p.m. and by appointment.

Class Meeting Time and Location: Monday-Wednesday, 5:30-6:45 p.m., CBA Room 207

I. Catalog Description: Evaluation of markets and customers both nationally and internationally; market structure, conduct, and performance. Linking market orientation, customer satisfaction, and quality to market success and financial performance; marketing strategy development.

II. Prerequisites: BA 650 and concurrent enrollment in BA 687. The systems perspective provided by BA 650 is required to facilitate the understanding of customers, markets, and the organization. BA 650 also provides the necessary work group skills, program expectations, and ethical perspective to function effectively in groups during the class

BA 651 Syllabus, Fall 1997, pg. 2

III. BA 651 Course Learning Outcomes
Outcome	Ways This Course Contributes To The Outcome
Strong functional skills	Apply organizational models in evaluating organizations. Evaluate a firm using one or more of these models. Evaluate an organizational model’s ability to capture what an organization is and does. Evaluate an organization’s market orientation and customer satisfaction. Evaluate market structure. Understand the relationship between market structure, firm strategy and performance. Understand the components of an environmental scan. Conduct an environmental scan. Do a competitive analysis. Evaluate demand and do a sales forecast. Model buyer behavior. Evaluate market and customer research. Do secondary market research. Conduct a simple customer survey. Understand and be able to evaluate marketing information/information systems. Segment a market. Target most attractive segments. Develop a position for firm within those segments. Do this STP marketing within the constraints of a sustainable competitive advantage. Understand product/service concepts, product life cycle, and product innovation/development. Be able to develop a product/service strategy including appropriate product quality and service quality levels. Develop a target price for a product using appropriate cost, value, and competitive analysis. Understand advertising, sales promotion and public relations concepts. Evaluate promotion. Do a simple promotion plan. Understand the basic personal selling concepts. Perform a selling task. Evaluate distribution systems. Select an appropriate distribution approach for a marketing strategy Evaluate a marketing plan through a marketing audit. Do a simple marketing plan that not only includes marketing strategy/tactics, but also process issues including organizing, budgeting, implementation and control strategies.
Integrative framework for cross-functional problems	Apply organizational models in evaluating organizations. Evaluate a firm using one or more of these models. Evaluate an organizational model’s ability to capture what an organization is and does. Understand the role of the marketing plan within more general business planning.
Systems approach to managing organizations	Evaluate organization models. Apply organization models to marketing problems.
Problem-solving skills	Use marketing functional skills to solve marketing problems. Understand how marketing tools might be used to solve non-marketing problems. Apply the case method.
Leadership skills	Understand and evaluate leadership in a marketing context Lead a class discussion. Take a leadership role in a class project.
Communication skills	Communicate effectively in class work (Alverno: writing, reading, speaking, listening, using media, quantified data, and the computer.) Develop communication skills by understanding the role of communication theory in promotion Present marketing ideas/marketing plan with a variety of media.
Interpersonal skills	Understand the basic personal selling concepts. Perform a selling task. Develop interpersonal skills through class processes. Appropriately handle interactions with fellow students, faculty, staff, and other constituents.
Self-management	Develop time and self-management through personal selling concepts. Complete class work on time.
Self-presentation	Develop self-presentation skills through an understanding of personal selling concepts
Values Global perspective	Evaluate the impact of marketing strategy on individual values and ethics. Use examples that illustrate the trade-off between globalization (undifferentiated marketing) and customization (differentiated, concentrated, custom, or individualized marketing).

BA 651 Syllabus, Fall 1997, pg. 5

IV. Course Materials: Peter and Donnelly (1997), A Preface to Marketing Management (Seventh Edition). Though no chapters in this text are specifically assigned, it should be a constantly used reference for all cases. McCormick, Robert E. (1992), Managerial Economics; Harvard Case Packet; and Ansari, Shadid and Jan Bell, Tom Klammer, and Carol Lawrence (1997), Target Costing. Hunger and Wheelen (1997), Essentials of Strategic Management, assigned in BA 650, will be reviewed. Other readings will be assigned on an as-needed basis.

Student Evaluation: A student’s grade in the course will be determined by the student’s

performance on exams, written and presented cases, a business policy game, and participation. Grades are generally assigned based on the following percentages: A=90%+, B=80-89%, C=70-79%, D=60-69%, F=59% and below. No late work will be accepted.

Business Policy Simulation 100 points

Hurricane Island (Write-up and Presentation) 150

Nissan Motors/Citizen Watch (Write-up) 100

Flagstaff Bottled Water (Write-up and Presentation) 250

Daily Case Write-ups and participation 400

Total: 1000

Academic Dishonesty, Sexual Harassment, Workplace Violence: None will be tolerated. See your Student Handbook for further information. Your instructor has been given training on these issues. Report any such violations immediately to the CBA Dean’s Office.

Plagiarism: It is dishonest to copy or take credit for other people’s work in whole or in part. Make sure to give credit for other people’s ideas by quoting them in the body of your papers and citing them in the reference sections of your papers. If you are unclear on what constitutes plagiarism, contact the instructor.

BA 651 Syllabus, Fall 1997, pg. 6

Course contents

Business Policy Game (Systems Perspective)
Economic Decision Making (McCormick readings and exercises)
Marketing Management Model and Marketing Strategy (All cases!)
Not-for-Profit Marketing (Hurricane Island)
Industry/Competitive Analysis (Skil, Dominion Motors, most cases)
Marketing Segmentation, Targeting and Positioning (Most cases)
Competitive Advantage (Skil, Walmart, and Saturn)
Service Quality (Xerox, Black and Decker)
Pricing (Ansari, Cumberland Metals, Nissan Motors, Citizen Watch, Sealed Air)
Product Innovation and Product Development (Gillette Sensor, Dominion, Saturn, Nintendo, Nestle)
Distribution (Saturn, Wal*Mart, Nintendo)
Marketing Research (Church’s Chicken, Nestle, Flagstaff Bottled Water, Xerox, Gillette Personal Care, Gillette Sensor, Citibank)
International Marketing (Mexico Trip, Nintendo, Dominion Motors, BPG, Citibank)
Sales Forecasting (Church’s Chicken in Navajoland, Gillette Sensor, Citibank, Dominion, Nestle)
Marketing Ethics (Black and Decker Spacemaker)
Personal Selling and Sales Management (Waters Chromatography)
Marketing Performance Analysis (Gillette Personal Care Products)
Product Line Extensions (Wal*Mart, Nestle)
Marketing Planning (Flagstaff Bottled Water)
BA 651 Syllabus, Fall 1997, pg. 7

Perspectives for Business Decisions

	Minimum Number of 50 Minute Periods Devoted to topic	Required Graded Work Other Than Exams?
International/Global	9	YES:
Ethical Issues	2	YES:
Political Issues	4.5	YES:
Social Issues	2	YES:
Legal/Regulatory Issues	2	YES:
Environmental Issues	1	YES:
Technology Issues	3	YES:
Demographic Diversity	4	YES:

Interdisciplinary Skills:

	Minimum Number of 50 Minute Periods Devoted to topic	Required Graded Work Other Than Exams?
Oral Communications	2	YES: 2 major presentations
Written Communications	2	YES: 20 graded papers
Critical Thinking	8	YES: Case write-ups
Working in Teams	1	YES: 2 group assignments

BA 651 Syllabus, Fall 1997, pg. 8

BA 651 Schedule and Assignments (Modified 8/27/97 5 p.m.)

Mon.	Discussion Subject/Assignment	Wed.	Discussion Subject/Assignment
8/25	Business Policy Simulation	8/27	Business Policy Simulation Don’t forget the Friday final competition! (100 points)
9/1	Labor Day Holiday	9/3	Economic Decision Making Reading: McCormick CH2-3 Reading: Browse Peter and Donnelly, Ch1-4
9/8	Economic Decision Making Reading: McCormick CH 7 Reading: Browse P&D, Ch5-9	9/10	Economic Decision Making Reading: McCormick CH 8 Reading: P&D, CH10-14, Sections II-V
9/15	Case: Dominion Motors Reading: How competitive forces shape strategy; The Core Competence of the Corp.	9/17	Case: Skil Corporation Reading: Customer Intimacy and other Value Disciplines
9/22	Case: Hurricane Island Major Group Write-up and Presentation (150 points)	9/24	Case: Nintendo (Discussion and part. only) Reading: Sony Changes the Game, Note on the Confrontation Strategy
9/29	Case: Saturn: A Different Kind of Car Co. Reading: Building a Brand: The Saturn Story	10/1	No class (simulation payback)
10/6	Case: Wal*Mart Stores, Inc. Reading: Trying to Bag Business	10/8	Case: Xerox (Discussion and part.only) Reading: Service Quality Gaps Reading: Why Satisfied Customers Defect
10/13	Pricing Reading: McCormick CH 9, Ansari: Target Costing Module, Overview of Japanese Cost Mgt. Practices	10/15	Pricing Ansari: Case 1: SmartCOM, Inc.
10/20	Case: Nissan Motors Case: Citizen Watch Group Write-up (100 points)	10/22	Case: Cumberland Metals Reading: Pricing as Creative Marketing Mexico Trip (10/23-10/25)
10/27	No class (Mexico Trip)	10/29	No class (Mexico Trip)
11/3	Case: Fabtek Mexico Paper (Individual) Due	11/5	Case: Nestle Refrigerated Foods
11/10	Case: Church’s Chicken in Navajoland	11/12	Case: B&D Spacemaker (A) (Discussion and participation only)
11/17	Case: Waters Chromatography	11/19	Case: Gillette Personal Care Products (Discussion and participation only) Reading: Marketing Performance Assessment
11/24	Case: Gillette Launch of Sensor	11/26	No class
12/2	Case: Citibank: Launching the Credit Card in Asia Pacific (A)	12/4	Class Evaluations and Wrap-up
TBA Finals Week	Case: Flagstaff Bottled Water Major Group Write-up and Presentation (250 points)		Participation and Daily Case Write-ups (400 points)

All cases are to be written up individually unless otherwise noted (i.e., discussion only, "group").