MKTG 4406

APPLIED MARKETING MANAGEMENT

Winter 2009 Course Outline

INSTRUCTOR INFORMATION

Professor: Lisa Drinkwalter

E-Mail: lisad@nipissingu.ca
Telephone: 474-3450 ext. 4327
Office Hours: By Appointment - F215
Course Schedule: Wednesdays 6:30- 9:30pm (Room A226)

COURSE DESCRIPTION

This course is the pivotal point of students’ academic preparation as Marketers and is designed to
expose the complexities of “real world” marketing as well as integrate all key marketing
concepts. Given the strategic nature of marketing and its impact on the entire organization,
students are required to demonstrate their general management skills by convincing senior
management of the appropriateness of their recommendations. A focal point of this course is to
offer students a realistic view of marketing management and to provide an opportunity to engage
with local business partners. Students will apply their knowledge and skills through a marketing
consulting assignment and will also participate in a competitive marketing strategy simulation
game. Other instructional methods will include case studies, class discussion and presentations,
guest speakers and interactive exercises.

COURSE OBJECTIVE

This course will improve students’ understanding and application of the key elements of a
comprehensive marketing strategy. The objective is for students to progress to a more strategic
level of marketing by building upon material covered in previous courses. In addition to
developing “street smart” knowledge through the application of academic learning in authentic
business settings, students will also refine the skills necessary to successfully communicate and
confidently present their views and recommendations in today’s demanding marketplace. Upon
completion of this course, graduating students will be prepared to pursue a career in marketing.
 2

LEARNING OBJECTIVES:

1. Identify the major decisions necessary to develop and implement sound marketing strategies
and long-term strategic planning.
2. Use effective information systems to improve overall marketing decision-making.
3. Demonstrate ability to conduct relevant environmental analysis and derive actionable insights
around the market/category, key competitive threats and consumer profiles.
4. Develop a competitive marketing strategy by setting clear quantitative goals, choosing
profitable target markets and establishing relevant brand positioning.
5. Appreciate the critical role of innovation and the steps to new product planning and
development.
6. Establish priorities and guidelines for managing a multi-product portfolio.
7. Understand the meaning and importance of managing Brand Equity.
8. Identify distribution options and key inputs in designing channel strategies.
9. Understand the considerations required to establish, implement and manage pricing
strategies.
10. Strategically develop promotional strategies (including advertising, trade & consumer
promotions, PR, selling, direct marketing, Internet…) to effectively reach and engage desired
consumer targets.
11. Guide optimal resource allocation to support recommended programs and maximize return.
12. Perform necessary financial analysis and use available forecasting tools to prepare key
market and sales projections.
13. Conduct strategic and tactical post-program evaluations to identify performance gaps and
initiate problem-solving activities.
14. Prepare a comprehensive, strategic marketing plan suited for practical application.
15. Extend hands-on marketing experience by transferring academic knowledge to real-world
marketing situations.
16. Improve ability to professionally communicate and defend your analysis and
recommendations.

REQUIRED COURSE MATERIALS

 Ernest R. Cadotte, Web Marketplace Simulator, www.marketplace6.com

 Lecture slides and references will be posted on the course Web site and/or distributed in class
as needed.

 Course Web site: http://www.nipissingu.ca/faculty/lisad

 You will be required to apply all marketing concepts throughout this course. As such, I
encourage you to reference past textbooks and notes from your other marketing courses.
 3

CLASSROOM FORMAT

This course is designed for high involvement and interactive learning with an emphasis on the
practical application of marketing concepts. Core marketing principles will be reviewed and
applied through a combination of Professor and Student-lead lectures. Much learning will take
place outside of the classroom as students engage with the business community as marketing
consultants and participate in the marketing simulation game. Case studies, guest speakers,
videos and interactive exercises will also be used to realize the objectives of this course. Student
participation and active involvement in each session is critical to your learning and that of your
peers.

STUDENT EVALUATION

1. Class Participation 10%

2. Topic Review / Student Lecture 10%
3. Case Analysis & Presentation 20%
4. Marketing Consulting (5 components) 40%
5. Marketing Simulation Game 20%
TOTAL: 100%

1. CLASS PARTICIPATION (10%)

In the business world you will spend a great deal of your time and effort in meetings and
presenting to various audiences. Strong communication skills including the ability to sell your
ideas, offer value-added input and respond to questions in a professional and confident manner
will be vital to your success. Your take-away from this course will be enhanced through active
classroom participation. We will begin each session with “Marketing Watch Reports”.
Students will be asked to share observed brand management activity with the class. There will
be ample opportunity for all students to earn participation credit throughout the semester. Think
of the classroom as a business setting--welcome this opportunity to refine the skills that will
poise you for great business leadership. Your participation grade will be based on attendance,
preparation, quality input and presentations.
 4

2. TOPIC REVIEW / STUDENT LECTURE (10%)

The objective of this assignment is to review the key principles of marketing as students prepare
to apply these concepts to practical scenarios. In groups of 2-3, you will prepare and present a
20-30 minute lecture to the class. This is your time to share and showcase your marketing
knowledge. You are free to conduct your lecture in whatever format you believe to be the most
effective while adhering to the objectives of this course. You must hand in a copy of your
lecture and you will also be evaluated on your content (thorough, relevant, applied theory) and
presentation (comprehensive, professional, prepared).
Topic assignments will be confirmed during our first session. Areas for review include:

TOPIC PRESENTATION DATE GROUP

1.Customer Segmentation & Targeting Wednesday, Jan 28th

2. Positioning and Differentiation Wednesday, Feb 4th

3. Product Planning & Management Wednesday, Feb 11th

and New Product Development &
Innovation

4. Distribution/Channel Management Wednesday, March 4th

5. Pricing Strategy and Management Wednesday, March 4th

6. Advertising Strategy/ Promotional Wednesday, March 11th

Management

7. Customer Relationship Management Wednesday, March 18th

3. CASE ANALYSIS & PRESENTATION (20%)

In assigned groups of 5 students, you will prepare an analysis for the “Unilever” case which will
be distributed in class Feb. 4. Your analysis will address the primary problem, situational
analysis, assessment of alternatives, and a clear and comprehensive recommendation and
implementation plan. You will be expected to incorporate the strategy and marketing principles
that we discuss in class and that you have learned throughout your academic training. Each team
will present their recommendations/implementation plan to the class. We will review in greater
detail the key elements required in analyzing and presenting a business case.

Deliverables Due Date_______

1. Case Presentation & Written Document Wednesday, Feb. 25
 5

4. MARKETING CONSULTING (40%)

This exercise is designed to provide exposure to real-world marketing and allow students the
opportunity to apply their marketing knowledge and skills to an actual business situation. In
groups of 5, students will choose a client that focuses on either a product(s) or service(s) and
who has an immediate need for marketing counsel. The chosen client should be local (in the
North Bay area), accessible to students and willing/able to meet personally with students at least
twice. Some organizations have already expressed interest in working with students from this
course. We will review this list of potential clients during our first session. At all times, students
are expected to conduct themselves as professional consultants (in dress, speech and behaviour)
proudly representing Nipissing University.

The scope of this assignment is 1) to conduct a thorough and relevant environmental analysis of
the organization; 2) to make appropriate marketing strategy decisions and recommendations; 3)
to provide a comprehensive implementation plan including key financial considerations and 4) to
present recommendation in a professional and confident manner.

Deliverables Due Date_______

1. Client identification and confirmation letter Wednesday, Jan.21st

2. Initial Contact Report (5%) Wednesday, Feb. 4th

3. Progress Report #1 (5%) Wednesday, Feb. 25th

4. Progress Report #2 (5%) Wednesday, March 18th

5. Final Report {including Peer Evaluations} (15%) April 2th – 17th (TBC)

6. Final Formal Presentation – Prof (5%) + Client (5%) April 2th - 17th (TBC)

We will review specific expectations for each of these elements throughout the course.
 6

5. MARKETING SIMULATION GAME (20%)

A primary focus in this course is to inject students into realistic management scenarios through a
marketing simulation game. Students will form groups of 5 and will work together to submit 8
rounds of strategic decisions. Upon completion of the game, all teams will prepare and present a
“wrap-up report” highlighting their key strategies and logic to the Management Board. Peer
evaluations will also be included. Full game details will be reviewed in class.

Deliverables Due Date_______

1. One-page Marketing Plan outline (5%) Fri., February 13

2. Simulation Performance - Cumulative Balanced Scorecard (5%) Wed., March 25
3. Simulation Presentations (5%) Wed., March 25
4. Peer evaluations (5%) Wed., March 25

See schedule next page for decision round deadlines.

 7

Winter 2009 Course Schedule

(Subject to minor modification)
Session Topics Assignment Due
Wednesday, Jan. 7th -Course Introduction Team Formations:
-Effective Business Communication -Student Lectures
-Marketplace Simulation Game
-Consulting Teams
-Case Study
Wednesday, Jan. 14th -Intro to Marketplace Sim. Game - Read Sim. Game Help Files
- Marketplace Decision 1&2 Overview - Purchase Sim. Game
st
Wednesday, Jan, 21 - Marketplace Decision 3 Overview
- Strategic Planning Tools -Client ID + Confirmation Letter
th
Friday, Jan 23 Marketplace Game Decision #1 & 2 DUE BY 6:30p.m.
Wednesday, Jan. 28th -Segmentation & Targeting (SL) -Student Lecture #1
-Forecasting Guidelines
-Marketplace Decision 4-8 Overview
Friday, January 30th Marketplace Game Decision #3 DUE BY 6:30p.m.
Wednesday, Feb 4th -Positioning & Differentiation (SL) -Student Lecture #2
-Case Analysis Review
-Unilever Case Distribution *Initial Client Contact Report
Friday, February 6th Marketplace Game Decision #4 DUE BY 6:30p.m.
Wednesday, Feb 11th -Product Planning & Management -Student Lecture #3
and New Product Development &
Innovation (SL)
-Marketing Plan Overview
-Random Check-in
Friday, Feb 13th Marketplace Game Decision #5 & 1 pager DUE BY 6:30p.m.
w/o Feb 16th STUDY WEEK
Wednesday, Feb. 25th - Unilever Case Presentations & *Client Progress Report #1
written document Unilever Case Presentations &
- Random Check-in Written document

Friday, Feb. 27th Marketplace Game Decision #6 DUE BY NOON 6:30p.m.

Wednesday, Mar. 4th -Distribution/Channel Mgt (SL) -Student Lecture #4
-Pricing Strategy & Mgt (SL) -Student Lecture #5
-Random Check-in
Friday, March 6th Marketplace Game Decision #7 DUE BY NOON 6:30p.m.
Wednesday, Mar. 11th -Advertising Strategy / Promotional
Management (SL) -Student Lecture #6
- Integrated Mkg Communication

Friday, March 13th Marketplace Game Decision #8 DUE BY NOON 6:30p.m.

 8

Session Topics Assignment Due

Wednesday, Mar. 18th -Final results of Marketplace
Simulation -Student Lecture #7
-Customer Relationship
Management (SL) -Client Progress Report #2
-Personal Marketing Strategy
-Personal Marketing Plans

Wednesday, Mar. 25th Marketplace Simulation Reports Marketplace Simulation Final

Reports and Presentations, Peer
Evaluations.

10th-13th EASTER BREAK

Wednesday, April 1 Client Presentation Preparation and
Consultation with Professor as
needed.

April 2-17th Students to confirm FINAL CLIENT REPORT &

time/day/location of presentations PRESENTATION & PEER
with clients. EVALUATIONS