Seminar in Marketing Problems e!.7:00 9:45 P.M. UH 202
"all# 2004 Pro$essor Helena %&e'ie( %)U*S+ ,+S%*-PT-). Application of marketing theory to contemporary marketing problems. Emphasis on the techniques of successful marketing decision making. Problems approach utilized to develop student's ability to integrate all major areas of marketing. )/0+%T-1+S )" %)U*S+ The purpose of this course is to improve your marketing analysis and decision making skills. t provides you !ith the concepts" methods" and procedures to develop effective marketing strategies and the opportunity to implement these strategies in case situations. t enables you to base your decisions on a thorough analysis of the company and the industry in !hich it e#ists. *e23ire! %o3rse Materials: Packet of $ases and %anual of E#ercises %)U*S+ )UT4-.+ 53g. 23 ntroduction 53g. 25 *ea! estern Pro!3(ts# -n(. Assignment & $ase 'olution Evaluation 53g.30 (ead Tender$are $ase Assignment ) *pportunities + Threats Assignment , %arket Potential Se't.6 Tender$are $ase Assignment - $ompetition" .arriers To Entry Se't. 7 .) %45SS8 U.-1+*S-T9 %4)S+, Se't. : Tender$are $ase Assignment / 'trengths and 0eaknesses Assignment 1 .$2 %odel Se't. 63 Tender$are Assignment 3 2E Analysis Se't. 65 Tender$are Assignment 4 %arket Penetration" 5evelopment" Product 5evelopment" 5iversification Assignment 6 Problem dentification
Se't. 20 +;am 6 Se't. 22 (ead" 78inancial and Economic Analysis in %arketing 9Te#t: (eread 7Tender$are 5isposable 5iapers7 Assignment &; dentify Alternatives Assignment && Perform selected 8inancial and Economic E#ercises pp. )3;<3, 9Te#t: Assignment &) .reakeven Tender$are Se't. 27 (ead =>o! To Analyze 'immons 5ata? 9n %anual: Assignment &, Target %arket Assignment &- 'immons 5ata Se't. 29 Tender$are < /% Pa(kers Assignment &/ Positioning %ap Assignment &1 dentification of %arket Plan 5ecisions )(t. 4 +;amination 2 .. $. Packers )(t. 7 /.%. Pa(kers ritten %ase 8 Presentations ,3e= )(t. 66 $%A $ase )(t. 63 %-M5 ritten %ase 8 Presentations ,3e= 5SS->.M+.TS *ea!ings@ Aou !ill be responsible for carefully reading the assigned sections of the te#t and all the cases specified. Aou !ill be prepared to discuss and react to the cases on the assigned dates. +;aminations The interim e#ams !ill be based on the readings" in class discussion" and on an in class case analysis. ritten %om're?ensi@e %ase n order to improve your learning and your decision making abilities you !ill be required to analyze in !riting the cases specified in the syllabus. Aou !ill be provided !ith specific issues to address. Aour responses should be concise but thorough. 'upport your recommendations !ith a careful analysis !henever possible. Buantify if possible. The !ritten case9s: isCare due on the dates specified in the course outline. All analyses should be T9P+,. Deatness counts. Points !ill be deducted for poor spelling and grammar. >ra!ing Aour grade !ill be based on the follo!ing components@ E#amination & );E E#amination ) ); $ase & 9Team: )/ $ase ) 9Team: )/ Participation &; FPlease note that if a team assignment is given" not everyone on the team !ill necessarily earn the same grade. Aour individual grade !ill be based on the team's assessment as !ell your individual contribution. A 6,E<&;;E A< 6;< 6) .G 44< 46 . 4-< 43 .< 4;< 4, $G 34< 36 $ 3-< 33 $< 3;< 3, 5G 14 < 16 5 1; < 13 8 /6 < ; %onta(t -n$ormation: Telephone@ 6;6 < 416<-/,) E<mail@ hczepiecHcsupomona.edu /iogra'?i(al Sket(? >elena $zepiec is Professor of %arketing %anagement and $oordinator of the nternational .usiness major at $alifornia 'tate Polytechnic Iniversity" Pomona. 'he received a .A 9cum laude: from the Iniversity of Toledo and Ph.5. from *hio 'tate Iniversity. 'he has taught at 5ePaul Iniversity " $alifornia 'tate Iniversity" >ay!ard " the Jublin .usiness 'chool in Poland and in .eijing. 'he is past President of the 0estern %arketing Educators' Association and serves on the editorial revie! board of the Kournal of %arketing Education. 'he has published over seventy papers in a variety of journals and proceedings including the nternational Journal of Advertising and Journal of Business Ethics on country of origin" international advertising and education.