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MKTG 661 - Seminar in Marketing Policies: Technology and Marketing (Syllabus)

Course Content

Seminar in Marketing Polices goes beyond marketing concepts and techniques to their application in practical, profit and nonprofit oriented problems encountered by marketing professionals. Although the primary focus will be on marketing decisions, concepts from other areas of business such as finance, accounting, information systems, human resource management etc., will be drawn upon to assist in making a sound and effective decision. Case analyses will cover problem identification, major issues, evaluation of alternatives, and recommendations. A group project is required. Each team should attempt to develop a marketing plan for a new product/service.

Exams and Grading

Grades are based on performance in two examinations, group project, case discussion. By doing group projects, collaboration across groups is not allowed. The grading elements are as follows:

Exam #1 20%

Exam #2 20%

Group Project 30%

Case Discussion 20%

One Page Case Analysis 10%

Total 100%

One page case analysis: You should submit a brief case analysis (one page) before the commencement of group discussion. It should include (1) problems/opportunities and (2) your recommendations.

Team Project

Your team is challenged to come up with a new product or service that would be profitable! Each team should apply the new product development process emphasized in this course.

The initial objectives are to form a good working team and develop a solid new product idea along with one or two contingency ideas. Each team should attempt to concept test their idea with target consumers and develop an introductory marketing plan.

While our course emphasizes new product development in large and established firms, the project could also develop a new product or service for a start-up venture. Your project should be as realistic as possible. For example, if at all possible, consumers in the target market rather than friends should be interviewed.

At the end of our course, each team is challenged to convince the class that they have a commercially viable project! After the team presentations, a vote will be taken to determine the best team project. While the vote does not influence the project grade, being publicly recognized as having the best team project provides a lot of "bragging rights".

Course Schedule: MKTG 661

COURSE SCHEDULE: MKTG 492

#	Dates	Topic	Case
1	December 1	New Products Process Group Project: Introduction
2	December 8	New Product Concept & Sales Forecasting	Case 6-1: Microsoft
3	December 15	Product Use Test & Product Launch Plan	Case 6-2: Samsung Electronics (B)
4	January 5	Market Testing Group Project: Executive Summary on New Product/service Ideas	Case 6-7: Capital Magazine
5	January 12	Exam #1	Case 6-5: Toyota
6	January 19	Economic Analysis of New Products	Case 6-18: Hewlett-Packard Co
7	January 26	Understanding Customer Wants and Needs for a High-tech Good (I) and (II)	Case 6-19: Nanophase Technologies Co
8	February 2	Designing Brand Identity New Services	Case 6-22: Sun Microsystems Inc
9	February 9	Entry and Survival in High-Tech Markets	Case 6-23: Telus Mobility
10	February 16	Group Presentations Project Report Due Exam #2

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