MKT 4490
GRADING

3 Exams (@ 100 points each = 300 points total)

Exams will be 80 points multiple choice [40 questions @ 2 points each, equally distributed across the chapters] and 20 points essay taken from the attached Exams 1-3 Essay Questions page.  You can have one 8 1/2 x 11 page of notes per exam.  You are invited to write notes to me on the exam by starring the item on the Scantron and then writing your note next to the question in the exam itself.  Depending on the quality of your note, you may receive full, partial, or no credit.  That is, tell me what you know.  Do not miss an exam.  However, if you have an absolute emergency be in touch with Dr. Williams about it.  Makeup exams may be essay and very difficult.  Exams will be curved positively if necessary.  The completion of this assignment will meet learning objective M1.

"Irregularity and want of method are only supportable in men of great learning or genius, who are often too full to be exact, and therefore choose to throw down their pearls in heaps before the reader, rather than be at the pains of stringing them." - Addison

Company Marketing Plan (150 points)

Basics:  This is a team project with groups of 3 individuals each.  Each team will research a company and product(s) of its choice and create a marketing plan for them.  Choose a company of interest to you, for which you can find sufficient information.  Sign up to reserve your choice as it must be cleared with Dr. Williams.  Each company will be researched by one team only.  So, choose early and sign up to reserve your company.  Use the Marketing Plan Outline or equivalent as a guideline for content and format.  You can use the Wood (2005) The Marketing Plan Handbook to help you format the plan.  Also, you can use the marketing plan information in the text or in the materials on Library Reserve.  The basic purpose of this assignment is to understand how to create a marketing plan for a real company or product(s).  It is recognized that you may not be able to get all of the information that you may want to get.  But, do the best you can do given your situation.  The intention of the project is for you to get the flavor of this so that when you become a marketing manager or own your own company, you will know what is expected and will have insight into the process of creating and using a marketing plan.  In addition, this is meant as a learning process and not as a critical tool of judgment.  In the past, students have responded favorably to this type of project.  So, have this be as rigorous as possible while you also stay married, get promoted, maintain your health, make needed life changes, and otherwise live a regular, decent, happy life.  The project will be evaluated on the thoroughness with which you cover each aspect of the marketing plan.  You will need to use your creativity and imagination in this project.  In addition, you will need to use the appropriate library and internet resources as well as pay attention to overall organization and completion of activities, professional style of writing, packaging of your written materials, successful positioning and detail of the finished product, meeting deadlines punctually, and "extra touches" which differentiate your marketing plan and give it a competitive edge, i.e., market yourself and your ideas.  Dr. Williams will keep the original paper.  If you want your paper returned with comments, please supply an additional copy.

Proposal:  Turn in a typed project proposal of approximately 2 pages on October 4.  The proposal should include:  a brief description of the company chosen, why the company was chosen, where you will gather information needed for the marketing plan (e.g., library sources, interviews, Internet, etc.), proposed schedule of activities and due dates, any anticipated problems, and an acknowledgement by the company that they are willing and able to work with you regarding the marketing plan.  The company must be approved by Dr. Williams.  A more detailed version of a proposal is in our textbook in the Marketing Plan appendix.

Written paper:  At the end of the semester, each individual will hand in a formally written marketing plan describing in detail your company or product(s).  This is not an outline, it is approximately 15 typed content pages.  Content pages consist of the body of paper, not the title page, table of contents, appendix, or references.  A formal writing style would include such items as an appropriate binder, title page, table of contents, introduction, body of paper your choice of content/format, conclusion or summary, list of references with over 12 library, Internet, and/or company references (please check the library website for the correct referencing format), and appendix as needed.  Examples from previous classes will be available for you to see.  The primary focus for grading overall is based on the written paper.  The target market profile report will be evaluated on the thoroughness with which the target market was chosen and covered, the extent and quality of the library and Internet research, overall organization and completion of activities, attention to detail, professional style of writing, professional appearance of the finished project, and meeting deadlines. 

Oral presentation:  Each team will present its company marketing plan in class accompanied with a PowerPoint presentation and a detailed approximately 8-10 page outline.  The title page, table of contents, references, and appendix are extra.  Two copies of the outline and PPT slides for the instructor are due at the beginning of the oral presentation.  Here are some additional basics:  formal presentation, approximately 45 minutes to one hour per team (and we will be as flexible as possible given whatever time constraints) and dress as for a job interview. Company marketing plan presentations will begin on November 17 and run through the end of the semester.  The date of each presentation will be chosen on October 27.  Hand in two copies of the entire outline -- one will be returned with notes and Dr. Williams will keep the other.  The outline and presentation should be professional quality, i.e., dress like a job interview, set your stage, practice, "package" yourself and your ideas well.  You may not have time to cover everything that you include in Dr. Williams' outline.  Be prepared to discuss and interact regarding your marketing plan.  The grades for teamwork will be adjusted by a confidential peer evaluation from each team member.  Hand in peer evaluations by December 8.  Please see the attached Peer Evaluation Form.  Each case will be critiqued by the class and the professor.  Please see the Presentation Comment Format Sheet.  

The successful completion of this assignment will meet learning objectives C1(a), C1(b), C1(c), C1(e), C3(b), C3(c), C5(a), C5(b), M2, M4, and M5.

"To comprehend a man's life it is necessary to know not merely what he does, but also what he purposely leaves undone. There is a limit to the work that can be got out of a human body or a human brain, and he is a wise man who wastes no energy on pursuits for which he is not fitted; and he is still wiser who, from among the things that he can do well, chooses and resolutely follows the best." - Gladstone

Choose Either A, B, or C Below: (70 points)

A.  Marketing Successes and Failures of a Company

Oral report with accompanying 8-10 page detailed outline only, no formal paper required, individual effort, pick a company and describe the company's marketing successes and failures, use a company that you have not written up in any of your classes - that is, use a company new to you and not previously assigned, sign up to reserve your company, outline is due immediately before your oral presentation, use a word processor, give two copies of the full outline and PowerPoint slides to Dr. Williams before you present your information, formal presentation, dress as for a job interview, will be critiqued by the class and the professor, be as creative as possible and really pick up the "flavor" of the company's marketing activity, e.g., you should have a good sense of whether or not you would like to work for the company.  The successful completion of this assignment will meet learning objectives C1(a), C1(c), C3(b), C3(c), C5(a), M1, M2, M3, and M4.

B.  Qualities of a Successful Marketer

Oral report with accompanying 8-10 page detailed outline only, no formal paper required, individual effort, pick a person who is successful and describe how and why this individual is successful in marketing,  what were some of the best lessons that this person learned, what was his/her career progression, sign up to reserve your marketing individual, use a word processor, give two copies of the full outline and PowerPoint slides to Dr. Williams before you present your information, formal presentation, dress as for a job interview, will be critiqued by the class and the professor, be as creative as possible and really pick up the "caliber" of this individual, e.g., what can you learn from him/her that will help you be successful.  The successful completion of this assignment will meet learning objectives C1(a), C1(c), C3(b), C3(c), C5(a), M1, M2, M3, and M4.

C.  Chapter Topic Presentation and Discussion

Oral report with accompanying 8-10 page detailed outline only, no formal paper required, individual effort, pick a topic from the chapter assigned for that day, sign up to reserve your topic, use a word processor, give two copies of the full outline and PowerPoint slides to Dr. Williams before you present your information, formal presentation, dress as for a job interview, will be critiqued by the class and the professor, be as creative as possible and really pick up the "depth" of this topic, e.g., what can the class learn from this presentation and discussion that will help them have a better grasp of the chapter material.  The successful completion of this assignment will meet learning objectives C1(a), C1(c), C3(b), C3(c), C5(a), M1, M2, M3, and M4.

Personal Marketing Plan - My Plan for Marketing Myself (50 points)

This assignment is a written report regarding how you will market yourself to get what you want in life.  No oral report is required.  The project consists of creating a marketing plan for yourself, that is, individual effort.  See the attached "Marketing Plan Outline" for more detail regarding the marketing plan format.  You will need to translate these materials to cover you as the product/service/idea/image/place.  Please note that herein after "product/service" refers to "you" as the product or service or image or idea, etc.  You will need to extrapolate this outlined material in the syllabus to your own needs, situation, and self assessment.  This also is meant to allow you to choose some focus for your life and to be empowered in moving toward and attaining that focus.  As part of the marketing plan, you will insert your goals and plan for achieving those goals.  Some library materials also have been placed on reserve for your use as needed.  The class handout "How to Market Yourself" may help.  The successful completion of this assignment will meet learning objectives C1(b), C4(a), C5(a), M1, and M5.

"If you really think about it, everything is wonderful in this world, everything except for our thoughts and deeds when we forget about the loftier goals of existence, about our human dignity." - Anton Pavlovich Chekhov

Volunteer Activity Journal (optional - up to 15 points extra credit)

The volunteer nonprofit activity must be done during this semester only.  You must write a journal of your time, activity, assessment of learning, and contemplation of the overall experience of working with a nonprofit organization.  The journal is due the end of the semester.  The successful completion of this assignment will meet learning objectives C4(a) and M1.

Attendance and Participation (30 points)

Class attendance will contribute to meeting each of the learning objectives.

Overall Grading (Total of 600 points)

540-600 points = A
480-539 points = B
420-479 points = C
360-419 points = D

Late Assignments

Grades on late assignments will be reduced one letter grade for each week that the assignment is late.

"Man must work.  That is certain as the sun.  But he may work grudgingly or he may work gratefully; he may work as a man, or he may work as a machine.  There is no work so rude, that he may not exalt it; no work so impassive, that he may not breathe a soul into it; no work so dull that he may not enliven it." - Henry Giles

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