Requirements

YOUR grade will depend on how well you perform on the requirements of the course. You should read them carefully and understand the implications fully. If some parts are not clear to you, I will be glad to explain it in greater detail. Do not make assumptions. If your assumptions are wrong, you are responsible for their consequences.

Case studies

Each student will submit a type written analysis of assigned cases. These papers must be submitted on time and must not be longer than four type-written pages excluding the cover and the table of contents if any. I will not read past page four. You should edit your work tightly and avoid fluffy sentences.

Read the document I have prepared to offer some tips on how to prepare a case study.

Class discussions

You should be prepared to offer views and explanations on the subject being studied. In addition, every student should be prepared to participate in the case discussions. At first this may feel awkward but with enough practice and participation you will get used to it. Remember that a good portion of your grade depends on how well you articulate your thoughts and how well you can apply your marketing knowledge to different situations. In grading this component of the course, I will consider the quality of information as well as the ways in which ideas are articulated.

I will not seek your participation for grading purposes. You need to make yourself and your work noticable for me to be favorably impressed by it.

Industry analysis

Each team will write a detailed analysis of an industry selected by the team members. Discuss your subject with me and explain your ideas. You must have an industry approved in an outline form by the third week of classes. I will be glad to assist your group in finding an industry that is of interest to all of you. This paper requires extensive literature search, creativity, depth and breadth of analysis poured into a well written paper.

You should read the document that I have prepared to explain the contents of this report before selecting your industry. Your finished report will address the issues indicated in it.

Marketing plan

Each team will prepare and submit a marketing plan as term project on a company and/or product selected by the team. The company may be hypothetical or real. Obtain my approval before starting. In grading the plan, I will use the originality and clarity of exposition, depth and breadth of research of the company and its environment, and the quality of presentation as the criteria.

In selecting the company consider accessibility, size and availability of information. Also consider doing the industry analysis on the same industry so that you use it in your strategic plan.