There will be two exams. Each exam will consist of sixty multiple choice questions and four short answer essay questions drawn from the textbook, videos and lecture. Each of you will be responsible for making two oral presentations based on a case analysis. Your presentation will focus on a case in the Brown and Buskirk text. At the time of your presentation, you will submit a 4 to 6 page analysis of the case. These analyses may be conducted in groups, not to exceed three people, if you so choose. These presentations must involve the use of PowerPoint as a communications tool (presentation length is about 3 minutes per group member). The presentation should follow the following outline: (1) identify presenter(s); (2) identify the case; (3) define the problem(s) to be analyzed; (4) identify viable alternative solutions; (5) analyze alternatives; and (6) select an alternative and discuss how you would implement it.
Please review sections two and three in the Brown and Buskirk text for further information on making presentations and conducting case analyses. As a reminder to the class, at least one class period prior to your presentation, you must post a message to the class listserv identifying your direct marketing concepts and your case. Failure to meet this deadline will result in a reduction in grade. Finally, you will develop a direct marketing campaign. You may do this in groups, not to exceed three people, if you so choose. The outline of the plan is as follows:
1. Marketing Plan (setting the stage)
Corporate Mission
Direct Marketing Objectives
Environmental Analysis
Strengths, Weaknesses, Opportunities and Threats
Situational Analysis
2. Market
Demographic, Psychographic, Benefit, VALS2 description of the market. Market identification: must use GIS program. May also use other secondary information to more fully identify the market.
3. Strategy
Describe, in detail, the offer or proposition
Media plan
Creative plan (execution with actual creative examples)
4. Accountability
How will you pre and post test your campaign
Your grade will be computed by simply multiplying the weighting factor for each assignment times your assignment grade. Grades will be assigned on the basis of a straight (90= A, 80=B, 70=C, 60=D, below 60=F) scale.
Exam 1 25%
Exam 2 25%
Case/Presentation 1 10%
Case/Presentation 2 10%
Direct Marketing Plan 30%
Applications
During the course of the semester, I will provide you with opportunities to "practice what we preach." For example, you may use the WWW to identify your VALS2 segment, you may evaluate a direct marketing web site or demonstrate your proficiency using as GIS or other type of computer data base for identifying markets. I will give you at least a one week notice of when the assignment will be due. Each assignment is worth an additional one percentage point to your overall grade.
Student Professional Development
During you stay at Temple, you will be provided with a number of opportunities to prepare yourself for a career in business. Having the academic credentials is necessary, but not sufficient, to prepare you to develop your career. You must also develop the necessary skills in the areas of presentation, communication, resume writing, networking, dress, career planning, etc. To this end, the School of Business and Management will provide you with several opportunities to get exposure to and develop these skills (i.e., Business Awareness Events, Student Professional Organizations). In recognition of your development in this area, you will receive « of one percentage point for each Business Awareness Event and Marketing Club event (where there is a business professional speaker) that you attend (not to exceed 5% added to your grade). The Business Awareness Events will be posted in the hallways and I will announce the schedule of Marketing Club speakers in class.