Engineering Management 351

Industrial Marketing Systems Analysis

January 14, 2003 – May8, 2003

Tuesdays and Thursdays 8:00 - 9:15a.m.

Library G11

Goals

Understand the marketing function of enterprises so that the students can:

  • understand and appreciate the value of understanding the customers;
  • industrial competitive environment and the marketing concept;
  • understand and appreciate marketing models, tools and terminology;
  • utilize and perform market research;
  • gain new strategic and marketing perspectives; and
  • improve business communication skills.

Instructor

Hal Nystrom,Assistant Professor of Engineering Management

202 Engineering Management Dept.

(573) 341-4624

office hours: 10 – 10:30 Tuesdays and Thursdays , and by appointment.

Resources

Business Marketing –Connecting Strategy, Relationships, and Learning, Dwyer, R. F. and Tanner, J. F., Second Edition, 2002.

Blackboarde-learning software platform at (

Grading

Market research project30%

Mini Marketing Plan project15%

Exams - (two)20%

Final Exam: 15%

Quizzes10%

Class participation in discussions10%

total 100%

Projects

In order to enhance learning through actual experience, this class will incorporate a team project to perform market research and develop marketing ideas for a business or product using real market resources. Each team made up of 3 to 5 individuals will:

  • form teams.

MARKET RESEARCH PROJECT

  • find potential market research project;
  • createthe market research project and negotiate deliverables with the firm;
  • present a market research status report;
  • perform primary or secondary market research using real sources;
  • analyze the results;
  • present the market research results and generate the report;

MINIMARKETING PLAN

  • identify marketing ideas that could provide competitive advantage to the firm using the market research and the marketing mix components in ways that are:
  • creative and useful
  • integrating within a common strategy
  • document and present this plan.

Exams

The exams are designed to encourage the students to give proper attention to the concepts presented in the text and lectures and allow individual students to display their mastery of the topics. These exams are closed book and closed notes but a sheet of notes is allowed (two sheets for the second exam, and three for the final). The questions are multiple choice and essay. The solutions will be discussed after each test.

Readiness tests (quizzes)

Short true-false or multiple-choice questions will be answered in class quizzes. These questions will cover the major issues presented in the text, or other material assigned. These tests will be taken and graded on-line. The intent is to motivate you to prepare for class and to give you practice with one type of question that will be in the tests. Approximately 10% of the lowest scores will be dropped.

Web support

Live stream is available to follow the class live.

Archive video is kept of all the classes, except exams.

Both of these are available from my web site.

Class Schedule

Class / Date / Topics covered / Chapters / Homework
1 / 1/14 / Introduction to the class
2 / 1/16 / Palmtop simulation / e-mail/
3 / 1/21 / Introduction to Marketing
4 / 1/23 / Intro to Business Marketing / Ch. 1
5 / 1/28 / The Character of Business Marketing / Ch. 2
6 / 1/30 / Guest speaker
7 / 2/4 / Purchasing and Materials Management / Ch. 3
8 / 2/6 / Organizational Buyer Behavior / Ch. 4
9 / 2/11 / Review for test 1
10 / 2/13 / Test 1
11 / 2/18 / Current and Potential Customers / Ch. 5
12 / 2/20 / Marketing Strategy / Ch. 6
13 / 2/25 / Weaving Marketing into the Firm / Ch. 7
14 / 2/27 / Product Management / Ch 8
15 / 3/4 / Marketing Channels / Ch 9
16 / 3/6 / Guest speaker
17 / 3/11 / Marketing Communications / Ch. 10
3/13 / Spring Recess
18 / 3/18 / Market Research Presentations
19 / 3/20 / Market Research Presentations
3/25 / Spring Break
3/27 / Spring Break
20 / 4/1 / Review for test 2 / Written reports due
21 / 4/3 / Test 2
22 / 4/8 / Communicating with the Market / Ch. 11
23 / 4/10 / Direct Marketing / Ch 12
24 / 4/15 / Sales & Sales Management / Ch.13
25 / 4/17 / Pricing / Ch.14
26 / 4/22 / Evaluating Marketing Efforts / Ch.15
27 / 4/24 / Customer Relationships / Ch 16
28 / 4/29 / Final Project Presentations
29 / 5/1 / Final Project Presentations
30 / 5/6 / Class overview / Written reports due
31 / 5/8 / Final prep
5/14 / Final Exam (4-5:30 p.m.)

Jan. 13, 2003

Syl351-03.doc