Learning Activities and How You Will Be Evaluated

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INTRODUCTION:
This course is divided into Modules, generally 1 week in length. Module 1 (open May 21 and running through May 23), is called the "Icebreaker Module," intended to introduce you to ANGEL, and to give you some practical application in using the ANGEL procedures, and response to a Discussion Question. Module 2 (running from May 24 through June 3, is the first actual "content" module of the course. The modules utilize asycnchronous discussion, and short, group writing assignments, to analyze and apply the various concepts and methods discussed in class and found in the readings. Your course grade will be determined as outline below. You should be able to estimate your grade at any time in the course using the grading compoents and the percentage contribution of each to the final course grade.

1. DISCUSSION:
You will participate in two types of discussions in the class: small group discussions and class discussions. In addition, you may "talk" one-on-one with the professor. Note: specific information about how your discussion will be graded can be found in the How You Will Be Evaluated document.

A. Small Group and Class Discussions

Every module will contain a Small Group Discussion area where assigned content will be discussed. Normally, this will consist of discussion cases taken from the textbook. The professor will assign you to one of severall small groups. Each group will be assigned a different topic or question to discuss in each module. Students will take turns leading the small group discussions. All students must initiate a discussion thread within the small group discussion area within 48 hours of the module's official start date(listed in the course calendar and in the document entitled, "What's Due When" included in each module). Explanation: this assignment is supposed to involve "discussion" or the starting/giveand-take of ideas. When all the submmissions come in on the last day of the module, no or very little, discussion can occur. Other students will respond to your contribution, and you shold reply to their responses. In addition, you will discuss questions or points posted by other students, and they are requiredto reply to your answers. You should keep up these "virtual
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discussions" as long as they are productive.

Explanation: Often, the most interesting insights in this class come through students' critical evaluation and discussion of each others' input. If I find that you are not questioning and challenging each other (academically), I may assign "Devil's Advocates" to perform this role. Your posts can contain either questions or statements (see How You Will Be Evaluated for examples) - whichever type of message you choose, it should: (1) encourage or stimulate further discussion and (2) add something substantive to that discussion. NOTE: I will generally try to stay out of discussions unless they get markedly off-track. The group leader is responsible for maintaining the quality of the discussion threads they lead. Explanation: As MBA students, you each come to class with unique experiences, knowledge and skills that can facilitate the learning experience. I find that my active participation is the class discussions is often not necessary and can even stifle group thinking. Rest assured, however, I am here - I choose the content, topics, and questions, and monitor your work regularly to ensure that you are covering the important concepts, theories, and materials. After discussing the question for a week, the group leader (AKA "the reporter" assigned by the professor) will submit a 1-page summary of the group's discussion to be read and commented upon by the rest of the class. Please use only the Small Group Discussion area to post your small group discussions. An area will be created where the 1-page summary may be posted, as well as individual contributions to overall class discussion. Please use your coursemail, not e-mail, for confidential discussion with me (the professor). Also, remember to check your private folder whenever you logon in case I leave a private message for you. The procedure for creating private folders: When you request (and receive) passwords for this course, a blaqnk entry is established in the "Meet Your Classmates" area. When you make an entry there, you automatically create a private folder for yourself. Although I check Coursemail on a regular basis, I may miss messages from time to time. Please -- if you have an emergency or if I haven't responded in a timely manner, contact me another way. I want to be accessible to you! Discussion questions and/or cases for small group discussion will be taken from the textbook. Your group will be assigned a discussion question or case with designated discussion questions, which I will provide to you in your small group discussion area. Grading Rubrics for Discussion:
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How Discussions Will Be Evaluated: The following rubric will be used to evaluate your individual discussion entries: Frequency of Discussion Responses 5-4 3 1 interacts at least six times with instructor and/or other students interacts at least four times with instructor and/or other students interacts only two-three with instructor and/or other students

Timeliness of Discussion Responses 5 3 1 all entries submitted on time (1st within 48 hours, and remaining by last day of module) all submitted, but some submitted late all submitted late or at least one not submitted

Evidence of Critical Thinking 5-4 takes a fully developed critical position (at least a full paragraph); analyzes, synthesizes, or evalutes information or responses of others; documentation of sources is expected (no "drive by" comments posted, please!) some evidence of analysis, synthesis, or evaluation but not fully developed summarizes information or responses of others; does not add to discussion

3 1

Development of New Ideas 5-4 both introduces new ideas (i.e., different from

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those previously expressed by the class) and uses specific details from readings/ experiences as support (Please note: the best answwers integrated course content with new materials/ideas/information garnered from your work experiences or outside readings) 3 1 some weaknesses in development/use of supporting detail but introduces new idea very weak development/use of supporting detail; "me-too" answers

Interactivity 5-4 makes specific reference to one or more postings and presents counter positions to issues raised by others (I'm not only looking for your own brilliant answer to the question, but I want you to read and comment upon (brilliantly, of course) the answers of your classmates) makes some reference to one or more positions of others makes no reference to other postings

3 1

PLEASE NOTE: All postings will be evaluated according to the grading rubric explained above. "4" grades may also be used, when evaluation of the posting is difficult, or the posting appears to "just miss" qualifying for a "5" rating. Similarly, a "2" grade may be reported when a posting appears slightly above the "1" threshold. A large part of your grade (60 percent) will be based on online discussion. In order to participate fully in the discussions, you will need to have completed all or most of the assiged readings by the Module "start date." In the class discussions, I will look for evidence that you understand, can synthesize, and can critically analyze all reading assignments (the criteria I am using as "evidence" are listed below). I expect you to logon to a module within 24-48 hours after its start date and a minimum of three times per module -- this is analogous to going to class 3 days/week. If you do not post at least one document when you are present "in class," no logon is recorded and no credit is given for attendance. Unless inidcated otherwise, I expect you to post a minimum of 6 substantive messages per module (criteria listed below). I recommend that each time you logon, you participate in any discussion thread you are leading as well as discussion threads

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initiated by your classmates.

Postings that lack substance ("attaboy"- type postings -- "good job," "I agree," etc. do not satisfy any of the rubrics noted above. While such postings will often be necessary to maintain communication flow within the group, they will not be counted or graded as substantive postings).

2. WRITING
Three written assignments are required for this course and described in more detail below: (A) weekly small group discussion summaries (B) shared references (C) the Strategic Marketing Plan project A. SMALL GROUP DISCUSSION SUMMARIES: A 1-page small group discussion summary must be submitted by each group leader (NOT EACH INDIVIDUAL) for each module. Responsibility for posting the summaries will rotate among group members (AKA "reporters") throughout the semester. This means that you will be responsible for posting a maximum of 2 summaries per semester. Although only the reporters are responsbile for posting the summaries, all group members are responsible for, and will be graded upon, the summaries' contents. I expect a high quality of writing from the reporters. Summaries will be evaluated on the following six criteria:
1.

Is the answer correct? While there may be many correct answers to the discussionq uestion, some answers are more correct than others. I am looking for the "best" answers. Is the answer thorough? I have chosen discussion questions that are multifaceted and will not be answered by a single word or statement. Is the answer concise and focused? Please limit your discussion summary to 1-page (excluding question and references) and do not stray too far from the original question. Is the answer well-organized? Use bullets, tables, headers, or other means to organize your answers. Is the answer well-written? Have the group proofread the summaries for spelling and grammatical errors. Is the answer original? The summary should not simply parrot materials presented in the book or assigned readings but should incoproate new ideas (from outside references and your job experiences) and materials.

2. 3. 4. 5. 6.

Each of these criteria will be evaluated using the 5-4-3-2-1 grading rubric described in the "Discussion" section.

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B. SHARED REFERENCES (4 Required)

You must submit four citations to the "Shared References" section of the course during the semester. Due dates for each submission can be found in the Course Calendar. Please note that although your submissions are due at intervals throughout the semester, I do not GRADE your submissions until all 4 have been completed. If you are concerened about where nor not you are "on track," look at the example below or contact me and I will tell you. Guidelines: Cite credible references that will assist your classmates in learning about marketing management. At least one of your shared references should be a current Business Week or WSJ (Wall Street Journal) article pertaining to the course content. Please use correct citation formatting (AMA -- American Marketing Association format). Shared reference citations must include a description of the reference (1 paragraph) as well as an evaluation of the reference (1 paragraph). Your citations should achieve four things:
1.

Identify the topic of your work and its scope. Please do not cut and paste a description from Amazon - at worst doing this constitutes plagiarism and at best it does not reflect your opinion, assessment, or evaluation of the cited work. Evaluate the authority/credibility of the author or website sponsor. Identify the intended (or appropriate) audience. Explain why students in this class (MBA514) might be interesting in reading this work. For example, you could contrast or compare this work to another you have cited, the assigned readings, or works suggested by your classmates.

2. 3. 4.

Professor's Suggestions for Getting the Most out of this Assignment: Write citations for references you use in your discussion answers or research project. Do not limit your resources to websites -- I am looking for a variety of sources. Choose good sources (Information about evaluating sources can be found at the Beford'/St. Martin's English Research Room or Dennis G. Jerz's Researched Papers: Integrating Good Sources and Researching English Papers Online articles. Information about how to write an annotated bibliography can be found in the Central European University Language Teaching Center or the Univeristy of Wisconsin-Madison Writing Center. Sample Citation Entry: (for a Book; for illustrative purposes only)

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Author: Title: Copyright Date: Page(s)

Porter, Michael E. Competitive Strategy - Techniques for Analyzing Industries and Competitotrs 1988 396

Description of the Resource: This timely and re-released book remains current in the field of strategic management and presents a fresh look at analytical and strategic planning techniques available to today's managers, competing in both the private and public sectors. Professor Porter overviews the competitive environment by presenting a thumbnail analysis of general industry structure, followed by the most common types of generic strategies used by competitors. This information provides the background for development of a framework for conducting comprehensive competitor analysis. For example, on page 73, Dr. Porter illustrates in detail how a firm, large or small, might best use an intelligence system (designed to assess internal and external environmental feedback) for the purposes of assessing its competitors in the market or industry.

Evaluation of the Resource: Product Life Cycle implications for industry growth and development represent a current theme that runs throughout the book. For example, Dr. Porter provides strategic suggestions for companies in emerging markets, as well as those firms who are situated in maturing industries. A basic marketing and strategic background would likely assist the reader in deriving the most benefit from Porter's assessments, recommendations, and many models and frameworks. However, any reasonably educated person, wich some management and strategic-decision making experience, can benefit greatly from Porter's recommendations for improving competitive market position.

C. TEAM STRATEGIC MARKETING PLAN FOR A NEW PRODUCT/SERVICE

The term project is a group project, a Strategic Marketing Plan, and is the culminating activity for MBA514. The project requires your group to develop a strategic marketing plan for a New product/service (i.e., a product or service that is not currently on the market). There can be many kinds of "new" products -- a product completely new to the market, and not directly associated with a previous product, a "product line extension" -- i.e., extending an existing product line to include a new category (e.g., "Diet Coke"), etc. Chapters 6 and 7 (Chapter 7 particularly) in our text may give you some ideas for new products. Once the project groups are formed, a Small Group Discussion Area will be created for your group to work on the project. Please make certain that your group Plan follows the format provided in the text (Section VII, pages 744-753).

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Project Proposal for Team Strategic Marketing Plan for a New Product/Service The proposal is in the form of a 1-2 page memorandum detailing what you plan to write about, and should adhere to the following structure: Subject -- describe the company, product and market that will be the subject of your Marketing Plan (1 paragraph). Justification -- explain the relevance of importance of this particular product/market (i.e., why would this product be interesting to anyone -- who would buy it and why?) (1-2 paragraphs) Scope of the proposal -- you should provide a tentative outline of your final Marketing Plan project (in sentence or bullet form). Resources -- your citation list must contain a minimum of 5 references (in regard to industry, product, etc.) that will appear in your final Marketing Plan paper. A total of 15 references will be used in the Marketing Plan project itself -- you're just including five of those here. You must use a mix of references (book, journal,website) -- one or two of the references may be websites, but the remainder must be books or journals. Remember that the library is only a click away using the SUNY connect button at the top of the Course Map. You must use the American Marketing Association (AMA) format for ALL of your references. AMA format guidelines can be found on the SUNY Oswego Library website. Just click on "Reference Guides" to go to the AMA guidelines. Citations versus References: "Citations" refers to the actual citing of reference sources in the text of your proposal or plan. Again, citations must always be in American Marketing Association (AMA)-style, as detailed in the SUNY Oswego Library research guide "References" are the actual sources from which you cite in the body of the paper. These references will be listed at the end of the Proposal and at the end of the Marketing Plan. All references must be in the AMA-style format. Points will be deducted if they are not. Also, all direct citations (direct quotes from the references) must be in quotation marks and contain a page number: E.g., "Perceptions of small organization sales cultures may often vary" (Kale and Barnes 1992, p. 74). Indirect citations are those in which you are paraphrasing material from a reference. The reference must be cited, but since the citation is not direct, no page number should be used: E.g.: Researchers have found some variance in perceptions of small sales cultures (Kale and Barnes 1992). Proposal Content The content of your proposal will describe the following three elements of your topic:

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The following rubric will be used to grade your Project Proposals: Topic 5 3 1 Importance/Relevance 5 Student successfully shows the reasons for this new product/market (why does this product need to be introduced? Who will buy it and why? etc.) While the new product/market may be important, needed, or desired, the student is unable to provide reasons Importance of this new product/market is not explained at all; the student fails to show any justification for introducing the product to its market Clear, focused Clear, too broad Not clear

Paper Outline 5 3 1 References 5 3 Cites (minimum 5) references in body of proposal and in list at end of paper References used to develop proposal are listed only at end of paper; < 5 references cited; only cites online references Outline flows in a logical manner and includes all the important parts of the paper Outline is either missing important parts of the paper or is not logical in its flow Major problems with flow and content

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Does not list specific references used to develop the proposal

Scholarship (grammar, spelling, typographical errors) 5 3 1 Team Strategic Marketing Plan

For the Marketing Plan project, one of the proposals within your group will be selected by the group as the Plan topic.

No or few errors Moderate number of errors Many errors

Projects in the past that have been unsuccessful have almost always been done at the last minute." If you follow this course, I can almost guarantee that your project will earn a poor grade (you will also lose sleep and your health may suffer). It is very important to establish a pattern of consistent work on the project. Thus, the Marketing Plan should be a "work in progress" throughout the semester. The final Plan will be due by no later than JUNE 25. Framework for the Marketing Plan The format that the Plan should follow is detailed in Section VII (Developing Marketing Plans), found in pages 744-753 of the Peter and Donelly text (9th edition). Researching the Marketing Plan: Once you, as a group, have decided on which of the proposals submitted to me by each group member will be followed, you will conduct basic research on the company, product, competitors, and industry for the proposal you selected. The results of this research will be reported in the Situation Analysis section of the Plan. The research will be in two parts:
A. Secondary Resarch: For this research on your Plan topic, you should use sources found in the library and on the Internet. See the course document in the Icebreaker Module called "Using SUNY Oswego Databases." This should point you to relevant sources. B. Primary Research: To generate additional ideas for your company or product, conduct (at least) 10 customer satisfaction surveys, using a convenience sample (friends, family, classmates, etc.). You should target cusomers who buy and use products similar to your product. Develop a short (10 or so question) suvey. Include copies of the completed suveys in your appendices. Also, include a table in the Appendices that describes and summarizes the results from your surveys (e.g., item means, standard deviations, high/low values, etc.). In your surveys, find out the level of customer satisfaction of product quality, price, and service.

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Ask for ideas and improvements. Find out if there are unmet needs and wants regarding your product. Total length of the project (not including appendices) will be approximately 20-25 pages. A minimum of 15 references (in AMA citation style) should be cited and listed as part of the paper. The final peer evaluations for the group members (to be posted on the course site at a later date) will be due no later than June 29, 2012. Plans will not be accepted after that date without a severe lateness penalty.

Formatting Points:

Be sure to put your name, course, and strategic marketing plan title in your cover page. Be sure to number all pages and to follow the structured outline (detailed above). Double-space, with a font size of 12-point (for text). The use of different type sizes and styles can be helpful in your presentation, as long as it is done thoughtfully. For example, using bold, large-type headings, underlining, extra space between paragraphs, colored paper, colored graphics whatever makes the paper more attractive and more readable will have an affect on the reader. Your paper should have a good, clean, crisp, READ ME NOW look to it. Be organized: clearly identify all parts with headings, labels, numbers, etc. although this may seem "nit-picky," organization always makes a project easier to read and respond favorably to. Grammar, spelling, sentence structure, clarity, good and appropriate use of language all contribute to good form. Content: make sure your ideas are clearly thought-out and well-written. Be as specific as possible. One or two great ideas with detail is much better than a lot of generalities that leave the reader wondering about what was said. Rule of thumb: An executive should be able to act on your plan.

How You Will Be Evaluated in MBA514:

Course Components and Percentage Contribution to Final Course Grade:

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Activity Writing Assignments

Paper Examination Discussion TOTAL POINTS

Point Values Written Component of Case Summaries (20 percent) Shared Reference Submissions (10 Percent) Marketing Plan Proposal (10 percent) Group Strategic Marketing Plan (30 Percent) N/A Online Discussion Contributions (30 Percent) 100%

Important: To count toward the degree requirements, you MUST earn a "B" grade or better in all MBA courses. Note: Specific Information about how other assignments will be graded is found in Course Learning Activities.

1. Description of the company or organization and product. 2. Description of the Target Market for the product (Chapters 4, 6, and 7 from the text can help you here). 3. Brief overview of the Marketing Mix for the product. That is, how you will address distribution, promotion, and pricing for the product.

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