Course Syllabus
EMAD 5402 - Syllabus
Contact Information
Course Details
Course Purpose
The traditional role of marketing management is enlarged to include the development, implementation, and control of marketing strategies in the aerospace/defense (A&D) organization. Emphasis is on the application of the strategic marketing process in the dynamic aerospace/defense business environment. Strategic marketing decisions, analysis, and issues are integrated with the goal of achieving customer satisfaction to gain a sustainable competitive advantage within the aviation industry.
Course Format
The course is divided into weekly modules, each with specific content.
Course Materials
Peter, J. P., & Donnelly, J. H. (2013). Marketing management: Knowledge and skills (11th ed.). New York, NY: McGraw-Hill. ISBN 978-0-07-786105-6
Grades
Breakdown
| Activity | Points |
|---|---|
| Mid-Term | 100 |
| Final | 100 |
| Research Study Proposal | 200 |
| Class Participation | 100 |
| 500 |
Scale
|
90% - 100% |
A |
|
80% - 89% |
B |
|
70% - 79% |
C |
|
60% - 69% |
D |
|
< 50% |
F |
Course Components
Live Sessions
Interaction and engagement are vitally important, particularly in an online class. I use live sessions strategically to accomplish objectives that can only be done interactively. Expect to participate in meaningful discussions with fellow classmates and industry professionals.
Each Thursday from 7:00 - 9:30 pm (Central), I will host a virtual class in real time. The sessions will focus on the learning objectives associated with the week's topics. Discussion questions will be prepared and distributed beforehand so that you can start thinking about them.
Exams
There will be two exams given. The exams will cover the material in our textbook and class discussions. They will be submitted online. Students are expected to turn in unique work. If sources are used, those sources should be cited.
Research Study Proposal
Your group will propose a market research study for one of the following companies: Southwest Airlines (SWA), Boeing or General Electric (GE). Each of these companies is significant in the A&D industry but for different reasons. SWA is a commercial customer to Boeing, Boeing is a defense and commercial customer to GE and GE is a provider and customer to Boeing. Thus, they represent different parts of the A&D value chain, sometimes as customer, sometimes as a provider. I would like your group to provide a market analysis of the company assigned to you. Please follow the guidelines discussed in Chapter 2 (and pertinent follow-on chapters) of the Peter & Donnelly book for conducting a market research study. Each group will be tasked to assess the A&D industry from the unique perspective of the company assigned to your group: either SWA, Boeing or GE.
Specifically, what market research question(s) are you going to address (see Table 2-2, page 38, in the Peter & Donnelly book about types of common market research questions). Not forgetting that the purpose of marketing management is to promote goods, services and ideas in achieving organizational objectives, your research study should include the purpose of the research (what customer need you want to investigate), key references relevant to your investigation, a plan on how to conduct the research, how data will be collected to investigate your research question, how data will be evaluated (i.e., quantitative versus qualitative (or both), primary versus secondary sourcing, methodology, etc.) and expected results and finally the limitations of your proposed study.
This assignment will be completed in two formal steps. The first step will require that each group will organize a 10-15 minute, PowerPoint presentation regarding your research study (worth 100 points). The second step will be a final write-up (paper) worth 100 points. The paper should be double-spaced, 10-pages minimum, and font size 12) to encompass your investigation of how the data you gather will help inform your organization’s marketing strategy.
Research Study Proposal
Class participation scores will be evaluated upon three primary components. First, each student is required to come to class. Attendance will be taken for each class session. Second, each student is expected to verbally contribute to the class discussion. It is anticipated that each student will have a grasp of the assigned readings for that class session. An assessment of in-class participation will be conducted for each lecture day. Third, each student is expected to contribute to the group effort in the market research proposal presentation and paper. Assessments will be made regarding that contribution.
Course Policies
Communication
- If you have any general questions about assignments, class logistics, due dates, etc., please post a question in the Course Help Board in the "Start Here" module. You can post questions about the course to the Course Help Board throughout the semester. Your classmates may be able to answer your questions.
- If you have a personal question(grades, feedback, requests for special accommodation, etc.) please send me a private message via email.
- If you have tech questions, please contact OU IT at needhelp@ou.edu.You can also reach out to tech support for Canvas by clicking on the "Help" button on the left side navigation panel.
Students are welcome to communicate with me. I will try to respond to all emails within 48 hours. The tail end of each Live Session is also a good time to chat.
All email sent by your professors will be sent to the email registered in your name at the University of Oklahoma.
Late Policy
Except in extremely rare circumstances (e.g. documented proof of hospitalization etc.) and except as noted above with respect to alternatives to joining a Live Session, no late submissions will be accepted.
University Academic Policies and Student Support
Course Catalog
Search the OU Course Catalog.
Student Handbook
Please familiarize yourself with the OU Student Handbook.
Online Library
Access digital materials and other resources at OU Libraries.
Academic Misconduct
In addition to the course conduct policies outlined by your professor in the Course Syllabus in the online classroom, please review the Graduate Student Handbook.
It is the responsibility of each student to be familiar with the definitions, policies, and procedures concerning academic misconduct. The Student Code is available from the Office of the Vice President for Student Affairs, and is contained in the Student's Guide to Academic Integrity.
This site also defines misconduct, provides examples of prohibited conduct, and explains the sanctions available for those found guilty of misconduct.
Plagiarism
Plagiarism is the most common form of academic misconduct at OU. There is basically no college-level assignment that can be satisfactorily completed by copying. OU's basic assumption about writing is that all written assignments show the student's own understanding in the student's own words. That means all writing assignments, in class or out, are assumed to be composed entirely of words generated (not simply found) by the student, except where words written by someone else are specifically marked as such with proper citation. Including other people's words in your paper is helpful when you do it honestly and correctly. When you don't, it's plagiarism.
For more information about plagiarism, watch this video and then take this short course offered by University Libraries.
Reasonable Accommodation for Disabilities
The University of Oklahoma is committed to providing reasonable accommodation for all students with disabilities. Students with disabilities who require accommodations in this course should contact their professor as early in the semester as possible.
Students with disabilities must be registered with the Disability Resource Center prior to receiving accommodations in this course.
If you have a disability and you would like to make a request for reasonable accommodation, please see the Graduate Student Handbook or get in touch with the Accessibility and Disability Resource Center.
Adjustments for Pregnancy/Childbirth Related Issues
Should you need modifications or adjustments to your course requirements because of documented pregnancy-related or childbirth-related issues, please contact me as soon as possible to discuss your options. Generally, modifications will be made where medically necessary and similar in scope to accommodations based on temporary disability. Learn more about the rights of pregnant and parenting students by consulting the FAQ sheets provided by the Institutional Equity Office.
Title IX Resources
For any concerns regarding gender-based discrimination, sexual harassment, sexual misconduct, stalking, or intimate partner violence, the University offers a variety of resources, including advocates on-call 24/7, counseling services, mutual no contact orders, scheduling adjustments, and disciplinary sanctions against the perpetrator. Please contact the Sexual Misconduct Office at 405-325-2215 (8-5, M-F) or OU Advocates at 405-615-0013 (24/7) to learn more or to report an incident.
Religious Holidays
It is the policy of the University to excuse absences of students that result from religious observances and to provide for the rescheduling of examinations and additional required classwork that may fall on religious holidays without penalty. It is the responsibility of the student to make alternate arrangements with the instructor at least one week prior to the actual date of the religious holiday.
Copyright Policy
It is illegal to download, upload, reproduce, or distribute any copyrighted material, in any form and in any fashion, without permission from the copyright holder or his/her authorized agent. The University of Oklahoma expects all members of its community to comply fully with federal copyright laws. If such laws appear to have been violated by any user, the university reserves the right (1) to terminate that user’s access to some or all of the university’s computer systems and information resources and (2) to take additional disciplinary actions as deemed necessary or appropriate. Repeat offenders will be sanctioned and their privileges terminated.
Registration and Withdrawal
If you choose to withdraw from this course, you must complete the appropriate University form and turn the form in before the deadline. If you stop attending the course and doing the coursework without doing the required paperwork, your grade will be calculated with missed homework and examination grades entered as zero. This could result in receiving a grade of F in the course. Deadlines are shown in the Academic Calendar, which is available from the Office of the Registrar.
Student Grievances
In addition to any policies outlined related to submitting an informal or formal grievance by your professor in the Course Syllabus in the online classroom, please review the Graduate Student Handbook for more information about the process of submitting a formal grievance.
Course Summary:
| Date | Details | Due |
|---|---|---|