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Aug 02, 2025
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MKT 3940 - WORLD CLASS OPERATIONS: STRATEGICMANUFACTURING AND MARKETING
credits: 6.0
Crosslisted/Same As: MGT 3940
MGT 3940 -MKT 3940. Intended to expose students to real world manufacturing organizations through discussions, lectures, site visits, and face-to-face interactions with executives. Goal is to provide a broad understanding of the functioning of these organizations, in order to enrich other Business Administration program coursework. Will provide students with a framework to critically evaluate the design and alignment of an organization’s customer-centered value proposition, its marketing mix, and its operations strategy. Will blend theoretical and practical topics; the student will be required to understand and apply the foundational tools in both marketing strategy (value proposition, marketing mix/4P’s, SWOT) and operations analysis (value stream mapping, scorecard metrics/KPI’s/CTQ’s, capability assessments). Also will be opportunities to apply learnings in a hands on real-world environment through numerous plant tours. At the conclusion of the course the student will know how to design an integrated and coherent marketing and operations strategy, how to assess the effectiveness of current strategies, and how to effectively plan, conduct, and report conclusions from a customer/supplier intelligence gathering visit. Objectives: A) Analyze an organization’s value proposition, marketing mix, and operations strategy including the rationale for why these must be tightly linked for organizational success; B) Distinguish cost structures and explain profitability drivers for capital intensive, labor intensive and mix strategy operations; C) Prepare and explain the components of an effective SWOT and value stream map; D) Prepare, conduct, and write a trip report for a site visit including: establish the learning agenda prior to the visit, gather intelligence, draw conclusions and report out; E) Define and explain the concepts of Lean Manufacturing and Continuous Quality Improvement and why these are vital to compete globally. Method of Instruction: Readings; lectures and discussion; assignments; and several site visits. Method of Evaluation: Reaction papers on reading assignments; course engagement-attendance and participation in class and site visits; participation will be assessed based on in-class exercises and quizzes, active engagement in site visits, asking questions and following up, actively engaging in discussions, and contribution to trip reports; Vocabulary quizzes; Group trip report and presentation; and Final exam.
Prerequisite(s): MGT 2240 - PRINCIPLES OF MANAGEMENT (or) MKT 2250 - PRINCIPLES OF MARKETING
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