Advanced study of marketing management, strategy and decision making
through the use of ... Market Based Management, by Roger Best. Prentice Hall,
ISBN ...
Marketing Management Bus 469 (4 units) I. Catalog Description: Advanced study of marketing management, strategy and decision making through the use of marketing cases. Requires the integration of marketing concepts and theories from previous marketing course work. II. Prerequisites: BUS 360 and 367. III. Learning Outcomes:
Upon completion of this course students should be able to: 1. Conduct careful and thorough market analysis to identify opportunities for growth. 2. Evaluate the affect on profitability of competing marketing strategies. 3. Measure the productivity of marketing expenditures. 4. Determine the economic value of improving customer service. IV. Course Materials:: 1. Market Based Management, by Roger Best. Prentice Hall, ISBN 0-13014546-7. 2. Marketing Mistakes and Successes, 8th Edition, by Robert F. Hartley. Wiley, ISBN 0-471-15905-0. V. Teaching Methods: The course consists of a combination of lecture, discussion, problem solving in small groups, and case analysis. Attendance: It is essential that you come to class on a regular basis and be a frequent contributor to class discussions. Therefore, attendance is mandatory and you will be called upon during the semester to participate in class discussions. Sleeping, talking with others, reading a newspaper, or doing other course work during class are not acceptable classroom behaviors. Reading Assignments: The reading assignments from the text will form the basis for our class discussion. The chapters will identify many valuable concepts and techniques for marketing analysis and will help you prepare the cases. The application problems located at the end of the chapters are similar to
those found on the exams. Assigned chapters listed on the course calendar are to be covered before coming to class. Case Preparation: Case studies provide a means of applying concepts to real world scenarios. Cases covering a broad range of topics in marketing will be covered during the semester. Students are expected to read and analyze the cases and to consider the questions found at the end of the cases. No written analysis will be collected, but case preparation will be determined by 5 surprise quizzes. There are no quiz make-ups, however, the lowest score of the five quizzes will be dropped. Students may use the following outline to facilitate case preparation. VI. Evaluation Tools There will be a midterm and a final exam. The purpose of the exams is to provide a measure of your knowledge of the terminology, concepts, and application of the material covered in the textbook and lectures. Each exam is worth 100 points. Both exams will have two sections. The first section will be multiple-choice questions and will be worth 40 points. The second section will be problems and short answer application style questions and will be worth 60 points. Students are expected to read and analyze the cases and to consider the questions found at the end of the cases. No written analysis will be collected, but case preparation will be determined by 5 surprise quizzes. There are no quiz make-ups, however, the lowest score of the five quizzes will be dropped
VII. Topics to be covered: Chapter 1: Market Orientation, Customer Satisfaction, and Profitability, MarketBased Management Case 7: IBM-A Fading Giant Rejuvenates, Marketing Mistakes and Successes Chapter 2: Market-Based Performance, Market-Based Management Case 5: Hamburger Wars: Burger King vs. McDonald’s, Marketing Mistakes and Successes Chapter 3: Market Definition, Potential, and Demand, Market-Based Management Case 4: Airliner Wars: Airbus vs. Boeing, Marketing Mistakes and Successes Chapter 4: Customer Analysis and Value Creation, Market-Based Management Case 12: Toys “R” Us, Marketing Mistakes and Successes Chapter 5: Market Segmentation and Segmentation Strategies, Market-Based Management Case 3: Sneaker Wars: Reebok vs. Nike, Marketing Mistakes and Successes
Chapter 6: Competitor Analysis and Competitive Position, Market-Based Management Case 2: Cola Wars: Pepsi vs. Coca-Cola, Marketing Mistakes and Successes Chapter 7:Product Positioning and Product Strategies, Market-Based Management Case 14: Borden-Letting Brands Wither, Marketing Mistakes and Successes Chapter 8: Market Based Pricing and Pricing Strategies, Market-Based Management Case 20: Southwest Airlines: Try to Match Our Price, Marketing Mistakes and Successes Chapter 9 Marketing Channels and Sales Systems, Market-Based Management Case 18: Rubbermaid, Perils of Not Satisfying a Major Customer, Marketing Mistakes and Successes Chapter 10: Marketing Communications and Customer Response, Market-Based Management Case 17: Maytag- Bungling a Promotion in England, Marketing Mistakes and Successes Chapter 12: Offensive Strategic Market Plans, Market-Based Management Case 21: Wal-mart- The Unstoppable, Marketing Mistakes and Successes Chapter 13: Defensive Strategic Market Plans, Market-Based Management Case 16: Coors-What’s Wrong with Being Number Three? Marketing Mistakes and Successes Chapter 14: Building a Marketing Plan, Market-Based Management
Interdisciplinary Content:
International/Global Ethical Issues Political Issues Social Issues Legal/Regulatory Issues Environmental Issues Technology Issues Demographic Diversity
Minimum Number of 50 Minute Periods Devoted to Topic 1 1 1 1 1 1 1 1
Required Graded Work Other Than Exams? * * * * * * * *
*Required graded work other than exams, will be at the discretion of the instructor.
Interdisciplinary Skills: Required Graded Work Other Than Exams?
Oral Communication Written Communication Critical Thinking Working in Teams
Yes No Yes Yes
NOTE: The teaching method and evaluation tools used by the faculty member will influence the amount of time devoted to each of these skills. Marketing plans, case analysis, and/or assignments are used to assess student’s written communication skills.
