University of Bridgeport - School of Business
R. A. Schaff Mandeville Hall room 206, tel. 203-576-4649 or –4384 Spring 2001
MW 2:30-3:45 Mand. 316
Course: MKT 305: INTRODUCTION TO MARKETING MANAGEMENT
Description: The process of planning and executing the conception, pricing, promotion and distribution
of ideas, goods and services, to create exchanges that satisfy individual and organizational
Objectives: To know the marketing concept; strategies for new, growing, mature and declining
markets; and processes for analysis, planning and control of products, prices, distribution
Textbook: Philip Kotler, Marketing Management, 10thed., Prentice-Hall, 2001
Term Projects: (1) At the end of each text chapter, immediately following the Summary, is a section called
“Applications” with subsections identifying a wide variety of problems and challenges.
Select any one of the problems/challenges from any one of the chapters and do as required.
(2) A set of computer exercises described in a separate handout.
(Papers due April 30.)
Grades: 20% each in-term exam, 40% final exam, 20% projects and class participation. Note: The
final examination is mandatory; in-term exams are not. If an in-term exam is missed for
any reason the final examination will increase as a percentage of the final grade.
Date Weekly Topic Outline and Assignments
A. MARKETING AND THE MARKETING PROCESS
1. (Jan 22-24) Marketing in the economy and in organizations. (Read ch. 1-3)
B. ANALYZING MARKETING OPPORTUNITIES
2. (Jan 29-31) Marketing information systems and research. (Read ch. 4-5)
3. (Feb 5-7) Buyer Analysis. (Read ch. 6)
4. (Feb 12-14) More buyer analysis (ch. 7)
5. (Feb 19-21) Review and examination
C. DEVELOPING AND MANAGING MARKETING STRATEGIES
6. (Feb 26-28) Segmentation, targeting and positioning for competitive advantage. (ch. 8-9)
7. (Mar 5-7) Strategy through the life cycle. (ch. 10-12)
8. (Mar 12-14) Spring Break – No classes.
9. (Mar 19-21 Product lines, brands and packaging (ch. 13-14)
10. (Mar 26-28) Pricing strategies and programs (Read ch. 15)
11. (Apr 2-4) Review and examination
12. (Apr 9-11) Channels and channel management (Read ch. 16-17)
13. (Apr 16-18) Communications and promotion (Read ch. 18-20)
14. (Apr 23-25) New age marketing: direct, 1:1, and online (Read ch. 21,22)
15. (Apr 30-May 2) Discussion of term projects and semester review.
16. (May 12, Fri., 8-10am) Comprehensive final examination
UNIVERSITY OF BRIDGEPORT
GRADUATE SCHOOL OF BUSINESS
Prof. R. A. Schaff Spring 2001
GSB 570 –International Issues: Evaluating Emerging Markets
DESCRIPTION - This course provides concepts and tools to identify and assess "emerging markets" for
investment and market development decisions.
LEARNING OUTCOMES -
Knowledge of the literature and data sources on emerging markets.
How to assess a country’s probable development.
How to reduce risk before and upon entering an emerging market.
CONDUCT - Each class features an expert in some aspect of emerging market analysis followed by
discussion of related current events. The course builds toward each student’s completing and presenting to
the class a thorough analysis of one emerging market. Each week every student is expected to search
newspapers and journals for articles related to emerging markets and submit one article for copying and
distribution to the class.
COURSE GRADES - 1/3 participation (attendance, articles and contribution to discussions), 1/3 mid-term
project and 1/3 final project. Mid-term project (due. March 17): Each student will submit a brief (3-5
pages) comparing two EM countries on economic, policy and risk factors. Final project (due April 23):
Student teams will conduct a thorough analysis of one EM nation.
DATE_ SPEAKER TOPIC______________________________
Jan. 22 - R. Schaff Introduction to the course. Issues in a Global Economy
Jan. 29 - V. Kvint What is an Emerging Market? EM Identification and Analysis.
Feb. 5 - V. Kvint Understanding and Reducing EM Entry Risks.
Feb. 12 - R. Schaff Marketing in Emerging Markets
Feb. 19 - G. Kim Emerging Markets and International Finance
Feb. 26 -
Mar. 5 - R. Maine A Model for Economic Analysis
Mar. 12 - (Spring break – no classes)
Mar. 19 -
Mar. 26 - J. Nicholas Working With World Trade Organizations
Apr. 2 - J. van der Kroef Emerging Markets: Political Factors
Apr. 9 - T. Ward Historical and Cultural Perspectives for Market Analysis
Apr. 16 - R. Schaff Summary and Overview: Understanding Emerging Markets
Apr. 23 - Students Term Project Presentations
Apr. 30 - Students Term Project Presentations
1. The schedule of speakers is subject to change.
2. In each of the last two years this course held one class session at the United Nations in New York for a special
program. If possible this will be done again, but arrangements are not yet completed.
University of Bridgeport Graduate School of Business
GSB 570 – International Issues: Emerging Markets
__________________Executive Week-end Program – Saturdays - Spring 2001___________________
Prof. R. A. Schaff
DESCRIPTION - This course provides tools to identify and assess "emerging markets" for investment and marketing
LEARNING OUTCOMES -
Knowledge of “emerging market” countries and issues, and data sources for emerging market analyses.
How to assess the probable development of an emerging market.
How to assess and reduce risk before entering an emerging market.
CONDUCT – Lectures introduce new concepts for student research projects and class discussion. There is no
textbook; students will use a variety of library and Internet resources. All research/pre-class assignments are for
submission and grading. For all assignments except the first one, students will work in teams of up to three people.
GRADES – Grades are based on individual and group research papers and class participation/contribution.
January 14. Our changing world. Pre-class assignment. Bring to class (1) a list of emerging markets; (2) a list of
“ten big emerging markets”; and (3) a definition of an emerging market. You can find lists (a) on the last page of each
issue of The Economist, (b) various issues of Barons, The Wall Street Journal, The Financial Times, and other
business publications; (c) major accounting and banking firms; and (d) a variety of private and government Web sites.
Note, not all lists are the same and you may want to compare lists for differences. You may or may not find a
definition of an emerging market. If not, create your own, and provide a rationale for your definition.
1. Lecture & Discussion: Overview and assessment of the changing business environment. The political and
economic landscape. Trends. Global power shifts and power alliances. Multinational and bilateral agreements.
Global power organizations. Likely developments and the impact on business opportunities.
2. Lecture & Discussion: Emerging markets. What is an emerging market? The impact of emerging markets on the
global economy. Using economic factors and economic indicators. EM markets and marketing.
January 27. Emerging Market Countries. Pre-class assignment. Prepare a brief (3-5 page) analysis comparing
any three emerging market countries and selecting one as optimum for investment
1. Country reports. (Presentation and discussion of student papers.)
2. Lecture and discussion: Risk assessment and risk reduction. Primary risk factors and steps that can be taken to
February 10. The Countries in a Regional Context. Pre-class assignment. Prepare a brief (3-5 page) analysis of
one of the regions of the world, including its history, culture, mores, dominant countries, dominant political and legal
influences, important alliances, and any other factors that would affect the conduct of business within the region.
Remember that the focus is ultimately on business, and investment risks and opportunities.
1. Regional studies. Africa. Asia and Southeast Asia. Central and Eastern Europe. Middle East. South America.
2. Lecture and discussion. Regional power centers and the future of regional alliances, economic and political.
February 24. Final reports. Pre-class: See attachment for final project.
Note: This course normally includes a special session held at the United Nations in New York. We will do so again if
it can be arranged, but arrangements have not been completed at the time of preparing this syllabus.
(GSB 570) INTERNATIONAL ISSUES: EVALUATING EMERGING MARKETS
1. Students will work in teams of up to three people to conduct research encompassing one of two
variations on the theme of emerging markets. Select one of the following:
a. An intensive and thorough analysis of an emerging market country focusing on investment and
business development opportunities.
b. Intensive analysis of an industry within an emerging market country. Again, focus on investment
and business development opportunities.
These papers generally require 15-25 pages in length depending on the topic selected and the type and
number of tables of information that may be used, appendices, etc. At the same time, brevity is
Any student not familiar with the format of a professional research paper may consult any one of many
references on writing research papers. At minimum you should have an opening paragraph or two that
summarizes all important findings; (you are not writing a novel that builds to an exciting conclusion).
Within the paper each finding should be supported by documentation (with appropriate citations), the
comments or opinions of “experts” as necessary, and finally your own personal analysis and opinion
In all cases students should properly document sources of information and give proper citations for data
used. Any paper lacking proper documentation within the body of the paper and in a bibliography will
receive a reduction of grade at minimum, and potentially a failing grade for the course. (See attachment on
Citation Form in Research Manuscripts.)
Grading of these papers will be based on depth and breadth of coverage, and clarity of presentation. It is
usually desirable to have another person read and edit your paper - for spelling, grammar, precision, etc. –
and this is recommended.