Marketing Strategy – Mktg 460

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                                    MKTG 500
                         UNIVERSITY OF ILLINOIS AT CHICAGO
                      PMBA PROGRAM – SPRING 2008 (Jan 7 – Mar 21)
                             Monday & Wednesday, 2:10-4:00 p.m.
                                    Taft Hall, room 120

Course:      Introduction to Marketing Management

Professor:   Alan J. Malter, Ph.D.
             Associate Professor, Department of Managerial Studies

             Office address: Room 2221 University Hall
             Tel. 312-413-4142
             Office hours: After class or by appointment

Texts:       Philip Kotler and Kevin Lane Keller (2007): A Framework for Marketing
             Management, 3e, ISBN# 0--13-145258-4

             “Blackboard” – to be announced.

Articles:    Additional cases, articles and other materials to be distributed.

Objective:   To develop knowledge, mindset, and skills to be effective marketing managers.

Grading:     20% on quality and consistency of contributions to class discussions

             20% on Exam 1

             20% on Exam 2

             10% on group presentation of local applications of textbook chapters

              5% on objectives and scope of Marketing Strategy Audit

             20% on written Marketing Strategy Audit report

              5% on oral presentation of Marketing Strategy Audit report

Course Description

This course will acquaint you with the basic principles of marketing and the tools of marketing
management. Its main objective is that students not only learn new terms and frameworks, but
adopt a new way of thinking about business known as a „marketing-oriented‟ and „value-driven‟
approach. According to this view, marketing is the most critical of the functional areas of
business – ultimate success begins and ends with marketing, from planning and developing new
products and services through distribution and final sales to end-consumers. Broadly speaking,
marketing encompasses all the activities that are necessary to satisfy consumer needs, including
production decisions and managing the process by which products are moved from producers to
consumers. Other business areas such as finance, accounting and management are all important
and necessary to achieving profits, but they in themselves are not the core business. In contrast,
marketing deals with the essence of the firm or organization, its very purpose for existing. As
you will learn in this course, marketing management concepts apply to private business firms as
well as to non-profit organizations, government agencies, and public sector organizations. They
also apply to physical goods as well as services and ideas.

Marketing is a unique area in that each student enters the first course already having had decades
of prior experience as a consumer and participant in the marketplace. However, most consumers
never realize the complexity of the marketing system that provides them with such a vast array of
goods and services. While most students will have previously learned some marketing terms and
concepts, this knowledge may be incomplete or even incorrect. Therefore, it is important that
students in this course learn the material as it is presented in the lectures, text, and outside
readings so that you learn to communicate using standard marketing concepts and terminology.

The level of difficulty in this course, as in many other introductory courses, is often deceptive.
Since it aims to provide a broad overview of an entire discipline, it cannot explore any one topic
in great depth. It may also appear „easy‟ at first compared to finance or accounting courses that
involve a lot of number-crunching or memorization of rules and formulas. However, we will
cover a large number of new and complex concepts that require a lot of thinking, interaction, and
communication (spoken and written) of ideas. In order to fully assimilate this material and to
develop a broad conceptual base, you will have to diligently keep up with all reading
assignments, participate actively in class, think actively outside of class about how these ideas
can apply in a wide variety of situations, and complete all assignments on time.

Also, since this course covers a full semester‟s worth of material in just 10 weeks, we will
proceed at an accelerated pace. It is essential to begin working immediately. Those who fall
behind will have great difficulty catching up. Further note: you are responsible for all the
material covered in the assigned readings, even if we do not cover all the topics in lecture or
discussion. Additional articles will be handed out in class and discussed, as appropriate.

Recommended reading: Broad general knowledge and familiarity with current world events
are necessary to make effective marketing decisions. As MBA students, you should be reading
both the general press and more specialized business publications on a regular basis. These
include such traditional sources as the Wall Street Journal, New York Times, Chicago Tribune,
Chicago Sun-Times, BusinessWeek, Fortune, etc., and on-line sources such as For
comprehensive coverage of world events and the latest global business developments from a
non-American perspective – i.e., as most of the world sees things!! – the Economist weekly
news magazine is particularly recommended. There are also a number of excellent publications
with a more specialized focus on a particular region or industry and, of course, many similar
publications in languages other than English. Many of these sources are available free on the
Internet (or through the university library) and updated frequently. Please bring any interesting
and relevant news item you find to my attention so that we can add them to our class discussions.

Method of Instruction

My teaching philosophy is that learning is best done actively, not passively. It is something that
YOU do (by working on your own, together with classmates, or with the professor), not
something that is done to you. For my part, instruction in the course will rely primarily on
discussion, lectures, readings, and cases. But the learning that occurs – what you eventually take
away from the course – is a function of what you put into the course. Active involvement
through participation in class is essential for you, and your classmates, to get the maximum
benefit from this course. My goal is to challenge you to learn as much as you can about
marketing management.

Course Content

To achieve these objectives, we will use four basic approaches:

1. Theory and concepts: We will read about and discuss classic and emerging issues in
   marketing management and competitive strategy. This material will be based on class
   lectures and readings in Kotler, as well as articles from Harvard Business Review, the
   Economist,and other leading business publications.
2. Application to current events and local needs: To help develop and update your
   knowledge of essential basic facts and current events that affect marketing decisions, most
   class meetings will include brief discussions of major current events and how they relate to
   the course material. Similarly, we will also discuss local applications of the material covered
   in the Kotler and Keller textbook.
3. Case analyses: To learn to apply marketing concepts in a variety of actual decision
   situations, we may also analyze, discuss, and prepare recommendations for real-world
   marketing cases.
4. Research project: A major component of the course will be a research project in which
   students will conduct a marketing strategy audit of a company or organization. This research
   project is intended to integrate and extend the material you will learn throughout the course
   and prepare you make independent marketing decisions in the future.

General Course Expectations

1. Participate and ask questions. You are expected to share your knowledge and views by
   participating in class. The quality of your participation will determine the quality of this
   course for you individually and for the class as a whole, so please strive for excellence on
   this dimension. Of course, you are not expected to respond to every point or answer every
   question raised in class. However, you are expected to prepare all assigned readings and
     come to class ready to participate in classroom discussions – by expressing your opinions,
     asking questions, an answering questions when called upon. The class will especially benefit
     from each student sharing their own diverse background and professional expertise as it
     relates to the course material.
2.   English-language issues. If the terms I am using are not clear or if I am speaking too fast in
     class, PLEASE let me know immediately so I can make any necessary adjustments. My goal
     is to communicate effectively, which requires feedback from you so that I can find a level
     that is appropriate for students in the course.
3.   To help me learn who you are and keep track of your participation, please find a fairly
     permanent seat by the end of the first few sessions and bring your name card with you to
4.   Assignment deadlines. All assignments will be due as indicated in the course schedule.
     Due to the accelerated nature of the course, no adjustments to these deadlines can be made.
5.   Peer evaluation of group work. You will have the opportunity to evaluate your own
     contribution and that of your fellow group members to the group work assignments in this
     course. Students who do not do their fair share of group work will receive lower individual
     grades on group assignments. Students experiencing any problems with group members
     should bring these to my attention immediately -- please don't wait until the end of the
6.   Academic Dishonesty. University Policy with respect to academic dishonesty will be
     strictly enforced. Any attempts at fabrication or plagiarism (including copying material
     verbatim from web sites without proper attribution), or facilitating academic dishonesty (for
     example, on exams or papers) will be severely dealt with.

Course Requirements and Grading

This course involves both individual and group work and you will be evaluated on both
dimensions. Individual work (60% of your total grade) will include two exams and participation
in class discussions. Group work (40% of your grade) will include the marketing audit project
and a presentation of how the textbook chapters apply to Chinese business conditions.

In sum, your final grade will be determined by your performance on each requirement according
to the following weights:

        Class participation              20%
        Marketing Audit project          30%
          Objectives and scope        5%
          Presentation to professor   5%
          Written report             20%
        Two exams                        40%
        Local marketing applications     10%

Letter grades will be based on weighted total scores and assigned as follows:
A = 90-100%; B = 80-89%; C = 70-79%; D = 60-69%; F = less than 60%.

General Preparation for class discussions

The key to doing well is to prepare the assignments for each class. In preparing for each class,
each student should be ready to answer the following types of questions about the assigned
readings and cases:


   What are the major concepts being discussed? How do they fit together?
   What is the value of the concepts and/or techniques discussed?
   What are the limitations of the ideas presented in the readings?


   What are the issues facing the firm? What needs to be decided?
   What are the firm‟s strategic options? (and implications of each?)
   What key action(s) did the firm take? (or should it take?)
   Why is this an appropriate course of action? (i.e., what‟s your justification for this action?)

In addition to the assigned textbook chapters and cases, I will also distribute articles in class, as
needed. You are also strongly encouraged to go beyond the assigned material and seek out other
relevant up-to-date information about the companies involved in each case, since such
information is now easily accessible via company and financial news web sites. Further
suggestions for case analysis will be handed out and discussed in class.

More about group presentations of local applications of marketing principles

For each class meeting, one group will be assigned to prepare a brief presentation (about 10
minutes) about how the material in the assigned textbook chapters (Kotler and Keller) applies to
local conditions in China. For example, how might the culture in China influence consumer
behavior (compared to the America-centric view in the textbook)? How might certain types of
products need to be adapted for local consumers? What types of channels of distribution and
modes of transportation are important in China? My goal is for the group presentation to then be
expanded into a more general class discussion of the selected topics.

More about the Marketing Strategy Audit

A detailed handout with guidelines for this project will be distributed in class.

Feedback to the Professor

The faculty are committed to continuous improvement in the quality of teaching and learning.
Please feel free to speak to me at any time about any aspect of this course, including things that
you think are going well, or things that need to be improved. You may also submit such
comments anonymously (to my mailbox in the department office) or by e-mail. These will help
me gauge how the course is progressing and how to make it a worthwhile experience for you.

                         TENTATIVE COURSE SCHEDULE

Week    Date       Day      Topic/Activity

 1     Jan 7    Monday      Chapter 1 – Introduction, E-MAIL ASSIGNMENT (due Jan 11)

       Jan 9    Wednesday   Chapter 2 – marketing strategies and plans

 2     Jan 14   Monday      Chapter 3 – market research and marketing environments

       Jan 16   Wednesday   Chapter 4 – consumer behavior

 3     Jan 21   Monday      NO CLASS – M.L. KING DAY

       Jan 23   Wednesday   Chapter 5 – consumer behavior

 4     Jan 28   Monday      Chapter 6 – business customers

       Jan 30   Wednesday   Chapter 7 – target marketing and segmentation

 5     Feb 4    Monday      Chapter 8 – brand equity

       Feb 6    Wednesday   Chapter 9 – positioning, AUDIT OBJECTIVES & SCOPE DUE

 6     Feb 11   Monday      Chapter 10 – product strategy, product life cycle

       Feb 13   Wednesday   MID-TERM EXAM (Exam 1)

 7     Feb 18   Monday      NO CLASS

       Feb 20   Wednesday   Chapter 11 – services marketing

 8     Feb 25   Monday      Chapter 12 – pricing strategies

       Feb 27   Wednesday   Chapter 13 – channels of distribution

 9     Mar 3    Monday      Chapter 14 – retailing, wholesaling, logistics

       Mar 5    Wednesday   Chapter 15 – integrated marketing communications

 10    Mar 10   Monday      Chapter 16 – advertising (mass communication)

       Mar 12   Wednesday   Chapter 17 – sales management (personal communication)

                            MARKETING STRATEGY AUDIT REPORT DUE

 11    Mar 17   Monday      Review / catch-up day

       Mar 19   Wednesday   FINAL EXAM (Exam 2)

                             ** END OF COURSE **