"MARKETING 6150 CONSUMER BEHAVIOR"
MGT C05H3 MARKETING MANAGEMENT Fall, 2005 Professor: Pankaj Aggarwal Class Meets: Monday, 1:00 pm-3:00pm in MW 110 Office: MW 332 Phone(s): 416.287.5614 Office Hours: Thursday, 10:00am-11:00pm, or by email: firstname.lastname@example.org appointment Course Home Page: www.utsc.utoronto.ca/~aggarwal Intranet: https://intranet.utsc.utoronto.ca COURSE OUTLINE Course Objectives This applications-oriented course builds on the conceptual and theoretical focus of the introductory marketing course. Marketing Management intends to develop the analytic skills required of marketing managers, and focuses on improving skills in analyzing marketing situations, identifying market opportunities, developing marketing strategies, making concise recommendations, and defending these recommendations. MGT B04/C04 is a pre-requisite for this course, and a thorough understanding of it is essential. Course Organization and Administration In this course we make extensive use of cases. The idea of case analysis and discussion is to help you to learn by putting you in the position of a decision-maker in the real world, facing all the constraints and considerations s/he faces. By studying, analyzing, and solving a number of case studies you will: Gain experience in problem solving and business decision-making; Integrate what you have learned from your previous business courses and apply that knowledge to marketing situations; Develop logical analysis skills; and Learn to present information and recommendations in a clear and concise manner. Attendance policy A course such as this is based on the premise that sharing issues and discussing them enhances learning. The course is based on discussion of cases in class, and bulk of the time will be spent on it. There will be very little lecturing, if any. The role of the instructor will be to guide the discussion, and to ask challenging and provoking questions to bring about a lively debate of the different issues involved in the case. As such, attendance is a pre-requisite to learning in the class. I expect that students will not miss class, and will respect each other by arriving in time. If you have to miss class for any reason, I would expect a written explanation for it. In any case, missing a class session is likely to lead to grade adjustment. Text A required case packet is available at the Bookstore. In addition, you should be very familiar with material from your introductory marketing course. You may want to use your MGT C04 (B04) book for reference from time to time: Principles of Marketing, 5th Canadian Edition, P. Kotler, G. Armstrong, P. Cunningham Prentice-Hall, 2002, or any other comparable text. Course Evaluations and Requirements Course evaluations will be based on a number of elements and assignments that will need to be completed both individually and in groups. You will need to form groups of between 4-6 members and hand me over the names by week 3 of the class. Assignment of grade Class Discussion 15% Group Project and Presentation 30% Individual Case write-ups (5 cases) 20% Final Examination 35% 1. Class Discussion (15%) The purpose of this evaluation component is to ensure that you give to the class as much as you get out of it. You will also be able to practice stating and defending your opinions orally in front of a group of people. Credit will be given only for the quality of contributions that you make in class. Two types of preparation out of class will be useful for you to make quality comments. First, you must carefully read and analyze each case before class. Make handwritten notes to facilitate your contribution to the class discussion, especially regarding the specific questions that I leave with you. Second, you will benefit from reading relevant chapters from a text-book such that you are fully familiar with the concepts being discussed in the case. Listening to what others say is often as important as making your own point. Remember, it is class discussion – not just your own participation. Airtime is limited, so don’t talk just for the sake of talking. On the other hand, talking is not easy for some of us for a variety of reasons. This is your opportunity to develop and practice the assertiveness and communication skills that are a prerequisite to success in business. If you have concerns about speaking out in front of others (which some of us find difficult), you should come and talk to me early on in the course. To keep track of your contributions, I will make a note of each student’s participation after each class. Although I do not expect everyone to contribute every class, I do expect you to contribute regularly, and when you do not contribute I expect you to be attentive. In order to give you credit for your contributions, I need to know who you are, so be sure to keep your name card in front of you at all times. I encourage you to make yourself known to me by visiting my office briefly for an informal introduction. Please show respect for everyone, and come to class on time. Remember that class discussion grades will be based on my perception of your contribution to the class. The evaluation would have to be subjective hence you will have to live with my judgment on this. You will get good grades if you contribute to the overall learning of the class. If the participation becomes counterproductive (or you just speak because you want to get noticed with nothing to add to the discussion) you will get negative grades. In any case, to ensure that the discussion is not limited to only a few students, I reserve the right to call upon individual students any time during the class discussion. 2. Group Case Project and Presentation (30%) You will choose your groups (4-6 members each) for the group project. The project will involve an in- depth study of any company that the group may decide to examine. The objective is to examine a specific marketing issue or a problem that the company is facing. The group can focus on any marketing issue faced by the company – branding strategy, segmentation, pricing, positioning, distribution etc. The key would be to identify a company that you can get information about from primary or secondary sources, and then do a thorough analysis based on that information. You will need to write a 15-page (double spaced) case about the company (not including any attachments). You also have to write a suggested solution to the problem in no more than 5-pages (double-spaced). As you get familiar with the cases that we discuss in class, you will get comfortable with the idea of this project. On the last day of class, the group will present their project to the class in a 15-20 minute presentation. 3. Individual Case write-ups (20%) Each person will submit a brief (not more than 750 words) for every case – a total of 5 such write-ups are required to be done. Essentially you can pick any 5 cases from the ones that we plan to discuss during the course. Each write-up is worth 4% of the grade. The write-ups are due at the beginning of each class. The questions for each case write-up will be handed out one-week before they are due in class. Make sure that your answers are to the point and precise. At the end of the write-up make sure that you write down the number of words in your write-up. 4. Final Examination (35%) The final exam will involve questions on a pre-assigned case. In the exam, you will be asked to answer specific questions about a case that will be provided to you. Date and time of the exam will be provided later in the semester. Late Assignments: Case assignments are due at the start of the class. Late assignments will be given a lower grade. An assignment submitted after class has begun is considered one day late. Weekly Plan: Week Date Topic/Case Case Introduction to the Course and the 1 Sep 12 Case Analysis Method 2 Sep 19 Marketing Strategy L. L. Bean Inc.: Corporate Strategy 3 Sep 26 Company Strategy Club Med (A) 4 Oct 03 Competitive Strategy Barco Projection System Colgate-Palmolive Company: The Precision 5 Oct 17 Customer Segmentation Toothbrush 6 Oct 24 New Product Introduction TIVO The Black and Decker Corporation (A): 7 Oct 31 Branding Power Tools Division 8 Nov 7 Pricing Cumberland Industries 9 Nov 14 Integrative Marketing Communication Possible Guest Speaker (or British Airways) 10 Nov 21 Distribution Dell Online 11 Nov 28 Course Recap and Presentations Group Projects 12 Dec 05 Presentations Group Projects 13 Final Examination