Armstrong Kotler Principles of Marketing Chap 13

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					                   Goizueta Business School at Emory University
                             Marketing Management
                                   Spring 2005

Facilitator:           Professor Charles D. Frame
Office:                Room 522
Office Hours:          by appointment
Phone:                 404.727.3469

Marketing area administrative assistant: Ms. Sonya Owens, Rm. 523, 404.727.0871.

Required Course Materials

       -Course Packet of Cases and Readings (Available from
       -Miscellaneous Handouts from Your Facilitator

Text: Principles of Marketing , 10th edition, by Philip Kotler and Gary Armstrong

Course Description

 This is a required course for all MBAs. The class introduces participants to concepts and
principles of marketing management. It looks at the role of marketing in both new economy and
old economy firms as well as in firms transitioning from the old to the new. The major role of
marketing in a company (or public agency) is determining, creating, communicating and
delivering a value proposition that meets the needs of its customers. In addition, marketing in its
boundary spanning role introduces the “voice of the customer” into the firm, helps build long-
term relationships and ensures that firms build equity with their customers.

Course Objectives

(1) To provide you with an introduction to marketing concepts, the process required to develop
    marketing strategies, the nature of key strategic decisions (i.e., value creation,
    communication, delivery and extraction), the dual goals of creating satisfaction for the
    customers and loyalty.

(2) For those who are not intending to pursue a concentration in marketing, this course will
    provide you with a set of basic tools to enable you to interact effectively with marketing
    specialists. For participants intending to specialize in marketing as a part of their study
    programs, this course will provide the foundation for subsequent in-depth study in other

(3) Participants will be expected to learn the "language of marketing." It is also expected that by
    the end of the course you will have a solid understanding of marketing issues, the major
    decision areas under marketing responsibility, the basic interrelationships of those decision
    areas, and an appreciation of how to apply key frameworks and tools.
(4) Finally, you will have opportunities to build your writing, speaking and discussion skills.

What the Course Is Not

(1) It is not a marketing strategy course. While there will be discussion of the key strategy
    concepts such as market planning, competitive reactions, marketing competencies, the thrust
    will be more at gaining knowledge rather than a deep understanding of market strategy.

(2) Because this is a survey course, it emphasizes exposure to a broad scope of issues at the
expense of in-depth treatment of individual topics.

Course Culture and Pedagogy

The methods of learning in this course require advance preparation by the participants. The
presentation and exposition of the marketing concepts will be through a mix of lecture, Socratic
dialogue, discussion, group learning, case discussion and participant projects. The textbook and
accompanying lecture/discussions expand on the concepts and ideas which provide the basis for
marketing decision making. The cases and simulation provide you with an opportunity to
discuss and apply these concepts in "real world" marketing situations.

The "Hot-Topic Marketing Hit O’The Week". On the lecture/discussion days, we will
reserve the first seven minutes of class to discuss how current issues in marketing, such as the
Internet and electronic commerce, are posing new challenges and opportunities to marketing. I
expect this topic to come from you, although I can always think of an important issue. If you
have opinions, thoughts, or questions related to something happening in the real world, be
prepared to bring it up in class. This is a useful way to enhance your class participation grade.

Participation in Class Discussions. An effective class session can only occur if both you and I
are involved in the learning process. It requires openness, a sense of skepticism, and an interest
in learning new ideas and concepts. This suggests that whatever the topic there will always be
room for the subjective, the opinion and the intuition. You should be willing to share ideas with
the other participants and also be willing to listen to them. Your active participation will help us
test our own assumptions and assertions. Your enthusiasm, your intellect and your physical
presence can contribute tremendously to your learning. Furthermore, your colleagues are
important sources of learning. Take advantage of your colleagues’ knowledge and ideas, and do
your part by being prepared and contributing to both group and class meetings.

Since your consistent involvement in these class sessions is essential to achieving the objectives
of the course, your learning will be impeded if you do not read the material assigned prior to
class or if you skip information and try to read it at a later date. Class participation will be
graded on a daily basis. Participants are expected to come to class prepared to discuss, ask
questions and contribute to the learning process. For many situations, there might not be a single
right answer. I encourage you to be creative risk takers. You will always have the option to
explain, clarify and justify your work and positions. Class participation is a critical component
of my evaluation of your performance.

In evaluating class participation, I try to reward contributions that 1) get the discussion off
to a productive start, 2) shape the discussion through the introduction or use of concepts
and frameworks, 3) provide enlightening quantitative analysis, 4) help change direction
when needed, 5) summarize others' comments, all in a concise manner with avoidance of

Absence Policy. Attendance is not mandatory, but excessive absences will have a detrimental
effect on your class participation grade. Remember that when you miss class you lose something
that cannot be reproduced. After all, a class is a service and services cannot be inventoried to be
consumed later. If you miss a class get the notes. You can avoid a negative score for being
absent by turning in a write-up of the assigned case before the class period

It is important to note that a case write-up is done to avoid a negative class participation grade.
In order to get a positive class participation grade you need to be in class and actively

Case Write-ups

Group Case Write-ups..
Your group (made up of five members) is required to hand in a case analysis for two assigned
cases. I will assign groups and cases by the second week of class.
Some tips on writing these case write-ups:
• Use a bullet point form
• Answer each question separately.
• The quality of your analysis is critical. Make sure that you explain the rationale behind each
    recommendation or conclusion that you make and provide their related pros and cons.
        • You should develop the alternative solutions for the problem
        • You should state the relevant criteria on which to evaluate these solutions
        • Make a recommendation based on the above analysis
If necessary, structure your answers using sub-headings to make it clear that you have used
an analytical approach to reach your conclusions.


If you keep up with the readings, prepare the cases and follow class discussion you will be
prepared for the exam. You will not do well if that is the first time you have read the material.

Group Project

As a part of overall learning, you are required to work on a group project (5 per group).
I will provide further details of the project in week or so.

Project Deadlines: To ensure steady progress on the group project, the following intermediate
deadlines will need to be met:

1.   Project topic due: Feb 21
2.   One page proposal due: Feb 28
3.   Approvals finalized : Mar 2
4.   Written Projects Due: Apr 25

 I expect to base grades on the following proportions:

              -Two Assigned Group Case write-ups                    20%
               -Final exam                                          30%

       Class Participation                                          20%
       Group Project                                                30 %

               TOTAL                                                100%

For group activities, I will use peer evaluation ratings and make necessary adjustments to your

Honor Code

 The school enforces a strict honor code. It is a violation of the honor code to give or receive
unauthorized assistance on an examination or a weekly case assignment. It is also a violation to
have knowledge of someone else's violation and not report it. In this class it is considered a
violation of the honor code to consult with or borrow case notes of previous participants of this
class. You may consult with your current colleagues and discuss the weekly cases—in fact I
very strongly recommend it.


       The FirstClass system will be used to enhance communications and interaction across the
       participants and facilitator of both sections of Marketing Management. I expect each of
       you to monitor FirstClass on a daily basis for updates and information related to this
       class. In addition, the 540 Conference can provide a forum for you to communicate your
       ideas, comments, insights and thoughts to your colleagues. Electronic participation can
       enhance class, but does not replace in-class participation.

Note: Direct questions to me through E-Mail, not through the Conference.
Date     Topic for Class Discussion             Assignment

Jan 31   Introductions/Customer Value and       Kotler Chap 1
Feb 2    Strategic Planning                     Kotler Chap 2
Feb 7    Marketing Environment                  Kotler Chap 3 & 4
Feb 9    Case: Encyclopaedia Britannica

Feb 14   Market Research                        Kotler Chap 5
Feb 16   Consumer Markets and Buyer Behavior    Kotler Chap 6
Feb 21   Case: Nestle Refrigerated Foods
Feb 23   Business Markets                       Kotler Chap 7
Feb 28   Market Segmentation, Targeting and     Kotler Chap8
Mar 2    Case:Land Rover North America
Mar 7    Product and Services Strategy          Kotler Chap 9
Mar 9    New Product Development and the        Kotler Chap 10
         Product Life Cycle
Mar 14   No Class: Spring Break
Mar 16   No Class: Spring Break
Mar 21   Pricing Approaches and Strategies      Kotler Chap 11 & 12
Mar 23   Case: Cumberland Metal Industries
Mar 28   Distribution Channels, Retailing and   Kotler Chap 13 & 14
Mar 30   Case:
Apr 4    Integrated Marketing Communications    Kotler Chap 15
Apr 6    Advertising/Sales Promo/PR             Kotler Chap 16

Apr 11   Case: Cunard Line Ltd.
Apr 13   Personal Selling                       Kotler Chap 17
Apr18    Case: Waters Chromatography, Inc.
Apr 20   Competitive Advantage                  Kotler Chap 18
Apr 25   Global/Societal Issues                 Kotler Chap 19 & 20
Apr 28   Exam Preparation

         Final Exam—date tba

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