MBA 606.01 MARKETING MANAGEMENT
Spring 2009: January 20 - March 6
Meeting: Thursday 6:30-9:20PM
206 Bryan Building
Professor: Dr. Griffiths
Office: 350 Bryan
Office: 334-3094 (email preferred)
Office Hours: Tuesdays & Thursdays 3:30-5:00 and by appointment
Course Documents: http://blackboard.uncg.edu
1. Marketing Management, 12th edition, by Kotler/Keller, Prentice-Hall 2006, ISBN 0-13-145757-8
2. At least one current business periodical (e.g., Business Week, Fortune, The Wall Street Journal, Business 2.0,
3. Additional readings, cases and lecture notes are distributed through Blackboard.
Catalog Course Description: Strategic decisions in marketing combines theory and application so students learn when
and why to make key decisions such as segmentation/targeting, product, price, distribution and promotion.
NATURE AND PURPOSE OF THE COURSE
"Whatever be the detail with which you cram your student, the chance of his meeting in after-life exactly that detail is almost
infinitesimal; and if he does meet it, he will probably have forgotten what you taught him about it. The really useful training
yields a comprehension of a few general principles with a thorough grounding in the way they apply to a variety of concrete
details. In subsequent practice the (students) will have forgotten your particular details; but they will remember by an
unconscious common sense how to apply principles to immediate circumstances."
-- Alfred Whitehead, The Aims of Education and Other Essays.
Marketing is not just selling or advertising. Rather, it is the business function that deals with customers' needs and
wants. Marketing management help companies to understand customer preferences, link that knowledge to
designing appropriate products and services for selected customers, and determine appropriate methods to
communicate, to capture, and to deliver value. The marketing management process is important at all levels of the
organization, regardless of the title applied to the activity. Keep in mind that effective marketing management
results not only from simply internalizing marketing facts and institutional detail, but also from systematic critical
thinking and the reasoned application of several general principles. With this in mind, the objectives of the course
To introduce you to marketing strategy formulation and to marketing program development.
To increase your analytical and problem solving skills by exposing you to a set of critical
marketing tools (i.e., techniques, theories, frameworks, concepts and models) for understanding,
dissecting and improving marketing programs.
To present examples of how firms organize their marketing efforts and manage their marketing
programs across a broad range of business settings (e.g., consumer packaged goods,
pharmaceutical, telecommunications, financial services, automobile industries).
To increase your understanding of the important issues in planning and evaluating marketing
programs through elements of marketing analysis.
To provide you with a forum (both oral and written) for presenting and defending your own
recommendations, and for critically examining others’ recommendations.
To accomplish these objectives, we will use a combination of lectures, discussions, case studies,
exercises, and readings.
The course is designed as an introductory survey of marketing topics that will introduce you to the theories,
terminology and frameworks of marketing. The course has two parts: a tactical portion and a strategic portion.
Strategic: The strategic portion focuses on identifying organizational competencies and using these
competencies to analyze industries and identify target markets.
Tactical: The tactical portion of the course reviews the methods that firms can use to optimize their
profits in the markets that they choose to target. Topics covered in the tactical portion include pricing,
promotion, distribution and product issues.
**The pace of this course is intense. Recognize that it covers in 7 weeks what is covered in a
typical 16 week semester.**
Lecture: The lectures will focus on principles, theories and applications. Discussions, questions and examples
from your own experience are strongly encouraged. Slides are posted on blackboard. The content reflect key
concepts you should be most familiar with. As such these slides may differ from those presented in class only in
the varied examples used to increase your understanding of key frameworks. Articles and other readings will also
Cases: As a method of learning, the case method is highly effective in sharpening your analytical abilities and
applying the theories, concepts and analytical devices discussed in class or in the readings. Each case highlights a
particular marketing issue or strategy reflected in real world situations. In discussing these cases, the nuances
involved in the decisions, tactics and market environment are brought to light and the applicability of the
concepts and frameworks from the text and lecture are amplified. The relevance (i.e., fit the pedagogical
objectives of the course) and interest (i.e., topical) of the case and NOT the age of the case are most important.
*Pay close attention to all exhibits in the cases.
Exercises: Individual and group assignments are completed both in and out of class to solidify your
understanding, and demonstrate practice and applicability of key frameworks.
ASSESSMENT & DETAILS
Class participation 15%
Individual case analysis 15%
Comprehension Check Exam 25%
Case Analysis and Presentation 15%
Marketing Project 30%
Report & presentation 15%
Peer evaluation 15%
F Below 60
****All written assignments should be turned in before that class session begins. Late submissions will not be
Note: Grades are non-negotiable and final grades can only be changed to correct calculation or input errors on
my part. If you have questions as to the validity of a grade this must be brought to my attention in writing within
one (1) week of the day/date the grade is posted.
Grades WILL NOT be determined by a standard bell curve whereby the majority of the class receives a ‘C’ and
the minority receives otherwise. Rather, grades will strictly depend on the number of points accumulated relative
to the total number of points allotted in the course.
**Note: All submitted work may be checked for plagiarism. To avoid discrepancies, be sure to cite appropriately works of others
that you are referencing. For details on what constitutes plagiarism, please visit http://academicintegrity.uncg.edu/
Class Participation (15%)
Effective classroom learning depends greatly on your preparation and active participation. Your attendance is
absolutely required. Each student must be prepared at all times to comment in any class session. To reinforce
this expectation, I may randomly select students at the beginning of the session and throughout the ensuing
discussion ,whether or not the student’s hand is raised.
Grading class participation is necessarily subjective. Some of the criteria for evaluating effective class participation
1. Is the participant prepared, and do his/her comments show evidence of analysis of the
case/article/readings, thereby adding to the group’s understanding of the situation/content/concepts?
Does the participant go beyond simple repetition of case/article/readings facts without analysis and
conclusions? Do comments show an understanding of theories, concepts, analytical devices presented in
class lectures or reading materials?
2. Is the participant a good listener? Are the points made relevant to the discussion? Are they linked to the
comments of others? Is the participant willing to interact with other class members?
3. Is the participant an effective communicator? Are concepts presented in a concise and convincing
Current Events: Scanning the environment, you will soon identify changes in current marketplace conditions.
Each week you can choose to present an article, ad, news release, etc from any current publication or credible
internet source. The topic should coincide with the topics for the class period. These discussions will increase
your knowledge and fuel your selection for your marketing project. Turn in a copy of the item with a short
summary of the issue/relevance.
Individual Case Analysis: (15%)
Each student will create a written analysis of the assigned case. The analysis must be typed (12 point font, double
spaced, 10 page maximum). Completed case analysis can be submitted at any time before the due date, but
no later than week 4, February 12th.
General case write-up guidelines: Provide a coherent, well-organized analysis, not simply a list of arguments
for or against a position. Be concise and do not spend time rehashing or paraphrasing the details of the case.
Focus on the specific issues raised in the discussion questions and be as direct as you can in your answers.
Grammatical errors, typos and poorly organized thoughts take away from the quality and credibility of your work
and will negatively affect your grade. See case analysis document on blackboard for extensive guidance on how to
prepare an analysis. *Pay close attention to all exhibits in the case.
The objective of the exam is to ensure that you understand the core concepts. I design exams to include 50-80%
of material from the textbook and lectures. Therefore, if you do not read the book, it will be difficult to pass the
exam and subsequently, the course. Be aware that I choose questions that are essentially of two types: (1) purely
informational questions and, (2) diagnostic questions. The purely informational questions require less thought, as
they merely test your exposure to, and memory of the material. Diagnostic questions, however, often cause some
degree of discomfort for those who are not accustomed to them. Their purpose is to determine whether you have
learned the material adequately to be able to recognize its applicability in a given situation. These questions ask
you to search your memory banks to determine what you have learned that is useful and appropriate to apply to
the situation with which you are faced.
Group Case Analysis & Presentation 15%
Each team will be responsible for presenting a case in the second half of the class on the date assigned. The
objective is to understand the critical issues the company faced at the time of the case, and the strategies and
tactics necessary to address the issue. Since the case represents a snapshot of a moment in time, you must go
beyond the timeframe of the case and provide updated information on the company and its current situation. To
do this, you must explore the company’s website, other online sources, periodicals and news articles. *Pay close
attention to all exhibits in the cases. Your group assignment is listed on the last page of this document.
Marketing Team Project: (30%)
Equally important to the learning process is to apply what you have learned in a real world setting. To accomplish
this, students will work in five to six person teams on a marketing project. A final report is due at the end of
Session 7. The maximum length is 19 pages of text (double spaced, 12-point font) not including tables and
appendices. To be fair to all groups, I will not read beyond that point.
1. Your group assignment is listed on the last page of this document.
2. E-mail to me a 1-2 page progress report by 11:59pm on Tuesday February 3rd indicating your final
selection and the issue you will address. Please identify your group by designated number, and include the
names of the team members.
Marketing Team Project Description
The goal of the project is to plan an integrated marketing program for a brand/product of your choice. Your
group should choose a small, well-defined project and the work effort should emphasize quality over volume.
The task ahead is the following.
a. Identify an existing product/brand issue being faced by a company. Completely analyze the
brand/product, focusing your analysis on marketing concepts and issues covered in this class (e.g.,
customer, competitor, industry, technology, government, product (features), pricing, distribution (incl.
sales force), advertising, sales promotion and analyses), which you feel are important in explaining the
issues involved and the differences between the brand/product you have chosen and its competitors.
Clearly outline your assumptions and thought processes.
b. Suggest actions and strategies (on each issue), which you feel would enable the product/brand to
improve its market position. Clearly outline your assumptions and thinking.
Your selection of a product/brand will have to be approved by the instructor, although you will be given
considerable freedom to follow your own interests. Since the project will require a significant amount of time and
effort, it is important that you select companies with products/brands in which you are personally very interested.
Some suggestions to increase the probability of generating a very good project are:
1. Start early – today!
2. Define the product/brand carefully. If you decide to pick products from large companies, such as IBM
and HP, carefully constrain the product class, e.g., laptops, so as to avoid a mega-corporation analysis.
3. Attempt to develop some structure before you go about collecting information. Be flexible in your
sources of information. Discussions with key executives, current and potential customers, competitors,
published information from public sources and the company, personal observations, etc. are all feasible
As you can tell, this type of project is a major undertaking, and cannot be meaningfully churned out in the last
week of class. Be cognizant of the calendar; recognize that data collection and analysis requires plenty of time.
Since we meet in only 7 sessions, communicating/meeting with your group members outside of class may require
extensive use of technology. This is strongly recommended. Discussion board, email access, virtual classroom
and file sharing will be available for each team via blackboard.
*Every effort will be made to allow for your group to meet in the last 20 minutes of each class. If there
are questions regarding the project, come see me early. Don’t wait until the last week when it’s too late to seek
Marketing Team Project Presentation
1. PowerPoint slides.
2. One (1) hard copy of presentation slides for instructor.
3. One (1) hard copy of the final report.
4. Present your project in 20 minutes in class (all team members must present)
5. All students must be present in class for each group’s presentation.
6. Marketing is both art and science…Be creative!!!! Consider using visuals (i.e., props, mock-ups, or actual
products) as part of your demonstration/presentation.
Final Report Format
Your report must be concise but comprehensive. Refer to the Appendix, pages A1-A15 in the text for organizing
your report, proper headings and content. At minimum, your report must include:
A title page identifying the members of the marketing team, product/brand and/or company name.
Overview of the company’s mission
Value proposition and existing marketing mix
Description of the issue and marketing strategy.
Recommendation (including but not limited to; marketing strategy, target markets and segments, 4p’s
and 4c’s, integrated marketing communications)
Contribution of Marketing Group Members
The business workplace is a social environment where you must work with others to achieve the goals and
objectives of the entire organization. Therefore, 50% of an individual’s group project grade will be based on the
work produced. In other words, 50% of YOUR project grade is in the hands of your peers.
Peer Evaluation: Each member of the marketing project teams will provide evaluative feedback on the
performance of each individual group member. You will give yourself a rating and provide comments on the
contributions each member (including yourself) made toward the successful completion of the project. The
ratings provided by each group member will be taken into account in the final calculation of the individual’s
total class participation. The onus is on you to contribute 100% toward the success of the project and to work
well with your team members.
A peer evaluation form will be made available via blackboard to each student in each group before the last
day of class. Each student will award from 0 to 100 points for each member's efforts on the project and the
sum will be averaged. In addition, you will have an opportunity to comment on the quality of each team
member’s contribution to the successful completion of the project.
Group Presentation Rubric
Group presentations will be graded based upon the following set of criteria:
Included here is whether the group has substantially and fully examined and identified the issues, problems, and
understands the key differences between the product/brand and existing competitors. Has the group presented
realistic alternatives, realistic objectives, and sound implementation strategies.
Included here are the layout, content, and readability of the slides or other forms for electronically presenting the
material. This encompasses the applicable slides, a situation analysis, problem definitions, alternatives, and
recommendations. Also taken into account is the professionalism of the presenters.
Included here; the correctness of answering questions from the instructor and/or audience members. Also
includes preparation by the student members, all of the relevant facts, figures, assumptions, recommendations, and
strategies of the group.
We subscribe to the UNCG professional standards. Please arrive on time for class with uninterrupted attendance
for the duration of the class. I will endeavor to end class on time. Furthermore, please maintain a professional
atmosphere. This includes, but is not limited to, using respectful comments and humor, employing appropriate
manners and decorum, utilizing computers and technology suitably (e.g., silencing wireless devices, no web-
browsing or emailing), and refraining from distracting or disrespectful activities (e.g., avoiding side conversations
and games). Refer to the following for more details on school policies and procedures:
Absence: If you miss more than 1 class in a 7-week session, you should not expect to receive a passing grade. If
you must miss a class, the onus is on you to connect with your classmates to get up to speed on the material
covered, handouts, etc.
*****The instructor reserves the right to make changes to this document as needed.*****
Note that occasionally, changes in the schedule of the course, or in the assignments, are announced during class.
Equally, materials may be added to increase your knowledge and efficiency in a particular subject area, as well as
articles to read in preparation for the next class. It is your responsibility to connect with your classmates to ensure
that you have received all of the changes, handouts, etc.
Computer use is not necessary in class and often proves to be a distraction rather than an aid in the learning
process. Therefore, I strongly suggest no open laptops in class. However, if you use your laptop for efficiency
in taking notes, you must restrict use to this activity only. Surfing, IM and other unrelated use of your laptop is not
permitted in class.
Academic Integrity: Students are expected to recognize their responsibility to uphold the Academic Integrity
Policies of UNCG. Failure to do so will result in Academic Integrity Sanctions as stipulated by the university. You
are encouraged to review these policies at http://academicintegrity.uncg.edu/complete/ .
Inclement Weather: We will follow the directions of the institution.
MBA 606.01 Marketing Management Introduction
Talk Sheet. Please complete for first class meeting Draw your self-portrait
This sheet will be collected
1) Undergrad school: _________________________________
2) Undergrad major: __________________________________
3) Years work experience: _____________________________
4) What did you do before you started the program? Describe your work experience:
5) List any other marketing classes you’ve had (include undergrad and high school, please):
6) Rate your level of expertise with marketing (Circle one):
1 2 3 4 5 6 7 8 9 10
I can list the 4Ps I can explain terms like P&G calls
Marketing is too
of marketing positioning, PLC & me for
squishy for me
competitive landscaping advice
7) Best marketer company/person:__________________________________________________
8) Worst marketing tactic: _________________________________________________________
9) Back when I had a life (or more of a life) before pursing my MBA, I used to do this for fun:
(Please list only legal activities and things you’d let your mother read…thanks)
10) When I was a kid, I wanted to be a ____________________________________ when I grew up.
11) Complete this statement: “In 10 years, I plan to be ____________________________________”
12) The worst thing about being in school: _____________________________________________
13) The best thing about being in school: _______________________________________________
14) What do you expect from this class? (I strongly suggest that you NOT put a letter grade):
15) Please share a little known fact about yourself (this one will be read to the class):
Course Schedule and Reading Assignments
Session Date Topics Preparation Class Activities
1 1/22 Understanding marketing Personal information form
management Chapter 1 & 2 Introductions
Dynamics of marketing Syllabus & overview of the course
strategies Marketing Groups & Project
2 1/29 Environmental scanning Chapter 3 Lecture 2
Marketing research Chapter 4 (pp. 101-116) Team 1 Case: Enterprise Rent-A-Car
Creating customer value Chapter 5 ***MARKETING PROJECT PROGRESS REPORT DUE 2/3 BY
11:59PM VIA EMAIL
3 2/5 Understanding consumer Chapter 6 Lecture 3
markets Chapter 8 Team 2 Case: Saturn: An Image Makeover
Segmentation and targeting
4 2/12 Understanding Branding Chapter 9 Lecture 4
Equity and Positioning Chapter 10 Team 3 Case: THE GAP
Knowing the Competition Chapter 11 *** INDIVIDUAL CASE ANALYSIS OF STARBUCKS DUE
5 2/19 Products, Services and Chapter 12 Lecture 5
Pricing strategies Chapter 13(pp. 400-414) Team 4 Case: Exxon Mobil
Chapter 14(pp. 430-449) ***COMPREHENSION CHECK: EXAM (75 MINUTES)
COVERING WEEKS 1-4
6 2/26 Marketing Communications Chapter 17 Lecture 6
Tapping into Global Markets Chapter 18 Team 5 Case: Wal-Mart Takes On the World
Chapter 21 Article: Integrated Marketing Communications: An Effective, Comprehensive
7 3/5 Marketing Project 20 min presentation and Q&A each team. Each team member must
Group Presentations present.
CASES, DUE DATES AND TEAMS LEADING THE DISCUSSION
1. 1/29 Case: Enterprise Rent-A-Car www.Enterprise.com
2. 2/5 Case: Saturn: An Image Makeover www.Saturn.com
3. 2/12 Case: The Gap www.gapinc.com
3. 2/19 Case: Exxon Mobil www.exxonmobil.com
4. 2/26 Case: Wal-Mart Takes On the World www.walmart.com
1. Read the case
2. Answer the questions at the end of the case.
3. Extend beyond the case content. Based on the information provided on the company’s website and other sources, re-examine the questions
keeping in mind the concepts discussed in the chapter. Update the case indicating the current situation of the company.
4. Also consider the following:
a. Describe the company’s competitive advantage.
b. How does the company’s website support this competitive advantage?
c. Perform a preliminary SWOT analysis.
d. Identify the target markets.
e. What issues exists for the company/brand/product?
5. Lead the class discussion:
a. Give a brief overview of the issues involved in the case
b. Discuss your findings relative to the questions posed and the additional information gathered from the website and other sources.
♦ MBA 606.01 ♦ Marketing Management ♦
Team A1 Team A2 Team A3 Team A4 Team A5
Abernathy, Shane Ahmad, Danyal Bedoya, Sandra Chapman, Latisha Johnson, Stuart
Dvoskin, Alan Haymes, Jennifer Herrick, Brad Nicoletta, Dana Shannon, Sharron
Koewing-Scott, Erin Mecham, Matt Moten, Margaret Reynolds, James Spivey, Christopher
Swanson, Jonathan Schlosser, Jason Terry, Paul Tew, Ryan Wehrly, Carrie