Course Title:                GB 604 Marketing Management

 

Course Instructors:       Jeffrey M. Wachtel, Ph. D.,   e-mail: [email protected]

 

Contrary to what some believe, marketing management is not the art of creating false value through slick advertising and manipulation of public opinion.

 

Rather, marketing management is the conscious effort to achieve desired exchange outcomes with customers through application of the marketing concept which holds that the main task of a company is to determine the needs, wants and preferences of a target group of customers and to deliver the desired satisfactions.  The marketer’s basic skill lies in influencing the level, timing and composition of demand for a product, service, organization, place, person, idea or some form of information.  Current thought emphasizes developing long term relationships with customers.  Marketing management is an organizational function which, although commonly delegated to one department (i.e., the marketing department) really has to be a shared responsibility of all organization members.  Related topics include:  the marketing model. market orientation, marketing planning process, management of customer satisfaction, competitive advantage, relationship marketing, marketing strategy and programs, marketing organization, marketing information and intelligence, implementation strategy and internal marketing.

Central to maintaining long term relationships with customers are the following continuous activities:

1. monitoring of the needs and wants of the firm's customers and the identification of new customer segments;
2. ongoing improvement of existing products/services and development of new products/services  with attributes and benefits that exceed customer expectations;
3. constant search for product/service delivery approaches that more closely coincide with customer lifestyles and at prices that match or are below their psychological expectations;
4. delivery of superior communications about the product to the firm's customers.

Course Delivery Style:

1.       Lecture, Power Point Presentations, Socratic Method, Videos and Brainstorming.

2.       Interactive discussion in large and small groups.

3.       Participation through presentation as a learning method.

4.       Team project preparation, investigation culminating in a team written report.

 

Recommended Readings:

q       Kotler, Philip, Marketing Management, Millennium edition. Prentice Hall, 2003

q       Cases to be handed out in class

q       Web Sites, Newspaper, Business Magazines, Academic Journals

Course Structure: M=Morning, A=Afternoon

 

 

Grading System:

Attendance*                                                                 10%

Case Team Discussion/Presentation                         10%

Individual Promotion                                        10%

Team: New Product/Service Marketing Plan            30 %

Final Examination                                                        40 %

                                                                                    100 %

 

*Attendance at 80% of class time is required.  There is no make-up assignment for attendance.  Job responsibilities are not an excuse to miss class.  Please make appropriate arrangements with your employer so that you are able to attend all class sessions. 

 

Case Team Discussion/Presentation: Teams will work on cases in class and be prepared to present their findings to the class.  You must be present and working actively to help your team with the case in order to receive this credit.  Help your team!  Please do not engage in “social loafing.”

 

Individual Promotion Assignment (10%):  Create a promotion (i.e., print color advertisement, radio or television commercial, web page, brochure, sales promotion, etc.) equivalent to 1 page of information with color and graphics.  You may use cut and paste of graphics from magazines and similar short cuts to do this assignment.  Also, write a one page bullet form summary of the promotion’s target market and any other details about the advertisement or expected effectiveness you deem appropriate.  Be prepared to present this to the class in either small groups or the whole group.  Be creative!

 

Team New Product or Service Strategic Marketing Plan (30%): 

 

Working in teams, your team will conduct research and develop a new product/service offering for an existing or new market, and then develop the product, price, place, promotion strategies to be presented both in writing (Strategic Marketing Plan) and orally to the class who will act as the Board of Directors for a Venture Capital Company interested in new ventures.

 

Final Examination (40 %):

 

The final examination will cover all of the course material.  It will be a multiple choice and true or false objective examination. One piece of standard sized paper with notes is allowed to be taken into the exam.

 

Related Literature to Peruse for Marketing Management information: The Bangkok Post, The Nation, The Asian Wall Street Journal, Business Week, Journal of Marketing, Journal of Advertising, Marketing News,             B2B (weekly) and:

            Advertising Age (w)

            CRM (m)

            Sales and Marketing Management

            American Demographics (m)

            E-Marketing (m)

            Inbound Logistics (m)

            Marketing News (bi-w)

            SAM (Sales, Advertising, Marketing)

            Journal of Marketing (q)

            Journal of Retailing (q)

 

Other Business Journals of Interest:

            International Newspapers or news services accessed online (e.g.,  www.drudgereport.com has links to many international newpapers, columnists, as well as news services).

AWSJ

            Fortune

            Forbes

            Business Week

            HBR

            Fast Company

            Wired

            INC

            Business 2.0

            Business People

            Entrepreneur

            Smart Business

 

 

 

Additional Suggested Reading: Aufreiter, Nora; Ouillet, Pierre-Yves; and Scott, Mary-Kate. 2001. “Marketing Rules.” Harvard Business Review, February, 30-31. Chartier, John. 2002. “K-Mart Faces Image Issues.” CNN Money, http://money.cnn.com/2002/01/23/companies/kmart/index.htm Clancy, Kevin J.; and Trout, Jack. 2002. “Brand Confusion.” Harvard Business Review, 80(3): 22. Day, George S.; and Montgomery, David B. 1999. “Charting New Directions for Marketing.” Journal of Marketing, 63(Special Issue): 3-13. Deshpande, Rohit. 1999. “What are the Contributions of Marketing to Organizational Performance and Societal Welfare?” Journal of Marketing, 63(Special Issue): 164-167. Goscinny & Uderzo: 1978. “Positioning Strategy in Ancient Rome.” in Readings in Marketing Strategy, 2nd Ed., Scientific Press, Redwood, CA.: 199-202. Grant, Colin. 1999. “Theodore Levitt’s Marketing Myopia.” Journal of Business Ethics, 18: 397-406. Gulati, Ranjay; and Garino, Jason. 2000. “Get the Right Mix of Bricks and Clicks.” Harvard Business Review, May-June: 107-114. Kim, W. Chan; and Mauborgne, Renee. 1999. “Creating New Market Space,” Harvard Business Review, Jan-Feb: 83-93. Levitt, Theodore. 1975. “Marketing Myopia.” Harvard Business Review, 53: 26-44, 173-181. Peppers, Don; Rogers, Martha; and Dorf, Bob. 1999. “Is Your Company Ready for One-To-One Marketing?” Harvard Business Review, January-February: 151-160. Richard, Michael D.; Womack, James A.; and Allaway, Arthur W. 1992. “An Integrated View of Marketing Myopia.” Journal of Consumer Marketing, 9(3): 65-71. Roche, Eileen. 1999. “Why Line Extensions Often Backfire.” Harvard Business Review, March-April: 19-22. Sheth, Jagdish; and Sisodia, Rajendra. 1999. “Revisiting Marketing’s Lawlike Generalizations.” Journal of the Academy of Marketing Science, 27(1): 71-87. Trout, Jack; and Ries, Al. 1972. “The Positioning Era Cometh.” in Readings in Marketing Strategy, 2nd Ed., Scientific Press, Redwood, CA.: 181-191. Urbany, Joel E. 2001. “Are Your Prices Too Low?” Harvard Business Review, 79(9): 26-27.

 

 

 

Revised as of October 26, 2004
 

 

Revised as of October 26, 2004