Required Materials: Primis Casebook, McGraw-Hill, Inc.
Course Packet of Readings - available at CopyWorks or at the Reserve Desk in the library
Suggested books: While not required, these books are useful references for course material:
1. Strategic Marketing Management (1995), 4th edition, David
A. Aaker, Wiley.
2. Marketing Strategy-Planning and Implementation (1996),
2nd edition, Walker, Boyd, and Larreche, Irwin.
3. Basic Marketing Management (1995), Dalrymple and Parsons,
Wiley.
4. Analysis for Marketing Planning (1991), 2nd edition,
Lehmann and Winer, Irwin.
5. Hearing the Voice of the Market (1991), Barabba and
Zaltman, Harvard Press.
Course Description: The combination of BusAd 543 and BusAd 553 provides an overview of the issues related to and the practice of marketing management in business. BusAd 543 will focus on macro issues related to marketing, including the role of marketing, customer analysis, market segmentation, competitive analysis, and marketing opportunities. BusAd 553 will focus on micro issues related to marketing, including product strategy, pricing, distribution, advertising/promotion, and marketing planning.
Course Prerequisite: Graduate classification is required for BusAd 543. BusAd 543 is required for BusAd 553.
Course Format: The course will be presented using lectures and case analysis. Class discussion and group presentations will be incorporated into the class structure. Student participation is essential to maximize student learning. Tests will be take-home exams.
Class Requirements:
1. There will be a total of eight (8) case assignments over the two courses, i.e., 4 cases will be assigned during 543 and 4 cases will be assigned during 553. Each student is required to read and understand the cases before the scheduled dates for class discussion. A group case analysis will be completed for two cases during 543 and two cases during 553. For the other four cases, a case summary will be completed (see #2 below.) Each group case analysis will be worth 100 points. The case analysis should follow the format provided at the end of this syllabus. Analyses must be word-processed with one-inch margins. Page length will vary, but you will probably require a minimum of 5 pages to adequately cover the necessary information. All case analyses will be due at the beginning of the class period when the case discussion is scheduled. On the week when your group case analysis is due, group members will be responsible to lead class discussion about the assigned case.
2. Two case summaries will be completed during 543 and two will be completed during 553; case summaries will be worth 10 points each and will be due at the beginning of the class period on the day the case is discussed in class. Case summaries should be no more than 1 page in length and word-processed. The content of the summary should be a concise analysis of the problems and issues presented in the case and possible solutions.
3. There will be two take-home essay-type exams. The first exam will integrate material from 543 and will be due on Monday, September 30th, by 10:00 am. The second exam will integrate material from 553 and will be due on Monday, November 4th, by 10:00 am. Late exams will receive an automatic 5% grade reduction per day. Each exam will be worth 100 points.
4. Class participation is worth a total of 50 points for 543 and 50 points for 553. Participation is expected not only in the form of class attendance, but also in the form of active participation in class discussions, thoughtful questions, and sharing of ideas. Note: Being in class is not enough—you must also participate to do well on this portion of your grade!
Tentative Schedule (schedule is subject to change)
Date Topic Required Reading
August 27 Introduction/Role of Marketing in Organizations & Society
Levitt (1986)
Case Method McKenna
(1991)
29 Customer Analysis Barabba &
Zaltman (1991)
Jones
& Sasser (1995)
September 3 Case: Fieldcrest: St. Marys Blankets
5 Competitive Analysis
10 Case: The Parker House
12 Measuring & Forecasting Market Opportunities Georgoff& Murdick (1986)
17 Case: Evergreen Paper Company
19 Market Segmentation/Product Differentiation
BusAd 543 take-home exam assigned
24 Case: TenderCare Disposable Diapers
26 Marketing Strategy Prahlad&Hamel
(1990)
30 BusAd 543 Take-home exam due by 10:00 am
October 1 Marketing Strategy/Product Strategy Aaker (1991)
3 Product Strategy/Brand Management
8 Case: Loctite Corp.: Industrial Products Group
10 Pricing Cooper & Kaplan (1988)
15 Case: Deere & Co.: Industrial Equipment Operations
17 Distribution Moriarity & Moran (1990)
22 Case: Granville Island Brewing Co.
24 Advertising/Promotion Jones (1990)
BusAd 553 take-home test assigned Buzzell
et al. (1990)
Abraham
& Lodish (1990)
29 Case: Montecito State College
31 Marketing Planning, Implementation, & Control Walker
et al. (1996)
Goetsch
(1994)
November 4 BusAd 553 Take-home exam due by 10:00 am
Case Method
Case analysis includes the following four steps:
1. Define the problem.
2. Formulate the alternatives.
3. Analyze the alternatives.
4. Recommend a solution.
You should:
1. only use the data provided in the case, i.e., do not gather
outside information.
2. examine quantitative information with appropriate analyses.
3. be objective in your analysis.
The written report should:
1. include a brief summary of the case (no more than 1 paragraph)
2. address each of the issues required in the analysis.
3. include, as supplementary material, any quantitative analyses
that contribute to your solutions.
4. be professional-looking, i.e., no spelling or grammatical
errors, word-processed, organized.
5. clearly present your analysis and decisions.
Leadership of class discussion:
1. should include a brief summary of the case.
2. direct discussion related to case analysis.
3. should involve being able to elicit ideas from other class
members and to objectively question those ideas.
4. should encourage the class to formulate a clear and concise
statement of the case solution.
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CASE SCHEDULE
Group case analyses and leadership of case discussion are assigned according
to the following schedule:
DATE CASE ASSIGNED GROUPS CLASS DISCUSSION
543
9/3 Fieldcrest 1, 2, 3, 4,
5, 6 1, 2
9/10 Parker 7, 8, 9, 10, 11, 12
7, 8
9/17 Evergreen 1, 2, 3, 4, 5, 6
5, 6
9/24 TenderCare 7, 8, 9, 10, 11, 12
10
553
10/8 Loctite 1, 2, 3, 4, 5, 6
3
10/15 Deere 7, 8, 9, 10, 11, 12
9
10/22 Granville 1, 2, 3, 4, 5, 6
4
10/29 Montecito 7, 8, 9, 10, 11, 12 11,
12