Marketing Management
Shih Hsin University International MBA Program
Summer 2007
The Institute of International Management is dedicated to providing a quality teaching and
research environment to provide students with a broad, integrated knowledge of management
in preparation for successful careers in business, government or academia.
General Program Learning Goals (goals covered by this course are indicated):
1
Graduates should be able to communicate effectively verbally and in writing.
2
Graduates should solve strategic problems with a creative and innovate approach.
3
Graduates should demonstrate leadership skills demanded of a person in authority.
4
Graduates should think with a global management perspective.
5
Graduates should possess the necessary skills and values demanded of a true professional.
Instructor: Darryl W. Miller, Ph.D. and Charles Kuan-Yao Chiu, Ph.D
Office Hours:
Email: darryl.w.miller@uwrf.edu
Course Description:
Examination of the strategic marketing management process. Topics include:
strategic planning; ethics; financial analysis for marketing; market opportunity
analysis; market targeting; positioning and; marketing mix development; global and
e-commerce perspectives are emphasized throughout.
models are used.
Case analysis and marketing
Course Objectives:
This course is designed to help you develop strategic marketing decision-making
skills. You will learn to apply these skills to: 1) strategic marketing planning; 2)
market opportunity analysis and targeting; 3) marketing mix decisions; and 5) ethical
issues.
Format: This course involves a case analysis approach in which you will develop and
employ both qualitative and quantitative skills. We will begin each unit with
discussion of the main principles and marketing management models treated in the
assigned text reading. These principles and models will be subsequently applied in
the case analyses.
Instruction Materials:
Kerin & Peterson (2007), Strategic Marketing Problems: Cases & Comments, 11th
ed.
Course Requirements:
Grade:
Cases: We will use cases for both in-class discussions and formal analyses. Most
cases assigned can be found in the textbook. We will provide others in pdf files. We
will analyze seven major cases. You will be asked to complete a formal written
solution for each case except one for which you will analyze as part of a team. Team
will present solutions orally and visually to the class. Class discussion of each case
will begin with each presentation.
Distribution of Points:
Written Case Analyses 600
Case Presentation
Total
Grading Scale:
100
700
Class Meeting Schedule:
Date
Topic
July 2
Strategic Planning
July 3
Ethical Issues
July 4
Financial Analysis
July 5
Opportunity Analysis
Case
Toucon Collections
Cal Valley Wine Case
Financial Exercises
O&E Farm Case
July 6
Opportunity Analysis
Jones Blair Company*
July 7:1
Product Management
Dr. Pepper/7up Squirt*
July 7:2
Product Management
Peace Memorial Hospital*
July 10
Marketing Communications Drypers Corp.*
July 11
Distribution Strategy
Goodyear Tire & Rubber Co.*
July 12
Pricing Strategy
Augustine Medical, Inc.*
July 13
Reformulation Strategy
Circle K Corp. *
*Each of these cases will formally analyzed and presented for a grade.
dule: