MBA 8601---Spring 2000
ASSIGNMENTS AND SCHEDULE
WEEK 1
Jan.13
TOPICS: Introduction to course. Overview of macro-marketing and managerial marketing.
Discussion of case approach and course requirements. Role of marketing in organization and society.
CHS: 1(D&P). Q. 1, 2, 8. P. 20-21.
WEEK 2
Jan.20
TOPICS: Developing Marketing Strategy. Discussion of mission statements and SBUs.
Consumer behavior and analysis. Consumer decision processes. Financial and quantitative aspects of
marketing decisions. TEAM ASSIGMENTS.
CHS: 2, 3 (D&P); Q. 1, 2, 8. P.40. Q. 2, 3, 7. P. 68-69.
1, 2, 3 (K&P); Problems, pp. 44-47. Handout problem for Ch. 5 (K&P).
RDG: “King Customer,” BW, Mar. 12, 1990, pp. 88-92.
“Strategic Planning,” BW, Aug. 26, 1996, pp. 46-52.
“The ‘click here’ Economy,” BW, June 22, 1998, pp. 122-128.
WEEK 3
Jan. 27
TOPICS: Market segmentation, Targeting and product differentiation. Opportunity analysis. Competitive
analysis. Concept of marketing mix. Product positioning.
CHS: 4, 5 (D&P). Q.1, 6, 7. P. 88-89; Q2, 4, 7. P. 115-116.
RDG: “Stalking the New Consumer,” BW, Aug. 28, 1989, pp. 54-62.
“Make It Simple,” BW, Sept. 9, 1996, pp. 96-104.
WEEK 4
Feb. 3
TOPICS: Marketing research techniques and methods. Data-based marketing. Relationship
marketing.
CHS: 6 (D&P); 5 (K&P)
RDG: “Data-Based Marketing,” BW, Sept. 5, 1994, pp. 56-62.
“Preventing the Premature Death of Relationship Marketing,” HBR, Jan-Feb., 1998, pp. 42-50.
Note: Text coverage of the above topics is very light. Supplemental lectures will be given to adequately
cover these topics.
CASE: Dowbrands Ziploc, p. 140(K&P)
Team 1, oral presentation
Team 3, written analysis
WEEK 5
Feb. 10
TOPICS: Global Marketing. Comparative advantage of nations. Global environment scanning variables.
Global market-entry strategies.
CHS: 16( D&P)
RDG: “GE’s Brave New World,” BW, Nov. 8, 1993, pp. 64-70.
“P&G’s Hottest New Product: P&G,” BW, Oct. 5. 1998, pp. 92-96.
CASE: Soft and Silky, p. 176 (K&P).
Team 2, oral
Team 4, written
WEEK 6
Feb. 17
TOPICS: The Product/Service Variable. Product mix decisions. Classification of consumer and industrial
goods. Why new products fail. The new product development process. Cross-functional NPD teams.
CHS: 6&7( D&P)
RDG: “FLOPS,” BW, Aug. 16, 1993, pp. 76-82.
CASE: Frito-Lay, p. 227 ( K&P)
Team 3, oral
Team 5, written
WEEK 7
Feb. 24
TOPICS: Product and brand management. Product life cycle. Extending product life cycles.
CHS: 8 ( D&P)
RDG: “Branding on the Net,” BW, Nov. 9, 1998, pp. 76-85.
CASE: Perpetual Care Hospital, p239 (K&P)
Team 4, oral
Team 1, written
Mar. 2
SEMESTER BREAK
WEEK 8
Mar. 16
Individual meetings for discussion of term paper topics. Please have your topic chosen by this date.
WEEK 9
Mar. 16
TOPICS: Services marketing. Differences in products and services. Managing the marketing of services.
CHS: 9(D&P)
RDG: “Are Tech Buyers Different,” BW, Jan. 26, 1998, pp64-68.
CASE: P&G’s Scope, p.271 (K&P).
Team 5, oral
Team 2, written
WEEK 10
Mar.23
TOPICS: Distribution channel management. Direct vs. indirect channels. Dual distribution. Power and
conflict in distribution channels.
CHS: 11, (D&P)
RDG: “Reinventing the Store,” BW, Nov. 27, 1995, pp. 85-86.
CASE: Godiva Europe, p. 365 (K&P).
Team 1, oral
Team 3, written
WEEK 11
Mar. 30
TOPICS: The Promotion variable. Promotion mix. Development of advertising, sales promotion, and
personal selling programs.
CHS: 12, 14, 15 (D&P)
RDG: “The New Hucksterism,” BW, July 1, 1996, pp. 76-84.
“ Web Ads Start to Click,” BW, Oct. 6, 1997, pp. 128-138.
CASE: Goodyear Tire Company, p. 419 (K&P).
Team 2, oral
Team 4, written
WEEK 12
Apr. 6
TOPICS: The Price variable. Pricing strategies and techniques. Pricing and the PLC.
CHS: 10(D&P)
RDG: “Stuck,” BW, Nov. 15, 1993, pp.146-155.
“You’ll Charge What I Tell You to Charge,” BW, Oct. 6, 1997, pp. 118-120.
CASE: Burrough’s “Retrovir,” p.482 (K&P)
Team 3, oral
Team 5, written
WEEK 13
Apr. 13
TOPICS: Marketing Planning, Implementation, and Control
RDG: “Two-tier Marketing,” BW, Mar. 17, 1997, pp. 82-90.
CASE: Macon Institute, p. 559 (K&P)
Team 4, oral
Team 1, written
April 20
EASTER RECESS
WEEK 14
Apr. 27
WRAP UP----TERM PAPERS DUE.
Course evaluations and feedback.
CASE: FEMSA Cerveza, p.651 (K&P)
Team 5, oral
Team 2, written
WEEK 15
May 4
FINAL EXAM ***date is tentative***
NOTE: Since marketing and technology change rapidly, additional assignments may be made on a weekly basis. All the
above articles are on reserve in the Falvey library. Business Week subscribers can access many of the articles through the
Business Week web site. Many of the articles are also available at http://www.vill.edu/~vbl/rweb/mba8601.htm. Unless
you are a Villanova RAS subscriber, you need to go through the Proxy server at
http://www.villanova.edu/~vbl/proxy/proxy.htm. Instructions are available at this location. Basically, this server
forwards requests for web resources from authorized users. The above link is also available from Campus computing
locations.