MAR6815-521, 3 Credit Hours
MBA Marketing Management
Fall 2015, SMC B229
Saturdays, 1:30-5pm
9/19/2015
Instructor: Dr. Kirk R Schueler
Office: C233
E-Mail: kschueler@sar.usf.edu
Office Telephone: 941 359-4576
Office Hours: Tues 4-5:30, Wed 12:30-1:30, Sat 12-1 (during MBA session) and by appointment
COURSE TOPICS: This course will cover the following content areas:
1. Understanding Marketing Management
2. Connecting with Customers
3. Building Strong Brands
4. Shaping the Market Offerings
5. Delivering Value
6. Communicating Value
7. Managing the Marketing Organization for Long-Term Success
COURSE DESCRIPTION: The competitive nature of today’s global business world requires managers to constantly search
for new opportunities and ways in which to improve existing products, services and the ways in which they are marketed. A
truly market-driven enterprise will continually strive not only to understand the needs, wants and values of its customers but
to create strategies and tactics that will retain existing customers and attract new ones. The comprehensive organization of
these strategies and tactics is known as the marketing plan and this plan includes: (1) identifying opportunities for delivering
discernibly superior value to customers; (2) positioning the firm and its brands and services in the marketplace to obtain the
best match between distinctive capabilities and value producing opportunities; (3) recognizing the potential benefits of
partnering with customers, suppliers, distribution channel members, internal functions, and even competitors; and (4) shaping
the design of the organization to implement and manage the marketing strategies and activities. Throughout this course
students will learn how to devise and implement a marketing plan. Course Objectives: The focus of this course is to develop
the skills and tools required to design, develop, defend, and execute a marketing plan. A sound marketing plan will
incorporate elements of product/service design, promotion, pricing, distribution, and customer experience. If the firm is to
serve its customers well, and some experts believe that the only purpose for a firm to exist is to serve its customers, then all
of these elements must be thoroughly examined, alone and together, for their impacts on the customer population.
COURSE OBJECTIVES:
1. Apply basic marketing principles to real world situations.
2. Develop strategies and tactics for solving marketing problems. 3. Analyze a firm’s environmental and business situations. 4. Effectively analyze cases and present convincing recommendations.
5. Contribute effectively as member of team.
6. Craft a comprehensive and defensible marketing plan.
7. Communicate strategy choices and recommendations, based on sound marketing and financial reasoning, to all people regardless of whether they are familiar or unfamiliar with marketing principles.
COURSE STUDENT LEARNING OUTCOMES:
Upon completion of this course, students will be able to:
1. Operate cooperatively and effectively as member of a team.
2. Present concepts and recommendations convincingly in oral and written form.
3. Demonstrate quantitative and qualitative analytical skills.
4. Synthesize concepts and demonstrate ability to effectively apply them.
5. Apply course material to practical situations and opportunities.
TEXT AND MATERIALS:
A.
Text: A Framework for Marketing Management, Kotler and Keller, 6th Edition, Pearson Learning ISDN
9780133795028
B.
Materials: Casepack of 6 Harvard Business Review Cases
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CANVAS USE:
The class syllabus is posted in Canvas, an online course management system. In this class Canvas will be used for posting
of class materials and grades. Any revisions to syllabus will be posted to Canvas with date of revision noted.
Information on how to use Canvas is available at: http://usfsm.edu/elearning
Canvas is accessible via the myUSF online web portal, or directly at http://learn.usf.edu.
COMPUTER LAPTOP USE
USFSM requires all students to have laptops that can be brought with them to class.
Laptops are permitted in class but use is restricted to class specific material and tasks. Inappropriate use will result
in suspension of permission of laptop use for the offending student.
PLAGIARISM PREVENTION
The University of South Florida has an account with an automated plagiarism detection service which allows student
assignments to be checked for plagiarism. I reserve the right to ask students to submit their assignments to Turnitin through
Canvas. Assignments are compared automatically with a database of journal articles, web articles, and previously
submitted papers. The instructor receives a report showing exactly how a student’s paper was plagiarized.
PLEASE REMOVE YOUR NAME FROM THE BODY OF YOUR PAPER AND REPLACE IT WITH YOUR USF ID#.
ALSO REMOVE YOUR NAME FROM THE FILE NAME AND REPLACE IT WITH YOUR USF ID# (e.g.,
“U12345678 Essay 1.docx”) BEFORE SUBMITTING IT TO TURNITIN.
Pursuant to the provisions of the Family Educational Rights and Privacy Act (FERPA), students are requested to maintain
confidentiality as a way to keep their personal contact information (i.e. name, address, telephone) from being disclosed to
vendors or other outside agencies. By your submission, you are also agreeing to release your original work for review for
academic purposes to Turnitin.
GRADING, EVALUATION AND ATTENDANCE POLICIES:
A. Individual Participation grades are based on attendance and contributions and are on a scale of 1-10. To
earn a 10, a student must attend all classes and make regular contributions that demonstrate critical
thinking and mastery of course concepts. All students are expected to attend all class sessions. If you
have a legitimate priority (illness, job conflict, …) that prevents you from attending a specific class, email the professor prior to the class and be prepared to substantiate legitimacy of request. Unexcused
absences will decrease your grade.
B. Tests will include multiple choice, fill in the blank, and short essay and application questions. Each test
will be worth 10 points. Grading will be done based on stated points for each question and total score
will be translated to 10 point scale. To receive full points, answers must be complete and accurate. Partial
points may be awarded for answers that are not fully complete but generally accurate.
C. All students are to be prepared to discuss all 6 cases. Written Case Evaluations are to be completed
individually not as a team. Each student will be assigned two cases for written evaluation. A template
for write-up will be posted on CANVAS and discussed in the introductory class.
D. Team assignments will be given a grade based on the accurate application of course concepts, persuasive
delivery, demonstration of creativity, and likelihood of success based on course concepts and professor’s
experience and knowledge. Individual team members will earn the team grade if they fully contribute to
the assignment. Team members will grade the contribution of individual team members including
themselves. If one or more students fail to meet the expectations of the team, their grade will be adjusted
downward. In rare circumstances, a team member that clearly exceeds expectations and raises the team
performance, may receive an upward adjustment in the grade.
E. Every effort should be made to complete assignments, presentations and test per the course schedule. If
there are legitimate reasons to miss a deadline, make up assignments may be offered and alternate test
or timing considered. Contact the professor to arrange changes when legitimate and verifiable.
F. Grade Components and Weights:
1. Individual Participation
10 points
2. Tests (2x10)
20 points
2. Case Evaluations (2 x 10)
20 points
3. Team Presentations (2 x 5)
10 points
4. Marketing Plan Write-Up
20 points
5. Marketing Plan Presentation
20 points
Total
100 points
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F. Points will translate to grades based on school’s grading system. Should the professor determine that it
is appropriate for fairness purposes, he will curve the points to fit an appropriate grade distribution.
USFSM AND USF SYSTEM POLICIES
A. Academic Dishonesty: The University considers any form of plagiarism or cheating on exams, projects,
or papers to be unacceptable behavior. Please be sure to review the university’s policy in the USFSM
Catalog, the USF System Academic Integrity of Students, and the USF System Student Code of Conduct.
B. Academic Disruption: The University does not tolerate behavior that disrupts the learning process. The
policy for addressing academic disruption is included with Academic Dishonesty in the USFSM Catalog,
USF System Academic Integrity of Students, and the USF System Student Code of Conduct.
C. Contingency Plans: In the event of an emergency, it may be necessary for USFSM to suspend normal
operations. During this time, USFSM may opt to continue delivery of instruction through methods that
include but are not limited to: Canvas, online conferencing/collaboration tools, email messaging, and/or
an alternate schedule. It is the responsibility of the student to monitor Canvas for each of their classes
for course specific communication, as well as the USFSM website, their student email account, and
MoBull messages for important general information. The USF hotline at 1 (800) 992-4231 is updated
with pre-recorded information during an emergency. See the Campus Police Website for further
information.
D. Disabilities Accommodation: Students are responsible for registering with the Office of Students with
Disabilities Services (SDS) in order to receive academic accommodations. Reasonable notice must be
given to the SDS office (typically 5 working days) for accommodations to be arranged. It is the
responsibility of the student to provide each instructor with a copy of the official Memo of
Accommodation.
Contact
Information:
Disability
Coordinator,
941-359-4714,
disabilityservices@sar.usf.edu, http://usfsm.edu/disability-services/.
E. Fire Alarm Instructions: At the beginning of each semester please note the emergency exit maps
posted in each classroom. These signs are marked with the primary evacuation route (red) and secondary
evacuation route (orange) in case the building needs to be evacuated. See Emergency Evacuation
Procedures.
F. Religious Observances: USFSM recognizes the right of students and faculty to observe major religious
holidays. Students who anticipate the necessity of being absent from class for a major religious
observance must provide notice of the date(s) to the instructor, in writing, by the second week of classes.
Instructors canceling class for a religious observance should have this stated in the syllabus with an
appropriate alternative assignment.
G. Protection of Students Against Discrimination and Harassment:
1. Sexual Misconduct/Sexual Harassment Reporting: USFSM is committed to providing an
environment free from sex discrimination, including sexual harassment and sexual violence
(USF System Policy 0-004).
2. Other Types of Discrimination and Harassment: USFSM also is committed to providing
an environment free from discrimination and harassment based on race, color, marital status,
sex, religion, national origin, disability, age, genetic information, sexual orientation, gender
identity and expression, or veteran status (USF System Policy 0-007).
The Counseling and Wellness Center is a confidential resource where you can talk about incidents
of discrimination and harassment, including sexual harassment, gender-based crimes, sexual
assault, stalking, and domestic/relationship violence. This confidential resource can help you without
having to report your situation to either the Office of Student Rights and Responsibilities (OSSR) or
the Office of Diversity, Inclusion, and Equal Opportunity (DIEO), unless you request that they make
a report.
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Please be aware that in compliance with Title IX and under the USF System Policy, educators must
report incidents of discrimination and harassment, including sexual harassment, gender-based
crimes, sexual assault, stalking, and domestic/relationship violence. If a student discloses any of
these situations in class, in papers, or to a faculty member personally, he or she is required to report
it to OSSR or DIEO for investigation. Students who are victims or who have knowledge of such
discrimination or harassment are encouraged to report it to either OSSR or D I E O . The Deputy
Coordinator for USFSM is Allison Dinsmore, Coordinator of Disability Services & Student
Advocacy, #941-359-4714 or adinsmore1@sar.usf.edu.
Campus Resources:
Counseling Center and Wellness Center 941-487-4254
Victim Advocate (24/7) 941-504-8599
List of off-campus resources:
HOPE Family Services: 941-755-6805
Safe Place & Rape Crisis Center (SPARCC) – Sarasota: 941-365-1976
First Call for Help- Manatee: 941-708-6488
Sarasota & North Port 941-366-5025
Manatee Glens: 941-782-4800; 24-hr Hotline 941-708-6059
H. Web Portal Information: Every newly enrolled USF student receives an official USF e-mail account.
Students receive official USF correspondence and Canvas course information via that address. The web
portal is accessed at http://my.usf.edu.
GENERAL INSTRUCTION FOR STUDENTS
A. Students may tape class lectures with prior permission from the professor.
B. Students are encouraged to share notes with other students who miss part or all of a class due to legitimate
reasons approved by the professor..
C. Academic Support Services:
The Information Commons provides students with individual and group study spaces, computers,
printers, and various media equipment for temporary use. The Information Commons is staffed by
librarians, learning support faculty, tutors, and technology and e-learning specialists. Students
challenged by the rigors of academic writing, mathematics, or other course content are urged to contact
their professors early in the semester to chart out a plan for academic success, and/or regularly use the
tutoring services provided by Learning Support Services, which are provided at no cost to students.
COURSE SCHEDULE:
October 17
Introductions, Expectations, Course Elements
Chapters 1-3
Case Analysis
Team Structure and Role
October 24
Finalization of Teams and Products
Chapters 4-8
Case Discussion: "Plugging In" the Consumer: The Adoption of Electrically Powered
Vehicles in the U.S.
October 31
Team Presentations (Segmenting, Targeting, Positioning)
Case Discussion: Eileen Fisher: Repositioning the Brand
Test 1 (Chapters1-8)
November 7
Test Review
Chapters 9-13
Case Discussion: Reversing the AMD Fusion Launch
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November 14
Chapters 14-17
Case Discussion: Sephora Direct: Investing in Social Media, Video, and Mobile
November 21
Team Presentations (Pricing, Integrated Marketing Communication)
Chapter 18
Case Discussion: J.C. Penney's "Fair and Square" Pricing Strategy
Test 2 (Chapters 9-17)
December 5
Test Review
Case Discussion: The Clorox Company: Leveraging Green for Growth
Course Review
Written Marketing Plans due
December 12
Group Marketing Plan Presentations
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