SCHOOL OF BUSINESS ADMINISTRATION
FRANCIS MARION UNIVERSITY
MARKETING
Spring 2012
Course Title: Marketing Theory and Application
Marketing 730
Course Description: The development of critical thinking related to identifying target markets
and creating marketing mixes to exploit those markets. The increasing importance of marketing
in today’s global economy is also emphasized. Focus is on the application of ideas through case
studies and problem-solving activities.
Instructor: Kay Lawrimore Belanger, Ph.D.
I.
Objectives
1. To develop the student’s understanding of the major components of the marketing
program.
2. To develop the student’s ability to use marketing as an orderly and insightful process
for thinking about and planning for optimal success.
As the only marketing course in the MBA program, the material covered is very broad. We
discuss all facets of marketing from the perspective of consumer, industrial, service, and
not-for-profit firms.
The course provides the student with a necessary mix of critical analysis, application, and
communication. Much of the learning is expected to occur by participation. My plans are to have a
discussion (e.g., lecture, video, open discussion) of the assigned marketing topics. Your
experiences in various firms and industries can be a source of interesting and informative
discussions (when they relate to the topic being covered).
Case studies and assignments provide major vehicles for applying marketing concepts and
theories. Case analysis requires critical evaluation (including interpretation) of both facts and
logic to allow effective case discussions. Cases allow us to learn, from written scenarios, about
company situations and predicaments. These scenarios and predicaments are very well defined
and focused by the case writer and/or by any preparation questions provided for the case. Cases
and assignments also require that the student be prepared and actively involved
(communication) in class discussions.
Competencies Taught
Communicate well orally and in writing and to listen effectively
Have the ability to organize information in a logical format, draw conclusions and support
these conclusions with facts
Function effectively as a team member, understand group dynamics, and interact with
people of diverse backgrounds
Interpret marketing information
Class Time: 6:00, Monday
Telephone: 661-1424
E-mail: klawrimore@fmarion.edu (office)
Office Hours: Posted by office door
Office hours includes Monday: 4:00 – 6:00pm, 9:00-9:30 pm
TEXT
Required:
Marketing Management
Kotler and Keller
Prentice Hall
Many texts are available which provide additional examples, explanations of concepts and
insights to marketing theory.
ATTENDANCE
Students are required to follow the University’s attendance policy. A student whose absences
exceed those designated in the university catalogue may be dropped from the course. For this
course more than 1 absence may result in the student being dropped from the course.
EVALUATION
Examination I
Examination 2
Major project written and oral presentations
Class Participation
Written Cases/Assignments
35% of final grade
30% of final grade
10% of final grade
25% of final grade
Two exams are scheduled for the semester. The higher of the two grades will be account
as 35% of the final grade. The final exam will be comprehensive.
CLASS POLICIES AND NOTES
1.
No make-up exams.
2.
NO CREDIT will be awarded for exercises/assignments TURNED IN LATE. A written
copy of the assignment is due at the beginning of each class. All electronic submission
must have a hard copy submitted during class.
3.
Full credit will not be automatic on homework assignments turned in for points.
NEATNESS, CLARITY, COMPLETENESS AND PROFESSIONALISM will be
considered. Homework assignments turned in prepared in a manner that exhibit a lack of
reasonable care will not receive full credit.
4.
Questions, Exercises,Cases, and Projects may be answered/solved by two or more
students outside class; however, each student is individually responsible for in-class
participation and the submission of the final answers.
5.
Due to the large amount and complex material we cover in a relative short period, class
time is not sufficient to allow mastery of the subject matter. In planning your schedule,
allow approximately four to six hours of study time for each class meeting.
6.
Attend class.
7.
The assignments provide only the minimum work necessary to comprehend the subject
matter.
8.
Please do not eat in class. You may quietly drink any legal beverage permitted on
campus.
9.
Students who arrive after class has begun, disrupt those students who have arranged
their schedules to arrive timely. Do not disrupt class, PLEASE.
10.
The final major project will require an oral group presentation and a written report.
Students will be required to be in a group of four and may form their groups. There will be
one group of three members.
11.
Several on-line meetings have been scheduled for the semester. You are requested to
have access to the internet and a microphone. A camera is also requested.
Class Participation
Class participation is an important element of case discussions. Learning depends
heavily upon thorough and lively participation. The primary emphasis should be on quality
participation, not quantity. The quality of participation, as reflected in careful reading of
cases and assigned material, thoughtful reflection, and clear and concise comments, is
extremely important. However, one cannot make quality contributions without some
quantity. It is particularly important that your comments fit into and build on previous
comments. This requires that we all listen carefully to each other.
Class participation will be judged on the basis of quality and consistency of effort on a
daily basis. Attendance is not participation. Each student can ascertain the adequacy of
her/his participation by occasional discussion with the instructor. However, careful
self-monitoring using the following criteria for effective classroom participation may be
useful:

Do comments generate discussion, or do they tend to be ignored by others?

Do others appear confused when the participant makes a point?

Are others left with a "so-what" feeling, or does the discussant reach a conclusion that is
clearly understood and appreciated?

Do comments develop on evidence from the assignment, or do they just relate what
everyone already knows?

Are participants able to clarify important aspects of previous comments and relate them
to the problems and topics under discussion?

Do comments distinguish among different kinds of data - facts, opinions, beliefs,
theories - in their construction?
You are to be prepared (actively involved) for every class. Since I frequently call on
individuals even when their hands are not raised, you should let me know before the start
of class if some emergency has made it impossible for you to be prepared adequately for
that class. Naturally, there are students who do not feel comfortable participating verbally
in the classroom. We should all try to make the classroom atmosphere as congenial as
possible to assist all of our colleagues in the participation process. Students are
encouraged to meet regularly outside of class to discuss assignments (except individual
ones) before the scheduled class activity. Missed classes could affect (severely) your
performance in the class. There is no way to make up "missed" participation
opportunities.
Written Assignments:
Written assignments do not need paragraph form (essays), but may use bullets and short
sentences with headings. It must be typed. You are writing for a busy top executive.
The write-up often requires the use of theory to support your opinion.
Semester Case
The case will be assigned by the third class period and requires the development of a
marketing plan. Students will be required to work in teams of four to answer and present
the information. The final presentation of the case will be the last scheduled class.
This case will not be specifically discussed in class. Students are in competition.
Application Assignments
An important part of learning is the ability to transfer concepts and thought structures from one
frame of reference to another. To achieve that level of learning, the Application Assignments ask
students to individually apply concepts from the course to a specific business setting/question.
These papers will provide the basis for part of our classroom discussion on the days of their
submission. Assignments will be posted to blackboard and/or distributed in class.
Your paper should not exceed two pages, unless specified otherwise (1.5 spaced, 12
point Arial type, one inch margins around). You may craft the paper in outline/bullet point
form or in prose (i.e., paragraph) form depending on the need and your preference. It
should reflect your ideas applied to the specific issues within the assignment. References
must be provided as required. Be prepared to discuss your findings in class.
The value of each application assignment will be posted with the assignment. In general,
if you provide a paper that is interesting, holds value, and is appropriate you should
receive all or a majority of the points. However, papers that are off target, do not
effectively address the issues posed, has a grammar error or are incomplete will not
receive a majority of the points. Generally, the assignments will be graded using the
following:
U: not satisfactory (indicates an inadequate response) 70
S: a response that is typical of a student enrolled in the MBA program
E: the response indicates thought and linkage of information 90+
85
Remember that the course also contains an evaluation component for class participation.
Certainly, you will want to take advantage of the opportunity to fully contribute to the
discussion of your application papers on the days they are due.
Papers are due by email to klawrimore@fmarion.edu by 3:00 on the date the particular
Application Assignment is scheduled. Subject lines should have your name and the
Application Assignment title. These are individual papers. Please do not work on
preparing them with other students.
Objectives for class with reading assignments.
January
23
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Demonstrate the role market orientation plays in building marketing
strategies that deliver above-average levels of customer satisfaction
and profitability.
Make clear that the market orientation of a business is only as strong as
the collective marketing strength of the individuals who make up a
management team, and that businesses with strong market
orientations have a market-based management culture that ensures
both employee and customer satisfaction.
Introduce the difference between transaction marketing and
relationship marketing
Illustrate the impediments to developing a marketing orientation
Illustrate how a market-based business continues to reengineer itself around
markets as customer needs and competition change and new market
opportunities emerge.
Kotler and Keller: Defining Marketing (ch 1)
Managing a Holistic Marketing Organization (ch 22)
30

Continuation of previous class objectives
Articles:
Rethinking Marketing Harvard Business Review January–February 2010
Silo Busting: How to Execute on the Promise of Customer Focus Harvard
Business Review May 2007
Unleashing the Power of Marketing Harvard Business Review October 2010

1/30 Application Assignment to be submitted prior to 3:00 pm on
1/30
February
6

Introduce the importance of environmental forces in affecting the relationship
among the firm, suppliers, customers, and competitors
Kotler and Keller: topic: Macroenvironment (ch 3)

Demonstrate the importance of predicting, and responding to the
macro environment
 2/6 Application Assignment to be submitted prior to 3:00pm
on 2/6
Be prepared to present orally (5 minutes)



Discuss the range of options for conducting research
Introduce the concept of marketing metrics
Delineate the difference between market demand and market potential
Kotler and Keller: Gathering Information (ch 3)
Conducting Marketing Research (ch 4)
Article: Managing the Marketing Metrics Portfollio, Marketing
Management< Fall 2011
13
online

Continuation of previous class objectives

Present the concept of customer value and satisfaction and the
different ways customer value is measured.
Discuss the importance of customer relationships
Discuss the range of programs that can be developed under customer
relationship marketing and when each would be appropriate in creating
both higher levels of customer value and business profitability



Discuss the roles played by individuals and the critical elements in the
purchase decision process
Kotler and Keller: Creating Customer Value, Satisfaction and Loyalty (ch
5)
Analyzing Consumer Markets (ch 6)
Analyzing Business Markets (ch 7)
Article: The Right Way to Manage Unprofitable Customers Harvard Business
Review October 2008
20
online

Continuation of previous class objectives

Discuss the importance of market segmentation and its role in the
development of meaningful marketing strategies.
Discuss the various segmentation strategies and when a business might
pursue one type of segmentation strategy over another.
Kotler and Keller: Identifying Market Segments and Targets (ch 8)




Demonstrate the importance of building, measuring and managing
brand equity
Discuss product positioning, alternative positioning strategies, and the
positioning factors that need to be addressed in developing a successful
product positioning strategy.
Present the role of product line positioning and product line extension
strategies.
Kotler and Keller: Creating Brand Equity (ch 9)
Brand Positioning (ch 10)
Product Strategy (ch 12)
Article: Branding in the Digital Age Harvard Business Review, December
2010



27

Continuation of previous class objectives
The importance of gaining insight and dealing with competition
Present competitor analysis tools that can be used to better understand
the competitive position of a product or business.
Discuss the various sources of competitive advantage and the factors
that shape a particular source of competitive advantage
Kotler and Keller: Competition (ch 11)

Demonstrate the importance of service design and management
Kotler and Keller: Services (ch 13)
 2/27 Application Assignment to be submitted prior to 3:00 on
2/27
March
5 online





12
19
26
April
2 online
Continuation of previous class objectives
Present the difference between cost-based pricing and value-based
pricing and the role pricing plays in product positioning.
Demonstrate the importance of price elasticity and cross elasticities in
developing product line pricing strategies.
Demonstrate the impact of pricing promotions on customers,
intermediaries, and business revenues and Profits.
Kotler and Keller: Pricing Strategies (ch 14)
Spring break
Exam 1
 Present the importance of marketing channels in creating customer
value, reaching customers, and lowering marketing costs.
 Review the various marketing channels with a special emphasis on emarketing as a marketing channel.
Kotler and Keller: Integrated Marketing Channels (ch 15)


Demonstrate the role that marketing communications play in building
higher levels of customer response and market share.
Present marketing communications strategies that could be used to
increase awareness, sustain message retention, and stimulate customer




action.
Discuss the various kinds of push and pull marketing communications
and how to evaluate the profit impact of alternative marketing
communications strategies
Kotler and Keller: Integrated Marketing Communications (ch 17)
Mass and Personal Communications (ch 18, ch 19)
Demonstrate the need for both offensive and defensive strategic
marketing plans with respect to achieving short- and long-run
performance objectives in the areas of market share, revenue growth,
and profits
Present and discuss each of the defensive marketing strategies and how
they are managed strategically to contribute to both short- and longrun performance objectives
9
 Team meeting 6:00 – 8:00
Class 8:00 each team must submit to instructor a draft report of project
16
23
Students demonstrate knowledge and understanding of marketing
Students demonstrate knowledge and understanding of marketing
30
Final exam