MBA 6251: MARKETING MANAGEMENT - I
Autumn 2012
Course Theme: Creating Value for Customers and Capturing Value for the Firm
Professor:
Office:
Email:
TA:
TA’s Email:
I.
Shashi Matta
554 Fisher Hall
matta_6@fisher.osu.edu
Kyle Cushman
cushman_23@fisher.osu.edu
Classroom:
Classes:
Office Hours:
Gerlach Hall 375
TR
8:30 – 10:00
TR
10.15 – 11.45
TR
2.00 – 4:00
or by appointment
Course Overview and Objectives
“Marketing is too important to be left to the marketing department alone.” – David Packard
In the most general sense, the success of any organization – either for-profit or non-profit –
depends largely on how well it can attract and retain customers, in order to achieve its goals. To
attract customers, the organization must have something of value to offer to them. The central
premise of marketing, therefore, is all about understanding, creating, communicating and
delivering value to customers.
This core course on marketing management is designed to provide future managers and decision
makers an appreciation of the role of marketing in an organization. Like any core course, it
emphasizes breadth over depth. My primary goal is to help you develop a keen sense of
marketing curiosity and broad-based marketing know-how, so that you can ask the right questions
and provide insightful solutions in any marketing related discussion.
Our learning objectives in this course include – a) Developing a structured approach to the analysis
of marketing problems, b) Sharpening decision-making skills, and c) Designing a strategic
marketing plan with an appreciation of how different elements of the plan fit together.
II. Required Course Materials
•
Course Packet
I have developed a custom text with required readings for this class and it is available for purchase
on the Carmen course page through Xanedu. This custom text includes a) conceptual chapters and
background notes published at HBS, Ivey and Darden, b) select textbook chapters c) cases from
HBS Publishing, and d) current business practice articles from sources including the Harvard
Business Review and the McKinsey Quarterly.
•
Class Slides and Other Materials
Class slides will be posted on Carmen, after each class, prior to midnight. Other course materials
will be made available on Carmen, as and when necessary.
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III. Class Format
Class sessions will include a combination of lectures, case discussions, discussion of assigned
articles and current marketing events, and group exercises. Please refer to the Course Timeline
section on page 5 of this syllabus document for details on the topic, readings, and deliverables for
each session.
There is a considerable amount of required reading in this course. I expect students to be
thoroughly prepared for class, so that the class is engaging and the discussions meaningful. I
strongly encourage you to read business newspapers and magazines for current marketing related
news and marketplace events. This will help you connect the dots, so to speak, between concepts
learned in class and real world marketing problems.
A major course deliverable is the Team Consulting Project, which consists of a ‘live’ 7-week project
in partnership with an organization that is seeking a comprehensive marketing plan. This unique
learning-in-action project is an opportunity to apply concepts learned in class.
IV. Grade Structure
The following grade structure will be utilized for this course:
Graded Component
1.
2.
3.
4.
5.
6.
Individual or Team-based
Class Contribution
Ask the Right Question
Quiz: Marketing Math
Mid-term Exam
Case Analysis
Final Exam
% of the Final Grade
Individual
Individual
Individual
Individual
Team-based
Individual
Total
10%
10%
10%
25%
10%
35%
___________
100%
V. Grading Scale
The grading scale, and point conversion that will be utilized for the final grade is as follows:
A=
A- =
B+ =
B=
B- =
93 – 100%
90 – 92.99%
87 – 89.99%
83 – 86.99%
80 – 82.99%
GPE
4.0
3.7
3.3
3.0
2.7
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C+ =
C=
C-=
D+ =
D=
77 – 79.99%
73 – 76.99%
70 – 72.99%
67 – 69.99%
63 – 66.99%
GPE
2.3
2.0
1.7
1.3
1.0
VI. Explanation of Graded Components
•
Class Contribution:
10% of the Final Grade
Quality contribution to class discussions is a key component of learning in this class. Good
contribution involves insightful comments, sharp analysis, active listening, and constructive
participation. Needless to say, merely using up airtime does not translate into a higher
contribution grade. Your participation in class will be graded by an assigned cohort team, and
me. Cohort team assignments for grading class participation will be made on the first day of
class.
•
Ask the Right Question: 10% of the Final Grade
The course will feature a drop-box folder on Carmen titled, “Ask the Right Question.” You can
contribute a question, for an upcoming class session, by 6 AM on the day of class (starting from
session # 2 on Tuesday, 8/25/12). The question should be related to the topic being addressed
in that class session, and should not have been answered in any of the readings or cases
assigned for that day (therefore, only post a question if you have read all the assigned readings
on that topic). Each student is required to submit a total of 5 questions, during the course (i.e.,
between 8/25/12, and 10/9/12). I will grade this component based on the quality of the
questions you posted, and the total number of questions posted (if you post more than 5
questions, I will consider the 5 best from your submissions).
•
Quiz (Individual) 10% of the Final Grade
The Quiz (on Marketing Math) will consist of a problem set to be solved in 30 minutes by each
student. This is an individual assignment, and no collaboration will be allowed.
•
Case Analysis (Team-based) 10% of the Final Grade
Each team will be assigned one case to analyze (either case # 4 or case # 7). Case analysis should
follow the broad questions outlined in the ‘Case Analysis Questions’ which will be posted at the
beginning of the semester, and demonstrate strategic thinking, application of concepts learned
in class, and original thinking in the overall recommendations. Page limit and formatting: 7
pages, single-spaced, Times New Roman 12, with 1” margins on all sides; figures, tables and
appendices can take up an extra 3 pages.
•
Exams:
25% of the Final Grade (Mid-term); 35% of the Final Grade (Final)
The Mid-term and Final Exams will consist of short-essay questions, and analysis of short cases.
You are allowed to refer to your notes and class slides (not the course packet, just your notes
and class slides) during these exams. The exams will cover all course materials (readings, class
slides) and learning until the class prior to the exam. The final exam, therefore, is cumulative.
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VII. Classroom Professionalism Policies and Etiquette
To maintain the highest professional standards expected of a quality MBA program, the
following classroom policies have been designed for this course 1. Laptops, tablets and cell phones are turned off and put away. All computers, tablets
and smart-phones have to be switched off and put away during class.
2. Students arrive on time. Please come to class on time. If you are going to be over ten
minutes late, please get prior permission.
3. Student absence. If you are unable to attend class on any occasion, please notify me
via email in advance, unless it is an unforeseen emergency.
4. Absence during quizzes and exams. There will be no make up quizzes or exams.
5. Students minimize unscheduled personal breaks. Please avoid disruptions to the
class by taking personal breaks during class sessions, unless it is an emergency.
6. Students display name cards. This will help me remember your contributions in class,
and also help the cohort team that is grading class participation.
7. Food and drink consumption. Please minimize the consumption of food or drinks
(except water) during class.
VIII. Academic Integrity
Academic integrity is essential to maintaining an environment that fosters excellence in
learning, teaching, research, and other educational and scholarly activities at Fisher College of
Business and The Ohio State University. Thus, The Ohio State University and the Committee on
Academic Misconduct (COAM) expect that all students have read and understand the
University’s Code of Student Conduct, and that all students will complete all academic and
scholarly assignments with fairness and honesty. Students must recognize that failure to follow
the rules and guidelines established in the University’s Code of Student Conduct and this syllabus
may constitute “Academic Misconduct.”
Other sources of information on academic misconduct (integrity) to which you can refer
include:
•
The Committee on Academic Misconduct http://oaa.osu.edu/coam.html
•
Preserving Academic Integrity http://oaa.osu.edu/coam/ten-suggestions.html
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IX. Course Timeline at a Glance
Session / Day / Date
Session # 1
Thursday, 8/23/12
Topic / Class Activity
Introduction to Marketing
Readings / Cases / Deliverables
Readings:
1. Note on Marketing Strategy
2. We’re all Marketers Now
Deliverable: Personal Profile Form
Session # 2
Tuesday, 8/28/12
Basics of Marketing Strategy
Session # 3
Thursday, 8/30/12
Marketing Strategy:
Competing in Existing Markets
Session # 4
Tuesday, 9/4/12
Marketing Strategy:
Competing in New Markets
Session # 5
Thursday, 9/6/12
The Consumer
Readings:
3. The Five Competitive Forces That Shape
Strategy
4. Measuring Marketing’s Worth
Case:
1. Macy’s Department Store Repositioning
Case:
2. McDonald’s: Is China Lovin’ It?
Reading:
5. Analyzing Consumer Markets
Quiz 1: Marketing Math
Session # 6
Tuesday, 9/11/12
Consumer Behavior &
Attitudes
Session # 7
Thursday, 9/13/12
Mid-term Exam (Open Notes)
Session # 8
Tuesday, 9/18/12
Basics of Marketing Research
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Reading:
6. Analyzing Business Markets
Readings:
7. Marketing Research
8. Marketing Research: Listen and Learn
Session # 9
Thursday, 9/20/12
Marketing Research: Applied
Case:
3. The Springfield Nor’easters: Maximizing
Revenues in the Minor Leagues
Session # 10
Tuesday, 9/25/12
Basics of Segmentation
Readings:
9. Market Customization: Market
Segmentation, Targeting and Positioning
10. Rediscovering Market Segmentation
Session # 11
Thursday, 9/27/12
Segmentation: Applied
Case:
4. Fashion Channel: Market Segmentation
Session # 12
Tuesday, 10/2/12
Introduction to Positioning
Reading:
11. Positioning: The Essence of Marketing
Strategy
Session # 13
Thursday, 10/4/12
Positioning Products & Services
Session # 14
Tuesday, 10/9/12
Wrap-up and Review of
Concepts
Cases:
5. Positioning the Tata Nano (A)
6. ThoughtWorks (A): Targeting and
Positioning Basics for a Service Firm
Case:
7. Ontela PicDeck (A): Customer
Segmentation, Targeting and Positioning
Final Exam (Open Notes)
Date: TBA
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