Fisher College of Business, The Ohio State University
BUS M&L 751: Managerial Marketing
SPRING 2012
Instructor:
Office:
Telephone:
Office Hours:
Vasu Unnava, Ph. D
7:30AM (SH209) & 9:30 (SB315) M/W
313 Fisher Hall
Email: unnava.2@osu.edu
292-3212
URL: Carmen.osu.edu
By Appointment and Special Hours before Quizzes, EXAMS and Project Work
Required Text
1. Strategic Market Management, by David A. Aaker, 9th edition (2011), John Wiley and Sons,
ISBN-13: 978-0-470-31724-2
2. Marketing Mistakes & Successes, by Robert H. Hartley, 11th edition, John Wiley and Sons,
ISBN-13: 978-0-470-16981-0
Supplementary Course Material
All other course materials such as class slides or information on assignments will be made available
on CARMEN or given out in the class.
Course Objectives
Managerial Marketing focuses on developing the strategic skills necessary to run a successful
business and make key decisions, esp. marketing decisions, which drive success. This course will
prepare you to work as a key team member of an interdisciplinary or marketing team within a larger
organization. You will develop skills that will allow you to evaluate the business, make
recommendation, and execute upon those plans to drive the business.
As a result of this class, you will be better prepared to:
1. Understand the considerations that go into a variety of corporate and marketing decisions
2. Understand and use many of the terms and business models commonly employed today
3. Formulate well-defined action plans and execute to achieve business goals
Class Format: Lectures and Discussion
We will use the case format to study companies across a variety of industries and their very real-life
problems, actions taken, and outcomes. With the case format, we will focus each class on a
particular case and an in-depth discussion of that case.
Students are responsible for the readings assigned chapters in both books. Reading the cases
(Hartley) prior to class will be essential to productive discussions and effective learning. Reading
the Aaker book chapters will be necessary and should be done prior to the relevant class as listed on
the syllabus. Refer to discussion questions and online notes prior to class.
The main benefit of this class is in developing a strategic perspective to solve strategic marketing
problems and making business/marketing decisions. Lectures will focus on main topics from the
book and a typical class session will involve lecture, case study discussions, and group activities.
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Course Evaluation
Your grades will be evaluated as follows:
1. EXAM I and EXAM II
50% (25% each)
2. Best two Quizzes out of Three
10% (5% each)
3. Group Project: Marketing Plan
40%
Part I: Market Analysis and Strategy Report
Part II:
a. Internal & External Analysis (Youtube)
b. Formal Presentation
Part III:
Peer evaluation of your work
Part IV:
Board’s Evaluation on your project
Part V: Evaluation of your function in a Board
Group Project Total
15%
5%
10%
5%
4%
1%
40%
TOTAL
First BIO BONUS
100%
1%
BONUS POINTS: There will be occasions to earn bonus points during class discussions. Hence,
the total points one can possibly achieve will exceed 101%. The first bonus is a bio sheet, which is
attached at the end of syllabus.
Grading Scale
The grading scale will be utilized for the final grade is as follows:
Grade
Grade
A
= 94-100 %
C
= 73-76 %
A= 90-93 %
C= 70-72 %
B+
= 87-89 %
D+
= 66-69%
B
= 83-86 %
D
= 63-65 %
B= 80-82 %
D= 60-62%
C+
= 77-79 %
E
= below 60%
Re-grading requests will be accepted in writing (Do not email) within 1 week of receipt of the
grade.
1. EXAM I and EXAM II (25% each):
There will be two exams during the quarter. The dates for exams are given in the syllabus.
Questions will come from the cases, lectures, speakers (if any), and textbook topics. You are
permitted to use a ONE DOUBLE-SIDE, 8 ½” x 11” sheet of paper with notes, definitions, etc. in
exams. There will be approximately 45 to 50 multiple choice questions in each exam.
2. Quizzes (Best two out of three, 5% each): 10% of overall grade:
There will be three quizzes during the quarter. The dates for quizzes are given in the syllabus.
Questions will come from the cases, lectures, speakers (if any), and textbook topics. You are
permitted to use a ONE DOUBLE-SIDE, 8 ½” x 11” sheet of paper with notes, definitions, etc. in
quizzes. There will be approximately10 multiple choice questions in each quiz.
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During exams or quizzes, questions will be discouraged, unless a typo or some other mistake makes
a clarification necessary. During exams, only pen, pencil, eraser, calculator, and your one-page
notes are allowed to be left on the table. Cell phones must be switched off.
3. Group Project: Strategic Marketing Plan (40% of overall grade)
Strategic Marketing Plan project allows you to apply what you learn in this course to a
practical problem. Your team will create and present a marketing plan. You will form a team of
four to six students and you can form your teams, and if you have less than four members, you can
inform others to join your team. Your team will select an organization to study, analyze and
formulate a marketing strategy for an actual business. You can choose a large, medium or small
organization. For example, you can choose an organization such as Nationwide, Cardinal,
Cincinnati Bengals, UPS, Adidas, Sony, Chipotle, Netflix, Blockbuster, Fisher College, Amazon,
ebay, skype, etc., or any local company where you are currently working. DO NOT choose firms
listed in our case book (Hartley).The market plan for the selected organization should have the
following deliverables: a report and two presentations. You will be judged on both the content of
the information, analysis, and proposals and on the effectiveness of the communication, both oral
and written. You will find information on project guidelines on CARMEN and due dates.
Executive Committee Participation – you will serve (with your group) as the executive
committee evaluating another group’s presentation. You will be expected to review the material
ahead of time and prepare pertinent questions/comments in response to their presentation. You
will be judged on the relevance and insight of your questions and comments. This is an
opportunity to show your mastery of strategic marketing and to help others show their ability to
think and communicate on their feet.
Peer Evaluation – each team member will use a survey to evaluate the input and participation of
other team members. Though minor disputes should be worked out among group members,
consistent failure to perform will influence your overall grade.
IMPORTANT NOTE On Due Dates and Timings: You will find closing times on CARMEN
drop boxes for Youtube links, peer evaluations and report submissions. Please check CARMEN
news items regularly for updates on the course.
4. FIRST BONUS: Turn in the last page (page 9) of syllabus document with information about you
and your picture by April 2, 2012 and submit before class starts. Late submissions do not get credit.
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FISHER COLLEGE OF BUSINESS, THE OHIO STATE UNIVERSITY
BUS M&L 751: Managerial Marketing
B. IMPORTANT NOTES
Important Notes

All exam dates, project presentation dates, case discussion dates and assigned reading due
dates are included in the Course Outline. Please make note of these dates and plan your
quarter accordingly. If you are unable to attend a class, please notify me by email unless it
is an emergency. With a valid written excuse (medical excuse for illness), missed exams
will be dealt with on an individual basis. There may be a points penalty for taking exam
late; therefore, avoid this. Without a valid written excuse, missed exams will be recorded
as zero pints. There will be no accommodation for missing presentations. A medical reason
for absence in more than 2 consecutive classes needs to be supported by a letter from health
care provider.

You are encouraged to ask questions by email and/or set up an appointment. Questions will
be answered by return email, or during a one-on-one meeting, or during the next class
session. At any time, you are encouraged to set up an appointment for one-on-one
assistance. In your email subject, include “BUS ML 751” with your class time such as
11:30AM.

Please let me know if you have a disability and need accommodations to make the learning
environment more effective. Also, let me know if you are a client of Student Disability
Services and need accommodations.

You are responsible for everything that takes place in class, including changes to
assignments or schedules, whether you are present or not. If you must miss class, please
arrange with a classmate to share notes.

Please come to class on time. Attendance will be taken in the class. Absence or Late
arrivals may cause deduction of points from your final grade. Turn off your cell phones
and pagers before you come to class. Do not take calls in class. Do not use your
portable electronic devices or wear head phones while class is being conducted. They
cause the class to become distracted from the main issues. If students are found using a
cell phone or texting, points will be deducted from their overall grade. Do not engage
in side conversations as they cause distractions to the class. Do not use your laptops or
computer tablets during the class.

Any changes to the syllabus will be posted online and discussed in class. You are
responsible for following the most recent syllabus.
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ACADEMIC INTEGRITY (ACADEMIC MISCONDUCT)
Academic integrity is essential to maintaining an environment that fosters excellence in teaching,
research, and other educational and scholarly activities. 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.”
The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic
misconduct as: “Any activity that tends to compromise the academic integrity of the University, or
subvert the educational process.” Examples of academic misconduct include (but are not limited to)
plagiarism, collusion (unauthorized collaboration), copying the work of another student, and
possession of unauthorized materials during an examination. Ignorance of the University’s Code of
Student Conduct is never considered an “excuse” for academic misconduct, so I recommend that
you review the Code of Student Conduct and, specifically, the sections dealing with academic
misconduct.
If I suspect that a student has committed academic misconduct in this course, I am obligated by
University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM
determines that you have violated the University’s Code of Student Conduct (i.e., committed
academic misconduct), the sanctions for the misconduct could include a failing grade in this course
and suspension or dismissal from the University.
If you have any questions about the above policy or what constitutes academic misconduct in this
course, please contact me.
Other sources of information on academic misconduct (integrity) to which you can refer include:

The Committee on Academic Misconduct web pages (oaa.osu.edu/coam/home.html)
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BUS M&L 751 Course Outline* SPRING 2012 (Pages 6 and 7)
Topics are from Aaker and Cases are from Hartley
No. Wk.
Date
1
1-1
3-26 M
2
1-2
3-28 W
3
2-1
4-2 M
4
2-2
4-4 W
5
3-1
4-9M
Topic
Syllabus Review and Course Overview
Introduction & Customer Analysis
Competitor Analysis
Case: Cola Wars: Coca-Cola vs. PepsiCo
Discussion of Strategic Marketing Plan
Assignment-can use your laptops in class
Market/Submarket Analysis
Airlines Wars”: Boeing Vs Airbus
Environmental Analysis and Strategic
Uncertainty (Contd.), Case: FORD
Aaker
Ch.
Hartley
Ch.
Assignments
1&2
3
5
Bio Sheet Due
4
7
5
23
Guest Speaker: Ms. Dee Hadley
4-11 W
6
3-2
7
4-1
8
Sr. Vice President Restaurant Marketing,
Bob Evans
4-16 M
Internal Analysis
Case: McDonald’s: Rebirth Through
Moderation
6
4-2
4-18 W
Creating Advantage, Synergy, and
Strategic Philosophies
Case: Kmart/Sears Merger
7
9
5-1
4-23M
Alternative Value Propositions
Case: Southwest Airlines
8
10
5-2
4-25W
EXAM I
8
Project sheet
with
Member’s list
Class Time
17
18
1-8
5,7, 23,
8, 17 &
18. And
Material
from
Guest
speakers
*Note: Subject to change. Please check the information on CARMEN for updates to syllabus,
lecture slides, announcements, or files
(Continued in the next PAGE)
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BUS M&L 751 Course Outline* SPRING 2012 (Pages 6 and 7)
Topics are from Aaker and Cases are from Hartley
Wk.
Date
11
6-1
4-30M
12
6-2
5-2W
13
7-1
5-7 M
14
7-2
5-9 W
15
8-1
5-14 M
16
8-2
5-16 W
Setting Priorities for Businesses and Brands
14
17
9-1
5-21 M
EXAM II
8-12, 14
18
9-2
19
21
Topic
Aaker
Ch.
No.
Building and Managing Brand Equity
Case: Harley-Davidson
Energizing the Business
Case: Nike
Leveraging the Business
Case: Euro Disney
Guest Speaker:
Mr. Dan Clifford, VP Marketing, Victoria
Secrets
Creating New Businesses
Case: Boston Beer
5-23 W
Project Presentations
Executive Committee Questions
5-30 W
Project Presentations
Executive Committee Questions
6-7
Strategic Marketing Report Due (CARMEN
DROP BOX)
OR Turn in at 500, Fisher Hall before
11:30AM
10-2
11:30AM
9
10
11
12
Hartley
Ch.
9
Assignments
19
15
4
9,19,15,
4
Peer
Evaluation &
Board
Evaluations
Due
Peer
Evaluation &
Board
Evaluations
Due
Report Due
By 11:30AM
*Note: Subject to change. Please check the information on CARMEN for updates to syllabus,
lecture slides, announcements, or files.
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Note: This page is blank.
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Due: April 2, 2012 by Class Time
Circle Class time: 7:30AM or 9:30 AM
BIO SHEET for BUS M&L 751
Name: __________________________________________
(e-mail):___________________________________
(phone). (
)
-
.
Major:
Year in School:
Work experience in marketing, if any:
What are your career goals?
What do you hope to get from this course?
One interesting fact about yourself:
Please attach your photo in the upper right corner of this sheet.
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