Fisher College of Business, The Ohio State University
BUS M&L 751: Managerial Marketing
WINTER 2012
Instructor:
Vasu Unnava, Ph. D
11:30AM@SH305, 1:30PM@SH315,
3:30PM@SH215
Office:
313 Fisher Hall
Email: unnava.2@osu.edu
Telephone:
292-3212
URL: Carmen.osu.edu
Office Hours: By Appointment and Special Hours before 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 discussion and effective class participation.
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 solving 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: Market Analysis and Strategy
Oral Presentation, two parts
Informal and
Formal
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
TOTAL
15%
5%
10%
5%
4%
1%
40%
100%
Re-grading requests will be accepted in writing (not email) within 1 week of receipt of the grade.
Grading Scale
The grading scale will be utilized for the final grade is as follows:
Grade
Grade
A
= 94-100 %
C
= 73-76 %
A= 90-92 %
C= 70-72 %
B+
= 88-89 %
D+
= 66-69%
B
= 83-87 %
D
= 63-65 %
B= 80-82 %
D= 60-62%
C+
= 77-79 %
E
= below 60%
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 50 multiple choice questions in each exam.
2. Quizzes (Best two out of three, 5% each): 10% 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.
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. All other materials and cell phones must be put away and
cell phones silenced.
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2. Group Project: Strategic Marketing Plan (40%)
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.
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.
Please turn in the last page (page 9) of syllabus document with information about you and your
picture by Jan 10, 2012, (Thursday) and submit before class starts. This will help me in
evaluations. This is NOT CARMEN drop box submission as I would like to have a picture. Do
NOT email the form to the instructor. 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, class participation 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. Emails will
not be counted as class participation. Questions will be answered by return email, 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.

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. Late arrivals may cause a 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 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.

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* Winter 2012 (Pages 6 and 7)
Topics are from Aaker and Cases are from Hartley
No. Wk.
Topic
Aaker
Ch.
Syllabus Review and Course Overview
1
Date
1
1-1
1/3 T
2
1-2
1/5 R
3
2-1
1/10 T
4
2-2
5
3-1
6
7
External And Customer Analysis
Case: INTEL-CARMEN
Competitor Analysis
Case: Cola Wars: Coca-Cola vs. Pepsi
Hartley
Ch.
Assignments
5
.Bio Sheet Due
2
3
1/12 R
Market/Submarket Analysis
Case: Airliner Wars: Boeing vs. Airbus
1/17 T
Discussion of Strategic Marketing Plan
Assignment
3-2
1/19 R
TBD
4-1
1/24 T
Environmental Analysis and Strategic
Uncertainty, Case: FORD
5
23
1/26 R
Internal Analysis
Case: McDonald’s
6
8
7
17
8
18
INTEL,
5,7,23, 8, 17
&18
8
4-2
9
5-1
1/31 T
10
5-2
2/2 R
11
6-1
Creating Advantage, Synergy, and
Strategic Philosophies
Case: Kmart/Sears Merger
Alternative Value Propositions
Case: Southwest Airlines
2/7 R
EXAM I
4
1-8
7
.In class
Quiz 1
(Ch 1-3, Cases:
INTEL and 5)
. Project
Member List
.In Class Quiz 2
(Ch. 5 & 6,
Cases: 23 & 8)
*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* Winter 2012 (Pages 6 and 7)
Topics are from Aaker and Cases are from Hartley
Hartley
Ch.
9
No.
Wk.
Date
Topic
Aaker
Ch.
12
6-2
2/9 R
Building and Managing Brand Equity
Case: Harley-Davidson
9
13
7-1
2/14 T
Energizing the Business
Case: Nike
10
19
14
7-2
2/16 R
Leveraging the Business
Case: Euro Disney
11
15
15
8-1
2/21 T
Creating New Businesses
Case: Boston Beer
16
8-2
2/23 R
17
9-1
2/28 T
EXAM II
18
9-2
3/1 R
Workshop on Project
19
10-1
3/6 T
20
10-2
3/8 R
21
11
3/13T
Setting Priorities for Businesses and Brands
Project Presentations
Executive Committee Questions
Project Presentations
Executive Committee Questions
CARMEN DROP BOX or
Turn in at 500, Fisher Hall before 10AM
12
4
Assignments
.Youtube
Video Links
.Online Quiz 3
(Ch.9-11,
Cases: 9, 19 &
15)
14
9-12, 14
9,19,15
&4
(Note PPT due
times)
.Board
Evaluations
.Board
Evaluations
Report &
.Peer
Evaluations
*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.
8
Due: Jan 10, 2012. Turn in Before Class Starts
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. Thanks.
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