MGT 4230A: Marketing Management, Spring, 2004
Room:
D630 (University Hall)
Time:
Tuesday and Thursday, 16:30 – 17:45
Instructor: Zoltan Daroczi
E-mail:
zoltan.daroczi@uleth.ca (the best way to contact me)
Office:
E528 University Hall
Phone:
329-2069
Office Hours: Wednesday, 1pm-5pm, and by appointment
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Text: Management 4230, Custom Learning Resource Coursepack, The University of
Lethbridge, 2004
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Lecture materials: All topics discussed in class, including handouts and videos, are integral
parts of the course and the exams.
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E-mail is a major communication tool in this class. Please use your university account, and
always check your messages at least once a week. It is your responsibility to take care of your
e-mail account (e.g., don’t let your mailbox exceed your quota, etc.)
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Class web-site: http://classes.uleth.ca/200401/mgt4230a/
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Recommended readings: Web sites or printed versions of The Economist, Wall Street
Journal, Business Week, Harvard Business Review, Forbes, Fortune, or the Financial Times.
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Objective: To make you familiar with strategy-oriented marketing, the analysis and strategic
integration of buyer behavior, market segmentation, positioning, pricing, promotion, channels,
and product policies in consumer markets. The course emphasizes theoretical and practical
problems, and opportunities involved in conducting business in a dynamically changing
environment.
Evaluation:
Class participation + attendance
Presentations and team projects
A case study [50] and a strategic plan [150]
Tests (3 @ 250 points each)
Total
50 points
5%
200 points
750 points
1000 points
20%
75%
100%
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Exams are written with closed books. You will have a handout e-mailed to you before each
test. Tests include both multiple choice and short essay questions. There is no predetermined
percentage to qualify for a certain grade, however, generally a performance of at least 50% is
a passing grade (D), while a performance of 90% or above is “excellent” (A).
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Smart students read the small print: Grades will be assigned based on your total performance in
class. Grades are not negotiable. Make-up exams will be given only in cases of proven emergency
situations, and only after the regular exams. In accordance with university policies, academic
misconduct (i.e., cheating) will be disciplined with a failing grade for the course. You are expected to
complete class requirements when scheduled. Please read through the assigned materials prior to
class, so that class time can be used effectively.
Please check your e-mail at least once a week for class related messages.
MGT4230A: Tentative Schedule (changes will be announced in class if needed)
Date
Topics
Jan 8, Thursday
No Class
Jan 13, Tuesday
Introduction, course structure, class list, info-quiz
Jan 15, Thursday
Current marketing and management practices
Reading: Visionary vs. Visionary
What makes a good marketer?
Reading: Marketing Myopia by Levitt
The need for strategic planning in marketing
Reading: Marketing Plan – Handout
Who are our potential customers?
Reading: Understanding the Buyer by Czinkota and Kotabe
Market Research I. Customers
Reading: GEN “Y” by P. Paul
Test #1
Jan 20, Tuesday
Jan 22, Thursday
Jan 27, Tuesday
Jan 29, Thursday
Feb 3, Tuesday
Feb 5, Thursday
Feb 10, Tuesday
Feb 12, Thursday
Feb 17 & 19
Feb 24, Tuesday
Feb 26, Thursday
March 2, Tuesday
March 4, Thursday
March 9, Tuesday
March 11, Thursday
March 16, Tuesday
March 18, Thursday
March 23, Tuesday
March 25, Thursday
Team selection and assignments
Market Research II.: Scanning the Environment
Reading: Research Methods – Handout
Marketing and Profits I.
Reading: Handout
Marketing and Profits II.
Reading: Handout
University Holiday. Please don’t show up, just study…
Overview of generic competitive strategies in marketing
Reading: Dealing with the Competition by Kotler, Cunningham, and Turner
An example: the fast food industry
Reading: McDonald’s Shifts Strategy by Miller
Case study: The Coop
How to use market intelligence
Reading: Market Segmentation, Positioning, and Branding by Czinkota and Kotabe
Case study: Tyler Pet Foods
4Ps – Product
Reading: Brand Management by Dalrymple and Parsons
Test #2
Applied Branding
Reading: Cultivating Service Brand Equity by Berry
Applied Branding
Reading: The Brand Report Card by Keller
4Ps – Place
Reading: Selecting Distribution Channels by Dalrymple and Parsons
Case Study: Procter & Gamble: The Wal-Mart Partnership
April 6, Tuesday
4Ps – Pricing
Reading: Kamikaze Pricing by Holden and Nagle
4Ps – Promotion
Reading: Designing Advertising Programs by Dalrymple and Parsons
Team Presentations 1 – attendance sheet
April 8, Thursday
April 13, Tuesday
April 15, Thursday
Team Presentations 2 – attendance sheet
Team Presentations 3 and strategic plans are due – attendance sheet
Test #3
March 30, Tuesday
April 1, Thursday