COURSE NUMBER: BADM 3401-14
COURSE TITLE: Contemporary Mktg Mgt
COURSE DESCRIPTION:
Consumer and organization buying behavior. Strategic marketing processes. Product development,
brand management, valuation and pricing, channel/logistics management, integrated marketing
communications, and e-commerce.
CONTACT HOURS:
Meeting Dates (01/17/’23 - 05/01/’23)
Time: Tuesdays/ Thursdays 12:45 pm - 2:00 pm
Location: Funger Hall 207
PROFESSOR: S. Hassan, Ph.D.
Department of Marketing
Office Hours: By Appointment
Phone: 202-994-8702 (Voice Mail)
E-mail: hassan@gwu.edu
COURSE FOCUS:
This course is offered for undergraduate students to enhance their understanding of marketing as a
business function. It includes a case analysis on marketing problems, current developments in
marketing practice, as well as the relationship between the marketing function and environmental
forces as well as other business functions. In this regard, it covers all marketing foundations.
COURSE GOALS & OBJECTIVES:
The key Goals & Objectives of this course are:
Goal 1: To describe the role of the marketing manager.
• Identify the role of the marketing manager,
• Describe the structure of a customer-centric organization,
• Identify a marketing-led growth model within a real-world organization, and
• Explain how customer centricity is linked to the marketing-led growth model.
Goal 2: To describe the principles that guide market growth.
• Demonstrate how customers become the drivers of marketing, and
• Explain how customer centricity guides market growth for a real-world organization.
Goal 3: To identify the brand-building process.
• Explain the elements of building brand equity,
• Explain how brand equity leads to brand leadership, and
• Analyze best practices for leading growth through strategic brand management.
Goal 4: To demonstrate the ability to design and implement integrated marketing programs.
• List the process of utilizing technology in facilitating market knowledge,
• Measure the marketing function,
• Learn the process of developing innovative products for a real-world organization, and
• Analysis of how the marketing function is managed within a real-world organization.
LEARNING RESOURCES:
Textbook & Case Study:
1) MARKETING, Roger A. Kerin and Steven W. Hartley, McGraw Hill, 15th Edition 2021,
ISBN 9781260471236 Get Only the eBook NOT the “CONNECT” Access Version.
https://www.mheducation.com/highered/product/marketing-kerin-hartley/M9781260260366.html
2) Harvard Business Publishing (HBP): Ordering the HBP Course pack on the 3rd Week of Classes.
Harvard Business Review + McKinsey Insights: This course relies heavily on cutting-edge
knowledge from McKinsey & Company and the Harvard Business Publishing. (All are available from
the Knowledge Board top of this course’s Blackboard site)
Classroom COVID Logistics:
As you know, the University has been working diligently to sustain a safe environment in the
classroom. I would like to share with you the following guidelines to ensure the safety of all
the students in the classroom:
1. Wearing the mask means that we want to be safe. For your safety try to maintain at least 6
feet away from everyone at all times, This includes avoiding any overcrowding around the
podium and maintaining 6 feet away from the lectern at all times.
2. Eating and drinking in class are not allowed. Just for context, eating and drinking have
never been allowed in classrooms, it's just not a rule we have usually enforced. But it makes a
lot more sense now, with students wearing masks
LOGISTICS OF BLACKBOARD USE:
We will be using Blackboard in this course. I will be posting on Bb all files related to the course, and
students are required to use it for their group communications. To access Blackboard:
1. Go to www.blackboard.gwu.edu,
2. Enter your username and password (the one you use for your GW e-mail)
3. Click on “Contemporary Mktg BADM 3401-14”
CLASS FORMAT:
You are required to attend and be engaged in all class sessions that will include class lectures, guest
speakers, team discussions, case project presentations, and other class engagement tools as
assigned by the professor. The class sessions will be very engaging and will require your visible
participation as a member of the class. You are expected to complete and post all the assignments on
the course’s Blackboard portal including all readings posted to “Knowledge Board”. Your assignments’
grades will be reported to the Grade Center. Additional material to supplement the book, group
exercises, case studies, guest speakers, and video cases will be provided as appropriate. It is
important to emphasize that this course is not designed as a self-learning only. However, you will
have the opportunity to manage your study time beyond the class sessions. You have to arrange the
time to meet with your team to participate in meetings related to your final project, etc.
2
ASSIGNMENTS:
Students are expected to read the assigned chapters and prepare assignments as required below. All
assignments are to be posted to the Blackboard site on the due dates noted below. Late submissions
will not be accepted. All submissions MUST be posted to the Blackboard site in MS Word
format (PDF submissions will not be graded) and must be professionally executed as per the
writing style manual of this course posted under FINAL CASE PROJECT). Student name, Student ID,
and Assignment Title should be indicated on the title page. All students must be guided by the GW
Honor Code: http://www.gwu.edu/~ntegrity/code.html
POLICY ON INCOMPLETE GRADES:
To allow an extension of time to complete the course requirements is, or can be construed to be,
unfair to the remainder of the students who complete their work on time. Accordingly, the grade of “I”
will be awarded only in those cases that are judged by the instructor as factors beyond the student’s
control. In such cases, students who have successfully completed a substantial amount of their
coursework will be given a due date to complete the uncompleted portions of their work. Papers
submitted beyond the revised due date will be automatically penalized an initial 10% and an additional
10% for each week of delinquency.
GRADING CRITERIA:
The grading system of this course serves three functions: motivation, evaluation, and reinforcement of
learning. The most important of these three functions is learning reinforcement. The final letter grade
will be determined based on the weights provided in the Criteria for Evaluation table offered in the
Blackboard site of this course.
GRADING RUBRIC:
Attendance & Class Participation
Knowledge Board Analyses & Reviews (Individual)
Interview with a Marketing Manager (report + presentation)
Case Analysis Progress Report (in class Group Briefing)
Case Analysis Final Project:
Final Written Report
Final Presentation
Total
10%
30%
20%
10%
20%
10%
100%
Grading Scale:
Excellent
Good
A 96%-100%
B+ 87%-89%
A- 90%-95%
B 84%-86%
Needs
Low Pass
Fail
B- 80%-83%
C 74%-76%
F Under 70%
C+ 77%-79%
C- 70%-73%
Improvement
3
PARTICIPATION:
Class participation accounts for 10% of the final grade. Each student is expected to contribute
qualitatively and substantively to class discussions. However, “Participation” does not just mean “the
amount of time you talk,” it means the quality of participation in the total learning experience. To
improve their participation grade, students are encouraged to reflect on current articles of relevance to
class topics, engage in discussion sessions, and reflect on readings in relation to the final project.
REQUIRED STUDENT BIOGRAPHY:
Students are required to complete & upload the Student Biography form to the Bb site with a photo
by 3rd week of classes. Biographies will be shared on the Blackboard site with team members. You
should attach a professional photo/ headshot.
KNOWLEDGE BOARD ANALYSES & REVIEWS:
Each student is required to offer a detailed analysis of reading assignments to be posted under the
Knowledge Board section of the Blackboard site. Also, each student is expected to offer a detailed
reply to questions related to the posted readings based on their own referenced research. All
Knowledge Board assignments are due on the posted due dates at 11:50 pm (see below schedule).
INTERVIEW with MARKETING MANAGER
Assignment Objectives:
• To understand the roles of marketing executives in developing strategies and implementing
programs;
• To understand how companies identify target markets and respond to customer needs; and
• To describe and analyze marketing challenges and opportunities facing organizations including how
to market in a downturn economy (COVID disruptions).
Assignment Description:
You are to identify a marketing executive of a well-established organization. If possible, your interview
will take place at the company where you will observe interactions with customers/ stakeholders and
you will note behavioral dynamic, such as buyer-seller situations, flow of customers within the
establishment, employee relations and other people consulted, etc. However, due to COVID, it all be
acceptable to do vertical interviews. You will record/ or take notes of the entire executive interview in
order to document any verbalized thoughts related to decisions (i.e. how to address consumer
complaint situations, etc.) You are to prepare a detailed analysis of everything you observed/
recorded about the subject, the organization, and the situation(s). Be sure to include all observations.
After this in-depth interview, you are expected to examine factors that influence the marketing
manager’s decisions and roles within the organization. These factors should include:
• Characteristics of the organization;
• Career profile of the marketing executive;
• Customer/ stakeholder interactions and related situational factors; and
• How the company markets in a downturn economy (COVID disruptions).
4
Your report will also include an in-depth analysis of the types of marketing decisions made and nature
of challenges and opportunities that face the marketing executive. A typed single-spaced transcript of
the subject’s interview transcript must be included. Your observations and analysis will be submitted
in a detailed report and shared with the class in a brief PPT presentation.
Assignment Evaluation:
This marketing manager interview will be evaluated based on completeness of the report and on your
depth of understanding customer/ stakeholder needs as they apply to the company’s products or
services. This assignment’s report needs to document all observations as well as insights based on
the in-depth interview with the executive.
Below are suggested guidelines for interview reporting:
1. Name and background of the company and the industry,
2. Executive’s name and level of marketing experience,
3. What skills/ experiences are needed for the job,
4. Difficult & enjoyable aspects of the position,
5. An organizational chart of the manager’s department or division,
6. Type(s) of brand(s) managed,
7. How does this company meet customer/ stakeholder satisfaction?
8. How this manager defines marketing & how marketing is responding to the current economic
conditions?
9. What are the characteristics of a good marketing plan?
10. What are the differences between internal and external stakeholders?
11. Is marketing the responsibility of every manager in the organization?
12. How can a non-marketing manager help in the marketing effort?
13. Your own critique of the interview: Here is your chance to review manager’s views of what
marketing is against what you know about marketing from your readings.
CASE STUDY ANALYSIS (GROUP PROJECT)
You will be required to analyze a major case study and offer a formal case presentation and written
report. See the designated link under Harvard Business Publishing “HBP Coursepack” for details on
the assigned case study and related guidelines on the case analysis report and presentation.
SUMMARY:
This course will provide students with conceptual foundations on marketing decisions as well as
practical applications and tools for marketing management. The Knowledge Boards, in-class lectures
along with the progress reports plus the final case analysis project deliverables are expected to help
you apply these concepts to address real-life marketing challenges.
GW Acceptable Use for Computing Systems and Services:
All members of the George Washington University must read and comply with the Acceptable Use
Policy when accessing and using computing systems and services, including email and Blackboard.
Please read the Acceptable Use Policy to familiarize yourself with how GW information systems are to
be used ethically.
Netiquette:
Please observe the following rules of netiquette for communicating online:
■ Remain professional, respectful, and courteous at all times.
5
■
■
■
■
Remember that a classmate/ colleague wrote each Bb post and will read what you write in
response. It is easy to misinterpret discussion posts. Let’s give the benefit of the doubt.
If you have a strong opinion on a topic, it is acceptable to express it as long as it is not phrased as
an attack. Please be gracious with differing opinions.
When upset, wait a day or two prior to posting a comment or sending an email. Messages posted
(or emailed) in anger are often regretted later.
Proofread and use the spell-check tool when you type a post. It makes the post easier to read and
helps your readers understand what you are saying.
I reserve the right to delete any post that is deemed inappropriate for the discussion forum without
prior notification to the student. This includes any post containing language that is offensive, rude,
profane, racist, or hateful. Posts that are seriously off-topic or serve no purpose other than to vent
frustration will also be removed.
Academic Integrity:
Academic dishonesty is defined as cheating of any kind, including misrepresenting one's own work,
taking credit for the work of others without crediting them and without appropriate authorization, and
the fabrication of information.
Please review GW’s policy on academic integrity, located at https://studentconduct.gwu.edu/codeacademic-integrity. All graded work must be completed in accordance with the George Washington
University Code of Academic Integrity. For more information see Academic Dishonesty Prevention.
Sharing of Course Content:
Unauthorized downloading, distributing, or sharing of any part of a recorded lecture, video
cases, or course materials, as well as using provided information for purposes other than the
student’s own use for class-related learning purposes may be deemed a violation of GW’s
Student Conduct Code.
Use of Student Work (FERPA):
The professor will use academic work that you complete during this semester for educational
purposes. Your registration and continued enrollment constitute giving your consent.
Copyright Policy Statement:
Materials used in connection with this course may be subject to copyright protection under Title 17 of
the United States Code. Under certain Fair Use circumstances specified by law, copies may be made
for private study, scholarship, or research. Electronic copies should not be shared with unauthorized
users. If a user fails to comply with Fair Use restrictions, he/she may be liable for copyright
infringement. For more information, including Fair Use guidelines, see Libraries and Academic
Innovations Copyright page.
Disability Support Services & Accessibility:
If you may need disability accommodations based on the potential impact of a disability, please
register with Disability Support Services (DSS) at disabilitysupport.gwu.edu/registration. If you have
questions about disability accommodations, contact DSS at 202-994-8250 or dss@gwu.edu or visit
them in person in Rome Hall, Suite 102. For additional information see: disabilitysupport.gwu.edu
6
For information about how the course technology is accessible to all learners, see the following
resources:
Blackboard accessibility
Kaltura (video platform) accessibility
Religious Observances:
In accordance with University policy, students should notify faculty during the first week of the
semester of their intention to be absent from class on their day(s) of religious observance. For details
and policy, see: registrar.gwu.edu/university-policies#holidays
Mental Health Services:
The University's Mental Health Services offers 24/7 assistance and referral to address students'
personal, social, career, and study skills problems. Services for students include: crisis and
emergency mental health consultations confidential assessment, counseling services (individual and
small group), and referrals. For additional information call 202-994-5300 or see:
counselingcenter.gwu.edu/
To Report an Emergency or Suspicious Activity:
Call the University Police Department at 202-994-6111 (Foggy Bottom) or 202-242-6111 (Mount
Vernon).
Evacuation:
An evacuation will be considered if the building we are in is affected or we must move to a location of
greater safety. We will always evacuate if the fire alarm sounds. In the event of an evacuation, please
gather your personal belongings quickly (purse, keys, GWorld card, etc.) and proceed to the nearest
exit. Every classroom has a map at the door designating both the shortest egress and an alternate
egress. Anyone who is physically unable to walk down the stairs should wait in the stairwell, behind
the closed doors. Firemen will check the stairwells upon entering the building.
Once you have evacuated the building, proceed to our primary rendezvous location: the courtyard
area between the GW Hospital and Ross Hall. In the event that this location is unavailable, we will
meet on the ground level of the Visitors Parking Garage (I Street entrance, at 22nd Street). From our
rendezvous location, we will await instructions to re-enter the School.
Alert DC:
Alert DC provides free notification by e-mail or text message during an emergency. Visit GW Campus
Advisories for a link and instructions on how to sign up for alerts pertaining to GW. If you receive an
Alert DC notification during class, you are encouraged to share the information immediately.
GW Alert & Emergency Information:
GW Alert provides popup notifications to desktop and laptop computers during an emergency. In the
event that we receive an alert to the computer in our classroom, we will follow the instructions given.
You are also encouraged to download this application to your personal computer. Visit GW Campus
Advisories to learn how. Additional information about emergency preparedness and response at GW
or the University’s operating status can be found on GW Campus Advisories or by calling the GW
Information Line at 202-994-5050.
GOOD LUCK TO YOU ALL!
7
COURSE OUTLINE *
Assigned Text
Readings
Day *
Date
Topic
Tu
1/17
Course Introduction
Th
1/19
1/24
The Marketing Concept
Customer Centricity
Ch 1
Tu
1/26
1/31
Best Practices in Marketing (Marriott)
Managing Customer Value
Ch 2
Ch 3
Th
1/ 02
IBM Case
Tu
2/07
Ch 4
Ch 5
Th
2/09
Tu
2/14 (**)
Tu
Th
Understanding Consumers
Ch 6
Geek Squad Case
Global Consumer Marketing
Ch 7
Th
2/16
Toyota Case
Tu
2/21
Marketing Research
Ch 8
Th
2/23
2/28
Market Segmentation (Prince Case)
Ch 9
Tu
New Product Development (Carmex)
Ch 10
Th
3/02
Case Study (TBA)
Tu
3/07
New Product Marketing Decisions
Th
3/09
Justin’s Case
Tu
Th
3/14/
3/16
SPRING Break
Tu
3/21 (**)
Service Marketing
Ch 11
Ch 12
Th
3/23
MKTG Interviews Reports
Tu
3/28
Retailing & Channel Decisions
Chs 13- 16
Th
3/30
4/04
Mall of America Case
Brand Management
Reading Kit
Tu
4/06
4/11
Case Analysis Briefings
Integrated Marketing Communications
Th
4/13
Pizza Hut Case
Tu
Th
Assignments
8
Presentation & Report
Presentations
Chs 17, 19 & 18
Tu
Th
4/18 (**)
4/20
Strategy Marketing
P&G Case Study
Tu
4/25
Final Case Presentations
Th
4/27
Final Case Presentations
Chs 21 & 22
Final Reports
Tu = Tuesday
Th = Thursday
(*) This Course Outline is Subject to Change with Short Notices
(**) Check Schedule of Knowledge Board Assignments for Due Dates
Schedule of Knowledge Board (Blackboard)*
Commentaries & Critiques
Launching Date
Due Date/ Time
Knowledge Board 1
Feb. 14
Feb. 19 @ 11:50 pm
Knowledge Board 2
March 21
March 26 @ 11:50 pm
Knowledge Board 3
April 18
April 23 @ 11:50 pm
(*) All Practice-Based Knowledge Board assignments are due on alternate Sundays @ 11:50 pm
9
BIOGRAPHY
Prof. Hassan, Ph.D.
Professor of Global Marketing and Brand Management
Department of Marketing
The George Washington University School of Business
Dr. Hassan (Ph.D., the Ohio State University) is a Full Professor of Global Marketing and
Brand Management at the GW School of Business (GWSB) and served as Department Chair
for six years. Dr. Hassan spearheaded the development of the Graduate Certificate in
Marketing & Brand Management program at GWSB. In the past, Professor Hassan served as
the non-resident Fulbright Scholar and founding co-director of an international Executive
MBA program funded by the Fulbright Commission with supplemental funding from Friends of
the Fulbright Commission and the General Motors Foundation (2002–2007). In 2005, he
received an outstanding teaching award from the Academy of Marketing Science. Professor
Hassan is an internationally recognized scholar and corporate consultant in global marketing,
brand strategy, country of origin effect, destination branding, innovation diffusion, and
sustainability marketing.
With a track record of nearly 100 published articles in academic journals, conference
proceedings, book chapters, monographs, and periodicals. His research appeared in
refereed journals such as Journal of Business Research, Journal of Travel Research, Journal
of Consumer Marketing, Journal of Product and Brand Management, Journal of
Macromarketing, International
Journal
of
Consumer
Studies, Journal
of
Euromarketing, Online Information Review, and International Journal of Bank Marketing. Dr.
Hassan was granted the “Literati Network Award for Excellence” by the Journal of Consumer
Marketing twice in 2004 and 2013 for two articles on global market segmentation and brand
positioning strategies. His published books include Globalization of Consumer
Markets, Global Marketing Perspectives & Cases, and an international regional edition of the
widely acclaimed Marketing Management by Philip Kotler and Kevin Keller (Pearson
Publishing). Dr. Hassan’s opinion has been cited by more than 50 media outlets such as
Voice of America, Reuters, Chicago Tribune, Advertising Age, AdWEEK, Campaign,
Washingtonian Magazine, Washington Business Journal, Business Monthly, Gulf Marketing
Review, and FutureBrand’s Country Branding and the Made-In Report.
10
Professor Hassan has served as the keynote/guest speaker for leading conferences and
universities like the World Youth Forum, the PR Narrative Summit, the Branding Thought
Leaders Conference, Harvard Business School’s Open Innovations Workshop, Kellogg
School of Management’s Global Initiative, the International EMBA program at Georgetown
University's McDonough School of Business, State University of Management (Moscow),
Bahrain University, University of Puerto Rico, La-Universidad de Los Andes (Colombia), LaUniversidad San Ignacio De Loyola (Peru), Griffith University (Australia), Victoria University
(Australia), and the American University in Cairo (Egypt). Also, Dr. Hassan consulted for
leading organizations such as Destination Canada, Raytheon International, the World Bank,
Smithsonian Institution, the U.S. State Department, Institute for Cultural Diplomacy
(Germany), Porter/Novelli, the Fulbright Commission, Science & Technology Cooperation
(USAID), International Food Institute in Australia, UAE National Council of Tourism &
Antiquities, and the Dubai School of Government (in cooperation with the Kennedy School of
Government, Harvard University).
Watch | Brand Talk: Executive Conversations
Directed by Dr. Salah S. Hassan
11