Marketing 5341-001
MARKETING MANAGEMENT
Charles A. Besio, Jr.
Senior Lecturer
Fall 2015
11:00-12:30 p.m.
Tuesday/Thursday
Maguire Building
Room # 250
Course Materials:
Case Book purchased from Professor Besio
Stratsim Marketing Simulation, available at www.interpretive.com
Course Purpose
The purpose of this course is to introduce students to common marketing problems encountered by marketing
managers and general managers. Emphasis is placed on the analysis, development, and implementation of the
organization's marketing policy, strategy and tactics. On a more specific level, the coursework will attempt to
develop concepts and skills necessary for marketing decision-making as well as illustrate how various decisionmaking concepts and tools apply to actual business situations. The goal of this course is to develop a
disciplined process for addressing marketing issues and problems in a variety of settings and integrate
knowledge acquired in marketing and other business courses.
Specific objectives of (1) training in marketing (2) communication skills, and (3) interpersonal skills in the
context of this course are outlined below.

Training in Marketing
 ability to analyze strategic and operational marketing problems and opportunities to develop feasible courses
of action to solve problems and capitalize on opportunities.
 knowledge of a conceptual and operational frameworks for marketing decisions and the strategic role of
marketing within organizations
 exposure to a wide variety of industries, companies and marketing issues.

Communication Skills
 in class discussion format, demonstrate ability to present ideas clearly; to move discussion logically toward
resolution while showing sensitivity to others viewpoints, and willingness to change opinions in the face of
persuasive argument and evidence
 in written case analyses (2 double-spaced typed pages plus charts and quantitative exhibits), demonstrate ability
to present analysis and proposal clearly and persuasively, with appropriate level of qualitative and quantitative
analysis

Interpersonal Skills
 engage in tough-minded debate with others to analyze markets and marketing phenomena
 work with others to assess marketing problems and prepare well-articulated courses of action buttressed by
case information and justifiable assumptions
 --- demonstrate ability to constructively critique the work of others and effectively present counter proposals
buttressed by persuasive argument and evidence.
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2
Course Format
Case Analysis
The course uses the case method heavily. Many sessions will require the preparation of a case. The case
will be discussed thoroughly in class. Each case will emphasize a marketing element. The assignment
schedule attached indicates that most case classes will be preceded by a class to discuss the related material
and provide additional depth to the following case analysis.
The case method of study puts a high demand on you to prepare and participate. Its strength is in providing
a format for you to learn from the insights and points of view of your classmates. It also helps you
understand that difficult business decisions require clear analysis but often demand reasonable assumptions
be made in the face of uncertainty and risk. It is a powerful way for you to learn from “doing”.
You will be expected to prepare for class in a thorough way and you will be called upon to participate in the
discussion. A minimum of an hour is usually required to prepare a case and I strongly urge you to discuss
your thinking and analysis with a group of your classmates prior to class.
Exam
There will be one exam during the semester (October 8th). The exam will test your understanding of the basic
terminology and tools in marketing management as well as your depth of understanding of important concepts
discussed in class. In form the exams will consist of some multiple choice questions, and short answers.
Marketing Simulation
Each student will participate in a group of four for a period of six weeks acting in the role of Product Manager
of a consumer product. The products are toothpastes, but the task will be to expand the market for the
company’s products into Central and South America. Students will compete in multiple country markets
against other companies in the same business. The objective will be for each student group to grow their
company’s market share, and profitability while entering two or three foreign markets. Associated with this
students will prepare two documents, a planning document of what they hope to achieve and a review
document of their performance and the lessons learned in the experience.
Participation
You are expected to come to class prepared. This means reading the cases prior to class and accessing the
appropriate PowerPoint slides on the Web. The PowerPoint slides used in class are available to you by
accessing my Web site via http://www.cbesio.cox.smu.edu/mktg5341.
Class participation counts 60 points towards your final grade. Your participation grade is impacted more by
the quality of your participation than the quantity of your participation. In other words, the mere quantity
of comments counts less than consistently thoughtful and informed comments. Regular attendance also
impacts your participation grade; if you are not in class, you lose the opportunity to participate in class
discussion that day. A class attendance sign-in sheet is circulated at the beginning of each class period. It is
your responsibility to make certain you have signed the attendance sheet.
It is important to be in class on time. Late arrivals are disruptive to your fellow students and professor.
Additionally, walking in and out of class, once class has begun, is disruptive to everyone's learning
environment. These kinds of repeated disruptions will count against your participation grade.
(Professor Besio reserves the right to change this syllabus without notice.)
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Course Grading
A Student's grade will be determined on the basis of his/her performance on (1)one exam during the semester,
(2) six typed case presentations, (3)two reports relating to the Stratsim simulation, and (4) class participation on
case discussions, assignments and the simulation.
The weight assigned to each is as follows:
Written Exam (Product Management)
Written Case Analyses
Stratsim Objectives
Stratsim Final Review
Marketing Plan
Class Participation
100 pts. (Oct. 8)
120 pts.
40 pts.
40 pts.
40 pts.
60 pts.
400 pts.
Final letter grades will be determined by the following table:
A
AB+
B
BC+
C
C-
368-400
360-367
352-359
328-351
320-327
312-319
288-311
280-287
D+
D
DF
272-279
248-271
240-247
Below 240 total points
Professor Besio understands each student has an grade objective they would like to achieve. He will
discuss these objectives and their performance any time during the semester up to and including the
last day of class. After the last day of class he will not discuss grades except to inform students of any
grades not completed by the last day of class. There will be no exceptions to this policy.
Course Prerequisites
Marketing 3342 – Marketing Research and Senior Standing
Office Information
Office:
Phone:
E-mail:
Hours:
316 Fincher Building
(214) 717-1864 (Emergencies Only)
cbesio@smu.edu
By Appointment
(Professor Besio reserves the right to change this syllabus without notice.)
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SCHEDULE OF ASSIGNMENTS
Day/Date
Topics
Module 1: Course Foundations
AUGUST
T
25
Course Introduction
Marketing Management
TH
27
SEPTEMBER
T
01
Assigned
Materials
Mktg. Mgmt Overview.ppt
Product-Service Concepts
Segmentation/Positioning
Brand Equity.ppt
Product Strategy.ppt
Segmentation Targeting.ppt
Positioning.ppt
Janmar Coatings
Case Book
Product Life Cycle.ppt
New Product Develop.ppt
TH
03
Product-Service Life Cycles
New Product Development
Financial Analysis Due
M
07
University Holiday – Labor Day
T
08
Proctor and Gamble “Scope”
Case Book
TH
10
Pricing Strategies
Pricing Strategy.ppt
T
15
Astor Hotels and Suites
Case Book
TH
17
Marketing Communications Strategies
MarComm.ppt
T
22
Augustine Medical
Case Book
TH
24
Distribution Channels
Distribution Channels.ppt
T
29
Chevrolet Europe
Case Book
South Delaware Coors, Inc.
Case Book
Global Marketing.ppt
OCTOBER
TH
01
T
06
Global Marketing
Exam Review
TH
08
EXAM (100 pts.)
(Covers all material - readings
and case assignments and
lectures from Aug. 25 through Oct. 6)
(Professor Besio reserves the right to change this syllabus without notice.)
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SCHEDULE OF ASSIGNMENTS
Day/Date
OCTOBER(Cont’d.)
Topics
Assigned
Materials
(Fall Break - October 12-13, 2015)
Module 2: Stratsim Simulation Simulation
TH
15
Stratsim Simulation Introduction
T
20
Stratsim Simulation Decisions
Period #1
TH
22
Marketing Plan #1
T
27
Stratsim Simulation Decisions
Period #2
TH
29
Marketing Plan #2
NOVEMBER
T
03
Stratsim Simulation Decisions
Period #3
TH
05
Marketing Plan #3
T
10
Stratsim Simulation Decisions
Period #4
TH
12
Marketing Plan #4
T
17
Stratsim Simulation Decisions
Period #5
TH
19
Marketing Plan #5
T
24
Stratsim Simulation Decisions
Period #6
TH-F 26-27
University Holiday - Thanksgiving
DECEMBER
T
01
Marketing Plan #6
TH
Stratsim Simulation Final Project Due
03
(Professor Besio reserves the right to change this syllabus without notice.)
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Disability Accommodations
Disability must first be registered with Disability Accommodations & Success Strategies (DASS) to
verify the disability and to establish eligibility for accommodations. Students may call 214-768-1470 or
visit http://www.smu.edu/alec/dass.asp to begin the process. Once registered, students should then
schedule an appointment with the professor to make appropriate arrangements. (See University Policy
No. 2.4; an attachment describes the DASS procedures and relocated office.)
Excused Absences for University Extracurricular Activities
Students participating in an officially sanctioned, scheduled University extracurricular activity should be given
the opportunity to make up class assignments or other graded assignments missed as a result of their
participation. It is the responsibility of the student to make arrangements with the instructor prior to any
missed scheduled examination or other missed assignment for making up the work. (University Undergraduate
Catalogue)
Religious Observance
Religiously observant students who wish to be absent on holidays that require missing class should notify their
professors in writing at the beginning of the semester, and should discuss with them, in advance, acceptable
ways of making up any work missed because of the absence. (See University Policy No. 1.9)
(Professor Besio reserves the right to change this syllabus without notice.)