MGT C05H3
MARKETING MANAGEMENT
Fall, 2005
Professor: Pankaj Aggarwal
Office: MW 332
Phone(s): 416.287.5614
email: aggarwal@utsc.utoronto.ca
Course Home Page: www.utsc.utoronto.ca/~aggarwal
Class Meets: Monday, 1:00 pm-3:00pm in MW 110
Office Hours: Thursday, 10:00am-11:00pm, or by
appointment
Intranet: https://intranet.utsc.utoronto.ca
COURSE OUTLINE
Course Objectives
This applications-oriented course builds on the conceptual and theoretical focus of the introductory
marketing course. Marketing Management intends to develop the analytic skills required of marketing
managers, and focuses on improving skills in analyzing marketing situations, identifying market opportunities,
developing marketing strategies, making concise recommendations, and defending these recommendations.
MGT B04/C04 is a pre-requisite for this course, and a thorough understanding of it is essential.
Course Organization and Administration
In this course we make extensive use of cases. The idea of case analysis and discussion is to help you
to learn by putting you in the position of a decision-maker in the real world, facing all the constraints and
considerations s/he faces. By studying, analyzing, and solving a number of case studies you will:
 Gain experience in problem solving and business decision-making;
 Integrate what you have learned from your previous business courses and apply that knowledge to
marketing situations;
 Develop logical analysis skills; and
 Learn to present information and recommendations in a clear and concise manner.
Attendance policy
A course such as this is based on the premise that sharing issues and discussing them enhances
learning. The course is based on discussion of cases in class, and bulk of the time will be spent on it. There
will be very little lecturing, if any. The role of the instructor will be to guide the discussion, and to ask
challenging and provoking questions to bring about a lively debate of the different issues involved in the case.
As such, attendance is a pre-requisite to learning in the class. I expect that students will not miss class, and
will respect each other by arriving in time. If you have to miss class for any reason, I would expect a written
explanation for it. In any case, missing a class session is likely to lead to grade adjustment.
Text
A required case packet is available at the Bookstore.
In addition, you should be very familiar with material from your introductory marketing course. You
may want to use your MGT C04 (B04) book for reference from time to time: Principles of Marketing, 5th
Canadian Edition, P. Kotler, G. Armstrong, P. Cunningham Prentice-Hall, 2002, or any other comparable text.
Course Evaluations and Requirements
Course evaluations will be based on a number of elements and assignments that will need to be
completed both individually and in groups. You will need to form groups of between 4-6 members and hand
me over the names by week 3 of the class.
Assignment of grade
Class Discussion 15%
Group Project and Presentation 30%
Individual Case write-ups (5 cases) 20%
Final Examination 35%
1. Class Discussion (15%)
The purpose of this evaluation component is to ensure that you give to the class as much as you get
out of it. You will also be able to practice stating and defending your opinions orally in front of a group of
people. Credit will be given only for the quality of contributions that you make in class. Two types of
preparation out of class will be useful for you to make quality comments. First, you must carefully read and
analyze each case before class. Make handwritten notes to facilitate your contribution to the class discussion,
especially regarding the specific questions that I leave with you. Second, you will benefit from reading
relevant chapters from a text-book such that you are fully familiar with the concepts being discussed in the
case. Listening to what others say is often as important as making your own point. Remember, it is class
discussion – not just your own participation. Airtime is limited, so don’t talk just for the sake of talking. On
the other hand, talking is not easy for some of us for a variety of reasons. This is your opportunity to develop
and practice the assertiveness and communication skills that are a prerequisite to success in business. If you
have concerns about speaking out in front of others (which some of us find difficult), you should come and
talk to me early on in the course.
To keep track of your contributions, I will make a note of each student’s participation after each class.
Although I do not expect everyone to contribute every class, I do expect you to contribute regularly, and when
you do not contribute I expect you to be attentive. In order to give you credit for your contributions, I need to
know who you are, so be sure to keep your name card in front of you at all times. I encourage you to make
yourself known to me by visiting my office briefly for an informal introduction. Please show respect for
everyone, and come to class on time.
Remember that class discussion grades will be based on my perception of your contribution to the
class. The evaluation would have to be subjective hence you will have to live with my judgment on this. You
will get good grades if you contribute to the overall learning of the class. If the participation becomes
counterproductive (or you just speak because you want to get noticed with nothing to add to the discussion)
you will get negative grades. In any case, to ensure that the discussion is not limited to only a few students, I
reserve the right to call upon individual students any time during the class discussion.
2. Group Case Project and Presentation (30%)
You will choose your groups (4-6 members each) for the group project. The project will involve an indepth study of any company that the group may decide to examine. The objective is to examine a specific
marketing issue or a problem that the company is facing. The group can focus on any marketing issue faced by
the company – branding strategy, segmentation, pricing, positioning, distribution etc. The key would be to
identify a company that you can get information about from primary or secondary sources, and then do a
thorough analysis based on that information. You will need to write a 15-page (double spaced) case about the
company (not including any attachments). You also have to write a suggested solution to the problem in no
more than 5-pages (double-spaced). As you get familiar with the cases that we discuss in class, you will get
comfortable with the idea of this project. On the last day of class, the group will present their project to the
class in a 15-20 minute presentation.
3. Individual Case write-ups (20%)
Each person will submit a brief (not more than 750 words) for every case – a total of 5 such write-ups
are required to be done. Essentially you can pick any 5 cases from the ones that we plan to discuss during the
course. Each write-up is worth 4% of the grade. The write-ups are due at the beginning of each class. The
questions for each case write-up will be handed out one-week before they are due in class. Make sure that your
answers are to the point and precise. At the end of the write-up make sure that you write down the number of
words in your write-up.
4. Final Examination (35%)
The final exam will involve questions on a pre-assigned case. In the exam, you will be asked to
answer specific questions about a case that will be provided to you. Date and time of the exam will be
provided later in the semester.
Late Assignments: Case assignments are due at the start of the class. Late assignments will be
given a lower grade. An assignment submitted after class has begun is considered one day late.
Weekly Plan:
Week Date
1
Sep 12
2
Sep 19
Topic/Case
Introduction to the Course and the
Case Analysis Method
Marketing Strategy
3
Sep 26
Company Strategy
Club Med (A)
4
Oct 03
Competitive Strategy
5
Oct 17
Customer Segmentation
6
Oct 24
New Product Introduction
7
Oct 31
Branding
8
Nov 7
Pricing
Barco Projection System
Colgate-Palmolive Company: The Precision
Toothbrush
TIVO
The Black and Decker Corporation (A):
Power Tools Division
Cumberland Industries
9
Nov 14 Integrative Marketing Communication
Possible Guest Speaker (or British Airways)
10
Nov 21 Distribution
Dell Online
11
Nov 28 Course Recap and Presentations
Group Projects
12
Dec 05
Group Projects
13
Presentations
Final Examination
Case
L. L. Bean Inc.: Corporate Strategy