MKTG 6201
MARKETING MANAGEMENT
Module B, Spring 2015
INSTRUCTOR:
Professor Chip Besio
CLASSROOM:
280 Crow
OFFICE:
Fincher 316
(TEL.) 214-768-3142; (Mobile) 214-717-1864
(E-mail) cbesio@smu.edu
OFFICE HOURS:
By Appointment.
Module Text:
Course Packet and Casebook available from Professor Besio.
Course Purpose and Learning Objectives
The purpose of this course is to provide more depth and breadth in the analysis of common marketing
problems encountered by marketing managers and general managers. Emphasis is placed on the analysis,
development, and implementation of the organization’s marketing 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 decision-making tools apply to actual business
situations. The goal of this course is to develop a disciplined process for addressing marketing
management issues and problems in a variety of settings.
Specific learning objectives pertaining to (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
and to develop feasible
courses of action to solve
problems and capitalize on
opportunities
--knowledge of a conceptual
and operational framework
for marketing decisions and
the role of marketing
management within
organizations
Communication Skills
Oral
--in class discussion
(“committee meeting) format,
demonstrate ability to present
ideas clearly; to move
discussion logically toward
resolution while showing
sensitivity to others
viewpoints, and willingness
to change opinion in face of
persuasive argument and
evidence
Interpersonal Skills
--engage in productive
dialogue with others to
analyze marketing
phenomena and where
appropriate assume a
leadership role.
--work with others to analyze
marketing problems and
prepare well-articulated
courses of action with
consideration of
implementation issues
--knowledge and use of
marketing vocabulary
Syllabus MKTG 6201 MOD B Summer 2012
1
Module Format
As a vehicle to help students attain these objectives, the core of this course consists primarily of the
analysis of cases that describe actual marketing situations encountered by senior and middle
management. The course book chapter readings provide for background material pertaining to marketing
tools and concepts, financial aspects of marketing management, and marketing vocabulary.
Cases
In analyzing and discussing cases students will be encouraged to apply concepts from other courses, other
fields and from their relevant personal or business experience. The class will also be encouraged to
develop concepts and generalizations which may be applicable to a broad range of marketing management
and strategy problems.
The primary learning in this course will come from thorough analysis of cases and active involvement in
class discussion. Consequently, thorough preparation for, regular attendance and active participation in
class sessions is expected. Comments on preparing for case analyses are provided in the course book,
Chapter 3. An individual student’s cumulative involvement in and contribution to class discussion will be
graded by the instructor at the end of the course. Five criteria are used to assess class discussion
contribution. They are: (1) helped the class better understand the case situation and issues, (2) offered
meaningful interpretation of case data, (3) provided useful quantitative/financial analyses, (4) illuminated
the pros/cons of options or alternatives under consideration, and (5) provided useful insights for the
evaluation of options/alternatives and recommended course of action, including implementation issues.
One of five numerical grades will be assigned to each student: (1) Exemplary (30 pts.), (2) Good (25 pts.),
(3) Class Average (20 pts.), (4) Below Class Average (15 pts.), and (5) Poor (0 pts.).
Graded Case Questions
Students are required to submit, for grading, formal answers to specific questions for all of the six cases
assigned in the course. Answers to case questions are to be prepared and submitted by the student teams of
no more than 6 people. All team members will receive the same grade on graded case questions. Each
submission will count for 20 points. The format for graded case questions and an answer illustration is
shown in Attachment A.
Each team member will evaluate his/her self and fellow group members based on the contribution each
made to the preparation of answers to graded case questions. The form used is shown in Attachment B.
This form should be folded and stapled and is due at the beginning of class on August 4, 2011. One
member of each team will assume responsibility for gathering the forms from team members and
submitting them on the due date. Failure to submit a peer review on the due date will result in a student
contribution score of zero.
Syllabus MKTG 6201 MOD B Summer 2012
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Module Grading
A student's grade will be determined on the basis of (1) three team graded case question assignments, (2)
peer evaluation on the team graded question, (3) instructor evaluation of cumulative class contribution, and
(4) a comprehensive final examination. The weight assigned to each is as follows:
Team Graded Case Questions
120 pts.
Peer Evaluation – graded questions
30 pts.
Instructor Evaluation – cumulative contribution
30 pts.
Final Examination
120 pts.
Total
300 pts.
Final letter grades will be determined by the following table:
A
AB+
B
BC+
C
C-
276-300
270-275
264-269
246-263
240-245
234-239
216-233
210-215
D+
D
DF
204-214
186-203
180-185
Below 180 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 module 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.
Student Ethics:
This class will abide by the SMU Student Code of Ethics. In this class, a student’s review of
prior course examinations and case write-ups from any source (websites included) will be considered an
ethical violation and will be dealt with accordingly.
Disability Accommodations:
If you need academic accommodations for a disability, you must first contact Ms. Rebecca
Marin, Coordinator, Services for Students with Disabilities, 220 Memorial Health Center (214-768-4557)
to verify the disability and establish eligibility for accommodations. Then you should schedule an
appointment with the professor to make appropriate arrangements.
Religious Observance:
Religiously observant students wishing 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.
Syllabus MKTG 6201 MOD B Summer 2012
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SCHEDULE OF ASSIGNMENTS
Day/Date
Assigned
Materials
Topics
Module 1: Course Foundations
March
S
21
Course Introduction
Marketing Management
What is Marketing.ppt
Financial Aspects.ppt
Segmentation Targeting.ppt
Chapters 1 - 3
S
28
April
M
06
S
S
11
18
Case#1
South Delaware Coors
Product-Service Concepts
Segmentation/Positioning
Product & Service
Strategies.ppt
Positioning.ppt
Chapters 4 & 5
Case #2
Janmar Coatings Inc.
Integrated Marketing
Communications
Chapter 6
Marketing Communications.
Ppt
Case #3
Dr. Pepper Snapple Group,
Inc., Energy Beverages
Marketing Channels & Logistics
Chapter 7
Distribution Channels &
Logistics.ppt
Case #4
Bates Manor Furniture
A&B
Pricing Strategy
Chapter 8
Pricing Foundations.ppt
Pricing Alternatives
Case #5
Cutco Corporation
Syllabus MKTG 6201 MOD B Summer 2012
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SCHEDULE OF ASSIGNMENTS
Day/Date
S
25
Topics
Global Marketing
Case #6
May
S
02
Assigned
Materials
Chapter 10
Global Marketing.ppt
Augustine Medical Inc:
The Bair Hugger Patient
Warming System
Final Exam
Syllabus MKTG 6201 MOD B Summer 2012
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Attachment A
or Formatting Reference only!
Case: Republic National Bank of Dallas: NOW Accounts
Team:
1. _________________________
4. ______________________________
2. _________________________
5. ______________________________
3. _________________________
6. ______________________________
Question: Below what checking account deposit balance level does RNB incur an annual loss,
on average?
Answer: Below $500.00
Rationale:
A profitability analysis of checking account balances reveals that RNB loses money on
accounts that are less than $500 based on the investible balance percentage of 85% (p. 673) and
an average yield of 7.5% (p. 673). The documentation is shown below:
Account Size
Less than $200
$200-$499
$500-$999
a
Average
Average
Service/
Interest
Handling
Revenue per
Revenue per
a
Account
+ Accountb
$19.92
27.72
60.71
$18.72
18.72
18.72
Average
Total
Revenue
= per Account
$38.64
46.44
79.43
Average
Total
Account
Costb
$62.88
62.88
62.88
=
Average
Profit/
(Loss)
$(24.24)
(16.44)
16.55
Computed as follows:
For example, an account size under $200, using case Exhibit 1 data, where $4.5 million
represents the dollar value of accounts under $200 (3% of $150 million in total checking
account balances) and 14,400 represents the number of accounts under $200 (32% of 45,000
personal checking accounts) the average annual interest revenue per account is $19.92:
x 0.85 x 0.075 = $19.92
b
Annualized average account revenue and cost given in the case where service/handling charge
revenue per account per month = $1.56, or $18.72 per year; account cost per month = $5.24, or,
$62.88 per year
Syllabus MKTG 6201 MOD B Summer 2012
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Attachment B
Name:________________________
OVERALL RATING OF GROUP MEMBERS
For each member of the group, including yourself, assign a point total based on your experience working with that
person on preparing answers to graded case questions.
Typical Point Ranges
Contribution Disproportionally
Less than Others
Contribution Proportionally
the Same as Others
5-17 pts.
Contribution Disproportionally
More than Others
18-22 pts.
Name (Your name first)
23-30 pts.
Score
TOTAL*
* Point total for 5-person group cannot exceed 100 points.
* Point total for 6-person group cannot exceed 120 points.
IF A STUDENT DOES NOT SUBMIT THIS FORM, HE OR SHE WILL BE ASSIGNED A NUMERICAL
SCORE OF ZERO
Syllabus MKTG 6201 MOD B Summer 2012
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