UNIVERSITY OF CALIFORNIA AT BERKELEY
Haas School of Business
BA 206: Marketing Management
Spring, 1999
Professor Russ Winer
Office: F691
Phone: 510.642.1625
Fax: 510.643.1420
e-mail: winer@haas
Web: www.haas.berkeley.edu/~market/
Office hours: Tuesday 2-5 and by appointment
Course Objectives
As the core marketing course in the MBA program, BA 206 is a survey course
designed to provide students with an understanding of the basic concepts of marketing
management and experience in making marketing decisions. Specifically, the course will
cover issues relating to the philosophy of marketing, developing marketing strategy, and
planning marketing tactics. This treatment will be largely from a practical perspective
with the emphasis being on managerial decision-making.
Course Administration
The course consists of lectures, case analyses, and participation in a marketing
simulation, MARKSTRAT. The lectures will complement the text and will not attempt
to cover all points raised in the reading. Details on the MARKSTRAT simulation will be
provided at a later date.
Course Grading
Two written cases
Advertising assignment
MARKSTRAT project
Class participation
35%
15%
30%
20%
The case writeups should be done individually, typed, and be <=4 pages in length
excluding appendices. They are due in class on the date the case is discussed. Students
are permitted to discuss the case with whom they wish but must write the analysis
themselves. The advertising exercise and MARKSTRAT assignments will be done in
teams. Students can form up to 3 person teams for the advertising exercise; students will
be assigned to teams or “firms” for the simulation.
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Case discussions are a critical component of the learning process for this course.
Students are expected to be prepared for case discussions whether or not it is a written
assignment. You will be evaluated on both the quantity and quality of your participation.
In addition, students can be expected to be “cold called” during a discussion.
Course Materials
Text: Winer, Marketing Management, Addison-Wesley (in reader form).
Larréché and Gatignon, MARKSTRAT 3, South-Western, 1998.
A reader containing the cases for the course should also be purchased.
Course Outline
Date
Topic/Reading
1/19
Course introduction.
Cases: Federal Express Money Back Guarantee (A), (B)
Read: Chs. 1, 2.
1/21
The scope of marketing.
Case: Population Services International.
1/26
Developing a marketing strategy I.
Read: Ch. 3.
1/28
Case: Land Rover North America.
2/2
Marketing research;
Case: MSA: The Software Company.
Read: Chs. 4, 5, 6.
2/4
Developing a marketing strategy II.
Read: Chs. 3, pp.31-40 (re-read), 7.
2/9
Strategy over the PLC: Growth.
Case: Cochlear Bionic Ear (A).
2/11
Strategy over the PLC: Maturity.
Case: Dewar’s (A) (***written***).
2/16
Strategy in a global context.
Case: Citibank: Credit Card in Asia (A).
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2/18
Branding.
Case: Black & Decker (A): Power Tools.
2/23
Communications.
Read: Ch. 8.
2/25
No class: Spring symposium.
3/2
Integrated marketing communications.
Case: Cunard Line.
3/4
Evaluating communications programs.
Case: Archdiocese of New York.
** Advertising assignment due 3/8 **
3/9
Introduction to MARKSTRAT.
Read: MARKSTRAT 3 manual, chs. 1-6.
3/11
Channels of distribution.
Case: Hewlett-Packard Imaging Systems Division.
Read: Ch. 9.
3/16
Channels of distribution: the Internet.
Case: Dell Online.
3/18
Sales management.
Case: MCI Communications Corp.: National Accounts Program.
Read: Ch. 10.
3/22-3/26
Spring break.
3/30
Pricing.
Case: Optical Distortion.
Read: Ch. 11.
4/1
Sales promotion.
Case: Procter & Gamble (B).
Read: Ch. 12.
4/6
Services marketing.
Case: Marketing at Bain & Company (***written***).
Read: Ch. 14.
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4/8
Customer management.
Read: Ch. 13.
4/13
No class: MARKSTRAT group work.
4/15
High-tech marketing.
Case: DNA Plant Technology.
Read: Ch. 15.
4/20
Global marketing.
Case: Heineken N.V.
Read: Ch. 16.
4/22
No class: MARKSTRAT group work.
4/27
Global marketing.
Case: Gillette Indonesia.
4/29
New products: research.
Case: Nestlé Refrigerated Foods.
Read: Ch. 17.
5/4
New products: the launch.
Case: Launching the BMW Z3 Roadster.
5/6
MARKSTRAT wrap. Course summary.
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