Marketing Management – MGT 204-1
Spring 2009
Location: OCM 1
Class Schedule: Mondays 6:00 PM – 9:00 PM
Instructor: Professor Jenni Smith
Office Hours: TBD
Available via e-mail [jlssmith@ucdavis.edu] and phone [925.876.4101] outside of office hours.
TA: Allison Lathrope
Course Overview
Management 204 will provide a baseline understanding of marketing – what it looks like, how it
works and the role it plays in every business. Marketing incorporates elements of both art and
science and students will encounter many points along this continuum in their future careers, so
course content will attempt to cover the range.
The course will begin with an intensive grounding in marketing planning and project work will
build on that foundation. Teams will be asked to write integrated marketing communications
plans for presentation to the ‘brand team’ (remainder of class and instructor).
Reading (text and case), homework and in-class discussion will cover the development and
utilization of consumer insights, product value, brand equity and distribution.
Administrative Details
Grading Distribution:
Project
Mid-term
Final
Homework
Contribution
25%
20%
30%
15%
10%
Course Packet (required):
HBS Cases
 9-505-038 “Product Team Cialis: Getting Ready to Market”
 9-504-016 “Starbucks: Delivering Customer Service”
 Brief Case 2075 “The Fashion Channel”
 9-508-047 “Dove: Evolution of a Brand”
 Brief Case 2085 “Saxonville Sausage Company”
 9-505-020“Launching the New MINI” (multimedia CD)
 Brief Case 2078 “Atlantic Computer: A Bundle of Pricing Options”
 9-505-025 “The Passion of the Christ”
Course Text(required):
A Framework for Marketing Management, Kotler & Keller, Fourth Edition
Course Plan
Meeting
#
1
3/30/09
K&K Ch. 1, 2
2
4/6/09
K&K Ch. 3, 15,
[optional 16, 17]
3
4/13/09
4
4/20/09
5
4/27/09
6
5/4/09
7
5/11/09
8
5/18/09
9
10
Date
6/1/09
[two week
break]
6/8/09
Homework
Due
Situation
Analysis for
Project
Homework 1
(Fashion
Channel)
Homework 2
(Saxonville)
Homework 3
(Atlantic)
Reading (prior)
Topline
Cialis case
K&K Ch. 4,5
What is marketing? What role does it
play?
Developing and evaluating marketing
strategies and plans
Managing marketing communications
Connecting with
consumers/customers
Starbucks case
K&K Ch. 7
Segmentation
Project next steps
Fashion Channel
case
K&K Ch. 8
Dove case
K&K Ch. 9
Brand equity
MID TERM EXAM
Saxonville case
K&K Ch. 10
Shaping the offering
MINI case
K&K Ch. 12
Pricing
Atlantic
Computer case
Project presentations- O, P, Q,R
Positioning
Project presentations- W, X
Project presentations – U, V
Project presentations- S, T
FINAL EXAM