MARK 220-20 – PRINCIPLES OF MARKETING (Summer 2015)
Syllabus
MTuWTh 3:15-5:15pm
July 6 – August 7, 2015
Main Campus: Intercultural Center # 106
Prof. Charles J. Skuba
Phone: 240-997-5868
email: cjs29@georgetown.edu
Office Hours: appointment
Please note that this syllabus is subject to revision. Students will be notified of all revisions.
COURSE OBJECTIVE
This course provides you with an introduction to the study of marketing in modern organizations.
The course is designed to introduce business students to the fundamental aspects of marketing: how
organizations discover and translate target audiences’ needs and wants into strategies for providing
compelling value propositions that maximize organizational objectives.
For students majoring in marketing, this course is intended to provide a foundation on which to
build subsequent marketing courses and work experience. For students majoring in other business
disciplines, this course is intended to help you understand the objectives and typical strategies of
marketers with whom you will interact professionally. For all students, the course is intended to enhance
your appreciation of the different activities that we encounter every day as consumers.
After completing this course, you should be able to:
 Bring a consumer perspective to business situations;
 Apply the key marketing principles and use the appropriate terminology to discuss
marketing issues;
 Analyze how trends and environmental factors influence marketing strategy and
performance;
 Exhibit a solid understanding of the marketing mix variables (4P’s) and their potential
impact;
 Understand how to construct a marketing plan;
 Coherently discuss basic issues of marketing strategy.

Understand the critical factors in international marketing
As a survey course intended to provide an overview of marketing concepts and tools, the class
material will, by necessity, favor breadth over depth of coverage. Students interested in pursuing careers
in marketing should follow up this class with other courses offered by the MSB Marketing department
such as Consumer Behavior, Marketing Research and Marketing Strategy.
COURSE MATERIALS



Textbook: Gary Armstrong and Philip Kotler, Marketing: An Introduction (11th edition). Upper
Saddle River, NJ: Prentice Hall, 2013. ISBN-13:978-0-13-274403-4
Course packet with Harvard Cases and articles (see instructions in Blackboard)
Course management website via Blackboard
Students are encouraged to read several newspapers and periodicals available in the library or on the
internet that have particular relevance to marketers. These include Wall Street Journal, Harvard
Business Review, The Economist, Ad Week, Business Week, Brand Week, and Advertising Age. Social
media websites, blogs and online videos can also be great sources of marketing insight and discussion.
(You are encouraged to bring to class examples that you think your colleagues – and professor – might
find interesting.)
COURSE EXPECTATIONS AND FORMAT
MARK 220 will require you to analyze and synthesize a great deal of information, including
numerical challenges. It will expose you to many different concepts, ideas, and terminology and thus
will involve a lot of reading. Your grade will reflect how well you know, understand and can utilize
these concepts. It is your responsibility to spend sufficient time and effort to read and study the material.
Students are expected to read the assigned chapters and readings before coming to class.
The class sessions will include lectures, discussions, videos, and class exercises. The lectures
will emphasize key concepts and provide guidance in applying these concepts to practical situations.
Class exercises, videos and case studies will help reinforce these concepts. Note that class sessions will
not cover all of the material in the textbook – they will cover the most important ones but students are
expected to pick up the remainder on their own. Class lecture PowerPoint documents will be posted on
Blackboard.
GRADING:
Your grade will consist of 4 different types of assignments, which will be combined according to
the weights shown below:
Exams:
Midterm Exam
Final Exam
Four Team Case write-ups
One Team Case presentation
25%
25%
25%
10%
2
Class participation
15%
Exams (60%)
Two exams will be given during the semester. Exams will include both multiple choice/short
answer and essay questions based on the textbook, readings and other items discussed in class. Exams
are to be done completely independently; any student found cheating will be subject to the maximum
university penalties.
Case write-ups (20%)
Five cases will be assigned that will have specific questions to be answered. Each team must
prepare four case write-ups, The key to a good case analysis is to interpret case material in order to
develop a strategic review of the alternatives available to resolve the issue(s) presented in the case.
Repeating the key case facts (summary) is NOT an analysis. The analysis comes in the form of using
the information provided in order to support or detract from possible alternatives that you believe might
truly resolve the issues presented. We will discuss the cases in class.
. Students will work in assigned teams to address and analyze the cases listed in the syllabus.
Students will form teams of no more than 5 members and no less than 4 members. (Note: The instructor
will allow exceptions if the class size does not allow the exact distribution.) A team case analysis copy is
to be handed in by the student teams on the day they are assigned for class discussion and/or
presentation. These are to (1) be typewritten, double-spaced, and not to exceed three (3) pages, (2) be
professional; i.e., clear and concise in language and format, and (3) include specific answers to all case
questions. A good format will include a brief situation analysis/background, problem analysis, and
specific recommendations. Addenda may be added to the page limit to allow exhibits, graphs, and
tables. Please cite all outside research. Always use a cover sheet and only print on one side. It is
understood that a group report constitutes an equal effort on part of all of the members.
Case Presentation 10%
In addition to the case write-ups, each team will be assigned one presentation case. Each team will
present the assigned case in class in PPT format. These cases will be assigned at the beginning of the
course. Case presentations will be expected to be detailed, analytical, strategic, and creative.
Note: I will not accept late assignments. No makeup exams or substitute assignments will be given for
unexcused absences. Contact me before missing the assignment so that we can make alternative
arrangements prior to class.
Class Participation (10%)
Class participation is not optional. You will learn more if you are actively involved in class discussions.
To earn a high grade for participation, students are expected to contribute regularly in class discussions.
Students must read the assignments before coming to class. Participation points will be allocated based
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both of the frequency and quality of your contributions. Please note that I realize that individuals come
to this class with different backgrounds and this is likely to be your first marketing class. No one can
possibly know all of what there is to know. The way to learn is to dive right in. As long as your
comments are relevant they will count towards your participation grade.
There are cases identified in the class as Class Discussion Cases. You are expected to prepare for these
cases individually or with your teams and actively engage in class discussion. These cases offer you an
excellent opportunity to score well on class participation grades.
Class participation grades will be based on the judgment of the instructor. You can expect to receive the
following grades based on your involvement with the class:
90-100% - Very well-prepared and has something relevant to say almost every class.
80-89% - Adequately prepared and contributes during the majority of class sessions.
70-79% - Adequately prepared but contributes only on an occasional basis.
60-69% - Adequately prepared but seldom volunteers to speak.
Below 60% - Inadequately prepared and never voluntarily contributes.
Note that negative in-class behavior (lateness, chatting, leaving class early, texting, using the phone or
laptop to browse the internet during class, etc.) will have a negative impact on your class participation
grade.
If students wish to attend another section of this class, they need to obtain permission from the instructor
before each class period.
Final letter grades will be based on the ranking of class members across all sections of MARK 220
taught by this instructor. Letter grades will be assigned to closely approximate the following distribution
(curve) which has been approved by the MSB marketing faculty:
Grade
%
A
15%
A-
20%
B+
20%
B
20%
B-
10%
C+ and
15%
below
Unless a computational error has been made, grades will not be changed after the end of the semester.
Please do not come to my office with “extenuating circumstances” for why your grade should be
changed.
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HONOR CODE
As signatories to the Georgetown University Honor Pledge, and, indeed, simply as good scholars and
citizens, you are required to uphold academic honesty in all aspects of this course. You are expected to
be familiar with the letter and spirit of the Standards of Conduct outlined in the Georgetown Honor
System and on the Honor Council website. As faculty, I too am obligated to uphold the Honor System,
and will report all suspected cases of academic dishonesty.
ATTENDANCE POLICY
Students are responsible for adhering to all course procedures and policies set down by an instructor for
the successful completion of a course, including class attendance; absence from a class for whatever
reason carries with it the obligation of making up missed work.
Class as a professional environment
Professional conduct is expected in every class. This means arriving for class on time, contributing
constructively, and showing respect to the instructor as well as fellow students. Personal computers are
allowed in class with the understanding that they are being used for class productivity (e.g., note taking,
fact checking, concept clarification, etc…).
No social networking or emailing is allowed during class. All other electronic devices are to be turned
off during class. If you have to miss class, send the instructor an e-mail as a courtesy.
SPECIAL NEEDS
If you have a disability, or believe you might, and would like to receive accommodations in my
course, you should contact the Academic Resource Center (arc@georgetown.edu) to register as a student
with disability, or for an evaluation referral. The center is located on the third floor of the Leavey
Center, Suite 335.
Intellectual Property Policy/Privacy
Recordings of presentations, lectures and discussions are not permitted without specific written
permission of the participants. If you have a good reason to record a class, please discuss with the
instructor.
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SCHEDULE
The following is a tentative schedule. Any changes will be announced in class and/or via e-mail.
Session
07/06
07/07
Topic
Reading
Assignment
Introduction
Chapter 1
Creating and Capturing Customer
Value
Strategic Marketing Planning
Chapter 2
Reading:
Companies and the
Customers Who
Hate Them
07/08
Marketing Environment and
Marketing Research
Chapters 3, and 4
07/09
Chapters 3 and 4
07/13
Marketing Environment and
Marketing Research
Consumer Behavior
07/14
Consumer Behavior
Chapter 5
07/15
Chapter 6
07/20
Market Segmentation, Targeting
and Positioning
Market Segmentation, Targeting
and Positioning
MIDTERM EXAM
07/21
New Product Development
Chapter 8
07/22
Managing Products/Branding
Chapter 7
07/23
Managing Products/Branding
07/27
Product Life Cycle and
Managing Services
07/28
Pricing the Product
Article: Should
you Launch a
Fighter Brand?
Chapter 7
Article: Want to
Perfect Your
Company’s
Service?
Chapter 9
07/16
Chapter 5
Rosewood Hotels case write-up
due
Crescent Pure case write-up due
Cialis Case
Reading: Pricing
and the Psychology
Mountain Man Brewing case
write-up due (presentation case)
Wheaties Case: Class
Discussion case
Kingsford Charcoal case writeup due (presentation case)
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of Consumption
07/29
Distributing the Product
Article: Pricing
and the
Psychology of
Consumption
Chapters 10, 11
and 14
Article: The
Future of
Shopping
Chapter 13
Chapter 12
07/30
Marketing Channels
08/03
08/04
Promotional Strategies
IMC (Advertising)
08/05
IMC (Social Media and PR)
Online Deal Sites
case
Adidas Brand-in-Hand case
write-up due (presentation case)
Public Relations – Guest
Speaker
08/06
Wrap-up
Chapter 12
MedNet.com case
MedNet.com case: Class
Discussion case
Beyoncé case: Class
Discussion case
FINAL EXAM: To be announced
CASE QUESTIONS
I.
Rosewood Hotels & Resorts: Branding to Increase Customer Profitability and Lifetime Value
This case touches on various aspects of brand management including the role of brand
definition as a key strategic business activity. The case examines the issues of “branded
houses” and “houses of brands”. The primary focus of the case is on the concept of customer
lifetime value (CLTV).
Case Questions
1. Why is Rosewood considering a new brand strategy?
2. What are the pros and cons of moving from individual brands to a corporate brand?
3. Will the move to corporate branding maximize customer lifetime value?
II.
Mountain Man Brewing
The MMBC case allows students to understand the concept of brand equity, how it is created, and
how brands can be used as platforms for growth. This case examines marketing segmentation, explores
the concept of product line extension using and existing brand name, and introduces the concepts of
cannibalization and brand alienation.
Case Questions:
1. What has made MMBC successful? What distinguishes it from competitors?
2. What has made MMBC such a strong brand? What is its “brand equity”?
3. What has caused MMBC’s decline in spite of its strong brand?
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4. Should MMBC introduce a light beer? Should MMBC launch Mountain Man Light? What
other options does MMBC have?
III.
Kingsford Charcoal
This is a great introductory case to Integrated Marketing Communications and a good step forward from
our studies of consumer behavior, competitive strategy, STP (segmentation, targeting and positioning),
and pricing. The case presents a business problem for the two Kingsford brand managers to solve.
The brand managers must use disciplines of marketing analysis and the STP process that we have
studied before they can decide the appropriate integrated marketing communications tools available to
them to solve their problem. You need to decide upon an integrated action plan.
Case Questions:
1. What is the business problem the brand managers need to solve?
2. Identify how the segmentation information can affect the objectives of your competitive strategy
and marketing action plan.
a. Who is the target?
b. What are you competing against?
c. What objectives are you setting for Kingsford given their position and situation?
3. What is the core communications message? (one sentence)
4. What do you expect will be the major elements of your integrated marketing action plan?
IV.
Adidas Brand-in-Hand case
This case focuses on adidas’s use of mobile marketing as a part of their overall integrated marketing
communications efforts. The case presents a situation in which adidas is set to launch a new mobile
marketing program centered on their use of five-time Grammy nominee, hip-hop star Missy Elliott and
her own line of adidas-branded clothing. Adidas had success with mobile marketing before with their
Road to Lisbon soccer campaign.
Case Questions:
1. What is adidas’s competitive position in the marketplace?
2. Based on the case information, what is adidas’s positioning?
3. What were the major factors that contributed to the success of the Road to Lisbon integrated
marketing campaign?
4. Do you believe that the Missy Elliott campaign is well conceived and planned?
V.
Wheaties (Class Discussion case)
The Wheaties case examines one of the most iconic and recognizable brands in the United States.
The case analyzes the concept of product life cycle and the drivers of a brand’s decline in a mature
category. Students will study how brand line extensions may and may not help extend a brand’s
vitality.
Case Questions:
1. Why has Wheaties been so successful in the past? What key factors changed that success by
the mid-2000’s?
2. What are the causes of the problems Wheaties is experiencing?
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3. What do you think of the consumer insights the Wheaties team uncovered?
4. What is your strategy? What would you change/keep? Why? Note: replacing original
Wheaties is not an option.
5. How would you execute?
VI.
Crescent Pure case
The Crescent Pure case explores product positioning based on a combination of customer
segmentation and product differentiation analyses. The case demonstrates how product position
should be reflected in various elements of the marketing mix. It also exposes students to perceptual
mapping as a research technique.
Case Questions:
1. Given that Crescent is PDB’s first entry in the U.S. sports and/or energy beverage markets,
what must PDB do in regard to Crescent’s pending launch?
2. What factors should influence the positioning of Crescent?
3. How is the market segmented? Which segment should Crescent target?
4. What are the pros and cons of positioning Crescent as an energy drink, a sports drink, or a
healthy organic beverage?
VII.
Beyoncé case (Class Discussion case)
This case examines effective product release strategies in the music industry. The case provides an
excellent opportunity to ask why product release strategies traditionally look very different and
explore innovative tactics. Specifically, the case examines how advances in digital distribution
affect marketing channels. It also examines how digital technology impacts markets more generally.
The case also examines the role of collaborators in marketing. Finally, the case examines the
growing power of superstar celebrities.
Case Questions:
1. Do you believe this was a gamble worth making for Beyoncé and her team at Parkwood?
2. In what way is the launch different from more traditional music releases? How should we
evaluate the innovative launch in the context of an evolving music industry?
3. Do you think the concerns about possible adverse reactions, for instance from traditional
music retailers, are warranted? Is there anything the team can do to address those concerns?
4. Sony Music’s label, Columbia Records, with whom Parkwood partnered on recorded music
activities, shares the costs of the album. Do you feel they should have signed off on the
launch strategy, or should they have insisted on any changes?
5. What do these developments suggest about the role and power of superstars like Beyoncé –
and their companies like Parkwood – in the music industry?
VIII.
MedNet.com Confronts “Click-Through” Competition
This case examines the Internet industry’s structure, especially the marketing implications related to
channel power and influence (e.g., the role of the search engine). It involves a comparison of niche
and general interest media properties and “impression” vs. “click”-based advertising models.
Case Questions:
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1. What does an advertiser want? Sales, leads, brand awareness? What are the best metrics for
measuring these?
2. What specific consumer behaviors determine whether or not a business model produces the
results and advertiser wants?
3. What is the best argument Heather Yates can make to justify charging Windham
Pharmaceuticals for impressions instead of click-throughs? Does she have acceptable
alternatives?
4. What value to the consumer does a general interest site contribute that a niche site can’t?
Which is the more defensible business model?
5. What steps can MedNet take to address emerging competitive threats?
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