1-2--08
SAINT MARTIN'S UNIVERSITY
MARKETING CONCEPTS AND THEORY (MBA 606)
CLASS SCHEDULE:
Monday/Wednesday: 5:00 PM to 7:40 PM, McChord AFB.
WEEK
TOPIC/ASSIGNMENT
READINGS
______________________________________________________________
1
Class Introduction
Introduction
Marketing Process
Case Analysis, What can be learned
*Assign Presentation Teams
2
Instructor
Kerin, Ch 1
Hartley, Ch 24
Marketing / /Corp Strategy
Marketing Environment
* Draw for Term Project
Kerin, Ch 2
Kerin, Ch 3
Ethics & Social Responsibility
Hewlett-Packard; (Team #1)
Kerin, Ch 4
Hartley, Ch 10
Consumer Behavior
Kerin, Ch 5
Toys “R” Us: (Team #2)
Hartley, Ch 11
(4-students/team; 15 min. oral presentation)
(critical article analysis due week 3)
Organizational Markets
Kerin, Ch 6
3
4
`
5
MLK National Holiday
No Class
Market Information
Al Dunlap (Team #3)
Market Segmentation
Kerin, Ch 8
Hartley, Ch 6
Kerin, Ch 9
CRITICAL ARTICLE ANALYSIS DUE
Developing New Products
Midterm Review (Q & Answer)
See Syllabus
Kerin, Ch 10
MIDTERM EXAMINATION
Materials Covered
Managing Products
Perrier (Team #4)
Pricing Products/Services
Distribution Channels
Wal-Mart (Team #1)
Retailing/Wholesaling
Kerin, Ch 11
Hartley, Ch 8
Kerin, Ch 12
Kerin, Ch 13
Hartley, Ch 21
Kerin, Ch 14
6
7
8
9
IMC & Direct Marketing
Maytag (Team #2)
Advertising, & Sales Promotion
Kerin, Ch 15
Hartley, Ch 13
Kerin, Ch 16
Personal Selling
Boston Beer (Team #3)
Interactive & Multi channel Marketing
Kerin, Ch 17
Hartley, Ch 22
Kerin, Ch 18
President’s Day Holiday
No Class
Reaching Global Markets
Newell Rubbermaid (Team #4)
Kerin, Ch 7
Hartley, Ch 16
Oral Presentations Begin
(40 min. Oral presentations)
See Syllabus
Oral Presentations Continue
See Syllabus
Final Review
FINAL EXAMINATION
All materials since Midterm
Focus on Materials Since Midterm;
Term Paper Due
*Note: Class will be divided into approximately 4 teams of 3 to 4 members each. Each team will
be assigned two cases for class presentation and a term paper/oral presentation. Use of
PowerPoint is strongly advised. Team members will be asked to evaluate each other’s contribution to
the team presentation effort at the end of the term. Make your presentations as you would to a marketing
action committee. Use appropriate marketing concepts and terms.
SAINT MARTINS UNIVERSITY
1-08
COURSE SYLLABUS
MBA 606
MARKETING CONCEPTS AND THEORY (3)
Instructor Name, Address and Telephone Number:
Paul R. Patterson
3057 Edgewood Dr. SE M-F
Olympia, WA 98501-3815
Tel: (360) 943-0384 (Home, after 6 PM)
(360) 438-4373 (Office 10:00-3:00 PM)
MBA Assistant: Sharon Sullivan 360- 438-4512
FAX: 360-438-4522
Pre-Assignments:
Read Kerin, Ch 1, 2; Hartley, Ch 24, “What can be learned”
Course Description:
Marketing Concepts and Theory provides an understanding of societal, managerial and strategic marketing
theory and practices. This course presents basic concepts that are reinforced through case studies.
Prerequisite: MBA 503 or equivalent.
Required Texts and Materials:
Hartley, Robert F. Marketing Mistakes & Successes, 10th Edition
New York, NY: John Wiley & Sons, Inc. 2004. ISBN 0-471-74321-6 (paperback).
Kerin, Roger A. Marketing; The Core , New York, NY, McGraw-Hill/Irwin, Inc. 2004 ISBN-10: 0-07299989-6
(paperback).
Please note that “The Core” chapter quizzes are available to you prepare for midterm and final
examination and can be found at www.mhhe.com/kerin.
Additional Recommended Supplementary Learning Resources:
Instructor web page includes video and additional resources under MBA 606. Instructions regarding web pace
access are provided below.
Peter, Paul J. & James H. Donnelly, Jr. A Preface to Marketing Management, Ninth Edition Boston, MA:
Irwin, 2003. ISBN 0-07-246658-8.(paperback).
Various Web and Internet sites related
http:hepg.awl.com/daniels/IB8/ (password is IB8)
to
marketing
cases.
Your
text
Web
site
is
Kotler, Philip. A Framework for Marketing Management, 1st edition New Jersey: Prentice-Hall, Inc. 2001, ISBN
0-13-018525-6.
Armstrong/Kotler, Marketing: An Introduction. 7th. Edition, Pearson/Prentice Hall, Inc. 2005.
Relationship of Course to Program Curriculum:
MBA 606 is a required core course in the Masters, Business Administration Program.
Entry Competencies and Requirements:
Students entering this course are expected to:
Read this syllabus and the assignment descriptions thoroughly!
1. Write at the college graduate level.
2. Demonstrate critical thinking skills.
3. Have access to and utilize a word processor to prepare written submissions. Correct use of
grammar is a course requirement for written submissions as well as answering test
questions. Use MLA formal report writing including proper reference and citation usage.
4. Use PowerPoint and formal presentation organization and delivery skills in presenting
team case assignments.
5. Attend all classes. Please note the 40 points for participation (you cannot participate if
you are absent).
Learning Outcomes:
As a graduate marketing course, our objective is to introduce key management concepts and enhance your
ability to perform critical business related thinking. Through this course and upon its completion, students will
be able to:
1.
2.
3.
4.
Apply marketing theory and concepts toward solving managerial marketing problems.
Analyze in written and oral presentation form, basic marketing principles related to specific
business situations (perform critical thinking).
Understand and identify marketing opportunities and how marketing concepts and tools can
be applied to achieve organizational objectives.
Appreciate the role of marketing executives within a complex matrix of business and society.
Activities To Meet Objectives:
1.
2.
3.
4.
5.
Submission of one written critical article analysis, no less than four (double spaced) pages in length
(using 12pt. type and word processing) and college MLA writing format.*
Proposing Marketing Action: Submission of a written and oral presentation applying marketing
strategic audit processes to the marketing mix of a public corporation significantly engaged in
marketing or an instructor approved substitute. This written analysis should not be less than ten
typed double spaced pages. Please limit your oral presentation to approx. 40 minutes. Oral
business introduction and background should be no more than TWO minutes, and not more than
one typed page in your written report. Assume you are presenting to an internal audience familiar
with the company. Concentrate on applying your class developed marketing skills to propose a
practical course of action to resolve ONE significant marketing mix issue. Again, use marketing
terminology and concepts as discussed in your class.
Participation in extensive class analysis and discussion. Class participation is mandatory.
Actively participate in the analysis and presentation phases of your team case studies.
Completion of closed book/notes Midterm and Final written examinations.
* If you are not familiar with college MLA requirements, I suggest you reference the Purdue University Online
Writing Lab at http://owl.english.purdue.edu/owl/ or Google Purdue OWL. This is a great writing resource.
Coursework and Grading Scheme:
Criteria:
Possible Points:
Individual Written Article Analysis
Team Oral Case Presentations
"Marketing Acton" Essay
Class Discussion, Student Participation
Midterm Examination
Final Examination
Total Possible Points:
30
20*
100
40
75
135
________
400
Total Points Earned X 100 = ________%.
Total Possible Points
The percent answer will be converted into the final grade you earn: 100% to 95% = A etc.
* You will be asked to complete a peer rating form evaluating your team member performance.
Assignments:
1. Scholarly* Critical Article Analysis: (Don’t paraphrase the article, but as part of step one,
provide an article abstract). You are required to attach the article you select.
The critical article analysis will familiarize you with library business sources and CURRENT scholarly
business articles. The college library has on-line access to many scholarly journal archive search
engines. For example, the JSTOR search engine has numerous scholarly articles that can be viewed
and printed in full text. Other business search engines are available. If you have questions, please speak
to one of our research librarians. Please be aware many articles are not timely. Select articles that are
FIVE years old or newer. To access JSTOR from Saint Martin’s home page, go to the library home page,
research tools, business database, and then the JSTOR search engine; note the steps to access JSTOR
from the Saint Martin web site are indicated at the end of this syllabus under reference resources. Please
select your article from three broad categories using the following subject search words:
1. “Marketing Objectives”
2. “Consumer/Buyer Behavior”
3. “Marketing Pricing”
4. “Sales Force Ethics”
5. “The Marketing Mix”
6. “Internet Marketing”
7. Competitive Marketing Information
8. Market modeling
Paper format:
The objective of your paper is NOT TO RESTATE THE ARTICLE. It is to analyze the author’s presentation
in terms of credibility, factuality and implementability. Address the bulk of your paper to answer whether the
author is convincing. Your presentation must clearly indicate you have read the article and given its content
serious thought. Please structure your analysis along the following outline. Number your analysis steps
and supporting points according to the following outline. Use MLA format in crafting/submitting your
paper. This means use citations in your paper. Your paper will be judged based on the persuasiveness of the
position you take.
Note: The length of this paper should be between four and six pages in length. Address each of the below
steps in your paper in the order presented below:
Value
10%
10%
Step
1
2
10%
3
25%
4
20%
5
15%
6
10%
7
100%
Include:
a. A cover sheet,
b. Use correct MLA reference form and style methods
c. Attach a copy of the article
*
Element
Article Abstract (summarize the points/position made in the article)
State how the article is relevant to the course. How/why is the article
relevant to the class. Be specific.
Is the author’s presentation logical? Is the author convincing to you? Why?
Is the author’s premise reasonable? Does his/her conclusions logically follow
from the information presented?
What are the article’s strengths and weaknesses? Were the points easily understood and
supported?
What is your basis for agreement or disagreement with the author? What
points do you agree with or disagree with and why?
What is the quality of the bibliographical support the author offers to support
His/her position? What supporting documentation is presented for or against the
position taken by the author?
Present your analysis in proper MLA form. Use correct grammar. You will not number this
step.**
If you ask, “How do I determine what is a scholarly article?” go to the Sojourner Truth Library at
http://lib.newpaltz.edu/assistance/scholar.html The background on Sojourner Truth makes for
very interesting reading. Her story can be found at:
http://www.lkwdpl.org/wihohio/trut- soj.htm
AN EXAMPLE of an early critical article analysis can be viewed by going to my faculty page (please number
each section). Please note that this example did not number the responses which is now a requirement.
**Note: Use a word processor, 12pt. type font and quality printer. Incorrect use of grammar will result in
paper rejection. MLA format (including use of references and citations) is required. Style and
reference: Carole Slade. Form Style. New Jersey: Haughton Mifflin Company, 2000.
An excellent online MLA format source is the Purdue University Online Writing Lab at
http://owl.english.purdue.edu/owl/ or Google Purdue OWL.
Please feel free to discuss your progress with me at any time. Often the issue is getting started. Be careful to
limit the scope of your work to what you can accomplish given the time you have available. The grade you
earn is determined by the treatment you give your assignments. It is the result of your analytical content (how
well you address the assignment) and the scope of your effort as well.
2. Team Oral Case Presentations:
Students comment that the Hartley Marketing Mistakes is one of the more engaging elements of the course. I
believe you will agree. Your team oral presentation will present the main marketing issue(s) the case
addresses, summarizing pertinent facts and using marketing terminology to present key marketing concepts
related to the case. Often, sources such as the Internet (annual corporate reports for example) can offer
insight as to where the company is today—the “rest of the story”. Be sure all team members participate in
your class presentations. Cases deal with publicly held corporations, so up-to-date data should be readily
available through online sources including related business articles.
3. Applying the marketing mix to a company Essay:
Note: I have listed 16 well known marketing driven corporations. Depending upon class size, you will
participate in a random drawing for a company you will analyze. Limit presenting your company’s background
to not more than two (2) minutes of your oral presentation, one page of your written term paper. You will
conduct a “marketing strategic audit" that identifies a specific company core marketing problem or
“opportunity”. Once the “audit” is completed, you will address the issue by identifying action to be taken
regarding one of the five “P’s” of the marketing mix. Your analysis will conclude with a proposed a course of
marketing action. Your recommendations must be reasonably implementable, given company resources and
expected real world competitive reaction.
One way to prepare for your term paper is to follow the below outline prior to addressing the marketing mix:
a.
Business Mission Statement:
Is it clearly stated in marketing oriented terms? Can it be implemented? Does it give proper
direction? Is it right for the organization? Is it right for the time? Does it address all
stakeholder interests? Any proposed marketing action must address the mission statement.
b.
Marketing Objectives and Goals:
Are the organization’s marketing and business objectives stated in clear achievable
marketing planning and performance measurement goals? Are marketing objectives
appropriate, given the organization's competitive position, resources and opportunities--are
they "real world? “
c.
Marketing Strategy and Tactics; which of the five “P’s” of the marketing mix should be
addressed? Has management clearly communicate its marketing strategy for achieving its
marketing objectives? Is the strategy convincing? Is the strategy appropriate to the
company’s product/service life cycle, competitors, strategies and state of the economy?
Is the company utilizing appropriate market segmentation tactics? Is there a better way to
segment their market? Has the company developed effective methods to track changes in its
target market? What is a significant marketing issue that needs to be addressed?
What is the company Unique Selling Position (USP)? Does the company’s marketing mix
address the proper market segment? Was this “positioning” developed using formal market
research? Has a formal marketing information system been implemented? Can performance
be improved through your recommendation?
d.
Marketing Issues/Opportunities:
Given the results of your audit, identify one significant “marketing mix element
“opportunity” that should addressed by your “marketing action proposal”. Outline the scope
and major implementation steps for the action you propose and what the impact should be
from taking such action.
Companies included in the class drawing as subjects for your analysis are:
1.
2.
3.
4.
CABELAS
E-BAY
COSTCO
DeBEERS
5,
6.
7.
8.
APPLE
9. SMITH & WESSON 13, PHOENIX UNIV. (online)
H & R BLOCK
10. GROUP HEALTH
14, KELLOGG CEREAL
ABERCROMBIE & FITCH 11. QUADRANT
15, SOUTHERN PAC. RR
JONES SODA
12. ALASKA AIR LINE
16. REMAX REAL ESTATE
Project Grading:
Use of marketing concepts and terminology
the above audit outline elements
20%
Development of major marketing mix elements
20%
Following your strategic marketing analysis (steps a-d)
Proposed marketing course of action (step d)
25%
Written paper submission; form and grammar
15%
Oral Presentation*
20%
(40 min. limit; focus on marketing, not company
background)
_____________
100%
* Oral Presentation is graded as follows:
- Vocal presentation; volume, inflection
5%
enunciation, rhyme
- Grammar; word usage, complete sentences
5%
- Eye contact; audience involvement
5%
- Facial expression; body language
5%
- Audience analysis; interaction
5%
- Use of audio-visual aids
15%
- Organization of materials
20%
- Logical thought, in-depth analysis
25%
- Overall presentation and impression
15%
______________
Total Oral Presentation:
100%
=================================================================
Note: Both the oral presentation and the written submission must address the above points to receive the
maximum points possible. The written paper can be turned in the final day of class (session prior to the
final examination).
*Note: Use a word processor, 12pt. type font and quality printer. Incorrect use of grammar will result in paper
rejection. Avoid prepositional phrases and use citations correctly. MLA format is preferred. Style and
reference: Carole Slade. Form Style. New Jersey: Haughton Mifflin Company, 2000. An excellent online
MLA format source is the Purdue University Online Writing Lab at http://owl.english.purdue.edu/owl/ or Google
Purdue OWL.
If you wish your final examination and related papers returned, please bring a stamped, self-addressed
envelope to class on the final examination day.
To:
Paul Patterson
3057 Edgewood DR SE
Olympia, WA 98501
Internet sources can be a source of information for your term paper and presentation. Sources I have found
useful include: Saint Martin’s Web site: www.stmartin.edu/library/databases then—under the dropdown
screen, enter “view databases by subject”, then
Enter business
Click on Submit
Click on JSTOR
Click on Search, then enter your subject, for example, “advertising”
Click on Begin Search, and select your article for analysis
For business articles: www.fool.com
For added text materials: www.prenhall.com/scarbzim
For small business information: www.lowe.org/smbiznet/sites/index
For on-line marketing: http:pass.wayne.edu/dosdonts.html
For advertising statistics: www.adage.com/
Finding a publicly held company: www.hoovers.com/
For ethical concerns (Better Bus. Bureau): www.bbbonline.org
For international marketing: www.consumer.gld.gov.au/business/index.htm
For writing style and formatting: http://owl.english.purdue.edu/owl/resource/
For scholarly article
http://lib.newpaltz.edu/assistance/scholar.html