Syllabus
University of Central Arkansas, College of Business Administration
Marketing Strategy (MBA 6308) - Fall I, 2006
2:00pm - 5:00pm, Monday & Wednesday
Room 213
Professor:
Office:
Office Hours:
Telephone:
e-mail:
web-page:
David Kim
BBA 224
1:00pm - 2:00pm (Monday thru Friday); and by appointment
450 - 5316 or 450 - 3411
davidk@uca.edu
http://www.business.uca.edu/faculty/dkim/dkim.htm
Course Overview: The business press is filled with countless articles that discuss marketing strategies and tactics.
However, attempts to develop marketing strategies and implement them are most challenging. This course provides
an overview of marketing (eg., concepts, tools, frameworks, and issues). It also explores new ways to make the best
marketing decisions. Primary emphasis will be placed on lecture and class discussions that require the ability to
integrate concepts from all business disciplines (e.g., accounting, finance, management, production operations, and
marketing) and personal work/life experience.
Course Objectives: This course has the following objectives: 1) to apply the basic marketing tools to organizational
problems/issues; 2) to further develop analytical, communication, and cooperation skills; 3) to research and re-think
the manner in which business and personal decisions are made; 4) to apply concepts and ideas to personal life/career.
Course Format: Most of the class time will be spent mainly on analyzing, discussing, and presenting materials
from the chapter texts and questions. Special emphasis will be placed on your active participation and inquiry. Each
class will be divided into two sections: 1) lecture over selected topics from text and 2) class discussion.
Class Conduct/Expectations
Attendance/Tardiness: In accordance with University policy, regular attendance and punctuality is
expected. Poor attendance/tardiness will affect your final grade. After a second absence, the student will
receive a W/P, W/F, or X (Incomplete) based on the instructor’s discretion. ** Class participation will be
factored heavily in determining final grade, especially if the student is border-line. All absences/tardiness
will work against the student’s participation grade.
Class Discussion: The objective of class discussion is to present your thoughts and ideas that cannot be
replicated through lecture/textbook learning. To achieve this objective, please observe the following: 1)
listen when others speak, 2) be courteous, 3) speak to the group (not to me), 4) stay on the topic, and 5) try
not to dominate the discussion.
Required Reading: Kotler, Philip, and Keller, Kevin Lane, Marketing Management, 12th edition, Pearson PrenticeHall, 2006.
Grading Scheme
3 Exams @ 100 points each
Group Paper & Presentation
TOTAL
Points
300
100
400 points
Final grades in the course will be based on the following distribution of total points obtained in the course: 360 and
over--A; 320 to 359--B; 280 to 319--C; 210 to 279--D; and below 210--F.
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TENTATIVE COURSE OUTLINE
DATE
(Week 1)
8/28 (Mon)
TOPIC
Introduction to Course
Marketing in the 21st Century
Chapter 1 – Defining Marketing for 21st Century
Chapter 2 – Developing Marketing Strategies and Plans
Chapter 3 – Gathering Information and Scanning the Marketing Environment
Chapter 4 – Conducting Marketing Research and Forecasting Demand
Questions for Discussion:
1. Define or describe "value." Explain all the different ways the marketer can increase the value of
the customer offering. Give real life examples of how a company can increase the value of the
customer offering.
2. Business ethics has been one of the major topics in the media. Some people believe that the
basis (standard) of right vs. wrong is relative. That is, one person's standard can be completely
different from someone else, and that is okay. Others believe that some standards are absolute, and
that businesses and individuals must meet them. Which view is correct? Why?
Is it ever acceptable for a company to engage in deceptive advertising? Is it ever acceptable for a
company to knowingly produce and market a defective product that can harm the consumer?
8/30 (Wed)
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 6: Analyzing Consumer Markets
Questions for Discussion
1. Theodore Levitt and Sterling Hayden have both written about human consumption trends.
Theodore Levitt
The “purpose” of the product is not what the engineer explicitly says it is, but what the consumer
explicitly demands that it shall be. Thus the consumer consumes not things, but expected benefits
– not cosmetics, but the satisfactions of the allurements they promise; not quarter inch drills, but
quarter inch holes....
The significance of these distinctions is anything but trivial. Nobody knows this better, for
example, than the creators of automobile ads. It is not the generic virtues they tout, but more likely
the car’s capacity to enhance its user’s status (and sexuality).....
Whether we are aware of it or not, we in effect expect and demand that advertising create these
symbols for us to show us what life might be, to bring the possibilities that we cannot see before
our eyes and screen out the stark reality in which we must live.
Sterling Hayden
What does a man need – really need? A few pounds of food each day, heat, and shelter, six feet to
lie down in – and some form of working activity that will yield a sense of accomplishment. That’s
all – in a material sense. And we know it. But we are brainwashed by our economic system until
we end up in a tomb beneath a pyramid of time payments, mortgages, preposterous gadgetry,
playthings that divert our attention from the sheer idiocy of the charade.
What is your opinion of both viewpoints? Why?
Does marketing create "unnecessary" needs? Give examples.
“New products & services simplify our lives” vs. “New products & services complicate our lives”
– give examples of both instances.
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Based on your viewpoints, what implications does this have for you as a (1) marketer (business)
and (2) consumer?
2. The concept of a world view has received increasing attention for the past several years. A
world view is how we interpret our world and how we apply it to our lives. Each of us has a world
view that is shaped by our upbringing, family, culture, education, media, etc. World views are so
much a part of our lives that we see and hear them daily, whether we recognize them or not. In
business, and marketing in particular, a study of world view is critical because it affects every
decision we make. However, a proper world view is needed to make decisions that ultimately
impact our company, our customers, and society. What are the elements of a proper world view?
DATE
(Week 2)
9/4 (Mon)
TOPIC
9/6 (Wed)
Chapter 7 – Analyzing Business Markets
Chapter 8 – Identifying Market Segments and Targets
Labor Day: No Class
Questions for Discussion
1. R. J. Reynolds, in an attempt to revitalize the Camel Filters cigarette ban, introduced an ad
campaign in 1987 featuring the cartoon camel known as Old Joe. RJR executives openly admit
picking a "spokesperson" with a contemporary image to attract younger customers, but the
question many critics are raising is just how young. Three studies published in the Journal of the
American Medical Association suggest that Old Joe's audience is far too young, that recognition of
the character is lower among adults than children, and that cartoon camel ads encourage children
to smoke. Even though the sale of tobacco products is legal, is it ethical for a company to promote
a product that kills about 400,000 people in the US annually? Is it ethical for RJR to use a
promotional campaign that is so highly effective in reaching children?
2. After careful research, the Uptown cigarette was targeted to a group that had a higher-thanaverage number of heavy smokers. Research showed that the target market liked the product, its
name, and its attractive black and gold package. However, there were intense protests when the
product was introduced to the public, because Uptown was the first cigarette targeted to African
Americans. According to some critics, this minority group, which has a higher percentage of
smoking-related illnesses than other groups, was a target market chosen on the basis of racism. Is
segmentation based on race ethical?
3. Too much sugar in your diet can contribute to obesity, diabetes, etc. later in life. Consumption
of fast foods may contribute to obesity, heart disease, etc. Are marketers of candy and fast food
responsible for poor health in this country? Should they (eg, McDonalds) be required to put
warning labels on food products to warn (educate) consumers of the dangers of eating too much
sugar, sodium, and fat?
(Week 3)
9/11 (Mon)
Exam 1 – Covers Chapters 1 – 8
Chapter 9 – Creating Brand Equity
Chapter 10 – Crafting the Brand Positioning
9/13 (Wed)
Chapter 11 – Dealing with Competition
Chapter 12 – Setting Product Strategy
Questions for Discussion:
1. Marketing is criticized for striving to make perfectly good products obsolete. Do you agree or
disagree and why? Give an example to support your argument.
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2. A US financial services company uses experienced staff to train foreign workers on the
responsibilities of customer relations. Afterwards, the experienced staff loses their jobs to be
replaced by the foreign workers they diligently trained. Is this practice acceptable?
DATE
Week 4
9/18 (Mon)
TOPIC
Chapter 13 – Designing and Managing Services
Chapter 14 – Developing Pricing Strategies and Programs
Questions for Discussion
1. A restaurant customer asks the waiter if the fish on the menu is fresh. Although the fish on the
menu was frozen, the waiter answers "yes" because he knows it tastes great and the customer will
love the chef's sauce. Is this behavior acceptable?
2. For more than 30 years, StarKist Seafood packaged 6 ½ ounces of tuna in its regular-sized can.
During a period of inflation, the can’s weight was reduced by 3/8 ounce, but the price remained the
same. Detecting this subtle change, which resulted in a 5.8 percent price increase, was a challenge
for most consumers. The weight was clearly marked on the package, but the size of the can did not
change. Was StarKist’s action ethical?
3. Hidden Hotel Charges!! - Major city hotels are infamous for their miscellaneous charges. Here
are some examples: Phone: you can be charged an access fee even for toll-free calls. There may
be additional charges after a certain length of time (a concern for those using laptop and modem).
In Room Fax Machines: there's even a fee for turning it on! Early Check Out: many hotels charge
you if you leave earlier than you planned. This fee can range from $25 to an entire night's rate. In
Room Coffee Pot: yes, your first bag of coffee is free, but if you ask the staff to bring you more,
there may be a charge. Parking: parking in the hotel is expensive enough, but some hotels don't
allow you to get to your own car - and you're expected to tip! The hidden fees are not mentioned
when the rates are advertised (e.g., internet). Your cost may be much higher than expected. Of
course, if you negotiate with your manager ahead of time, the fees may be dropped. Otherwise,
you pay! Is this practice ethical? Should this practice be regulated in some way? As a hotel
manager, would you engage in this practice?
9/20 (Wed)
Chapter 15 – Designing and Managing Value Networks and Channels
Chapter 16 – Managing Retailing, Wholesaling, and Logistics
Questions for Discussion
1. Wal-Mart notifies manufacturers that it will no longer deal with intermediaries. Its intentions
are to deal directly with manufacturers. The move squeezes independent wholesalers and brokers
out of the picture. Is this right? Why or why not?
2. The growth of suburban shopping malls and large chain stores has resulted in the decline of
small independent retailers and downtown shopping activity. Ultimately, the unique “character” of
small towns has died. Efforts are being made to revitalize downtown areas, although the costs to
communities may be considerable. Some communities have blocked Wal-Mart from establishing
its stores in their towns. Should efforts be made to curb the growth of shopping malls and large
chain stores? Why or why not?
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DATE
(Week 5)
9/27 (Mon)
TOPIC
EXAM 2: Covers Chapters 9 - 16
Chapter 17 - Designing and Managing Integrated Marketing Communications
Chapter 18 – Managing Mass Communications: Advertising, Sales Promotions, Events, and Public
Relations
9/29 (Wed)
Chapter 19 – Managing Personal Communications: Direct Marketing and Personal Selling
Chapter 20 – Introducing New Market Offerings
Questions for Discussion
1. Credit-card debt among students is rising, and many more students are falling into financial ruin
early in their lives from piling up debt with high interest rates. Some educators believe that
colleges are partly responsible because they let credit card companies solicit students, giving them
exclusive rights to market their services on campuses. Many students need to be educated about
financial responsibility. On the other hand, students, as legal adults, have the right to own credit
cards, and companies have a right to market to students. Are credit card companies unethical in
aggressively targeting college students? Should their activities be regulated?
Question for Discussion:
2. Universities market their services (e.g., committed teachers, state-the-art facilities, etc.) to
attract prospective students and their parents. Many college brochures have pictures of a beautiful
campus/buildings and comments from select students on the wonderful college life and classes.
Prospective students are influenced by this marketing effort and choose a particular college only to
be disappointed once they have enrolled. Should a university "advertise" its services to the public?
If so, how?
(Week 6)
10/2 (Mon)
Chapter 21 – Tapping into Global Markets
Chapter 22 – Managing a Holistic Marketing Organization
Question for Discussion
Is it ethical for a company to engage in international trade with countries that violate human rights?
Countries where bribes and corruption are common business practices? Give an example to
support your answer.
10/4 (Wed)
EXAM 3: Covers Chapters 17-22
(Week 7)
10/9
Presentations
10/11
Presentations
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