MKT401A - Cases in Marketing Management
Instructor
Title
Office Phone
Office Address
Phone Hours
Office Hours
E-mail
Location
Times
Start Date
Course Credits
Guy Gessner, Ph.D.
Associate Professor
716.888.2639
Canisius College, Tower Building Room 403, 2001 Main St
Monday and Wednesdays 2:00PM-2:30PM, 4:00PM-4:30PM
Monday and Wednesdays 2:00PM-2:30PM, 4:00PM-4:30PM
gessner@canisius.edu
Science Hall - Room 1053
Mondays and Wednesdays 4:30PM-5:45PM
August 26 2013
3.0
Required Text
Strategic Marketing Problems: Cases and Comments , 13th edition by Roger A Kerin and Robert
A Peterson Prentice Hall Pearson publisher ISBN-13: 978-0-13-274725-7, ISBN-10: 0-13274725-1
Suggested Text
No other text is needed
Course Description
This is the capstone course in the undergraduate Marketing program and is designed for
Marketing majors. The format of the course is case discussion and analysis. All of the cases are
contained in the textbook and each case will focus on a different marketing challenge. The cases
are from real companies, these are not simulations. Sometimes the name of the company
involved is disguised for confidentiality and sometimes it is not. On average two class periods
are spent discussing each case before it is due. To guide the discussion a set of questions is
provided by the instructor. Strong emphasis is placed on adapting knowledge and skills acquired
in previous courses to the challenges and different situations found in each case. The discussion
in the classroom is oriented toward helping students gain experience in utilizing case data and
information to develop insights for recommending appropriate marketing actions.
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Marketing Program Learning Goals & Objectives Covered in this Course
• Student Learning Goal 1: Marketing Majors will demonstrate knowledge of the principles of
marketing • Objective A: Students will be able to identify the elements of the marketing mix and
demonstrate knowledge about how they provide value to the end user • Objective B: Students
will be able to identify the elements of the promotional mix and demonstrate knowledge of their
role in marketing • Objective C: Students will be able to identify the stages of the product
lifecycle and demonstrate knowledge of how marketing activities change as products move
across the different stages
• Student Learning Goal 2: Marketing Majors will demonstrate an understanding of quantitative
marketing techniques • Objective A: Students will demonstrate skill in performing pricing
calculations • Objective B: Students will demonstrate an ability to analyze marketing research
data and communicate its results Objective C: Students will demonstrate skill in deriving
marketing insights from analyses of data and facts
• Student Learning Goal 3: Students will demonstrate an understanding of domestic buyer
behavior • Objective A: Students will demonstrate knowledge of learning processes buyers go
through in purchase decisions • Objective B: Students will demonstrate they know how to apply
knowledge about differences between buyers on culture, perceptions, preferences and behaviors
for domestic marketing decisions.
• Student Learning Goal 4: Students will demonstrate an understanding of international
marketing • Objective A: Students will demonstrate knowledge of the behaviors and influences
on behavior for foreign buyers • Objective B: Students will demonstrate knowledge about the
different market environments found in foreign countries • Objective C: Students will
demonstrate understanding regarding how to adapt domestic marketing programs to the global
market
• Student Learning Goal 5: Students will demonstrate the ability to solve and communicate
solutions to applied marketing problems • Objective A: Students will demonstrate the ability to
create solutions to marketing situations that require multi-disciplinary integration • Objective B:
Students will demonstrate an ability to critically evaluate marketing programs and their
performance.
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Tentative Schedule
Fall 2013 Schedule of Activities
Month
August
Week Day Topics Covered
1
26
28
September
2
02
04
3
09
11
4
16
18
5
6
October
8
9
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Course overview, learning
goals and objectives
Chapter 1 - Foundations of
Strategic Marketing
Management
No Class
Chapter 2 - Financial Aspects
of Marketing Management
Chapter 2 continued
Chapter 3 - Marketing Decision
Making and Case Analysis
Sample Case in Appendix Republic National Bank
Chapter 4 - Opportunity
Analysis, Market
Segmentation, and Market
Targeting
23 Chapter 4 case discussion
25 Chapter 4 case discussion
Chapter 5 - Products and
30 Service Strategy and Brand
Management
02 Chapter 5 case discussion
7
Assignments
Due
Start Case 1:
Janmar Coatings
case
Learning Objectives
Goals
2
2A
2
2, 5
2A
2B, 2C, 5A
3, 5
3A, 3B, 5A
Janmar Coatings
Case Due
Start Case 2:
1, 2, 4, 5 1A, 2A, 2C,
Mary Kay India
4A, 4B, 5A
07 No class
09 Chapter 5 case discussion
Chapter 6 - Integrated
Case 2: Mary
14 Marketing Communication and Kay India case
Strategy Management
due
Start Case 3:
16 Chapter 6 - case discussion
Haverwood
Furniture A
21 Chapter 6 - case discussion
Chapter 7 - Marketing Channel Haverwood
1, 2, 3, 5 1B, 2B, 2C,
23 and Supply Chain Strategy and Furniture A case
3A, 3B, 5A
Management
due
10
28 Chapter 7 - case discussion
Start Case 4:
1, 5
CUTCO
Corporation case
1A, 1C, 5B
30 Chapter 7 - case discussion
November
11
Chapter 8 - Pricing Strategy
04
and Management
06 Chapter 8 - case discussion
12
13
14
December 15
16
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CUTCO
Corporation case
is due
Start Case 5: Hi- 2, 3, 5
Value
Supermarkets
(Group case)
11 Chapter 8 - case discussion
Chapter 9 - Marketing Strategy
Hi-Value case
13 Reformulation: The Control
is due
Process
Start Case 6:
1, 2, 5
Goodyear Tire
18 Chapter 9 - case discussion
and Rubber
Company case
20 Chapter 9 – case discussion
Case 6:
Chapter 10 - Global Marketing Goodyear Tire
25
Strategy and Management
and Rubber case
due
27 No Class - Thanksgiving
Start Case 7:
2, 4
Jolson
02 Chapter 10 - case discussion
Automotive
Hoist
04 Chapter 10 - case discussion
Jolson
09 Exam week
Automotive case
is due
2A, 2C, 3B,
5B
1A, 1C, 2C,
5A
2B, 4B, 4C
Course Requirements
Some cases may be used to assess the effectiveness of the current marketing curriculum. Student
work products (case analyses) are used to help identify how to modify the marketing curriculum
to improve student learning on the learning goals and objectives of the marketing curriculum.
Course Prerequisites
Principles of Marketing, Consumer Behavior, Marketing Research, Principles of Accounting,
Principles of Finance, Senior Standing
Grading Policy
There are 7 case analyses available for students to complete. Final grades are based upon the 5
cases with the best grades. Students are strongly encouraged to complete all 7 case analyses.
Each case is worth 100 points. There is one group case: Hi-Value Supermarkets. The group case
grade will count toward your final grade and the four best individual case grades will count
toward your final grade.
Attendance Policy
Students will be expected to attend all classes
Exam Policy
There are no exams.
Academic Integrity
Students are expected to follow all college guidelines and policies.
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