Marketing Management
Bus 469 (4 units)
I. Catalog Description:
Advanced study of marketing management, strategy and decision making through
the use of marketing cases. Requires the integration of marketing concepts and
theories from previous marketing course work.
II. Prerequisites: BUS 360 and 367.
III. Learning Outcomes:
Upon completion of this course students should be able to:
1. Conduct careful and thorough market analysis to identify opportunities for
growth.
2. Evaluate the affect on profitability of competing marketing strategies.
3. Measure the productivity of marketing expenditures.
4. Determine the economic value of improving customer service.
IV. Course Materials::
1. Market Based Management, by Roger Best. Prentice Hall, ISBN 0-13014546-7.
2. Marketing Mistakes and Successes, 8th Edition, by Robert F. Hartley.
Wiley, ISBN 0-471-15905-0.
V. Teaching Methods:
The course consists of a combination of lecture, discussion, problem solving in small
groups, and case analysis.
Attendance: It is essential that you come to class on a regular basis and
be a frequent contributor to class discussions. Therefore, attendance is mandatory
and you will be called upon during the semester to participate in class discussions.
Sleeping, talking with others, reading a newspaper, or doing other course work
during class are not acceptable classroom behaviors.
Reading Assignments: The reading assignments from the text will form
the basis for our class discussion. The chapters will identify many valuable
concepts and techniques for marketing analysis and will help you prepare the
cases. The application problems located at the end of the chapters are similar to
those found on the exams. Assigned chapters listed on the course calendar are to
be covered before coming to class.
Case Preparation: Case studies provide a means of applying concepts to
real world scenarios. Cases covering a broad range of topics in marketing will be
covered during the semester. Students are expected to read and analyze the cases
and to consider the questions found at the end of the cases. No written analysis
will be collected, but case preparation will be determined by 5 surprise quizzes.
There are no quiz make-ups, however, the lowest score of the five quizzes will be
dropped. Students may use the following outline to facilitate case preparation.
VI. Evaluation Tools
There will be a midterm and a final exam. The purpose of the exams is to
provide a measure of your knowledge of the terminology, concepts, and
application of the material covered in the textbook and lectures. Each exam is
worth 100 points. Both exams will have two sections. The first section will be
multiple-choice questions and will be worth 40 points. The second section will be
problems and short answer application style questions and will be worth 60
points. Students are expected to read and analyze the cases and to consider the
questions found at the end of the cases. No written analysis will be collected, but
case preparation will be determined by 5 surprise quizzes. There are no quiz
make-ups, however, the lowest score of the five quizzes will be dropped
VII. Topics to be covered:
Chapter 1: Market Orientation, Customer Satisfaction, and Profitability, MarketBased Management
Case 7: IBM-A Fading Giant Rejuvenates, Marketing Mistakes and Successes
Chapter 2: Market-Based Performance, Market-Based Management
Case 5: Hamburger Wars: Burger King vs. McDonald’s, Marketing Mistakes
and Successes
Chapter 3: Market Definition, Potential, and Demand, Market-Based Management
Case 4: Airliner Wars: Airbus vs. Boeing, Marketing Mistakes and Successes
Chapter 4: Customer Analysis and Value Creation, Market-Based Management
Case 12: Toys “R” Us, Marketing Mistakes and Successes
Chapter 5: Market Segmentation and Segmentation Strategies, Market-Based
Management
Case 3: Sneaker Wars: Reebok vs. Nike, Marketing Mistakes and Successes
Chapter 6: Competitor Analysis and Competitive Position, Market-Based
Management
Case 2: Cola Wars: Pepsi vs. Coca-Cola, Marketing Mistakes and Successes
Chapter 7:Product Positioning and Product Strategies, Market-Based Management
Case 14: Borden-Letting Brands Wither, Marketing Mistakes and Successes
Chapter 8: Market Based Pricing and Pricing Strategies, Market-Based Management
Case 20: Southwest Airlines: Try to Match Our Price, Marketing Mistakes and
Successes
Chapter 9 Marketing Channels and Sales Systems, Market-Based Management
Case 18: Rubbermaid, Perils of Not Satisfying a Major Customer, Marketing
Mistakes and Successes
Chapter 10: Marketing Communications and Customer Response, Market-Based
Management
Case 17: Maytag- Bungling a Promotion in England, Marketing Mistakes and
Successes
Chapter 12: Offensive Strategic Market Plans, Market-Based Management
Case 21: Wal-mart- The Unstoppable, Marketing Mistakes and Successes
Chapter 13: Defensive Strategic Market Plans, Market-Based Management
Case 16: Coors-What’s Wrong with Being Number Three? Marketing
Mistakes and Successes
Chapter 14: Building a Marketing Plan, Market-Based Management
Interdisciplinary Content:
International/Global
Ethical Issues
Political Issues
Social Issues
Legal/Regulatory Issues
Environmental Issues
Technology Issues
Demographic Diversity
Minimum Number of
50 Minute Periods
Devoted to Topic
1
1
1
1
1
1
1
1
Required Graded
Work Other Than
Exams?
*
*
*
*
*
*
*
*
*Required graded work other than exams, will be at the discretion of the instructor.
Interdisciplinary Skills:
Required Graded Work
Other Than Exams?
Oral Communication
Written Communication
Critical Thinking
Working in Teams
Yes
No
Yes
Yes
NOTE: The teaching method and evaluation tools used by the faculty member will
influence the amount of time devoted to each of these skills. Marketing plans, case
analysis, and/or assignments are used to assess student’s written communication skills.