Course Syllabus
(Aug 31, 2012; Includes 2
nd
rd
and 3 Editions)
Page 1
Marketing Management
Management 321 (4 units)
Fall 2012
ProfessorJenny Darroch
Associate Professor of Marketing
Burkle 211
Phone: (909) 607-2471
Email: jenny.darroch@cgu.edu
Office hours: by appointment, always available by email
Faculty support: Bernadette Lambeth,
Burkle Upper Level East End
Phone: 909-607-7008,
Email : Bernadette.lambeth@cgu.edu
Course Schedule
 Semester: Fall
 Meeting day, time: Mondays 1-4 pm, 7-10 pm
 Course Location: TBA
Course Description
Marketing Management (MGT 321) focuses on marketing and its role within organizations. It introduces
the marketing concept, examines its relationship to other functions in the firm and looks at techniques
and frameworks used to examine marketing environments, understand consumer and organizational
buying behavior, segment markets and position products, develop new products, manage existing
products and promote, price and place products.
Prerequisites — Classes or Knowledge Required for this Course
There are no prerequisites as this is a core course.
Course Learning Outcomes
Upon completion of this course, students will be able to:
1. Describe the process of marketing management.
2. Identify a number of tools used by marketing managers to analyze a firm’s external and
internal environment and explain how they’re used.
3. Define and describe the philosophy behind target markets and value propositions.
4. Identify key types of decisions related to the four P’s of marketing (product, price, place and
promotion).
5. Analyze marketing strategy and make rudimentary marketing decisions.
6. Identify how current issues, such as the recession, entrepreneurship, innovation, social media
and internationalization affect marketing decisions.
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Course Syllabus
(Aug 31, 2012; Includes 2
nd
rd
and 3 Editions)
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Texts and Journal References
Capon, Noel with Hulbert, James. Managing Marketing in the 21st Century (3rd edition). Wessex
Press. ISBN: 978-0-9833300-4-2 (2nd edition is: 978-0-9797344-0-3).
Notes:
 The 3rd edition only became available at the start of the Fall Semester and many students
have access to the 2nd edition. Either is fine. I’ve noted differences in the course schedule
below.
 This book can be purchased online as a PDF file for $29.70 or as a book for $29.70 plus
shipping (see AxcessCapon.com). It is also available at the bookstore.
 Managing Marketing in the 21st Century was chosen because it is a very comprehensive
textbook, appropriate for an MBA/EMP audience and is exceptionally well priced.
In addition, I will use ten HBS cases
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
No Case Study this week
Starbucks: Delivering Customer Service (HBS 9-504-016)
Netflix HBS 607138-PDF-ENG [New in the Fall 2011 Course Pack]
TiVo in 2002: Consumer Behavior (HBS 9-502-062)
Marketing at the Vanguard Group (HBS 9-504-001)
Marvel Enterprises, HBS 505001-PDF-ENG [New in the Fall 2011 Course Pack]
Lenovo (HBS 9-507-014)
No HBS Case Study – short case for this week can be found at AxcessCapon.com
Biopure Corp. (HBS 9-598-150)
PROPECIA (HBS 9-505-035)
Steinway & Sons: Buying as Legend (HBS 9-500-028)
No HBS Case Study – short cases for this week can be found at AxcessCapon.com
Snapple (HBS 9-599-126)
No HBS Case Study - Presentations
Course Requirements & Assignments:
Participation
Marketing Memo #1
Marketing Memo #2
Final Assignment
25%
20%
25%
30% (Groups of 3-4)
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and 3 Editions)
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Important Dates
Memos are due Weeks 5 and 15.
The final assignment (which includes a presentation) is due Week 13
Hand in during the first class: a two-page biography covering:

Your educational and career background, including all qualifications and relevant work
experience, making particular note of any experience in or exposure to marketing.

Your career goals. If these are not clear to you at this stage, then please say so.

What you expect to get out of this course.

What you think of marketing (be honest!).
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Course Syllabus
(Aug 31, 2012; Includes 2
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and 3 Editions)
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Grading Class Participation Grading Rubric
Always have your name tents out as I forget names easily. If I can’t remember who you are or what your
voice sounds like then you probably won’t get a good participation grades.
Letter Grade
Grade Point
Description
Learning
Outcome
Insightful
A
4
Comes to class prepared. Contributes readily to the conversation but does
not dominate it. Makes thoughtful contributions that advance the
conversation. Shows interest in and respect for others’ points of view.
Participates actively in small groups. Makes a genuine effort to assist
colleague presenters by being engaged and involved in presentations.
B
3
Comes to class prepared and makes thoughtful comments when called
upon. Contributes to class discussion without prompting. Shows interest
in and respect for others’ points of views. Participates actively in small
groups.
Proficient
C
2
Comes to class prepared but does not voluntarily contribute to
discussions and gives only minimal answers when called upon. However,
does show interest in the discussion, listens attentively and takes notes.
Developing
F: Option 1
1
Is regularly late to class, holds private conversations while the professor
is talking or classmates are contributing to class discussion.
Disruptive and
therefore
Ineffective
F: Option 2
1
Participates in discussion but often in a problematic way. For example,
talks too much, makes rambling or tangential contributions, bluffs
because unprepared, repeats points already made by classmates,
dominates discussions. Is not sensitive to cues from other students or the
professor that the student is annoying.
Annoying and
therefore
Ineffective
F: Option 3
1
Often does not participate because has not read the material in advance.
Reads the case study during class either online or on paper. Sits in class
and watches a computer screen when clearly not using the computer to
take notes.
Disengaged
and therefore
Ineffective
F: Option 4
1
Seems on the margin in class and may have a negative impact on the
participation of others. May be disruptive or radiate negative energy via
hostile or bored body language. May be overtly rude.
Rude and
therefore
Ineffective
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Course Syllabus
(Aug 31, 2012; Includes 2
nd
rd
and 3 Editions)
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ASSIGNMENTS
1. Personal Biographies
I would like you to prepare a brief biography of your educational and career background
prior to attending the first class (and give this to me at the end of the first class). The
biography should be about 2 pages long and cover:
 Your educational and career background, including all qualifications and relevant
work experience;
 Your career goals. If these are not clear to you at this stage, then please say so.
 What you expect to get out of this course.
 What you think about marketing and branding (be honest!). This could be based on
your experience as a consumer and/or your work experience.
Memo #1: Vanguard (due Week 5):
Objective: To analyze the CURRENT Context. You are not required to give
any recommendations.
(1)
The goal of Q1 is to get you to identify strengths, weaknesses, opportunities and
threats facing Vanguard at the time the case study was written. Rather than listing
all possible SWOT issues/trends, I want you to identify the 3-5 main SWOT
issues/trends facing Vanguard. To do this, imagine you are briefing a new CEO of
Vanguard and you have just a few minutes to tell him or her what he/she needs to
be aware of.
Notes: (1) stay with the facts of the case; I do not want you to do additional
research on Vanguard; (2) wherever possible, use data from the case to support
your point of view; and (3) don’t give recommendations, just identify key
issues/trends (1.5 – 2 pages).
(2)
a.
b.
c.
Identify current products and current markets (i.e., what products Vanguard
currently has and which markets it currently serves).
In order to describe Vanguard’s products, begin with a discussion of what the point
of the product is and then list all product features. For each feature, use laddering
and work up through benefit(s) to broader consumer needs (1.5 – 2 pages).
Now I want you to summarize Q2a by listing the different market segments
Vanguard currently targets based on consumer need. To complete Q2b you now
need to identify the market segments. [Remember, that in order to describe a target
market you need to state the market need and identify it. For example, one target
market for Starbucks was middle aged, white, affluent women (all demographic
identifiers) who want a place that is not home or work where they can socialize
with friends (the need)] (1/2 – 1 page).
Pick one market segment from Q2b and explain why you’ve picked this market
segment. Then, describe this market segment by giving the representative customer
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Course Syllabus
(Aug 31, 2012; Includes 2
nd
rd
and 3 Editions)
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a name (e.g., “John”) and then tell me about a day in the life of “John” by
integrating demographic, geographic, psychographic and behavioral variables to
describe him (or her) (1 page).
(3)
Anchor the organization by identifying other firms that compete directly and
indirectly in the same product-market space as you have identified in Q2c. To do
this ask: What products solve the same consumer need? Therefore, with whom do
we compete? Therefore, what industry are we in? (1 page).
Total number of pages = 5.5 - 7 (excluding tables, figures and appendices) at 1.5
spacing and 12 point font.
3. Memo #2 Snapple – Replaces Class during Week 14 and is Due Week 15 (exam
week) by 9am Tuesday December 11 via email.
Objective: To provide recommendations for the FUTURE of Snapple at the time
Triac purchased the brand from Quaker.
(1)
(2)
(3)
Focus on the period of time in the case prior to the Quaker acquisition of Snapple.
Write the three-paragraph elevator pitch for Snapple and describe how Snapple
was marketed by using the headings Product, Price, Place and Promotion. [Note:
the use of small distributors can be included under both Place and Promotion] [2
pages].
Do you believe that the three paragraphs should change now that Triac has
acquired Snapple from Quaker? Why is that? If you believe the paragraphs should
change then provide revised version of the paragraphs. You need to pay attention
to the marketing research in Exhibit 6 for this question [1 page].
Based on your answer to Q2, provide Triac with recommendations for each of the
4Ps of marketing [2 pages].
Total number of pages = 5 (excluding tables, figures and appendices) at 1.5
spacing and 12 point font.
4. Final Assignment: Innovation Assignment (Groups of 4-5 to avoid a time
management problem with presentations), Due Week 13 Monday December 3 in
class.
Objective: To bring the course together by applying key marketing concepts to an
innovation of your choice.
Drucker famously said that a business has only two functions – marketing and
innovation. This assignment focuses on the marketing of an innovation. You are required
to identify, describe, and assess the value of a product or service innovation of your
choice. The innovation can be used in a B2B or B2C context. As part of your analysis,
you are required to introduce the organization, identify the product-market the innovation
serves (paying particular attention to the need(s) the innovation solves), and therefore
comment on the overall value of the innovation to the market (that is, how the innovation
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Course Syllabus
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nd
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will better satisfy customer needs compared with other innovations on the market) (3-4
pages).
Next, anchor the innovation and therefore comment on direct and indirect competitors (1
page).
Now step back and identify 3-5 key internal and external issues/trends that might hinder
and/or enhance the success of the innovation (2 pages).
Next, identify ways in which the innovation has been marketed. When I use the term
“marketed” I am referring to six areas: the selection of target market, the value
proposition and the four Ps of marketing. Don’t be overly concerned if you have more to
say about some of these six areas and less to say about others (1 – 2 pages).
Finally, let me know how you think the innovation could be better marketed in the future.
Again, don’t feel compelled to cover all of the six areas outlined above. I am more
interested that you demonstrate strategic insight as you formulate your recommendations
(2 pages)
Total number of pages = 9 -11 (excluding tables, figures and appendices) at 1.5 spacing
and 12 point font.
You have three deliverables:
(1) Week 3: tell me the innovation you will be working on. I don’t want duplicates so be
quick because I will confirm topics on a first come first served basis.
(2) Week 13: give me the PPT slides that you will use for your presentation at the start of
the final class. Your presentation should last 10 minutes and this allows 5 minutes for
Q&A. I will apply a heavy grade penalty for any group that presents for longer than 10
minutes. Please load your PPT presentation onto the laptop prior to class.
(3) Week 13: turn in your written report at the start of the final class.
Grading for Memos and Final Assignment
Letter
Grade
A
Grade
Point
4.0
B
C
3.0
2.0
U
1.0
Description
Learning
Outcome
Complete mastery of course material and additional Insightful
insight beyond course material
Complete mastery of course material
Proficient
Gaps in mastery of the course material; not at level Developing
expected by the program
Unsatisfactory
Ineffective
Note: I also use A-/B+/B-/C+
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Course Outline SCHEDULE
Session One
Theme
Objectives
Pre-Reading1
Be Prepared to
Discuss…2
Due Today
Monday September 10 7.00-9.50 pm
Introduction to Marketing Management, Ch. 1
 My goal this week is to get some key concepts and frameworks in place that
will help you understand: (1) what marketing is; (2) current issues faced by
marketing managers today; (3) why marketing and a market orientation is
important; and (4) how to “flow” through the process of marketing
management [the book refers to this as the 6 Imperatives and 4 Principles].
Ch. 1
1. Identify organizations that practice great marketing and explain why. Identify
organizations that practice bad marketing and explain why.
2. Identify organizations that work especially hard to enhance shareholder value
by focusing on creating customer value.
3. Please download the Market Orientation (MARKOR) instrument from Sakai
and review the questions. If you can, then complete it for an organization you
currently work at or recently worked at. Be ready to share the results in a
small group discussion.
4. Identify organizations that are more market oriented vs. more internally
oriented. Should ALL firms be market oriented? Or a mix of market AND
internally oriented? OR internally oriented? What do you think?
1. Biographies – be ready to discuss your personal background (and hand in a
two-page biography).
2. See (3) above.
1
That is, read the prescribed chapter(s) and case prior to class.
When you have read the prescribed chapter(s), prepare answers to the questions I have outlined in the section
headed “Be Prepared to Discuss…” You don’t need to turn in written answers to these questions but I do expect
you to do the work. Yes, it is possible to “wing it” but it is entirely up to you as to how much effort you put into the
course and therefore how much you get out of it. There is another problem caused by not coming to class
prepared - class discussion will slow down considerably and will be less interesting and productive for everyone.
2
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Course Syllabus
(Aug 31, 2012; Includes 2
Session Two
Theme
Objectives
Pre-Reading
Be Prepared to
Discuss…
Session Three
Theme
Objectives
Pre-Reading
Be Prepared to
Discuss…
Due Today
nd
rd
and 3 Editions)
Page 9
September 17
The Value of Customers: Optimizing Shareholder Value, Ch. 2
 My primary goal this week is for you to realize that: (1) customers are assets;
and (2) the reason organizations are in business is because they have
customers.
 Therefore, we will examine the importance of attracting, retaining and
growing customers. We will also unbundle and apply the lifetime value (LTV)
concept.
Ch. 2
Starbucks, HBS 5-504-089
1. Name organizations that make you as a customer feel like an important asset.
How is this accomplished? Do you buy more from this organization as a
result? Do you tell others? Name organizations that do not make you feel like
an important asset. Explain why. If customers are treated as important assets,
will this harm or hinder profitability? Why is that?
2. How can you increase customer retention rates and increase margins (i.e.,
customer profitability)?
3. Identify methods used by organizations to acquire customers. Reflect on the
likely cost of customer acquisition in the context of LTV. Therefore, what
alternatives could have been used? Do you know of any organization that has
fired or rejected customers? Is this a good strategy? Why is that?
September 24
Market and Customer Insights, Chs 3-4
 I will briefly review the four topics in Ch. 3 related to market insight, paying
particular attention to market structure and market and product evolution.
 As we move onto Ch. 4, my goal is to get you to understand that customers
don’t buy products they buy satisfactions to needs and wants. Therefore, as we
work with the material in Ch. 4, we will examine who customers are, what
they need and want and how customers make decisions. I will introduce a
technique called laddering to demonstrate how we can move from product
features – benefits – needs and wants.
Chs 3-4
Netflix HBS 607138
 Rather than set additional homework questions, we will apply a lot of the
concepts covered in Chs 3-4 to Netflix. This will include market structure,
Porter’s Five Forces, PEST Environmental Forces and laddering. So, make
sure you are familiar with the material in the book, as we will apply it in
class to Netflix.
Let me know the product or service innovation you will focus on in your final
assignment. Remember, I won’t allow duplicates so be quick.
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Course Syllabus
(Aug 31, 2012; Includes 2
Session Four
Theme
Objectives
Pre-Reading
Be Prepared to
Discuss…
Session Five
Theme
Objectives
Pre-Reading
Be Prepared to
Discuss…
Due Today
nd
rd
and 3 Editions)
Page 10
October 1
Insights about Competitors, the Company and Complimentors (Ch. 5); Marketing
Research (Ch. 6)
 My main goal with Ch. 5 is to introduce a concept called anchoring as a
method to identify direct and indirect competitors.
 As we transition to Ch. 6, I want you to understand the marketing research
process. I will pay particular attention to the beginning of the marketing
research process, that is, the difference between a management problem and a
research problem.
 We will also evaluate variables used in measurement to ensure you collect
appropriate data.
Chs 5-6
TIVO, HBS 9-5-2-062
 Imagine you work for an organization that faces a decline in customer loyalty.
Prior to class, reflect upon: (1) what customer loyalty means and therefore
how you know whether customer loyalty is declining; and (2) how you might
conduct marketing research with the objective of improving customer loyalty.
 Note: we will apply the material on competitors to TiVo and we also evaluate
the marketing research undertaken by TiVo.
October 8
Markets, Market Segmentation and Targeting, Ch. 7 (3rd ed: pp. 172-177 only; 2nd
ed: pp. 186-191) and Ch. 8
 I will begin by reviewing a few key concepts (vision, mission, objectives) and
then focus on how organizations can generate growth. Here we will look at the
BCG Matrix, GE Matrix and Ansoff Growth Matrix.
 In marketing, growth centers on product-market decisions and so we will
examine what a market means, how to divide a market into segments and how
to identify target markets.
Ch. 7 (3rd ed: pp. 172-177 only; 2nd ed: pp. 186-191) and Ch. 8
Marketing at the Vanguard Group, HBS 9-504-001
1. Go online and find vision and mission statements [preferably your own
organization’s]. Are these good, bad or indifferent? Why is that?
2. List your organization’s and department’s objectives for the short and medium
term. We will compare and examine these. If possible, share how your
organization and/or department hopes to attain these objectives.
3. Identify organizations that have grown and explain why. Identify
organizations that have not grown (even declined or gone out of business) and
explain why.
4. In addition, we will examine the topics of Corporate, Business, Market and
Market Segment Strategy in relation to Vanguard. We will also apply the
material on how to select market segments to Vanguard.
Marketing Memo #1, due in class
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Course Syllabus
(Aug 31, 2012; Includes 2
Session Six
Theme
Objectives
nd
rd
and 3 Editions)
Page 11
October 15
Market Strategy – The Integrator, Chs 9
 We will refocus on the product and pay attention to points of parity and points
of difference. From here, we will develop value propositions and positioning
statements that reflect the points of difference and meet the needs of the market.
 I will give you a three paragraph format for writing an elevator pitch that
covers: the target market, value proposition and reasons to believe.
Pre-Reading
Ch. 9
Marvel Enterprises, HBS 505001
Be Prepared to
Discuss…
1. Pick a product category and identify 2-3 competitive products/brands. How are
they similar? How are they different? What benefits does each product promise
consumers?
Session Seven
Theme
Objectives
Pre-Reading
Be Prepared to
Discuss…
October 22
Managing Brands, Ch. 11
 For the past two weeks, we have focused on market segments, target markets
and positioning. We will now transition to brands. Here we examine what
brands are, why they are important and how they create value. We will link
brands to the work we’ve done on product-markets.
Ch. 11
Lenovo, HBS 9-507,014
1. What are the differences between products and brands?
2. Identify your five favorite brands and explain why. What are your five least
favorite brands? Why?
3. Pick one brand and list brand associations. We will also examine brand
associations relevant to Lenovo.
4. We will apply the Brand Asset Valuator model to Lenovo.
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Course Syllabus
(Aug 31, 2012; Includes 2
Session Eight
Theme
Objectives
Pre-Reading
Be Prepared to
Discuss…
Session Nine
Theme
Objectives
Pre-Reading
Be Prepared to
Discuss…
nd
rd
and 3 Editions)
Page 12
October 29
Managing the Product Line, Managing Services, Ch 12 and 13 (2nd edition is Chs
12 and 18)
 We are now transitioning to the 4Ps of marketing and will begin with the P for
Product. In this section we will seek to better understand the key responsibilities
of a product manager. We will also take the time to think about the differences
products and services and this will allow us to dip into the service quality
literature and how to measure and deliver exceptional customer service.
Chs 12 and 13 (2nd edition is Chs 12 and 18)
The Mass Transit Railway in Hong Kong, #7 (go to AxcessCapon.com, select
Book Information, select Managing Marketing in the 21st Century, select Short
Cases)
1. What is the difference between a product and service?
2. Name organizations that are pure product organizations? Pure service
organizations. A mixture of both? What criteria did you use to classify these
organizations into product vs. service?
3. How might product management differ from service management?
4. Do you think organizations should have broad or narrow product portfolios?
Why is that?
November 5
Developing New Products, Ch 14 (2nd ed: Ch. 13)
 Before we move onto the other 4Ps, we will step sideways to examine the new
product development literature. Here, my goal is to ensure you are familiar with
the NPD process, constraints to NPD and factors that contribute to success.
Ch. 14 (2nd ed: Ch. 13)
Biopure, HBS 9-598-1507
1. Name three new product or service innovations that have changed consumer
behavior. Why these three?
2. What do you see as some of the main challenges to organizations wanting to
grow through new product development [here I’m thinking more at
corporate/strategic level]?
3. What do you see as some of the main challenges to managing new product
development [here, I’m thinking more about issues of developing an actual
new product from concept to launch]
4. Look at the Stage Gate process (Figure 14.1, p. 351; 2nd ed: Figure 13.1 p.
351)). Is this a helpful tool? Why is that?
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Course Syllabus
(Aug 31, 2012; Includes 2
Session Ten
Theme
Objectives
Pre-Reading
Be Prepared to
Discuss…
Assignment
Session Eleven
Theme
Objectives
Pre-Reading
Be Prepared to
Discuss…
nd
rd
and 3 Editions)
Page 13
November 12
Integrated Marketing Communications, Chs 15, 16, 17 (2nd ed: Chs 14 and16. I will
have a copy of Chapter 16 from the 3rd edition, which replaces Chapter 15 from the
2nd edition, placed on Sakai as this covers digital marketing).
 Integrated marketing communications (IMC) is a big area and for MBA students
I don’t go through all of the different forms of media and list pros and cons as
this would be boring. What is of interest to me is that you understand how IMC
strategies fit with overall definitions of target market (both customers and end
users), value propositions and marketing objectives.
Chs 15-17 (2nd ed: Chs 14 and 16 and read Ch 16 from the 3rd edition, which can be
found on Sakai).
Propecia, HBS 9-505-035
1. When developing an IMC campaign, what do you consider some of the main
challenges facing managers?
2. How does advertising work? How do you know whether advertising is
successful?
3. What do you see as some of the key differences between using traditional
media channels such as television to reach mass audiences vs. using the new
media (pick your own examples of new media to make comparisons)?
4. Name three organizations you believe do an excellent job implementing IMC
campaigns using new media. Why these three?
Bring examples of advertisements you believe are excellent. These can be ads you
find online or ads you find elsewhere. Why these three?
November 19
Distribution Ch. 18 (2nd ed: Ch. 17)
 As we move through the last of the 4Ps, we need to understand the nature and
function of distribution systems and some of the challenges associated with
managing the distribution function.
Ch 18 (2nd ed: Ch.17)
Steinway & Sons, HS 9-500,028
1. Why does the P for Place belong as part of the marketing mix anyway?
2. Identify three major trends impacting the distribution/supply chain world and
how might these impact marketing?
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Course Syllabus
(Aug 31, 2012; Includes 2
Session Twelve
Theme
Objectives
Pre-Reading
Be Prepared to
Discuss…
Session Thirteen
Theme
nd
rd
and 3 Editions)
Page 14
November 26
Price Chs 19-20 (2nd ed: Ch.19)
 My primary concern is to ensure you understand the fundamentals of price –
perceived value, costs, competition and strategic objectives.
 We will also examine methods used for setting and modifying prices.
Chs 19-20 (2nd ed: Ch.19)
Unipro, #4,
Top City Movie theater, #23
Buckstar, #25
1. Why does the P for Price belong as part of the marketing mix anyway?
2. How should managers balance costs to the organization with value to the
consumer when establishing price?
3. Some stores, such as Walmart, claim to have every day low pricing. Other
stores, such as Kohl’s have frequent sales. Which method is best? Why?
December 3
Presentation of the Innovation Project
Objectives
 To apply the key concepts of marketing covered during the semester to a product
or service innovation of interest.
Due Today
Final Assignment and PPT slides are due at the start of class along with 10 minute
Presentation and 5 minutes of Q&A
Session Fourteen
Theme
Objectives
Pre-Reading
Be Prepared to
Discuss…
December 10
Ensuring the Firm Implements the Marketing Offer as Planned, Monitoring and
Controlling Firm Performance and Functioning, Chs 21-22 (2nd ed: Chs 20-21)
 I use this session to pull everything together and to remind ourselves of where
we’ve been as we moved through marketing management. The selection of the
Snapple case also allows us to pull together the 4Ps or marketing and see how
they all fit together.
Chs 21-22 (2nd ed: Chs 20-21)
Snapple HBS 9-599-126
1. What types of marketing jobs are there?
2. Where does marketing fit within an organization?
3. What do you see as some of the major impediments to implementing marketing
strategies within an organization?
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nd
rd
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Page 15
Attendance
Students are encouraged to attend all classes. As a matter of courtesy, if you are unable to attend class, you must
email or phone the Professor before class. If you miss more than one classes in a 7-week course or two classes in
a 14-week course, you will be marked as absent for the entire course (no exceptions) and will need to retake the
course.
Scientific and Professional Ethics
The work you do in this course must be your own. Feel free to build on, react to, criticize, and analyze the ideas of
others but, when you do, make it known by referencing your sources. You must explicitly acknowledge when
your work builds on someone else's ideas, including ideas of classmates, professors, and authors you read. If you
ever have questions about drawing the line between others' work and your own, ask the course professor who
will give you guidance.
While we encourage students to form study groups, any piece of individual assessment must be
completed independently. Recycling assignments submitted by students in your class, students in other
classes, or students who have previously taken the class or recycling assignments you find in external
sources such as the Internet will not be tolerated and will automatically receive a grade of zero. You will
also face possible expulsion from the program.
Students with Disabilities
Claremont Graduate University is committed to offering auxiliary aids and services to students with
verifiable disabilities, in compliance with section 504 of the Rehabilitation Act of 1973 and Title II of
the Americans with Disabilities Act of 1990. To ensure that individual needs are addressed, students
with disabilities are encouraged to contact the Dean of Students.
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