Marketing 401
Marketing Management: Creating Value For Customers
Temple University
Fall 2000
Dr. Susan Mudambi
Department of Marketing
Speakman Hall Room 337
Tel: (215) 204-3561
Fax: (215) 204-6237
Email: smudambi@sbm.temple.edu
Home Page: http://www.sbm.temple.edu/~smudambi/
Course web site: http://www.sbm.temple.edu/~smudambi/mktg401
Office Hours: By appointment
Course Description
Marketing Management is the art and science of choosing target markets and
getting, keeping, and growing customers through creating, delivering, and
communicating superior customer value. Marketing management seeks to meet
organizational objectives by effectively satisfying customers in a dynamic
environment. This course provides an overview of marketing processes and
marketing principles, and provides students with the opportunity to apply the key
concepts to practical business situations.
Learning Objectives



To apply marketing theory and concepts to what marketers do in "the real world"
To use marketing concepts to make business decisions
To improve familiarity with current challenges and issues in marketing
Nature of the Class
The class meets on Thursday 7:25 - 9:55 p.m. Classes may involve lectures,
videos, guest speakers, small group exercises, case analyses and discussions.
Student contributions are an important part of the course. Students are expected to
attend class, participate and contribute to discussions, and keep up with current
issues in buyer behavior and marketing strategy.
Prerequisite
A background in Economics is helpful, but not required.
Required Text
1

Kotler, Philip (2000), Marketing Management (10th edition), Prentice Hall.
Other required readings will be assigned. These will be available in class, or via the
course website. Also, you are expected to keep themselves current with issues in
buyer behavior and marketing strategy by reading newspapers, business magazines,
books, and online news sources. The Wall Street Journal and the Philadelphia
Inquirer are especially recommended.
Overview of Assessment
Assessment will consist of two exams (30% each), three case analyses (10% each),
and class participation (10%). The exams will assess your understanding of key
course concepts. The case analyses will assess your ability to apply course concepts
to what customers and companies do. Participation includes in-class discussion of
cases, readings, exercises, and current marketing challenges.
Case 1
Exam 1
Case 2
Case 3
Exam 2
Participation
Weight
Deadline
10%
30%
10%
10%
30%
10%
100%
Week 5: October 5
Week 7: October 19
Week 9: November 2
Week 11: November 16
Week 15: December 14
each week
Exams
The exams will be held in class on October 19 (Week 7), and December 14 (Week
15). They will cover assigned reading material and class discussions. Questions
will primarily be in a multiple choice and short answer format. I will distribute a
Study Guide to the exam, along with sample questions.
Case Analyses
Three case analyses will assess your analytical and written communication skills. I
will provide you with the cases. The case questions will require you to apply your
understanding of course principles to the situations described in the cases. The
specific questions and assessment criteria will be provided to the class. The
analyses should not exceed 5 pages in length.
Deadlines - The deadlines for the case analyses are at the beginning of class on the
assigned days. Analyses turned in after the start of class will be marked down 10%.
Analyses will not be accepted after 10 p.m. on the deadline day.
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Class Participation
Student participation is an important component of the course. Students are
expected to come to class prepared, and willing to discuss the readings, cases,
videos, and other class exercises. Participation in the class listserv is also expected.
Class Listserv
Subscribing to the listserv address is required. This will allow you to send messages
to the class, receive class messages from me and other class members, etc. Also, the
review for the exams will be posted to the listserv approximately three to four days
before the exams.
Instructions for Subscribing
(1) send an email message to listserv@listserv.temple.edu
(3) leave the subject line blank
(4) type the following in the body of the message: sub marketing401-smudambi
your name (first last).
Once you are subscribed, you can post messages by sending email to:
marketing401-smudambi@listserv.temple.edu
(Please note that this address is different from the one you used to subscribe).
Personal Integrity
Please refer to the Temple University Student Handbook’s discussion on plagiarism
and academic honesty. Using information from other sources and not citing the
source is plagiarism, a form of cheating. If you are working with other students,
please remember that failing to contribute adequately to the project but taking full
credit for others’ efforts is cheating and will be punished appropriately.
Changes
This course syllabus and schedule are preliminary, and are subject to change
pending notification in class, the Listserv or via the course website. Students are
expected to check the course website before each class session.
3
Marketing 401
Marketing Management
Dr. Susan Mudambi, Fall 2000
Wk
Date
Topic
1
Sept. 7
2
Sept. 14
3
Sept. 21
4
Sept. 28
5
Oct. 5
Oct. 5
Introduction to Mktg 401
Overview of Marketing Management
Customer Satisfaction &
Strategic Planning
Market Research &
The Market Environment
Consumer Behavior
Business Buying Behavior
Case 1 Deadline
Competition
6
Oct. 12
Segmentation, Targeting and Positioning
7
Oct. 19
Exam #1
8
Oct. 26
9
Nov. 2
Nov. 2
NPD &
Global Marketing
Case 2 Deadline
Products, Brands &
Services
Pricing
10
Nov. 9
11
Nov. 16
12
Nov. 23
13
Nov. 30
14
Dec. 7
15
Dec. 14
Case 3 Deadline
Marketing Channels,
Retailing & Wholesaling
THANKSGIVING BREAK -- enjoy !!
IMC &
Advertising, Sales Promotion & PR
Direct Marketing &
Online Marketing
Exam #2
4
Readings
(additional readings may be
assigned)
Mktg 401 Syllabus
Chapter 1 and Chapter 2
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
(Chapters 1-10)
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Chapter 17
Chapter 18
Chapter 19
Chapter 20
Chapter 21
(Chapters 11-21)