(Revised 01-05-2011)
SAINT MARTIN'S UNIVERSITY
MARKETING CONCEPTS AND THEORY (MBA 606)
CLASS SCHEDULE:
Lacey, Main Campus Monday-Wednesday; 5:00 – 7:40 pm
WEEK
TOPIC/ASSIGNMENT
READINGS
______________________________________________________________
1
2
3
4
5
1/10
Class Introduction
Introduction
Marketing Process
Case Analysis, What can be learned
*Assign Presentation Teams
Instructor
Kerin, Ch 1 (3e-1)
Hartley, Ch 24
1/12
Marketing / /Corp Strategy
Marketing Environment
Introduction to Web 2.0 (social Mktg)
* Draw for Term Project
Kerin, Ch 2 (3e-2)
Kerin, Ch 3
Kerin (3e-3)
1/17
Martin Luther’s Birthday
1/19
Ethics & Social Responsibility
Merk’s Vioxx ; (Team #1)
critical article analysis due week 3
1/24
Consumer Behavior
Kerin, Ch 5 (3e-5)
Harley Davidson: (Team #2)
Hartley, Ch 9
(4-students/team; 15 min. oral presentation)
1/26
Organizational Markets
Reaching Global Markets
Kerin, Ch 6 (3e-6)
Kerin, Ch 7 (3e-7)
1/31
Market Information
Southwest Air Lines (Team #3)
Market Segmentation
Kerin, Ch 8 (3e-8)
Hartley, Ch 20
Kerin, Ch 9 (3e-9)
2/02
`
CRITICAL ARTICLE ANALYSIS DUE See Syllabus
Developing New Products
Kerin, Ch 10 (3e-10)
Midterm Review (Q & Answer)
2/07
Developing New Products
Midterm Review (Q & Answer
Kerin, Ch 10
2/09
MIDTERM EXAMINATION
Materials Covered
No Class
1
Kerin, Ch 4 (3e-4)
Hartley, Ch 21
6
7
8
9
2/14
Managing Products/Brands
Nike (Team #4)
Pricing Products/Services
Kerin, Ch 11 ( 3e-11)
Hartley, Ch 19
Kerin, Ch 12 (3e-12)
2/16
Distribution Channels
Retailing/Wholesaling
Kerin, Ch 13 (3e-13)
Kerin, Ch 14 (3e-14)
2/21
President’s Day
2/23
IMC & Direct Marketing
Advertising, & Sales Promotion
Boston Beer (Team #5)
Kerin, Ch 15 (3e-15)
Kerin, Ch 16 (3e-16)
Hartley, Ch 4
2/28
Personal Selling
Oral Presentations begin
(40 minute target)
Kerin, Ch 17 3e-17)
Teams
3/02
Oral Presentations continue
Teams
3/07
Oral Presentations continue
Final Exam Review
Teams
Ch 11-17
3/09
FINAL EXAMINATION
Term Paper Due
Peer Evaluations Due
No Class
Focus on Materials Since Midterm;
*Note: Class will be divided into approximately 5 teams of 3 to 5 members each. Each team will
be assigned two cases for class presentation and a term paper/oral presentation. Use of
PowerPoint is strongly advised. Team members will be asked to evaluate each other’s contribution to
the team presentation effort at the end of the term. Make your presentations as you would to a marketing
action committee. Use appropriate marketing concepts and terms.
2
SAINT MARTINS UNIVERSITY
(Revised: 01-05-2011)
COURSE SYLLABUS
MBA 606
MARKETING CONCEPTS AND THEORY (3)
Instructor Name, Address and Telephone Number:
Paul R. Patterson
3057 Edgewood Dr. SE M-F
Olympia, WA 98501-3815
Tel: (360) 943-0384 (Home, after 6 PM)
(360) 438-4373 (Office 10:00-3:00 PM)
MBA Assistant: Keri Olsen 360- 438-4512
FAX: 360-438-4522
Pre-Assignments:
Read Kerin, Ch 1, 2; Hartley, Ch 24, “What can be learned”
Course Description:
Marketing Concepts and Theory is a course for students who want to be marketers as well as those who do
not. It is my objective that by the end of the course, those in the second category will want to be marketers. In
any event, you will appreciate why and how marketing applies to everything from a “for profit” accounting
enterprise to managing a successful public organization, such as a charity. Many former students have stated
this is one of the most interesting and informative coursed they have taken. You will find our case studies are
not only timely, they are thought provoking and informative. Do not hesitate to talk with me at any time.
Prerequisite: MBA 503 or equivalent.
Required Texts and Materials:
Hartley, Robert F. Marketing Mistakes & Successes, 11th Edition
New York, NY: John Wiley & Sons, Inc. 2004. ISBN 0-471-74321-6 (paperback).
Kerin, Roger A. Marketing; The Core , 2nd ed. New York, NY, McGraw-Hill/Irwin, Inc. 2004 ISBN-10: 007299989-6 (paperback).
Please note that “The Core” chapter quizzes are available to you in preparing for midterm and final
examinations and can be found at www.mhhe.com/kerin.
Additional Recommended Supplementary Learning Resources:
Instructor web page includes video and additional resources under MBA 606. Instructions regarding web pace
access are provided below.
Peter, Paul J. & James H. Donnelly, Jr. A Preface to Marketing Management, Ninth Edition Boston, MA:
Irwin, 2003. ISBN 0-07-246658-8.(paperback).
Various Web and Internet sites related
http:hepg.awl.com/daniels/IB8/ (password is IB8)
to
marketing
cases.
Your
text
Web
site
is
Kotler, Philip. A Framework for Marketing Management, 1st edition New Jersey: Prentice-Hall, Inc. 2001, ISBN
0-13-018525-6.
Armstrong/Kotler, Marketing: An Introduction. 7th. Edition, Pearson/Prentice Hall, Inc. 2005.
Relationship of Course to Program Curriculum:
MBA 606 is a required core course in the Masters, Business Administration Program.
3
Entry Competencies and Requirements:
Students entering this course are expected to:
Read this syllabus and the assignment descriptions thoroughly!
1. Write at the college graduate level.
2. Demonstrate critical thinking skills.
3. Have access to and utilize a word processor to prepare written submissions. Correct use of
grammar is a course requirement for written submissions as well as answering test
questions. Use MLA formal report writing including proper reference and citation usage.
4. Use PowerPoint and formal presentation organization and delivery skills in presenting
team case assignments.
5. Attend all classes. Please note the 40 points for participation (you cannot participate if
you are absent).
6. Complete the peer performance evaluations as required.
Learning Outcomes:
As a graduate marketing course, our objective is to introduce key management concepts and enhance your
ability to perform critical business related thinking. Through this course and upon its completion, students will
be able to:
1.
2.
3.
4.
Apply marketing theory and concepts toward solving managerial marketing problems.
Analyze in written and oral presentation form, basic marketing principles related to specific
business situations (perform critical thinking).
Understand and identify marketing opportunities and how marketing concepts and tools can
be applied to achieve organizational objectives.
Appreciate the role of marketing executives within a complex matrix of business and society.
Activities To Meet Objectives:
1.
2.
3.
4.
5.
6.
Submission of one written critical article analysis, no less than four (double spaced) pages in length
(using 12pt. type and word processing) and college MLA writing format.*
Proposing Marketing Action. Please use marketing terminology and concepts as discussed in
your class.
Participation in extensive class analysis and discussion. Class participation is mandatory.
Actively participate in the analysis and presentation phases of your team case studies.
Completion of closed book/notes Midterm and Final written examinations.
Critically evaluate the performance of your peers.
* If you are not familiar with college MLA requirements, I suggest you reference the Purdue University Online
Writing Lab at http://owl.english.purdue.edu/owl/ or Google Purdue OWL. This is a great writing resource. You
will be provided with my Oral and Written Presentation Guide handout. Please follow the instructions given.
4
Coursework and Grading Scheme:
Criteria:
Possible Points:
Individual Written Article Analysis
Team Oral Case Presentations
"Marketing Acton" Essay
Class Discussion, Student Participation
Midterm Examination
Final Examination
Total Possible Points:
30
40*
100
40
75
135
________
420
Total Points Earned X 100 = ________%.
Total Possible Points
The percent answer will be converted into the final grade you earn: 100% to 95% = A etc.
* You will be asked to complete a peer rating form evaluating your team member performance.
Assignments:
1. Scholarly* Critical Article Analysis: (Don’t paraphrase the article, but as part of step one,
provide an article abstract). You are required to attach the article you select.
The critical article analysis will familiarize you with library business sources and CURRENT scholarly
business articles (five years old or newer). The college library has on-line access to many scholarly
journal archive search engines. For example, the JSTOR search engine has numerous scholarly articles
that can be viewed and printed in full text. Other business search engines are available. If you have
questions, please speak to one of our research librarians. To access JSTOR from Saint Martin’s home
page, go to the library home page, research tools, business database, and then the JSTOR search
engine; note the steps to access JSTOR from the Saint Martin web site are indicated at the end of this
syllabus under reference resources. Select your article from the below broad categories using the
following subject search words. Include your subject listing in your abstract:
1. “Marketing Objectives”
2. “Consumer/Buyer Behavior”
3. “Product/Service Pricing”
4. “Sales Force Ethics”
5. “The Marketing Mix”
6. “Internet Marketing”
7. Competitive Marketing Information
8. Market Modeling
9. Stealth Marketing
10. Product Placement Promotion
11. Testimonial Advertising Effectiveness
12. Marketing Budgeting
Paper format:
The objective of your paper is NOT TO RESTATE THE ARTICLE. It is to analyze the author’s presentation
in terms of credibility, factuality and implementability. Address the bulk of your paper to answer whether the
author is convincing. Your presentation must clearly indicate you have read the article and given its content
serious thought. Please structure your analysis along the following outline. Number your analysis steps
and supporting points according to the following outline. Use MLA format in crafting/submitting your
paper. This means use citations in your paper as discussed in the “oral and Written Presentations” handout
you will receive. Your paper will be judged based on the persuasiveness of the position you take and the
thoroughness of your article analysis.
5
Note: The length of this paper should be between four and six pages in length. Address each of the below
steps in your paper in the order presented below:
Value
5%
10%
Step
1
2
10%
3
25%
4
20%
5
15%
6
15%
100%
*
Element
Article Abstract (summarize the points/position made in the article)
State how the article is relevant to the course. How/why is the article
relevant to the class? Be specific.
Is the author’s presentation logical? Is the author convincing to you? Why?
Is the author’s premise reasonable? Does his/her conclusions logically flow
from the information presented?
What are the article’s strengths and weaknesses? Were the points easily understood and
supported?
What is your basis for agreement or disagreement with the author? What
points do you agree with or disagree with and why?
What is the quality of the bibliographical support the author offers to support
his/her position? What supporting documentation is presented for or against the
position taken by the author?
Present your analysis in proper MLA form. Use correct grammar. You will not number this
step**
Include:
a. A cover sheet,
b. Use correct MLA reference form and style methods
c. Attach a copy of the article
If you ask, “How do I determine what is a scholarly article?” go to the Sojourner Truth Library at
http://lib.newpaltz.edu/assistance/scholar.html The background on Sojourner Truth makes for
very interesting reading. Her story can be found at:
http://www.lkwdpl.org/wihohio/trut- soj.htm
**Note: Use a word processor, 12pt. type font and quality printer. Incorrect use of grammar will result in
paper rejection. MLA format (including use of references and citations) is required. Style and
reference: Carole Slade. Form Style. New Jersey: Haughton Mifflin Company, 2000.
An excellent online MLA format source is the Purdue University Online Writing Lab at
http://owl.english.purdue.edu/owl/ or Google Purdue OWL.
Please feel free to discuss your progress with me at any time. Often the issue is getting started. Be careful to
limit the scope of your work to what you can accomplish given the time you have available. The grade you
earn is determined by the treatment you give your assignments. It is the result of your analytical content (how
well you address the assignment) and the scope of your effort as well.
2. Team Oral Case Presentations:
Students comment that Hartley’s “Marketing Mistakes” is one of the more engaging elements of the course. I
believe you will agree. Your team oral presentations will address the main marketing issue(s) the case
presents, summarizing pertinent facts and using marketing terminology to analyze and present key marketing
concepts related to the case. Often, sources such as the Internet (annual corporate reports for example) can
offer insight as to where the company is today—the “rest of the story”. Be sure all team members participate
in your class presentations. Cases deal with publicly held corporations, so up-to-date data should be readily
available through online sources including related business articles as well as library sources. Use your
PowerPoint skills effectively, limiting the information presented on each slide and avoiding reading off your
PowerPoint.
6
3. Applying the marketing mix to a company Essay:
Note: I have listed 16 well known marketing driven corporations. Depending upon class size, you will
participate in a random drawing for a company you will analyze. Limit presenting your company’s background
to not more than two (2) minutes of your oral presentation, one page of your written term paper. You will
conduct a “marketing strategic audit" that identifies a specific company core marketing problem or
“opportunity”. Once the “audit” is completed, you will address the issue by identifying action to be taken
regarding one of the five “P’s” of the marketing mix. Your analysis will conclude with a proposed a course of
marketing action. Your recommendations must be reasonably implementable, given company resources and
expected real world competitive reaction. Your paper will showcase what you have mastered during the
course.
Companies included in the class drawing as subjects for your analysis are:
1. CABELAS
5, APPLE
9. SMITH & WESSON 13, PHOENIX UNIV. (online)
2. E-BAY
6. H & R BLOCK
10. GROUP HEALTH
14, KELLOGG CEREAL
3. COSTCO
7. ABERCROMBIE & FITCH 11. QUADRANT
15, SOUTHERN PAC. RR
4. DeBEERS
8. JONES SODA
12. AMWAY
16. REMAX REAL ESTATE
Project Grading:
Use of marketing concepts and terminology
the above audit outline elements
20%
Development of major marketing mix elements
Following your strategic marketing analysis
Proposed marketing course of action (
20%
Written paper submission; form and grammar
15%
25%
Oral Presentation*
20%
(40 min. limit; focus on marketing, not company
background)
_____________
100%
* Oral Presentation is peer
______________
Total Oral Presentation:
100%
=================================================================
Note: Both the oral presentation and the written submission must address the above points to receive the
maximum points possible. The written paper can be turned in the final day of class (session prior to the
final examination).
*Note: Use a word processor, 12pt. type font and quality printer. Incorrect use of grammar will result in paper
rejection. Avoid prepositional phrases and use citations correctly. MLA format is preferred. Style and
reference: Carole Slade. Form Style. New Jersey: Haughton Mifflin Company, 2000. An excellent online
MLA format source is the Purdue University Online Writing Lab at http://owl.english.purdue.edu/owl/ or Google
Purdue OWL.
If you wish your final examination and related papers returned, please bring a stamped, self-addressed
envelope to class on the final examination day.
To:
Paul Patterson
3057 Edgewood DR SE
Olympia, WA 98501
Internet sources can be a source of information for your term paper and presentation. Sources I have found
7
useful include: Saint Martin’s Web site: www.stmartin.edu/library/databases then—under the dropdown
screen, enter “view databases by subject”, then
Enter business
Click on Submit
Click on JSTOR
Click on Search, then enter your subject, for example, “advertising”
Click on Begin Search, and select your article for analysis
For business articles: www.fool.com
For added text materials: www.prenhall.com/scarbzim
For small business information: www.lowe.org/smbiznet/sites/index
For on-line marketing: http:pass.wayne.edu/dosdonts.html
For advertising statistics: www.adage.com/
Finding a publicly held company: www.hoovers.com/
For ethical concerns (Better Bus. Bureau): www.bbbonline.org
For international marketing: www.consumer.gld.gov.au/business/index.htm
For writing style and formatting: http://owl.english.purdue.edu/owl/resource/
For scholarly article
http://lib.newpaltz.edu/assistance/scholar.html
8