DECISIONS IN MARKETING (MBA 8601)
SPRING 2009
W 6:00 – 8:45
Dr. Jeremy Kees
Office: Bartley 3006 (Office hours by appointment)
Phone: 610.519.6145
Email: jkees@villanova.edu
“Tell me and I forget,
Teach me and I remember,
Involve me and I learn.”
– Ben Franklin
COURSE DESCRIPTION:
The philosophy of marketing and the managerial functions of marketing are examined as an
integrated business discipline designed to responsibly achieve an organization’s goals within the
constraints of society’s objectives; various environments both domestic and international, within
which marketing must operate are explored.
VALUE OF THE COURSE:
After completing this course, you will understand the role of the marketing function within
organizations. A broad overview of major aspects of marketing will be covered. This includes,
but is not limited to consumer behavior, marketing research, transportation/logistics, pricing, and
advertising/promotional strategy.
COURSE OBJECTIVES:
This course is concerned with the development, evaluation and implementation of marketing
management in complex environments. The course deals with an introductory, yet in-depth
analysis of a variety of concepts, theories, facts, analytical procedures, techniques and models.
Therefore, learning objectives include:
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Becoming familiar with basic marketing concepts and terminology
Understanding of the basic psychological principles of consumer behavior
Understanding of decision-making processes related to marketing strategy and how these
decisions relate to other business units within an organization
Understanding of the larger social and ethical implications of marketing decisions
Preparation for your next marketing course in the MBA program
Kees, MBA 8601
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LEARNING ENVIRONMENT AND CLASS PARTICIPATION:
I always try to avoid a strict lecture environment in the classes I teach. For graduate classes in
particular, I try to play the role of “discussion moderator” rather than lecturer. I’ve found that
this type of classroom environment can be highly conducive to student learning (and more fun
for both you and me).
Participation: Class participation is an important component of your grade. I will consider
both the quality and quantity of your contributions to our class. Please notify me in advance if
you must miss class.
Exams: You will be expected to take one mid-term exam and one (non-comprehensive) final
exam. Your book covers a great breadth of information. I will cover especially important or
interesting material in greater depth in class. You will be tested on both material from the book
and material from class (i.e. lectures, guest speakers, and in-class assignments). Exams will
consist of multiple choice and essay questions.
Semester Group Project: Toward the goal of helping you “learn by doing,” we will be working
with Hank’s Gourmet Beverages throughout this semester. Hank’s is in the process of launching
a brand new, innovative “Infusions” line of beverages. You will serve as consultants for Hank’s
upper management as they develop a marketing plan for their new product line. You will be
expected to turn in a number of small assignments related to this project throughout the semester
and then generate a complete marketing plan for the product. Deliverables related to the
marketing plan will be 1) a written report and 2) a presentation to Hank’s upper management.
COURSE MATERIALS:
Required Text: Kotler, Philip and Kevin Lane Keller (2009), “Framework for Marketing
Management” (4th ed.) (ISBN 0-13-602660-5)
Other outside readings will be posted on the course website.
COURSE WEBSITE:
The course website can be found at: http://www85.homepage.villanova.edu/jeremy.kees/
Here, you will find all course materials including the syllabus (this document), schedule,
assignments, readings, etc. The website will be updated periodically as the semester goes on.
Kees, MBA 8601
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INCLEMENT WEATHER POLICY AND CLASS CANCELLATIONS:
If Villanova is open, class will be held at the scheduled time. If you have a long commute to
campus and are nervous about the road conditions, please don't chance it. If class is canceled I
will notify students by e-mail or via the course website.
ACADEMIC INTEGRITY:
Any instances of academic dishonesty will be dealt with swiftly and severely according to the
Villanova University Academic Integrity Code available at:
http://www.vpaa.villanova.edu/academicintegrity/code.html
STUDENTS WITH DISABILITIES:
I will do my best to accommodate any student who has a disability that may affect their success
in this course. I ask that you meet with me regarding any special accommodations you may need
by the second week of class.
GRADES:
Maximum Points Possible
Midterm Exam =
Final Exam =
Assignments =
Hank’s Project =
Total possible points =
Grades as a Percentage of Total Points Possible:
100
100
50
100
450
> 93% = A
90-92% = A87–89% = B+
84-86% = B
80-83% = BHopefully that will cover everyone…
***Syllabus May Be Subject To Change (but probably not)***
Kees, MBA 8601
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