LOYOLA MARYMOUNT UNIVERSITY
COLLEGE OF BUSINESS ADMINISTRATION
SYLLABUS- FALL 2010
MBAA 606 – Marketing Management: Mondays, 4:25-7:05 pm; Hilton 109
Instructor:
Office:
Phone:
E-mail:
Office Hours:
William Semos, Lecturer in Marketing
Hilton 307
(310) 338-7453 (O)
wsemos@lmu.edu
Wednesday 4:00-6:30 pm and by appointment
Class Materials:
A Framework for Marketing Management, 4th Edition, Philip Kotler and Kevin Keller. Prentice Hall. ISBN:
13: 978-0-13-602660-0.
Marketing Mistakes and Successes, 11th Edition, Robert H. Hartley. John Wiley & Sons, Inc. ISBN: 978-0470-16981-0.
The textbooks provide a thorough foundation of marketing management and applications. The
Kotler/Keller textbook has detailed discussion of principles while the Hartley textbook includes interesting
cases.
In addition, we will be using some HBS cases and an HBS article in the course.
Educational Philosophy:
The class lectures are designed to identify the more important concepts, clarify the more complex
concepts, introduce some additional marketing concepts and provide more real world examples of
marketing at work. Cases and/or video examples will be used to enhance understanding of marketing
principles. It is vital for you to read the text and cases before each class in order to get the most out of
each session. Participation is a vital part of the learning experience, not to mention a grade component.
As a result, I will assume reading will be done before each class. No view is wrong but you must come
prepared to defend your proposal.
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 management processes and marketing
principles, and provides students with the opportunity to apply the key concepts to practical business
situations.
This course is an in-depth examination of marketing environments and the impact marketing activities
have on organizational operations in competitive, global, multicultural business settings. It discusses both
domestic and international frameworks of the fundamental marketing functions of product, pricing,
distribution and promotion. Explored and analyzed are modern marketing problems and solutions from
conceptual, legal, and ethical perspectives. Marketing information systems and the use of advanced
technologies in marketing decision-making are explained.
Course Objectives:
Upon successful completion of this course, the student will be able to:

Identify a target market and its product market segments

Apply the marketing mix towards a specific target market

Evaluate the effectiveness of an existing product marketing strategy

Evaluate marketing strategies in relation to current legal and ethical standards of practice

Demonstrate a clear understanding of major marketing concepts in writing and orally
using proper business communications techniques

Demonstrate the ability to use on-line resources to research and prepare written and oral
assignments

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

Understand the aspects and principles of International Marketing

Identify how the Internet is changing the ways companies market their products
Grading Requirements and Procedures:
The breakdown is as follows:
Current Events/Participation
Case Briefs (9)
Article Assignment
Mid-Term Exam
Group Case Project
Final Exam
TOTAL
120 points
180
100
150
200
250
1000 points
Grading Distribution:
A
B+
C+
F
930+
870-899
770-799
<700
AB
C
900-929
830-869
730-769
BC-
800-829
700-729
Course Administration:
Students are expected to have read the assigned materials PRIOR to class and to be prepared to discuss
the questions related to the material throughout the class periods. Class participation and attendance will
be evaluated in the grading process. Assignments will be subject to change depending on our ability to
cover the material in the time allotted. If I sense that preparation for class is not thorough, I will reserve
the right to administer unannounced quizzes.
Hartley Cases:
Students will be assigned to two groups designated (a) and (b). Each student is responsible for submitting
a TWO (2)-Page brief on each designated Hartley case that we cover in class, to be handed in before
class begins. I view this exercise as an important preparation for meaningful discussion of the case
during class. Briefs should be limited to 2 pages, double spaced, with 1-inch margins and size 12 font,
with a cover page--I am interested in not only what you say but how efficiently you organize your
thoughts and clearly express them in writing. I will discuss the grading of briefs during the first class
session. Again, note that I look for a degree of professionalism-misspelled words, poor sentence structure,
incorrect punctuation, etc. are unacceptable and will result in a grade penalty. You should carry out your
assignments as though they are being prepared for a member of your company’s board of directors.
NOTE: Late briefs will not be accepted.
Article Assignment:
All students will read the HBS Article: “Rethinking Marketing” by Rust, Moorman and Bhalla, and submit a
brief on the article, not to exceed FIVE (5) Pages. Briefs should focus on the main thrust of the article
which you should spell out, followed by a discussion of how you view that thrust and how you think it fits in
with the discipline of Marketing as we have studied it through the semester.
Class Attendance/Participation/Current Events:
There is a great deal of material to cover in a relatively short period of time. In addition, your participation
can either make or break the class. We are here to learn from each other in a reciprocal fashion.
Therefore, class attendance is extremely important. If you do find it necessary to miss a class, you are
responsible for getting any notes and or handouts from that day and YOU MUST E-MAIL ME BEFORE
CLASS BEGINS. I will grant one unexcused absence without penalty. Your grade will be adversely
affected if you miss more than two classes for any reason. Anyone missing four or more classes will earn
an automatic failure.
Every class will open with current events. Please bring to class any articles, advertisements, ideas, etc
that you encountered during the week that applies to marketing management. I will randomly call on
people to present comments on the material that they have found.
HBS Brief Case Project Assignment: Analysis and Presentation
Each team will be assigned one case for analysis and presentation to the class. Case assignments are to
be typed, stapled and turned in at the BEGINNING of class on the due date. No late papers will be
accepted. As business writing is usually concise, no paper should exceed EIGHT (8) typed pages,
double-spaced with 12-point font AND A COVER PAGE. Appendices with tables, data, questionnaires,
etc should be attached any may consist of as many pages as necessary. In addition, the team will make a
formal presentation to the class that describes and defends their analytical effort and the positions they
have taken on the key issue(s) of the case. Presentations to the class should be approached as
exercises in business professionalism. They should be limited to 25 minutes and all team members must
participate. Visuals are important in communicating and should be part of your effort and copies included
in the report. (It is not necessary for teams to go to any undue personal expense on exotic visuals—I look
for clarity and effective integration of the visuals with your overall presentation.) Presentations will be
followed by class questions, any challenges to the team, opposing views and discussion. I view both the
ability to express yourselves in writing and to present your views orally in a clear, logical and confident
manner as critical skills in the conduct of business and I will grade presentations and reports with that in
mind. I look for team members working on a case to:




Focus attention on the managerial problems faced by the case managers.
Take advantage of the small group environment to dig into the issues of the case.
Do additional research as necessary on the company to enhance their effort.
Mutually negotiate logical, consistent, approaches and recommendations to the case
problems.
As a general guideline, the team’s effort should (1) state the core problem(s) faced by the management,
(2) provide analysis leading to a feasible solution to the problem(s), (3) justify the proposed solution, and
(4) describe in quantitative terms to the extent possible, the consequences to the company of
implementing the proposed solution. In the interest of encouraging initiative, teams can alter this
approach if in their judgment; they will produce a more effective result.
Those students not on a presenting team will prepare a TWO-Page brief on the case to be turned in
before class begins. Again, late briefs will not be accepted.
The following cases will be covered in class, all are HBS Brief Cases:
From Harvard Business School
1.) HBS 4559 Alpen Bank
2.) HBS 4550 Flare Fragrances
3.) HBS 2087 Rosewood Hotels
4.) HBS 4043 Manchester Products
5.) HBS 2069 Mountain Man Brewing
Plus HBS Article, “Rethinking Marketing”
HBS Cases/Articles can be purchased via Harvard Business online:
Go to http://www.harvardbusinessonline.com
Go to Harvard Business School Cases on right hand side menu
Type in Case name/number in search
Purchase cases
They will be sent to you by email
Open email and download
Honor Code:
Loyola Marymount University is a community dedicated to academic excellence, student-centered
education, and the Jesuit and Marymount traditions. As such, the University expects all members of its
community to act with honesty and integrity at all times, especially in their academic work. Academic
honesty respects the intellectual and creative work of others, flows from dedication to and pride in
performing one’s own best work, and is essential if true learning is to take place. Examples of academic
dishonesty include, but are not limited to, the following: all acts of cheating on assignments or
examinations, or facilitating other students’ cheating; plagiarism; fabrication of data, including the use of
false citations; improper use of non-print media; unauthorized access to computer accounts or files or
other privileged information; and improper use of internet sites and resources.
Policy Review:
1. Academic Integrity: Learning is both an individual and a cooperative undertaking. Asking for and
giving help freely in all appropriate setting helps you to learn. You should represent only your own
work as your own. Personal integrity is the basis for intellectual and academic integrity. Academic
integrity is the basis for academic freedom and the University's position of influence and trust in our
society. University and school rules and standards define and prohibit "academic misconduct" by all
members of the academic community including students. You are asked and expected to be familiar
with these standards and to abide by them.
2. Course Grade: The completion of each of the requirements stated above represents the
minimum performance required to pass this course. The quality of the work done to meet each of
the course requirements specified will determine the specific grade earned. Any assignments not
completed will result in a grade penalty for the course. Assignments will not be accepted for credit
until all previous assignments have been completed and will be marked down for late submission.
3. Withdrawal: If you choose to withdraw from the class, you must do so by the university specified
date.
4. Grades: Students may consult with me at any time regarding their performance to date in the
course. Note that grades reflect careful consideration of student performance and will not be changed
unless a recording or calculation error is revealed. It is your responsibility to monitor your grade
progress and provide immediate feedback in the case of any discrepancy.
5. Disability Disclosure Statement: SPECIAL ACCOMODATIONS – Students with special needs
who need reasonable modifications, special assistance, or accommodations in this course should
promptly direct their request to the Learning Resource Center. Any student who currently has a
documented disability (physical, learning, or psychological) needing academic accommodations
should contact the Learning Resource Center (Daum Hall #224, x82847) as early in the semester as
possible. All discussions will remain confidential. Please visit www.lmu.edu/dss for additional
information.
6. Classroom Behavior: Students are expected to be respectful of one another and the professor
in classroom discussions. The goal is to foster a safe learning environment where students feel
comfortable discussing concepts and applying them in class. If for any reason your behavior is viewed
as disruptive or unprofessional to the class, you will be asked to leave and you will be marked absent.
No laptops or cell phones are permitted in class.
MBAA 606 Fall 2010 Tentative Schedule
Week
Date
Topic
Reading
1
8/30
KK 1
2
3
9/6
9/13
Overview/Course Intro
What is a case?
LABOR DAY HOLIDAY
 Developing/Implementing Marketing Strategies
KK 2
(a)
Airliner Wars
H-7
KK 3
(b)
9/20
 Understanding Markets, Market Demand, and the
Marketing Environment
 Creating Customer Value, Satisfaction, and Loyalty
KK 4
(a)
Euro-Disney
H-15
Vanguard
H-20
 Analyzing Customer Markets
KK 5
(b)
 Analyzing Business Markets
KK 6
(a)
 Identifying Market Segments/Targets
KK 7
(b)
 Creating Brand Equity
KK 8
(a)
 Creating Positioning and Dealing with Competition
KK 9
(b)
Nike
H-19
MIDTERM
 Setting Product Strategy and Marketing Through the Life
Cycle
KK 10
(a)
Boston Beer
H-4
 Designing And Managing Services
KK 11
(b)
 Developing Pricing Strategies and Programs
KK 12
(a)
Continental
H-10
Southwest
H-18
 Designing and Managing Integrated Marketing Channels
KK 13
(b)
 Managing Retailing, Wholesaling and Logistics
KK 14
(a)
 Designing and Managing Integrated Marketing
Communications
KK 15
(b)
4
5
6
7
8
9
10
9/27
10/4
10/11
10/18
10/25
11/1
Case(s)
Harley
H-9
HP
H-6
McDonald’s
H-8
Borden
H-11
Starbucks
H-3
K-Mart
H-17
Maytag
H-16
11
11/8
 Managing Mass Communication
KK 16
(a)
Ford
H-23
 Managing Personal Communication
KK 17
(b)
KK 18
(a & b)
Merck
H-21
Cola Wars H-5
12
11/15
 Managing Marketing in the Global Economy
13
11/22
 Project Workshop/Article Assignment Due
14
11/29
15
12/6
16
12/13
 Case Project 1
 Case Project 2
 Case Project 3
 Case Project 4
 Case Project 5
 Course Recap
FINAL EXAM
****SCHEDULE SUBJECT TO CHANGE OR MODIFICATIONS****