EMBA Marketing Management - MKT 9703
Spring 2014
Office hours
by appointment.
Bahriye Goren
Office: VC 12-210K
e-mail: Bahriye.Goren@baruch.cuny.edu
SYLLABUS
This is an introductory course which covers all of the areas of marketing to describe how
marketing delivers value to consumers and customers. Marketing is the key revenue generating
activity of both profit & nonprofit firms. We will use lectures following the textbook, real
life/HBR case studies, and classroom discussions. This will be an interactive course.
Requirements for this class are enthusiasm and a willingness to participate fully. A sense of
humor would also be greatly appreciated.
Course objectives:
This course enables students to:
1. Achieve an understanding of the marketing concept
a) as a basis for general management decision making;
b) as a framework for analyzing marketing situations.
2. Demonstrate high levels of analytical skill in a marketing context defining problems,
identifying opportunities and interpreting their implications for decision making.
3. Demonstrate high levels of practical decision making skills using persuasive arguments in
support of realistic marketing decisions.
4. Achieve an understanding of the basic elements of marketing management from market
analysis, branding, marketing strategy, positioning and activation.
5. Argue for a marketing orientation in company planning and thinking regardless of functional
responsibility.
4. Practice their reasoning, judgments and evaluations of marketing issues and opportunities.
EMBA MKT 9703 - Syllabus
Spring 2014 – Bahriye Goren
Page 2
Core learning goals:
This course will address the graduate core learning goals in the following ways:
a. Teamwork and Leadership – group project
b. Ethical Awareness – lectures, case analysis and group project
c. Communication – individual and group assignments; individual and group presentation
d. Information Technologies – lectures
e. Quantitative Analysis – lectures and group project.
f. Knowledge Integration – lectures, case analysis and group project
g. Global awareness – lectures and group project
Grading:





Midterm
Class participation
Team Assignment
Case study presentation
Final Exam
20%
10%
30%
10%
30%
It is very important to keep up with the content as we go along to avoid unnecessary repetition in
class. It will also influence your grade, as I will take note of who participates and who comes
prepared.
Course Readings
1. Philip Kotler and Kevin Keller, A Framework for Marketing Management, 5th Edition,
Prentice Hall, 2012.
2. 5 HBS Case Studies (detailed in schedule).
3. All (additional) presentation materials and articles can be found on Blackboard.
EMBA MKT 9703 - Syllabus
Spring 2014 – Bahriye Goren
Page 3
Tentative Course Schedule with topics (the topics are subject to change depending on
class discussions):
Class # Date
1
Sat Jan 4
2
Sat Jan 11
3
Fri Jan 17
4
Sat Jan 18
5
Sat Jan 25
6
Sat Feb 1
7
Fri Feb 7
8
Sat Feb 8
9
Sat Feb 15
10
Sat Feb 22
11
Sat Mar 1
12
Fri Mar 7
13
14
Sat Mar 8
Sat Mar 15
Topics
Introductions. Overall Course description.
What is Marketing and Branding? Explaining
the Team Assignment. Simon Sinek’s Golden
Circle
Connecting With Customers –
Defining your Target. What is an Insight?
(Amex, Oreo, etc.)
ZARA Case Study
Insights Continued.
Identifying Market Segments and Targets and
Creating Brand Equity
Seth Godin’s purple cow
Crafting Brand Positioning and Competing
Effectively – Brand Ladder framework
Juice Guys Case Study
Brand Positioning – Brand Ladder continued
Practicing with team groups
CarlsBerg Best Friend
Recap for Midterm next week
Developing Pricing Strategies and Programs
Presenting Team Insights and Ladders
Virgin Mobile Case Study
Midterm
Storytelling in Digital
Designing and Managing Integrated
Marketing
Campaign Development/ Connection
IKEA Case Study – moved to next week
Connection Continued
Dove example – Chipotle example
IKEA
Managing Mass Communications
Disney Case Study
When things are broken – Seth Godin
Deciding on Mass Media – Examples
Recap of key topics – Take-Home exam
FINAL Team Presentations
Review Key topics and Final exam
Materials
Textbook Chapters 1
and 2 – Additional
powerpoints
Textbook Chapters 4,
5 - Additional
powerpoints – ZARA
case study
Textbook Chapters 6,
8 -Additional
powerpoints
Textbook Chapter 9 –
Additional
powerpoints – Juice
Guys Case Study
Textbook Chapter 10
Additional
powerpoints
Textbook Chapter 12
RECAP previous
material
Textbook Chapter 15
Additional
powerpoints
Additional
powerpoints
Textbook Chapter 16
Additional
Powerpoints
TED talk
Chapter 16
EMBA MKT 9703 - Syllabus
Spring 2014 – Bahriye Goren
Page 4
Attendance Policy
You are expected to attend class and participate in class discussion. Feel free to use participation
as a way of getting any questions answered or sharing an insight or comment. Class participation
and attendance count for 10% of your grade, so please take them seriously.
Exams
There will be a midterm and a final exam. All exams consist of multiple choice and written open
ended questions. Questions will be based on both lectures and the readings, including the
supplemental materials.
Team assignment
Everyone will have to participate in a Branding team assignment. I will guide you through the
assignment in details in class, but below is a summary of the task at hand:
Together with your team, pick a product or brand that you want to work on. As a team, you will
simulate the launch of this product. I would suggest picking an existing product/brand, as it will
make your lives easier. So for example, as a team you can pick the Apple IPad, or Chipotle’s
burritos or Virgin music CD’s, anything that you find interesting to work on. Whatever you
decide to choose, I would want to see a clear description of the product/brand that you choose,
who your target audience is and why you chose this particular industry and product.
Together with your team, you will discuss the following three topics (sections) in your papers
(we will be discussion all three topics in detail in class before you are expected to hand in your
papers:
1) Consumer Insights and Brand Positioning:
What is the need that you are answering in the market space and what is the decision-making
behavior of your consumer? For this first part of the assignment, as a team, it is mandatory to
conduct real interviews with people that are not members of the class. Each team member should
conduct 2-3 interviews. I will be explaining several methodologies as to how to conduct these
interviews and we will be practicing (by means of role playing) in class.
The write up for this section should include:
Demographic and Socio-graphic Profile of the Respondent in Each Interview. Note: please be
sure to mask the identity of your interviewees by using a fake name or just using their initials.
EMBA MKT 9703 - Syllabus
Spring 2014 – Bahriye Goren
Page 5
Summary and discussion of findings: Write a concise summary and analysis of your interview
findings. What are the insights? (Definition of an insight will be discussed in class). Be sure to
compare and contrast the decision styles between the respondents in each of the interviews.
Then, discuss within your team and develop the Brand Positioning of your brand/product/service
according to the Brand Ladder model as discussed in class.
2) Brand Campaign development and 360 activation:
Then, discuss within your team and develop the Brand Positioning of your brand/product/service
according to the Brand Ladder model as discussed in class.
Then, based on your Brand Ladder - together with you team - come up with a creative
advertising campaign for this product. We will be discussing in class in detail what an
advertising campaign should look like. Elaborate on what style you are using and why. Be
creative when explaining the campaign idea as if you are an actual agency presenting it to the
client (use pictures, mood boards, etc.)
Activate the campaign according to the 360 degrees connection wheel as described in class.
This section is mostly about being creative and thinking out of the box.
My teaching philosophy
For me, teaching is a way to transfer my experience and passion for marketing and branding to
my students. Although everyone is capable of learning, a student's motivation and desire to learn
is the most important input to effectively mastering new concepts and skills. My job as your
teacher is to create an atmosphere that fosters learning. Your job is to participate, engage and be
pro-active . I encourage an environment that stimulates conversation about the concepts being
presented. I value your opinion and highly encourage a dialogue.
Marketing is a fascinating world and I am glad that I will be sharing my insights with you and
introducing you to this interesting and exciting field this coming semester.
I am happy to help with any course-related problems, discuss marketing and business issues, or
provide career-related advice. I would also appreciate any suggestions you may have regarding
course content or approach.
If you want to know more about my professional background, then please check my company
website www.artofbranding.us.com
Academic Integrity:
Students are expected to know and adhere to the Baruch College Academic Honesty Policy,
found at HTTP://www.baruch.cuny.edu/academic/academic_honesty.html. It states, inter alia,
that:
EMBA MKT 9703 - Syllabus
Spring 2014 – Bahriye Goren
Page 6
Academic dishonesty is unacceptable and will not be tolerated. Cheating, forgery, plagiarism and
collusion in dishonest acts undermine the college's educational mission and the students' personal
and intellectual growth. Baruch students are expected to bear individual responsibility for their
work, to learn the rules and definitions that underlie the practice of academic integrity, and to
uphold its ideals. Ignorance of the rules is not an acceptable excuse for disobeying them. Any
student who attempts to compromise or devalue the academic process will be sanctioned.
**
NOTE: ALL COURSE WORK MUST BE ORIGINAL AND WRITTEN IN YOUR OWN
WORDS. YOU MAY QUOTE OTHER AUTHORS WHEN NECESSARY BUT THEY MUST
BE APPROPRIATELY REFERENCED. ANY CASE OF CHEATING OR PLAGIARISM
WILL RECEIVE A GRADE OF 0 (OR F) AND BE REFERRED TO THE COLLEGE FOR
DISCIPLINARY ACTION.
Additional information and definitions can be found at
http://www.baruch.cuny.edu/academic/academic_honesty.html