UNIVERSITY OF GUAM
SCHOOL OF BUSINESS & PUBLIC ADMINISTRATION
BA463
MARKETING MANAGEMENT
Outline, Study,
and
Assessment Guide
Spring 2014
M. TERESA O'BRIEN
Associate Professor of Marketing
Office: LG Bldg 124
Mailbox: SBPA Office
Phone: 735-2533
Office hours as posted
BA 463 Marketing Management – Spring 2014
TEXTBOOKS
Walker, O.C., Mullins, J., Marketing Management: A Strategic Decision-Making Approach, 7th
edition, Boston: McGraw-Hill Irwin, 2008.
Deighan, M., Kinnear, T. & James, S., PharmaSim, Interpretive, 2005. (Can be downloaded at
www.interpretive.com, details will be discussed in class.)
Friedman, T. L., The World is Flat 3.0, New York: Farrar, Straus and Giroux, 2007. This may be
available at some local bookstores, through Internet booksellers (Amazon.com), or in
electronic form on-line for a fee.
Reed, P., Marketing Planning and Strategy, Sydney: Harcourt Brace, 1992.
distributed by professor during class.)*
(Copies to be
* Will be made available during class.
COURSE DESCRIPTION AND CONTENT
This advanced strategic marketing management course focuses on strategic marketing analysis and
planning at both the corporate and SBU levels. It will use the concepts and theories underlying
marketing decision-making and the tools needed to analyze and understand complex marketing
situations found in today’s ever-changing marketplace.
The course is designed to help managers develop and execute appropriate managerial strategies. An
emphasis of this course will be on developing executive-level decision-making skills, which
students are most likely to encounter during their current and future careers. Students will learn to
apply analytical marketing perspectives, decision tools, and concepts to strategic management
decisions to achieve organizational goals and objectives.
The subject has been organized around the marketing planning process, strategic decision-making,
market analysis, competitive analysis, and financial analysis, and the application of these to “real
world” situations.
OBJECTIVES
Upon completion of this course, students should:

Have an in depth understanding of the scope of the strategic marketing management
function and its role within strategic management (BBA Goal 2 & 6);

Understand the concepts, theories, tools, and techniques for developing competitive
marketing strategies (BBA Goals 2 & 6);

Be able to apply these concepts, theories, tools, and techniques to analyze external and
internal environmental influences (BBA Goals 1, 2, 3, 4, 6 & 7);
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BA 463 Marketing Management – Spring 2014

Be able to develop appropriate marketing strategies within a strategic marketing planning
process (BBA Goals 2, 3, 4, 6 & 7), and

Be able to effectively communicate marketing plans & strategies in a written and oral form
(BBA Goals 5, 6, 7, 8 & 9).
BBA Goals
These course objectives align with the following program learning goals established for the
Bachelor of Business Administration:
BBA 1: Develop an understanding of the business environment of the Western Pacific Region
BBA 2: Develop core business knowledge and competencies in a business field or area of
concentration;
BBA 3: Recognize how legal, regulatory, political and social environments affect ethical and
socially responsible business decisions;
BBA 4: Develop and appreciate an understanding of diversity, regional, and global issues in
multicultural settings.
BBA 5: Demonstrate effective communication abilities
BBA 6: Demonstrate critical thinking and analytical skills;
BBA 7: Demonstrate competency in information technology and ability to gather and synthesize
information.
BBA 8: Demonstrate the ability to interact with the business community;
BBA 9: Demonstrate effective collaboration, teamwork and leadership.
ASSESSMENT
Student assessment in this subject will consist of a combination of end-of-semester examination and
course work as follows:
Marketing Plan
Pharma Sim
Research Report
Individual assignments
Final Examination
30%
20%
20%
10%
20%
100%
Assessment of work will be made based on traditional criteria such as that set forth in the
Assessment Guide included in this outline.
GROUP ASSIGNMENT – THE MARKETING PLAN
Students, working in groups of two or three, will develop and submit a marketing plan for
assessment. The aim of this assignment is to provide students with some practical applied
experience in the preparation of a marketing plan. The process of developing a marketing plan will
be covered in the lectures, and students will be provided with specific instructions as to how this
task should be conducted. Additionally, students should consult the Reed book, Marketing
Planning and Strategy, listed above for guidance in format and content.
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BA 463 Marketing Management – Spring 2014
Students will be assigned to a group and a marketing plan project.
assignment are twofold:
The objectives of this
1.
to provide students with the opportunity to apply marketing tools to
facilitate the action learning process, and
2.
to familiarize students with the marketing planning process.
Following the steps of marketing planning as set out in Reed, students working within their groups,
are to prepare a marketing plan for an assigned organization (i.e. a strategic marketing plan).
Students will have some access to company records, data, and personnel support. However,
additional information will require substantial independent (i.e. library, public sources, internet)
research on the part of each group.
This is not an insignificant task and before embarking on the project it will be necessary for groups
to prepare a proposed outline and course of action to the teacher. Further details of the
requirements for the marketing plan will be reviewed during class lectures. An assessment sheet for
this project is included at the end of this outline.
Presentation
The presentation to the class should be approximately 15-20 minutes long and each member of the
group must participate. Given the time constraints of the presentation, it should go without saying
that students must be very organized and concise in their presentations, which will require groups to
be extremely well prepared, and creative. Groups are encouraged to consult the instructor prior to
their presentations.
Reports
The reports should be typed in one and a half or double spacing with a wide margin for comments.
All reports must be bound and clearly labeled identifying the case, students' names, ID numbers,
class time and instructor. Each report should be accompanied by a signed letter of transmittal. An
executive summary should be included at the beginning of the report, this should briefly cover the
current situation, key issues and recommendations of the plan. The report should include a title
page, table of contents, bibliography and pages should be numbered. Tables and Figures should be
clearly labeled with appropriate headings and the source of the information. Each group should
retain a copy of their report, in the event of unforeseen circumstances (i.e. lost, misplaced,
destroyed, etc.). Points will be deducted for work that is not adequately referenced. A complete
bibliography listing authors in alphabetical order and giving full details of each publication should
be provided. The written report must be submitted one week after the oral presentation (see week
indicated in the subject outline). A late penalty of 10% per day of the total allocated points for
this project will apply to any late reports, regardless of reason.
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BA 463 Marketing Management – Spring 2014
Group Work
This is a group project. The same grade will be initially assigned to each member of the group for
both the presentation and the report. If groups are experiencing any problems these must be
discussed with the instructor prior to the presentation allowing enough time for resolution before the
actual presentation.
Successful group work requires a commitment from each member of the team to the outcome.
Coordination and cooperation are, therefore, essential. You should discuss and agree on your
objectives and ground rules for working together. Are you all agreed the objective is an "A" or a
"C"? Goal conflict will inevitably lead to group conflict. Make sure you agree to a regular meeting
(weekly is usually required) and exchange phone numbers. If your group does encounter problems
you cannot resolve, these must be raised with your instructor prior to your presentation. Remember
each member of the group will be awarded the same grade based on the group's performance.
However, at the end of the term, each group member will be allowed the opportunity to provide
input to the instructor on the performance of other members of their respective groups. You are
also being assessed on your ability to work as a team. This will be taken into consideration
when final points are calculated.
GROUP ASSIGNMENT: PHARMASIM
Throughout the term students will participate in PharmaSim, a competitive Internet computer
marketing training simulation. This will be a group effort, where students compete indirectly with
other teams within their own class. Each group will be assigned a role in marketing management
for an individual firm. As part of this role they will make decisions with respect to product line,
pricing, distribution, and promotional budgeting allocations and strategies. Additionally, students
will be expected to monitor the environmental forces that affect their company's ability to
effectively compete for market share and positioning in their respective markets. The simulation
will commence in earnest in week 4. Students will have access to the simulation and instructions
well before this date and are expected to have read all materials before beginning the simulation.
The simulation will run until the last day of class, and the final decision sets will be due at this time.
VERY IMPORTANT NOTE:
Students should keep a notebook containing all decision sets and results. This is particularly
important as in the past students have had occasion to lose or corrupt their data, and the only
way to reconstruct a person’s efforts is through re-creation of the decisions.
As mentioned earlier, this is a competitive game and marks will be based on overall class standing
at the end of the simulation, as well as the total individual performance throughout the exercise. All
decision sets are due at the beginning of the class on the days noted in the course outline. If the
student is absent, it is still his/her responsibility to see that their decision sets get turned in when due
and gets processed by the instructor. Further details and specific logistics for this exercise will be
covered during class.
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BA 463 Marketing Management – Spring 2014
INDIVIDUAL ASSIGNMENT: CASES, ETC.
Students will be expected to read, analyze and discuss marketing cases, as assigned, during the
course. Although, a written report on these cases is not required for submission, student
participation in class discussions will be expected of all students. Students should be prepared to
present these cases to the class if called upon. Therefore, notes are strongly encouraged as
recollection aids.
SPECIAL NOTE: Although there is no specific evaluation allocation for attendance and
participation, students are expected to attend classes regularly, be prepared for discussion, and
participate in all class assignments and exercises. Failure to do so will be factored into the
individual evaluation points.
ALL PROJECTS, ASSIGNMENTS, REPORTS, AND EXERCISES ARE DUE AS
SPECIFIED BY THIS OUTLINE OR BY THE INSTRUCTOR - LATE WORK WILL NOT
BE ACCEPTED!
EXAMINATION
There will be a comprehensive examination at the end of the semester designed to test students'
understanding of marketing management principles and their ability to apply these. The
examination will cover the basic concepts and other material discussed in the lectures and covered
in the prescribed readings. The examinations will be closed book and will consist of a combination
of subjective and objective questions. Details of the actual structure of the examinations will be
provided to students in the examination review during class.
SUGGESTED READING MATERIAL
Aaker, D., Strategic Market Management, USA: Wiley 3rd edition, 1992.
Ansoff, I., Corporate Strategy, UK: Penguin Business, revised edition, 1987.
Argenti, J., Practical Corporate Planning, London: Allen & Unwin, 1988.
Bradmore, D., Joy, S. and Kimberley, C. (1989), Marketing Visions, Classical and Topical
Readings, Prentice Hall, New York,
Cowell, D., The Marketing of Services, Heinemann, 1984.
Cravens, D., Strategic Marketing, Boston: Irwin, 3rd edition, 1991.
Davidson, J.H., Offensive Marketing, Harmondsworth: Penguin Books, 1987.
Levinson, Jay Conrad, Guerilla Marketing, (Series), 19--.
Ohame, K., The Mind of the Strategist, New York: Penguin, 1983.
Porter, M., Competitive Strategy: Techniques for Analyzing Industries and Competitors, New
York: The Free Press, 1980.
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BA 463 Marketing Management – Spring 2014
Porter, M., Competitive Advantage: Creating and Sustaining Superior Performance, New York:
The Free Press, 1985.
Ries, A. and Trout, J., Bottom-up Marketing, New York: McGraw-Hill, 1989.
Ries, A. and Trout, J., Marketing Warfare, New York: McGraw-Hill, 1987.
Ries, A. and Trout, J., Positioning: The Battle for Your Mind, New York: McGraw-Hill, 1986.
Ries, A. and Trout, J., The 22 Immutable Laws of Marketing, London: Harper Collins, 1993.
Walker, O., Boyd, H., & Larreche, J., Marketing Strategy: Planning and Implementation, Boston:
Irwin, 1992.
Weinstein, A., Market Segmentation: Using Niche Marketing to Exploit New Markets,
Chicago, Ill: Probus Publishing, 1987.
JOURNALS AND MAGAZINES
The following journals and magazines provide a useful source of reference material concerning the
subject of marketing:
Ad News
Advertising Age
American Marketing Association
American Marketing Association
Businessweek
Directions Magazine
Guam Business News
Harvard Business Review
Journal of Marketing
Journal of Marketing Management
Journal of Marketing Science
Marketing News
Pacific Daily News
Time
A collection of marketing journal article classics can be found in:
Marketing Masters, American Marketing Association, 1991.
Bradmore, D., Joy, S. and Kimberley C., Marketing Visions: Classical and
Topical Readings, Sydney: Prentice Hall of Australia Pty Ltd, 1990.
Ennis, B.M. and Cox, K.K., Marketing Classics: Selection of Influential Articles, Boston:
Allen and Bacon, 1991 (7th edition).
INTERNET RESOURCES
In today’s electronic age the Internet offers a vast array of resources for Marketing reference
including the following American Marketing Association website:
www.marketingpower.com
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BA 463 Marketing Management – Spring 2014
Please note that the number of other websites available is countless and should be tempered with a
bit of common sense and caution as to the credibility of some of these sources. Please ensure that
any information obtained from the internet comes from a reputable source (i.e. legitimate
organizations or individuals).
GRADING
Final grading for projects, assignments, and the examination will be based on the following
descriptions, which are provided to indicate the standard expected by the course instructor. These
are included as a guide the help students select a standard to aim at for their coursework in this
subject.
Approx. Points %
90-100
80-89
70-79
Below 70
Grade
A+
Standard
Outstanding
A
Excellent
AB+
Very Good
Better than average
B
Average
BC+
Low Average
Below Average
C
Marginal
F
Unsatisfactory/
Unacceptable/Failure
Description
excellent
critical
conceptual
analysis/comprehensive survey of
relevant issues/ well argued well
presented/ supported by additional
research evidence
good critical and conceptual
analysis/good survey of relevant
issues/satisfactory
presentation/
additional research but not always
effectively used
rather more descriptive than
critical and conceptual/ analysis
lacks clarity in parts/evidence of
additional research but not always
effectively used
perfunctory/almost
entirely
descriptive/narrow
in
conception/poorly argued/ little to
no evidence of understanding/little
evidence of a serious attempt/not
presented
PLAGARISM
In line with our School’s program intent of developing ethical professionals, students must adhere
to honesty and accurate referencing (where applicable) to cited sources on exams and assignments,
respectively. Note that when making reference to published works/secondary data, etc. you must
provide appropriate credit to your sources. Use the APA manual as a how-to guide for accepted
citation format. Absolutely no credit/points will be granted for work where cheating and/or
plagiarism are detected. Plagiarism will result in automatic failure of the course.
The UOG Student Handbook p. 47 states that students should “not plagiarize." Further p. 49
defines plagiarism as follows:
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BA 463 Marketing Management – Spring 2014
"The term "plagiarism" includes, but is not limited to the use by paraphrase or direct quotation, of
the published or unpublished work of another person without full and clear acknowledgment. It also
includes the unacknowledged use of materials prepared by another person or agency engaged in the
selling of term papers or other academic materials."
"Plagiarism is the deliberate attempt to deceive the reader through the appropriation and
representation as one's own the work and words of others. Academic plagiarism occurs when a
writer repeatedly uses more than four words from a printed source without the use of quotation
marks and a precise reference to the original source in a work presented as the author's [read
plagiarist's] own research and scholarship. Continuous paraphrasing without serious interaction
with another person's views, by way or argument or the addition of new material and insights, is a
form of plagiarism in academic work."
Additionally, "3.6 Paraphrasing as plagiarism: Paraphrasing without reference to the original source
and extensive or continuous paraphrasing, even when the source is mentioned, without the addition
of material, that seriously interacts with the paraphrased passages or adds significant new
information, is plagiarism. ...
... Legitimate paraphrasing takes place only where the source is acknowledged and where the
paraphrasing is limited to material that is then discussed, explained, and argued about. Acceptable
paraphrasing takes place when:
1) The paraphrasing does not dominate the writer's work;
2) Where the paraphrase is made to allow the author to interact critically with
another person's views;
3) When the argument of the original text is re-written in different
words."
From the Univ. of Calgary web-page (www.ucalgary.cal~hexham/study/plag.html)
ADA STATEMENT
"If you are a student with a disability who will require an accommodation(s) to participate in this
course, please contact me privately to discuss your specific needs. You will need to provide me
with documentation concerning your need for accommodation(s) from the University of Guam's
EEO/ADA Office. If you have not registered with the EEO/ADA Office, you should do so
immediately at 735-2244/2971/2243 to coordinate your accommodation request."
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COURSE OUTLINE
WEEKLY LECTURE TOPICS*
Spring 2014
Students should prepare for each Week by reading the assigned chapters from the prescribed text(s).
Additionally, students should come prepared to participate in class discussions of any assigned exercises or
supplemental material noted in the following outline.
DATE
TOPIC
Week 1
Jan 23
Orientation
Administrative Matters
Week 2
Jan 28 & 30
Marketing Management Process
Market-Oriented Perspectives
Corporate and Business Strategies
Assigned Reading:
Boyd
Chapters 1 & 2
Week 3
Feb 4 & 6
Market Opportunities - Environmental Analysis
Introduction to PharmaSim (Assign Teams & Register)
Group Project Assignment (Identify Company)
Assigned Reading:
Boyd
Chapter 3
Reed
Chapters 1 & 2
Week 4
Feb 11 & 13
Consumer Behavior
Organizational Markets
Review PharmaSim & Quiz
Group Projects (Approve Company)
Group Project: Outline Draft Due
Assigned Reading:
Boyd
Chapters 4 & 5
Reed
Chapters 3 & 4
Week 5
Feb 18 & 20
Measuring Market Opportunities
Targeting
PharmaSim - Decision 1 Due
Assigned Reading:
Boyd
Chapters 6 & 7
Reed
Chapters 5 & 6
Week 6
Feb 25 & 27
Differentiation & Positioning
PharmaSim - Decision 2 Due
BA 463 Marketing Management – Spring 2014
Group Project: Current Situation Analysis Draft Due
Assigned Reading:
Boyd
Chapter 8
Reed
Chapter 7
Week 7
Mar 4 & Mar 6
Business Strategies
Marketing Strategies for the New Economy
PharmaSim - Decision 3 Due
Assigned Reading:
Boyd
Chapters 9 & 14
Reed
Chapter 8
Week 8
Mar 11 & 13
Holiday – Charter Day
Strategies for New and Growing Markets
Group Project: Goals & Objectives Section Draft Due
PharmaSim - Decision 4 Due
Boyd
Chapters 15
Week 9
Mar 18 & 20
Marketing Strategies for Mature & Declining Markets
Product Decisions
Group Project: Marketing Strategies Section Draft Due
PharmaSim - Decision 5 Due
Assigned Reading:
Boyd
Chapter 16 & 10
Reed
Chapter 9
Week 10
Mar 25 & 27
Holiday – Spring Break
Week 11
Apr 1 & 3
Pricing Decisions
Distribution & Channel Decisions
PharmaSim - Decision 6 Due
Assigned Reading:
Boyd
Chapters 11 & 12
Week 12
Apr 8 & 10
Integrated Promotion Decisions
PharmaSim - Decision 7 Due
Assigned Reading:
Boyd
Chapters 13
Week 13
Apr 15 & 17
Organizing and Planning for Effective Implementation
Measuring and Delivering Marketing Performance
PharmaSim - Decision 8 Due
Group Project: Action Plans Sections Draft Due
Assigned Reading:
Boyd
Chapters 17 & 18
Week 14
Independent Research Paper Assignment
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BA 463 Marketing Management – Spring 2014
Apr 22 & 24
The World is Flat Presentations & Discussion
Assigned Reading & Report: Friedman
PharmaSim - Decision 9 Due
Week 15
Apr 29 & May 1
Research Paper Due
Group Work Week
Week 16
May 6 & 8
Conference Preparation
Conference – Friday, May 4
Week 17
May 13 & 15
Marketing Plan Presentations
PharmaSim - Decision 10 Due
Final Examination Review
The Final Examination will be held on the assigned day and time as stipulated by the administration
during finals week scheduled May 19th – 21st.
*Please note that the instructor reserves the right to alter or change any part of this outline. If changes are
made students will be informed during class with ample time to fulfill requirements.
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BA 463 Marketing Management – Spring 2014
WRITTEN/ORAL REPORT
EVALUATION FORM
Year/Semester:________
Student(s):
Class Day/Time:_______________________
___________________________
___________________________
___________________________
___________________________
Poor
Fair
Satisf
Good
V.G.
Excel
1. Situation Analysis – Background &
Environmental Forces
2. Critical Success Factors
3. SWOT
4. Goals & Objectives
5. Formulation and Selection of
Strategies
6.
Segmentation,
Targeting
and
Positioning Strategies
7. Marketing Mix Strategies
8. Action Plans
9. Thoroughness, Depth, Rigor
10. Clear arguments/convincing
11. Relevance to subject/theory/concepts
12. Understanding
13. Utilization of references
14. Presentation: Style, Creativity,
Preparation
15. Structure, Flow, Logic
16. Audio/Visual Aids
17. Question Handling
OVERALL MARK:___________
COMMENTS:_____________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
INSTRUCTOR:____________________________
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