MRKT 520-MARKETING
MANAGEMENT
DR. Ugur Yucelt
Office Phone:948-6168
E-Mail:uqy@psu.edu
Summer 2002 MW:6:00-9:10 pm
Office Hours: MW: 5:00-6:00pm
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REQUIRED TEXTS
Kotler, Philip. Marketing Management
(10th edition), Prentice-Hall, 2000.
 Harvard Business School Cases
 Handouts
 Supplementary Readings:
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Business Journals and papers for practical applications.
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COURSE DESCRIPTION
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MBA level marketing course emphasizing
decision making approach and strategic marketing,
marketing systems, marketing planning, marketing
communications, pricing, marketing research and
international marketing. Theory and practice are
combined. Class participation is encouraged and
expected.
Prerequisites:
» BUS 501 and ECNMS 510
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OBJECTIVES
To introduce marketing management
concepts.
 To discuss theoretical and practical aspects
of marketing.
 To introduce problem solving approach
using Fortune 500 corporations.
 To introduce group work for practical
applications/examples.
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METHODS OF INSTRUCTION
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Web-based Learning:
» We will use Web and Web technology to deliver information and other
materials. For this purpose, a Web page will be designed for your
convenience. All power point materials will be available in the course
Web address. You send me e-mail whenever you have a question or
would like to reach me..
Student-Centered Approach:
» You will have opportunity to involve, participate and share your
experiences/knowledge with each other. Therefore, your out of class
preparation is very important in learning process. Text book materials
will be a guideline for your preparation and class discussion. Some
suggestions are:
 Be enthusiastic and maintain a positive attitude in the classroom.
 Emphasize quality over quantity of materials you will be
presenting.
 Be creative/innovative.
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METHODS OF INSTRUCTION
(CONT.)
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Problem-Based Learning:
» This approach uncourageous each of you to
contribute to the progress of this course. The most
important aspects of this efforts is that each of you
will activate your prior knowledge and experiences
in learning process. While I recognize the
importance of lectures in the classroom, I
recommend incorporating problem-based learning
and active student participation in each class.
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ASSIGNMENTS
WRITTEN CASE STUDIES AND
PRESENTATION
 WRITTEN RESEARCH ASSIGNMENT
AND PRESENTATION
 CLASS PARTICIPATION
 COURSE PROJECT
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CASE STUDIES:
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Showing the operations of cultural factors.
New product introduction and new product
success/failure
Framing benefits and cost for maximum value.
On-line marketing and its implementation
Role of Internet on media mix and its role in
channels of distribution
Supply chain management
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OUTLINE OF CASE REPORT
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Problem identification:
» Main Problem
» Sub Problems
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Alternatives
Evaluation of Alternatives:
» Pros and Cons of each alternative.

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Selection of the Best Alternative
Selection and Recommendation
Managerial Implications
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GUIDELINES FOR CASE
ANALYSIS
Everyone must read the case before each
presentations.
 Group members who assigned the case must
lead the discussion and submit a written
copy.
 Each group must select a leader for division
of work.
 Peer evaluation at the of semester.
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ASSIGNMENTS (CONT.)
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Mini Research Assignments:
» Library research on different topics which are
related and introduced into marketing field.
Recent Articles/Examples in Business Journals:
» To be current, articles in business journals/papers
should be read. Titles of articles are related to our
chapters and they are listed in your syllabus on
weekly basis.
Class Participation:
» Class participation is expected after each case
presentation and research assignment. You can also
ask questions and make comments about chapter
materials and outside readings.
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ASSIGNMENTS (CONT.)
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Course Project:
» Course project will be based upon your reading assignments
and other resources. You will apply the theoretical and
application materials to one of the 100 fastest growing
company, which is given to you with the handouts. Marketing
plan for the company of your choice must be completed at the
end of this semester, Please see the outline in the syllabus for
your project. Project should be taken as a group of 2-3
students. You should submit a proposal about your choice
within the second week of this short semester. For the course
project, your contribution in the group is extremely important
to earn the highest grade in this course.
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ASSIGNMNETS (CONT.)
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Attendance:
» I expect that everyone attend the class unless some conflict in
your work or family responsibility prevents it.
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Conference Hours:
» I will be in my office every MW between 5:00-6:00 pm. You
can call me or send e-mail, if you need it.

Grading Policy:
»
»
»
»
Cases/Presentation………………………..30%
Research Assignments/presentation…..….15%
Take-Home final………………………….40%
Participation/contribution…………………15%
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COURSE CONTENTS
Week I: Chapts. 1-4, and readings.
 Week II: Chapts. 5-8, and case study,
assignment and readings.
 Week III: Chapts. 9-11, and case study,
assignment and readings.
 Week IV: Chapts. 12-13,15-16, and case
study, assignment and readings.
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COURSE CONTENTS (CONT.)
Week V: Chapts. 17-19, and case study,
assignment and readings.
 Week VI: Chapts. 21-22, and case study
assignment and readings .
TAKE-HOME FINAL DUE
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QUESTIONS AND
CONCERNS?
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