1
MARKETING MANAGEMENT
MKTG 606.51
Spring Semester 2008
Module 1: January 14 – February 29
Meeting: Tuesday & Thursday 12:30-1:45PM
205 Bryan Building
Professor: Dr. M. Griffiths
Office: 350 Bryan
Phone: 334-3094 (Office) (email preferred)
E-mail: Magriff3@uncg.edu
Office Hours: Tuesdays & Thursdays 3:30-5:00 and by appointment
Course Documents:
http://blackboard.uncg.edu
REQUIRED MATERIALS
1. Marketing Management, 12th edition, by Kotler/Keller, Prentice-Hall 2006, ISBN 0-13-145757-8
2. Additional readings, cases and lecture notes are distributed through Blackboard.
NATURE AND PURPOSE OF THE COURSE
"Whatever be the detail with which you cram your student, the chance of his meeting in after-life exactly that detail is almost
infinitesimal; and if he does meet it, he will probably have forgotten what you taught him about it. The really useful training
yields a comprehension of a few general principles with a thorough grounding in the way they apply to a variety of concrete
details. In subsequent practice the (students) will have forgotten your particular details; but they will remember by an
unconscious common sense how to apply principles to immediate circumstances."
-- Alfred Whitehead, The Aims of Education and Other Essays.
Marketing is not just selling or advertising. It is a rigorous, disciplined science that applies a reasoned
framework to the selection of target markets and the optimization of marketing decisions. This course
focuses on formulating and implementing marketing management strategies and policies, a task
undertaken in most companies at the strategic business unit level. It aims to provide future managers
with the frameworks, knowledge, and sensitivities to develop an effective marketing plan and with the
functional tools to implement the plan. The marketing management process is important at all levels of
the organization, regardless of the title applied to the activity. Typically, it is called corporate marketing,
strategic marketing, or marketing management. Keep in mind that effective marketing management
results not only from simply internalizing marketing facts and institutional detail, but also from
systematic critical thinking and the reasoned application of several general principles. With this in mind,
the objectives are as follows:
Course Objectives:
1) Increase your understanding of the important issues in planning and evaluating
marketing programs through elements of marketing analysis.
2) Provide you with the skills necessary to prioritize these issues as well as to develop
compelling and creative strategies for solving these issues.
Dr. M. Griffiths
MBA 606.51 S-08 Syllabus
2
3) Introduce you to appropriate theories, frameworks and other tools for understanding,
dissecting and improving marketing programs.
4) Provide you with a managerial perspective on creating positive, memorable consumption
experiences through an integrated marketing program.
COURSE DESIGN
The course is designed as an introductory survey of marketing topics that will introduce you to the
theories, terminology and frameworks of marketing. The course has two parts: a tactical portion and a
strategic portion.
 Strategic portion: The strategic portion focuses on identifying organizational competencies and
using these competencies to analyze industries and identify target markets.
 Tactical portion: The tactical portion of the course reviews the methods that firms can use to
optimize their profits in the markets that they choose to target. Topics covered in the tactical
portion include pricing, promotion, distribution and product issues.
Class Format
The class consists of a mix of lecture, case analysis and experiential assignments.
Lecture: Notes for each lecture are posted on blackboard in pdf format only. The content reflects key
concepts you should be most familiar with. These slides differ from those presented in class only in the
varied examples used to increase your understanding of key frameworks.
Cases: Examples of a particular marketing issue or strategy in the form of cases of reveal real world
situations. In discussing these cases, the nuances involved in the decisions, tactics and market
environment are brought to light and the applicability of the concepts and frameworks from the text
and lecture are amplified. I chose cases that are relevant (i.e., fit the pedagogical objectives of the
course), interesting (i.e., topical), or both. Some of the cases appear to be far-removed from problems
pertinent to your particular industry experience, but in general, the lessons to be learned from the cases
are universally relevant and transcend particular situations and time.
Experiential Assignments: Individual and group assignments completed both in and out of class to
solidify your understanding and demonstrate applicability of key frameworks through practice.
Class Discussion: The benefit that you will derive from the course will depend upon the extent to
which you expose your own viewpoints or conclusions to the critical judgment of the class. You should
view class participation both as an opportunity to ask questions to enhance your understanding, as well
as an opportunity to suggest examples that demonstrate your understanding of the material. It is
imperative that you read all of the material to be discussed and come to class with a series of comments
that you think will be interesting to the class.
Dr. M. Griffiths
MBA 606.51 S-08 Syllabus
3
ASSESSMENT & DETAILS
The final grade will be based on the following:
ACTIVITIES
PERCENTAGES
Class Participation
(includes contribution to class discussion, experiential assignments, and current events)
Individual Case Analysis
2 Comprehension Check Exams
Group Project
Presentation and Paper
Peer evaluation of contribution to the project’s success
20%
20%
20%
40%
Grading Scale
A
AB+
B
BC+
C
CD
F
93-100
90-92
88-89
83-87
80-82
78-79
73-77
70-72
60-69
Below 60
Note: Grades are non-negotiable and final grades can only be changed to correct calculation or input
errors on my part. If you have questions as to the validity of a grade this must be brought to my
attention in writing within one (1) week of the day/date the grade is posted.
Grades WILL NOT be determined by a standard bell curve whereby the majority of the class receives a
‘C’ and the minority receives otherwise. Rather, grades will strictly depend on the number of points
accumulated relative to the total number of points allotted in the course.
**Note: All submitted work may be checked for plagiarism. To avoid discrepancies, be sure to cite appropriately works
of others that you are referencing. For details on what constitutes plagiarism, please visit
http://academicintegrity.uncg.edu/
Dr. M. Griffiths
MBA 606.51 S-08 Syllabus
4
Class Participation (20%)
Each student must be prepared at all times to comment in any class session. To reinforce this
expectation, I may randomly select students at the beginning of the session and throughout the ensuing
discussion (whether or not the student’s hand is raised).
Grading class participation is necessarily subjective. Some of the criteria for evaluating effective class
participation include:
1. Is the participant prepared, and do his/her comments show evidence of analysis of the
case/article/readings, thereby adding to the group’s understanding of the
situation/content/concepts? Does the participant go beyond simple repetition of
case/article/readings facts without analysis and conclusions? Do comments show an
understanding of theories, concepts, analytical devices presented in class lectures or reading
materials?
2. Is the participant a good listener? Are the points made relevant to the discussion? Are they
linked to the comments of others? Is the participant willing to interact with other class
members?
3. Is the participant an effective communicator? Are concepts presented in a concise and
convincing fashion?
Current Events: Scanning the environment, you will soon identify changes in current marketplace
conditions. Each weak you can choose to present an article, ad, news release, etc from any current
publication or credible internet source. The topic should coincide with the topics for the class period.
These discussions will increase your knowledge and fuel your selection for your marketing project. Turn
in a copy of the item with a short summary of the issue/relevance.
Individual Case Analysis: (15%)
Each student will create a written analysis of the assigned case. The analysis must be typed (12 point
font, double spaced, 10 page maximum). Completed case analysis can be submitted at anytime
during the course, but no later than week 5, February 12th. See case analysis document on
blackboard for guidance on how to prepare an analysis.
Exams: (20%)
The objective is to ensure that you understand the core concepts. The exams may consist of any of the
following types of questions; true/false, multiple choice, short answer and essay. I design exams to
include 50-80% of material from the textbook and lectures. Therefore, if you do not read the book, it
will be difficult to pass the exam and subsequently, the class.
Be aware that I choose questions that are essentially of two types: (1) purely informational questions and
(2) diagnostic questions. The purely informational questions require less thought, as they merely test
your exposure to, and memory of the material. Diagnostic questions, however, often cause some degree
of discomfort for those who are not accustomed to them. Their purpose is to determine whether you
have learned the material adequately to be able to recognize its applicability in a given situation. These
questions ask you to search your memory banks to determine what you have learned that is useful and
appropriate to apply to the situation with which you are faced.
Dr. M. Griffiths
MBA 606.51 S-08 Syllabus
5
Marketing Group Project: (40%)
Equally important to the learning process is to apply what we have learned in a real world setting. To
accomplish this, students will work in four to five person teams on a marketing project. A final report is
due at the end of Session 7. The maximum length is 19 pages of text (double spaced, 12-point
font) not including tables and appendices. To be fair to all groups, I will not read beyond that
point.
1. Groups will be formed and posted on blackboard before the first class meeting.
2. E-mail to me a 1-2 page progress report by 11:59pm on Wednesday, January 30th indicating
your final selection, the topics you will address, and the sources you plan to use. Please identify
your group by designated number, and include the names of the team members.
Marketing Group Project Description
The goal of the project is to plan an integrated marketing program for a brand/product of your
choice. Your group should choose a small, well-defined project and the work effort should emphasize
quality over volume.
The task ahead is the following.
a. Identify an existing product/brand issue being faced by a firm. Completely analyze the
brand/product, focusing your analysis on marketing concepts and issues covered in this class
(e.g., customer, competitor, industry, technology, government, product (features), pricing,
distribution (incl. sales force), advertising, sales promotion and analyses), which you feel are
important in explaining the issues involved and the differences between the brand/product you
have chosen and its competitors. Clearly outline your assumptions and thought processes.
b. Suggest actions and strategies (on each issue), which you feel would enable the product/brand to
improve its market position. Clearly outline your assumptions and thinking.
Your selection of a product/brand will have to be approved by the instructor, although you will be
given considerable freedom to follow your own interests. Since the project will require a significant
amount of time and effort, it is important that you select companies with products/brands in which you
are personally very interested.
Some suggestions to increase the probability of generating a very good project are:
1. Start early – today!
2. Define the industry, company, product/brand carefully. Don’t designate the industry as all
restaurants, and then compare McDonald’s to The Chop House. If you decide to pick two large
companies, such as IBM and HP, carefully constrain the product class, e.g., laptops, so as to
avoid a mega-corporation analysis.
3. Attempt to develop some structure before you go about collecting information. Be flexible in
your sources of information. Discussions with key executives, current and potential customers,
competitors, published information from public sources and the company, personal
observations, etc. are all feasible options.
As you can tell, this type of project is a major undertaking, and cannot be meaningfully churned out in
the last week of class. Be cognizant of the calendar; recognize that data collection and analysis requires
plenty of time.
Dr. M. Griffiths
MBA 606.51 S-08 Syllabus
6
Since we meet in only 7 sessions, communicating/meeting with your group members outside of class
may require extensive use of technology. This is strongly recommended. If there are questions regarding
the project, come see me early. Don’t wait until the last week when it’s too late to seek help.
Marketing Group Presentation
1.
2.
3.
4.
5.
6.
PowerPoint slides or overheads.
One (1) hard copy of presentation slides or overheads for instructor.
One (1) hard copy of the final report.
Present your project in 20 minutes in class (all team members must present)
All students must be present in class for each group’s presentation.
Marketing is both art and science…Be creative!!!! Consider using visuals (i.e., props, mock-ups,
or actual products) as part of your demonstration/presentation.
Final Report Format
Your report must be concise but comprehensive. Refer to the Appendix, pages A1-A15 in the text for
guidance in organizing your report, proper headings and content. At minimum, your report must
include:
 A title page identifying the members of the marketing team, product/brand and/or company
name.
 Overview of the company’s mission
 Value proposition and existing marketing mix
 Description of the issue and marketing strategy.
 Brand/product analysis
 Situation Analysis
 SWOT Analysis
 Competition
 Recommendation (including but not limited to; marketing strategy, target markets and
segments, 4p’s and 4c’s, integrated marketing communications)
Contribution of Marketing Group Members
The business workplace is a social environment where you must work with others to achieve the goals
and objectives of the entire organization. Therefore, 50% of an individual’s group project grade will be
based on the work produced. In other words, 50% of YOUR project grade is in the hands of your peers.
 Peer Evaluation: Each member of the marketing project teams will provide evaluative feedback on
the performance of each individual group member. You will give yourself a rating and provide
comments on the contributions each member (including yourself) made toward the successful
completion of the project. The ratings provided by each group member will be taken into account in
the final calculation of the individual’s total class participation. The onus is on you to contribute
100% toward the success of the project and to work well with your team members.
 A peer evaluation form will be made available via blackboard to each student in each group before
the last day of class. Each student will award from 0 to 100 points for each member's efforts on the
project and the sum will be averaged. In addition, you will have an opportunity to comment on the
quality of each team member’s contribution to the successful completion of the project.
Dr. M. Griffiths
MBA 606.51 S-08 Syllabus
7
Group Presentation Rubric
Group presentations will be graded based upon the following set of criteria:
Content
Included here is whether the group has substantially and fully examined and identified the issues,
problems, and understands the key differences between the product/brand and existing competitors.
Has the group presented realistic alternatives, realistic objectives, and sound implementation strategies.
Presentation
Included here are the layout, content, and readability of the slides or other forms for electronically
presenting the material. This encompasses the applicable slides, a situation analysis, problem definitions,
alternatives, and recommendations. Also taken into account is the professionalism of the presenters.
Completeness
Included here; the correctness of answering questions from the instructor and/or audience members.
Also includes preparation by the student members, all of the relevant facts, figures, assumptions,
recommendations, and strategies of the group.
Classroom Conduct
We subscribe to the UNCG professional standards. Please arrive on time for class with uninterrupted
attendance for the duration of the class. I will endeavor to end class on time. Furthermore, please
maintain a professional atmosphere. This includes, but is not limited to, using respectful comments and
humor, employing appropriate manners and decorum, utilizing computers and technology suitably (e.g.,
silencing wireless devices, no web-browsing or emailing), and refraining from distracting or disrespectful
activities (e.g., avoiding side conversations and games). Refer to the following for more details on school
policies and procedures: http://www.uncg.edu/bae/faculty_student_guidelines.pdf
Absence: If you miss more than 1 class in a 7-week session, you should not expect to receive a passing
grade. If you must miss a class, the onus is on you to connect with your classmates to get up to speed on
the material covered, handouts, etc.
*****The instructor reserves the right to make changes to this document as needed.*****
Note that occasionally, changes in the schedule of the course, or in the assignments, are announced
during class. Equally, materials may be added to increase your knowledge and efficiency in a particular
subject area, as well as articles to read in preparation for the next class. It is your responsibility to connect
with your classmates to ensure that you have received all of the changes, handouts, etc.
Academic Integrity: Students are expected to recognize their responsibility to uphold the Academic
Integrity Policies of UNCG. Failure to do so will result in Academic Integrity Sanctions as stipulated by
the university. You are encouraged to review these policies at http://academicintegrity.uncg.edu/.
Inclement Weather: We will follow the directions of the institution.
Dr. M. Griffiths
MBA 606.51 S-08 Syllabus
8
MARKETING MANAGEMENT – 606.51
Course Schedule and Reading Assignments
Week
Date
1
1/15
2
3
4
5
Topics
Understanding marketing management
Dynamics of marketing strategies
1/17
Case Analysis and Discussion
1/22
Environmental scanning
Marketing research
Creating customer value
1/24
Case Analysis and Discussion
1/29
Understanding consumer and business
markets
Segmentation and targeting
1/31
Case Analysis and Discussion
2/5
Understanding Branding: Equity and
Positioning
Knowing the Competition
2/7
2/12
COMPREHENSION CHECK
Products, Services and
Pricing strategies
2/14
COMPREHENSION CHECK
Dr. M. Griffiths
Readings/
Class
Preparation
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Class Activities






Personal information form
Introductions
Syllabus & overview of the course
Lecture 1
Marketing Groups & Project
Case: Build-A-Bear: Build –A-Memory
 Lecture 2
 Case: Enterprise Rent-A-Car:
Measuring Service Quality

Chapter 6
Chapter 8
Lecture 3
Video Case: Marriott Corporation
***MARKETING PROJECT PROGRESS
REPORT DUE 1/30 BY 11:59PM

 Case: Saturn: An Image Makeover
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14

Lecture 4ideo Case: Federated Direct
***EXAM #1 COVERS CH. 1-8
***INDIVIDUAL CASE ANALYSIS DUE
 Lecture 5
 Case: Exxon Mobil: Achieving Big Profits
During Hard Times*
***EXAM #2 COVERS CH . 9-14
MBA 606.51 S-08 Syllabus
9
6
7
Marketing Communications
Tapping into Global Markets
2/21
Case Analysis and Discussion
2/26
Marketing Project
Group Presentations (1, 2 & 3)
Case: Wal-Mart Takes On the World
Taboo in Advertising
20 min presentation and Q&A each team. Each
team member must present.
2/28
Marketing Project
Group Presentations (4 & 5)
20 min presentation and Q&A each team. Each
team member must present.
Dr. M. Griffiths
Chapter 17
Chapter 18
Chapter 21
 Lecture 6
Article: Integrated Marketing Communications: An
Effective, Comprehensive Approach
2/19


MBA 606.51 S-08 Syllabus
10
1. 1/17
MARKETING MANAGEMENT 606.51
CASES, DUE DATES AND TEAMS LEADING THE DISCUSSION
Case: Build-A-Bear www.buildabear.com
Team: D-1
2. 1/24
Case: Enterprise Rent-A-Car www.Enterprise.com
Team: D-2
3. 2/7
Case: Saturn: An Image Makeover www.Saturn.com
Team: D-3
4. *2/12
Case: Exxon Mobil www.exxonmobil.com
Team: D-4
5. 2/21
Case: Wal-Mart Takes On the World www.walmart.com
Team: D-5
Instructions:
1. Read the case
2. Answer the questions at the end of the case.
3. Extend beyond the case content. Based on the information provided on the company’s website, re-examine the questions keeping in mind
the concepts discussed in the chapter.
4. Also consider the following:
a. Describe the company’s competitive advantage.
b. How does the company’s website support this competitive advantage?
c. Perform a preliminary SWOT analysis.
d. Identify the target markets.
e. What issues exists for the company/brand/product?
5. Lead the class discussion:
a. Give an overview of the issues involved in the case
b. Discuss your findings relative to the questions posed and the additional information gathered from the website.
c. Engage the class by posing thought provoking questions.
*presented on a Lecture day in the 2nd half of the class.
Dr. M. Griffiths
MBA 606.51 S-08 Syllabus
11
♦ MBA 606.51 ♦ Marketing Management ♦
Group Project Team Members
Group D-1
1. Aristizabal Arango,
Lina
2. Hennings, Ashley
3. Liao, Yu-Hua
4. Sharma, Sumant
Dr. M. Griffiths
Group D-2
1. Chriscoe, Stacy
2. Houser, Jessica
3. Lynch, Nate
4. Shih, Cheng-Te
Group D-3
1. Dail, Ryan
2. Huang, Hsiao-Han
3. Morgan, Kelly
4. Wang, Beibei
Group D-4
1. Harnish, Colin
2. Kharoshka, Alena
3. Nacasaksevee, Puntarik
4. Wang, Yiyang
Group D-5
1. Harper, Tenecia
2. Kulkarni, Grishma
3. Padhye, Kalpesh
4. Desai, Kaushal
MBA 606.51 S-08 Syllabus