01/11/10SAINT MARTIN'S UNIVERSITY
MARKETING CONCEPTS AND THEORY (MBA 606)
CLASS SCHEDULE: Old MainMonday & Wednesday; 5:00 – 7:40 pm
WEEKTOPIC/ASSIGNMENT READINGS
______
11/11Class Introduction
IntroductionInstructor
Marketing ProcessKerin, Ch 1
Case Analysis, What can be learnedHartley, Ch 24
*Assign Presentation Teams
1/13Marketing / /Corp StrategyKerin, Ch 2
Marketing EnvironmentKerin, Ch 3
* Draw for Term Project
21/18MLK Holiday No Class
1/20Marketing Environment Kerin, Ch 3
Calculating Customer Lifetime Value Handout
31/25Ethics & Social Responsibility Kerin, Ch 4
Ford Explorer; (Team #1)Hartley, Ch 7
critical article analysis due week 3
1/27Consumer Behavior Kerin, Ch 5
Perrier: (Team #2)Hartley, Ch8
(4-students/team; 15 min. oral presentation)
42/01Organizational Markets Kerin, Ch 6
Reaching Global Markets Kerin, Ch 7
2/03Market Information Kerin, Ch 8
Southwest Air Lines(Team #3) Hartley, Ch 20
Market Segmentation Kerin, Ch 9
52/08CRITICAL ARTICLE ANALYSIS DUE See Syllabus
`Developing New Products Kerin, Ch 10
Midterm Review (Q & Answer)
2/10MIDTERM EXAMINATIONMaterials Covered
62/15President’s Day Holiday
2/17Managing ProductsKerin, Ch 11
Euro Disney (Team #1)Hartley, Ch 8
Pricing Products/ServicesKerin, Ch 12
72/22Distribution Channels Kerin, Ch 13
Kmart/Sears (Team #2)Hartley, Ch 9
Retailing/WholesalingKerin, Ch 14
2/24IMC & Direct MarketingKerin, Ch 15
Maytag (Team #3)Hartley, Ch 13
Advertising, & Sales PromotionKerin, Ch 16
83/01Personal SellingKerin, Ch 17
Interactive & Multichannel MarketingKerin, Ch 18
3/03Oral Presentations begin Teams
(40 minute target)
93/08Oral Presentations Continue Teams
Final Review All materials since Midterm
103/10FINAL EXAMINATION Focus on Materials Since Midterm;
Term Paper Due
*Note: Class will be divided into approximately 4 teams of 3 to 4 memberseach. Each team will be assigned two casesfor class presentation and a term paper/oral presentation. Use of PowerPoint is strongly advised. Team members will be asked to evaluate each other’s contribution to the team presentation effort at the end of the term. Make your presentations as you would to a marketing action committee. Use appropriate marketing concepts and terms.
SAINT MARTINS UNIVERSITY
1/10
COURSE SYLLABUS
MBA 606
MARKETING CONCEPTS AND THEORY (3)
Instructor Name, Address and Telephone Number:
Paul R. PattersonTel: (360) 943-0384 (Home, after 6 PM)
3057 Edgewood Dr. SEM-F (360) 438-4373 (Office 10:00-3:00 PM)
Olympia, WA 98501-3815 MBA Assistant: Keri Olsen 360- 438-4512
FAX: 360-438-4522
Pre-Assignments:
Read Kerin, Ch 1, 2; Hartley, Ch 24, “What can be learned”
Course Description:
Marketing Concepts and Theory is a course for students who want to be marketers as well as those who do not. It is my objective that by the end of the course, those in the second category will want to be marketers. In any event, you will appreciate why and how marketing applies to everything from a “for profit”accounting enterprise to managing a successful public organization, such as a charity. Many former students have stated this is one of the most interesting and informative coursed they have taken. You will find our case studies are not only timely, they are thought provoking and informative. Do not hesitate to talk with me at any time. Prerequisite: MBA 503 or equivalent.
Required Texts and Materials:
Hartley, Robert F. Marketing Mistakes & Successes,10thEdition
New York, NY: John Wiley & Sons, Inc. 2004. ISBN 0-471-74321-6(paperback).
Kerin, Roger A. Marketing; The Core , New York, NY, McGraw-Hill/Irwin, Inc. 2004 ISBN-10: 0-07299989-6 (paperback).
Please note that “The Core” chapter quizzes are available to you in preparing for midterm and final examinations and can be found at
Additional Recommended Supplementary Learning Resources:
Instructor web page includes video and additional resources under MBA 606. Instructions regarding web pace access are provided below.
Peter, Paul J. & James H. Donnelly, Jr. A Preface to Marketing Management, Ninth Edition Boston, MA: Irwin, 2003. ISBN 0-07-246658-8.(paperback).
Various Web and Internet sites related to marketing cases. Your text Web site is http:hepg.awl.com/daniels/IB8/ (password is IB8)
Kotler, Philip. A Framework for Marketing Management, 1st edition New Jersey: Prentice-Hall, Inc. 2001, ISBN 0-13-018525-6.
Armstrong/Kotler, Marketing: An Introduction. 7th. Edition, Pearson/Prentice Hall, Inc. 2005.
Relationship of Course to Program Curriculum:
MBA 606 is a required core course in the Masters, Business Administration Program.
Entry Competencies and Requirements:
Students entering this course are expected to:
Read this syllabus and the assignment descriptions thoroughly!
1. Write at the college graduate level.
2. Demonstrate critical thinking skills.
- Have access to and utilize a word processor to prepare written submissions. Correct use of grammar is a course requirement for written submissions as well as answering test questions. Use MLA formal report writing including proper reference and citation usage.
- Use PowerPoint and formal presentation organization and delivery skills in presenting team case assignments.
- Attend all classes. Please note the 40 points for participation (you cannot participate if
you are absent).
6. Complete the peer performance evaluations as required.
Learning Outcomes:
As a graduate marketing course, ourobjective is to introduce key management concepts and enhance your ability to perform critical business related thinking. Through this course and upon its completion, students will be able to:
1.Apply marketing theory and concepts toward solving managerial marketing problems.
2.Analyze in written and oral presentation form, basic marketing principles related to specific business situations (perform critical thinking).
3.Understand and identify marketing opportunities and how marketing concepts and tools can be applied to achieve organizational objectives.
4. Appreciate the role of marketing executives within a complex matrix of business and society.
Activities To Meet Objectives:
1.Submission of one written critical article analysis, no less than four (double spaced) pages in length (using 12pt. type and word processing) and college MLA writing format.*
2.Proposing Marketing Action. Please use marketing terminology and conceptsas discussed in your class.
3.Participation in extensive class analysis and discussion.Class participation is mandatory.
4.Actively participate in the analysis and presentation phases of your team case studies.
5.Completion of closed book/notes Midterm and Final written examinations.
6. Critically evaluate the performance of your peers.
* If you are not familiar with college MLA requirements, I suggest you reference the Purdue University Online Writing Lab at or Google Purdue OWL. This is a great writing resource. You will be provided with my Oral and Written Presentation Guide handout. Please follow the instructions given.
Coursework and Grading Scheme:
Criteria:Possible Points:
Individual Written Article Analysis 30
Team Oral Case Presentations 40*
"Marketing Acton" Essay100
Class Discussion, Student Participation 40
Midterm Examination 75
Final Examination135
______
Total Possible Points: 420
Total Points Earned X 100 = ______%.
Total Possible Points
The percent answer will be converted into the final grade you earn: 100% to 95% = A etc.
* You will be asked to complete a peer rating form evaluating your team member performance.
Assignments:
1. Scholarly*Critical Article Analysis:(Don’t paraphrase the article, but as part of step one, provide an article abstract). You are required to attach the article you select.
The critical article analysis will familiarize you with library business sources and CURRENT scholarly business articles (five years old or newer). The college library has on-line access to many scholarly journal archive search engines. For example, the JSTOR search engine has numerous scholarly articles that can be viewed and printed in full text. Other business search engines are available. If you have questions, please speak to one of our research librarians. To access JSTOR from Saint Martin’s home page, go to the library home page, research tools, business database, and then the JSTOR search engine; note the steps to access JSTOR from the Saint Martin web site are indicated at the end of this syllabus under reference resources. Select your article from the below broad categories using the following subject search words. Include your subject listing in your abstract:
1. “Marketing Objectives”
2. “Consumer/Buyer Behavior”
3. “Product/Service Pricing”
4. “Sales Force Ethics”
5. “The Marketing Mix”
6. “Internet Marketing”
7. Competitive Marketing Information
8. Market Modeling
9. Stealth Marketing
10. Product Placement Promotion
11. Testimonial Advertising Effectiveness
12. Marketing Budgeting
Paper format:
The objective of your paper is NOT TO RESTATE THE ARTICLE. It is to analyze the author’s presentation in terms of credibility, factuality and implementability. Address the bulk of your paper to answer whether the author is convincing. Your presentation must clearly indicate you have read the article and given its content serious thought. Please structure your analysis along the following outline. Number your analysis steps and supporting points according to the following outline. Use MLA format in crafting/submitting your paper. This means use citations in your paper as discussed in the “oral and Written Presentations” handout you will receive. Your paper will be judged based on the persuasiveness of the position you take and the thoroughness of your article analysis.
Note: The length of this paper should be between four and six pages in length. Address each of the below steps in your paper in the order presented below:
ValueStepElement
10%1Article Abstract (summarize the points/position made in the article)
10%2State how the article is relevant to the course. How/why is the article
relevant to the class? Be specific.
10%3Is the author’s presentation logical? Is the author convincing to you? Why?
Is the author’s premise reasonable? Does his/her conclusions logically flow
from the information presented?
25%4What are the article’s strengths and weaknesses? Were the points easily understood and supported?
20%5What is your basis for agreement or disagreement with the author? What
points do you agree with or disagree with and why?
15%6What is the quality of the bibliographical support the author offers to support
his/her position? What supporting documentation is presented for or against the
position taken by the author?
10%Present your analysis in proper MLA form. Use correct grammar. You will not number this step**
100%Include:
a. A cover sheet,
b. Use correct MLA reference form and style methods
c. Attach a copy of the article
* If you ask, “How do I determine what is a scholarly article?” go to the Sojourner Truth Library at
The background on Sojourner Truth makes for very interesting reading. Her story can be found at:
**Note: Use a word processor, 12pt. type font and quality printer. Incorrect use of grammar will result in paper rejection. MLA format (including use of references and citations) is required. Style and reference: Carole Slade. Form Style. New Jersey: Haughton Mifflin Company, 2000.
An excellent online MLA format source isthe Purdue University Online Writing Lab at or Google Purdue OWL.
Please feel free to discuss your progress with me at any time. Often the issue is getting started. Be careful to limit the scope of your work to what you can accomplish given the time you have available. The grade you earn is determined by the treatment you give your assignments. It is the result of your analytical content (how well you address the assignment) and the scope of your effort as well.
2. Team Oral Case Presentations:
Students comment that Hartley’s“Marketing Mistakes” is one of the more engaging elements of the course. I believe you will agree. Your team oral presentations will address the main marketing issue(s) the case presents, summarizing pertinent facts and using marketing terminology to analyze and present key marketing concepts related to the case. Often, sources such as the Internet (annual corporate reports for example) can offer insight as to where the company is today—the “rest of the story”. Be sure all team members participate in your class presentations.Cases deal with publicly held corporations, so up-to-date data should be readily available through online sources including related business articles as well as library sources. Use your PowerPoint skills effectively, limiting the information presented on each slide and avoiding reading off your PowerPoint.
3. Applying the marketing mix to a company Essay:
Note: I have listed 16 well known marketing driven corporations.Depending upon class size, you will participate in a random drawing for a company you will analyze. Limit presenting your company’s backgroundto not more than two (2) minutes of your oral presentation, one page of your written term paper. You will conduct a “marketing strategic audit" that identifies a specific company core marketing problem or “opportunity”. Once the “audit” is completed, you will address the issue by identifying action to be taken regarding one of the five “P’s” of the marketing mix.Your analysis will conclude with a proposed a course of marketing action. Your recommendations mustbe reasonably implementable, given company resources and expected real world competitive reaction. Your paper will showcase what you have mastered during the course.
Companies included in the class drawing as subjects for your analysis are:
- CABELAS5, APPLE 9. SMITH & WESSON 13, PHOENIX UNIV. (online)
- E-BAY6. H & R BLOCK 10. GROUP HEALTH 14, KELLOGG CEREAL
- COSTCO7. Abercrombie & Fitch11. QUADRANT 15, SOUTHERN PAC. RR
- DeBEERS 8. JONES SODA 12. AMWAY 16. REMAX REAL ESTATE
Project Grading:
Use of marketing concepts and terminology20%
the above audit outline elements
Development of major marketing mix elements20%
Following your strategic marketing analysis
Proposed marketing course of action (25%
Written paper submission; form and grammar15%
Oral Presentation* 20%
(40 min. limit; focus on marketing, not company
background) ______
100%
* Oral Presentation is graded as follows:
- Vocal presentation; volume, inflection 5%
enunciation, rhyme
- Grammar; word usage, complete sentences 5%
- Eye contact; audience involvement 5%
- Facial expression; body language 5%
- Audience analysis; interaction 5%
- Use of audio-visual aids15%
- Organization of materials20%
- Logical thought, in-depth analysis25%
- Overall presentation and impression15%
______
Total Oral Presentation: 100%
======
Note: Both the oral presentation and the written submission must address the above points to receive the maximum points possible. The written paper can be turned in the final day of class (session prior to the final examination).
*Note: Use a word processor, 12pt. type font and quality printer. Incorrect use of grammar will result in paper rejection. Avoid prepositional phrases and use citations correctly. MLA format is preferred. Style and reference: Carole Slade. Form Style. New Jersey: Haughton Mifflin Company, 2000. An excellent online MLA format source isthe Purdue University Online Writing Lab at or Google Purdue OWL.
If you wish your final examination and related papers returned, please bring a stamped, self-addressed envelope to class on the final examination day.
To: Paul Patterson
3057 Edgewood DR SE
Olympia, WA98501
Internet sources can be a source of information for your term paper and presentation. Sources I have found useful include: Saint Martin’s Web site: then—under the dropdown screen, enter “view databases by subject”, then
Enter business
Click on Submit
Click on JSTOR
Click on Search, then enter your subject, for example, “advertising”
Click on Begin Search, and select your article for analysis
For business articles:
For added text materials:
For small business information:
For on-line marketing: http:pass.wayne.edu/dosdonts.html
For advertising statistics:
Finding a publicly held company:
For ethical concerns (Better Bus. Bureau):
For international marketing:
For writing style and formatting:
For scholarly article
1