MARKETING 430, Section 72

Dr. Randall J. Voorn

Fall Quarter 2007

CONTENTS

1. Syllabus

2. WEEK 1: INTRODUCTION TO MARKETING MANAGEMENT

3. Week 1 Session Outline/Learning Objectives

4. Zenon Diagnostics Case

5. WEEK 2: MARKET ASSESSMENT

6. Week 2 Session Outline/Learning Objectives

7. ‘Palm Wars’ Case

8. WEEK 3: MARKETING STRATEGY DEVELOPMENT

9. Week 3 Session Outline/Learning Objectives

10. Land Rover North America, Inc.Case

11. WEEK 4: MARKETING STRATEGY STRUCTURAL PROBLEMS/ISSUES

12. Week 4 Session Outline/Learning Objectives

13. Meter Wars: ‘Operation Ultra’ Case

14. WEEK 5: PRODUCT STRATEGY

15. Week 5 Session Outline/Learning Objectives

16. Black & Decker Corporation (A) Power Tools Division Case

17. WEEK 6: CHANNEL/DISTRIBUTION STRATEGY

18. Week 6 Session Outline/Learning Objectives

19. Goodyear: The Aquatred Launch Case

20. WEEK 7: SERVICES STRATEGY

21. Week 7 Session Outline/Learning Objectives

22. Willow Creek Community Church Case

23. WEEK 8: INTEGRATED MARKETING COMMUNICATIONS STRATEGY

24. Week 8 Session Outline/Learning Objectives

25. Autobytel.com Case

26. WEEK 9: PRICING STRATEGY

27. Week 9 Session Outline/Learning Objectives

28. XM Satellite Radio (A)Case

29. WEEK 10: STRATEGIC MARKETING PLANNING/COURSE SUMMARY

30. Week 10 Session Outline

31. Starbucks: Delivering Customer Service Case

32. ‘X-Factor’ Final Examination Case

NORTHWESTERN UNIVERSITY

KELLOGG SCHOOL OF MANAGEMENT

Marketing 430, Section 72Dr. Randall J. Voorn

Fall Quarter 2007Hours by Appointment

Phone: (708) 361-3542

E-Mail Address:

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WEEK DATE TOPIC ASSIGNMENT

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I. OVERVIEW TO MARKETING MANAGEMENT

1 9/25 Introduction to Read Kotler Chapter 1(15-24), Read

Marketing Managementand Prepare the Zenon Diagnostics

Case Questions for Class Discussion.

II. FORMULATING MARKETING STRATEGY

2 10/2 Market AssessmentRead Kotler Chapter6 or 7,11; Read and

Prepare the ‘Palm Wars’Case questions

for Class Discussion.

3 10/9 Developing MarketingRead Kotler Chapter 8; 10 (309-321) Strategy Read the Land Rover North America Case

4 10/16Marketing Strategy Structural

Problems & Issues

Product StrategyRead Kotler Ch.10 [321-335]; Ch.9

(optional);LRNA Team Case Due

III. DEVELOPING THE MARKETING MIX

5 10/23Meter WarsPrepare Black & Decker Case

Case Presentation/Discussion Questions for Class Discussion.

6 10/30 Channel/DistributionRead Kotler Chapter 15, 16 (523-530).

Strategy

Services StrategyRead Kotler Chapter 13.

7 11/6 Goodyear Aquatred LaunchPrepare Willow Creek Church Case Case Due [Individual] Questions For Class Discussion.

8 11/13 Integrated Marketing Read Kotler Chapter 17 (535-543; 548-

Communications Strategy552); Chapters 18 & 19 are Optional Pricing Strategy Reading; Read Kotler Chapter 14.

9 11/27 Autobytel.com Case Due Prepare the XM Satellite Radio (A)

[Individual] Case for class discussion.

10 12/4 Marketing PlanningPrepare Starbucks Case Questions for

& Customer RelationshipClass Discussion; Read/Skim ‘X-Factor

ManagementCase’

11 12/11 FINAL EXAM INDIVIDUAL CASES DUE BY 6:15 PM!

Page 2.

Nature and Purpose of the Course

This course deals with the management of marketing functions in modern profit and nonprofit organizations. The major purposes of this course include:

1. To critically analyze the task of marketing under contemporary

conditions and to examine the major functions that comprise the

marketing task.

2. To evaluate various types of policies that can be employed in guiding

the marketing activity.

3. To develop an awareness of the major types of marketing problems faced

by organizations, with emphasis on sound analytical approaches to

effective decisions.

4. To integrate specific marketing decisions to develop a sound marketing

plan for a product or service.

Required Materials

Text:Kotler, P.; and Keller, K.

Marketing Management: The Millennium Edition

12th Ed., Pearson/Prentice Hall, 2006.

Marketing 430 Case packet.

Evaluation of Student Work

Each student will be evaluated on the following basis:

Land Rover North America Case (Team)...... 20%

Meter Wars Case (Individual)...... 15%

Goodyear Aquatred Case (Individual)...... 20%

Autobytel.com Case (Individual)...... 20%

Final Examination Case (Individual)...... 25%

A final course grade of “A” will typically be based on students receiving an “A” grade on all course grading components.

Class Sessions

Rather than merely rehashing concepts developed in the text, class sessions

will be devoted to probing, extending, illustrating and applying the text

material. It shall be assumed that students have read the text assignments

before coming to class. The instructor will provide detailed assignments

the week before a particular class. Case assignment questions may be found

at the end of each case.

Class Discussion and Contribution

Each student is expected to contribute to class discussion. To a substantial

extent, the benefit students derive from the assignments is related to their

willingness to expose their viewpoint to the critical judgment of the class.

Do not be reluctant to voice your opinion.

Class Attendance

Class attendance is a vital part of the learning experience for this course. As well, a student=s class participation/discussion/contribution may impact a his/her final course grade. Students are expected to attend all class sessions. Students who miss more than two class sessions will not be allowed to remain in the course.

Page 3.

Written Cases

Four written cases has been assigned. The first case will be analyzed and pre-

pared on an group basis. An upper limit of 4 single-spaced typewritten

pages (excluding appendices) has been set for the group written case. A

maximum, and there is no reason even to approach this maximum, of 4 pages of

appendices will be allowed per case writeup. Group written cases are due at

the beginning of our class session as noted in the syllabus; none will be accepted late. See "Case Analysis Diagram" on the following page for the Land Rover North America case writeup format. The other three cases are individual case papers using a revised case format provided by the professor. These papers are also due at the beginning of our class sessions as noted in the syllabus; none will be accepted late. The professor will provide specific parameters for these cases, including key case grading criteria.

Reading Cases

The remaining cases are to be read, analyzed, and prepared for class discussion. The instructor will call on class members to present and defend their answers andrecommendations regarding case issues.

The ‘Final Examination’

There will not be a traditional "final examination" in this course. A final written take-home case will be analyzed by each student and is due on the 11th class session (due at 6:15 pm). No final cases will be accepted after that time, so students must plan ahead. The professor will provide case structure parameters and grading criteria during the 10th class session.

Honor Code

The honor code will be applied to the course in the following manner: it is

expected that all written and reading cases will be done on either an individual or group basis (see specific case assignments) without examining analyses done

by students in either the present or previous classes. This also means that

groups will not caucus with other groups during the case analysis process.

Any violation of the honor code should be reported to the professor.

Instructor/Student Interaction

If at any point during the course you have questions regarding the preparation

of cases or the marketing plan, or other course-related issues, please do not

hesitate to contact the professor either by phone or in person. To meet in

person with the instructor outside of class, please arrange a convenient time

to meet. If you are having problems with the material in this course, it is

to your advantage to contact the instructor as early as possible since the

material in weeks 5 through 9 builds upon the material covered during weeks

1 through 5. YOUR PROFESSOR IS HERE TO HELP YOU LEARN! PLEASE ASK FOR HELP IF YOU NEED IT.

Page 4.

Case Analysis

Strategic decision making entails coordinating seemingly unrelated facts so

that they provide support for a particular course of action. The cases

assigned are intended to give you practice in assembling information and data

to support a decision. As is often the situation in actual practice, cases may

not have all the data you would like. Nevertheless, it is critical that you

develop a reasoned plan of attack on the basis of the data available.

In preparing a case analysis, read through the case looking for the main problem that you will address. Develop a rationale for your belief that the major problem identified is actually in fact the problem! In addition, assemble the

factual information in the case that addresses any other related problems/issues.

Once you have assembled all the information provided, use the following

framework for analysis. This framework is the format to use for all group

written cases to be handed in per the course outline.

Land Rover North America Case Analysis Diagram

I. Problem Definition: Define the problem by providing a concise,

well-written statement that defines and describes the case's

marketing problem.

II. Critical Issues: State critical issues, or "sub-problems," that

need to be resolved in order to solve the overall marketing

problem stated in the Problem Definition section. Critical

issues should be dealt with in the Recommendations section.

III. Alternatives: Formulate viable alternatives, or possible courses

of action, to solve the problem.

IV. Analysis: This is the heart of your case report. Here you should

provide logic, reasoning, facts, etc. as to why each alternative

listed does or does not make sense. Provide logic for why your

recommendation will not select the "other alternatives." This

section is the linkup between the problem and the recommendation.

V. Recommended Solution: First state your recommendation; then state

your overall marketing strategy; and then state your plan of action

(marketing mix) for your strategy. Your plan of action should be

very specific decisions to implement your marketing strategy.

VI. Appendices (If appropriate).

Please remember that the limit for the written cases is 4 single-spaced

typewritten pages (excluding appendices). Papers that exceed that length will

not be accepted!

Page 5.

Common Errors in Case Writing

1. Format outlined above is not followed. Subheadings are not used in the

analysis section.

2. Problem and Alternatives sections are too long. No more than half a page

is generally needed for each of these sections.

3. Failure to use outline or bullet points throughout the written report.

Bullet points can be used effectively in the Critical Issues and the

Alternatives sections. There is no need for complete prose throughout

the entire report. However, do not use shorthand that is unintelligible

to a reader.

4. Rehashing of case data. Assume the reader is familiar with the case.

Present case data only when it is needed to support a line of reasoning

you are developing. Do not summarize the case situation as a preamble to

your analysis, and do not present case facts unless you are going to

drive home a point with them.

5. Noncritical evaluation of case data. Before you use evidence presented in

the case, ask yourself if the data was collected in a sound manner and

whether it is relevant to the issue you are addressing. This does not give

you a license to eliminate all data. Rather, you want to qualify the

conclusions you reach by evaluating the quality of the data on which a

conclusion is based.

6. Failure to present a rationale for eliminating unchosen alternatives. It

is important to show that the recommended course of action is likely to

deal effectively with the problem and issues identified. It is equally

important to provide a rationale for dismissing unchosen alternative

courses of action.

7. Failure to present work in an understandable manner. For example, if

computations are used, be sure your presentation (usually in an appendix)

is sufficiently detailed so the reader can replicate the analysis. This

requires you to indicate where the data came from and how it is analyzed.

All students should review these common errors previous to analyzing and

writing their case reports.