Classroom Syllabus

MB 545

Marketing Management

3 Credit Hours

Effective: October / November, 2008

Instructor: Alan Dykstra

E-mail:

Office: Trencin Campus

Class Dates, Bratislava Campus:

October 25 & 26

November 8 & 9

November 15 & 16

Final Exam:November 21, 2008(Friday) at 5pm

Required Resources

Pride, W. M., & Ferrell, O. C. (2006).Marketing (13th ed.). Boston: Houghton Mifflin.

Research Paper Guide:

Access to a personal computer and the Internet is required. All written assignments must be word-processed

MB 545

Marketing Management

This document provides an overview of the course foundation elements, assignments, schedules, and activities. For information about general City University of Seattle policies, please see the City University of Seattle catalog. If you have additional questions about the course, please contact your instructor.

Notification to Students with Disabilities

If you are a student with a disability and you require an accommodation, please contact City University of Seattle as soon as possible.

ScholasticHonesty CityUniversity of Seattle expects each student to do his/her own work. The University has "zero tolerance" for cheating, plagiarism, unauthorized collaboration on assignments and papers, using "notes" during exams, submitting someone else's work as one's own, submitting work previously submitted for another course, or facilitating acts of academic dishonesty by others. The penalties are severe! A first offense can result in a zero grade for the course and suspension for one quarter; a second offense can result in a zero grade for the course and suspension for two or more quarters; a third offense can result in expulsion from the University. The Policy and Procedures may be found at

In addition to providing your work to the instructor for grading, you must also submit an electronic copy for the City University of Seattle archives (unless the work is specifically exempted by the instructor). You will not receive a grade for particular work until and unless you submit this electronic copy. The procedure for submitting work to the archives is to upload it via the website . Files should include the cover page of the work with the student name, instructor name, course name and number, and date. File names should indicate the type of assignment, such as “researchpaper.doc”, “casestudy.doc” or “ thesis.doc” (student name should not be a part of the file name because the system adds it). All files received into the archives are submitted to plagiarism checking.

Course Description

In this course you will review various applications of marketing concepts based on an organization’s finite resources and continuously changing domestic and global environments. Focusing on customer relationship management, you will explore product/service development, promotional techniques, pricing strategies, distribution alternatives, and marketing on the Internet.

Learning Goals

Upon the successful completion of this course, you will be able to:

Analyze environmental forces that impact marketing strategies domestically and internationally;

Critique marketing ethics on a global scale;
Appraise the role of information systems in marketing decision making;
Integrate use of the Internet in developing marketing strategies;
Evaluate methods of influencing consumer and organizational buying behavior;
Assess factors that contribute to a firm’s competitive advantage;
Develop a marketing plan to capitalize on a business opportunity.

Core Concepts

To achieve the goals of this course, you will need to master the following core concepts:

Strategic marketing;
Environmental forces;
Consumer behavior;
Ethics in marketing;
Global marketing;
E-marketing;
Marketing research;
Target marketing;
Product development and management;
Marketing channels;
Integrated marketing communications;
Pricing strategies.

Recommended Supplementary Resources

As a City University of Seattle student, you have access to library resources regardless ofwhere and howyou are taking this class. To access the resources that are necessary to complete your coursework and assignments, visit the library menu in the My.CityU portal at

A good place tobegin your research isthroughtheprogram or course resource sections thatprovide links to relevant journals, books, andWeb sites. Search the library's online catalog to locate books and videos, and place requests to have items mailed to you (services vary by location). Searchthe online databases for journal, magazine, and newspaper articles.Articles that are not availablefull text in the library's collection can be requested from other libraries and delivered to you electronically.

Foradditional help,submit your question via theAsk a Librarian e-mail serviceavailable through theportalor call 800.526.4269 (U.S. or Canada) or 425.709.3444.

The City University of Seattle Library in Slovakia website is

All supplementary resources can be accessed from the main site:

Additional Supplementary Resources will be provided by the instructor.

Additional Considerations

This course will be run in a seminar and workshop format. Students are expected to be active participants in the sessions. Students will be expected to come to each session having carefully read and considered the course material.

Additionally, students will be expected to come to each session with relevant marketing examples to present and discuss. In many sessions, students will also be asked to work in groups to accomplish classroom activities. With the sharing of ideas and with respectful listening skills, we can learn a great deal from each other. Overall, frequent and thoughtful participation will make this course a more dynamic and meaningful learning experience.Overview of Course Activities and Grading

The grade you receive for the course will be derived using City University of Seattle’s decimal grading system, based on the following:

Assignments

Case Analysis / 20%
Marketing Plan / 30%
Oral Presentation of Marketing Plan / 20%
Final Examination / 30%
TOTAL / 100%

Please see the current City University of Seattle catalog or consult your instructor for guidance in determining your decimal grade.

Explanation of Assignments

Case Analysis

Your instructor will assign a case or give you guidelines to use in selecting a case for analysis. A case analysis is designed to help you sharpen your analytical skills. The strongest way to analyze a case is to apply a variation of the scientific method. This method of analysis is simply a logical approach that usually includes the seven steps outlined below.

Step 1: Problem Definition

A case seldom involves one clear-cut problem. Your task is to:

determine the symptoms which require immediate attention.
identify the fundamental issues and causal factors giving rise to these symptoms.

It is important to separate the immediate problems from their more basic sources. For example, the immediate problem may be declining sales, while the more fundamental issue may be changes in the target market. How you define a problem determines how you go about solving it. A short-term solution for declining sales is likely to be different from solutions which attempt to deal with target markets. Be sure to identify both the symptom and, more importantly, its underlying cause.

Step 2: Justification for Problem Definition

In this step you need to review the information you have about the problem. You may need to make some inferences to fill in gaps. Clearly label what is inference and what is factual. Do not be afraid to assume, but clearly state the assumptions you are making. You should make assumptions on the basis of your knowledge of typical managerial practices, and they should be consistent with the facts about the case, even though your facts may be somewhat limited. Managerial decisions are often based on limited information. In fact, practicing managers find that many of their decisions have to be made quickly on the basis of limited information.

Step 3: List Alternative Courses of Action

Be creative. Jot down ideas as they come to you. List as many ideas as you can without evaluating them or censoring anything. You can always cross them out later. The point is to let your imagination take over.

Step 4: Evaluate Alternatives

Look critically at the alternatives you came up with in Step 3. List advantages and disadvantages of each alternative in terms of criteria that seem appropriate.

Step 5: Review

Reread your notes and think. This may be a good time to let the case sit for a while. Get back to it later when you have a chance to digest all the data.

Step 6: Draw Conclusions, Make Recommendations/Decisions

Select the alternative you would recommend and explain/justify your choice. Include specifics about the implementation of your recommendation: who should do what, when, and how.

Step 7: Follow Up and Evaluate

Given the limitations of a classroom setting, you cannot implement your recommendation and evaluate its actual impact. However, in this step you will describe how you would set up an evaluation procedure. Suggest a timetable and methods for the evaluation process. State who should do the evaluating.

Source: Myers, T., & Myers, G. (1982). Managing by communication: An organizational approach.New York: McGraw-Hill Book.

Grading Criteria for Case Analysis

Appropriate format / 10%
Integration of course concepts / 25%
Completeness of analysis / 30%
Logically supported conclusions, recommendations / 25%
Grammar, spelling, and punctuation / 10%
TOTAL / 100%

Marketing Plan

The marketing plan is an opportunity for you to integrate all of the marketing concepts you learn in this class. The plan can be written from the perspective of starting your own business, written for the company you work for, or written for a company you are familiar with that could introduce a new product or modify a current product. In the third session, a two-three paragraph synopsis of your marketing plan is due to your instructor. Your instructor needs to approve your idea and will stipulate a page limit and the number and types of sources you will be required to consult. Include all components of a marketing plan as described in Table 2.1 (p. 41) in your textbook. A sample marketing plan is in Appendix C of your text. Bibliographic support substantiating your market potential, marketing mix, strategy, and objectives is required. The instructor will provide more details about requirements for this assignment.

Grading Criteria for Marketing Plan

Appropriate format / 15%
Clear objectives / 20%
Logical development / 30%
Depth of research (references must be in APA format) / 25%
Grammar, spelling, and punctuation / 10%
TOTAL / 100%

Oral Presentation of Marketing Plan

You will deliver an oral presentation of your Marketing Plan in class. Your presentation will be graded according to the following criteria:

Grading Criteria for Oral Presentation of Marketing Plan

Voice—articulation, pronunciation, and volume / 5%
Language—clarity, color, correctness, and conciseness / 5%
Non-verbal Communication—facial expressions, gestures, and eye contact / 5%
Adaptation to Audience (language, approach) / 10%
Use of Visual Aids / 10%
Organization—simplicity, timing, symmetry and orderliness / 25%
Logical Thought—forming arguments, using evidence effectively and persuasively; analysis and synthesis; logical and well-founded conclusions / 40%
TOTAL / 100%

Examination

You should be prepared to answer a variety of types of questions pertinent to the concepts covered in or suggested by the course materials, assignments and activities. Your instructor may provide you with additional information regarding the content and style of exam in this course.

Grading Criteria for Essay Questions on Examination

Clear demonstration of grasp of major issues / 20%
Valid arguments; appropriate supportive detail / 20%
Appropriate analysis, evaluation and synthesis / 20%
Demonstrated ability to employ terms, concepts from course / 20%
Proper organization and logical flow of responses / 20%
TOTAL / 100%

Recommended Course Schedule

The schedule for course activities and assignments is below. Contact your instructor with any questions. ATTENDANCE TO ALL SESSIONS IS MANDATORY. NO LATE ASSINGNMENTS WILL BE ACCEPTED. NO MAKE-UPS FOR ANY ASSIGNMENTS OR EXAMS. Your instructor may elect to adjust the outline to meet the unique needs of the class.

Session

/ Topics and Assignments / Readings
1
Saturday
October 25 / An Overview of Strategic Marketing
Planning, Implementing & Controlling Marketing Strategies
The Marketing Environment
Case for analysis identified by instructor / Chapters 1, 2, 3
2
Sunday
October 26 / Social Responsibility and Ethics in Marketing
Reaching Global Markets
E-Marketing & Customer Relationship Management / Chapters 4, 5, 6
3
Saturday
November 8 / Marketing Research and Information Systems
Target Markets: Segmentation, Evaluation Positioning
Consumer Buying Behavior
Business Markets & Buying Behavior
DUE: Marketing Plan Synopsis, Due 9:15am / Chapter 7, 8, 9,10
4
Sunday
November 9 / Product Concepts & Product Life Cycle
Developing & Managing Products
Branding and Packaging
DUE: Case Analysis, Due 9:15am / Chapters 11, 12, 13
5
Saturday
November 15 / Service Marketing
Retailing and Direct Marketing
Advertising, Promotion and Public Relations
DUE: Marketing Plan Hard Copy, Due 9:15am / Chapters 14, 17, 19
6
Sunday
November 16 / DUE: Oral Presentation of Marketing Plan
9:15am
Review of Course Material & Wrap-up
7
Friday
November 21 / Final Examination (5pm)
Proctored in Bratislava 17:00

MB 545 SYL Page 1 Eff. 7/07