MARKETING 430, Section 72
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.