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Case-Oriented Syllabus
Soren
Chemical:
Why is the
New
Swimming
Pool Product
Sinking?
Branding;
Communication
strategy; Marketing
channels; Marketing
mix; Marketing
strategy; New
product marketing;
8
4188-PDF-ENG
The issue is poor sales performance of
Coracle, a new clarifier for residential
swimming pools. The performance is
puzzling because Coracle is chemically
similar to another Soren product that
has sold well for treatment of larger
pools. Soren distributes the other
Atlantic
Computer: A
Bundle of
Pricing
Options
Business to business;
Marketing; Pricing;
Pricing strategy
10
2078-PDF-ENG
Atlantic Computer, a leading player in
the high-end server market, has
detected a marketplace opportunity in
the basic server segment. They have
developed a new server, the Tronn, to
Metabical:
Pricing,
Packaging,
and Demand
Forecasting
for a New
Weight-Loss
Brands; Consumer
behavior; Demand
planning;
Forecasting;
Marketing strategy;
Pricing policies;
Return on investment
8
4183-PDF-ENG
Metabical is a new weight loss drug
from Cambridge Sciences
Pharmaceuticals intended for
moderately overweight individuals. In
anticipation of final FDA approval, the
senior director of marketing, Barbara
Printup, prepares for the product
Case-Oriented Syllabus
Natureview
Farms
Margins; Market
share; Marketing;
Marketing channels;
10
2073-PDF-ENG
Explores channel management issues
in the U.S. food industry. The
immediate decision point that the
IKEA Invades
America
Brands; Catalogs;
Consumer marketing;
Market research;
Marketing
13
504094-PDF-
ENG
In 2002, the IKEA Group is the world's
top furniture retailer, with 154 stores
worldwide. In the United States, IKEA
operates 14 stores, all of which have
Building a
Social Media
Culture at
Dell
Marketing;
Marketing strategy;
Social media;
Technology
18
514096-PDF-
ENG
As Michael Dell refocused his newly-
private company on services and
solutions, the entire corporation was
pushed to embrace social media.
Designs by
Kate: Direct
Sales
Compensation;
Consumer marketing;
Direct sales;
Incentive programs;
Incentives;
10
4284-PDF-ENG
The sales representatives at Designs by
Kate (DBK) sell private label jewelry
at hosted parties and through online
social media channels. They are also
responsible for recruiting, training, and
Case-Oriented Syllabus
Sepora Direct:
Investing in
Social Media,
Video, and
Mobile
Budget management;
Communication
strategy; Election
2008; Internet
marketing;
Marketing; Return on
investment
24
511137-PDF-
ENG
Julie Bornstein, senior vice president of
Sephora Direct, is seeking to double
her budget for social media and other
digital marketing initiatives for 2011.
A number of digital efforts
implemented in the past two years
seem to be bearing fruit, and there is a
desire to intensify Sephora's social
space.
Patagonia Sur:
For-Profit
Land
Conservation
in Chile
Capital; Energy;
Entrepreneurship;
Finance; Institutional
investments; Real
estate investments;
Risk; SWOT
28
211103-PDF-
ENG
Warren Adams founded Patagonia Sur
in 2007 as one of the world's first for-
profit land conservation businesses. His
goal was to purchase over 100,000
acres of land in southern Chile and to
run a variety of sustainable businesses
Case-Oriented Syllabus
MARKETING MANAGEMENT
FALL SEMESTER
Instructor:
Email: Web Site:
Campus:
OFFICE HOURS
Or by Appointment at Either Location
Course Credits: 3 (Three)
Class:
REQUIRED MATERIALS
Marketing Management, 15th edition, by Kotler/Keller, Prentice-Hall 2016, ISBN 0-13-
385646-1 and Harvard Case Coursepack.
COURSE PREREQUISITES:
COURSE DESCRIPTION
The characteristics and management of markets are described in topics that include the
marketing environment, components of the marketing mix, market segmentation, and planning.
COURSE PERSPECTIVE
The course focuses on formulating and implementing marketing management strategies and
policies, a task undertaken in most companies at the strategic business unit level. The marketing
management process is important at all levels of the organization, regardless of the title applied
Case-Oriented Syllabus
Accordingly, the course emphasizes the following:
• Primary and changing perspectives on marketing management in the New Economy.
• The impact of interactive media on marketing management.
• Applied marketing management and strategy, domestic and global.
• An international focus in developing marketing management and strategy.
The course is intended for:
COURSE GOALS
To further disseminate and develop the knowledge and skills in the essential aspects of
marketing management, marketing strategy, and emerging marketing applications, with a focus
on the development and execution of programs, audits, and plans.
COURSE OBJECTIVES
This course is concerned with the development, evaluation, and implementation of marketing
management in complex environments. The course deals primarily with an in-depth analysis of a
variety of concepts, theories, facts, analytical procedures, techniques, and models. The course
addresses strategic issues such as:
• What business should we be in?
• What are our long-term objectives?
• What is our sustainable marketing competitive advantage?
• Should we diversify?
• How should marketing resources be allocated?
• What marketing opportunities and threats do we face?
• What are our marketing organizational strengths and weaknesses?
• What are our marketing strategic alternatives?
Case-Oriented Syllabus
LEARNING OBJECTIVES
To become familiar with the range of decisions implicit in strategic marketing management and
planning. In addition, to develop skill in using a variety of analytical frameworks for making
such decisions. To develop an understanding of how markets contrast in terms of:
• Their “enduring characteristics.”
COURSE STRUCTURE
Case Analyses
An effective way to help students learn about marketing management is through practice making
marketing decisions and applying the concepts you have learned. Case analyses throughout the
semester will help you gain experience with marketing decision making. Everyone will read and
come prepared to discuss each case. In the second half of the semester, you will work with a
team to present a case and submit a written analysis of the case you presnt.
Chapter Material Exams
In addition to the cases, we will have two exams (see schedule). Students are responsible for all
of the material covered from the textbook, lectures, outside speakers, and any videos/DVDs
shown.
METHOD OF INSTRUCTION
The course is highly interactive between the class and the instructor. Through case
studies/presentations, problems, and specific company client activities, students will have the
Case-Oriented Syllabus
To ensure compliance with the University’s policy on academic performance, during
examination periods, once one student completes his/her exam, no additional student(s) will be
allowed to enter the classroom to take the exam.
• Cell phones, calculator watches, and/or tablets cannot be used as calculators
during exams. Students must have a separate business calculator.
Note that occasionally, changes in the schedule of the course, or in the assignments, are
announced during class. It is your responsibility to ensure that you have received all of the
changes and you will still be responsible for this information.
Case-Oriented Syllabus
EVALUATION
Evaluation will be based on two examinations, the submission of all of the marketing plan
material and your final group oral and written presentation. Exams # 1 and # 2 (the final exam)
will consist of: 50-75 multiple choice, true/false, and short-answer questions. You will need a
Brown Scantron and a University ID card or driver’s license.
The weightings for the individual components are as follows:
2) Exam # 2 @ 100 points 100 points
4) Oral case presentations 100 points
Grading for this course is as follows:
Numerical Grade
Letter Equivalent
540 – 600 points
A
Case-Oriented Syllabus
CASE PRESENTATION’S ORAL PRESENTATION RUBRIC
Individual presentations will be graded based upon the following set of criteria:
• Content (45 possible points)
Included here is whether the student has substantially and fully examined all of the issues,
problems, and understands all aspects of the facts of the case. Does the student fully
understand the dynamics of the case and have they presented realistic alternatives, realistic
objectives, and sound implementation strategies.
• Presentation itself (30 possible points)
Included here are the layout, content, and readability of the slides or other forms for
Case-Oriented Syllabus
TENTATIVE COURSE SCHEDULE
MARKETING MANAGEMENT
FALL SEMESTER
Week
Read
Chapter
Chapter Topic
Assignment Due
Beginning of Class
1
1
Defining Marketing for the New
Realities
Group formation; begin the
process of selecting the case
2
3
Gathering Information and
Forecasting Demand
Case 2
3
5
Creating Long-Term Loyalty
Relationships
Case 4
4
7
Analyzing Business Markets
Case 6
5
Exam 1
Exam 1, Chapters 1-7
6
9
Identifying Market Segments and
Targets
Case 8
7
11
Creating Brand Equity
Case 10
8
13
Setting Product Strategy
Case 12
9
15
Introducing New Market Offerings
Case 14
10
17
Designing and Managing Integrated
Marketing Channels
Case 16
11
19
Designing and Managing Integrated
Marketing Communications
Case 18
11
20
Managing Mass Communications:
Case 19
12
21
Managing Digital Communications:
Case 20
12
22
Managing Personal Communications:
Case 21
13
23
Managing a Holistic Marketing
Organization for the Long Run
Case 22
