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UNI HK MBA PROGRAM

MARKETING MANAGEMENT

MKTG 6170 60

November-December 2015

Professor: Dr. K N Rajendran

I. COURSE DESCRIPTION AND OBJECTIVES:

Integrated approach to marketing from managerial viewpoint using economic,

quantitative, and behavioral concepts in analyzing and developing framework for

decision making and implementing a marketing program.

Our focus will be on what marketing really does from the organizational perspective in

order to fully appreciate the key role marketing plays in the organization. The emphasis

will be on customer value and profitability throughout. You will have an opportunity to

develop marketing planning, analysis, and problem-solving skills through class

discussions, assigned and in-class exercises, and the marketing plan group assignment.

II. TEXTBOOK: "Market-Based Management: Strategies for Growing Customer Value and

Profitability", 6th Edition, Roger J. Best, Prentice Hall, 2013. A useful website

(www.coursesmart.com) provides additional resources and allows students to purchase an

e-textbook if desired. Students will have access to the PowerPoint slides accompanying

the text (directly from me via e-mail or online through the UNI e-learning website).

Author developed online exercises, which serve to illustrate concepts and serve as

templates, are available at www.RogerJBest.com.

READINGS: Supplemental readings that complement the textual coverage will be

required. I will endeavor to ensure that these will be accessible through the online

databases at the Rod library – Business Source Complete (EBSCO) in particular. Further

details will be furnished in class at the appropriate times.

III. COURSE STRATEGIES:

A. The text and the readings will be the basic tools to impart necessary understanding of

terms, concepts and processes. Lectures will be designed to supplement the text,

providing clarification or elaboration when necessary, and to stimulate discussions.

B. Your active participation in class discussions, exercises and the group project will be

the main tools in developing process application skills. It is essential that all students

come to class prepared. Assignments should be read before class since discussion

cannot be productive if familiarity with the material is lacking

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Attendance is required:

We will be covering additional material in class that is not included in the textbook.

Therefore, to gain an understanding of that material, you must attend class sessions.

If a class absence is necessary, let your professor know in advance -- where possible --

with a written request that the absence be excused. In general, there will be no make-ups

without an excused absence.

IV. LEARNING ACTIVITIES:

A. Examinations: There will be two non-cumulative examinations given during the

course, over the material indicated in the tentative schedule attached. Each exam

will comprise several multiple-choice and short-answer questions, and is designed

to be completed without use of the text or notes in about an hour and a half. The

questions will be drawn from the text, lectures, class discussions, and readings.

As a general rule, students may expect about 50% of the points to come from

multiple-choice questions based on the text, and about 50% from short-

answer/essay questions based on lectures, class discussions, and readings. Each

exam carries 60 points.

B. Group Assignment: This assignment requires student groups to develop a

marketing plan for a real or an imaginary product for a real company. Usually,

students develop marketing plans for products that their companies are planning

to introduce to market.

The final marketing plan report is due Dec 5, 2015 after the class sessions are

over, and covers the entire marketing plan including Executive Summary, and

is worth 50 points. The suggested length for the final submission is about 10

pages excluding cover page, table of contents, executive summary, references and

appendices. The executive summary should not exceed two pages in length.

More details will be provided in class about the format for the report. To help

you stay on task and get feedback, I will have each group submit/present three

mini-reports related to the marketing plan being developed.

The first mini-report requires groups to turn in a SWOT Analysis (including

Strategic Direction). The second mini-report requires groups to furnish

description of Target Markets (including segmentation particulars) and

Objectives. The third mini-report requires groups to communicate the overall

positioning and broad guidelines for the marketing mix. In addition, each group

will make an oral presentation of their mini-report to the rest of the class from

time to time.

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C. Class Discussion/Activities: This course is primarily a discussion-based and

project-based course. Liberal discussion of exercises, readings, assignments and

the group project are integral to the course and are key to crystallizing our

understanding of the material. Adequate and early preparation is required and

analytical comments encouraged. Please express your point of view as all of us

have something to gain. As a further incentive, 50 points are earmarked for class

participation based on a variety of group activities and exercises. As a general

rule, when a chapter is assigned, students should come to class prepared for

discussion questions, application problems, and quizzes related to the chapter.

. General Comment: All written reports must be submitted on time. They should be

neatly word-processed, double-spaced, with a cover page, provide citations or references

as needed, be free of grammatical errors, and must not exceed the upper limit for report

length suggested. Please use a 12-point font for uniformity. Non-compliance with the

rules will be treated as non-submission of the report.

V. GRADING POLICY:

The final grades will be based on a curve of the total points for the course. The details of

the grading policy will be provided in class. In general, a student will need to perform

substantially better (e.g., more than a standard deviation better) than the mean for the

class to get an A. Similarly, if a student performs substantially worse than the mean for

the class, he/she will likely earn a C+ grade.

VI. EXAM SCHEDULE AND POINT DISTRIBUTION:

It is the responsibility of the student to keep track of the points they have earned in class.

From time to time, there will be a comprehensive reporting of all previous work

completed. If you have any questions, you should contact me. Discrepancies should be

brought to my attention as soon as possible.

Total Points

Date/Coverage possible

EXAM #1 Nov 17/Chapters 1-6, 11, 14, 60

Notes/Discussions, Readings

EXAM #2 Nov 22/Chapters 7-10, 12-13, 15-16 60

Notes/ Discussions, Readings

Mini-Report Presentations Nov 15/19/22 30

Mini-Reports Nov 15/19/22 50

In-Class Exercises/Quizzes 50

Final Marketing Plan Report Dec 5 50

TOTAL 300

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TENTATIVE SCHEDULE

Nov 14 Introduction; Forming Groups; Distributing Syllabus; Explaining Course

Customer Focus, Customer Performance, and Profit Impact (Chapter 1)

Overview of Marketing Planning (Lecture)

Class Discussions/Exercises; Project related discussions

Portfolio Analysis and Strategic Market Planning (Chapter 11)

Building a Marketing Plan (Chapter 14)

Class Discussions/Exercises; Project related discussions

15 Marketing Metrics and Marketing Profitability (Chapter 2)

Market Potential, Market Demand, and Market Share (Chapter 3)

Due: Mini-Report 1 & Brief Presentations

Class Discussions/Exercises

Perspectives on value (Lecture)

The Customer Experience and Value Creation (Chapter 4)

Primer on Segmentation and Targeting (Lecture)

Market Segmentation and Segmentation Strategies (Chapter 5)

Class Discussions/Exercises

Basics of Competitive Advantage (Lecture)

Competitive Position and Sources of Advantage (Chapter 6)

Class Discussions/Exercises/Readings

17 Exam 1 [Chapters 1-6, 11, 14 + Notes + Readings]

Product Positioning, Branding, and Product-Line Strategies (Chapter 7)

Class Discussions/Exercises

19 Market-Based Pricing and Pricing Strategies (Chapter 8)

Marketing Channels and E-Marketing (Chapter 9)

Due: Mini-Report 2 & Brief Presentations

Class Discussions/Exercises

21 Marketing Communications, Social Media, and Customer Response (Chapter 10)

Class Discussions/Exercises/Readings

Offensive Marketing Strategies (Chapter 12)

Defensive Marketing Strategies (Chapter 13)

Class Discussions/Exercises

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22 Marketing Metrics, Performance, and Strategy Implementation (Chapter 15)

Market-Based Management and Financial Performance (Chapter 16)

Class Discussions/Exercises

Due: Mini Report 3 & Brief Presentations

Project Related Discussions

Exam 3 [Chapters 7-10, 12-13, 15-16, + Notes + Readings]

Dec 5 Final Marketing Plan Report Due

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"Marketing Management"

UNI HK MBA

November-December 2015

Student Name______________________ UNI ID ______________

Tel/Cell _______________________ E-Mail: ________________

Undergraduate Major:

Current Employment:

What do you want to get out of this course?

What Business/Marketing experiences do you bring to this course?

Do you have a company product in mind for which you would like to develop a marketing plan?

___ Yes ___ No

Brief Product Description (if ‘Yes’):

Test and assignment grades will be posted/e-mailed using your UNI Student ID number ONLY if

you give your permission to do so below.

I authorize the posting/e-mailing of my grades by my UNI Student ID number.

I DO NOT wish my grades to be posted/e-mailed by my UNI Student ID number. I prefer to

contact the Professor to receive my grades.

Signature of Student Date:

Thank you!!