all Winter Quarter 2008-2009 2011-2012 ing Management MKT430 Prfessr Julie N. Hennessy This curse is intended t intrduce yu t the essentials f marketing: the creatin f value fr custmers and firms and the strategies and methds marketers use t successfully perate in tday's dynamic envirnment. Specifically, the curse gals are: T define the strategic rle f marketing in the firm. T intrduce students t the key elements f marketing analysis. T prvide a sund cnceptual and theretical tl kit fr analyzing marketing prblems. T advance yur understanding f the marketing prcess as a framewrk f lking at the wrld. There are three main cmpnents f this curse: Curse Organizatin Class sessins: Classes will invlve a blend f lectures and case discussins. Students are expected t cntribute t the class discussins based n their wn business experiences and their preparatin f the required readings. Teamwrk: A significant amunt f the wrk fr this curse will be dne in teams. Althugh this wrk is dne entirely utside the classrm, students cntributins t these effrts are cnsidered an integral aspect f the curse. Individual wrk: In additin t preparing fr class sessins and grup activities, students will cmplete several assignments n an individual basis. Frequently, students will be asked t individually answer case questins psted n the Blackbard web-site, as part f preparatin fr the next day s class. Grups As nted abve, teamwrk is an essential cmpnent f the curse. Grups f 4-5 students will be assigned during the first week f class, by the instructr. T ensure equal participatin in grup prjects, team members are requested t evaluate each ther's perfrmance using the Team Evaluatin Frm. This frm is t be submitted n the last day f class. The final exam includes case analysis. The case will be distributed in class 3/6 and be due at 5:00 PM n 3/13. This is a take-hme assignment. Details n the final exam frmat and due date will be available later. - 1 -
Curse Readings The curse pack and the Kellgg n ing (Tybut and Calder) bk are bth required and may be purchased at the bkstre. In additin, the fllwing textbk may be a nice additin t yur library f business bks: Philip Ktler & Kevin Lane Keller, A Framewrk fr ing Management. This bk prvides a cmprehensive general backgrund n marketing and is a gd reference. It is nt, hwever, the explicit fcus f class discussin r assignments and it is nt required fr the curse. Grading Each student's verall curse grade will be based upn the fllwing: Class cntributin 5% Quantitative analysis assignments (individual) 5% each Datril case write-up (grup) 5% Calyx & Crlla case write-up (grup) 15% Yu Pick Assignment (grup) 10% Unilever case write-up (grup) 15% Final exam (individual) 30% Case write-ups are graded n a scale frm 1 t 15. The grades are interpreted as fllws: 1 3: Serius prblems, prbably structural 4 6: Sme gd insights, but needs mre 7 9: Satisfactry: Sme excellent wrk but sme lapses 10 12: Sustained excellent wrk, n lapses 13 15: Inspired Class participatin grading is based upn attendance, n the quality f the cntributins that yu make t class discussin (nt n the amunt f "air time"), and n feedback n yur participatin in grup assignments frm yur team. In additin, cmpletin f pre-class discussin assessment questins will be factred int class participatin grades. Please feel free t ask any questins yu want, in r utside f class, t maximize yur understanding f the material. If yu have a questin, chances are that the same questin is n the minds f sme f yur classmates as well. Thus, yu are ding the class a favr by asking it. Final grades usually range frm A t C. The grading is n the curve with the ttal number f A s at abut 35%. Attendance Plicy I want yu in class every sessin; yur learning is cheated by missing class. Each student shuld select a seat at the secnd class sessin; this will be yur assigned seat fr the term. Class will start precisely at the bttm f the hur and each student is expected t be prepared t begin at that time. Once class begins, yu may leave the classrm nly in case f an emergency. Hwever, I realize that ther cmmitments smetimes make missing a class unavidable. Yu have tw free misses. Missing mre than tw class sessins may affect yur grade. - 2 -
I have a n laptp/electrnics plicy. These devices may nt be used in class unless yu have specific permissin frm me. Hnr Cde In additin t Kellgg's Hnr Cde, the fllwing rules apply t this class: Discussin cases may be prepared in grups r individually. Written cases are t be prepared by grup members nly. The cases are nt t be discussed with ut-fgrup members. The final exam and quantitative assignments shuld be dne individually and discussed with n ne. Slutins t cases and assignments shuld never be discussed with students in ther Prfessr s sectins f 430, r with students frm prir r later sectins f the class. - 3 -
Preliminary Curse Schedule Winter 2012 Date Tpic In-Class Assignments Supprting Reading 1. 1/3 Intrductin The ing Cncept handut Putting the Custmer First Always Shedding the Cmmdity Mindset 2. 1/6 ing Math ing Math hand-ut (website) Cnsider case discussin questins Financial Aspects f ing Management Case: Brs Crd and Wire Cmpany 3. 1/10 Analysis Analysis hand-ut (website) Quantitative I: Break-Even Assignment due 4. 1/13 Analysis McDnalds Discussin 5. 1/17 Analysis Datril Debrief Datril Write-Up due 6. 1/20 Segmentatin, Psitining ing Yurself - 4 -
7. 1/24 Segmentatin, Psitining Segmentatin, Psitining hand-ut Quantitative II Assignment due KOM: Chapters 2 and 4 Rediscvering Segmentatin 8. 1/27 Segmentatin, Psitining Segmentatin, Psitining hand-ut 9. 1/31 Segmentatin, USIR Case Cnsider USIR Case questins Custmer Value Prpsitins in Business s Psitining 10. 2/3 Segmentatin, Psitining Tata Nan Case Cnsider Tata Case Questins 11. 2/7 Segmentatin, Psitining Calyx & Crlla Debrief Calyx & Crlla Write-up due 12. 2/10 Research, Cnsumer Behavir TiVO Case KOM: Chapter 18 ing Research: What is ing Research 13. 2/14 Research, Cnsumer Behavir TIVO Case TiV Write-Up due (yu pick) KOM: Chapter 6 Kellgg n Branding: Chapter 6 (case packet) - 5 -
14. 2/17 Prduct/Service Design and Branding Prduct/Service Design Hand- Out The New Appeal f Private Label Discvering New Pints f Differentiatin 15. 2/21 Prduct/Service Design and Branding Apple Discussin Quantitative III Assignment Due If Brands are Built ver Years, Why are they Managed ver Quarters? 16. Pricing Pricing Strategy KOM: Chapters 9 and 8 2/24 Hand-ut (website) 17. 2/28 Pricing Penrd and Prentice Cases Penrd and Prentice Write- Up (yu pick) Setting Value, Nt Price 18. 3/2 Prmtins Prmtins Strategy Hand-ut (website) Quantitative IV Assignment Due KOM: Chapters 10, 13, and 14 ing Cmmunicatins and Custmer Respnse Unilever Brazil Case Set-Up (case handed ut in class) The Frtune at the Bttm f the Pyramid - 6 -
19. 3/6 Integrated ing Unilever Brazil Case Distributed in Class Unilever Brazil Case Write-Up Distributin 20. 3/9 Channels Channels f Distributin hand-ut Invisalign Case Write-Up (yu pick) KOM: Chapter 11 Make Yur Dealers Yur Partners 3/13 Due 5:00 PM - 7 -