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B01.2310.91 MARKETING MANAGEMENTAsst. Prof. Ambar MachfoedySummer 2008

LASS HOURS

: M/W 6 pm – 9 pmC

LASS

OOM

: TBAO

FFICE HOURS

: Generally Available – Make an AppointmentP

HONE

: 914-548 9038E-

MAIL

:amachfoe@stern.nyu.edu

1. COURSE OBJECTIVES & DESCRIPTION

Marketing is about

building profitable customer relationships

. The aim is to create value forcustomers, and to capture value in return. Effective marketing strategy satisfies consumer needsand creates consumer value while allowing the firm to achieve its objectives.This course has been designed to introduce you to the core concepts of marketing and itsmanagement. It provides a comprehensive introduction to the key issues involved in thedevelopment of a

balanced and integrated

approach to the marketing of products and services.Marketing covers several kinds of activities, each of which affects the others. Firms need tocreate a balanced, coordinated marketing mix, where all elements of its marketing programswork together. Marketing also requires combining qualitative and quantitative analysis. Thiscourse will give you experience in coordinating the marketing mix and combining quantitativeand qualitative analysis.Businesspeople in all industries and functions need a solid understanding of marketing strategyto succeed. The knowledge and skills that you will gain in this course will be relevant andapplicable in your present and future work, and your social life – whether you are an executive,business manager, business owner or a consumer.

COURSE SCHEDULE

Session Date Topic Readings, Assignments &Details

1 M, 5/19

•

Course Introduction & Overview

•

Developing a Marketing Strategy

Chapters 1, 2Case Study: Unilever in India2 W, 5/21

•

Understanding the Customer

Due: Personal InformationForms

Chapters 4, 5Case Study: StarbucksM, 5/26 No Class Meeting: MEMORIAL DAY WEEKEND

3 W, 5/28

•

Marketing ResearchChapter 3Note on Low-Tech MarketingMath4 M, 6/2

•

Understanding the Market and the CompetitionChapter 6Case Study: XM Radio (A)5 W, 6/4

•

Product DecisionsChapter 76 M, 6/9

•

New ProductsChapter 8Case Study: Tivo7 W, 6/11

•

Pricing StrategiesChapter 9Case Study: Virgin MobileUSA

Due: Written CaseAssignment

8 M, 6/16

•

Communications and Promotions StrategiesChapters 10, 11Case Study: Red Bull9 W, 6/18

•

Channels and Distribution Strategies

Chapter 12, 13Case Study: Z-Corp10 M, 6/23

•

Customer Relationship ManagementChapter 14Boots Hair Care SalesPromotion

Due: Term Project

11 W, 6/25

•

International Marketing

•

Marketing and the Internet / Wireless technologies

•

Course SummaryLenovo: Building a GlobalBrand12 M, 6/30

FINAL EXAMS

2. COURSE MATERIALS

The text for the course is:Winer, Russell S., Marketing Management, 3

Edition, Pearson Prentice Hall.In addition, do purchase the course packet comprising case studies and articles from thebookstore. The items included in the packet are:

•

Starbucks: Delivering Customer Service

•

TiVo

•

Virgin Mobile USA: Pricing for the Very First Time

•

Z Corp

•

XM Satellite Radio (A)

•

Lenovo: Building a Global Brand

•

Unilever in India: Hindustan Lever's Project Shakti-Marketing FMCG to the Rural Consumer

•

Boots: Hair-Care Sales Promotion

•

Red Bull

•

Note on Low-Tech Marketing Math

Course Website

: Please check the Blackboard website regularly for class announcements andinstructions. You should always check the postings here before coming to class – some postingsmay be crucial in ensuring that you are in step with the rest of the class. Please go to the websitefor a copy of all course handouts. Important handouts will be given to you in class and also postedon the course site. This site contains many things you will find useful over the course of thesemester. All handouts and assignments will be posted on the site as they become available.In order to get the most from this course it is extremely important that you are prepared for class.I will only highlight the material covered in the text or readings, on the assumption that you cando the required background reading yourselves and you would prefer to have new informationand experiences in class that supplement your basic theoretical readings. As such, if you havequestions on the text or readings, it is your responsibility to let me know prior to class (via email),or at the beginning/end of class.

Press Articles

: In some classes we will discuss examples from articles that have appeared in thepopular and business press, such as the

The New York Times, BusinessWeek, Fortune and Inc

.These help create an interesting class discussion and show how marketing concepts affect or areapplied in current events.

3. SUMMARY OF YOUR GRADE

Your grade is earned through the following activities, which are discussed in detail in thissyllabus:

Class participation 15%Written Case Assignment 15%Final Project 30%Final exam 40%

4. CLASS PARTICIPATION -

15% of gradeYou will learn the most from this class if you and your classmates participate fully. You all havedifferent experiences and insights, and a great deal of what you learn in class is from each other.You make no contribution with silence. A portion of your class participation grades will alsocome from your class attendance.Many sessions of the course will involve interaction and I expect each class member to beprepared at all time, in every class. To reinforce this expectation, I will occasionally randomlyselect (i.e., cold call) a class member to comment on the topic of discussion, whether or not thestudent’s hand is raised. This is the kind of thing that might happen at a business meeting, or anymeeting, where suddenly someone asks your opinion and expects you to be prepared. The skillsyou acquire from participating in class and with your group will serve you well in your futurepositions, whether you pursue marketing as a career or not.Class participation means contributing to class discussion in a way that benefits your classmates