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School of Business and Public Administration

The Department of Management
Fall Semester 2015
Mn/Wn, 4:00-5:20 p.m., Bld. 38 / Rm. 211


Dr. Nikolai Ostapenko*
E-mail; tel.: 202.274.6265
Office Hours: Mn/Wn, 5:30-7:00 pm, Tu/Th 4:30-5:30 pm, Bld. 38 / Rm. 231
Course Website: ; Textbook Website:
Course Description
MKTG 304 is an introductory undergraduate course in marketing management. The course has no prerequisites,
and provides the general overview of the marketing management theory, practice, and applications for students with
no prior academic or work experience in marketing (undergraduate business standing is required). It covers various
marketing management aspects: (a) elements and principles of marketing management philosophy and practices;
(b) managerial instruments and techniques of marketing analysis; (c) requirements of an acceptable marketing plan
design, and (d) issues involved in making marketing mix decisions. The course will also help students to operate in
a global marketplace and introduce various methods of effective on-line marketing interaction.
Course Objectives and Student Learning Outcomes
This course is designed to familiarize the audience with the latest marketing management concepts and tools,
particular industrial and service sector markets, their consumers and environments, and the marketing approaches to
properly evaluate managerial decisions using instruments of qualitative economic analysis.

Nikolai (Nick) Ostapenko serves as Associate Professor at the School of Business and Public Administration of the
University of the District of Columbia as well as board director, president, and consultant for a number of
international organizations in Washington, D.C. His previous experience includes faculty and research positions with
the renowned universities in England, Russia, Sweden, and the U.S. Nikolai holds Dr. Sc. and Ph.D. degrees from St.
Petersburg University with a specialty in Economics and Economic Theory. Nikolai has held many visiting
appointments in several countries, including the GW-CIBER fellow, The British Council fellow, Stockholm University
scholar, St. Petersburg University and Moscow University research scholar in residence. An expert in the area of
international marketing management, Dr. Ostapenkos has published over 135 academic books, articles and research
papers. Prof. Ostapenko joined the University of the District of Columbia in 2006.

The emphasis is on competitive environmental analysis, marketing mix strategies, consumer behavior analysis,
current global and on-line marketing applications.
Course Objectives: Upon successful completion of the course, students will be expected to have demonstrated,

through case write-up, marketing plan, examinations, discussions in class, and participation in case analysis, an
understanding of the following:
exhibit in discussions and on exams a thorough up-to-date knowledge of the marketing management way of
thinking through its historical evolution, strategic process related to planning, implementing, and
controlling marketing strategies, interaction of the marketing mix components (product, price, promotion,
and distribution);
understand and demonstrate during class discussions and on exams the importance of the study of
consumer behavior patterns, customer socio-economic profiling and development of appropriate
managerial approaches to satisfy the market needs via mechanisms of product pricing and other
competitive strategies;
comprehend and exercise in class and on exams the segmentation techniques, promotional mix strategies,
and applied marketing management technology tools;
acquire understanding and skills of new product/service development process and branding strategies,
channel structures and marketing intermediaries, increasing significance of marketing management
applications in non-commercial and new economy sectors;
be convinced of the benefits of global business vision that enables to integrate varied cultural, economic
and social factors into the effective marketing management strategies.

Expected Learning Outcomes and Procedures

Major learning outcomes

Outcome condition and criterion

Direct or indirect measures utilized


Define and describe in case study Creative midterm and final exams
analysis, discussions and on exams a
Students will demonstrate a depth of t h o r o u g h u p - t o - d a t e m a r k e t i n g
Knowledge of marketing management management way of thinking through
its historical evolution, strategic process
related to planning, implementing, and
controlling marketing strategies, as well
as interaction of the marketing mix
components (product, price, promotion,
and distribution). New knowledge

(Creative Problem Solving)

Explain and summarize during class Conceptual presentations and case study
case discussions and on exams the participation
importance of the study of consumer
Students will be able to Comprehend behavior patterns, customer socioand Analyze marketing management economic profiling and development of
appropriate managerial approaches to
satisfy the market needs via
mechanisms of product pricing and
other competitive marketing strategies.
Able to think critically.

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Demonstrate and apply

in your Term paper success and student course
research term paper the segmentation evaluation
Students will be able to Apply techniques, promotional mix strategies,
principles of marketing management to and applied marketing management
the real business decision-making t e c h n o l o g y t o o l s , i l l u s t r a t e
understanding of new product/service
development process and branding
strategies, channel structures and
marketing intermediaries, increasing
significance of marketing management
applications in non-commercial and
new economy sectors. Capable of
making right marketing decisions on the

Course Requirements
All individual communication devices and laptops must be turned off during classes. Please do not be late for class.
If you are, it will decrease your participation score. If you miss three classes or more, it will be very difficult to
receive an A grade. Your participation grade will also be discounted.
Students are required to read the assigned chapter before the session, get registered for the Blackboard course
website, and follow instructions and announcements posted there. Each student is encouraged to make a short 5-10
minute presentation to the class on a current issue related to the market environment or your paper. The presentation
will consist of the introductory part, major points, and student's opinion regarding the problem in general.
Questions from the audience prove the validity of the subject and support the better grade for the presentation.
Class participation will be considered based upon the student's quality and frequency of the individual contribution
to class discussions, preparation (reading assignments), case study participation and presentation. Regular
attendance is expected. It will be taking on a random basis. While attendance will not be factored directly into the
grade, please keep in mind that when you are absent, you are not participating. On the other hand, it is possible to
attend regularly, but simply not participate. Class participation is a regular grade (see Grading Scale below) and
could not exceed a 100 points overall as well as per each other grade component.
All papers are due on the date assigned. A late penalty will be assessed for unexcused late papers (-2 points a day
including week-ends). Individual times for taking exams are not available. You will receive a grade zero for each
missed exam (unless you present a written excuse from a doctor or Deans office). Course grades are continuously
posted on the Blackboard site and later released electronically.
Dr. Ostapenko can usually be reached for assistance by sending an electronic request via E-mail. For easy
identification and quicker response, please always include MKTG 304into the subject line of your message. If a
personal consultation is considered necessary, proper arrangements will be made. If you want to advise of the
reason why you must be absent from or tardy at a class, just e-mail your message to the professor. Professor is
always available for the individual consultations right after the class or during his office hours.
Required Text: Kerin, Roger A., Hartley, Steven W. Marketing: The Core. 6th Edition. McGraw-Hill Irwin, 2016.
ISBN 978 00777 29035.
Course Format and Procedures (Instruction Method)
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The class follows lecture/discussion format. Assigned reading material, Internet-based research, classroom
participation, video case study analysis, presentation, term paper, midterm and final examinations will contribute to
the learning process. The Montessori-like approach and somewhat of the Socratic Method will be used as a
teaching method. Probing questions in a give-and-take manner will be asked that would eventually lead to the truth
discovery through the discussion. This approach encourages individual creativity, responsibility and initiative to
learn (the education of the whole personality). The professor provides guidance instead of rigid control to
develop and motivate students ability for self-realization, self-control and self-education today and in the future.
The class will be enhanced by a number of real life experiences and numerous case studies.
Student Resources
You might find helpful the following academic support units available for you:

Academic Support Center (Writing Center). Here you may have trained English major or English
professional help with your paper. Building 32, B-level.
Learning resources to help students succeed academically are available through the university library.
Campus Learning Resources Center (LRC) offers print resources, books, and periodicals for research.
Circulating books located at any LRC may be requested for use through the LRC specialist. Library
resources are also available online. They provide thousands of full text periodicals, over 25,000 electronic
books, radio and TV transcripts, and access to the university library catalog, online tutorials, and useful
links to the Internet resources.
Blackboard. From, you can review and complete assignments, view your grades,
send messages to your professor or your classmates, access course content, print another syllabus, or read
sample essays. Also available in an app format for your smart phone. For logon and help please contact BB
administrator at 202-274-5665 (Bld. 41, Rm. 106).
UDC Email. All students must use a UDC e-mail account. UDC e-mail is the only e-mail for academic use
and will be the address that instructors use to communicate with students from inside Blackboard. E-mail
help number is 202-274-5941.
SBPA Computer Labs. Bld. 38, Third floor. Upon availability.
Student Manual and Academic Policies and Procedures Manual (UDC website).

Grading and Expectations

The course grade will be computed as follows:

Relative Weights

Term Paper
In-Class Participation
Presentation \ Case Analysis
Midterm and Final Exams (each)
Total Maximum


Grading Scale:
A (90-100)
B (80-89)
C (70-79)
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Outstanding to Extraordinary
Good to Very Good
Little Distinction
Failing Grade, No Credit.

Term Paper (35% of Grade)

You are required to hand in and ALSO e-mail in a Word format a written project of the company or product of your
choice. This assignment might be done in groups of 2-3 people. To ensure better group dynamics, you may pick your
own group members, which you will do the first week of classes. Each student has a responsibility to contribute to the
project. You have the opportunity to advise on grading of the contribution of your peers. The term paper is due on time.
Late submissions will not be accepted. See detailed guidelines on paper composition below. Please be very seriously
advised that papers will be tested for a plagiarism clearance by software. Please do not borrow, copy and paste
anything (see the Academic Honesty statement). Authors identified in doing so will receive a grade zero, will be
reported to the university Honor Council, and ultimately fail the course.
Class Participation (15% of Grade)
Class participation is an important part of the professional development in your program. Real-world management
decisions regarding strategy are rarely made without discussion. The class discussions are designed to serve as a
training mechanism for you to develop communication skills and help to learn how to defend your position. You should
be prepared to provide justification/rationale supporting any recommendations you suggest in class. In addition, your
input regarding industry experiences is an important part of the learning process so that all students gain a more
comprehensive understanding of how marketing is performed across industry settings. In evaluating class participation,
the focus of the evaluation will be made both on the quality of participation as well as on its quantity.
In order to facilitate the grading of participation, you are required to 1) sit in the same seat each class, and 2) bring a
name card to class each day. Lack of a name card might result in zero participation for that day.
Presentation / Case Analysis (10% of Grade)
Each student is encouraged to make a short 5-10 minute presentation to the class on a current issue related to the
marketing operations of a company. The presentation will consist of the introductory part, major points, and student's
opinion regarding the problem in general. Questions from the audience prove the validity of the subject and support the
better grade for the presentation.
Midterm and Final Examinations (2*20% of Grade)
Midterm and final exams are multiple-choice based. Final exam has two options: multiple-choice or essay format. They
will primarily cover the material not previously tested with the cumulative component. Timing is very important. Late
test delivery is inadmissible.
Note: Unless an accidental error has been made, grades will not be changed after grading is completed and

results announced by posting on the Blackboard. Please do not contact me with any kind of extenuating
circumstances for why your grade should be changed after that. I must be informed about them well
before the final exam.
Common Professional Components
The course will cover in part or apply a number of concepts from the following related courses: finance (3%),
management (5%), ethics (5%), global business (10%), business law (2%) and general marketing theory (15%) of the
total 45 class hours.
Academic Integrity Statement
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The universitys Code of Academic Integrity is designed to ensure that the principles of academic honesty and integrity
are upheld. All students are expected to adhere to this Code. The School does not tolerate academic dishonesty. All
acts of academic dishonesty will be dealt with in accordance with the provisions of this code. Examples of academic
dishonesty as it relates to this class include:

discussing assignments with senior year students;

discussing written case with other groups in this class or other tracks;
using someone elses work on the written case;
working with others on the individual project;
cheating in some manner on the exams;
assisting someone else who is committing academic dishonesty.

If you are found guilty of academic integrity violations, you will receive an XF grade in this class indicating it was an F
due to academic integrity violations. On each exam or assignment you accept the following pledge: "I pledge on my
honor that I have not given or received any unauthorized assistance on this exam/assignment".
Americans with Disabilities Act Statement
Any student with a documented disability (physical or cognitive) who requires academic accommodations should
contact the Disability Resource Center at 202-274-6000 or TTY 202-274-6152 as soon as possible to request an official
letter outlining authorized accommodations.
Equal Opportunity Statement
The University of the District of Columbia is an Equal Opportunity Affirmative Action institution. The University
prohibits discrimination or harassment against any person on the basis of the actual or perceived actual race, color,
religion, national origin, sex, age, disability, sexual orientation, gender identity or expression, family
responsibilities, matriculation, political affiliation, marital status, personal appearance, genetic information, familial
status, source of income, status as a victim of an intra-family offense, place of residence or business, or status as a
covered veteran, as provided for and to the extent required by District and Federal statutes and regulations. This
policy covers all programs, services policies, and procedures of the University, including admission to educational
programs and employment. The University emphasizes the recruitment of minorities, women, disabled individuals,
disabled veterans, Vietnam era veterans, and other eligible veterans.
For further information regarding this policy statement or to file a complaint of discrimination or harassment please
contact: Yasmin J. Mitchell, SPHR, Equal Opportunity Officer
Building 38, Room 301, tel.: 202.274.5442, e-mail

Course Evaluation (Skills Assessment, Continuous Improvement & Course Feedback)

On the first class the skills assessment test might be administered. The test is required by our accreditation agency. No
grade will be given for this test. The objective of the test is to assess and later monitor your professional development
progress. Your feedback and/or suggestions are always welcomed in an effort to continuously improve the course
content and the fit to your needs as graduate students and adult professionals. Please feel free to share any input with
me either via e-mail or anonymously post it on the course BB site. At the end of the course Registrars office will send
you a link to your UDC e-mail to complete the course evaluation. Please do that on time. It will help to assess
course learning outcomes and my performance.

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Session Date



Part 1. Initiating the Marketing Process

August 24

1. Introduction to the Course. Requirements and Assignments.

Creating Customer Relationships & Value through Marketing
Video Case: Las Vegas

August 26

2. Creating Customer Relationships & Value through Marketing

Video Case: Chobani Greek Yogurt

Ch. 1

August 31

3. Developing Successful Organizational and Marketing

Strategies I
Video Case: IBM / Geek Squad

Ch. 2

September 2

4. Developing Successful Organizational and Marketing

Strategies II
Video Case: Google/ Best Buy

Ch. 2

September 9

5. Understanding the Marketing Environment

Video Case: Subaru

Ch. 3

September 14

6. Understanding Ethical Behavior and Social Responsibility

Video Case: Toyota Green Marketing
Term Paper Proposals Due

Ch. 3

Ch. 1

Part 2. Understanding Buyers and Markets

September 16

7. Understanding Consumer Behavior

Video Case: Groupon

Ch. 4

September 21

8. Understanding Organizations aa Customers

Video Case: Track Bikes

Ch. 5

September 23

9. Understanding and Reaching Global Consumers

Video Case: McDonalds Everywhere

Ch. 6

September 28

10. Understanding and Reaching Global Markets

Video Case: Mary Kay in India/ Surgery Abroad

Ch. 6

Part 3. Targeting Marketing Opportunities

September 30

11. Marketing Research: From Customer Insights to Actions

Video Case: Facebook MR for Carmex Lip Balm

Ch. 7

October 5

12. Market Segmentation, Targeting, and Positioning

Video Case: Prince Tennis Racquets /

Ch. 8

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Pre-Examination Review
October 7


Chs. 1-8

Part 4. Satisfying Marketing Opportunities

October 14

14. Developing New Products and Services I

Video Case: X-1ids

Ch. 9

October 19

15. Developing New Products and Services II

Video Case: GM Warm Delights

Ch. 9

October 21

16. Managing Successful Products, Services and Brands

Video Case: P&G Deodorant / Phillies Sports Marketing

Ch. 10

October 26

17. Pricing Products and Services

Video Case: Carmex Lip Balm Pricing / Washburn Guitars

Ch. 11

October 28

18. Managing Marketing Channels and Supply Chains

Video Case:

Ch. 12

November 2

19. Retailing and Wholesaling

Video Case: Mall of America: Shopping and More!

Ch. 13

November 4

20. Integrated Marketing Communications and Direct Marketing Ch. 14

November 9

21. Advertising, Sales Promotion, and Public Relations

Ch. 15

November 16

22. Using Social Media to Connect with Customers

Video Case: StuffDOT, Inc.: Social Media

Ch. 16

November 18

23. Personal Selling and Sales Management

Video Case: Xerox: Relationship Selling and Value

Ch. 17

November 23

24. Implementing Interactive and Multichannel Marketing

Video Case: Pizza Hut & IMC2
Term Papers Due

Ch. 18

November 30

25. Student Research Conference

December 2

26. Pre-Examination Review

December 7 & 9

27. Self-Study Days

December 14

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Video Case: Taco Bell / Under Armour: Creating a Brand

Video Case: Google: The Right Ads


MKTG 304. Intro to Mktg Mgmt

Chs. 9-18

Term Paper Guidelines

Each student (individually or by approved teams) will complete a research paper for the course, applying
framework of the marketing analysis. The paper is due by Session 24 in two copies (the hard one will be returned
with the notes and the e-mailed one to keep on the BB). Early papers are welcome. Late papers are subject to
penalty (-2 pts. a day including week-ends). The subject of the paper is focused on the corporate marketing
operations that are of interest to the student/team. The typical format of an introduction (problem identification/
objective of the paper), body (each chapter/subchapter with a heading), and conclusion (problem solution as a set of
recommendations) is required, along with a standardized cover page, table of contents, citations, and bibliography.
Usually, first chapter provides a competitive analysis of the industry (please use 5 forces framework by Michael
Porter here) while the second chapter is dedicated to evaluation and development of more topic-specific marketing
strategies (4 marketing Ps: product, price, place, or promotion).
The individual paper should be of a maximum of fourteen to seventeen (15-17) double-spaced typewritten pages
(including cover sheet, table of contents, exhibits, bibliography, and excluding appendices) in length. The number
of participants determines actual team papers length (please consult with me here). Papers will be graded based
upon content, quality, and pride of authorship. The grading criteria includes: 1) Paper appearance (title page, table
of contents, tables/graphs/charts/graphics, foot-notes, reference list, appendices, etc.); 2) Problem-solution
consistency (introduction clearly states the research objective, logical flow of the text, conclusion contains set of
meaningful brief recommendations discussed earlier in the body); 3) Content originality in each chapter; 4) Project
uniqueness (topic formulation, methods of analysis, ways of data collection, caliber of recommendations, personal
vision, material presentation techniques); 5) Research practicability (can be recommended for use in an industry).
Samples of the best papers from previous semesters are currently available on the course Blackboard or from your
professor upon request.
All topics should be selected and submitted for review to the instructor by no later than by Session 6. Each paper
proposal should bear the name(s) of the student(s), briefly describe the topic/structure, and include a list of books,
articles, web sites, and other current materials (such as industry trade association or other documents) that will be
used for the research. This proposal - from one to three pages - must reflect library and the WWW research. You
must use at least 13 sources! Please rely on the library resources as more adequate for this assignment and, if
necessary, consult with a reference librarian for help in locating particular sources. A personal interview with
someone who currently works in the company on a managerial or professional level is extremely helpful and highly
encouraged. Please incorporate critical analysis, personal vision and short marketing surveys. No glorification,
corporate history, descriptions, and common places are allowed!
The student/team is encouraged to select a company in an industry where author has a personal interest, and where
there is published information available to undertake a professionally substantial marketing analysis. The most
advisable innovative topics might include: event promotion (sports, shows, plays, concerts, etc.), marketing of ebanking and stock-trading services, on-line advertising, music/film/software marketing, drug/jobs/military
advertising, cable network advertising strategies, on-line education/books/papers/magazine ads, wireless telecom
Please mainly concentrate on two of the four following companys functions: marketing research, distribution
channels, promotion/ads and pricing. Do not include company history and other secondary issues in the text; fully
cover your central marketing topic matching the purpose of the paper in a problem-solution way. Innovative
suggestions and analytical approaches are highly encouraged for the professors perusal. Routine, descriptive,
overused, and very broad topics must be avoided. Professors advice is always available in person or via the e-mail.

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Students are recommended to do some reading in popular periodicals that deal with the global marketing matters.
These include:
Advertising Age
International Business
Business America
International Management
Business Asia
Journal of Asia-Pacific Business
Business China
Journal of East-West Business
Business Eastern Europe
Journal of Euro marketing
Business Europe
Journal of International Business
Business International
Journal of International Marketing
Business Latin America
Journal of Global Marketing
The Economist
Journal of International Consumer Marketing
Journal of International Food & Agribusiness Marketing
Journal of Retailing
Trade and Culture
Harvard Business Review
The Wall Street Journal (WSJ Interactive Edition)

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