Tentative Syllabus: Summer, 2010 (2 wks: May 24 – June 4

The following tentative syllabus shows the areas of coverage for the course, listing mutual expectations between the faculty and students of the Business School in the offering of this course.

PHONE: 656-0496 OFFICE: 204 Kalkin

Summer, 2010

Marketing Management
MEETS: MTWRF 8:00-12:30 LOCATION: 004 Kalkin

Thomas Noordewier - PROFESSOR INFO

OFFICE HOURS: M,T,W,R,F: 12:30 – 1:30 or by Appointment E-MAIL: Noordewier@bsad.uvm.edu

Pre-requisites: STAT 141 or 111, ECON 11, 12, BSAD majors or minors, CSIS; Jr. standing. No credit for CDAE 168 after completion of BSAD 150. Required course fee of $20. NOTE: Class starts 5/18 and ends 5/29/2009 Goals & Objectives: Marketing Management is the introductory marketing course in the School of Business Administration. The purpose of the course is to introduce the student to marketing management principles and lay the foundation for competent marketing decision-making in the realms of product, pricing, promotion and distribution, in both the business-to-business and consumer marketing realms. The course will equip the student with the conceptual and analytical tools needed to identify and explore new market opportunities (e.g., market segments, distribution channel options, alternative positioning possibilities, etc.), as well as measure and assess the effectiveness of existing marketing programs. Throughout, emphasis is placed on the need to systematically gather and analyze information for purposes of making informed marketing decisions. The course is analytical in nature, and entails use of mathematical and/or statistical models as appropriate. However, the focus is on practical interpretation and business application rather than mathematics per se. Books & Materials  Required Text(s): 1. Harvard Business cases. Each Harvard case is indicated by "HB case" on the accompanying detailed syllabus. These cases will be made available for purchase through the Harvard Business Online website. They are not available for purchase through the bookstore. The instructor will provide complete information on how to purchase the cases on the first day of class. This will entail accessing the Harvard website through a designated link.

2. Cases by Roger Kerin. Each of these cases is indicated by "Kerin case" on the accompanying detailed syllabus. These cases will be made available for purchase by the instructor on the first day of class. They are not available for purchase at the bookstore. 3. Electronic reserve readings (each indicated by "Reading" in the detailed syllabus). These readings will be placed on UVM’s Blackboard, under BSAD 150.

Grading: Individual classroom participation (e.g., discussion of cases and readings) Assignments (e.g., homework) and quizzes Final exam Team value write-up and presentation 15% 15% 50% 20%

Attendance Policy: This is a compressed, two-week long course, so students are expected to attend all scheduled classes. No food, drinks, phones, or headsets in the classroom. Please be punctual, since late entrances are disruptive to your classmates and the instructor. All students are expected to abide by the provisions of the Academic Honesty Policy, and adhere to the Classroom Protocol. Additional Comments: The Instructor may modify the assignments throughout the course (e.g., adding readings). Please listen to in-class announcements about syllabus changes. Academic Honesty The principal objective of the policy on academic honesty is to promote an intellectual climate and support the academic integrity of the University of Vermont. Academic dishonesty or an offense against academic honesty includes acts that may subvert or compromise the integrity of the educational process. Such acts are serious offenses that insult the integrity of the entire academic community. Offenses against academic honesty are any acts that would have the effect of unfairly promoting or enhancing one's academic standing within the entire community of learners which includes, but is not limited to, the faculty and students of the University of Vermont. Academic dishonesty includes knowingly permitting or assisting any person in the committing of an act of academic dishonesty. The policy distinguishes between minor and major offenses. Offenses purely technical in nature or in which the instructor does not perceive intent to achieve advantage are deemed minor and handled by the instructor. Major offenses are those in which intent to achieve academic advantages is perceived. A full statement of the policy can be found in the Cat's Tale. Each student is responsible for knowing and observing this policy.

Detailed Assignments

BSAD 150 - Z1 Marketing Management
SU, 2010 Noordewier@bsad.uvm.edu Date



Introduction; Market orientation and customer Reading: Best on customer focus and managing satisfaction customer loyalty Reading: Besanko et al. on surplus Marketing decision-making under uncertainty; Customers and benefits sought Kerin case: Skin-Tique Reading: Heizer and Render on EMV Reading: Capon and Hulbert on customers (Part A and B) Reading: MacInnis and Hoyer on the theory of reasoned action Reading: Reading: HB case: Reading: Kotler and Keller on segments and targets Kotler and Keller on positioning Starbucks delivering customer service Churchill on clustering



Segmentation, targeting, and positioning

5/27/2010 5/28/2010

Brand management Pricing

Reading: Kotler and Keller on brands Kerin case: Frito-lay sun chips Reading: Nagle on effective pricing Kerin case: Augustine medical HB case: Virgin mobile USA - pricing for the very first time Reading: Mason and Mayer on markup pricing Reading: Doyle and Stern on marketing communications (A and B) Reading: Calfee on how advertising informs to our benefit Reading: Duhigg on warning habits may be good for you Reading: Churchill and Peter on sales promotion Kerin case: Merton Industries Reading: Coughlan et al. on marketing channels Reading: Rubin on franchising Reading: Ballou on logistics service Reading: Malhotra on measurement and scaling Reading: Hanson and Kalyanam on valuing contacts

5/31/2010 6/01/2010

Memorial Day - UVM closed Marketing communications; budgeting


Channels of distribution; team value presentations


Market research; marketing metrics; online contacts and evaluating web chains; team value presentations (continued) Summary and Final exam


Classroom Code of Conduct Faculty and students will at all times conduct themselves in a manner that serves to maintain, promote, and enhance the high quality academic environment befitting the University of Vermont. To this end, it is expected that all members of the learning community will adhere to the following guidelines:

1. Faculty and students will attend all regularly scheduled classes, except for those occasions warranting an excused absence under the policy detailed in the catalogue (e.g., religious, athletic, medical). 2. Students and faculty will arrive prepared for class and on time, and they will remain in class until the class is dismissed. 3. Faculty and students will treat all members of the learning community with respect. Toward this end, they will promote academic discourse and the free exchange of ideas by listening with civil attention to the comments made by all individuals. 4. Students and faculty will maintain an appropriate academic climate by refraining from all actions which disrupt the learning environment (e.g., making noise, ostentatiously not paying attention, and leaving and reentering the classroom inappropriately). 5. Food and drink are not allowed in classrooms. Instructors will inform students of any special/additional expectations.

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