THE UNIVERSITY OF THE WEST INDIES

DEPARTMENT OF MANAGEMENT STUDIES

ST. AUGUSTINE CAMPUS

COURSE OUTLINE 2023/2024

1 GENERAL INFORMATION SUMMARY

Course title MARKETING MANAGEMENT

Course code MKTG 3000

Course type Core

Elective√
Co-curricular
Level 3

Semester 1

Credits 3

Teaching Methods Lecture

Case studies & Group Presentations

Estimated Study Lectures - 3

Hours/week Independent Study – 2
Group work- 1
Total no. of Coursework –3 (1 Case Discussion, 2 Group Case Submissions)
assessments Final Exam – 1

Instructor Lecturer: Dr. Barney Pacheco

information Lecture Times: Thursday 5:00 pm-8:00 pm
Office Hours: Thursday 2:00pm-4:00pm or by appointment
Lecturer Contact Information: Barney.Pacheco@sta.uwi.edu

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2 COURSE OVERVIEW

2.1 Course Description

This course MKTG 3000 helps to enable students to develop a sound theoretical and practical
understanding of marketing analysis, strategy formulation, implementation and control.

We will meet for three (3) hours each week on Thursday from 5:00 pm-8:00 pm. The course
content is as follows:
1. Strategic Marketing
2. Markets & Competitive Space
3. Strategic Market Segmentation and Customer Management
4. Market Intelligence and Knowledge Management
5. Market Targeting and Strategic Positioning
6. Strategic Relationships
7. Product Innovation
8. Strategic Brand Management
9. The 4Ps in Marketing
10. Strategic Marketing Implementation & Control

The course adopts a student-centered teaching and learning approach whereby the learning
activities communicate the objectives, benefits and expectations to students thus enabling them to
feel prepared and supported in their learning. Teaching strategies include discussions, group
work/projects and questioning, all of which provide students with the opportunity to actively
engage with the course content and provide them with variety during the lectures. The course will
be assessed by both coursework and a final examination. The course assessments, learning
objectives and instructional strategies are aligned so that they reinforce one another.

2.2 Rationale

This is an advanced course that extends the students’ understanding of the importance
of being market driven within the strategic marketing context. Students are provided
with the opportunity to apply the marketing principles and techniques when analysing
real-world issues presented in the case format.

2.3 Aims/Goals

MKTG 3000 aims to provide students with the ability to undertake an analysis of the
Marketing function of an organization to determine the level of market driven strategies
that are being employed and to develop and implementation plan to allow the marketing

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function to perform at best capacity to achieve organizational goals. The course also
aims to further develop the students’ soft skills, particularly, their communication,
interpersonal and presentation skills.

2.4 Learning Outcomes/Objectives

Upon successful completion of MKTG 3000, students Cognitive

will be able to: Domain
1. Conduct a strategic marketing audit of an organization in Application, Problem
terms of market orientation, operational strategies, Solving & Decision
marketing mix and evaluation methods. Making

2. Design a comprehensive strategy to address specific Application

marketing challenges typically faced by organizations and
reflect upon significant learning experiences

3. Use the conceptual framework of strategic marketing to Critical Thinking

resolve specialized marketing issues.

2.5 Course-to-Programme Learning Outcomes Checklist

Programme Level Learning Outcomes LOs applicable

At the end of the programme, students will be able to: to MKTG 3000

Knowledge Level:
1. Demonstrate an appropriate mastery of the knowledge, skills 
and tools of strategic marketing principles.

2. Apply relevant strategic marketing principles and standards to 

specific business activities and workplace situations.
Skill /Competence Level:
3. Employ critical thinking, analytical and problem solving skills 
to resolve complex business marketing issues.
4. Use clear and concise communication to convey relevant 
marketing information to the target audience so that decision
makers can implement sound marketing strategies.

5. Develop the ability to recognize and respond appropriately to 

professional, ethical and regulatory issues in marketing.

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3 COURSE ASSESSMENT

LINKAGE OF ASSESSMENT METHODS TO LEARNING OUTCOMES

Assessment Learning Outcomes Weighting %

Method LO 1 LO 2 LO 3
Written Group Case Y Y Y 20%
Submissions (2)
Case Discussion Y Y Y 20%

Final Examination- Y N Y 60%

Case Study Based

Written Group Case Submissions (20%)

 Each Group (6-7 students) will provide three written case reports containing a
response to the assigned case questions as indicated in the course calendar. The
2 highest scores will count towards the group’s coursework marks. Failure to
submit a report will result in a penalty being applied of 50% of the grade obtained
for this component.

 Responses should be based on the case material only. Reports are to be turned
in at the start of class since the case will be discussed during class. You may
keep copies of the report to aid in class discussion. All students are expected to
actively participate in the discussion of the assigned questions.

 The report should be no more than 3 double spaced pages in length – this limit
will be strictly enforced. Times New Roman 12 point font and 1 inch margins are
required. Bullet points, tables and/or short paragraphs are acceptable.

Case Discussion (20%)

 Each week, starting in week 3, four groups will be selected to lead the class
discussion of the assigned case. Two groups will present their responses to the
case questions (using PPT), while the other two will comment on what was
presented, highlighting issues that were overlooked, strengths and weaknesses
of what was presented and alternative strategies that could be used to achieve
company objectives.

 The PPT presentations should last no more than 15 minutes, with roughly the
same amount of time being devoted to the commentaries. Members of the class
will be invited to ask questions and make observations at the end. Marks will be
awarded based on the comprehensiveness of the responses and the critical
analysis demonstrated of the core issues contained in the case.

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4 TEACHING METHODS

Method Description

Lecture, Case Class sessions will generally be split between Lectures and
Studies and Discussion of assigned cases. The lecturer will actively engage
Class students by asking probing questions and posing in class problems
Discussion to ensure application of content. The classroom is a designated safe
space where students are encouraged to participate in vibrant
discussion and air opposing views while being professional in their
approach to both asking and answering questions. The case study
method can only be beneficial if everyone comes to class having read
the case and is prepared to have a robust discussion of the material.

Class Participation
Students are expected to complete all assignments on time, to attend all classes and to
be prepared for active discussion sessions. Students should have read, studied and
thought about the assigned material for each class. Students are also expected to
arrive at class on time. While becoming actively involved in discussions can be
difficult and challenging, I encourage you to move outside your comfort zone. Be true
to yourself; yet sincerely try to develop competency in this vitally important area.

5 READINGS/RESOURCES

Required text
Cravens D. W and Piercy N.F., Strategic Marketing, 10th Edition, (Mc Craw-Hill 2012)
Case Materials – will be provided during course

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6 COURSE CALENDAR

Date Topics Readings/Resources Activities including

Assessments
Strategic Marketing: Overview Introduction to Case Analysis
Sept. 7 and Introduction to Case Chapter 1 and overview of Course
Method Outline

Sept. 14 Due : Finalise Group

Markets & Competitive Space Chapter 2 Selection (Group Name and
Contact Person)
Sept. 21 Strategic Market Segmentation Case Discussion and
Chapter 3 &4 Commentary
and Customer Management

Sept. 28 Market Intelligence and Case Discussion and

Chapter 5 Commentary
Knowledge Management

Market Targeting and Strategic Written Group Case

Oct. 5 Chapter 6 Submissions & Discussion
Positioning

Oct. 12 GUEST LECTURE

Oct. 19 Strategic Relationships Chapter 7 Case Discussion and

Commentary

Oct. 26 Product Innovation Chapter 8 Written Group Case

Submissions & Discussion

Nov. 2 Strategic Brand Management Chapter 9

Case Discussion and
Commentary

Nov. 9 The 4Ps in Marketing (A) Chapter 10 Case Discussion and

Commentary

Nov. 16 The 4Ps in Marketing (B) Chapter 11 & 12 Written Group Case
Submissions & Discussion

Nov. 23
Strategic Marketing Chapter 15 Course Review
Implementation & Control

7 POLICIES

Academic Integrity
It is each student’s responsibility to ensure that when his/her name appears on any
submission (e.g., Group assignment), the content is his/her work. If it is the work of
someone else, you must cite the source; anything else is plagiarism and cheating. Any
student who is found guilty of Level I plagiarism on any submission during the term will
be penalized through the reduction of marks. Conversely, any student who is guilty of

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Level II plagiarism on any submission during the term will be reported to the Head,
Department of Management Studies for disciplinary action. For additional information
on this matter, please consult your Student Handbook [Examination regulations for
First degrees, Associate degrees, Diplomas and Certificates]. If you are still unsure after
reading the handbook, please consult the Deputy Dean, Student Matters (Faculty of
Social Sciences).

Network policy
No network connections are allowed during class time without the consent of the
instructor. Web-surfing and email are distracting to me and to your classmates and
are unacceptable at any time during the class. Students are also requested to
mute/turn off cellphones and other distracting devices for the duration of the class.

Grading System
The University Regulations governing the GPA [Grade Point Average] for B.Sc. Degrees
in the Faculty of Social Sciences are:

Grade Mark (% Range) Grade Definition

A+ 90 – 100 Exceptional
A 80 – 89 Outstanding
A- 75 – 79 Excellent
B+ 70 – 74 Very Good
B 65 – 69 Good
B- 60 – 64 Satisfactory
C+ 55 – 59 Fair
C 50 – 54 Acceptable
F1 45 - 49
F2 40 – 44 Unsatisfactory
F3 0 - 39 Poor

8 BIOGRAPHICAL INSTRUCTOR SKETCH

Let me tell you a little about my background and interests. I am a citizen of Trinidad
and Tobago and I received my Ph.D. in Marketing at the University of Colorado,
Boulder after completing my M.Sc. in Administration (specialization in Marketing) at
Concordia University, Montreal and a B.Sc. in Management Studies at the University
of the West Indies, St. Augustine. My research interests are in the areas of consumer
behaviour, digital marketing and strategic brand management. I also currently teach
several graduate level marketing courses.

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 APPENDIX A
CASE Analysis --GENERAL GUIDELINES

* Outside research is not permitted (and points will be deducted for evidence of use of
outside resources, including company web pages).

* Groups are expected to demonstrate their understanding of text concepts through

use of relevant text terminology, application of text concepts/models, etc. In addition,
groups are expected to "work the numbers" provided in their case, which includes
stating assumptions where necessary. NOTE: Please do not define marketing
terms/concepts within the body of your paper--assume that fellow students and the
instructor are familiar with the text concepts/definitions.

* Work smart! Assign deadlines for sections and set up group meetings as soon as
groups are formed! Although your group will need to meet a few times, sections of the
case can be assigned to pairs or individuals so that some team members can begin
immediately. Use email and phone to elicit feedback on drafts. Please make backup
copies of all material! Also, make sure to have several team members (if not the whole
team's) input for every section as a checking mechanism (to ensure that all major
issues have been addressed).

* Discuss with your team members their personal areas of expertise—i.e. you want to
identify those team members who are strong writers/proofreaders...vs. those who are
more comfortable analyzing case data and developing financial statements and
financial ratios...and assign tasks accordingly. Also, consider that assembling and
proofing the paper will take some time, so keep this in mind when delegating work for
each team member.

* All group members should review "Pitfalls To Avoid In Case Analysis" in Appendix B
before beginning work on the case.

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 APPENDIX B
PITFALLS TO AVOID IN CASE ANALYSIS
The following are selected "pitfalls" provided by J. Paul Peter and James H. Donnelly,
Jr., in A Preface to Marketing Management, 7th edition, Irwin, 1997. Students should
make sure to review this list carefully prior to beginning case analyses:

1. Rehashing The Case Material...the instructor and other students are all familiar
with the case details, so avoid simply repeating information readily available in the
case. Rather, you should focus on analysis.

2. Inadequate Definition of The Problem...students must identify the central issues

and make sure not to confuse "symptoms" with "problems". For example, falling short
of sales goals for a new product would be a symptom; the problem might be that the
target market has not been adequately penetrated.

3. Narrow Vision Analysis...cases are often labelled "pricing" cases or "promotion"

cases, but this does not mean that other marketing variables should be ignored.

4. The Search For "The Answer"...there are usually several viable alternatives or
"answers" for every case.

5. Not Enough Information...in real life, the marketing manager is often missing
pieces of information that would aid in making the optimal decision. Students must
make reasonable assumptions (which are stated in their papers) in order to devise a
solution.

6. Use of Generalities...recommendations must be specific in nature. For example,

"targeting new markets" would be too general. Rather, students must suggest the
specific markets to target...Target mothers with children aged 2-6 or target health
conscious males under age 50.

7. Realism...solutions must be realistic. For example, suggesting a $500,000

advertising campaign for a firm with sales of $1 million, would be unrealistic.

8. The Marketing Research Solution...often, additional marketing research would be

helpful, but it does not solve the problem or get a decision made. Students should
avoid recommending additional marketing research as the solution to the problem.
However, additional research may be recommended, but students must specify the
type, the timeframe and a budget for the research.

9. Premature Conclusions...avoid coming to a conclusion after the first reading of the

case. Instead, wait until after your analysis is complete.