MKGT 654 Fastrak MBA Marketing Management, spring 2012 Barsema Hall Room (210) Instructor: Office Location

: Office Telephone: Cell: Fax: Email): Office Hours: Dr. Vijaykumar Krishnan 128G Barsema Hall (815) 753-6218 (513) 675-0350 (815) 753-6014 vkrishnanpalghat@niu.edu 11.30 am – 12.30 pm after every class

TIP: Please bring a calculator (or your laptop) to every class. You will need it for number work. Course Description MKGT 654 is a marketing course designed to provide the student with a cohesive understanding of marketing from a managerial perspective through the exploration of marketing problems with an emphasis on qualitative and quantitative analysis, integrative marketing decision-making, and strategy formulation. Course Purpose This course will provide frameworks and tools to solve strategic-level marketing problems. The course utilizes lectures, and case studies from the Harvard Business Publishing. The cases studies provide an extensive opportunity to integrate and apply analytical tools in a practical business context. Taking the perspective of a senior marketing executive, the class will focus on the design, implementation and evaluation of marketing strategy. This course goes beyond marketing tactics for a single product or service offering. Instead, we will examine the strategic-level management of a firm‟s marketing resources and capabilities in order to maximize long-run customer value and to generate the greatest financial return for the firm. As such, marketing management focuses on improving six very important abilities:  To strengthen your ability to think clearly, logically, creatively, and ethically about business (in general) and marketing (in particular)  To strengthen your ability to make decisions based on sound quantitative and qualitative analysis  To strengthen your ability to speak and write  To strengthen your ability to apply your marketing knowledge and skills  To strengthen your ability to ask questions and contribute to in-class discussion  To strengthen your ability to work in a team

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Here are some books that you may consider although these are not required material for this class: 1. Please follow the instructions on this link to register. The components of the course material are listed below.hbsp. download. An electronic packet of thirteen items (12 cases. 2010.. Kerin and Robert A.harvard. buy.. Strategic Marketing Problems by Roger A. twelfth edition.) (b) Material from the class lectures (c) in-class discussions (d) Handouts / printouts distributed in class Copies of the class lectures/presentations will be provided via Blackboard. Part of your grade depends on this assignment. 2. and print these materials. Please note that this material copyrighted and should not be copied. This material includes a case on Marketing Simulation.You would be able to purchase and download this material at this link. and a simulation module) is available from Harvard Business Publishing . http://cb. Peterson. Pearson Education Inc. Students typically create a binder before the first class. Some of the discussion slides will not be available from Blackboard.Course Materials The course will follow a seminar format that emphasizes peer learning. There are many good books on marketing strategy/management. redistributed or shared in any manner. You would have to ensure that you have your personal and legal access to the material. 7th edition. We will form groups on 3/26/2012. 50% of your work in this class will be in the form of group deliverables. Marketing strategy: A Decision-Focused Approach by Walker. Grading 2 . Each student is expected to take notes to capture the salient points of the class lecture and to ensure that he/she understands the material presented in class. Google chrome etc. McGraw-Hill Irwin. and Mullins.edu/cb/access/13196567 (a) This is the only required material for this course. (Hint: If you experience difficulties try alternative browsers IE. Jr. the first day when the class meets. Firefox. There is no required text for the course. and you may consult them additionally. 2010.

The second/third sessions will be in a lecture format.0%—F--0 Format of the class Generally. etc. 50. 79.0 %---. These sessions will provide the theoretical foundation for the case discussion that will follow in the first session of the next class. product/ market diversification. new product launch.50.0%. Ninety percent of the task of a business manager is raising relevant questions. PowerPoint presentations may be used. „connect the dots‟ with your insight.Your grade will be determined by your performance in the following components: Attendance. 100% ---. participation & pre-discussion summary @ 2% per class X 12 Mid-Term Simulation Individual-Work Total Company Analysis Project Part I Company Analysis Project Part II Company Analysis Project Presentation Group-work Total 24 % 16% 10% 50% 20% 20% 10% 50% The overall course grade will be assigned as per the following guideline. during the case discussion session our classroom would resemble a boardroom where you are the senior executives shaping the decisions for the situation at hand. We will discuss extant literature on management from different perspectives covering pricing. branding.70. distribution.B---. raise 3 . the case method helps the classroom meet the business world.9% ---.9%---.9% ---. and take managerial decisions invoving marketing and business variables. In „solving‟ the cases. case discussions bring alive the sense of energy and fun a business manager might expect. each class meeting will comprise two sessions. Case discussions help us hone our ability to identity the correct problem in business situations. Answers to business questions are relatively easier to find but raising right questions is a critical managerial skill. I will endeavor to share theoretical inputs on different aspects of marketing management. In reviewing these cases. 91. and some reading materials may be assigned. Finally.D--. 69. I will nudge things along. Needless to mention that you (and me too!) are expected to come fully prepared to discuss the case in class.1%.80. We will discuss cases involving key problems in marketing management. In short. It is fair game for me to call upon anyone in class to answer a question or start the discussion. you are essentially getting into the shoes of senior executives.A ---. Therefore. You will use available quantitative and qualitative information from the case.92%. In my role as the lead. you will often find yourself. These cases have been chosen across a variety of industries and periods to help develop a broad perspective. case method of learning invoves discussions on real-life sitations faced by busined executives. asking … “…so what is the business problem this manager is trying to solve?” Often symptoms are wrongly identified to be a problem. In the second session.. Simply put.C ---.

1. 2.g. challenge your suggestions. Your participation points will also depend on the quality of the pre-discussion summary. using a 10-12-pitch (Times New Roman) font. or amplify a point. Simply asking a lot of simplistic questions will not be enough. Class Attendance. Where are we? Situational analysis of the company in the case discussion describing the current position of the company.. Your participation grade is partially a function of the frequency of contribution. How do we get there? What do we need to do to get to the destination? E. Absence will be marked with a score of “0” for the class. and importance) of your contribution to the discussion.new issues from time to time. Students will be required to come to class prepared for discussion and to contribute to develop an effective learning environment. The summary should address the following questions. but it is primarily dependent on the quality (clarity. 3. This is a cornerstone class in which independent thinking and individualized positions are emphasized and encouraged as long as they are effectively substantiated. Is the participant prepared?  Do comments show evidence of analysis of the case? Do comments add to our understanding of the situation? Does the participant go beyond simple repetition of facts without analysis and conclusions? Do comments show an understanding of application? 4 . 1. relevance. launch a new product. Active involvement in class discussions is absolutely. positively essential to your successful completion of this course. expand into a new market etc. Each case will typically end at a dangling decision fork. Your grade for each case discussion will be determined by answering the following questions. Participation and Pre-discussion summary (24%) Attendance is mandatory in this class and in addition a pre-discussion summary needs to be turned-in Pre-discussion Summary A 2-page summary of the case to-be-discussed in class is due at the beginning of the class. advertise. Students are expected to have open minds and respect the positions and opinions of others. Leaving early or during the breaks will be construed as an absence. Students will be required to contribute to class discussion in a mature and scholarly fashion. The summary should be typed in a double-spaced format with one-inch margins on all four sides. Where do we want to be? Suggested future direction for the company based on the information provided in the case.

In general. no more than one make-up is allowed in lieu of attendance. and insight. 2. Is the participant an effective communicator?  Are concepts presented in a concise and convincing fashion? Keep in mind that your grade for participation is not simply a function of the amount of "airtime" or "space" you take up. There will be 11 sessions during the semester where your participation will be graded. offering creative comments. original thinking. you will be evaluated on how well you respond to the questions and how effectively you take into account the comments and analyses of your classmates. asks trivial questions. 0. Mid-term (16%) 5 . a make-up assignment (Write a 200-word summary for three articles from recent issues of Businessweek) can be turned in to earn the participation grade for that session. in order to earn the participation points. frequent absences will hurt your participation grade. Answers questions or offers commentary only occasionally. 1.5 Below Average Contributor: Sporadic contributions to class discussion. Is the participant a good receiver?  Are the points made relevant to the discussion? Are they linked to the comments of others? Is the participant willing to interact with other class members? 3. 1. In addition. 50 Points: Good Contributor: Consistent contributions to class discussions primarily through asking questions or answering questions. Some questions or comments consolidate the general theme under discussion. and of other class members).0 Points: Outstanding Contributor: Consistent. high-level involvement in class discussions demonstrated through asking questions (of me. Needs to be called upon to participate. The following scale will be used to evaluate your contribution to in-class discussion. limited questioning. When called on.00 Points: Satisfactory Contributor: Periodic contributions to class discussion. However. In case of an excused absence with a valid reason and at the discretion of the instructor. Therefore. fails to demonstrate adequate degree of familiarity with the assigned material. and providing evidence of analytical depth. Each unexcused absence during a class session will result in zero points for that session. of teams. answering questions. adding new dimensions to the class discussions. the written summary should have been turned-in at the beginning of the class. Passive member of the audience.2.

(Your last run may not be the best!) You will bring to bear all the learnings in the class to run this business effectively. Thus. You will be allowed 10 runs (1run = running the business for all 12 quarters). and check with me for receipt before class dismissal. and accounting). marketing strategy development must be based on a sound understanding of the market arena in which the company competes. Marketing simulation (10%) You will run a simulated business of a fictitious company for 12 quarters. you can analyze a competitor‟s company). must be proficient in applying this process. operations. Company Analysis Project (20%+ 20% = 40%) Marketing professionals can contribute to company decisions by analyzing markets for opportunity and developing marketing strategy to convert that opportunity into sales and profits. Then choose a public company (different one for each group) in the industry that you wish to research. Your best run will be used for evaluation. as well as those from other functional areas (including finance. and try to guide your company to profitability and other specified goals. 6 . analysis and strategy development/implementation are complementary parts of the overall product and market planning process. Be sure to choose a company on which you can gather relevant financial information. Because environmental forces influence opportunity. The strategic planning and development process is challenging and requires creativity. Choose an industry you are interested in researching. 2. Your instructor would determine number of groups. You will attempt to analyze your business results and learn from the consequences of your decisions. 1. During the first meeting we will form groups. It cannot be your own company (however. some questions involving marketing metrics and some objective type questions. All marketing professionals. take several strategic marketing decisions. as financial analysis is a critical part of the project. Be sure that there are many secondary sources (articles) of information on the chosen company and industry. The skills that you learn from this project should be easily transferable to most any type of marketing and other positions that you will hold in the future.Your mid-term exam will comprise a combination of some essay type questions. and patience. It would be held on 4/18/2012(approximately 75 minutes). This is an individual task. reasoned judgment. analytical perseverance. The group should consist of 5-6 students. Please email me your midterm responses answered on your laptops immediately after the test.

You should be able to find a minimum of 40 from a wide variety of sources. on May 7. 7. Sections to Be Completed 1) Situation Analysis Company analysis (including financial) Industry analysis External environment analysis Customer/Target market analysis Competitor analysis 2) Description and analysis of current marketing strategies employed (including strengths and weaknesses of such strategies) 3) Decision or issue to be researched including: 7 . No companies may be researched by more than one group. 6. 5. 2012. The College of Business Communication Handbook can be utilized as a guide to citing references in the text and compiling reference lists. in class. Be sure to use the material covered in your text and other handouts/readings as a guide to setting up the paper format. 3) decision or issue to be researched. The University library website has a link to sources for researching industry and company information. you are preparing a case study of the company chosen.3. Include in the paper sections on: 1) situation analysis. 2012. let me know. 5) expected/anticipated competitive reactions. This marketing decision will then become the basis for your group‟s project. prepare a paper (minimum of 60 pages excluding references and appendices) that discusses in-depth how the company being investigated should confront the selected issue. 2) description and analysis of current marketing strategies employed. 6. 5 points will be deducted from the paper grade. Based upon information contained in the articles or from other resources. Part 1 (Includes Sections 1. 4) development and evaluation of one (or more) alternative marketing strategy (ies) including financial analyses (and implementation of the chosen alternative(s)). the number will vary. For each day late. 8. and 7) appendices and references. using a 10-12-pitch (Times New Roman) font. For each day late. 5. In essence. choose/develop/analyze a key marketing decision the company will have to confront within the next 6-12 months. 6) summary. and 7) of the Group Company Analysis Project is due. The paper should be typed in a doublespaced format with one-inch margins on all four sides. From class and external material. on April 18. first-served basis. Depending on the company. and 7) of the Group Company Analysis Project is due. Gather as many articles as you can on the company (competitors and industry) that relate to its business strategies and marketing activities. Once you have chosen a company. The paper is expected to be presented in a professional form. Approval will be given on a first-come. 4. 2. Part 2 (Includes Sections 4. Spelling errors or grammatical mistakes will be penalized severely. 5 points will be deducted from the paper grade. 3.

8 . a person who failed to contribute as a team member might even receive no points for team assignments at the discretion of the instructor.Decision criteria. It is expected that each member of the group will lead/present a reasonable part of the assigned case. The content and format of the makeup exam may change significantly from the regular scheduled exams. Policy on Make-up exams Make-up exams must be requested in writing and will require verifiable proof. objectives associated with the decision. note that one does not get an opportunity to choose one‟s colleagues in the real world. Sometimes one may be saddled with more work. One cannot go too far shirking work in the corporate world and we want to be respected by our colleagues. No upward adjustment of grades is possible. Peer evaluations may result in the lowering of an individual team member‟s grades because of the lack of contribution at the discretion of the instructor. All team grades may be adjusted according to peer evaluations. In extreme cases. and relevant factors influencing the decision 7) Appendices and references (20%) 4) Development and evaluation of alternative marketing strategy (ies) including financial analysis. Presenting team’s deliverable: A power point presentation file of the project on the day of the presentation. The peer evaluation forms will be given on May 14. Each member of the group will be expected to evaluate each of the other members in the group. 2012. and selection and implementation of the chosen alternative(s) 5) Expected/anticipated competitive reactions 6) Summary 7) Appendices and references (20%) Group Presentations (10%) Your group will present the group project. In general.

eating/drinking) etc.Important Notice Grades are not negotiable. early "leavers. loss of a job offer. Those that are not in a team at this time will be assigned to teams by the instructor. You may form your own teams (of five students to a team). electronic games. reading for pleasure. ♦ Disruption of class will not be tolerated. and university related to academic integrity will be enforced.g. unprofessional email. Special Needs 9 . teams may check with me several days (not hours!) prior to their case presentation to confirm that they are making sufficient progress and to ask me questions that may have arisen as they worked on a case. Exceptions will not be made for individual students. The teams are responsible for keeping me aware of team progress and problems. Class Administrative Policies ♦ As a courtesy to both your professor and your fellow students. and other documented policies of the department. Disruptive behaviors include things such as: latecomers. college. or any other devices that generate sound must be turned off during class. Please make sure that you have sufficient diversity in terms of people with adequate quantitative and qualitative reasoning skills. Please be considerate of your fellow classmates. Any violation of these regulations. inconsiderate behavior (e. graduation. working on outside assignments. If they choose. Teams The class will have multiple teams. Grades can be changed only if I have made an input or calculation error. Please hand in the names of your team members to me on March 26. all pagers. excessive talking. ♦ Policy on academic misconduct: The University Rules. revocation of student visa. Students with extenuating circumstances which require them to receive a certain grade or maintain a particular GPA (e. however repeated violators will be penalized and may face expulsion from the class and/or other disciplinary proceedings. 2012. Any student who violates or knowingly helps another student violate academic behavior standards will be pursued through the Office of the Dean of the College of Business Administration. cell phones. including the Student Code of Conduct. radios. A warning may be given for the first offense. etc. sleeping.) must realize that they are responsible for working hard to achieve the needed class grade. University probation or suspension. including acts of plagiarism or cheating. mp3/CD players. intoxication. loss of a scholarship.. will be dealt with decisively on an individual basis." noisy devices.g.

please bring to my attention any inconsistencies you notice in this syllabus document to help improve clarity. So please contact me as soon as you can.Your academic success is my primary goal. CAAR is located on the 4th floor of the University Health Services Building. Finally. and/or specific learning disability that may influence your performance in this course you should contact me to arrange for reasonable provisions in cooperation with the Center for Access-Ability Resources. If you have any special needs related to your participation in this course. please contact me immediately. if you are likely to have religious obligations that will conflict with the due dates for particular assignments. communication disorder. physical impairment. hearing impairment. Also. including identified visual impairment. 10 . CAAR requires proper documentation.

Ready reckoner MKTG654 Fastrak Spring 2012 Dates 3/26/2012 3/28/2012 4/2/2012 4/4/2012 4/9/2012 4/11/2012 4/16/2012 4/18/2012 4/23/2012 4/25/2012 4/30/2012 5/2/2012 5/7/2012 5/9/2012 5/14/2012 5/16/2012 Case: 9am-10.15am Introduction Harrington Collection Portland Trail Blazers Mountain Man brewing Company L'Oreal of Paris: Bringing Class to “Mass” with Plenitude Atlantic Computer: A bundle of pricing options Wilkins A Zune company Fueling sales at EuroPet LG: Global Strategy in Emerging Markets Geox Breathing innovation into shoes Host Europe The Cleveland Clinic Nike's Global Women Fitness Business Group Presentations Group Presentations Group Presentations Lecture:10.30am Competitor analysis Developing New Products and Services Customer Lifetime Value.30am-11. Consumer decision making Brand portfolio management /perceptual maps Pricing Forecasting and demand estimation Advertising Management MID-TERM Innovation Sustainable Marketing Growth Strategies Global Strategies Discussion on simulations Group Presentations Group Presentations Group Presentations Deadlines Groups Formed Company Chosen for group project Group cases allocated Phase 1 Group Project due Simulations begin Phase II group project due Peer Evaluations Simulations end 11 .

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