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Golden Gate University Edward S. Ageno School of Business Department of Marketing and Public Relations, San Francisco Campus

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Golden Gate University Edward S. Ageno School of Business Department of Marketing and Public Relations, San Francisco Campus Golden Gate University Edward S. Ageno School of Business Department of Marketing and Public Relations, San Francisco Campus Syllabus MKT 300 Marketing Management Professor Henry O (Hank) Pruden, Ph.D. Fall, 2009 Purpose: The purpose MKT 300, Marketing Management is to educate mature, professional- oriented men and women for positions of entrepreneurial or managerial responsibilities through a course in marketing that combines theory with practice and which emphasizes active and interactive learning. Catalog Description: Focuses on marketing management and problem-solving. You will learn methods for managing product positioning, pricing, distribution and external communications. You will learn about customer behavior, demand determination and marketing research. You will be exposed to marketing in a variety of contexts such as for-profit, non-profit, Internet and the global context. Emphasis is on developing fully integrated marketing programs as well as interfunctional coordination. The case method is used. Course Objectives: The overall goal of this course is to help the student learn to become a more competent business manager by deepening the student understands of marketing and by sharpening the student’s decision-making and communications skills. This course is designed to help you understand and make critical marketing management decision by exposing you to the theory and practice of marketing analysis and planning. The course aims to enable you to: 1. Formulate effective marketing plans in support of corporate and business unit level strategies. 2. Critically evaluation and interpret complex cases depicting real life business situation so that you can make better marketing management decisions in your own organizational context. 3. Develop a comprehensive Marketing Plan including a detailed market analysis, overall marketing strategy, and appropriate marketing tactics. You should be able to proudly present this Marketing Plan to existing or potential employers. 4. Research and discuss a marketing management topic of personal interest to you. 5. Demonstrate your management communication skills, both written and oral, by presenting and defending analyses of marketing situations. Expectations 1. Students will be expected to contribute to the class learning experience by participation in cases and class discussions. This will require doing the assigned reading and case preparation in advance and then actively participating during the class session. 2. The term project chosen by the student will require the submission of a written marketing plan. 3. Students are expected to complete a Mid Term Examination and a Final Examination. 4. A written case analysis shall be a part of the examination process. Harvard Business School Cases The type of case used in Marketing 300 will be the traditional Harvard Business School type case. The approach to these cases in Mkt 300 will be traditional Harvard Case-Method. That method requires discussion in class for interactive learning, problem solving and the application of marketing principles to cases that report concrete decision problems in marketing. The eight cases that shall be studied appear in the schedule of assignments. Materials Textbook: MARKETING MANAGEMENT by Greg V. Marshall and Mark Johnston, Mc Graw-Hill Irwin, ISBN # 978-0-07-352979-0 Harvard Case Packet Handouts, including notes on how to do the Harvard Case Study Method. Grading 40% of the grade shall be assigned for the in class discussion of the Harvard Cases, the exercises and marketing concepts found in the textbook. 20% of the grade will be assigned to the students’ term project. 40% or 20% each for the Mid-Term Examination and the Final Examination. Term Project Each student shall be required to discover, select, study and prepare a marketing plan for a company. The company should tie in to the students’ career interest. The company maybe an existing enterprise in San Francisco or elsewhere. The instructor can recommend a Harvard case for the student to study. ACADEMIC INTEGRITY: All Work Must Be Your Own Students must be honest in their academic work. Plagiarism and cheating are unacceptable and either will result in automatic failure. There are no extenuating circumstances. All assignments must represent original work developed by the student(s) for this class. Sources of primary and secondary information referenced must receive appropriate credit, using standard citation format. This includes direct quotations and paraphrased material. Word-for-word quotations should be enclosed within quotation marks or, if extensive, indented. Should you have any question how standards of academic integrity apply specifically to this course; please contact the instructor for clarification before taking any action about which you have questions. For a complete statement of Golden Gate University’s Policy on Academic Honesty see www.ggu.edu/student_services/student_life/griffin_student_handbook/policy_academic_ honesty For assistance on citing sources see http://www.ggu.edu/university_library/research_assistance/research_assistance_citing_so urces or consult a handbook. APA format is GGU’s preferred style for citing sources. To request academic adjustments due to a disability, please contact the Disability Services Office at (415) 442-7871. Please present a letter from the Disability Services office if you would like to discuss academic accommodations Instructor: Dr. Pruden received a Ph.D. in Marketing from the University of Oregon and an MBA from the University of California, Berkeley. He has taught marketing in variety of schools on the US and abroad, including the University of California at Berkeley, Northwestern University in Evanston and Chicago, Illinois, and most notably the University of Texas at Austin. Dr. Pruden joined the Adjunct Faculty of Golden Gate University in 1976 and specialized in teaching technical market analysis. His articles on marketing and management have appeared in numerous scholarly journals, including the ACADEMY OF MANAGEMENT JOURNAL, the ADMINISTRATIVE SCIENCE QUARTERLY, the JOURNAL OF MARKETING, the JOURNAL OF MARKETING RESEARCH, and the CALIFORNIA MANAGEMENT REVIEW. A strong proponent of the case method of instruction, Dr. Pruden has written several marketing cases for classroom use. He is a past Editor of the MARKET TECHINICANS ASSOCIATION JOURNAL, and he is active in the teaching, research, and practice of technical market analysis and behavioral finance. Most recently, his book, THE THREE SKILLS OF TOP TRADING was published by John Wiley and Sons in 2007. How to Reach the Instructor: Office Hours: T: 5:00 -6:30, Room 4315, GGU San Francisco Phone: (415) 442-6583 during business hours, Monday -Friday Fax (415) 442-6579 Email: [email protected] Syllabus- Pruden- 2009 SCHEDULE OF ASSIGNMENTS FOR MKT 300 Session #1 Introduction to Marketing Management 1.1 Textbook: Marshall and Johnson, Chapter 1, Marketing in Today’s Business Milieu 1.2 Exercise and handouts: Management Decision Case: Unilever Makes Sustainability “Business as usual”, Textbook, Pages 25-26 Harvard Business School - Marketing and the Case Method of Instruction (handouts) Other handouts Session #2: Marketing Strategy and Planning and The Global Marketplace 2.1 Textbook, Chapter 2 and 3 2.2 Lecture Outline and Class Objectives (handout) 2.3 How To Prepare and Succeed With IN-Class Discussion of Harvard Business Cases Session #3 3.1 Harvard Case: Nature View Farms (class discussion) 3.2 Currently Useful Generalizations and A Look Ahead (lecture, handouts, videos) 3.3 Sharing Experiences Session#4 4.1 Textbook, Chapter 19 4.2 Textbook, Chapter 04 4.3 Exercises; Metrics for Measuring Market Performance (in class and online) 4.4 Amazon Markets Its “Backroom” Capabilities, Textbook, Pages 114-115 4.5 Clues for the next Harvard Case Discussion Session#5 5.1 Harvard Case: The Springfield Nor’easters: Maximizing Revenues in the MINOR Leagues (class discussion) 5.2 The Springfield Nor’easters Case and a look ahead to the textbook chapter 05 Managing Marketing Information (lecture) 5.3 Thoughts concerning a Harvard Business School written case analysis (lecture and handout). Session#6 6.1 Textbook, Chapter 05, 06 and 07 6.2 Lecture Outline and Learning Goals (handout) 6.3 Videos Session#7 7.1 Harvard Case: Harrington Collection: Sizing Up the Active-Wear Market 7.2 Cases and Concepts: A Look Backward to Earlier Chapter and a Look Forward to Chapter 09 and STP. Session#8 *8.1 Mid-Term Examination and Written Case Analyses 8.2 Textbook Chapter 09 8.3 Clues for the next in-class discussion of a Harvard Case Session#9 9.1 Harvard Case: The Fashion Cycle (in class discussion) 9.2 Currently Useful Generalization Concerning “STP” (Lecture) 9.3 A look backward and a look forward (lecture, handouts, discussion) Session#10 10.1 Textbook, Chapters 08,10 10.2 Exercised: Cisco’s Brave New World (Textbook PP.233-234); It’s Not Your Dad’s Malibu (pp. 299-300) Session#11 11.1 Textbook, chapter 14 11.2 Harvard Case: Atlantic Computer: A Bundle of Pricing Options Session#12 Open Session- Assignment to be announced Session#13 13.1 Textbook, Chapters 11,12 and 15 13.2 Exercises: 1. Apple’s iPod Rules but Long Live the Record…Turntable (Text, pp. 326-327), 2. Keeping the Buzz at Burt’s Bees (Text pp 349-350), 3. Avon’s 5,000,000 – Person Strong Distribution Network (Text, pp 431-432) Session#14 14.1 Harvard Case: Harrington Collection (revisited) 14.2 Textbook: Chapter 16 14.3 Class discussion and question and answer session regarding the term projects Session#15 15.1 Textbook, Chapter 17 and 18 15.2 Preview of the Harvard Business School Case, “Talk to Chuck” Session#16 16.1 Harvard Case: Charles Schwab: “Talk to Chuck” Asvertising 16.2 Harvard Videos: “Talk to Chuck” 16.3 Cases and Concepts: A Look Backward to earlier chapters and cases and a Look Forward to the Final Examination. Session#17 17.1 Final Examination and written case analysis Session#18 18.1 Term projects submitted 18.2 A wrap-up of Marketing 300 .
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