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

Syllabus MKT 300 Marketing Management Professor Henry O (Hank) Pruden, Ph.D. Fall 2008 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. 6) Demonstrate your teamwork skills in the context of group project.

1. Students will be expected to contribute to the class learning experience by participation in class discussions. This will require doing the assigned reading and case preparation in advance. 2. Each student will be graded on three case write-ups and exercises during the semester. 3. There will be three examinations. 4. Team projects on either Harvard type cases or living cases chosen by the students will require power point presentations during the last two sessions of the term.

Textbook and Cases

1. Philip Kotler and Kevin Kellar, Marketing Management, 13th Edition 2. Harvard Case packet

Cases: Interactive and interpersonal discussion and decision-making in class. Reading, analysis, group discussion and library and Internet research outside of class.

Marketing 300 will have two types of cases and two different approaches to the study and use of cases.

The first type of case is the mini-case. These are approximately one-page in length case reports of currently popular enterprises like Nike, Microsoft, Budweiser and other well known companies. They are ideal for the application or illustration of Marketing principles found in the Kotler and Kellar textbook. Class members are encouraged to conduct research on the internet to bring these companies up to date, especially with respect to marketing strategy issues. In addition, students are encouraged to explore the rich environment of the San Francisco commercial district by visiting retail stores and observing marketing in action. These online and in person research efforts should enrich and enliven in class discussion. Each student shall submit written analysis of three mini-cases during the term.

Students should apply use of the Case Method (B) (handout in class). All of the mini-cases will be handed out to the students in class.

The second type of case is the traditional Harvard Business School. Each student should purchase a case packet in the GGU bookstore. The case-packet should contain the following three Harvard cases: Heineken N.V.; Global Branding and Advertising: Citibank: Launching the Credit Card in Asia Pacific (A); Optical Distortion, Inc. (A). These cases are ideal for small group study and discussions. Two out the three written cases analysis of these cases will be recorded for the grading. Students should apply use of the Case Method (A) (handout in class).

Instructor: Dr. Pruden received a Ph.D. in Marketing from the University of Oregon and an MBA from the University of , 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]

BASIC REQUIREMENTS: 3 Examinations 30% 3 Written Case Analyses (WCA) 30% Team Term Project (includes a Marketing Plan) 30% Class Participation 10%

Total 100%

REMEDIAL OPPORTUNITY FOR STUDENTS WITH A CUMULATIVE GRADE BELOW "B" by the 13thWEEK:

A fourth examination and an additional Harvard Business School case write up may be required.

SESSION DATE ASSIGNMENT Paper, Case, Exam, etc 1 Introduction to Marketing  Handouts to the class Management; Introduction to the  Hand-in “A Lemonade Stand Case Study Method; An Exercise (B) in Marketing; A Lemonade Stand  Mini-case: Coca-Cola  Mini-case: Wal-Mart 2 Developing Marketing Strategic  Handouts to the class and Plans: Coverage of Kotler and  Assignment: Prepare Heineken Keller text, PART I. Lecture on case for class discussion over “Blue Ocean Strategy”. The Case the next one or two class Method (B) sessions.  Mini-case: Nike 3 Carefully interrelate Kotler and  Class lecture and discussion Keller text parts 1 and 2 with the  Quiz at the conclusion of this Heineken Case. A preview of the session (Hand in). Heineken case.  Mini-case: Budweiser 4 Kotler and Keller Text  Application Exercises: Class Chapters 5 & 6 Discussion of Golden Gate University and the student. Video shown in class  Hand-in your observations about the GGU value Mini-case: Toyota proposition. Proposition and GGU students as customers of GGU

5 Kotler and Keller Text  Class discussion of Sony vs. Chapters 7 & 8 Dell (mini-cases)  Lecture on the “STP” model Video shown in class 6 “Creating Brand Equity”  Examination I in class for Kotler and Keller, Chapter 9 approximately one-hour  Mini-case: General Electric  Lecture and debate concerning brand equity 7 Kotler and Keller text  Case discussion in class. Chapters 10 & 11  Lecturettes on branding, competition and creating Mini-case: Amazon differential advantage. Mini-case: E-Bay 8 Kotler and Keller  Handouts Chapters 12 & 13  Lecture with Q and A on Marketing Plan Creating a Marketing Plan

Case: Optical Distortion 9 Kotler and Keller  Principles from the Text Chapter 14 (lecture)  Applications to the case Mini-case: Proctor & Gamble “Optical Distortion (class discussion) 10 Kotler and Keller,  Hand-in “Optical Distortion” Chapter 15 WCA  Handout Mini-case: Micro-Soft Mini-case: Yahoo 11 Kotler and Keller  Examination II in class one- Chapter 16 hour.  Formation of Student Teams Mini-case: HSBC for Group Team Project 12 Designing and Managing  Class discussion of “Citibank” Integrated Marketing case. Lecture and discussion Communications “Integrated Marketing Communications.” Kotler and Keller Chapter 17 13 Kotler and Keller  Currently useful Chapter 18 & 19 generalizations drawn from text and cases Mini-case: Virgin Group Mini-case: Southwest Airlines 14 Kotler and Keller  Examination III, handout take Chapters 20-23 home examination, due class Session 16. Mini-case: Starbucks  WCA due, Citibank 15 Team Projects  Student Presentations in class  Student-Team  Paper/Marketing Plan (hand-in) 16 Team Project  Examination III, hand-in  Student presentations in class  Student-Term paper/marketing Plan (hand-in)  Course evaluations.

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_sources 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.