Download MBA 541 Syllabus

MBA 541-001: MARKETING DECISION MAKING II
SUM I - 2007
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Instructor:
Office (CH 240C) Hours:
Telephone
VAX Mail:
Vince Howe
M – R, 9:00 – 11:00,
MR 5:00-6:00 or
by Appointment
962-3882
[email protected]
Text/Readings:
Readings are available from Harvard Business School Publishing (access details
will be provided by the instructor.
Course Descriptions:
The marketing function is facing increasing pressures to take on a greater level of
responsibility for managing profits and the external performance metrics of an
organization. As we will discover, customer orientation (CO) requires the
organization to adopt processes and tools for building marketing strategies that
deliver superior levels of customer satisfaction, value and profitability. One set of
CO processes and tools to be discussed revolves around customer relationship
management (CRM). In our investigation of CRM, we will discuss marketing
performance metrics, marketing profitability and the role marketing strategies play
in allowing organizations to reach their goals, e.g. profits, awareness, etc. Other
market-driven strategies that attract, satisfy and retain target customers will also
be discussed including New Product Development and assessing international
market opportunities.
Course Objectives:
The specific objectives of this course are:
1) To build your knowledge of a rapidly emerging marketing arena – customer
centric marketing – which some claim is the new business paradigm.
2) To emphasize how customer orientation/market-driven strategies can help
accomplish strategic marketing initiatives and improve firm profitability.
3) To understand basic marketing metrics critical for management control.
4) To review the New Product Development (NPD) process from idea generation
to launch with a focus on best practices at each stage of the process
5) To discuss the process to assess new global opportunities, i.e. international
markets.
Attendance/Participation: Attendance is expected at all classes. If, for any reason, you are unable to attend
class, you are responsible for any work assigned or completed during the class
period. It is your responsibility to secure information covered in class. Unless
extenuating circumstances exist, missing more than two classes will result in a
failing grade.
Grading Policy:
Your grade for this course will be as follows:
Case Briefs
35% (350 points)
1) Two page double spaced
2) Content: Management Problem, Relevant
Background, Decision Alternatives, and
Logically Derived Recommendation.
3) Due night of class case is discussed.
Participation
15% (150 points)
Relevant contribution to classroom discussion of cases, readings, etc. It is
critical to come to class prepared and to engage in class discussion. Case
briefs will be required on the six nights cases are assigned. The grades for
class contribution will be based on content and quality of participation
rather than quantity. You are encouraged to share with the class any
experiences you have had that are relevant to the class discussion. These
experiences can come from the workplace, outside readings and personal
consumer experiences.
Exam
25% (250 points)
In-class exam – case analysis and essay.
Learning Alliance
(to be discussed)
25% (250 points)
Grade Assignment:
POINTS EARNED/GRADE
930 – 1000 POINTS = A
900 – 929 POINTS = A870 – 899 POINT = B+
830 – 869 POINTS = B
POINTS EARNED/GRADE
800 – 829 POINTS = B770 – 799 POINTS = C+
700 – 769 POINTS = C
BELOW 700 POINTS = F
MBA 541-001: Marketing Decision Making II
SUM I - 2007
SESSION
SESSION LEADER
FOUNDATION
CLASS
OTHER
PRIMARY LEARNING
TOPIC
READING
PREPARATION
PREPARATION
OBJECTIVES
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------May 14 (M)
Vince Howe
Reading: Mareketing Strategy
An Overview
Case: RBC: Customer Profit
Be prepared to provide
Turn in 2-page case
* Course Objectives
a status group status report
brief
* Prep for LA Growth &
on your Growth & Profit
Profit Presentation
Project
Overview of Marketing Strategy
_______________________________________________________________________________________________________________________________________
May 21 (M))
Vince Howe
Reading: Brands & Branding
Case: Samsung Electronics
Brand Management &
Be prepared to discuss
case.
Turn in 2-page case
brief.
Building and managing brand
equity. Metrics to assess success
of brand management
May 29 (Tu)
Vince Howe
(Memorial Holiday make-up)
Reading: Customer Profitability & CRM Metrics
Lifetime Value
Be prepared to discuss
Case: Harrah’s Entertainment
case.
Turn in 2-page case
brief
RFM, LTV and other customer
management metrics.
June 4 (M)
Vince Howe
Review Stage-Gate Process
Case: Best Buy
June 11th (M)
Vince Howe
Reading: NPD Imperative
Case: XM Satellite Radio
June 16 (Sat)
Vince Howe
Reading: Emerging Markets
Case: P&G Japan – SK_II
review .ppt slides on
Turn in 2-page case
Best Practices in Stage Gate, Idea
Stage Gate/NPD
brief.
Generation, Customer Driven
Be prepared to discuss
Ideas
_______________________________________________________________________case.___________________________________________________________________
NPD Process
Turn in 2-page case
NPD Control, Concept Testing
Be prepared to discuss
brief
Managing NPD, Launch Control
case
---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Assessing Int’l Mkts
Be Prepared to discuss
case.
Turn in 2-page
brief.
Assessing international market
opportunities, special issues
with emerging markets
(NOTE: Second half of class (after lunch will involve meetings with each Learning Alliance Team)
June 18th (M)
Vince Howe
Pass out on Customer Centricity
Case: Cisco: Go to Market
Comp Anal in NPD
Be Prepared to discuss
Case
Turn in 2-page case
brief.
(NOTE: Brief case discussion at beginning of class followed by 2-hour exam)
Competitive Analysis in NPD and
Launch, Customer Intergration